By Samantha Noble @Koozai_Sam

PAID SEARCH REPORTING & ANALYTICSSES LONDON 2014

WHAT YOU’LL LEARN TODAY

Tagging and Linking

AdWords Attribution

Custom Reporting

Conversion Tracking

Useful Reports

Dashboards

TAGGING &LINKING

Google Analytics

Auto Tagging

Google Webmaster

Tools

WHAT SHOULD YOU LINK & TAG?

Other PPC Campaigns

GOOGLE ANALYTICS

Enable Data Sharing to use

functionality

View AdWords click and

cost data in Analytics

Build remarketing lists &

import from Analytics

View site engagement data

in AdWords

WEBMASTER TOOLS

Link www. &

non www. domains

Organic data is not

available historically

Paid and Organic Report

in the dimensions tab

Impressions may be higher

for organic searches

AUTO TAGGING

Automatically tag AdWords

adverts’ destination URLs

Limit the number of data

errors from manual taggingAbility to import goals &

transactions into AdWords

More detailed reporting in

Google Analytics

CAMPAIGN URL BUILDER

Use this to track other

types of campaigns

Compare data across your

marketing platforms

Never use it on

internal campaigns

Never run an online

marketing campaign blind

SETTING UP THECAMPAIGN URL BUILDER

?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1

Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium

REPORTING ON THECAMPAIGN DATA

http://kooz.ai/campaign-url-builder

CONVERSIONTRACKING

THE FOURTYPES

Web Page

Call On-Site

Mobile or Tablet App

Import Offline

WEB PAGE

Most utilised conversion option

Simple piece of code on final page

Ability to pull in valueWorks with other

technologies

CALL ON-SITE

Track calls made via your website

Simple piece of code on phone number

In-depth conversion data

Great for business over the phone

MOBILE OR TABLET APP

Track mobile or tablet downloads from your ad

Google Play download tracking needs no code

Limited functionality for iOS apps

Third party tracking URLs not supported

IMPORT OFFLINE

Record offline sales using GCLID ID

Auto tagging must be enabled

Maximum conversion window of 90 days

Upload data using API or .csv

ADDITIONALFUNCTIONS

Import GA Goals

Conversion Window

Import Online Revenue

IMPORT GOALS FROM GOOGLE ANALYTICS

Unable to see View-through ConversionsEasy Access to Data

No Additional Code

Quick To Import

Data Differences

Limited Settings

PRO’s CON’s

SETTING UP YOUR CONVERSION WINDOW

Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click

TIME LAG REPORT

IMPORT ONLINE REVENUE

Replace 0 with Total

to pull in Total Revenue

CONVERSIONATTRIBUTION

DID YOU KNOW?

Analytics and AdWords Record Conversion

Mediums Differently?

ADWORDSATTRIBUTION

1

2

3

Google AdWords works on a last AdWords click attribution basis for conversions

It does not matter what other mediums are used, the conversion will be attributed to the AdWords clickIf a user visits a site via two ads then the conversion will be attributed to the last ad clicked

4Uncover what keywords visitors use before converting by using the Search Funnels report

TOP PATHS REPORT

Tools >>> Conversions >>> Search Funnels >>> Top Paths

>>> Keyword Path (clicks)

ANALYTICSATTRIBUTION

1

2

3

Google Analytics works on a last click attribution basis for conversions

If multiple mediums are used, the final medium will be attributed the conversion

Direct visits do not overwrite the ‘utmz’ cookie so the penultimate medium will be credited

GA CONVERSION LAST CLICK

First Visit Second VisitThird Visit

(conversion or goal)Which Reported

Medium?

CPC Organic Referral Referral

CPC Organic CPC CPC

CPC Organic Direct Organic

CPC Organic Organic Organic

Organic CPC Referral Referral

Organic CPC CPC CPC

Organic CPC Direct CPC

Direct CPC Referral Referral

Direct CPC CPC CPC

Direct CPC Direct CPC

Direct Organic Direct Organic

GA CONVERSION DIRECT LAST CLICK

First Visit Second VisitThird Visit

(conversion or goal) Which Reported Medium?

CPC Organic Referral Referral

CPC Organic CPC CPC

CPC Organic Direct Organic

CPC Organic Organic Organic

Organic CPC Referral Referral

Organic CPC CPC CPC

Organic CPC Direct CPC

Direct CPC Referral Referral

Direct CPC CPC CPC

Direct CPC Direct CPC

Direct Organic Direct Organic

Multi-Channel Funnels & Attribution

Modelling will be covered in my session

USEFULREPORTS

PAID & ORGANIC REPORT

AdWords >>> Campaign >>> Dimensions >>> Paid & Organic

Organic keyword

impressions will be higher

than paid

Organic data will be

populated from when

you set it up

PPC investment

has no impact on organic

listings

PAID & ORGANIC DISCOVER KEYWORDS

PAID & ORGANIC TRACK TESTS

DAY OF THE WEEKREPORT

0 = Sunday 6 = Saturday

Always use this report with a long time period

Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week

Easier to use in Analytics

although data also in

AdWords

Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week

DAY OF THE WEEK PERFORMANCE

Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week >>> Secondary

Dimension

DAY OF THE WEEK DRILL DOWN

AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day

Easier to use in AdWords

although data also in

Analytics

Review for each

campaign using the filtering option

Understand times of the day that are most & least

valuable

HOUR OF THE DAY REPORT

AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day

HOUR OF THE DAY CONVERTING TIMES

AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day

HOUR OF THE DAY EXPENSIVE TIMES

CUSTOMREPORTING

PPC MATCH TYPEDRILL DOWN

Standard report in AdWords without

transaction data

Understand which match types work best for you

Drill down into each

match type for keyword

data

http://kooz.ai/ppc-match-type

LEVEL MANAGEMENT: PPC TEAM

http://kooz.ai/ppc-level-management

http://kooz.ai/ppc-level-management

LEVEL MANAGEMENT: PPC MANAGER

http://kooz.ai/ppc-level-management

LEVEL MANAGEMENT: DIRECTOR / CEO

DASHBOARDTAKEAWAYS

GENERAL OVERVIEW

http://kooz.ai/ppc-overview

BRAND VS. NON BRAND

http://kooz.ai/brand-vs-nonbrand

REVENUE PERFORMANCE

http://kooz.ai/revenue-performance

FREEWHITEPAPERS

LOADS MORE FREETIPS AND ADVICE

http://kooz.ai/free-whitepapers

Get the reports, dashboards

and slides here:

http://kooz.ai/seslondon

THANK YOU FOR LISTENING

@Koozai_Sam

sam.noble@koozai.com0845 485 1262

koozai.com

Slides:http://kooz.ai/seslondon

IMAGE CREDITSSlide 8 - http://en.fotolia.com/id/44446797

Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-photo-technology-internet-websites-reflection

Slide 15 – http://www.bigstockphoto.com/image-45986248/stock-photo-red-old-fashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-or-important-customer-sup

Slide 16 – http://www.bigstockphoto.com/image-37570189/stock-photo-modern-smartphone-with-application-icons

Slide 17 - http://www.bigstockphoto.com/image-51991480/stock-photo-offline-character-laptop-shows-www-communication-status-disconnected

RESOURCE CREDITSSlide 48 – Dashboard Junkie

Slide 49 – Dashboard Junkie