1. 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

2. Google Analytics
Burcu KOLANCALI 2

3. 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?

4. 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

5. How Analytics works
Report Data
Secure Google Servers

6. 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

7. Creating an account
Step 1
Step 2
Step 4

8. 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

9. Using Analytics

10. Dashboard

11. Geography & Location

12. Site Design

13. Tracking goals and conversions
Purchases
Software downloads
Customer registration

14. 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

15. Funnel Reporting
Leaving the funnel
Entering the funnel
Defined goal

16. How do I evaluate my adwords campaign?

17. How do I identify my best keywords?

18. How do I identify issues with my website?

19. Creating Maximum Effect with Google Adwords
Bilge GÖKSEL 19

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

21. 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

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

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

24. Google AdWords Ads
AdWords Ads

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

26. 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

27. 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

28. 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.

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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 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”

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

36. 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

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

38. 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

39. 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

40. 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

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

42. 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

43. 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

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

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

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

47. 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 (
Location in ad text can increase performance
New York Advertising 47

48. 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

49. Measuring/Reporting Results49

50. 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

51. Thank you! 51