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analytics and measurement<br />MBA Program, Advertising & Marketing<br />Course: Digital Marketing and Social Media<br />D...
Star trek & analytics (video)<br />
Agenda<br />Analytics Metrics Lifecycle Process<br />Everything can be measured<br />The world of (Google) Web Analytics<b...
Recommended reading/rss-ing<br />Google Analytics Blog: http://analytics.blogspot.com<br />AvinashKaushik: http://www.kaus...
Everything (can) should be measured<br />
Are you using a web analytics tool?<br />
Web analytics<br /><ul><li>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 website...
Not all cellphones support JS in their mobile browsers
A user can either block or delete the cookie
Privacy issue</li></li></ul><li>SEO – Terms and definitions<br />
SEM – terms and definitions<br />
Google analytics – hands on (demo)<br />
Advanced metrics<br />+20% sign ups<br />
+250% opt-in rate<br />
+5% download rate <br />(A/B/C testing)<br />
Funnel, goals<br />
In-page analytics, advanced segments and filters (video)<br />
Social marketing analytics<br />
Social Marketing Analytics is the discipline that helps companies measure, assess and<br />explain the performance of soci...
Social marketing analytics<br />
Google adwords<br />
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Web Analytics and Google AdWords 101

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The following is a lecture I gave to MBA students at the Digital Marketing and Social Media course (College of Management, Israel).

The presentation provides background to web analytics, covering metrics lifecycle process, the world of web/google analytics, sem and seo common terms and definitions, advanced metrics (goals, a/b testing, funnel, in-page analytics), social marketing analytics and tips for 1st time google adwords users.

I recommend downloading the file and viewing it in slideshow mode (F5) as there are animations and embedded youtube videos.

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Transcript of "Web Analytics and Google AdWords 101"

  1. 1. analytics and measurement<br />MBA Program, Advertising & Marketing<br />Course: Digital Marketing and Social Media<br />DvirReznikdvirreznik.com@dvirreznik<br />
  2. 2. Star trek & analytics (video)<br />
  3. 3. Agenda<br />Analytics Metrics Lifecycle Process<br />Everything can be measured<br />The world of (Google) Web Analytics<br />Definitions – SEM and SEO<br />Google Analytics, hands on (demo)<br />Goals, A/B Testing, Funnel, In-page analytics<br />Social Marketing Analytics<br />Google AdWords – Tips for 1st time users<br />
  4. 4.
  5. 5. Recommended reading/rss-ing<br />Google Analytics Blog: http://analytics.blogspot.com<br />AvinashKaushik: http://www.kaushik.net/avinash/<br />Jeremiah Owyang: http://www.web-strategist.com/blog/<br />CMO.com: http://www.cmo.com/blogs/web-analytics<br />GA Youtube channel: http://www.youtube.com/googleanalytics<br />Books/PDFs<br />Web Analytics – An Hour A Day – AvinashKaushik<br />Web Analytics 2.0 – AvinashKaushik<br />Advanced Web Metrics with GA – Brian Clifton<br />Gartner: Key Challenges in Web Analytics – Bill Gassman<br />Altimeter Group: Social Marketing Analytics<br />Forrester: Appraising Investments in Enterprise Analytics<br />
  6. 6. Everything (can) should be measured<br />
  7. 7. Are you using a web analytics tool?<br />
  8. 8. Web analytics<br /><ul><li>Over 30 different web analytics tools
  9. 9. Google Analytics was introduced Nov 2005. A week after launch Google froze new registrations due to overwhelming demand
  10. 10. 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</li></ul>Disadvantages of using a cloud-based web analytics<br /><ul><li>JS code can be blocked by browser add-ins or the user
  11. 11. Not all cellphones support JS in their mobile browsers
  12. 12. A user can either block or delete the cookie
  13. 13. Privacy issue</li></li></ul><li>SEO – Terms and definitions<br />
  14. 14. SEM – terms and definitions<br />
  15. 15. Google analytics – hands on (demo)<br />
  16. 16. Advanced metrics<br />+20% sign ups<br />
  17. 17.
  18. 18. +250% opt-in rate<br />
  19. 19. +5% download rate <br />(A/B/C testing)<br />
  20. 20. Funnel, goals<br />
  21. 21. In-page analytics, advanced segments and filters (video)<br />
  22. 22. Social marketing analytics<br />
  23. 23. Social Marketing Analytics is the discipline that helps companies measure, assess and<br />explain the performance of social media initiatives in the context of specific business<br />objectives.<br />There is currently no single vendor that can effectively measure all aspects of social media.<br />Source: Social Marketing Analytics report, The Altimeter Group, April 2010<br />
  24. 24. Social marketing analytics<br />
  25. 25. Google adwords<br />
  26. 26.
  27. 27. AdWords Ads Guidelines<br />Textual<br /><ul><li>Ad title up to 25 characters
  28. 28. Product/service description: 2 lines, up to 35 characters in each line
  29. 29. Displayed URL: up to 35 characters</li></ul>Image<br /><ul><li>Static (JPG, PNG), Animated (GIF) or Flash
  30. 30. 8 possible formats (image size)
  31. 31. Weight: up to 50Kb
  32. 32. Flash: up to 30sec, 15-20 frames per second
  33. 33. Family Status: Family Safe, None-Family Safe, Adult Sexual Content
  34. 34. No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse effects, etc</li></ul>Google AdWords Advertising Policy<br />
  35. 35. 10 Tip for 1st time Google AdWords Users<br /><ul><li>Use your keywords in the ad itself (Google will highlight once searched)
  36. 36. Create several Ad Groups, with fewer keywords in each group
  37. 37. Create, test, analyze several ads in each Ad Group, both textual and image
  38. 38. ‘Free’ boosts performance (clicks, actions, conversion)
  39. 39. Thin slice your audience – designated landing pages
  40. 40. Schedule your campaign according to user trends (Weekdays)
  41. 41. Use negative keywords
  42. 42. Use Site Exclusion
  43. 43. See what your competitors are doing
  44. 44. Analyze, Analyze, Analyze</li></li></ul><li>
  45. 45. Thank you<br />MBA Program, Advertising & Marketing<br />Course: Digital Marketing and Social Media<br />DvirReznikdvirreznik.com@dvirreznik<br />
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