web analytics and google adwords 101
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ANALYTICS AND MEASUREMENT
MBA Program, Advertising & MarketingCourse: Digital Marketing and Social Media
Dvir Reznik dvirreznik.com @dvirreznik
STAR TREK & ANALYTICS (VIDEO)
Analytics Metrics Lifecycle Process
Everything can be measured
The world of (Google) Web Analytics
Definitions – SEM and SEO
Google Analytics, hands on (demo)
Goals, A/B Testing, Funnel, In-page analytics
Social Marketing Analytics
Google AdWords – Tips for 1st time users
AGENDA
RECOMMENDED READING/RSS-ING
Google Analytics Blog: http://analytics.blogspot.com Avinash Kaushik: http://www.kaushik.net/avinash/ Jeremiah Owyang: http://www.web-strategist.com/blog/ CMO.com: http://www.cmo.com/blogs/web-analytics GA Youtube channel: http://www.youtube.com/googleanalytics
Books/PDFs Web Analytics – An Hour A Day – Avinash Kaushik Web Analytics 2.0 – Avinash Kaushik Advanced Web Metrics with GA – Brian Clifton Gartner: Key Challenges in Web Analytics – Bill Gassman Altimeter Group: Social Marketing Analytics Forrester: Appraising Investments in Enterprise Analytics
EVERYTHING (CAN) SHOULD BE MEASURED
Are you using a web analytics tool?
WEB ANALYTICS
Over 30 different web analytics tools Google Analytics was introduced Nov 2005. A week after launch
Google froze new registrations due to overwhelming demand Today, GA can be found at almost 60% of the 10,000 most
popular websites (WW), and 80% of the 100,000 most popular websites
Disadvantages of using a cloud-based web analytics JS code can be blocked by browser add-ins or the user Not all cellphones support JS in their mobile browsers A user can either block or delete the cookie Privacy issue
SEO – TERMS AND DEFINITIONS
The question The metric
Who came to my site Unique visitors
From where did the user arrive to my site
Referring URL, Search Terms, Direct Traffic
What did the user do while visiting my site
Entry pages, page views, average time on site, page views per visitor
What issues did the user encounter while visiting my site
Browser version, Operating systems, Navigation path, Exit pages
SEM – TERMS AND DEFINITIONSHigh or Low? The meaning The metric
2%-3%, higher is better
Clicks-----------------Impressions
CTR: Clickthrough Rate
n/a Online advertising model
PPC: Pay per Click
lower is better How much do I spend to get a sale
CPA: Cost per Acquisition/Action
higher is better Conversions--------------------
Clicks
Conversion rate
lower is better How much do I spend to get a customer to
my site
CPC: Cost (Value) per Click
GOOGLE ANALYTICS – HANDS ON (DEMO)
ADVANCED METRICS
+20% sign ups
+250% opt-in rate
+5% download rate (A/B/C testing)
FUNNEL, GOALS
IN-PAGE ANALYTICS, ADVANCED SEGMENTS AND
FILTERS (VIDEO)
SOCIAL MARKETING ANALYTICS
Social Marketing Analytics is the discipline that helps companies measure, assess andexplain the performance of social media
initiatives in the context of specific businessobjectives.
There is currently no single vendor that can effectively measure all
aspects of social media.
Source: Social Marketing Analytics report, The Altimeter Group, April 2010
SOCIAL MARKETING ANALYTICS
GOOGLE ADWORDS
ADWORDS ADS GUIDELINES
Textual Ad title up to 25 characters Product/service description: 2 lines, up to 35 characters in each line Displayed URL: up to 35 characters
Image Static (JPG, PNG), Animated (GIF) or Flash 8 possible formats (image size) Weight: up to 50Kb Flash: up to 30sec, 15-20 frames per second
Family Status: Family Safe, None-Family Safe, Adult Sexual Content No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse
effects, etc
Google AdWords Advertising Policy
10 TIP FOR 1ST TIME GOOGLE ADWORDS USERS
Use your keywords in the ad itself (Google will highlight once searched)
Create several Ad Groups, with fewer keywords in each group Create, test, analyze several ads in each Ad Group, both textual
and image ‘Free’ boosts performance (clicks, actions, conversion) Thin slice your audience – designated landing pages Schedule your campaign according to user trends (Weekdays) Use negative keywords Use Site Exclusion See what your competitors are doing
Analyze, Analyze, Analyze
THANK YOU
MBA Program, Advertising & MarketingCourse: Digital Marketing and Social Media
Dvir Reznik dvirreznik.com @dvirreznik
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