How to Use UTM Codes in Your Digital Marketing Campaigns

how to use utm codesAny successful digital marketing campaign is powered by data. But data-driven campaigns are only possible when you collect that data properly. One essential tool used by digital marketers for data collection and segmentation is UTM codes. UTM codes help you build unique URLs for different marketing campaigns, making it possible to properly segment campaign traffic in platforms like Google Analytics.

Below, we outline how you can quickly and simply set up and use UTM codes within Google Analytics for your digital marketing campaigns.

UTM Codes: The Basics

A UTM code (short for Urchin Tracking Module) is a piece of code that is attached to a page’s URL. This code makes it easy for analytics programs to track where users are visiting your website’s pages from. By creating a new, unique UTM code for each campaign that you wish to track, you can easily isolate data to compare one campaign against another.

UTM codes are composed of five different elements, also referred to as parameters. Three of these parameters are required for all UTM codes. Two are only used in certain cases.

The five parameters are:

  • Campaign Name – utm_campaign: This is the name of your campaign. (i.e. “summersale”)
  • Campaign Source – utm_source: This is where you are running your campaign (i.e. “facebook”)
  • Campaign Medium – utm_medium: This is the type of link used to direct traffic to your site (i.e. “bannerad”)
  • Campaign Term – utm_term (optional parameter): If you are running a PPC campaign, this is the keyword term used.
  • Campaign Content – utm_content (optional parameter): If you are running multiple campaigns with the same name, source, and medium, you can add an extra keywords with this parameter to differentiate them.

Setting Up UTM Codes

Getting a UTM code set up for your campaign is simple, thanks to Google’s URL Builders and other similar tools. With Google’s URL builders (available for web and email ads, as well as mobile-app ads), you simply enter your website’s URL and each of the parameters you are using. Google’s tool will automatically generate a unique URL with the proper UTM parameters for your campaign. You will want to create a unique UTM code for every campaign that you are tracking in Google Analytics. This way, you can isolate each campaign individually.

One important point: make sure you use the same spelling for shared parameters. For instance, if you are running multiple campaigns for your summer sale, make sure to use “summersale” for the Campaign Name of each campaign. If you are running multiple campaigns on Facebook, you will want to spell “facebook” that same way every time in the Campaign Source parameter. Note that UTM parameters are case-sensitive, so capital letters matter.

UTM Codes & Google Analytics

When you’re in Google Analytics, you can easily track and compare different campaigns based on their UTM parameters. Simply go into Traffic Sources > Sources > Campaigns to see an overview of all campaigns listed by the Campaign Name parameter. In other areas, like the Explorer, Ecommerce, and AdSense sections, you’ll be able to drill down by additional parameters, like Campaign Source and Campaign Medium.

UTM codes make it easy to track and compare how social media campaigns perform on Facebook vs. Twitter, whether you’re seeing more clicks from banner ads vs. sidebar ads, or how different ads perform within the same campaign. This way, you can go ultra-granular when fine-tuning your digital marketing efforts, helping you build smarter campaigns and optimize results.

Get more out of digital marketing by choosing the digital specialists at Qiigo. Call (888) 673-1212 today to learn how you can unlock your brand’s digital potential.

Qiigo Announces Ad Budget Alerts

At Qiigo, we are always looking for ways to better serve our clients. We are pleased to announce a change to how we notify our clients when their Local Marketing Program budget is reaching its limit. If your account balance for Search Engine Advertising is running low, we will now be notifying you via Qiigo Ad Budget Alerts. Qiigo Ad Budget Alerts are proactive, automated email alerts that help you quickly and easily manage your online advertising budget.

With Qiigo Ad Budget Alerts, you can take prompt action to ensure your ads keep working for you, generating valuable leads for your business. And our system makes it easy for you to monitor, manage and adjust your ad budget when you need to.

qiigo ad budget alerts

Here’s how it works:

  • We will send you an email alert when your budget has 20% left for the month.
  • We send a second email alert at the 10% mark.
  • The email alert will include your total monthly budget, as well as the budget percentage remaining for the month.
  • Each email alert has a link, so you can immediately click to adjust your budget and keep the ads running if you need to.
  • Options for next steps include:
    • Adding budget just for the remainder of the current month
    • Adding a permanent increase in your monthly budget

How will Qiigo Ad Budget Alerts help you?

