DIG South - Google Analytics Opportunities to Improve Ecommerce ROI
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Learn about some of the opportunities available through Google Analytics to help you increase ROI for your ecommerce website.
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DIG South - Google Analytics Opportunities to Improve Ecommerce ROI
- 1. @amanda_sides | @marketingmojo | marketing-mojo.com GOOGLE ANALYTICS OPPORTUNITIES TO IMPROVE ECOMMERCE ROI Amanda Sides Account Director Marketing Mojo 5/1/2015
- 2. @amanda_sides | @marketingmojo | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
- 3. @amanda_sides | @marketingmojo | marketing-mojo.com OUR CLIENTS
- 4. @amanda_sides | @marketingmojo | marketing-mojo.com LINK ANALYTICS & ADWORDS
- 5. @amanda_sides | @marketingmojo | marketing-mojo.com LINK ANALYTICS TO ADWORDS LINK ANALYTICS & ADWORDS
- 6. @amanda_sides | @marketingmojo | marketing-mojo.com LINK ADWORDS TO ANALYTICS LINK ANALYTICS & ADWORDS
- 7. @amanda_sides | @marketingmojo | marketing-mojo.com ENABLE AUTO-TAGGING LINK ANALYTICS & ADWORDS
- 8. @amanda_sides | @marketingmojo | marketing-mojo.com THE IMPORTANCE OF GOAL TRACKING
- 9. @amanda_sides | @marketingmojo | marketing-mojo.com
- 10. @amanda_sides | @marketingmojo | marketing-mojo.com IMPORT GOALS TO ADWORDS GOAL TRACKING
- 11. @amanda_sides | @marketingmojo | marketing-mojo.com MAKE INFORMED DECISIONS GOAL TRACKING
- 12. @amanda_sides | @marketingmojo | marketing-mojo.com GOOGLE ANALYTICS ECOMMERCE TRACKING
- 13. @amanda_sides | @marketingmojo | marketing-mojo.com PRODUCT PERFORMANCE INSIGHT ECOMMERCE TRACKING
- 14. @amanda_sides | @marketingmojo | marketing-mojo.com SUPPLEMENT ADWORDS DATA ADWORDS ANALYTICS • Transaction Volume • Revenue per Transaction (if set up appropriately) • Transaction Volume • Products per Transaction • Product Category • Product SKU • Taxes/Shipping • Revenue by Product, Transaction, SKU, etc. ECOMMERCE TRACKING
- 15. @amanda_sides | @marketingmojo | marketing-mojo.com ANALYTICS EXPERIMENTS LANDING PAGE TESTING
- 16. @amanda_sides | @marketingmojo | marketing-mojo.com MONITOR TEST RESULTS ANALYTICS EXPERIMENTS
- 17. @amanda_sides | @marketingmojo | marketing-mojo.com ORIGINAL – A TEST – B 2.8% Conversion Rate 22.58% Conversion Rate CASE STUDY – HUGE RESULTS ANALYTICS EXPERIMENTS
- 18. @amanda_sides | @marketingmojo | marketing-mojo.com GET THE MOST OUT OF ANALYTICS REPORTING
- 19. @amanda_sides | @marketingmojo | marketing-mojo.com DEFAULT REPORTS REPORTING
- 20. @amanda_sides | @marketingmojo | marketing-mojo.com CUSTOMIZATION REPORTING
- 21. @amanda_sides | @marketingmojo | marketing-mojo.com DASHBOARDS REPORTING
- 22. @amanda_sides | @marketingmojo | marketing-mojo.com ANALYZE ALL TRAFFIC SOURCES
- 23. @amanda_sides | @marketingmojo | marketing-mojo.com TRAFFIC SOURCE ATTRIBUTION WHAT’S WORKING?
- 24. @amanda_sides | @marketingmojo | marketing-mojo.com
- 25. @amanda_sides | @marketingmojo | marketing-mojo.com CONTACT Amanda Sides Account Director Marketing Mojo 800.939.5938 x105 asides@marketing-mojo.com @amanda_sides +AmandaSides
Editor's Notes
- How to link to AdWords in Analytics: Admin Property AdWords Linking New Link Group Select AdWords account DON’T FORGET TO SELECT AT LEAST ONE VIEW. Data will not be imported unless you select a view in Analytics
- How to link to Analytics in AdWords: Admin Account Settings Linked Accounts Google Analytics Then choose the account and view you want to link. This allows you to see metrics such as bounce rate within your AdWords reports.
- Make it a priority even before running ads. Any other ad sources need to be tagged with utm_ parameters Imported goals doesn’t work with view-through conversions
- What actions do you want your visitors to take? Make sure you are tracking it! Visits aren’t enough Re: AdWords, what are ad clicks resulting in? Email sign-ups? Purchases? Webinar sign-ups? Once you know what people are or are not doing, you can create customized landing pages to improve/test performance, but most importantly, you can tell if your targeting and copy is resonating or needs to be tweaked. Sometimes you’ll just find out altogether something isn’t working. If everything is linked properly, you’ll be able to tell which ad campaign types are most cost effective, and which need to be paired back a bit to give funds to the campaigns bringing you more ROI
- Importing goals into AdWords from Analytics comes in handy if you want to report in AdWords, a conversion that AdWords won’t allow you to track. IE: event goals like a link/button click, video view, etc. In AdWords: Tools Conversions Analytics Note: will not report view-through conversions for imported goals!
- Run A/B landing page tests to improve performance Need to have common call-to-action Set-up: Left nav behavior experiments
- Continually test to constantly improve your results Keep mobile usability and page speed in mind Don’t forget to add Analytics code to landing pages!
- Get familiar with default reports Utilize secondary dimensions & advanced segmentation for data breakdown
- Pull the data out of Analytics when it’s hard to find
- Its hard to get all the data you want right away or easily sometimes, so be sure to set up custom reports to include exactly what you want to see. It isn’t helpful unless you understand it and Use Dashboards to put data into digestible chunks can use it. Use Custom Reports to manipulate data
- IN CONCLUSION: Don’t underestimate the value of accurate source attribution for growth and success
- Attribute traffic source accurately Share data between the interfaces Bring AdWords data into big picture analyses – How does ROI compare? Make it a priority even before running ads. want to give credit where credit is due. More data insight Better decision making More roi
- Now that you have more information, you can figure out what’s working and what isn’t. Make better decisions about where to prioritize and allocate budget and you’ll see better results. Don’t act blindly. You have the tools, you just need to use them.