Why Brand Ad Campaigns Are Important

On occasions, clients ask if it is worth bidding on Brand when they show up in the #1 spot in Organic search. It is a great question, after all, it could potentially save money and allow for more budget to go to generic campaigns instead. My response, without hesitation, is yes. In fact, you should be bidding on your brand name in all engines for several reasons.

 

We will discuss several reasons why you should consistently bid on your brand name, including; protecting your name, organic lift, competitors, and controlling the message. If you are not bidding for your own company name, someone else may decide to take advantage of that opportunity. Plus, several studies show an improvement in organic listings when a paid ad appears in the results.

 

Protect Your Brand

 

There are several reasons to bid on your own brand name. The first reason, it is usually inexpensive to bid on your own company name. Usually, it is the most relevant terms, resulting in high CTRs that lead to high quality scores, and often the cheapest CPCs.

 

In one account, the total Brand spend makes up 9% of the total monthly budget and the Brand campaign accounts for 59% of their total conversions. This client also has competitors appearing for their brand name. If this client had a generic name, this could be simply a case of Google broad-matching the search terms out. However, this client has a unique name and two competitors are bidding on their company name. Their listings are showing between our paid ad and the organic listing. Our paid ads certainly help ensure their customers find our client instead of the competition.

 

Spend and Conversions for Brand vs Non-Brand

 

Competition for Brand

 

In one Google search, we can see that the Punctual Plumber has the exact same problem except they have three competitors between their paid ad and their organic listing. So, there is a good chance if they weren’t bidding on their own name, they might lose some clicks to their competitors. Keep in mind, if those competitors ads were the first ads, customers may choose one of these other companies. There are many searchers that do not differentiate between paid ads and organic listings.

 

Branded Google search results example

 

In another account, the total spend for Brand is only 3% of their total budget, and the conversions make up 19% of the total. This is a small amount of money to spend to guarantee you show up for your brand terms with the message of your choice.

 

Brand spend conversion example

 

Control the Message

 

Another reason you might want to bid on your brand name is you get to control the message. Creating different ad copy for your brand campaign can allow you test different messages in your ad copy and measure performance. These tests may help you determine if you should consider updating your organic listing text.

 

In a search for Bed Bath & Beyond, we can see they include a CTA to promote their coupon program. In their ad, they also mention that they offer free shipping on returns which is not shown in their organic listing. Although they don’t have competition showing up in their brand search, they are taking full advantage of the extra real estate between their paid ad and organic listing. This also gives you an opportunity to test different site links messages like they are doing with their wedding registry and find a store near you.

 

Bed Bath & Beyond Google organic search results

 

You can also use your paid ads to test different landing pages other than your homepage. For example, if someone was searching for Amazon Reviews, you can send them to a page that includes reviews. Or if they were searching for Amazon Complaints, you can send them to a customer service page so they have an easy way to learn how to address their concerns.

 

Brand Names Are Cheap

 

Bidding on competitor’s company names is oftentimes cheaper than some of your non-brand terms. However, this also goes for your company name as well. So if you are not bidding on your name, this gives your competitors an opportunity to get cheap clicks at your expense. Are any of your competitors forgetting to bid on their brand names? This may be an opportunity. Just keep in mind, once they figure out you are bidding on their name, they may return the favor (i.e. bidding war). At the very least, make sure you protect your own brand interests.

 

Are any of your competitors forgetting to bid on their brand names? This may be an opportunity. Just keep in mind, once they figure out you are bidding on their name, they may return the favor (i.e. bidding war).

 

If you decide to bid on your competitors brand names, just keep in mind, there are a few rules to follow. You are allowed to purchase their names as keywords, but you cannot use their name in your ad copy. Also, make sure you aren’t using Dynamic Keyword Insertion (DKI) in your headlines and create an infringement problem for yourself. Google does have an AdWords Trademark Policy to help protect you and others from trademark infringement.

 

Other Brand Benefits

 

One of our clients had little success in Bing. Or so we thought. Their Non-brand CPL would often exceed $1,000 and that was way above their goal. So for the past year, we only ran their Brand campaign along with a very small Non-brand budget. This network rarely had any revenue reported in Analytics. A couple of months ago, they set-up third-party call tracking we discovered that 82% of our Bing conversions were choosing to call for quotes. Without third-party tracking, we had zero insight into this call performance.

 

After listening to some really great calls generated from generic keywords, we boosted our non-brand spend. Suddenly, this client had two months in a row of making $70,000 from Bing paid. Analytics revealed that Brand was getting credit for 92% of all the revenue. This doesn’t even factor any additional revenue from the quotes they sent out for the Non-brand calls.

