How To Kick Your Pay-Per-Click Advertising into Overdrive in 3 Months with Google Analytics

Transcription

1 How To Kick Your Pay-Per-Click Advertising into Overdrive in 3 Months with Google Analytics Presented by: Timothy Seward

2 The Top Frustrations of PPC 1.) Too Time Intensive 2.) Results Are Declining

3 The Big Idea

4 Today s Agenda Part 1: The Most Important Lesson Part 2: The 7 Most Common Google Analytics Mistakes Part 3: Going From Good to GREAT Part 4: Resources to Go From Good to Great: Part 4: Resources to Go From Good to Great: Actionable Tips

5 The Most Important Lesson: You Must Track Your Website With a Properly & Completely Configured Google Analytics Account For Maximum Impact.

6 Bill Even, The Coming Wave While I had been using Google Analytics for about eight months, I was not sure I was configuring it correctly. We had launched several important ad campaigns that referred to unique URLs on the website. After a few weeks, the Analytics reports were still not showing any hits to those pages; either the advertising was a complete waste (not likely), or something was incorrectly configured. ~ William C Even Owner William C. Even, Owner The Coming Wave

7 PPC = Money Machine + =

8 The 7 Most Common Google Analytics Mistakes

9 Common Mistake #1: Thinking They Just Have To Put Tracking Code On Site In order to properly configure Google Analytics, there are multiple steps that must be completed.

10 Common Mistake #2: Not Linking Google Analytics and Google AdWordsd

11 Common Mistake #3: Not Properly Tracking E-Commerce Transactions with a Hidden Form

12 Common Mistake #4: Having The Wrong Match Type for Their Goals

13 Common Mistake #5: Not Monetizing Their Goals (with a Non-ecommerce Site)

14 Common Mistake #6: Not Having Filters, or Not Having Them Correctly Set Up Accurate data is everything when it comes to web site analytics. You want to make sure you're tracking the right data.

15 What is a Filter? Shaker Analogy Filter Filtered Data Google Analytics Reports Data Collector To Hear The Audio, Dial (218) , access code 35839# 2007 ROI Revolution. All Rights Reserved.

16

17 Common Mistake #7: Not Setting Up Manual Tagging

18 Common Mistake #7: Not Setting Up Manual Tagging

19 What Type of Google Analytics Account Do You Have? Phase 1: You just have the tracking code on the website pages Phase 2: You have the tracking code, plus a goal and/or a filter set up Phase 3: You have goals with sales funnels, multiple filters, and manual tagging Phase 4: You have complete revenue reporting set up

20 Average Google Analytics Account Status PHASE 0: No Google Analytics. 8% PHASE 1: Just have tracking code..38% PHASE 2: Have a few goals / filters..39% PHASE 3: Have goals, filters, and manually tagged marketing. 10% PHASE 4: Have complete revenue reporting 5%

21 Going from Good to GREAT with Google Analytics

22 Case Study #1: Pacific Northwest Software

23 Pacific Northwest Software Pacific Northwest Software was founded in 1998 and has provided a wide variety of custom development services for such prestigious organizations as: Microsoft the United States Postal Service Credit Suisse

24 They were spending $4,000 - $8,000 a month on Google AdWords, but it just wasn t paying off for them. The Problem

25 The Problem Didn t use monetized tracking of keywords

26 The Problem Google AdWords campaigns were not organized Google AdWords campaigns were not organized in the most effective way

27 The Problem Google AdWords ad text was not optimized

28 The Problem Didn t use monetized tracking of keywords Google AdWords campaigns were not organized in the most effective way Google AdWords ad text was not optimized No direct path of action for leads who did arrive on site

29 The Solution Installed and implemented Google Analytics so they had monetized tracking of their keywords. They could generate a quote for a prospect within 24 hours or less A good project was at least $10,000, so we listed that as the project minimum directly in the ad.

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31 Solution: Landing Pages Ad Keyword Landing Page

32 Results? Within the first 7 days after these changes went live, Pacific Northwest Software received a contact worth $26,000 from $743 adspend 3,399.3% ROI

33 Results? Within the first full calendar month they closed $132,000 sales with a $4,000 AdWords budget a 3,200% ROI.

34 Case Study #2: Ice.com

35 Ice.com Ice.com is one of the largest online retailers of diamond jewelry, with over half a million customers since Article:

36 Ice.com The CNNMoney.com article Google and Ice: A service story explains how Ice.com publicly and bitterly complained about how poorly Google AdWords was working for them. Article:

37 The Problem After a precipitous drop in holiday sales, Ice.com's chief executive officer, Shmuel Gniwisch, was wondering if his $1 million advertising budget weren't better spent elsewhere. Article:

38 The Solution Google dispatched a five-member "crack team" to work with Ice.com to address its concerns. The crack team implemented Google Analytics for Ice.com Article:

39 Conclusion The crack team implemented Google Analytics for Ice.com "These folks put a lot of time into fully rebuilding our philosophy about AdWords d from the ground up." Article:

40 Resources to Go From Good to GREAT: 7 Actionable Tips

41 Actionable Tip #1 How To Get The 1+1=3 Effect Actionable Tip #1: Check What Keywords Are Converting Organically

42 Actionable Tip #1

43 Actionable Tip #2 Learn How Google Analytics Can Help Streamline Your Sales Process NO MATTER WHAT Kind Of Advertising You Are Doing Actionable Tip #2: Use Manual Tagging To Track All Of Your ONLINE And OFFLINE Advertising.

