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Understanding Google AdWords & Analytics

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<ul><li>Rachael Gerson (@rachaelgerson) </li></ul><ul><li>Self-proclaimed data junkie </li></ul><ul><li>Google Analytics Top Contributor </li></ul><ul><li>GA Certified </li></ul><ul><li>4 ½ years at SEER Interactive in SEO & Analytics </li></ul><ul><li>Lover/owner of cute puppy named Cooper </li></ul>Proud alumni of Villanova University – Go Cats! <ul><li>Aaron Levy (@bigalittlea) </li></ul><ul><li>5 years in digital marketing </li></ul><ul><li>2 years at SEER Interactive in PPC </li></ul><ul><li>AdWords & AdCenter Certified </li></ul><ul><li>Managed budgets from $500 to $100k/mo in B2B & B2C </li></ul><ul><li>(Usually) a pretty good hockey player </li></ul>

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<ul><li>Is your online advertising working? </li></ul>Hint: there are only two possible answers.

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<ul><li>Step 1: Set Goals </li></ul>

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<ul><li>Establish a key success metric before you do anything else </li></ul><ul><li>Cost Per Acquisition </li></ul><ul><ul><li>Use lead-to-sale ratios and avg. customer value to back into an appropriate figure </li></ul></ul><ul><li>Return on Ad Spend/Investment </li></ul><ul><ul><li>Find the break even point </li></ul></ul><ul><li>Page Views/Visit </li></ul><ul><ul><li>If the goal is traffic, make sure it’s good traf fic </li></ul></ul>Set a metric to beat – CPA ceiling or break even ROAS %.

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Don’t forget your brand name! <ul><li>Step 2: Select keywords </li></ul>

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If the keywords have no search volume, you won’t be eligible. <ul><li>Don’t just guess </li></ul>

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Google Keyword Tool – Start with the basics & see what the tool proposes. <ul><li>Use the free tools available </li></ul>

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Search Suggest – especially with the advent of Instant, these are terms you need to bid on. <ul><li>Use what the engines tell you </li></ul>

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Soovle – see up to 15 engines suggestions at once. <ul><li>Use what all sites tell you </li></ul>

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Use keyword tool exports & suggest to find initial negatives. Use query reports to grow the list. <ul><li>Be a Negative Nancy </li></ul>

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Broad for volume, exact for control. <ul><li>Find the perfect match (type) </li></ul><ul><li>Keyword = brown wingtip shoes </li></ul><ul><ul><li>Buy shoes with wings </li></ul></ul><ul><ul><li>Buy brown shoes </li></ul></ul><ul><ul><li>Brown wings buy </li></ul></ul><ul><ul><li>Brown wingtip shoes </li></ul></ul><ul><ul><li>Brown wingtip shoes </li></ul></ul><ul><ul><li>Wing tipped shoes brown </li></ul></ul><ul><ul><li>Buy brown shoes with wing tips </li></ul></ul><ul><ul><li>Where can I buy brown wingtip shoes </li></ul></ul><ul><ul><li>Brown wingtip shoes </li></ul></ul><ul><ul><li>Brown wingtip shoes </li></ul></ul>Broad MBM Phrase Exact

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Include negatives in your estimates & don’t bid more than you can afford; you don’t NEED to be #1. <ul><li>Don’t fall into a money pit </li></ul>

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Example of organization directly from the Google Help Center. <ul><li>Step 3: Be meticulously organized </li></ul>

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Make sure to separate top performers into individual campaigns to ensure 100% visibility. <ul><li>Build strong campaigns </li></ul><ul><li>Budgets </li></ul><ul><ul><li>Make sure your keywords have enough $ to generate data </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Stronger keywords get more $! </li></ul></ul><ul><li>Relevance </li></ul><ul><li>Ad Extensions </li></ul><ul><ul><li>Sitelinks, Phone #, Products </li></ul></ul><ul><li>Geo Targeting & Dayparting </li></ul>

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Per Google, every keyword with 1,000+ monthly searches should have its own ad group. <ul><li>And keep ad groups relevant </li></ul><ul><li>Ad copy is set on the ad group level </li></ul><ul><ul><li>Each copy point should speak directly to top terms </li></ul></ul><ul><li>Separate high volume terms into their own ad groups </li></ul><ul><li>Set ad groups logically & control where copy shows </li></ul><ul><ul><li>Different colors = different ad groups </li></ul></ul><ul><ul><li>Different products = different ad groups </li></ul></ul><ul><ul><li>Different search intent = different ad groups </li></ul></ul><ul><ul><li>Get granular </li></ul></ul>

