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Optimizing Google Adwords using Google Analytics
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Optimizing
using
About @analyticsninjaLoves working with fun businesses
Goal of this presentation
• Discuss the integration between Google Adwords & Google Analytics
• Definition of Adwords specific metrics in GA and their corresponding Adwords settings.
• Analysis techniques to improve PPC performance (bulk of presentation)
http://online-behavior.com/ebooks
Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
Full list of every Adwords specific dimension and metric
Custom Reports – The ABC’sDrill Down
Custom Reports – The ABC’s
Micro Conversions
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Micro Conversions
Custom Campaign Report
Optimizing Campaigns
Help Determine Relevancy using Bounce Rate
Campaign Optimization
Campaign Optimization
Keyword Optimization
Matched Search Queries
Matched Search Queries
Keyword Optimization
Keyword Optimization - Negatives
Adding Negative Keywords
Keyword Positions & Bidding
Keyword Positions & BiddingExample when to boost bids
Keyword Positions & Bidding
Not Segmented by Match Type
ValueTrack Parameters
Destination URLs not Filtered
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Why engagement goals matterLower than Avg.Ecommerce Rate
Higher than Avg.User Engagement
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How to choose Page Depth & Time on Site Goals
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Multi-touch Attribution Examples
Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
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Adwords Placements
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Auto / Managed Placements Actual domain where ad displayed
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UGH! I hope your conversions don’t look like this!
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However…
Check to see if they look like this
Display Network Assists
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Display Network Assists
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Discover which domains are making the biggest impact
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Get Ready for Attribution Modeling
it’s where the money is at
Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
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Ad Scheduling
Ad Scheduling
Day of Week
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Day of Week
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Day of Week
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Add a Secondary Dimension (any)
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Hat Tip @analyticspros
Day of Week
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Day of Week
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While we’re on the topic of time…
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It is easy to discover “increases” in GA
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It is difficult to discover “decreases” in GA
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Inverse Date Range Comparison
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Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
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Mobile Growth
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Mobile Campaign Settings
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Mobile Analysis
• Use the Standard Campaigns report as Mobile includes cost data there too.
• Multi-Channel Funnels are somewhat less useful for Mobile Analysis because it is quite possible that converting customers return on a non-mobile device.
• Pay special attention to micro-conversions coming from mobile.
• Add a smartphone only advanced segment(Smartphone vs. Tablet vs. Deskop)
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Mobile Analysis
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Related to Mobile Analysis BROWSER
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Related to Mobile Analysis Screen Resolution
Optimizing Adwords Campaign Settings
• Network – GoogleSearch PartnersDisplay
• Devices – DesktopTabletsSmartphones
• Ad Scheduling – Time of DayDay of Week
• Language• Location –
GeoTargeting
@analyticsninja
Location Targeting Optimization
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Location Targeting Optimization
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Location Targeting Optimization
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Remarketing with GA
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Remarketing with GAVisitor Segmentation!
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Remarketing with GAProduct Cross-sells
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Remarketing with GAWatched Promo Video
Remarketing with GAFreemium Retargeting
BONUS
BONUS
BONUS
BONUS
