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SwellPath - Optimize Your Analytics to Measure Success - PDX DMC 2013

Measuring success in digital can be a daunting task - tracking, organizing, and making sense of metrics across all your efforts can be time consuming, technically intimidating and frustrating. Join us as we share strategies, tactics, tools and tricks using analytics for identifying what is really working with your marketing efforts.

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SwellPath - Optimize Your Analytics to Measure Success - PDX DMC 2013

  1. 1. Optimize Your Analyticsto Measure SuccessJune 2013Speakers:Ashley Stuart, Craig Galyon, Adam Ware
  2. 2. General Agenda• Overview of Session & SwellPath• Part I: Filters & Custom Reports with Adam• Part II: SEO & Social Analytics with Ashley• Part III: Analytics for Paid Media with Craig#pdxdmc @swellpath 1
  3. 3. Overview of SwellPathAdam WareSwellPath CEO
  4. 4. Overview#pdxdmc @swellpath• Pay-per-click Advertising• Organic Search Optimization• Digital Analytics & Optimization3SwellPath is a data-driven web analytics consulting,and search marketing agency based in Portland,Oregon. We offer unmatched expertise in thefollowing services:
  5. 5. Logistics & History• Founded in 2009• Headquartered in the PearlDistrict in Portland, Oregon• Staffed with a team of talentedspecialists, founded by industryveterans#pdxdmc @swellpath 4
  6. 6. Proven Track Record#pdxdmc @swellpath 5
  7. 7. Part I: Filters & Custom Reports for Non-Branded SearchAdam WareSwellPath CEO
  8. 8. Non-Branded Traffic Report Workshop• What we‟ll learn:> How to determine and meet analytics needs> Branded vs. Non-branded SEO traffic> Using Regular Expression in GA> Using Report Filters> Creating Custom Reports• Tee-up> Ashley (advanced segments), and> Craig (custom dashboards)#pdxdmc @swellpath 7
  9. 9. Meeting Analytics Needs: The Thought Process• Analytics needs to measure the goals and objectives of thebusiness• What are our goals?> Example: to work with more clients.• How does that happen?> Example: more people become aware of us and our services, via ouronline and offline efforts.• Need to break it down by channel and activity.> Example: we‟d garner more global organic search visits to our site, frompeople who had not heard about us.• How would we measure that?> They would be searching with phrases and keywords that didn‟t include“swellpath” or the names of anyone who works at SwellPath.#pdxdmc @swellpath 8
  10. 10. KPIs & Key Metrics• We have a KPI:> Non-branded organic search visits• We may also have key metrics; what happensbefore, during, and after the visit?#pdxdmc @swellpath 9Awareness Engagement Conversion• Impressions • Clickthroughs/Visits• Pages/visit• Time on site• Newslettersignups• Services pages• Case studiespages• Contact us form• Phone calls
  11. 11. Using Filters in GA• Problem: How do we isolate non-branded organicsearch visits?• Solution: With regular expression and filters!#pdxdmc @swellpath 10
  12. 12. Regular Expression• A regular expression matches a pattern to a string. It isa “language” that allows for more complex searches inGA.• Cheatsheet:• Example:> Regex: (s.*path)|(.*adam.*)> Matches: swellpath, swelpath, swel path, swellpath, SwellPath, swlpath, swellpth, swellpth, adam, adamware, adam ware, Adam Ware, portlandadam where#pdxdmc @swellpath 11
  13. 13. Using Filters• Filters enable you to isolate dimensions (rows) in areport, or filter based on metric values• Combining regular expression and filters isPOWERFUL• Activity: Navigate to Traffic Sources > Search >Organic• We‟re going to filter out some branded traffic fromyour report!#pdxdmc @swellpath 12
  14. 14. Activity I: Advanced Report Filtering• Navigate to Traffic Sources > Search > Organic• Select desired date range• Click on “advanced”• Select “Exclude”• Select “Keyword” from “Dimensions”• Select “Matching Regular Expression”• Enter regex• Apply!#pdxdmc @swellpath 13
  15. 15. Creating Shortcuts & Custom Reports• Shortcuts enable you to quickly link to a report thathas filtering in place.• Custom reports allow you to customize thedimensions and metrics in a report, along withcustom filtering.• So, for example, you can customize a report toshow the various stages a prospect may movethrough…#pdxdmc @swellpath 14