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Make your ad stand out. <ul><li>Step 4: Craft crafty ad copy </li></ul>

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You don’t have long – engage the audience quickly. <ul><li>Don’t be this guy </li></ul>

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Everyone uses best practices. Use them differently. <ul><li>Or these guys </li></ul>

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You can stand out and still use the same formula. Test & optimize! <ul><li>Be different, but be smart </li></ul>

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Winning ad copy equation. <ul><li>Clear call to action </li></ul><ul><li>Resonates with landing page </li></ul><ul><li>Answers “why should I…” </li></ul><ul><li>+ Contains top volume keyword </li></ul>

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Be edgy, but not too edgy. <ul><li>Step 5: Pick (or build) landing pages </li></ul>

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Page populates with brown wingtips, value-adds clearly displayed on the top. <ul><li>Strong eCommerce </li></ul>

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<ul><li>Weak eCommerce </li></ul>No Twitter. No brown wingtips. No dice.

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Quantifiable value propositions directly related to landing page. Clear call to action, customer testimonials. <ul><li>Strong lead generation </li></ul>

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Too many to count… <ul><li>Weak lead generation </li></ul><ul><li>Broken landing pages </li></ul><ul><li>No clear call to action </li></ul><ul><li>Lacking relevance from ad to landing page </li></ul><ul><li>Tough on the eyes </li></ul><ul><li>Unsubstantiated claims </li></ul><ul><li>No privacy policy </li></ul><ul><li>Asking for too much </li></ul>

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No need for external conversion trackers. <ul><li>Step 6: Install & test tracking </li></ul>

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Separate your PPC traffic from organic. <ul><li>Don’t forget Analytics! </li></ul>

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Initial settings were designed by engines for most volume, not best performance. <ul><li>Step 7: Adjust settings </li></ul>

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Both campaign types should be structured much differently (whole other session)! <ul><li>Networks & Devices </li></ul>

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Use Accelerated delivery for Brand & top performers to capture all volume. But make sure you have the $. <ul><li>Ad delivery settings </li></ul>

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Warning: the more granular you get, the less accurate the target is. Recommend staying on Metro level. <ul><li>Location targeting </li></ul>

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Launch early in the week so you can keep a close eye on early performance & optimize! <ul><li>Launch! </li></ul>

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<ul><li>… and beyond </li></ul>The beauty of paid search is that we have data on everything. Use it. <ul><li>Test Ad Extensions (+CTR) </li></ul><ul><li>Test Ad Copy (+CTR, -CPC) </li></ul><ul><ul><li>But check for Statistical Significance </li></ul></ul><ul><li>Mine Search Query reports to grow negatives & keyword targets (+CTR, -CPA) </li></ul><ul><li>Test & tweak your landing pages </li></ul><ul><li>Set up Google Alerts, watch Insights </li></ul><ul><ul><li>Know what’s going on in your space </li></ul></ul><ul><li>Link to +1 accounts </li></ul><ul><li>TEST EVERYTHING </li></ul>

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<ul><li>Your Knowledge Level </li></ul><ul><li>Newbie – Never used GA </li></ul><ul><li>Beginner – Use GA on occasion, can navigate through </li></ul><ul><li>Intermediate – Power-user, never sets up profiles </li></ul><ul><li>Advanced – Use & set up profiles regularly </li></ul>

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<ul><li>Start Using GA </li></ul><ul><li>Some Do’s and Don’ts </li></ul>

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Make sure this code is on every page of the site, prior to the closing </head> tag. <ul><li>Google Analytics Code </li></ul><ul><li>Do: </li></ul><ul><li>Include the GA code on every page </li></ul>

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Regular code cannot go on a site with multiple domains or mobile sites. <ul><li>Google Analytics Code </li></ul><ul><li>Don’t: </li></ul><ul><li>Use regular code on sites that span multiple domains or mobile sites </li></ul><ul><li>Use more than one set of the same code </li></ul>

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<ul><li>Google Analytics Code </li></ul><ul><li>Do: </li></ul><ul><li>Let plugins do all the work for you! </li></ul>

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<ul><li>Know these guys? </li></ul>

