Ma! Umbro, Hanapin Marketing

Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance November 13th, 2014

@ThueLMadsen #KISSwebinar

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Ma! Umbro - Hanapin Marketing - @Ma!_Umbro

Ma! is a Senior Account Manager in charge of Community at Hanapin Marketing. He specializes in eCommerce PPC and client relations, while also overseeing content production for PPC Hero. He is also the founder of PPCChat, a weekly Twi!er chat where industry specialists discuss, analyze and debate various PPC topics using the hashtag #PPCChat.

@Matt_Umbro #KISSwebinar

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1 Section One - Analytics and PPC

2 Section Two - Post Click Behavior

3 Section Three - A!ribution

Table of Contents

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Section One - Analytics and PPC

1

The Basics

• Ensure AdWords is destination URL auto-

tagging

• Link Google Analytics account to AdWords

• Tag paid search platforms with appropriate

UTM tagging

Analytics and PPC

Where To View Paid Search Data In Analytics

Analytics and PPC

Section One

Goal Type Example

Destination thanks.html

Duration 5 Minutes On Site

Pages/Screens per Session 3 Pages Visited

Event Played A Video

Google Analytics Goals

Define Channel Groups - Break Out Paid Search Into:

• Generic Terms • Branded Terms

Analytics and PPC

Ecommerce Tracking - View Data By:

Analytics and PPC

• Product (ex: Widget A)

• Product SKU (ex: 1111)

• Product Category (ex: Widgets)

• Source/Medium (ex: google/cpc)

Summary

• Properly setup Google Analytics and associated links between paid search programs

• Define goals - both micro and macro

• Setup channel groups to break out paid search by brand and non brand

• If tracking dynamic revenue values, make sure ecommerce tracking is properly setup

Analytics and PPC

Section Two - Post Click Behavior

2

We Received The Click, But Now What?

Post Click Behavior

What Is Considered Post Click Data?

Post Click Behavior

• Bounce Rate

• Pages/Session

• Session Duration

• New vs. Returning Visitors

• Top Conversion Paths

Post Click Data Can Be Reviewed By:

Post Click Behavior

• Campaign

• Ad Group

• Keyword

• Destination URL

• Platform

• Hour of Day

AdWords Campaigns

Post Click Behavior

Then Dig Into Keywords

Post Click Behavior

View PPC Landing Page Behavior

Post Click Behavior

View PPC Landing Page Behavior

Post Click Behavior

View PPC Landing Page Behavior

Post Click Behavior

View Data By Keyword Average Position, Including:

Post Click Behavior

• Revenue

• Conversion Rate

• Bounce Rate

• Pages / Session

• Goal Completions

• And Many More!

Summary

• Understand and consistently review post click metrics

• Paid search data can be reviewed in a variety of ways including campaigns, ad groups,

and keywords

• Highlight areas that see good and poor post click data - make sure to pay a!ention to

revenue and conversion rate

• View data by ad position for more effective keyword bidding

Post Click Behavior

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Section Three - A!ribution

3

Paid Search Does Not Work In A Silo

A!ribution

Why Is Multi-Channel Funnel A!ribution Important?

• Shows which channels are helping others - even if the specific channel is showing

poor last click performance

• Allows for a more accurate breakdown of paid search ROI

• Be!er helps to determine where budget should be placed

• Gives greater credence to social efforts

A!ribution

All Channels Work Together

A!ribution

Model Comparison Tool

• Last Interaction

• Last Non-Direct Click

• Last AdWords Click

• First Interaction

• Linear

• Time Decay

• Position Based

• Custom

A!ribution

Model Comparison Tool - First vs. Last Interaction

A!ribution

Assisted Conversions

A!ribution

Summary

• Paid Search is impacted by other channels and vice versa

• See the true ROI of Paid Search by reviewing Multi Channel Funnel Reports

• Check out the Model Comparison Tool to review Paid Search data by various methods

• Pay a!ention to high level assisted and last click conversions by channel

A!ribution

Questions?

Ma! Umbro Senior Account Manager

Hanapin Marketing @Ma!_Umbro

ma!.umbro@hanapinmarketing.com

Thue Madsen Marketing Associate

KISSmetrics @ThueLMadsen

tmadsen@kissmetrics.com

THANK YOU

Ma! Umbro @Ma!_Umbro