AdWords Academy Conversion Tracking and Google Analytics 轉換追蹤和Google分析 (粵語-英文)

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AdWords Workshop - Conversion Tracking & Google AnalyticsLoretta WongAccount Manager, Google HK

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Today’s Agenda

1) Conversion Trackinga) What is Conversion Tracking?b) Why Conversion Tracking?c) How to set it up?d) Features

2) Google Analyticsa) Why Google Analytics?b) What is Google Analytics? c) Link Adwords & Google Analyticsd) Implementation Guidee) Features & Best Practices

3) Advanced Toolsa) Google Tag Managerb) Google Webmaster


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Be Top of Mind

“The real challenge of marketingis all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron SharpVoted Best Marketing Read of Summer (2013) by Advertising Age readers

Be Your CustomersRemember You

See YouKnow Your Brand

Awareness Consideration Conversion Retention

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Pre-launch:seed awareness 1 At launch:

build fast awareness2 Maintain awareness & increase consideration 3

Lightbox adsFocus on influencers

Display ads

Search ads

Mastheads

Lightbox adsDisplay ads

TrueView ads

Search Display Remarketing

Now that you have gone through the AdWords Solution...


Do you know...

1. How many of the clicks lead to purchase?

2. What revenue does your campaign make?

3. Does the ROI of your investment on AdWords meet your requirement?


Conversion Tracking


What is Conversion Tracking?

● A Conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business.

● Conversion Tracking is a free AdWords tool to help you understand what happens after a user clicks on your ad.


What could be a Conversion?

1. Register/ visit a certain page

2. Purchase


3. Email Subscription

4. Contact / Enquiry



5. Download / Install



How does it work?

When a customer clicks on your ad

A cookie will be placed

Tracking what happens

When the valuable action is done,one conversion is counted.


How Google uses conversion data:https://support.google.com/adwords/answer/93148

Share your account’s statistics with other advertisers/competitors

Google does not

Use your conversion data to increase your costs or cost per click

Is my data safe with Google?

https://support.google.com/adwords/answer/93148

https://support.google.com/adwords/answer/93148


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Why Conversion Tracking?

It helps you understand your campaigns more comprehensively Including Campaign, Ad Group, Ad, Placement, Targeting Form, Keyword

By shifting budget, you will have better ROI


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How to set it up?1. Sign in to your Account.2. Click the “Tools” tab, and select “Conversions” from the drop-down menu.


How to set it up?3. Click the “+Conversion” button.


How to set it up?4. Select the "Website" option.


How to set it up?5. Put down the Name.


How to set it up?6. Click and Select Value.

Select whether each conversion has the same value, varying values (for example, purchases of products with different prices), or select "Don't assign a value" if you'd prefer not to count one. If you choose varying values, you'll need to follow these instructions to track transaction-specific values. Click Done.

https://support.google.com/adwords/answer/6095947#website





How to set it up?7. Click Count. Select whether to count all or unique conversions. "All" is best for sales; "Unique" is best for leads. Click Done.


How to set it up?8. Click Conversion windows

Select a conversion window (how long after an ad click and ad impression you want to track conversions) and a view-through conversion window (how long after an image or rich media Display Network ad impression you want to track conversions) for this conversion action. The window can be as short as one week or as long as 90 days (30 days for view-through conversions). Click Done.


How to set it up?9. Category

Select the category that best applies to your conversion. If you're tracking newsletter signups, you'll pick "Sign-up." For purchases, you'll pick "Purchase/Sale." If your conversion doesn't fall into a listed category, select "Other." Your choice here is used simply to segment your conversion reports. You can always change it later. Click Done.


How to set it up?10. Optimization

Opting into this setting—selected by default—does two things:

Adds data from this conversion action to your "Conv. (opt.)" columns.

Optimizes bids for this conversion action when using automated bid strategies such as Target return on ad spend, Enhanced cost-per-click, or Conversion Optimizer.

Uncheck the box if you don't want to optimize bids for this conversion action. Otherwise, leave it checked.

Click Done.


How to set it up?11. Review and install your tag.

You can send instructions to your webmaster.

Add the tag to your website following the instructions.


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Conversion typesConversion Converted click Estimated total

conversionView-through

conversion

The Conversions column reports total conversions, across all the conversion actions you're tracking.

How you've chosen to count your conversions (unique or all) affects the number shown in this column.

How many clicks resulted in one or more conversion

actions.

