By: Brian Steketee

rustnatureInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 1 μήνα)

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Introduction Course to Google Analytics and Adwords

By: Brian Steketee

Chief Alchemist

Steketee Greiner & Company

19MAY10

What We’ll Cover Today



What is Analytics


How can it help you


Getting registered


What can it track


What should you measure


Advanced considerations


What is
Adwords


Getting started


How CPC works


Best practices


Setting up a campaign


Testing and optimization


Reporting


Advanced considerations

Analytics


Dashboard

What is Google Analytics?


Definitions of
Google Analytics

on the Web:


Google Analytics (abbreviated GA) is a free service offered by Google that
generates detailed statistics about the visitors to a website. ...

en.wikipedia.org/wiki/Google_Analytics


is a free web analytics tool offering detailed visitor statistics. The tool can be
used to track all the usual site activities: visits, page views, pages per visit,
bounce rates and average time on site etc. But it can also be used to
specifically track Adsense traffic ? ...

www.midatlanticseo.com/information/internet
-
marketing
-
glossary/SEO
-
keywords
-
and
-
definitions
-
g.php


What is Google Analytics?


Web Analytics: the study of the behavior of your site’s visitors



What can you use it for?


Build, track and improve of the goals of your site


Stem ideas for SEO and marketing campaigns including newsletters, press releases, etc.


Utilize the data repository for monthly reporting / recommendations for future performance


Testing!

How Can it Help You?


Understanding where your traffic coming from?


How are they finding your site?


How are they interacting with your site?


How effective your marketing activities are


Leads


Sales


Etc.


Provides business justification & direction


Dashboards & tools

How do you sign up?


Sign up!
-

http://www.google.com/analytics/sign_up.html


Add your site


Implement the code to all pages of your site


Usually a common header or footer is the easiest


Data will appear in 24 hours


Don’t forget!


Common headers or footers on your site are the easiest way to
Implement your analytics code.

What Does Google Analytics Measure?


Visitors


Language, location, screen size, browser, visits, etc.



Traffic Sources


Click trough from news sites,
AdWords
, keywords etc.


Content


Pages viewed


Goals


Conversion rates and goal paths


Ecommerce


Commerce tracking, revenue sources, etc.

Visitors


Benchmarking


Geography of visitors


New vs. Returning visitors


Languages


Browser capabilities


Network properties


Mobile

Traffic Sources


Top Keywords


All Keywords


Paid


Non
-
Paid


Campaigns


Referring Sites


Search Engines



Content


Top content


Content drilldown


Top landing pages


Top exit pages


Site overlay


Goals


Total conversions


Conversion rate


Reverse goal path


Goal value


Goal abandoned funnel


Funnel visualization


Reverse Goal Path

Ecommerce


Total revenue


Conversion rate


Average order value


Product performance


Transactions


Visits to purchase


Days to purchase


Product Performance

Initial Measures To Focus On


Overall site traffic


Bounce rate


Site content popularity


High value landing pages


Top traffic sources


Top keywords and phrases


Goals


Overall Site Traffic


What is it?


The total number of visits to your site within a given time.


What to do with it?


Correlate to PR, Ad campaigns, key events, etc.


Trending
-

year over year, quarter over quarter, month over month


Bounce Rate


What is it?


The percentage of website visitors who see just one page on your site, or stayed on the site for a
small amount of time (usually five seconds or less).


What to do with it?


Use this metric to measure visit quality.


High bounce rate mean your visitors aren't seeing content relevant to them immediately.

Site Content Popularity


What it is?


A snapshot of traffic metrics specific to
each page of your site.


What to do with it?


View the most popular pages based on
traffic, time on page, bounce rate, etc.


This helps identify which pages are
performing or which pages need to be
evaluated to get more traffic.

High Value Landing Pages


What is it?


Pages with a high traffic volume and high bounce rate should be optimized


What to do with it?


Evaluate the sources and the keywords related to this traffic to determine the type of content they are
looking for to get them to stay on your site and complete the goals you want them to by providing
relevant content.


Evaluate site structure, SEM campaigns, SEO effectiveness and links

Top Traffic Sources


What it is?


The top sources of traffic to your site in the selected time period.


What to do with it?


View the most valuable and effective links


PR activity correlations


Allocate budgets to the most effective sources

Top Keywords and Phrases


What it is?


Understand what people are actually searching for to get to your site verse what you think they are.


What to do with it?


Understand the terms visitors are using to more accurately bid on keywords.


Understand which keywords and phrases are driving traffic, completing goals, etc.


Allows you to focus your budget on working ads and optimization


Goal Setting


Example of a Goal : “Submitting a contact us form or making a purchase”


Why is this important?


Track all sales on your site


Top selling products


Shipping data


Track file downloads, lead submissions, views of key pages, etc. (Any “key action” you
want your visitors to do on your site)

More Advanced Considerations


Motion Charts


a chart with multiple variables in a timeline


Custom Reports


Create custom reports specific to goals, main pages, etc.


Inbound and Outbound Link Tracking


Track effectiveness of web advertising


Filters



Use to filter out information that is relevant, Internal traffic, etc.


Leaderlander.com



View traffic by company with an IP address lookup


URL Builder


Create URLS to embed on the web coded with specific sources


Website Optimizer


Create multiple versions of your site and see which works the best

What is Google Adwords?


