The Power of Google Analytics

How a $50MM Business Cut CPL by 44%

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About NetElixir

It takes a certain precision and expertise to thrive at digital marketing. NetElixir

is a worldwide search marketing agency devoted to finding the formula that

drives success and taps into opportunities for their multitude of proprietary

services and technology.

Our Global Headquarters are located in Princeton, NJ. We have global offices

in London and Hyderabad (India).

Visit our website www.NetElixir.com for more info.

Follow us @NetElixir

Global

Retailers

Services Technology Consulting

Paid Search & PLA

Management

LXR:

Multi-Channel

Online Marketing

Technology

SEO

Comparison Shopping

Engine

LXR Marketplace:

Free Search Marketing

Tools for

Small Businesses

LXR SEO:

SEO Tool Kit & Task

Manager for Small

Businesses

Analytics

Digital Marketing

Strategy

Executive Dashboard

Design Social Media

Optimization

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Why NetElixir?

• Apply Mathematical Models to drive RESULTS.

• Retail Intelligence & Online Consumer Insight Research.

• Advanced Global Search Advertising Management Capabilities.

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Client List

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About NetElixir University

NetElixir University was launched in 2012 with a vision of “democratizing the

digital marketing industry through exceptional knowledge and expertise

sharing.”

Our goal is to share the best practices in retail + digital marketing with 10,000

businesses worldwide by 2015.

NetElixir University

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About Udayan Bose

• Founder & CEO, NetElixir.

• Founded PartyBingo.com (PartyGaming, Plc).

• Guest Lecturer:

• Johnson School of Management, Cornell

University.

• City University of New York, Baruch.

• Indian School of Business.

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About Don Rodriguez

• Over 20 years experience as a Marketing

Executive with companies like Dell and Accenture.

• Don teaches marketing classes in Rutgers

University’s MBA program..

• His belief that marketing is all about the math

stems from his first professional career as an

electrical engineer.

Table of Contents

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Analytics: De-bunking the Myth { Overview The Importance of “So What Do We Do?”

+ Udayan

Use Site Search Data to Identify Gems { Execution How a $50MM Business Cut CPL by 44%

+ Udayan

10 Point Google Analytics Checklist { Case Study + Don Step-by-step guide: Event Tracking

Don

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3 Web Analytics Myths .. Debunked

Web Analytics Software will give me all the answers.

Data = Insights.

Web Analytics = Science & Not Arts.

• What are the “right” questions?

• Where can we “find” the answers?

• Answers are often derived and interpreted.

• What is the “story”?

• What is the “actionable outcome”?

• Have you considered every angle?

• Creative Thinking Can Generate Incredible Insights (and outcome).

• 1+1 is often not 2.

• Focus more on the “direction” and not “accuracy”.

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The Importance of “So What Do We Do About It?”

Goal Expand keyword portfolio (to

increase reach) by mining site search data.

•Measurable, Time bound Goal.

•Be Precise. Absolute numbers are great.

KPIs - Site Search Conversion Value

($/site search result)

- Volume of Unique Searches per Site Search Term

•Measure: Average site search value and average conversion rate.

•Choose the “right numbers”.

•Benchmark and select high performers..

So What Do You Do?

- Add the “high performing site search keywords to a traffic

estimator”.

- Use the Opportunity Analysis Table to identify “GEMS”.

• What’s the action?

•What’s the rationale?

•What’s the expected outcome?

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Using Site Search Data to Identify “Gems”

Reporting Month: Nov 2013

Table SST 1.1 Table SST 1.2

Site Search Terms with Higher than Average "Per Search Value" Site Search Terms with Higher than Average "Conversion Rate" but lower than Average "Per Search Value

Search Terms Total Revenue Per Search Value Search Terms Total Revenue Per Search Value Search Conversion Rate

hazarous waste label $2,522.40 $2,522.40 hazarous waste label $2,522.40 $2,522.40 100.00%

