The document discusses strategies for optimizing content using Google technologies like Google Analytics, Google AdWords, and Google Website Optimizer. It emphasizes the importance of tracking goals, conversion rates, and campaign effectiveness to improve e-commerce performance. Additionally, it advocates for A/B testing to refine marketing strategies and attract targeted traffic.

1. Google Technology for Better Content Adam Howitt www.adamhowitt.com

2. Adam Howitt Consulting M.Eng Software Engineering Worked for Procter & Gamble Moved to US in 2000 ColdFusion Developer since 2000 Analytics Specialist since 2004

3. Who Are You? Marketers Executives Designers / Developers Flash? Flex? Other

4. Overview Search Engine Optimization Google Analytics Goals and the Call to Action Tracking E-Commerce Tracking E-Mail /Other Campaigns Google Optimizer Google AdWords

5. SEO Basics Page titles <title>Google Analytics Specialist…</title> Meta descriptions <meta name=&quot;description&quot; content= &quot; … &quot; > Headings <h1>Google Analytics Specialist</h1> URLs

6. Dynamic SEO Generate titles automatically Cardinality: specific to generic SKU > Name > Category > Manufacturer Generate headings to match titles Name SKU Generate meta description from abstract

7. How do you improve this page?

8. Demonstration of Analytics Spot the Difference Poll Version 1 30,760 views 167 purchases Version 2 31,601 views 484 purchases

9. Results Conversion rate: 0.54% vs. 1.53% 317 x $100 = $31,000 difference in 3 days Is it worth the 3 hours / $200 of design? Is it worth the 3 hours of analytics?

10. Google Analytics Dashboard

11. Why Track pages?

12. Tracking Code configuration Basic, Virtual pages, PDFs, downloads Sub-domains E-Commerce Email / Campaigns http://tinyurl.com/32bga3

13. Tracking Flash and Flex Which videos to people watch in the movie? Which navigation device do people use? Old way – virtual URLs urchinTracker(‘/videoUI/{category}/{title’}); New system for tracking feature usage http://code.google.com/apis/analytics/docs/eventTrackerGuide.html Tracy Spratt on tracking flex External Interface object http://www.cflex.net/showFileDetails.cfm?ObjectID=768

14. Pick a Goal Event Registrations – sign up Leads – register Sales – buy something Readership – subscribe Be more specific Don’t just buy something, buy this Most profitable or Underdeveloped

15. Why Track Goals?

16. Goal Setup Tips Be as short as possible with Head Match http://www.mysite.com/thankyou.cfm?oid=123 /thankyou.cfm Aggregate different goal pages with Virtual URLS E.g. /regForms/doc and /regForms/pdf /regForms/ Third party tools warning

17. E-Commerce Overview

18. E-Commerce Features Best performing categories Best performing products Site Overlay

19. Why Track Campaigns?

20. Campaign Features Determine ROI Does email work better than snail mail? Which email generated the most leads/revenue? Is e-mail better than pay-per-click traffic? Consider tracking email signups as a goal http://tinyurl.com/2tg94n

21. What if you could… Produce candidate copy Run focus groups with some of your traffic Review the results Identify the best candidate Launch the winner

22. Google Website Optimizer Design your experiment Set a goal How much traffic to test Prepare candidate copy Identify a winner

23. How Optimizer Works X % of your traffic see the experiment Measures conversions of each combo How many impressions How many conversions Conversions deviation Initially distributes combos evenly As leaders emerge traffic is weighted Google declares a winner Original copy can sometimes win!

24. Experiment Results

25. Testing Notes Test one thing at a time A/B testing minimizes external influences Publicity, campaigns, seasons Only A/B testers count to experiment result

26. What to Test? Images – demographic, color balance Text – tone, audience, pace, length, emphasis Colors (text, buttons, backgrounds) Fonts – spacing, flow, words per line Position of page elements Navigation Promotions Pricing Limiting distractions

27. Overview of Google AdWords Create an account http://analytics.google.com Pick keywords and create ads You pay for each click, not impression Click-thru-rate (CTR) = clicks / impressions Add conversion page code Minimum $1 per day budget Minimum price per click $0.05

28. Google AdWords Traditional Create a Google AdWords account Pick 130+ keywords related to your site Create an Ad unit Consequences Low click thru rate and suspended keywords Expensive keywords $1.50 per click or more Ads that aren’t continually shown Poor conversion rates once they hit your site

29. Smarter Google AdWords Pick a page to promote Pick keywords found on that page Pick a 20 character title Write 2 x 30 character copy Choose your market and launch

30. AdWords Grouping and Matching Grouping is critical Separate keywords into like groups Separate groups into campaigns One ad unit / destination URL per group Exact match vs. phrase match vs. broad match

31. Consequences Cheaper ads $0.05+ vs. $1.50 E.g. 30x more impressions for $1.50 Higher click thru rate E.g. 30x more clicks for $1.50 Better targeted ads Each visitor is more likely to stay

32. Summary Build a site around a goal Google Analytics: Measure the results Google Website Optimizer: A/B Test Google AdWords: Drive more traffic

33. Use numbers to decide the fate of your website, not emotion.

34. References Google Analytics, Mary E. Tyler & Jerri Ledford ISBN: 0470053852 Google Analytics http://analytics.google.com Google Adwords and Optimizer http:// adwords.google.com