reporting analytics cm_ii
TRANSCRIPT
9/10/2012REPORTING & ANALYTICS
Performance How What Conversions
Reporting & Analytics GA Goals & Funnels Reporting
Optimization Strategies Benefits & Goals
OVERVIEW
Why track performance? Find out what people are doing and use that to make better
decisions on your budgets & ad spend
PERFORMANCE MONITORING
Quality Score For keywords, based on
CTR, relevance of ad text, keyword, landing page and other factors
Helps ensure only the most relevant ads are shown for searches
Stricter guidelines means everybody wins
HOW GOOGLE MEASURES PERFORMANCE
AdWords lets you build diff erent types of reporting based on diff erent criteria to help give the best view to present the information
Common types Keyword Ad Ad Group
Others: Destination URL Geographic Search term Placement Account Campaign
HOW GOOGLE MEASURES PERFORMANCE
Think about conversions what are the goals we’re trying to achieve
Sort the data right Make sure you're looking in the right columns, rather than
just the biggest one
Act only on the statistically significant data A few clicks wont help Neither will a short flight
Don’t focus only on CTR Search & Display will give two different numbers
INTERPRETING REPORTING
What is it? A conversion occurs when someone clicks on an ad or
performs a behavior on your website you recognize as valuable
Can be clicking or not clicking…
Types 1-Per-Click Many-Per-Click
CONVERSIONS
1-Per-Click
AW counts a conversion for every click resulting in a conversion every 30 days
More than one conversion after a single click? Still counts as one conversion
Useful for measuring unique customer acquisitions (leads rather than sales)
CONVERSION TYPES
Many-Per-Click
AW counts every conversions following a click within 30 days
Multiple conversions from one click all count
Useful when looking at conversions that are valuable every-time they happen (sales rather than leads)
CONVERSION TYPES
Clicking on a link to a pageSubmitting a leadPurchasing an itemWatching a video
For that conversion to count, additional code needs to be added that will fi re when the action is completed
CONVERSIONS
Google Analytics Analytics tool that tracks performance of a site
Where people come from What they click on How long they stick around Conversions
REPORTING & ANALYTICS
Google AdWords Advertising & Clicks Gets them to the door
Google Analytics Website & Visits Helps them in and makes sure they stick around
ANALYTICS VS. ADWORDS
Usually a slight diff erence between AW & GA
Some visitors have JavaScript, cookies or images turned off On site tracking code not working properly Invalid clicks
AW counts/filters them, GA doesn't
Other issues could be landing page tracking, browser preferences, landing page code, redirects, etc.
DISCREPANCIES
Goal represents a website objective Page viewed Number of pages viewed Session length
Three types: URL Destination goal: viewing a certain page Time on Site goal: spending more or less time specified Pages/Visit goal: viewing more or less pages specified
GOALS & FUNNELS
Funnel is the set of steps or pages that you want visitors to follow on their way to completing a conversion
Start Landing page (Goal?) Viewing the item Adding it to cart (Goal?) Credit card information Thank You/Receipt page (Goal page & Conversion) Finish
Funnel could be made up of 3 steps: Landing page Cart addition Thank you page
GOALS & FUNNELS
Funnels will allow you to see where potential conversions are dropping out of the process Buy/Add button is too small, Page takes too long to load Too much information to fill out
Remedies can include: Find out what is causing the drops and patch the hole Reducing the amount of steps to a conversion
GOALS & FUNNELS
GOALS & FUNNELS
Similar to AW Reporting but the focus is site performance
Visitors Overview – What they’re doingMap Overlay – Where they’re coming fromVisitor Loyalty – Are they coming back?
Browser, network, IP, operating system
Apple intelligence gathering
GOOGLE ANALYTICS REPORTING
Next steps?
We have numbers and data in GAWe have reportingAnalyzed the reports — decided to make adjustments
REPORTING IMPROVEMENTS
What is it? Process of adjusting parts of the account to improve quality
and performance Helps meet our goals, gain traffi c, lower costs and improve
conversions
High level focus: Campaign Ad Group Website
OPTIMIZATION
Campaign Organizing Language/Location
Ad Group Keywords Ad text Bids
Website Improve flow Landing pages Load times
OPTIMIZATION
Strategies for optimization
Mirror the websites structure
Focus on top performers
Brand names over generic terms
Geographic focus rather than overall reach Multiple campaigns or accounts Multiple websites if necessary
Search Network vs. Display Network
Seasonality and other predictable trends
OPTIMIZATION STRATEGIES
Traffi c Analyze sources of your traffi c Direct, organic, or paid
Sales/Conversions Top selling products What customers are doing before and if they buy Reducing steps means more conversions?
