How Profitable is Google AdWords for

you?

Ali WhiteHead of Marketing and Sales

Calltracks

@Calltracks www.calltracks.com 0203 199 5151

2

E-commerce is more straightforward

Determining your ROI is straightforward if your business goal is web-based sales. You'll need 3 numbers:

https://support.google.com/adwords/answer/1722066?hl=en-GB

• In e-commerce….

….that’s according to:

1. Your revenue made via AdWords

2. Your AdWords costs

3. Costs related to the products that you sold

@Calltracks www.calltracks.com 0203 199 5151

3

In fact it’s really straight forward• Most of your data can be viewed in one place…

@Calltracks www.calltracks.com 0203 199 5151

4

In fact it’s really straight forward

http://econsultancy.com/blog/62828-10-useful-google-analytics-custom-dashboards

• Most of your data can be viewed in one place…

@Calltracks www.calltracks.com 0203 199 5151

5

What if you are not in ecommerce?• You can only look at conversions…

@Calltracks www.calltracks.com 0203 199 5151

6

What if you are not in ecommerce?• You can only look at conversions…

@Calltracks www.calltracks.com 0203 199 5151

7

What if you are not in ecommerce?• For a lead “you'll have to estimate the values of each of these actions”.• To do this you then have to understand:

1) The percentage of your leads (conversions) that become sales

2) The average value of each order

@Calltracks www.calltracks.com 0203 199 5151

8

Does this sound familiar?• Study last year for Brighton SEO in April indicated that keyword “Mazda Garage” was

more valuable than “Mazda Dealer” if you focus solely on conversions

@Calltracks www.calltracks.com 0203 199 5151

9

Does this sound familiar?• Study last year for Brighton SEO in April indicated that keyword “Mazda Garage” was

more valuable than “Mazda Dealer” if you focus solely on conversions

• But when we linked the sales data from our CRM into our call tracking software to analyse the outcome of those conversions…..

• But analysis wasn’t easy. Data fragmented across multiple platforms and all had to be tied together in a spreadsheet

@Calltracks www.calltracks.com 0203 199 5151

10

Introducing Universal Analytics

http://tcrn.ch/1e2Sf32

http://analytics.blogspot.co.uk/2013/03/expanding-universal-analytics-into.html

@Calltracks www.calltracks.com 0203 199 5151

11

It’s the offline aspect of Universal Analytics that will cause the biggest change to

what we do

Damion Brown – 24th April 2013

http://bit.ly/1mu7uX6

This is game changing

@Calltracks www.calltracks.com 0203 199 5151

12

This is game changing

http://www.youtube.com/watch?v=C27yMQOS8n0

@Calltracks www.calltracks.com 0203 199 5151

13

Do you agree?• Who thinks it would be great to see offline transactions in their analytics?• Would that help answer the question of “How profitable is Google AdWords for you?• Who has seen a working example?

@Calltracks www.calltracks.com 0203 199 5151

14

Do you agree?• Who thinks it would be great to see offline transactions in their analytics?• Would that help answer the question of “How profitable is Google AdWords for you?• Who has seen a working example?

@Calltracks www.calltracks.com 0203 199 5151

15

More than just an overview1) Break down your transactions

3) See where you need to make adjustments

2) Import into AdWords

@Calltracks www.calltracks.com 0203 199 5151

16

More than just an overview1) Break down your transactions

3) See where you need to make adjustments

2) Import into AdWords

@Calltracks www.calltracks.com 0203 199 5151

17

How this will change re-marketing• Can already remarket differently to those customers who have / haven’t converted

over the phone in standard GA

• Imagine segmenting out customers who have converted but not yet transacted, depending on fields in your CRM you could target based on lead quality

@Calltracks www.calltracks.com 0203 199 5151

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How it works• When someone calls you from your website their Client ID is logged alongside the

phone call – this is fed into UA as a event via Measurement Protocol

• Custom Dimensions and Metrics can be added to give greater insight, e.g.

• Customer and sales data is pulled straight from a CRM system, like Salesforce, linked to the phone call, which is tied to the specific Client ID and that is again pushed back to UA via the measurement protocol – whether they purchase while on the phone or at a later date

@Calltracks www.calltracks.com 0203 199 5151

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Last Piece of the Puzzle• As the Measurement Protocol is server-side not client side you can even feed in

product cost & margin data

http://www.analytics-ninja.com/blog/2013/08/measuring-profit-using-googles-universal-analytics.html

• Let us know what you would want to see?

@Calltracks www.calltracks.com 0203 199 5151

20

Thanks

@Calltracks @AlistairWhite

www.calltracks.com

0203 199 5151

@Calltracks www.calltracks.com 0203 199 5151