I think you are talking about "Google" as much as marketing is concerned. Google offers a lot of tools and platforms to use for online marketing, from search ads to analytics, etc1. It allows you to target prospects with various types of ads:
• Search Ads: They show above or below Google's search results page whenever an individual searches for the respective keyword. Best suited for acquiring intent-based traffic.
• Display Ads: Banner or visual ads that appear on sites in Google's Display Network (hundreds of millions of sites). Effective for brand awareness.
• Video Ads: Shown on YouTube (a Google property) before, or during videos. Best for video content viewers.
• Shopping Ads: They show up when people search for products. Ideal for online retailers that wish to promote products from search.
• App Ads: Promote installs and target users on Google's network.
2. Google Search Engine Optimization (SEO)
SEO is all about getting your site and content to rank higher in Google's natural (not paid) search results. • Keyword Research: Finding out what people are searching for under your niche and making your content keyword-conformant to improve discoverability.
• On-Page SEO: Modifying factors on a site like title tags, meta descriptions, header tags, images, and internal links to increase the discoverability of content.
• Off-Page SEO: Building backlinks on other quality sites to make your site authoritative in the eyes of Google.
• Technical SEO: Making your site work better (speed, mobile responsiveness, etc.) for a improved user experience.
• Local SEO: Optimizing your Google My Business listing and other local directory listings to show up in local search results, relevant for those who have physical business locations.
3. Google Analytics. Some of the key features include:
• Traffic Sources: Observe where your visitors are originating from (organic search, paid ads, social media, etc.).
• User Behavior: Observe which pages and content are being visited and used most by visitors.
• Conversion Tracking: Track some actions taken by users on your site (e.g., filling out a form, buying) so that you can see how well your campaigns are doing.
Set up goals to track conversions and important actions so that you can see ROI.
4. Google My Business (GMB)
Google My Business is a tool you will need if you have a brick and mortar storefront or provide a local service area. It gets your business listed in local search results and on Google Maps. Among its key features are:
• Business Profile: Add details like your hours of business, address, phone, site, and photos.
• Customer Reviews: Engage with customers by responding to reviews and establishing trust.
• Posts: Share updates, promotions, and events to engage with local customers directly from your GMB listing.
5. Google Tag Manager
Google Tag Manager (GTM) is a free tool to add and manage tags (small bits of code) on your website without ever having to touch the code yourself. It's a huge time-saver for marketers who want to track website behavior and tie into tools like Google Analytics, Facebook Pixel, and more.
6. Google Trends
You can:
• Track Popular Searches: Observe what people are looking for globally or in certain regions.
• Identify Seasonal Trends: Find out which search terms surge during specific seasons of the year.
• Compare Keywords: Compare a set of search terms and see which one is becoming more popular.
7. Google Workspace (Previously G Suite)
Google Workspace is a set of cloud-based productivity software (like Gmail, Google Docs, Google Sheets, Google Meet) that can be utilized for team collaboration and communication. It's ideal for marketing campaign planning, content collaborations, and sharing with teams.
8. YouTube (Google-owned). Here's how to use it:
• YouTube Ads: Display skippable or non-skippable video ads, display ads, or bumper ads to your desired audience.
• Organic Reach: Share content that interests your desired audience. Optimize titles, descriptions, and thumbnails for better discoverability.
• YouTube Analytics: Track how your videos perform based on watch time, engagement, and traffic sources to optimize content strategy.
9. Google Data Studio
Google Data Studio is a free application where you can create interactive dashboards and reports by pulling data from Google Analytics, Google Ads, and others. It is useful to create pretty reports for clients or internal stakeholders.
10. Google Webmaster Tools (Search Console)
Google Search Console is an extremely useful tool for website owners to monitor the performance of their website in search results. It helps with:
• Indexing Issues: Check what pages of your website are being indexed by Google and address any crawl issues.
• Mobile Usability: Identify any mobile usability issues on your website.
11. Google Optimize
Google Optimize is a website optimization tool that allows you to A/B test your site versions. You can use it to test headings, images, layouts, or other things in order to improve user experience and get more conversions.