  • Our system will send you automated, proactive email reminders, because we know you’re busy running your business.
  • The Qiigo Ad Budget Alerts will help you understand how much budget you have left, compared to your overall budget each month. They help you make the best decision about whether to add budget just for this month, up your budget permanently, or just wait until next month to continue running ads.
  • If you need our help, each Qiigo Ad Budget Alert includes your Qiigo Account Manager’s contact information, so you can call or email us immediately to discuss your options.
  • By making sure your online a budget doesn’t accidentally run dry, we help keep leads coming to you, to grow your business.

Should you have questions or concerns, we always encourage you to reach out to your Account Manager. His or her contact information will be included in each email alert. We believe the new Qiigo Ad Budget Alert system will provide you with an easier way to manage your ad budget, so leads keep coming and you can focus on growing your business.

Other Important Features about Qiigo Ad Budget Alerts

  • If you ever want to shut off the alerts, we make that easy with a simple “1-click Unsubscribe” process.
  • If you decide to ignore the alerts, that’s ok. We’ll send another one at the next alert set-point, and when your account runs out for the month.
  • When your account runs out, your ads will pause, and no further leads will be generated until the ads restart next month. However, if you have a monthly budget allocated, they will restart automatically with no further action required from you.
  • Qiigo does not get paid more, if you run more ads. Unlike most digital marketing agencies, we do not charge a percentage of your ad spend. We simply want to help you succeed, by helping you generate the best, most profitable leads to grow your business.

Google Removes Right Column PPC Ads

Never shy to make changes, Google has made a major shift in the way that pay per click ads appear in search results. Starting in late February, PPC ads have been removed from the right column on all desktop search result pages. At the same time, Google has rolled out an increased number of banner-style ads on some pages, with many SERPs now seeing as many as four above-the-fold banner ads.

The change has many marketers wondering why this change has been made now, its effects on PPC, and what it means for digital marketing going forward.

Why Right Column Ads Died

right side ppc

While some digital marketing experts were surprised by the change, there’s nothing too shocking about Google removing right column PPC ads. Google and digital marketers have known for years that right column ads perform significantly worse than above-the-fold banner ads.

One recent study showed that top-of-page banner ads receive 85% of all clicks. Another study concluded that customers are fourteen times more likely to click on a top-of-page ads compared to sidebar ads on Google search results. According to Google’s Matt Lawson in a recent post explaining the change, users just don’t click on sidebar ads.

The rise of mobile search – which doesn’t allow for sidebar ads in search results – also led to the decision. Google has noticed that more and more users are starting searches on one device and then completing them on another. By removing right column ads, Google has created a more unified cross-platform search experience.

Google’s Expansion of Top-of-Page Ads

To offset the removal of sidebar ads, Google has expanded the number of banner ads that appear above organic search results. Previously the upper limit for the number of above-the-fold banner ads on each SERP was three. Google has increased that limit to four ads per page.

Google claims that this change will only affect “a very small percentage of highly commercially relevant queries.” But some marketers are already reporting that as many as one third of all search results are returning four-ad pages.

While, this might seem like an uneven trade off – five sidebar ads for one banner ad – the difference in click-through rates between sidebar and banner ads is expected to offset this.

Looking to give your business’s PPC and SEO efforts a boost? Call Qiigo at (404) 496-6841 today to find out how our experts can supercharge your digital marketing strategy.

Digital Marketing Facts Check Up


As we near the mid-way point of 2015, it’s important to take stock of how the year has been progressing and what’s on the docket for the remainder of the year. As expected, digital marketing is continuing to have a significant impact on how we market our businesses. As more businesses add or expand the percentage of marketing spend directed towards digital, it’s a good idea to look at some key digital marketing facts.

    78% of Americans have high-speed internet at home.

    It turns out that high-speed internet usage varies greatly between age, race and geographic areas. According to the US Census Bureau, 88.5% of San Jose area residents use the internet compared to only 69% of Fresno area residents.

    More than 90% of Americans own a cell phone.

    When you see this statistic it is clear why digital marketing continues to grow. More Americans have a cell phone than high-speed internet at home.

    More than 8 million US homes have dropped cable or satellite TV.

    Those 8.6 million households without cable or satellite TV equate to 7.3% of households. The number of US households who cut the cable cord continues to grow. The widespread acceptance of streaming services (Netflix, Hulu, etc.) has contributed to the growth of those households without cable or satellite TV.

    Multi-channel usage exceeds 50%.

    More than half of all American adults report doing something else while watching TV. Top omni-channel distractions include email, talking or texting via mobile devices, surfing the web, and watching videos on mobile devices.

