Google Analytics / Adwords Digital Marketing Presentation
Download as PPTX, PDF3 likes1,980 views
This document provides an overview and agenda for a Google Analytics training session. It discusses setting up Google Analytics accounts and understanding key metrics like page views, visits, unique visitors, referrals, and bounce rates. It also covers how to use Google Analytics to improve marketing efforts by analyzing referral sources, campaigns, content pages, and optimizing for mobile and personalizing content. The document provides tips on using Google Analytics data to improve SEO, AdWords campaigns, and goal conversions. It emphasizes regularly optimizing campaigns based on analytics data.
Google Analytics / Adwords Digital Marketing Presentation
- 2. AGENDA • Analytics Overview • Account Structure and Setup • Understanding The Data • Management • Improving Your Marketing • Thoughts
- 4. WHY GOOGLE ANALYTICS? Google Analytics provides us with ACTIONABLE data that can be used to increase traffic and IMPROVE conversion rates. You are here, because you know that marketing has been revolutionized in the past 5 years. “80% of Retailers are using Google Analytics incorrectly.” – Neil Patel
- 5. “If you have creative, strategic and analytical marketing skills, you are the most valuable person in your company.” – Andy Lark, CMO of Xero. SET UP GOOGLE ANALYTICS 1. Create a Google Account 2. Link up your company website (must have admin access) 3. Add the tracking code to your website
- 7. TERMINOLOGY Page Views Total number of unique web pages that are clicked. Understanding how many page views is essential in order to measure the overall popularity of a website, and the popularity of particular web pages. Visits Number of time your website is viewed Includes all the pages in your website they visited. What are Unique Visitors? The visitor to your website is counted only once. Referrals Traffic that was driven from a link on another site. Understanding how your users are locating your website is a crucial element in enabling you to understand your target market. Bounce Rate % of traffic that landed on your page and left without navigating any other action on your website. Google interprets high bounce-rates and irrelevant, un-useful information. You can be penalised for having high bounce rates.
- 9. METRICS WE CAN MEASURE Visitors to the website: Where are people converting on your website? Is your website retaining traffic? Drop off points / Bounce Rates What channels are our site visitors coming from? Who are new and returning visitors? When are people leaving your site? The Website Itself Is your website attracting visitors? Is your website retaining traffic? What are the number of site visits and site views? Conversion rates to conversion visits.
- 10. Monitor Your Marketing Campaigns Which marketing initiatives are the most effective for driving traffic to the site? What campaigns are converting the most customers? What keywords do people use to find your site? Track, measure, set goals. Monitor Content Pages Entry Pages: What are the primary pages entering your site. Exit Pages: What are the main bottle necks in your site Commonly viewed pages
- 11. BRAINSTORM Spend 10 minutes with your data and present 5 key unique insights that you never knew about your site visitors before.
- 12. HOW CAN YOU USE GA TO IMPROVE YOUR MARKETING?
- 13. USE THE SEO REPORT TO SEE KEYWORD RANKINGS, CLICKS AND IMPRESSIONS Find the Top 10 Keywords currently driving traffic 5 Optimisation Techniques you can use 1. Use Keywords as Alt Tags for images (If you have an SEO company, they should be doing this for you) 2. Update image titles with Keywords as well 3. Ensure descriptions and page titles include keywords to help you improve your ranking. 4. Use keywords as anchor text in your content. 5. Create more content based on traffic that is driving your conversions.
- 14. CHANNEL SOURCES Forums: Spend more time replying to threads on channels that are driving you the most traffic. Spend more time looking for topics you can provide value to. Share non-spammy content. Top Referring Blogs: Nurture your relationships, build guest posting relationships. 3-4 per month. Social Media: Spend 80% of your social media time on the one channel that drives the most traffic. Which posts / tactics are driving the most traffic. Create more content for that channel.
- 15. OPTIMISE FOR MOBILE Analyse your data to see if your mobile visits have a higher bounce rate. Check to see if site is responsive without messing up designs. See which devices have the highest bounce rate. Find out where your drop-off points are and A/B test different hypothesis.
- 16. PERSONALISE CONTENT & OFFERS Determine which audience segments respond best to specific types of content and offers. Show each segment a dynamic and targeted experience.
- 18. GOAL CONVERSIONS 1. Define a goal you want to track on your website. 2. Let’s set it up! 3. Select ADMIN Tab, select desired account, property and view. 4. In view, click Goals. 5. Click +New Goal 6. Choose Template or Custom Goal 7. Fill out details
- 21. 5 REASONS WHY YOU SHOULDN’T USE ADWORDS 1. You pay for clicks 2. Hard to compete with big companies 3. Limited number of characters 4. Mistakes can cost you dearly 5. It won’t fit your niche
- 22. HOW DOES ADWORDS WORK? Advertisers “bid” on keywords on auction basis - Bid Amount + Ad Quality = Placing - Ads are shown in response to the keyword search Keyword research helps determine volume & estimated bid price Set parameters, or let Google - Bid Amount - Maximum Daily Spend - Geography / Location Create multiple ads
- 23. KEYWORDS
- 24. ADWORDS KEYWORD PLANNER 1. Sign into AdWords 2. Link your Analytics + Adwords Account 3. Research your top keywords in Analytics 4. Understand how much each click will cost you 5. Use tools such as SEMrush. 6. Build campaigns
- 28. CAMPAIGN DEVELOPMENT 1. Name Campaign eg: App Development 2. Select Campaign Type: - Search & Display (Google Sites, Websites, Mobile Apps) - Search Only 3. Choose your devices & location 4. Bid Strategy CPC – Cost Per Click CPM – Cost Per Impressions CPA – Cost Per Acquisition Note: Start with CPM, then CPC, then CPA. CPA will be too expensive until you’ve found the campaign that drives the most acquisition a the lowest cost.
- 29. BUZINGA CPC for “App Development” is $20.73 Visit to Customer conversion is 1.9% 1000 clicks = $20,730 1.9% Conversion Rate = VERY EXPENSIVE CUSTOMER
- 30. CREATING AN AD Headline (25 Characters) - Highlight keywords to influence CTR Description (35 Characters) - Outline Benefits - Call to Action Display URL - Include domain name + keyword - -eg: www.buzinga.com.au/appdevelopment Use Adwords Help
- 31. RELEVANT KEYWORD + GREAT COPY + QUALITY TRAFFIC + HIGH CONVERTING LANDING PAGE = GREAT ADWORDS CAMPAIGN
- 36. HOW MUCH IS A CUSTOMER WORTH TO YOU? Task: Find your top keywords in Google Analytics. Use SEMrush to determine how much each click will cost. Using that information, find out your Cost Per Acquisition from one Adwords Campaign. Mock-up 3 different versions of copy for your ad. Present findings.
- 37. QUALITY SCORING Measured when ads are run over time Score includes ad + the landing page High quality score = influences position and cost-per-click AD EXTENSIONS
- 38. THOUGHTS • Optimise regularly, constantly review to increase CTR. • Segment the keywords into correct AdWords groups • TEST EVERYTHING! For CTR and conversions • Day of the week / Time of the day • Develop high quality landing pages. Don’t send people to your home page.
- 40. ANY QUESTIONS Email: [email protected] Linkedin: Katelyn Duckworth