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Making Sense of Google Analytics and AdwordsMaking Sense of Google Analytics and Adwords

Presentation to J P MorganGlobal Equity Derivatives Group

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Session AgendaSession Agenda

A little bit about ivantageA little bit about ivantage The cycle of promoting your websiteThe cycle of promoting your website

Traffic generationTraffic generation Paid search, organic search and other ways to get website trafficPaid search, organic search and other ways to get website traffic

Traffic analysisTraffic analysis Traffic conversionTraffic conversion

Google AdwordsGoogle Adwords What Google Adwords can do for youWhat Google Adwords can do for you Starting to use Google AdwordsStarting to use Google Adwords Generating profitable traffic with Google AdwordsGenerating profitable traffic with Google Adwords

Google AnalyticsGoogle Analytics What Google Analytics can do for youWhat Google Analytics can do for you Starting to use Google AnalyticsStarting to use Google Analytics Using Google Analytics with Google AdwordsUsing Google Analytics with Google Adwords Reviewing and understanding some key Google Analytics reportsReviewing and understanding some key Google Analytics reports

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About ivantageAbout ivantage Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer

IndependentIndependent Not compromised by being part of an all-purpose agencyNot compromised by being part of an all-purpose agency

The only UK agency to have 3 Google certificationsThe only UK agency to have 3 Google certifications AdwordsAdwords Analytics Analytics (Google Analytics)(Google Analytics)

Urchin Urchin (Urchin Software from Google)(Urchin Software from Google)

London basedLondon based Ranked 33Ranked 33rdrd UK Agency according to New Media Age criteria UK Agency according to New Media Age criteria

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Client projects – multi-channel retailClient projects – multi-channel retail

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Client projects - business to businessClient projects - business to business

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What we doWhat we do

We specialise in growing online businesses byWe specialise in growing online businesses by

Generating website trafficGenerating website traffic

Using Paid Search (PPC), Natural Search (SEO), Display Advertising Using Paid Search (PPC), Natural Search (SEO), Display Advertising and E-mail marketing and E-mail marketing

Analysing website trafficAnalysing website traffic

Using Web Analytics to accurately analyse how visitors find and Using Web Analytics to accurately analyse how visitors find and interact with websitesinteract with websites

Converting website trafficConverting website traffic

Using Conversion Rate Optimisation to convert visitors into customers Using Conversion Rate Optimisation to convert visitors into customers or clients or clients

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Paid, PfP, PPC, CPC, AdvertisingPPC Management

Organic, natural, crawled, EditorialInfluenced by SEO

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The cycle of promoting your websiteThe cycle of promoting your website

Traffic generationTraffic generation Search Engine MarketingSearch Engine Marketing

Paid Search (cpc, ppc, pfp)Paid Search (cpc, ppc, pfp) Organic Search (SEO)Organic Search (SEO)

On-pageOn-page Off-page (Link building)Off-page (Link building)

Display advertisingDisplay advertising Email MarketingEmail Marketing Affiliate MarketingAffiliate Marketing

Traffic analysisTraffic analysis How visitors found your website?How visitors found your website? What visitors are doing on your website?What visitors are doing on your website? Are they doing want you want them to?Are they doing want you want them to?

Traffic conversionTraffic conversion Getting visitors to commit to a desirable outcome on your siteGetting visitors to commit to a desirable outcome on your site

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The cycle of promoting your websiteThe cycle of promoting your website

Traffic generationTraffic generation Search Engine MarketingSearch Engine Marketing

Paid Search (cpc, ppc, pfp)Paid Search (cpc, ppc, pfp) Organic Search (SEO)Organic Search (SEO)

On-pageOn-page Off-page (Link building)Off-page (Link building)

Display advertisingDisplay advertising Email MarketingEmail Marketing Affiliate MarketingAffiliate Marketing

Traffic analysisTraffic analysis How visitors found your website?How visitors found your website? What visitors are doing on your website?What visitors are doing on your website? Are they doing want you want them to?Are they doing want you want them to?

