How to Become a Google Analytics Superhero

HOW TO BECOME A GOOGLE ANALYTICS SUPERHERO AND IMPROVE YOUR ADWORDS CONVERSIONS, TOO! GOOGLE ANALYTICS AND ADWORDS ARE POWERFUL TOOLS, BUT TOGETHER, THEY'RE SUPERPOWERED. Link Analytics to Your Adwords Account To: Analyze customer Understand which ads interactions with are funneling the most traffic and which aren't. your ads. Find out what ads Use this data to fix the AD rest of your ads and improve your overall Adwords performance. have the best conversions and why. To optimize both services, import Google Analytics View into Adwords, and let's begin. STEPI EVALUATE ZERO-CONVERSION KEYWORDS Zero-conversion keywords aren't necessarily "bad" keywords. 00000 000 p00 0000000 Check the "avg. visit duration" and "page/visit" in your Google Analytics View columns. 00000 IP TF... THEN... SOLUTION 99.999 WELCOME A 404 The keyword has high visit rates... The issue may be with your website. Use more relevant landing pages. STEP 2 PROTECT IMPORTANT KEYWORDS Google's Search Funnel Report documents how visitors follow the funnel by tracking: ?? 2 How many queries they make. When they drop out of the funnel and when/if they convert. Keywords that attracted clicks and searches. IP THEN... A keyword drives a The search funnel report will show you if visitors are converting with different keywords. lot of traffic, but isn't converting.. SOLUTION Assign a greater value to these keywords! STEP 3 MAKE KEYWORD DECISIONS The right keywords can catapult your visibility, increase your traffic, and improve your conversion rate. IF... You're unsure how to value your keywords. THEN... SOLUTION Use the The tool will tell ANAYLTIC'S MODEL you the value of each keyword based upon standard or COMPARISON TOOL. custom models. STEP Y PINPOINT BAD LANDING PAGES Landing pages can make or break a conversioN, as they are the first page of yours that searchers see after clicking an ad. TF... The data suggests that users drop out after your landing page.. THEN... SOLUTION Check the Model For under-performing ads, Comparison Tool's columns for: Fix the keyword Bounce Rate relevance Find a better landing Average time on site page Target elements that make your site look untrustworthy Conversion rate STEP 5 COUNT PHONE CALLS AND VIDEO PLAYS AS CONVERSIONS You may find customerS convert through different means, making traditional conversion rates unrealistic for your needs. TE.. Tracking your phone calls and video plays would give you a more realistic conversion rate... THEN... SOLUTION The vendor that AD Count these handles your call tracking can send a page view to Analytics when a call lasts longer that typical. views as a conversion next to the keyword, ad, and ad group. REMEMBER 72: 00 : 00 There can be a delay of up to three days, so the first 72 hours may yield weak AdWords CPAS. STEP 6 COMPARE CONVERSIONS SIDE-BY-SIDE Comparing types of conversions can help you see what's working, and what you need to improve. IP. You need to differentiate between types of conversions such as: Products A Downloads sold Email leads THEN.. Use Analytics to count unique conversions or converted clicks. SOLUTION Use the Adwords campaign report to show different types of conversion goals side by side, to see if a keyword is working for one specific type of conversion. STEP 1 FIND CONVERSIONS THAT NEED A BOOST Consumers can drop out of the Search Funnel at any time, but the Goal Flow Report can help yoU pinpoint where it's happening most. IF... THEN... You worry some of your conversions aren't carrying consumers through all stages of the funnel.. Use Goal Flow report to map the flow of traffic through the funnel and where the majority of users stop. SOLUTION Create customized dimension WELCOME HELLOI segments to A/B test your funnels and improve your approach. в STEP 8 ANALYZE YOUR AD POSITIONS Discover the searches and positions for which your ads will be the most relevant. IP You want to know what keywords triggered your ads... THEN... SOLUTION Use the Analytics Keyword Positions to pinpoint which keywords are doing the heavy lifting. Change your Adwords placement to improve your conversions. STEP A MEASURE LONGTAIL KEYWORD PERFORMANCE Long tail keywords cost more, but offera more targeted niche audience that are more likely to reach point-of-purchase. THEN. You want to know if longtail keywords will be the worth the cost... Evaluate the productivity of different keywords by segmenting performance by length. SOLUTION Say yay or nay to the keywords to (again!) improve your ROI. STEP IO TARGET UNDERPERFORMING SEGMENTS Intelligent Alerts allows you to compare and analyze segments while tracking one keyword. IF... You want to delve deep to find why specific Adwords segments aren't performing. THEN... Intelligent Alerts can generate a report that highlights: Singular Longlasting trends in weekly or monthly data. anomalies in daily reports THE SOLUTION, AS ALWAYS! REFINE YOUR ADWORDS CAMPAIGN TO IMPROVE YOUR CONVERSION AND ROI! BROUGHT TO YOU BY: Sources: TollFreeForwarding.com http://www.wordstream.com/longtailkeywords http://moz.com/beginnersguidetoseo/keywordresearch BUSINESS WITHOUT BORDERS https://support.google.com/adwords/answer/1704341?hl=en http://www.lunametrics.com/blog/2012/09/10/goalflowmorefunnels/ Gryffin http://www.wordstream.com/blog/ws/2013/06/12/underusedadwordsfeatures http://searchengineland.com/10analyticsreportswillimproveadwordsresults198918 http://www.techrepublic.com/blog/googleintheenterprise/fivethingsyoushouldknowaboutgoogleanalytics/ n. C: