how to kick your pay-per-click advertising into overdrive ... · pdf filehow to kick your...

How To Kick Your Pay-Per-Click Advertising into Overdrive

How To Kick Your Pay-Per-ClickAdvertising into Overdrive in

3 Months with Google Analyticsg yPresented by:

Timothy Seward


The Top Frustrations of PPC…

1.) Too Time Intensive

2.) Results Are Declining


The Big Idea…


Today’s Agenda

Part 1: The Most Important Lesson

Part 2: The 7 Most Common Google Analytics Mistakes

Part 3: Going From Good to GREAT

Part 4: Resources to Go From Good to Great:Part 4: Resources to Go From Good to Great:Actionable Tips


The Most Important Lesson:

You Must Track Your Website With a Properly & Completely Configured Google Analytics Account Completely Configured Google Analytics Account

For Maximum Impact.


Bill Even, The Coming Wave

• “While I had been using Google Analytics for about eight months, I was not sure I was configuring it correctly.

We had launched several important ad campaigns that referred to unique URLs on the website.

After a few weeks, the Analytics reports were still not showing any hits to those pages; either the advertising was a complete waste (not likely), or something was p ( y), gincorrectly configured.”

~ William C Even Owner William C. Even, OwnerThe Coming Wavewww.thecomingwave.com


PPC = Money Machine

++ =


The 7 Most Common The 7 Most Common Google Analytics MistakesGoogle Analytics Mistakes


Common Mistake #1: Thinking They Just H T P t T ki C d O SitHave To Put Tracking Code On Site

In order to properly configure Google Analytics configure Google Analytics, there are multiple stepsthat must be completedthat must be completed.


Common Mistake #2: Not Linking Google A l ti d G l AdW dAnalytics and Google AdWords


Common Mistake #3: Not Properly Tracking E C T ti ith Hidd FE-Commerce Transactions with a Hidden Form


Common Mistake #4: Having The Wrong M t h T f Th i G lMatch Type for Their Goals


Common Mistake #5: Not Monetizing Th i G l ( ith N Sit )Their Goals (with a Non-ecommerce Site)


Common Mistake #6: Not Having Filters, N t H i Th C tl S t Uor Not Having Them Correctly Set Up

•Accurate data is everything when it comes to web site analytics. it comes to web site analytics.

•You want to make sure you're tracking the right datatracking the right data.


What is a Filter? – Shaker AnalogyFiltFilter

Filtered Data

Google Analytics Reports

Data Collector

© 2007 ROI Revolution. All Rights Reserved.

To Hear The Audio, Dial (218) 486-1400, access code 35839#


Common Mistake #7: Not Setting U M l T iUp Manual Tagging


Common Mistake #7: Not Setting Up Manual TaggingUp Manual Tagging


What Type of Google What Type of Google Analytics Account Do y

You Have?Phase 1: You just have the tracking code on the website pages

Phase 2: You have the tracking code, plus a goal and/or a filter set up

Phase 3: You have goals with sales funnels, multiple filters, and manual tagging

Phase 4: You have complete revenue reporting set up


Average Google Analytics Account Status

PHASE 0 N G gl A l ti 8%• PHASE 0: No Google Analytics…………………….…8%• PHASE 1: Just have tracking code…………….….38%

PHASE 2 H f l / fil 39%• PHASE 2: Have a few goals / filters……………..39%• PHASE 3: Have goals, filters, and

ll t d k ti 10%manually tagged marketing……………………….…10%• PHASE 4: Have complete revenue reporting…5%


G i g f G d Going from Good t GREAT ith to GREAT with

G l A l tiGoogle Analytics


Case Study #1:Case Study #1:Pacific Northwest Software


Pacific Northwest Software

Pacific Northwest Software was founded in 1998 and has provided aPacific Northwest Software was founded in 1998 and has provided a wide variety of custom development services for such prestigious

organizations as:

•Microsoft

•the United States Postal Service

•Credit Suisse


The Problem

• They were spending

$4,000 - $8,000 a

month on Google month on Google

AdWords, but it just

wasn’t paying off for

themthem.


The Problem

• Didn’t use monetized tracking of keywords


The Problem

• Google AdWords campaigns were not organized • Google AdWords campaigns were not organized in the most effective way


The Problem

• Google AdWords ad text was not optimized


The Problem

• Didn’t use monetized tracking of keywords

• Google AdWords campaigns were not organized in the most

effective way

• Google AdWords ad text was not optimized

• No direct path of action for leads

who did arrive on sitewho did arrive on site


The Solution

• Installed and implemented Google Analytics so

th h d ti d t ki f th i k dthey had monetized tracking of their keywords.

