Google Adds Quick Insights on Ad Performance and 'Keyword Themes' for Ad Targeting - Social Media Today

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Google Adds Quick Insights on Ad Performance and 'Keyword Themes' for Ad Targeting - Social Media TodayGoogle Adds Quick Insights on Ad Performance and 'Keyword Themes' for Ad Targeting - Social Media TodayPosted: 17 Jun 2020 12:00 AM PDTGoogle's looking to enhance its simplified Smart Campaigns offering by adding a new way to quickly check on your Google Ads performance, and a new listing of keywords to target, based on your products and services.First off is the new ad check - Google's made it easier to check your ad performance in the mobile app, with a simple search on Google itself. As you can see here, search for 'Google ads' or 'My Ads' and Google will provide you with a basic overview of how your campaigns are going, while you'll also be able to see how your ads look to others.As per Google:"If you want an efficient way of checking your ad status, this feature is for you. We've made our reporting features …

The 8 Best Analytics Tools You Should Add to Your Marketing Strategy - BOSS Magazine

The 8 Best Analytics Tools You Should Add to Your Marketing Strategy - BOSS Magazine


The 8 Best Analytics Tools You Should Add to Your Marketing Strategy - BOSS Magazine

Posted: 10 Apr 2020 12:00 AM PDT

Reading Time: 6 minutes

Making decisions that are driven by data is the key to successful marketing. When you're running a business of any size, selecting the right marketing analytics tools for your needs, carefully measuring the data that you collect and using it to optimize your marketing efforts will make all the difference between struggling to reach your marketing goals or blowing them out of the water.

The good news for business owners and marketers is that there's absolutely no shortage of tools available to help you do just that. In this post, we'll look at a variety of marketing analytics tools that can be used to reach different goals. Each has its own set of features, strengths, and weaknesses that make them ideal for certain marketing objectives.

1.     Google Analytics

This basic, free, and popular website analytics tool is a must if your business has a website of any kind. It allows you to track the visitors to your website, see where the traffic is coming from, how they were referred to your website, how much time they're spending on it, and more.

And, Google Analytics is integrated with Google Adwords, so that you can analyze your advertising campaigns using deeper data.

  • Who is it for? Google Analytics is an ideal tool for any marketer or business owner who wants to track the traffic gained by their marketing efforts. If you're mainly focusing on growth, sales, or conversions, Google Analytics is probably best used alongside another tool.
  • Pricing: The basic version of Google Analytics is free to use and offers a wide range of capabilities which are more than enough for most companies. The premium version is aimed at larger enterprises and costs around $100k per year.

2.     Google Search Console

The Google search console tool allows you to analyze your organic search traffic from Google. It shows you useful information such as which search terms are directing users to your website following their Google search and clicking on an organic (not an ad) link to your site.

And, the search console provides more information than clicks alone; you can also see the number of impressions a certain search time received, the average position your website was presented as a search result for the term, and the CTR.

  • Who is it for? Google search console is an ideal tool for any marketer who is looking to improve either organic or paid traffic from search engines. The data that you can see on the search console dashboard can be a huge help, giving you the information that you need to make SEO changes. Knowing the search terms that are driving traffic to your website can help you extend your search engine marketing efforts and improve your website content.
  • Pricing: It's completely free to use.

3.     KissMetrics

This is a behavioral analysis tool designed to help you access information about your target audience and how they interact with your website or your product. Understanding how users interact with every feature can help you boost user engagement and improve the conversion rates of your website, calls to action, landing pages, and product pages. Click here to find out more about how analytics at Emerson College could help you improve marketing results.

You can also use KissMetrics to create A/B tests to see how changes you make to your website or products affect results and make sure that you're making the right decisions toward reaching your business goals.

  • Who is it for? KissMetrics is a good tool for marketers who want to create an effective dashboard that allows them to better understand the users that they are marketing to. The data provided can be extremely useful for increasing conversions, getting better customer engagement and improving marketing strategy results overall.
  • Pricing: The prices are based on the number of events that you wish to track, the number of features you're using and the level of support you want from KissMetrics. It ranges from $220 to $1,400.

