Web Analytics for Search Marketing - Metrics - by Darren Selberg
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Darren Selberg, Analytics Director at Three Deep Marketing, presents on how proper Google tool integration and use of advanced segments in Google Analytics can help search markets dive deeply into meaningful, goal oriented metrics.
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Web Analytics for Search Marketing - Metrics - by Darren Selberg
- 2. Objective, Objective, Objective 0 What are the goals of your campaign? 0 Registration/Signup? 0 Downloads? 0 Traffic? 0 Time on Page(s)? 0 Increased Revenue?
- 3. Tip: Integrate Adwords/Analytics 0 Now an 8 step process 0 bit.ly/Mnsearchlink
- 4. PPC tracking is straightforward 0 Activity is tracked as a campaign 0 3 key metrics: Cost, Visits, Conversions
- 5. Measuring SEO efforts is more difficult 0 Can Compare Organic traffic based on pre/post efforts 0 But only works for all Organic or small set of keywords/landing pages
- 6. Tip: Use Advanced Segments 0 Look for impact of keyword groupings or specific landing pages 0 http://bit.ly/MNsearchsegment
- 7. Tip: Integrate Webmaster Tools
- 8. Tip: Integrate Webmaster Tools 0 Discover which pages aren’t generating traffic from poor search results 0 Find out which keywords aren’t ranking as high as they should 0 Similar metrics for organic landing pages
- 9. Tip: Treat SEO as a Campaign 0 Categorize your keywords 0 Use PPC campaigns as a guide =IF(SUM(NOT(ISERROR(FIND(CategoryDictionary!$B$2:$B$30,$A10)))*1)>0,B10,0)
- 10. Tip: Treat SEO as a Campaign 0 Determine areas of focus Bubble size represents search volume or visits Conversions Competition Avg. Rank
- 11. Tip: Learn from the Stock Market 0 Compare a single metrics over time
- 12. Summary 0 Integrate Adwords/Analytics 0 Use Advanced Segments 0 Integrate Webmaster Tools 0 Treat SEO as a Campaign 0 Learn from the Stock Market
- 13. 13
Notas del editor
- Before you start anything you need to know what you’re trying to do. Frankly it’s my job to push account mgrs and/or clients to do this.Because This is applicable to any marketing activity not just search and it drives every piece of data you’re going to pull later.
- It’d take my 10 minutes just to go thru the slides on these steps so Google can lay it out for you at the link here.It will bring in your Clicks, Impressions, Costs and conversion data – but also layer in all your GA metricsSo you can Hold your AdWords keywords to a greater level of accountability
- For PPC - tracking becomes fairly straightforward & i'm not going to spend a ton of time on it. Because you can track the same major things most people want to know for campaigns on or offline:- Cost- Response (however you define response).you can get to cost per visit, cost per acquisition, even ROI if you know the value of a conversion (we have a client that knows this based on if they submit a form, download a whitepaper, or enter into a chat online)Enable you to tightly control your ad budget by only bidding on keywords that produce positive ROI
- It's much more difficult with organic - you can't manage your organic efforts as a campaign like you do with PPC. That's actually not entirely true - you can but not within GA by itself (of course given the rate of change it's probably the next evolution after Universal Analtyics)At a basic level you can consider a classic media measurement and that's pre/post measurement.You can look at key metrics including conversions or, for ecommerce, at revenue data (where the rubber really meets the road)The drawback is you’re either looking at all organic, or drilling into a set of keywords that you optimized for – which brings me to:
- Using advanced segments. Now you can create a segment for a small set of keywords or for a specific landing page and get the same data we were looking at.but you can run out of variables quickly and it's a bit cumbersome if you have too manyYou can look at a broader section using our friend the RegEx. Here is an example of looking at traffic based on number of keywordsYou could also apply a similar code for “branded” or non-branded termsThis link will bring you to a list of 9 advanced segments and how to set them up.
- Now, where Adwords will tell you impressions and clicks and position, GA by itself will not. But you can get that data in Webmaster tools. And if you’re site is using the async GA code – you can integrate those Webmaster tools.From a trend standpoint this is one way to get around the (not provided) issue that has come up (which I’m sure there will be questions about later)
- Now, where Adwords will tell you impressions and clicks and position, GA by itself will not. But you can get that data in Webmaster tools. And if you’re site is using the async GA code – you can integrate those Webmaster tools.From a trend standpoint this is one way to get around the (not provided) issue that has come up (which I’m sure there will be questions about later)
- It's easier to export the data (either directly or using some tools that will tap the API for you).But you do have to do some massaging. Basically create a category dictionary (using PPC is a good start)Then you have to apply a little data magic
- Creating those “campaigns” you can look at your impact at a strategic levelWe’re looking at 3 metrics – The bubble size is traffic volume, Total keywords is how many keywords drove the traffic, the X axis is up to you – in this case the importance of the campaigns to overall business that we assigned. In other cases it could be a ranking of competition for those keywords (low to high), total conversions, or avg. rank.A brand group gets volume from fewer keywords.This small bubble is highly relevant but there’s room to grow If your X axis is conversions - A bubble up here would indicate an opportunity to improve conversions
- Once you create those campaigns – you can compare your metrics just like in PPC.From a visualization perspective I like this chart because it should be fairly straight forward when presenting to the non technical marketing folks.In this case – some categories that were important but with low volume definitely improved.
- So if there’s at least one thing you hadn’t thought of or take away from tonight – then I’ve done my job.