Google is more than just the most popular search engine. In addition to searching Google for what you need, Google has tons of products and offers a lot of tools. If you are a digital marketer, Google is a highly valuable resource. A lot of Google tools are free where you can access them with just one login or account.

As a marketer, you should take advantage of free Google tools to improve your digital marketing efforts and take your efforts to the next level.

There a lot of ways you can use Google to boost your digital marketing performance. Maybe you have used a couple of these tools but there a lot of them you may not be aware of.

Google has a lot of free tools for digital marketers

Whether you are trying to improve your website performance, find a new digital marketing job, increase your conversion rates, tweak your user experience on desktop and/or mobile, manage your personal brand and your organization’s brand, learn more about your clients and prospects, create content based on trending keywords, prevent spam and abuse on your website, Google has a lot of tools to help you.

Here are 15 hand-picked Google tools that all digital marketers should be using. These are some of the best tools that Google offers.

1. Google Page Speed

Google Page Speed is a helpful tool to make sure your web pages are fast on all devices (desktop or mobile). Just enter your URL of your websites. Google analyzes it and you get action items for desktop and mobile versions of your websites.

It will give you recommendations about possible optimizations and optimizations that you already have made. It will give you a score and rating for mobile and desktop.

Once you see your score, you can see what categories you need to improve. Once you get a baseline of where you stand, you know where you need to concentrate on.

Pro tip: Learn how to achieve a 100 out of 100.

2. Google Mobile-Friendly Test

More and more people are accessing the web on their mobile devices. Designing your website(s) so it mobile optimized is important for a great user experience on the diverse types of mobile devices.

This tool can show you how a visitor uses your webpages on a mobile device. You enter your URL and see how your page scores.

Pro tip: Learn how to use mobile optimization as a competitive advantage.

3. Google AdWords

Google AdWords is pay-per-click (PPC) digital marketing for your brand. When people search for answers, your ads will show and you only pay when they click on your ad. There are options for display ads, YouTube video ads, text-based search ads or in-app mobile ads.

When you link Google AdWords to Google Analytics, you are able to see ad and site performance in Google Analytics. Take advantage of enhanced Google remarketing capabilities and get richer data in Google Analytics.

With Google AdWords, you can test your ads and message to find out what is working. You can also find out what is not working so you can make changes to see if they work better.

Pro tip: Make sure you take advantage of these 4 actionable Google AdWords tips.

4. Google AdWords Keyword Planner

With Google AdWords Keyword Planner, you stay on top of keyword trends to refine your Google AdWords campaigns and make sure your content matches relevant keywords.

In this planner, you can discover new keywords, conduct keyword research and choose better keywords.

Google AdWords Keyword Planner helps you see how often keywords are searched. You can see how the volume changes over time. Learn how competitive keywords are so you can pick keywords that are less competitive and have a better chance of ranking higher.

Pro tip: Learn how to use Google AdWords Keyword Planner.

5. Google Analytics

Google Analytics provides your brand with the digital analytics tools so you can track, report and analyze website traffic.

This data will help you better understand your clients and prospects. Therefore, you can provide a better user experience. You can also create better content and produce strong results from all digital touchpoints.

Google Analytics can help you focus your marketing efforts on your most profitable marketing channels.

Pro tip: Find out the 10 reasons you should use Google Analytics.

6. Google Search Console

Google Search Console, formerly known as Google Webmaster Central and Google Webmaster Tools, helps you monitor website performance in the Google search index.

It provides you with a collection of tools and resources such as which pages on your websites are the most popular. You can find and fix website errors, build and submit a sitemap and create a robots.txt file. Google Search Console is useful in finding out information such as how many people are visiting your website. You can determine how they are finding it. And you can discover whether more people are visiting your websites via mobile or desktop.

Pro tip: Learn the three ways you can use search query data in Google Search Console.

7. Google Trends

Google Trends helps you see the latest trends, data, and visualizations. It shows you how often a search term is entered in Google to the search volume in your country or various regions of the world.

You can find out what is trending in your country or near you. You can explore topics and see how keywords compare to each other. And you can see how keywords develop in popularity over time.

Pro tip: Learn how to use Google Trends for search engine optimization (SEO).

8. Google TAG Manager

Google Tag Manager helps digital marketers and outside agencies make tag management simple and easy. It helps you place, update and manage code snippets or tags in one place and integrates into existing systems.