 

Branded Bing ad performance

 

However, the only change we made was to boost our Non-brand spend. This does suggest that Non-brand was leading to a lift in Brand revenue performance. Plus, once we factored the phone calls into performance our CPL dropped from $334 to $64 which was lower than Google’s average at $125. This is one reason why I recommended call recording in a previous article Reasons Why You Should Consider Call Recording.

 

Brand Conversions Rates

 

According to an article from Search Engine Land, there are studies that show that paid ads convert better than organic listings. In fact, they say that the conversion rates can be 4x’s higher than organic. They show that having a paid ad alongside your organic listing lifted clicks by 32%.

 

Additionally, let’s say you decided to add additional budget into your Non-brand and Display campaign to build better brand awareness. You may want to monitor the performance of your brand campaign. Monitoring your brand conversions or impressions may help you determine if your efforts are impacting your brand awareness.

 

Closing Thoughts

 

In one of Google’s studies, they found that customers had a better brand recall when they ran a paid advertisement along with organic. This Google Brand Awareness study is a bit outdated from 2014, but I have no doubt that the benefits of bidding for brand outweigh the cons.

 

Hopefully, I have given you some additional insight about why you should consider bidding on your brand name. At the very least, maybe I help confirm something you already knew. We would love to hear your thoughts about bidding on brand terms.

Source: http://www.ppchero.com/why-brand-ad-campaigns-are-important/

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Google Is Leaving You Clues to Help You Rank Higher – Know Where to Look

Image via Shutterstock.

Google is leaving you clues about how to become a better marketer — and you might not even be seeing them. 👀

The job of every marketer today, whether they work in PPC, SEO, CRO, or content, is to solve people’s problems. Google is taking note of companies that are doing it well, and companies that are leaving people disappointed.

Search engine optimization is changing

With the help of AI, machine learning and years of data, search engines are getting better at predicting what people want.

At the recent Call to Action Conference, Seer Interactive founder Wil Reynolds explained that as search engines become more concerned with solving people’s problems, the old SEO toolset is going to be thrown for a curve:

My bet is on people signals in the algorithm becoming how we’re going to see ourselves ranking better and better. Google’s algorithm is going in a direction of better understanding what people want.

In other words, the search race is no longer simply about keywords — it’s about being a trusted brand committed to solving people’s problems.

Find clues to solve prospects’ problems

The good news is there are a few places you can start looking to see what your customers want, so you can then deliver.

Here are two places Wil suggests any marketer can look to better solve their customers’ problems and start seeing better results.

Pssst. Go here to watch the full recording of Wil’s talk at the 2017 Call to Action Conference: Breaking the Silo Between CRO and SEO to Make BIG Wins.

Clue #1: Comparison search queries

When your future customers are in the evaluation stage of their journey, they’re likely comparing you with your competitors. They’re typing in things like “best,” “compare” and “reviews.”

These keywords indicate that they’re not necessarily sold on you yet — they’re looking for a comparison. Knowing this, how can you discover exactly what they want so you can serve it up for them?

Examine the top organic results

Looking at the top organic results will give you better insight into what people actually want to see.

In the example Wil provided of a search query for “best CRM software,” all of the top paid results are companies, while the top organic results are comparisons:

Results 1-4 are ads. The two below are organic results. Image via Wil’s CTAConf talk.

The discrepancy in the type of organic content that is being shown versus the type of content in the ads tells us the paid content isn’t directly solving the problem people are searching for.

This gives smart marketers a hint that when people use search terms like “best,” they aren’t ready to be sold to. Instead, they’re looking for content that directly compares vendors or brands and allows them to come to their own conclusion about what “best” really is.

Or as Wil put it:

When you want to rank on Google for something organically, they make you solve that person’s problem… but if you are willing to give them money, they’ll just let you show up for it all day long.

Now that you know what your customers are actually looking for, what’s next?

Create content that replicates those top organic results

The image below shows what one of the top organic results looked like for “best CRM software”:

HubSpot took inspiration from this PCMag article and recreated their own table comparing their solution with a few of their competitors:

By creating this comparison chart, they’re giving their potential customers the kind of content they’re looking for at this point in their buyer journey.

Notice that HubSpot actually ranked themselves second in the chart. What kind of marketer would say they’re second best? Bold!