Traffic conversionTraffic conversion Getting visitors to commit to a desirable outcome on your siteGetting visitors to commit to a desirable outcome on your site

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IntroductionsIntroductions

Sharron LonsdaleSharron Lonsdale Senior Consultant & Account Manager for ivantageSenior Consultant & Account Manager for ivantage Manager of Google Adwords campaigns for a range of Manager of Google Adwords campaigns for a range of

clientsclients

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Google Adwords – A brief historyGoogle Adwords – A brief history

Google Adwords was launched in 2000Google Adwords was launched in 2000 Adwords offers pay per click (PPC) advertising for text, Adwords offers pay per click (PPC) advertising for text,

image video and gadget adverts on the webimage video and gadget adverts on the web Other auction models allowed advertisers to buy their Other auction models allowed advertisers to buy their

way to the top of the listingsway to the top of the listings Google introduced the click through rate (CTR) to Google introduced the click through rate (CTR) to

measure adverts relevance.measure adverts relevance. Relevant ads generate clicksRelevant ads generate clicks Clicks generate revenue for GoogleClicks generate revenue for Google

Adwords generated $21.8 billion revenue for Google in Adwords generated $21.8 billion revenue for Google in 20082008

Now, the dominate paid search platformNow, the dominate paid search platform

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What is Google Adwords?What is Google Adwords?

Google Adwords is a Pay-Per-Click advertising serviceGoogle Adwords is a Pay-Per-Click advertising service Advertisers specify Advertisers specify

the words that should trigger their ads (keywords)the words that should trigger their ads (keywords) the maximum they are willing to pay per clickthe maximum they are willing to pay per click

Google search engines then display the ads as Google search engines then display the ads as sponsored linkssponsored links

The sequence or ranking depends onThe sequence or ranking depends on other advertisers bidsother advertisers bids the “quality score” of the keywords and advertsthe “quality score” of the keywords and adverts

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Where are Google Ads Displayed?Where are Google Ads Displayed?

Search Engine Results Pages (SERPS)Search Engine Results Pages (SERPS) Search Network PartnersSearch Network Partners

Ask, AolAsk, Aol

Content NetworkContent Network

Ads appear within the content of other websitesAds appear within the content of other websites

Ads are placed based on the content of the site or page, Ads are placed based on the content of the site or page, using keywords and placement targetingusing keywords and placement targeting

Google MapsGoogle Maps Mobile NetworkMobile Network

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Google Search ResultsGoogle Search Results

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Google Content Network Text AdsGoogle Content Network Text Ads

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Image and Video Ad FormatsImage and Video Ad Formats

Choice of 8 sizesChoice of 8 sizes Online image ad Online image ad

builder tool with builder tool with 90+ templates90+ templates

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Google Content Network Image AdsGoogle Content Network Image Ads

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Google Content Network Gadget AdsGoogle Content Network Gadget Ads

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Google Maps AdsGoogle Maps Ads

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Which Ads Appear at the Top of the Listings?Which Ads Appear at the Top of the Listings?

Google Adwords uses a quality scoreGoogle Adwords uses a quality score Influences your adverts positionInfluences your adverts position Ensures the most relevant ads are displayedEnsures the most relevant ads are displayed

Ad Ranking = Cost Per Click x Quality ScoreAd Ranking = Cost Per Click x Quality Score

What influences the quality score?What influences the quality score? Click through rate of keyword and advertClick through rate of keyword and advert Relevance of keyword to search termRelevance of keyword to search term Landing page relevanceLanding page relevance Landing page load timesLanding page load times Other relevance factorsOther relevance factors

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What can Google Adwords do for you?What can Google Adwords do for you?

