4 Underutilized Google Analytics Features For Your PPC Accounts
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Transcript of 4 Underutilized Google Analytics Features For Your PPC Accounts
#thinkppc&HOSTED BY:
4 Underutilized Google Analytics Features For PPC Accounts
#thinkppc
Presenters• Jeff Sauer
– Founder of Jeffalytics
– Hero Conf London Speaker
– PPC Hero Blogger
– @jeffsauer
• Rachael Law– Account Analyst at Hanapin Marketing– PPC Hero Blogger
– @law_rachael
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
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Agenda
CdCustom Dimensions
Ui
User ID
BmBenchmarking
DaData Import
DgDemographics
CgChannel Groupings
CrCustom Reports
CsCustom Segments
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Custom Dimensions
Cd
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Make Google Analytics Speak Your Language
CdCustom Dimensions
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Add up to 20 custom dimensions to GA
Add custom dimensions and metrics
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Choose scope of variables
Set scope
Add Code to indicate dimension
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View as a secondary dimension
View custom secondary dimensions
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Up to 20 of each available Code required
Deeper analysis possibilities
Multiple scopes of declaration (page,
session, user)
Does not affect other reports
Replaces custom variables
Custom Dimensions and Metrics
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User ID
Ui
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Identify Users Across
Devices
UiUser ID
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The web traditionally tracks visitors by their machine and cookies. This worked for years
Google Universal Analytics wants to track website visitors as people
Link mobile, desktop and tablet visitors as one person with User ID
Tracking Machines vs. People?
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Enable User-ID Feature
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Add user ID to Tracking Code
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Receive Cross Device Reports
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This feature is still very new
User-ID – A Plan For the Future
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This feature is still very new
Reports will become better over time
User-ID – A Plan For the Future
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This feature is still very new
Reports will become better over time
Consider for future web development cycles
User-ID – A Plan For the Future
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Data Import
Da
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DaData Import
Add Non-AdWords Data
Into Google Analytics
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Google AdWords Integration Rocks
Cost Data in Google Analytics
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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Cost Data in Google Analytics
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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Automatically Import This Data into GA!
Cost Data in Google Analytics
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In Settings, Choose Data Import
Choose Data Import
Many Data Import
Options
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My Favorite: Cost Data Import Schema
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Choose to upload 1x or overwrite data
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Deeply analyze your advertising efforts
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Automate this process
Access this tool: http://supermetrics.com/product/supermetrics-uploader/
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CrCustom Reports
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Why Custom Reports?
Most users open up Google Analytics with a specific problem to solve, but Analytics doesn’t have a default report that gives you the data you need.
Solution: Custom Reports!
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Custom Report CreationWhen you choose the option to create a new report, you’ll be greeted with the menu on the right.
You have three options for Type, as follows:
● Explorer: The standard GA report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions.
● Flat Table: A static, sortable table that displays data in rows.
● Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.
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Now for an example...The ProblemAre users getting sent to the most relevant landing page according to their search query?Are these users searching on the site for what they’re looking for after clicking a PPC ad? If so, what are they searching for?
The FixYou guessed it… a custom report!
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Example Custom Reports
Site Searches & Google Search Queries
Transaction Data (including products & revenue)
Reports pulled on a regular basis Campaign data with new visitor and site engagement metrics
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Benchmarking
Bm
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BmBenchmarking Size Up the
Competition
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Story: Falling behind with paid media
We are not spending anything on advertising. Should we be?
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How to Benchmark?
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How to Benchmark?
It’s super easy
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These reports require just one setting
This is done at an account level
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Marks are set by industry vertical
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You can set location and size
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Demographics
Dg
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Basic Demographic reports data
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This data is for about 50% of users
~50% of visitors will report demographics
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View In-Market Segment reports
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In Market Segments are a Goldmine!
You can directly target these people with
display ads and remarketing.
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Segmentation Opportunities Galore
Segment by Age or Gender
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Review users by In-Market Segment
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How to Get Demographics?
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How to Get Demographics?
One setting and some code
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Enable demographics reports setting
Enabling Demographics Reports is Subject to Google Privacy Requirements: https://support.google.com/analytics/answer/2700409
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One line of code (Universal)
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Even easier in Google Tag Manager
Check this box for Demographics
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Channel Groupings
Cg
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Define New Channels, Tell Better Stories
CgChannel Groupings
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Separate out Brand vs. Non-Brand
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Get the Credit You Deserve
Paid drives sales
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How to Get Custom Channels?
Define your own settings
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Tell Google Analytics your channels
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Customize each channel: Non-brand
Non Brand Traffic is traffic not to your home or about pages?
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Mobile + AdWords Mobile + All Paid Media
Social Ads vs. PPC Top of Funnel Paid
Paid vs Owned vs Earned Media
Earned Social vs. Paid Social
Custom channel ideas
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Cs
Custom Segments
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What Are Custom Segments?
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Custom Segments: Example
Users who purchased a particular productUse it for:
● Viewing other products these users purchased● Looking at what pages they visit● What source/medium they came from
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Opportunities
Create a remarketing list for users who purchased product X, then use the custom segment to look at other products that are also purchased
Remarket these products to purchasers of product XImplement sitelinks for search campaigns for product X
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Users who came through a certain campaignUse it for:
● What pages are they visiting? This can be helpful in determining if you are capturing the right audience
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Custom Conversion SegmentsUser custom conversion segments with the Top Conversion Paths report within Multi-Channel Funnels to see the exact path users took to convert
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Example Conversion Segments
First interaction is non-branded PPC
First interaction is non-branded, last interaction is branded
First interaction is a Shopping campaign Any interaction is CPC
Any interaction is Facebook / CPC (or any social media you’re using)
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Teach Google Your Language Plan for Cross Device Tracking
Import Your PPC Data from Facebook and Bing
Compare your traffic patterns to the competition
Use demographics to inform marketing segments
Set up content and channel groupings for better insight
Key Actions to Take Today!
Use custom reports for tricky problems or recurring reports
Create custom segments to view subsets of users
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PPC Retainers
Need some assistance for your PPC? We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Jeffalytics Feedback: [email protected]