We typically see marketers shouting, “We’re #1!” from the rooftops so consumers constantly feel like they’re be sold to. In this case, as Wil points out, HubSpot is taking a risk by not claiming to be #1. But they’re putting the needs of the customer first, which consumers are sure to love — and Google, too.


Answer customers’ questions instead of just shoving them into your funnel. Google will thank you.
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Clue #2: “People Also Ask” box

Google’s “People Also Ask” box is a goldmine of information for anticipating what your customers will be searching for next.

The “People Also Ask” feature, introduced in 2015, is an expandable box of search queries related to the original search. Each question can be expanded by clicking on it, which gives the user options to refine their search or dig deeper on the subject:

“People Also Ask” boxes create an infinite source of related questions, in this case all about pizza.

This feature can tell smart marketers several things about how users are searching and creates an opportunity to solve their customer’s problems in more places.

How can you use this clue in your marketing?

Answer more of your users’ questions

Wil explained that when you’re looking for new content ideas, the “People Also Ask” box can be a never-ending source of inspiration.

Start by typing in common search queries for your industry and see what else comes up in the “People Also Ask” box. The suggestions in this box are based on high volume search queries, so they’re a healthy bet for your own content strategy.

The “People Also Ask” box also presents an opportunity to be the leader on any subject. Imagine if you had position 0, position 1, and the “People Also Ask” results? Every user would be led to your content.

The results in the “People Also Ask” boxes are usually results that rank in the first page for that particular search term. To knock out your competitors from these positions, you’ll need to focus on creating high-quality, well-structured and informative content for each search query.

Create a better pop-up experience

Now we’re going to take it a step further beyond creating content on related searches and get into creating content that guides your customer through their journey.

In his talk, Wil explained that “People Also Ask” boxes are giving you cues about how your prospects’ brains work:

“People Also Ask”s are the clues to what people who just searched for [your thing] are going to ask next.

Because the related questions that come up in the “People Also Ask box” are things that other users actually clicked on, you can make assumptions about the kinds of things your customers want to know next.

For example, Seer found that after reading their SEMRush guide, many customers were also asking about comparing SEMRush to Moz.

Seer took this information and created a guide comparing the two tools. They then added a slide-in pop up to their SEMRush guide article, which you can see in the image below, presenting the reader with the option to read the comparison next.

Now a reader doesn’t have to return to Google to find the information they wanted next, because Seer has already presented it to them.

By anticipating what their customers will ask for, Seer is able to keep readers on their site, answer more of their questions and become an even more trustworthy source.

Place ads on trusted sites

We’ve seen that the results in the “People Also Ask” boxes are typically high-quality, informative content that Google already ranks on page 1. This means these sites are highly trusted by Google and they’re showing up for these search queries, so there is a high chance that your customers will visit these websites at some point in their search.

This creates a new opportunity to target your customers with display ads on the sites that you anticipate they will be visiting.

To do this, Wil explained, dig into the “People Also Ask” results to find what sites are coming up as the top answers for all of the queries related to your keyword.

Once you have a list of sites, use Google’s Display planner tool to find those sites and get an idea of how many impressions you’ll get. Then create display ads on the sites that come up most.

Google likes problem solvers

As Google gets better and better at understanding what people want, marketers will need to take an approach that puts solving their customers problems first.

Luckily, Google is already starting to leave clues about what your customers really want to see from your company. 🔎

Using these suggestions to start taking action and showing up for your customers at every step of their journey will put you ahead of the curve.

Source: http://unbounce.com/seo/google-is-leaving-you-clues/

The Million Dollar Case Study: Europe – Session #11: Questions With Greg

Greetings….from the beaches of Bali! Yeah, a few mai thais, beach naps, and healthy meals. Living and traveling abroad is one of the beautiful benefits of building an Amazon business. It still amazes me that I’m building a business and selling on Amazon UK while living thousands of miles away in Asia, and I will never touch a Jungle Slumber sleeping bag while selling these on Amazon UK! I am even connecting with my new BFF in China, Helen, while in Bali. Nice to be on a relatively similar time zone! So here’s an update on where we are now: Deposit paid: We put 50% for the down payment, and 50% due with shipment We paid on Sept 29th, but they were on a week of vacation Expected Date of Completion: Goods expected to be finished the first week of November Method of Payment: Paid with a bank transfer (T/T) using Alibaba trade assurance. A nice bonus here is that we got a free inspection by using Alibaba Trade Assurance, due to a short-term promotion that they were running. So we will have the goods completed in the middle of November, right before the holiday rush! And as the UK … Read More

The post The Million Dollar Case Study: Europe – Session #11: Questions With Greg appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/questions-on-amazon/

How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure

There are multiple approaches and strategies to organizing Shopping campaigns for PPC. All of these will vary greatly depending on the brand, the number of products, the price of products, the type of products, feed organization, and the list keeps going. However, I have narrowed account-wide Shopping structures down to two options. Again, these aren’t the only two options, but in my opinion, they promote a universal adaptability while still offering flexibility (depending on the account’s needs).