Quick and easy way to attract relevant trafficQuick and easy way to attract relevant traffic Your adverts have the potential to reach a vast audienceYour adverts have the potential to reach a vast audience You can target your audience in many waysYou can target your audience in many ways

GeographicallyGeographically Using keywords relevant to your product/serviceUsing keywords relevant to your product/service Selecting relevant sites where your ads can appearSelecting relevant sites where your ads can appear DemographicallyDemographically Through the wording of your advertsThrough the wording of your adverts

You only pay when someone clicks on your advertYou only pay when someone clicks on your advert You are in control of the budgetYou are in control of the budget

Activation feeActivation fee No minimum spendNo minimum spend

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Starting to use Google Adwords – Initial PlanningStarting to use Google Adwords – Initial Planning

What are your objectives?What are your objectives? TrafficTraffic Return On Investment (ROI) – revenue vs. costsReturn On Investment (ROI) – revenue vs. costs ConversionsConversions Brand awarenessBrand awareness

What does your site have to offer?What does your site have to offer? Ensure you are familiar with the site content and offeringsEnsure you are familiar with the site content and offerings

Preliminary keyword researchPreliminary keyword research Is there a sufficient volume of traffic for a successful campaign?Is there a sufficient volume of traffic for a successful campaign? Is there enough relevant traffic?Is there enough relevant traffic?

What is your measure of success?What is your measure of success? TrafficTraffic Returning visitorsReturning visitors ROIROI ConversionsConversions

How are you going to measure your success?How are you going to measure your success? Web analytics Web analytics Adwords conversion trackerAdwords conversion tracker

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Starting to use Google Adwords – Detailed PlanningStarting to use Google Adwords – Detailed Planning

Detailed keyword researchDetailed keyword research Adwords Keyword ToolAdwords Keyword Tool Word TrackerWord Tracker Keyword DiscoveryKeyword Discovery

Group keywords into concise groupingsGroup keywords into concise groupings All keywords in an adgroup need to be closely relatedAll keywords in an adgroup need to be closely related All keywords in the same adgroup will display the same advertAll keywords in the same adgroup will display the same advert

Identify your landing pagesIdentify your landing pages Find the best page for each product or serviceFind the best page for each product or service A well configured site search can produce good landing pagesA well configured site search can produce good landing pages

Plan your campaigns and adgroupsPlan your campaigns and adgroups Write creative advertsWrite creative adverts

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Writing Compelling Ad CopyWriting Compelling Ad Copy

Know your unique selling point - USPKnow your unique selling point - USP lowest price, best range, high quality, informative contentlowest price, best range, high quality, informative content

Qualify your visitorsQualify your visitors price, product specifics, availability, location etc.price, product specifics, availability, location etc.

Work in your keywords to improve click through ratesWork in your keywords to improve click through rates Search terms are displayed in bold Search terms are displayed in bold If possible use a call to actionIf possible use a call to action

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Examples of Ad CopyExamples of Ad Copy

Searching for cashmere socksSearching for cashmere socks

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Setting up your Google Adwords campaignsSetting up your Google Adwords campaigns

Create a Google Adwords AccountCreate a Google Adwords Account Learn how to use the toolsLearn how to use the tools

Adwords help centreAdwords help centre http://adwords.google.com/support/aw/http://adwords.google.com/support/aw/

Adwords webinarsAdwords webinars http://www.google.com/adwords/webinars/http://www.google.com/adwords/webinars/

Adwords learning centreAdwords learning centre http://http://www.google.com/intl/en_uk/adwords/learningcenterwww.google.com/intl/en_uk/adwords/learningcenter//

ivantage training coursesivantage training courses http://www.ivantage.co.uk/internet-marketing-training/googhttp://www.ivantage.co.uk/internet-marketing-training/goog

le-adwords-training.htmle-adwords-training.htm

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Monitoring Results in AdwordsMonitoring Results in Adwords

Many statistics available in Google AdwordsMany statistics available in Google Adwords Impressions – the number of times an advert is displayedImpressions – the number of times an advert is displayed Clicks – the number of times an advert is clicked onClicks – the number of times an advert is clicked on Click through rate (CTR)Click through rate (CTR) Avg. cost per click (CPC)Avg. cost per click (CPC) Total CostTotal Cost Avg. Position the advert is displayedAvg. Position the advert is displayed Mouse over rate for image/video ads (a measure of how Mouse over rate for image/video ads (a measure of how

users interact with your adverts)users interact with your adverts)

