Google Analytics Tactics For Paid Search

Google Analytics Applications for Paid Search

SMX ADVANCED 2014

@HeatherCooan | @ClixMarketing #smx #23B

Cost Data ImportTRACK ROI FROM ANY ADVERTISING CHANNEL


Bing ROI? Facebook ROI?


Cost Data Import

Custom Data Source:1. Create Custom Data Source2. Associate Custom Data

Source with Profiles.

Image Credit: CardinalPath.com


Data Import Solutions

Supermetrics Uploader

Pros:• Multi day import available• No need to format your .csv with Google’s date

format restrictions• Easy drag and drop field matching based on your

upload

Cons:• Charges are per upload• Recommend one spreadsheet with columns for

medium and source. Also works best if you’re not doing daily uploads

Next Analytics

Pros:• Multi day import available.• Comes with report data pulling functionality into

Excel• Can reformat and change the data in your csv

with find and replace.• Low price per month vs. per upload

Cons:• Issues getting a set upload process to work every

time• Support docs and website instructions are

outdated

ReportingSuite

Pros:• Low cost & additional reporting features

Cons:• No multi day import feature

LunaMetrics

Pros:• FREE!

Cons:• Lots of formatting to do ahead of time• Only one day at a time for uploading• If the file is too big, you have to put it in multiple

files

https://supermetrics.com/product/supermetrics-uploader/

https://supermetrics.com/product/supermetrics-uploader/

http://www.nextanalytics.com/google-analytics-data-upload/

http://www.nextanalytics.com/google-analytics-data-upload/

http://www.reportingsuite.com/features/popularfeatures#costDataUpload

http://www.lunametrics.com/cost-data-upload/upload.html


Search Partner TrackingTRACK INDIVIDUAL SEARCH PARTNER PERFORMANCE


Search Partner Performance

Create New View:1. Admin >> Select Property >> View >> New

View



Apply Filter to View:1. Field A: Referral, (//)([^/]*)2. Field B: Leave Blank3. Constructor: User Defined, $A2



How to Find Your Data:1. Acquisition >> Channels >> Paid2. eCommerce or Goal Set Tab3. Primary Dimension = Other >> User Defined

Value


Page ValueFIND YOUR MOST VALUABLE LANDING PAGES


Find Your Most Valuable Pages

Requirements:1. Ecommerce tracking has been installed.2. Your goals have been given values.

Behavior >> Site Content >> All Pages


Find Your Most Valuable Pages

Requirements:1. Primary Dimension >> Page title tab2. Sort by page value.


Multi-Channel FunnelsTRACK ASSISTED CONVERSIONS & REVENUE


Assisted Conversion Values

End 2 End Custom Report: https://www.google.com/analytics/web/template?uid=38W_52L7R3i-K9K4ablKdA

1. Secondary Dimension >> Keyword2. Sort by ROI

Credit: Avinash Kaushik

https://www.google.com/analytics/web/template?uid=38W_52L7R3i-K9K4ablKdA






1. Conversions >> Multi-Channel Funnels >> Assisted Conversions

2. AdWords Traffic Segment3. Secondary Dimension >> AdWords

Keyword



You can find gold in these reports. Often you’ll find keywords that register zero last click conversions/revenue are actually assisting. Product targets too!



Keyword ROI Margin Assisted Conversion Value Last Interaction Conversion Value Total Value Minus Costproduct_type_l1==measuring & inspection -100.00% 0.00% $4,844.25 0 $2,588.50rotary table -100.00% 0.00% $3,001.20 0 $231.89countersink -100.00% 0.00% $3,119.30 0 $2,213.84product_type_l1==cutting: h.s.s. & solid carbide -100.00% 0.00% $2,390.00 0 $2,179.50+3m +abrasive -100.00% 0.00% $1,960.00 0 $1,505.28+3m +abrasives -100.00% 0.00% $1,764.20 0 $1,459.96+abrasive +cartridge +roll -100.00% 0.00% $3,122.00 0 $1,330.43+abrasive +flap +discs -100.00% 0.00% $2,011.20 0 $896.66+abrasive +sanding +stick -100.00% 0.00% $1,253.60 0 $738.66

• V-LOOKUP to match your data and find assisted conversions on keywords that appear to be poor performers.

• No assists? • Ditch em!

• Lots of assists? • Keep em!• Why not raise bids on those terms?


Bing Ads Auto-TaggingFINALLY!


Bing Ads Auto-Tagging

Option 1: Bizible: Free auto-tagging tool.http://www.bizible.com/bing-ads-auto-tagging

Image Credit: Search Engine Land


Bing Ads Auto-Tagging

Option 2: New Bing Ads UI Setting Announced!http://youtu.be/i6kNBw8cWho

Image Credit: Bing Ads YouTube Channel

THANKS SO MUCH FOR HAVING ME!

Heather Cooan

@HeatherCooan

LinkedIn.com/in/hcooan

Heather is Director of Client Services

for Clix Marketing, regular writer and

speaker.

Heather contributes to many publications

and served as a technical editor of

Google AdWords – Managing Your

Advertising Program (O’Reilly Media,

2011).

Clix Marketing is an independent digital

media firm specializing in paid display,

search, and social advertising. HeatherCooan.com

ClixMarketing.com/blog

Data & Analytics

Google Analytics Tactics For Paid Search