Using Site Search & Top Landing Pages to Increase AdWords ROI

Site SearchI recently came across another way to use Google Analytics and your own internal site search (if your website has one) to increase AdWords ROI. By checking the top landing pages from AdWords campaigns, then seeing what users search for on your internal site search, you can get a better idea of how to further tweak and optimize your landing pages (you can also use this to find the least converting landing pages and see what needs to be done there–but in this example we’ll simply address the landing page with the highest volume).

First create an Advanced Segment where you select Medium=CPC (click here to import the segment automatically).

Advanced Segment - Medium = CPC

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Increase AdWords ROI – Segmenting for Geography

Increase ROI by Geography in Google AnalyticsAnyone who’s dealt extensively with Google AdWords knows that it’s ease in setting up and quick optimizations at some point turn into a difficult tasks of finding a way to increase ROI.  At some point, after you’ve painstakingly filtered out low-converting keywords, increased your quality score, optimized your copy, etc. the low hanging fruit is gone and increasing the ROI on your Ad spend becomes much harder.

One of the more concrete, yet overlooked methods for increasing AdWords ROI involves filtering out regions with little/no conversions.  Thankfully, we can find out which regions (in this scenario, states) are costing money by way of clicks and offering little/no revenue in return.

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Calculate AdWords ROI with Ad Slot Position Segments

Google AdWords provides a “quick and easy” way to get visitors to your site. Setting up campaigns are fairly easy and the learning curve is small. But maximizing your ad spend takes time, patience, and planning. One of the often-overlooked methods for measuring optimal AdWords campaign success is seeing which Ad Slots tend to be the most profitable. If your CPC is high and conversions are low, it may not be the wisest thing to open the flood gates and bid with the expectation of holding the top slot.

Setting Ad Slot Position in Advanced Segments

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Click to Enlarge

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It’s Official: Google’s Algorithm Factors in Site Speed

While rumors have floated around that Google was now considering site speed as one its ranking factors, Google finally christened the rumor with an announcement on its Webmaster Central Blog.  They also list tools for helping assist those looking to boost the speed of their sites.

Using site speed in web search ranking

Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don’t just improve user experience; recent data shows that improving site speed also reduces operating costs. Like us, our users place a lot of value in speed — that’s why we’ve decided to take site speed into account in our search rankings. We use a variety of sources to determine the speed of a site relative to other sites.

Read entire post here

One way I’ve always tired to simplify Google’s ranking factors for friends and clients is to have them think of Google’s business model.  Google’s dominance depends on its ability to return the most relevant results to its users.  If users stop believing that Google is providing them with the most relevant results for their searches, they’ll go elsewhere (essentially what happened to Yahoo! in the late 90’s). It’s not hard to imagine why/how returning sites with extremely slow load times wouldn’t be so beneficial for Google.

A Big Deal

Often times, SEOs debate over what are really minute matters, and they spend time debunking the same myths over and over that very few SEOs believe anymore.  But the core of SEO never really changes: Good content, and good linking (and the second one is largely dependent on the first).  Most of what SEOs debate are in regards to factors within these two.  How important is article syndication?  Which link directories are still worth purchasing from and how do I get new/better links?  How many instances of keywords can/should I add before I start to devalue the quality of my content?  What ratio should I use for top domain linking vs deep linking?

What this does is give SEO a whole new factor to consider, and it’s hardly a minute detail.  No doubt, a stronger market will now exist for people who can optimize site speed and designer/developers will be pressured more than ever to code in an organized manner.

Google Annotations: Track SEO & Marketing Initiatives

Google recently added the ability to add annotations to Analytics.  What this means is that you can now correlate trends with campaign implementations in Google Analytics (as opposed to having to cross-reference your trends in Analytics with whatever source you typically use to keep track of these changes).  What’s more is you can also share these changes with other users in the account.

Google Analytics Annotations
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SEO Report Card – Google Grades itself

Google recently revealed an internal SEO Report Card, wherenby it grades its own product pages (whereby Analytics, AdaWords, Product Search, Profile, etc each count as a single product). While it doesn’t  reveal anything new, it does reinforce the importance of several on-page factors (ie. Images ALT text and filenames, H1 tags) that some argue are not worth taking the time to implement.  301 Redirects and the Canonical Link Rel element also make appearances.  Some of the scores are amazingly low and sometimes hilarious (ie. the ALT tags).  I guess that’s what happens when your brand is strong enough to get away with a lot of bad SEO.

