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SMX Advanced 2014 Session #Smx #23B - Amazing Paid Search Tactics & Tools - Google Analytics Applications For Paid Search By Heather Cooan @Heathercooan Of Clix Marketing Read on about marketing analytics at http://marketingland.com
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Google Analytics Applications for Paid SearchSMX ADVANCED 2014
@HeatherCooan | @ClixMarketing #smx #23B
Cost Data ImportTRACK ROI FROM ANY ADVERTISING CHANNEL
@HeatherCooan | @ClixMarketing #smx #23B
Bing ROI? Facebook ROI?
@HeatherCooan | @ClixMarketing #smx #23B
Cost Data Import
Custom Data Source:1. Create Custom Data Source2. Associate Custom Data
Source with Profiles.
@HeatherCooan | @ClixMarketing #smx #23B
Data Import Solutions
Supermetrics Uploader
Pros:•Multi day import available•No need to format your .csv with Google’s date format restrictions•Easy drag and drop field matching based on your upload
Cons:•Charges are per upload•Recommend one spreadsheet with columns for medium and source. Also works best if you’re not doing daily uploads
Next Analytics
Pros:•Multi day import available.•Comes with report data pulling functionality into Excel•Can reformat and change the data in your csv with find and replace.•Low price per month vs. per upload
Cons:•Issues getting a set upload process to work every time•Support docs and website instructions are outdated
ReportingSuite
Pros:•Low cost & additional reporting features
Cons:•No multi day import feature
LunaMetrics
Pros:•FREE!
Cons:•Lots of formatting to do ahead of time•Only one day at a time for uploading•If the file is too big, you have to put it in multiple files
@HeatherCooan | @ClixMarketing #smx #23B
Search Partner TrackingTRACK INDIVIDUAL SEARCH PARTNER PERFORMANCE
@HeatherCooan | @ClixMarketing #smx #23B
Search Partner Performance
Create New View:1. Admin >> Select Property >> View >> New
View
@HeatherCooan | @ClixMarketing #smx #23B
Search Partner Performance
Apply Filter to View:1. Field A: Referral, (//)([^/]*)2. Field B: Leave Blank3. Constructor: User Defined, $A2
@HeatherCooan | @ClixMarketing #smx #23B
Search Partner Performance
How to Find Your Data:1. Acquisition >> Channels >> Paid2. eCommerce or Goal Set Tab3. Primary Dimension = Other >> User Defined
Value
@HeatherCooan | @ClixMarketing #smx #23B
Page ValueFIND YOUR MOST VALUABLE LANDING PAGES
@HeatherCooan | @ClixMarketing #smx #23B
Find Your Most Valuable Pages
Requirements:
1. Ecommerce tracking has been installed.
2. Your goals have been given values.
Behavior >> Site Content >> All Pages
@HeatherCooan | @ClixMarketing #smx #23B
Find Your Most Valuable Pages
Requirements:
1. Primary Dimension >> Page title tab
2. Sort by page value.
@HeatherCooan | @ClixMarketing #smx #23B
Multi-Channel FunnelsTRACK ASSISTED CONVERSIONS & REVENUE
@HeatherCooan | @ClixMarketing #smx #23B
Assisted Conversion Values
End 2 End Custom Report:
https://www.google.com/analytics/web/template?uid=38W_52L7R3i-
K9K4ablKdA
1. Secondary Dimension >> Keyword
2. Sort by ROI
@HeatherCooan | @ClixMarketing #smx #23B
Assisted Conversion Values
1. Conversions >> Multi-Channel Funnels >> Assisted Conversions
2. AdWords Traffic Segment3. Secondary Dimension >> AdWords
Keyword
@HeatherCooan | @ClixMarketing #smx #23B
Assisted Conversion Values
You can find gold in these reports. Often you’ll find keywords that register zero last click conversions/revenue are actually assisting. Product targets too!
@HeatherCooan | @ClixMarketing #smx #23B
Assisted Conversion Values
Keyword ROI Margin Assisted Conversion Value Last Interaction Conversion Value Total Value Minus Cost
product_type_l1==measuring & inspection -100.00% 0.00% $4,844.25 0 $2,588.50
rotary table -100.00% 0.00% $3,001.20 0 $231.89
countersink -100.00% 0.00% $3,119.30 0 $2,213.84
product_type_l1==cutting: h.s.s. & solid carbide -100.00% 0.00% $2,390.00 0 $2,179.50
+3m +abrasive -100.00% 0.00% $1,960.00 0 $1,505.28
+3m +abrasives -100.00% 0.00% $1,764.20 0 $1,459.96
+abrasive +cartridge +roll -100.00% 0.00% $3,122.00 0 $1,330.43
+abrasive +flap +discs -100.00% 0.00% $2,011.20 0 $896.66
+abrasive +sanding +stick -100.00% 0.00% $1,253.60 0 $738.66
• Poor performers that generate few assists? Those are your real
losers.
• Poor performers that generate lots of assists? Those ones are worth
keeping!
• Why not raise bids on those terms?
THANKS SO MUCH FOR HAVING ME!
Heather Cooan
@HeatherCooan
LinkedIn.com/in/hcooan
Heather is Director of Client Services for Clix
Marketing, regular writer and speaker.
Heather contributes to many publications and
served as a technical editor of Google AdWords –
Managing Your Advertising Program (O’Reilly
Media, 2011).
Clix Marketing is an independent digital media firm
specializing in paid display, search, and social
advertising.
HeatherCooan.com
ClixMarketing.com/blog