Google Analytics & Google AdWords MGIS 501 Introduction to Management Information Systems Google Analytics & Google AdWords Bilge GÖKSEL Burcu KOLANCALI Cansu ZORLUER 04/11/08 1

Google Analytics Burcu KOLANCALI 2

Introduction to Analytics What keywords use people to find my website? Where are my sales coming from? Where and why are visitors abandoning my shopping cart? How can I make my marketing campaigns more effective?

Introduction to Analytics Easy to set-up and start gathering actionable data Powerful reporting includes: Defined Funnel Navigations Advanced Segmentation Geo-Location Report Keyword Considerations Campaign ROI Integrated with Adwords but also tracks non google campaign

How Analytics works Report Data Secure Google Servers

Setting up Analytics Create an account Link it to Adwords Install the code Define conversions (install e-commerce codes and create goals) What do you want to achieve with your website? Product purchase Software download New customer registration

Creating an account Step 1 Step 2 Step 4

Where to install the code Here we see the code from a sample page on your website. [press forward] Within the red box is the Analytics code that you have copied from your Account. We recommend that you advise your webmaster to place the code just above the closing body tag as shown on this screen. Also, as a reminder, please ensure that they place the code on every page of their website. Once this is done Analytics will commence tracking and will start to show data in your reports within 24hrs . 8 8

Using Analytics

Dashboard

Geography & Location

Site Design

Tracking goals and conversions Purchases Software downloads Customer registration

Convert visitors to customers Your visitors 1 Product Information Eliminate bottlenecks in your conversion process 2 Shopping Cart Pinpoint where you lose visitors and duplicate successful paths 3 Checkout 4 Thank You Page Your Customers

Funnel Reporting Leaving the funnel Entering the funnel Defined goal

How do I evaluate my adwords campaign?

How do I identify my best keywords?

How do I identify issues with my website?

Creating Maximum Effect with Google Adwords Bilge GÖKSEL 19

Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords Advantages of the Google AdWords

As a Marketer, Your Objectives Are Manifold Awareness Create awareness Education Create interest through information Image Maintain brand Direct response Cycle of trial, purchase, and repeat Radio Print Search Marketing Television Outdoor Direct mail & response

Imagine Your Business on Google Imagine your business here right when a user is searching for what you offer www.YourBusiness.com

Search Query: ‘flowers’ Google Search Results Search Query: ‘flowers’ Google Search Results

Google AdWords Ads AdWords Ads

Keyword Advertising Targeted advertising Better advertiser ROI than untargeted ads Improved user experience

AdWords Start Page Step 1: Go to www.google.com/adwords When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well Animate

Choose Your Edition Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Standard Edition at any time

What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

Select Your Ad Location and Language Animate Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and even state if you so wish

And Targeting Is Easy… 94043 AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show

Write Your Ad Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions Animate

Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as “real estate, 91311” In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads

Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box

Step 7: Set Up Your Account Create an Account Step 7: Set Up Your Account If you already have an account with any of Google’s properties, you can choose to use that email address and password to log into AdWords If you want to create a new account, simply select the second option and enter the requested information Then, click “create account”

Enter Your Billing Information Select a form of payment You can use direct debit or credit card

How do I create an effective AdWords campaign? Relevance is the key to a successful AdWords campaign Targeted Ad Higher Clickthrough Rates Better Conversions More Qualified Leads Good User Experience

Google AdWords in Depth: Optimization in Online Advertising Cansu ZORLUER 37

Building a Strong Structure AdWords Account Campaigns Ad Groups Advertising text & keywords Build a strong structure to increase CTR ROI Efficiency in Account Management Efficiency in Tracking results 38

Building a Strong Structure AdWords Account Campaigns Campaigns Ad Groups Ad Groups Ad Groups Ad Groups Advertising text & keywords Advertising text & keywords Advertising text & keywords Advertising text & keywords Advertising text & keywords Advertising text & keywords Advertising text & keywords Advertising text & keywords Divide into as many rational groups as possible Divide keywords into most relevant ad groups Don’t use same keywords in more than one ad (displays only the one with highest performance) 39

Ranking & Quality Score in detail Ranking => CPC x QS High ranking can occur even with low CPC Quality Score Other factors History of CTR of keywords Performance history of the account Content of landing page Relevance of keywords and advertising text 40

Advertisements with High Quality Score Relevance is essential Keywords Relevant advertising text Relevant, well organized landing page Not necessarily the home page 41

Make use of keyword match options Keywords Make use of keyword match options Broad Match Phrase Match Exact Match Keywords: cheap car Searches that display your ad: cheap car cheap car seller cheap car repair car at cheap price Keywords: “cheap car” Searches that display your ad: cheap car cheap car seller cheap car repair car at cheap price Keywords: [cheap car] Searches that display your ad: cheap car cheap car seller cheap car repair car at cheap price 42

Make use of negative keywords Selling cheap cars NOT repairing cheap cars cheap car cheap car seller cheap car repair car at cheap price Add “-repair” cheap car cheap car seller cheap car repair car at cheap price 43

Keywords Include misspellings synonyms plurals English and Turkish versions of words Use brand/model of the product / all relevant words describing the service 44

Make use of Keyword tool Keywords Make use of Keyword tool 45

Make use of Traffic optimizer Keywords Make use of Traffic optimizer 46

Advertising text Be persuasive, informative, reliable and realistic Emphasize differentiating quality of the product/service Test minimum 3 texts Avoid meaningless/unnecessary slogans: get info, research here, download free white paper, order our catalog, buy now, save money Inter-capitalize display URL (www.VitalBijuteri.com) Location in ad text can increase performance New York Advertising 47

Try to increase Clickthrough Rate (CTR) by More Traffic Increase Daily Budget Increase CPC or CTR Change distribution options Try to increase Clickthrough Rate (CTR) by Using keywords in the title (displayed in bold text) Trying to differentiate from competitors Being careful about punctuation and grammar Being attention-grabbing but not in an annoying way Doing special promotions and discounts 48

Measuring/Reporting Results 49

Conversion Tracking Conversion tracked via cookie for 30 days Conversion tracking tab -> Create an action Get code and embed Results displayed in campaign summary 50 50

Thank you! 51