4 Underutilized Google Analytics Features For Your PPC Accounts

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4 Underutilized Google Analytics Features For PPC Accounts

#thinkppc

Presenters• Jeff Sauer

– Founder of Jeffalytics

– Hero Conf London Speaker

– PPC Hero Blogger

– @jeffsauer

• Rachael Law– Account Analyst at Hanapin Marketing– PPC Hero Blogger

– @law_rachael

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.

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Agenda

CdCustom Dimensions

Ui

User ID

BmBenchmarking

DaData Import

DgDemographics

CgChannel Groupings

CrCustom Reports

CsCustom Segments

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Custom Dimensions

Cd

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Make Google Analytics Speak Your Language

CdCustom Dimensions

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Add up to 20 custom dimensions to GA

Add custom dimensions and metrics

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Choose scope of variables

Set scope

Add Code to indicate dimension

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View as a secondary dimension

View custom secondary dimensions

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Up to 20 of each available Code required

Deeper analysis possibilities

Multiple scopes of declaration (page,

session, user)

Does not affect other reports

Replaces custom variables

Custom Dimensions and Metrics

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User ID

Ui

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Identify Users Across

Devices

UiUser ID

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The web traditionally tracks visitors by their machine and cookies. This worked for years

Google Universal Analytics wants to track website visitors as people

Link mobile, desktop and tablet visitors as one person with User ID

Tracking Machines vs. People?

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Enable User-ID Feature

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Add user ID to Tracking Code

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Receive Cross Device Reports

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This feature is still very new

User-ID – A Plan For the Future

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This feature is still very new

Reports will become better over time

User-ID – A Plan For the Future

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This feature is still very new

Reports will become better over time

Consider for future web development cycles

User-ID – A Plan For the Future

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Data Import

Da

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DaData Import

Add Non-AdWords Data

Into Google Analytics

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Google AdWords Integration Rocks

Cost Data in Google Analytics

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Google AdWords Integration Rocks

No Data from Bing, Facebook or Other Systems

Cost Data in Google Analytics

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Google AdWords Integration Rocks

No Data from Bing, Facebook or Other Systems

Automatically Import This Data into GA!

Cost Data in Google Analytics

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In Settings, Choose Data Import

Choose Data Import

Many Data Import

Options

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My Favorite: Cost Data Import Schema

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Choose to upload 1x or overwrite data

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Deeply analyze your advertising efforts

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Automate this process

Access this tool: http://supermetrics.com/product/supermetrics-uploader/

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CrCustom Reports

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Why Custom Reports?

Most users open up Google Analytics with a specific problem to solve, but Analytics doesn’t have a default report that gives you the data you need.

Solution: Custom Reports!

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Custom Report CreationWhen you choose the option to create a new report, you’ll be greeted with the menu on the right.

You have three options for Type, as follows:

● Explorer: The standard GA report. Includes a line graph and a data table that includes dynamic elements like a search/sort option and secondary dimensions.

● Flat Table: A static, sortable table that displays data in rows.

● Map Overlay: A map of the world. Different regions and countries display in darker colors to indicate traffic and engagement volume.

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Now for an example...The ProblemAre users getting sent to the most relevant landing page according to their search query?Are these users searching on the site for what they’re looking for after clicking a PPC ad? If so, what are they searching for?

The FixYou guessed it… a custom report!

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Example Custom Reports

Site Searches & Google Search Queries

Transaction Data (including products & revenue)

Reports pulled on a regular basis Campaign data with new visitor and site engagement metrics

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Benchmarking

Bm

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BmBenchmarking Size Up the

Competition

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Story: Falling behind with paid media

We are not spending anything on advertising. Should we be?

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How to Benchmark?

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How to Benchmark?

It’s super easy

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These reports require just one setting

This is done at an account level

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Marks are set by industry vertical

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You can set location and size

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Demographics

Dg

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Basic Demographic reports data

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This data is for about 50% of users

~50% of visitors will report demographics

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View In-Market Segment reports

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In Market Segments are a Goldmine!

You can directly target these people with

display ads and remarketing.

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Segmentation Opportunities Galore

Segment by Age or Gender

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Review users by In-Market Segment

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How to Get Demographics?

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How to Get Demographics?

One setting and some code

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Enable demographics reports setting

Enabling Demographics Reports is Subject to Google Privacy Requirements: https://support.google.com/analytics/answer/2700409

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One line of code (Universal)

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Even easier in Google Tag Manager

Check this box for Demographics

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Channel Groupings

Cg

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Define New Channels, Tell Better Stories

CgChannel Groupings

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Separate out Brand vs. Non-Brand

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Get the Credit You Deserve

Paid drives sales

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How to Get Custom Channels?

Define your own settings

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Tell Google Analytics your channels

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Customize each channel: Non-brand

Non Brand Traffic is traffic not to your home or about pages?

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Mobile + AdWords Mobile + All Paid Media

Social Ads vs. PPC Top of Funnel Paid

Paid vs Owned vs Earned Media

Earned Social vs. Paid Social

Custom channel ideas

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Cs

Custom Segments

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What Are Custom Segments?

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Custom Segments: Example

Users who purchased a particular productUse it for:

● Viewing other products these users purchased● Looking at what pages they visit● What source/medium they came from

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Opportunities

Create a remarketing list for users who purchased product X, then use the custom segment to look at other products that are also purchased

Remarket these products to purchasers of product XImplement sitelinks for search campaigns for product X

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Users who came through a certain campaignUse it for:

● What pages are they visiting? This can be helpful in determining if you are capturing the right audience

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Custom Conversion SegmentsUser custom conversion segments with the Top Conversion Paths report within Multi-Channel Funnels to see the exact path users took to convert

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Example Conversion Segments

First interaction is non-branded PPC

First interaction is non-branded, last interaction is branded

First interaction is a Shopping campaign Any interaction is CPC

Any interaction is Facebook / CPC (or any social media you’re using)

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Teach Google Your Language Plan for Cross Device Tracking

Import Your PPC Data from Facebook and Bing

Compare your traffic patterns to the competition

Use demographics to inform marketing segments

Set up content and channel groupings for better insight

Key Actions to Take Today!

Use custom reports for tricky problems or recurring reports

Create custom segments to view subsets of users

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Jeffalytics Feedback: jeff@jeffalytics.com