Online Marketing Using Adwords and Google Analytics social media forum 2010
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Transcript of Online Marketing Using Adwords and Google Analytics social media forum 2010
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Brand
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Marketer
You
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“Brand is purely and simply the sum-total of all customer experiencesserved-up by the organization.
The brand is the experience.”
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Who you want to beVs.
What people conceive you to be
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“Discover” Your Brand
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Main Online Measures / Metrics
Visits
CPA
CPCCPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
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Page Views
Number of times a page was served / “viewed”
heat map, showing the eye fixations on the page
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Number of times an ad was served “viewed”Same as page views, usually used for ads (usually >1 impression per page)
Ad Impressions
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Visits & Unique Visitors
• Visits:
• Unique Visitors:
Number of times a “session” is started at a site
Number of people (computers) that visited your site
I might visit you 3 times this week, but I’m 1 unique visitor
Example:
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Pages / Visit
Average page views per visitTotal page views ÷ total visits
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Bounce Rate
• Number of single-page visits (visits with 1 page view)
• 1-page visits ÷ Total visits = Bounce Rate
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Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link etc. compared to total views (impressions)
• Clicks ÷ Impressions = CTR
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Visits per Visitor
• Average times a visitor comes to the site within a certain period of time
• Total visits ÷ Unique Visitors = Visits per Visitor
• Important measure of loyalty
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Conversions
• Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
• Conversions ÷ Visits (or UVs) = Conversion Rate
Conversions
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Visits
CPA
CPCCPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
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XYZCoolTrips.com
xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
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Content Traffic
90%
10%
France Spain
50%50% FranceSpain
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xyzcooltrips.com/france: 90,000 pageviewsxyzcooltrips.com/spain: 10,000 pageviews xyzcooltrips.com/madrid: 1,000 pageviewsxyzcooltrips.com/seville: 1,000 pageviewsxyzcooltrips.com/cordoba:1,000 pageviews
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Content Traffic
20%
80%
FranceSpain
87%
13%
FranceSpain
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370M pages of content 1 page of search
Google is still a search brand/site
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• Top content: most visited pages by URL
• Content by title: most visited pages by page title
• Content drilldown: most visited sections (folders)
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Keywords
Keywords people used to find your site give an insight on how the site is being perceived by users and search engines
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Handling Large Amounts of Keywords
Advanced keyword researchGoogle Webmaster ToolsWord clouds (Wordle.net)
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“Demographics are Dead”
Wunderman Report – “How to Think Digital”
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Your Market is…
“Any group of people who are actively researching a product you offer”
Wunderman Report – “How to Think Digital”
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Why Keywords?
People search alone usuallyUsers are not forced to searchSearch is not a selection between alternatives
it’s an expression of desire
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User Intent
Consider the following keywords:
CameraDigital cameraDigital camera modelsDigital camera price comparisonCanon powershot sx20 best deals
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Another Example
GPSGPS navigationGarmin GPS navigationGarmin car GPS navigationGarmin nuvi 660Buy Garmin nuvi 660
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Deep Diving Into Each Keyword: example (games)
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Export the DataKeywords Queries / month
[games] 16,600,000
[addicting games] 5,000,000
[free games] 3,350,000
[free online games] 3,350,000
[funny games] 2,740,000
[online games] 2,740,000
[video games] 2,740,000
[flash games] 1,500,000
[pc games] 1,500,000
[computer games] 1,220,000
[fun games] 823,000
[racing games] 823,000
[games online] 673,000
[shooting games] 673,000
[download game] 550,000
[download games] 550,000
[free game downloads] 550,000
[free game] 450,000
[free online game] 450,000
[game online] 450,000
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The Art: Spotting Trends / SegmentsKeywords Queries / month Category
[games] 16,600,000 generic
[addicting games] 5,000,000 addicting
[free games] 3,350,000 free
[free online games] 3,350,000 free / browser
[funny games] 2,740,000 funny
[online games] 2,740,000 browser
[video games] 2,740,000 video
[flash games] 1,500,000 brower
[pc games] 1,500,000 computer
[computer games] 1,220,000 computer
[fun games] 823,000 funny
[racing games] 823,000 action
[games online] 673,000 browser
[shooting games] 673,000 action
[download game] 550,000 computer
[download games] 550,000 computer
[free game downloads] 550,000 computer
[free game] 450,000 free
[free online game] 450,000 browser / free
[game online] 450,000 browser
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Segments of ‘Games’
Category Queries %
Generic 16,600,000 35.5%
Browser 9,163,000 19.6%
Addicting 5,000,000 10.7%
Computer 4,370,000 9.4%
Free 3,800,000 8.1%
Fun 3,563,000 7.6%
Video 2,740,000 5.9%
Action 1,496,000 3.2%
Total: 46,732,000 100.0%
Generic
Browser
Addicting
Computer
Free
Fun
Video
Action
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Google Webmaster Tools Keyword Analysis
36Dubai keywords by wordle.net
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38Google News
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The Market vs. Your Website
The Market My Website’s Content
90%
10%
Football Basketball
40%
60%
Football
Basketball
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Awareness
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Some Awareness Measures
• Percentage of features used• Number of keywords used to find your brand• Type of keywords used to find your brand
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Traffic
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Key Performance IndicatorsKPI
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Averages
Segmentation is Everything
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Google Analytics Advanced Segments
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Brand Traffic
• People who know your brand• One of the most loyal segments• Difficult to influence by others (sites, search
engines)• Measure trend in absolute number of visits• Analyze this segment’s behavior over time
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Eurosport Arabia Brand Segment
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The Power of Content
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What are the ways in which a person can go to a page?
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Directly typing in the URL
Through a relevant search result
Clicking on a link on another site or email
Advertisement (text, banner, video, etc…)
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AdWords Remarketing
• Identifies people’s interest based on the page they visit
• Retargets these people when they go to other sites
Music banner
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Writing Effective Ads
Ads relevant to specific keywordsFeaturesBenefits Calls to actionUsing keywords in adsTest different landing pages
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BenefitsMain point of interestThey are what your product achieves for the
userThey are what users care about
Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…
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Features
How your product helps me achieve the benefitsSpecific evidence about your productPoints of differentiation
Examples: 50” screen, 8MP camera, ABS breaks, real leather shoes, etc…
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Calls to Action
Leads user to a specific thing to doGenerates enthusiasm in the momentFilters users
Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…
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Using Keywords in AdsKeywords are highlighted on results pagesBoosts relevancy of ads
