Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Google Analytics Optimizing Adwords Campaigns with Google Analytics Akanksha Shukla Google AnalyticsSpecialist
What are your AdWords goals for 2010? “ I want to open my email every morning and see at least 3 new orders” “ I’d like to...
Improving Online Campaign Performance
The Google Store Story SALES 30%
The Google Store Story Linked AdWords to Analytics & set up his goals. Enabled E-Commerce and Site Search
Sergey asks... Where are my visits and sales coming from? Should I be running a global campaign or should I focus my effor...
Which Markets Are Interested? Map Overlay Report
Which Markets are Interested? Australia Total Visits: 7,835 0.26% Goal Conversion 20 visits  have completed an order. Aust...
Australia: Total Revenue: $837.41 Thailand: Total Revenue: $1,308.13 Which Markets are Interested?
Which Markets are Interested? Making Sense of Your Data Thailand Total Visits: 2,901 Per Visit Goal Value: $0.11 Total Val...
SERGEY’S NEXT STEPS
Sergey’s Next Steps Add Thailand and other profitable countries/cities to his AdWords location targeting.  Create a new ca...
Sergey asks... What keywords do customers use to find me? Are my keywords profitable? I need more keyword cash cows!
Expanding Keyword List Traffic Sources Report >Keywords
Expanding Keyword List Which keywords are profitable? “ google store” Total Visits: 18,666 Per Visit Goal Value: $0.65 Con...
Content Report >Site Search
Expanding Keyword List Site Search Report “ blogger” “ baseball” “ Google Apps Bumper Stickers”
Expanding Keyword List “ 10 13101”
Expanding Keyword List
SERGEY’S NEXT STEPS
Sergey’s Next Steps Find profitable non-paid keywords in the Keyword Report and include these in his keyword list. Include...
Sergey asks... Which sites send me the most visits and quality traffic? Is Facebook my BFF? What sites do my users visit b...
Where are my users coming from? Traffic Sources>Referring Sites
“ sknife.blogspot.com” Total Visits: 1 Per Visit Goal Value: $0.00 Conversion Rate: 0.00% Where are my users coming from? ...
Where are my users coming from? Site Exclusion Tool
“ seopedia.org” Total Visits: 200 Per Visit Goal Value: $0.24 Conversion Rate: 2.44% Where are my users coming from?
SERGEY’S NEXT STEPS
Sergey’s Next Steps Find websites which bring low-quality visits and exclude them using the Site Exclusion tool in AdWords...
Sergey asks... Are my ads, keywords and landing pages effective? Is my website sticky enough? Users, please don’t go!
Bounces are Single-Page Visits
Are Users Leaving My Site? Ad Text Landing Page Keyword
Are Users Leaving My Site? “ google kids” “ google for kids” Are they relevant to your landing page?
Are Users Leaving My Site? Is your best keyword linked to your best ad text?
Identify High-Bounce Pages Does my landing page match the keyword and the ad?  Did I deliver what the users are expecting?...
SERGEY’S NEXT STEPS
Sergey’s Next Steps Analyze the relationship and performance of keywords, ad text and landing pages. Make sure all three a...
It’s A Wrap!
Are You Ready? The 3 Things I Need To Do After This Event… 1 Link Your AdWords to Your Analytics Account.  Set your goal p...
Are You Ready? The Five Reports You’ll Love 1 Map Overlay Traffic Sources Report 2 Site Search  3 Bounce Rate  4 Goal & Ec...
Thank You!
Upcoming SlideShare
Loading in …5
×

Optimising Ad Words Campaigns

Find out how Google's own Google Analytics Specialists optimise AdWords campaigns for increased returns on investment (ROI)

