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Google Analytics
Optimizing Adwords Campaigns with Google Analytics




Lianne Mateo and Iris Cheng, Google Analytics Spec...
2
What are your AdWords goals for 2010?



     “I want to open my email
      every morning and see
       at least 3 new o...
Improving Online Campaign
Performance




                      Google Confidential and Proprietary   4
The Google Store Story




                         SALES
                                 5
The Google Store Story

      Linked AdWords to Analytics & set up his goals.




      Enabled E-Commerce and Site Search...
Sergey asks...




             Where are my visits and sales coming
             from?

             Should I be running ...
Which Markets Are Interested?

Map Overlay Report




                                8
Which Markets are Interested?




  Singapore         Singapore
  Total Visits: 7,835
                    Total Visits: 7,...
Which Markets are Interested?




 Singapore:
 Total Revenue: $837.41
 Thailand:
 Total Revenue: $1,308.13




           ...
Which Markets are Interested?

Making Sense of Your Data




 Thailand                       If you can optimize your
 Tot...
SERGEY’S NEXT STEPS




                      12
Sergey’s Next Steps

    1   Add Thailand and other profitable countries/cities
        to his AdWords location targeting....
Sergey asks...




             What keywords do customers use to find
             me?

             Are my keywords prof...
Expanding Keyword List

Traffic Sources Report >Keywords
Expanding Keyword List

Which keywords are profitable?


           “google store”
           Total Visits: 18,666
       ...
Content Report >Site Search




                              17
Expanding Keyword List

Site Search Report




                     “blogger”
                     “baseball”
            ...
Expanding Keyword List




                “10 13101”




                             19
Expanding Keyword List




                         20
SERGEY’S NEXT STEPS




                      21
Sergey’s Next Steps


    1   Find profitable non-paid keywords in the Keyword
        Report and include these in his key...
Sergey asks...




             Which sites send me the most visits and
             quality traffic?

             Is Fac...
Where are my users coming from?

 Traffic Sources>Referring Sites




                                   24
Where are my users coming from?




               “sknife.blogspot.com”
               Total Visits: 1
               Per...
Where are my users coming from?

Site Exclusion Tool




                                  26
Where are my users coming from?

                    “seopedia.org”
                    Total Visits: 200
               P...
SERGEY’S NEXT STEPS




                      28
Sergey’s Next Steps


    1   Find websites which bring low-quality visits and
        exclude them using the Site Exclusi...
Sergey asks...




             Are my ads, keywords and landing pages
             effective?

             Is my website...
Bounces are Single-Page Visits




                                 31
Are Users Leaving My Site?



                       Ad Text




      Keyword                    Landing Page




       ...
Are Users Leaving My Site?




                   “google kids”
                  “google for kids”

     Are they relevan...
Are Users Leaving My Site?




           Is your best keyword linked to
                 your best ad text?
Identify High-Bounce Pages




         Does my landing page match the
              keyword and the ad?

          Did I ...
SERGEY’S NEXT STEPS




                      36
Sergey’s Next Steps


   1   Analyze the relationship and performance of
       keywords, ad text and landing pages. Make ...
It’s A Wrap!




               Google Confidential and Proprietary   38
Are You Ready?

The 3 Things I Need To Do After This Event…


    1   Link Your AdWords to Your Analytics Account.

    2 ...
Are You Ready?