  16. 16. Activity II: Creating a Report Shortcut• Click the Customization tab in the orange top bar in GoogleAnalytics• Click the “+ New Custom Report” button• Properly title your report• Create and name your tabs• Select what type of report you would like• Add the appropriate metrics• Add the appropriate dimensions; use secondary dimensions ifyou would like to be able to drill down• Add the filter we created in Activity I• Select which profiles you‟d like this report to appear in#pdxdmc @swellpath 15
  17. 17. Finished Product Should Look Similar to This#pdxdmc @swellpath 16
  18. 18. Part II: Analytics for SEO & Social MediaAshley StuartSEO & Social Media Analyst#pdxdmc @swellpath 17
  19. 19. Introduction: Ashley Stuart> Search & Social Media Analyst at SwellPath> Background in Media Planning/Buying> Native Portlander> Pinner, Tweeter, G+ Advocate, & Vine-obsessed#pdxdmc @swellpath 18@FancyPants10
  20. 20. AgendaI. Analytics for SEOI. Modern SEOII. SEO KPIsIII. GA for SEOII. Analytics for Social MediaI. GA for SocialII. Creating an Advanced SegmentIII. Site Specific Tools#pdxdmc @swellpath 19
  21. 21. Analytics for SEO#pdxdmc @swellpath 20
  22. 22. Modern SEO: Beyond Rankings and Backlinks• Local Search• Social• People-Centric Keywords (v.s. Robot-Centric)• Content• Rich Snippets and Semantic Markup• Web Authority#pdxdmc @swellpath 21
  23. 23. KPIs for SEO> Traffic Themes• Branded (swellpath|swell ?path|• Non-Branded (SEO consulting, PCC management)• Segment Themes (SEO, Analytics, PPC)> Landing Page Metrics• Bounce Rate• Specific Keywords Driving Traffic#pdxdmc @swellpath 22
  24. 24. Let‟s Explore: Google Analytics for SEO#pdxdmc @swellpath 23
  25. 25. Let‟s Explore: Queries#pdxdmc @swellpath 24Queries:> Discover the top searches bringing users to your site
  26. 26. Let‟s Explore: Landing PagesLanding Pages> Shows URLs that generate the most impressions in Google web searches> Identify landing pages that have good CTRs but a poor average position#pdxdmc @swellpath 25
  27. 27. Let‟s Explore: Landing Page & Keywords Conversion#pdxdmc @swellpath 26Go To: Traffic Sources > Sources > Search > Organic• Set Primary Dimension as ‘Landing Page’ & Secondary Dimension as ‘Keyword’
  28. 28. The Elephant in the Room(not provided)#pdxdmc @swellpath 27
  29. 29. The Wrath of (not provided)Percent of organic traffic…#pdxdmc @swellpath 28Q1 ‘12 Q2 ‘12 Q3 ‘12 Q4 ‘12May 2013
  30. 30. #pdxdmc @swellpath 29Go gl
  31. 31. @swellpath 30
  32. 32. #pdxdmc @swellpath 31
  33. 33. Accounting for (not provided): The FormulaEstimate = Raw + ((Raw / known) x (not provided))#pdxdmc @swellpath 32
  34. 34. Activity: Accounting for (not provided)Example: non-branded traffic1. Find your total (not provided) keywords> (not provided): 30,000 visits2. Find your total organic traffic> Organic: 60,000 visits3. Find your raw visits (e.g. non-branded)> Non-branded: 8,000 visits#pdxdmc @swellpath 33
  35. 35. Accounting for (not provided): The Math1. Find # of Known Keywords: Total organic – not provided> 60,000 – 30,000 = 30,0002. Take non-branded / Known Keywords> 8,000 / 30,000 = 0.273. Multiply your percentage (0.27) by your not provided> 0.27 x 30,000 = 8,1004. Add that to your raw visits (non-branded in this example)> 8,100 + 8,000 = 16,10016,100 is our non-branded traffic accounting for not provided#pdxdmc @swellpath 34
  36. 36. Accounting for (not provided): The Easy Way @swellpath 35
  37. 37. Analytics for Social Media#pdxdmc @swellpath 36
  38. 38. Let‟s Explore: Google Analytics for Social#pdxdmc @swellpath 37
  39. 39. Let‟s Explore: Social ConversionsMeasure the success of your social campaigns by aligningthem with specific landing page or transactional goals toidentify which networks impact the bottom-line.#pdxdmc @swellpath 38
  40. 40. Let‟s Explore: Social PluginsMeasure your on-site engagement with “plugins” tab> Discover what pages are driving the most social shares> What social sites your content is being shared on#pdxdmc @swellpath 39
  41. 41. Activity: Creating an Advanced Segment for Social• Consider the social sites you care to track> What sites do you have an active brand presence?> What sites are bringing significant traffic to your site?> Use the „Social Overview‟ tab to gain additional insight• Beyond the “Big Three”> Reddit> StumbleUpon> Instagram> Quora> SlideShare> Pinterest#pdxdmc @swellpath 40
  42. 42. Activity: Creating an Advanced Segment for Social• Once you determine the social sites that are mostvaluable to your brand, create a AdvancedSegment to track these visits.• Remember the qualifiers for the following:> Twitter:> Google Plus:> Facebook:,, @swellpath 41
  43. 43. Activity: Creating a Social Media Roll-Up#pdxdmc @swellpath 42
