Kutsatsa UkadauloKusanthula & KuyesaFufuzani Malonda

Momwe Mungakulitsire PPC Kutsatsa NJIRA M'Mphindi 5 ndi Google Analytics

Kodi mwakhala mukugwiritsa ntchito data ya Google Analytics kupititsa patsogolo zotsatira za kampeni yanu ya AdWords? Ngati sichoncho, mukuphonya chimodzi mwazida zothandiza kwambiri zomwe zikupezeka pa intaneti! M'malo mwake, pali malipoti ambiri okhudzana ndi migodi yazidziwitso, ndipo mutha kugwiritsa ntchito malipotiwa kuti mukwaniritse Mapulogalamu anu a PPC kudera lonse.

Kugwiritsa ntchito Google Analytics kukonza Bwererani pa Ad Spend (ROAS) zonse zikungoganiza, zachidziwikire, muli ndi AdWords yanu, ndi Google Analytics Accounts yolumikizidwa molondola ndipo "Goal" ndi "Ecommerce Conversion Tracking" zikugwira ntchito.

Zoyamba Zoyamba

Lowani muakaunti yanu ya Google Analytics. Dinani pa Kupeza> AdWords> Makampeni. Dinani Kugwiritsa Ntchito Tsamba ndipo muwona zotsatira izi: Magawo, Kuwona Tsamba, Kutalika Kwa Gawo, Magawo Atsopano, Bounce Rate, Kukwaniritsa Zolinga ndi Ndalama.

google-analytics-kupeza-adwords-kampeni

Mu mphindi zisanu zokha, mutha kuwona zinthu zisanu zomwe zingalimbikitse Pulogalamu Yanu ya PPC ndizotsatira zokhazokha:

  • magawo-google-analytics-magawoMagawo - Njira zosasintha zikuwonetsani Magawo Onse patsamba lanu, koma mutha kuwonanso maulendo omwe PPC adayendetsa kutsamba lanu. PPC, m'bokosili, imangowerengera 1.81% yokha yamaphunziro onse, chifukwa chazachuma chochepa. Gawo la Peresenti likhala chizindikiro chanu cha momwe mungadziwire kuchuluka kwa kampeni yanu.
  • google-analytics-gawo-kutalikaKutalika Kwa Gawo - Avereji Ya Kutalika Kwa Magawo Tsambali ndi 2:46 (yolipidwa) vs. 3:18. Sizachilendo pamsewu wa PPC kukhala ndi Avereji Yachigawo Chachidule, makamaka pamasamba ofikira omwe aperekedwa kutsambali, koma cholinga ndikuti onse omwe akuyenderawa afike osachepera mphindi zitatu pagawo lililonse. Kupititsa patsogolo Gawoli kumatha kukhala cholinga.
  • google-analytics-bounce-rateMtengo Wophulika - Ma Bounce Rates nthawi zambiri amakhala okwera patsamba lodzipereka la PPC, chifukwa ndi masamba amodzi. Sitimasankha kuchita mantha manambala apamwambawa, pokhapokha ngati tingawaone akukwera pamwamba pa 80%. Apa, titha kuwona kuti ma Bounce Rates apampikisano amachokera 28% mpaka 68%. Mutha kusankha kuyang'ana Ma Tabs a Chipangizo pakona yakumanzere kumanzere, ndikuwona kuti pazida zamtundu uliwonse (Desktop, Mobile, ndi Tabuleti), manambala ali mkati mwanjira zodziwika bwino. Gulu kusankha, ndipo osapeza mavuto akulu.
  • google-analytics-cholinga-kumalizaKumaliza kwa Zolinga - Ngakhale makampeni athu olipidwa amakhala ndi 1.81% ya magawo onse, amangopanga 1.72% ya Mapeto Okwaniritsa Goal (Leads + Transaction). Momwemonso, gawo ili likhala lofanana ndi Peresenti Yamagawo, omwe atha kukwaniritsidwa pakukwaniritsa kukwaniritsa zolinga mpaka 10.2%. Kupititsa patsogolo magawidwe akwaniritsidwe a Goal ku Gawo kungawonjezeke mosavuta ngati Cholinga china.
  • google-analytics-ndalamaNdalama - Nkhani yabwino pamsonkhanowu ndikuti ndi 1.81% yokha ya Maulendo omwe akupanga 6.87% ya Revenue yonse. Ndi manambalawa, simungakane kuti PPC ikupangitsa kuti ntchitoyi ichitike bwino pamalowo. Kukwanitsa kusanthula manambalawa kukuwonetsani komwe mungakwanitse kuwonjezera bajeti yanu osakhala pachiwopsezo chotaya ndalama pamsonkhano wa PPC. Koma musanawonjezere bajetiyo, tengani miniti kuti muwone momwe ROI ndi Margin zilili. Kuyang'ana manambalawa kukupatsani yankho lolimba loti muwonjezere kapena ayi ... koma tiribe nthawi yolankhulira zonsezi positi imodzi!

