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How To Kick Your Pay-Per-Click Advertising into - The System

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How To Kick Your Pay-Per-Click Advertising into Overdrive
How To Kick Your Pay-Per-Click
Advertising into Overdrive in
g Analytics
y
3 Months with Google
Presented by:
Timothy Seward
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Top Frustrations of PPC…
1.) Too Time Intensive
2.) Results Are Declining
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Big Idea…
How To Kick Your Pay-Per-Click Advertising into Overdrive
Today’s Agenda
Part 1: The Most Important Lesson
Part 2: The 7 Most Common Google Analytics Mistakes
Part 3: Going From Good to GREAT
Part 4: Resources to Go From Good to Great:
Actionable Tips
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Most Important Lesson:
You Must Track Your Website With a Properly &
Completely Configured Google Analytics Account
For Maximum Impact.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Bill Even, The Coming Wave
• “While I had been using Google Analytics for about eight
months, I was not sure I was configuring it correctly.
We had launched several important ad campaigns that
referred to unique URLs on the website.
After a few weeks, the Analytics reports were still not
showing any hits to those pages; either the advertising was
a complete
p
waste ((not likely),
y), or something
g was
incorrectly configured.”
~ William C.
C Even,
Even Owner
The Coming Wave
www.thecomingwave.com
How To Kick Your Pay-Per-Click Advertising into Overdrive
PPC = Money Machine
+
=
How To Kick Your Pay-Per-Click Advertising into Overdrive
The 7 Most Common
Google Analytics Mistakes
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #1: Thinking They Just
H
Have
To
T Put
P tT
Tracking
ki C
Code
d O
On Sit
Site
In order to properly
configure Google Analytics,
Analytics
there are multiple steps
that must be completed.
completed
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #2: Not Linking Google
A l ti and
Analytics
dG
Google
l AdW
AdWords
d
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #3: Not Properly Tracking
EC
E-Commerce
T
Transactions
ti
with
ith a Hidd
Hidden F
Form
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #4: Having The Wrong
M t hT
Match
Type ffor Th
Their
i G
Goals
l
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #5: Not Monetizing
Th i Goals
Their
G l ((with
ith a N
Non-ecommerce Site)
Sit )
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #6: Not Having Filters,
or Not
N t Having
H i Them
Th
Correctly
C
tl S
Sett U
Up
• Accurate data is everything when
it comes to web site analytics.
• You want to make sure you're
tracking the right data.
data
How To Kick Your Pay-Per-Click Advertising into Overdrive
What is a Filter? – Shaker Analogy
Filter
Filt
Filtered Data
Google Analytics Reports
Data Collector
To Hear The Audio, Dial (218) 486-1400, access code 35839#
В© 2007 ROI Revolution. All Rights Reserved.
How To Kick Your Pay-Per-Click Advertising into Overdrive
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #7: Not Setting
U Manual
Up
M
lT
Tagging
i
How To Kick Your Pay-Per-Click Advertising into Overdrive
Common Mistake #7: Not Setting
Up Manual Tagging
How To Kick Your Pay-Per-Click Advertising into Overdrive
What Type of Google
Analytics
y
Account Do
You Have?
Phase 1: You just have the tracking code on the website pages
Phase 2: You have the tracking code, plus a goal and/or a filter set up
Phase 3: You have goals with sales funnels, multiple filters, and manual tagging
Phase 4: You have complete revenue reporting set up
How To Kick Your Pay-Per-Click Advertising into Overdrive
Average Google Analytics Account Status
•
•
•
•
PHASE 0:
0 No
N G
Google
gl A
Analytics…………………….…8%
l ti
8%
PHASE 1: Just have tracking code…………….….38%
PHASE 2:
2 Have
H
a ffew goals
l / filters……………..39%
fil
39%
PHASE 3: Have goals, filters, and
manually
ll tagged
t
d marketing……………………….…10%
k ti
10%
• PHASE 4: Have complete revenue reporting…5%
How To Kick Your Pay-Per-Click Advertising into Overdrive
Going
G
i g from
f
G
Good
d
t GREAT with
to
ith
G
Google
l A
Analytics
l ti
How To Kick Your Pay-Per-Click Advertising into Overdrive
Case Study #1:
Pacific Northwest Software
How To Kick Your Pay-Per-Click Advertising into Overdrive
Pacific Northwest Software
Pacific Northwest Software was founded in 1998 and has provided a
wide variety of custom development services for such prestigious
organizations as:
•Microsoft
•the United States Postal Service
•Credit Suisse
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• They were spending
$4,000 - $8,000 a
month on Google
AdWords, but it just
wasn’t paying off for
them.
