PAID SEARCH REPORTING
& ANALYTICS
SES LONDON 2014
By Samantha Noble @Koozai_Sam
WHAT YOU’LL
LEARN TODAY
TAGGING &
LINKING
WHAT SHOULD
YOU LINK & TAG?
Auto
Tagging

Google
Analytics

Google
Webmaster
Tools

Other PPC
Campaigns
GOOGLE ANALYTICS
WEBMASTER TOOLS
AUTO TAGGING
CAMPAIGN URL BUILDER
SETTING UP THE
CAMPAIGN URL BUILDER
DESTINATION URL
TRACKING CODE

?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1
REPORTING ON THE
CAMPAIGN DATA

Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium
CONVERSION
TRACKING
Web Page

THE FOUR
TYPES

Call On-Site
Mobile or
Tablet App

Import Offline
WEB PAGE
Most utilised conversion
option

Simple piece of code
on final page

Works with other
technologies

Ability to pu...
CALL ON-SITE
Track calls made via
your website

Simple piece of code
on phone number

Great for business
over the phone

I...
MOBILE OR
TABLET APP
Track mobile or tablet
downloads from your ad

Google Play download
tracking needs no code

Third par...
IMPORT OFFLINE
Record offline sales
using GCLID ID

Auto tagging must
be enabled

Upload data using
API or .csv

Maximum c...
ADDITIONAL
FUNCTIONS

Import GA
Goals
Conversion
Window
Import Online
Revenue
IMPORT GOALS FROM
GOOGLE ANALYTICS
PRO’s

CON’s
SETTING UP YOUR
CONVERSION WINDOW
TIME LAG REPORT

Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click
IMPORT
ONLINE REVENUE
ADWORDS
ATTRIBUTION
DID YOU KNOW?
Analytics and AdWords
Record Conversion
Mediums Differently?
ADWORDS
ATTRIBUTION
1

Google AdWords works on a last AdWords click
attribution basis for conversions

2

It does not matt...
TOP PATHS
REPORT

Tools >>> Conversions >>> Search Funnels >>> Top Paths
>>> Keyword Path (clicks)
ANALYTICS
ATTRIBUTION
1

Google Analytics works on a last click attribution
basis for conversions

2

If multiple mediums ...
GA CONVERSION
LAST CLICK
First Visit

Second Visit

Third Visit
(conversion or goal)

Which Reported
Medium?

CPC

Organic...
GA CONVERSION
DIRECT LAST CLICK
First Visit

Second Visit

Third Visit
(conversion or goal)

Which Reported
Medium?

CPC

...
USEFUL
REPORTS
PAID & ORGANIC
REPORT

Organic
keyword
impressions
will be higher
than paid

Organic data
will be
populated
from when
you ...
PAID & ORGANIC
DISCOVER KEYWORDS
PAID & ORGANIC
TRACK TESTS
DAY OF THE WEEK
REPORT

Understand
which days of
the week
work best for
you

0 = Sunday
6 = Saturday

Always use
this repo...
DAY OF THE WEEK
PERFORMANCE

Analytics >>> Reporting >>> Acquisition >>> AdWords
>>> Day Parts >>> Day of the Week
DAY OF THE WEEK
DRILL DOWN

Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts
>>> Day of the Week >>> Seco...
HOUR OF THE DAY
REPORT

Easier to use
in AdWords
although data
also in
Analytics

Review for
each
campaign

Understand
tim...
HOUR OF THE DAY
CONVERTING TIMES

AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
HOUR OF THE DAY
EXPENSIVE TIMES

AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
CUSTOM
REPORTING
PPC MATCH TYPE
DRILL DOWN

Understand
which match
types work
best for you

Broad is
typically
cheaper to
bid on but
may no...
LEVEL MANAGEMENT:
PPC TEAM
LEVEL MANAGEMENT:
PPC MANAGER
LEVEL MANAGEMENT:
DIRECTOR / CEO
DASHBOARD
TAKEAWAYS
GENERAL
OVERVIEW
BRAND VS.
NON BRAND
REVENUE
PERFORMANCE
FREE
WHITEPAPERS
LOADS MORE FREE
TIPS AND ADVICE
Get the reports,
dashboards
and slides here:

http://kooz.ai/seslondon
THANK YOU FOR LISTENING
@Koozai_Sam
sam.noble@koozai.com
0845 485 1262
koozai.com
IMAGE CREDITS
Slide 8 - http://en.fotolia.com/id/44446797
Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-phot...
RESOURCE CREDITS
Slide 48 – Dashboard Junkie
Slide 49 – Dashboard Junkie
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Paid Search Reporting And Analytics (SES London 2014)

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We look at how to connect Google AdWords and Google Analytics to improve your Paid Search reporting. With a focus on tagging and linking data, attribution modelling, custom reporting and conversion tracking.

