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Google Analytics&

Google AdWords

Bilge GÖKSEL

Burcu KOLANCALI

Cansu ZORLUER

MGIS 501

Introduction to Management Information Systems

04/11/08

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Google Analytics

Burcu KOLANCALI

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Introduction to Analytics

• What keywords use people to find my website?

• Where are my sales coming from?

• Where and why are visitors abandoning my shopping cart?

• How can I make my marketing campaigns more effective?

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Introduction to Analytics

• Easy to set-up and start gathering actionable data

• Powerful reporting includes: Defined Funnel Navigations Advanced Segmentation Geo-Location Report Keyword Considerations Campaign ROI

• Integrated with Adwords but also tracks non google campaign

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How Analytics works

Secure Google Servers

Report Data

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Setting up Analytics

• Create an account

• Link it to Adwords

• Install the code

• Define conversions (install e-commerce codes and create goals)

What do you want to achieve with your website?

• Product purchase

• Software download

• New customer registration

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Creating an accountStep 1

Step 2

Step 4

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Where to install the code

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Using Analytics

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Dashboard

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Geography & Location

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Site Design

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Tracking goals and conversions

Purchases

Software downloads

Customer registration

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Convert visitors to customers

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Shopping Cart

Checkout

Product Information

Thank You Page

Your Customers

Your visitors

Eliminate bottlenecks in your conversion process

Pinpoint where you lose visitors and duplicate successful paths

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Funnel Reporting

Entering the funnel Leaving the funnel

Defined goal

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How do I evaluate my adwords campaign?

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How do I identify my best keywords?

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How do I identify issues with my website?

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Creating Maximum Effect with Google Adwords

Bilge GÖKSEL

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Agenda

• The Changing Marketing Landscape

• Reaching Google’s Audience with Your Message

• How to Get Started with Google AdWords

• Advantages of the Google AdWords

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As a Marketer, Your Objectives Are Manifold

Print

AwarenessCreate awareness

EducationCreate interest through

information

ImageMaintain brand

Direct responseCycle of trial, purchase, and repeat

Television

Radio

Direct mail& response

Outdoor SearchMarketing

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Imagine Your Business on Google

Your BusinessImagine your business here right when a user is searching for what you offer

www.YourBusiness.com

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Google Search Results

Search Query: ‘flowers’

Google Search Results

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Google AdWords Ads

AdWords Ads

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Keyword Advertising

• Targeted advertising

• Better advertiser ROI than untargeted ads

• Improved user experience

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AdWords Start Page

Step 1: Go to www.google.com/adwords

When you reach the Google AdWords page, simply click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and how it works on this

page as well

Step 1: Go to www.google.com/adwords

When you reach the Google AdWords page, simply click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and how it works on this

page as well

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Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will walk you through the Starter

Edition sign-up process

Starter Edition has a simplified sign-up and set-up process for

new AdWords advertisers

You will have simplified keyword selection, ad copy writing, and campaign/local

targeting

You can always graduate to the Standard Edition at any time

Step 2: Choose Your Edition

For this presentation we will walk you through the Starter

Edition sign-up process

Starter Edition has a simplified sign-up and set-up process for

new AdWords advertisers

You will have simplified keyword selection, ad copy writing, and campaign/local

targeting

You can always graduate to the Standard Edition at any time

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What if I Don’t Have a Web Page?

Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted

page to showcase your business. It usually takes only 15 minutes to set up.

With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted

page to showcase your business. It usually takes only 15 minutes to set up.

With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

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Select Your Ad Location and Language

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and even state if you so wish

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and even state if you so wish

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And Targeting Is Easy…

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AdWords gives you the option to target the location where your ad will be visible to potential

customers

If you want your ad to be shown to all relevant searches in a particular country, you can simply

select a country

If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would

like your ads to show

AdWords gives you the option to target the location where your ad will be visible to potential

customers

If you want your ad to be shown to all relevant searches in a particular country, you can simply

select a country

If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would

like your ads to show

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Write Your Ad

Step 4: Write your ad

In this step, you enter the website address where you

want potential customers to go when they click on your ad

If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple

page hosted by Google

Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your

customers

If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the

“Give me ideas” tab and follow the simple instructions

Step 4: Write your ad

In this step, you enter the website address where you

want potential customers to go when they click on your ad

If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple

page hosted by Google

Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your

customers

If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the

“Give me ideas” tab and follow the simple instructions

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Choose Your Keywords

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing into the search bar to find your products and services,

such as “real estate, 91311”

