MGIS 501

Introduction to Management Information Systems

Google Analytics
&
Google AdWords

Bilge GÖKSEL
Burcu KOLANCALI
Cansu ZORLUER

04/11/08
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Google Analytics

Burcu KOLANCALI

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Introduction to Analytics

• What keywords use people to find my website?

• Where are my sales coming from?

• Where and why are visitors abandoning my shopping cart?

• How can I make my marketing campaigns more effective?

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Introduction to Analytics

• Easy to set-up and start gathering actionable data

• Powerful reporting includes:

 Defined Funnel Navigations
 Advanced Segmentation
 Geo-Location Report
 Keyword Considerations
 Campaign ROI

• Integrated with Adwords but also tracks non google campaign

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How Analytics works

Report Data

Secure Google Servers

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Setting up Analytics

• Create an account

• Link it to Adwords

• Install the code

• Define conversions (install e-commerce codes and create goals)

 What do you want to achieve with your website?

• Product purchase
• Software download
• New customer registration

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 Creating an account
Step 1

Step 2

Step 4

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Where to install the code

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Using Analytics

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Dashboard

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Geography & Location

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Geography & Location

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Site Design

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Tracking goals and conversions

Purchases

Software
downloads

Customer
registration

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Convert visitors to customers

Your visitors

1 Product Information

Eliminate bottlenecks in
your conversion process
2 Shopping Cart

3 Checkout Pinpoint where you lose

visitors and duplicate
successful paths

4 Thank You Page

Your Customers

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 Funnel Reporting
Entering the funnel
Leaving the funnel

Defined goal
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How do I evaluate my adwords campaign?

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How do I identify my best keywords?

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How do I identify issues with my website?

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Creating Maximum Effect with
Google Adwords

Bilge GÖKSEL

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Agenda

• The Changing Marketing Landscape

• Reaching Google’s Audience with Your Message

• How to Get Started with Google AdWords

• Advantages of the Google AdWords

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As a Marketer, Your Objectives Are Manifold

Awareness Education
Create awareness Create interest through
information
Radio

Print
Outdoor Search
Marketing
Direct mail
& response
Television

Image Direct response

Maintain brand Cycle of trial, purchase, and repeat

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Imagine Your Business on Google

Your Business
Imagine your business here right when a
user is searching for what you offer
www.YourBusiness.com

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Google Search Results

Search Query:
‘flowers’

Google
Search Results

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Google AdWords Ads

AdWords Ads

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Keyword Advertising

• Targeted advertising
• Better advertiser ROI than
untargeted ads
• Improved user experience

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AdWords Start Page

Step 1: Go to
www.google.com/adwords

When you reach the Google AdWords

page, simply click the button to begin

The sign-up process usually takes

about 15 minutes

You can read more about the benefits

of AdWords and how it works on this
page as well

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Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will

walk you through the Starter
Edition sign-up process

Starter Edition has a simplified

sign-up and set-up process for
new AdWords advertisers

You will have simplified

keyword selection, ad copy
writing, and campaign/local
targeting

You can always graduate to the

Standard Edition at any time

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What if I Don’t Have a Web Page?

Hosted business pages are informational sites that new AdWords

advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google
AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to
set up.

With AdWords and hosted business pages, you'll be able to reach

potential customers with a few quick and easy steps.

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Select Your Ad Location and Language

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and
even state if you so wish

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And Targeting Is Easy…

94043

AdWords gives you the option to target the

location where your ad will be visible to potential
customers

If you want your ad to be shown to all relevant

searches in a particular country, you can simply
select a country

If you would like to target a local area within a

country, simply enter a city name or postal code
to search and select the area where you would
like your ads to show

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Write Your Ad

Step 4: Write your ad

In this step, you enter the

website address where you
want potential customers to go
when they click on your ad

If you don’t have a webpage,

you can still take advantage of
AdWords. We have a tool that
allows you to create a simple
page hosted by Google

Then, follow the instructions

and write your ad. Your ad title
and copy should be relevant
and understandable to your
customers

If you are having a case of

writer’s block, there’s a tool that
can provide you with ad copy
ideas; simply click the “Give me
ideas” tab and follow the simple
instructions
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Choose Your Keywords

