Universal Analytics for Book Publishers: Knowing a Little Bit About Everything
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A quick look at 5 Analytics reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and brining people back to your website using remarketing.
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Universal Analytics for Book Publishers: Knowing a Little Bit About Everything
- 1. Universal Analytics Knowing a Little Bit About Everything Monique Sherrett monique@boxcarmarketing.com
- 2. Agenda 1. Accessing SEO Reports in a (not provided) world 2. Acting on site speed reports to improve the onsite user experience 3. Improving (& tracking) conversions with Google Tag Manager 4. Applying the new configuration options in Universal Analytics for audience and interests reports 5. Remarketing: market intelligence using Google Analytics lists, social media and DoubleClick 2
- 3. What code are you using? 3
- 4. Old — Google Analytics (Classic) 4 getTracker (UA-XXXXXX-1)
- 5. New— Universal Analytics 5 ga(‘create’, ‘UA-XXXXXX-1’
- 6. New— Universal Analytics 6 <head> <script> <! –- GOOGLE UNIVERSAL ANALYTICS --> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-X', 'example.com'); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script> <! -– END UNIVERSAL ANALYTICS --> </head> <body> <! -– GOOGLE TAG MANAGER--> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-P2TMVK" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-P2TMVK');</script> <! -– END GOOGLE TAG MANAGER --> displayfeatures Tag Manager
- 9. Universal Analytics — Cross Device / Multiple Device 9
- 10. Agenda 1. Accessing SEO Reports in a (not provided) world 2. Acting on site speed reports to improve the onsite user experience 3. Improving (& tracking) conversions with Google Tag Manager 4. Applying the new configuration options in Universal Analytics for audience and interests reports 5. Remarketing: market intelligence using Google Analytics lists, social media and DoubleClick 10
- 11. 1. Accessing SEO Reports in a (not provided) world Acquisitions > Keywords > Organic 11
- 12. 1. Accessing SEO Reports in a (not provided) world 12
- 13. 1. Accessing SEO Reports in a (not provided) world Admin > Property Settings 13
- 14. a) Google Webmaster Tools 14
- 15. a) Google Webmaster Tools 15 1. Review Search Queries > Top Pages report for click data 2. Review the Search Queries list for expected (or unexpected) keywords
- 16. b) Enable Site Search 16
- 17. b) Enable Site Search 17 Admin > View Settings > Site Search Settings Enter the query parameter
- 18. b) Enable Site Search 18 Admin > View Settings > Site Search Settings Enter the query parameter
- 19. c) Other SEO tips & tricks 19 Keyword Reports • Moz.com Forget about SEO • Boxcarmarketing.com/seo-for-publishers Keyword Ideas • Google Keyword Planner • Google Trends • Ubersuggest.org, soovle.com SEO Copywriting Helpers • SEO Scribe, Inbound Writer, Hubspot
- 20. 2. Acting on Site Speed Reports to Improve UX 20
- 21. 2. Acting on Site Speed Reports to Improve UX Audience > Mobile > Overview 21
- 22. Is Your Site Responsive? 22
- 23. 2. Acting on Site Speed Reports to Improve UX Behaviour > Site Speed > Page Timings Click “Secondary 23 Dimension”
- 24. 2. Acting on Site Speed Reports to Improve UX Behaviour > Site Speed > Speed Suggestions 24
- 25. 3. Improving (and tracking) Conversions — Tag Manager <a href=“http://www.url.com” onClick=“_gaq.push([‘_trackEvent’, ‘Category’, ‘Action’]);” target=“_blank”>Sign In</a> 25
- 26. 3. Improving (and tracking) Conversions — Tag Manager Behaviour > Events > Top Events 26
- 27. Events Explained 27 Event Category (Why) Event Action (What) Event Label (Where)
- 28. 3. Google Tag Manager 28
- 29. 3. Google Tag Manager 29
- 30. 3. Google Tag Manager 30
- 31. What you see in Analytics 31
- 32. Set in Google Tag Manager 32
- 33. What You Need — Universal Analytics 33 <head> <script> <! –- GOOGLE UNIVERSAL ANALYTICS --> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script> <! -– END UNIVERSAL ANALYTICS --> </head> <body> <! -– GOOGLE TAG MANAGER--> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-P2TMVK" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-P2TMVK');</script> <! -– END GOOGLE TAG MANAGER -->
- 34. 4. Universal Analytics — audience and interests reports 34
- 35. 4. Universal Analytics — audience and interests reports 35
- 36. 4. Universal Analytics — audience and interests reports 36
- 37. What You Need — Universal Analytics 37 <head> <script> <! –- GOOGLE UNIVERSAL ANALYTICS --> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script> <! -– END UNIVERSAL ANALYTICS --> </head> <body> <! -– GOOGLE TAG MANAGER--> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-P2TMVK" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-P2TMVK');</script> <! -– END GOOGLE TAG MANAGER -->
- 38. 4. Universal Analytics — audience and interests reports 38
- 39. 4. Universal Analytics — audience and interests reports 39
- 40. 4. Universal Analytics — audience and interests reports 40
- 41. 4. Universal Analytics — audience and interests reports 41
- 42. 4. Universal Analytics — audience and interests reports 42
- 43. 4. Universal Analytics — audience and interests reports 43
- 44. 4. Universal Analytics — audience and interests reports 44
- 45. How to Use Audience & Interest Data 45 Female 44+ Crime, whodunit, thriller Purchase online
- 46. Marketing Data + Website Data 46
- 47. Audience & Interests The purpose is to compile consumer market data about the people who are interested in your titles and who buy your books 1.Demographics: who they are 2.Behaviour data: what they do, interests 3.Psychographics: why they do what they do, intent 47
- 48. 5. Remarketing 48 Your Site Other Sites Exit Return
- 49. 5. Remarketing — How it works 49
- 50. 5. Remarketing — How it works 50 Nonflirts, Potential Lovers
- 51. 5. Remarketing — Examples 51 • People who viewed X but didn’t convert • People who viewed X but didn’t convert, and who have these characteristics • People who bought X and will like Y • People who abandoned the shopping cart
- 52. Go Beyond Website Data 52 1. Sync Webmaster Tools & Analytics for Keyword Data 2. Site Speed Reports for Performance Improvements 3. Google Tag Manager for Event Tracking 4. DisplayFeatures code for Audience & Interest Reports 5. Cross-reference data for Audience Insights
- 53. Questions? Monique Sherrett monique@boxcarmarketing .com 604-732-6467 @boxcarmarketing @somisguided
Editor's Notes
- Thank you to Shannon for inviting me to do this webinar. And thank you to the participants on the call today. We are going to talk in broad strokes about Universal Analytics, but also dig into 5 different reports.
- Specifically, we are going to talk about Universal Analytics (the upgrade to the classic version of Google Analytics). And 5 reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and bringing people back to your site using remarketing. There are 2 things to know off the bat. When you log into Analytics, you are seeing the newest version of the Analytics interface, but you don’t necessarily have access to all the reports. In order to enable those reports, you need to upgrade the code on your webpages so that you can collect data and access the new features. Many publishers have not yet updated the code that is on their website. I’ll explain why you should in a second.
- &lt;pause&gt;If you’re not sure what code you are using, or how to find out, visit your website and View Source. Search for UA- (which are the first two letters of the analytics code. Everyone has a unique code, it’s like an isbn for your website) Once you find it. You can tell it is the old code if you see “getTracker” And another thing to check is if the code is in the body section or head?
- The old code looks like this. You’ll see getTracker … And often the code appears before the closing &lt;/body&gt; tag
- The new code uses different scripts so you’ll see ga create then the Analytics code vs. getTracker And , you want your code in the &lt;head&gt; section, at the top of the page, because you want Analytics to initiate as the first element that gets loaded, not the last. It’s like hitting the record button, you want to do that upfront before anything else happens as the page loads otherwise you might miss something.