Mtsinje

Chifukwa chake, m'mphindi zisanu zokha, tavomereza Zolinga zitatu zoti tikwaniritse:

  1. Kuchulukitsa Kutalika kwa Gawo kupitirira 3:00 patsamba lililonse.
  2. Kukweza Chiwerengero cha Cholinga Chokwaniritsa Magawo (ma metrics a E-commerce ndiabwino, ndipo zotsatira zikuwonetsa kuti Conversion Optimization for Lead Gen program ingakhale malo abwino kuyamba)
  3. Kusanthula yathu ROI ndi Margin ma metric kuti apange chisankho chophunzira kwambiri komanso chosakhala chowopsa pakukwera kwa bajeti pamakampeni a PPC.

Chonde dziwani kuti kupezeka kwanu pa intaneti ndikosiyana ndi kwathu, ndipo zochitika zonse zidzakhala zosiyana. Zotsatira zanu mwina sizingafanane ndi zathu, koma zida izi zikuthandizani kuwunika zotsatirazi, ngakhale zitakhala kuti manambala ndiotani.

Tikufunanso kukuthandizani kuti mukwaniritse Zolinga zomwe mwakhazikitsa mkati mwa gawo lanu la mphindi zisanu. Nazi njira zingapo zosavuta kusinthira Zolingazo ndikuthandizira kampeni yanu ya PPC kukhala ndi ROI yayikuru popanda kuwonjezera bajeti yanu kuposa zomwe mungakwanitse.

Sinthani Kutalika Kwa Gawoli

Choyamba, tibwerera Magwero Achilengedwe> Kutsatsa> AdWords.

Kenako, timayang'ana momwe timagwirira ntchito mwampikisano. Mwa misonkhano yathu isanu yogwira, awiri ali ndi Average Session Durations opitilira 3:30. Chifukwa chake, tikambirana pa atatu otsalawo.

Tili ndi Magulu 40 Aotsatsa, ndipo 10 mwa awa ali ndi Average Session Durations <2:00.

pansi AdWords> Mawu osakira, timasanja ndi Average Session Duration, ndikupeza Mawu 36 ndi Average Sessions <1:00.

Tsopano tisanayambe kuzimitsa Keywords, tiyeni tiwone magwiridwe antchito ndi Keyword Positions.

  1. Sankhani Mawu osakira ndikukhazikitsa Gawo Lachigawo Ku Avereji ya Nthawi Yachigawo.
  2. Unikani Zotsatira.

Mu chitsanzo ichi, Mawu osakira omwe tasankha adachita bwino pa bolodi:

  1. Top 1 - 02:38 (Udindo 1)
  2. Top 2 - 07:43 (Udindo 2)
  3. Top 3 - 05:08 (Udindo 3)
  4. Mbali 1 - 03:58 (Udindo 4)

Malo Athu AAd Ad for Keyword - pa AdWords - ndi 2.7, chifukwa chake tayamba kale kugunda malo athu okoma chifukwa cha ichi. Komabe, ngati Average Ad Position yathu inali yayikulu kuposa 2.0 (1.0 mpaka 1.9), titha kulingalira zochepetsa Max CPC Bid yathu kuti tigwere m'malo apamwamba a Ad Pos.

Magwiridwe a Keywords ena atha kutanthauza kuti kuwonjezeka kwa Zoyitanitsa za Max CPC ngati magwiridwe awo ndi olimba m'malo Amalonda abwino.

