google analytics / adwords digital marketing presentation

40
GOOGLE ANALYTICS FITZWILLIAM INSTITUTE TRAINER: KATELYN DUCKWORTH

Upload: katelyn-duckworth

Post on 12-Aug-2015

148 views

Category:

Marketing


2 download

TRANSCRIPT

Page 1: Google Analytics / Adwords Digital Marketing Presentation

GOOGLEANALYTICS

FITZWILLIAM INSTITUTETRAINER: KATELYN DUCKWORTH

Page 2: Google Analytics / Adwords Digital Marketing Presentation

AGENDA

• Analytics Overview

• Account Structure and Setup

• Understanding The Data

• Management

• Improving Your Marketing

• Thoughts

Page 3: Google Analytics / Adwords Digital Marketing Presentation
Page 4: Google Analytics / Adwords Digital Marketing Presentation

WHY GOOGLE ANALYTICS?Google Analytics provides us with ACTIONABLE data that can be used to increase traffic and IMPROVE conversion rates.

You are here, because you know that marketing has been revolutionized in the past 5 years.

“80% of Retailers are using Google Analytics

incorrectly.” – Neil Patel

Page 5: Google Analytics / Adwords Digital Marketing Presentation

“If you have creative, strategic and analytical marketing skills, you are the most valuable person in your company.” – Andy Lark, CMO of Xero.

SET UP GOOGLE ANALYTICS

1. Create a Google Account2. Link up your company website

(must have admin access)3. Add the tracking code to

your website

Page 6: Google Analytics / Adwords Digital Marketing Presentation

UNDERSTAND YOUR VALUABLE DATA

Page 7: Google Analytics / Adwords Digital Marketing Presentation

TERMINOLOGYPage Views

Total number of unique web pages that are clicked.

Understanding how many page views is essential in order to measure the overall popularity of a website, and the popularity of particular web pages.

Visits

Number of time your website is viewed

Includes all the pages in your website they visited.

What are Unique Visitors?

The visitor to your website is counted only once.

Referrals

Traffic that was driven from a link on another site. Understanding how your users are locating your website is a crucial element in enabling you to understand your target market.

Bounce Rate

% of traffic that landed on your page and left without navigating any other action on your website. Google interprets high bounce-rates and irrelevant, un-useful information. You can be penalised for having high bounce rates.

Page 8: Google Analytics / Adwords Digital Marketing Presentation
Page 9: Google Analytics / Adwords Digital Marketing Presentation

METRICS WE CAN MEASURE

Visitors to the website:

Where are people converting on your website?

Is your website retaining traffic? Drop off points / Bounce Rates

What channels are our site visitors coming from?

Who are new and returning visitors?

When are people leaving your site?

The Website Itself

Is your website attracting visitors?

Is your website retaining traffic?

What are the number of site visits and site views?

Conversion rates to conversion visits.

Page 10: Google Analytics / Adwords Digital Marketing Presentation

Monitor Your Marketing Campaigns

Which marketing initiatives are the most effective for driving traffic to the site?

What campaigns are converting the most customers?

What keywords do people use to find your site?

Track, measure, set goals.

Monitor Content Pages

Entry Pages: What are the primary pages entering your site.

Exit Pages: What are the main bottle necks in your site

Commonly viewed pages

Page 11: Google Analytics / Adwords Digital Marketing Presentation

BRAINSTORMSpend 10 minutes with your data and present 5 key unique insights that you never knew about your site visitors before.

Page 12: Google Analytics / Adwords Digital Marketing Presentation

HOW CAN YOU USE GA TO IMPROVE YOUR MARKETING?

Page 13: Google Analytics / Adwords Digital Marketing Presentation

USE THE SEO REPORT TO SEE KEYWORD RANKINGS, CLICKS AND IMPRESSIONSFind the Top 10 Keywords currently driving traffic

5 Optimisation Techniques you can use

1. Use Keywords as Alt Tags for images (If you have an SEO company, they should be doing this for you)

2. Update image titles with Keywords as well

3. Ensure descriptions and page titles include keywords to help you improve your ranking.

4. Use keywords as anchor text in your content.

5. Create more content based on traffic that is driving your conversions.

Page 14: Google Analytics / Adwords Digital Marketing Presentation

CHANNEL SOURCES

Forums:

Spend more time replying to threads on channels that are driving you the most traffic.

Spend more time looking for topics you can provide value to.

Share non-spammy content.

Top Referring Blogs:

Nurture your relationships, build guest posting relationships. 3-4 per month.

Social Media:

Spend 80% of your social media time on the one channel that drives the most traffic.

Which posts / tactics are driving the most traffic.

Create more content for that channel.

Page 15: Google Analytics / Adwords Digital Marketing Presentation

OPTIMISE FOR MOBILE

Analyse your data to see if your mobile visits have a higher bounce rate.

Check to see if site is responsive without messing up designs.

See which devices have the highest bounce rate.

Find out where your drop-off points are and

A/B test different hypothesis.