 The Five Reports You’ll Love

     1   Map Overlay

     2   Traffic Sources Report

     3   Site Search...
Thank You!




             Google Confidential and Proprietary   41
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Gamc2010 05 - optimizing adwords campaigns via google analytics - lianne mateo and iris cheng - google

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Transcript of "Gamc2010 05 - optimizing adwords campaigns via google analytics - lianne mateo and iris cheng - google"

  1. 1. Google Analytics Optimizing Adwords Campaigns with Google Analytics Lianne Mateo and Iris Cheng, Google Analytics Specialists Google Confidential and Proprietary 1
  2. 2. 2
  3. 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” 3
  4. 4. Improving Online Campaign Performance Google Confidential and Proprietary 4
  5. 5. The Google Store Story SALES 5
  6. 6. The Google Store Story Linked AdWords to Analytics & set up his goals. Enabled E-Commerce and Site Search 6
  7. 7. Sergey asks... Where are my visits and sales coming from? Should I be running a global campaign or should I focus my efforts on specific markets? 7
  8. 8. Which Markets Are Interested? Map Overlay Report 8
  9. 9. Which Markets are Interested? Singapore Singapore Total Visits: 7,835 Total Visits: 7,835 0.26% Goal Conversion Goal Value: $0.08 Per Visit 20 visits have completed an Visits: $626.80 Total Value of order. 9
  10. 10. Which Markets are Interested? Singapore: Total Revenue: $837.41 Thailand: Total Revenue: $1,308.13 10
  11. 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 $638.22 11
  12. 12. SERGEY’S NEXT STEPS 12
  13. 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 increase sales. 13
  14. 14. Sergey asks... What keywords do customers use to find me? Are my keywords profitable? I need more keyword cash cows! 14
  15. 15. Expanding Keyword List Traffic Sources Report >Keywords
  16. 16. Expanding Keyword List Which keywords are profitable? “google store” Total Visits: 18,666 Per Visit Goal Value: $0.65 Conversion Rate: 0.84% Revenue: $12,206.93.
  17. 17. Content Report >Site Search 17
  18. 18. Expanding Keyword List Site Search Report “blogger” “baseball” “Google Apps Bumper Stickers” 18
  19. 19. Expanding Keyword List “10 13101” 19
  20. 20. Expanding Keyword List 20
  21. 21. SERGEY’S NEXT STEPS 21
  22. 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. Google store Blogger shirt Android shirt Keyword Bucket 22
  23. 23. Sergey asks... Which sites send me the most visits and quality traffic? Is Facebook my BFF? What sites do my users visit before they get to the Google Store? 23
  24. 24. Where are my users coming from? Traffic Sources>Referring Sites 24
  25. 25. Where are my users coming from? “sknife.blogspot.com” Total Visits: 1 Per Visit Goal Value: $0.00 Conversion Rate: 0.00% 25
  26. 26. Where are my users coming from? Site Exclusion Tool 26
  27. 27. Where are my users coming from? “seopedia.org” Total Visits: 200 Per Visit Goal Value: $0.24 Conversion Rate: 2.44% 27
  28. 28. SERGEY’S NEXT STEPS 28
  29. 29. Sergey’s Next Steps 1 Find websites which bring low-quality visits and exclude them using the Site Exclusion tool in AdWords. 2 Placement-target high-performing sites to increase his ad exposure and potential sales. Find similar sites by using Google Trends. 29
  30. 30. Sergey asks... Are my ads, keywords and landing pages effective? Is my website sticky enough? Users, please don’t go! 30
  31. 31. Bounces are Single-Page Visits 31
  32. 32. Are Users Leaving My Site? Ad Text Keyword Landing Page 32
  33. 33. Are Users Leaving My Site? “google kids” “google for kids” Are they relevant to your landing page? 33
  34. 34. Are Users Leaving My Site? Is your best keyword linked to your best ad text?
  35. 35. Identify High-Bounce Pages Does my landing page match the keyword and the ad? Did I deliver what the users are expecting? Do I need to fix this page? 35
  36. 36. SERGEY’S NEXT STEPS 36
  37. 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 performing ads. 4 Choose appropriate landing pages. If landing page matches keywords and ad text, consider optimizing the webpage (try Website Optimizer). 37
  38. 38. It’s A Wrap! Google Confidential and Proprietary 38
  39. 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. 39
  40. 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 40
  41. 41. Thank You! Google Confidential and Proprietary 41
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