Mawu ena achinsinsi ayenera kukhala oyenera "kupuma pantchito," ndipo tiwayimitsa kapena kuwachotsa mu Akaunti yathu ya AdWords.

Pansi pa Daypart Tab, timapeza zotsatirazi:

  1. 4am - 00:39
  2. 5am - 00:43
  3. 6am - 00:20

Kutengera ndi izi, tapita ku Akaunti yathu ya AdWords kuti tisinthe Makonda a Ad kuti tiwonetsetse kuti zotsatsa zathu sizikuyenda kuyambira 4am mpaka 7am.

Tisanayime Gulu Lotsatsa, tifunika kuwunikiranso masamba a Landing kuti akhale ndi zinthu zabwino.

  • Dziwani ndikusintha kapena kufufuta zomwe zili zosokoneza, zolondola, zosalondola, kapena zachikale.
  • Funsani ngati zili zofunikira kwenikweni.
  • Zoyeserera kuti muwonetsetse kuti Alendo amatha kutsatira malangizo mosavuta ndikukwaniritsa zomwe akufuna.
  • Sinthani zomwe zili ndimayendedwe olakwika.
  • Pangani magwiridwe antchito osachepera ndikukonzanso kapena kufufuta zilizonse zomwe sizigwira bwino ntchito.
  • Pangani masamba atsopano a Landing kuti mugwirizane bwino ndi Kusaka, Kutsatsa Kwotsatsa, ndi Tsamba Lotsitsa.

Pomaliza, masamba athu omwe tikufika pakadali pano sakhala ndi Kanema, ndipo tidzaumirira kuti awonjezeredwa (pansipa pansipa pansi pa Kutembenuka Kukhathamiritsa).

Kutha kukonzanso

Kutengera zomwe tapeza pakuwunika koyambirira, tazindikira kuti gawo la Lead Gen la pulogalamu yathu silikuyenda bwino. Cholinga chathu chapafupi ndikuti tiwonjezere Mtsogoleri Wathu Wotembenuka Mtsogoleri kupitilira 10%. Apa ndipomwe tidzayambire (patsamba ndi mu Akaunti yathu ya AdWords)

  1. Kuwunika kwa masamba athu ofikira. Kodi tikutumiza kuti? Ogwiritsa ntchito amachoka ngati sangapeze zomwe akufuna kapena zomwe akufuna.
    • Kodi tafotokozera momveka bwino zomwe bizinesi yathu ndi kapena imachita?
    • Kodi tikutsindika zothetsera Zogulitsa kapena Ntchito m'malo mwa mawonekedwe?
    • Kodi tili ndizopadera pazogulitsa zathu kapena ntchito zomwe sizipezeka pa Competitor Sites?
    • Kodi tikufunsa zambiri?
    • Kodi tili ndi Kanema patsamba lofikira? Ngati sichoncho, tifuna kuwonjezera. Pazomwe takumana nazo, kupezeka kwa Kanema amakweza pakati pa 20% -25% mu Mitengo Yotembenuka, kaya ogwiritsa ntchito awone kapena ayi.
  2. Ngati tiribe PPC Landing Pages, kodi tikutumiza ogwiritsa ntchito masamba masamba omwe ali ndi zothandiza komanso zolondola pazomwe akupeza?
  3. Chopereka chathu ndi chiani? Kodi zikuyenda bwanji? Posachedwa tidayesa kupereka chiwonetsero kapena kuyeserera, ndipo mayeserowo adapereka chiwonetserochi ndi zoposa 100%. Choyipa chachikulu, Direct Sales idagwa 75% mwa ogwiritsa omwe adalandira mwayi wa Demo. Onse a Lead Volume ndi Revenue adavutika.
  4. Kodi tili ndi chiitano champhamvu chochitapo kanthu?
  5. Kodi tachita zonse zotheka kuti tikwaniritse chiyembekezo chathu kapena kuletsa osafunika? Mwachitsanzo, makasitomala athu angapo adatopa ndi ntchito "Othandizira". Izi zidakonzedwa pogwiritsa ntchito Mawu Olakwika M'makampeni athu kuti tipeze mafunso awa (ndikuwononga ndalama).
  6. Pangani kapena Sinthani Zolemba Zotsatsa kuti mugwire bwino ntchito ya Ad.
  7. Unikani Mitengo Yakutembenuka kwa Mawu Onse. Chotsani omwe akuchita m'munsi mwazigawo zochepa (TBD).
  8. Ili kuti ndipo chifukwa chiyani Alendo akutaya gawo lathu (Funso) Losintha Goal?