    TV advertising costs continue to rise.

    Even with the distracted nature of watching TV continuing to rise, TV ad rates are going up. Cable TV rates jumped 7.1% while network TV rates remained roughly flat.

    Nearly 25% of ad spend allotted to digital.

    In 2015, it is estimated that $183 billion will be spent on advertising with roughly $50 billion going to digital media expenditures.

How does your marketing plan layout for the remainder of 2015? Do you have a solid digital marketing strategy in place or are you looking to revamp the distribution of your marketing dollars.

Call Qiigo today at (404)496-6841 to discuss online marketing strategies that include Local Listings Management, Pay per Click, Search Engine Optimization, and more.

Visit Qiigo at the 2015 IFA Convention

ifa logo

Are you ready? Have you packed? The 2015 IFA Convention starts in just a couple of days! The Qiigo team is making last minute preparations and can’t wait to see you in Las Vegas!

We invite you to visit our booth in the Exhibit Hall. Qiigo will be at Booth 628/630. We’ll have information on our marketing solutions for national brands:

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Don’t forget to get your picture taken with Captain Local when you visit the Qiigo booth. He’s the world’s first digital marketing superhero! Captain Local is obsessed with saving local listings for national brands!

Two members of the Qiigo team will also be leading Marketing and PR Roundtables on Tuesday afternoon. Rick Batchelor, Qiigo CEO, will lead the Brand Monitoring: Tips, Tricks, and Testimonials roundtable discussion. Christian Pillat, Product Manager, will lead the Mobile: Tips, Trends, and Best Practices roundtable.

We look forward to seeing you at the 2015 IFA Convention!

Qiigo to Lead Marketing and PR Roundtable at IFA Convention

The International Franchise Association (IFA) Convention brings together leading franchisors, franchisees and suppliers to discuss the latest trends and ideas for franchise management, development and growth. Leading figures in business and franchising bring their insight to this industry defining event each year.

At the 2015 IFA Convention, Qiigo has been tapped to lead two of the Marketing and PR Roundtable events.


    Brand Monitoring: Tips, Tricks, and Testimonials.
    This roundtable discussion will be led by Rick Batchelor, Qiigo’s CEO. The Brand Monitoring discussion will be held on Tuesday, February 17, 2015 from 2:45 p.m. – 4:45 p.m. in the Grand Ballroom at the MGM Grand.


    Mobile: Tips, Trends, and Best Practices.
    The Mobile roundtable discussion will be led by Christian Pillat, Qiigo’s Product Manager. You can join this roundtable discussion on Tuesday, February 17, 2015 from 2:45 p.m. – 4:45 p.m. in the Grand Ballroom of the MGM Grand.

If you are unable to attend the Brand Monitoring or Mobile roundtables, please feel free to stop by the Qiigo Booth (Booth 628/630) on the Convention floor. Meet Rick, Christian and the rest of the Qiigo team. Find out how your brand can benefit from Local Listing Management, Lead Generation and Brand Reputation Management.

Meet Captain Local at the IFA Convention

ifa logo

Who’s Captain Local? Surely you’ve heard of the world’s first digital marketing superhero!?!

Captain Local helps national brands control and manage their online directory listings! You can meet Captain Local at the International Franchise Association Convention in Las Vegas. Appearing only at the Qiigo booth (#628/630), cl saving 300wCaptain Local champions your right to accurate and consistent online directory listings.

Qiigo’s Local Listing Management program is the answer to the difficulty of managing hundreds of location’s online listings. Listings with incorrect information including addresses, phone numbers and store hours lead to consumer confusion and lost sales. Local Listings Management from Qiigo manages the process of creating, claiming, editing, and maintaining your brand’s listings. The result is improved SEO value, consistent brand messaging, and the ability to easily promote new locations.

You can learn more about Qiigo’s Local Listings Management offering, along with our Lead Generation and Reputation Management services, at the IFA Convention February 15 through 18 in Las Vegas.

Visit Qiigo at Booth 628/630. Get your picture taken with Captain Local and learn more about Qiigo’s marketing solutions for national brands.

The Importance of Bidding on Brand Keywords

BRAND on price labels

The positive results from your SEO efforts have your brand appearing at the top of the search engine results page. Great news! Now that you’ve made it to the top of the page are you thinking about cutting back on your PPC campaign? Don’t do it!

