Google Integration Services
Google Analytics and Google Ads (formerly Google AdWords) must be properly setup to collect behavioral and demographic modeling data and to receive data flow from Webmaster Tools/SearchConsole, Tag Manager, and Merchant Center. Properly linking Google Analytics to Google Ads allows Google to build audience models for remarketing, prospecting lookalike visitors for search and display push media, and provides rich data sets in a more cohesive dashboard for reporting and analysis, rather than compiling data from multiple sources.
Much of SEO/SEM/Display is performed using technology. While the Search Ads and Display banner ads are everything the searcher ever sees, it accounts for a smaller percentage of the work involved in setting up a well performing SEO/SEM/Display campaign that provides real, actionable intelligence.
Google Ads MCC Accounts require special consideration and integrations. Each sub account should be setup for use with only one web property so it binds to a single web property in Analytics, Tag Manager, Webmaster Tools, and Merchant Center. It is not advisable to run campaigns for multiple web properties within a single Google Ads account.
We can assist with these standard integrations.
- Implement Google Tag Manager – requires webserver FTP access and/or website CMS.
- Create Google Analytics Tracker objects in Google Tag Manager.
- Create Google Ads Remarketing and Conversion Tags.
- Setup Google Ads Conversions in Google Tag Manager.
- Implement Google Webmaster Tools – requires webserver FTP access and/or website CMS.
- Integrate Webmaster Search Console to Google Analytics and/or Google Ads.
- Implement Google Merchant Center – Feed ecommerce product data via direct API request methods or from data feeds. For online retailers, Google Ads Dynamic Ads can pull data directly from Google Merchant Center for remarketing back to non-converters with the very products and product categories they viewed on the website.
- DNI – Dynamic Number Insertion – provision a Google Ads or 3rd party 1-800 # to capture attribution data and/or conversion metrics to plug the hole in the marketing data for the phone call channel. Dynamic Number Insertion can also dynamically change the displayed phone number on your website for inbound sales call tracking to identify the campaign that drove the call. This conversion data can flow back into Google Analytics and Google Ads.
- Setup dataLayer object capture for granular remarketing and/or Return On Ad Spend (ROAS) or Return On Investment (ROI) analysis. Depending on the technology stack, a dedicated skill set is required or outsourced to perform the custom native application programming. This would be a development environment such as .NET or the LAMP stack.
- Clean data sets are imperative for proper behavioral analysis. Filtering rules exclude junk traffic that skews your metrics. Many people are unaware that a significant number of “visits” to your website that skew your metrics are “ghost” visits. A new form of guerilla marketing used by less than ethical marketers can pollute your metrics with their solicitation attempts. These ghosts hit Google’s API to send visitor traffic to your Google Analytics ID, and inject your metrics with false visits without ever having visited your site.
- More complex integration scenarios will be handled on a case by case basis. Complex integration scenarios could include back office integration with your organizations ERP system such as Oracle, SAP, Microsoft, Cisco, or IBM, or other marketing automation tools.
Website Development and Marketing Integration Services
For small to medium sized customers, sometimes a website may or may not be robust enough to perform some of the business functions that use dynamic functionality such as ecommerce, or use modern marketing methodologies such as remarketing. We can consult with you regarding your website position. If you need a website developed or an existing website redeveloped, we can provide you with strategic direction.
For enterprise customers that deploy many media vehicles across multiple marketing channels, coordination and integration into your ERP system is essential to getting the most out of your marketing efforts and fully understanding your business intelligence. Be aware that digital marketing should not operate in a silo, but rather be integrated and supportive of other marketing initiatives. For these scenarios, it is important to make sure the marketing and IT staff are aware of any strategic objectives prior to any work performed to coordinate media buys across channels and networks to assure campaign performance data flows properly throughout your organization.
Please be aware, Cyrid Media is not a web development, software programming, or web hosting company. There is so much grey area in regards to how a website can be built, upon what platform, programming languages, and technology stack, so you as the customer must be able to support your own IT infrastructure and website development efforts. If you cannot, then we can provide referrals for website development and perform integrations on a project proposal basis. Sometimes we can perform the work, other times a supporting staff is required with larger organizations for any number of reasons such as network security, PCI compliance, programming language and ERP system expertise, etc.
SAQ – Self Assessment Questionnaire
Cyrid Media must conduct a technology audit in order to assess the framework in which digital marketing strategies can be implemented. Certain platforms require specific skill sets, and often times server level access and website level access is restricted due to PCI compliance or other security protocols. It is important to understand this upfront in order to bill accordingly for the time and labor to perform integrations. The more information you provide here will make the process faster and smoother.