Page 20 - Payout Magazine Online Volume 9.4

How to Get International
Insights from
Google Analytics
The success of any marketing campaign will always depend on how
well you understand your customer, what they buy, and where they
are located.
Blanket approaches to marketing can prove profitable, but they are
generally inefficient and will never produce the highest ROI. Tracking the
activity and return on all your campaigns removes the guesswork out of
building a successful marketing strategy.
Smart campaigns built from the ground up using intelligent analysis
of data will always beat out a campaign that you launched on a hunch.
Google Analytics can provide the information you need to fine-tune your
campaigns and explode your profits.
When you first jump into Google Analytics, the information you are
presented with at first glance represents less than 10% of its real power.
Tinkering around under the hood is how you develop intimate knowledge
about your visitors’ behavior while they are browsing your website. When
you take the time to get to grips with Google Analytics you will unearth a
wealth of information on user behavior such as how they found your site,
demographics, their interests, and how they use your website.
Another reason Google Analytics is such a powerful tool is its ability
to collect and collate data on your international visitors. If you haven’t yet your page, find the ‘Geographic Target,’ then ‘Target users in,’ and select
thought about expanding operations beyond your borders then what we
are about to reveal should convince you to reconsider.
� Tapping Into Underserved International Markets
Your market research may have revealed untapped markets in
different countries. To tap into these potentially lucrative global markets,
20 PayOutMagazine
you’re going to need to create international versions of your websites,
which isn’t as complicated as it sounds.
� You can create geographically targeted versions of a website in a
couple of ways.
Creating country-specific top-level domains such as www.
yourwebsite.co.uk will be familiar to the residents of the country you are
targeting and will help increase your ranking power. You will also have
the benefit of country-specific IP addresses. Of course, you miss out on
the internal link juice that would otherwise be available from your sister
sites.
Subfolders are another strategy for creating customized content
for an international audience such as www.yourwebsite.com/en-gb/.
Using this method spreads out the link juice between internal links, but
it does make it challenging to rank in a country-specific search engine.
Because of this, subfolders work best when used on older sites with an
established audience and it has reached a time when it makes sense to
grow its sphere of influence.
Google’s webmaster tools are making it more convenient to target
international markets through geotargeting. Add the relevant code to
your desired country.
Set Up Google Analytics for International Campaigns
The nature of powerful tools can make them a daunting challenge to
operate. With the massive volume of data that Google Analytics collects
on your visitors, it can be tough to figure out how to sift through it all so
it starts to make sense and become useful.