Fun With Google Analytics

How to Crush Sales With Google Analytics

Holy Crap I hope this presentation isn’t longer than 15 minutes

1.Selling 2.Conquesting 3.Improving & Measuring Success G.A. can help with ….

G.A. Basics

 Sessions A session is a group of interactions that take place on your website within a given time frame. For example single session can contain multiple screen or page views. (How many times users messed around on your site)  Users People who have used the site for the first time or who have repeatedly used the site  Page Views The collective number of pages all the users have seen  Bounce Rate The percentage of single-page sessions. (Good bounce rates are Relative and High Bounce Rate is NOT ALWAYS BAD!)

Conversion Tracking Sending any digital marketing to a website without identifying a KPI (Key Performance Index) amounts to probable success built on guesswork and luck We have chosen Google Analytics as our baseline measuring too for 2 reasons. (1) G.A. is an incredibly robust tool that works in almost every web environment (2) G.A. is 100% transparent. Whether an account is performing well or not, Google Analytics will show our team AND clients.

 No Analytics and / or Conversion Tracking? = Marketing without measuring.  Traffic Patters for SEO, Display, Social or Paid (Year over Year)  Time on site for messaging or design ( Engagement)  Opportunities for mobile advertising (Mobile Overview)  Opportunities for retargeting (Page Behavior)  Opportunities for other markets ( Locations) 1. Selling

| | 1. Selling. No Analytics and / or Conversion Tracking? = Marketing without measuring

| | 1. Selling. Traffic Patters for SEO, Display, Social or Paid (Segments) How I got There - Acquisition / All Traffic / Channels ( Date Top Right Change to Compare to Previous Year)

| | 1. Selling. Traffic Patters for SEO, Display, Social or Paid (Segments) Biggest Single Drop Contributing Factors Organic searches for “Company Name” 2. 2,236 Views less from ClassicCars.com 3. 1,456 Views less Direct Traffic Views from Social Suggestion: # 1,3 & 4 can be solved with more targeted display advertising using video and static creative serving to your exact demographic. “Company Name” appears to be falling out of “Top of Mind” for some people. Source: Google Trends

| | 1. Selling. Time on site for messaging or design ( Engagement) How I got There - Audience/ Behavior / Engagement 90% Of Users spend less than 10 seconds on the site. Suggestions: Paid Ads, Messaging or both may not be relevant to corresponding landing pages. Messaging could be tired, ads could be stale. Landing pages may not encourage further interaction. Mobile compatibility could be a factor.

| | 1. Selling. Opportunities for mobile advertising (Mobile Overview) How I got There - Audience/ Mobile / Overview Suggestions: Mobile conversions are more than 3X Lower than desktop conversions. We tested and retested the mobile application process and found that while it worked, it was a bit clunky. We proposed a redesign.

| | 1. Selling. Opportunities for mobile advertising (Mobile Overview) How I got There - Audience/ Mobile / Overview Outcome: Mobile conversion increases from 7.36% to 21.15% leading to an increase in 801 more leads!

| | 1. Selling. Opportunities for retargeting (Page Behavior) Suggestions: More than 67% of users goes to the home page, spend a relatively LONG time on that page, but then leave. 82% of those users are returning visitors? This client is a bank, with many clients using the home page for online banking. This is an excellent opportunity for the bank to advertise new products to its existing / regular visitors How I got There - Behavior/ Site Content / All Pages - then Secondary Dimension/ Users/ User Type

| | 1. Selling. Opportunities for other markets ( Locations) How I got There - Audience / Geo / Location / Region / City Suggestions: Is client capturing new users in the areas they want? Do they want to build awareness in new areas? Great opportunity for Geo Targeted Adwords, Geo Targeted Display or Geo Fencing

 No Analytics and / or Conversion Tracking? = Marketing without measuring.  How much traffic are you really getting (Referrals)  Do my other marketing methods generate business (Referrals)  Are my adwords being run effectively? (Search Queries)  Why is our PPC better than yours? (Goal Tracking / Over Previous) 2. Conquesting

| | 2. Conquesting. How much traffic are you really getting (Referrals) Tip: When going up against competitive analytics you will hear about data discrepancies, different tracking methods, reporting limits, data refresh rates…ect. These are all valid arguments as to why data in G.A. shows different results. BUT!!! The data is ALWAYS CLOSE! When going up against a competitor get them to agree that the data should be close.