  44. 44. Test Your Segment & Save#pdxdmc @swellpath 43RegEx|||||||
  45. 45. Site Specific ToolsFacebook Insights#pdxdmc @swellpath 44Page Level• Daily People Talking About This• Daily New Likes• Daily Total Reach (Organic + Paid)• Daily Reach of Page Posts• Daily Total Impressions of Your Posts• Tab: Daily Like Sources for TrackingMobile Use• Tab: Daily Talking About this By…• Tab: Daily People Who Interacted…Post Level• Lifetime Post Reach• Lifetime Post Impressions• Lifetime Talking About This (post)• Tab: Lifetime Talking About this(comments and Likes the postreceived)
  46. 46. Site Specific ToolsFacebook Conversion TrackingTrack the behavior of your Facebook audience.#pdxdmc @swellpath 45
  47. 47. Twitter Analytics for All!• Favs, Retweets, and Replies• Sort by Best (top 15%), Good (top 75%)• Discover what type of messages/content gain themost engagement#pdxdmc @swellpath 46
  48. 48. Site Specific ToolsTwitter Counter:#pdxdmc @swellpath 47Compare yourfollower growth withyour competitorsover time.Attribute followerspikes to specificposts or campaigns.
  49. 49. Site Specific ToolsFollowerWonk• Find optimal times to Tweet• Demographic & Geographic data• Social Authority• Tweet Recencies• Tweeted Content• Commonly Tweeted Topics#pdxdmc @swellpath 48
  50. 50. Site Specific ToolsPinterest AnalyticsPinterest Audience Insight = Better Content Decisions> Must have Pinterest Business Page> Adaptation of Pinterests New Look> A Verified Website (denoted by a checkmark next to your URL on your profile page)#pdxdmc @swellpath 49
  51. 51. Other Social Measurement Tools: Social Mention#pdxdmc @swellpath 50
  52. 52. Other Social Measurement Tools: Simply Measured#pdxdmc @swellpath 51Tons of free data at the cost of a tweet or follow
  53. 53. Part III: Analytics for Paid MediaCraig GalyonSr. PPC & Media Specialist#pdxdmc @swellpath 52
  54. 54. Who Am I?Craig Galyon – Sr. Media SpecialistWhat Do I Do?• PPC• Display• Retargeting• RTB – Behavioral• Direct Publisher Placements• Paid Social Media• Facebook• LinkedIn• Twitter
  55. 55. Hour III: Analytics for Paid MediaWhat we will discuss4 useful tools in Google Analytics to make youradvertising go further and your day easier:1. Attribution – why it matters2. Position Analysis – how to maximize ROI3. Mobile – how to bid with enhanced campaigns4. Dashboards – workshop
  56. 56. Hour III: Analytics for Paid MediaWhat we will NOT discussTransitions. You‟ll understand shortly.
  57. 57. Attribution – What Is It?Attribution is theassignment of an event toa source.Attribution is used toevaluate ALL interactionswhich contributed to anevent.An example…
  58. 58. Attribution – See It In ActionImagine the following path to conversion…Goal Completion!Who gets the credit?If you are only using last-click (default for Google Analytics)…
  59. 59. Attribution – For PPC CampaignsThe same applies to Campaigns within a PPC AccountGoal Completion!Is your Branded campaign your top performing campaign?How about Remarketing?Why bid on Non-Branded?
  60. 60. Attribution – Richie Rich Don’t Give A ShitIf you’re this kid, you have too much money tocare where it gets spent.For the rest of us, we need to know how tobest allocate our ad dollars.
  61. 61. Attribution - Where does the $$ go?In this example, we might make the decision to cut the Display budget in favor of moreEmail marketing.Would that person even be a subscriber if they weren’t introduced to the brand through adisplay ad?0% 0% 0% 0% 0% 0% 0% 100%
  62. 62. Attribution – Solving Problems Since 2009We know the problem, what’s the solution?Where do I spend? How much?As with everything, it depends…
  63. 63. Attribution ModelsBell CurveA hybrid of the LastInteraction and FirstInteraction models.Instead of giving allthe credit to either thefirst or last interaction,you can split the creditbetween them. Onecommon scenario is toassign 40% credit eachto the first interactionand last interaction,and assign 20% creditto the interactions inthe middle.Time DecayMost heavily creditsthe touch points thatoccurred nearest tothe time ofconversion.LinearGives equal credit toeach channelinteraction on the wayto conversion..First InteractionAttributes 100% of theconversion value tothe first channel withwhich the customerinteracted.Last InteractionAttributes 100% of theconversion value tothe last channel withwhich the customerinteracted beforebuying or converting.Google Analytics usesthis model by defaultwhen attributingconversion value innon-Multi-ChannelFunnel reports.
