Recently Google Analytics introduced a new “Acquisitions” tab that replaced the original “Traffic Sources”.
The tab offers a handy new way to view channels (like Email and Social) and segment reports, but unfortunately the data only goes back to July 25th, 2013. This is bad news if you like to compare and benchmark data based on channel (organic, paid, direct, referral).
Fortunately, there’s a way to find that old channel data. Follow these instructions to find your long-lost analytics:
Now in the Google Adwords interface (UI) you can create email alert rules (under automation tab). These rules can be setup to trigger based upon any available measurement in Google. As an agency, the most common way we use this is to schedule daily or weekly notices for keywords that have spent more than $X dollars in a stated time period (such as 7 days) with a CPA over $Y dollars.
Here’s where you go to setup the Adwords automated email alerts:
Here’s a sample configuration for a daily email alert for all keywords in an account with a CPA over $35 in the last 7 days.
Great news, you can now import Bounce Rate, Average Visit Duration & Pages per Visit from Google Analytics into your Adwords account. This is particularily useful for us as an agency when we have accounts whereas we aren’t tracking a sale conversion (such as an auto dealer whereas the majority of leads call in). It allows us to focus the budget where our clients make money. Below I’ve outlined the steps to add the 3 new success events to your Adwords “Grid”. I found the Google instructions confusing…
First you need to ensure you’re setup properly.
1. Administrator (you need to have administrative access to both Adwords & Analytics
2. Auto – Tagging enabled
3. Cost Data – Analytics needs to be importing Adwords cost data (link your accounts)
4. Data Sharing turned on (see below)
Next, you need to turn on Google Analytics data sharing.
1. Sign in to your Analytics account at www.google.com/analytics.
2. Click the Admin tab at the top right of any page in Analytics.
3. Click the account for which you want to edit Data Sharing Settings.
4. Click the Account Settings tab.
5. Edit the desired settings and click Apply.
Next, login to your Google Adwords account and add the Profile.
Finally, Add the columns for one or all 3 of the metrics.
Have you been wondering when someone was going to create an easier way to get market research? Well, Google thinks they’ve found the answer. Learn more about how Google intends to get market research for about $.10 a response with their new Consumer Surveys. Note: we’ve also read that highly targeted research could be about $.60 a pop:
What do you think? Will you use Google Consumer Surveys? It seems like a great alternative to watching all of those ads on YouTube.
If you haven’t heard of Sprout Social, you’re about to be in for an extremely awesome surprise. Sprout is a social media management tool that double-majored in cool and user-friendliness. We have been using it for a few weeks and we’re completely sold.
The ultimate time saver: It has improved my efficiency by about 1,000%. I no longer have to sign in and sign out of different Twitter accounts to tweet from different brands. I don’t have to search for people mentioning the Visiture brand or our clients’ brands. I get new follower alerts within minutes. I can respond to everyone quicker. Not to mention, it has all of my stats displayed in easy-to-understand metrics on my homepage.
Here’s a brief breakdown of some things Sprout has to offer using the Visiture Twitter account:
1. User-friendly navigation:
2. Displayed stats on homepage:
3. Quick access to feeds (simply change profiles with one click to access another client’s information):
4. Easy to compose and schedule tweets and updates:
And did I mention they have great customer service? You can sign up to take an interactive webinar that will train you on how to work everything. And if you have a question after the webinar, you can simply just tweet the team like I did (I can’t believe I had to wait an entire THREE MINUTES for a response ;)
I was recently sent a presentation from Omniture wherein Facebook shows you how to monetize with the Like button. In chapter 4, there is a pretty deep explanation about how the Like button can work best for you. I thought one truly amazing (and powerful) way to use the like button was for remarketing purposes. As outlined in the presentation, there are four things that happen when someone “likes” a product on a website: 1) that like shows up on their wall and friends’ news feeds; 2) that like is listed in their “likes and activities” on their profile; 3) it adds that like to the person’s Facebook search; 4) it allows you (the business) to publish to those who have liked your product. This form of remarketing is especially powerful because you are marketing to an audience that already has interest in your product.
In the example above, the Facebook user liked an Under Armor pink shirt. Therefore, you could potentially publish a story to the likers’ news feeds that says “Our pink Under Armor shirt is currently on sale” or “we are now carrying your favorite shirt in purple!”
