Emerce Performance 2014 -- Analytics Ninja
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Slidedeck from Emerce Performance. Optimizing Search with Google Analytics.
Transcript of Emerce Performance 2014 -- Analytics Ninja
Custom Reports – The ABC’s
Drill Down
Custom Reports – The ABC’s
Micro Conversions
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Micro Conversions
Cost Analysis
Cost Analysis
Bing Matched Search Query ReportSample Campaign Tags Bing – Suggested Values
• bing
• cpc
• Manually Entered– i.e. via spreadsheet
– EXACT same as Adwords
• {keyword}
• {QueryString}
• utm_source
• utm_medium
• utm_campaign
• utm_keyword
• utm_content
Keyword Positions & Bidding
Keyword Positions & BiddingExample when to boost bids
Keyword Positions & Bidding
Propensity for Purchase
Propensity for Purchase
Propensity for Purchase
Profit Metrics
Profit Metrics
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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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Attribution Models in GA
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Attribution Models in GA
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From @avinash
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Gender
Affinity Categories
Affinity Categories
In-market Segments
In-market Segments
How to: Demographic Targeting
Demographic Targeting
Remarketing with GAProduct Cross-sells
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Remarketing with GAWatched Promo Video
Remarketing with GAFreemium Retargeting
RLSAs with a Tag Management System
RLSAs with a Tag Management System
RLSAs with a Tag Management System
RLSAs with a Tag Management System
Measure SEO Return
SEO == Landing Pages
SEO == Landing Pages
SEO == Landing Pages
www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings/
Page Value
Page value, assuming properly configured ecommerce and goal values, is an excellent index to use when looking to analyze page level dimensions .
Page Value
Page Value
Page Value
Product Category Product Promotion
“Real” Page Valueprofit per unique pageview
Summary Points
• Using {keyword} and {QueryString} urlparameters for Bings Ads yields a powerful search report.
• Bid more aggressively on products and product categories with a high propensity for purchase (good “look to book” ratios).
• Integrating profit metrics into your analytics tool will make sure you’re not misled by revenue or conversion rate.
Summary Points
• Don’t forget to measure the value of upper funnel keywords using attribution modeling or multichannel analysis reports.
• The business logic that powers data collection in your TMS should also be used to power building remarketing lists.
Summary Points
• Now that keywords are dead, SEO is all about landing pages. Proper grouping of content in your reports will provide focus for SEO efforts based upon conversion metrics.
• Use VLOOKUPs to merge GWT with WA Tool so that Landing Pages with conversion potential are married with volume potential
Summary Points
• Google Trends is a good tool to explore volume potential, though strong performance metrics still reign supreme
• Integrated content related dimensions such as Post Length, Author, Title Tag length etc will allow you to determine what is working best with your content / SEO strategy.