 

In this post, I will be discussing only one of these options for two reasons.

  1. It’s way too much information to squeeze into one post.
  2. I want to provide as much detail as I can in the case you are able to bring this Shopping structure back to your own accounts.

However, if the first option doesn’t fit your paid strategy and/or you’re interested in learning more about the second option, I promise to deliver Part 2 next month, so keep an eye out!

 

Anyway, the first part of my Shopping structure series, if you will, is centered around organizing through priority tiers. In this case, we will have three tiers that align with the three campaign priority settings for Shopping: High, Medium, and Low.

 

(Disclaimer: This is not a post about organization within a Shopping campaign. Rather, it is about how you should organize your campaigns to work together within an account.)

 

Settings

 

Before getting started, it is important to have a good understanding of the backend in Shopping campaigns. Even if you feel confident in your knowledge of Shopping and how your campaigns are set up, at least glance over The Complete Google AdWords Shopping Campaign Settings Breakdown. I will cover some aspects in this post, but that specific post provides a more thorough explanation.

 

Defining The Tiers

 

The primary concept of this organization strategy is breaking everything out into tiers based on campaign priority. Again, those priorities are High, Medium, and Low. We will use these to group our campaigns by Top Performers, Product Groups, and All Products.

 

Top Performers

 

You can define Top Performers in a variety of ways. However, I typically do so at a product level based on those products that lead in conversions. More often than not, your top-converting products will also be responsible for a higher amount of impressions and spend. If you have a smaller inventory of products, you can have these in one campaign. To do this, simply add them in by their Item ID number when creating the ad group. Then, name your campaign something along the lines of “Google_Shopping_Top Performers”.

 

However, if you have a larger inventory, you can have multiple Top Performer campaigns. Just be sure to group them with like themes for organizational purposes at the campaign level, with a similar Item ID setup at the ad group level. For example, you could group top performers by product types with naming conventions similar to this.

  • Google_Shopping_Top Performers_Boots
  • Google_Shopping_Top Performers_Sandals
  • Google_Shopping_Top Performers_Sneakers
  • Google_Shopping_Top Performers_Dress Shoes

Or, you could group them by Brand, if that makes more sense with your inventory. For example:

  • Google_Shopping_Top Performers_Ariat
  • Google_Shopping_Top Performers_Birkenstock
  • Google_Shopping_Top Performers_Nike
  • Google_Shopping_Top Performers_Tommy Hilfiger

In either case, you should give these a high campaign priority, their own budget, and aggressive bidding.

 

Product Categories

 

Product categories are your middle-tier campaigns. In most cases, this tier will have the most campaigns and each must always have a medium campaign priority. In theory, since you’ve now segmented out the Top Performers, these campaigns will allow those middle tier products to receive more traffic. Remember that your Top Performers steal most of the impressions and budget, so this structure allows you to better allocate budgets and ensure a wider variety of your inventory is receiving traffic.

 

Again, depending on the account, feed, and inventory, these categories will vary. However, I like to have a Product Category campaign present for all categories in my inventory. For example, if I sold sports equipment, my campaigns could look similar to this.

  • Google_Shopping_Product Categories_Basketball
  • Google_Shopping_Product Categories_Baseball
  • Google_Shopping_Product Categories_Football
  • Google_Shopping_Product Categories_Soccer

The most important piece to the Product Category breakouts is excluding those Top Performer IDs from their respective Product Category campaigns. For example, if a certain Nike Basketball is a Top Performer, that ID should not be in the Product Categories_Basketball campaign. However, it isn’t the end of the world if you forget this step (often times you may intentionally ignore this step, in fact). If you were to keep the item ID in both, that certain Nike Basketball would not show in the Product Categories campaign until the Top Performer campaign ran out of budget. Again, Google will show an ad for that basketball in the campaign with the highest priority (even if the bid is lower). But, if that high priority campaign is out of budget, it will default to the next lowest available. So, it really comes down to advertiser preference. However, I like to exclude them in the Product Category campaigns for two reasons.