them
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• Didn’t use monetized tracking of keywords
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• Google AdWords campaigns were not organized
in the most effective way
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• Google AdWords ad text was not optimized
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• Didn’t use monetized tracking of keywords
• Google AdWords campaigns were not organized in the most
effective way
• Google AdWords ad text was not optimized
• No direct path of action for leads
who did arrive on site
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Solution
• Installed and implemented Google Analytics so
th h
they
had
d monetized
ti d tracking
t ki off th
their
i kkeywords.
d
• They could generate a quote for a prospect within
24 hours or less
• A good project was at least $10,000, so we listed
that as the project minimum directly in the ad.
How To Kick Your Pay-Per-Click Advertising into Overdrive
How To Kick Your Pay-Per-Click Advertising into Overdrive
Solution: Landing Pages
Ad
Keyword
Landing Page
How To Kick Your Pay-Per-Click Advertising into Overdrive
Results?
Within th
Withi
the first
fi t 7 days
d
after
ft these
th
changes went live, Pacific Northwest
Software received a contact worth
,
from $743
$26,000
adspend – 3,399.3% ROI
How To Kick Your Pay-Per-Click Advertising into Overdrive
Results?
• Within the first full calendar
month they closed $132,000
sales with a $4,000
$4 000 AdWords
budget – a 3,200% ROI.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Case Study #2:
Ice.com
How To Kick Your Pay-Per-Click Advertising into Overdrive
Ice.com
• Ice.com is one of the largest online
retailers of diamond jewelry
jewelry, with over
half a million customers since 1999.
Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/
How To Kick Your Pay-Per-Click Advertising into Overdrive
Ice.com
• The CNNMoney.com article
G g and Ice: A service story”
y
“Google
explains how Ice.com publicly
and bitterly
complained about how
poorly Google AdWords
was working for them.
Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Problem
• “After a precipitous drop in holiday
sales,
l
Ice.com's
I
' chief
hi f executive
ti
officer, Shmuel Gniwisch, was
wondering
d
iff his
h $1
$ million
ll
advertising budget weren't better
spent elsewhere.”
Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Solution
• “Google dispatched a five-member
"
"crack
k team"
t
" tto work
k with
ith IIce.com tto
address its concerns.”
• The �crack
crack team’
team implemented
Google Analytics for Ice.com
Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/
How To Kick Your Pay-Per-Click Advertising into Overdrive
Conclusion
• The �crack team’ implemented
G gl A
Google
Analytics
l ti ffor IIce.com
• "These
These folks put a lot of time into
fully rebuilding our philosophy about
AdW d ffrom th
AdWords
the ground
d up.""
Article: http://money.cnn.com/2007/05/04/news/companies/google_etailersissues/
How To Kick Your Pay-Per-Click Advertising into Overdrive
Resources
esou ces to Go From
o
Good to GREAT:
7 Actionable Tips
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #1
How To Get The “1+1=3” Effect
Actionable Tip #1: Check
Wh t Keywords
What
K
d A
Are
Converting Organically
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #1
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #2
Learn How Google Analytics Can Help
Streamline Your Sales Process NO MATTER
WHAT Kind Of Advertising You Are Doing…
Actionable Tip #2: Use Manual
Tagging To Track All Of Your
g
ONLINE And OFFLINE Advertising.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #2
For More Details, See Blog Article “Google Analytics Link Tagging 101”.
