SlideShare ist ein Scribd-Unternehmen logo
1 von 82
Making Sense of Marketing Data
and the Marketers Who Love It




              Presented by:
      Kent Lewis            John McPhee
      President & Founder   Vice President
      Formic Media, Inc.    Formic Media, Inc.
      @kentlewis            @jwmcphee
Formic Background

Launched in 2008 to service small business & partners
Specializes in search, social and website development
100% of Account Team Google AdWords Certified
100% of Account Team Google Analytics Certified
7 employees & 45+ clients
Strategic partnerships (SEMA, AlphaGraphics, etc.)
Focus on education via monthly Seminar Series
Agenda

 The Why & How of Analytics
 Which reports provide the best data?
    SEO
    PPC
    Social Media
 Resources
 Q&A
The Why & How of Analytics
The Business of Analytics
Data Sources
Analytics Report Types
Analytics Processes
Analytics Plan
Analytics Planning Tips & Tricks
Search Engine Optimization
          (SEO)
Google Analytics
Google Analytics Standard Reports
 Traffic Sources
Google Analytics Standard Reports
 Search Engines
Google Analytics Standard Reports
 Referring Sites
Google Analytics Standard Reports
 Top Content
Google Analytics Standard Reports
 Map Overlay
Google Analytics Segments




                      Default Segments
   New Visitors                            Direct Traffic
   Returning Visitors                      Referral Traffic
   Paid Search Traffic                     Traffic with Conversions
   Non-Paid Search Traffic                 Mobile Traffic
   Search Traffic                          Non-Bounce Visits
Google Analytics Custom Reports



                                      THEN…




 Identify your metrics & dimension
Google Analytics Custom Reports
Google Webmaster Tools
Google Webmaster Tools
Google Webmaster Tools
Key SEO Metrics
Key SEO Metrics

 Traffic Sources
 Keywords
 Top Content
 Conversions
 Engagement
SEO Testing
SEO Testing

 Title Tags
 Meta Tags
 Headers (<h1> tags)
 Body copy
 Page structure
     Multiple images vs. single
     Paragraph vs. bullet copy
 Calls to action
Pay-Per-Click (PPC)
   Advertising
Google AdWords
Google AdWords Reporting
Google AdWords Reporting – Search Query Report
Google AdWords Reporting - Networks
Key PPC Metrics
Key PPC Metrics

 Landing Pages
 Ad Positions
 Conversions
 Engagement
PPC Testing
PPC Testing

 Keywords (adding new)
 Ad text (A/B)
 Ad positions
 Landing pages (A/B or multivariate)
    Headlines
    Images
    body copy (paragraph vs. bullets)
    Calls to action (button shape, message, color, etc)
Social Media Marketing
        (SMM)
HootSuite
Facebook
YouTube
LinkedIn
Key Social Media Metrics
Key Social Media Metrics

 Fans & Followers
 Referral traffic from social media sites
 Conversions/ROI
 Engagement metrics
    # of RTs or @ replies
    # of “likes” on a Facebook post
    # of comments on Facebook post
    # of fan photo uploads
Think ratios! (followers/RTs, likes/comments, etc.)
Social Media Testing
Social Media Testing

 Content & Messaging
 Custom Landing Pages
    On Facebook or your website
 Contests
 Polls/Questions
 Imagery (profile pic or Twitter background)
Analytics Resources

 webanalyticsdemystified.com
 webanalyticsassociation.org
 kaushik.net/avinash/
 analytics.blogspot.com
 yanalyticsblog.com
 anvilmediainc.com/search-engine-marketing-
resources/free-white-papers/
Summary/Q&A
Business drives analytics, not the other way around
What gets measured gets managed
Measurement tools are only the means to an end

Follow @FormicMedia & sign up for our newsletter
Read our blog & check out our SlideShare account
Attend our free monthly educational Seminar Series

                        Contact:
         Kent Lewis             John McPhee
         kent@formicmedia.com   johnm@formicmedia.com
         503-595-6050 x223      503-517-9059 x122
         @kentlewis             @jwmcphee
Appendix
Google Analytics
Google Analytics Segments
Google Analytics Segments
Google Analytics Custom Reports




