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Google Analytics Power Reporting for SEO & SEM

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Many search marketers use Google Analytics, but how many fully take advantage of its tools for SEO and SEM reporting? Not many. This session from SMX West 2016 is a step in the right direction.

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Google Analytics Power Reporting for SEO & SEM

  1. 1. #SMX #PWRSEM @Garberson Google Analytics Power Reporting
  2. 2. #SMX #PWRSEM @Garberson Andrew Garberson Manager of Search LunaMetrics @LunaMetrics
  3. 3. #SMX #PWRSEM @Garberson Imagine: Scenario with Your Neighbor
  4. 4. #SMX #PWRSEM @Garberson I want an electric car
  5. 5. #SMX #PWRSEM @Garberson I’m getting too old for that 10-speed
  6. 6. #SMX #PWRSEM @Garberson A car like me? Safer than bike Efficient MPG Battery life Commuter Warranty Fun
  7. 7. #SMX #PWRSEM @Garberson Well, maybe not Safer than bike Efficient MPG Battery life Commuter Warranty Fun
  8. 8. #SMX #PWRSEM @Garberson I found just what I need
  9. 9. #SMX #PWRSEM @Garberson It’s got every- thing I need! Safe Efficient Battery Commute Warranty Fun
  10. 10. #SMX #PWRSEM @Garberson To put that in context…
  11. 11. #SMX #PWRSEM @Garberson Faster than me Faster than meFaster than me Faster than me
  12. 12. #SMX #PWRSEM @Garberson In that scenario…
  13. 13. #SMX #PWRSEM @Garberson You’re me!
  14. 14. #SMX #PWRSEM @Garberson Remember that conversion?
  15. 15. #SMX #PWRSEM @Garberson I need an easy reporting tool…
  16. 16. #SMX #PWRSEM @Garberson Traffic sources Demographics Conversions Dashboards Keywords Cost data Reports Free I’ve got what you need!
  17. 17. #SMX #PWRSEM @Garberson So, I went with Google Analytics.
  18. 18. #SMX #PWRSEM @Garberson 2.8 seconds Traffic sources Demographics Conversions Dashboards Keywords Cost data Reports Free Users Cohorts Events Funnels Mobile Behavior flow Frequency Real-time Interests Bounce rate Network Attribution E-commerce Content groupings Site speed analysis Attribution models Content experiments
  19. 19. #SMX #PWRSEM @Garberson Oops
  20. 20. #SMX #PWRSEM @Garberson Time to unleash the beast.
  21. 21. #SMX #PWRSEM @Garberson Basic: Daily Reporting
  22. 22. #SMX #PWRSEM @Garberson I’m here for you 24/7.
  23. 23. #SMX #PWRSEM @Garberson Not Ideal: Monitoring
  24. 24. #SMX #PWRSEM @Garberson I’m checking ROAS. Tell them to wait. Not Ideal: Worrying
  25. 25. #SMX #PWRSEM @Garberson It’s time to get to work. Ideal: Push Notifications “Hey, something is great.” “Hey, something is not so great.”
  26. 26. #SMX #PWRSEM @Garberson Google Analytics Alerts
  27. 27. #SMX #PWRSEM @Garberson Google Analytics Alerts
  28. 28. #SMX #PWRSEM @Garberson Google Analytics Alerts bit.ly/smx-pwrsem-alerts
  29. 29. #SMX #PWRSEM @Garberson Intermediate: Weekly Reporting
  30. 30. #SMX #PWRSEM @Garberson It was supposed to be a slow week… Spotting Trends Be quick See all
  31. 31. #SMX #PWRSEM @Garberson Reacting to Trends Minimize negative Maximize positive You did what?!
  32. 32. #SMX #PWRSEM @Garberson Google Analytics Dashboards
  33. 33. #SMX #PWRSEM @Garberson Dashboards Standard or custom Click “Add to”
  34. 34. #SMX #PWRSEM @Garberson Dashboards Don’t reinvent Build off existing
  35. 35. #SMX #PWRSEM @Garberson Dashboards Don’t reinvent Build off existing
  36. 36. #SMX #PWRSEM @Garberson Dashboards Link goes to GA Prepare your cameras bit.ly/smx-pwrsem-seo bit.ly/smx-pwrsem-cpc bit.ly/smx-pwrsem-basic-adwords bit.ly/smx-pwrsem-content bit.ly/smx-pwrsem-pr bit.ly/smx-pwrsem-social
  37. 37. #SMX #PWRSEM @Garberson Dashboards Click “Email” PDF > CSV
  38. 38. #SMX #PWRSEM @Garberson Advanced: Monthly Reporting
  39. 39. #SMX #PWRSEM @Garberson Right Tool for the Job Generalist (dashboard) Specialist (PPC platform) Or something in between?
  40. 40. #SMX #PWRSEM @Garberson Need All (Marketing) Tools All channels Ease of dashboards
  41. 41. #SMX #PWRSEM @Garberson Need to Dig Deep SEM campaign segmentation SEO traffic by product category
  42. 42. #SMX #PWRSEM @Garberson API with Google Sheets
  43. 43. #SMX #PWRSEM @Garberson bit.ly/smx-pwrsem-drive Getting Started Elevate feet Follow steps
  44. 44. #SMX #PWRSEM @Garberson Multichannel Reporting Conversions from organic v. paid Conversions from search v. other
  45. 45. #SMX #PWRSEM @Garberson Segmented Reporting in GA Standard Custom bit.ly/smx-pwrsem-drive-2
  46. 46. #SMX #PWRSEM @Garberson Specific Reporting SEO landing page traffic SEO conversions by group
  47. 47. #SMX #PWRSEM @Garberson Budget Tracking Current spend v. budget Conversions from search v. other
  48. 48. #SMX #PWRSEM @Garberson bit.ly/smx-pwrsem-import Add-Ons AdWords Bing Ads Search Console Facebook Ads Facebook Insights MailChimp Moz SEMrush
  49. 49. #SMX #PWRSEM @Garberson GA can be me.Is your head full!
  50. 50. #SMX #PWRSEM @Garberson Remember: GA can be me.
  51. 51. #SMX #PWRSEM @Garberson Or whatever you need.
  52. 52. #SMX #PWRSEM @Garberson Just don’t forget this.
  53. 53. #SMX #PWRSEM @Garberson SEE YOU AT #SMX ADVANCED THANK YOU!

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