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Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance
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Ma Umbro, Hanapin Marketing Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance November 13th, 2014
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Analytics and PPC 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 Section One Google Analytics Goals Goal Type Example Destination thanks.html Duration 5 Minutes On Site Pages/Screens per Session 3 Pages Visited Event Played A Video Analytics and PPC Define Channel Groups - Break Out Paid Search Into: • Generic Terms • Branded Terms Analytics and PPC Ecommerce Tracking - View Data By: • Product (ex: Widget A) • Product SKU (ex: 1111) • Product Category (ex: Widgets) • Source/Medium (ex: google/cpc) Analytics and PPC 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 e-commerce tracking is properly setup Post Click Behavior What Is Considered Post Click Data? • Bounce Rate • Pages/Session • Post Click Data Can Be Reviewed By: • Campaign • Ad Group • Keyword • Destination URL • Platform • Hour of Day AdWords Campaigns Then Dig Into Keywords View PPC Landing Page Behavior Post Click Behavior View Data By Keyword Average Position, Including: • Revenue • Conversion Rate • Bounce Rate • Pages / Session • Goal Completions • And Many More! Post Click Behavior 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 attention to revenue and conversion rate • View data by ad position for more effective keyword bidding Attribution Paid Search Does Not Work In A Silo Attribution Why Is Multi-Channel Funnel Attribution 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 • Better helps to determine where budget should be placed • Gives greater credence to social efforts All Channels Work Together Model Comparison Tool • Last Interaction • Last Non-Direct Click • Last AdWords Click • First Interaction • Linear • Time Decay • Position Based • Custom Model Comparison Tool - First vs. Last Interaction Assisted Conversions 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 attention to high level assisted and last click conversions by channel
Transcript of Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance
Ma! Umbro, Hanapin Marketing
Epic Insights: PPC Analytics Tactics That Can Make or Break Your Performance November 13th, 2014
@ThueLMadsen #KISSwebinar
Twi!er
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
Twi!er
1 Section One - Analytics and PPC
2 Section Two - Post Click Behavior
3 Section Three - A!ribution
Table of Contents
WATCH WEBINAR RECORDING NOW
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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Start Your Free KISSmetrics Trial
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
Thue Madsen Marketing Associate
KISSmetrics @ThueLMadsen
THANK YOU
Ma! Umbro @Ma!_Umbro
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