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Make sure you’re driving the right traffic. <ul><li>Visits = $ </li></ul>Don’t Be These Guys

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<ul><li>Which Metrics Should You Be Monitoring? </li></ul><ul><li>DO focus primarily on: </li></ul>Visits & Conversions / Transactions

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Data can come into GA up to 24 hours late. <ul><li>Visits </li></ul><ul><li>No visits = no sales </li></ul><ul><li>More visits SHOULD = more sales </li></ul>

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Make sure the whole team is on board with the KPIs prior to setting up goals. <ul><li>Conversions & Transactions </li></ul><ul><li>Non-eCommerce site: </li></ul><ul><li>Figure out your Key Performance Indicators ( KPIs ) & create GA Goals </li></ul>

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Reports should connect actions on site with $$$. <ul><li>Conversions & Transactions </li></ul><ul><li>eCommerce site: </li></ul><ul><li>Add eCommerce tracking to get detailed reports on transactions & revenue </li></ul>

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<ul><li>Which Metrics Should You Be Monitoring? </li></ul><ul><li>DO focus secondarily on: </li></ul>Bounce Rate Use Bounce Rate as your indicator that you may be losing quality traffic & $

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A bounced visit will show in GA as 0:00 time on site. <ul><li>What is Bounce Rate? </li></ul><ul><li>Google Analytics definition: </li></ul><ul><li>Visits in which the person left your site from the entrance (landing) page </li></ul>

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<ul><li>What is Bounce Rate? </li></ul>Avinash definition: I came, I saw, I puked, I left This is Avinash He’s the Digital Marketing Evangelist for Google. <3

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A high bounce rate isn’t always a bad thing. <ul><li>What’s a Good Bounce Rate? </li></ul><ul><li>Depends on the site & the industry </li></ul><ul><li>High bounce rate = BAD </li></ul><ul><li>eCommerce product landing page </li></ul>

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<ul><li>What’s a Good Bounce Rate? </li></ul><ul><li>Depends on the site & the industry </li></ul><ul><li>High bounce rate = Inconclusive </li></ul><ul><li>Blog </li></ul><ul><li>Research article </li></ul><ul><li>Recipe site </li></ul><ul><li>Sites with AJAX, Flash, etc. </li></ul><ul><li>Service site with a phone number listed </li></ul>

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<ul><li>What’s a Good Bounce Rate? </li></ul><ul><li>Depends on the site & the industry </li></ul><ul><li>High bounce rate = Good </li></ul><ul><li>Affiliate site </li></ul>

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Time on site is a critically flawed metric to report on. <ul><li>Which Metrics Should You Be Monitoring? </li></ul><ul><li>DO NOT focus on: </li></ul>Time on Site <ul><li>Why? </li></ul><ul><li>How they’re calculated </li></ul><ul><li>Browser behavior </li></ul>

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<ul><li>Segment EVERYTHING </li></ul>Another Avinash Tip: “ Never report a metric without segmenting it to give deep insights into what that metric is really hiding behind it.”

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<ul><li>How Do I Segment? </li></ul>Several easy segmentation solutions in GA: Instant Filters Advanced Segments Profile Filters

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Use RegEx to consolidate multiple items. <ul><li>How Do I Segment? Instant Filters </li></ul>

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Advanced Segments can cause the dreaded Fast Access Mode. <ul><li>How Do I Segment? Advanced Segments </li></ul>

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Filters work from the day they’re applied. They do not work retroactively. <ul><li>How Do I Segment? Profile Filters </li></ul>

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<ul><li>Use GA to Answer Questions </li></ul><ul><li>Do I need a mobile site? </li></ul><ul><li>Which traffic sources convert best? </li></ul><ul><li>Which keywords drive the best traffic to my site? </li></ul><ul><li>How does my social media perform? </li></ul>

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<ul><li>Do I Need a Mobile Site? </li></ul><ul><li>Do you already get mobile traffic? </li></ul>

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<ul><li>Should I Make a Mobile Site? </li></ul><ul><li>How do visits for mobile compare to desktop? </li></ul><ul><li>Look at Conversion Rate, Bounce Rate </li></ul><ul><li>View the site on your phone! </li></ul><ul><li>Let the data make your decision. </li></ul>

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Always dig deeper. <ul><li>Which Traffic Sources Convert Best? </li></ul>% of Total Goal Completions