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Monitoring Results in Adwords Conversion TrackerMonitoring Results in Adwords Conversion Tracker

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Monitoring Results in Google AnalyticsMonitoring Results in Google Analytics

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Measuring Results in Google AnalyticsMeasuring Results in Google Analytics

Google Analytics can measureGoogle Analytics can measure Revenue & ROIRevenue & ROI How many newsletter sign upsHow many newsletter sign ups How many Contact us requestsHow many Contact us requests How many documents have been downloadedHow many documents have been downloaded Visitor time on siteVisitor time on site Number of pages viewedNumber of pages viewed Number of days to purchaseNumber of days to purchase Compare performance for different channels (organic vs. paid vs. Compare performance for different channels (organic vs. paid vs.

emails)emails) There are over 100 metrics that you can use to segment your data!There are over 100 metrics that you can use to segment your data!

Google Adwords and Google Analytics are easily linked togetherGoogle Adwords and Google Analytics are easily linked together

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How to Generate Profitable Traffic?How to Generate Profitable Traffic?

Identify what works for youIdentify what works for you Test different versions of ad text (A/B testing)Test different versions of ad text (A/B testing)

See what your competitors are goingSee what your competitors are going Make your advert stand out from the othersMake your advert stand out from the others

Identify high performing keywords and long tailIdentify high performing keywords and long tail Split out and focus on high traffic keywordsSplit out and focus on high traffic keywords Keyword research is a continuous processKeyword research is a continuous process

Ask othersAsk others Think like your userThink like your user Language differencesLanguage differences

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How to Generate More Profitable Traffic?How to Generate More Profitable Traffic?

Identify what does not work for youIdentify what does not work for you Stop bidding on keywords that do not convertStop bidding on keywords that do not convert Check if there are any obstacles to conversionCheck if there are any obstacles to conversion

Is there a page in the checkout process where more visitors drop Is there a page in the checkout process where more visitors drop out?out?

Test different versions of your site contentTest different versions of your site content Website Optimizer allows you to test different versions of a Website Optimizer allows you to test different versions of a

page in parallelpage in parallel

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How to Generate More Profitable Traffic?How to Generate More Profitable Traffic?

A/B experiments test the performance of two (or more) entirely A/B experiments test the performance of two (or more) entirely different versions of a pagedifferent versions of a page

Multivariate experiments test multiple variations of a section of a Multivariate experiments test multiple variations of a section of a pagepage

HeadlineHeadline

ImageImage

Call to action buttonCall to action button

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What is Google Analytics?What is Google Analytics?

Web Analytics toolWeb Analytics tool FreeFree Hosted by GoogleHosted by Google Uses sophisticated tracking technologyUses sophisticated tracking technology

JavaScript Page taggingJavaScript Page tagging 11stst Party Cookies Party Cookies

Invented by Urchin Software CorporationInvented by Urchin Software Corporation Acquired by Google in April 2005Acquired by Google in April 2005

Most widely installed Web Analytics toolMost widely installed Web Analytics tool

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What’s possible with Web AnalyticsWhat’s possible with Web Analytics

HowHow visitors found your web site visitors found your web site WhatWhat visitors are doing on your web site visitors are doing on your web site Not Not WHYWHY they are doing it! they are doing it!

Domain of usability/customer experienceDomain of usability/customer experience Onsite surveysOnsite surveys

Sampling visitors arriving/leavingSampling visitors arriving/leaving

Heuristic reviewsHeuristic reviews Experts reviewing your site against a set of criteria (heuristics)Experts reviewing your site against a set of criteria (heuristics)

Conversion Rate OptimisationConversion Rate Optimisation A/B testingA/B testing A/B/n testingA/B/n testing Multi-variate testingMulti-variate testing

Usability testsUsability tests Representative customers completing tasksRepresentative customers completing tasks

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What can Google Analytics do for me?What can Google Analytics do for me?

