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Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance

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Analytics and PPC The Basics • Ensure AdWords is destination URL auto-tagging • Link Google Analytics account to AdWords • Tag paid search platforms with appropriate UTM tagging
Analytics and PPC Where To View Paid Search Data In Analytics
Section One Google Analytics Goals Goal Type Example Destination thanks.html Duration 5 Minutes On Site Pages/Screens per Session 3 Pages Visited Event Played A Video
Analytics and PPC Define Channel Groups - Break Out Paid Search Into: • Generic Terms • Branded Terms
Analytics and PPC Ecommerce Tracking - View Data By: • Product (ex: Widget A) • Product SKU (ex: 1111) • Product Category (ex: Widgets) • Source/Medium (ex: google/cpc)
Analytics and PPC Summary • Properly setup Google Analytics and associated links between paid search programs • Define goals - both micro and macro • Setup channel groups to break out paid search by brand and non brand • If tracking dynamic revenue values, make sure e-commerce tracking is properly setup
Post Click Behavior What Is Considered Post Click Data? • Bounce Rate • Pages/Session •
Post Click Data Can Be Reviewed By: • Campaign • Ad Group • Keyword • Destination URL • Platform • Hour of Day
AdWords Campaigns
Then Dig Into Keywords
View PPC Landing Page Behavior
Post Click Behavior View Data By Keyword Average Position, Including: • Revenue • Conversion Rate • Bounce Rate • Pages / Session • Goal Completions • And Many More!
Post Click Behavior Summary • Understand and consistently review post click metrics • Paid search data can be reviewed in a variety of ways including campaigns, ad groups, and keywords • Highlight areas that see good and poor post click data - make sure to pay attention to revenue and conversion rate • View data by ad position for more effective keyword bidding
Attribution Paid Search Does Not Work In A Silo
Attribution Why Is Multi-Channel Funnel Attribution Important? • Shows which channels are helping others - even if the specific channel is showing poor last click performance • Allows for a more accurate breakdown of paid search ROI • Better helps to determine where budget should be placed • Gives greater credence to social efforts
All Channels Work Together
Model Comparison Tool • Last Interaction • Last Non-Direct Click • Last AdWords Click • First Interaction • Linear • Time Decay • Position Based • Custom
Model Comparison Tool - First vs. Last Interaction
Assisted Conversions
Summary • Paid Search is impacted by other channels and vice versa • See the true ROI of Paid Search by reviewing Multi Channel Funnel Reports • Check out the Model Comparison Tool to review Paid Search data by various methods • Pay attention to high level assisted and last click conversions by channel

Published in: Marketing

Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance

  1. 1. Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance November 13th, 2014 Ma! Umbro, Hanapin Marketing
  2. 2. @ThueLMadsen #KISSwebinar Twi!er
  3. 3. Ma! Umbro - Hanapin Marketing - @Ma!_Umbro Ma! is a Senior Account Manager in charge of Community at Hanapin Marketing. He specializes in eCommerce PPC and client relations, while also overseeing content production for PPC Hero. He is also the founder of PPCChat, a weekly Twi!er chat where industry specialists discuss, analyze and debate various PPC topics using the hashtag #PPCChat.
  4. 4. @Matt_Umbro #KISSwebinar Twi!er
  5. 5. Table of Contents 1 Section One - Analytics and PPC 2 Section Two - Post Click Behavior 3 Section Three - A!ribution
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Section One - Analytics and PPC 1
  8. 8. Analytics and PPC The Basics • Ensure AdWords is destination URL auto-tagging • Link Google Analytics account to AdWords • Tag paid search platforms with appropriate UTM tagging
  9. 9. Analytics and PPC Where To View Paid Search Data In Analytics
  10. 10. Section One Google Analytics Goals Goal Type Example Destination thanks.html Duration 5 Minutes On Site Pages/Screens per Session 3 Pages Visited Event Played A Video
  11. 11. Analytics and PPC Define Channel Groups - Break Out Paid Search Into: • Generic Terms • Branded Terms
  12. 12. Analytics and PPC Ecommerce Tracking - View Data By: • Product (ex: Widget A) • Product SKU (ex: 1111) • Product Category (ex: Widgets) • Source/Medium (ex: google/cpc)
  13. 13. Analytics and PPC Summary • Properly setup Google Analytics and associated links between paid search programs • Define goals - both micro and macro • Setup channel groups to break out paid search by brand and non brand • If tracking dynamic revenue values, make sure ecommerce tracking is properly setup
  14. 14. Section Two - Post Click Behavior 2
  15. 15. Post Click Behavior We Received The Click, But Now What?
  16. 16. Post Click Behavior What Is Considered Post Click Data? • Bounce Rate • Pages/Session • Session Duration • New vs. Returning Visitors • Top Conversion Paths
  17. 17. Post Click Behavior Post Click Data Can Be Reviewed By: • Campaign • Ad Group • Keyword • Destination URL • Platform • Hour of Day
  18. 18. Post Click Behavior AdWords Campaigns
  19. 19. Post Click Behavior Then Dig Into Keywords
  20. 20. Post Click Behavior View PPC Landing Page Behavior
  21. 21. Post Click Behavior View PPC Landing Page Behavior
  22. 22. Post Click Behavior View PPC Landing Page Behavior
  23. 23. Post Click Behavior View Data By Keyword Average Position, Including: • Revenue • Conversion Rate • Bounce Rate • Pages / Session • Goal Completions • And Many More!
  24. 24. Post Click Behavior Summary • Understand and consistently review post click metrics • Paid search data can be reviewed in a variety of ways including campaigns, ad groups, and keywords • Highlight areas that see good and poor post click data - make sure to pay a!ention to revenue and conversion rate • View data by ad position for more effective keyword bidding
  25. 25. Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE
  26. 26. Section Three - A!ribution 3
  27. 27. A!ribution Paid Search Does Not Work In A Silo
  28. 28. A!ribution Why Is Multi-Channel Funnel A!ribution Important? • Shows which channels are helping others - even if the specific channel is showing poor last click performance • Allows for a more accurate breakdown of paid search ROI • Be!er helps to determine where budget should be placed • Gives greater credence to social efforts
  29. 29. A!ribution All Channels Work Together
  30. 30. A!ribution Model Comparison Tool • Last Interaction • Last Non-Direct Click • Last AdWords Click • First Interaction • Linear • Time Decay • Position Based • Custom
  31. 31. A!ribution Model Comparison Tool - First vs. Last Interaction
  32. 32. A!ribution Assisted Conversions
  33. 33. A!ribution Summary • Paid Search is impacted by other channels and vice versa • See the true ROI of Paid Search by reviewing Multi Channel Funnel Reports • Check out the Model Comparison Tool to review Paid Search data by various methods • Pay a!ention to high level assisted and last click conversions by channel
  34. 34. Questions? Ma! Umbro Senior Account Manager Hanapin Marketing @Ma!_Umbro ma!.umbro@hanapinmarketing.com Thue Madsen Marketing Associate KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com
  35. 35. THANK YOU Ma! Umbro @Ma!_Umbro

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