SMX Israel 2013 - Optimizing Adwords with Google Analytics
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Transcript of SMX Israel 2013 - Optimizing Adwords with Google Analytics
Optimizing
using
About Analytics Ninja Founded 2010Web Analytics = <3Twitter @analyticsninja
Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing
About Analytics NinjaLoves working with fun businesses
Goal of this presentation
• Discuss the integration between Google Adwords & Google Analytics
• Mention Adwords specific metrics in GA and their corresponding Adwords settings.
• Analysis techniques to improve PPC performance (bulk of presentation)
http://www.online-behavior.com/ebooks
Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
Dimensions & MetricsDimensions – Describe Data Metrics – Measure Data
Full list of every Adwords specific dimension and metric
Custom Reports – The ABC’s
Custom Reports – The ABC’s
Optimizing Campaigns
Help Determine Relevancy using Bounce Rate
Campaign Optimization
Campaign Optimization
Keyword Optimization
Matched Search Queries
Matched Search Queries
Keyword Optimization
Keyword Optimization
Keyword Optimization
Ad Scheduling
Ad Scheduling
Keyword Positions & Bidding
Keyword Positions & Bidding
Keyword Positions & Bidding
Not Segmented by Match Type
ValueTrack Parameters
Destination URLs not Filtered
Remarketing with GA
Remarketing with GAVisitor Segmentation!
Remarketing with GAProduct Cross-sells
Remarketing with GAWatched Promo Video
Remarketing with GAFreemium Retargeting
Summary• Strong integration between Adwords & GA makes for a
powerful optimization tool.
• Use Custom Reports so that you can see Acquisition, Behavior, and Conversion Metrics in a single view.
• Use weighted sort to find opportunities for improvement with campaigns and keywords
• Use Top vs. RHS dimensions to assess bidding strategy.
• Rock Remarketing with dc.js to create remarketing lists.
