Gamc2010 05 - optimizing adwords campaigns via google analytics - lianne mateo and iris cheng - google
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This document provides an overview of how Google Analytics can be used to optimize AdWords campaigns. It discusses setting goals in Analytics and linking it to an AdWords account. It then demonstrates how various Analytics reports can be used to identify profitable keywords, locations, referral sites, and opportunities to improve pages. These include the Map Overlay, Traffic Sources, Site Search, and Bounce Rate reports. The document uses a fictional example of a Google Store to illustrate how the owner Sergey can utilize these Analytics insights to expand his business.
Gamc2010 05 - optimizing adwords campaigns via google analytics - lianne mateo and iris cheng - google
- 1. Google Analytics Optimizing Adwords Campaigns with Google Analytics Lianne Mateo and Iris Cheng, Google Analytics Specialists Google Confidential and Proprietary 1
- 2. 2
- 3. What are your AdWords goals for 2010? “I want to open my email every morning and see at least 3 new orders” “I’d like to increase sales by 15%” “At least 40 visits to my website every day” 3
- 4. Improving Online Campaign Performance Google Confidential and Proprietary 4
- 5. The Google Store Story SALES 5
- 6. The Google Store Story Linked AdWords to Analytics & set up his goals. Enabled E-Commerce and Site Search 6
- 7. Sergey asks... Where are my visits and sales coming from? Should I be running a global campaign or should I focus my efforts on specific markets? 7
- 8. Which Markets Are Interested? Map Overlay Report 8
- 9. Which Markets are Interested? Singapore Singapore Total Visits: 7,835 Total Visits: 7,835 0.26% Goal Conversion Goal Value: $0.08 Per Visit 20 visits have completed an Visits: $626.80 Total Value of order. 9
- 10. Which Markets are Interested? Singapore: Total Revenue: $837.41 Thailand: Total Revenue: $1,308.13 10
- 11. Which Markets are Interested? Making Sense of Your Data Thailand If you can optimize your Total Visits: 2,901 account to double the Per Visit Goal Value: $0.11 visits from Thailand… Total Value: $319.11 Total Value of Visits $638.22 11
- 12. SERGEY’S NEXT STEPS 12
- 13. Sergey’s Next Steps 1 Add Thailand and other profitable countries/cities to his AdWords location targeting. 2 Create a new campaign in Thai language. 3 Offer special discounts/promotions to further increase sales. 13
- 14. Sergey asks... What keywords do customers use to find me? Are my keywords profitable? I need more keyword cash cows! 14
- 15. Expanding Keyword List Traffic Sources Report >Keywords
- 16. Expanding Keyword List Which keywords are profitable? “google store” Total Visits: 18,666 Per Visit Goal Value: $0.65 Conversion Rate: 0.84% Revenue: $12,206.93.
- 17. Content Report >Site Search 17
- 18. Expanding Keyword List Site Search Report “blogger” “baseball” “Google Apps Bumper Stickers” 18
- 19. Expanding Keyword List “10 13101” 19
- 20. Expanding Keyword List 20
- 21. SERGEY’S NEXT STEPS 21
- 22. Sergey’s Next Steps 1 Find profitable non-paid keywords in the Keyword Report and include these in his keyword list. 2 Include products users are searching for in his keyword list based on the most searched terms in the Site Search report. Google store Blogger shirt Android shirt Keyword Bucket 22
- 23. Sergey asks... Which sites send me the most visits and quality traffic? Is Facebook my BFF? What sites do my users visit before they get to the Google Store? 23
- 24. Where are my users coming from? Traffic Sources>Referring Sites 24
- 25. Where are my users coming from? “sknife.blogspot.com” Total Visits: 1 Per Visit Goal Value: $0.00 Conversion Rate: 0.00% 25
- 26. Where are my users coming from? Site Exclusion Tool 26
- 27. Where are my users coming from? “seopedia.org” Total Visits: 200 Per Visit Goal Value: $0.24 Conversion Rate: 2.44% 27
- 28. SERGEY’S NEXT STEPS 28
- 29. Sergey’s Next Steps 1 Find websites which bring low-quality visits and exclude them using the Site Exclusion tool in AdWords. 2 Placement-target high-performing sites to increase his ad exposure and potential sales. Find similar sites by using Google Trends. 29
- 30. Sergey asks... Are my ads, keywords and landing pages effective? Is my website sticky enough? Users, please don’t go! 30
- 31. Bounces are Single-Page Visits 31
- 32. Are Users Leaving My Site? Ad Text Keyword Landing Page 32
- 33. Are Users Leaving My Site? “google kids” “google for kids” Are they relevant to your landing page? 33
- 34. Are Users Leaving My Site? Is your best keyword linked to your best ad text?
- 35. Identify High-Bounce Pages Does my landing page match the keyword and the ad? Did I deliver what the users are expecting? Do I need to fix this page? 35
- 36. SERGEY’S NEXT STEPS 36
- 37. Sergey’s Next Steps 1 Analyze the relationship and performance of keywords, ad text and landing pages. Make sure all three are in sync. 2 Optimize keywords that have high bounce rates. 3 Experiment with ad text variations for best performing ads. 4 Choose appropriate landing pages. If landing page matches keywords and ad text, consider optimizing the webpage (try Website Optimizer). 37
- 38. It’s A Wrap! Google Confidential and Proprietary 38
- 39. Are You Ready? The 3 Things I Need To Do After This Event… 1 Link Your AdWords to Your Analytics Account. 2 Set your goal page and goal value. 3 Set-up e-commerce. 39
- 40. Are You Ready? The Five Reports You’ll Love 1 Map Overlay 2 Traffic Sources Report 3 Site Search 4 Bounce Rate 5 Goal & Ecommerce 40
- 41. Thank You! Google Confidential and Proprietary 41