| | 2. Conquesting. How much traffic are you really getting (Referrals) Google Analytics Data : 6 visits. Boston.com: Ad ran for 60 days. Boston.com reports a windfall of clicks of over 5000 How I got There - Acquisition/ All Traffic / Referrals - then type “Boston” in the search bar

| | 2. Conquesting. Boston.com was using page takeovers & counting “X’s” as clicks ( example on music.com )

| | 2. Conquesting. How much traffic are you really getting (Referrals) Google Analytics Data : 48 visits. From Sales Rep “Hundreds of referrals were sent to Mobile Air Transport far beyond just the RFP's. As I mentioned below, this is very qualified traffic/visitors based on the fact that we rank #1, and at the top of the search engines for what you do:air cargo companies (Leonard's Guide ranks #1 out of 8.9 million results)expedited trucking companies (Leonard's Guide ranks #1 out of 284,000 results)” How I got There - Acquisition/ All Traffic / Referrals - then type “leo or leonards” in the search bar

| | 2. Conquesting. How much traffic are you really getting (Referrals) Google Analytics Data : 44 visits. Advertising on Patch.com for this client was $1, per month. Patch.com reports 81% of a town’s population visits Patch monthly. How I got There - Acquisition/ All Traffic / Referrals - then type “patch” in the search bar

| | 2. Conquesting. Do my other marketing methods generate business (Referrals) How I got There - Acquisition/ All Traffic / Referrals Opportunity: Let us take that budget and put it in Adwords that converts at 17.26%

| | 2. Conquesting. Are my adwords being run effectively? (Search Queries) How I got There - Acquisition/ AdWords/ Search Queries Opportunity: We constantly monitor your adwords accounts to make sure negative phrases are updated Maid OutfitsCPC – $ 2.18 Maid Pictures CPC – $ 1.46 Naughty Maids CPC – $ 4.39 Here are some phrases we found that another PPC firm missed when managing the Boston Maid’s account

| | 2. Conquesting. Why is our PPC better than yours? (Goal Tracking / Over Previous ) Focus on Quality : Properly built campaigns are more relevant, get higher CTR ( Click through rates) and higher quality scores which are the 2 leading factors that determine lower click pricing for higher page positions. Bid Management Platform: Once the campaign is built our we “bolt on” our conversion maximizing management and hourly bidding software. This software when properly connected to KPI’s not only bid adjusts to achieve a substantially lower cost per click but also searches for goal patterns and reallocates ad spend to maximize goal conversions. What does this mean: In other words our software figures out what the best time of day, device, ad position, ad copy, ad group, landing page, location, ad extension to serve up to get the most conversions ( goals ) for the budget!

| | 2. Conquesting. Why is our PPC better than yours? (Goal Tracking / Over Previous ) 888% increase in sessions and a or 409% increase in (or 2,055) conversions / leads How I got There - Acquisition / All Traffic / Channels ( Date Top Right Change to Compare to Previous Year)

3. Improving/ Measuring Success  SEO (JJBest Case Study for all)  Adwords  Mobile Enhancements.  Display

| | 3. Improving / Measuring Success SEO (Search Engine Optimization) National Finance account: We helped client determine 25 Keyword Phrases that we estimated, when ranked, would produce a significant amount of organic traffic. Within 3 months GreenBanana achieved page one rakings for 10 National Phrases; in 6 months 18 Page One Rankings and in 12 Months 25 Page one rakings with 24 out of 25 in the top 3 positions. How did this impact traffic? Measuring 6 month time span 1/1/15 to 7/1/15 compared to the same period the prior year 1/1/14 to 7/1/14. Organic traffic grew 40.10% from 38,519 to 53,965 sessions How I got There - Acquisition / All Traffic / Channels – look at organic (Date Top Right Change to Compare to Previous Year)

| | 3. Improving / Measuring Success Adwords Adwords Geo Location : We have found that Adwords Geo Location services are not always as accurate as the claim. We brought this to Google’s attention. Their response was that the searches were mobile. After further examination we found that ½ of the searches were from desktop. Result: Our information was used to conduct a case study. While a fix has not been provided Google did provide our team with a lengthy “work around” to mitigate the problem. How I got There - Geo/ Location / City / Secondary Dimension/ Acquisition / (Source/Medium) – sort by (Source/Medium)

| | 3. Improving / Measuring Success Mobile Enhancements How I got There - Audience/ Mobile / Overview Outcome: Mobile conversion increases from 7.36% to 21.15% leading to an increase in 801 more leads! Opportunity: Mobile conversions are more than 3X Lower than desktop conversions. We tested and retested the mobile application process and found that while it worked, it was a bit clunky. We proposed a redesign.

| | 3. Improving / Measuring Success Display How I got There - Audience/ Mobile / Overview Outcome: Less Clicks But More Conversions. Conversions increase from 2.12% to 19.45% an increase of 730! Opportunity: Increasing conversions in display advertising by updating creative/ landing pages and serving higher quality locations over mass locations.

Selling SEO with Radio. (Click Thru Rate)

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