chapter 10

Lesson 3: How to Use Google URL Builder to Create UTM Codes

Video transcript

We're almost ready to syndicate our content, but before we do, I have to teach you how to use the Google URL Builder. The Google URL Builder is basically a free tool that Google offers that allows you to take the URL's of your different blog posts, put them in this tool, and append them with different queries so that you can tell where your traffic is coming from. I'll explain that in a second.

The first thing you do is go to Google. Then, type in "URL builder" right into Google. The first thing that pops up is this "URL Builder Analytics Help." Click on that. Now we are at the Google URL Builder, and this is the tool. What we're going to do is create a URL for each individual place that we're going to share the content.

The first one we'll do, we'll just put in the link to our content here, wherever that is. In this case, it's SmartMarketer.com. Let's say that we were driving people to the home page of my website. Of course, we're going to be driving people to our different blog posts, but we're going to use this right now as an example.

You'd put in your campaign source. Let's imagine we're posting to Facebook, so this is for Facebook. Facebook would be the campaign source. The medium would be fanpage. The source is basically where it is. The medium is what you are using. For Twitter the campaign source would be Twitter and the medium would be Twitter. The only reason this is Facebook and fanpage is on Facebook we have a fanpage. We're going to have different fanpages. For Google+ the campaign source would be Google+ and the medium would be Google+.

Then, for the term we put in whatever that specific post is. It might be tactics. That was one of my posts. This is for the tactics post. We put in our source, our medium, and then for term, content name, we put the same thing. Click submit.

It's going to give us this big long URL, but look at what this URL is. It's just the URL you gave them, and they've appended these little UTM codes. So, it says UTM source=facebook, UTM medium=fanpage. What that does is when someone follows this link to go to your post, instead of just going to your post by going directly... if you were just to put a link directly to your post, this will tell you where they came from.

You're going to create a URL like this for Facebook, for Pinterest, for Google+, and for Twitter. We're also going to create it for our Facebook ad, and it'll show up in our Google Analytics which I'll show you in just a second.

Once we get this big long URL we're going to copy it. We're going to go to tinyurl.com. Click on tinyurl.com. We're going to paste that big long URL into the little box here on TinyURL and we're going to say "Make Tiny." What that's going to do is make it very small. It's going to take that big URL that we just created and it's going to condense it down.

Then, I'm going to grab this little thing. I would put this into my text document and I would say tiny URL for Facebook. I'm not going to actually do it, but I'll just paste this tiny URL in and you'll see. It'll take us right to the home page of my website, but it has these codes right here linked into it.

So, in our analytics account, we will be able to see how many people came to this specific post from our post on Facebook, how many people came to this specific post from our post out to our Twitter profile, and how many people came to this specific piece of content on our blog from the email that we sent. We can see these different channels that we're leveraging, these different social channels, how many people are actually going from those social channels back to our piece of content. It's very, very effective.

I'm going to show you a screenshot of it right now. You can see here that we use Campaigner as our email service for one of our businesses, and we use email as the medium. So, the source we use in our Google URL Builder for the different emails that we send out, each one of these is a different link. This was a link to our Thanksgiving promotion. This was a link to a different sale we had. This was a link to one of our videos. You can see SWC32. This was a link to a video we shared about a guy called Arthur.

So, the source is campaign, the medium is email, and then it's got our query. In Google Analytics we can see, from each different email, we sent because we used the Google URL Builder for each one of those emails. So, instead of just linking to our piece of content in the email we linked to our piece of content through a Google URL Builder URL, and it allows us to see, in our analytics, how many people came from each place.

If you see here we can see how many people came from Facebook, how many people came from YouTube, how many people came from AOL. I'm going to show you right now, break it down a little deeper, by actually going live into my analytics account. Let's check that out.

Here we are in my Google Analytics account for SmartMarketer.com. I've gone to all traffic over here on the left. I've broken it down by source, medium, and keyword. You can see OfficeAutoPilot is the email service that I use. The medium is email. So, for example, when I set my link, when I built the Google URL Builder link for the tactics and strategy email, I put tactics as the keyword. You can see how many people came from that.

We scroll down a little bit and we can see Facebook ads is a link that I sent, so when I'm doing my Facebook ads, I create a Google URL Builder URL that I link from my Facebook ads back to my website so I can see in analytics how many people came from this specific Facebook ad. It's just a really great way to track what's going on.

Instead of just linking from your social profiles when we syndicate back to your website, we want to create an actual Google URL Builder URL for each one of our social syndication services. That's Google+ we're going to create one for. We're going to create one for Twitter, for Facebook and for our email as well. That's four different URL Builder URL's that we're creating.

I'm back here at the Google URL Builder, and I just want to drill this in so you know how to use this. The URL is going to stay the same, because you're sending people to the same post. The post of the URL doesn't change. The only thing that's different, what changes, is maybe it's coming from Pinterest. Sorry, not Pinterest, Pinterest doesn't allow you to put these in there. Maybe it's coming from Facebook, and it's for your tactics. This stays the same, too. The term, the content, and the name all stay the same.

The only thing that changes is the source and the medium. So, maybe it's Facebook, or maybe it's Google+, would be here. Then you'd click submit and generate the URL like that. Or, maybe it's Twitter. So, the only thing that changes is the campaign source and medium. The term, the content, the name, and the URL stay the same.

I just wanted to show you how to use the Google URL Builder, because you're going to need those URL's. You're going to need to create them and make them tiny through TinyURL.com and paste them in a text document. Because we're going to use them in the syndication process which we're about to do right now in the next video.

Thanks, and I'll see you there.

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