Web Analytics and Google AdWords 101

analytics and measurement
MBA Program, Advertising & Marketing
Course: Digital Marketing and Social Media
DvirReznikdvirreznik.com@dvirreznik

Star trek & analytics (video)

Agenda
Analytics Metrics Lifecycle Process
Everything can be measured
The world of (Google) Web Analytics
Definitions – SEM and SEO
Google Analytics, hands on (demo)
Goals, A/B Testing, Funnel, In-page analytics
Social Marketing Analytics
Google AdWords – Tips for 1st time users

Recommended reading/rss-ing
Google Analytics Blog: http://analytics.blogspot.com
AvinashKaushik: http://www.kaushik.net/avinash/
Jeremiah Owyang: http://www.web-strategist.com/blog/
CMO.com: http://www.cmo.com/blogs/web-analytics
GA Youtube channel: http://www.youtube.com/googleanalytics
Books/PDFs
Web Analytics – An Hour A Day – AvinashKaushik
Web Analytics 2.0 – AvinashKaushik
Advanced Web Metrics with GA – Brian Clifton
Gartner: Key Challenges in Web Analytics – Bill Gassman
Altimeter Group: Social Marketing Analytics
Forrester: Appraising Investments in Enterprise Analytics

Everything (can) should be measured

Are you using a web analytics tool?

Web analytics
Over 30 different web analytics tools
Google Analytics was introduced Nov 2005. A week after launch Google froze new registrations due to overwhelming demand
Today, GA can be found at almost 60% of the 10,000 most popular websites (WW), and 80% of the 100,000 most popular websites
Disadvantages of using a cloud-based web analytics
JS code can be blocked by browser add-ins or the user
Not all cellphones support JS in their mobile browsers
A user can either block or delete the cookie
Privacy issue

SEO – Terms and definitions

SEM – terms and definitions

Google analytics – hands on (demo)

Advanced metrics
+20% sign ups

+250% opt-in rate

+5% download rate
(A/B/C testing)

Funnel, goals

In-page analytics, advanced segments and filters (video)

Social marketing analytics

Social Marketing Analytics is the discipline that helps companies measure, assess and
explain the performance of social media initiatives in the context of specific business
objectives.
There is currently no single vendor that can effectively measure all aspects of social media.
Source: Social Marketing Analytics report, The Altimeter Group, April 2010

Social marketing analytics

Google adwords

AdWords Ads Guidelines
Textual
Ad title up to 25 characters
Product/service description: 2 lines, up to 35 characters in each line
Displayed URL: up to 35 characters
Image
Static (JPG, PNG), Animated (GIF) or Flash
8 possible formats (image size)
Weight: up to 50Kb
Flash: up to 30sec, 15-20 frames per second
Family Status: Family Safe, None-Family Safe, Adult Sexual Content
No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse effects, etc
Google AdWords Advertising Policy

10 Tip for 1st time Google AdWords Users
Use your keywords in the ad itself (Google will highlight once searched)
Create several Ad Groups, with fewer keywords in each group
Create, test, analyze several ads in each Ad Group, both textual and image
‘Free’ boosts performance (clicks, actions, conversion)
Thin slice your audience – designated landing pages
Schedule your campaign according to user trends (Weekdays)
Use negative keywords
Use Site Exclusion
See what your competitors are doing
Analyze, Analyze, Analyze

Thank you
MBA Program, Advertising & Marketing
Course: Digital Marketing and Social Media
DvirReznikdvirreznik.com@dvirreznik

Web Analytics and Google AdWords 101

by Dvir Reznik on Dec 16, 2010

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