Including a list of useful reports and free dashboards.

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  • The URL tool builder should never be used on internal campaigns.  I’ve seen several instances where businesses run a Sale campaign, for example, and tag the Sale banners on their own site as well.  This triggers a new visit every time one is clicked.
  • http://www.bigstockphoto.com/image-7414239/stock-photo-technology-internet-websites-reflection
  • http://www.bigstockphoto.com/image-45986248/stock-photo-red-old-fashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-or-important-customer-sup
  • http://www.bigstockphoto.com/image-37570189/stock-photo-modern-smartphone-with-application-icons
  • http://www.bigstockphoto.com/image-51991480/stock-photo-offline-character-laptop-shows-www-communication-status-disconnected
  • Explain a bit more about these….QS actually exists at all of these levels: the ones we know about (keyword, landing page and ads) but also at account level and device level.Each of these types can be optimised in their own little ways.This presentation will go though each type, dispelling myths about them and giving tips on ways to optimise for them
  • This setting is available for web page conversions onlySet the Conversion Window anywhere between 1 week and 90 days Look at Search Funnel data for Last Click to get accurate dataA short conversion window means you will track less conversions
  • Discover KeywordsTrack TestsOptimise HolisticallyOrganic impressions will always be higher as they are not restricted by ad serving and budgetsThe data
  • In this example, we can see that ‘Oak Bathroom Furniture’ is appearing in the organic listings and is generating a fair amount of traffic at a low average position. You can add this keyword to your PPC campaign to see how it works in a higher position.
  • In this example, you can see that a PPC ad is appearing at the same time as the organic listing. You could test reducing your PPC bid to lower the average position and track whether this increases the traffic you receive for the keyword organically
  • Understand what days of the week convert best for you0 = SundayIn this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
  • In this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
  • Select Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignIn the example above, you can see that on a Saturday the highlighted campaigns have driven 0 conversions in the time period selected so it would be worth looking at whether or not to pause or at least reduce the spend on these campaigns on those days. You can drill down even further to look at the individual campaigns on a Saturday for the different time periods but it is easier to see data in AdWords for this. You can use GA tooAlways look over a long time period before making decisions on time of day
  • Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
  • Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
  • Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
  • Although Broad match keywords are typically cheaper to bid on, it might be that these keywords are not driving you much revenue or conversions.You can drill down further by clicking on Exact, Phrase or Broad to see what keywords are responsible and pause those that don’t generate much revenue
  • Credit Dashboard Junkie at the end
  • Credit Dashboard Junkie at the end
  • Transcript of "Paid Search Reporting And Analytics (SES London 2014)"