  64. 64. Attribution – Top Conversion Paths
  65. 65. Export to Excel
  66. 66. Attribution - The Good
  67. 67. Attribution – The Bad
  68. 68. Attribution - Text to Columns
  69. 69. use this equation in excel to do the same thing=COUNTIF(H2:XFD2,"PaidSearch")/COUNTA(H2:XFD2)Attribution – Linear FormulaLinear Value =(PPC)PPC InteractionsTotal Interactions( ) X Conversion Valueor
  70. 70. Attribution – Real ValuesSoon you’ll get charts like this…
  71. 71. If That Seems Like Too Much Work…There’s a Google for that
  72. 72. Google Analytics Attribution Modeling Tool
  73. 73. Google Analytics Attribution Modeling ToolGoogle Analytics Attribution Modeling tool is not available to everyone. You can get accessby putting your name on this list:
  74. 74. Transition Slide
  75. 75. Mobile – How to bid with EnhancedCampaignsOverview:• February 2013 – Google announced upgrade to “Enhanced Campaigns”• Will automatically begin transitioning campaigns on July 22nd, 2013• Average CPC in Mobile is 16% lower than Desktop• New settings:• Desktop and Tablets considered the same• Mobile targeting activated for all campaigns• Bid Adjustment set as a percentage modifier of standard bid• Campaigns not manually updated prior to July 22 will have percentageset automatically by Google based on “similar advertisers”• Bid Adjustment ranges from -100% to +300%
  76. 76. Mobile – Defining MobileGoogle Analytics:Mobile = Mobile Phones + TabletsNon-Mobile = DesktopGoogle AdWords:Mobile = Mobile PhonesNon-Mobile = Desktop + Tablets
  77. 77. Mobile – Determining Value of Mobile
  78. 78. Create A Mobile Custom Segment!
  79. 79. Mobile – Custom Segment – Mobile (No Tablet)+Create New SegmentAdvanced > ConditionsInclude:Mobile (Including Tablet) >exactly matches > YesExclude:Tablet > exactly matches > NoSaveMobile (including tablet) – Tablet = Mobile Only
  80. 80. Mobile – Desktop/Tablet/MobileLet’s take it a step further…
  81. 81. Mobile – Custom Segment – Desktop + Tablet+Create New SegmentAdvanced > ConditionsInclude:Mobile (Including Tablet) >exactly matches > NoORTablet > exactly matches > YesSaveNon Mobile + Tablet = AdWords Non-Mobile
  82. 82. Mobile – Value of Mobile Defined by AdWordsSitewideMobile visit value low30%PPCMobile visit value high104%
  83. 83. Mobile – How to determine Bid AdjustmentMobile Bid Adjustment =Per Visit Value (Mobile)Per Visit Value (Desktop/Tablet)To exclude Mobile entirely: -100%
  84. 84. Congratulations! Go celebrate…
  85. 85. Maximize ROI by PositionWhich position is the best?2PLA3415
  86. 86. Spoiler Alert!
  87. 87. Maximize ROI by PositionNaturally we assume it’sbetter to be 1st than 2ndNot necessarily the mostefficient…What are your goals?• Increase volume• Maximize ROI• Reduce CPA
  88. 88. Cost to increase positionWhat does it cost to move from position 4 to position 1?Average Pos. Avg. CPC % Increase4 $1.213 $1.66 37%2 $2.38 43%1 $3.64 53%Considerations:• Start with a 10/10 QS keyword• Change in QS did not affect test• Competition• Competitive term withadvertisers in 1-10 positions• Search Volume• Enough search volume toperform test in 1 week,without competition adjustingbids too much
  89. 89. Let’s see what Google Analytics has to sayPosition 3• Highest Per Visit Value• Lower CPC thanposition 1 & 2
  90. 90. Cost to increase positionAverage Pos. Avg. CPC % Increase Value Per Visit ROI4 $1.21 $2.72 224%3 $1.66 37% $4.33 260%2 $2.38 43% $1.72 72%1 $3.64 53% $1.51 41%Incorporating what we learned from Google Analytics Position 3 Wins!
  91. 91. More Transitioning…
  92. 92. Dashboards – Report Less. Be Happier.