Google Analytics Applications For Paid Search By Heather Cooan

Google Analytics Applications for Paid SearchSMX ADVANCED 2014

@HeatherCooan | @ClixMarketing #smx #23B

Cost Data ImportTRACK ROI FROM ANY ADVERTISING CHANNEL


Bing ROI? Facebook ROI?


Cost Data Import

Custom Data Source:1. Create Custom Data Source2. Associate Custom Data

Source with Profiles.


Data Import Solutions

Supermetrics Uploader

Pros:•Multi day import available•No need to format your .csv with Google’s date format restrictions•Easy drag and drop field matching based on your upload

Cons:•Charges are per upload•Recommend one spreadsheet with columns for medium and source. Also works best if you’re not doing daily uploads

Next Analytics

Pros:•Multi day import available.•Comes with report data pulling functionality into Excel•Can reformat and change the data in your csv with find and replace.•Low price per month vs. per upload

Cons:•Issues getting a set upload process to work every time•Support docs and website instructions are outdated

ReportingSuite

Pros:•Low cost & additional reporting features

Cons:•No multi day import feature

LunaMetrics

Pros:•FREE!

Cons:•Lots of formatting to do ahead of time•Only one day at a time for uploading•If the file is too big, you have to put it in multiple files

https://supermetrics.com/product/supermetrics-uploader/

http://www.nextanalytics.com/google-analytics-data-upload/

http://www.reportingsuite.com/features/popularfeatures#costDataUpload

http://www.lunametrics.com/cost-data-upload/upload.html


Search Partner TrackingTRACK INDIVIDUAL SEARCH PARTNER PERFORMANCE


Search Partner Performance

Create New View:1. Admin >> Select Property >> View >> New

View



Apply Filter to View:1. Field A: Referral, (//)([^/]*)2. Field B: Leave Blank3. Constructor: User Defined, $A2



How to Find Your Data:1. Acquisition >> Channels >> Paid2. eCommerce or Goal Set Tab3. Primary Dimension = Other >> User Defined

Value


Page ValueFIND YOUR MOST VALUABLE LANDING PAGES


Find Your Most Valuable Pages

Requirements:

1. Ecommerce tracking has been installed.

2. Your goals have been given values.

Behavior >> Site Content >> All Pages


Find Your Most Valuable Pages

Requirements:

1. Primary Dimension >> Page title tab

2. Sort by page value.


Multi-Channel FunnelsTRACK ASSISTED CONVERSIONS & REVENUE


Assisted Conversion Values

End 2 End Custom Report:

https://www.google.com/analytics/web/template?uid=38W_52L7R3i-

K9K4ablKdA

1. Secondary Dimension >> Keyword

2. Sort by ROI

https://www.google.com/analytics/web/template?uid=38W_52L7R3i-K9K4ablKdA



1. Conversions >> Multi-Channel Funnels >> Assisted Conversions

2. AdWords Traffic Segment3. Secondary Dimension >> AdWords

Keyword



You can find gold in these reports. Often you’ll find keywords that register zero last click conversions/revenue are actually assisting. Product targets too!



Keyword ROI Margin Assisted Conversion Value Last Interaction Conversion Value Total Value Minus Cost

product_type_l1==measuring & inspection -100.00% 0.00% $4,844.25 0 $2,588.50

rotary table -100.00% 0.00% $3,001.20 0 $231.89

countersink -100.00% 0.00% $3,119.30 0 $2,213.84

product_type_l1==cutting: h.s.s. & solid carbide -100.00% 0.00% $2,390.00 0 $2,179.50

+3m +abrasive -100.00% 0.00% $1,960.00 0 $1,505.28

+3m +abrasives -100.00% 0.00% $1,764.20 0 $1,459.96

+abrasive +cartridge +roll -100.00% 0.00% $3,122.00 0 $1,330.43

+abrasive +flap +discs -100.00% 0.00% $2,011.20 0 $896.66

+abrasive +sanding +stick -100.00% 0.00% $1,253.60 0 $738.66

• Poor performers that generate few assists? Those are your real

losers.

• Poor performers that generate lots of assists? Those ones are worth

keeping!

• Why not raise bids on those terms?

THANKS SO MUCH FOR HAVING ME!

Heather Cooan

@HeatherCooan

LinkedIn.com/in/hcooan

Heather is Director of Client Services for Clix

Marketing, regular writer and speaker.

Heather contributes to many publications and

served as a technical editor of Google AdWords –

Managing Your Advertising Program (O’Reilly

Media, 2011).

Clix Marketing is an independent digital media firm

specializing in paid display, search, and social

advertising.

HeatherCooan.com

ClixMarketing.com/blog

Google Analytics Applications For Paid Search By Heather Cooan

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