ROI Squeeze every penny from your spend Look at keywords, ads, find the high performers Good ads mean good QS which means low cost
BENEFITS & GOALS OF OPTIMIZATION
Describe the product but relate to the ad text Think like a customer Specify with match types Include variations Negative keywords Unique keyword URL
Removing unnecessary keywords/poor quality keywords helps reduce wasted impressions, raising CTR and eventually QS. Everyone wins, remember?
DanChem optimization All Keyword Reporting, By cost CTR
7/1 – 8/13: 1.33% 8/14 – 9/7: 1.85% Quality keywords rather than overall broad
OPTIMIZING KEYWORDS
Decision to visit the site is based solely on the ad text Needs to capture their attention and set you apart. Simple & Enticing
No one wants to read a wordy, poorly written ad—they wont click on it either
Check keywords report to find out what's working Compare that to the All Keywords Report to find out exactly
what people are searching for. Us this to help build out ads focused exactly on what is
causing the clicks but don’t forget that CTR isn’t everything.
Multiple ad variations including a strong call to action. Tell them what they need to do!
OPTIMIZING AD TEXT
Delete poorly performing placements If they aren't performing then irrelevant impressions wont
help your QS.Remember whether your bidding on a CPC or CPM
basis. CPC usually is click focused, CPM branding and visibility
focus
With Automatic Placements (based on keywords) Ensure a tight keyword list Group keywords by theme/ideas Keep a close eye on it since there is less control
OPTIMIZING PLACEMENTS
Bidding & Budgets Where is the ad ranking or showing based on your bids? Is your daily budget large enough?
Scheduling & Positions Check reporting for high activity, no use in firing ads when
what you offer isn't available. Some ads may perform better in a lower position rather
than the highest possible showing. Second or third position may mean your clicks are higher quality
because people are reading them thoroughly rather than just going for the top spot.
OTHER HIGH LEVEL OPTIMIZATION
SCHEDULING
Know your goals What do you need to do to succeed? Pie-in-the-sky?
Measure results Previous benchmarks Industry averages Competitor performance (Spy-Fu, etc.)
Experiment & Adapt Worked - CNN Didn’t - Digg Didn’t Bother - Toyota Don’t Need To - Google
OPTIMIZATION FINAL THOUGHTS
Getting a user to your site is only half the battle, if they leave right away then it hasn’t done any good
Bounce rate refers to people visiting your site and immediately clicking off
Three primary strategy elements: Relevant & original content – Not just a duplicate site Transparency – What do we do? Navigability – Can you move around the site?
OPTIMIZING SITES & LANDING PAGES
Increasing ROI on advertising Increased QS
Find out more on the likes and dislikes of customers Relevant content Alternatives to what competitors are doing
Breaking down preconceptions about what works Big, dumb and simple QR codes
BENEFITS OF OPTIMIZING LP/WEBSITES
A/B Experiments Allows you to test 2 or 3 versions of a page to see how
users react Check TOS, conversion, find out what's going on and how to
apply that to the rest of your site Colors, layouts, images
Multivariate Experiment Compares effectiveness of changes made to specific
sections of a site Best when trying to compare several different versions of
different content on a site Testing new test for a sign-up button and several different
types of images on a page
EXPERIMENTS
A/B EXPERIMENTS
Some key metrics for tracking/improving conversions
Maximum CPA Maximum cost per acquisition your willing to pay
Average CPA Total cost divided by your conversion numbers
ROI Ratio of the cost of advertising relative to the profit generated
IN-DEPTH CONVERSION OPTIMIZATION
Performance Monitoring What Google/QS
Reporting & Analytics Overview Goals & Funnels Reports
Optimization Campaign Level
Strategies Ads, Keywords, Placements
Landing Page & Site Strategies Experiments
WRAP-UP