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4 Underutilized Google Analytics Features For Your PPC Accounts


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Google Analytics is an invaluable tool when it comes to your PPC campaigns. The reports, trends, and nuggets you can pull out are plentiful. Are you getting the most utility you can out of Analytics by pulling the best reports? Did you know that along with your Google campaigns, you can also get valuable insights and opportunities by importing click data from non-Google campaigns?

In this presenation, Jeff Sauer from Jeffalytics and Account Analyst, Rachael Law, from Hanapin Marketing discuss four Google Analytics features that are typically underutilized by PPC Account Managers.

You’ll get expert-level PPC tips like:

*Using custom segments to view specific splices of your data
*How to import your non-Google click data into Google Analytics
*Creating reports tailored specifically to the data you want to look at
*Finding measurement opportunities that come with new data

Published in: Marketing
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4 Underutilized Google Analytics Features For Your PPC Accounts

  1. 1. #thinkppc &HOSTED BY: 4 Underutilized Google Analytics Features For PPC Accounts
  2. 2. #thinkppc Presenters • Jeff Sauer – Founder of Jeffalytics – Hero Conf London Speaker – PPC Hero Blogger – @jeffsauer • Rachael Law – Account Analyst at Hanapin Marketing – PPC Hero Blogger – @law_rachael
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I’m part of an in-house PPC team. b) I do all the marketing myself. c) I work for an agency. d) I’m a consultant.
  6. 6. #thinkppc
  7. 7. #thinkppc Agenda Cd Custom Dimensions Ui User ID Bm Benchmarking Da Data Import Dg Demographics Cg Channel Groupings Cr Custom Reports Cs Custom Segments
  8. 8. #thinkppc Custom Dimensions Cd
  9. 9. #thinkppc Make Google Analytics Speak Your Language Cd Custom Dimensions
  10. 10. #thinkppc Add up to 20 custom dimensions to GA Add custom dimensions and metrics
  11. 11. #thinkppc Choose scope of variables Set scope Add Code to indicate dimension
  12. 12. #thinkppc View as a secondary dimension View custom secondary dimensions
  13. 13. #thinkppc Up to 20 of each available Code required Deeper analysis possibilities Multiple scopes of declaration (page, session, user) Does not affect other reports Replaces custom variables Custom Dimensions and Metrics
  14. 14. #thinkppc User ID Ui
  15. 15. #thinkppc Identify Users Across Devices Ui User ID
  16. 16. #thinkppc The web traditionally tracks visitors by their machine and cookies. This worked for years Google Universal Analytics wants to track website visitors as people Link mobile, desktop and tablet visitors as one person with User ID Tracking Machines vs. People?
  17. 17. #thinkppc Enable User-ID Feature
  18. 18. #thinkppc Add user ID to Tracking Code
  19. 19. #thinkppc Receive Cross Device Reports
  20. 20. #thinkppc This feature is still very new User-ID – A Plan For the Future
  21. 21. #thinkppc This feature is still very new Reports will become better over time User-ID – A Plan For the Future
  22. 22. #thinkppc This feature is still very new Reports will become better over time Consider for future web development cycles User-ID – A Plan For the Future
  23. 23. #thinkppc Data Import Da
  24. 24. #thinkppc Da Data Import Add Non- AdWords Data Into Google Analytics
  25. 25. #thinkppc Google AdWords Integration Rocks Cost Data in Google Analytics
  26. 26. #thinkppc Google AdWords Integration Rocks No Data from Bing, Facebook or Other Systems Cost Data in Google Analytics
  27. 27. #thinkppc Google AdWords Integration Rocks No Data from Bing, Facebook or Other Systems Automatically Import This Data into GA! Cost Data in Google Analytics
  28. 28. #thinkppc In Settings, Choose Data Import Choose Data Import Many Data Import Options
  29. 29. #thinkppc My Favorite: Cost Data Import Schema
  30. 30. #thinkppc Choose to upload 1x or overwrite data
  31. 31. #thinkppc Deeply analyze your advertising efforts
  32. 32. #thinkppc Automate this process Access this tool:
  33. 33. #thinkppc Cr Custom Reports
  34. 34. #thinkppc Why Custom Reports? Most users open up Google Analytics with a specific problem to solve, but Analytics doesn’t have a default report that gives you the data you need. Solution: Custom Reports!
  35. 35. #thinkppc Custom Report Creation When you choose the option to create a new report, you’ll be greeted with the menu on the right. You have three options for Type, as follows: ● Explorer: The standard GA report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions. ● Flat Table: A static, sortable table that displays data in rows. ● Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.
