Google Analytics VRMA 2009


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Google Analytics for Vacation Rental Managers

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Google Analytics VRMA 2009

  1. 1. ANALYTICS Practical Application of Website Data to improve daily business operations, decisions and performance. Presented by: Amber Leto TravelStorm, Inc. an Instant Software Company
  2. 2. Efficient Website Powerful High Marketing Revenue Analytics Higher Premium Profit Properties Yield 2009 VRMA National Conference - Google 2 Analytics
  3. 3. Marketing Owner Relations 2009 VRMA National Conference - Google 3 Analytics
  4. 4. Marketing Get Organized Sources Cost Analyze your Current Marketing Initiative Performance Traffic Quality Analyze your Return on Investment (ROI) Bookings Leads Determine Future Relevancy Performance Cost 2009 VRMA National Conference - Google 4 Analytics
  5. 5. Get Organized 1. Organize Your Marketing Campaigns into a Budget/Plan 2. Categorize Marketing Spend by Source (Text Ad, Banner, CPC, Email) Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. Total Travel Scream 6000 6000 Yahoo Local 60 60 60 60 60 60 60 60 60 60 60 60 720 800 800 800 800 800 800 800 800 800 800 800 800 9600 750 750 150 350 350 350 350 350 350 350 350 350 350 350 4000 80 80 Shermans Travel Online 10000 10000 65 65 65 65 65 65 65 65 65 65 65 715 US Airways 0 0 0 0 0 0 0 2000 0 0 0 0 2000 Yahoo Directory 299 299 299 299 1196 Backlinks Campaign 3500 3500 VRBO 6000 6000 PRWeb Bi-Monthly Releases 700 700 700 700 2800 Sherman's Travel Eblast 0 Beachguide Eblast 500 500 500 500 2000 Atlanta Journal Eblast 2500 2500 5000 New Orleans Eblast 500 500 1000 Houston Chronical Eblast 1450 1450 977.85 977.85 977.85 2933.55 Annual Cost: 85957.55 2009 Overall Budget 150000 Monies Still to Allocate: 64042.45 2009 VRMA National Conference - Google 5 Analytics
  6. 6. Analyze your Current Marketing Initiative Performance 1. Log In to Google Analytics 2. Change your Dates (Right Hand Top Corner) to YTD 3. Choose TRAFFIC SOURCES from the left vertical menu bar 4. Choose REFERRING SITES from the menu 2009 VRMA National Conference - Google 6 Analytics
  7. 7. The # of Marketing Pages the Avg. Time The Percentage of Campaign: Click referred each Referred Clicks where Remember that Traffic: Not guest looked referred the new guest found each advertiser unique at before client spent your site irrelevant may have a visitors but leaving your on your site and immediately website URL actual click- site. The before exit. clicked out of your different from through more pages – The higher site/exited. Premium their publication traffic. the more the number ads should stay below name or multiple relevant the 40% Bounce Rate. guest found the better. URls your site. 2009 VRMA National Conference - Google 7 Analytics
  8. 8. Every Marketing Campaign may have multiple A high percentage of new sources: For example, you may have ads in visitors to your site shows different places on their site throughout the that this marketing source year, you may advertise in different sections brings in new clientele and of their domain or you may post specials not web visitors that had already found you. Premium throughout the year. Measure each one’s campaigns should be ABOVE effectiveness and cut out any “fat”. your Site Avg. This marketing source is not competing with you for your business but bringing you a new market segment. 2009 VRMA National Conference - Google 8 Analytics
  9. 9. Dimension Drilldown: Want to know more about the traffic and demographics of the clientele that your advertiser sent…. Visit the Dimension Drilldown on the referring site page after you choose a specific source. Analyze: What cities performed well? Which did not? Is there a reason? If you see a particular city outshine the others – focus on that market for potential new ad opportunities. 2009 VRMA National Conference - Google 9 Analytics
  10. 10. Keyword Analysis 1. Look at your top 50 Keywords - what percentage is paid vs. non-paid? 2. Look at your top 50 Non-Paid Keywords vs. Paid – are there any terms on both lists? 3. Are your best Keywords associated with your Company Brand? A lot of them should. 4. Branded Keywords = Repeat Guests, Word of Mouth Advertising, Strong Branding 5. Paid Keywords – what are your bounce rates, quality scores, etc. 6. Paid Keywords vs. Top Referral Traffic – should you spend more money on ads and less on PPC? 2009 VRMA National Conference - Google 10 Analytics