 Drag and drop a combination of metrics and dimensions into the report
template.
Google Webmaster Tools
Google Webmaster Tools
Google Webmaster Tools
Key SEO Metrics
Key SEO Metrics – Traffic Sources
Key SEO Metrics – Keywords
Key SEO Metrics – Keywords
Key SEO Metrics – Top Content
Key SEO Metrics – Conversions
Key SEO Metrics – Conversions
Key SEO Metrics – Engagement
Key SEO Metrics – Engagement
Google AdWords
Google AdWords Reporting – Ad Group
Google AdWords Reporting – Keyword & Ads
Google AdWords Reporting – Dimension (Day of Week
Key PPC Metrics
Key PPC Metrics – Landing Pages
Key PPC Metrics – Ad Positions
Key PPC Metrics – Ad Positions
Key PPC Metrics – Conversions
Key PPC Metrics – Engagement
Key PPC Metrics – Engagement

Weitere ähnliche Inhalte

Was ist angesagt?

Lead Management
Lead ManagementLead Management
Lead Management
gaurav_11
 
Search Engine Marketing Campaign sample for California Fitness
Search Engine Marketing Campaign sample for California FitnessSearch Engine Marketing Campaign sample for California Fitness
Search Engine Marketing Campaign sample for California Fitness
Leo Concepcion
 

Was ist angesagt? (20)

Search Engine Marketing - Boost your presence. Build your brand.
Search Engine Marketing - Boost your presence.  Build your brand.Search Engine Marketing - Boost your presence.  Build your brand.
Search Engine Marketing - Boost your presence. Build your brand.
 
Google seo-search-engine-optimization-introduction-powerpoint-presentation-
Google seo-search-engine-optimization-introduction-powerpoint-presentation-Google seo-search-engine-optimization-introduction-powerpoint-presentation-
Google seo-search-engine-optimization-introduction-powerpoint-presentation-
 
Search Engine Marketing 101
Search Engine Marketing 101Search Engine Marketing 101
Search Engine Marketing 101
 
Advanced Web Analytics - Penn State Web Conference 2010
Advanced Web Analytics - Penn State Web Conference 2010Advanced Web Analytics - Penn State Web Conference 2010
Advanced Web Analytics - Penn State Web Conference 2010
 
Seo slide deck
Seo slide deckSeo slide deck
Seo slide deck
 
SEO-SEM-SMO
SEO-SEM-SMOSEO-SEM-SMO
SEO-SEM-SMO
 
Winning With Marketing Dollars Boutique &amp; Lifestyle Lodging Association P...
Winning With Marketing Dollars Boutique &amp; Lifestyle Lodging Association P...Winning With Marketing Dollars Boutique &amp; Lifestyle Lodging Association P...
Winning With Marketing Dollars Boutique &amp; Lifestyle Lodging Association P...
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
SEO Services
SEO ServicesSEO Services
SEO Services
 
Search Engine Marketing
Search Engine MarketingSearch Engine Marketing
Search Engine Marketing
 
Website Analysis and Social Media Strategy and Analysis
Website Analysis and Social Media Strategy and AnalysisWebsite Analysis and Social Media Strategy and Analysis
Website Analysis and Social Media Strategy and Analysis
 
Trade Only11 S2 Seo Graham Hansell Sitelynx.Com
Trade Only11 S2 Seo Graham Hansell Sitelynx.ComTrade Only11 S2 Seo Graham Hansell Sitelynx.Com
Trade Only11 S2 Seo Graham Hansell Sitelynx.Com
 
Search Engine Marketing 101
Search Engine Marketing 101Search Engine Marketing 101
Search Engine Marketing 101
 
Google Analytics for Schools: A Quick Start Guide
Google Analytics for Schools: A Quick Start GuideGoogle Analytics for Schools: A Quick Start Guide
Google Analytics for Schools: A Quick Start Guide
 
Lead Management
Lead ManagementLead Management
Lead Management
 
Optimized Internet Marketing
Optimized Internet MarketingOptimized Internet Marketing
Optimized Internet Marketing
 
Sem 101 presentation
Sem 101 presentationSem 101 presentation
Sem 101 presentation
 
Search Engine Marketing Campaign sample for California Fitness
Search Engine Marketing Campaign sample for California FitnessSearch Engine Marketing Campaign sample for California Fitness
Search Engine Marketing Campaign sample for California Fitness
 
Group Business Intelligence
Group Business IntelligenceGroup Business Intelligence
Group Business Intelligence
 
Group Business Intelligence (Part 2)
Group Business Intelligence (Part 2)Group Business Intelligence (Part 2)
Group Business Intelligence (Part 2)
 

