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Gerson and Levy
 

Gerson and Levy

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  • Reporting on raw # of tweets? Break it down by their influence.

Gerson and Levy Gerson and Levy Presentation Transcript

  • Understanding Google AdWords & Analytics
    • Rachael Gerson (@rachaelgerson)
    • Self-proclaimed data junkie
    • Google Analytics Top Contributor
    • GA Certified
    • 4 ½ years at SEER Interactive in SEO & Analytics
    • Lover/owner of cute puppy named Cooper
    Proud alumni of Villanova University – Go Cats!
    • Aaron Levy (@bigalittlea)
    • 5 years in digital marketing
    • 2 years at SEER Interactive in PPC
    • AdWords & AdCenter Certified
    • Managed budgets from $500 to $100k/mo in B2B & B2C
    • (Usually) a pretty good hockey player
  •  
    • Is your online advertising working?
    Hint: there are only two possible answers.
    • Step 1: Set Goals
    • Establish a key success metric before you do anything else
    • Cost Per Acquisition
      • Use lead-to-sale ratios and avg. customer value to back into an appropriate figure
    • Return on Ad Spend/Investment
      • Find the break even point
    • Page Views/Visit
      • If the goal is traffic, make sure it’s good traf fic
    Set a metric to beat – CPA ceiling or break even ROAS %.
  • Don’t forget your brand name!
    • Step 2: Select keywords
  • If the keywords have no search volume, you won’t be eligible.
    • Don’t just guess
  • Google Keyword Tool – Start with the basics & see what the tool proposes.
    • Use the free tools available
  • Search Suggest – especially with the advent of Instant, these are terms you need to bid on.
    • Use what the engines tell you
  • Soovle – see up to 15 engines suggestions at once.
    • Use what all sites tell you
  • Use keyword tool exports & suggest to find initial negatives. Use query reports to grow the list.
    • Be a Negative Nancy
  • Broad for volume, exact for control.
    • Find the perfect match (type)
    • Keyword = brown wingtip shoes
      • Buy shoes with wings
      • Buy brown shoes
      • Brown wings buy
      • Brown wingtip shoes
      • Brown wingtip shoes
      • Wing tipped shoes brown
      • Buy brown shoes with wing tips
      • Where can I buy brown wingtip shoes
      • Brown wingtip shoes
      • Brown wingtip shoes
    Broad MBM Phrase Exact
  • Include negatives in your estimates & don’t bid more than you can afford; you don’t NEED to be #1.
    • Don’t fall into a money pit
  • Example of organization directly from the Google Help Center.
    • Step 3: Be meticulously organized
  • Make sure to separate top performers into individual campaigns to ensure 100% visibility.
    • Build strong campaigns
    • Budgets
      • Make sure your keywords have enough $ to generate data
    • Importance
      • Stronger keywords get more $!
    • Relevance
    • Ad Extensions
      • Sitelinks, Phone #, Products
    • Geo Targeting & Dayparting
  • Per Google, every keyword with 1,000+ monthly searches should have its own ad group.
    • And keep ad groups relevant
    • Ad copy is set on the ad group level
      • Each copy point should speak directly to top terms
    • Separate high volume terms into their own ad groups
    • Set ad groups logically & control where copy shows
      • Different colors = different ad groups
      • Different products = different ad groups
      • Different search intent = different ad groups
      • Get granular
  • Make your ad stand out.
    • Step 4: Craft crafty ad copy
  • You don’t have long – engage the audience quickly.
    • Don’t be this guy
  • Everyone uses best practices. Use them differently.
    • Or these guys
  • You can stand out and still use the same formula. Test & optimize!
    • Be different, but be smart
  • Winning ad copy equation.
    • Clear call to action
    • Resonates with landing page
    • Answers “why should I…”
    • + Contains top volume keyword
  • Be edgy, but not too edgy.
    • Step 5: Pick (or build) landing pages
  • Page populates with brown wingtips, value-adds clearly displayed on the top.
    • Strong eCommerce
    • Weak eCommerce
    No Twitter. No brown wingtips. No dice.
  • Quantifiable value propositions directly related to landing page. Clear call to action, customer testimonials.
    • Strong lead generation
  • Too many to count…
    • Weak lead generation
    • Broken landing pages
    • No clear call to action
    • Lacking relevance from ad to landing page
    • Tough on the eyes
    • Unsubstantiated claims
    • No privacy policy
    • Asking for too much
  • No need for external conversion trackers.
    • Step 6: Install & test tracking
  • Separate your PPC traffic from organic.
    • Don’t forget Analytics!
  • Initial settings were designed by engines for most volume, not best performance.
