Requirements:

• Facebook Business Account
• WordPress Website (theme installed)
• WooCommerce Installed (If you want experts to do this for you, go here)
• A “Get Sh*t Done” attitude!

Installing Your Facebook Pixel For WooCommerce

Facebook makes this process as simple as it can be. First, log into your Facebook business account. Navigate to the Pixels page.  When you create a new pixel, Facebook gives you multiple ways to set it up. Click, Create a Pixel and on the next screen choose Use an Integration or Tag Manager.

Within the Choose a Partner screen you’ll see multiple CMS options. Choose the WooCommerce option. Within this screen, you’ll be prompted to go through a 3 step process. The first step is to integrate WooCommerce to your WordPress website. Click the green Download button to download a zip file of your WooCommerce Facebook Pixel.

If you use WooCommerce, you will need the Facebook for WooCommerce extension to implement this integration.

After you install the Facebook WooCommerce Plugin, you’ll need to complete the setup process within your WordPress dashboard in order to link the pixel to your Facebook page. When you complete the installation process for the plugin, Facebook will automatically place your pixel on all pages of your WordPress site.

Step 2 & 3 walk you through creating a Facebook page, if you haven’t already, and setting up a product catalog for your online store’s products.

Once you’ve installed and activated the Facebook for WooCommerce extension a new Facebook dashboard will pop up. Go through the following steps to associate your Facebook pixel with your Facebook Business Page. In the last step, Facebook will automatically populate your existing WooCommerce products into your Facebook product catalog. Click Finish. You’re now ready to advertise your products on Facebook!

To set up a Dynamic Product Advertising Campaign navigate to the Power Editor within your ad account.  Click Create New Campaign and choose the Use Guided Creation button to begin setting up your Dynamic Product Campaign.

Choose the Catalog Sales campaign option and give your campaign a name. When you click Set Up Ad Account you’ll be prompted through the rest of your ad creation. Choose your audience targeting options. Facebook dynamic ads serve to people who have been to your website in the recent past and who have viewed products on your website that are also in your Facebook product catalog. For example, you can target people who have viewed your products and/or added them to their cart but have not purchased. Choose a daily budget for your campaign and click continue.

You’ll choose a specific ad type on the next screen. You have the options of a carousel or a single image for Dynamic ads. Go through the process of writing your headline and description for the ad and submit your ad to be reviewed before it starts serving to your audience. It’s that simple!

As always,

What you learn today lays the foundation for what you’ll learn tomorrow. 
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1. Create a Google Tag Manager Account

First you need to create a tag manager account for your website.

2. Install the Headers and Footers WordPress Plugin

After you’ve signed in and created your account with your website details, a box will pop up with your GTM implementation code. Keep this tab open and ready to go because you’ll need to copy and paste this code.

If you don’t see the pop up with your GTM code, you can click on your GTM container ID at the top of your account to access the implementation code.

Now, the easiest way to install this code to your website is with a WordPress plugin called Insert Headers and Footers. This is a very useful plugin created by a great resource on all things WordPress called WP Beginner.

Now that you have access to your code, install the Insert Headers and Footers plugin.

3. Copy and Paste GTM Code Into the Header and Footer

Once installed, navigate to settings > insert headers and footers. Access the tab with your GTM code, and paste the first section into the first text box of the plugin labeled, Scripts in Header.

Next, copy the second GTM snippet and paste it into the lower section of the plugin labeled, Scripts in Footer.

And just like that, GTM has been installed to your WordPress site!

4. Create a Google Analytics Tag

Now that we have Google Tag Manager installed to your WordPress website, lets set up your Google analytics tracking.

Tag Manager comes with prefixed tag solutions ready for deployment, so all you need is your corresponding ID for that system or tool.

In the left sidebar navigation of your GTM container go to Tags and create a new tag. Name your tag something appropriate like, “Your Website’s Google Analytics Tag,” and click into the Tag Configuration box.

From here, choose the Universal Analytics tag and click the Google Analytics Settings dropdown to input your UA tracking ID. You can locate your UA ID through your Google Analytics Account.

Next, create a new variable and input your Google Analytics ID. Name this variable ‘GAID’ and leave the cookie domain as auto. Then save your variable.

After that, we’ll define the triggering for our tag. Because we want to track all pages of our website, we’ll set our analytics tag to be present on every page. Define your triggering as All Pages and save your tag.

5. Confirm and Publish Your Tag

Note that once you’ve finished creating and saving your tag, GTM will not deploy the code until you publish the tag.

GTM has a preview mode where you can verify the tag is working properly before final deployment.

Click Preview in the upper left hand corner of your container and navigate to your website in a new tab. You may have to refresh the page in order for the preview mode to activate.

After you’ve confirmed that the tag is working correctly through the preview and debug option in GTM, go ahead and publish/submit your tag.

Your Google Analytics is now set up through Google Tag Manager and will now start collecting your website’s traffic data.

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To use the Yoast SEO XML sitemap tool, first install the Yoast SEO plugin. After the installation is complete, you can find and access Yoast SEO in the left navigation column. Click into the XML sitemaps portion of the plugin and enable the functionality. You’ll now be able to configure your sitemap to include and exclude pages of your choosing.

After you’ve completed the configuration of your sitemap, saving the settings will activate your sitemap. A link will appear with the location of your website’s sitemap. Go ahead and click the link, copy your sitemap’s URL and submit it to your search console account.

