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Gerson and Levy

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Beth Harte
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Gerson and Levy

  1. 1. Understanding Google AdWords & Analytics
  2. 2. <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>
  3. 4. <ul><li>Is your online advertising working? </li></ul>Hint: there are only two possible answers.
  4. 5. <ul><li>Step 1: Set Goals </li></ul>
  5. 6. <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 %.
  6. 7. Don’t forget your brand name! <ul><li>Step 2: Select keywords </li></ul>
  7. 8. If the keywords have no search volume, you won’t be eligible. <ul><li>Don’t just guess </li></ul>
  8. 9. Google Keyword Tool – Start with the basics & see what the tool proposes. <ul><li>Use the free tools available </li></ul>
  9. 10. 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>
  10. 11. Soovle – see up to 15 engines suggestions at once. <ul><li>Use what all sites tell you </li></ul>
  11. 12. Use keyword tool exports & suggest to find initial negatives. Use query reports to grow the list. <ul><li>Be a Negative Nancy </li></ul>
  12. 13. 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
  13. 14. 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>
  14. 15. Example of organization directly from the Google Help Center. <ul><li>Step 3: Be meticulously organized </li></ul>
  15. 16. 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>
  16. 17. 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>
  17. 18. Make your ad stand out. <ul><li>Step 4: Craft crafty ad copy </li></ul>
  18. 19. You don’t have long – engage the audience quickly. <ul><li>Don’t be this guy </li></ul>
  19. 20. Everyone uses best practices. Use them differently. <ul><li>Or these guys </li></ul>
  20. 21. You can stand out and still use the same formula. Test & optimize! <ul><li>Be different, but be smart </li></ul>
  21. 22. 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>
  22. 23. Be edgy, but not too edgy. <ul><li>Step 5: Pick (or build) landing pages </li></ul>
  23. 24. Page populates with brown wingtips, value-adds clearly displayed on the top. <ul><li>Strong eCommerce </li></ul>
  24. 25. <ul><li>Weak eCommerce </li></ul>No Twitter. No brown wingtips. No dice.
  25. 26. Quantifiable value propositions directly related to landing page. Clear call to action, customer testimonials. <ul><li>Strong lead generation </li></ul>
  26. 27. 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>
  27. 28. No need for external conversion trackers. <ul><li>Step 6: Install & test tracking </li></ul>
  28. 29. Separate your PPC traffic from organic. <ul><li>Don’t forget Analytics! </li></ul>
  29. 30. Initial settings were designed by engines for most volume, not best performance. <ul><li>Step 7: Adjust settings </li></ul>
  30. 31. Both campaign types should be structured much differently (whole other session)! <ul><li>Networks & Devices </li></ul>
  31. 32. Use Accelerated delivery for Brand & top performers to capture all volume. But make sure you have the $. <ul><li>Ad delivery settings </li></ul>
  32. 33. Warning: the more granular you get, the less accurate the target is. Recommend staying on Metro level. <ul><li>Location targeting </li></ul>
  33. 34. Launch early in the week so you can keep a close eye on early performance & optimize! <ul><li>Launch! </li></ul>
  34. 35. <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>
  35. 36. <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>
  36. 37. <ul><li>Start Using GA </li></ul><ul><li>Some Do’s and Don’ts </li></ul>
  37. 38. 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>
  38. 39. 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>
  39. 40. <ul><li>Google Analytics Code </li></ul><ul><li>Do: </li></ul><ul><li>Let plugins do all the work for you! </li></ul>
  40. 41. <ul><li>Know these guys? </li></ul>
  41. 42. Make sure you’re driving the right traffic. <ul><li>Visits = $ </li></ul>Don’t Be These Guys
  42. 43. <ul><li>Which Metrics Should You Be Monitoring? </li></ul><ul><li>DO focus primarily on: </li></ul>Visits & Conversions / Transactions
  43. 44. 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>
  44. 45. 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>
  45. 46. 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>
  46. 47. <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 & $
  47. 48. 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>
