August 2015

Marketing Analytics Q&A: What Google Analytics Remarketing Means For Your Business

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What Google Analytics Remarketing Means For Your Business (1)

We’ve got Google Analytics installed on our company website, but I’m not sure what’s relevant beyond the top-level metrics like Visits or Page-views?

This is a very common question we get, and what’s relevant for you depends on your website and its purpose. We usually start with the question “What do you want users to do on your site?” Seems pretty obvious, but we’ve asked this question dozens of times and got plenty of initially blank responses as it’s not actively thought about.

Let’s say that the purpose is to acquire leads through the contact form? To assess the performance of the website, you may set up some Goals on the submission of the contact form, and then track these goals on a weekly basis. If you’re doing any digital marketing, you also want to be checking out the Acquisition > Channels report to determine how many visitors each channel is bringing in, and how many conversions this is leading to.

These are the basics and can get progressively more complex depending on your setup. For example, if you’ve got a larger organisation, you might consider having different Views for different individuals/teams in your organisation to bring them the most relevant information for their decisions. I’d start by setting some goals for the website and then seeing if there is anything objective we can track which is important such as a contact form submission.

Further reading: http://www.walteranalytics.com.au/learn/analytics-and-insights/implementation-and-strategy/google-analytics-customisation

I read that Google Analytics recently made its Remarketing function more compelling, what does this practically mean for me as a marketer?

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Yes! This is a pretty exciting feature for a marketer, especially as Google Analytics has been getting progressively better over the past 12-18 months (although I wish they wouldn’t always change the layout!).

The lowdown is that you can now create Remarketing lists in Google Analytics based on virtually any visitor or session characteristics you can think of. This links right back into AdWords and can be used for Display or Search (Yes Search!) remarketing campaigns almost immediately.

Remarketing is reconnecting with a visitor who has been to your website. Some people associate remarketing with being “creepy” and following them around (well the truth is most remarketing campaigns are not set up too well, so it feels this way).

Practically, this new update will enable you to:

  • Set up remarketing lists based on specific personas of people visiting your website, for example, Females 24-44 who began the checkout process but abandoned and are in-market for a purchase
  • Bid higher in search for individuals who have been to your website but didn’t make a purchase
  • Allocate your display budget based on people who have already expressed interest in your product or service

Very profitable if done properly!

As always, get in touch with any specific questions =)

My marketing agency has started talking about conversion rate optimisation for our website. What is it and what do you think?

Practically conversion rate optimisation or CRO is the process of improving how a website converts a visitor into a prospect. This is usually done through some testing software and time for an experiment to run. Practically, we might change some copy, some images, or other items on the website and show an original version to a portion of our visitors, and variations to other visitors. The idea is that we can get a higher converting website by testing different ideas.

Conversion rate optimisation is excellent and almost always beneficial provided that you have:

  1. The website traffic (visitors) to get statistically significant results for an experiment.
  2. A clear goal to measure performance against, such as filling out a contact form or making a purchase in an eCommerce store.

A good Conversion Rate Optimisation specialist will also be able to identify the other factors that make a difference in conversion (website speed, original traffic source, the offer, product, etc.). By all means talk to your marketing agency, but be sure to ask lots of specific questions to ensure they do know what they are talking about!

Marketing Analytics Q&A: Using Analytics To Understand Specific Customer Groups & Intent

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Using Analytics To Understand Specific Customer Groups & Intent

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Which features of Google Analytics will enable me to understand specific customer groups and intent?

Google knows a lot about you, either you’ve told Google all about yourself, or Google has “built a profile” of you based on your browsing habits. You can view the information Google knows about you and change your preferences at the following link: Ads Preferences.

This data also allows advertisers and you to understand more about your website visitors in Google Analytics. This is useful, especially when looking to understand who is your browsing your website and what they’re looking for. We can achieve this with two steps.

Firstly, we need to ensure that Audience Demographics & Interest Reporting is enabled. You do that by following the instructions on this page: Demographics & Interest Reports.

Secondly, once the demographics have been enabled for some time, you’ll start seeing data in the Audience > Demographics/Interests reports. This will tell you things such as age, gender, interests etc.

The way you can use this data is to understand what sort of people you are currently attracting to your website, and compare that to who you’re looking for. You can also compare the behavior of Converters and Non-Converters, plus define segments based on user behavior and demographics. I will cover the practical usage of Advanced Segments in another week.

Practically, you should be using this extra data to understand more about the types of users that are using your website, and defining the specific interests and demographics that are relevant for your marketing. You can undertake remarketing and display targeting on the Google Display network using these demographics and interests. Determine from your website reports the most profitable user segments and use them to improve your overall marketing performance!

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How do I know what content potential customers in my market are searching for? How can I use this information to my advantage?

Potential customers in your market have questions, about your product/service, or about the problem that your product or service solves. The fastest way to understand what they’re searching for and build some content that addresses their question is the Google Keyword Planner.

The Keyword Planner is a tool built into Google AdWords which allows you to research the keywords/phrases that people are looking for in Google Search. It allows you to see how much each keyword is searched each month in the different geographic regions that you operate.

This is important because quality long-tail content such as Q&A style content ranks well in Google Search organically. If you’ve ever hired an SEO expert, they may have asked you to create content, or created content for you. This is practically why you create content, and aligning content to what is already be searched for is the fastest way to attract people interested in what you’re offering.

You can measure specifically what queries people are using to get to your website through Google Webmaster Tools, and link that data so it’s available inside Google Analytics. If you’d like to do this for your website, get in touch!

My online store has a 2% conversion rate, is this normal?

It’s average or a little below average, but it’s not useful to look at the number in isolation. Context; including the device breakdown and marketing channels is important. Each different device category (Desktop, Tablet, Mobile), and marketing channel (Paid Search, Organic Search, Social, Display, Referral, Direct) will all have different conversion rates. This is largely based on the type of marketing channel and the usage of that device in the research process (for example, you probably find yourself researching more on your mobile or tablet).

To make this data useful, we suggest you segment by traffic channels and devices. In Google Analytics you can find device reports under Audience > Mobile > Overview, and marketing channels under Acquisition > All Traffic > Channels. If you’ve setup goals for your conversions, you’ll see them as a dropdown in the reports and be able to view conversion rates by device and channel.

It’s good practice to investigate lower than expected conversion rates. There is a practice called conversion rate optimisation which aims to improve conversion rates. If you’re investing any significant money in marketing, looking further into this is a great idea, and it starts with an understanding of where you’re at. If you’d like some help navigating the reports of your Google Analytics, let us know =)