3m 6001 $2,266.95 $2,266.95 3m 6001 $2,266.95 $2,266.95 100.00%

heavy duty pull snug seals $1,993.00 $1,993.00 heavy duty pull snug seals $1,993.00 $1,993.00 100.00%

reflective stop sign $1,891.73 $1,891.73 reflective stop sign $1,891.73 $1,891.73 200.00%

state law stop for pedestrians $1,785.68 $1,785.68 state law stop for pedestrians $1,785.68 $1,785.68 100.00%

lumber crayons $1,769.75 $1,769.75 lumber crayons $1,769.75 $1,769.75 100.00%

standing mat $1,737.60 $1,737.60 standing mat $1,737.60 $1,737.60 100.00%

setnflex engraved plastic nameplates $1,594.40 $1,594.40 setnflex engraved plastic nameplates $1,594.40 $1,594.40 100.00%

Site Search Terms (SST) Criteria Tables

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Using Site Search Data to Identify Gems

Site Search Term Per Site

Search Value PPC Keyword Avg mo.

Searches CPC

(Est.) CTR

Conv

Rate

(Est.) Revenue Spend

hazardous waste label $ 2,522.40 hazardous waste labels 320 $ 4.71 1% 4% $321.25 $ 15.07

leatherman $ 2,198.47 leatherman 60,500 $ 0.66 1% 4% $ 52,936 $ 399.30

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Expertise is more important than the tool.

Otherwise, the tool will be used incorrectly

and generate nonsense.

(logical, properly processed non-sense…

But nonsense, Nevertheless)

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About the B2B Business

• International Process Plants & Equipment Corporation is a

family-owned business that buys and re-sells manufacturing

assets being divested by their original owners.

• Focus of online marketing is lead generation.

• PPC spend was over $100k per year.

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Process Used to Cut CPL 44%

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CPA Optimization

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Results

Impact

Valid PPC Leads / week 126%

CPA (44%)

Annual Savings generated = $120,480.

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How: Step 1 – add GA event call to contact & quote request forms,

email links.

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How:

Step 2 – Define Goals in Analytics for Event Conversions

Your site.com

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How:

Step 3 – Import GA Goals into AdWords as Conversion Events

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How:

Step 4 – Set Campaigns to target CPAs

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How:

Step 5 – Adjust Target CPAs by Ad Group (ongoing)

Useful links

Event Tracking

• https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide

Goals

• https://support.google.com/analytics/answer/1032415?hl=en

Importing Goals into AdWords

• https://support.google.com/adwords/answer/2375435?hl=en

Conversion Optimizer

• https://support.google.com/adwords/answer/2472674?hl=en

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10 Point Google Analytics Scorecard: What is it?

ITEM SCORE4 (HIGH) 3 2 1 (LOW)

Views Multiple views including raw

data profile. Appropriate

filters in place.

Multiple views set up including

raw data profile. Filters to remove

traffic from internal users or to

strip URL parameters not related

to page viewed are missing in

some views.

Multiple views defined, raw data

profile missing.

Only 1 view per property

defined 2

Pageview & Conversion

Tracking Code

Both pageview and

conversion tracking code in

place and validated to be

working properly.

Pageview tracking & conversion

tracking in place but conversion

tracking is not measuring all

available parameters or is

missing >10% of transactions.

Pageview tracking in place, no

conversion tracking

No tracking pixels in place,

tracking pixels missing from

portions of the site. 4

Goal SetupYou use Goals to track both

transactions and other

engagement actions.

Your Goals track transactions

only.

You use Goals but not to track

conversion actions.Not using Goals 4

GOOGLE ANALYTICS SCORECARD

30TOTAL

SCORE

SCORECARD RANKING

www.netelixir.com/scorecard

10 Point Efficiency Scorecard: How to Use It

• Grade the effectiveness of your Google Analytics set up and usage.

• Highlight the areas where you score a 1 or 2 areas for immediate

improvement.

• Get expert help.

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Email:

marinn@netelixir.com {

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Learn More About NetElixir’s Search Marketing Services & Technology

marinn@netelixir.com {

www.netelixir.com/scorecard { Download Our 10 Point Google Analytics Efficiency Scorecard

Follow Us @NetElixir

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