  11. 11. Marketing Analysis Who will Make the Final Cut? Referral Source/Keyword Shermans Travel Ariel Dunes Pre- Total Cost Total Clicks Avg. Cost per Visit Bounce Rate New Clients Performance 8000 9158 $0.87 41.16 89.72 Excellent Result Re -sign $$$ Construction 1500 4500 $0.33 17.58 55.82 Average Renegotiate Rate Destin Condos 12500 6500 $1.92 65.42 74.22 Poor Cancel Vacation Rentals 7500 2400 $3.13 82.55 95.85Poor Cancel Total 2009 Spend: 29500 Total 2010 Projected Spend: 9500 Projected Savings: $20,000.00 Its worth the time and money to analyze any advertising that you spend money on. Savings will add up quickly, you can spend more on high performance ads, cut poor performance ads, renegotiate rates on average performance and modify your PPC campaigns. Its not just about saving money. Its about spending smarter. 2009 VRMA National Conference - Google 11 Analytics
  12. 12. Latent Benefits of Online Ads vs. PPC Advertising 1. Online ads create links to your website from WARNING: other authority sites. Kill two birds with one The following hints/tips/info stone. may be deemed extremely 2. Using online ads on trusted travel websites, forums, blogs, etc. allows potential consumers to anti-establishment and transcend their trust in the Online Publication to rebellious. your brand/company. 3. Allows you to take advantage of the broader audience or different audience of that online publication. Cross Reference your Advertisers to a Backlink/Link Report for your Domain. Make sure that are getting your monies worth! 2009 VRMA National Conference - Google 12 Analytics
  13. 13. Owner Relations Property Performance Page Traffic Bounce Rate Opportunity Analysis Media Unit Issues Owner Report Card Benchmark Suggestions 2009 VRMA National Conference - Google 13 Analytics
  14. 14. Property Performance Measuring Property Performance can help you identify: 1. Top Traffic Properties (does not always mean top performing!) 2. The most popular complexes, neighborhoods, areas, etc. 3. The most popular search results – what your guests are looking for most often All of these lead us to choosing a better inventory mix and acquisitions campaign! Start by navigating to the vertical menu on the left and choosing CONTENT. Once you get the drop down menu – choose TOP CONTENT. 2009 VRMA National Conference - Google 14 Analytics
  15. 15. Top Property Page in Traffic Year-to-Date: Is this a top performing property? Visit the link and then compare to your PMS to see how this unit actually booked. What percentage of bookings were online? Repeat? Etc. 2009 VRMA National Conference - Google 15 Analytics
  16. 16. # of visitors that see the The # of visitors on your page and then click back homeowner’s property page to see other properties. and the source of the visitor – Is it not fitting their Search, Direct, or Referral. needs? Or is it not available? The tools on the right hand menu allow you to go even deeper into your traffic research – including knowing how the visitor got to the page, other pages they generally visited, specific keywords, etc. 2009 VRMA National Conference - Google 16 Analytics
  17. 17. Decision Flow Chart on Property Performance Property Page Traffic High Traffic Low Traffic Top Revenue Low Revenue High Revenue Low Revenue Check if Media Acquire More of this Do not take more of Feature Rental in Specific Unit Too many of the Raise the Rates needs updating Unit Updating? Length on Program Across Unit Type? Unit Type this unit type better position Marketing same unit types? (photos/video/copy) 2009 VRMA National Conference - Google 17 Analytics
  18. 18. Annual Owner Report Card Data to Gather/Consider/Compile Property Property Opportunities Performance Viability Additional Revenue Web Traffic, Marketing, Comp 2009 vs. Inquiries, Media, 2008 Bounce Rates Feature Offline Unit updating, Revenue vs. Inquiries, New Rate Unit Type Email Structure, Less Average 2009 Inquiries, etc. Owner Usage 2009 VRMA National Conference - Google 18 Analytics
  19. 19. Example Property A - 2009 2009 YTD Revenue: $36000 2008 Revenue: $34500 Marketing Exposure 6780 Unique The average unit Website Visitors similar to yours generated $32500 210 Email Inquiries Opportunities 46% Direct/Repeat Guests Raise 2010 Rates by 6% across the Decrease Owner Usage by 10 nights Your YTD board. would increase revenue by $3k Occupancy Rate is 73% 625 Unique Guests in Or Property A Database 189 Paid Nights 2009 VRMA National Conference - Google 19 Analytics
  20. 20. 2009 VRMA National Conference - Google 20 Analytics
  21. 21. Amber Leto (Mayer) 850-499-5504 Facebook – TravelStorm Twitter - AmberLeto 2009 VRMA National Conference - Google 21 Analytics