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing

into the search bar to find your products and services,
such as
“real estate, 91311”

In this step, you can enter as many keywords and key

phrases as you’d like into the box

Your ad will be more effective if your keywords are directly

related to your ad. More specific key phrases and
keywords will lead to better leads 33
Set Your Budget and Choose a Currency

Step 6: Choose your budget

Select the currency in which you will be paying for

your ad

AdWords will show your ad as often as possible

within the budget guidelines you set

You can select one of the preset budget amounts or

input your own monthly budget amount in the box

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Create an Account

Step 7: Set Up Your Account

If you already have an account with

any of Google’s properties, you can
choose to use that email address and
password to log into AdWords

If you want to create a new account,

simply select the second option and
enter the requested information

Then, click “create account”

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Enter Your Billing Information

Select a form of payment

You can use direct debit or credit card

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How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign

Targeted Higher
Ad Clickthrough Better
Rates Conversions

Good User More Qualified

Experience Leads

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Google AdWords in Depth:
Optimization in Online Advertising

Cansu ZORLUER

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Building a Strong Structure
AdWords Account

Campaigns Campaigns

Ad Groups Ad Groups Ad Groups Ad Groups

Advertising Advertising Advertising Advertising Advertising Advertising Advertising Advertising

text & text & text & text & text & text & text & text &
keywords keywords keywords keywords keywords keywords keywords keywords

Build a strong structure to increase

 CTR
 ROI
 Efficiency in Account Management
 Efficiency in Tracking results

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Building a Strong Structure
AdWords Account

Campaigns Campaigns

Ad Groups Ad Groups Ad Groups Ad Groups

Advertising Advertising Advertising Advertising Advertising Advertising Advertising Advertising

text & text & text & text & text & text & text & text &
keywords keywords keywords keywords keywords keywords keywords keywords

 Divide into as many rational groups as possible

 Divide keywords into most relevant ad groups
 Don’t use same keywords in more than one ad (displays
only the one with highest performance)

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Ranking & Quality Score in detail

 Ranking => CPC x QS

 High ranking can occur even with low CPC
Quality Score Relevance of keywords Content of
and advertising text landing page

Performance history History of CTR

of the account of keywords

Other factors

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Advertisements with High Quality Score

Relevance is essential
 Keywords

 Relevant advertising text

 Relevant, well organized landing page

 Not necessarily the home page

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Keywords

Make use of keyword match options

 Broad Match Keywords: cheap car
Searches that display your ad:
cheap car cheap car seller
cheap car repair car at cheap price

 Phrase Match Keywords: “cheap car”

Searches that display your ad:
cheap car cheap car seller
cheap car repair car at cheap price

 Exact Match Keywords: [cheap car]

Searches that display your ad:
cheap car cheap car seller
cheap car repair car at cheap price

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Keywords

Make use of negative keywords

 Selling cheap cars
 NOT repairing cheap cars
cheap car cheap car seller
cheap car repair car at cheap price

 Add “-repair”

cheap car cheap car seller

cheap car repair car at cheap price

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Keywords

Include
 misspellings
 synonyms
 plurals
 English and Turkish versions of words

Use brand/model of the product / all

relevant words describing the service

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Keywords

Make use of Keyword tool

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Keywords

Make use of Traffic optimizer

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Advertising text

 Be persuasive, informative, reliable and realistic

 Emphasize differentiating quality of the product/service
 Test minimum 3 texts

 Avoid meaningless/unnecessary slogans:

get info, research here, download free white paper, order our catalog, buy now, save
money

 Inter-capitalize display URL (www.VitalBijuteri.com)

 Location in ad text can increase performance

New York Advertising

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More Traffic

 Increase Daily Budget

 Increase CPC or CTR
 Change distribution options

Try to increase Clickthrough Rate (CTR) by

 Using keywords in the title (displayed in bold text)
 Trying to differentiate from competitors
 Being careful about punctuation and grammar
 Being attention-grabbing but not in an annoying way
 Doing special promotions and discounts

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Measuring/Reporting Results

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Conversion Tracking

 Conversion tracked via

cookie for 30 days
 Conversion tracking tab
-> Create an action
 Get code and embed
 Results displayed in
campaign summary

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Thank you!

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