- Now there are 2 other things to check or add depending on your current setup. 1. You want to add an extra line to your analytics code. I’ve highlighted it in blue, this is the DisplayFeatures line and it gets you access the Audience & Interests Reports in Universal Analytics. 2. I also recommend adding the Google Tag Manager code for Event Tracking which is the mechanism that records things like PDF downloads, form submissions and outbound clicks. An outbound click is when someone leaves your site because they click a link in your blog post to the Author Site, or the click a Buy the Book on Amazon link. You want to know why people left your site because if they left because they followed a link to get more info or to buy, that is a different story than people who left because they have no interest in what you have to offer.
- To help you implement this: I&apos;ve also created a little video on how you collect the new code, add the extra line for the Audience reports, which by the way is not included in the default code you get from Analytics, and how you find the Tag Manager code for setting up event tracking. I’ve also written a letter for you that you can forward to your web developer if you don’t manage your website templates in-house http://www.boxcarmarketing.com/upgrade-instructions
- Let’s come back to Why you want to upgrade. The first reason is speed. The new code loads faster and page load speed is an important factor is site performance. In addition to that there are many more customizations that you can do with Universal Analytics because the scripts have been updated to focus on Users instead of Visits. Here’s an example. Let’s say it’s 7:30 am Jane is commuting to work and looking at her smartphone She sees the Indigo enewsletter. She clicks to a book page on the site. Later on her lunch break she looks at the site again on her computer. Maybe she’s holiday shopping and adds a few items to her cart. That night Jane is relaxing on the couch and looks at the Indigo site again using her tablet. Last minute before bed Jane buys her Indigo purchases via her Play-station. Now instead of looking at this as 4 independent website sessions, we want to understand that this is one user across multiple devices.
- And that is the awesome thing about Universal Analytics. You can collect data from any device: websites, mobile apps and other digital devices (like PlayStation, or in-store kiosks at Indigo, for example). You can also synch Online and Offline Data For example, you can import CRM data, POS data, survey data, or virtually any other data source that you want to correlate to your online activity. This aspect of Universal Analytics is quite technical and beyond what the average publisher will do, but if you upgrade your code it means you are collecting the data in a way that could be modified in the future. The leap in the code is like transferring your VHS tapes, not just to a dvd, but to the cloud. It’s a significant upgrade that takes a very small step to do.
- So let’s dig into these reports.
- I want to start with the problem of (not provided) data. The data currently available in the Keyword report is basically empty. For 49thShelf, we can see the first line of this report shows 86% of the keywords are not provided, these are the keywords used by people logged into Google. The keywords you do see here are primarily from Yahoo and Bing, then there are 1s and 2s from Ask, AOL, etc. The more pro-Google & tech savvy your audience, the less data you have in the Keyword report.
- The problem with (not provided) is that we used to use Keyword Data to relate search intent with landing page and overall site performance. We can&apos;t do that anymore. Here’s an example of a top landing page for 49thShelf, it’s a promotion for literary magazines. 99.8% of the keyword data is missing. When that data was available, we could look at what search terms people were using to find the promotion, which meant we could refine our marketing copy. We could also look at what terms were used by people who then subscribed to one of the magazines so we could better understand the intent behind certain search phrases.
- So what we can do is synch Analytics with Webmaster Tools. Go to Admin &gt; Property Settings and scroll to the bottom for Webmaster Tool Settings. And there is a prompt to synch these up if they aren’t already. If you aren’t familiar with this, Webmaster Tools is part of the Google suite of tools. It’s basically another tool you can log into with your Google account.
