52. Page Value
Page value, assuming properly
configured ecommerce and goal values,
is an excellent index to use when looking
to analyze page level dimensions .
58. Summary Points
• Using {keyword} and {QueryString} url
parameters for Bings Ads yields a powerful
search report.
• Bid more aggressively on products and
product categories with a high propensity for
purchase (good “look to book” ratios).
• Integrating profit metrics into your analytics
tool will make sure you’re not misled by
revenue or conversion rate.
59. Summary Points
• Don’t forget to measure the value of upper
funnel keywords using attribution modeling or
multichannel analysis reports.
• The business logic that powers data collection
in your TMS should also be used to power
building remarketing lists.
60. Summary Points
• Now that keywords are dead, SEO is all about
landing pages. Proper grouping of content in
your reports will provide focus for SEO efforts
based upon conversion metrics.
• Use VLOOKUPs to merge GWT with WA Tool
so that Landing Pages with conversion
potential are married with volume potential
61. Summary Points
• Google Trends is a good tool to explore
volume potential, though strong performance
metrics still reign supreme
• Integrated content related dimensions such as
Post Length, Author, Title Tag length etc will
allow you to determine what is working best
with your content / SEO strategy.
This framework is not my own, rather it is a reframing of Avinash Kaushik’s Acquisition Behavior and Outcomes, which is more accurate, but I substitute the word conversion as it is the desired outcome, and a bit easier to remember the ABCs.
Benefit of Custom Reports is that you’ll be able to see a fuller view of your data in one place.
Two types – explorer or flat table. I almost always use the explorer because I can drill down into my data.
In this presentation, please pay particular attention to these custom reports and use them as a blue print for building your own.
Explain ABC’s - my own take on Avinash Kaushik’s “Acquisition, Behavior, Outcomes”
Including all three in your reports allows for efficient data analysis.
We’re going to spend some time talking about macro conversions and micro conversions.
Macro conversions for ecommerce would be view a receipt page.
Micro conversions – newsletter signup, online chat, add to cart, social share, phone call, whitepaper download.
Notice two of the metrics in this custom report, page depth and time on site.
Critical to use the EXACT same names for Campaigns across different Sources.
Of course, additional segmentation for branded vs. non-branded terms is necessary here
But I believe if you look at this data in your own accounts you’ll see huge differences in CTRs between Top and RHS.
Sorted by ROI
Looking for LOW CTR and HIGH impressions
Notice the filter – this because some campaigns had very low volume but 1 or 2 transactions kicked up their ROI.
Here are the settings for the custom report. (describe)
Strong ROI, great place to up the bid to drive more traffic.
In the above example, A/B test to emphasize internal search engine as a pathway towards purchase.