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The final best-practices report is the Total Campaign Comparison, which lets you compare goals and revenues for all of your campaigns, including direct traffic, referring traffic, PPC paid search (Google AdWords, Yahoo!, Microsoft adCenter), nonpaid search engine traffic (SEO), e-mail campaigns, radio, TV, and so on.
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CHAPTER 4:
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To use this, you first set up URL tagging for your various campaigns. When this is done, you can use Traffic Sources | All Traffic Sources. Use the dropdown menu to select Medium and then select the Goal tab. All of your campaigns are displayed in a comparison table. As Google releases new reports and tools, we will review them and add to this list. See Insider-SEM.com for more.
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Here s a summary of the best reports and how to use them:
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To find the keywords that bring conversions, look at the paid and nonpaid lists, displayed by conversions. For successful PPC keywords, increase bids, create new ad groups, find similar keywords, and add them to the SEO. Look at the list of successful nonpaid keywords. Use these to improve your SEO. Look for search terms that you don t carry. Add new pages or products. Add misspellings to your website as well as to your PPC. To adjust your bids, find the keyword positions that bring conversions. You may find that position 4 produces the most conversions, so there s no point in placing high bids to be in the top position. To improve ads for better conversions, look at the conversion rates for ads. Delete weak ads and write new versions of strong ads. To find referring sites that bring more conversions, visit the top referrers websites. What types of website are they Are they blogs, social networking sites, sites for students or moms Contact those sites and place pages or links at those sites. Look for sites that are similar to the ones that send customers. Use placement targeting in Google AdWords to place ads on those sites and related sites. Find the cities and countries that brought conversions. Use the Map Overlay to find which state or city sends you traffic that converts. Create PPC campaigns with geographical targeting to target those cities. Add pages to your website for visitors from those cities. To lower your bounce rate, select Content | Top Landing Pages and look at the bounce rate for your top entrance pages. You can lower the bounce rate by putting top keywords in the heading and the opening paragraph. Add product shots. Add links to pages that offer additional information, comparisons, FAQs, and similar. Add a prominent Buy Now button and place it above the fold. Use a multivariate tool, such as Google Website Optimizer. Aim for 20% 30% bounce rate.
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Review your website design. If you get few conversions from 800-pixel-width visitors, increase your website design to 1024 pixels wide. By using the full size of the screen and presenting your products and services above the fold, you increase your opportunity to get conversions. Look at the Site Overlay to see which links get the most traffic. Put these links at the top. Look at your funnels to see where people abandon your conversion path and use multivariate testing tools to lower the abandonment rate. Add internal site search to your website and use Site Search to track the terms. This shows you what your visitors want to find at your site. Improve the navigation. Add new pages, new products, or features. Add these terms you find here to your SEO and PPC. Compare all campaigns against each other. Look at goals and revenues for your multichannel campaigns. If a campaign doesn t produce conversions within your target cost-per-action (CPA), delete it. Focus on the campaigns that are profitable.
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