    • Step 7: Adjust settings
  • Both campaign types should be structured much differently (whole other session)!
    • Networks & Devices
  • Use Accelerated delivery for Brand & top performers to capture all volume. But make sure you have the $.
    • Ad delivery settings
  • Warning: the more granular you get, the less accurate the target is. Recommend staying on Metro level.
    • Location targeting
  • Launch early in the week so you can keep a close eye on early performance & optimize!
    • Launch!
    • … and beyond
    The beauty of paid search is that we have data on everything. Use it.
    • Test Ad Extensions (+CTR)
    • Test Ad Copy (+CTR, -CPC)
      • But check for Statistical Significance
    • Mine Search Query reports to grow negatives & keyword targets (+CTR, -CPA)
    • Test & tweak your landing pages
    • Set up Google Alerts, watch Insights
      • Know what’s going on in your space
    • Link to +1 accounts
    • TEST EVERYTHING
    • Your Knowledge Level
    • Newbie – Never used GA
    • Beginner – Use GA on occasion, can navigate through
    • Intermediate – Power-user, never sets up profiles
    • Advanced – Use & set up profiles regularly
    • Start Using GA
    • Some Do’s and Don’ts
  • Make sure this code is on every page of the site, prior to the closing </head> tag.
    • Google Analytics Code
    • Do:
    • Include the GA code on every page
  • Regular code cannot go on a site with multiple domains or mobile sites.
    • Google Analytics Code
    • Don’t:
    • Use regular code on sites that span multiple domains or mobile sites
    • Use more than one set of the same code
    • Google Analytics Code
    • Do:
    • Let plugins do all the work for you!
    • Know these guys?
  • Make sure you’re driving the right traffic.
    • Visits = $
    Don’t Be These Guys
    • Which Metrics Should You Be Monitoring?
    • DO focus primarily on:
    Visits & Conversions / Transactions
  • Data can come into GA up to 24 hours late.
    • Visits
    • No visits = no sales
    • More visits SHOULD = more sales
  • Make sure the whole team is on board with the KPIs prior to setting up goals.
    • Conversions & Transactions
    • Non-eCommerce site:
    • Figure out your Key Performance Indicators ( KPIs ) & create GA Goals
  • Reports should connect actions on site with $$$.
    • Conversions & Transactions
    • eCommerce site:
    • Add eCommerce tracking to get detailed reports on transactions & revenue
    • Which Metrics Should You Be Monitoring?
    • DO focus secondarily on:
    Bounce Rate Use Bounce Rate as your indicator that you may be losing quality traffic & $
  • A bounced visit will show in GA as 0:00 time on site.
    • What is Bounce Rate?
    • Google Analytics definition:
    • Visits in which the person left your site from the entrance (landing) page
    • What is Bounce Rate?
    Avinash definition: I came, I saw, I puked, I left This is Avinash He’s the Digital Marketing Evangelist for Google. <3
  • A high bounce rate isn’t always a bad thing.
    • What’s a Good Bounce Rate?
    • Depends on the site & the industry
    • High bounce rate = BAD
    • eCommerce product landing page
    • What’s a Good Bounce Rate?
    • Depends on the site & the industry
    • High bounce rate = Inconclusive
    • Blog
    • Research article
    • Recipe site
    • Sites with AJAX, Flash, etc.
    • Service site with a phone number listed
    • What’s a Good Bounce Rate?
    • Depends on the site & the industry
    • High bounce rate = Good
    • Affiliate site
  • Time on site is a critically flawed metric to report on.
    • Which Metrics Should You Be Monitoring?
    • DO NOT focus on:
    Time on Site
    • Why?
    • How they’re calculated
    • Browser behavior
    • Segment EVERYTHING
    Another Avinash Tip: “ Never report a metric without segmenting it to give deep insights into what that metric is really hiding behind it.”
    • How Do I Segment?
    Several easy segmentation solutions in GA: Instant Filters Advanced Segments Profile Filters
  • Use RegEx to consolidate multiple items.
    • How Do I Segment? Instant Filters
  • Advanced Segments can cause the dreaded Fast Access Mode.
    • How Do I Segment? Advanced Segments
  • Filters work from the day they’re applied. They do not work retroactively.
    • How Do I Segment? Profile Filters
    • Use GA to Answer Questions
    • Do I need a mobile site?
    • Which traffic sources convert best?
    • Which keywords drive the best traffic to my site?
    • How does my social media perform?
    • Do I Need a Mobile Site?
    • Do you already get mobile traffic?
    • Should I Make a Mobile Site?
    • How do visits for mobile compare to desktop?
