Use of Google Analytics in Search Engine Marketing
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Website Analytics has always been tricky. Sifting through loads of data and making sense out of it is no mean task. This presentation has been created by Vipan Goja & Shashwat Srivastava. They work as Pay per Click professionals in Convonix, and have attempted to highlight the ways & means, by which, Google Analytics data can be used for PPC campaigns.
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Use of Google Analytics in Search Engine Marketing
- 1. Role Of Google Analytics in SEM Campaigns Pay Per Click Services @Convonix
- 2. AdWords Gives: Why • Clicks Analytics? • Impressions • Conversions • Conversion rates • Geographic Reports • Device Reports • Search Term Reports • Time based performance reports
- 3. But.. What if - you want to see the actual path that users followed before converting What if - there is no Thank You Page What if - the conversion tracking code can not be placed on the Thank You page There is only so much AdWords can tell…
- 4. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 5. Type of Sites • E Commerce • Lead Based
- 6. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 7. Ecommerce • Revenue tracking on GA is useful if conversion value is not set (at client’s discretion) or there is a glitch in the conversion tracking code • GA gives us a drilled down data (depending on the tagging used) of the revenue generated • It also gives us an average order value and a per visit value
- 8. Comparison with Organic Traffic
- 10. A Little Theft Find out which organic keywords are performing well and use them to boost the performance of PPC
- 11. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 12. Tagging • Types of Tagging: – Automatic Tagging – Manual Tagging • Manual Tagging – ?utm_source=google&utm_medium=cpc&utm_campaign=abc&utm_ter m={keyword}&origin=sitelink&sitelinkname=xyz
- 13. Sitelink Tags • AdWords does not allow us to see the performance of individual sitelinks • The sitelink part of the destination url tag helps us to track the performance of the individual tagging – origin=sitelink – sitelinkname=xyz • These tags along with the campaign name tag and the keyword tag will tell us exactly the campaign and the keyword of the sitelink triggered
- 14. Sitelink Tags • Helps in identifying the exact keyword themes for which the sitelinks perform • Push bids for these keywords to maximize the chances of them triggering the sitelinks
- 15. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 16. Visitors Flow Gives an overview of the performance of the pages at each level of interaction
- 17. Lead Based Campaigns Tracking With Out a Thank You Page Set up event tracking to track the clicks on the submit button on the landing page Each event can be tracked from the event tab in GA Further we can also create goals for these events to visualize the user behavior However, one con of this is that each click on the submit button will be recorded as a conversion
- 18. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 19. Goals in PPC In PPC since we generally have a direct action based campaign, the goals created here are URL goals
- 20. Benefits of Goals • Track the users who have taken the required action on the website • You can create a time based goal and set a minimum time limit to be counted as a conversion • Can also create pages per visit goals
- 22. • Types of Sites • Analytics for their optimization • Sitelink Tags • Visitors Flow & Event Tracking • Goals • Other Stuff
- 23. Top Conversion Paths and Assist Conversions
- 24. Time Lag Report
- 25. Benefits Of Assists Shows the impact of PPC campaigns on the overall Online marketing This knowledge can be used to gauge the actual worth of individual keywords also
- 26. Landing Page Reports Gives an insight on the performance of landing pages based on key factors like time on site and Bounce Rates
- 28. Audience Reports • Demographic • Behavior • Mobiles • In-Page Analytics
- 29. Demographics • Geographic Report • Languages
- 30. Geographic Reports Extensive Reports from continental level drilled down to the city level We can see region level maps for over 170 countries
- 32. Languages See which languages your audience's systems are set to, therefore giving you the opportunity to optimize content for them
- 33. Behavior • New Vs. Returning • Engagement
- 34. New Vs. Returning Visitors This report gives us a quick look at the ratio of new to returning visitors by number of visits and percentage of visits
- 35. Engagement You can measure the time people spend on your site, in increments of seconds, and how many pages they view.
- 36. Mobile Devices The Mobile Devices report lets you see visitor statistics by mobile device, brand, service provider, input selector
- 37. In-Page Analytics Lets you make a visual assessment of how users interact with your web pages
Notas del editor
- Website Analytics has always been tricky. Sifting through loads of data and making sense out of it is no mean task. This presentation has been created by Vipan Goja & Shashwat Srivastava. They work as Pay per Click professionals in Convonix, and have attempted to highlight the ways & means, by which, Google Analytics data can be used for PPC campaigns. Slide 4: -Google Analytics in PPC(Tagging) -Types of SEM campaigns and the use of analytics for their optimization -Goals -Other Reports (Device Targeting, Browsing and OS Report) Slide 5: -E Commerce Tracking -Sites whose primary goal is to sell their products online -KPI for these sites is generally revenue and ROAS -Lead Based Campaigns -Sites whose primary goal is to generate a lead for which the user is required to take a certain action on the site -The KPI for these sites generally is cost per lead Slide 7: We can compare the performance of PPC with that of organic search to see if there are any seasonal trends or patterns. Using advanced segment option, we can compare these on a graph over a period of time
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- E Commerce Sites whose primary goal is to sell their products online KPI for these sites is generally revenue and ROAS Lead Based Sites whose primary goal is to generate a lead for which the user is required to take a certain action on the site The KPI for these sites generally is cost per lead
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- We can compare the performance of PPC with that of organic search to see if there are any seasonal trends or patterns. Using advanced segment option, we can compare these on a graph over a period of time
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- Manual Tagging AdWords Tagging: ?utm_source=google&utm_medium=cpc&utm_campaign=abc&utm_term={keyword}&origin=sitelink&sitelinkname=xyz Bing Tagging ?utm_source=bing&utm_medium=cpc&utm_campaign=abc&utm_term={keyword} &origin=sitelink&sitelinkname=xyz Each term in the tag refers to the particular level of data, e.g. source=google gives us the source from where the user came, source=medium gives the medium i.e. CPC and so on
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- Basically, in the absence of a tracking code, setting up goal URLs can help us track the users who have have taken the required action on the website If you are counting time on site as a performance metric, you can create a time based goal and set a minimum time limit to be counted as a conversion. This is especially useful for branding campaigns where there is no direct action required of a user
- Google Analytics in PPC(Tagging) Types of SEM campaigns and the use of analytics for their optimization Goals Other Reports (Device Targeting, Browsing and OS Report)
- Google analytics tracks the data about visitors to your web property. Languages and Geographic location, New vs. Returning visitors, the extent to which users interact with your site and the mediums and technology they do so with. With this information in your arsenal, you can develop a coherence between your site, traffic and your SEM efforts which can go a long way in optimizing your campaign
- The demographic report consists of two primary targeting reports, namely the geographic and languages report.
