3.2 SEO & SEM - Putting into Practice.pdf

SEO & SEM: Putting into Practice IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Individual and Group Assignments 2 A2: Google Analytics 1. What is the relationship between "Events" and "Pages and screens"? 2. What are "Key Events" and why are...

SEO & SEM: Putting into Practice IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Individual and Group Assignments 2 A2: Google Analytics 1. What is the relationship between "Events" and "Pages and screens"? 2. What are "Key Events" and why are they important? 3. List a few key events that may be relevant to a B2C eCommerce site. 4. List a few key events that may be relevant to a B2B site for lead generation. 5. List a few ways you can create or modify key events. GA4 à Admin à Data Display 3  P2: Google Analytics 1. Create or sign-in to the site's GA4 account. 2. If it is newly set up, wait for 1-2 days to ensure that data starts flowing in the report. 3. Set up important key events that you want to capture on the site. The key events (goals) should include: Final conversion actions, such as purchase & Quick Tip: form submission. If you are using Wordpress, the Google Intermediate goals that measure user Site Kit plugin will set up GA4, Search Console & Adsense (if needed) at one go. engagements on the website. 4 P2: Search Console 1. Create or sign-in to the site's Search Console account 2. If it is newly set up, wait for 1-2 days to ensure that data starts flowing in the report. 3. Familiarise yourself with major reports in the Search Console, most importantly, Search results. 4. Link Google Search Console to Google Analytics 5 Link GA4 to Search Console Gear Button 6 Publish Search Console Collection on GA4 Go to ”Library” Publish ”Search Console” Collections GA4 Dashboard 7 Search Console Report on GA4 Search Console data on GA4 Search Console 8 P2: SEO Audit Perform a SEO Audit on the client’s website and suggest potential areas for improvement in Relevance Quality Usability 9 P2: Google Ad Account & SEM 10 Example of Search Campaign Actual search terms (queries) reported on GA4 11 Example: SEM Ad 12  GA4: Link to Google Ad Manager Link Google Ad Account with Google Analytics Why To import Conversions / Goals to optimize your ad campaigns To import Audience for retargeting (later) 13 Conversions Impression, Reach, Ad Clicks 1. What are the main conversions you want to capture for your project? Lead conversion / form submissions? eCommerce purchase 2. After deciding the above, you also want to capture intermediate goals like engagements. This will help to capture visitors lower down in the purchase funnel. 14  GA4 Conversions Lower Left Google Tag Manager Event (complicated) Created / Modified GA4 Events Standard GA4 Events Standard GA4 Events 15 GA4 Custom Events ”Thank You” page after form submission (lead conversion) 16  GA4 Conversion for E-Commerce Sites Renamed to “Key Event” Automatically added if configured properly on Shopify, WIX, etc. 17 Mark as Conversion (Key Event) 18  Google Ad: Import Conversion from GA4 Import Conversions Why To tell Google Ads the important metrics you want the ad system to optimize on your behalf How Create/specify the desired conversion actions on GA4 first. Examples: Final Actions: Purchase / Enquiry Form Submission Intermediate Actions: Engagement Next On Google Ads, import conversion from GA4 19  20 Class Matters Week beginning 2 Sep No F2F lecture or tutorials L4 (Fri, 6 Sep) – please watch pre-recorded lecture at your own time. P1: Submit project brief by 2 Sep, arrange group consultation meeting on Zoom (Dashboard -> Calendar) A2: Search Engine due 9 Sep P2: GA + Search Engine due 16 Sep 21