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Paid Search Reporting And Analytics (SES London 2014)
 

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 ...

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.
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  • 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

Paid Search Reporting And Analytics (SES London 2014) Paid Search Reporting And Analytics (SES London 2014) Presentation Transcript