Five Ways Google Tag Manager Can Improve Your Marketing

For businesses with a website, tags are an important part of improving visibility. But most small business owners rely on pre-designed themes or outside contractors to create and update a website. Google’s new Tag Manager is providing a way for small business owners to easily manage tags without paying for website enhancements.

To use Google Tag Manager, you’ll simply create a container that provides code you insert into every page of your website. Anytime you want to update the code, you update your container.

“Google Tag Manager took one big chunk of time out of the tagging process,” QuinStreet’s Ameet Arurkar said. “What took 2 weeks now takes less than a day—sometimes just hours. We, the campaign managers, now make the call on which tags to use, and we can implement the tags ourselves. Google Tag Manager just makes business sense. Why would we want to manually add hundreds of tags for our pages?”

For small businesses, Google Tag Manager can help out in five major ways:

  • Save money–Most web developers charge a fee for changes. If you have to go back to your developers every time you need your tags updated, you’ll spend a fortune. Using Google Tag Manager can free up those funds for something else.
  • Avoid campaign downtime–If you have to wait for someone to update your pages every time your tags change, your campaign will lag. Google Tag Manager lets you update your tags immediately, every time your campaign changes.
  • Stay in control of your site–Nobody knows your business better than you do. Google Tag Manager puts you in control, allowing you to change your campaign regularly without worrying about your page not keeping up. Rule-driven tags can be created to deploy at certain times, such as when a visitor follows through to make a purchase.
  • Avoid errors–Google Tag Manager has a preview mode that allows you to see a snapshot of your changes, viewing which tags will fire before committing to the them. Version history stores changes until you’re ready to publish them. Because a container must be saved before being published, you’ll always have a saved history of every version of site’s tags.
  • IT friendly–Your IT provider can also use Google Tag Manager when setting up your pages. They’ll be able to set up user permissions to let multiple people in your organization update tags.

Because Google tags launch in synch with other page elements, visitors won’t have to wait for pages to load because tags are slowing them down. Plus, because the interface is designed using Google’s design principles, it won’t take an IT expert to learn how to make changes.

To get started, simply set up your account with Google Tag Manager. You’ll likely need only one account for your small business unless you plan to have multiple people in your organization update your tags. If you need help setting up your tags, a Google Certified Partner can assist you.

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About Stephanie Faris

Stephanie is a freelance writer and young adult/middle grade novelist, who worked in information systems for more than a decade. Her first book, 30 Days of No Gossip, will be released by Simon and Schuster in spring 2014. She lives in Nashville with her husband.