Google Analytics is an invaluable tool when it comes to your PPC campaigns. The reports, trends, and nuggets you can pull out are plentiful. Are you getting the most utility you can out of Analytics by pulling the best reports? Did you know that along with your Google campaigns, you can also get valuable insights and opportunities by importing click data from non-Google campaigns? In this presenation, Jeff Sauer from Jeffalytics and Account Analyst, Rachael Law, from Hanapin Marketing discuss four Google Analytics features that are typically underutilized by PPC Account Managers. You’ll get expert-level PPC tips like: *Using custom segments to view specific splices of your data *How to import your non-Google click data into Google Analytics *Creating reports tailored specifically to the data you want to look at *Finding measurement opportunities that come with new data

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&HOSTED BY:
4 Underutilized Google Analytics
Features For PPC Accounts

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Presenters
• Jeff Sauer
– Founder of Jeffalytics
– Hero Conf London Speaker
– PPC Hero Blogger
– @jeffsauer
• Rachael Law
– Account Analyst at Hanapin Marketing
– PPC Hero Blogger
– @law_rachael

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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Agenda
Cd
Custom Dimensions
Ui
User ID
Bm
Benchmarking
Da
Data Import
Dg
Demographics
Cg
Channel Groupings
Cr
Custom Reports
Cs
Custom Segments

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Custom Dimensions
Cd

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Make Google
Analytics Speak
Your Language
Cd
Custom Dimensions

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Add up to 20 custom dimensions to GA
Add custom dimensions
and metrics

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Choose scope of variables
Set
scope
Add Code
to indicate
dimension

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View as a secondary dimension
View custom secondary
dimensions

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Up to 20 of each
available
Code required
Deeper analysis
possibilities
Multiple scopes of
declaration (page,
session, user)
Does not affect other
reports
Replaces custom
variables
Custom Dimensions and Metrics

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User ID
Ui

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Identify
Users Across
Devices
Ui
User ID

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The web traditionally tracks visitors by their
machine and cookies. This worked for years
Google Universal Analytics wants to track
website visitors as people
Link mobile, desktop and tablet visitors as
one person with User ID
Tracking Machines vs. People?

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Enable User-ID Feature

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Add user ID to Tracking Code

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Receive Cross Device Reports

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This feature is still very new
User-ID – A Plan For the Future

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This feature is still very new
Reports will become better over time
User-ID – A Plan For the Future

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This feature is still very new
Reports will become better over time
Consider for future web development cycles
User-ID – A Plan For the Future

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Data Import
Da

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Da
Data Import
Add Non-
AdWords Data
Into Google
Analytics

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Google AdWords Integration Rocks
Cost Data in Google Analytics

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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other
Systems
Cost Data in Google Analytics

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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other
Systems
Automatically Import This Data into GA!
Cost Data in Google Analytics

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In Settings, Choose Data Import
Choose
Data Import
Many Data
Import
Options

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My Favorite: Cost Data Import Schema

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Choose to upload 1x or overwrite data

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Deeply analyze your advertising efforts

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Automate this process
Access this tool: http://supermetrics.com/product/supermetrics-uploader/

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Cr
Custom Reports

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Why Custom Reports?
Most users open up Google Analytics with a specific problem
to solve, but Analytics doesn’t have a default report that gives
you the data you need.
Solution: Custom Reports!

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Custom Report Creation
When you choose the option to create a new
report, you’ll be greeted with the menu on the
right.
You have three options for Type, as follows:
● Explorer: The standard GA report. Includes a line graph and a
data table that includes dynamic elements like a search/sort
option and secondary dimensions.
● Flat Table: A static, sortable table that displays data in rows.
● Map Overlay: A map of the world. Different regions and
countries display in darker colors to indicate traffic and
engagement volume.

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Now for an example...
The Problem
Are users getting sent to the most relevant landing page
according to their search query?
Are these users searching on the site for what they’re looking
for after clicking a PPC ad? If so, what are they searching for?
The Fix
You guessed it… a custom report!

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Example Custom Reports
Site Searches & Google Search
Queries
Transaction Data (including
products & revenue)
Reports pulled on a regular basis
Campaign data with new visitor
and site engagement metrics

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Benchmarking
Bm

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Bm
Benchmarking
Size Up the
Competition

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Story: Falling behind with paid media
We are not spending anything on
advertising. Should we be?

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How to
Benchmark?

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How to
Benchmark?
It’s super easy

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These reports require just one setting
This is done at
an account level

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Marks are set by industry vertical

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You can set location and size

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Demographics
Dg

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Basic Demographic reports data

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This data is for about 50% of users
~50% of visitors will
report demographics

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View In-Market Segment reports

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In Market Segments are a Goldmine!
You can directly
target these
people with
display ads and
remarketing.

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Segmentation Opportunities Galore
Segment by Age
or Gender

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Review users by In-Market Segment

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How to Get
Demographics?

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How to Get
Demographics?
One setting and some code

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Enable demographics reports setting
Enabling Demographics Reports is Subject to Google Privacy Requirements:
https://support.google.com/analytics/answer/2700409

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One line of code (Universal)

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Even easier in Google Tag Manager
Check this box for
Demographics

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Channel Groupings
Cg

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Define New
Channels,
Tell Better
Stories
Cg
Channel Groupings

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Separate out Brand vs. Non-Brand

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Get the Credit You Deserve
Paid drives sales

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How to Get
Custom Channels?
Define your own settings

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Tell Google Analytics your channels

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Customize each channel: Non-brand
Non Brand Traffic is traffic not to
your home or about pages?

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Mobile + AdWords Mobile + All Paid Media
Social Ads vs. PPC Top of Funnel Paid
Paid vs Owned vs
Earned Media
Earned Social vs. Paid
Social
Custom channel ideas

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Cs
Custom Segments

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What Are Custom Segments?

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Custom Segments: Example
Users who purchased a particular product
Use it for:
● Viewing other products these users purchased
● Looking at what pages they visit
● What source/medium they came from

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Opportunities
Create a remarketing list for users who purchased
product X, then use the custom segment to look at
other products that are also purchased
Remarket these products to purchasers of product X
Implement sitelinks for search campaigns for product X

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Users who came through a certain campaign
Use it for:
● What pages are they visiting? This can be helpful in determining if you are
capturing the right audience

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Custom Conversion Segments
User custom conversion segments with the Top
Conversion Paths report within Multi-Channel
Funnels to see the exact path users took to
convert

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Example Conversion Segments
First interaction is non-branded
PPC
First interaction is non-branded,
last interaction is branded
First interaction is a Shopping
campaign
Any interaction is CPC
Any interaction is Facebook / CPC
(or any social media you’re using)

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Teach Google Your Language Plan for Cross Device Tracking
Import Your PPC Data from
Facebook and Bing
Compare your traffic patterns to
the competition
Use demographics to inform
marketing segments
Set up content and channel
groupings for better insight
Key Actions to Take Today!
Use custom reports for tricky
problems or recurring reports
Create custom segments to view
subsets of users

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Jeffalytics Feedback: jeff@jeffalytics.com