Gerson and Levy

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  1. 1. Understanding Google AdWords & Analytics
  2. 2.
    • Rachael Gerson (@rachaelgerson)
    • Self-proclaimed data junkie
    • Google Analytics Top Contributor
    • GA Certified
    • 4 years at SEER Interactive in SEO & Analytics
    • Lover/owner of cute puppy named Cooper
    Proud alumni of Villanova University Go Cats!
    • Aaron Levy (@bigalittlea)
    • 5 years in digital marketing
    • 2 years at SEER Interactive in PPC
    • AdWords & AdCenter Certified
    • Managed budgets from $500 to $100k/mo in B2B & B2C
    • (Usually) a pretty good hockey player
  3. 4.
    • Is your online advertising working?
    Hint: there are only two possible answers.
  4. 5.
    • Step 1: Set Goals
  5. 6.
    • Establish a key success metricbeforeyou do anything else
    • Cost Per Acquisition
      • Use lead-to-sale ratios and avg. customer value to back into an appropriate figure
    • Return on Ad Spend/Investment
      • Find the break even point
    • Page Views/Visit
      • If the goal is traffic, make sure its good traf fic
    Set a metric tobeat CPA ceiling or break even ROAS %.
  6. 7. Dont forget your brand name!
    • Step 2: Select keywords
  7. 8. If the keywords have no search volume, you wont be eligible.
    • Dont just guess
  8. 9. Google Keyword Tool Start with the basics & see what the tool proposes.
    • Use the free tools available
  9. 10. Search Suggest especially with the advent of Instant, these are terms youneedto bid on.
    • Use what the engines tell you
  10. 11. Soovle see up to 15 engines suggestions at once.
    • Use whatallsites tell you
  11. 12. Use keyword tool exports & suggest to find initial negatives. Use query reports to grow the list.
    • Be a Negative Nancy
  12. 13. Broad for volume, exact for control.
    • Find the perfect match (type)
    • Keyword = brown wingtip shoes
      • Buy shoes with wings
      • Buy brown shoes
      • Brown wings buy
      • Brown wingtip shoes
      • Brown wingtip shoes
      • Wing tipped shoes brown
      • Buy brown shoes with wing tips
      • Where can I buy brown wingtip shoes
      • Brown wingtip shoes
      • Brown wingtip shoes
    Broad MBM Phrase Exact
  13. 14. Include negatives in your estimates & dont bid more than you can afford; you dont NEED to be #1.
    • Dont fall into a money pit
  14. 15. Example of organization directly from the Google Help Center.
    • Step 3: Be meticulously organized
  15. 16. Make sure to separate top performers into individual campaigns to ensure 100% visibility.
    • Build strong campaigns
    • Budgets
      • Make sure your keywords have enough $ to generate data
    • Importance
      • Stronger keywords get more $!
    • Relevance
    • Ad Extensions
      • Sitelinks, Phone #, Products
    • Geo Targeting & Dayparting
  16. 17. Per Google, every keyword with 1,000+ monthly searches should have its own ad group.
    • And keep ad groups relevant
    • Ad copy is set on the ad group level
      • Each copy point should speakdirectlyto top terms
    • Separate high volume terms into their own ad groups
    • Set ad groups logically & control where copy shows
      • Different colors = different ad groups
      • Different products = different ad groups
      • Different search intent = different ad groups
      • Get granular
  17. 18. Make your ad stand out.
    • Step 4: Craft crafty ad copy
  18. 19. You dont have long engage the audience quickly.
    • Dont be this guy
  19. 20. Everyone uses best practices. Use them differently.
    • Or these guys
  20. 21. You can stand out and still use the same formula. Test & optimize!
    • Be different, but be smart
  21. 22. Winning ad copy equation.
    • Clear call to action
    • Resonates with landing page
    • Answers why should I
    • +Contains top volume keyword
  22. 23. Be edgy, but not too edgy.
    • Step 5: Pick (or build) landing pages
  23. 24. Page populates with brown wingtips, value-adds clearly displayed on the top.
    • Strong eCommerce
  24. 25.
    • Weak eCommerce
    No Twitter. No brown wingtips. No dice.
  25. 26. Quantifiable value propositions directly related to landing page. Clear call to action, customer testimonials.
    • Strong lead generation
  26. 27. Too many to count
    • Weak lead generation
    • Broken landing pages
    • No clear call to action
    • Lacking relevance from ad to landing page
    • Tough on the eyes
    • Unsubstantiated claims
    • No privacy policy
    • Asking for too much
  27. 28. No need for external conversion trackers.
    • Step 6: Install & test tracking
  28. 29. Separate your PPC traffic from organic.
    • Dont forget Analytics!
  29. 30. Initial settings were designed by engines for most volume,notbest performance.
    • Step 7: Adjust settings
  30. 31. Both campaign types should be structured much differently (whole other session)!
    • Networks & Devices
  31. 32. Use Accelerated delivery for Brand & top performers to captureallvolume. But make sure you have the $.
    • Ad delivery settings
  32. 33. Warning: the more granular you get, the less accurate the target is. Recommend staying on Metro level.
    • Location targeting
  33. 34. Launch early in the week so you can keep a close eye on early performance & optimize!
    • Launch!
  34. 35.
    • and beyond
    The beauty of paid search is that we have data on everything. Use it.
    • Test Ad Extensions (+CTR)
    • Test Ad Copy (+CTR, -CPC)
      • But check forStatistical Significance
    • Mine Search Query reports to grow negatives & keyword targets (+CTR, -CPA)
    • Test & tweak your landing pages
    • Set up Google Alerts, watch Insights
      • Know whats going on in your space
    • Link to +1 accounts
    • TEST EVERYTHING
  35. 36.
    • Your Knowledge Level
    • Newbie Never used GA
    • Beginner Use GA on occasion, can navigate through
    • Intermediate Power-user, never sets up profiles
    • Advanced Use & set up profiles regularly
  36. 37.
    • Start Using GA
    • Some Dos and Donts
  37. 38. Make sure this code is on every page of the site, prior to the closingtag.
    • Google Analytics Code
    • Do:
    • Include the GA code oneverypage
  38. 39. Regular code cannot go on a site with multiple domains or mobile sites.
    • Google Analytics Code
    • Dont:
    • Use regular code on sites that span multiple domains or mobile sites
    • Use more than one set of the same code
  39. 40.
    • Google Analytics Code
    • Do:
    • Let plugins do all the work for you!
  40. 41.
    • Know these guys?
  41. 42. Make sure youre driving therighttraffic.
    • Visits = $
    Dont Be These Guys
  42. 43.
    • Which Metrics Should You Be Monitoring?
    • DO focus primarily on:
    Visits & Conversions / Transactions
  43. 44. Data can come into GA up to 24 hours late.
    • Visits
    • No visits = no sales
    • More visits SHOULD = more sales
  44. 45. Make sure the whole team is on board with the KPIs prior to setting up goals.
    • Conversions & Transactions
    • Non-eCommerce site:
    • Figure out yourKey Performance Indicators( KPIs ) & create GA Goals
  45. 46. Reports should connect actions on site with $$$.
    • Conversions & Transactions
    • eCommerce site:
    • Add eCommerce tracking to get detailed reports ontransactions&revenue
  46. 47.
    • Which Metrics Should You Be Monitoring?
    • DO focus secondarily on:
    Bounce Rate Use Bounce Rate as your indicator that you may be losing quality traffic & $
  47. 48. A bounced visit will show in GA as 0:00 time on site.
    • What is Bounce Rate?
    • Google Analytics definition:
    • Visits in which the person left your site from the entrance (landing) page