Use of Google Analytics in Search Engine Marketing
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Transcript of Use of Google Analytics in Search Engine Marketing
Role Of Google Analytics in SEM Campaigns
Pay Per Click Services @Convonix
Why
Analytics?
AdWords Gives:
• Clicks
• Impressions
• Conversions
• Conversion rates
• Geographic Reports
• Device Reports
• Search Term Reports
• Time based performance reports
What if - there is no Thank You Page
What if - the conversion tracking code can not be placed on the
Thank You page
What if - you want to see the actual path that users followed before
converting
There is only so much AdWords
can tell…
But..
• Types of Sites
• Analytics for their
optimization
• Sitelink Tags
• Visitors Flow & Event
Tracking
• Goals
• Other Stuff
• Types of Sites
• Analytics for their optimization
• Sitelink Tags
• Visitors Flow & Event Tracking
• Goals
• Other Stuff
Ecommerce
• Revenue tracking on GA is useful if conversion value is not set (at client’s
discretion) or there is a glitch in the conversion tracking code
• GA gives us a drilled down data (depending on the tagging used) of the
revenue generated
• It also gives us an average order value and a per visit value
Find out which organic keywords are performing well and use them to boost
the performance of PPC
A Little Theft
• Types of Sites
• Analytics for their
optimization
• Sitelink Tags
• Visitors Flow & Event
Tracking
• Goals
• Other Stuff
Tagging
• Types of Tagging:
– Automatic Tagging
– Manual Tagging
• Manual Tagging
– ?utm_source=google&utm_medium=cpc&utm_campaign=abc&utm_ter
m={keyword}&origin=sitelink&sitelinkname=xyz
• AdWords does not allow us to see the
performance of individual sitelinks
• The sitelink part of the destination url
tag helps us to track the performance of
the individual tagging
– origin=sitelink
– sitelinkname=xyz
• These tags along with the campaign
name tag and the keyword tag will tell us
exactly the campaign and the keyword
of the sitelink triggered
Sitelink Tags
• Helps in identifying the
exact keyword themes
for which the sitelinks
perform
• Push bids for these
keywords to maximize
the chances of them
triggering the sitelinks
Sitelink Tags
• Types of Sites
• Analytics for their
optimization
• Sitelink Tags
• Visitors Flow & Event
Tracking
• Goals
• Other Stuff
Tracking With Out a Thank You Page
Set up event tracking to track
the clicks on the submit
button on the landing page
Each event can be tracked from the event tab in GA
Further we can also create goals for these events to
visualize the user behavior
However, one con of this is that each click on
the submit button will be recorded as a
conversion
Lead Based Campaigns
• Types of Sites
• Analytics for their
optimization
• Sitelink Tags
• Visitors Flow & Event
Tracking
• Goals
• Other Stuff
In PPC since we generally have a direct
action based campaign, the goals created
here are URL goals
Goals in PPC
Benefits of Goals
• Track the users who have
taken the required action
on the website
• You can create a time
based goal and set a
minimum time limit to be
counted as a conversion
• Can also create pages per
visit goals
• Types of Sites
• Analytics for their
optimization
• Sitelink Tags
• Visitors Flow & Event
Tracking
• Goals
• Other Stuff
Benefits Of Assists
Shows the impact of PPC
campaigns on the overall
Online marketing
This knowledge can be used
to gauge the actual worth of
individual keywords also
Landing Page Reports
Gives an insight on the performance of landing pages based on key factors like time
on site and Bounce Rates
Geographic Reports
Extensive Reports from continental level drilled down
to the city level
We can see region level maps for over 170 countries
Languages
See which languages your audience's systems are set
to, therefore giving you the opportunity to optimize
content for them
New Vs. Returning
This report gives us a quick look at the ratio of
new to returning visitors by number of visits
and percentage of visits
Visitors
Engagement
You can measure the time people spend on your
site, in increments of seconds, and how many
pages they view.
Mobile Devices
The Mobile Devices report lets you see
visitor statistics by mobile device, brand,
service provider, input selector