Also See “URL Tool Builder” at www.roirevolution.com/builder.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #2
Track Your Leads
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #3
Common PPC Myth: It Is Best For All Of
Your Ads To Be In Position #1
Actionable Tip #3: Use The Keyword
Positions Report To Discover What
Position Is Best For Your Ads.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #3
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #4
Use This Tip to Ensure PPC Traffic
Converts As Highly As Possible
Actionable Tip #4: Use Google
Analytics to Track Landing Page
Performance To Boost Your PPC
Conversions.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #4
A “Bounce” Is When A Visitor Comes To Your Website And Only Hits
One Page Of Your Website And Then Leaves.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #5
Customize Google Analytics Based
On What Specific Actions You Want
A User To Perform On Your Site
Actionable Tip #5: Take Advantage Of
Your Goals Within Google Analytics.
How To Kick Your Pay-Per-Click Advertising into Overdrive
What is a Goal?
Conversion/Goal Page
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #5
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #6
Learn What Is Going On In The
Mind Of Your Visitors
Actionable Tip
p #6:
Optimize Your Sales
Funnel.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #6
How To Kick Your Pay-Per-Click Advertising into Overdrive
Actionable Tip #7
Monetize Your Goals
Average Successful Sale = Goal Value
Submitted Leads
$500 = $50
10
For More Details, See Blog Article “Getting the Full Value of Google Analytics:
The Importance of Monetizing Your Goals”.
How To Kick Your Pay-Per-Click Advertising into Overdrive
BONUS Tip: Get ALL of The Value Possible
F
From
Your
Y
G
Google
gl A
Analytics
l ti A
Accountt
How To Kick Your Pay-Per-Click Advertising into Overdrive
BONUS Tip: Get All of The Value Possible
o Your
ou Google Analytics
alyt cs Account
ccou t
From
How To Kick Your Pay-Per-Click Advertising into Overdrive
The Top Frustrations of PPC…
1.) Too Time Intensive…?
When your Google Analytics account is properly customized you can
spend 20 minutes every day on your key reports and INSTANTLY know
what you need to do next in order to increase your PPC conversion
rate.
rate
2.) Results Are Declining…?
When you start using Google Analytics as an optimization tool, it is
going to allow you to:
• Increase the conversions you get from your PPC advertising, and
• Profitably INCREASE your PPC spend once Google Analytics turns your
PPC into a Money-Making Machine.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Google
g Analytics
y
• Lead g
generation websites that want to track the
value of their leads, optimizer their leadgeneration sequence, and increase the overall
quality
li off their
h i lleads
d
• E-commerce websites that want to sell more goods
and
d services
i
quickly
i kl
• Online marketing professionals who want to be
able to tell exactly what online marketing is
working.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Google Analytics Training Course
This training package includes:
•
•
•
•
Live 6 Weeks Training Series
On-Demand Online Course Recordings
g
Two Packed Workbooks
MP3 File of Each Week
Week'ss Entire Session
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
What Phase Google Analytics
ccou t Do
o You
ou W
WANT
N To
o Have?
ave?
Account
Pole‐Vault Ahead With the Google Analytics Training Course!
46.43% OfВ PeopleВ WhoВ AttendВ TheВ GoogleВ AnalyticsВ TrainingВ CourseВ ImproveВ ByВ 2В OrВ More
p
y
Phases.
