Alan BOYDELL , Google Examination Supervisor, Southern Europe

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Investigation How to mesure and streamline your ROI utilizing Web Analytics Alan BOYDELL , Google Analytics Manager, Southern Europe

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- Part 1: General presentation - Analytics

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Analyze the execution of your internet Marketing activities Search Marketing & characteristic pursuit Banner Advertising Analyze your post-clic movement Email Marketing Determine which showcasing activities are driving the best movement to your webpage Which crusades offer the best ROI? Site design improvement Referrals Affiliate Programs

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Identify which markers are the most pertinent for you Determine how to quantify the achievement of your site in view of your business targets Key Performance Indicators Number of visits/Unique Visitors Sales, Average request esteem Page-sees, Pages with attention Sign-ups, Whitepaper downloads Etc … Track up to 200 objectives for each record

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How to make a record Directly in AdWords http://adwords.google.com Google Analytics standalone website http://analytics.google.com

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Google Analytics' following code <script src="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script> <script type="text/javascript">   _uacct="UA-xxxx-x";   urchinTracker(); </script> Advice #1 : put the code on EVERY page Advice #2 : Place the following code a the end of the page: just before </body>

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How Google Analytics works Javascript code on each page + 1) Cookies are set 4 "1 st party" Cookies are set 3) Reports are upgraded 2) Data is sent to GA servers

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2/Optimize your AdWords battles

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What catchphrases are creating the most activity? Exceptionally realistic interface Highly exact catchphrase following

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Which watchwords give you the best ROI (degree of profitability)? Advance your battle in light of post-clic data ROI per watchword

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Detailed Analysis – Go past the CTR to enhance your ROI

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Find the most gainful position for you Which position has the best ROI? Advance your CPC to go for the ideal position

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Find the most gainful position for you Which position has the best ROI? Enhance your CPC to go for the ideal position

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Find the most beneficial position for you Which position has the best ROI? Improve your CPC to go for the ideal position

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Find the most productive position for you Which position has the best ROI? Streamline your CPC to go for the ideal position

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Compare diverse wellsprings of activity for a same catchphrase Compensate your shortcoming in characteristic hunt utilizing paid inquiry Conversion rate per watchword per source

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3/Optimize your site

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Viewing an item class page 1 Viewing an item page 2 3 Viewing the shopping basket 4 Completing a request The change channel Visitors Where do most guests drop out? Upgrade your change procedure to boost transformations Goal = guests get to be clients

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18,5% 30,3% 95,4% 42,1% 37,4% 59,6% The transformation channel Funnel 1 2 3 4 5 6 7 Search page Where do most guests drop out? Comes about page Flight accessibility Optimize your transformation procedure to expand changes Reservation Confirmation Payment shape Order finish Goal page 0.25%

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Exits = 95.4% Exits = 59.6% The purposes behind guest drop-out Visitors Identify explanations behind high drop-out Exit Reasons: Poor pursuit encounter Availability checker extremely awkward Optimize your transformation procedure to amplify changes Exit Reasons: Overlong installment frame Poor design Customers

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Improved format Removed Improved format The transformation channel Funnel 1 2 3 4 5 6 7 Search page Where do most guests drop out? Comes about page Flight accessibility Optimize your transformation procedure to augment changes Reservation Confirmation Payment frame Order finish Goal page 0.25% 2.23%

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Try it out for yourself! Exceptionally straightforward establishment Enterprise level capacities yet still be available to any individual who needs to enhance their showcasing and website plan Sophisticated, yet simple to use Next Steps: Sign Up for Google Analytics Install the Google Analytics following code on your webpage Configure webpage objectives in Google Analytics View Reports Sign Up Automatically gives AdWords ROI measurements, without you importing cost information or add following data to catchphrases Integrated with AdWords analytics.google.com Google Analytics gives us a chance to put resources into our sponsors and others who needs to make quality substance on the web Free

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Try it our for yourself! analytics.google.com

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