Google Analytics & PPC
Content
GOOGLE ANALYTICS & ADWORDS
PRESENTED BY:
Shehzad Iqbal
AGENDA
Where to start in Google Analytics
Funnel Visualization
Abandoned Funnels
4 Analytics reports to improve PPC campaigns
How to create Custom Reports
Takeaways
NOT SURE WHERE TO START IN GOOGLE ANALYTICS?
UNDERSTANDING OUR CLIENTS
Our Clients have clear objectives and goals such as conversions/sales/sign ups, but we can gauge the effectiveness of our PPC campaigns with other measurements as well.
VISITS VS. CLICKS
clicks indicate
how many times the advertisements were clicked by
users. Visitors indicates
by visitors
the number of actual unique sessions that are initiated
NEW VS. RETURNING VISITORS
To delve further into visitor’s behaviour, explore the “Visitor Loyalty” reports
AVERAGE PAGE VIEWS PER VISITOR If this stat is low then there is something not working properly within the clients site or the traffic isn’t as targeted as it could be.
A high average page views per visitor is a sign that we are generating the right kind of traffic and the site content engages the audience
BOUNCE RATE Bounce rate is the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page.
A high bounce rate generally indicates that the site entrance pages aren’t relevant to visitors. The more compelling the landing pages, the more visitors will stay on the site and convert
AVERAGE TIME ON SITE This metric means exactly what it measures; the average time that users spend on the site
This metric is also tied to the quality of traffic. If visitors stay on site for an extended period of time, then they are engaged and exploring what the site has to offer
USING FUNNEL VISUALIZATION
How many users placed a confirmed online booking and if they didn’t, where these users dropped out of the funnel process
WHAT ARE ABANDONED FUNNELS? the total number of users who entered your conversion path, but never made it across the finish line.
We need to know why users aren’t converting and where they abandon the conversion path in order to increase overall performance
4 GOOGLE ANALYTICS E-COMMERCE REPORTS THAT WILL IMPROVE YOUR PPC CAMPAIGNS
REVENUE BY PRODUCTS REPORT The revenue by products report helps to determine in any given time frame which products are generating the most revenue
The report shows revenue for each product, the amount of that product that has been purchased, how many transactions took place, average order value for each transaction or for a particular product, and more
REVENUE BY KEYWORD REPORT Revenue by keyword report is identical to the revenue by products report.
The revenue by keyword report shows the actual keyword that generated the sale as well as other useful metrics such as, P/Visit & % New Visits
KEYWORD POSITIONS REPORT
The Keyword Positions report shows various Site & E-commerce metrics (revenue, visits, P/visit etc) by position breakdown at the keyword level
AD VERSIONS REPORT see how each of your Ad headlines performs across a variety of GA metrics such as B/R, P/PV and Av Time on site
The Ad Versions report looks at Adcopy headlines performance across a variety of Site and E-commerce metrics
HOW TO CREATE CUSTOM REPORTS
Select metric e.g. New visits Drag to metrics field
Add a dimension e.g. Campaign Add a sub dimension if required Custom reports are most useful when you have to combine metrics and dimensions that are not combined in other standard reports
USEFUL CUSTOM REPORTS
WHAT CAN I TAKE AWAY FROM THIS PRESENTATION? Analytics and PPC reports can be our greatest ally in the effort to understand our clients customers better. Going forward we should create a healthy habit of checking Analytics on a regular basis.
WHICH OF OUR CLIENTS HAS GOOGLE ANALYTICS?
Carcraft Webuyanycar Inkredible James Villas Fly.com Vertbaudet Travelzoo Canvas Holidays Holiday Rentals Countrywide
USEFUL LINKS
Google Analytics – www.google.com/analytics/
Google YouTube Channel - www.youtube.com/user/Google
GA Blog - http://analytics.blogspot.com/
PRESENTED BY:
Shehzad Iqbal
AGENDA
Where to start in Google Analytics
Funnel Visualization
Abandoned Funnels
4 Analytics reports to improve PPC campaigns
How to create Custom Reports
Takeaways
NOT SURE WHERE TO START IN GOOGLE ANALYTICS?
UNDERSTANDING OUR CLIENTS
Our Clients have clear objectives and goals such as conversions/sales/sign ups, but we can gauge the effectiveness of our PPC campaigns with other measurements as well.
VISITS VS. CLICKS
clicks indicate
how many times the advertisements were clicked by
users. Visitors indicates
by visitors
the number of actual unique sessions that are initiated
NEW VS. RETURNING VISITORS
To delve further into visitor’s behaviour, explore the “Visitor Loyalty” reports
AVERAGE PAGE VIEWS PER VISITOR If this stat is low then there is something not working properly within the clients site or the traffic isn’t as targeted as it could be.
A high average page views per visitor is a sign that we are generating the right kind of traffic and the site content engages the audience
BOUNCE RATE Bounce rate is the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page.
A high bounce rate generally indicates that the site entrance pages aren’t relevant to visitors. The more compelling the landing pages, the more visitors will stay on the site and convert
AVERAGE TIME ON SITE This metric means exactly what it measures; the average time that users spend on the site
This metric is also tied to the quality of traffic. If visitors stay on site for an extended period of time, then they are engaged and exploring what the site has to offer
USING FUNNEL VISUALIZATION
How many users placed a confirmed online booking and if they didn’t, where these users dropped out of the funnel process
WHAT ARE ABANDONED FUNNELS? the total number of users who entered your conversion path, but never made it across the finish line.
We need to know why users aren’t converting and where they abandon the conversion path in order to increase overall performance
4 GOOGLE ANALYTICS E-COMMERCE REPORTS THAT WILL IMPROVE YOUR PPC CAMPAIGNS
REVENUE BY PRODUCTS REPORT The revenue by products report helps to determine in any given time frame which products are generating the most revenue
The report shows revenue for each product, the amount of that product that has been purchased, how many transactions took place, average order value for each transaction or for a particular product, and more
REVENUE BY KEYWORD REPORT Revenue by keyword report is identical to the revenue by products report.
The revenue by keyword report shows the actual keyword that generated the sale as well as other useful metrics such as, P/Visit & % New Visits
KEYWORD POSITIONS REPORT
The Keyword Positions report shows various Site & E-commerce metrics (revenue, visits, P/visit etc) by position breakdown at the keyword level
AD VERSIONS REPORT see how each of your Ad headlines performs across a variety of GA metrics such as B/R, P/PV and Av Time on site
The Ad Versions report looks at Adcopy headlines performance across a variety of Site and E-commerce metrics
HOW TO CREATE CUSTOM REPORTS
Select metric e.g. New visits Drag to metrics field
Add a dimension e.g. Campaign Add a sub dimension if required Custom reports are most useful when you have to combine metrics and dimensions that are not combined in other standard reports
USEFUL CUSTOM REPORTS
WHAT CAN I TAKE AWAY FROM THIS PRESENTATION? Analytics and PPC reports can be our greatest ally in the effort to understand our clients customers better. Going forward we should create a healthy habit of checking Analytics on a regular basis.
WHICH OF OUR CLIENTS HAS GOOGLE ANALYTICS?
Carcraft Webuyanycar Inkredible James Villas Fly.com Vertbaudet Travelzoo Canvas Holidays Holiday Rentals Countrywide
USEFUL LINKS
Google Analytics – www.google.com/analytics/
Google YouTube Channel - www.youtube.com/user/Google
GA Blog - http://analytics.blogspot.com/