4.     Moz Pro

Moz Pro is a search engine analytics tool that provides useful data to help you with SEO efforts and boost organic traffic from search engines. You can use the tool to access data for both your and your competitors' search result rankings, plus keyword rankings and trends and links analysis features.

  • Who is it for? Moz Pro is a tool that's best suited to digital marketers and SEO professionals with an end goal of improving results through more search-generated traffic. It is easy to use and ideal for both beginner marketers and experienced professionals.
  • Pricing: Moz Pro is similar to most analytics tools when it comes to pricing, as it's flexible according to what you need from it. The standard plan with limited abilities is priced at $99 per month, and plans gradually increase in features, abilities, and price up to $599 monthly.

5.     Hotjar

Hotjar is a renowned heat maps tool that comes with some effective analytics features such as conversion funnel analysis, feedback polls, and surveys and registration form analysis. The heat maps can help you gain a deeper understanding of how your website visitors are interacting with your website, where they click, and their scrolling behavior.

For example, if you upload a new landing page and don't yet know how it is performing, Hotjar allows you to easily gain an insight into how the users that land on it have been interacting with it. You can figure out what they're interested in, what makes them convert (or not), and where they are getting confused.

  • Who is it for? Hotjar is an ideal tool for companies who are launching a new website or have a website that changes frequently. It can help you understand the strengths and weaknesses of your websites in terms of user experience, without having to wait for substantial data.
  • Pricing: The price range for this tool varies depending on the number of page views that you want to analyze. Prices range from $89 per month for 20k pageviews per day, up to $989 monthly for 800k page views daily.

6.     Optimizely

Optimizely is a tool that allows you to determine the best steps to take for reaching your goals by testing different variations of any page or element on your website. You can run visual or textual experiments, and easily change the design of your pages without making any changes to your website code.

For example, you could run a test on your homepage and change the header text, so that the first variation shows one sentence while the second variation will show another. Then, you will need to define what you're optimizing for, such as downloads, sign-ups or purchases.

Optimizely also integrates with several other analytics tools including Google Analytics, which allows you to track the results of your experiments elsewhere.

  • Who is it for? This tool is useful for any marketers who care about the performance of their website and online marketing results. The A/B testing feature can tell help you decide which adjustments to make in order to increase website user conversions along the sales funnel, ultimately increasing your ROI.
  • Pricing: As with most analytics tools, Optimizely pricing is based on the number of impressions you're activating tests on. There are several price plans to choose from based on your traffic needs. $100 per month, for example, allows you to run tests on around 2k impressions. There's also a free trial period that you can use to test Optimizely's effectiveness for your website and business.

7.     Crazyegg

This useful heat map tool allows you to understand exactly how your website's design is affecting your conversions. It allows you to see exactly what visitors are doing when they land on your website, such as how many of them actually scroll down the page, where they stop, and where they are clicking. It provides access to valuable user behavior data that allows you to optimize your website to the best variations for reaching your goals.

The data provided can also be segmented, which enables you to see how people behave based on where they were sourced.

  • Who is it for? It's a very similar tool to Hotjar that is ideal for businesses or marketers with new or frequently changing websites.
  • Pricing: Prices vary depending on what you need. The basic package with limited abilities is affordable at just $9 per month, while the Pro package, priced at $99 per month gives you everything that Crazyegg can do.

8.     Klipfolio

This is an extremely useful dashboard software that enables you to build an interactive dashboard containing all your marketing data from various tools and channels. It allows you to pull data from popular tools like Facebook or Google Analytics, allowing you to easily track your performance and see all the data you need in one place.

You can build your own dashboard according to your needs, or use the pre-built dashboard templates that are designed for focusing on specific data such as Facebook ads monitoring or social media engagement.

  • Who is it for? This tool is excellent for any digital marketers who want to save time and effort by monitoring all the marketing channels that they use in one simple screen. It also offers a range of features that are suitable for marketing agencies, allowing them to build dashboards that share their performance with clients.
  • Pricing: There are various pricing levels available, starting at just $24 per month.

When it comes to successful marketing, analytics is the best tool in your box. Any of these programs will help you better understand your target audience and plan your marketing strategies accordingly.

