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

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