Ähnlich wie Making Sense of Marketing Data

Digital marketing-post-penguin - online video
Digital marketing-post-penguin - online videoDigital marketing-post-penguin - online video
Digital marketing-post-penguin - online video
1 Click Solutions, LLC
 
SEO Overview for Berkshire Grains
SEO Overview for Berkshire GrainsSEO Overview for Berkshire Grains
SEO Overview for Berkshire Grains
jawallace
 

Ähnlich wie Making Sense of Marketing Data (20)

Digital marketing-post-penguin - online video
Digital marketing-post-penguin - online videoDigital marketing-post-penguin - online video
Digital marketing-post-penguin - online video
 
SEO for Small Businesses, What Google Wants
SEO for Small Businesses, What Google WantsSEO for Small Businesses, What Google Wants
SEO for Small Businesses, What Google Wants
 
Calgary Entrepreneurs Search Engine Marketing with Laura Callow
Calgary Entrepreneurs Search Engine Marketing with Laura CallowCalgary Entrepreneurs Search Engine Marketing with Laura Callow
Calgary Entrepreneurs Search Engine Marketing with Laura Callow
 
Creating a perfect digital marketing proposal for clients - Dean infotech
Creating a perfect digital marketing proposal for clients - Dean infotechCreating a perfect digital marketing proposal for clients - Dean infotech
Creating a perfect digital marketing proposal for clients - Dean infotech
 
SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results
SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure ResultsSEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results
SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure Results
 
Digital marketing training at DLK Chennai
Digital marketing training at DLK ChennaiDigital marketing training at DLK Chennai
Digital marketing training at DLK Chennai
 
What's most important?
What's most important?What's most important?
What's most important?
 
Seo workshop presentation june
Seo workshop presentation juneSeo workshop presentation june
Seo workshop presentation june
 
Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...
Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...
Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...
 
SEO Tutorial
SEO TutorialSEO Tutorial
SEO Tutorial
 
Seo Pow Point
Seo Pow PointSeo Pow Point
Seo Pow Point
 
In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014
In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014
In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014
 
Suvabrata1.pptx
Suvabrata1.pptxSuvabrata1.pptx
Suvabrata1.pptx
 
Data analytics and SEO to grow your international business
Data analytics and SEO to grow your international businessData analytics and SEO to grow your international business
Data analytics and SEO to grow your international business
 
SEO Overview for Berkshire Grains
SEO Overview for Berkshire GrainsSEO Overview for Berkshire Grains
SEO Overview for Berkshire Grains
 
Seo Marketing Plan Ppt
Seo Marketing Plan PptSeo Marketing Plan Ppt
Seo Marketing Plan Ppt
 
Keyphrase analysis tools for Search Engine Marketing
Keyphrase analysis tools for Search Engine MarketingKeyphrase analysis tools for Search Engine Marketing
Keyphrase analysis tools for Search Engine Marketing
 
Finding the SEO Balance
Finding the SEO BalanceFinding the SEO Balance
Finding the SEO Balance
 
Digital Marketing Course Content || Srdmtrainings
Digital Marketing Course Content || SrdmtrainingsDigital Marketing Course Content || Srdmtrainings
Digital Marketing Course Content || Srdmtrainings
 
SEO Social Blog: SEO Training 2010 From SEOmoz
SEO Social Blog:  SEO Training 2010 From SEOmoz SEO Social Blog:  SEO Training 2010 From SEOmoz
SEO Social Blog: SEO Training 2010 From SEOmoz
 

Mehr von Anvil Media, Inc.

Mehr von Anvil Media, Inc. (20)

Planning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing StrategyPlanning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing Strategy
 
Formic Media Presents Local SEO Stats & Tactics
Formic Media Presents Local SEO Stats & TacticsFormic Media Presents Local SEO Stats & Tactics
Formic Media Presents Local SEO Stats & Tactics
 
Growing Your Business via Local Search Engine Optimization (SEO)
Growing Your Business via Local Search Engine Optimization (SEO)Growing Your Business via Local Search Engine Optimization (SEO)
Growing Your Business via Local Search Engine Optimization (SEO)
 
Lunch & Learn: Localized Mobile Marketing
Lunch & Learn: Localized Mobile MarketingLunch & Learn: Localized Mobile Marketing
Lunch & Learn: Localized Mobile Marketing
 