SMX Overtime: Here’s how to take control of your account ad groups and search terms - Search Engine Land

Posted: 23 Dec 2019 12:00 AM PST

During my "Managing Search Terms In A New Match-Type World" session at SMX East, attendees asked questions about match types, negative keywords, using pivot tables and more. Below I answer a few of the questions asked during my session.

Before the exact changes, we had synonyms as separate keywords. With the recent changes, should we just pause one or keep both and risk duplication? 

There are a few considerations to think about with this question. The very first one is simple, but quite important, "Do searchers consider these words to be the same?"

For instance, in my presentation, we looked at car hire and car rental search terms. Google considers these words to be the same and will show them interchangeably. However, searchers interact very differently with these terms. If searchers are interacting differently with the keywords, you want to keep them both and often put them in their own ad groups and then use exact match negative keywords to make sure the proper one is being displayed to the user.

The second question is, "Do you want to treat these words differently?"

We see Google often treating terms like packages and deals the same way. If you sell car tires and rims, you might bundle tires together so someone can checkout more easily or bundle tires and rims together in common packages to make shopping easier. In these cases, you might not have a sale on these bundles, you just did it for user convenience. In these cases, both you and the user probably consider the search terms car tire and rim deals and car tire and rim bundles as different terms that need different ads and different landing pages. If Google is treating them the same for you, then you want to keep them both and again separate them.

The third question is, "Do you want to bid differently on the terms?"  

We often see different conversion rates when users are searching attorney vs lawyer. Technically, a lawyer is anyone who has graduated from a law school even if they cannot represent someone in a court of law. An attorney is one who is licensed to practice law. In some cases, these terms are used interchangeably. In other cases, they are specifically chosen by someone who knows the difference. If you have different ROAS, conversion rates, CPAs, etc on these terms and want to use different bids for them, then you want to keep them both.

The last question is simply, "Do you want to see the impression share or other specific data for each variation?" If so, then you need them both.

There is no problem with having multiple words that Google treats the same in your account. The reason to remove them is you don't care about seeing the metrics for both and users interact the exact same way with both terms. There's no penalty for having them. Usually, removing them is just cleaning up your account so you have less data inside of your account.

The biggest downside of removing them is the term you kept could stop matching to these other search queries and you are no longer showing ads for these terms. If you are going to remove keywords that you want to show for, then you need to also keep track of them and make sure you don't suddenly stop showing for them.

Why do you think Google has changed the match type? Clearly, it doesn't work as it used to before.

It's difficult to say why Google makes various changes. You could argue it's so marketers need to do less work to show for related queries. It could be so less sophisticated advertisers can show for more queries since they don't know how to do keyword research. The conspiracy theorists will say this change was made so more advertisers are entered into each auction and therefore increases auction pressure and Google makes more money with the higher CPCs.

We could mention machine learning as I'm sure Google would say their machine learning has advanced enough that it can match to various user intents across different search terms, and therefore, an advertiser gets additional relevant clicks for less work.

The truth probably lies somewhere in the middle of all these answers combined.

How would you set-up a brand new account in this new match type world considering there is no prior data to evaluate?

The most frustrating part of all these changes is that you don't know what Google will match you to until you run the account and get data. Google's keyword tool doesn't show you that you are adding duplicate keywords. Therefore, you need to add everything you want to show for, look at your query data, and then make adjustments.

The setup part that we have changed is to look at words we think Google will consider the same and that we don't want them to consider the same so we can examine the structure necessary to mitigate any restructuring that will need to take place due to Google's matching.

Are backpacking and camping going to be treated the same by Google? If we're an outdoor company, we don't want them to consider these the same as the equipment is very different from stoves to tents to sleeping bags. We could look back at the hire vs rental car differences previously mentioned. Will Google think our Kenyan backpacking trips or Kenyan biking tours are the same as our Kenyan Safari trips?

If we think Google is going to treat something the same that we want to be treated differently, then we think about how to mitigate these crossovers with negative keywords from the start. This could mean separating them out by campaigns to use campaign negative keywords when previously they might have been different ad groups. Now, if it's only a handful of ad groups that we need to worry about and we want to use automated bidding (which means we want fewer campaigns to consolidate data) then we might be able to get away with just using ad group negative keywords.