  1. It allows me to better control the budgets on the Top Performers (whether that be increasing or decreasing).
  2. It prevents those Top Performers from stealing traffic from the middle tier of the inventory (the whole point of this structure).

All Products

 

All Products make up the final tier in this type of account structure for Shopping. Typically, you will only need one campaign for this. It will be set on a low campaign priority with a much lower bid than your Top Products and Product Categories. It really serves two primary purposes in this type of structure.

  1. A catch-all for those items that you haven’t specifically targeted yet or those items other campaigns are not targeting.
  2. A safety net to show top-converting products when higher-tiered campaigns run out of budget. In this case, you wouldn’t have to worry about Item ID exclusions since the priority and bids are so low.

In other words, one of the purposes of this campaign is to show for those Top Products on a secondary level, whereas the Product Category campaigns are supposed to show for other products.

 

For this type of campaign, you can simply target “Everything else in All Products” at one low bid. There is no need to break down by Item IDs or Product Types. Also, this is the only campaign where you should ever be targeting “Everything else in All Products”. It should be excluded in all other campaigns.

 

There are two final notes for the All Products campaign.

  1. You should have an All Products campaign in just about any PPC account with Shopping Ads. It doesn’t matter what your structure is, they are a great catch-all to have in place.
  2. I have had some success with breaking the All Products campaign out by device. In other words, I had three bottom-tier campaigns, each specific to desktop, tablet, and mobile. This can be a good option if you’re noticing poor performance in your All Products campaign.

Putting It All Together

 

Since we have determined what each tier consists of, here is a visual to help put everything into perspective.

 

Organizing shopping campaigns by tiers

 

In summary, this structure allows you to pull out Top Performers and put them into their own campaign. This helps you be more competitive with bidding since the return is there. Plus, it helps you keep a more accurate pulse of those products. Then, by pulling out those Top Performers, you can now drive more traffic to the middle tier of your inventory with the Product Categories campaigns. Since the Top Performers aren’t completely stealing all of the traffic and budget, other products now have the chance to get a higher quantity of traffic. Finally, the All Products campaign will act as a catch-all. Again, it should have a low priority and a much lower bid than the other campaigns. It will cover both untargeted products and act as a secondary option for when other campaigns run out of budget.

 

Cyclical Maintenance

 

Aside from the normal bid changes, search query reports, audience layering, bid adjustments, etc., this type of structure also allows you to have an ongoing cyclical maintenance. In other words, you should be moving item IDs and product groups around based on performance. Here is a visual of this ongoing optimization strategy.

 

Cyclical optimization strategy focused on ROAS goals

 

Lower Than ROAS Goal

 

This type of structure won’t always be perfect. So, when you see certain Top Performers fall below your desired return goal (to the point that slightly lowering the bid won’t fix it), you need to move it back to its respective Product Category campaign. This allows more budget to go to other Top Performers and allows the product you bumped to the middle tier to still show at a lower bid.

 

Then, if that same item ID/product continues to be below ROAS goal (or even the product group for that matter), you must then exclude it from the middle tier as well. At this point, you are still showing for those products, but at a much lower bid. This allows you to still show for that part of your inventory while making better use of the Shopping budget in other areas where there is a higher return.

 

Above ROAS Goal

 

On the other end of the spectrum, you can also you use this cyclical optimization pattern on high performing products or categories. For example, if you pull a report that shows 75% of the conversions in your All Products campaign are coming from one product or a group of products, make sure you are showing them in higher-tiered campaigns. If you are already showing them, maybe it’s time to adjust budgets, bids, and targeting. If you aren’t, then you will obviously want to add them in. You can follow this same strategy when analyzing both All Products and Product Category data. Just remember to exclude products as necessary, as previously discussed.

 

Conclusion

 

Again, this isn’t the only way to organize the Shopping campaigns in your account or even one of only two ways. However, it is a great strategy for allocating budgets, competitive bidding, mitigating cross-pollination, and continually optimizing your PLAs. In my post next month, I will discuss another Shopping structure I like to use that focuses on segmenting between branded and non-branded PLA targeting. So, if your account battles other vendors bidding (and using) your own brand in their PLAs, be sure to check it out!

Source: http://www.ppchero.com/how-to-better-organize-shopping-campaigns-part-1/

Advanced SEO Analytics Reports that Even Beginner SEOs Can Use

One of the most stressful moments in a marketer’s career is when traffic starts to slow or decline. You generated a lot of leads and revenue with creative emails, in-depth content, and shareable social posts, but new ideas are falling flat, and you’re suffering from a severe case of marketer’s block.

