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REPORTING &   9/10/2012

  ANALYTICS
OVERVIEW

 Performance
   How
   What
   Conversions

 Reporting & Analytics
   GA
   Goals & Funnels
   Reporting

 Optimization
   Strategies
   Benefits & Goals
PERFORMANCE MONITORING


 Why track performance?
   Find out what people are doing and use that to make better decisions
    on your budgets & ad spend
HOW GOOGLE MEASURES PERFORMANCE


 Quality Score
   For keywords, based on
    CTR, relevance of ad text,
    keyword, landing page and
    other factors
   Helps ensure only the most
    relevant ads are shown for
    searches
   Stricter guidelines means
    everybody wins
HOW GOOGLE MEASURES PERFORMANCE

 AdWords lets you build different types of reporting based on
  different criteria to help give the best view to present the
  information

 Common types
   Keyword
   Ad
   Ad Group

 Others:
     Destination URL
     Geographic
     Search term
     Placement
     Account
     Campaign
INTERPRETING REPORTING

 Think about conversions
     what are the goals we’re trying to achieve


 Sort the data right
     Make sure you're looking in the right columns, rather than just the
      biggest one


    Act only on the statistically significant data
        A few clicks wont help
        Neither will a short flight


    Don’t focus only on CTR
        Search & Display will give two different numbers
CONVERSIONS

 What is it?
   A conversion occurs when someone clicks on an ad or performs a
    behavior on your website you recognize as valuable
   Can be clicking or not clicking…


 Types
   1-Per-Click
   Many-Per-Click
CONVERSION T YPES

 1-Per-Click

   AW counts a conversion for every click resulting in a conversion every
    30 days

   More than one conversion after a single click? Still counts as one
    conversion

   Useful for measuring unique customer acquisitions (leads rather than
    sales)
CONVERSION T YPES

 Many -Per-Click

   AW counts every conversions following a click within 30 days

   Multiple conversions from one click all count

   Useful when looking at conversions that are valuable every -time they
    happen (sales rather than leads)
CONVERSIONS

   Clicking on a link to a page
   Submitting a lead
   Purchasing an item
   Watching a video

 For that conversion to count, additional code needs to be
  added that will fire when the action is completed
REPORTING & ANALY TICS

 Google Analytics
   Analytics tool that tracks performance of a site
       Where people come from
       What they click on
       How long they stick around
       Conversions
ANALY TICS VS. ADWORDS

 Google AdWords
   Advertising & Clicks
   Gets them to the door


 Google Analytics
   Website & Visits
   Helps them in and makes sure they stick around
DISCREPANCIES

 Usually a slight dif ference between AW & GA

   Some visitors have JavaScript, cookies or images turned off
   On site tracking code not working properly
   Invalid clicks

   AW counts/filters them, GA doesn't


 Other issues could be landing page tracking, browser
  preferences, landing page code, redirects, etc.
GOALS & FUNNELS

 Goal represents a website objective
   Page viewed
   Number of pages viewed
   Session length


 Three types:
   URL Destination goal: viewing a certain page
   Time on Site goal: spending more or less time specified
   Pages/Visit goal: viewing more or less pages specified
GOALS & FUNNELS

 Funnel is the set of steps or pages that you want visitors to
  follow on their way to completing a conversion

     Start 
     Landing page (Goal?)
     Viewing the item
     Adding it to cart (Goal?)
     Credit card information
     Thank You/Receipt page (Goal page & Conversion)
     Finish

 Funnel could be made up of 3 steps:
   Landing page
   Cart addition
   Thank you page
GOALS & FUNNELS

 Funnels will allow you to see where potential conversions are
  dropping out of the process
   Buy/Add button is too small,
   Page takes too long to load
   Too much information to fill out


 Remedies can include:
   Find out what is causing the drops and patch the hole
   Reducing the amount of steps to a conversion
GOALS & FUNNELS
GOOGLE ANALY TICS REPORTING

 Similar to AW Reporting but the focus is site performance

 Visitors Overview – What they’re doing
 Map Overlay – Where they’re coming from
 Visitor Loyalty – Are they coming back?

 Browser, network, IP, operating system

   Apple intelligence gathering
REPORTING IMPROVEMENTS

 Next steps?

