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

17. GOALS & FUNNELS

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.

28. SCHEDULING

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

33. A/B EXPERIMENTS

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