    • Look at Conversion Rate, Bounce Rate
    • View the site on your phone!
    • Let the data make your decision.
  • Always dig deeper.
    • Which Traffic Sources Convert Best?
    % of Total Goal Completions
  • SEER’s sweet spot = SEO
    • Which Keywords Drive the Best Traffic?
    • Look at ONLY Social Traffic
    Set up however you prefer, but find a way to limit the data to only social
  • Advanced segments cause fast access mode.
    • Look at ONLY Social Traffic
    Example – Compare Visits
  • Top pages don’t match across different sources.
    • Look at ONLY Social Traffic
    Example – Compare Top Landing Pages
    • Look at ONLY Social Traffic
    Example – Compare On-Site Behaviors
  • Create an advanced segment to only analyze “Twitter” traffic.
    • What Does Twitter Look Like in GA?
    t.co twitter.com hootsuite.com tweetchat.com tweetdeck.com tweetgrid.com twittergadget.com api.twitter.com mobile.twitter.com
  • Launched March 2011
    • Eight of the New Features
    What Do I Need to Know About New GA?
  • Usability update. What Do I Need to Know About New GA? Searching in Menus
  • Dashboards aren’t shared between accounts. What Do I Need to Know About New GA? Dashboards
  • Create dashboards for each group, based on their needs. What Do I Need to Know About New GA? Dashboards
  • Use Keyword Clouds to visualize top keywords. What Do I Need to Know About New GA? Keyword Clouds
  • Multi-Channel calculates attribution from Direct differently from the rest of GA. What Do I Need to Know About New GA? Multi-Channel Funnels (Google’s attempt at attribution) Direct Referral Organic Search
  • Use Real-Time Reports to test campaign tracking. What Do I Need to Know About New GA? Real-Time Data
  • Use these numbers to show relative trends. What Do I Need to Know About New GA? Webmaster Tools Integration Why use it?
    • 40% of people abandon a site that takes more than 3 seconds to load
    • A 1 second delay can result in a 7% reduction in conversions
    What Do I Need to Know About New GA? Site Speed
  • Only one line of code needed to integrate social for AddThis. ShareThis doesn’t need any changes.
    • Analyze how users are interacting with Social Plugins
    What Do I Need to Know About New GA? Social Engagement
    • PDF Export & Email Report – Temporary
    • Old GA turns off January 2012
    What Do I Need to Know About New GA? Missing Features
  • Hootsuite
    • Don’t Limit Your “Analytics” to Google Analytics
  • facebook
    • Don’t Limit Your “Analytics” to Google Analytics
  • LinkedIn
    • Don’t Limit Your “Analytics” to Google Analytics
  • YouTube
    • Don’t Limit Your “Analytics” to Google Analytics
  • Tip: Add a + to any bitly URL to get the stats.
    • Don’t Limit Your “Analytics” to Google Analytics
  • Use Topsy to find & reach out to influential people sharing your link.
    • Don’t Limit Your “Analytics” to Google Analytics
    Tweets are not all equal
    • Don’t Limit Your “Analytics” to Google Analytics
    • Point – Lots of other FREE tools available!
    • ???
    • Rachael Gerson (@rachaelgerson)
    • [email_address]
    Aaron Levy (@bigalittlea) [email_address]
    • Loading Time Statistics - http://blog.kissmetrics.com/loading-time/
    • Amazing analytics blog - http://www.kaushik.net/avinash/
    • GA setup checklist - http://seohimanshu.com/2011/06/03/google-analytics-setup-checklist/
    • Google Analytics RegEx tips - http://www.seerinteractive.com/blog/basic-regex-for-google-analytics/2011/02/11/
    • GA Help Forum - http://www.google.com/support/forum/p/Google+Analytics?hl=en
    Analytics Links
    • AdWords Keyword Tool - https://adwords.google.com/select/KeywordToolExternal
    • AdWords Traffic Estimator - https://adwords.google.com/select/TrafficEstimatorSandbox
    • Soovle -
    • http://www.soovle.com/
    • Analytics URL Builder Tool - http://www.google.com/support/analytics/bin/answer.py?answer=55578
    • AdWords Help Forum - http://www.google.com/support/forum/p/AdWords
    PPC Links
    • What to watch for post-launch - http://www.seerinteractive.com/blog/youve-launched-a-new-ppc-campaign-now-what-5-things-to-watch/2011/09/12/
    • More on Search Query reports- http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=68034
    • Split Testing Tool
    • http://www.websharedesign.com/tools/ppc-ad-split-testing-tool/
    • Is My Bounce Rate Good?
    • Know your site. Know what matters to you.