Analytics and PPC The Basics • Ensure AdWords is destination URL auto-tagging • Link Google Analytics account to AdWords • Tag paid search platforms with appropriate UTM tagging Analytics and PPC Where To View Paid Search Data In Analytics Section One Google Analytics Goals Goal Type Example Destination thanks.html Duration 5 Minutes On Site Pages/Screens per Session 3 Pages Visited Event Played A Video Analytics and PPC Define Channel Groups - Break Out Paid Search Into: • Generic Terms • Branded Terms Analytics and PPC Ecommerce Tracking - View Data By: • Product (ex: Widget A) • Product SKU (ex: 1111) • Product Category (ex: Widgets) • Source/Medium (ex: google/cpc) Analytics and PPC Summary • Properly setup Google Analytics and associated links between paid search programs • Define goals - both micro and macro • Setup channel groups to break out paid search by brand and non brand • If tracking dynamic revenue values, make sure e-commerce tracking is properly setup Post Click Behavior What Is Considered Post Click Data? • Bounce Rate • Pages/Session • Post Click Data Can Be Reviewed By: • Campaign • Ad Group • Keyword • Destination URL • Platform • Hour of Day AdWords Campaigns Then Dig Into Keywords View PPC Landing Page Behavior Post Click Behavior View Data By Keyword Average Position, Including: • Revenue • Conversion Rate • Bounce Rate • Pages / Session • Goal Completions • And Many More! Post Click Behavior Summary • Understand and consistently review post click metrics • Paid search data can be reviewed in a variety of ways including campaigns, ad groups, and keywords • Highlight areas that see good and poor post click data - make sure to pay attention to revenue and conversion rate • View data by ad position for more effective keyword bidding Attribution Paid Search Does Not Work In A Silo Attribution Why Is Multi-Channel Funnel Attribution Important? • Shows which channels are helping others - even if the specific channel is showing poor last click performance • Allows for a more accurate breakdown of paid search ROI • Better helps to determine where budget should be placed • Gives greater credence to social efforts All Channels Work Together Model Comparison Tool • Last Interaction • Last Non-Direct Click • Last AdWords Click • First Interaction • Linear • Time Decay • Position Based • Custom Model Comparison Tool - First vs. Last Interaction Assisted Conversions Summary • Paid Search is impacted by other channels and vice versa • See the true ROI of Paid Search by reviewing Multi Channel Funnel Reports • Check out the Model Comparison Tool to review Paid Search data by various methods • Pay attention to high level assisted and last click conversions by channel