 We have numbers and data in GA
 We have reporting
 Analyzed the reports — decided to make adjustments
OPTIMIZATION

 What is it?
   Process of adjusting parts of the account to improve quality and
    performance
   Helps meet our goals, gain traffic, lower costs and improve
    conversions


 High level focus:
   Campaign
   Ad Group
   Website
OPTIMIZATION

 Campaign
   Organizing
   Language/Location

 Ad Group
   Keywords
   Ad text
   Bids

 Website
   Improve flow
   Landing pages
   Load times
OPTIMIZATION STRATEGIES

 Strategies for optimization

   Mirror the websites structure

   Focus on top performers

   Brand names over generic terms

   Geographic focus rather than overall reach
      Multiple campaigns or accounts
      Multiple websites if necessary

   Search Network vs. Display Network

   Seasonality and other predictable trends
BENEFITS & GOALS OF OPTIMIZATION

 Traffic
   Analyze sources of your traffic
   Direct, organic, or paid

 Sales/Conversions
   Top selling products
   What customers are doing before and if they buy
   Reducing steps means more conversions?

 ROI
   Squeeze every penny from your spend
   Look at keywords, ads, find the high performers
   Good ads mean good QS which means low cost
OPTIMIZING KEYWORDS

 Describe the product but relate to the ad text
     Think like a customer
     Specify with match types
     Include variations
     Negative keywords
     Unique keyword URL

 Removing unnecessary keywords/poor quality keywords helps
  reduce wasted impressions, raising CTR and eventually QS.
  Everyone wins, remember?
 DanChem optimization
   All Keyword Reporting, By cost
   CTR
       7/1 – 8/13: 1.33%
       8/14 – 9/7: 1.85%
       Quality keywords rather than overall broad
OPTIMIZING AD TEXT

 Decision to visit the site is based solely on the ad text
   Needs to capture their attention and set you apart.
   Simple & Enticing
     No one wants to read a wordy, poorly written ad —they wont click on it
      either
   Check keywords report to find out what's working
     Compare that to the All Keywords Report to find out exactly what people
      are searching for.
   Us this to help build out ads focused exactly on what is causing the
    clicks but don’t forget that CTR isn’t everything.
   Multiple ad variations including a strong call to action. Tell them
    what they need to do!
OPTIMIZING PLACEMENTS

 Delete poorly performing placements
   If they aren't performing then irrelevant impressions wont help your
    QS.
 Remember whether your bidding on a CPC or CPM basis.
   CPC usually is click focused, CPM branding and visibility focus


 With Automatic Placements (based on keywords)
   Ensure a tight keyword list
   Group keywords by theme/ideas
   Keep a close eye on it since there is less control
OTHER HIGH LEVEL OPTIMIZATION

 Bidding & Budgets
   Where is the ad ranking or showing based on your bids?
   Is your daily budget large enough?


 Scheduling & Positions
   Check reporting for high activity, no use in firing ads when what you
    offer isn't available.
   Some ads may perform better in a lower position rather than the
    highest possible showing.
     Second or third position may mean your clicks are higher quality because
      people are reading them thoroughly rather than just going for the top spot.
SCHEDULING
OPTIMIZATION FINAL THOUGHTS

 Know your goals
   What do you need to do to succeed?
   Pie-in-the-sky?

 Measure results
   Previous benchmarks
   Industry averages
   Competitor performance (Spy -Fu, etc.)

 Experiment & Adapt
     Worked - CNN
     Didn’t - Digg
     Didn’t Bother - Toyota
     Don’t Need To - Google
OPTIMIZING SITES & LANDING PAGES

 Getting a user to your site is only half the battle, if they leave
  right away then it hasn’t done any good

 Bounce rate refers to people visiting your site and
  immediately clicking of f

 Three primary strategy elements:
   Relevant & original content – Not just a duplicate site
   Transparency – What do we do?
   Navigability – Can you move around the site?
BENEFITS OF OPTIMIZING LP/WEBSITES

 Increasing ROI on advertising
   Increased QS


 Find out more on the likes and dislikes of customers
   Relevant content
   Alternatives to what competitors are doing


 Breaking down preconceptions about what works
   Big, dumb and simple
   QR codes
EXPERIMENTS

 A/B Experiments
   Allows you to test 2 or 3 versions of a page to see how users react
   Check TOS, conversion, find out what's going on and how to apply
    that to the rest of your site
   Colors, layouts, images


 Multivariate Experiment
   Compares effectiveness of changes made to specific sections of a
    site
   Best when trying to compare several different versions of different
    content on a site
   Testing new test for a sign-up button and several different types of
    images on a page
A/B EXPERIMENTS
IN-DEPTH CONVERSION OPTIMIZATION

 Some key metrics for tracking/improving conversions

   Maximum CPA
     Maximum cost per acquisition your willing to pay


   Average CPA
     Total cost divided by your conversion numbers


   ROI
     Ratio of the cost of advertising relative to the profit generated
WRAP-UP

