SwellPath - Optimize Your Analytics to Measure Success - PDX DMC 2013
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The document outlines a comprehensive session on optimizing analytics for measuring success in digital marketing, involving speakers from Swellpath who cover filters, custom reports, SEO, social media, and paid media analytics. Key topics include how to utilize Google Analytics for tracking non-branded traffic, understanding attribution models in PPC campaigns, and measuring the effectiveness of social media strategies. The session aims to provide actionable insights and practical exercises to enhance attendees' data-driven decision-making capabilities.
SwellPath - Optimize Your Analytics to Measure Success - PDX DMC 2013
- 1. Optimize Your Analytics to Measure Success June 2013 Speakers: Ashley Stuart, Craig Galyon, Adam Ware
- 2. General Agenda • Overview of Session & SwellPath • Part I: Filters & Custom Reports with Adam • Part II: SEO & Social Analytics with Ashley • Part III: Analytics for Paid Media with Craig #pdxdmc @swellpath 1
- 3. Overview of SwellPath Adam Ware SwellPath CEO
- 4. Overview #pdxdmc @swellpath • Pay-per-click Advertising • Organic Search Optimization • Digital Analytics & Optimization 3 SwellPath is a data-driven web analytics consulting, and search marketing agency based in Portland, Oregon. We offer unmatched expertise in the following services:
- 5. Logistics & History • Founded in 2009 • Headquartered in the Pearl District in Portland, Oregon • Staffed with a team of talented specialists, founded by industry veterans #pdxdmc @swellpath 4
- 6. Proven Track Record #pdxdmc @swellpath 5
- 7. Part I: Filters & Custom Reports for Non- Branded Search Adam Ware SwellPath CEO
- 8. Non-Branded Traffic Report Workshop • What we‟ll learn: > How to determine and meet analytics needs > Branded vs. Non-branded SEO traffic > Using Regular Expression in GA > Using Report Filters > Creating Custom Reports • Tee-up > Ashley (advanced segments), and > Craig (custom dashboards) #pdxdmc @swellpath 7
- 9. Meeting Analytics Needs: The Thought Process • Analytics needs to measure the goals and objectives of the business • What are our goals? > Example: to work with more clients. • How does that happen? > Example: more people become aware of us and our services, via our online and offline efforts. • Need to break it down by channel and activity. > Example: we‟d garner more global organic search visits to our site, from people who had not heard about us. • How would we measure that? > They would be searching with phrases and keywords that didn‟t include “swellpath” or the names of anyone who works at SwellPath. #pdxdmc @swellpath 8
- 10. KPIs & Key Metrics • We have a KPI: > Non-branded organic search visits • We may also have key metrics; what happens before, during, and after the visit? #pdxdmc @swellpath 9 Awareness Engagement Conversion • Impressions • Clickthroughs/Vi sits • Pages/visit • Time on site • Newsletter signups • Services pages • Case studies pages • Contact us form • Phone calls
- 11. Using Filters in GA • Problem: How do we isolate non-branded organic search visits? • Solution: With regular expression and filters! #pdxdmc @swellpath 10
- 12. Regular Expression • A regular expression matches a pattern to a string. It is a “language” that allows for more complex searches in GA. • Cheatsheet: http://www.swellpath.com/2012/08/8- simple-yet-powerful-regex-concepts-for-google- analytics/ • Example: > Regex: (s.*path)|(.*adam.*) > Matches: swellpath, swelpath, swel path, swell path, SwellPath, swlpath, swellpth, swell pth, adam, adamware, adam ware, Adam Ware, portland adam where #pdxdmc @swellpath 11
- 13. Using Filters • Filters enable you to isolate dimensions (rows) in a report, or filter based on metric values • Combining regular expression and filters is POWERFUL • Activity: Navigate to Traffic Sources > Search > Organic • We‟re going to filter out some branded traffic from your report! #pdxdmc @swellpath 12