Of course, budget is also a factor. If we have different budgets by products, services, and locations, that's also an organizational factor.

Overall, the biggest difference in organizing your account with these changes is trying to think through how this matching might go against your search term to ad to landing page relevance and how to mitigate those risks with negative keywords. How many negatives will you need to manage in various structure types and what other implications will those have on the number of budgets, campaigns, and other things you need to manage?

What if you have account ad groups set up by SKAG (single keyword ad group)? Because of the new keyword match changes, should I restructure ad groups to be sorted by match type?

An ad group is a collection of keywords, ads, and landing pages that all go together to lead a user from search intent to conversion. If there is a keyword that needs a different ad than another keyword in the same ad group, then you need to split those keywords into different ad groups.

If you create ad groups by match types and use the exact same landing pages and ads in all of those ad groups, then there isn't any advantage to that structure over just putting all those keywords with their various match types into the same ad group.

There are some exceptions, such as your bid technology only does ad group level bidding and you want to bid differently by match types. Or you want to watch a few brand terms closely and thus split them out by match types by ad groups for just a handful of terms.

If you want different budgets by match types, then using different ad groups in different campaigns is an acceptable organization.

However, most accounts that use SKAGs or separate out keywords by match types use the exact same ads and landing pages in these various ad groups. In those cases, there's no benefit to the organization as you are just making more work for yourself.

I'm a fan of following this easy flowchart for ad group organization and focusing on the ad and landing pages, which is what a searcher actually sees, instead of just thinking keyword segmentation.

Do you have suggestions on how to learn more about Excel and marketing analysis such as the pivot tables you showed in today's presentation?

We have a beginner pivot table video on our blog, which is a great way to get started learning how to create pivot tables.

I did a video on Search Marketing Land on using Pivot tables for ad testing analysis. While the UI in the video is old, the analysis is exactly the same today.

A simple search on YouTube will also give you a lot of ideas and instructions on how to use pivot tables.

Have you moved to loading the cross ad group negatives at the launch of the campaign to prevent duplicate search terms in different ad groups?

There are three reasons to preload negative keywords.

The first is organizing by match types. If you have one ad group with phrase match and another with exact match, then you need the exact match negatives in the phrase match ad group. The biggest downside to watch for is 'low search volume' as if your exact match doesn't have enough impressions to show, and you blocked the phrase or modified broad match from showing ads, then you might not get any impressions for the exact match search, which is not your intention.

The second is when you have multiple ad groups that can show for the same ad and you have a preference as to the order. For instance, if you are a hosting company and have these ad groups with modified broad match words in them:

  • Hosting
  • Website hosting
  • Cheap website hosting
  • VPS hosting
  • Cheap VPS hosting

The search term cheap VPS website hosting could be triggered by any of the ad groups. Therefore, you are stacking negative keywords to ensure the most specific ad is displayed:

The last reason is because of Google's new match types. If Google is going to treat words the same that you want to use different keywords or ads for, then yes, we'll start using negatives at the creation of the campaigns and ad groups. Then, we'll watch the low search volume warnings, keyword impression shares, and search terms closely to see how these words are doing and if adjustments need to be made based upon the data.

If an exact match keyword is triggering a similar search term that you want in your account, do you recommend adding that term as an exact to make to sure you capture that traffic, or not add it so you have more data density?

If the keyword has decent volume, then I'll add it. That allows me to see it's impression share, quality score, conversion rates, etc and set bids for that keyword.

It's not just a matter of showing an ad for a keyword, you also need to be able to see it's metrics, set bids, and make adjustments for the keyword. If you don't add it, you don't get this data. I've found with these changes, I've been adding more search terms as keywords so I can see exactly how Google is treating these various terms since they are taking quite a few liberties with their matching.

For many people we work with, this change has made accounts more likely to add search terms as keywords to understand the ad serving instead of letting Google manage it. It's had the opposite effect of what Google was striving for with these changes for many advertisers.

More from SMX


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform, and a member of the programming team for SMX events. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

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