Power of Google Analytics


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An Exclusive Webinar by NetElixir: How a $50 MM Business Cut CPL by 44%.

Tune in for some analytical insight from the NetElixir team!

For more information, visit http://www.netelixir.com today.

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Power of Google Analytics

  1. 1. The Power of Google Analytics How a $50MM Business Cut CPL by 44%
  2. 2. 2 About NetElixir It takes a certain precision and expertise to thrive at digital marketing. NetElixir is a worldwide search marketing agency devoted to finding the formula that drives success and taps into opportunities for their multitude of proprietary services and technology. Our Global Headquarters are located in Princeton, NJ. We have global offices in London and Hyderabad (India). Visit our website www.NetElixir.com for more info. Follow us @NetElixir
  3. 3. Global Retailers Services Technology Consulting Paid Search & PLA Management LXR: Multi-Channel Online Marketing Technology SEO Comparison Shopping Engine LXR Marketplace: Free Search Marketing Tools for Small Businesses LXR SEO: SEO Tool Kit & Task Manager for Small Businesses Analytics Digital Marketing Strategy Executive Dashboard DesignSocial Media Optimization
  4. 4. 4 Why NetElixir? • Apply Mathematical Models to drive RESULTS. • Retail Intelligence & Online Consumer Insight Research. • Advanced Global Search Advertising Management Capabilities.
  5. 5. 5 Client List
  6. 6. 6 About NetElixir University NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” Our goal is to share the best practices in retail + digital marketing with 10,000 businesses worldwide by 2015. NetElixir University
  7. 7. 7 About Udayan Bose • Founder & CEO, NetElixir. • Founded PartyBingo.com (PartyGaming, Plc). • Guest Lecturer: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business.
  8. 8. 8 About Don Rodriguez • Over 20 years experience as a Marketing Executive with companies like Dell and Accenture. • Don teaches marketing classes in Rutgers University’s MBA program.. • His belief that marketing is all about the math stems from his first professional career as an electrical engineer.
  9. 9. Table of Contents 9 Analytics: De-bunking the Myth {Overview The Importance of “So What Do We Do?” + Udayan Use Site Search Data to Identify Gems {Execution How a $50MM Business Cut CPL by 44% + Udayan 10 Point Google Analytics Checklist{Case Study + Don Step-by-step guide: Event Tracking Don
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  11. 11. 3 Web Analytics Myths .. Debunked  Web Analytics Software will give me all the answers.  Data = Insights.  Web Analytics = Science & Not Arts. • What are the “right” questions? • Where can we “find” the answers? • Answers are often derived and interpreted. • What is the “story”? • What is the “actionable outcome”? • Have you considered every angle? • Creative Thinking Can Generate Incredible Insights (and outcome). • 1+1 is often not 2. • Focus more on the “direction” and not “accuracy”.
  12. 12. 12 The Importance of “So What Do We Do About It?” Goal Expand keyword portfolio (to increase reach) by mining site search data. •Measurable, Time bound Goal. •Be Precise. Absolute numbers are great. KPIs - Site Search Conversion Value ($/site search result) - Volume of Unique Searches per Site Search Term •Measure: Average site search value and average conversion rate. •Choose the “right numbers”. •Benchmark and select high performers.. So What Do You Do? - Add the “high performing site search keywords to a traffic estimator”. - Use the Opportunity Analysis Table to identify “GEMS”. • What’s the action? •What’s the rationale? •What’s the expected outcome?
