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10 STEPS TO BECOMING A GOOGLE ANALYTICS SUPERHERO

How to Become a Google Analytics Superhero #infographic

Above in text as requested for my blogs:

HOW TO BECOME A GOOGLE ANALYTICS SUPERHERO and improve your adwords conversions, too!

GOOGLE ANALYTICS AND ADWORDS ARE POWERFUL TOOLS, BUT TOGETHER, THEY’RE SUPERPOWERED.

Link Analytics to Your Adwords Account To:

Analyze customer interactions with your ads.

Understand which ads are funneling and which aren’t.

Find out what ads have the best conversions and why.

Use this data to fix the rest of your ads and improve your overall Adwords performance.

To optimize both services, import Google Analytics View into Adwords, and let’s begin.

STEP 1 EVALUATE ZERO-CONVERSION KEYWORDS

Zero-conversion keywords aren’t necessarily “bad” keywords

Check the “avg. visit duration” and “page/visit” in your Google Analytics View columns.

IF… The keyword has high visit rates…

THEN… The issue may be with your website.

SOLUTION… Use more relevant landing pages.

STEP 2 PROTECT IMPORTANT KEYWORDS

Googles Search Funnel Report documents how visitors follow the funnel by tracking:

How many queries they make.

When they drop out of the funnel and when/if they convert.

Keywords that attracted clicks and searches.

IF… A keyword drives a lot of traffic, but isn’t converting…

THEN… The search funnel report will show your if visitors are converting with different keywords.

SOLUTION… Assign a greater value to these keywords!

STEP 3 MAKE KEYWORD DECISIONS

The right keywords can catapult your visibility, increase your traffic, and improve your conversion rate.

IF… You’re unsure how to value your keywords…

THEN… Use the Analytics Model Comparison Tool.

SOLUTION… The tool will tell you the value of each keyword based upon standard or custom models.

STEP 4 PINPOINT BAD LANDING PAGES

Landing pages can make or break a conversion, as they are the first page of yours that searchers see after clicking an ad.

IF… The data suggests that users drop out after your landing page…

THEN… Check the Models Comparison Tool’s Columns for:

Bounce rate

Average time on site

Conversion rate

SOLUTION for under-performing ads,

Fix the keyword relevance

Find a better landing page

Target elements that make your site look untrustworthy

STEP 5 COUNT PHONE CALLS AND VIDEO PLAYS AS CONVERSIONS

You may find customers convert through different means, making traditional conversion rates unrealistic for your needs.

IF… Tracking your phone calls and video plays would give you a more realistic conversion rate…

THEN… The vendor that handles your call tracking can send a page view to Analytics when a call lasts longer that typical.

SOLUTION… Count these views as a conversion next to the keyword, ad, and ad group.

REMEMBER There can be a delay of up to three days, so the first 72 hours may yield weak AdWords CPAs.

STEP 6 COMPARE CONVERSIONS SIDE-BY-SIDE

Comparing types of conversions can help you see what’s working, and what you need to improve.

IF… You need to differentiate between types of conversions such as:

Products sold

Email leads

Downloads

Then… Use Analytics to count unique conversions or converted clicks.

SOLUTION… Use the Adwords Campaign report to show different typed of conversion goals side by side, to see if a keyword is working for one specific type of conversion.

STEP 7 FIND CONVERSIONS THAT NEED A BOOST

Consumers can drop out of the Search Funnel at any time, but the Goal Flow Report can help you pinpoint where it’s happening most.

IF… You worry some of your conversions aren’t carrying consumers through all stages of the funnel…

THEN… use Goal Flow report to map the flow of traffic through the funnel and where the majority of users stop.

SOLUTION… Create customized dimension segments to A/B test your funnels and improve your approach.

STEP 8 ANALYZE YOUR AD POSITIONS

Discover the searches and positions for which your ads will be the most relevant.

IF… You want to know what keywords triggered your ads…

Then… Use the Analytics Keyword Positions to pinpoint which keywords are doing the heavy lifting.

SOLUTION… Change your Adwords placement to improve your conversions.

STEP 9 MEASURE LONGTAIL KEYWORD PERFORMANCE

Long tail keywords cost more, but offer a more targeted niche audience that are more likely to reach point-of-purchase.

IF… You want to know if longtail keywords will be worth the cost…

THEN… Evaluate the productivity of different keywords by segmenting performance by length.

SOLUTION… Say yay or nay to the keywords to (again!) improve your ROI.

STEP 10 TARGET UNDERPERFORMING SEGMENTS

Intelligent Alerts allows you to compare and analyze segments while tracking one keyword.

IF…You want to delve deep to find why specific Adwords segments aren’t performing.

THEN… Intelligent Alerts can generate a report that highlights:

Singular anomalies in daily reports

Longlasting trends in weekly or monthly data.

THE SOLUTION, AS ALWAYS

REFINE YOUR ADWORDS CAMPAIGN TO IMPROVE YOUR CONVERSION AND ROI!

 

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