Digital media 101: our top tips for optimising your website for paid activity

By Chris Liffen / Marketing / 28th July 2021

Before embarking on digital advertising and paid activity, there are lots of steps you can take for free to optimise your website ready for any activity. 

Account Director Chris Liffen has put together his top 6 steps to help ensure you’re getting the most out of your digital marketing, why it’s important and included the next steps you can take to start actioning his advice!

Step 1: Install Google Tag Manager onto your website

Google Tag Manager enables you to install any advertising pixels or tracking needed when you do come to advertise. By having Google Tag Manager (GTM) on your site you will be able to easily set up the likes of Facebook & Instagram Advertising or Google Ad pixels across the website. 

These can then be used for channel by channel ad campaigns as well as remarketing – target people that have visited the sites but not converted to a sale. Google explains how to do this here.


Step 2: Install Google Analytics onto your website

To ascertain a baseline of traffic and sales before you start spending money, you need to have Google Analytics set up on your website. This will allow you to understand where your website traffic is coming from i.e. Facebook, Google or other referring websites. 

You can also analyse which of your pages are most popular and the user flow as people navigate around your site. Google Analytics can identify the best channels to promote your website across based on new user traffic and sessions. Get started here.

Step 3: Install Google Search Console (SEO)

Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues and make your site shine in Google Search results. It also allows you to optimise your website content for SEO with analytics and ultimately gets you listing on Google for free against relevant traffic driving search terms!  Google’s step by step guide to setting up and using Search Console is here.


Step 4: Create and install Google Optimize 

This free to use tool will enable you to see where people are going and what they are doing on your websites. It will suggest site optimisations to improve the performance of the website and ultimately drive sales. i.e. changing the colour of a buy now button so it stands out sometimes has a surprising effect on conversion rates. With this Google Optimize, you can also create A/B landing pages for users to test, learn and refine to ensure the best possible user experience. Get started for free here


Step 5: Facebook Business Manager and Pixels 

By having a Facebook Business Manager account you can start setting up the pixels, events, targeting and ads needed to advertise across both Facebook and Instagram. 

Important note: make sure you set up your pixels and events and test them before you start paying for anything! 

Within Business Manager, you can raise pixels that can be installed easily via Google Tag Manager (step 2). Get set up here.  

Most social channels have a similar set-up to Facebook now, so it’s worth looking into the ones relevant to your business e.g. Pinterest, Snapchat, Tiktok and Linkedin.

Step 6: Google Ads & Conversion Tags

Similar to step 5, by having a Google Ads account you can start setting up conversion tags, targeting and ads needed to advertise across Google Search, YouTube and the Google Display Network. 

Important note: again, make sure you set up your tags and test them before you start paying for anything! 

Within Google Ads you can raise a Global Site Tag that can be installed easily via Google Tag Manager (step 2) – you can also directly link your Google Ads account to your Analytics account – ensuring that there is seamless learning between SEO (Organic Search) and PPC (Pay Per Click Search Ads) along with being able to import Goals created in GA as conversions on Google Ads. To get started, Google’s 5-step set-up is here.

These are just some of the simple steps you can make for free to get started with optimising your website. From here on, we can then start looking into further optimisation tools to make the most out of your digital activity. 


If you’d like to find out more about how we can help with your online media activity, or if you’d like a digital audit to assess where you can make improvements – please get in touch.

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Chris Liffen

Written by

Chris Liffen

Chris Liffen is an Account Director for Focus on Media. Chris has 12 years of media planning and buying experience across both regional and London based agencies, with extensive knowledge in both B2C and B2B client sectors. Chris loves it when marketing strategy and media plan comes together to drive progressive results and even more so when his favourite football team Q.P.R have won that weekend.