Google Confidential and Proprietary 1

Google AnalyticsOptimizing Adwords Campaigns with Google Analytics

Akanksha ShuklaGoogle AnalyticsSpecialist

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What are your AdWords goals for 2010?

“I want to open my email every morning and see at least 3 new orders” “I’d like to increase

sales by 15%”

“At least 40 visits to my website every day”

Google Confidential and Proprietary

Improving Online Campaign Performance

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The Google Store Story

SALES

30%30%

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The Google Store Story

Linked AdWords to Analytics & set up his goals.

Enabled E-Commerce and Site Search

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Where are my visits and sales coming from?

Should I be running a global campaign or should I focus my efforts on specific markets?

Sergey asks...

Which Markets Are Interested?

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Map Overlay Report

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Which Markets are Interested?

AustraliaTotal Visits: 7,8350.26% Goal Conversion20 visits have completed an order.

AustraliaTotal Visits: 7,835Per Visit Goal Value: $0.08Total Value of Visits: $626.80

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Australia:Total Revenue: $837.41Thailand:Total Revenue: $1,308.13

Which Markets are Interested?

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Which Markets are Interested?

Making Sense of Your Data

ThailandTotal Visits: 2,901Per Visit Goal Value: $0.11Total Value: $319.11

If you can optimize your account to double the visits from Thailand…

Total Value of Visits

$638.22

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SERGEY’S NEXT STEPS

Sergey’s Next Steps

Add Thailand and other profitable countries/cities to his AdWords location targeting.

Create a new campaign in Thai language.

Offer special discounts/promotions to further increase sales.

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What keywords do customers use to find me?

Are my keywords profitable?

I need more keyword cash cows!

Sergey asks...

Expanding Keyword List

Traffic Sources Report >Keywords

Expanding Keyword List

Which keywords are profitable?

“google store”Total Visits: 18,666Per Visit Goal Value: $0.65Conversion Rate: 0.84%Revenue: $12,206.93.

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Content Report >Site Search

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Expanding Keyword List

Site Search Report

“blogger”“baseball”“Google Apps Bumper Stickers”

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Expanding Keyword List

“10 13101”

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Expanding Keyword List

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SERGEY’S NEXT STEPS

Sergey’s Next Steps

Find profitable non-paid keywords in the Keyword Report and include these in his keyword list.

Include products users are searching for in his keyword list based on the most searched terms in the Site Search report.

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Keyword Bucket

Google storeBlogger shirtAndroid shirt

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Which sites send me the most visits and quality traffic?

Is Facebook my BFF?

What sites do my users visit before they get to the Google Store?

Sergey asks...

Where are my users coming from?

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Traffic Sources>Referring Sites

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“sknife.blogspot.com”Total Visits: 1Per Visit Goal Value: $0.00Conversion Rate: 0.00%

Where are my users coming from?

“sknife.blogspot.com”Total Visits: 1Per Visit Goal Value: $0.00Conversion Rate: 0.00%

EXCLUD

ED

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Where are my users coming from?

Site Exclusion Tool

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“seopedia.org”Total Visits: 200

Per Visit Goal Value: $0.24Conversion Rate: 2.44%

Where are my users coming from?

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SERGEY’S NEXT STEPS

Sergey’s Next Steps

Find websites which bring low-quality visits and exclude them using the Site Exclusion tool in AdWords.

Placement-target high-performing sites to increase his ad exposure and potential sales. Find similar sites by using Google Trends.

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Are my ads, keywords and landing pages effective?

Is my website sticky enough?

Users, please don’t go!

Sergey asks...

Bounces are Single-Page Visits

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Ad Text

Landing PageKeyword

Are Users Leaving My Site?

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“google kids”“google for kids”

Are they relevant to your landing page?

Are Users Leaving My Site?

Are Users Leaving My Site?

Is your best keyword linked to your best ad text?

Identify High-Bounce Pages

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Does my landing page match the keyword and the ad?

Did I deliver what the users are expecting?

Do I need to fix this page?

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SERGEY’S NEXT STEPS

Sergey’s Next Steps

Analyze the relationship and performance of keywords, ad text and landing pages. Make sure all three are in sync.

Optimize keywords that have high bounce rates.

Experiment with ad text variations for best performing ads.

Choose appropriate landing pages. If landing page matches keywords and ad text, consider optimizing the webpage (try Website Optimizer).

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Google Confidential and Proprietary

It’s A Wrap!

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Are You Ready?

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The 3 Things I Need To Do After This Event…

1 Link Your AdWords to Your Analytics Account.

Set your goal page and goal value.2

Set-up e-commerce.3

Are You Ready?

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The Five Reports You’ll Love

1 Map Overlay

Traffic Sources Report2

Site Search 3

Bounce Rate 4

Goal & Ecommerce5

Google Confidential and Proprietary

Thank You!

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