solve the mysteries of google adwords and analytics
DESCRIPTION
This originally-developed, one-hour webinar was designed to answer some of your burning questions about Google AdWords and Analytics, such as: - How to develop AdWords campaigns that generate results; - How to define target audiences and budgets to reach the people you want; and - How to read and understand the story Google Analytics is telling you about your website. For the full recording, visit http://www.netcomlearning.com/webinars/999991/Free-Webinar-Solve-The-Mysteries-of-Google-AdWords-and-Analytics-training.html?WebinarID=301.TRANSCRIPT
Solve The Mysteries of Google AdWords and Analytics Becky Livingston President & CEO Penheel Marke:ng August 2014
Presenter Bio • Owner Penheel Marke:ng • 25+ years of marke:ng and technology experience • Social Media & Digital marke:ng professional • Public speaker and trainer • Frequent guest blogger • Marke:ng corporate trainer and college adjunct professor
Agenda • AdWords – Finding keywords in unlikely places – Recon – Quality Score, Phrase/Exact Match – Ad Placement feature
• Analy,cs • Reports • Channels • Filters • Goals • Event Tracking
Developing AdWords It’s more than keywords and budgets, it’s ü Strategy ü Maintenance ü Setup ü Quality score U
A G A = Audience U = Users G = Google
It’s An Auction -‐ Example Adver,ser Order
Bid $ Paid Price Ad Loca,on
1 $4.00 $3.00 1st
2 $3.00 $2.00 2nd
3 $2.00 $1.00 3rd
4 $1.00 $0.00 -‐-‐-‐-‐-‐
Note: The adver:ser does not have to pay their bid price. They pay the price of the bid below them. Rather than the max they are willing to pay. This does not take into considera:on the Ad Quality.
Quality Score 1. Click-‐thru rate 2. Relevancy 3. Landing page quality
CTR Relevance
Landing Page
How Quality Score Impacts Bid Adver,ser Max Bid x Quality Score = Ad Rank Posi,on
1 $4.00 1 4 n/a
2 $3.00 3 9 2
3 $2.00 6 12 1
4 $1.00 8 8 3
You pay the minimum amount you need to retain your posi:on.
Price = Bidder2 x Quality Score2 / Quality Score1 $1.50 = ($3 x 3) / 6
Unlikely Places
Same Search … Almost
How It Works 1. Keywords that match the query exactly 2. Exact match keyword when the keywords are the same 3. Keyword with the highest Ad Rank, which is based on quality
score.
Recon • Use tools like iSpionage or AdGooroo to “spy” on the compe::on
Recon • Use tools like iSpionage or AdGooroo to “spy” on the compe::on
Recon, cont.
Phrase & Exact Match Changes Close Variant Match The replacement for Exact and Phrase match. Effec:ve late September.
What It Means [cardiology] => [cardio] Query: “cardio preven:on program” Keyword: “cardiology” [fire] => [firefighter] Query: “german fire helmet ”Keyword: german firefighter helmet” [surgery] => [surgeon] Query: “cosme:c plas:c surgery anaheim” Keyword: cosme:c plas:c surgeon anaheim
AdWords Matching Steps 1. Prepare for added / decreased volume 2. Stop building variants into the keyword list
1. Look for prominent, high-‐volume versions 2. Nega:ve keywords don’t expand to cover close variants
3. Account for traffic redirec:on
Benefit: Provides more coverage without the need to build exhaus:ve keyword lists.
Ad Placements • Ads have to use the “Display Network” or “Search and Display Networks – All Features”
• Ability to place ads on specific websites and mobile apps, as well exclude them from websites and mobile apps.
• Use the manage Placements feature. • You will want to use the graphical ad tool to help you design the ads. Landing pages are very important for this ad op:on to work well.
Analytics Reports
Analytics Report -‐ Channels
Exclusions & Poor-‐Preforming Pages
Applying Filters • Good to exclude content from a domain, IP address, or subdomain
• Keep an unfiltered profile; create a child profile with filters • Filters cannot be undone once set • Senng more than one filter per profile may cause data to not appear
• Executed sequen:ally
Creating Goals • Des:na:on goals – great for landing pages, contact us pages, registra:on pages, etc.
• Time on site – measures the “s:ckiness” of the page and helps define it’s engagement threshold.
• Pages/Visits – verifies the depth of the site, which is great for content-‐heavy sites.
Determining ROI -‐ Event Tracking
Just the tip of the iceberg!