Higher ed search analytics and google adwords report

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Higher ed search analytics and google adwords report

  1. 1. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 1 Higher Ed Search Analytics are Simplified with New Google Adwords Report
  2. 2. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 2 1) Paid and Organic 2) Past vs. Present 3) Valuable Information 4) In Higher Ed Overview Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  3. 3. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 3  Google Adwords’ new report, called the “Paid and Organic ” report, provides comparative analysis of visitor traffic and click through behavior on Google search engine results pages for the following three scenarios: 1) When your PPC ad appears alone on a SERP 2) When your organic listing appears alone on a SERP 3) When your PPC and your organic listing appear together on a SERP 1. Paid and Organic Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  4. 4. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 4  In the past, info in this report was available separately through Google Adwords and Google Analytics.  Now they are neatly organized together.  It also provides an additional layer of detail that confirms whether your PPC ad or organic listing is appearing alone or together on the SERP, along with the associated visitor click through outcomes for each scenario.  Activating this Adwords report requires a couple of steps including 1) Linking your Google Analytics account to Webmaster Tools and then 2) Giving the report permission to collect the data. 2. Past vs. Present Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  5. 5. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 5  There are a number of ways this report can provide valuable information. 1) Identify high performing organic search keywords for use in your PPC campaigns.  Yes, there are other ways to do this but this report makes is really easy and provides that new insight into what is happening with them right up next to your PPC stats. 2) Identify high performing PPC keywords that you should be optimizing you site for with on-page SEO.  It is very easy for your PPC campaigns to get our ahead of your on- page SEO in terms of keyword priorities.  This report will show you if that’s happening and where to spend some time and energy to get your on-page SEO current. 3. Valuable Information Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  6. 6. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 6 3) Research indicates that “the sum of the parts is greater than the whole”, when you combine organic and paid search.  Using this report you can manage your organic/paid search ecosystem more holistically and produce better combined paid/organic search campaigns.  I think this will be the true test of this report’s merit.  We will get back to you on this with future posts to discuss our own results on this front once we see them. 3. Valuable Information Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  7. 7. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 7  In higher ed, this report will be particularly useful examining the ROI on program and department level recruitment campaigns.  For example, think MBA marketing where PPC advertising is used heavily, often combining branded and department or program related keywords.  As ad position is also provided on the PPC side of the stats, it will also be possible to experiment with PPC ad position as a tool to maximize your lead generation performance vs. your organic rankings.  With time, this report will help us to understand more about visitor dynamics on search engine results pages and how to better integrate PPC campaigns and organic SEO for maximum marketing ROI. 4. In Higher Ed Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report
  8. 8. Higher Ed Search Analytics are Simplified with New Google Adwords Report Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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