Lesson Info
24. Google Analytics
Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
02:47 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
Google Analytics
in this lesson. We'll talk about how you can leverage google analytics to gain insights on your campaign effectiveness in google analytics. You'll see two things. One is you'll actually get to see a snapshot of your google ads campaigns if you were to go to acquisition and the google ads report and there you'll see which accounts are associated with your specific website as well as which campaigns are alive and active and the results generated from those campaigns. And so what you'll do here is you can set a time frame to look back on. I'm going to set a period of about two months and you'll see all of the active campaigns. You'll see the number of clicks that each campaign received the cost for the campaign as well as the cost per click. Um, and it's also going to show you the number of users that have interacted with the campaigns as well as the number of sessions to the website. So the number of visits to the website, some other metrics you'll see in google analytics are bounce rate...
s, pages per session as well as e commerce rates and transactions and revenue. So this is where you'll get to see, not just how effective the ads and the campaigns were, but how people have responded to those ads and how they behave on the website after they've entered the website. What you want to look for when it comes to bounce rates is you want to keep your bounce rates below 50%. A really healthy bounce rate is probably somewhere between 20 to 30% because that means that the majority of people that have seen your ads are coming to the website and then going beyond just one page and browsing for additional pages, other metrics to look at our pages procession. So as we can see here from most of the campaigns that we're getting on average looks like 5 to 6 pages per session, which is great. That means people are coming in, they're looking around, they're browsing for products, they're browsing various sections of the website. You'll also get e commerce conversion rates as well as transactions and revenue. And so this is where you can really start to figure out our oi or return on ad spend for every campaign. You'll get the costs of what you've spent as well as the money that you've made back and how much that's resulted in total. If you were to click on the campaign itself, you'll actually get to see the keywords and the ad groups as well that you've been on. So this is where you can tell which keywords are performing the best for you which keywords are generating the most visits traffic as well as revenue and you'll get to see on average how many times these keywords were clicked And so we'll talk more about optimization in the next chapter. But what's very helpful is marrying this google ads data, which typically you would only find in the google ads platform. But marrying that with website data to really understand the entire journey from start to finish from the moment that they've seen your ads in the moment that they've entered in to the website. Another source of data that you might want to look at is overarching campaigns. So going to pay keywords versus organic keywords, you'll get to see what term ins you're bidding on and how those are performing and comparing those two organic keywords. So if you recall when we went into the google search console, we had seen organic keywords there too and we had leverage that to possibly inform our paid campaigns. This is also another way that you can take a look at what folks are searching for organically before they come into the website. It will also give you beyond just the terminology, the number of visits, the pages, procession, bounce rates and transactions and so now you can really start to marry organic keywords plus the conversion likelihood of those keywords and um layer that on top of a paid keyword strategy so that you can determine which keywords in which campaigns might be best for your client or the business. And so those are just some ways that you can marry the information about acquisition specifically from google ads with website behavior and conversions to be able to get a fuller picture of how folks are interacting with your ads campaigns as well as your website content