- The geographic report gives a drilled down analysis of the traffic in a geography to a city level data. As opposed to adwords where only the city level data for certain countries like USA can be seen. Suddath, which provides services related moving and relocation is targeting different locations in US under different accounts. Initially when we had targeted a radius for our campaigns, we noticed that some of the traffic which was recorded came from locations outside our targeted area. To avoid traffic coming from these areas and to better control the budgets allocated we analyzed the geographic reports and excluded these locations.
- Another advantage that GA geographic report has over adwords is the visual representation of the traffic at a geographic level. You can see that it give a drilled down visualization at all the geographic levels. Another example where a geographic report can help us optimize a sem campaign is the case where one is the case of a online startup business which is not very sure of its primary market areas and is targeting across the country. When sufficient data is gathered in such a case one can actually see from the state level to the city level, which areas have given quality traffic. Not only can we then prioritize the budgets of our campaigns but also create campaigns with ads and keywords which cater to the particular geography. For eg. The city of atlanta in my target state Georgia receives high quality traffic as opposed to the other cities. We can then go ahead and incorporate specific keywords like ‘moving in atlanta’ to get more targeted traffic.
- While adwords gives you the option of selecting the language your audience’s system is set to as a targeting option, it does not give us a report to gauge the performance for the same. GA once again gives us the luxury to view such a report. Lets take a example, where a campaign in the PPC account is targeting a multi-lingual location with english as the main language and you find that the good portion of your visitors are speak Spanish, you might want to create ads in spanish to boost the quality of the traffic and maybe even create a separate Spanish-language version of your site and focus more of your ad spending in Spanish markets to get the highest roi
- The behavior report lets you gauge the user engagement and the nature of that engagement with your site marketing campaign which can be seen through the New vs. Returning reports.
- The new vs returning report can give us an insight into the quantity and quality of traffic we receive interms of new and returning visitors depending on the business model. A branding campaign will be more interested in having new visitors as opposed to returning and can utilize the data from this report to verify the same. If this is not the case one can look to optimize his/her campaigns by using a cta to entice new users. We can also use advanced segments for new and returning visitors to compare those numbers side by side for each location, and see where the most new visitors come from and which areas produce the most return visitors. Another case where this report will be of great use is a business which is looking to build a loyal customer base through sem but finds that the number of returning visitors is below his/her benchmark. One can then think about implementing a remarketing campaign with the apt offers and discounts to especially in the case of an ecommerce to attract old users and build a strong customer base
- Depending on the nature of your site, your target duration for a visit will vary. In the case of Reliance Autozone which was purely a catalogue site with mostly images and very little text content, user engagement was measured in the number of pageviews and the average duration of time spent on the site by a visitor. On the other hand if the purpose of your site is to let people purchase the items in their shopping baskets or simply sign up or submit a form fill and they're spending a lot of time there you might conclude that your check-out process is unnecessarily complicated or your formfill page is too detailed.
- Just like when you are targeting the search or search partners for your search campaigns in adwords depending on you KPI for a computer website, it is very important to know in the case of mobile campaigns, which carrier or service provider gets your ppc campaign the best results. Adwords now gives us the luxury of selecting the carrier profile while setting up a mobile based campaign, however there is no form of reporting for this in adwords. GA once again comes to the rescue and gives us a detailed analysis of the carriers which have given us the best results and the carriers which have performed poorly. We can according exclude or create campaigns with separate budgets to get the best results from the mobile based ppc campaigns.
- While optimizing the landing pages for the ppc campaigns with the help of Google Analytics reports, sometimes it’s difficult to visualize how visitors navigate on a given website page. Landing page reports, visitor reports can be helpful to isolate a problems with landing pages but for us to really dig deep into a website page and optimize the design elements for the same, in-pages analytics is the best tool which gives us the data available through other reports in GA, superimposed on the website as you browse. Apart from clicks other KPI such as revenue, conversions can also be associated with the elements on the website which can help us further asess the true effectiveness of a design element on our website.