One source of new ideas that may come as a surprise is SEO website analytics. Reviewing web analytics reports can help marketers find new uses for underperforming content, discover new audiences to engage and educate, and identify gaps in coverage that need to be filled.

Even if you’re a Google Analytics beginner, it’s simple to navigate the system and populate advanced reports that will help fill a content calendar. In this blog, I’ll show you how to take a deep dive into your website analytics and use what you discover to find exciting new ways to stimulate success.

1. Gather Detailed Demographics Insights to Address the Right Audience(s)

Audience reports in Google Analytics provide an incredible amount of site visitor data: age, gender, location, browser type, device type, and even interests. This data can be used to build new buyer personas or refine existing personas.

In order to access this data, enable demographics and interest reports:

  1. Navigate to Google Analytics.
  2. Click the “Audience” tab.
  3. Expand “Demographics.”
  4. Click “Overview.”
  5. Review the information provided by Google in the main content area, and click “Enable” to turn on audience tracking.

enable analytics reports

With audience tracking enabled, many in-depth reports will become available:

  • Click “Age” to view the age groups the site is most popular with. Other data fields like bounce rate and average session duration highlight how well the site engages individuals in that age group.
    .
    age demographics.
  • Click “Gender” to see the overall percentage of visits from males and females, and view engagement metrics for visitors of the two different genders.
    .
    gender analytics report
    .
  • Expand “Interests” and click “Overview” to view interest information for site visitors. Affinity categories are lifestyle interests, in-market segments are purchase interests, and other categories are specific interests.
    .
    interests demographics report.

Where audience reports really get interesting, though, is with secondary metrics. Under either the age or gender report, add a secondary metric for any of the three interest categories.

  1. Click “Age.”
  2. Click “Secondary Dimension.”
  3. Expand “Users.”
  4. Select one of the following: “Affinity Category,” “In-Market Segment,” or “Other Category.”

analytics demograhpics

Pull a variety of reports for age and gender for each interest category to learn a lot about the people who visit your website most often. That information can be used to build or expand buyer personas.

Using the reports above, we know one target persona is a male of Millennial age who’s made or expressed interest in purchases related to business software, productivity software, employment, and dating.

2. Examine Visitor Behavior to Identify Landing Pages that Need Improvement

The Google Analytics Users Flow report allows marketers to view the most common site entry pages, where users navigate most often from those entry pages and the most common drop-off point. This provides helpful information that can be used to identify spots where funneling is ineffective, or landing pages are uninspiring.

Navigate to Google Analytics, click the “Audience” tab, and click “Users Flow.”

user flow analytics

This report displays a hierarchy of site entry pages, and the path users follow until they leave the site.

Find a page in the list that is designed to funnel visitors through the purchasing journey—it could be a home page, product landing page, or any other important content.

  1. Hover over the section that represents the selected page to view the percentage of visitors that continued on to view another page and the percentage that left the site from that page.
  2. Follow the gray lines to see what pages users are most likely to click through to from the entry page. Hover over subsequent page sections to see through-traffic and drop-off data.

Analyze the user flow report to look for places where drop-offs are higher than expected, or where users are navigating to unexpected pages.

Pages with high drop-off rates may need to have content updated to better match user intent, or CTAs updated to point to more relevant content given the user’s position in the buying journey.

3. Review Search Reports to Discover Topic Ideas and Gaps in Coverage

If you or your team is suffering from a severe case of writer’s block, reviewing site search analytics can provide a plethora of new content ideas.

In Google Analytics, click the “Behavior” tab, expand “Site Search,” and click “Search Terms.”

analytics user behavior

To identify content gaps, look for:

  • Search terms with high unique search values—What topics are users most commonly looking for using the site search function?
  • Search terms with high exit percentages—What terms are users unable to find content for?
  • Related search terms with high combined search values or exit rates—If multiple search terms are worded differently but obviously seeking the same subject matter, combine the search value and percentage exit numbers for those related terms.

Review site search reports generate ideas for new pieces of content to write and rest assured that the content will perform well because users are already looking for it.

4. Identify New Opportunities for Driving Visitors Deeper into the Purchasing Funnel

Are you taking advantage of every opportunity to keep visitors engaged and move them through the buying journey? In all likelihood, some pages drive high amounts of traffic but visits end after a single page view. To keep visitors engaged, identify important entry pages, and update those pages with content that entices visitors to stay a while.