Example: A customer clicks on your ad and makes two purchases.

So you’ll see two conversions in the “Conversions” column, but only one converted click in this column.

This number can help you approximate how many unique

customers you're acquiring.

Estimated conversions include website, cross-device (when a customer clicks an ad on one

device, then converts on another device), and phone

call conversions.

If there isn’t enough data for an estimate, then this column will

show the same data as the "Conversions" column.

View-through conversions happen when a customer

views (but doesn't click) an ad before converting.

View-through conversions automatically exclude conversions

from people who've also clicked your Search ads.


Enhanced CPC

Increases conversions by raising bids on clicks that are

more likely to convert and saving on clicks which are less likely to convert from

-100% to +30%

Uses an account’s historical conversion data and a

variety of signals to predict the conversion value

(ie 8:1) of each eligible auction

Automatically sets bids during each auction to get as many conversions as possible within a Target

CPA goal

Target Return on Advertising Spend

Target CPA

Bidding

All the above strategies can be used in different ad groups of a single campaign


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Why you need to use Google Analytics?Customer behavior is changing profoundly

The customer journey is now much more complex, and moves seamlessly across multiple devices, and from online to offline.

The good news is, it’s also much more measurable – with the right tools.


Why you need to use Google Analytics?Marketers need to change too.

Today, you need to be aware of the entire customer journey. Where are customers coming from? How are they interacting with a brand, site or app?

You need to know the relative value of your channels, which are most effective at accomplishing your goals, and how those channels work together.

Armed with that information, you can improve your campaigns to adapt to what your customers are actually doing.

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Google Analytics? A tool to better Understand the customer journey

See where your customers are coming from with detailed reports on traffic sources, content and goals, as well as more advanced functions like segmentation, real-time monitoring, multi-channel funnels and more.


The fundamentals of increased insight

AudienceWho are you reaching?

AcquisitionWhere are they coming from?

BehaviourHow are they reacting to your messages?

ConversionsAre they taking action?


Today’s Agenda


2) Google Analyticsa) Why Google Analytics?b) What is Google Analytics?c) Link Adwords & Google Analyticsd) Implementation Guidee) Features & Best Practices



Link AdWords & Google Analytics?

Gain visibility into how Adwords drives on-site user behavior

Don't just understand how campaigns drove users to your site, understand how they drive behavior on your site

Segment your visitors and create advanced remarketing lists to target in Adwords

Easily develop advanced remarketing lists based on any of Analytics’ 250+ metrics

Leverage your GA data to open new options for your online marketing strategy

Import goals, transactions or user metrics data into Adwords to automate your bid, budget, or keyword strategy


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How to set Analytics up?1. Sign in to your AdWords account at https://adwords.google.com.2. Click the Tools tab, then select Google Analytics. Analytics will open in a new window.

https://adwords.google.com/


[A. New to GA] How to set Analytics up?

3. Click “Sign up”


How to set Analytics up?4. Choose Website / Mobile App. Put down the Account Name, Website Name, Website URL, Industry and Reporting Time Zone.


5. Check Data Sharing Settings. Click “Get Tracking ID”. Accept the Services Agreement.

How to set Analytics up?


6. Put down the code with instructions.

How to set Analytics up?


[B. Unlinked GA - same registered email] How to link them?

If you are using the same Google Account for both AdWords & Analytics……

After signing in to your Analytics

1. Click the Admin tab at the top of the page.

2. In the "Account" column, select the Analytics account that contains the property you want to link with one or more of your AdWords accounts.


3. In the “Property” column, select the Analytics property you want to link, and click AdWords Linking.

How to link them?


How to link them?

4. Your AdWords Account will pop up automatically. Select the account you want to link. Click “Continue”.


How to link them?

5.In the “Link configuration” section, enter a title to identify your group of linked AdWords accounts.

6. Select the Analytics views in which you want the AdWords data to be available.

7. Click “Link accounts”


[C. Unlinked GA - different registered email] How to link them?

If you are using Google Analytics already, and the Google Account is different from your AdWords, you will need to add “edit permission” to the AdWords email by editing “User Management” in your Analytics account.

* Make sure you have administrative access for the AdWords account

1. Sign in to your Analytics Account first


How to link them?

2. Click the Admin tab at the top of the page.

3. In the “Account” column, select the Analytics account that contains the property you want to link with one or more of your AdWords accounts.