Page 16: Google Analytics / Adwords Digital Marketing Presentation

PERSONALISE CONTENT & OFFERS

Determine which audience segments respond best to specific types of content and offers.

Show each segment a dynamic and targeted experience.

Page 17: Google Analytics / Adwords Digital Marketing Presentation
Page 18: Google Analytics / Adwords Digital Marketing Presentation

GOAL CONVERSIONS

1. Define a goal you want to track on your website.

2. Let’s set it up!

3. Select ADMIN Tab, select desired account, property and view.

4. In view, click Goals.

5. Click +New Goal

6. Choose Template or Custom Goal

7. Fill out details

Page 19: Google Analytics / Adwords Digital Marketing Presentation
Page 20: Google Analytics / Adwords Digital Marketing Presentation

ADWORDS & PPC CAMPAIGNS

Page 21: Google Analytics / Adwords Digital Marketing Presentation

5 REASONS WHY YOU SHOULDN’T USE ADWORDS

1. You pay for clicks

2. Hard to compete with big companies

3. Limited number of characters

4. Mistakes can cost you dearly

5. It won’t fit your niche

Page 22: Google Analytics / Adwords Digital Marketing Presentation

HOW DOES ADWORDS WORK?

Advertisers “bid” on keywords on auction basis

- Bid Amount + Ad Quality = Placing

- Ads are shown in response to the keyword search

Keyword research helps determine volume & estimated bid price

Set parameters, or let Google

- Bid Amount

- Maximum Daily Spend

- Geography / Location

Create multiple ads

Page 23: Google Analytics / Adwords Digital Marketing Presentation

KEYWORDS

Page 24: Google Analytics / Adwords Digital Marketing Presentation

ADWORDS KEYWORD PLANNER

1. Sign into AdWords

2. Link your Analytics + Adwords Account

3. Research your top keywords in Analytics

4. Understand how much each click will cost you

5. Use tools such as SEMrush.

6. Build campaigns

Page 25: Google Analytics / Adwords Digital Marketing Presentation
Page 26: Google Analytics / Adwords Digital Marketing Presentation
Page 27: Google Analytics / Adwords Digital Marketing Presentation

BUILDING A CAMPAIGN

Page 28: Google Analytics / Adwords Digital Marketing Presentation

CAMPAIGN DEVELOPMENT

1. Name Campaign eg: App Development

2. Select Campaign Type:

- Search & Display (Google Sites, Websites, Mobile Apps)

- Search Only

3. Choose your devices & location

4. Bid Strategy

CPC – Cost Per Click

CPM – Cost Per Impressions

CPA – Cost Per Acquisition

Note: Start with CPM, then CPC, then CPA.

CPA will be too expensive until you’ve found the campaign that drives the most acquisition a the lowest cost.

Page 29: Google Analytics / Adwords Digital Marketing Presentation

BUZINGACPC for “App Development” is $20.73Visit to Customer conversion is 1.9%1000 clicks = $20,7301.9% Conversion Rate = VERY EXPENSIVE CUSTOMER

Page 30: Google Analytics / Adwords Digital Marketing Presentation

CREATING AN AD

Headline (25 Characters)

- Highlight keywords to influence CTR

Description (35 Characters)

- Outline Benefits

- Call to Action

Display URL

- Include domain name + keyword

- -eg: www.buzinga.com.au/appdevelopment

Use Adwords Help

Page 31: Google Analytics / Adwords Digital Marketing Presentation

RELEVANT KEYWORD + GREAT COPY + QUALITY TRAFFIC + HIGH CONVERTING LANDING PAGE

= GREAT ADWORDS CAMPAIGN

Page 32: Google Analytics / Adwords Digital Marketing Presentation
Page 33: Google Analytics / Adwords Digital Marketing Presentation
Page 34: Google Analytics / Adwords Digital Marketing Presentation
Page 35: Google Analytics / Adwords Digital Marketing Presentation
Page 36: Google Analytics / Adwords Digital Marketing Presentation

HOW MUCH IS A CUSTOMER WORTH TO YOU?

Task: Find your top keywords in Google Analytics. Use SEMrush to determine how much each click will cost.

Using that information, find out your Cost Per Acquisition from one Adwords Campaign.

Mock-up 3 different versions of copy for your ad.

Present findings.

Page 37: Google Analytics / Adwords Digital Marketing Presentation

QUALITY SCORINGMeasured when ads are run over time

Score includes ad + the landing page

High quality score = influences position and cost-per-click

AD EXTENSIONS

Page 38: Google Analytics / Adwords Digital Marketing Presentation

THOUGHTS

• Optimise regularly, constantly review to increase CTR.

• Segment the keywords into correct AdWords groups

• TEST EVERYTHING! For CTR and conversions

• Day of the week / Time of the day

• Develop high quality landing pages. Don’t send people to your home page.

Page 39: Google Analytics / Adwords Digital Marketing Presentation
Page 40: Google Analytics / Adwords Digital Marketing Presentation

ANY QUESTIONS

Email: [email protected]

Linkedin: Katelyn Duckworth