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#SMX #33C @TimGillmanDrums Adding Context to SEM Reporting ALL THE SMALL THINGS

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Page 1: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

Adding Context to SEM Reporting

ALL THE SMALL THINGS

Page 2: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

“REACH THE RIGHT AUDIENCE AT THE RIGHT TIME” - EVERY SEM STRATEGIST

Page 3: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

GREAT.

Page 4: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

GREAT. HOW THE #&%$ DO WE KNOW WE ACCOMPLISHED THIS?!?!

Page 5: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

“WE SPENT X DOLLARS. WE GOT Y CONVERSIONS.”

Page 6: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

DONE!!!

Page 7: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

YEAH… NO.

Page 8: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT ABOUT AWARENESS? WHAT ABOUT INTERACTION?

Page 9: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT ABOUT THE FUNNEL?

Page 10: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT ABOUT THE FUNNEL?

Transactions!!!

Clicks???

Something…

Page 11: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WE NEED TO MEASURE MICRO AND MACRO GOALS

Page 12: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WE NEED TO MEASURE MICRO AND MACRO GOALS ATTRIBUTION HELPS US GET THERE

Page 13: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT WE’LL COVER:

Page 14: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT WE’LL COVER: 1 – MICRO GOALS

Page 15: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT WE’LL COVER: 1 – MICRO GOALS 2 – ASSISTED CONVERSIONS

Page 16: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT WE’LL COVER: 1 – MICRO GOALS 2 – ASSISTED CONVERSIONS 3 – REPORTING

Page 17: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MICRO GOALS!

Page 18: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MICRO GOALS! …WHAT ARE THEY???

Page 19: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ANYTHING ABOVE THE LAST FUNNEL STEP

Page 20: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

THESE STEPS

[ Signups

AddtoCart

Page 21: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

DIFFERENT FOR EVERYONE

[ Subscriptions

SocialInteraction

Page 22: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ENGAGEMENT METRICS

Page 23: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ENGAGEMENT METRICS - PAGE DEPTH

Page 24: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ENGAGEMENT METRICS - PAGE DEPTH - BOUNCE RATE

Page 25: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ENGAGEMENT METRICS - PAGE DEPTH - BOUNCE RATE - AVG. SESSION DURATION

Page 26: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

OTHER MICRO GOALS

Page 27: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

OTHER MICRO GOALS - CREATE AN ACCOUNT

Page 28: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

OTHER MICRO GOALS - CREATE AN ACCOUNT - NEWSLETTER SIGNUP

Page 29: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

OTHER MICRO GOALS - CREATE AN ACCOUNT - NEWSLETTER SIGNUP - ADD TO WISHLIST

Page 30: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

GOOD NEWS

Page 31: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

GOOD NEWS MICRO GOALS ARE TYPICALLY EASIER TO REPORT

Page 32: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

IN GOOGLE ANALYTICS, MEASURE WITH CUSTOM REPORTS

Page 33: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

GO TO CUSTOMIZATION

Page 34: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SET DIMENSIONS TO VIEW KEYWORDS

Page 35: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SET METRICS TO VIEW MICRO GOALS

Page 36: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SET FILTER TO ONLY VIEW MEDIUM = cpc

Page 37: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SORT BY ANY METRIC

Page 38: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MICRO GOALS HELP DEFINE FUNNEL STEPS

Page 39: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MICRO GOALS HELP DEFINE FUNNEL STEPS USE REPORTS TO CHECK CAMPAIGNS

Page 40: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

COOL…WHAT ABOUT THE BIG CONVERSIONS?

Page 41: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

TO ADD CONTEXT, USE ASSISTED CONVERSIONS

Page 42: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SWEET!

Page 43: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SWEET! …WHAT ARE ASSISTED CONVERSIONS?

Page 44: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ANY CHANNEL ON THE CONVERSION PATH,

Page 45: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ANY CHANNEL ON THE CONVERSION PATH,

OTHER THAN THE LAST-CLICK

Page 46: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

TOP CONVERSION PATHS

Page 47: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ASSISTING CHANNELS

Page 48: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

DISCLAIMER

Page 49: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

DISCLAIMER ASSISTED CONVERSIONS AREN’T A PERFECT SCIENCE

Page 50: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

BUT ASSISTS CAN:

Page 51: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

BUT ASSISTS CAN: - PROVIDE MORE CONTEXT

Page 52: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

BUT ASSISTS CAN: - PROVIDE MORE CONTEXT

- PRESENT MORE VALUE

Page 53: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

BUT ASSISTS CAN: - HELP IDENTIFY A CAMPAIGN’S POSITION IN THE FUNNEL

Page 54: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

BEST PLACE TO GET THIS DATA?

Page 55: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ASSISTED CONVERSIONS REPORT

Page 56: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

HOW TO GET THERE

Page 57: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

VIEW CHANNEL ASSISTS

Page 58: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ALONGSIDE LAST-CLICK

Page 59: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WAIT…HANG ON A SEC…

Page 60: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

WHAT’S THIS NUMBER???

Page 61: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

ASSISTED CONVERSIONS

LAST-CLICK CONVERSIONS

Page 62: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

RATIO > 1 = MORE ASSISTS

Page 63: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

RATIO > 1 = MORE ASSISTS RATIO < 1 = MORE LAST-CLICK

Page 64: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

RATIO = 1 EQUAL PARTS ASSISTS AND LAST-CLICK

Page 65: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SEM = NEARLY EQUAL

Page 66: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

YOU CAN FOCUS ON YOUR SEM CAMPAIGNS

Page 67: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SET REPORT TO ADWORDS

Page 68: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MORE ASSISTS

Page 69: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

MORE LAST-CLICK

Page 70: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

NOW THAT WE HAVE THE DATA…

Page 71: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

NOW THAT WE HAVE THE DATA…HOW DO WE COMMUNICATE THE VALUE?

Page 72: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

SCREENSHOTS? MAYBE.

Page 73: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

EXCEL? SURE.

Page 74: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

DATA STUDIO? HELL YEAH!

Page 75: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

Page 76: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

Page 77: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

Page 78: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

Page 79: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

1 – MICRO GOALS 2 – ASSISTED CONVERSIONS 3 – REPORTING

Page 80: All The Small Things: Adding Content to SEM Reporting By Tim Gillman

#SMX #33C @TimGillmanDrums

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX


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