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Jobs2Careers Used Google Tag Manager Thus Increasing Conversions Twice

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Tags are pieces of Javascript codes that are placed in websites to collect user data. eg If you want to analyse user data using Google Analytics, you have to place a Javascript code in the header of your webpage so that Google Analytics collects user data. Thus tags are the basic building blocks of web analytics. A digital marketing website contains many tags to collect different types of user information lets say from Google Adwords, 3rd party apps or custom apps.

These tags need to be edited periodically due to changes in marketing requirements. In a Tag Management system, these tags are edited through a simple user interface instead of manually editing site code. These tag management systems have following benefits:

  • Editing code becomes very simple due to user-friendly interface. You need not know coding to do these changes. So even a marketing person can do the changes in tags.
  • Due to automation of tag management, the tags become error free. Also, the IT department need not worry about the maintenance and security of the code. The IT team is freed for taking up other more value- added tasks.
  • Marketing need not depend upon IT teams to deploy changes or new tags. They can themselves easily do the necessary changes or additions in a short time. Thus response to market becomes fast.
  • As digital marketing campaigns become more complex with a lot of tags, deploying a tag management system is recommended over manually managing so many tags.

Google Tag Manager     

Google Tag Manager is a tag management tool developed by Google that automates tag management for your website. This tool is developed with the digital marketer in mind and not the developer. This tool is user-friendly and intuitive. So if a digital marketer wants to edit some tags, he is guided by an intuitive interface that helps him achieve his required result. Thus a marketer can readily create error free tags, test and publish them.

How Google Tag Manager Works?

Google Tag Manager works through its own ‘container tag’ which is placed on all website pages. This container replaces all manually coded tags on the website. Once the Google Tag Manager container has been updated on the website, the user can update, administer or add tags right from the Google Tag Manager website through a simple interface. You can specify which tags you want to fire and when from the Google Tag Manager user interface.

Google Tag Manager uses triggers and variables through which you can control how these tags are fired. Tags are triggered by events and are executed when a webpage loads or when some ‘event’ takes place on the webpage. In Google Tag Manager, triggers are attached to tags to specify when they should fire. eg. If the ‘all pages’ trigger is attached to a tag, the tag will fire whenever any page loads. Other triggers could be set to fire at certain events eg. video downloads.

As a best practice, all the existing tags should be migrated to Google Analytics. However, if you want to retain some tags outside Google Tag Manager, that also is possible. The tags from the Google Tag Manager container will fire alongside these tags.

About Jobs2Careers

j2cLet us understand the effectiveness of Google Tag Manager with the help of the case study of the 2nd largest growing HR company in the United States- Jobs2Careers.  Jobs2Careers helps millions of job seekers to access various kinds of jobs available across the country. This is a growing website with millions of job seekers visiting the website. Being in such a dynamic environment, Jobs2Careers keeps launching new creative campaigns for attracting traffic. This requires frequent additions/ modifications in their tags and also studies of effectiveness of the new campaigns.

Problem

Jobs2Careers were using Google AdWords campaigns to attract traffic. Marketing teams had to frequently add or modify tags relevant for these campaigns. They would have to depend upon the engineering teams for tag management. This would slow their response to the new campaigns. Jobs2Careers wanted to streamline this tag management and also increase conversions. Jobs2Careers selected Google Tag Manager for this purpose.

Approach

They created a single universal tag which could be accessed and updated by anybody at any the time. Thus, tag management became simplified and tags were updated in a timely manner. Since Google Tag Manager integrates easily with Google products like AdWords, it got aligned quickly with the existing campaigns.

They used the feature of tag templates, which helped them deploy tags at a short notice for certain types of campaigns. Thus, their response to create new campaigns improved drastically.

Jobs2Careers created custom Javascript tags to track its creative advertising campaigns in Google AdWords. Due to this, they could accurately know the location of the user and the exact keywords that the users typed to access Jobs2Careers.com. This helped them improve their Dynamic remarketing metrics.

Tag Manager also enabled Jobs2Careers test out various campaigns by the A/B testing methods and also track the performance of different ad campaigns. This gave them valuable inputs on focussing on better performing advertising campaigns.

Results

  • Productivity of marketing and engineering teams increased
  • Due to better insights, performance of their AdWords campaigns improved. In one case conversions increased almost double from 5.57% to 10.31%.

Image courtesies: Google Tag Manager

Jobs2Careers.com

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