Google Ads doesn’t believe in sitting idle. The world’s most popular advertising platform is the undisputed king because it continues to offer advertisers innovative ways of improving their pay-per-click (PPC) campaigns. The latest is Google Tag Manager.
Today, we’ll tell you how you can use Google Tag Manager to help in PPC tracking, giving you the tips you need to improve your digital marketing analytics.
What is Google Tag Manager?
This is a free tool that enables you to track conversions on your website. It is a simple add-on, which means you don’t need to know how to code. The tool adds tracking pixels to your website or mobile app, and you can then access the data. Essentially, it is a bridge between marketers and web developers.
The common tags you need in PPC marketing, like Google Analytics and Trusted Stores are included. Additionally, you can find Marin, AdRoll and many others. You can also add custom tags for social media tracking without any third party required.
First and foremost, you need to be sure that Google Tag Manager is installed correctly. To do that, install the Google Tag Assistant extension in Chrome, then check the smiley face icon for the following:
- Green – the code is functional.
- Blue – There are potential issues (i.e. placement in a non-standard section of the code).
- Red – installation error.
To view more details about any errors, you can click on the tag.
5 Ways Google Tag Manager Can Boost Conversions
So, just why should you implement Google Tag Manager? Well, let’s give you five good reasons to do it today.
1. It Enhances Conversion Tracking
Google Tag Manager makes it easier to track events and key actions. For example, you may want to drive more traffic by encouraging people to call your business or click for directions. GTM can track these clicks or calls, and then build up a clear picture of the user journey as you collect more data.
2. It Simplifies Troubleshooting
If you set up all basic conversion tags in the Tag Manager, you also simplify any troubleshooting. This consolidation makes it easier to verify everything is configured as it should be.
3. It Reduces Time Dealing With Developers
This tool minimizes communication time with web developers. Marketers can add HTML tags themselves, taking on a bigger role with ease so that they don’t need to contact a developer every time. Better yet, marketers can focus on marketing, and worry less about exhausting their time and effort elsewhere.
4. It Allows for Advanced Pageview Tracking
There are multiple elements to a web page, such as:
You can set these elements up as tags, and then use them to track audience engagement. This is useful if you can’t get a video trigger to work, so long as the element is visible on the page for the duration of the video.
This will let you know how long your site visitors spend on your web pages, and will also give deeper insights into specific elements.
5. Identify Barriers to Conversion with Scroll Tracking and User Segments
Are you wondering if people make it to the bottom of your page? You can use scroll tracking to find out. This feature of Google Tag Manager shows you where people stop scrolling, and also tells you how many people are converting.
This is particularly useful for top-of-funnel content, providing you with insight into whether people are reading the pages too quickly to be counted as a conversion.
With this in play, you can determine how users interact with various segments of your website. They may engage your sign-up form but not submit it. This can help you identify any potential barriers to conversion.
Google Tag Manager is Made for Ambitious Marketers
A lot of marketers are missing out on potential conversions every day. In paid advertising, you must always look to improve your conversion rate. Otherwise, you’re effectively wasting your money.
Google Tag Manager makes it possible to track user behaviors without knowing code. You don’t need to get too technical to take advantage of data insights. This user-friendly tool is a no-brainer for modern marketers, especially if you want to increase your conversions.