- 14. Activity I: Advanced Report Filtering • Navigate to Traffic Sources > Search > Organic • Select desired date range • Click on “advanced” • Select “Exclude” • Select “Keyword” from “Dimensions” • Select “Matching Regular Expression” • Enter regex • Apply! #pdxdmc @swellpath 13
- 15. Creating Shortcuts & Custom Reports • Shortcuts enable you to quickly link to a report that has filtering in place. • Custom reports allow you to customize the dimensions and metrics in a report, along with custom filtering. • So, for example, you can customize a report to show the various stages a prospect may move through… #pdxdmc @swellpath 14
- 16. Activity II: Creating a Report Shortcut • Click the Customization tab in the orange top bar in Google Analytics • Click the “+ New Custom Report” button • Properly title your report • Create and name your tabs • Select what type of report you would like • Add the appropriate metrics • Add the appropriate dimensions; use secondary dimensions if you would like to be able to drill down • Add the filter we created in Activity I • Select which profiles you‟d like this report to appear in #pdxdmc @swellpath 15
- 17. Finished Product Should Look Similar to This #pdxdmc @swellpath 16
- 18. Part II: Analytics for SEO & Social Media Ashley Stuart SEO & Social Media Analyst #pdxdmc @swellpath 17
- 19. Introduction: Ashley Stuart > Search & Social Media Analyst at SwellPath > Background in Media Planning/Buying > Native Portlander > Pinner, Tweeter, G+ Advocate, & Vine-obsessed #pdxdmc @swellpath 18 @FancyPants10
- 20. Agenda I. Analytics for SEO I. Modern SEO II. SEO KPIs III. GA for SEO II. Analytics for Social Media I. GA for Social II. Creating an Advanced Segment III. Site Specific Tools #pdxdmc @swellpath 19
- 21. Analytics for SEO #pdxdmc @swellpath 20
- 22. Modern SEO: Beyond Rankings and Backlinks • Local Search • Social • People-Centric Keywords (v.s. Robot-Centric) • Content • Rich Snippets and Semantic Markup • Web Authority #pdxdmc @swellpath 21
- 23. KPIs for SEO > Traffic Themes • Branded (swellpath|swell ?path|swellpath.com) • Non-Branded (SEO consulting, PCC management) • Segment Themes (SEO, Analytics, PPC) > Landing Page Metrics • Bounce Rate • Specific Keywords Driving Traffic #pdxdmc @swellpath 22
- 24. Let‟s Explore: Google Analytics for SEO #pdxdmc @swellpath 23
- 25. Let‟s Explore: Queries #pdxdmc @swellpath 24 Queries: > Discover the top searches bringing users to your site
- 26. Let‟s Explore: Landing Pages Landing Pages > Shows URLs that generate the most impressions in Google web searches > Identify landing pages that have good CTRs but a poor average position #pdxdmc @swellpath 25
- 27. Let‟s Explore: Landing Page & Keywords Conversion #pdxdmc @swellpath 26 Go To: Traffic Sources > Sources > Search > Organic • Set Primary Dimension as ‘Landing Page’ & Secondary Dimension as ‘Keyword’
- 28. The Elephant in the Room (not provided) #pdxdmc @swellpath 27
- 29. The Wrath of (not provided) Percent of organic traffic… #pdxdmc @swellpath 28 Q1 ‘12 Q2 ‘12 Q3 ‘12 Q4 ‘12 May 2013
- 30. #pdxdmc @swellpath 29 Go gl
- 33. Accounting for (not provided): The Formula Estimate = Raw + ((Raw / known) x (not provided)) #pdxdmc @swellpath 32
- 34. Activity: Accounting for (not provided) Example: non-branded traffic 1. Find your total (not provided) keywords > (not provided): 30,000 visits 2. Find your total organic traffic > Organic: 60,000 visits 3. Find your raw visits (e.g. non-branded) > Non-branded: 8,000 visits #pdxdmc @swellpath 33
- 35. Accounting for (not provided): The Math 1. Find # of Known Keywords: Total organic – not provided > 60,000 – 30,000 = 30,000 2. Take non-branded / Known Keywords > 8,000 / 30,000 = 0.27 3. Multiply your percentage (0.27) by your not provided > 0.27 x 30,000 = 8,100 4. Add that to your raw visits (non-branded in this example) > 8,100 + 8,000 = 16,100 16,100 is our non-branded traffic accounting for not provided #pdxdmc @swellpath 34