 Performance Monitoring
   What
   Google/QS

 Reporting & Analytics
   Overview
   Goals & Funnels
   Reports

 Optimization
   Campaign Level
     Strategies
     Ads, Keywords, Placements
   Landing Page & Site
     Strategies
     Experiments

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Reporting analytics cm_ii

  • 1. REPORTING & 9/10/2012 ANALYTICS
  • 2. OVERVIEW  Performance  How  What  Conversions  Reporting & Analytics  GA  Goals & Funnels  Reporting  Optimization  Strategies  Benefits & Goals
  • 3. PERFORMANCE MONITORING  Why track performance?  Find out what people are doing and use that to make better decisions on your budgets & ad spend
  • 4. HOW GOOGLE MEASURES PERFORMANCE  Quality Score  For keywords, based on CTR, relevance of ad text, keyword, landing page and other factors  Helps ensure only the most relevant ads are shown for searches  Stricter guidelines means everybody wins
  • 5. HOW GOOGLE MEASURES PERFORMANCE  AdWords lets you build different types of reporting based on different criteria to help give the best view to present the information  Common types  Keyword  Ad  Ad Group  Others:  Destination URL  Geographic  Search term  Placement  Account  Campaign
  • 6. INTERPRETING REPORTING  Think about conversions  what are the goals we’re trying to achieve  Sort the data right  Make sure you're looking in the right columns, rather than just the biggest one  Act only on the statistically significant data  A few clicks wont help  Neither will a short flight  Don’t focus only on CTR  Search & Display will give two different numbers
  • 7. CONVERSIONS  What is it?  A conversion occurs when someone clicks on an ad or performs a behavior on your website you recognize as valuable  Can be clicking or not clicking…  Types  1-Per-Click  Many-Per-Click
  • 8. CONVERSION T YPES  1-Per-Click  AW counts a conversion for every click resulting in a conversion every 30 days  More than one conversion after a single click? Still counts as one conversion  Useful for measuring unique customer acquisitions (leads rather than sales)
  • 9. CONVERSION T YPES  Many -Per-Click  AW counts every conversions following a click within 30 days  Multiple conversions from one click all count  Useful when looking at conversions that are valuable every -time they happen (sales rather than leads)
  • 10. CONVERSIONS  Clicking on a link to a page  Submitting a lead  Purchasing an item  Watching a video  For that conversion to count, additional code needs to be added that will fire when the action is completed
  • 11. REPORTING & ANALY TICS  Google Analytics  Analytics tool that tracks performance of a site  Where people come from  What they click on  How long they stick around  Conversions
  • 12. ANALY TICS VS. ADWORDS  Google AdWords  Advertising & Clicks  Gets them to the door  Google Analytics  Website & Visits  Helps them in and makes sure they stick around
  • 13. DISCREPANCIES  Usually a slight dif ference between AW & GA  Some visitors have JavaScript, cookies or images turned off  On site tracking code not working properly  Invalid clicks  AW counts/filters them, GA doesn't  Other issues could be landing page tracking, browser preferences, landing page code, redirects, etc.
  • 14. GOALS & FUNNELS  Goal represents a website objective  Page viewed  Number of pages viewed  Session length  Three types:  URL Destination goal: viewing a certain page  Time on Site goal: spending more or less time specified  Pages/Visit goal: viewing more or less pages specified
  • 15. GOALS & FUNNELS  Funnel is the set of steps or pages that you want visitors to follow on their way to completing a conversion  Start   Landing page (Goal?)  Viewing the item  Adding it to cart (Goal?)  Credit card information  Thank You/Receipt page (Goal page & Conversion)  Finish  Funnel could be made up of 3 steps:  Landing page  Cart addition  Thank you page
  • 16. GOALS & FUNNELS  Funnels will allow you to see where potential conversions are dropping out of the process  Buy/Add button is too small,  Page takes too long to load  Too much information to fill out  Remedies can include:  Find out what is causing the drops and patch the hole  Reducing the amount of steps to a conversion
  • 18. GOOGLE ANALY TICS REPORTING  Similar to AW Reporting but the focus is site performance  Visitors Overview – What they’re doing  Map Overlay – Where they’re coming from  Visitor Loyalty – Are they coming back?  Browser, network, IP, operating system  Apple intelligence gathering
  • 19. REPORTING IMPROVEMENTS  Next steps?  We have numbers and data in GA  We have reporting  Analyzed the reports — decided to make adjustments
  • 20. OPTIMIZATION  What is it?  Process of adjusting parts of the account to improve quality and performance  Helps meet our goals, gain traffic, lower costs and improve conversions  High level focus:  Campaign  Ad Group  Website
