Paid Search Analytics - SES London 2014
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This document summarizes a presentation on paid search reporting and analytics. It covers topics like tagging campaigns in Google Analytics and Google Webmaster Tools for reporting, setting up campaign URL builders, and different types of conversion tracking including web pages, phone calls, mobile apps, and offline imports. It also discusses attribution differences between Google Analytics and Google AdWords, as well as useful reports like paid vs organic, day of week, and hour of day. Tips are provided for different management levels. Resources mentioned include free whitepapers and slides from the presentation.
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Paid Search Analytics - SES London 2014
- 1. PAID SEARCH REPORTING & ANALYTICS SES LONDON 2014 By Samantha Noble @Koozai_Sam
- 4. WHAT SHOULD YOU LINK & TAG? Auto Tagging Google Analytics Google Webmaster Tools Other PPC Campaigns
- 7. AUTO TAGGING
- 9. SETTING UP THE CAMPAIGN URL BUILDER ?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1
- 10. REPORTING ON THE CAMPAIGN DATA Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium
- 12. Web Page THE FOUR TYPES Call On-Site Mobile or Tablet App Import Offline
- 13. WEB PAGE Most utilised conversion option Simple piece of code on final page Works with other technologies Ability to pull in value
- 14. CALL ON-SITE Track calls made via your website Simple piece of code on phone number Great for business over the phone In-depth conversion data
- 15. MOBILE OR TABLET APP Track mobile or tablet downloads from your ad Google Play download tracking needs no code Third party tracking URLs not supported Limited functionality for iOS apps
- 16. IMPORT OFFLINE Record offline sales using GCLID ID Auto tagging must be enabled Upload data using API or .csv Maximum conversion window of 90 days
- 18. IMPORT GOALS FROM GOOGLE ANALYTICS PRO’s CON’s
- 19. SETTING UP YOUR CONVERSION WINDOW
- 20. TIME LAG REPORT Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click
- 23. DID YOU KNOW? Analytics and AdWords Record Conversion Mediums Differently?
- 24. ADWORDS ATTRIBUTION 1 Google AdWords works on a last AdWords click attribution basis for conversions 2 It does not matter what other mediums are used, the conversion will be attributed to the AdWords click 3 If a user visits a site via two ads then the conversion will be attributed to the last ad clicked 4 Uncover what keywords visitors use before converting by using the Search Funnels report
- 25. TOP PATHS REPORT Tools >>> Conversions >>> Search Funnels >>> Top Paths >>> Keyword Path (clicks)
- 26. ANALYTICS ATTRIBUTION 1 Google Analytics works on a last click attribution basis for conversions 2 If multiple mediums are used, the final medium will be attributed the conversion 3 Direct visits do not overwrite the ‘utmz’ cookie so the penultimate medium will be credited
- 27. GA CONVERSION LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
- 28. GA CONVERSION DIRECT LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
- 29. Multi-Channel Funnels & Attribution Modelling will be covered in my session
- 30. USEFUL REPORTS
- 31. PAID & ORGANIC REPORT Organic keyword impressions will be higher than paid Organic data will be populated from when you set it up PPC investment has no impact on organic listings AdWords >>> Campaign >>> Dimensions >>> Paid & Organic
- 32. PAID & ORGANIC DISCOVER KEYWORDS
- 33. PAID & ORGANIC TRACK TESTS
- 34. DAY OF THE WEEK REPORT Easier to use in Analytics although data also in AdWords 0 = Sunday 6 = Saturday Always use this report with a long time period Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
- 35. DAY OF THE WEEK PERFORMANCE Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
- 36. DAY OF THE WEEK DRILL DOWN Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week >>> Secondary Dimension
- 37. HOUR OF THE DAY REPORT Easier to use in AdWords although data also in Analytics Review for each campaign using the filtering option Understand times of the day that are most & least valuable AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
- 38. HOUR OF THE DAY CONVERTING TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
- 39. HOUR OF THE DAY EXPENSIVE TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
- 40. CUSTOM REPORTING
- 41. PPC MATCH TYPE DRILL DOWN Standard report in AdWords without transaction data Understand which match types work best for you Drill down into each match type for keyword data
- 44. LEVEL MANAGEMENT: DIRECTOR / CEO
- 46. GENERAL OVERVIEW
- 49. FREE WHITEPAPERS
- 50. LOADS MORE FREE TIPS AND ADVICE
- 51. Get the reports, dashboards and slides here: http://kooz.ai/seslondon
- 52. Slides: http://kooz.ai/seslondon THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
- 53. IMAGE CREDITS Slide 8 - http://en.fotolia.com/id/44446797 Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-photo-technologyinternet-websites-reflection Slide 15 – http://www.bigstockphoto.com/image-45986248/stock-photo-red-oldfashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-orimportant-customer-sup Slide 16 – http://www.bigstockphoto.com/image-37570189/stock-photo-modernsmartphone-with-application-icons Slide 17 - http://www.bigstockphoto.com/image-51991480/stock-photo-offlinecharacter-laptop-shows-www-communication-status-disconnected
- 54. RESOURCE CREDITS Slide 48 – Dashboard Junkie Slide 49 – Dashboard Junkie
Editor's Notes
- The URL tool builder should never be used on internal campaigns. I’ve seen several instances where businesses run a Sale campaign, for example, and tag the Sale banners on their own site as well. This triggers a new visit every time one is clicked.
- http://www.bigstockphoto.com/image-7414239/stock-photo-technology-internet-websites-reflection
- http://www.bigstockphoto.com/image-45986248/stock-photo-red-old-fashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-or-important-customer-sup
- http://www.bigstockphoto.com/image-37570189/stock-photo-modern-smartphone-with-application-icons
- http://www.bigstockphoto.com/image-51991480/stock-photo-offline-character-laptop-shows-www-communication-status-disconnected
- Explain a bit more about these….QS actually exists at all of these levels: the ones we know about (keyword, landing page and ads) but also at account level and device level.Each of these types can be optimised in their own little ways.This presentation will go though each type, dispelling myths about them and giving tips on ways to optimise for them
- This setting is available for web page conversions onlySet the Conversion Window anywhere between 1 week and 90 days Look at Search Funnel data for Last Click to get accurate dataA short conversion window means you will track less conversions
- Discover KeywordsTrack TestsOptimise HolisticallyOrganic impressions will always be higher as they are not restricted by ad serving and budgetsThe data
- In this example, we can see that ‘Oak Bathroom Furniture’ is appearing in the organic listings and is generating a fair amount of traffic at a low average position. You can add this keyword to your PPC campaign to see how it works in a higher position.
- In this example, you can see that a PPC ad is appearing at the same time as the organic listing. You could test reducing your PPC bid to lower the average position and track whether this increases the traffic you receive for the keyword organically
- Understand what days of the week convert best for you0 = SundayIn this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
- In this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
- Select Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignIn the example above, you can see that on a Saturday the highlighted campaigns have driven 0 conversions in the time period selected so it would be worth looking at whether or not to pause or at least reduce the spend on these campaigns on those days. You can drill down even further to look at the individual campaigns on a Saturday for the different time periods but it is easier to see data in AdWords for this. You can use GA tooAlways look over a long time period before making decisions on time of day
- Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
- Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
- Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
- Although Broad match keywords are typically cheaper to bid on, it might be that these keywords are not driving you much revenue or conversions.You can drill down further by clicking on Exact, Phrase or Broad to see what keywords are responsible and pause those that don’t generate much revenue
- Credit Dashboard Junkie at the end
- Credit Dashboard Junkie at the end