- Once you are logged into Webmaster Tools you’ll see additional reports for your website. The best report to look at is Search Query &gt; Top Pages report When you click on any of the pages listed, you see a list of on Keywords that brought traffic to that Page. Webmaster Tools shows about 20-30% of the search queries, but this is stil more than what you see in Analytics. The advantage in Webmaster Tools is that you can see the exact number of clicks for a given Page. So for example I can see that first line, 49thshelf.com got 436 clicks via Google search If I look at that report in Google Analytics, it says I got 39 clicks from Google Search. And it obscures the rest of those clicks in (not provided) data.
- Here’s how I use Google Webmaster Tools Expected: author names, book titles, I want to see what has the highest interest in search b/c it might be a backlist title that isn’t on my radar Unexpected: viagra, casino – stuff that suggests the site has been hacked. And Webmaster Tools has some diagnostic tools you can access as well.
- Another way to get keyword data into Analytics is by setting up site search, which lets you see what search queries visitors have made on your site.
- If you have a search box on your website, then do a search and look for the word or characters that appears between the ? and = sign Whatever appears between is called the query parameter
- And that’s what you want to put into Analytics to set up site search. In analytics, click on the Admin tab, View Settings and scroll down to find Site Search settings. Just a reminder that you’ll get all these slides and instructions.
- Other things you can do if keyword data is important to you. Moz.com has a toolbar and search tools and reports that you sync up with Google Analytics. If you’re really serious about SEO then this is a paid tool but it’s quite good. For the most part I think publishers who are pressed for time, should focus instead on writing a good sales handle (40 words max, and putting that first in the copy). I’ve written a post about SEO for Publishers and the link is there. If you create a google adwords account, you have access to the keyword planner, which is helpful if you want to research search volume for keywords. Google Trends is an interesting way to visualize that. So Andrew Nikiforuk book Tar Sands benefited from this type of research because the terms Tar Sands vs. Oil Sands are used interchangeably but have different connotations. Ubersuggest and Soovle are fun tools for getting ideas, seeing what people search for around particular topics. Helpful for Nonfiction. If you are heavy into blogging, then tools like SEO Scribe, Inbound Writer and Hubspot, these are all paid tools, can be very helpful for refining and optimizing your text for discoverability in search engines.
- Moving on, Analytics offers several reports to help publishers monitor how quickly web pages are loading and what factors are causing poor performance. How quickly a page loads is important for user experience and it has a direct impact on whether someone clicks the back button or not, as well as on sales and other conversions like newsletter sign up or downloading content. In this report, Google tests about 1% of the traffic and collects an average load time for each page sampled. The key takeaway is really the overall average page load time for the site. Eg. Site here takes on avg 4 seconds to load Two seconds or less is your goal. Sites that perform better, also show up more readily in Search Results, especially for people on smartphones, because Google takes site performance into account when determining what results to show.
- Here&apos;s what I do with this information. I know that more and more traffic is coming to publisher sites via mobile. As soon as mobile traffic is above 10% then that audience is important to me. Audience &gt; Mobile &gt; Overview
- Since most publisher websites are not optimized for a mobile user, they are not responsive. People have to pinch zoom, they can’t easily click on buttons or links, the pages load slowly, it means that the bounce rate is usually very high. People don’t stick around b/c it’s a poor experience.
- So if you can’t afford to revamp the whole site and make it a responsive website, then this is what I do in the meantime. I take the Page Timings report from the Behaviour section and I click on: Secondary dimension &gt; and add the Browser details to the report. Now I can the red/green bars that show what pages and what browsers are negative affect the average page load time for the site. I send this info to the developer or programmer and I ask them to work specifically on factors affecting load times in this case in Chrome.
- And I back up my request with the Speed Suggestions report. A score of 100 means the page is doing everything right. It doesn&apos;t mean it will load faster than a page with a score of 50 but merely that everything has been done to optimize the load times. Load times are really important for mobile browsers so if you look at the % of traffic from mobile and they have a high bounce rate and you have page load problems, then to improve mobile, I start with the speed improvements because most publishers don’t have enough budget to redesign their website so that it’s responsive. Usually fixing load problems is faster and cheaper than redesigning the whole site. It’s a bandaid but we do what we can with the resources available.
- On to #3. Google Tag Manager is my new bestfriend. Universal Analytics works with Google Tag Manager. So in the old days, if we wanted to track actions like user sign in, or even purchases, where the URL of the page didn&apos;t change, maybe everything happened in a little pop-up window like the sign in on 49thShelf for example, we&apos;d have to get programmers to implement tags around form submissions, and link clicks or other actions we wanted to track. Now it&apos;s all done through an online interface called Tag Manager, which means no need to involve IT and no need to manually tag everything individually. Basically create Listening tags that trigger data capture tags within analytics.
- Here&apos;s how Event Tracking looks in Analytics. I can see how many outbound clicks there are on Buy buttons, or number of clicks on Join buttons or Share buttons. And I can drilled down into any of those categories to see the associated actions. So they clicked Buy, but what title? And which buy button: buy on amazon, buy on indigo?
- Think of it like nesting dolls. In analytics, the Event Category is the type of event. I think of this as the Why. Why did they click? Because they wanted to Join the Site, Buy a Book, Share a Blog Post Within Event Categories are Event Actions. Actions associated with the Category. I think of these as the What. What Buy button did they click, was it Buy on Kobo, Buy on Kindle? What Share button did they click? Share on Twitter, Share on Facebook? The third element of tracking is Event Label. I think of this as Where did the action occur, what page was the user on when they clicked? What URL So Event category is the big bucket, why did they do something? Verb. buy, join, etc. Event action is the what (a specific related to that type of event). Noun. Event label is the where (url) We don’t have keyword data anymore that used to help us interpret why a person came to a particular page on the site. But we do Event Tracking which can tell us what they do on the page once they are there. Do they do actions that are valuable to us as a business like buy things on other retail sites, share things on social media.
- The results appear in Analytics, but the tags are set up in Tag Manager. Here&apos;s what it looks like in that interface. You create various tags. For example top to bottom:
- Form submit listener tag is doing what google calls “listening” for a click on a form submission button Next is the link click listener tag, so it’s listening for other types of clicks, in particular exit clicks like leaving the site b/c the user has clicked a buy button
- The second aspect is these UA (universal analytics) tags. So you can listen to all sorts of things, but data capture tags tell Google what information to put into Analytics when a form submission is captured or when a PDF is downloaded, when a buy button is clicked.
- What you see here in Analytics.
- Is what you set up here in Tag Manager
- If you’re an advanced publisher, really into analytics, then I recommend using Tag Manager and tracking events. You put the Tag Manager code right below the opening body tag, and there’s some technical setup in Tag Manager that Boxcar Marketing can assist you with because it certainly is confusing setting it up the first time. If event tracking is just beyond your reach, then I would say the minimum requirement is upgrading the Analytics code so you have the new code in the &lt;head&gt; section, with this added DisplayFeatures line, the line bolded and blue. this is used for
- Applying the new configuration options in Universal Analytics for audience and interests reports Google has removed its keyword data from Analytics and instead provided Audience & Interest data. Sure, I miss having the keyword data, I used it and found it helpful, but Audience & Interest data really plays into the sales, marketing and publicity publishers already do. We want the information that tells us more about our website visitors, the demographics, behaviours and interests.
- there are 9 separate reports under Audience, but the 2 new ones are Demographics: age and gender makeup of your traffic (based on...) Interests: user behaviours segmented by affinity and marketing categories
- You&apos;ll likely see this alert prompting you to enable the Audience reports.
- That’s what this extra line of code does.
- If you’ve added the line, and click Enable, then you&apos;ll see Age and Gender reports under the Demographics section. (No more Enable button) If you have done any of my previous webinars, you know that I highly recommend setting up Goals, so if you have ecommerce then enable that, but also track non-revenue goals like email signups since that&apos;s a signal of interest, a precursor to a purchase.
- What I do is look at which age groups and gender are most likely to convert, then when I&apos;m running Facebook campaigns, that&apos;s the audience that I target more heavily.
- We are looking here at the Age report under the Audience section on the left. And because I have Goals set up, which you do via the Admin tab at the top, We see on the right the conversions for each age group and similarly by Gender if I jump down on the left to the next report.
- I use the Interest reports in a similar way. There are 3 reports here:
- Affinity Category is an overview of your traffic by affinity: things like technophiles, movie lovers, travel buffs whereas Other Categories, just below that, are indicators of other behaviour your audience has, they behave like they have these particular interests.
- Since this is the report for Boxcar Marketing so we see here PPL interested in Web Design, Social Networks, Web Stats & Analytics.
- In-Market Segment, on the right, are users whose behaviour suggests they are ready to purchase. Now these audience and interest reports were built for businesses running TV ads who want to extend the reach of a tv campaign with online ads to certain affinity categories or audience segments. Big bucks but still useful to us.
- If you have a defined buyer persona (such as BookNet’s Mystery Book Buyer) cross referencing this data can help you determine if your website is attracting and converting visitors in this group. Beyond that you can dig deeper by cross-reference it to your Facebook Insights and Twitter Analytics to see what kind of crossover you have between the people who engage with you on social media and the people who actually come to your website and purchase or do the next best thing: sign up for your newsletter, download content, submit a form, exit the site via a Buy Link to Amazon, Indigo, indie retailer. etc.
- On top of that, b/c Universal Analytics can track mobile apps, If you have a mobile app for a kids book, for example, and you notice that people interested in music tend to click through to download your book app on their iPhone, then you might want to target ads toward people on Facebook who are interested in music.
- The purpose is to compile consumer market data about the people who are interested in your titles and who buy your books. * Demographic info: who they are * Behaviour data: what they do, are interested in * Psychographics: why they do it, try to understand intent
- 5. Remarketing is the big thing right now: Remarketing lets you advertise to people who have visited your website and shown interest in your stuff but who haven&apos;t converted. The advantage is that you can use Google Analytics to identify people who have visited your website and then you can find them again on other websites and you use ads to bring them back to your site.
- Here’s how it works. You segment your website users in Google Analytics based on some behavior. Maybe ppl who viewed a certain page on your site. Or ppl who are potential buyers, they are the non-flirts, they come to your site and have the same behaviours as ppl who purchase, they just haven’t done a transaction yet. That segment is your remarketing list and is automatically sent from Google Analytics to Google AdWords as long as the list has at least 100 users.
- Then, In Adwords, you create and run campaigns for users that are on the remarketing list using Google AdWords. You’ll select the remarketing list in the Audience section.
- A few really common remarketing examples include: * If you’re a publisher, creating a list of users that viewed a certain piece of content For example, maybe eBound looks at people who came to the site, viewed the webinar description for today, but didn&apos;t sign up. They could generate a list of those people and then re-market to them with different copy or images on say Facebook. Now of course not everyone who looked at the description would be interested, but if we combine that with some other behaviour like say people who looked at the page 2 or more times then we can guess that they have some type of interest or intention but haven&apos;t decided. So let&apos;s target them vs. just anyone who viewed the page. * If you’re a publisher with ecommerce, maybe you want to create a list of users who bought a certain book on your Fall list and then you do google ads, youtube ads, or facebook ads that are promoting a title on your Spring list that this audience would like. * cart abandonment
- So that’s our 5 things for today: I would say in priority order Don’t worry about missing keyword data but do synch up Analytics with Webmaster Tools Improve your site by looking at the site speed reports Track conversions, in particular events using Google Tag Manager Make sure you have that extra line of code for Audience and Interest reports And make the most of your data by cross referencing your social media analytics or trying out Remarketing.
- And of course I’m always available to help. You can stay in touch via my newsletter or social media either under BoxcarMarketing or my personal handle SoMisguided. Questions