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Making sense of google analytics and adwords v2
 

Making sense of google analytics and adwords v2

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  • An increasing number of mobile devices have html internet browsers and the options in this area are continually expanding
  • Multi vitamins is a ‘big’ keyword, so additional advertising space is allocated at the top of the search results. Other searches would just return ads on RHS (liquid calcium) Ads consist of a headline, 2 description lines and a display url. If the wording of your ad contains the words that were used in the search term, then these words are displayed in bold. This indicates relevancy.
  • Eyecaresource.com This page is specifically about eye vitamins Eye vitamins and eye treatment ads are displayed
  • 8 sizes of image ads (7 for video, no banner size) Image ads can be supplied in these sizes Or you can use the display ad builder tool. 90+ templates. Some are simple animated text ads for example you choose the wording, colours, logo and the wording drops down. Others allow you to showcase a range of products
  • Pregnancy web site This page is about folic acid An image ad is displayed for the Pregnacare range of products. As part of this campaign I target the keyword folic acid because of its importance during pregnancy Also note text ads at the top. This area of space could display a banner or ad, or as in this case 3 text ads. Google will decide what is displayed based on ads which are relevant for this page and the budgets they have available.
  • This is a news in pictures web site. The ad at the top is a gadget ad. When you mouse over, the curser changes into the sight on the end of a gun barrel and then with your mouse you click when you want to shoot.
  • Pin markers show business listings. Register & submit your business with Google. This is validated via a phone call or letter which gives you a PIN number. You can then complete the registration process.
  • Keyword relevance – different matching strategies for keywords. For example if you are a party supplies shop you could bid on the keyword balloons, since you sell balloons. Exact match – miss out on helium balloons, party balloons, wedding balloons etc. To save thinking of all these you could change your keyword strategy to match with anything to do with balloons. You would then match with hot air balloons, weather balloons and therefore your keyword become less relevant.
  • Geographically – continent, country, down to a city level. For example, you can use UK, excluding channel islands, Isle of Man and NI. You may want to target a specific county if that best covers the area for your products/services. Keywords, be specific. If you sell cashmere socks, then target cashmere socks and not just socks! Selecting sites – as in the eye vitamins example. Adwords has tools to help you find relevant placements Demographically – for sites which have a membership, you can target users by gender and age groups. You can include/exclude combinations and also adjust your bidding for the more relevant demographics. So for example for a product relating to improving hair growth for men, I could exclude women, set a basic bid and then increase my bid by 20% if they are aged 45+. Wording – be accurate about what you are advertising. If you sell a premium priced product, mention this, maybe even include the price. You won’t get as many clicks but the ones you get will be relevant. Example Denner cashmere pashmina PPC – You can get a lot of free advertising with Adwords because you only pay when someone clicks on your ad. On the content network, click through rates are traditionally lower than those in search results. In terms of e-commerce, users are at an early stage of the buying cycle when they use the content network. They are typically researching, gathering information. Through ads appearing at this stage, you can increase your brand awareness, which then pays off later when they are ready to buy.