The Google Analytics landing page report will provide a list of all site entry pages and the bounce rates and pages per session for each.

Navigate to Google Analytics, click the “Behavior” tab, expand “Site Content,” and click “Landing Pages.”

landing pages report

Look for pages with high traffic volumes that currently have no links to related content, newsletter signup forms, or links to downloadable gated content.

Adding one or more of those CTAs to the content of that page could significantly decrease bounce rates for that page and significantly increase the number of pages per session, newsletter signups, overall page views, and/or leads from gated content requests.

5. Analyze Content Reports to Find (and Improve) Failing Content

Some pieces of content receive thousands of social shares, rank high in Google search, and continue to drive traffic long after they’re published. Others get a couple of page views and a few shares before they’re completely forgotten.

But just because a piece of content failed the first time it was published doesn’t mean it has to be a failure forever. Content takes a lot of time, effort, and money to produce. When it fails, it should be revised and given another chance—not abandoned to become an outdated tax on site crawl rate.

If content rarely sees a set of eyeballs, unpublish it. Use the content somewhere else to do something different—create an infographic, webinar, or video. Use it as a chapter in an ebook. Transform the effort put into creating the content into something valuable.

Use the Google Analytics “Content Drilldown” report to find low-performing content. When the report loads, click the arrow in the “Pageviews” column to sort the content by least-to-most pageviews.

content drilldown report

Content with very few pageviews over the last year—particularly if the content also has low average time on page, high bounce rate, and high exit percentage values—probably needs to be reviewed and either revised or repurposed.

3 Tools That Provide Unique SEO Website Analysis Opportunities

While Google Analytics is an amazing website analytics platform—because it’s free and it has a lot of valuable features—it doesn’t do everything that marketers may need from an SEO website analytics platform.

These other analytics tools have capabilities that aren’t available in Google Analytics but provide more exciting, data-driven opportunities for marketers to explore:

  1. Crazy Egg—Crazy Egg provides heat maps and scroll maps that allow marketers to see what page components attract the most attention from site visitors, and what parts of the page are most commonly being skimmed or skipped.
  2. SEMrush—SEMrush allows marketers to spy on competitor advertising activities. View competitor PPC and display ad activities, how much they spend, what keywords perform best for them, and what designs and copy work well.
  3. SimilarWeb—SimilarWeb allows marketers to take analytical insights to the next step by seeing competitor analytics and comparing the effectiveness of each business’ marketing strategies.

Google Analytics also has a premium version of its platform—Analytics 360—that offers features not available on the free platform, but the additional features come with a hefty price tag.

SEO Website Analytics Aren’t Just for SEOs and Google Analytics Experts

At a glance, Google Analytics can seem incredibly daunting, confusing, and user-unfriendly, but it just takes a little getting used to. It’s worth it for marketers to spend time getting to know GA because the reports it provides can save the day when idea wells run dry and traffic numbers are bordering on stagnant.

A great introduction to SEO analytics for beginners is the Google Analytics Content Drilldown report. Use it to find failed content, transform it into high-impact content, and grow traffic, while also recovering the time and effort that was previously lost to a piece of content with no promise.

What beginner-friendly tips do you have when it comes to Google Analytics and SEO? I’d love to hear about it in the comments!

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The post Advanced SEO Analytics Reports that Even Beginner SEOs Can Use appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://feedproxy.google.com/~r/modernb2bmarketing/~3/KfkCDk4gmn0/seo-website-analytics.html

Your Last Chance to Join Us at Hero Conf London

We’re ready to welcome more than 300 PPC pros to Hero Conf. And we’d love to add your name to the attendee list at London’s Only All-PPC Event. Packed with 41 all-new sessions on the most pressing issues facing digital marketers today, it’s an event you simply can’t miss.

 

Beyond the content, we’ve got exciting opportunities to meet and network with people who understand the work you do everyday. Join us for:

 

  • London Welcome Reception – Your chance to kick the event off right, with drinks and exhibitors at The Brewery
  • Sponsored Networking Breaks – Daily dedicated time to network, brought to you by Marin Software and Optmyzr
  • The Bar Takeover – Experience our unique after-hours events, from Flight Club Shoreditch
  • Impromptu meet-ups and meal-time discussions – the networking never ends. Meet your peers throughout the event

 

Check out some of our most exciting moments from London 2016:

 

 

 

But don’t delay. Only 10 days remain until our biggest and best London event yet!

