The Power of Google Analytics
How a $50MM Business Cut CPL by 44%
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About NetElixir
It takes a certain precision and expertise to thrive at digital marketing. NetElixir
is a worldwide search marketing agency devoted to finding the formula that
drives success and taps into opportunities for their multitude of proprietary
services and technology.
Our Global Headquarters are located in Princeton, NJ. We have global offices
in London and Hyderabad (India).
Visit our website www.NetElixir.com for more info.
Follow us @NetElixir
Global
Retailers
Services Technology Consulting
Paid Search & PLA
Management
LXR:
Multi-Channel
Online Marketing
Technology
SEO
Comparison Shopping
Engine
LXR Marketplace:
Free Search Marketing
Tools for
Small Businesses
LXR SEO:
SEO Tool Kit & Task
Manager for Small
Businesses
Analytics
Digital Marketing
Strategy
Executive Dashboard
Design Social Media
Optimization
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Why NetElixir?
• Apply Mathematical Models to drive RESULTS.
• Retail Intelligence & Online Consumer Insight Research.
• Advanced Global Search Advertising Management Capabilities.
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Client List
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About NetElixir University
NetElixir University was launched in 2012 with a vision of “democratizing the
digital marketing industry through exceptional knowledge and expertise
sharing.”
Our goal is to share the best practices in retail + digital marketing with 10,000
businesses worldwide by 2015.
NetElixir University
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About Udayan Bose
• Founder & CEO, NetElixir.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer:
• Johnson School of Management, Cornell
University.
• City University of New York, Baruch.
• Indian School of Business.
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About Don Rodriguez
• Over 20 years experience as a Marketing
Executive with companies like Dell and Accenture.
• Don teaches marketing classes in Rutgers
University’s MBA program..
• His belief that marketing is all about the math
stems from his first professional career as an
electrical engineer.
Table of Contents
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Analytics: De-bunking the Myth { Overview The Importance of “So What Do We Do?”
+ Udayan
Use Site Search Data to Identify Gems { Execution How a $50MM Business Cut CPL by 44%
+ Udayan
10 Point Google Analytics Checklist { Case Study + Don Step-by-step guide: Event Tracking
Don
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3 Web Analytics Myths .. Debunked
Web Analytics Software will give me all the answers.
Data = Insights.
Web Analytics = Science & Not Arts.
• What are the “right” questions?
• Where can we “find” the answers?
• Answers are often derived and interpreted.
• What is the “story”?
• What is the “actionable outcome”?
• Have you considered every angle?
• Creative Thinking Can Generate Incredible Insights (and outcome).
• 1+1 is often not 2.
• Focus more on the “direction” and not “accuracy”.
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The Importance of “So What Do We Do About It?”
Goal Expand keyword portfolio (to
increase reach) by mining site search data.
•Measurable, Time bound Goal.
•Be Precise. Absolute numbers are great.
KPIs - Site Search Conversion Value
($/site search result)
- Volume of Unique Searches per Site Search Term
•Measure: Average site search value and average conversion rate.
•Choose the “right numbers”.
•Benchmark and select high performers..
So What Do You Do?
- Add the “high performing site search keywords to a traffic
estimator”.
- Use the Opportunity Analysis Table to identify “GEMS”.
• What’s the action?
•What’s the rationale?
•What’s the expected outcome?
