Do Not Pass Go, Do Not Collect $200, unless you are using Google products to improve your marketing. Google touches nearly every aspect of a digital marketer’s life today. This is not necessarily bad, as one of the biggest struggles in a marketer’s life is synthesizing data from various sources. It can be refreshing to have sources that speak the same language. Google is much more than a Search Engine and a massive player in MarTech.
Search Engine Optimization (SEO)
96% of mobile searches happen on Google. It does not hurt that Google is the default search engine on Androids and iPhones. Since most search is happening on Google, the majority of Search Engine Optimization happens for Google. Google Algorithm updates are such a huge deal because of optimizing for SEO.
As we have learned this semester, Tableau can output some beautiful, actionable data visualizations. The problem with Tableau, PowerBi, and other BI tools is the steep learning curve. Enter Google Data studio, free data visualization tool that lets you build interactive dashboards, and customized, beautiful reporting. (SEER). The learning curve for Data Studio is not too steep, allowing marketers to get up and running relatively quickly. Another benefit I have found of Data Studio is that the limitations can often be a blessing. Marketers can have analysis paralysis will all the available options inside Tableau and PowerBi, and stakeholders can get lost in the fancy visualizations. Sometimes a good old-fashioned pie chart does the trick.
Search Advertising spend is projected to reach 200MM by 2025. The two most prominent players in this space are Google and Microsoft. Google Ads allows marketers to reach the consumer in various ways, search, display, video, further expanding the touchpoints in digital marketing.
According to BuiltWith – 28MM websites use Google Analytics. All of Google’s competitors in the web and mobile analytics space do not even crack 1MM.
Another piece of the Optimization puzzle is Google Tag Manager, used by ~10MM sites. Google Tag Manager allows marketers to track events on their site using tags. Thanks to Tag Manager, Marketers do not have to rely on developers.
Google also boasts an A/B testing software called Google Optimize. This software is less known, but it is another example of how Google is forcing itself onto the digital marketer.
Today, to be a successful digital marketer, understand this fundamental truth: Google is so much more than a search engine. As newly minted GAiQ professionals, perhaps these other areas of Google may interest you.
Anwar, Aniqa. “Google Data Studio: What It Is & How to Use It.” Seer Interactive, 30 June 2020, www.seerinteractive.com/blog/google-data-studio-whats-working-whats-missing/. Accessed 14 Feb. 2021.
“Digital Advertising – Worldwide.” Statista, Statista Inc., https://www-statista-com.libproxy.temple.edu/outlook/216/100/digital-advertising/worldwide
“Google Ad Revenues to Drop for the First Time.” Insider Intelligence, www.emarketer.com/content/google-ad-revenues-drop-first-time.
Koetsier, John. “Apple Could Cost Google $15 Billion by Buying DuckDuckGo, Analyst Says.” Forbes, www.forbes.com/sites/johnkoetsier/2020/06/08/apple-could-cost-google-15-billion-by-buying-duckduckgo-analyst-says/?sh=2da9c1e21920. Accessed 14 Feb. 2021.
Merkle. “Distribution of Total and Mobile Organic Search Visits in The United States as of 1st Quarter 2020, by Engine.” Statista, Statista Inc., 28 Apr 2020, https://www-statista-com.libproxy.temple.edu/statistics/625554/mobile-share-of-us-organic-search-engine-visits/
“Search Results for Matoma Analytics.” Builtwith.com, builtwith.com/?matoma+analytics. Accessed 14 Feb. 2021.