The document provides an overview of Google Analytics and Google Adwords for online marketers. It discusses key metrics for measuring website and campaign performance such as visits, click-through ratio, conversions, and cost-per-actions. It also covers setting up campaigns, writing effective ads, and targeting strategies for search and display ads.

1. Google Analytics and Google Adwords
for the Online Marketer
Elias Dabbas
May 7, 2014

2. Google Analytics
2

3. 3
Main Online Measures / Metrics
Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
UniqueVisitors
Conversions
Bounce Rate
PageViews

4. PageViews
Number of times a page was served / “viewed”
heat map, showing
the eye fixations on
the page
4

5. 5
Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
Ad Impressions

6. 6
Visits (sessions) & UniqueVisitors (users)
•Visits (sessions):
!
•UniqueVisitors (users):
Number of times a “session” is started at a site or a user comes
to the site
Number of people (computers) that visited your site
I might visit you 3 times this week, but I’m 1 unique visitor
Example:

7. 7
Pages /Visit
!
!
!
!
Average page views per visit
Total page views ÷ total visits

8. 8
Bounce Rate
•Number of single-page visits (visits with 1 page view)
•1-page visits ÷Total visits = Bounce Rate

9. 9
Click-Through Ratio (CTR)
•Number of clicks on a banner / text ad / link
etc. compared to total views (impressions)
•Clicks ÷ Impressions = CTR

10. 10
Visits perVisitor (Sessions per User)
• Average times a visitor (computer browser) comes
to the site within a certain period of time
!
• Total visits ÷ UniqueVisitors =Visits perVisitor
!
• Important measure of loyalty

11. 11
CPx
• CPC: cost per click
!
• CPM: cost per 1,000 impressions
!
• CPL: cost per lead
!
• CPA: cost per action (acquisition)
!
• CPF: cost per fan (or follower)

12. 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
12

13. 13
Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views

14. “Not everything that can
be counted counts, and
not everything that
counts can be counted”
!
Albert Einstein

15. Types of Websites (Actions)
!
!
!
!
What do I want
my users to DO?

16. Media / Content
!
Articles, videos, photos, news, etc...
Usually free content, ad supported
Example goals: maximize time spent on site, increase number of
visitors

17. Products, services, subscriptions, etc...
Selling products is the main revenue source
Example goals: maximize sales, avg. order value
eCommerce /Transactional

18. Services / products that can’t be sold on a website (architecture,
consulting, real estate)
Qualified leads who contact you become customers
Example goals: maximize leads, minimize cost per lead
Lead Generation

19. Users create content and share it, you provide the platform
Created content generates traffic, which makes money depending on your
business model
Example goals: maximize content generated, viral marketing
User-Generated Content / Social

20. OtherTypes
!
!
!
Directories
Search engines
Support websites
Classified Ads

21. 21
Campaign Lifecycle

22. 22
• Total Spend: $10,000
1,000,000
impressions
20,000
clicks
400
conversions

23. 23
• Total Spend: $10,000
• CTR
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

24. 24
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

25. 25
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

26. 26
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

27. 27
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

28. 28
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

29. 29
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

30. 30
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

31. 31
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
1,000,000
impressions
20,000
clicks
400
conversions

32. 32
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
1,000,000
impressions
20,000
clicks
400
conversions

33. 33
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
1,000,000
impressions
20,000
clicks
400
conversions

34. 34
Brand

35. 35
“Brand is purely and simply the
sum-total of all customer
experiences
served-up by the organization.
The brand is the experience.”

36. 36
Who you want to be
Vs.
What people conceive you to
be

37. 37
“Discover”Your Brand

38. 38
MyCoolTrips.com
mycooltrips.com/france: 90,000 pageviews
mycooltrips.com/spain: 10,000 pageviews

39. 39
Content Traffic
50% 50%
France Spain
10%
90%
France Spain

40. 40
mycooltrips.com/france: 90,000 pageviews
mycooltrips.com/spain: 10,000 pageviews
mycooltrips.com/madrid: 1,000 pageviews
mycooltrips.com/seville: 1,000 pageviews
mycooltrips.com/cordoba:1,000 pageviews

41. 41
Content Traffic
13%
87%
France Spain
80%
20%
France Spain

42. 42
463M pages of content
1 page of search

43. 43
Google Analytics - Summary
Measures / Metrics
!
Pageviews
Visits (sessions)
Unique visitors (users)
Ad impressions
Click-through ratio
Conversion rate
Bounce rate
CPX
Types of Websites
!
Media / Content
Lead Generation
eCommerce
User Content / Social
Campaign Lifecycle
Brand Assessment

44. 44

45. 45
Search Ads (SEM)