Google Tag Manager can help you speed up the development of your website by deploying code/tags quickly without relying on a developer. You can make code/tag updates easily. It is easier to work with outside agencies. You can use one account to manage multiple codes/tags, and cut and paste multiple tags on a single website.

Pro tip: Find out the 10 reasons you start using Google Tag Manager.

9. Google Forms

Like SurveyMonkey, Google Forms can help you easily create and analyze surveys for free. With Google Forms, you can use your own photo or logo. You can choose the look and feel, including picking curated themes. You can set the tone of your surveys that match your branding guidelines and style guide.

Google Forms provides you with questions options such as multiple choice or drop-downs. You can add images and YouTube videos and show questions based on answers.

Google Forms provides real-time responses and charts. You can data with you by viewing it in Google Sheets.

Pro tip: Discover five reasons why you should Google Forms.

10. Google reCAPTCHA

reCAPTCHA protects your website from spam and abuse while letting real people pass quickly without being annoying of typing in a word or figuring out what an image is. As Google says: reCAPTCHA is “tough on bots but easy on humans.”

ReCAPTCHA uses its advanced risk analysis engine to stay ahead of spam and abuse fighting trends. It keeps automated software from engaging in abusive activities on your websites. According to Google reCAPTCHA website, the advantage is its advanced security, ease of use and creates value.

Pro tip: Find out how Google can tell if you are not a robot with just one click.

11. Google My Business

Google My Business is a tool for businesses and organizations to manage their online presence in Google, including Google Search and Google Maps. By verifying and editing your business information, you can ensure your listing appears right and attract the right customers. You can add photos of your business and office locations, update the hours you are open and respond to reviews.

Google My Business is important in boosting your search visibility, showing up in local search results and making sure Google has your correct information about your business and your different office or retail locations.

Google My Business is critical to setting up locations extensions in Google AdWords. Location extensions in Google AdWords show your address, provides a map to your location and provides the distance to your local business.

Pro tip: Learn why Google My Business is so important for local SEO and how to optimize your Google My Business listings.

12. Google Alerts

Google Alerts provide you with email updates on the latest and relevant Google search engine results on a topic you care about. It monitors web pages, media articles, blogs and even scientific research. Basically, anything that is on the web.

Depending on your needs, you can choose between “only the best results” or “everything” and how often you want to get the emails (daily or weekly). It is helpful to find out what is being said online about your personal brand, your company’s brand and your company’s products and services.

Google Alerts is a wonderful way to keep track of trends, interesting topics and anything that is new on the web.

Pro tip: Learn the five reasons you should be using Google Alerts.

13. Google for Jobs

Searching for the right job can take time. It is a full-time job to find a good full-time job. Keeping up-to-date with the latest jobs can be challenging. Now you can stay in the loop on jobs near you with a simple Google search.

Just search “[type of job” near me” in Google and you will find something like this on your mobile device:

If you type of “marketing jobs near me” on your desktop, you get something this:

Google is working with organizations such as LinkedIn, Monster, CareerBuilder, Glassdoor and Facebook to provide you with a comprehensive listing of jobs.

Google is also publishing open documentation for all jobs providers, from third-party platforms to direct employers on how to make their job openings more discoverable in Google Search with this new tool. Companies just need to add structure data to the job posting web pages.

Pro tip: Learn how to use Google for Jobs.

14. YouTube Trends Dashboard

YouTube Trends Dashboard helps you tap into YouTube and see what is trending such as the latest music videos, movie trailers, and comedy clips.

With YouTube Trends Dashboard, You can find out what is trending today and what is trending this week. It also highlights a YouTube creator on the rise.

Pro tip: If you haven’t already, you should create YouTube channel for you or your brand.

15. Google Chrome

Google Chrome is a fast, free web browser for your desktop computer or mobile device.

What is nice about Chrome is it supports a wide variety of extensions such as Hootlet, Grammarly and Google Page Analytics.

Pro tip: You may want to check out these 41 Chrome Extensions.

BONUS: Google Data GIF Maker

This Google tool helps you convey information visually through simple animations.  It is simple to use. Google Data GIF Maker helps you show how competing terms compare to each other in a visual format.  

Pro tip: You can compare up to five terms.

BONUS #2: Google Data Studio

This tool is still in beta form but it helps you import data from other Google tools such as Google Search Console, Google Analytics, Google AdWords, and YouTube into free dashboards and reports that you can customize.

Pro tip: These customized dashboards and reports are easy to read and share.

What free Google tools would you add to this list?

Google can help you boost your digital marketing performance but there a lot of free Google tools that you can use. What are your favorite Google tools?