  • Traffic – sites that sell advertising space to suppliers can charge more, the more traffic the site has ROI – profit Conversions – catalogue requests, download of a white paper, completion of a contact us form Brand awareness Returning visitors would be important if you are trying to build customer loyalty (shopping centres would want to see returning visitors checking latest promotions and offers) Web analytics – Google analytics measures the performance of all traffic to your site not just Adwords traffic – it gives you the complete picture Adwords conversion tracker measures the performance of Adwords traffic only Both require tracking code to be added on your site
  • Adwords keyword tool lists potential keywords, total traffic and estimated clicks based on your budget and bids Adgroup examples – Special Occasion Wear for Elegance – special occasions, wedding outfits, mother of the bride, mother of the groom, Also exploit niche keywords – e.g. Royal Ascot outfits for Elegance
  • Best range – size 8-24 Qualify Price – cashmere pashmina example Qualify location – London theatre tickets Search terms are displayed in bold Call to action – Buy Today & Save, Special Offers When You Buy Now
  • First example is very clear and specific Second is generic
  • Webinars – approx 15 pre-recorded 30-60 min webinars
  • Impressions for your brand terms can be a measure of brand awareness
  • Total conversion Cost per conversion
  • Revenue & ROI can be at campaign, adgroup or keyword level
  • Ad text – to increase CTRs and conversions. Example Denner – for the big softie in your life Long tail example – wedding favours – colour schemes are important – target pink, blue, lilac wedding favours etc. better conversion rates as they are more qualified High traffic keyword. Example Bonsoir pyjamas in its own adgroup. Test an ad for men and one for women Keyword research – celebrity photos, celeb photos – pink heels (I’d targeted trendy shoes, party shoes, fashion shoes) – Denner gentlemans cashmere jumper
  • Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
  • Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
  • Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
  • Urchin will allow you to use regular expressions as wildcards so you can be more flexible in defining goal paths. For example, you have 5 pages in your / products / directory. You want the second page in the goal path to be 1 of 3 pages out of the total 5. The other 2 should not be included. So, the path you want visitors to follow looks like this: Page 1= /index.html The home page Page 2= /products/shoes.html shoe shopping page Page 2=/products/shirts.html shirt shopping page Page 2= /products/hats.html hat shopping page (don’t want to include /products/ties.html or /products/coats.html) Page 3= /cart/checkout.php purchase page Goal= /cart/thankyou.html Thank you Since page 2 can be one of 3 pages but can’t include 2 other similar pages, you must use a regular expression that matches all 3 but excludes the other two when creating the second step in the goal path. This cannot be done using the wizard; you write this directly into the Web Addresses box. Step 1: /index.html Step 2: /products/(shoes|shirts|hats).html Step3: /cart/checkout.php Goal: /cart/thankyou.html
  • [Notes to presenter: Describe the goal and funnel report in Google Analytics.] In the Funnel Visualization Report, the centermost column of boxes represent the steps in one of your defined goal funnels. Shown within each box is the percentage of visitors still in the defined funnel at each step. Shown at right, under Abandonment Points, are the visitors who abandoned the funnel and where they went. Shown at left are the Entrance Points, points from which visitors arrive to the funnel. Google Analytics’ Funnel Visualization Reports give you information to help you figure out the answers to the questions on the bottom right.
  • Obstacles – use google analytics to see if there are any pages where more visitors drop out of the conversion process than you would expect. In a checkout process it could be the payment details page because the credit card type defaults to a particular card type. Mutivariate – 2 of each variable gives 8 combinations
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Web servers log all access events to an access log. When the client accesses the webserver, the server logs the visitor’s ip address, date/
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?
  • Which one is the client and which one is the server? What does HTTP stand for? What does it do?

Making sense of google analytics and adwords v2 Making sense of google analytics and adwords v2 Presentation Transcript

  • Making Sense of Google Analytics and Adwords Presentation to J P Morgan Global Equity Derivatives Group
  • Session Agenda
    • A little bit about ivantage
    • The cycle of promoting your website
      • Traffic generation
        • Paid search, organic search and other ways to get website traffic
      • Traffic analysis
      • Traffic conversion
    • Google Adwords
      • What Google Adwords can do for you
      • Starting to use Google Adwords
      • Generating profitable traffic with Google Adwords
    • Google Analytics
      • What Google Analytics can do for you
      • Starting to use Google Analytics
      • Using Google Analytics with Google Adwords
      • Reviewing and understanding some key Google Analytics reports
  • About ivantage
    • Founded in 2002 by Matt Trimmer
    • Independent
      • Not compromised by being part of an all-purpose agency
    • The only UK agency to have 3 Google certifications
      • Adwords
      • Analytics (Google Analytics)
      • Urchin (Urchin Software from Google)
    • London based
      • Ranked 33 rd UK Agency according to New Media Age criteria
  • Client projects – multi-channel retail
  • Client projects - business to business
  • What we do
    • We specialise in growing online businesses by
      • Generating website traffic
        • Using Paid Search (PPC), Natural Search (SEO), Display Advertising and E-mail marketing
      • Analysing website traffic
        • Using Web Analytics to accurately analyse how visitors find and interact with websites
      • Converting website traffic
        • Using Conversion Rate Optimisation to convert visitors into customers or clients
  • Paid, PfP, PPC, CPC, Advertising PPC Management Organic, natural, crawled, Editorial Influenced by SEO
  • The cycle of promoting your website
    • Traffic generation
      • Search Engine Marketing
        • Paid Search (cpc, ppc, pfp)
        • Organic Search (SEO)
          • On-page
          • Off-page (Link building)
      • Display advertising
      • Email Marketing
      • Affiliate Marketing
    • Traffic analysis
      • How visitors found your website?
