Google Analytics for Marketing - Boost Sales & Lower Costs

Google Analytics helps us track whether our advertising is too broad or too generic. As we make changes, we can track changes along key metrics, Bounce Rate and Average Time on Page, in Google Analytics.

Remember, sales come from specificity of targeting. 99% of the time you can be more specific, and it's best to move from too specific to broad rather than vice versa. With the sign campaign, we had to juggle Bounce Rate versus Time on Page as markers of Ad Group perfomance, using Google Analytics data.

How you can use search term data in Google Analytics to see if match types that are too broad aren't performing as well as you would hope.

Focus on users who have previously purchased similar products. Remember that the best case scenario is to intercept competitors search traffic when they are still in the decision making stage of their purchase behavior. Test if these optimizations help using the same key markers in Google Analytics.

Non-bounces are the most important segment to focus on when you're tracking growth of your sales. If you host the product on the same website, remember to build a segment to analyze only new users.

The key drivers of cost in advertising are quality score in PPC platforms and cost per conversion in general. You can use Google Analytics to measure progress towards improvements in cost.

The landing page experience is one of 3 key drivers of cost in terms of quality score. Learn how to set up segments to compare data ranges versus the average time on page. In general, a longer time on page means a better experience.

Take a few minutes and think about what you're selling. What factors influence buyers? Do they look for a solution to their problem at a certain time of day, for example? Check on your competition to look for demographics. Then, build and tweak your website around these changes. This gives you a direction to heads toward so you're not throwing darts, and Google Analytics can help you confirm the changes are helping your bottom line.

Google Analytics allows you to break down larger goals of decreasing costs into smaller, achievable segments. Google Analytics helps you focus on the most important steps you can take to achieve those goals.

Learn how bounce rate can be inaccurate in Google Analytics and how to narrow by city, hour ID, and browser version for more accurate data.

Learn how Google Analytics helped lower CPC by 300% in a campaign I was managing at a startup.

Google Analytics usually tracks metrics for page views. We want to increase the breadth of data to include buttons pressed, and forms filled to get better data.

You can access your code through the file manager if you are unfamiliar with coding. You can easily add event tracking to a button, as I show in this video. You can confirm that your tracking setup works using Google Analytics.

There are several different types of events you can track in Google Analytics, but the main ones we will focus on are onclick, ondblclick, onkeypress, and onabort.

Internal traffic is a huge problem that can distort the numbers big time in Google Analytics. Learn how to filter out IP or city to get more accurate data. Also, remember you must add additional segments to apply these fixed conditions to data you gathered previously in Google Analytics.

Follow these links to learn how to opt out of Google Analytics in your browser you can filter internal traffic the easy way.

Clean up your data in Google Analytics by following these simple steps to analyze and exclude irrelevant referral traffic by building segments.

At a startup I worked at, when we forgot to add conversion tracking, we determined where a large sale came from using careful analysis of the acquisition overview.

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