Rob Jackson, Head of Conversion Analytics, Latitude Group
- Web Analytics
- Conversion Attribution
- Website Usability
- Landing Page Optimization
- $1 billion industry by 2014 – Forrester
- Growth area in digital marketing
- Some companies still aren’t getting the basic right
Top Tips – Web Analytics
- Get your setup right (e-commerce, goal funnels, campaigns by channel, test conversions, have the right people in place)
- Look beyond conversions (some keywords are at the beginning of the purchase funnel, If you are using last click CPA model, look at bounce rates and time on site)
- Monitor site performance (scenario analysis and content reports show when pages are under performing; again, look at bounce rate and time on site)
- Go beyond the last click metric (ways to create rudimentary cookies to track first click)
- Stop the keyword rot
- Remove keywords that never convert
Top Tips – Attribution
- Report with last click (but analyze other weightings and share these with your clients)
- Pull what doesn’t work (keep it simple and avoid over analysis)
- “Real-time customer research”
- You know where – now see why
- Link & form analytics
- Heat mapping
- Site issue resolution
Top Tips – Usability Software
- Be proactive (the remit of a PPC manager is now beyond the click, look at what your users are telling you)
- Segment if possible (use tools like Click Tale, Tea leaf)
Top Tips – Landing Page Optimization
- Use Data not Intuition (Take opinion out of optimization by using analytics and usability)
- Star over and repeat… (Continuous improvement yields better results than one off tests)
Allisa Ruehl, Manager of Website Effectiveness Consulting, Apogee Search
- Advanced Segments
– Default segments
– Custom segments
- Looking deeper into GWO tests
- Custom reporting
- Like filters, but better!
- Easy to create
- Apply to past data
- Some are conveniently created for you
– Paid traffic
– Search traffic
– New visits
– Returning visits
Custom Advanced Segments
- Drag and drop functions
- Filter and segment by things like:
– Hour of the day
– Traffic Sources
Analyzing time periods – making dayparting decisions!
- Create a segment for traffic that arrives during a time you’re worried about
– Time of day is less than 6 OR time of day is great than 22
– If you currently have enough PPC traffic during that time, limit segment to PPC (pay attention to sample size)
- Compare conversion rate of that segment, to your overall conversion rate for PPC or search
A few other uses
- Turning any report into a PPC-only report
- Running specialized reports in seconds
- Aggregating engagement and conversion metrics
- Studying geotargeting decisions
- analyzing GWO tests
Looking deeper into a GWO Test
- Care about more than just conversions?
– Order value by test page?
– Bounce rate for landing pages?
– Other engagement metrics?
- For A/B test only
– Create segment for each page version
– Run the desired report with each segment (e.g. ecommmerce reporting)
- Mind your “or”s and “and”s
- Look at segment size (test segment size)
- You can compare up to 3 segments at once
- Don’t tell you’re boss/CEO/client how easy it was 😉
Tracking Multiple Attributions
- By default, GA gives you last click attribution
- You can see first click attribution (with a little extra java coding)
- Stay away from “no override”
- Set user defined value
– Decide what to track (search engine_keyword_PPC/SEO
– Add setVar java below GA code
– Create script that checks for cookies
Is this the best way?
– you only have 1 free value
– it’s difficult to see entire history
– you have to do manual work
– maybe if Google hears enough from us, they’ll add it
Andrew Goodman, Founder & Principal, Page Zero Media
Can we really simplify this incredibly complex universe?
- Yes, and we must
- If you don’t love marketing, you’ll “manage” to mediocrity
- How patient are you? Check the right date range.
- Is granularity a great way to go crazy?
- Use Google Advanced Segments to make better choices, especially when you don’t have revenue information
Wister Walcott, Co-Founder & VP of Products, Marin Software
Paid Search – Analytics Myths
- Google will pick the best creative for you.
- Look at all prior clicks for accurate bidding.
- “Portfolio Management” is really really hard.
Myth #1: Google will pick the best creative for you.
- Periodically evaluate conversions/revenue per 1000 impressions
- Compare each creative in an ad group vs. the average (below average = loser, near average = draw)
Myth #2: Need to look all prior clicks for accuracy.
- Evaluated “path to purchase” for well-known brand
- Goal: ensure proper credit to product keywords
- Only 26% of paid search conversions had more than one click
Myth #3: “Portfolio Management” is really really hard.
- Use something like Google Conversion Optimizer and this is not as hard as you think
- Omniture? Used for large campaigns, and worked well