Introduction to Online Reputation Management (ORM)
Introduction to Online Reputation Management (ORM)Introduction to Online Reputation Management (ORM)
Introduction to Online Reputation Management (ORM)
 
Facebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business OwnersFacebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business Owners
 
SEMpdx: SEO 101
SEMpdx: SEO 101SEMpdx: SEO 101
SEMpdx: SEO 101
 
Google Analytics and Other Free SEM Tools
Google Analytics and Other Free SEM ToolsGoogle Analytics and Other Free SEM Tools
Google Analytics and Other Free SEM Tools
 
Social Advertising for Small Businesses
Social Advertising for Small BusinessesSocial Advertising for Small Businesses
Social Advertising for Small Businesses
 
WordPress Set-up and Installation
WordPress Set-up and InstallationWordPress Set-up and Installation
WordPress Set-up and Installation
 
Branding Essentials
Branding EssentialsBranding Essentials
Branding Essentials
 
Advanced Social Media Marketing Tactics & Strategies
Advanced Social Media Marketing Tactics & StrategiesAdvanced Social Media Marketing Tactics & Strategies
Advanced Social Media Marketing Tactics & Strategies
 
Understanding the Basics of Social Media
Understanding the Basics of Social MediaUnderstanding the Basics of Social Media
Understanding the Basics of Social Media
 
Increasing Revenue Through Local SEO & Google Places
Increasing Revenue Through Local SEO & Google PlacesIncreasing Revenue Through Local SEO & Google Places
Increasing Revenue Through Local SEO & Google Places
 
Getting Started with Affiliate Marketing
Getting Started with Affiliate MarketingGetting Started with Affiliate Marketing
Getting Started with Affiliate Marketing
 
Advanced Social Media Strategies
Advanced Social Media StrategiesAdvanced Social Media Strategies
Advanced Social Media Strategies
 
Google Analytics Overview
Google Analytics OverviewGoogle Analytics Overview
Google Analytics Overview
 
Formic Seminar: Going Places with Google
Formic Seminar: Going Places with GoogleFormic Seminar: Going Places with Google
Formic Seminar: Going Places with Google
 
Social Media Employee Policies
Social Media Employee PoliciesSocial Media Employee Policies
Social Media Employee Policies
 
OAN How To Use Social Media
OAN How To Use Social MediaOAN How To Use Social Media
OAN How To Use Social Media
 

Kürzlich hochgeladen

1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
QucHHunhnh
 
Gardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch LetterGardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch Letter
MateoGardella
 
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in DelhiRussian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
kauryashika82
 

Kürzlich hochgeladen (20)

Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptxUnit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
 
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
 
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdfHoldier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdf
 
Paris 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activityParis 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activity
 
Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..Sports & Fitness Value Added Course FY..
Sports & Fitness Value Added Course FY..
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdf
 
psychiatric nursing HISTORY COLLECTION .docx
psychiatric  nursing HISTORY  COLLECTION  .docxpsychiatric  nursing HISTORY  COLLECTION  .docx
psychiatric nursing HISTORY COLLECTION .docx
 
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
Mixin Classes in Odoo 17  How to Extend Models Using Mixin ClassesMixin Classes in Odoo 17  How to Extend Models Using Mixin Classes
Mixin Classes in Odoo 17 How to Extend Models Using Mixin Classes
 
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
 
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
 
fourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writingfourth grading exam for kindergarten in writing
fourth grading exam for kindergarten in writing
 
Gardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch LetterGardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch Letter
 
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
 
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in DelhiRussian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
Russian Escort Service in Delhi 11k Hotel Foreigner Russian Call Girls in Delhi
 
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptxINDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
 
APM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across SectorsAPM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across Sectors
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impact
 
Web & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdfWeb & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdf
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
 
Application orientated numerical on hev.ppt
Application orientated numerical on hev.pptApplication orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
 