• They could generate a quote for a prospect within

24 hours or less

• A good project was at least $10,000, so we listed A good project was at least $10,000, so we listed

that as the project minimum directly in the ad.


Solution: Landing Pages

Ad

Keyword

Landing Page


Results?Withi th fi t 7 d ft th Within the first 7 days after these changes went live, Pacific Northwest Software received a contact worth

$26,000 from $743 ,adspend – 3,399.3% ROI


Results?

• Within the first full calendar month they closed $132,000 sales with a $4 000 AdWords sales with a $4,000 AdWords budget – a 3,200% ROI.


Case Study #2:Case Study #2:Ice.com


Ice.com

• Ice.com is one of the largest online retailers of diamond jewelry with over retailers of diamond jewelry, with over half a million customers since 1999.

Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/


Ice.com

•The CNNMoney.com article “Google and Ice: A service story” G g yexplains how Ice.com publicly

and bitterly and bitterly complained about how poorly Google AdWords poorly Google AdWords was working for them.



The Problem

• “After a precipitous drop in holiday l I ' hi f ti sales, Ice.com's chief executive

officer, Shmuel Gniwisch, was d f h $ llwondering if his $1 million

advertising budget weren't better spent elsewhere.”



The Solution

• “Google dispatched a five-member " k t " t k ith I t "crack team" to work with Ice.com to address its concerns.”

• The ‘crack team’ implemented • The crack team implemented Google Analytics for Ice.com



Conclusion

• The ‘crack team’ implemented G gl A l ti f IGoogle Analytics for Ice.com

• "These folks put a lot of time into • These folks put a lot of time into fully rebuilding our philosophy about AdW d f th d "AdWords from the ground up."



Resources to Go Fromesou ces to Go oGood to GREAT:

7 Actionable Tips7 Actionable Tips


Actionable Tip #1

How To Get The “1+1=3” Effect

Actionable Tip #1: Check Wh t K d AWhat Keywords Are Converting Organically


Actionable Tip #1


Actionable Tip #2

Learn How Google Analytics Can Help Streamline Your Sales Process NO MATTER

WHAT Kind Of Advertising You Are Doing…

Actionable Tip #2: Use Manual Tagging To Track All Of Your

ONLINE And OFFLINE Advertising.g


Actionable Tip #2

For More Details, See Blog Article “Google Analytics Link Tagging 101”.

Also See “URL Tool Builder” at www.roirevolution.com/builder.


Actionable Tip #2

Track Your Leads


Actionable Tip #3

Common PPC Myth: It Is Best For All Of Your Ads To Be In Position #1Your Ads To Be In Position #1

Actionable Tip #3: Use The Keyword Positions Report To Discover What

Position Is Best For Your Ads.


Actionable Tip #3


Actionable Tip #4

Use This Tip to Ensure PPC Traffic Converts As Highly As Possible

Actionable Tip #4: Use Google Analytics to Track Landing Page Performance To Boost Your PPC

Conversions.


Actionable Tip #4

A “Bounce” Is When A Visitor Comes To Your Website And Only Hits One Page Of Your Website And Then Leaves.


Actionable Tip #5

Customize Google Analytics Based On What Specific Actions You Want On What Specific Actions You Want

A User To Perform On Your Site

Actionable Tip #5: Take Advantage Of Your Goals Within Google Analytics.Your Goals Within Google Analytics.


What is a Goal?

Conversion/Goal Page


Actionable Tip #5


Actionable Tip #6

Learn What Is Going On In The Mind Of Your Visitors

Actionable Tip #6: pOptimize Your Sales

Funnel.Funnel.


Actionable Tip #6


Actionable Tip #7

Monetize Your GoalsAverage Successful Sale = Goal Value

Submitted Leads

$500 = $50$500 = $5010

For More Details, See Blog Article “Getting the Full Value of Google Analytics: The Importance of Monetizing Your Goals”.


BONUS Tip: Get ALL of The Value Possible F Y G gl A l ti A tFrom Your Google Analytics Account


BONUS Tip: Get All of The Value Possible From Your Google Analytics Accounto ou Google alyt cs ccou t


The Top Frustrations of PPC…1.) Too Time Intensive…?

When your Google Analytics account is properly customized you can When your Google Analytics account is properly customized you can spend 20 minutes every day on your key reports and INSTANTLY know what you need to do next in order to increase your PPC conversion raterate.

2.) Results Are Declining…?

When you start using Google Analytics as an optimization tool, it is going to allow you to:

• Increase the conversions you get from your PPC advertising, and• Profitably INCREASE your PPC spend once Google Analytics turns your

PPC into a Money-Making Machine.


