1. Google Analytics
Optimizing Adwords Campaigns with Google Analytics
Lianne Mateo and Iris Cheng, Google Analytics Specialists
Google Confidential and Proprietary 1
3. What are your AdWords goals for 2010?
“I want to open my email
every morning and see
at least 3 new orders” “I’d like to increase
sales by 15%”
“At least 40 visits to my
website every day”
4. Improving Online Campaign
Google Confidential and Proprietary 4
5. The Google Store Story
6. The Google Store Story
Linked AdWords to Analytics & set up his goals.
Enabled E-Commerce and Site Search
7. Sergey asks...
Where are my visits and sales coming
Should I be running a global campaign or
should I focus my efforts on specific
8. Which Markets Are Interested?
Map Overlay Report
9. Which Markets are Interested?
Total Visits: 7,835
Total Visits: 7,835
0.26% Goal Conversion Goal Value: $0.08
20 visits have completed an Visits: $626.80
Total Value of
10. Which Markets are Interested?
Total Revenue: $837.41
Total Revenue: $1,308.13
11. Which Markets are Interested?
Making Sense of Your Data
Thailand If you can optimize your
Total Visits: 2,901 account to double the
Per Visit Goal Value: $0.11 visits from Thailand…
Total Value: $319.11
Total Value of Visits
12. SERGEY’S NEXT STEPS
13. Sergey’s Next Steps
1 Add Thailand and other profitable countries/cities
to his AdWords location targeting.
2 Create a new campaign in Thai language.
3 Offer special discounts/promotions to further
14. Sergey asks...
What keywords do customers use to find
Are my keywords profitable?
I need more keyword cash cows!
15. Expanding Keyword List
Traffic Sources Report >Keywords
16. Expanding Keyword List
Which keywords are profitable?
Total Visits: 18,666
Per Visit Goal Value: $0.65
Conversion Rate: 0.84%
17. Content Report >Site Search
18. Expanding Keyword List
Site Search Report
“Google Apps Bumper Stickers”
19. Expanding Keyword List
20. Expanding Keyword List
21. SERGEY’S NEXT STEPS
22. Sergey’s Next Steps
1 Find profitable non-paid keywords in the Keyword
Report and include these in his keyword list.
2 Include products users are searching for in his
keyword list based on the most searched terms in
the Site Search report.
Android shirt Keyword Bucket
23. Sergey asks...
Which sites send me the most visits and
Is Facebook my BFF?
What sites do my users visit before they
get to the Google Store?
24. Where are my users coming from?
Traffic Sources>Referring Sites
25. Where are my users coming from?
Total Visits: 1
Per Visit Goal Value: $0.00
Conversion Rate: 0.00%
26. Where are my users coming from?
Site Exclusion Tool
27. Where are my users coming from?
Total Visits: 200
Per Visit Goal Value: $0.24
Conversion Rate: 2.44%
28. SERGEY’S NEXT STEPS
29. Sergey’s Next Steps
1 Find websites which bring low-quality visits and
exclude them using the Site Exclusion tool in
2 Placement-target high-performing sites to
increase his ad exposure and potential sales.
Find similar sites by using Google Trends.
30. Sergey asks...
Are my ads, keywords and landing pages
Is my website sticky enough?
Users, please don’t go!
31. Bounces are Single-Page Visits
32. Are Users Leaving My Site?
Keyword Landing Page
33. Are Users Leaving My Site?
“google for kids”
Are they relevant to your landing page?
34. Are Users Leaving My Site?
Is your best keyword linked to
your best ad text?
35. Identify High-Bounce Pages
Does my landing page match the
keyword and the ad?
Did I deliver what the users are
Do I need to fix this page?
36. SERGEY’S NEXT STEPS
37. Sergey’s Next Steps
1 Analyze the relationship and performance of
keywords, ad text and landing pages. Make sure
all three are in sync.
2 Optimize keywords that have high bounce rates.
3 Experiment with ad text variations for best
4 Choose appropriate landing pages. If landing
page matches keywords and ad text, consider
optimizing the webpage (try Website Optimizer).
38. It’s A Wrap!
Google Confidential and Proprietary 38
39. Are You Ready?
The 3 Things I Need To Do After This Event…
1 Link Your AdWords to Your Analytics Account.
2 Set your goal page and goal value.
3 Set-up e-commerce.
40. Are You Ready?
The Five Reports You’ll Love
1 Map Overlay
2 Traffic Sources Report
3 Site Search
4 Bounce Rate
5 Goal & Ecommerce
41. Thank You!
Google Confidential and Proprietary 41