44 Actionable Tip #2 For More Details, See Blog Article Google Analytics Link Tagging 101. Also See URL Tool Builder at

45 Actionable Tip #2 Track Your Leads

46 Actionable Tip #3 Common PPC Myth: It Is Best For All Of Your Ads To Be In Position #1 Actionable Tip #3: Use The Keyword Positions Report To Discover What Position Is Best For Your Ads.

47 Actionable Tip #3

48 Actionable Tip #4 Use This Tip to Ensure PPC Traffic Converts As Highly As Possible Actionable Tip #4: Use Google Analytics to Track Landing Page Performance To Boost Your PPC Conversions.

49 Actionable Tip #4 A Bounce Is When A Visitor Comes To Your Website And Only Hits One Page Of Your Website And Then Leaves.

50 Actionable Tip #5 Customize Google Analytics Based On What Specific Actions You Want A User To Perform On Your Site Actionable Tip #5: Take Advantage Of Your Goals Within Google Analytics.

51 What is a Goal? Conversion/Goal Page

52 Actionable Tip #5

53 Actionable Tip #6 Learn What Is Going On In The Mind Of Your Visitors Actionable Tip #6: Optimize Your Sales Funnel.

54 Actionable Tip #6

55 Actionable Tip #7 Monetize Your Goals Average Successful Sale = Goal Value Submitted Leads $500 = $50 10 For More Details, See Blog Article Getting the Full Value of Google Analytics: The Importance of Monetizing Your Goals.

56 BONUS Tip: Get ALL of The Value Possible From Your Google Analytics Account

57 BONUS Tip: Get All of The Value Possible From Your Google Analytics Account

58 The Top Frustrations of PPC 1.) Too Time Intensive? When your Google Analytics account is properly customized you can spend 20 minutes every day on your key reports and INSTANTLY know what you need to do next in order to increase your PPC conversion rate. 2.) Results Are Declining? When you start using Google Analytics as an optimization tool, it is going to allow you to: Increase the conversions you get from your PPC advertising, and Profitably INCREASE your PPC spend once Google Analytics turns your PPC into a Money-Making Machine.

59 Google Analytics Lead generation websites that want to track the value of their leads, optimizer their leadgeneration sequence, and increase the overall quality of their leads E-commerce websites that want to sell more goods and services quickly Online marketing professionals who want to be able to tell exactly what online marketing is working.

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62 Live 6 Weeks Training Series Focus on How To USE Google Analytics: Module #1: Introduction To Google Analytics - Thursday, July 10th at 1:30pm ET Module #2: Basic Configuration And Settings - Thursday, July 17th at 1:30pm ET Module #3: Getting To Know Your Site - Thursday, July 24th at 1:30pm ET Module #4: CPC Traffic And Testing - Thursday, July 31st at 1:30pm ET Focus on How To CONFIGURE Google Analytics: Module #5: Intermediate Implementation - Thursday, August 7th at 1:30pm ET Module #6: Advanced Tracking Methods - Thursday, August 14th at 1:30pm ET

63 Online Course Recording Sign up by completing the yellow order form.

64 Two Packed Workbooks Phase 1 Account Skip to Workbook A, Page 28A Phase 2 Account Skip to Workbook A, Page 54B Phase 3 Account Skip to Workbook A, Page 54C Phase 4 Account Skip to Workbook B, Page 41D "I have been so very impressed and thankful for the ROI Revolution GA Training Series. Each presenter's attention to detail during the sessions and personalized approach during the Q&A has been outstanding! - Dana Lookadoo, Pixel Position Sign Up Today at

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66 Google Analytics Training Course This training package includes: Live 6 Weeks Training Series.....(value of $694) On-Demand Online Course Recordings (value of $797) Two Packed Workbooks.. (value of $247) MP3 File of Each Week's Entire Session..(value of $197) Total Value: $1,935 Price: $697 Sign up by completing the yellow order form.

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68 Don t Take Our Word For It! Nothing makes us more happy than to hear how the training course has helped others. See what a past attendee has to say.

69 Google Analytics Training Course This training package includes: Live 6 Weeks Training i Series.....(value of $694) On-Demand Online Course Recordings. (value of $797) Two Packed Workbooks... (value of $247) MP3 File of Each Week's Entire Session..(value of $197) 30 Minute Audit...(value of $150) Total Value: $2,085 Price: $697 Sign up by completing the yellow order form.

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