Making Sense of Marketing Data

Hinweis der Redaktion

  1. Traffic Sources: Identify which traffic sources are driving high quality traffic (conversions/sales) and focus on those traffic sources Keywords: Note which keywords are driving high quality vs. low quality traffic Top Content: Understand which pages have high (or low) engagement metrics Conversions: Which keywords/pages are driving the most conversions? Focus there Which keywords/pages are driving minimal conversions? Look into why…try testing new keywords or testing the landing page Engagement: Determine which pages/keywords are driving high engagement and continue to focus on those. Fix any issues with other pages/keywords
  2. Campaign level dashboard
  3. Search query report can help identify irrelevant keywords that may be driving up cost Example: “living in alaska” is pretty broad, we would want to consider pausing this keyword if we saw that it wasn’t performing well
  4. Network reporting will help identify which networks your ads are performing better on Search partners include AOL, Ask and a number of other sites that syndicate Google’s PPC ads
  5. Landing Pages: Create and test landing page designs/layouts to see which converts better (and generates a higher quality score) Ad Positions: Test different ad text positions to see which position converts the best Conversions: Understand which campaigns &amp; landing pages have high (or low) conversion rates Engagement: Determine which campaigns &amp; landing pages are driving high engagement and continue to focus on those. Fix any issues with other pages/keywords
  6. Google Analytics Most popular tweets Geography Dashboard (keyword tracking)
  7. Use Facebook’s dashboard to get a quick idea of engagement for a specific time period
  8. Review which videos have the most views and attention Work to create more content around those topics through additional video, blog, articles, etc.
  9. If you’ve created a group you can also see stats for that as well
  10. There are others, but these are the types of metrics businesses should be looking at when it comes to social media measurement
  11. This segment is looking at total search traffic vs. total overall traffic (20.44% search traffic, 71.12% direct and 8.2% referral)
  12. Identify which traffic sources are driving high quality traffic (conversions/sales) and focus on those traffic sources
  13. Try to identify any pages that stand out Is pages/visit way below or above average? Are bounce rates really high for a particular keyword?
  14. Look for keywords with high conversion rates Where do you rank organically for these keywords? What can you do to increase traffic from high converting keywords? Are there keywords with really low conversion rates? If so, you might need to consider why that might be: Is the keyword moderately relevant to your business? Does the keyword have another meaning that could be drawing attention from the wrong user? (hotel vs. motel) If you rank highly for motel, because you’ve optimized for it, but it’s driving really low conversions and poor traffic you might want to reconsider that strategy
  15. What pages are being viewed the most? Is it the pages you want? If not, you must work to optimize the pages correctly so they can draw more traffic (i.e. product pages)
  16. In this example, it appears that Referral traffic is driving a high number of conversions Dig further into the Referral report to see which site(s) is referring the high quality traffic
  17. Twitter (t.co), email newsletters and LinkedIn are the most effective referrers for seminar signups
  18. Identify traffic sources that have a high (pages/visit, avg. time on site) or low (bounce rate) engagement rate Focus on traffic sources that are driving high quality visitors and work to fix the sources that are driving low quality traffic Consider not optimizing for a keyword that doesn’t convert (or isn’t keeping people on the site) Pause/delete the keyword from your paid search campaign
  19. Identify keywords that have a high (pages/visit, avg. time on site) or low (bounce rate) engagement rate Make sure you are putting effort towards ranking high for these keywords (or utilizing these keywords in paid search)
  20. Ad Group level dashboard
  21. Keyword &amp; ad text reporting
  22. The Day of the Week Dimension is helpful to understand which day of the week your ads perform the best Viewing this data may allow you to use day parting, where you set your ads to show on specific days or hours of the day
  23. Utilize Google Analytics to look at landing page effectiveness Identify landing pages that are performing well or poorly Use site averages to gauge if a landing page is doing well or not If a page has a low pages/visit and high bounce rate (over 70%-80%) consider testing different elements on the page Headline, body copy, call to action, etc.
  24. Looking at specific metrics and ad positions to see where your ads perform the best is essential In this example, the 3rd position is performing the best when looking at bounce rate We could most likely spend less money in the 3rd position, and get better performance
  25. Same keyword, but now we’re looking at conversion rates Conversion rates are also highest in the 3rd position This keyword should be targeted for the 3rd position moving forward
  26. Looking specifically at conversion for each keyword will tell you where to focus your efforts If a keyword hasn’t converted in 30-60 days, you should consider pausing/deleting as it may be hurting your quality score
  27. Review engagement metrics to see identify keywords that have low engagement as these keywords may not be a great fit
  28. “Seattle movers” and “anchorage alaska moving” are keywords with lower than average time on site and very high bounce rates Dig into the landing pages for these keywords to see if they are directing people to the correct page If it’s a keyword you deem essential, start testing your landing page design/layout to see if you can increase engagement