46. Search Ads
46
Keywords:
used cars
buy used cars
used cars for sale
used car dealers
Keywords:
iphone 5s
i phone 5 s
iphone 5s best price
buy iphone 5s

47. • You only pay when someone clicks on your ad
• You determine the maximum cost per click you are
willing to pay
• Ranking of ads depends on maximum CPC and
quality score
Payment / Pricing
47

48. • Automated way for publishers to “sell” advertising
on their site
!
• Publishers place a piece of code on pages and
Google automates the process of bidding,
placement, pricing, payments, etc…
Google Display Network (GDN)
48

49. 49
Google Display Network (GDN)

50. 50

51. 51

52. Types of Ads
!
• Text
• Image
• Video
• Mobile (web)
• Mobile (call)
52

53. Text Ads
• Headline: 25 characters
• Description Line 1 & 2: 35 characters
• Display URL: 35 characters
• Destination URL: 1,024 characters
–Destination and display URLs can be different, but the
domain has to be the same
53

54. Image Ads
320 × 50 Mobile banner
320 × 100 Large mobile
468 × 60 Banner
728 × 90
Leaderboard
250 × 250
Square
200 × 200
Small square
336 × 280
Large rectangle
300 × 250
Inline rectangle
120 × 600
Skyscraper
54
!
160 × 600
Wide skyscraper
300 × 600
Half-page ad
970 × 90
Large leaderboard
240 × 400
Vertical rectangle
980 × 120
Panorama
930 × 180
Top banner
250 × 360
Triple widescreen
580 × 400
Netboard
970 × 250
Billboard
Formats
.GIF, .JPG, .PNG, .SWF
Max. size
150KB

55. Display Ad Builder
• Customize your own ad online
55

56. 56

57. 57
• Automatic resizing for all available sizes

58. 58
Video Ads (Click to Play)

59. 59

60. 60
Mobile Ads – Smart Phones

61. Account Structure
• Campaigns
• Ad groups
• Ads
• Keywords
• Destination URLs
• Bids
61

62. 62
AdWords Account Structure
Website1.com
Restaurants
Order Online
Great Deals from
great restaurants.
Order now
Website.com/
orders
Unbeatable
Prices from
great
restaurants.
Order now
Website.com/
orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
Account
Campaigns
Ad Groups
Ads & Keywords

63. Account
63

64. Account
•One Google account
•Accessible / manageable by several accounts
•Different access levels
•Admin
•Standard
•Read Only
•Email Only
64

65. Campaign (Settings)
• Parameters under which ads/keywords/ad groups
function
–Language
–Network(s)
–Geography
–Daily budget
–Device settings
–Scheduling
65

66. LanguageTargeting
66
Make sure you only target people
who will be able to read your
content, watch out for languages
that use similar scripts
!
!
Keywords may have different
meanings (e.g. British vs.American
English)
!
!
Ad text can produce different
responses

67. 67
Geographical Targeting

68. Time of the Day / Day of the Week
68

69. Campaign Best Practices
• Use a consistent naming convention
–Make sure campaign name includes as many useful
parameters as possible
E.g. AR-GCC-Used Cars Search
EN-GCC-Used Cars Search
EN-GCC-Used Cars Display
• Separate search and content (display)
69

70. Ad Groups
• Groups of ads that appear to any of a group of
keywords
Keywords:
used cars
buy used cars
used cars for sale
used car dealers
70

71. Ad Group Best Practices
• Keywords as closely related to each other as
possible
• Always test more than one ad
• Make sure you have a good relevant landing page
for each ad group
71

72. Keyword MatchTypes
Exact: [coffee beans]
Will only show ads if and only if the exact string of
characters is searched for
!
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee
beans
72

73. Keyword MatchTypes
!
Modified Broad Match: coffee +brew
Similar keywords using the same stem
Brewing, brewer, brewery, breweries
!
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop, coffee shop
73

74. 74
!
Negative: -cappuccino
Helps make sure you are eliminating content you
don’t have

75. Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages

76. Ads Relevant to Keywords
Each ad group should be focused on a topic
!
Ads should communicate messages specifically
according to keywords

77. Benefits
Main point of interest
They are what your product achieves for the user
They 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…

78. Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
!
Examples: 65” screen, 12MP camera,ABS breaks, real
leather shoes, etc…

79. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
!
Examples: register now, buy immediately, signup for
our newsletter, share with your friends, join the
community, etc…

80. AdWords Campaign Strategies (summary)
Targeting
Keywords
Geography
Language
Keyword match type
Time of day / Day of
week
Search / search partners
Display
Devices
Demographics
Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing
pages
Measurement
Click through rate
Cost per click
Cost per conversion
Impressions
Clicks
Conversions
!

81. 81
ThankYou
!
!
!
Elias Dabbas
elias@media-supermarket.com
!
slideshare.net/eliasdabbas