      • What visitors are doing on your website?
      • Are they doing want you want them to?
    • Traffic conversion
      • Getting visitors to commit to a desirable outcome on your site
  • The cycle of promoting your website
    • Traffic generation
      • Search Engine Marketing
        • Paid Search (cpc, ppc, pfp)
        • Organic Search (SEO)
          • On-page
          • Off-page (Link building)
      • Display advertising
      • Email Marketing
      • Affiliate Marketing
    • Traffic analysis
      • How visitors found your website?
      • What visitors are doing on your website?
      • Are they doing want you want them to?
    • Traffic conversion
      • Getting visitors to commit to a desirable outcome on your site
  • Introductions
    • Sharron Lonsdale
    • Senior Consultant & Account Manager for ivantage
    • Manager of Google Adwords campaigns for a range of clients
  • Google Adwords – A brief history
    • Google Adwords was launched in 2000
    • Adwords offers pay per click (PPC) advertising for text, image video and gadget adverts on the web
    • Other auction models allowed advertisers to buy their way to the top of the listings
    • Google introduced the click through rate (CTR) to measure adverts relevance.
      • Relevant ads generate clicks
      • Clicks generate revenue for Google
    • Adwords generated $21.8 billion revenue for Google in 2008
    • Now, the dominate paid search platform
  • What is Google Adwords?
    • Google Adwords is a Pay-Per-Click advertising service
    • Advertisers specify
      • the words that should trigger their ads (keywords)
      • the maximum they are willing to pay per click
    • Google search engines then display the ads as sponsored links
    • The sequence or ranking depends on
      • other advertisers bids
      • the “quality score” of the keywords and adverts
  • Where are Google Ads Displayed?
    • Search Engine Results Pages (SERPS)
    • Search Network Partners
        • Ask, Aol
    • Content Network
      • Ads appear within the content of other websites
      • Ads are placed based on the content of the site or page, using keywords and placement targeting
    • Google Maps
    • Mobile Network
  • Google Search Results
  • Google Content Network Text Ads
  • Image and Video Ad Formats
    • Choice of 8 sizes
    • Online image ad builder tool with 90+ templates
  • Google Content Network Image Ads
  • Google Content Network Gadget Ads
  • Google Maps Ads
  • Which Ads Appear at the Top of the Listings?
    • Google Adwords uses a quality score
    • Influences your adverts position
    • Ensures the most relevant ads are displayed
      • Ad Ranking = Cost Per Click x Quality Score
    • What influences the quality score?
      • Click through rate of keyword and advert
      • Relevance of keyword to search term
      • Landing page relevance
      • Landing page load times
      • Other relevance factors
  • What can Google Adwords do for you?
    • Quick and easy way to attract relevant traffic
    • Your adverts have the potential to reach a vast audience
    • You can target your audience in many ways
      • Geographically
      • Using keywords relevant to your product/service
      • Selecting relevant sites where your ads can appear
      • Demographically
      • Through the wording of your adverts
    • You only pay when someone clicks on your advert
    • You are in control of the budget
      • Activation fee
      • No minimum spend
  • Starting to use Google Adwords – Initial Planning
    • What are your objectives?
      • Traffic
      • Return On Investment (ROI) – revenue vs. costs
      • Conversions
      • Brand awareness
    • What does your site have to offer?
      • Ensure you are familiar with the site content and offerings
    • Preliminary keyword research
      • Is there a sufficient volume of traffic for a successful campaign?
      • Is there enough relevant traffic?
    • What is your measure of success?
      • Traffic
      • Returning visitors
      • ROI
      • Conversions
    • How are you going to measure your success?
