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


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

Getting started

How CPC works

Best practices

Setting up a campaign

Testing and optimization


Advanced considerations



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. ...

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 ? ...

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


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




Provides business justification & direction

Dashboards & tools

How do you sign up?

Sign up!

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?


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

Traffic Sources

Click trough from news sites,
, keywords etc.


Pages viewed


Conversion rates and goal paths


Commerce tracking, revenue sources, etc.



Geography of visitors

New vs. Returning visitors


Browser capabilities

Network properties


Traffic Sources

Top Keywords

All Keywords




Referring Sites

Search Engines


Top content

Content drilldown

Top landing pages

Top exit pages

Site overlay


Total conversions

Conversion rate

Reverse goal path

Goal value

Goal abandoned funnel

Funnel visualization

Reverse Goal Path


Total revenue

Conversion rate

Average order value

Product performance


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


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.


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


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

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
click (PPC) advertising

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

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


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,, etc.

Any AdSense User

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

How: Setup


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?


“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


“attention getter”

Limited description

Display url verses real url



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


Don’t forget



Geographic keywords?

Brand and Trademark terms?

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

Keyword Example

“Disney Toys”

Broad Match

Disney Toys


Buy Disney toys, buy toy Disney, Disney toys online

Phrase Match

“Disney Toys”


Buy Disney toys


Buy toys Disney

Exact Match

[Disney Toys]


Disney Toys


Toys Disney, buy Disney toys

Negative Match



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

More Advanced Considerations


Ad Planner

Allows you to view the sites a demographic


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


Google has great resources to help you along your journey!

Google Analytics Blog

Google Adwords Blog

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

Q & A

Thank you!