Google Analyticsg y

• Lead generation websites that want to track the gvalue of their leads, optimizer their lead-generation sequence, and increase the overall

li f h i l dquality of their leads• E-commerce websites that want to sell more goods

d i i kland services quickly• Online marketing professionals who want to be

able to tell exactly what online marketing is able to tell exactly what online marketing is working.


Google Analytics Training Course

This training package includes:

• Live 6 Weeks Training Series• On-Demand Online Course Recordingsg• Two Packed Workbooks• MP3 File of Each Week's Entire Session• MP3 File of Each Week s Entire Session

Sign up by completing the yellow order form.


What Phase Google Analytics Account Do You WANT To Have?ccou t o ou W N o ave?

Pole‐Vault Ahead With the Google Analytics Training Course!46.43% Of People Who Attend The Google Analytics Training Course Improve By 2 Or More Phases.p y



Live 6 Weeks Training Series

Focus on How To USE Google Analytics:Module #1: Introduction To Google Analytics - Thursday, July 10th at 1:30pm ETg y y, y p

Module #2: Basic Configuration And Settings - Thursday, July 17th at 1:30pm ET

Module #3: Getting To Know Your Site - Thursday, July 24th at 1:30pm ET

Module #4: CPC Traffic And Testing - Thursday, July 31st at 1:30pm ET

F H T CONFIGURE G l A l tiFocus on How To CONFIGURE Google Analytics:Module #5: Intermediate Implementation - Thursday, August 7th at 1:30pm ET

Module #6: Advanced Tracking Methods - Thursday August 14th at 1:30pm ETModule #6: Advanced Tracking Methods - Thursday, August 14th at 1:30pm ET


Online Course Recording



Two Packed Workbooks "I have been so very impressedand thankful for the ROI Revolution GA

Phase 1 Account Skip to Workbook A, Page 28A

Phase 2 Account Skip to Workbook A, Page 54B Revolution GA Training Series.

Each presenter's attention to

p g

Phase 3 Account Skip to Workbook A, Page 54C

Phase 4 Account Skip to Workbook B, Page 41D

detail during the sessions and personalized approach duringapproach during the Q&A has been outstanding!”

- Dana Lookadoo, Pixel Position

Sign Up Today at www.roirevolution.com/training-series


MP3 Files

"I enjoyed the presentation and found it useful

• The MP3 file of each training useful.

The pace of the delivery is comfortable to follow and the level of difficulty is

each training session, PLUS the Q&A from each the level of difficulty is

both very clear to a novice and sufficiently detailed to be of use to a

Q&A from each training session.

technically capable person."

- John Bower,John Bower, Human Potential



Google Analytics Training Course This training package includes:

Live 6 Weeks Training Series …………...…..(value of $694)On-Demand Online Course Recordings……(value of $797)Two Packed Workbooks (value of $247)

T t l V l $1 935

Two Packed Workbooks …………………..…(value of $247)MP3 File of Each Week's Entire Session …..(value of $197)

Total Value: $1,935

Price: $697ce $69Sign up by completing the yellow order form.


BONUS for First 15: 30 Minute Google A l ti Mi fi ld P ti A ditAnalytics Minefield Prevention Audit

The 30 Minute Audit:

• Toward the end of the training a Google Analytics engineer will painstakingly go through your account with you.

• This service is sold alone for $150.

• No one else will have this audit available to them with the training unless they purchase it via a support plan.


Don’t Take Our Word For It!

• Nothing makes us more happy than to hear Nothing makes us more happy than to hear how the training course has helped others.

• See what a past attendee has to say.



Li 6 W k T i i S i ( l f $694)Live 6 Weeks Training Series …………...…..(value of $694)On-Demand Online Course Recordings….…(value of $797)Two Packed Workbooks ….………………..…(value of $247)Two Packed Workbooks ….………………..…(value of $247)MP3 File of Each Week's Entire Session …..(value of $197)30 Minute Audit…………………………….…..(value of $150)

Total Value: $2,085

Price: $697Price: $697Sign up by completing the yellow order form.


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•June 2nd: Introduction And User Training•June 3rd: Advanced Technical Implementationp

•Same content as online training presented to you in person

•Additional Seminar Dates and Locations:Orlando, June 24-25 OR Denver, August 20-21

Sign up by completing the yellow order form.Price: $498


Risk-Free GuaranteeYou Are Fully Protected By Our M B k GMoney Back Guarantee:The Google Analytics Training Series

ill h l k lid bl will help you to make solid, measurable improvements to your website within 365 d ft l ti th ill days after completing the course or we will refund your entire fee!




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Total Value: $2,085

Price: $697Price: $697Sign up by completing the yellow order form.

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