 

Register Today»

 

 

Source: http://www.ppchero.com/your-last-chance-to-join-us-at-hero-conf-london/

4 Tips For Troubleshooting PPC Performance

Why is PPC performance so different from August to September?”

 

These are the kinds of questions, that left unchecked, can send me into a bit of PPC whirlwind.

 

My instinct is to jump to the “what”. What we will do to fix the problem. That feels easier than sifting through columns of data, trying to piece together a story. So, if you, like me, are unsure of where to start, keep reading for four places to go when troubleshooting PPC performance.

 

Start With The Question

 

Although, all of my instincts are screaming at me to fix the problem, and fix it right now, the original question began with, “why”. So, when a client’s question throws you off balance, slow down. Slow down and give yourself space to digest the question being asked. Is the client asking for a solution or are they asking for the “why” behind performance? In this instance, the client was asking for the why.

 

Change History

 

Before jumping into Analytics, check your change history in Adwords. Change History is a nifty way to remind yourself of any tests or changes that were made to the account during the time period in question. With various filtering options, you can sort through the tangle of changes and drill down to what is relevant.

 

Usually a decline has taken place because of changes made to bids, keywords, ads, or a setting change. But not always.

 

Competition

 

It would be great to be the only ad vying for a click; however, this will never be the case. Competitors are real, they are savvy, and they are worth considering when performance shifts. If a competitor has recently entered the market or recently become more aggressive in their advertising, this will impact your client. Jeff Allen wrote a great blog about using auction insights to tell the business story.

 

Analytics

 

Google Analytics has hundreds of ways to splice, dice and analyze data. With so many reports at your PPC fingertips, where do you start?

 

Brand vs. Non-Brand

 

When PPC performance has gone a little wonky, check Brand performance. Brand traffic are customers who are familiar with the business and are lower in the sales funnel. They know the business name and they are interested enough to search for the Brand specifically.

 

To view this data, you can use the All Campaigns report and sort by “Brand”.

 

Include campaign containing brand

 

In this specific instance, we were focused on specific date ranges. So, the first step was to look at the first two weeks of August compared to the first two weeks of September. By looking at this graph we can already see that brand traffic saw a sharp decrease in September.

 

Comparing sessions month to month

 

Taking a closer look at which specific brand campaigns saw a decline in sessions, we saw that all but one campaign had fewer sessions than in August.

 

Comparing decreases in sessions between branded campaigns

 

Not only had Branded campaigns decreased in sessions, but they had decreased in conversions as well.

 

Comparing decreases in conversions between branded campaigns

 

Why does it matter that Brand is down? Because people who are already familiar with your brand are not as reliant on PPC ads. When your branded campaigns are down and you have not made any significant changes in the account, it is a good idea to start looking at all sources. This may be an issue outside of PPC.

 

All Sources

 

PPC is part of a bigger marketing picture. If Branded sessions and conversions are down, next step would be to check all sources performance. There could be forces outside of PPC that are impacting performance.

 

You can find this view in the Source/Medium report in Google Analytics. Here are some helpful ways to look at this data.

 

When looking at sessions broken down by Medium, we can see that across the board sessions are down.

 

Change in sessions by medium

 

This is telling us that there is something amiss beyond just PPC. Looking at goal completions in Analytics, we saw the following.

 

Change in goal completions by medium

 

Again, we see that all sources saw a drop in Goal Completions when comparing August to September.

 

The Source/Medium Report gives us a peek into what is going on outside of PPC. It’s a *hint, hint, nudge, nudge* when all traffic and conversions are trending down. Even though PPC is a powerful lever to pull, the small changes made in a PPC account are not solely to blame for Organic, Direct, and Referral goal completions dipping so significantly.

 

Locations

 

For this client, locations are incredibly important. In fact, PPC is structured around five very specific locations. In Analytics, the Location Report helps determine if there were any external forces, outside of our control, that were having an impact on the client’s business.

 

Texas is responsible for 62% of the overall sessions for the account.

 

Specific location - Texas

 

Taking a deep dive into Texas we saw the following.

 

Change in sessions in Texas cities

 

This gave us insight into bigger happenings in the world. Drilling down to a city level we were able to infer that there were factors beyond PPC that had caused performance shifts from August to September.

 

Wrapping Up

 

Continue to optimize PPC, but remember that PPC is part of a bigger, more complex marketing picture. So, when a client throws an unnerving question at you, breathe. Keep these four steps in mind and you will be on your way to becoming a PPC troubleshooting pro!

Source: http://www.ppchero.com/4-tips-for-troubleshooting-ppc-performance/