      • Web analytics
      • Adwords conversion tracker
  • Starting to use Google Adwords – Detailed Planning
    • Detailed keyword research
      • Adwords Keyword Tool
      • Word Tracker
      • Keyword Discovery
    • Group keywords into concise groupings
      • All keywords in an adgroup need to be closely related
      • All keywords in the same adgroup will display the same advert
    • Identify your landing pages
      • Find the best page for each product or service
      • A well configured site search can produce good landing pages
    • Plan your campaigns and adgroups
    • Write creative adverts
  • Writing Compelling Ad Copy
    • Know your unique selling point - USP
      • lowest price, best range, high quality, informative content
    • Qualify your visitors
      • price, product specifics, availability, location etc.
    • Work in your keywords to improve click through rates
    • Search terms are displayed in bold
    • If possible use a call to action
  • Examples of Ad Copy
    • Searching for cashmere socks
  • Setting up your Google Adwords campaigns
    • Create a Google Adwords Account
    • Learn how to use the tools
      • Adwords help centre
        • http://adwords.google.com/support/aw/
      • Adwords webinars
        • http://www.google.com/adwords/webinars/
      • Adwords learning centre
        • http:// www.google.com/intl/en_uk/adwords/learningcenter /
      • ivantage training courses
        • http://www.ivantage.co.uk/internet-marketing-training/google-adwords-training.htm
  • Monitoring Results in Adwords
    • Many statistics available in Google Adwords
    • Impressions – the number of times an advert is displayed
    • Clicks – the number of times an advert is clicked on
    • Click through rate (CTR)
    • Avg. cost per click (CPC)
    • Total Cost
    • Avg. Position the advert is displayed
    • Mouse over rate for image/video ads (a measure of how users interact with your adverts)
  • Monitoring Results in Adwords Conversion Tracker
  • Monitoring Results in Google Analytics
  • Measuring Results in Google Analytics
    • Google Analytics can measure
      • Revenue & ROI
      • How many newsletter sign ups
      • How many Contact us requests
      • How many documents have been downloaded
      • Visitor time on site
      • Number of pages viewed
      • Number of days to purchase
      • Compare performance for different channels (organic vs. paid vs. emails)
      • There are over 100 metrics that you can use to segment your data!
    • Google Adwords and Google Analytics are easily linked together
  • How to Generate Profitable Traffic?
    • Identify what works for you
      • Test different versions of ad text (A/B testing)
        • See what your competitors are going
        • Make your advert stand out from the others
      • Identify high performing keywords and long tail
      • Split out and focus on high traffic keywords
      • Keyword research is a continuous process
        • Ask others
        • Think like your user
        • Language differences
  • How to Generate More Profitable Traffic?
    • Identify what does not work for you
      • Stop bidding on keywords that do not convert
      • Check if there are any obstacles to conversion
        • Is there a page in the checkout process where more visitors drop out?
      • Test different versions of your site content
      • Website Optimizer allows you to test different versions of a page in parallel
  • How to Generate More Profitable Traffic?
      • A/B experiments test the performance of two (or more) entirely different versions of a page
      • Multivariate experiments test multiple variations of a section of a page
        • Headline
        • Image
        • Call to action button
  • What is Google Analytics?
    • Web Analytics tool
    • Free
    • Hosted by Google
    • Uses sophisticated tracking technology
      • JavaScript Page tagging
      • 1 st Party Cookies
    • Invented by Urchin Software Corporation
      • Acquired by Google in April 2005
    • Most widely installed Web Analytics tool
  • What’s possible with Web Analytics
    • How visitors found your web site
    • What visitors are doing on your web site
    • Not WHY they are doing it!
      • Domain of usability/customer experience
        • Onsite surveys
          • Sampling visitors arriving/leaving
        • Heuristic reviews
          • Experts reviewing your site against a set of criteria (heuristics)
        • Conversion Rate Optimisation
          • A/B testing
          • A/B/n testing
          • Multi-variate testing
        • Usability tests
          • Representative customers completing tasks
  • What can Google Analytics do for me?
    • What visitors are doing on your website
      • Not why !