Running a PPC lead generation campaign in conjunction with your SEO efforts can maximize your efforts. Consider these reasons why a PPC campaign with an emphasis on brand keywords is important.

    1. Two Links are Better than One. It’s great to be listed at the top of the organic search result list, but who’s above you? When you bid on brand terms you can dominate search real estate by claiming the top two spots on the page. The paid search link is not likely to cannibalize the SEO link. In fact, the two links are more likely to work together to drive even more traffic to your site.

    2. Dominate the Competition. What happens when the competition buys your brand term and starts to show up above you? It can and will happen. Secure your space with a brand keyword campaign before your competition gets in on the game.

    3. Branding Matters. The largest and most dominant brands in any industry are asserting their presence by owning the top paid and organic search spots. This strategy can be successful for your brand too.

    4. Strategic Promotion. Paid search provides the opportunity for you to direct consumers to specific pages within your site. Use paid search to drive attention to new product offerings, promotions and special offers.

    5. Brand Keywords are Affordable. Typically bidding on brand keywords is less expensive than bidding on generic keywords. Lower CPC makes brand keywords affordable and effective.

    6. Brand Searches Indicate Intent. Consumers are most likely to search on product or service keywords during the research phase of the buying process. Once they’ve made their decision, searches shift to brand words. Position your brand to show up front and center when consumers are ready to purchase.

Is your brand running both organic and paid search campaigns? Looking for advice on how to maximize your efforts? Call Qiigo and let us help guide your brand with successful paid and organic search efforts.

What You Need to Know about Consumer Online Behavior

online behavior

Online research drives consumer shopping behavior. Consumers are heavily influenced by online reviews. Social media impacts consumer behavior and purchasing decisions. It’s clear that consumers look online for information and reviews. Let’s examine some important statistics regarding consumer online behavior.

    Online Experiences Drive Store Purchases

    According to Marketing Land, 91% of consumers have visited a store because of an online experience. As consumers, we spend a great deal of time researching products and services online. We look at brand websites, read reviews and seek advice from friends and strangers via social media networks. It’s no surprise that with the vast amounts of information available online consumers turn to the internet for data before shopping. Are your brand’s website and social media sites providing the detailed and accurate information consumers are looking for?

    Search Engines are the Go To Source for Consumer Research

    Eighty-nine percent (89%) of consumers turn to search engines to conduct product research. A focused lead generation and search engine optimization strategy can keep your brand at the top of the search engine results page.

    Online Reviews and Personal Recommendations Weigh Equally in the Eyes of Consumers

    A recent study on Search Engine Journal shows 72% of consumers trust online reviews as much as they trust personal recommendations. Your brand must have a comprehensive reputation management strategy that includes offering customers a way to leave reviews and an easy way to respond to online reviews as they come in. Qiigo’s Reputation Management system makes it easy for national brands to quickly respond to reviews.

    Brand Social Media Campaigns Influence Shopper Behavior

    Forbes recently reported that 78% of consumer’s purchasing decisions have been based on posts made by companies on social media sites. The content your brand posts online is truly influential. A commitment to posting quality, informative content on a regular basis can impact your brand’s sales. The content you disseminate should be valuable to the consumer.

With consumers turning to the internet for information, research and to shop, your online presence has never meant more. Qiigo can assist your brand with lead generation marketing, Local Listings Management, Reputation Management, and other online marketing strategies. Call us today at (404) 496-6841 to find out how we can help your brand capture consumer’s attention.

Qiigo Sponsors Franchise Consumer Marketing Conference

Franchise Consumer Marketing Conference

Qiigo is pleased to be attending the 2014 Franchise Consumer Marketing Conference as a Silver Sponsor. The Franchise Consumer Marketing Conference is being held in Atlanta on June 24 and 25, 2014. The Franchise Consumer Marketing Conference is a must-attend event for marketing executives and service providers in the franchise industry.

The focus of the 2014 Conference is “Change: the New Marketing Currency.” Topics to be covered in the intensive two day conference include:

  • Start-Up/Evolving Brands and Markets
  • Marketing Execution
  • Blending Old and New School Media Strategies
  • Creating and Keeping Positive Brand Buzz

Attending the conference from Qiigo will be Zach Dickens, Director of Account Management, and Christian Pillat, Product Manager. You can meet Zach and Christian at Table 34 in the Sponsor Networking Area where they will be happy to discuss the importance of Local Listings Management and Local Lead Generation in your marketing mix.

We look forward to seeing you at the Franchise Consumer Marketing Conference.