For an FMCG advertiser the web brings a host of challenges and digital marketers need to deliver analysis beyond the standard analytics feedback with measures that marketing managers are familiar with. This recent campaign for Velvet Toilet Tissue has examined the true brand effects of online video & rich media in the Irish market. Irish digital agency, Bark, has shown that using a combination of online video & display advertising in isolation leads to a dramatic uplift in brand awareness, message saliency and likelihood to purchase.
However, as with all training, you can always elect not to pay and to gain your knowledge in a different way.
In the case of Google Analytics, Google has created a range of videos that they have posted online that should bring you through the full Google Analytics training program. For example, if you are trying to achieve authorized Google Analytics consultant status,you could do wose than study using this series of videos.
Analyze this was a great movie with Robert De Niro playing one of his funniest roles. The movie was called Analyse because of Robert De Niro’s shrink that had to analyze and sort out his problems. If you watched the movie you’ll see that that didn’t really happen.
How about your website? Have you done any analysis on performance and have you made some improvements? How many of you have not looked at your website traffic and done some investigation work? Here are some tips that will help you improve the performance of your website.
2. Set up your analytics tool to deliver you a daily reports showing a summary of the traffic on your website. How many people came to your website, what’s the difference over yesterday, what sites did they come from, what keywords did they use. This is all valuable and interesting information.
3. At the end of each week fill out an excel spreadsheet that monitors the vital signs of your website. What’s the traffic compared to last week, are you getting more leads or less leads? If you were running a shop would you keep an eye on how many people came in during the week? How many people left happy? What was their average spend? Consider your website is your shop, what are you going to monitor.
4. Read a couple of good books or follow a couple of good bloggers on analytics. You can follow Google’s analytics blog to find out all the latest changes or follow Avinash Kaushik for the advanced user!
5. Check out your bounce rate. A bounce rate measure lets you know what percentage of people came to a page on your site and left before going to another page. If you’ve got a high bounce rate on a page you need to check if this page needs to be updated and improved. @seamusbyrne sent out a link to-day about an article with more detials on bounce rate.
6. Check out the average time people are spending on your site. If they are not spending long on your site is your content not that good? How about improving it, making it more interesting and engaging would that help?
7. While you’re at it you should also check to see how quick your website is. Use websiteoptimization.com which is a free tool. If your site is very slow nobody is going to stay around too long!
Google has released a new Google AdWords Reporting feature in Google Analytics. With this update, users now have access to 3 new reports, 10 new dimensions, and more AdWords metrics.
Three Brand New Reports
Three new reports give you the ability to dig into all aspects of your AdWords campaign performance.
Day Parts Report
If you want to know the best day of the week for your ads or the best hours of the day for your campaigns, then can now see your ad performance broken down by day of the week and by hour of the day using the Day Parts report. The Day Parts report can help you find the most profitable times of day for your ads. Then pair it with the Ad Scheduling feature in AdWords to automatically adjust your bid to capture the right traffic at the right time.
Destination URLs Report
What are your best landing pages? The Destination URLs report lets you dive into the performance of each of your Destination URLs. You can break out performance at the Campaign, Ad Group, or Keyword level. Apply a secondary dimension like Keywords and see your top Destination URL/Keyword pairs.
The Placement Performance Report in AdWords shows you the performance of your ads on the Google Content Network. With the Placements Report in Google Analytics, you can get rich post-click performance data about your campaigns and find the best sites to target your ads. Or, either exclude the sites that don’t send you engaged traffic or identify the top performers to create a targeted display campaign.
10 New AdWords Dimensions
Dive deep into your AdWords performance using 10 new AdWords dimensions. For example, try Match Type to see performance between Broad, Phrase, and Exact Match. Love the search query report in AdWords? Segment by Matched Search Query to see exact user queries that triggered your ads and post-click performance.
Clicks Tab in Campaigns and Keywords reports
The Clicks tab brings your AdWords performance metrics into Google Analytics. From the Clicks tab you can get an overview of AdWords performance at the Campaign, Ad Group, or Keyword level. Combined with Goals or eCommerce tracking you can see a complete picture of your AdWords performance.
