Article

Jason Sammon
Jason Sammon 3 June 2016

Before Your next Marketing Campaign: What Is Google URL Builder?

Thinking of paying for advertising or running an email marketing campaign. We take a look at what is Google URL Builder and why you should use it.

What is Google URL Builder?

Well...Henry Ford once famously said “A man who stops advertising to save money is like a man who stops a clock to save time”, so there’s no surprise in saying that advertising is a vital part of generating new business.

There is of course advertising in Newspapers, magazines, the backs of Buses, TV and Radio which us internet folks call “Offline” and Pay-Per-Click (PPC), Sponsored Listings, Guest Blogging, Affiliate and email marketing those same folks call “Online”.

One of the big differences with Online marketing is traceability. To a certain extent, the measure of effectiveness for offline marketing would be whether the phone seemed to be ringing more, but like all things, things evolve.

Google Analytics is a great free Google tool for websites to track and measure what’s happening on a website, in essence it analyses:

  • Audience (Demographics and an insight in to who and how people visited your site)
  • Acquisition (how people got to your site)
  • Behavior (what people did once they got to your site)
  • Conversions (What significant outcomes came as a result of their visit)

Consider this; you’re paying for a listing on a website to advertise your business, let’s imagine this is yell.com, Thomson Local, The Best Of or even an industry specific directory.

How do you track your Return On Investment (ROI)?

Google Analytics can tell you exactly how many visits came from the sites you advertised on (referrals).

So where does Google URL Builder come in?

Let’s imagine you want to go a step further. You have several adverts running on a site of which you’re paying for each and you want to analyse which advert is delivering more traffic?

It’s not just for multiple adverts, but it’s also a great way to separate traffic for a particular source to make it simple to quickly analyse.

Let’s take a look: https://support.google.com/analytics/answer/1033867?hl=en

1

Campaign Source:
In this case the blog, but this could be an email or a Facebook post for example.

Medium:
Again, I've added blog here, but this could be email, PPC and so on.

Campaign Name:
This is the text that will show up in Google Analytics, so choose something that will be easily identifiable, distinct from other campaigns, and not too long.

So what do the results look like?

In true Blue Peter style…”Here’s one we made earlier…”.

2016-05-31_1456

Summary:

Google Analytics has always been a great tool to track what’s going on with your website along with how people get to the site first. The URL builder takes things a step further allowing you to segment your data and better understand how your advertising is working.

 

Cezar Halmagean
Cezar Halmagean

Here's a tool we've built for making the entire process of building and reusing urls easier: http://utmtag.com

Let me know if you need any help with it.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
14 Facebook post ideas for each and every brand

14 Facebook post ideas for each and every brand

A lack of creativity – like many things in the world – just happens sometimes. There’s nothing wrong with it, it’s not an irregular event. But nowadays, you need far more than a your average post to attract your audience’s attention instead of losing them to your competitors. And if you don’t enhance your strategy with creative ideas that work towards your business goals, your performance is going to weaken.

Jan Zajac
Jan Zajac 19 June 2017
Read more
5 Marketing Automation Hacks

5 Marketing Automation Hacks

In 2015, it was predicted that marketing automation will be amongst the most piloted marketing technologies, and since then, the term has become a buzz-word for marketers. Now, marketing automation is almost seen as something both necessary for business growth and essential for generating new leads.

Natasha Orme
Natasha Orme 26 June 2017
Read more
 10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

10 Social Media Advertising Tools That’ll Make Your Life SO Much Easier

1. Nearly 80% of the population is on social media (!) 2. Social media advertising is MASSIVE for online retailers, and is only going to grow. Now that I have your attention, let me explain who this post is for... If you’re looking to gain a competitive edge in social media advertising, this post is for you.

Luisana Cartay
Luisana Cartay 23 June 2017
Read more