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How Profitable is Google AdWords for you? - #BiddableWorld 2014 - Calltracks

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If you are spending money on AdWords you want to know what return on investment you are getting.

This means understanding how many sales you make and the profit these sales generate – which is easier said then done if people place telephone orders or end up transacting in a physical store.

So let's look at how we can link it all together: AdWords cost, conversions, sales and revenue – to show you how much profit your paid search generates.

Published in: Marketing, Technology, Business
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How Profitable is Google AdWords for you? - #BiddableWorld 2014 - Calltracks

  1. 1. How Profitable is Google AdWords for you? Ali White Head of Marketing and Sales Calltracks @Calltracks www.calltracks.com 0203 199 5151
  2. 2. E-commerce is more straightforward • In e-commerce…. Determining your ROI is straightforward if your business goal is web-based sales. You'll need 3 numbers: 1. Your revenue made via AdWords 2. Your AdWords costs 3. Costs related to the products that you sold ….that’s according to: https://support.google.com/adwords/answer/1722066?hl=en-GB @Calltracks www.calltracks.com 0203 199 5151 2
  3. 3. In fact it’s really straight forward • Most of your data can be viewed in one place… @Calltracks www.calltracks.com 0203 199 5151 3
  4. 4. In fact it’s really straight forward • Most of your data can be viewed in one place… http://econsultancy.com/blog/62828-10-useful-google-analytics-custom-dashboards @Calltracks www.calltracks.com 0203 199 5151 4
  5. 5. What if you are not in ecommerce? • You can only look at conversions… @Calltracks www.calltracks.com 0203 199 5151 5
  6. 6. What if you are not in ecommerce? • You can only look at conversions… @Calltracks www.calltracks.com 0203 199 5151 6
  7. 7. What if you are not in ecommerce? • For a lead “you'll have to estimate the values of each of these actions”. • To do this you then have to understand: 1) The percentage of your leads (conversions) that become sales 2) The average value of each order @Calltracks www.calltracks.com 0203 199 5151 7
  8. 8. Does this sound familiar? • Study last year for Brighton SEO in April indicated that keyword “Mazda Garage” was more valuable than “Mazda Dealer” if you focus solely on conversions @Calltracks www.calltracks.com 0203 199 5151 8
  9. 9. Does this sound familiar? • Study last year for Brighton SEO in April indicated that keyword “Mazda Garage” was more valuable than “Mazda Dealer” if you focus solely on conversions • But when we linked the sales data from our CRM into our call tracking software to analyse the outcome of those conversions….. • But analysis wasn’t easy. Data fragmented across multiple platforms and all had to be tied together in a spreadsheet @Calltracks www.calltracks.com 0203 199 5151 9
  10. 10. Introducing Universal Analytics http://analytics.blogspot.co.uk/2013/03/expanding-universal-analytics-into.html http://tcrn.ch/1e2Sf32 @Calltracks www.calltracks.com 0203 199 5151 10
  11. 11. This is game changing It’s the offline aspect of Universal Analytics that will cause the biggest change to what we do http://bit.ly/1mu7uX6 Damion Brown – 24th April 2013 @Calltracks www.calltracks.com 0203 199 5151 11
  12. 12. This is game changing http://www.youtube.com/watch?v=C27yMQOS8n0 @Calltracks www.calltracks.com 0203 199 5151 12
  13. 13. Do you agree? • Who thinks it would be great to see offline transactions in their analytics? • Would that help answer the question of “How profitable is Google AdWords for you? • Who has seen a working example? @Calltracks www.calltracks.com 0203 199 5151 13
  14. 14. Do you agree? • Who thinks it would be great to see offline transactions in their analytics? • Would that help answer the question of “How profitable is Google AdWords for you? • Who has seen a working example? @Calltracks www.calltracks.com 0203 199 5151 14
  15. 15. More than just an overview 1) Break down your transactions 2) Import into AdWords 3) See where you need to make adjustments @Calltracks www.calltracks.com 0203 199 5151 15
  16. 16. More than just an overview 1) Break down your transactions 2) Import into AdWords 3) See where you need to make adjustments @Calltracks www.calltracks.com 0203 199 5151 16
  17. 17. How this will change re-marketing • Can already remarket differently to those customers who have / haven’t converted over the phone in standard GA • Imagine segmenting out customers who have converted but not yet transacted, depending on fields in your CRM you could target based on lead quality @Calltracks www.calltracks.com 0203 199 5151 17
  18. 18. How it works • When someone calls you from your website their Client ID is logged alongside the phone call – this is fed into UA as a event via Measurement Protocol • Custom Dimensions and Metrics can be added to give greater insight, e.g. • Customer and sales data is pulled straight from a CRM system, like Salesforce, linked to the phone call, which is tied to the specific Client ID and that is again pushed back to UA via the measurement protocol – whether they purchase while on the phone or at a later date @Calltracks www.calltracks.com 0203 199 5151 18
  19. 19. Last Piece of the Puzzle • As the Measurement Protocol is server-side not client side you can even feed in product cost & margin data • Let us know what you would want to see? http://www.analytics-ninja.com/blog/2013/08/measuring-profit-using-googles-universal-analytics.html @Calltracks www.calltracks.com 0203 199 5151 19
  20. 20. Thanks @Calltracks @AlistairWhite www.calltracks.com 0203 199 5151 @Calltracks www.calltracks.com 0203 199 5151 20

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