How to Get Started with the New AdWords Reports
To start using the new AdWords reports in Google Analytics you need a linked AdWords account. You also need to make sure that Destination URL auto-tagging is turned on. Start from your AdWords account, select the Reporting tab, then Google Analytics. To access the reports from Google Analytics, select Traffic Sources, then AdWords.
You can see the new reports in action in this video:
Google has announced the AdWords Campaign Experiments, or ACE. This tool helps you to optimize your AdWords account by letting you accurately test and measure changes to your keywords, bids, ad groups and placements. As part of our ongoing effort to improve the AdWords experience, Google is this new tool and inviting advertisers to participate in the beta programme.
AdWords Campaign Experiments is a tool that allows you to accurately test and measure changes to your keywords, bids, ad groups and placements.
Today, the most common way to measure the impact of these types of changes is to do a simple before-and-after analysis. However, this type of analysis can often be complicated by events that occur during or between the before and after, including holidays, weekends or changes to end user behavior or advertiser behavior.
Different ways of using ACE
Use ACE to experiment with any combination of bid, keyword, ad group or placement changes. You can test and measure a variety of scenarios including:
The incremental impact of adding new keywords to your campaign or changing keyword and ad group-level bids
The value of restructuring your Content campaigns to use more tightly themed ad groups
The change in volume by using different keyword match types
The value of using an ad group default bid versus keyword-level bids
Google currently employs about 1,600 people at the Google offices in Dublin. Now, according to reports in the newspapers over the weekend, the internet giant is creating a further 200 jobs in Dublin, with a new investment in a shared services that will bring its workforce in Ireland about 1,800 people.
The plan is one of several major jobs projects in the pipeline. IDA Ireland is set to make three other jobs announcements - one in financial services and two in internet-related firms - in the next two weeks.
O’Leary said that companies were being attracted to invest in Ireland again because the country’s competitiveness was improving, with cuts in wages and other costs.
The number of site visits by firms interested in investing was up by 50 per cent in the first quarter of the year, and is back to levels not seen since 2007, according to the IDA boss.
He said that Ireland’s international reputation was ‘‘under a lot of pressure’’ last year, but he was now more optimistic about multinational investment as overseas economies recovered. He said Ireland could benefit from growth in particular sectors, such as IT.
Projects that will create more than 500 jobs in financial services have also been agreed by the IDA, The Sunday Business Post understands. Informed sources said that an average of one project a week was being approved in the financial sector by the state agency.
According to a live blog from the event on I4U, the system will take the form of an Internet-connected set-top box - with future version possibly being integrated directly into TVs - running Google's Android platform and include a Chrome-based web browser and full support for Flash 10.1.
The principle is that Google TV will allow access to Internet-based content - including streaming video and web searches - without tearing you away from your normal TV viewing. By overlaying the information on top of whatever is currently playing back, it's possible to perform a quick search without stopping watching your favourite programme.
Interestingly, the Google TV boxes will also feature video recording functionality: searching for a programme or channel name will bring up scheduling information, and a 'Record' option will be available for each programme.
One thing that I4U did report on was that the early build boxes used to demonstrate Google TV were somewhat flaky: cries of "can we switch to the other box" were frequently heard as the demo units become unresponsive during the live demo - not the most auspicious of starts for the new technology.
The company will not be producing the set-top boxes for Google TV itself, but is instead partnering with several manufacturers - including Sony and Logitech, which TweakTown reports will be producing both a set-top box and a companion controller featuring a keyboard, remote control, and touchpad in a single compact device.
As with many of Google's products, there is one clear thrust to Google TV: advertising. According to GigaOM, Google's Eric Schmidt sees Google TV as providing a platform to get Google's advertising in front of more eyes than ever before, stating "we can do even more relevant television advertising [with Google TV], which should be worth a lot of money."
If you're curious as to what the Google TV user interface is going to look like, early images have been posted over at BusinessInsider.
This isn't the first time a company has attempted to combine the largely passive world of TV watching with the interactive world of the Internet - CNet has a run-down of previous attempts, and TVs from several manufacturers are starting to appear with in-built Internet access features - but with Google's backing it could well be the first to succeed.