- 36. Accounting for (not provided): The Easy Way http://www.mikearnesen.com/seo-tools/not-provided/ #pdxdmc @swellpath 35
- 37. Analytics for Social Media #pdxdmc @swellpath 36
- 38. Let‟s Explore: Google Analytics for Social #pdxdmc @swellpath 37
- 39. Let‟s Explore: Social Conversions Measure the success of your social campaigns by aligning them with specific landing page or transactional goals to identify which networks impact the bottom-line. #pdxdmc @swellpath 38
- 40. Let‟s Explore: Social Plugins Measure your on-site engagement with “plugins” tab > Discover what pages are driving the most social shares > What social sites your content is being shared on #pdxdmc @swellpath 39
- 41. Activity: Creating an Advanced Segment for Social • Consider the social sites you care to track > What sites do you have an active brand presence? > What sites are bringing significant traffic to your site? > Use the „Social Overview‟ tab to gain additional insight • Beyond the “Big Three” > Reddit > StumbleUpon > Instagram > Quora > SlideShare > Pinterest #pdxdmc @swellpath 40
- 42. Activity: Creating an Advanced Segment for Social • Once you determine the social sites that are most valuable to your brand, create a Advanced Segment to track these visits. • Remember the qualifiers for the following: > Twitter: t.co > Google Plus: plus.google.com > Facebook: Facebook.com, fb.me, m.facebook.com #pdxdmc @swellpath 41
- 43. Activity: Creating a Social Media Roll-Up #pdxdmc @swellpath 42
- 44. Test Your Segment & Save #pdxdmc @swellpath 43 RegEx Example: m.facebook.com|facebook.com|fb.me|instagram.com|t.co|pinterest.com|quora.com|plus.google.com
- 45. Site Specific Tools Facebook Insights #pdxdmc @swellpath 44 Page Level • Daily People Talking About This • Daily New Likes • Daily Total Reach (Organic + Paid) • Daily Reach of Page Posts • Daily Total Impressions of Your Posts • Tab: Daily Like Sources for Tracking Mobile Use • Tab: Daily Talking About this By… • Tab: Daily People Who Interacted… Post Level • Lifetime Post Reach • Lifetime Post Impressions • Lifetime Talking About This (post) • Tab: Lifetime Talking About this (comments and Likes the post received)
- 46. Site Specific Tools Facebook Conversion Tracking Track the behavior of your Facebook audience. #pdxdmc @swellpath 45
- 47. Twitter Analytics for All! • Favs, Retweets, and Replies • Sort by Best (top 15%), Good (top 75%) • Discover what type of messages/content gain the most engagement #pdxdmc @swellpath 46
- 48. Site Specific Tools Twitter Counter: #pdxdmc @swellpath 47 Compare your follower growth with your competitors over time. Attribute follower spikes to specific posts or campaigns.
- 49. Site Specific Tools FollowerWonk • Find optimal times to Tweet • Demographic & Geographic data • Social Authority • Tweet Recencies • Tweeted Content • Commonly Tweeted Topics #pdxdmc @swellpath 48
- 50. Site Specific Tools Pinterest Analytics Pinterest Audience Insight = Better Content Decisions > Must have Pinterest Business Page > Adaptation of Pinterest's New Look > A Verified Website (denoted by a checkmark next to your URL on your profile page) #pdxdmc @swellpath 49
- 51. Other Social Measurement Tools: Social Mention #pdxdmc @swellpath 50
- 52. Other Social Measurement Tools: Simply Measured #pdxdmc @swellpath 51 Tons of free data at the cost of a tweet or follow
- 53. Part III: Analytics for Paid Media Craig Galyon Sr. PPC & Media Specialist #pdxdmc @swellpath 52
- 54. Who Am I? Craig Galyon – Sr. Media Specialist What Do I Do? • PPC • Display • Retargeting • RTB – Behavioral • Direct Publisher Placements • Paid Social Media • Facebook • LinkedIn • Twitter
- 55. Hour III: Analytics for Paid Media What we will discuss 4 useful tools in Google Analytics to make your advertising go further and your day easier: 1. Attribution – why it matters 2. Position Analysis – how to maximize ROI 3. Mobile – how to bid with enhanced campaigns 4. Dashboards – workshop
- 56. Hour III: Analytics for Paid Media What we will NOT discuss Transitions. You‟ll understand shortly.