  • Login to see the comments

Optimising Ad Words Campaigns

  1. 1. Google Analytics Optimizing Adwords Campaigns with Google Analytics Akanksha Shukla Google AnalyticsSpecialist
  2. 2.
  3. 3. What are your AdWords goals for 2010? “ I want to open my email every morning and see at least 3 new orders” “ I’d like to increase sales by 15%” “ At least 40 visits to my website every day”
  4. 4. Improving Online Campaign Performance
  5. 5. The Google Store Story SALES 30%
  6. 6. The Google Store Story Linked AdWords to Analytics & set up his goals. Enabled E-Commerce and Site Search
  7. 7. Sergey asks... Where are my visits and sales coming from? Should I be running a global campaign or should I focus my efforts on specific markets?
  8. 8. Which Markets Are Interested? Map Overlay Report
  9. 9. Which Markets are Interested? Australia Total Visits: 7,835 0.26% Goal Conversion 20 visits have completed an order. Australia Total Visits: 7,835 Per Visit Goal Value: $0.08 Total Value of Visits: $626.80
  10. 10. Australia: Total Revenue: $837.41 Thailand: Total Revenue: $1,308.13 Which Markets are Interested?
  11. 11. Which Markets are Interested? Making Sense of Your Data Thailand Total Visits: 2,901 Per Visit Goal Value: $0.11 Total Value: $319.11 If you can optimize your account to double the visits from Thailand… Total Value of Visits $638.22
  12. 12. SERGEY’S NEXT STEPS
  13. 13. Sergey’s Next Steps Add Thailand and other profitable countries/cities to his AdWords location targeting. Create a new campaign in Thai language. Offer special discounts/promotions to further increase sales. 1 2 3
  14. 14. Sergey asks... What keywords do customers use to find me? Are my keywords profitable? I need more keyword cash cows!
  15. 15. Expanding Keyword List Traffic Sources Report >Keywords
  16. 16. Expanding Keyword List Which keywords are profitable? “ google store” Total Visits: 18,666 Per Visit Goal Value: $0.65 Conversion Rate: 0.84% Revenue: $12,206.93.
  17. 17. Content Report >Site Search
  18. 18. Expanding Keyword List Site Search Report “ blogger” “ baseball” “ Google Apps Bumper Stickers”
  19. 19. Expanding Keyword List “ 10 13101”
  20. 20. Expanding Keyword List
  21. 21. SERGEY’S NEXT STEPS
  22. 22. Sergey’s Next Steps Find profitable non-paid keywords in the Keyword Report and include these in his keyword list. Include products users are searching for in his keyword list based on the most searched terms in the Site Search report. 1 2 Keyword Bucket Google store Blogger shirt Android shirt
  23. 23. Sergey asks... Which sites send me the most visits and quality traffic? Is Facebook my BFF? What sites do my users visit before they get to the Google Store?
  24. 24. Where are my users coming from? Traffic Sources>Referring Sites
  25. 25. “ sknife.blogspot.com” Total Visits: 1 Per Visit Goal Value: $0.00 Conversion Rate: 0.00% Where are my users coming from? “ sknife.blogspot.com” Total Visits: 1 Per Visit Goal Value: $0.00 Conversion Rate: 0.00% EXCLUDED
  26. 26. Where are my users coming from? Site Exclusion Tool
  27. 27. “ seopedia.org” Total Visits: 200 Per Visit Goal Value: $0.24 Conversion Rate: 2.44% Where are my users coming from?
  28. 28. SERGEY’S NEXT STEPS
  29. 29. Sergey’s Next Steps Find websites which bring low-quality visits and exclude them using the Site Exclusion tool in AdWords. Placement-target high-performing sites to increase his ad exposure and potential sales. Find similar sites by using Google Trends. 1 2
  30. 30. Sergey asks... Are my ads, keywords and landing pages effective? Is my website sticky enough? Users, please don’t go!
  31. 31. Bounces are Single-Page Visits
  32. 32. Are Users Leaving My Site? Ad Text Landing Page Keyword
  33. 33. Are Users Leaving My Site? “ google kids” “ google for kids” Are they relevant to your landing page?
  34. 34. Are Users Leaving My Site? Is your best keyword linked to your best ad text?
  35. 35. Identify High-Bounce Pages Does my landing page match the keyword and the ad? Did I deliver what the users are expecting? Do I need to fix this page?
  36. 36. SERGEY’S NEXT STEPS
  37. 37. Sergey’s Next Steps Analyze the relationship and performance of keywords, ad text and landing pages. Make sure all three are in sync. Optimize keywords that have high bounce rates. Experiment with ad text variations for best performing ads. Choose appropriate landing pages. If landing page matches keywords and ad text, consider optimizing the webpage (try Website Optimizer). 1 2 3 4
  38. 38. It’s A Wrap!
  39. 39. Are You Ready? The 3 Things I Need To Do After This Event… 1 Link Your AdWords to Your Analytics Account. Set your goal page and goal value. 2 Set-up e-commerce. 3
  40. 40. Are You Ready? The Five Reports You’ll Love 1 Map Overlay Traffic Sources Report 2 Site Search 3 Bounce Rate 4 Goal & Ecommerce 5
  41. 41. Thank You!

×