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Google Analytics & PPC

Google Analytics & PPC

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Published by Octavian Cara

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Published by: Octavian Cara on Mar 27, 2012
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06/22/2014

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GOOGLE ANALYTICS & ADWORDS

PRESENTED BY:
Shehzad Iqbal

EFFICIENT FRONTIER

LIBERTY HOUSE

222 REGENT STREET

LONDON

W1B 5TR

TELEPHONE: +44 (0)20 7 166 5219

WWW.EFRONTIER.COM

1

AGENDA Where to start in Google Analytics Funnel Visualization Abandoned Funnels 4 Analytics reports to improve PPC campaigns

How to create Custom Reports
Takeaways
EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.EFRONTIER.COM 2

EFRONTIER.COM 3 .NOT SURE WHERE TO START IN GOOGLE ANALYTICS? EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW. but we can gauge the effectiveness of our PPC campaigns with other measurements as well.UNDERSTANDING OUR CLIENTS Our Clients have clear objectives and goals such as conversions/sales/sign ups.COM 4 .EFRONTIER.

EFRONTIER. CLICKS clicks indicate how many times the advertisements were clicked by users. Visitors indicates the number of actual unique sessions that are initiated by visitors EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.VISITS VS.COM 5 .

COM 6 .EFRONTIER.NEW VS. explore the “Visitor Loyalty” reports EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW. RETURNING VISITORS To delve further into visitor’s behaviour.

AVERAGE PAGE VIEWS PER VISITOR If this stat is low then there is something not working properly within the clients site or the traffic isn’t as targeted as it could be.EFRONTIER.COM 7 . A high average page views per visitor is a sign that we are generating the right kind of traffic and the site content engages the audience EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

The more compelling the landing pages. the more visitors will stay on the site and convert EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW. A high bounce rate generally indicates that the site entrance pages aren’t relevant to visitors.EFRONTIER.COM 8 .BOUNCE RATE Bounce rate is the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page.

AVERAGE TIME ON SITE This metric means exactly what it measures.EFRONTIER. then they are engaged and exploring what the site has to offer EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW. the average time that users spend on the site This metric is also tied to the quality of traffic.COM 9 . If visitors stay on site for an extended period of time.

EFRONTIER.USING FUNNEL VISUALIZATION How many users placed a confirmed online booking and if they didn’t.COM 10 . where these users dropped out of the funnel process EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

EFRONTIER.WHAT ARE ABANDONED FUNNELS? the total number of users who entered your conversion path. but never made it across the finish line.COM 11 . We need to know why users aren’t converting and where they abandon the conversion path in order to increase overall performance EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

COM 12 .4 GOOGLE ANALYTICS E-COMMERCE REPORTS THAT WILL IMPROVE YOUR PPC CAMPAIGNS EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.EFRONTIER.

how many transactions took place. average order value for each transaction or for a particular product. and more EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.COM 13 .REVENUE BY PRODUCTS REPORT The revenue by products report helps to determine in any given time frame which products are generating the most revenue The report shows revenue for each product. the amount of that product that has been purchased.EFRONTIER.

COM 14 .EFRONTIER.REVENUE BY KEYWORD REPORT Revenue by keyword report is identical to the revenue by products report. The revenue by keyword report shows the actual keyword that generated the sale as well as other useful metrics such as. P/Visit & % New Visits EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

P/visit etc) by position breakdown at the keyword level EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW. visits.EFRONTIER.COM 15 .KEYWORD POSITIONS REPORT The Keyword Positions report shows various Site & E-commerce metrics (revenue.

EFRONTIER. P/PV and Av Time on site The Ad Versions report looks at Adcopy headlines performance across a variety of Site and E-commerce metrics EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.COM 16 .AD VERSIONS REPORT see how each of your Ad headlines performs across a variety of GA metrics such as B/R.

EFRONTIER.COM 17 .g. New visits Drag to metrics field Add a dimension e. Campaign Add a sub dimension if required Custom reports are most useful when you have to combine metrics and dimensions that are not combined in other standard reports EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.HOW TO CREATE CUSTOM REPORTS Select metric e.g.

EFRONTIER.USEFUL CUSTOM REPORTS EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.COM 18 .

Going forward we should create a healthy habit of checking Analytics on a regular basis. EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.WHAT CAN I TAKE AWAY FROM THIS PRESENTATION? Analytics and PPC reports can be our greatest ally in the effort to understand our clients customers better.EFRONTIER.COM 19 .

EFRONTIER.WHICH OF OUR CLIENTS HAS GOOGLE ANALYTICS? Carcraft Webuyanycar Inkredible James Villas Fly.COM 20 .com Vertbaudet Travelzoo Canvas Holidays Holiday Rentals Countrywide EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.

com/user/Google GA Blog .COM 21 .google.www.EFRONTIER.com/ EFFICIENT FRONTIER LIBERTY HOUSE 222 REGENT STREET LONDON W1B 5TR TELEPHONE: +44(0)20 7 166 5218 WWW.USEFUL LINKS Google Analytics – www.com/analytics/ Google YouTube Channel .youtube.blogspot.http://analytics.

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