What What visitors are doing on your websitevisitors are doing on your website Not Not whywhy!!

HowHow visitors found your website visitors found your website Outcomes focusedOutcomes focused

GoalsGoals

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GoalsGoals

Goals should be commercialGoals should be commercial The commercial goals of your websiteThe commercial goals of your website

Goals should map to visitor tasksGoals should map to visitor tasks Visitors visit sites to accomplish tasksVisitors visit sites to accomplish tasks

Tasks normally have a series of stepsTasks normally have a series of steps FunnelFunnel Measure conversion through the taskMeasure conversion through the task

When goals match user tasksWhen goals match user tasks Harmony ensues!Harmony ensues!

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You can use You can use Regular Expressions (RegEx)Regular Expressions (RegEx) to gain insight into the funnel path: to gain insight into the funnel path:

User exhibits behavior:User exhibits behavior: Page 1 = /index.htmlPage 1 = /index.html Page 2 = /category-footwear.htmlPage 2 = /category-footwear.html Page 3 = /category-clothing.htmlPage 3 = /category-clothing.html Page 4 = /category-headwear.htmlPage 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.htmlPage 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.htmlPage 6= /cart/basketview.html Page 7= /cart/registration.htmlPage 7= /cart/registration.html Page 8 = /cart/paymentoptions.htmlPage 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.htmlGoal = /cart/salesorderconfirmation.html

Need to know conversion rate of categories to products to purchase:Need to know conversion rate of categories to products to purchase: Step 1: index\.htmlStep 1: index\.html Step 2-4: ^/category.*/Step 2-4: ^/category.*/ Step 5: ^/products.*/Step 5: ^/products.*/ Step 6: ^/cart/basketview.htmlStep 6: ^/cart/basketview.html Step 7: ^/cart/registration.htmlStep 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.htmlStep 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.htmlGoal: ^/cart/salesorderconfirmation.html

Goals and funnelsGoals and funnels

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Goal and funnel behavior in Google AnalyticsGoal and funnel behavior in Google Analytics

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Key Performance Indicators (KPIs)Key Performance Indicators (KPIs)

Another important Web Analytics conceptAnother important Web Analytics concept A metricA metric

Miles per Hour (mph)Miles per Hour (mph)

Defining progress to an objective Defining progress to an objective To reach the legal motorway speed limit of 70 mphTo reach the legal motorway speed limit of 70 mph

Enabling you to take corrective actionEnabling you to take corrective action Accelerate or brakeAccelerate or brake

Measurement toolMeasurement tool SpeedometerSpeedometer Web Analytics packageWeb Analytics package

Google AnalyticsGoogle Analytics

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KPI ExamplesKPI Examples

Objective Metric Affect on Metric

Increase people visiting Absolute Unique Visitors Increase

Increase traffic Visits Increase

Increase visits from members Returning Visits Increase

Increase sales Transactions Increase

Increase leads Contact Us Form (Goal 1) Increase

Increase new visits to the site % New Visits Increase

Increase site interaction Average Page Views Increase

Decrease short visits Bounce rate Decrease

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Installing Google AnalyticsInstalling Google Analytics

Sign-upSign-up Directly at Google Analytics or viaDirectly at Google Analytics or via Your Adwords “Analytics” tabYour Adwords “Analytics” tab

Get the codeGet the code Install on to every page on your website!Install on to every page on your website!

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Visit www.google-analytics .comVisit www.google-analytics .com

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Sign UpSign Up

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Enter to your websiteEnter to your website

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Enter your contact detailsEnter your contact details

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Agree the ToSAgree the ToS

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The Google Analytics Terms of ServiceThe Google Analytics Terms of Service

FreeFree Up to five million (5,000,000) page views per month per Up to five million (5,000,000) page views per month per

account; oraccount; or An active Adwords campaign with Google which is in good An active Adwords campaign with Google which is in good

standing standing An active AdWords account isAn active AdWords account is

One active and running CampaignOne active and running Campaign A minimum budget of $1 per day A minimum budget of $1 per day

or the equivalent amount in a non-U.S. currencyor the equivalent amount in a non-U.S. currency http://www.google.com/support/googleanalytics/bin/answer.py?http://www.google.com/support/googleanalytics/bin/answer.py?

hl=en&answer=55476 hl=en&answer=55476

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The Google Analytics Terms of ServiceThe Google Analytics Terms of Service

PrivacyPrivacy 8.1 You will not associate (or permit any third party to 8.1 You will not associate (or permit any third party to

associate) any data gathered from Your Website(s) (or such associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any third parties' website(s)) with any personally identifying personally identifying informationinformation from any source as part of Your use (or such third from any source as part of Your use (or such third parties' use) of the Service. parties' use) of the Service.

You will have in placeYou will have in place in a prominent position on your Website in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as website users a statement which in all material respects is as follows:follows:

““This website uses Google Analytics, a web analytics service provided by This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”Google, Inc. (“Google”). Google Analytics uses “cookies”, …”

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Get the code (GAAC)Get the code (GAAC)

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Install on every page on your siteInstall on every page on your site

immediately before the </body> immediately before the </body>

<script type="text/javascript"><script type="text/javascript">var gaJsHost = (("https:" == var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : document.location.protocol) ? "https://ssl." : "http://www.");"http://www.");document.write(unescape("%3Cscript src='" + document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));type='text/javascript'%3E%3C/script%3E"));</script></script><script type="text/javascript"><script type="text/javascript">try {try {var pageTracker = _gat._getTracker("UA-var pageTracker = _gat._getTracker("UA-9030141-1");9030141-1");pageTracker._trackPageview();pageTracker._trackPageview();} catch(err) {}</script>} catch(err) {}</script>

Website

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How Google Analytics worksHow Google Analytics works

Website

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How Google Analytics worksHow Google Analytics works

Website

cookies

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How visitors found your web siteHow visitors found your web site

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Which page did they land directly on?Which page did they land directly on?

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Which sites sent traffic to the site?Which sites sent traffic to the site?

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Where were the links on those sites?Where were the links on those sites?

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Which keywords drove traffic to the site?Which keywords drove traffic to the site?

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How much traffic are your Adwords campaigns How much traffic are your Adwords campaigns providing?providing?

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Which Adwords positions drive more traffic?Which Adwords positions drive more traffic?

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Visitors, visits and content consumptionVisitors, visits and content consumption

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How loyal are your visitors?How loyal are your visitors?

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How many pages do they view?How many pages do they view?

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What visitors are doing on your website?What visitors are doing on your website?

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How did they find your content?How did they find your content?

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Are they doing want you want them to?Are they doing want you want them to?

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Special offers todaySpecial offers today

Try Google Adwords and Google Analytics!Try Google Adwords and Google Analytics! £50 Adwords Voucher to new Adwords customers£50 Adwords Voucher to new Adwords customers

Courtesy of Google!Courtesy of Google! Emailed to you by ivantageEmailed to you by ivantage

20% off Google Adwords or Google Analytics public training20% off Google Adwords or Google Analytics public training £495 per seat£495 per seat Until the end of MayUntil the end of May For training booking until DecemberFor training booking until December Use “max2829” @Use “max2829” @

http://www.ivantage.co.uk/internet-marketing-training/google-analytics-trainhttp://www.ivantage.co.uk/internet-marketing-training/google-analytics-training.htming.htm

http://www.ivantage.co.uk/internet-marketing-training/google-adwords-trainihttp://www.ivantage.co.uk/internet-marketing-training/google-adwords-training.htmng.htm

We’d love your feedback!We’d love your feedback! http://www.ivantage.co.uk/feedbackhttp://www.ivantage.co.uk/feedback