Definitions of
Google AdWords

on the Web:


AdWords is Google's flagship advertising product and main source of
revenue ($21 billion in 2008). AdWords offers pay
-
per
-
click (PPC) advertising

en.wikipedia.org/wiki/Google_AdWords


A Pay Per Click contextual advertisement program which is used as the
majority way to advertise online

www.johnmurch.com/2008/06/02/basic
-
advertisement
-
glossary/


What is Search Engine Marketing?


Search Engine Marketing (SEM):
a broad term that describes all of the
activities used to promote web sites and thus generate leads and sales from
search engines. SEM includes PPC Management, landing page optimization
and SEO.


How Does it Work?

Why SEM?


Target advertising


Better advertiser ROI than untargeted ads


Improved user experience


No minimum spend


Choose your daily budget


Measurable


Only pay for click

Why Google?


The Google Network reaches over 80% of internet users worldwide


Google’s network includes:


All Google services


Search partners: Amazon, AOL, Etc.


Content publishers: New York Times, About.com, etc.


Any AdSense User


Integration with Google Analytics to track impressions to lead/sales/etc.



How: Setup


http://
www.google.com/ads/adwords
/

Setting up a new campaign


Thought starters


What is a CPC and how does it work?


What should I bid and how does it work?


Creating an advertisement


Setting up keywords


Testing and optimization


What should I report on



Thought Starters…


Start broad and be budget conscious (small)


Evaluate your progress with Analytics


Refine based on learnings


Wireless power technology


selling to people searching Austin
Powers or Power Rangers


Repeat process and optimize budget off of learnings



What is CPC?

Definition


“Also called Pay Per Click (PPC). A performance
-
based advertising model
where the advertiser pays a set fee for every click on an ad. The majority of
text ads sold by search engines are billed under the CPC model.”



How CPC Bidding Works?


Google’s goal is to find the balance between the User, Advertiser, and Google


CPC is a calculation between an AdRank and Quality Score


AdRank is derived from a calculation:


(Max Bid) x (Quality Score) = Ad Rank


Max bid is the maximum you will pay per click


You will only pay the amount the bidder below you pays


High quality score approach or high bid


Quality Score is a combination of the following three attributes:


Click through rate


Relevance of your site to the search


Landing page stats like bounce rate






How CPC is Calculated?


After AdRank is determined taking into account Quality Score and Max Bid



The actual paid CPC is determined by:


(AdRank of the placement below you) / (Your Quality Score) = Actual CPC




If you have the highest bid for a keyword


say $3.00 and the second highest
bid is $2.00


then you will pay $2.00 for that keyword




Bidding Considerations


Consider the following variables:


Click Through Rate of your advertisement


Profit Per Sale



A helpful approach to understanding how much you should spend


(Profit Per Sale) X (Conversion rate) / 2 (for 100% ROI) = Max CPC


$20 x 2% = Max CPC of $0.20


$100 x 2% = Max CPC of $1.00


$1000 x 2% = Max CPC of $10.00


Bidding Options


How to use basic options


Setting up bidding


Locations and languages


How to set a budget


Delivery method


Considerations for position and preference



Creating an Advertisement


Headline


“attention getter”


Limited description


Display url verses real url


Keywords


Placements

Setting up Keywords


Cast a wide net


Then narrow based on Analytics


Find good keywords and add negative keywords to be more efficient


Consider user intent


Use customer lingo, not just industry lingo


Pricing


Don’t forget


Synonyms


Misspellings


Geographic keywords?


Brand and Trademark terms?


Narrow the net based on how long ads last and effective keywords with goal
conversions

Keyword Example


“Disney Toys”


Broad Match
-

Disney Toys


Yes
-

Buy Disney toys, buy toy Disney, Disney toys online


Phrase Match
-

“Disney Toys”


Yes
-

Buy Disney toys


No
-

Buy toys Disney


Exact Match
-

[Disney Toys]


Yes
-

Disney Toys


No
-

Toys Disney, buy Disney toys


Negative Match


Story


No
-

Disney toys Story

Keyword Variations to Consider

Testing and Optimization


Google Analytics


Paid keywords / Ad Groups section


Which ones are giving you conversions?


What content are they looking at (is it right?)


How much time are they spending on site?


Are you getting the traffic (click throughs) you are looking for?


Where is your traffic coming from? Google CPC should grow


Also keep an eye on


Budget burn


Ad duration and frequency

What Should I Report On?


Look for your top performing Ad Groups and Keywords based on:



CTR, CPC, Clicks, Average Position and Impressions


Look for your top Ads based on:



% Served, CTR, CPC, Clicks, Average Position and Impressions


Look to understand through Google Analytics how the Ads are translating into
conversions

More Advanced Considerations


DoubleClick



Ad Planner


Allows you to view the sites a demographic
visits


AdSense



Google Ad program for sites, Allows site to add Google ads to
gain revenue from traffic


Part of the Google network


Google Insights


View and compare the trending of keywords


WebMaster Tools


A collection of Google Tools to help optimize your site

Resources


Google has great resources to help you along your journey!



Google Analytics Blog
-

http://analytics.blogspot.com/


Google Adwords Blog
-

http://adwords.blogspot.com/



A copy of this presentation will be available for download on our blog at
SteketeeGreiner.com next week


Q & A





Thank you!