Pretty powerful, right? All that just from a little like button.
We recently ran a geo-targeting test for one of our clients in Atlanta and thought it would make an excellent blog post for marketing tips. If you haven’t run a geo-targeting test before, here are some general guidelines on how to do it the right way.
All tests are intended to be temporary, relatively short-term ‘changes’ designed to test a hypothesis.
A parallel test procedure provides the most accurate and reliable results. (this entails running two completely identical items, e.g. campaigns, during the exact same time period with the only single controllable difference being the feature being tested)
A test itself is rarely if ever intended to improve performance per se.
The results of a test are intended to provide ‘learnings’ that can be applied to make changes that are likely to improve performance.
The results of a test would then dictate the direction of a more long-term change (or no change at all depending on the results) that would provide a long-term benefit for the account, certain campaigns, ad groups and/or keywords.
During a test, test campaigns may perform worse overall than the original in a parallel test for several reasons that would not affect the ultimate success of the test itself:
Newly created campaigns have no Google keyword/campaign quality history. (the geo-test was such a parallel test (as opposed to a less reliable before and after pseudo test))
Identical campaigns that contain the exact same keywords and have overlapping geo-targeting compete against each other in the AdWords auction (this is necessarily the case for a true parallel test).
During a test, optimizations and/or changes to improve performance within test campaigns ought to be avoided so as to not introduce differences between the parallel campaigns and add ‘noise’ into the test.
Ideally a test must be allowed to run for a minimum amount of time required to collect a sufficient volume of data so that a conclusion based on the analysis of the data can be established with statistical significance and confidence (this amount of time will vary widely depending on the rate of data collection)
Finally a test itself is deemed successful when a clear difference is demonstrated between the two parallel campaigns, ad groups, etc. regardless of the actual conclusion or specifics of the ‘learnings.’
–This report was created by Visiture’s Director of Search, Ben Tan.
Have you had the chance to peruse the new additions to Facebook Insights? There are some new metrics that are definitely useful and have been designed with brands in mind so that we may adjust our content to be the most sharable and viral.
For the record, this is what it used to look like:
Here are some of my favorite new features for brand pages:
Right off the bat you can see the new metrics at the top of your dashboard. I really like the “weekly total reach” metric. This includes the people that you have shared with and people who have shared your brand page with their friends. The “People Talking About Your Page” metric includes all unique people who created a story about your brand page within a given week.
I actually really like these metrics listed as well – “reach” and “virality.” Reach is the amount of people that saw your post (but only up until 28 days). In addition, you can look at how you reached these people by clicking “reach” in the left hand navigation:
It seems that Facebook has taken its cue from Google Analytics and created a navigable and much more in-depth analysis program. It is to be expected as social media is often touted as “immeasurable.” Other cool things include demographics of your audience and post-by-post breakdown of sharing.
Total incoming links over time (currently the previous three weeks)
Total incoming links to each page on the site (up to a maximum of 20,000 pages on the site)
List of incoming links and corresponding anchor text (up to a maximum of 20,000 incoming links)
Google Webmaster Tools:
Total incoming links
List of most linked pages on the site
List of domains that link most to the site
Top anchor text
The closure of Yahoo Site Explorer also goes against the original plans (announced in August 2010):
When Microsoft fully powers the Yahoo! Search back-end globally, expected in 2012, it will be important for webmasters to use Bing Webmaster Center as well. The Bing tool will manage site, webpage and feed submissions. Yahoo! Site Explorer will shift to focus on new features for webmasters that provide richer analysis of the organic search traffic you get from the Yahoo! network and our partner sites.
It’s a question we get all the time. And the truth is that it’s pretty hard to explain to someone who doesn’t know much about the search engine landscape. Luckily, Pulp Media has created this awesome infographic to help show you exactly what happens in the PPC auction process.
So, in other words, it is very important to get great Quality Scores (which you get by optimizing landing pages, among other things) and to be a competitive bidder in your space. As seen above, if someone has a slightly lower QS than you, it is still possible for them to outrank you if they have bid more.
Whew. Proud of yourself for having understood that? Not so fast. Now we come to ad extensions. These are less complicated. They’re something you can opt-in to to give your ad the edge using tools like Google Merchant Feed. This is especially helpful if you’re in a competitive space and you probably aren’t the highest bidder. It’s a great way to show off merchandise or separate your location from others: