Data Analysis for SEO: Industry KPIs For A Mature Industry
Tuesday, 18 June 2013 13:08
As we move closer to the 20th anniversary of the launch of public search engines, a key industry trend in search marketing is the long called-for move to placing transparent, objective & measurable KPIs at the heart of search marketing, social & content campaigns. What KPIs give you an…
Please visit Search Engine Land for the full article.
Enhanced campaigns improvements for Google+ and mobile apps
Monday, 22 April 2013 10:07
People are constantly connected and are moving between devices throughout the day to shop, connect and stay entertained. This creates great opportunities for advertisers to use context – like location, time of day, and device – to show the right ad and bid more efficiently. In February, we launched enhanced campaigns to help you reach people with ads based on their context as well as their intent. Since then, advertisers have already upgraded over 1.5 million campaigns and have shared many success stories.
We’ve also continued to build new features on the enhanced campaigns foundation. Today, we are introducing two additions.
Enhanced campaigns and social annotations
People are looking for relevant information, and sometimes the most helpful signals are recommendations from people who know a brand or business well. Social annotations in AdWords show endorsements from people following your Google+ page on your search ads. Many businesses such as Red Bull, National Geographic and H&M are using social annotations as part of their broader Google+ strategy. On average, search ads with social annotations have a 5-10% higher click-through rate.
Starting today, enhanced campaigns will include social annotations when they can improve ad performance, without additional edits to campaign settings. All you need is a Google+ page with a significant number of followers and a linked website that matches the URL in your search ads. Learn more about how this works.
Social annotations on AdWords work hand-in-hand with your Google+ page to build community, conversation and engagement with your business on Google. Learn more about getting your business started on Google+.
Enhanced campaigns for mobile app advertisers
Apps have become a significant part of people’s everyday mobile experiences. In fact, US consumers spend an average of 127 minutes per day using mobile apps. Advertisers can now reach app users, with ads in apps, based on people’s context like location, time of day and device, with enhanced campaigns. For example, if a certain mobile app has the most usage on Saturday evenings, you can increase your bid adjustments for mobile and this time of day to reach these users. You can also adjust bids across the key display signals like demographics, interests, topics and remarketing at the ad group level. All of these powerful bidding tools will enable you to reach the right people with the right ads.
Upgrading strategies webinar tomorrow
After upgrading, you’ll be able to start using all of the new features in enhanced campaigns. Join us tomorrow, Tuesday, April 23, 2013 at 10am PDT, for a Learn with Google webinar about upgrade strategies (sign up here).
We really value your feedback to help us make AdWords even better. Please continue to share your thoughts using this form so we can continue to improve the product.
Posted by: Christian Oestlien, Director of Product Management, Google Display Network
The following is a guest post by the Analytics Team at Loves Data, a Google Analytics Certified Partner.
Universal Analytics introduces a new set of Google Analytics features allowing businesses to gain a deeper and more strategic understanding of what’s capturing the attention of customers as they move from online to offline. So how can Universal Analytics help businesses turn customer data into sales? We at Loves Data designed a simple experiment to find out.
Who drinks coffee? Who drinks tea? How much? How often? When? The answer to these questions reveal the role our espresso coffee machine and tea kettle play in productivity – and any need to order more tea or coffee! Take a look at our video to see what we learned.
Our experiment at Loves Data also measured how often and how much time team members spent standing in front of a display screen in the office viewing our website analytics.
Montage: Loves Data’s Universal Analytics office experiment will benefit businesses:
Experiment creates a new path to customers
Our team designed an experiment to dive into Universal Analytics by creating interactive scenarios inside our office. We integrated sensors and RFID readers to capture data about coffee and tea making behaviour in our office. We also measured each time the fridge was opened, when one of our team updated a support ticket, client hours were logged, code was committed, administrative tasks, and viewing of our Google Analytics dashboard display.
New Business Opportunities
Measuring users across platforms opens up new business opportunities. The RFID keys we’ve used in our experiments can be used to measure loyalty card usage. We can use Universal Analytics to enable retailers with bricks and mortar stores to measure customer behaviour and to improve and integrate online and offline sales and marketing.
Here are a few Universal Analytics opportunities we have identified at Loves Data for our clients:
Integrated measurement and analysis of in-store POS systems along with desktop and mobile e-commerce platforms
Measuring offline macro and micro conversions through physical buttons or integration with CRMs
Measuring physical interaction for example at display booths at conventions or artworks at major exhibitions through to online engagement on associated websites
Our office experiment provided ourselves and our clients with a range of valuable insights and showed that with Universal Analytics we can measure just about anything!
Posted by the Analytics Team at Loves Data, a Google Analytics Certified Partner. Learn more about Loves Data on their website, Google+ or check out their digital analytics and online marketing blog.
The Full Value of Mobile: New calculator and resources to estimate mobile’s value for your business in the new, multi-screen world
Wednesday, 27 March 2013 16:07
We live in a world of constant connectivity, where mobility is bridging the digital and physical worlds. With smartphones in hand, people are taking a variety of online and offline actions, like calling a business, downloading an app, looking for directions to a store, or starting research that leads to a purchase on another device. We’re working hard to account for these new paths to purchase in AdWords, like the recent addition of calls as conversions to AdWords reporting. Still, with more work to be done to improve measurement tools, most marketers still account only for sales happening on a mobile site and aren’t seeing the full picture. Today we’re introducing the Full Value of Mobile initiative to help marketers begin this discussion and better understand mobile’s impact online and offline.
This new consumer behavior is now the norm, with arecent study showing that nearly three of ten mobile searches result in visiting a store, calling a business, or making a purchase online. Some smart marketers are already investing in understanding how mobile drives sales through these new customer paths. For example, adidas, in partnership with their agency iProspect, felt that mobile was converting in ways beyond their mobile website, so they created a simple yet powerful attribution model to understand how mobile is driving customers into stores. As a result, adidas found that each click on their store locator button was worth $3.20, which has changed the way they view their digital investment. See their full case study here.
While savvy marketers like adidas are already defining the full value of mobile, most marketers have struggled to get started. To help marketers better understand mobile attribution, we’re launching the Full Value of Mobile initiative, which includes:
A calculator tool
Videos that illustrate each mobile conversion path
Case studies highlighting successful mobile strategies
Tips for measurement
The Full Value of Mobile Calculator provides simple equations and benchmarks to help you estimate of the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device. In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. You’ll also see how cost-effective your mobile CPAs are.
We hope the Full Value of Mobile Calculator helps marketers begin to investigate mobile’s impact online and offline, whether they use it as a directional estimate of mobile’s value or to spark ideas on how to build deeper and more customized models. To learn more about the Full Value of Mobile and how to use the calculator, please join us for a webinar on March 28 at 1pm EDT. You can sign up here.
Mobility has forever changed the way consumers live and shop, giving rise to these new customer paths as the lines between digital and physical experiences blur. Understanding what each of these mobile pathways means for your business is a critical piece of the larger attribution challenge that every marketer needs to meet head-on. This requires thinking about the full customer journey and acknowledging the interplay between various devices, channels and media influences along the way. Only then can marketers give credit where it’s due – both between and within channels. In other words, rethinking conversion paths is not only key to unlocking the full value of mobile, but also to unlocking the full value of digital.
Posted by: Johanna Werther, Head of Mobile Ads Marketing
A typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most large businesses, already swimming in many sources of data, it’s an enormous challenge, but also an incredible opportunity.
Back in October, we announced the limited beta release of Universal Analytics as a way for businesses to understand the changing, multi-device customer journey.Today, we’re excited to welcome and invite all Google Analytics customers to try Universal Analytics.
The benefits of using Universal Analytics to businesses are:
Understanding how customers interact with your businesses across many devices and touch-points,
Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,
Improved latency on your site by reducing client-side demands.
Testimonials from the initial beta release
Our initial beta customers using Universal Analytics and are pleased with their results. Rojeh Avanesian, VP of Marketing at PriceGrabber.com reports: “At PriceGrabber, we know it’s important to understand consumer shopping behavior so we can provide a more customized experience to our users. Google’s Universal Analytics will solve this problem for us and many sites that are facing this challenge and help us serve our users better by providing them with more relevant content and shopping results. We can use Google Analytics’ metrics to segment our users in a way that improves and simplifies the shopping experience for consumers. That’s what we strive for at PriceGrabber, to make shopping and saving money as easy as possible.”
How to get started using Universal Analytics
If you’re new to Google Analytics, you can choose Universal Analytics when you setup your account. Already using Google Analytics? Create a new web property in your Google Analytics account to set up Universal Analytics and explore the new features.
Here’s what you’ll see when you create a new web property. Select the Universal Analytics column to get the new analytics.js code snippet you can implement on your website:
Find more details on how to set up using our help center or developer guide. (Migration guides for properties using ga.js coming soon. Until then, set up a new property in your account for Universal Analytics).