Published on February 19, 2014
PAID SEARCH REPORTING & ANALYTICS SES LONDON 2014 By Samantha Noble @Koozai_Sam
WHAT YOU’LL LEARN TODAY
TAGGING & LINKING
WHAT SHOULD YOU LINK & TAG? Auto Tagging Google Analytics Google Webmaster Tools Other PPC Campaigns
CAMPAIGN URL BUILDER
SETTING UP THE CAMPAIGN URL BUILDER ?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1
REPORTING ON THE CAMPAIGN DATA Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium
Web Page THE FOUR TYPES Call On-Site Mobile or Tablet App Import Offline
WEB PAGE Most utilised conversion option Simple piece of code on final page Works with other technologies Ability to pull in value
CALL ON-SITE Track calls made via your website Simple piece of code on phone number Great for business over the phone In-depth conversion data
MOBILE OR TABLET APP Track mobile or tablet downloads from your ad Google Play download tracking needs no code Third party tracking URLs not supported Limited functionality for iOS apps
IMPORT OFFLINE Record offline sales using GCLID ID Auto tagging must be enabled Upload data using API or .csv Maximum conversion window of 90 days
ADDITIONAL FUNCTIONS Import GA Goals Conversion Window Import Online Revenue
IMPORT GOALS FROM GOOGLE ANALYTICS PRO’s CON’s
SETTING UP YOUR CONVERSION WINDOW
TIME LAG REPORT Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click
IMPORT ONLINE REVENUE
DID YOU KNOW? Analytics and AdWords Record Conversion Mediums Differently?
ADWORDS ATTRIBUTION 1 Google AdWords works on a last AdWords click attribution basis for conversions 2 It does not matter what other mediums are used, the conversion will be attributed to the AdWords click 3 If a user visits a site via two ads then the conversion will be attributed to the last ad clicked 4 Uncover what keywords visitors use before converting by using the Search Funnels report
TOP PATHS REPORT Tools >>> Conversions >>> Search Funnels >>> Top Paths >>> Keyword Path (clicks)
ANALYTICS ATTRIBUTION 1 Google Analytics works on a last click attribution basis for conversions 2 If multiple mediums are used, the final medium will be attributed the conversion 3 Direct visits do not overwrite the ‘utmz’ cookie so the penultimate medium will be credited
GA CONVERSION LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
GA CONVERSION DIRECT LAST CLICK First Visit Second Visit Third Visit (conversion or goal) Which Reported Medium? CPC Organic Referral Referral CPC Organic CPC CPC CPC Organic Direct Organic CPC Organic Organic Organic Organic CPC Referral Referral Organic CPC CPC CPC Organic CPC Direct CPC Direct CPC Referral Referral Direct CPC CPC CPC Direct CPC Direct CPC Direct Organic Direct Organic
Multi-Channel Funnels & Attribution Modelling will be covered in my session
PAID & ORGANIC REPORT Organic keyword impressions will be higher than paid Organic data will be populated from when you set it up PPC investment has no impact on organic listings AdWords >>> Campaign >>> Dimensions >>> Paid & Organic
PAID & ORGANIC DISCOVER KEYWORDS
PAID & ORGANIC TRACK TESTS
DAY OF THE WEEK REPORT Easier to use in Analytics although data also in AdWords 0 = Sunday 6 = Saturday Always use this report with a long time period Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
DAY OF THE WEEK PERFORMANCE Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
DAY OF THE WEEK DRILL DOWN Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week >>> Secondary Dimension
HOUR OF THE DAY REPORT Easier to use in AdWords although data also in Analytics Review for each campaign using the filtering option Understand times of the day that are most & least valuable AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
HOUR OF THE DAY CONVERTING TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
HOUR OF THE DAY EXPENSIVE TIMES AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
PPC MATCH TYPE DRILL DOWN Standard report in AdWords without transaction data Understand which match types work best for you Drill down into each match type for keyword data
LEVEL MANAGEMENT: PPC TEAM
LEVEL MANAGEMENT: PPC MANAGER
LEVEL MANAGEMENT: DIRECTOR / CEO
BRAND VS. NON BRAND
LOADS MORE FREE TIPS AND ADVICE
Get the reports, dashboards and slides here: http://kooz.ai/seslondon
Slides: http://kooz.ai/seslondon THANK YOU FOR LISTENING @Koozai_Sam firstname.lastname@example.org 0845 485 1262 koozai.com
IMAGE CREDITS Slide 8 - http://en.fotolia.com/id/44446797 Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-photo-technologyinternet-websites-reflection Slide 15 – http://www.bigstockphoto.com/image-45986248/stock-photo-red-oldfashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-orimportant-customer-sup Slide 16 – http://www.bigstockphoto.com/image-37570189/stock-photo-modernsmartphone-with-application-icons Slide 17 - http://www.bigstockphoto.com/image-51991480/stock-photo-offlinecharacter-laptop-shows-www-communication-status-disconnected
RESOURCE CREDITS Slide 48 – Dashboard Junkie Slide 49 – Dashboard Junkie
SES London 2014 - Yehoshua Coren and Sam Noble talk about connecting reporting abilities of AdWords and Analytics to gain a fuller view of campaign traffic.
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