Moderator: Richard Zwicky, Founder & CEO, Enquisite
Alan Knecht, Founder & President, K’nechtology Inc.
Julie Batten, eMarketing Manager, Klick Communications
Janice Hatch, Account Manager, Google Canada
Overview from the SES Day 2 Agenda:
Yes, you can do that! Many digital marketers are unaware of just how easy it is to install tracking solutions to help track return on investment right down to the keyword or ad level. Panelists will show you precisely what to do to get set up, and explore different techniques for measuring and adjusting campaigns based on key insights. Topics include Google AdWords Conversion Tracker, Google Analytics, and third party tools that can provide advanced analytics and even insight into “invalid” clicks. This panel is aimed at a beginner to intermediate level marketer (*not* advanced) and will cover both technical and strategy issues.
First speaker: J. Batten
[Very brief, superficial look at using Google Analytics, AdWords conversion tracking and using them to meet key performance indicators (KPIs). Next…]
Second speaker: J. Hatch
Campaign performance tracking using Google Analytics.
Use Analytics to:
- Focus budget on campaigns delivering ROI
- Optimizing campaigns that don’t deliver results
- Optimize landing pages
Use Analytics to measure a number of KPIs (it’s not always just revenue you want to look at).
Gave case study of using Analytics for GoogleStore.com, which sells all of Google’s branded merchandise. Using Analytics to find out what countries are bringing best per visit value, most revenue. Can then drill down to see, for example, which particular US states delivered most revenue. (Forty percent of US revenue came from California.)
Analytics provides direction on what campaigns/segments to focus on first.
Use Analytics to find out the most profitable keywords. Expand, build out those terms that are working well.
Landing page optimization. Bounce rate is a great way to measure impact and performance of landing pages. Obviously, you don’t want a high bounce rate (e.g., people leaving your site after just one or two clicks). Look at pages with low bounce rates and try to distill what’s working there and apply that to other pages; improve pages with high bounce rates. Comparing paid vs. all traffic: if, say, paid traffic for a particular page has a higher bounce rate than all traffic, perhaps the ad creative is not as relevant and should be revised. Beyond a certain bounce rate, you can also just say that a page is not effective… compare it to overall numbers (like of a certain category of your site).
More info at youtube.com/googleanalyitcs and Analytics blog.
Third speaker: A. Knecht
Start out by asking: what is a click worth? Are all clicks to your site worth the same? Depends on who’s clicking, where they are clicking from, immediate / long term outcome (segmentation)
Segmentation. Must break down campaigns into component parts for analysis: geographic, demographic, etc. Without segmentation: you can only know how the total campaign is doing; can’t isolate successes or poor performers; missing details and all valuable data in your web analytics; only looking at the big picture instead of the important details.
Analyze segmentation by knowing KPIs; identify specific segments; configure your analytics tool accordingly (filters to include only specific traffic); compare same KPI vs. different segments; don’t pay the same for lower performing segments.
Also, can tend to have high conversion rate for certain landing pages, compared to rest of site. This may rest with the fact that the landing page has limited navigation, and there’s only one action to take on the page (like a purchase). So a high bounce rate here compared to the rest of the site might not necessarily be bad. Would need to look and see how that page is converting compared to the rest; how much sales it’s producing.