Download - Google Analytics Reports For SEMs
Marketing KPIsSEO vs AdWords – what’s best for you?
In order to be successful online you must know your potential customers, their behavior and how they travel to your website. Do you?
Joel [email protected]
Google Analytics Reports For SEMs
Time is money. Can you afford to wait?
SMX Israel 2015 - Joel Janovsky -- [email protected]
Decided you can’t wait?
Let’s customizes your future!
SMX Israel 2015 - Joel Janovsky -- [email protected]
Organic vs Paid Performance
Sessions Completion % CPC CPA
All 18,018,346 3.13% $0.06 $1.80
Organic 1,316,060 1.95% SEO Costs / Organic Sessions SEO Costs / Organic Completions
Paid 950,826 3.66% $1.09 $29.70
SMX Israel 2015 - Joel Janovsky -- [email protected]
Mobile vs Desktop (and Tablet)
SMX Israel 2015 - Joel Janovsky -- [email protected]
Number of Sessions
Completion %
% of total
Mobile 266,258 2.18% 1.48%
Desktop (and Tablet)
17,752,088 3.14% 98.52%
Insight One
1. Paid searches convert +/- 100% better than organic2. High (expensive) CPA 3. Desktop/tablet convert better than mobile4. 98.52% desktop/tablet users
SMX Israel 2015 - Joel Janovsky -- [email protected]
Which Organic source is best?
Completion % % of all sessions
Paid 3.66% 5.28%
Organic Desktop 1.76% 5.96%
Organic Mobile 0.80% 0.28%
Organic Tablet 1.45% 1.35%
SMX Israel 2015 - Joel Janovsky -- [email protected]
Where’s Your Paid Target Located?
SMX Israel 2015 - Joel Janovsky -- [email protected]
SMX Israel 2015 - Joel Janovsky -- [email protected]
Biggest market doesn’t always equal best conversion
Sessions Conversion Conversion %
UK 8249 188 2.28%
USA 3219 58 1.80%
Switzerland 387 10 2.58%
Côte d’Ivoire 8 2 25%
Finland 91 6 6.59%
Singapore 495 4 0.81%
Where’s Your Organic Target?
SMX Israel 2015 - Joel Janovsky -- [email protected]
SMX Israel 2015 - Joel Janovsky -- [email protected]
Does your Organic SEO deliver enough?
Sessions Conversions Conversion % Value $
Côte d’Ivoire 2 2 100% $40
Russia 9114 10 0.11 $200
UK 8423 97 1.15% $1940
US 4666 56 1.20% $1120
Ghana 25 2 8% $40
Denmark 646 10 1.55% $200
Total Traffic Performance
SMX Israel 2015 - Joel Janovsky -- [email protected]
SMX Israel 2015 - Joel Janovsky -- [email protected]
And the bottom line is…
Sessions Conversion Conversion % Conversion Value $
UK 87,732 2,128 1.72% $42,500
US 108,109 3,886 1.45% $77,720
Côte d’Ivoire 91 3 3.30% $60
Belize 47 3 6.38% $60
Italy 60,471 611 1.01% $12,985
Poland 11,203 142 1.29% $2,840
What do the combined visitors teach us…?
Insight TwoIn our example:1. Organic desktop converts twice as good as organic mobile2. Organic mobile converts half as much as all paid searches3. High number of sessions doesn’t always equal best conversion4. Biggest Market doesn’t always equal best conversion5. Highest sessions for both organic & paid are from same geo-locations
6. When optimizing organic for one location – do the same for paid
SMX Israel 2015 - Joel Janovsky -- [email protected]
Who is Your Paid Customer?
Number of Sessions
Sessions %
Time per session
Female 11165 54.1% 4min 7 sec
Male 9464 45.9% 4min 8 sec
Combined 19602 100% 4min 7.5 sec
SMX Israel 2015 - Joel Janovsky -- [email protected]
Who is Your Organic Visitor?
Number of Sessions
Sessions %
Time per session
Female 27383 62.5% 2min 52sec
Male 16423 37.5% 2min 53sec
Combined 41862 100% 2min 51sec
SMX Israel 2015 - Joel Janovsky -- [email protected]
Who are Your Combined Visitors?
Number of Sessions
Sessions %
Time per session
Female 38548 59.8% 3min 14sec
Male 25886 40.2% 3min 21sec
Combined 61464 100% 3min 15sec
SMX Israel 2015 - Joel Janovsky -- [email protected]
Insight ThreeBased on our example:1. Main target is women between 25-34 years old2. Women spend less time on the site (but more money)3. Weakest target is men from Organic search4. Organic visitors are spending less time per session than paid5. Men and women’s behaviors are similar (for this site)6. 6/10 customers are women7. Majority of all customers are between 25-34 years old
SMX Israel 2015 - Joel Janovsky -- [email protected]
for Advanced AdWords Users
SMX Israel 2015 - Joel Janovsky -- [email protected]
Done analyzing the KPI – now what?By now you know:Your AdWords are doing better than your SEO
Your best customers are women aged 25-34 years oldThey live in UK, US, Switzerland and FinlandThey spend slightly less time than men on your website
SMX Israel 2015 - Joel Janovsky -- [email protected]
So now it’s all up to you. What’s your choice?
Or something slightly more modern and up to date?
SMX Israel 2015 - Joel Janovsky -- [email protected]
Thank You!
Joel [email protected]