  48. 49. <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
  49. 50. 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>
  50. 51. <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>
  51. 52. <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>
  52. 53. 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>
  53. 54. <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.”
  54. 55. <ul><li>How Do I Segment? </li></ul>Several easy segmentation solutions in GA: Instant Filters Advanced Segments Profile Filters
  55. 56. Use RegEx to consolidate multiple items. <ul><li>How Do I Segment? Instant Filters </li></ul>
  56. 57. Advanced Segments can cause the dreaded Fast Access Mode. <ul><li>How Do I Segment? Advanced Segments </li></ul>
  57. 58. Filters work from the day they’re applied. They do not work retroactively. <ul><li>How Do I Segment? Profile Filters </li></ul>
  58. 59. <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>
  59. 60. <ul><li>Do I Need a Mobile Site? </li></ul><ul><li>Do you already get mobile traffic? </li></ul>
  60. 61. <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>
  61. 62. Always dig deeper. <ul><li>Which Traffic Sources Convert Best? </li></ul>% of Total Goal Completions
  62. 63. SEER’s sweet spot = SEO <ul><li>Which Keywords Drive the Best Traffic? </li></ul>
  63. 64. <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
  64. 65. Advanced segments cause fast access mode. <ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare Visits
  65. 66. Top pages don’t match across different sources. <ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare Top Landing Pages
  66. 67. <ul><li>Look at ONLY Social Traffic </li></ul>Example – Compare On-Site Behaviors
  67. 68. Create an advanced segment to only analyze “Twitter” traffic. <ul><li>What Does Twitter Look Like in GA? </li></ul>
  68. 69. Launched March 2011 <ul><li>Eight of the New Features </li></ul>What Do I Need to Know About New GA?
  69. 70. Usability update. What Do I Need to Know About New GA? Searching in Menus
  70. 71. Dashboards aren’t shared between accounts. What Do I Need to Know About New GA? Dashboards
  71. 72. Create dashboards for each group, based on their needs. What Do I Need to Know About New GA? Dashboards
  72. 73. Use Keyword Clouds to visualize top keywords. What Do I Need to Know About New GA? Keyword Clouds
  73. 74. 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
  74. 75. Use Real-Time Reports to test campaign tracking. What Do I Need to Know About New GA? Real-Time Data
  75. 76. Use these numbers to show relative trends. What Do I Need to Know About New GA? Webmaster Tools Integration Why use it?
  76. 77. <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
  77. 78. 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
  78. 79. <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
  79. 80. Hootsuite <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>
  80. 81. facebook <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>
  81. 82. LinkedIn <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>
  82. 83. YouTube <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>
  83. 84. Tip: Add a + to any bitly URL to get the stats. <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul>
  84. 85. 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
  85. 86. <ul><li>Don’t Limit Your “Analytics” to Google Analytics </li></ul><ul><li>Point – Lots of other FREE tools available! </li></ul>
  86. 87. <ul><li>??? </li></ul>
  87. 88. <ul><li>Rachael Gerson (@rachaelgerson) </li></ul><ul><li>[email_address] </li></ul>Aaron Levy (@bigalittlea) [email_address]
  88. 89. <ul><li>Loading Time Statistics - </li></ul><ul><li>Amazing analytics blog - </li></ul><ul><li>GA setup checklist - </li></ul><ul><li>Google Analytics RegEx tips - </li></ul><ul><li>GA Help Forum - </li></ul>Analytics Links
  89. 90. <ul><li>AdWords Keyword Tool - </li></ul><ul><li>AdWords Traffic Estimator - </li></ul><ul><li>Soovle - </li></ul><ul><li> </li></ul><ul><li>Analytics URL Builder Tool - </li></ul><ul><li>AdWords Help Forum - </li></ul>PPC Links <ul><li>What to watch for post-launch - </li></ul><ul><li>More on Search Query reports- </li></ul><ul><li>Split Testing Tool </li></ul><ul><li> </li></ul>
  90. 91. <ul><li>Is My Bounce Rate Good? </li></ul><ul><li>Know your site. Know what matters to you. </li></ul>

Editor's Notes

  • Reporting on raw # of tweets? Break it down by their influence.