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Using Site Search Data to Identify “Gems”
Reporting Month: Nov 2013
Table SST 1.1 Table SST 1.2
Site Search Terms with Higher than Average "Per Search Value" Site Search Terms with Higher than Average "Conversion Rate" but lower than Average "Per Search Value
Search Terms Total Revenue Per Search Value Search Terms Total Revenue Per Search Value Search Conversion Rate
hazarous waste label $2,522.40 $2,522.40 hazarous waste label $2,522.40 $2,522.40 100.00%
3m 6001 $2,266.95 $2,266.95 3m 6001 $2,266.95 $2,266.95 100.00%
heavy duty pull snug seals $1,993.00 $1,993.00 heavy duty pull snug seals $1,993.00 $1,993.00 100.00%
reflective stop sign $1,891.73 $1,891.73 reflective stop sign $1,891.73 $1,891.73 200.00%
state law stop for pedestrians $1,785.68 $1,785.68 state law stop for pedestrians $1,785.68 $1,785.68 100.00%
lumber crayons $1,769.75 $1,769.75 lumber crayons $1,769.75 $1,769.75 100.00%
standing mat $1,737.60 $1,737.60 standing mat $1,737.60 $1,737.60 100.00%
setnflex engraved plastic nameplates $1,594.40 $1,594.40 setnflex engraved plastic nameplates $1,594.40 $1,594.40 100.00%
Site Search Terms (SST) Criteria Tables
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Using Site Search Data to Identify Gems
Site Search Term Per Site
Search Value PPC Keyword Avg mo.
Searches CPC
(Est.) CTR
Conv
Rate
(Est.) Revenue Spend
hazardous waste label $ 2,522.40 hazardous waste labels 320 $ 4.71 1% 4% $321.25 $ 15.07
leatherman $ 2,198.47 leatherman 60,500 $ 0.66 1% 4% $ 52,936 $ 399.30
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Expertise is more important than the tool.
Otherwise, the tool will be used incorrectly
and generate nonsense.
(logical, properly processed non-sense…
But nonsense, Nevertheless)
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About the B2B Business
• International Process Plants & Equipment Corporation is a
family-owned business that buys and re-sells manufacturing
assets being divested by their original owners.
• Focus of online marketing is lead generation.
• PPC spend was over $100k per year.
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Process Used to Cut CPL 44%
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CPA Optimization
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Results
Impact
Valid PPC Leads / week 126%
CPA (44%)
Annual Savings generated = $120,480.
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How: Step 1 – add GA event call to contact & quote request forms,
email links.
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How:
Step 2 – Define Goals in Analytics for Event Conversions
Your site.com
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How:
Step 3 – Import GA Goals into AdWords as Conversion Events
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How:
Step 4 – Set Campaigns to target CPAs
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How:
Step 5 – Adjust Target CPAs by Ad Group (ongoing)
Useful links
Event Tracking
• https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide
Goals
• https://support.google.com/analytics/answer/1032415?hl=en
Importing Goals into AdWords
• https://support.google.com/adwords/answer/2375435?hl=en
Conversion Optimizer
• https://support.google.com/adwords/answer/2472674?hl=en
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10 Point Google Analytics Scorecard: What is it?
ITEM SCORE4 (HIGH) 3 2 1 (LOW)
Views Multiple views including raw
data profile. Appropriate
filters in place.
Multiple views set up including
raw data profile. Filters to remove
traffic from internal users or to
strip URL parameters not related
to page viewed are missing in
some views.
Multiple views defined, raw data
profile missing.
Only 1 view per property
defined 2
Pageview & Conversion
Tracking Code
Both pageview and
conversion tracking code in
place and validated to be
working properly.
Pageview tracking & conversion
tracking in place but conversion
tracking is not measuring all
available parameters or is
missing >10% of transactions.
Pageview tracking in place, no
conversion tracking
No tracking pixels in place,
tracking pixels missing from
portions of the site. 4
Goal SetupYou use Goals to track both
transactions and other
engagement actions.
Your Goals track transactions
only.
You use Goals but not to track
conversion actions.Not using Goals 4
GOOGLE ANALYTICS SCORECARD
30TOTAL
SCORE
SCORECARD RANKING
www.netelixir.com/scorecard
10 Point Efficiency Scorecard: How to Use It
• Grade the effectiveness of your Google Analytics set up and usage.
• Highlight the areas where you score a 1 or 2 areas for immediate
improvement.
• Get expert help.
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Learn More About NetElixir’s Search Marketing Services & Technology
www.netelixir.com/scorecard { Download Our 10 Point Google Analytics Efficiency Scorecard
Follow Us @NetElixir
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