Your online presence (whether a website, a fan page, or a content channel) is a strategic way to connect with your audience. The ability to measure interactions, know where your audience comes from and what their preferences are is a key capability if you want to thrive online.
Google Analytics helps you achieve a deep understanding of your audience and aids you in developing strategies and tactics to improve your sales, revenues, leads, or whatever you want to achieve online.
Once you achieve a good understanding of your site and audience, it's time to drive the right traffic and implement your strategies with a larger audience, using Google AdWords.
Pre Engineered Building Manufacturers Hyderabad.pptx
Google Analytics and Google AdWords for the Online Marketer
1. Google Analytics and Google Adwords for the Online Marketer Elias Dabbas Abu Dhabi - November 16, 2011
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4. “ Not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein Albert Einstein Albert Einstein Albert Einstein
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6. Example Objective: Loose 7kg in 6 months KPIs: Eating habits Exercising frequency Exercise progress Metrics: Minutes jogged Weights lifted Chocolate bars enjoyed etc
8. Media / Content Articles, videos, photos, news, etc... Usually free content, ad supported Main goal: maximize time spent on site, increase number of visitors
9. Products, services, subscriptions, etc... Selling products is the main revenue source Main goal: maximize sales, avg. order value eCommerce / Transactional
10. Services / products that can’t be sold on a website (architecture, consulting, real estate) Qualified leads who contact you become customers Main goal: maximize leads, minimize cost per lead Lead Generation
11. Users create content and share it, you provide the platform Created content generates traffic, which makes money depending on your business model Main goal: maximize content generated, viral marketing User-Generated Content / Interactivity
14. 6 - 10 to be manageable Different KPIs for different people Different KPIs in different frequencies Shown in trends over time Should be linked to things you can do KPIs
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16. Main Online Measures / Metrics Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views
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26. Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views
68. AdWords Account Structure Website1.com Restaurants Order Online Great Deals from great restaurants. Order now Website.com/orders Unbeatable Prices from great restaurants. Order now Website.com/orders Order food Food online Order pizza Bids Destination URLs Information Concerts Rock Concerts Account Campaigns Ad Groups Ads & Keywords
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71. Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts Keywords may have different meanings (e.g. British vs. American English) Ad text can produce different responses