fabulous freeform friday - the next step: post analysis

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Fabulous Freeform Fridays are something new I’m implementing as of this week, it’s your opportunity to ask me to clarify something I’ve written about, write something on a topic you want to read about or just plain ask me some questions.

Today’s Fabulous Freeform Friday was suggested by Adam Corney from Brisbane

What about managing an AdWords campaign and post-analysis - how do you improve on what you’ve created? What does The Next Step look like?

So here’s The Next Step: Post Analysis - What you do after you have set up a campaign.

I’ll make the assumption that you have a campaign set up with each product you sell in the smallest possible clusters. I’ll also assume your campaign has been running for 2-3 weeks and you’ve had a dozen or 3 clicks and a little bit of data from Analytics too.

Optimising a campaign is about getting the most from it, whatever your goal is. Analytics has a tool which measures the number of goals and where they’ve come from, so we’ll start there.

So for basic optimisation there are 3 items to look at in Analytics and 4 places in Analytics to look for them. The 3 important items to look at are the bounce rate (percentage of people who leave without clicking on anything on your site), the goal conversion rate (percentage of people who convert to whatever you have defined as your goal) and the number of visitors. Look at each of these on each page we go to.

Bounce Rate
The bounce rate tells you that your site hasn’t given these people what they are looking for on your site. You’re not relevant, they don’t care about you. Lower numbers are much, much, much better!

Goal Conversion Rate
This tells you how many people are doing exactly what you want them to do on your site. Higher numbers are better.

Visitors
All else aside, this tells you number of people have visited that page from that source. More is better, but all is does is tell you the reliability of the analysis we do, I’ll explain later.

So in Analytics, the first place to look is under the “Traffic Sources” tab, in that tab we want to inspect the “Keywords” tab, “Referring Sites” tab, “AdWords Campaigns” tab then in the ”AdWords” tab we want to open the “AdWords Campaigns” and then the “Ad Versions” tabs.

Kind of a lot? Don’t worry this is where we do all the analysis of our campaign, what’s happening and what we can do to make it better.

We’re looking for Bounces, Goal Conversion and Visitors and each tab tells us something unique.

The first thing to do in each tab is to separate the two forms of data, just below the big graph at the top of the page is the links show: total|paid|non-paid. Total means nothing to us, we care about paid (AdWords data) and non-paid (organic search and referal data). We want to see both but see them separately.

“Keywords” tab
This tab will tell us what keywords people are finding our website through. If there are high performing keywords that we are not paying for, add them to your campaign. These keywords are worth doing whatever it takes to get a high quality score for!

“Referring Sites” tab
Tells us which sites are giving us the best performing visitors these sites need to be on our placement list.

“AdWords”
“AdWords Campaigns” & ”Ad Versions”
I think we’ve gotten the point here. These tabs tell us information which we need to optimise. This gives us the same detail we get from AdWords, but includes the bounce rate data. If our keywords that are getting a lot of clicks are also bouncing heavily, maybe they aren’t the quality of keyword you thought?

 We’ve found a lot of data here, hopefully some of it is really worthwhile. The last step is to make the required changes to our AdWords campaign to reflect the data we’ve found. Adding keywords, creating adgroups and generally improving the quality score and results.

Wow… What a long post on a Friday afternoon. I’m sorry for the length but it’s a big topic. This covers the basics and I hope it has helped.

Any suggestions for next Friday? Not such a big topic next time perhaps??

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