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