- 57. Attribution – What Is It? Attribution is the assignment of an event to a source. Attribution is used to evaluate ALL interactions which contributed to an event. An example…
- 58. Attribution – See It In Action Imagine the following path to conversion… Goal Completion! Who gets the credit? If you are only using last-click (default for Google Analytics)…
- 59. Attribution – For PPC Campaigns The same applies to Campaigns within a PPC Account Goal Completion!Is your Branded campaign your top performing campaign? How about Remarketing? Why bid on Non-Branded?
- 60. Attribution – Richie Rich Don’t Give A Shit If you’re this kid, you have too much money to care where it gets spent. For the rest of us, we need to know how to best allocate our ad dollars.
- 61. Attribution - Where does the $$ go? In this example, we might make the decision to cut the Display budget in favor of more Email marketing. Would that person even be a subscriber if they weren’t introduced to the brand through a display ad? 0% 0% 0% 0% 0% 0% 0% 100%
- 62. Attribution – Solving Problems Since 2009 We know the problem, what’s the solution? Where do I spend? How much? As with everything, it depends…
- 63. Attribution Models Bell Curve A hybrid of the Last Interaction and First Interaction models. Instead of giving all the credit to either the first or last interaction, you can split the credit between them. One common scenario is to assign 40% credit each to the first interaction and last interaction, and assign 20% credit to the interactions in the middle. Time Decay Most heavily credits the touch points that occurred nearest to the time of conversion. Linear Gives equal credit to each channel interaction on the way to conversion.. First Interaction Attributes 100% of the conversion value to the first channel with which the customer interacted. Last Interaction Attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnel reports.
- 64. Attribution – Top Conversion Paths
- 65. Export to Excel
- 66. Attribution - The Good
- 67. Attribution – The Bad
- 68. Attribution - Text to Columns
- 69. use this equation in excel to do the same thing =COUNTIF(H2:XFD2,"PaidSearch")/COUNTA(H2:XFD2) Attribution – Linear Formula Linear Value = (PPC) PPC Interactions Total Interactions ( ) X Conversion Value or
- 70. Attribution – Real Values Soon you’ll get charts like this…
- 71. If That Seems Like Too Much Work… There’s a Google for that
- 72. Google Analytics Attribution Modeling Tool
- 73. Google Analytics Attribution Modeling Tool Google Analytics Attribution Modeling tool is not available to everyone. You can get access by putting your name on this list: https://docs.google.com/spreadsheet/viewfor m?formkey=dEJrTVNSN2RBUm03MUVHLWRwc E1jT1E6MA#gid=0
- 74. Transition Slide
- 75. Mobile – How to bid with Enhanced Campaigns Overview: • February 2013 – Google announced upgrade to “Enhanced Campaigns” • Will automatically begin transitioning campaigns on July 22nd, 2013 • Average CPC in Mobile is 16% lower than Desktop • New settings: • Desktop and Tablets considered the same • Mobile targeting activated for all campaigns • Bid Adjustment set as a percentage modifier of standard bid • Campaigns not manually updated prior to July 22 will have percentage set automatically by Google based on “similar advertisers” • Bid Adjustment ranges from -100% to +300%
- 76. Mobile – Defining Mobile Google Analytics: Mobile = Mobile Phones + Tablets Non-Mobile = Desktop Google AdWords: Mobile = Mobile Phones Non-Mobile = Desktop + Tablets
- 77. Mobile – Determining Value of Mobile
- 78. Create A Mobile Custom Segment!
- 79. Mobile – Custom Segment – Mobile (No Tablet) +Create New Segment Advanced > Conditions Include: Mobile (Including Tablet) > exactly matches > Yes Exclude: Tablet > exactly matches > No Save Mobile (including tablet) – Tablet = Mobile Only
- 80. Mobile – Desktop/Tablet/Mobile Let’s take it a step further…
- 81. Mobile – Custom Segment – Desktop + Tablet +Create New Segment Advanced > Conditions Include: Mobile (Including Tablet) > exactly matches > No OR Tablet > exactly matches > Yes Save Non Mobile + Tablet = AdWords Non-Mobile
- 82. Mobile – Value of Mobile Defined by AdWords Sitewide Mobile visit value low 30% PPC Mobile visit value high 104%
- 83. Mobile – How to determine Bid Adjustment Mobile Bid Adjustment = Per Visit Value (Mobile) Per Visit Value (Desktop/Tablet) To exclude Mobile entirely: -100%
- 85. Maximize ROI by Position Which position is the best? 2 PLA 3 4 1 5
- 86. Spoiler Alert!
