Adwords Academy Conversion Tracking & Google Analytics 轉換追蹤和 Google 分析

Confidential & Proprietary

AdWords Workshop - Conversion Tracking & Google AnalyticsCarmen Siu, Online Specialist, Google Rachel Yang, Account Strategist, Google

Confidential + ProprietaryConfidential + Proprietary

Today’s Agenda 1) Conversion Trackinga) What is Conversion Tracking?b) Why AdWords Conversion

Tracking?c) How to set it up?d) Is my current Conversion

Tracking setting correct?2) Google Analytics

a) Why Google Analytics?b) What is Google Analytics? c) Link Adwords & Google

Analyticsd) Features & Best Practices

3) E-commerce Tracking

Confidential + Proprietary

Do you ever wonder...

1. Is my ad actually working?

2. Are these ad clicks turning into profit?

3. How much am I paying for each purchase/sign-up coming

from AdWords?

4. Does the ROI of your investment on AdWords meet your

requirement?


Well, you don’t have to wonder.


Conversion Tracking


What is Conversion Tracking?

● Conversion Tracking is a free AdWords tool to help you understand what happens after a user clicks on your ad.

● A Conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business.


Different Types of Conversions

http://www.youtube.com/watch?v=TgNI5Yavdig



1. Register/ visit a certain page

2. Purchase


3. Email Subscription

4. Contact / Enquiry



5. Download / Install



How does it work?

When a customer clicks on your ad

A cookie will be placed

Tracking what happens

When the valuable action is done,one conversion is counted.


How Google uses conversion data:https://support.google.com/adwords/answer/93148

Share your account’s statistics with other advertisers/competitors

Google does not

Use your conversion data to increase your costs or cost per click

Is my data safe with Google?

https://support.google.com/adwords/answer/93148



But I can already see conversion data from my website backend/ third party tools.Do I still need AdWords Conversion Tracking?


Why AdWords Conversion Tracking?

It helps you understand: Which Campaigns, Ad Groups, Ads, Placements, Keywords are bringing you more profit.

By shifting budget, you will have better ROI


Enhanced CPC

Increases conversions by raising bids on clicks that are

more likely to convert and saving on clicks which are less

likely to convert

Uses an account’s historical conversion data and a variety of

signals to predict the conversion value of each

eligible auction

Automatically sets bids during each auction to get as many

conversions as possible within a Target CPA goal

Target Return on Advertising Spend

Max Conversions within Target CPA

Conversion Tracking makes some powerful and flexible bid strategies possible

All the above strategies can be used in different ad groups of a single campaign


Search Partners: When you use AdWords search, a percentage of your ads will appear on our Search Partner Network and you can do real-time bidding there too

Geography: Bid towards the parts of a country or countries where you are more likely to convert

Language: Bid more for visitors from linguistic groups which are more valuable to your business and less for those that aren’t

Browser: Users of Internet Explorer may not convert the same way as users of Chrome, Firefox or Safari? Adjust bids accordingly for better ROI

Operating System: If iOS users are converting better than Android users, your bids can be adjusted to reflect the higher value of iOS conversions

SearchPartners

Geography

Language

Browser

OperatingSystem

OS

Optimize bids with real-time data no other bidding tool provides


Today’s Agenda1) Conversion Tracking

a) What is Conversion Tracking?b) Why AdWords Conversion





3) Advanced Toolsa) Google Tag Managerb) Google Webmaster


How to set it up?

1. Sign in to your Account.2. Click the “Tools” tab, and select “Conversions” from the drop-down menu.


How to set it up?

3. Click the “+Conversion” button.


How to set it up?

4. Select the "Website" option.


How to set it up?

5. Put down the Name.


How to set it up?

6. Click and Select Value.

Select whether each conversion has the same value, varying values (for example, purchases of products with different prices), or select "Don't assign a value" if you'd prefer not to count one. If you choose varying values, you'll need to follow these instructions to track transaction-specific values. Click Done.

https://support.google.com/adwords/answer/6095947#website





How to set it up?

7. Click Count. Select whether to count all or unique conversions. "All" is best for sales; "Unique" is best for leads. Click Done.


How to set it up?

8. Click Conversion windows

Select a conversion window (how long after an ad click and ad impression you want to track conversions) and a view-through conversion window (how long after an image or rich media Display Network ad impression you want to track conversions) for this conversion action. The window can be as short as one week or as long as 90 days (30 days for view-through conversions). Click Done.


How to set it up?

9. Category

Select the category that best applies to your conversion. If you're tracking newsletter signups, you'll pick "Sign-up." For purchases, you'll pick "Purchase/Sale." If your conversion doesn't fall into a listed category, select "Other." Your choice here is used simply to segment your conversion reports. You can always change it later. Click Done.


How to set it up?

10. Optimization

Opting into this setting—selected by default—does two things:

Adds data from this conversion action to your "Conv. (opt.)" columns.

Optimizes bids for this conversion action when using automated bid strategies such as Target return on ad spend, Enhanced cost-per-click, or Conversion Optimizer.

Uncheck the box if you don't want to optimize bids for this conversion action. Otherwise, leave it checked.

Click Done.


How to set it up?

11. Review and install your tag.

You can send instructions to your webmaster.

Add the tag to your website following the instructions.


Is my current Conversion Tracking setting correct?

1. Sign in to your Account.2. Click the “Tools” tab, and select “Conversions” from the drop-down menu.


Is my current Conversion Tracking setting correct?


We now allow much more flexibility than the standard 30 days

Discover more upper funnel keywords. You can discover keywords that play a role much earlier in the conversion funnel, especially if the shopping cycle is long for your customers.

Measure longer term value of your customers. Extending the conversion window means you can now measure more repeat purchases and gain insight into the longer term value your

advertising drives.

Capture more high-consideration conversions. You can now measure conversions even if customers take more than 30 days to convert. This gives you a more complete picture of the

value of your advertising.

Changing a conversion window:https://support.google.com/adwords/answer/3123169

转化时间范围




如何延长转化时间范围?


Why you need to use Google Analytics?Customer behavior is changing profoundly

The customer journey is now much more complex, and moves seamlessly across multiple devices, and from online to offline.

The good news is, it’s also much more measurable – with the right tools.


Why you need to use Google Analytics?Marketers need to change too.

Today, you need to be aware of the entire customer journey. Where are customers coming from? How are they interacting with a brand, site or app?

You need to know the relative value of your channels, which are most effective at accomplishing your goals, and how those channels work together.

Armed with that information, you can improve your campaigns to adapt to what your customers are actually doing.

Confidential & ProprietarySource: General Assembly


Google Analytics? A tool to better Understand the customer journey

See where your customers are coming from with detailed reports on traffic sources, content and goals, as well as more advanced functions like segmentation, real-time monitoring, multi-channel funnels and more.


The fundamentals of increased insight

AudienceWho are you reaching?

AcquisitionWhere are they coming from?

BehaviourHow are they reacting to your messages?

ConversionsAre they taking action?


How to set Analytics up?

https://support.google.com/analytics/answer/1008015?hl=en





Link AdWords & Google Analytics

Gain visibility into how Adwords drives on-site user behavior

Don't just understand how campaigns drove users to your site, understand how they drive behavior on your site

Segment your visitors and create advanced remarketing lists to target in Adwords

Easily develop advanced remarketing lists based on any of Analytics’ 250+ metrics

Leverage your GA data to open new options for your online marketing strategy

Import goals, transactions or user metrics data into Adwords to automate your bid, budget, or keyword strategy


How to Link Analytics with AdWords?

https://support.google.com/adwords/answer/1704341?hl=en








a) Why Google Analytics?b) What is Google Analytics?c) Link Adwords & Google




The fundamentals of increased insight

AudienceWho are you reaching?

AcquisitionWhere are they coming from?

BehaviourHow are they reacting to your messages?

ConversionsAre they taking action?


Audience


Acquisition


Behaviour


Conversions1) E-commerce Tracking





a) Why Google Analytics?b) What is Google Analytics?c) Link Adwords & Google




What if different types of conversions are of different value to me?


Are all conversions bringing you the exact same profit?

Ecommerce Tracking enables you to make more informed business decisions based on the ACTUAL revenue each click generates.

Ecommerce Tracking


Data you will be able to see ONLY with Ecommerce Tracking


Why is E-commerce data valuable?• Reporting – Speaking to profit and ROI rather than CPA metrics is more

effective when speaking to C-level executives

• Transparency – Advertisers sometimes wrongly estimate their total or average ticket value because they don’t have or explore the data

• Optimization – Order values often differ by ad group or keyword, and optimizing around revenue produces better results

– ROAS bidding


Common Scenarios You Might FaceHow should you respond to these scenarios?

“The price of my product is $30 and the cost of the goods is $10, so I can’t have a CPA above $15.”


How should you respond to these scenarios?

“The price of my product is $30 and the cost of the goods is $10, so I can’t have a CPA above $15.”

Look at the actual conversion value / cost and value / conv. Customers might purchase more than one product!

Common Scenarios You Might Face


How to Set Up Ecommerce Tracking?






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Adwords Academy Conversion Tracking & Google Analytics 轉換追蹤和 Google 分析

Marketing

Transcript of Adwords Academy Conversion Tracking & Google Analytics 轉換追蹤和 Google 分析