SEO/Marketing Blogs/Articles for 2010-03-08

SEO/Marketing  Blogs/Articles for 2010-03-08

Spring Cleaning for those Analytics Profiles!

The ability to have multiple profiles in Analytics is extremely convenient.  You can flip back and forth without having to switch accounts.  And the ability to create duplicate profiles for the same domain name, gives you the option of viewing a site profile with a specific filter (for example; seeing only traffic that resulted from social media networks, seeing a profile that returns keyword information with actual search engine rankings, or treating email sign ups as keyword searches so as to track email addresses that are entered).

The problem of course is that the more profiles you add, the more sifting you may have to do in your drop downs.  This can be especially annoying for fellow account users who also have admin access, but have no need to see the umpteen duplicate profiles you created. Perhaps the easiest way to make this work for everyone (keeping your duplicate profiles AND not bogging down other admin access users) is to make sure the main profile comes up first.  Since Analytics automatically lists them alphabetically, this means making sure your main profile is alphabetically the first.  In the sample below, we have some legacy profiles that are kept for archiving purposes in case we ever need historical information.

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Website Alerts with Google Analytics Intelligence

Anyone who logs into Google Analytics frequently knows that Google’s been adding one new beta feature after another. One of these recent additions has really made life easier for keeping track of website metrics and catching potential problems right away.

Setting up Alerts with Intelligence

Intelligence allows you to set up custom daily, weekly, or monthly alerts which can be emailed to you. This saves you from having to log in to see these metrics (the more profiles you manage, the more grateful you’ll be for this). In the example below, I am creating an alert so that will send me an email if a day’s worth revenue falls below a certain point (Intelligence allows you to choose exact numbers of percentages).

analytics-intelligence-custom-web-alerts

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SEO Keyword Research – Choosing Keywords for SEO

SEO Keyword Research

seo keyword researchOne of the most important aspects of SEO is the initial research.  Many webmasters and marketers spend their time optimizing for keywords that are either virtually unattainable, or return little/no value for the effort put forth.  It’s important to know where to invest your time and resources to get the most return from your investment.  Like the old adage says; work smarter, not harder.  So here are 5 Steps for choosing the right keywords.  They will apply slightly differently based on your situation (ie. whether it’s your own website, a client’s, or an employer’s), so use the portions that work for your situation.

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Difference between Revenue & Product Revenue – Avoid Confusion

For information on MRP, click here:

When working in a fast-paced environment where different reports are needed, one of the common ‘discrepancies’ occur when Total Revenue and Product Revenue are used interchangeably.  The differences is simple (tax and shipping is included in Total Revenue, but not in Product Revenue).  As trivial as this seems, this can cause a lot of confusion when dealing with multiple reports for multiple departments.

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Blogs/Articles for 2009-10-12

Blogs/Articles for 2009-10-12

Blogs/Articles for 2009-10-06

Blogs/Articles for 2009-10-06

Google Ad Groups Data Gathering Made Tolerable with Custom Reporting

seo lumberg analytics For the most part, Google Analytics tracks Google AdWords data (big surprise!).  However, there is one odd quirk about the manner Analytics reports AdWords data—you can only view metrics for an Ad Groups within their respective campaign.  In other words, when Lumberg wants metrics like revenue and bounce rates for every AdWords AdGroup, you have to dive into every AdWords Campaign and grab the data for the AdGroups within that Campaign.

This is fine if all of your Ad Groups fall into the same Campaign.  But if you’re running a large e-commerce site, chances are you’ve got numerous Campaigns, and numerous Ad Groups within those campaigns

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Use Email Reporting to Save time with Google Analytics

Why Email Reports?

google analytics email You can avoid the time involved in logging into Analytics (this is especially useful when checking metrics for multiple profiles/accounts).  You can add multiple recipients for these reports (this is especially useful when having to send to a high number of recipients).  Last but not least, you will save even more time if your internet connection (or Google’s servers) happen to be slow when you are pulling these reports.

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