- 87. Maximize ROI by Position Naturally we assume it’s better to be 1st than 2nd Not necessarily the most efficient… What are your goals? • Increase volume • Maximize ROI • Reduce CPA
- 88. Cost to increase position What does it cost to move from position 4 to position 1? Average Pos. Avg. CPC % Increase 4 $1.21 3 $1.66 37% 2 $2.38 43% 1 $3.64 53% Considerations: • Start with a 10/10 QS keyword • Change in QS did not affect test • Competition • Competitive term with advertisers in 1-10 positions • Search Volume • Enough search volume to perform test in 1 week, without competition adjusting bids too much
- 89. Let’s see what Google Analytics has to say Position 3 • Highest Per Visit Value • Lower CPC than position 1 & 2
- 90. Cost to increase position Average Pos. Avg. CPC % Increase Value Per Visit ROI 4 $1.21 $2.72 224% 3 $1.66 37% $4.33 260% 2 $2.38 43% $1.72 72% 1 $3.64 53% $1.51 41% Incorporating what we learned from Google Analytics Position 3 Wins!
- 92. Dashboards – Report Less. Be Happier.
Editor's Notes
- #22: Google Places Listings and the Venice Update. Users heavily gravitate toward any of Places’ listingsThe lines of search and social are merging. Twitter shares, Facebook likes and social bookmarking heavily influence rankingPeople search because they want an answer to a question. Your keyword selection and on-page content aim should answer those questions. Perform semantic keyword research and think about what people actually MEAN when they type in a certain keywordWith the roll out of the Panda update, sufficient, quality, shareable content is becoming ever-increasingly important With Schema.org, open graph, review/ratings markup, you’re able to tell search search engines and users more about your site and products. In-turn receiving higher CTRs and more qualified visitsWhile on-site optimization is essential, your off-site authority (quality of backlinks, social engagement) is becoming more and more important to how visible a website is in organic searchData should drive decisions. Reply on simple KPIs to show the fruit of your labor
- #23: Start relying more on simple key performance indicators (KPIs) to show results, for instance, the number of landing pages you have, the bounce rate of those pages, and the number of keywords driving traffic to each of those landing pages.
- #24: You can use this data to identify opportunities and prioritize efforts to increase the number of visitors to your site.
- #25: The Queries report shows the Google search queries that generated the most impressions for your website URL. EXAMPLE #3, when your page has a higher position but a bad CTR, you should really focus on improving the page title, meta, URL, and possibly adding rich snippets. That's what people see and use to decide if they want to click on your site from the search results. Improving the general on-page content won't do much if people never click through.
- #26: The Landing Pages report shows the URLs to your website that have generated the most impressions in Google Web search results. With this report, you can identify landing pages on your site that have good click through rates (CTR), but have poor average positions in search results. These could be pages that people want to see, but have trouble finding.
- #27: Here we discover the top keywords which are driving organic traffic to a specific page. By analyzing the bounce rate and average time on site, we can see if visitors are finding what they need on that page and leaving, or if they are digging deeper into the site because that page might not have provided the value they were looking for, denoted by a high bounce rate and a low time on site . This can also help us capitalize on keyword opportunities by discovering what keyword terms people are using to find that particular page.
- #37: Social is increasingly important as a marketing channel. But, how do you measure the impact and effectiveness of your social initiatives?Use annotations on the visits graph to keep track of when social campaigns started and ended to make measuring the impact of those campaigns easier.
- #39: Measure the success and impact of your social campaigns by aligning them with your on-site goals, conversions, and ecommerce transactions. Identify which networks deliver the highest bottom-line impact.
- #49: Social Authority helps you find, optimize, and engage your Twitter audience. It's a 1 to 100 point scale that measures a user's influential content on Twitter.More than just another self-focused metric, Social Authority helps you discover influential tweeters.