Presentation on theme: "Proprietary and Confidential Digital Marketing for Local Businesses & Brands MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Bob Bradley – VP Sales."— Presentation transcript:
Proprietary and Confidential Digital Marketing for Local Businesses & Brands MEASURING SUCCESS OF ONLINE ADVERTISING INITIATIVES Bob Bradley – VP Sales firstname.lastname@example.org 919-238-4611
“home furniture” monthly U.S. searches 130 M Category “La-Z-boy” monthly U.S. searches 7.5 M Brand “living room sofa” monthly U.S. searches 20 M Product Local Search Becomes the Discovery Tool Furniture shoppers use on average 14.8 sources of information to help them make their decision
Traditional Online Metrics Impressions Web Visits Time on Site/Pages Visited Online Conversions View Through Conversions
Google Analytics makes customer insights easily accessible and measurable HOW? Traffic Sources Reports :// WHO? Audience Reports WHAT? Content Reports WHAT VALUE? Goals & Ecommerce Reports
These insights are portrayed through a common set of dimensions and metrics Metrics A metric is a measurement Number of visits Number of visitors Page views Time on site Dimensions Dimensions describe attributes Visitor city or region Referring traffic source Browser type Operating System
Aggregate Data Views Simple numbers that represent total performance during the given date range
Trends over Time Line charts that show changes in a metric over time.
Four types of conversion goals A URL Destination goal triggers a conversion when a visitor views the specified page on your site. A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you have specified. A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified. An Event goal triggers a conversion when an event that you have defined occurs.
With customization, you can track nearly anything Yoursite.com Paid Search Referral Direct EmailSocial Organic Search $ http://yoursite.com @ Is only automatic if AdWords is linked. Otherwise requires manual tagging. Visits from these sources will get categorized as referral traffic if not tagged. Affiliate Display
Complex consumer journeys, an attribution challenge Many consumers start their research online and end up visiting & buying at a physical location. We want to help you measure this and capture the value MomentSearchConversionReport
Customer clicks on AdWords search ad on computer, tablet or mobile device Customer visits store Store visit reported Introducing the Store Visits Beta New reporting on how online ads lead to store visits will help to measure the full value of your online ads
Why use Store visit reporting? Key Benefits Improved measurement For the first time, see how your online ads are driving in-store visits Better attribution Incorporate data points into attribution models & media mix modeling Break out mobile See in-store visits driven by mobile devices to better understand & value the mobile channel We want to show you the value of your online ads beyond simply online conversions CONFIDENTIAL
Win the local furniture decision making journey 1 Exceed customer expectations 2 Communicate in context 3 Build real brand engagement online 5 Attribute value & make decisions in real-time 4 Be there when people make choices about furniture More choices = more chances to win or lose Provide the best experience for the right device Test! Make quick decisions to cut down waste Your customers are everywhere, put your best foot forward