Google Analytics Reports For SEMs

Marketing KPIsSEO vs AdWords – what’s best for you?

In order to be successful online you must know your potential customers, their behavior and how they travel to your website. Do you?

Joel [email protected]

Google Analytics Reports For SEMs

Time is money. Can you afford to wait?

SMX Israel 2015 - Joel Janovsky -- [email protected]

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Organic vs Paid Performance

Sessions Completion % CPC CPA

All 18,018,346 3.13% $0.06 $1.80

Organic 1,316,060 1.95% SEO Costs / Organic Sessions SEO Costs / Organic Completions

Paid 950,826 3.66% $1.09 $29.70


Mobile vs Desktop (and Tablet)


Number of Sessions

Completion %

% of total

Mobile 266,258 2.18% 1.48%

Desktop (and Tablet)

17,752,088 3.14% 98.52%

Insight One

1. Paid searches convert +/- 100% better than organic2. High (expensive) CPA 3. Desktop/tablet convert better than mobile4. 98.52% desktop/tablet users


Which Organic source is best?

Completion % % of all sessions

Paid 3.66% 5.28%

Organic Desktop 1.76% 5.96%

Organic Mobile 0.80% 0.28%

Organic Tablet 1.45% 1.35%


Where’s Your Paid Target Located?



Biggest market doesn’t always equal best conversion

Sessions Conversion Conversion %

UK 8249 188 2.28%

USA 3219 58 1.80%

Switzerland 387 10 2.58%

Côte d’Ivoire 8 2 25%

Finland 91 6 6.59%

Singapore 495 4 0.81%

Where’s Your Organic Target?



Does your Organic SEO deliver enough?

Sessions Conversions Conversion % Value $

Côte d’Ivoire 2 2 100% $40

Russia 9114 10 0.11 $200

UK 8423 97 1.15% $1940

US 4666 56 1.20% $1120

Ghana 25 2 8% $40

Denmark 646 10 1.55% $200

Total Traffic Performance



And the bottom line is…

Sessions Conversion Conversion % Conversion Value $

UK 87,732 2,128 1.72% $42,500

US 108,109 3,886 1.45% $77,720

Côte d’Ivoire 91 3 3.30% $60

Belize 47 3 6.38% $60

Italy 60,471 611 1.01% $12,985

Poland 11,203 142 1.29% $2,840

What do the combined visitors teach us…?

Insight TwoIn our example:1. Organic desktop converts twice as good as organic mobile2. Organic mobile converts half as much as all paid searches3. High number of sessions doesn’t always equal best conversion4. Biggest Market doesn’t always equal best conversion5. Highest sessions for both organic & paid are from same geo-locations

6. When optimizing organic for one location – do the same for paid


Who is Your Paid Customer?

Number of Sessions

Sessions %

Time per session

Female 11165 54.1% 4min 7 sec

Male 9464 45.9% 4min 8 sec

Combined 19602 100% 4min 7.5 sec


Who is Your Organic Visitor?

Number of Sessions

Sessions %

Time per session

Female 27383 62.5% 2min 52sec

Male 16423 37.5% 2min 53sec

Combined 41862 100% 2min 51sec


Who are Your Combined Visitors?

Number of Sessions

Sessions %

Time per session

Female 38548 59.8% 3min 14sec

Male 25886 40.2% 3min 21sec

Combined 61464 100% 3min 15sec


Insight ThreeBased on our example:1. Main target is women between 25-34 years old2. Women spend less time on the site (but more money)3. Weakest target is men from Organic search4. Organic visitors are spending less time per session than paid5. Men and women’s behaviors are similar (for this site)6. 6/10 customers are women7. Majority of all customers are between 25-34 years old


for Advanced AdWords Users


Done analyzing the KPI – now what?By now you know:Your AdWords are doing better than your SEO

Your best customers are women aged 25-34 years oldThey live in UK, US, Switzerland and FinlandThey spend slightly less time than men on your website


So now it’s all up to you. What’s your choice?

Or something slightly more modern and up to date?


Thank You!

Joel [email protected]

Data & Analytics

Google Analytics Reports For SEMs