In this step, you can enter as many keywords and key phrases as you’d like into the box

Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and

keywords will lead to better leads

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing into the search bar to find your products and services,

such as “real estate, 91311”

In this step, you can enter as many keywords and key phrases as you’d like into the box

Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and

keywords will lead to better leads

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Set Your Budget and Choose a Currency

Step 6: Choose your budget

Select the currency in which you will be paying for your ad

AdWords will show your ad as often as possible within the budget guidelines you set

You can select one of the preset budget amounts or input your own monthly budget amount in the box

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Create an Account

Step 7: Set Up Your Account

If you already have an account with any of Google’s properties, you can

choose to use that email address and password to log into AdWords

If you want to create a new account, simply select the second option and

enter the requested information

Then, click “create account”

Step 7: Set Up Your Account

If you already have an account with any of Google’s properties, you can

choose to use that email address and password to log into AdWords

If you want to create a new account, simply select the second option and

enter the requested information

Then, click “create account”

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Enter Your Billing Information

Select a form of payment

You can use direct debit or credit card

Select a form of payment

You can use direct debit or credit card

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Targeted Ad

Higher Clickthrough

Rates

More Qualified Leads

BetterConversions

Good User Experience

How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign

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Google AdWords in Depth: Optimization in Online Advertising

Cansu ZORLUER

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Building a Strong Structure

Build a strong structure to increase

CTR

ROI

Efficiency in Account Management

Efficiency in Tracking results

AdWords Account

Campaigns Campaigns

Ad GroupsAd GroupsAd GroupsAd Groups

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

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Building a Strong Structure

Divide into as many rational groups as possible

Divide keywords into most relevant ad groups

Don’t use same keywords in more than one ad (displays only the one with highest performance)

AdWords Account

Campaigns Campaigns

Ad GroupsAd GroupsAd GroupsAd Groups

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

Advertising text &

keywords

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Ranking & Quality Score in detail

Ranking => CPC x QS High ranking can occur even with low CPC

Quality Score

Other factors

History of CTR

of keywords

Performance history

of the account

Content of

landing page

Relevance of keywords

and advertising text

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Advertisements with High Quality Score

Relevance is essential

Keywords

Relevant advertising text

Relevant, well organized landing page

Not necessarily the home page

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Keywords

Make use of keyword match options

Broad Match

Phrase Match

Exact Match

Keywords: cheap car

Searches that display your ad:

cheap car cheap car seller

cheap car repair car at cheap price

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Keywords

Make use of negative keywordsSelling cheap carsNOT repairing cheap cars

cheap car cheap car seller

cheap car repair car at cheap price

Add “-repair”

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Keywords

Include misspellings

synonyms

plurals

English and Turkish versions of words

Use brand/model of the product / all relevant words describing the service

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Keywords

Make use of Keyword tool

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Keywords

Make use of Traffic optimizer

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Advertising text

Be persuasive, informative, reliable and realistic

Emphasize differentiating quality of the product/service

Test minimum 3 texts

Avoid meaningless/unnecessary slogans: get info, research here, download free white paper, order our catalog, buy now, save money

Inter-capitalize display URL (www.VitalBijuteri.com)

Location in ad text can increase performanceNew York Advertising

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More Traffic

Increase Daily Budget

Increase CPC or CTR

Change distribution options

Try to increase Clickthrough Rate (CTR) by

Using keywords in the title (displayed in bold text)

Trying to differentiate from competitors

Being careful about punctuation and grammar

Being attention-grabbing but not in an annoying way

Doing special promotions and discounts

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Measuring/Reporting Results

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Conversion Tracking

Conversion tracked via cookie for 30 days

Conversion tracking tab

-> Create an action

Get code and embed

Results displayed in campaign summary

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Thank you!