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SEER’s sweet spot = SEO <ul><li>Which Keywords Drive the Best Traffic? </li></ul>

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<ul><li>Look at ONLY Social Traffic </li></ul>Set up however you prefer, but find a way to limit the data to only social

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Advanced segments cause fast access mode. <ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare Visits

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Top pages don’t match across different sources. <ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare Top Landing Pages

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<ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare On-Site Behaviors

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Create an advanced segment to only analyze “Twitter” traffic. <ul><li>What Does Twitter Look Like in GA? </li></ul>t.co twitter.com hootsuite.com tweetchat.com tweetdeck.com tweetgrid.com twittergadget.com api.twitter.com mobile.twitter.com

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Launched March 2011 <ul><li>Eight of the New Features </li></ul>What Do I Need to Know About New GA?

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Usability update. What Do I Need to Know About New GA? Searching in Menus

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Dashboards aren’t shared between accounts. What Do I Need to Know About New GA? Dashboards

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Create dashboards for each group, based on their needs. What Do I Need to Know About New GA? Dashboards

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Use Keyword Clouds to visualize top keywords. What Do I Need to Know About New GA? Keyword Clouds

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Multi-Channel calculates attribution from Direct differently from the rest of GA. What Do I Need to Know About New GA? Multi-Channel Funnels (Google’s attempt at attribution) Direct Referral Organic Search

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Use Real-Time Reports to test campaign tracking. What Do I Need to Know About New GA? Real-Time Data

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Use these numbers to show relative trends. What Do I Need to Know About New GA? Webmaster Tools Integration Why use it?

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<ul><li>40% of people abandon a site that takes more than 3 seconds to load </li></ul><ul><li>A 1 second delay can result in a 7% reduction in conversions </li></ul>What Do I Need to Know About New GA? Site Speed

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Only one line of code needed to integrate social for AddThis. ShareThis doesn’t need any changes. <ul><li>Analyze how users are interacting with Social Plugins </li></ul>What Do I Need to Know About New GA? Social Engagement

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<ul><li>PDF Export & Email Report – Temporary </li></ul><ul><li>Old GA turns off January 2012 </li></ul>What Do I Need to Know About New GA? Missing Features

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Hootsuite <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>

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facebook <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>

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LinkedIn <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>

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YouTube <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>

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Tip: Add a + to any bitly URL to get the stats. <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>

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Use Topsy to find & reach out to influential people sharing your link. <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>Tweets are not all equal

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<ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul><ul><li>Point – Lots of other FREE tools available! </li></ul>

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<ul><li>??? </li></ul>

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<ul><li>Rachael Gerson (@rachaelgerson) </li></ul><ul><li>[email_address] </li></ul>Aaron Levy (@bigalittlea) [email_address]

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<ul><li>Loading Time Statistics - http://blog.kissmetrics.com/loading-time/ </li></ul><ul><li>Amazing analytics blog - http://www.kaushik.net/avinash/ </li></ul><ul><li>GA setup checklist - http://seohimanshu.com/2011/06/03/google-analytics-setup-checklist/ </li></ul><ul><li>Google Analytics RegEx tips - http://www.seerinteractive.com/blog/basic-regex-for-google-analytics/2011/02/11/ </li></ul><ul><li>GA Help Forum - http://www.google.com/support/forum/p/Google+Analytics?hl=en </li></ul>Analytics Links

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<ul><li>AdWords Keyword Tool - https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>AdWords Traffic Estimator - https://adwords.google.com/select/TrafficEstimatorSandbox </li></ul><ul><li>Soovle - </li></ul><ul><li>http://www.soovle.com/ </li></ul><ul><li>Analytics URL Builder Tool - http://www.google.com/support/analytics/bin/answer.py?answer=55578 </li></ul><ul><li>AdWords Help Forum - http://www.google.com/support/forum/p/AdWords </li></ul>PPC Links <ul><li>What to watch for post-launch - http://www.seerinteractive.com/blog/youve-launched-a-new-ppc-campaign-now-what-5-things-to-watch/2011/09/12/ </li></ul><ul><li>More on Search Query reports- http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=68034 </li></ul><ul><li>Split Testing Tool </li></ul><ul><li>http://www.websharedesign.com/tools/ppc-ad-split-testing-tool/ </li></ul>

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<ul><li>Is My Bounce Rate Good? </li></ul><ul><li>Know your site. Know what matters to you. </li></ul>