    1. 1. PAID SEARCH REPORTING & ANALYTICS SES LONDON 2014 By Samantha Noble @Koozai_Sam
    2. 2. WHAT YOU’LL LEARN TODAY
    3. 3. TAGGING & LINKING
    4. 4. WHAT SHOULD YOU LINK & TAG? Auto Tagging Google Analytics Google Webmaster Tools Other PPC Campaigns
    5. 5. GOOGLE ANALYTICS
    6. 6. WEBMASTER TOOLS
    7. 7. AUTO TAGGING
    8. 8. CAMPAIGN URL BUILDER
    9. 9. SETTING UP THE CAMPAIGN URL BUILDER
    10. 10. DESTINATION URL TRACKING CODE ?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1
    11. 11. REPORTING ON THE CAMPAIGN DATA Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium
    12. 12. CONVERSION TRACKING
    13. 13. Web Page THE FOUR TYPES Call On-Site Mobile or Tablet App Import Offline
    14. 14. WEB PAGE Most utilised conversion option Simple piece of code on final page Works with other technologies Ability to pull in value
    15. 15. CALL ON-SITE Track calls made via your website Simple piece of code on phone number Great for business over the phone In-depth conversion data
    16. 16. MOBILE OR TABLET APP Track mobile or tablet downloads from your ad Google Play download tracking needs no code Third party tracking URLs not supported Limited functionality for iOS apps
    17. 17. IMPORT OFFLINE Record offline sales using GCLID ID Auto tagging must be enabled Upload data using API or .csv Maximum conversion window of 90 days
    18. 18. ADDITIONAL FUNCTIONS Import GA Goals Conversion Window Import Online Revenue
    19. 19. IMPORT GOALS FROM GOOGLE ANALYTICS PRO’s CON’s
    20. 20. SETTING UP YOUR CONVERSION WINDOW
    21. 21. TIME LAG REPORT Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click
    22. 22. IMPORT ONLINE REVENUE
    23. 23. ADWORDS ATTRIBUTION
    24. 24. DID YOU KNOW? Analytics and AdWords Record Conversion Mediums Differently?
    25. 25. ADWORDS ATTRIBUTION 1 Google AdWords works on a last AdWords click attribution basis for conversions 2 It does not matter what other mediums are used, the conversion will be attributed to the AdWords click 3 If a user visits a site via two ads then the conversion will be attributed to the last ad clicked 4 Uncover what keywords visitors use before converting by using the Search Funnels report
    26. 26. TOP PATHS REPORT Tools >>> Conversions >>> Search Funnels >>> Top Paths >>> Keyword Path (clicks)
    27. 27. ANALYTICS ATTRIBUTION 1 Google Analytics works on a last click attribution basis for conversions 2 If multiple mediums are used, the final medium will be attributed the conversion 3 Direct visits do not overwrite the ‘utmz’ cookie so the penultimate medium will be credited 4 Uncover what the paths vistors take prior to converting by using the Multi-Channel Funnels and Attribution Modelling reports
    28. 28. GA CONVERSION LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
    29. 29. GA CONVERSION DIRECT LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
    30. 30. USEFUL REPORTS
    31. 31. PAID & ORGANIC REPORT Organic keyword impressions will be higher than paid Organic data will be populated from when you set it up PPC investment has no impact on organic listings AdWords >>> Campaign >>> Dimensions >>> Paid & Organic
    32. 32. PAID & ORGANIC DISCOVER KEYWORDS
    33. 33. PAID & ORGANIC TRACK TESTS
    34. 34. DAY OF THE WEEK REPORT Understand which days of the week work best for you 0 = Sunday 6 = Saturday Always use this report with a long time period Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
    35. 35. DAY OF THE WEEK PERFORMANCE Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
    36. 36. DAY OF THE WEEK DRILL DOWN Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week >>> Secondary Dimension
    37. 37. HOUR OF THE DAY REPORT Easier to use in AdWords although data also in Analytics Review for each campaign Understand times of the day that are most valuable AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
    38. 38. HOUR OF THE DAY CONVERTING TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
    39. 39. HOUR OF THE DAY EXPENSIVE TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
    40. 40. CUSTOM REPORTING
    41. 41. PPC MATCH TYPE DRILL DOWN Understand which match types work best for you Broad is typically cheaper to bid on but may not convert Exact is more expensive and should convert more
    42. 42. LEVEL MANAGEMENT: PPC TEAM
    43. 43. LEVEL MANAGEMENT: PPC MANAGER
    44. 44. LEVEL MANAGEMENT: DIRECTOR / CEO
    45. 45. DASHBOARD TAKEAWAYS
    46. 46. GENERAL OVERVIEW
    47. 47. BRAND VS. NON BRAND
    48. 48. REVENUE PERFORMANCE
    49. 49. FREE WHITEPAPERS
    50. 50. LOADS MORE FREE TIPS AND ADVICE
    51. 51. Get the reports, dashboards and slides here: http://kooz.ai/seslondon
    52. 52. THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
    53. 53. IMAGE CREDITS Slide 8 - http://en.fotolia.com/id/44446797 Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-photo-technologyinternet-websites-reflection Slide 15 – http://www.bigstockphoto.com/image-45986248/stock-photo-red-oldfashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-orimportant-customer-sup Slide 16 – http://www.bigstockphoto.com/image-37570189/stock-photo-modernsmartphone-with-application-icons Slide 17 - http://www.bigstockphoto.com/image-51991480/stock-photo-offlinecharacter-laptop-shows-www-communication-status-disconnected
    54. 54. RESOURCE CREDITS Slide 48 – Dashboard Junkie Slide 49 – Dashboard Junkie
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