  • 21. OPTIMIZATION  Campaign  Organizing  Language/Location  Ad Group  Keywords  Ad text  Bids  Website  Improve flow  Landing pages  Load times
  • 22. OPTIMIZATION STRATEGIES  Strategies for optimization  Mirror the websites structure  Focus on top performers  Brand names over generic terms  Geographic focus rather than overall reach  Multiple campaigns or accounts  Multiple websites if necessary  Search Network vs. Display Network  Seasonality and other predictable trends
  • 23. BENEFITS & GOALS OF OPTIMIZATION  Traffic  Analyze sources of your traffic  Direct, organic, or paid  Sales/Conversions  Top selling products  What customers are doing before and if they buy  Reducing steps means more conversions?  ROI  Squeeze every penny from your spend  Look at keywords, ads, find the high performers  Good ads mean good QS which means low cost
  • 24. OPTIMIZING KEYWORDS  Describe the product but relate to the ad text  Think like a customer  Specify with match types  Include variations  Negative keywords  Unique keyword URL  Removing unnecessary keywords/poor quality keywords helps reduce wasted impressions, raising CTR and eventually QS. Everyone wins, remember?  DanChem optimization  All Keyword Reporting, By cost  CTR  7/1 – 8/13: 1.33%  8/14 – 9/7: 1.85%  Quality keywords rather than overall broad
  • 25. OPTIMIZING AD TEXT  Decision to visit the site is based solely on the ad text  Needs to capture their attention and set you apart.  Simple & Enticing  No one wants to read a wordy, poorly written ad —they wont click on it either  Check keywords report to find out what's working  Compare that to the All Keywords Report to find out exactly what people are searching for.  Us this to help build out ads focused exactly on what is causing the clicks but don’t forget that CTR isn’t everything.  Multiple ad variations including a strong call to action. Tell them what they need to do!
  • 26. OPTIMIZING PLACEMENTS  Delete poorly performing placements  If they aren't performing then irrelevant impressions wont help your QS.  Remember whether your bidding on a CPC or CPM basis.  CPC usually is click focused, CPM branding and visibility focus  With Automatic Placements (based on keywords)  Ensure a tight keyword list  Group keywords by theme/ideas  Keep a close eye on it since there is less control
  • 27. OTHER HIGH LEVEL OPTIMIZATION  Bidding & Budgets  Where is the ad ranking or showing based on your bids?  Is your daily budget large enough?  Scheduling & Positions  Check reporting for high activity, no use in firing ads when what you offer isn't available.  Some ads may perform better in a lower position rather than the highest possible showing.  Second or third position may mean your clicks are higher quality because people are reading them thoroughly rather than just going for the top spot.
  • 29. OPTIMIZATION FINAL THOUGHTS  Know your goals  What do you need to do to succeed?  Pie-in-the-sky?  Measure results  Previous benchmarks  Industry averages  Competitor performance (Spy -Fu, etc.)  Experiment & Adapt  Worked - CNN  Didn’t - Digg  Didn’t Bother - Toyota  Don’t Need To - Google
  • 30. OPTIMIZING SITES & LANDING PAGES  Getting a user to your site is only half the battle, if they leave right away then it hasn’t done any good  Bounce rate refers to people visiting your site and immediately clicking of f  Three primary strategy elements:  Relevant & original content – Not just a duplicate site  Transparency – What do we do?  Navigability – Can you move around the site?
  • 31. BENEFITS OF OPTIMIZING LP/WEBSITES  Increasing ROI on advertising  Increased QS  Find out more on the likes and dislikes of customers  Relevant content  Alternatives to what competitors are doing  Breaking down preconceptions about what works  Big, dumb and simple  QR codes
  • 32. EXPERIMENTS  A/B Experiments  Allows you to test 2 or 3 versions of a page to see how users react  Check TOS, conversion, find out what's going on and how to apply that to the rest of your site  Colors, layouts, images  Multivariate Experiment  Compares effectiveness of changes made to specific sections of a site  Best when trying to compare several different versions of different content on a site  Testing new test for a sign-up button and several different types of images on a page
  • 34. IN-DEPTH CONVERSION OPTIMIZATION  Some key metrics for tracking/improving conversions  Maximum CPA  Maximum cost per acquisition your willing to pay  Average CPA  Total cost divided by your conversion numbers  ROI  Ratio of the cost of advertising relative to the profit generated
  • 35. WRAP-UP  Performance Monitoring  What  Google/QS  Reporting & Analytics  Overview  Goals & Funnels  Reports  Optimization  Campaign Level  Strategies  Ads, Keywords, Placements  Landing Page & Site  Strategies  Experiments