superweek analytics presentation
DESCRIPTION
Optimizing Google Adwords using Google AnalyticsTRANSCRIPT
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Optimizing
using
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About @analyticsninjaLoves working with fun businesses
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Goal of this presentation
• Discuss the integration between Google Adwords & Google Analytics
• Definition of Adwords specific metrics in GA and their corresponding Adwords settings.
• Analysis techniques to improve PPC performance (bulk of presentation)
http://online-behavior.com/ebooks
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Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
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Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
Full list of every Adwords specific dimension and metric
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Custom Reports – The ABC’sDrill Down
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Custom Reports – The ABC’s
Micro Conversions
@analyticsninja
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Micro Conversions
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Custom Campaign Report
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Optimizing Campaigns
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Help Determine Relevancy using Bounce Rate
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Campaign Optimization
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Campaign Optimization
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Keyword Optimization
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Matched Search Queries
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Matched Search Queries
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Keyword Optimization
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Keyword Optimization - Negatives
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Adding Negative Keywords
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Keyword Positions & Bidding
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Keyword Positions & BiddingExample when to boost bids
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Keyword Positions & Bidding
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Not Segmented by Match Type
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ValueTrack Parameters
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Destination URLs not Filtered
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@analyticsninja
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Why engagement goals matterLower than Avg.Ecommerce Rate
Higher than Avg.User Engagement
@analyticsninja
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How to choose Page Depth & Time on Site Goals
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@analyticsninja
Multi-touch Attribution Examples
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Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
@analyticsninja
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Adwords Placements
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@analyticsninja
Auto / Managed Placements Actual domain where ad displayed
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@analyticsninja
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@analyticsninja
UGH! I hope your conversions don’t look like this!
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@analyticsninja
However…
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Check to see if they look like this
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Display Network Assists
@analyticsninja
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@analyticsninja
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Display Network Assists
@analyticsninja
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Discover which domains are making the biggest impact
@analyticsninja
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@analyticsninja
Get Ready for Attribution Modeling
it’s where the money is at
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Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
@analyticsninja
![Page 45: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/45.jpg)
Ad Scheduling
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Ad Scheduling
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Day of Week
@analyticsninja
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Day of Week
@analyticsninja
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Day of Week
@analyticsninja
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Add a Secondary Dimension (any)
@analyticsninja
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@analyticsninja
Hat Tip @analyticspros
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Day of Week
@analyticsninja
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Day of Week
@analyticsninja
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While we’re on the topic of time…
@analyticsninja
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It is easy to discover “increases” in GA
@analyticsninja
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It is difficult to discover “decreases” in GA
@analyticsninja
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Inverse Date Range Comparison
@analyticsninja
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Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
@analyticsninja
![Page 59: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/59.jpg)
Mobile Growth
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@analyticsninja
Mobile Campaign Settings
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@analyticsninja
Mobile Analysis
• Use the Standard Campaigns report as Mobile includes cost data there too.
• Multi-Channel Funnels are somewhat less useful for Mobile Analysis because it is quite possible that converting customers return on a non-mobile device.
• Pay special attention to micro-conversions coming from mobile.
• Add a smartphone only advanced segment(Smartphone vs. Tablet vs. Deskop)
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@analyticsninja
Mobile Analysis
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@analyticsninja
Related to Mobile Analysis BROWSER
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@analyticsninja
Related to Mobile Analysis Screen Resolution
![Page 65: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/65.jpg)
Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
@analyticsninja
![Page 66: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/66.jpg)
Location Targeting Optimization
@analyticsninja
![Page 67: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/67.jpg)
Location Targeting Optimization
@analyticsninja
![Page 68: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/68.jpg)
Location Targeting Optimization
@analyticsninja
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Remarketing with GA
@analyticsninja
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Remarketing with GAVisitor Segmentation!
@analyticsninja
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Remarketing with GAProduct Cross-sells
@analyticsninja
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Remarketing with GAWatched Promo Video
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Remarketing with GAFreemium Retargeting
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BONUS
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BONUS
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BONUS
![Page 79: SUPERWEEK Analytics Presentation](https://reader033.vdocument.in/reader033/viewer/2022061106/5403a1c88d7f72de4c8b4847/html5/thumbnails/79.jpg)
BONUS