    • How visitors found your website
    • Outcomes focused
      • Goals
  • Goals
    • Goals should be commercial
      • The commercial goals of your website
    • Goals should map to visitor tasks
      • Visitors visit sites to accomplish tasks
    • Tasks normally have a series of steps
      • Funnel
      • Measure conversion through the task
    • When goals match user tasks
      • Harmony ensues!
    • You can use Regular Expressions (RegEx) to gain insight into the funnel path:
    • User exhibits behavior:
      • Page 1 = /index.html
      • Page 2 = /category-footwear.html
      • Page 3 = /category-clothing.html
      • Page 4 = /category-headwear.html
      • Page 5 = /products/kangol-tropic-player-trilby.html
      • Page 6= /cart/basketview.html
      • Page 7= /cart/registration.html
      • Page 8 = /cart/paymentoptions.html
      • Goal = /cart/salesorderconfirmation.html
    • Need to know conversion rate of categories to products to purchase:
      • Step 1: index.html
      • Step 2-4: ^/category.*/
      • Step 5: ^/products.*/
      • Step 6: ^/cart/basketview.html
      • Step 7: ^/cart/registration.html
      • Step 8 : ^/cart/paymentoptions.html
      • Goal: ^/cart/salesorderconfirmation.html
    Goals and funnels
  • Goal and funnel behavior in Google Analytics
  • Key Performance Indicators (KPIs)
    • Another important Web Analytics concept
    • A metric
      • Miles per Hour (mph)
    • Defining progress to an objective
      • To reach the legal motorway speed limit of 70 mph
    • Enabling you to take corrective action
      • Accelerate or brake
    • Measurement tool
      • Speedometer
      • Web Analytics package
        • Google Analytics
  • KPI Examples Decrease Bounce rate Decrease short visits Increase Average Page Views Increase site interaction Increase % New Visits Increase new visits to the site Increase Contact Us Form (Goal 1) Increase leads Increase Transactions Increase sales Increase Returning Visits Increase visits from members Increase Visits Increase traffic Increase Absolute Unique Visitors Increase people visiting Affect on Metric Metric Objective
  • Installing Google Analytics
    • Sign-up
      • Directly at Google Analytics or via
      • Your Adwords “Analytics” tab
    • Get the code
    • Install on to every page on your website!
  • Visit www.google-analytics .com
  • Sign Up
  • Enter to your website
  • Enter your contact details
  • Agree the ToS
  • The Google Analytics Terms of Service
    • Free
      • Up to five million (5,000,000) page views per month per account; or
      • An active Adwords campaign with Google which is in good standing
      • An active AdWords account is
        • One active and running Campaign
        • A minimum budget of $1 per day
          • or the equivalent amount in a non-U.S. currency
          • http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55476
  • The Google Analytics Terms of Service
    • Privacy
      • 8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service.
      • You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:
          • “ This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”
  • Get the code (GAAC)
  • Install on every page on your site immediately before the </body> <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-9030141-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script> Website
  • How Google Analytics works Website
  • How Google Analytics works cookies Website
  • How visitors found your web site
  • Which page did they land directly on?
  • Which sites sent traffic to the site?
  • Where were the links on those sites?
  • Which keywords drove traffic to the site?
  • How much traffic are your Adwords campaigns providing?
  • Which Adwords positions drive more traffic?
  • Visitors, visits and content consumption
  • How loyal are your visitors?
  • How many pages do they view?
  • What visitors are doing on your website?
  • How did they find your content?
  • Are they doing want you want them to?
  • Special offers today
    • Try Google Adwords and Google Analytics!
    • £50 Adwords Voucher to new Adwords customers
      • Courtesy of Google!
      • Emailed to you by ivantage
    • 20% off Google Adwords or Google Analytics public training
      • £495 per seat
      • Until the end of May
      • For training booking until December
      • Use “max2829” @
        • http://www.ivantage.co.uk/internet-marketing-training/google-analytics-training.htm
        • http://www.ivantage.co.uk/internet-marketing-training/google-adwords-training.htm
      • We’d love your feedback!
        • http://www.ivantage.co.uk/feedback