Paid Search Analytics - SES London 2014

43 %
57 %
Information about Paid Search Analytics - SES London 2014
Marketing

Published on February 19, 2014

Author: samstratton2

Source: slideshare.net

Description

This presentation looks at the various reporting and analytical features within Google AdWords and Google Analytics and tells you how to use them to improve your paid search campaigns. Presentation was given at SES London in February 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

GOOGLE ANALYTICS

WEBMASTER TOOLS

AUTO TAGGING

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

CONVERSION TRACKING

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

CONVERSION ATTRIBUTION

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

USEFUL REPORTS

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

CUSTOM REPORTING

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

DASHBOARD TAKEAWAYS

GENERAL OVERVIEW

BRAND VS. NON BRAND

REVENUE PERFORMANCE

FREE WHITEPAPERS

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 sam.noble@koozai.com 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

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

SES London Day 2 - Paid Search Analytics and Multi Touch ...

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.
Read more

SES London: The Biggest Analytics Mistakes Made by Small ...

Paid Search; Pilgrim News ... Advertising; The Beal Deal; Video; SES London: The Biggest Analytics Mistakes Made by ... was at the recent SES London ...
Read more

SES Events - YouTube

This year, SES New York featured industry thought leaders from all facets of digital marketing. From content marketing, to optimized website architecture ...
Read more

Running In Real Time: Twitter on Bringing Campaigns to ...

... Twitter on Bringing Campaigns to Life at SES London ... and that trend continues to grow with the first two big events in 2014. ... and paid search.
Read more

About 90 Tips & Tricks from SESLondon (Day Two)

Here's our top tips from day two at SES London. ... Paid Search. Free PPC Healthcheck ... 43. Search in 2014: ...
Read more

#SESLon - Learn Paid, Earned, Owned & Integrated Marketing ...

... (aka SES London) ... Where Can UK Marketers Learn Paid, Earned, Owned & Integrated Marketing? ... After workshops covering Web Analytics, ...
Read more

Events | Search Engine Watch

Analytics; Social; Local; Mobile; Video; ... Daily news and insights about search engine marketing, SEO and paid search. ... London, W6 9DL ...
Read more

News & Events | Searchmetrics

Searchmetrics Wins 2014 US Search Award ... dominate paid search ... Digital marketing agency SEEN Digital signs up to Searchmetrics search analytics ...
Read more