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Live 6 Weeks Training Series
Focus on How To USE Google Analytics:
Module #1: Introduction To Google
g Analytics
y
- Thursday,
y, July
y 10th at 1:30pm
p ET
Module #2: Basic Configuration And Settings - Thursday, July 17th at 1:30pm ET
Module #3: Getting To Know Your Site - Thursday, July 24th at 1:30pm ET
Module #4: CPC Traffic And Testing - Thursday, July 31st at 1:30pm ET
F
Focus
on H
How T
To CONFIGURE G
Google
l A
Analytics:
l ti
Module #5: Intermediate Implementation - Thursday, August 7th at 1:30pm ET
Module #6: Advanced Tracking Methods - Thursday,
Thursday August 14th at 1:30pm ET
How To Kick Your Pay-Per-Click Advertising into Overdrive
Online Course Recording
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Two Packed Workbooks
Phase 1 Account Г† Skip to Workbook A, Page 28A
Phase 2 Account Г† Skip
p to Workbook A, Page
g 54B
Phase 3 Account Г† Skip to Workbook A, Page 54C
Phase 4 Account Г† Skip to Workbook B, Page 41D
"I have been so
very impressed
and thankful for
the ROI
Revolution GA
Training Series.
Each presenter's
attention to
detail during the
sessions and
personalized
approach during
the Q&A has been
outstanding!”
- Dana Lookadoo,
Pixel Position
Sign Up Today at www.roirevolution.com/training-series
How To Kick Your Pay-Per-Click Advertising into Overdrive
MP3 Files
• The MP3 file of
each training
session, PLUS the
Q&A from each
training session.
"I enjoyed the
presentation and found it
useful
useful.
The pace of the delivery is
comfortable to follow and
the level of difficulty is
both very clear to a
novice and sufficiently
detailed to be of use to a
technically capable
person."
- John Bower,
Human Potential
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Google Analytics Training Course
This training package includes:
Live 6 Weeks Training Series …………...…..(value of $694)
On-Demand Online Course Recordings……(value of $797)
Two Packed Workbooks …………………..…(value
(value of $247)
MP3 File of Each Week's Entire Session …..(value of $197)
T t l Value:
Total
V l
$1
$1,935
935
Price:
ce $69
$697
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
BONUS for First 15: 30 Minute Google
A l ti Minefield
Analytics
Mi fi ld P
Prevention
ti Audit
A dit
TheВ 30В MinuteВ Audit:
• Toward the end of the training a Google Analytics engineer will
painstakingly go through your account with you.
• This service is sold alone for $150.
• No one else will have this audit available to them with the training
unless they purchase it via a support plan.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Don’t Take Our Word For It!
• Nothing makes us more happy than to hear
how the training course has helped others.
• See what a past attendee has to say.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Google Analytics Training Course
This training package includes:
Live 6 W
Li
Weeks
k T
Training
i i S
Series
i …………...…..(value
( l off $694)
On-Demand Online Course Recordings….…(value of $797)
Two Packed Workbooks ….………………..…(value of $247)
MP3 File of Each Week's Entire Session …..(value of $197)
30 Minute Audit…………………………….…..(value of $150)
Total Value: $2,085
Price: $697
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Analytics Seminars for Success
If You Can
Can’tt Wait To Get Started
Started, Extend Your Stay:
• Classroom Style Google™ Analytics Training here at the Westin
O’Hare, June 2nd and 3rd
•June 2nd: Introduction And User Training
•June 3rd: Advanced Technical Implementation
p
•Same content as online training presented to you in person
•Additional Seminar Dates and Locations:
Orlando, June 24-25
OR
Denver, August 20-21
Price: $498
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Risk-Free Guarantee
You Are Fully Protected By Our
M
Money
B
Back
kG
Guarantee:
The Google Analytics Training Series
will
ill help
h l you to make
k solid,
lid measurable
bl
improvements to your website within 365
d
days
after
ft completing
l ti th
the course or we will
ill
refund your entire fee!
Sign up by completing the yellow order form.
How To Kick Your Pay-Per-Click Advertising into Overdrive
Google Analytics Training Course
This training package includes:
Live 6 W
Li
Weeks
k T
Training
i i S
Series
i …………...…..(value
( l off $694)
On-Demand Online Course Recordings….…(value of $797)
Two Packed Workbooks ….………………..…(value of $247)
MP3 File of Each Week's Entire Session …..(value of $197)
30 Minute Audit…………………………….…..(value of $150)
Total Value: $2,085
Price: $697
Sign up by completing the yellow order form.
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