  36. 36. #thinkppc Now for an example... The Problem Are users getting sent to the most relevant landing page according to their search query? Are these users searching on the site for what they’re looking for after clicking a PPC ad? If so, what are they searching for? The Fix You guessed it… a custom report!
  37. 37. #thinkppc
  38. 38. #thinkppc Example Custom Reports Site Searches & Google Search Queries Transaction Data (including products & revenue) Reports pulled on a regular basis Campaign data with new visitor and site engagement metrics
  39. 39. #thinkppc Benchmarking Bm
  40. 40. #thinkppc Bm Benchmarking Size Up the Competition
  41. 41. #thinkppc Story: Falling behind with paid media We are not spending anything on advertising. Should we be?
  42. 42. #thinkppc How to Benchmark?
  43. 43. #thinkppc How to Benchmark? It’s super easy
  44. 44. #thinkppc These reports require just one setting This is done at an account level
  45. 45. #thinkppc Marks are set by industry vertical
  46. 46. #thinkppc You can set location and size
  47. 47. #thinkppc Demographics Dg
  48. 48. #thinkppc Basic Demographic reports data
  49. 49. #thinkppc This data is for about 50% of users ~50% of visitors will report demographics
  50. 50. #thinkppc View In-Market Segment reports
  51. 51. #thinkppc In Market Segments are a Goldmine! You can directly target these people with display ads and remarketing.
  52. 52. #thinkppc Segmentation Opportunities Galore Segment by Age or Gender
  53. 53. #thinkppc Review users by In-Market Segment
  54. 54. #thinkppc How to Get Demographics?
  55. 55. #thinkppc How to Get Demographics? One setting and some code
  56. 56. #thinkppc Enable demographics reports setting Enabling Demographics Reports is Subject to Google Privacy Requirements:
  57. 57. #thinkppc One line of code (Universal)
  58. 58. #thinkppc Even easier in Google Tag Manager Check this box for Demographics
  59. 59. #thinkppc Channel Groupings Cg
  60. 60. #thinkppc Define New Channels, Tell Better Stories Cg Channel Groupings
  61. 61. #thinkppc Separate out Brand vs. Non-Brand
  62. 62. #thinkppc Get the Credit You Deserve Paid drives sales
  63. 63. #thinkppc How to Get Custom Channels? Define your own settings
  64. 64. #thinkppc Tell Google Analytics your channels
  65. 65. #thinkppc Customize each channel: Non-brand Non Brand Traffic is traffic not to your home or about pages?
  66. 66. #thinkppc Mobile + AdWords Mobile + All Paid Media Social Ads vs. PPC Top of Funnel Paid Paid vs Owned vs Earned Media Earned Social vs. Paid Social Custom channel ideas
  67. 67. #thinkppc Cs Custom Segments
  68. 68. #thinkppc What Are Custom Segments?
  69. 69. #thinkppc Custom Segments: Example Users who purchased a particular product Use it for: ● Viewing other products these users purchased ● Looking at what pages they visit ● What source/medium they came from
  70. 70. #thinkppc Opportunities Create a remarketing list for users who purchased product X, then use the custom segment to look at other products that are also purchased Remarket these products to purchasers of product X Implement sitelinks for search campaigns for product X
  71. 71. #thinkppc Users who came through a certain campaign Use it for: ● What pages are they visiting? This can be helpful in determining if you are capturing the right audience
  72. 72. #thinkppc Custom Conversion Segments User custom conversion segments with the Top Conversion Paths report within Multi-Channel Funnels to see the exact path users took to convert
  73. 73. #thinkppc
  74. 74. #thinkppc Example Conversion Segments First interaction is non-branded PPC First interaction is non-branded, last interaction is branded First interaction is a Shopping campaign Any interaction is CPC Any interaction is Facebook / CPC (or any social media you’re using)
  75. 75. #thinkppc Teach Google Your Language Plan for Cross Device Tracking Import Your PPC Data from Facebook and Bing Compare your traffic patterns to the competition Use demographics to inform marketing segments Set up content and channel groupings for better insight Key Actions to Take Today! Use custom reports for tricky problems or recurring reports Create custom segments to view subsets of users
  76. 76. #thinkppc PPC Retainers Need some assistance for your PPC? We offer on-going and one-time retainers. Learn More:
  77. 77. #thinkppc Live Q&A Time!
  78. 78. #thinkppc Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: Jeffalytics Feedback: