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Emerce Performance 2014 -- Analytics Ninja
This document discusses various analytics topics including custom reports in Bing Ads using keyword and query string parameters to build a powerful search report. It recommends bidding more aggressively on high intent product categories and integrating profit metrics into analyses. Attribution modeling and multichannel reports can measure upper funnel keyword value while remarketing lists should be built using the same logic as tag management systems. With keywords no longer important for SEO, analytics should group landing page content and metrics to focus SEO efforts.
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Emerce Performance 2014 -- Analytics Ninja
- 4. Custom Reports –The ABC’s Drill Down
- 5. Custom Reports –The ABC’s Micro Conversions @analyticsninja
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- 9. Bing Matched SearchQuery Report Sample Campaign Tags Bing – Suggested Values • bing • cpc • Manually Entered – i.e. via spreadsheet – EXACT same as Adwords • {keyword} • {QueryString} • utm_source • utm_medium • utm_campaign • utm_keyword • utm_content
- 10. Keyword Positions &Bidding
- 11. Keyword Positions &Bidding Example when to boost bids
- 12. Keyword Positions &Bidding
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- 18. UGH! I hopeyour conversions @analyticsninja don’t look like this!
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- 20. Check to seeif they look like this
- 21. Display Network Assists @analyticsninja
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- 23. Display Network Assists @analyticsninja
- 24. Attribution Models inGA @analyticsninja
- 25. Attribution Models inGA @analyticsninja
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- 32. How to: DemographicTargeting
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- 34. Remarketing with GA Product Cross-sells @analyticsninja
- 35. Remarketing with GA Watched Promo Video
- 36. Remarketing with GA Freemium Retargeting
- 37. RLSAs with aTag Management System
- 38. RLSAs with aTag Management System
- 39. RLSAs with aTag Management System
- 40. RLSAs with aTag Management System
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- 42. SEO == LandingPages
- 43. SEO == LandingPages
- 44. SEO == LandingPages
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- 52. Page Value Pagevalue, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .
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- 56. Product Category Product Promotion
- 57. “Real” Page Value profit per unique pageview
- 58. Summary Points •Using {keyword} and {QueryString} url parameters for Bings Ads yields a powerful search report. • Bid more aggressively on products and product categories with a high propensity for purchase (good “look to book” ratios). • Integrating profit metrics into your analytics tool will make sure you’re not misled by revenue or conversion rate.
- 59. Summary Points •Don’t forget to measure the value of upper funnel keywords using attribution modeling or multichannel analysis reports. • The business logic that powers data collection in your TMS should also be used to power building remarketing lists.
- 60. Summary Points •Now that keywords are dead, SEO is all about landing pages. Proper grouping of content in your reports will provide focus for SEO efforts based upon conversion metrics. • Use VLOOKUPs to merge GWT with WA Tool so that Landing Pages with conversion potential are married with volume potential
- 61. Summary Points •Google Trends is a good tool to explore volume potential, though strong performance metrics still reign supreme • Integrated content related dimensions such as Post Length, Author, Title Tag length etc will allow you to determine what is working best with your content / SEO strategy.
- 62. Contact Info YehoshuaCoren ninja@analytics-ninja.com Twitter: @analyticsninja www.analytics-ninja.com @ analyticsninja
Editor's Notes
- #5 This framework is not my own, rather it is a reframing of Avinash Kaushik’s Acquisition Behavior and Outcomes, which is more accurate, but I substitute the word conversion as it is the desired outcome, and a bit easier to remember the ABCs. Benefit of Custom Reports is that you’ll be able to see a fuller view of your data in one place. Two types – explorer or flat table. I almost always use the explorer because I can drill down into my data. In this presentation, please pay particular attention to these custom reports and use them as a blue print for building your own.
- #6 Explain ABC’s - my own take on Avinash Kaushik’s “Acquisition, Behavior, Outcomes” Including all three in your reports allows for efficient data analysis. We’re going to spend some time talking about macro conversions and micro conversions. Macro conversions for ecommerce would be view a receipt page. Micro conversions – newsletter signup, online chat, add to cart, social share, phone call, whitepaper download. Notice two of the metrics in this custom report, page depth and time on site.
- #9 Critical to use the EXACT same names for Campaigns across different Sources.
- #11 Of course, additional segmentation for branded vs. non-branded terms is necessary here But I believe if you look at this data in your own accounts you’ll see huge differences in CTRs between Top and RHS.
- #12 Sorted by ROI Looking for LOW CTR and HIGH impressions Notice the filter – this because some campaigns had very low volume but 1 or 2 transactions kicked up their ROI.
- #13 Here are the settings for the custom report. (describe) Strong ROI, great place to up the bid to drive more traffic.
- #53 In the above example, A/B test to emphasize internal search engine as a pathway towards purchase.