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If for some reason you don’t want to create a search console account or can’t verify authorization of your website, you can directly submit your website’s URL to Google here.

However, it’s more likely that Google will index your entire website in a timely manner if you submit your sitemap to Google through your search console account.

If you haven’t created a sitemap or don’t know what a sitemap is, stay tuned for our next article on how to create a sitemap using the Yoast SEO plugin.

How to Get Your Website to Appear in Search Engine Results

After you’ve submitted your sitemap to Google, you can expect to see your website on Google’s search engine results pages, or SERPs, for a name/brand search within one week. This means if you search your websites name, a description and link to your website will appear in the results.

However, if your website is a travel blog, for example, you’re not likely to immediately rank for search queries like “Best 10 Travel Blogs” just yet.

You need to develop an authoritative website within the travel blogging space and build a well thought out search engine optimization, or SEO, strategy first. Then you can start targeting more of these in-market search terms.

If you’re new to the SEO world, I recommend you read up on search engine optimization basics to get a general idea of what you’ll need to get your site up in the rankings.

After you’ve created your website and notified Google, it’s up to you to create engaging content that connects with users who occupy your corner of the internet.

Assuming you have high quality content that provides value to your audience, the next step is distributing the content to as many of those people as possible.

Good luck and as always,

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Adwords Campaigns

AdWords campaigns define your business’s product sets in broad terms. Each campaign contains AdGroups that should also have similar intent. AdGroups are essentially containers for your keywords and they shouldn’t contain mixed-purpose keywords. The keywords that exist in one AdGroup should be specific to one product.

Keywords are the most granular level of your account. They should have the most narrow focus and be grouped in specific AdGroups as such. Also, each AdGroup contains its own set of unique keywords that shouldn’t be duplicated in any other AdGroup.

For example, if you own an online shoe store, you may want to create a campaign for running shoes. The AdGroups within that campaign can be broken out by brands, or even styles of running shoes.

So, if you had a “Nike Running Shoes” AdGroup, a keyword within that AdGroup might be something like [Nike Air 5 Running Shoes] (the brackets around the keyword are called exact match modifiers, explained later).

Account Settings

As your account has different levels, many important settings are uniquely defined at the particular level of the account you’re dealing with. Certain settings can be defined in multiple levels of your account. But the thing to remember is that the lowest, most granular level sets priority. Here are some of the settings and the account levels where they are configured.

• Daily Budget – Campaign Level
• Targeting – Campaign Level
• Bid Strategy – Campaign Level
• Remarketing Lists – Campaign/AdGroup Level
• Max Bid – AdGroup Level/Keyword Level
• Ad Extensions – Account/Campaign/AdGroup/Ad Level

Familiarize yourself with these important settings and you’ll be up and running in no time.

How Does the AdWords Auction Work?

Keywords are the most complicated part of AdWords. So before we get too deep into that, I want to explain the idea behind bidding and the AdWords auction.

Keeping with our example keyword [Nike Air 5 Running Shoes], let’s say that model of Nike running shoes is your best selling running shoe, and it’s very important that your ad shows up in a top position on the search engine results page, or SERP. And let’s say you bid $3.50 on that keyword.

When a user types in the phrase Nike Air 5 Running Shoes in Google, your keyword is triggered and entered into the auction for your ad to serve that query.

If other online shoe retailers are bidding on the same keyword, it essentially comes down to who is bidding the most. Google takes the highest bidder and serves their ad in the first position on the SERP.

Google uses other factors in addition to your bid that determines ad position, but I will save that topic for a later article. This is just to get you started.

Keyword Modifiers

Keyword modifiers give you control over how your ad is shown to users searching that match the keyword you’re bidding on. Keyword modifiers are symbols that are attached to your keywords. There are 3 types of keyword modifiers.

1. Broad Match Modifiers

Denoted with a ‘+’ in front of each word of the keyword phrase you’re bidding on. Your ad is available to show for a range of keyword variations, however, synonyms of your keywords won’t trigger your ad. Broad match modified keywords allow for different arrangements and ordering of the words within the keyword you’re bidding on.

e.g. +Nike +Air +5 +Running +Shoes

In this case, your ad would display when a user searches something like: “Air Five Running Shoes From Nike.”

2. Phrase Match Modifiers

The symbol for phrase modifier is the quotation marks placed around the entire keyword you are bidding on. Phrase match doesn’t allow for variations 0f your keyword. The keyword phrase your bidding on has to show up in the users search query in order for your ad to be shown.

e.g. “Nike Air 5 Running Shoes”

Your ad would display when a user searches something like: “Where Can I Buy The New Nike Air 5 Running Shoes.”

3. Exact Match Modifiers

Exact Match Modifiers: Denoted by brackets around the full keyword you’re bidding on. Exact match modifiers restrict your ads to only show when the user searches your exact keyword (with some small variations, plurality etc.)

e.g.  [Nike Air 5 Running Shoes]

Your ad would only display when a user searches “Nike Air 5 Running Shoes.”

Remember, keyword modifiers are HUGELY important.

As you start using AdWords, I suggest testing variations of each keyword to see what performs best. Always remember to check which search queries are triggering your ads.

You can find out more about the search terms report here.

As always, what you learn today lays the foundation for what you’ll learn tomorrow.
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