Grab Your Free Place on the Google Analytics Advanced Training
Once again, the Digital Marketing Institute is offering a single place on the Google Analytics 2 Day Advanced Training course that we are running this week - Wednesday 28th & Thursday 29th April
To apply, simply tell us why YOU should get this place!
Tell us by sending an email to info [at] digitalmarketinginstitute.ie
Who Can Apply?
If you are in receipt of social welfare benefits or are in a charity organisation or a not-for-profit company or are a person who can claim to need this (ie we are not giving this place to businesses who can afford to pay for this space)
Why This Course?
Analytics Seminars will help you better leverage the insights found in your Analytics report by covering topics such as setup tips, best practices, and analysis techniques. Seminar leaders will use in-depth course materials, hands-on exercises and valuable tips from their years of managing Analytics accounts as well as managing landing pages to teach you how to achieve your goals.
Vicky Brock, your lecturer for this Advanced Google Analytics course is passionate about helping organisations drive effective web, marketing and communications strategies online. She is a Board Director of the Web Analytics Association, the professional body for those working in understanding and optimising online experience. Additionally, Vicky is Associate Lecturer in Web Analytics for the University of British Columbia, Course Director of eMarketing and Web Value Optimisation for the University of the Highlands and Islands and a trainer in online understanding and measurement for the WAA, delivering web analytics training across North America and Europe.
How can I Apply?
To apply for this single place, please email us at info [at] digitalmarketinginstitute.ie and tell us why you or your (not for profit) company deserve this place
If you are in a Business?
If you are in a business, call Anthony on 01 271 1888.
What is Google Analytics Advanced Seminars for Success?
The latest Web Marketing Courses has been announced by the Digital Marketing Institute. The next Diploma in Digital Marketing Boot Camp option starts on May 10th 2010 in Dublin while the next 12 Week Part time Diploma in Digital Marketing web marketing courses starts on Monday 17th May 2010.
These particular web marketing courses have been running for the past 18 months in Cork, Dublin, London and Belfast. Over 500 people have passed through this web marketing Diploma course since we started in early 2009.
This web marketing training incorporates all aspects of current thinking in the digital marketing sector, including topics on
Social Marketing (Twitter, Facebook, LinkedIn, etc)
You may have been paying attention to the battle that is currently raging between Google and the Chinese government.
So, why would Google bother waging a war against one of the biuggest countres in the world?
In January, Google announced it is no longer willing to censor searches in China and might just pull out of the country. In February, Google claimed that the Chinese goverment was behind the attempts to hack into Gmail accounts of Chinese dissidents.
Now, Google.cn (the Chinese version of the Google search engine) is being redirected to the uncensored Google Hong Kong site (Google.com.hk). This has outraged the Chinese government:
“Google has violated its written promise and is totally wrong by stopping to censor its Chinese language search results and blaming China for alleged hacker attacks, ” the Xinhua news agency quoted an official in charge of China’s Internet bureau as saying.
The Chinese official went on to say , “We’re uncompromisingly opposed to the politicization of commercial issues, and express our discontent and indignation to Google for its unreasonable accusations and conducts.”
The Chinese internet is protected by “The Great Firewall of China” which blocks tens of thousands of websites and search results.
It started in 2005 when Google entered the Chinese market, agreeing to censor search results. When you google “Tiananmen Square” in China, you get a friendly page about the biggest public gathering place in Beijing. However, in the rest of the world, get the world famous picture of a brave student squaring off with a tank in 1989.
The world is going through a transformation of equality and human rights through the use and implementation of technology everywhere. Every cell phone, every connection to the web and every online business connects another human being around the world.
By simply redirecting Google.cn to Hong Kong instead of unplugging it and maintaining the rest of its operations in China, Google has:
* Maintained all of its China traffic
* Stopped censoring its search results
* Forced the Chinese Government to censor the search results (via the Great Firewall)
* Made clear to Chinese citizens and the world just what content is being censored (those searching for the Tiananmen Square uprising, for example, now get an error page instead of no search results)
* Retained the option to redirect the traffic back to China.cn if an agreement with the Chinese government can be reached.
However, is this simply a short term gain for Google which will lead to a much longer term win for China?