  13. 13. 13 Using Site Search Data to Identify “Gems” Reporting Month: Nov 2013 Table SST 1.1 Table SST 1.2 Site Search Terms with Higher than Average "Per Search Value" Site Search Terms with Higher than Average "Conversion Rate" but lower than Average Search Terms Total Revenue Per Search Value Search Terms Total Revenue Per Search Value hazarous waste label $2,522.40 $2,522.40 hazarous waste label $2,522.40 $2,522.40 3m 6001 $2,266.95 $2,266.95 3m 6001 $2,266.95 $2,266.95 heavy duty pull snug seals $1,993.00 $1,993.00 heavy duty pull snug seals $1,993.00 $1,993.00 reflective stop sign $1,891.73 $1,891.73 reflective stop sign $1,891.73 $1,891.73 state law stop for pedestrians $1,785.68 $1,785.68 state law stop for pedestrians $1,785.68 $1,785.68 lumber crayons $1,769.75 $1,769.75 lumber crayons $1,769.75 $1,769.75 standing mat $1,737.60 $1,737.60 standing mat $1,737.60 $1,737.60 Site Search Terms (SST) Criteria Tables
  14. 14. 14 Using Site Search Data to Identify Gems Site Search Term Per Site Search Value PPC Keyword Avg mo. Searches CPC (Est.) CTR Conv Rate (Est.) Revenue Spend hazardous waste label $ 2,522.40 hazardous waste labels 320 $ 4.71 1% 4% $321.25 $ 15.07 leatherman $ 2,198.47 leatherman 60,500 $ 0.66 1% 4% $ 52,936 $ 399.30
  15. 15. 15 Expertise is more important than the tool. Otherwise, the tool will be used incorrectly and generate nonsense. (logical, properly processed non-sense… But nonsense, Nevertheless)
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  17. 17. About the B2B Business • International Process Plants & Equipment Corporation is a family-owned business that buys and re-sells manufacturing assets being divested by their original owners. • Focus of online marketing is lead generation. • PPC spend was over $100k per year. 17
  18. 18. Process Used to Cut CPL 44% 18 CPA Optimization
  19. 19. 19 Results Impact Valid PPC Leads / week 126% CPA (44%) Annual Savings generated = $120,480.
  20. 20. 20 How: Step 1 – add GA event call to contact & quote request forms, email links.
  21. 21. 21 How: Step 2 – Define Goals in Analytics for Event Conversions Your site.com
  22. 22. 22 How: Step 3 – Import GA Goals into AdWords as Conversion Events
  23. 23. 23 How: Step 4 – Set Campaigns to target CPAs
  24. 24. 24 How: Step 5 – Adjust Target CPAs by Ad Group (ongoing)
  25. 25. Useful links Event Tracking • https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide Goals • https://support.google.com/analytics/answer/1032415?hl=en Importing Goals into AdWords • https://support.google.com/adwords/answer/2375435?hl=en Conversion Optimizer • https://support.google.com/adwords/answer/2472674?hl=en
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  27. 27. 27 10 Point Google Analytics Scorecard: What is it? ITEM SCORE 4 (HIGH) 3 2 1 (LOW) Views Multiple views including raw data profile. Appropriate filters in place. Multiple views set up including raw data profile. Filters to remove traffic from internal users or to strip URL parameters not related to page viewed are missing in some views. Multiple views defined, raw data profile missing. Only 1 view per property defined 2 Pageview & Conversion Tracking Code Both pageview and conversion tracking code in place and validated to be working properly. Pageview tracking & conversion tracking in place but conversion tracking is not measuring all available parameters or is missing >10% of transactions. Pageview tracking in place, no conversion tracking No tracking pixels in place, tracking pixels missing from portions of the site. 4 Goal Setup You use Goals to track both transactions and other engagement actions. Your Goals track transactions only. You use Goals but not to track conversion actions. Not using Goals 4 GOOGLE ANALYTICS SCORECARD 30TOTAL SCORE SCORECARD RANKING www.netelixir.com/scorecard
  28. 28. 10 Point Efficiency Scorecard: How to Use It • Grade the effectiveness of your Google Analytics set up and usage. • Highlight the areas where you score a 1 or 2 areas for immediate improvement. • Get expert help. 28
  29. 29. 29 Email: marinn@netelixir.com{
  30. 30. 30 Learn More About NetElixir’s Search Marketing Services & Technology marinn@netelixir.com{ www.netelixir.com/scorecard{ Download Our 10 Point Google Analytics Efficiency Scorecard Follow Us @NetElixir
  31. 31. 31 {