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Best Practices in Analytics: Using the Top Reports
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Let s go through the top analytics reports and how to use them to improve your conversions. You should try these so you re familiar with them and can choose the ones that are appropriate for your project.
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Find the Keywords That Bring Conversions
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Let s find the keywords that visitors type into search engines to come to your site. By knowing what they search for, you can target those keywords in the research or purchase phase of the buying cycle. You can use these in your SEO or PPC paid search projects. Here are the steps to follow:
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1. Go to Traffic Sources | Keywords. 2. Increase the time span to three or six months to get a large list of
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3. The default report opens with ten keywords, as shown next. To see
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a longer list, go to the lower right of the report and increase Show Rows to 50 or 100.
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4. You can sort the columns by clicking the column headings.
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CHAPTER 4:
The report opens at the default Site Usage tab. However, conversions are what counts, so click on the Goal Conversion tab, as shown next. (This assumes you ve set up conversion goals.) Now you can see the keywords that actually produce conversions.
Google Analytics
To see the keywords that came from PPC, click Paid, as shown next. This shows your successful PPC keywords. You can increase bids on those; you can create ad groups around those keywords, and you can search for additional similar keywords. You can also see which keywords have low
Search Engine Marketing
conversions, and you can delete those keywords. You can also add the top keywords to your SEO.
To see the keywords that came from non-PPC (that is, organic or natural search), click Non-Paid, as shown next. This shows the keywords that people typed into search engines. Your site showed up in the results and they came to your site. By clicking the Conversion tab, you can see which
CHAPTER 4:
keywords brought conversions. Use this list of keywords to improve your SEO. You can also add those keywords to your PPC.
Google Analytics
You ll notice that we talk quite a bit about koromo koi, but our visitors are actually interested in asagi koi. Hmm maybe it s time for a board meeting and a change of direction. If you set a value in the goal configuration, this report shows the value of conversions. Go through your key performance indicator (KPI) calculation (see 2, KPIs) to determine these values. You can save this report to the Dashboard. However, you can only save either the paid or the nonpaid report, not both at once. Select one and then click Add to Dashboard. Go back, select the other, and add it to the dashboard as well. You can export the list of keywords. At the upper left of the report, click Export and select CSV (for spreadsheets) or TSV (for text editors), as shown next.
Search Engine Marketing
Be sure you look for misspellings as well. Very often, misspelled words have high traffic. Add these misspellings to your website. At the bottom of the web page, add a sentence that includes the misspelled word. For example, fish is often misspelled as fsih, so at the bottom of the page, add a sentence such as Were you looking for koi fsih The search engines will find this misspelling and add it to their index. You can also track PPC from Yahoo!, Microsoft, and Facebook. Google AdWords already tags the clicks, so Google Analytics knows that traffic from Google is either paid or nonpaid. Use the URL tagging tool to create tags for your PPC campaigns in Yahoo! and Microsoft. This allows Google Analytics to distinguish between paid and nonpaid traffic from them (without URL tagging, the PPC keywords appear to be nonpaid). To do this, see the section How to Create Tracking URLs earlier in this chapter.
Find the Keyword Positions That Bring Conversions
Wouldn t you like to know whether your ad works better in position 2 or position 7 in Google With the Keyword Positions report, you can see the number of clicks (and conversions!) for every position in Google. Here are the steps to follow to set up this report:
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