4. In the “Property” column, select the Analytics property you want to link, and click “User Management”.


5. In the “Property Permissions” column, look for “Edit” permission for the address associated with your AdWords account. And click “Add”.

How to link them?


6. Log in Analytics through your AdWords account, repeat the previous instructions.

How to link them?


Today’s Agenda





Google Analytics InterfaceAllows you to monitor metrics that you define.

Allows you to save customized reports.

Facilitates monitoring automatic and customizable events (i.e. a drop in sales).

Shows you what visitors are currently doing on your website.


Google Analytics Interface

A period of time (30 minute) a user is actively engaged with your website, app, etc.



How many individual people visited your website?



Pageview is the total number of pages viewed. Repeated views of a single page are counted.



Percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).


The fundamentals of increased insight

AudienceWho are you reaching?

AcquisitionWhere are they coming from?

BehaviourHow are they reacting to your messages?

ConversionsAre they taking action?


Audience


Acquisition


Behaviour


Conversions


Admin > View > Goals > + New Goal

Create Goals


1. Auto-tagging

2. GA Goals > AdWords Conversions

3. GA Remarketing

4. See GA Data in AdWords

5. New VS Returning Visitors

6. Layer GA’s secondary dimensions onto AdWords reports

7. Use AdWords secondary dimensions on GA report

8. Benchmarking

9. ECommerce Tracking

Key Tips to Drive Revenues


1. Auto-tagging

AdWords > Gear icon > Account Settings > Preferences > Tracking > Auto-tagging YES


Choose which goals to import

2. GA Goals > AdWords Conversions

AdWords > Tools > Conversions > Conversion Actions > Google Analytics > Import Goal


3. GA Remarketing

Admin > Property > Remarketing > Audiences > + New Audience


3. GA Remarketing - Custom Audience

Admin > Property > Remarketing > Audiences > + New Audience > Create New


3. GA Remarketing - Smart List

Admin > Property > Remarketing > Audiences > + New Audience > Smart List

Machine learning determines which users are most likely to convert in subsequent sessions



AdWords > Gear Icon > Account Settings > Linked Accounts > Google Analytics > Select View > Add



AdWords Interface > Columns > Modify Columns > Google Analytics> Add Columns > Save


Similar CTR and pages/session

Very different avg. session duration



Monitor % New Session to learn which keyword attract new users



5. New VS Returning Users

New Segment


Investigate how user behavior changes across different dimensions

Why: Secondary dimensions help you see which devices, keywords, placements and more drive high-quality users

6. Layer GA’s secondary dimensions onto AdWords reports


Why: Find AdWords-specific insights using any of your favorite reports in Analytics—insights that can improve your account’s performance

7. Use AdWords secondary dimensions in GA Reports


Why: See what’s possible in your industry and how your own desktop and mobile sites compare

8. Benchmarking

GA > Admin > Account Settings > Benchmarking > CHECK


Green is above average, red is below. Find out where you can improve.

8. Benchmarking

Audience > Benchmarking > Choose Industry Vertical/ country


Since not all conversions are equally valued, Ecommerce Tracking enables you to make more informed business decisions based on the ACTUAL revenue each click generates.

Through the Ecommerce reports in Analytics, you will be able to analyze purchase activity on your site or app. You can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data.



How to set it up?

1. Enable Ecommerce in your reports.2. Add code to your site/app to collect ecommerce data.

● Load the ecommerce plugin

● Adding a Transaction

● Adding Items

● Sending Data

● Clearing Data

Please refer to the details here: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce


https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce


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A smarter way to tag your site, for free

Dependable data

Get better insights

for smarter decisions

Marketing agility

Add tags anytime

Quick & easy

Simple for marketers, IT, and agencies

Getting started with GTM Conversion Tracking with GTM

https://support.google.com/tagmanager/answer/2574370?hl=en&ref_topic=3441531





Today’s Agenda





Google Webmaster Tool

Google Tag Manager

http://www.google.com.hk/tagmanager/?utm_expid=100348621-10.uMpqJyPtT4-BS5fRwPwLGA.0&utm_referrer=https%3A%2F%2Fwww.google.com.hk%2F

http://www.google.com.hk/tagmanager/?utm_expid=100348621-10.uMpqJyPtT4-BS5fRwPwLGA.0&utm_referrer=https%3A%2F%2Fwww.google.com.hk%2F


“Tell Us about your AdWords Consultation…” ..1.2.3.4.5.6.7THANK YOU!!!!!!!! :)