Use of Google Analytics in Search Engine Marketing

Role Of Google Analytics in SEM Campaigns

Pay Per Click Services @Convonix

Why

Analytics?

AdWords Gives:

• Clicks

• Impressions

• Conversions

• Conversion rates

• Geographic Reports

• Device Reports

• Search Term Reports

• Time based performance reports

What if - there is no Thank You Page

What if - the conversion tracking code can not be placed on the

Thank You page

What if - you want to see the actual path that users followed before

converting

There is only so much AdWords

can tell…

But..

• Types of Sites

• Analytics for their

optimization

• Sitelink Tags

• Visitors Flow & Event

Tracking

• Goals

• Other Stuff

• E Commerce

• Lead Based

Type of Sites

• Types of Sites

• Analytics for their optimization

• Sitelink Tags

• Visitors Flow & Event Tracking

• Goals

• Other Stuff

Ecommerce

• Revenue tracking on GA is useful if conversion value is not set (at client’s

discretion) or there is a glitch in the conversion tracking code

• GA gives us a drilled down data (depending on the tagging used) of the

revenue generated

• It also gives us an average order value and a per visit value

Comparison with Organic Traffic

Product Performance

Find out which organic keywords are performing well and use them to boost

the performance of PPC

A Little Theft

• Types of Sites

• Analytics for their

optimization

• Sitelink Tags

• Visitors Flow & Event

Tracking

• Goals

• Other Stuff

Tagging

• Types of Tagging:

– Automatic Tagging

– Manual Tagging

• Manual Tagging

– ?utm_source=google&utm_medium=cpc&utm_campaign=abc&utm_ter

m={keyword}&origin=sitelink&sitelinkname=xyz

• AdWords does not allow us to see the

performance of individual sitelinks

• The sitelink part of the destination url

tag helps us to track the performance of

the individual tagging

– origin=sitelink

– sitelinkname=xyz

• These tags along with the campaign

name tag and the keyword tag will tell us

exactly the campaign and the keyword

of the sitelink triggered

Sitelink Tags

• Helps in identifying the

exact keyword themes

for which the sitelinks

perform

• Push bids for these

keywords to maximize

the chances of them

triggering the sitelinks

Sitelink Tags

• Types of Sites

• Analytics for their

optimization

• Sitelink Tags

• Visitors Flow & Event

Tracking

• Goals

• Other Stuff

Gives an overview of the performance of the pages at each level of

interaction

Visitors Flow

Tracking With Out a Thank You Page

Set up event tracking to track

the clicks on the submit

button on the landing page

Each event can be tracked from the event tab in GA

Further we can also create goals for these events to

visualize the user behavior

However, one con of this is that each click on

the submit button will be recorded as a

conversion

Lead Based Campaigns

• Types of Sites

• Analytics for their

optimization

• Sitelink Tags

• Visitors Flow & Event

Tracking

• Goals

• Other Stuff

In PPC since we generally have a direct

action based campaign, the goals created

here are URL goals

Goals in PPC

Benefits of Goals

• Track the users who have

taken the required action

on the website

• You can create a time

based goal and set a

minimum time limit to be

counted as a conversion

• Can also create pages per

visit goals

Funnel Visualization

• Types of Sites

• Analytics for their

optimization

• Sitelink Tags

• Visitors Flow & Event

Tracking

• Goals

• Other Stuff

Top Conversion Paths and Assist Conversions

Time Lag Report

Benefits Of Assists

Shows the impact of PPC

campaigns on the overall

Online marketing

This knowledge can be used

to gauge the actual worth of

individual keywords also

Landing Page Reports

Gives an insight on the performance of landing pages based on key factors like time

on site and Bounce Rates

Landing Page Reports

Audience Reports

• Demographic

• Behavior

• Mobiles

• In-Page Analytics

Demographics

• Geographic Report

• Languages

Geographic Reports

Extensive Reports from continental level drilled down

to the city level

We can see region level maps for over 170 countries

Geographic Reports

Languages

See which languages your audience's systems are set

to, therefore giving you the opportunity to optimize

content for them

Behavior

• New Vs. Returning

• Engagement

New Vs. Returning

This report gives us a quick look at the ratio of

new to returning visitors by number of visits

and percentage of visits

Visitors

Engagement

You can measure the time people spend on your

site, in increments of seconds, and how many

pages they view.

Mobile Devices

The Mobile Devices report lets you see

visitor statistics by mobile device, brand,

service provider, input selector

In-Page Analytics

Lets you make a visual assessment of how users interact with your web pages