Turning organizational objectives into trackable goals. Best practice tips for Google Ad Grants and Google Analytics. These are the slides from my teach in session at ECF 2015 (eCampaigning Forum conference) at Keble College, Oxford on Friday 10 April 2015. See http://fairsay.com/events/ecf/2015/ for more information.

1. Christopher Whalen
How Google Ad Grants,
AdWords & Analytics can help
you achieve your
organization’s objectives

2. Organizational objectives

3. Organizational objectives

KPIs

4. Organizational objectives

KPIs

Google Analytics goals

5. Google Ad Grants

6. Google Ad Grants
Link AdWords to Analytics

7. Google Ad Grants
Track at least one
conversion goal

8. Google Ad Grants
Set all bids to $2

9. Google Ad Grants
Create a shared budget

10. Google Ad Grants
Create automated rule:
Pause keywords with
CTR < 1%
and > 200 impressions

11. Google Ad Grants
Build a campaign for each
keyword territory

12. Google Ad Grants
Create tightly-themed
ad groups

13. Google Ad Grants
Remove duplicate
keywords

14. Google Ad Grants
Write 3 ads per ad group

15. Google Ad Grants
Use
+broad +match +modifier
and [exact match]
keywords

16. Google Ad Grants
Add negative keywords

17. Google Ad Grants
Use ad extensions

18. Google Ad Grants
Use {KeyWord:Insertion}
in
ad headlines

19. Google Ad Grants
Write Ads in Title Case

20. Google Ad Grants
End first line of ad
description with a
punctuation mark.

21. Google Ad Grants
Location targeting:
UK or worldwide?

22. Google Ad Grants
Ad rotation:
optimize for conversions

23. Google Analytics

24. Google Analytics
Set up goals

25. Google Analytics
Create an unfiltered view

26. Google Analytics
Create a filter to exclude
internal IP addresses

27. Google Analytics
Review which users have
access to the account

28. Google Analytics
Set time zone and
currency

29. Google Analytics
Track (internal) site
search

30. Google Analytics
Set up ecommerce
tracking

31. Google Analytics
Revise the
default channel grouping

32. Google Analytics: default channel grouping

33. Google Analytics: revised channel grouping

34. Google Analytics
Use multi-channel funnels

35. Google Analytics: multi-channel funnels

36. Google Analytics: multi-channel funnels

37. Google Analytics
Tag your links with
campaign parameters

38. Google Analytics: tag your links

39. Google Analytics
Name your account,
properties and views
clearly

40. Google Analytics
Own your data

41. Google Analytics
Use Universal Analytics
tracking snippet

42. Google Analytics
Use Google Tag Manager

43. Google Analytics
Add annotations

44. Google Analytics
Create custom
dashboards and reports
for specific audiences

45. Google Analytics
Set up alerts

46. Any questions?

47. Get in touch
Christopher Whalen
Search and Analytics Manager
T: 01608 811 942
E: christopher.whalen@torchbox.com
F: facebook.com/christopher.whalen
T: twitter.com/domeheid