Kuunika kwa Bajeti

Pakuwunika kwathu kwa mphindi 5, tidazindikira kuti PPC inali ikuyendetsa Magalimoto ena onse polemekeza Peresenti ya Kugulitsa Kwathunthu Peresenti ya Magalimoto Onse. Tsopano, tibwerera ku Google Analytics kuti titsimikizire kuwonjezeka kwa Bajeti ya PPC.

Pakuwunika uku, tidalowa mu Akaunti yathu ya Google Analytics ndikufufuza ku Kutembenuka> Attribution ndi pansi pa Mtundu, sankhani AdWords. Kukhazikitsa Kwachidziwikire ndikulumikizana komaliza ndipo gawo lalikulu ndi Kampeni.

Mawonedwe awa amatipatsa chidziwitso pa Campaign, Spend, Last Interaction Conversion, Last Interaction CPA, Last Interaction Value, ndi Return on Ad Spend (ROAS).

Pali zinthu ziwiri zofunika kuzikumbukira tisanapite. Pachitsanzo ichi, kampaniyo ili ndi malire ochepa ndipo ikufunika kukhala ndi ROAS ya 1,000% (10 mpaka 1 ROI) kuti ikhale yopindulitsa, ndipo ikugwira ntchito pa Bajeti yaying'ono, yomwe imapereka mwayi wokula.

Tikangowona pang'ono, tikuwona imodzi mwamakampeni asanu omwe ali ndi ROAS> 1,000%. Chotsatira, tikupita kukawona momwe Ad Group imagwirira ntchito, ndikupeza Magulu atatu a Ad okhala ndi ROAS pakati pa 2,160% ndi 8,445% motsatana.

Kampeni yachiwiri ndi gulu lachitatu la Ad pano ikugwira ntchito ndi ROAS> 800%.

Titha kugunda chandamale 1,000% ROAS Goal mu kampeni yachiwiri ndikulemekeza Gulu limodzi kapena angapo a Ad. Kampeni inayo ikuchita kale + 38% vs. Cholinga. Titha kulimbikitsa molimba mtima kuti tiwonjezere Bajeti yathu pamwezi pamakampeni awiri.

Magulu Atatu Atsogoleri sanathetsere kuwonjezeka kwa Bajeti; wachinayi atha kusunthira pamndandanda wathu mutatha kukhathamiritsa (tsekani Mawu osakira osachita bwino kapena Zogulitsa).

Ngakhale kupambana sikutsimikizika, timaganiza kuti kuwonjezeka kwa 50% kwa ndalama kumabweretsa kudumpha kofananira kwa Revenue, zinthu zonse zikuganiziridwa. Poterepa, pamalipiro owonjezera $ 700, titha kuyembekeza kuti tiwonjezere $ 11,935 mu Revenue!

Chifukwa Chani Izi Zonse

Monga Woyang'anira SEM, ntchito yanu siyimatha mukamayendetsa magalimoto kutsamba lanu; akungoyambira kumene.
Lowani muakaunti yanu ya Google Analytics, yambani ndi lipoti limodzi, kuti muwone kuchuluka kwake komwe mungapeze mumphindi zisanu zokha. Ingoganizirani zambiri zomwe mupeza mukayang'ana pa malipoti ena ambiri omwe mungasanthule!

Chris Bross

Chris ndi mnzake wa EverEffect, yemwe amagwira ntchito pa Pay Per Click Account Management, SEO Consulting, ndi Web Analytics. Chris ali ndi zaka zopitilira 16 akugwiritsa ntchito intaneti ndi makampani a Fortune 500 komanso ukadaulo wowongolera ndikugwiritsa ntchito zomwe zachitika pa intaneti kulimbikitsa bizinesi, zogulitsa ndi ntchito.

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