presenter: becky livingston · 2014-08-26 · adwords and analytics presenter: becky livingston ....

Solve The Mysteries of Google AdWords and Analytics

Presenter: Becky Livingston

www.NetComLearning.com

Presenter Bio

• Owner Penheel Marketing

• 25+ years of marketing and technology experience

• Social Media & Digital marketing professional

• Public speaker and trainer

• Frequent guest blogger

• Marketing corporate trainer and college adjunct professor

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Agenda

• AdWords

– Finding keywords in unlikely places

– Recon

– Quality Score, Phrase/Exact Match

– Ad Placement feature

• Analytics

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Developing AdWords

It’s more than keywords and budgets, it’s

✓ Strategy

✓ Maintenance

✓ Setup

✓ Quality score

U

A G

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It’s An Auction - Example Advertiser Order

Bid $ Paid Price Ad Location

1 $4.00 $3.00 1st

2 $3.00 $2.00 2nd

3 $2.00 $1.00 3rd

4 $1.00 $0.00 -----

Note: The advertiser does not have to pay their bid price. They pay the price of the bid below them. Rather than the max they are willing to pay. This does not take into consideration the Ad Quality.

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Quality Score

1. Click-thru rate

2. Relevancy

3. Landing page quality

CTR

Relevance

Landing Page

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How Quality Score Impacts Bid

Advertiser Max Bid x Quality Score = Ad Rank Position

1 $4.00 1 4 n/a

2 $3.00 3 9 2

3 $2.00 6 12 1

4 $1.00 8 8 3

You pay the minimum amount you need to retain your position.

Price = Bidder2 x Quality Score2 / Quality Score1 $1.50 = ($3 x 3) / 6

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Unlikely Places

Same Search … Almost

How It Works

1. Keywords that match the query exactly

2. Exact match keyword when the keywords are the same

3. Keyword with the highest Ad Rank, which is based on quality score.

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Recon

• Use tools like iSpionage or AdGooroo to “spy” on the competition

Recon

• Use tools like iSpionage or AdGooroo to “spy” on the competition

Recon, cont.

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Phrase & Exact Match Changes

Close Variant Match The replacement for Exact and Phrase match. Effective late September.

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What It Means

[cardiology] => [cardio] Query: “cardio prevention program” Keyword: “cardiology” [fire] => [firefighter] Query: “german fire helmet ”Keyword: german firefighter helmet” [surgery] => [surgeon] Query: “cosmetic plastic surgery anaheim” Keyword: cosmetic plastic surgeon anaheim

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AdWords Matching Steps

1. Prepare for added / decreased volume

2. Stop building variants into the keyword list

1. Look for prominent, high-volume versions

2. Negative keywords don’t expand to cover close variants

3. Account for traffic redirection

Benefit: Provides more coverage without the need to build exhaustive keyword lists.

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Ad Placements • Ads have to use the “Display Network” or “Search and Display

Networks – All Features” • Ability to place ads on specific websites and mobile apps, as well

exclude them from websites and mobile apps. • Use the manage Placements feature. • You will want to use the graphical ad tool to help you design the

ads. Landing pages are very important for this ad option to work well.

Analytics Reports

Analytics Report - Channels

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Exclusions & Poor-Performing Pages

Applying Filters

• Good to exclude content from a domain, IP address, or subdomain

• Keep an unfiltered profile; create a child profile with filters

• Filters cannot be undone once set

• Setting more than one filter per profile may cause data to not appear

• Executed sequentially

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Creating Goals

• Destination goals – great for landing pages, contact us pages, registration pages, etc.

• Time on site – measures the “stickiness” of the page and helps define it’s engagement threshold.

• Pages/Visits – verifies the depth of the site, which is great for content-heavy sites.

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Determining ROI - Event Tracking

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NetCom’s Google Analytics & Adwords Class September 22 – 25, 2014 NYC & LOT (Live Online)