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  • Hi everyone.

  • Welcome to our presentation on the Think With Google series.

  • My name is Avinash.

  • I am the author of the books Web Analytics: An Hour a Day,

  • and Web Analytics 2.0, and the digital marketing evangelist

  • for Google.

  • The presentation is going to cover a topic that is very

  • near and dear to my heart.

  • Agile, outcomes-driven marketing.

  • We have a lot of data that we have access to

  • in the online world--

  • especially as we contrast it with the data that we have

  • available in the offline world--

  • when we do marketing campaigns on TV, radio,

  • magazines, et cetera.

  • All of those channels are really wonderful, but one

  • place where digital certainly has an edge is in its ability

  • to be an immensely measurable and accountable medium.

  • And in this webinar, I'm going to focus on how to transform

  • companies by focusing on, not the random set of data that

  • all of us have available to--

  • your clicks and page views, and visits, and impressions

  • and bombard those on our organizations--

  • but to actually really, really, really

  • focus on what matters.

  • In this presentation, I'm going to focus primarily on

  • search marketing and primarily on Google search marketing.

  • But there is nothing in this webinar that is unique to the

  • activities that you are able to do in Google.

  • So the principles that you are going to learn about

  • outcomes-driven marketing you'll be able to apply across

  • the board, regardless of the channel you're using--

  • YouTube, Bing, and Yahoo, and other channels in the world--

  • or the strategies that you are executing.

  • Whether it's affiliate or email or paid search or

  • anything else that you might be doing.

  • I was recently in Norway to give a keynote and this is one

  • of the searches that I did.

  • And loosely it translates into cheap flights to New York.

  • And this is, of course, a key part of every company's search

  • marketing, which is to have results show up on Google.

  • Here's a bunch of wonderful, organic search ads surrounded

  • by some very good paid search ads from travel companies,

  • from airlines, from agents, et cetera, et cetera, et cetera.

  • And today when we measure success of these kinds of

  • campaigns, I believe that we are not holding our campaigns

  • and ourselves as accountable as we possibly could be.

  • So in this webinar I'm going to break the focus on analysis

  • into three different pieces.

  • And the first is a toddler phase, and I observe that the

  • tons of companies that I work with around the world are

  • actually in this phase.

  • And then I'm going to move on to a teenage phase.

  • If you are doing this to any great degree of awesomeness,

  • what does that look like?

  • And then I'm going to end with what I believe the creme de la

  • creme, the most amazing of amazing companies are doing

  • out there when it comes to holding their marketing

  • successful and accountable in terms of delivering value to

  • the businesses.

  • So with that, let's get going and look at the first phase,

  • which is the toddler phase.

  • And typically, in this phase, one of the misunderstandings

  • that a lot of people have is that you have to spend a lot

  • of time and energy in tagging your site, or campaigns, or

  • having to beg your IT team or other people to do all kinds

  • of things in order to collect data to make your campaigns

  • accountable.

  • When the reality is, actually if you do nothing--

  • literally nothing--

  • in terms of efforts on your end, all you do is simply buy

  • search ads, you actually have access to

  • tons and tons of data.

  • This is something that not a lot of people understand.

  • And then what would happen is-- let's say you buy search

  • ads using Google Adwords--

  • and as soon as you have your campaigns running, boom,

  • instantly, you can actually have access to data.

  • Before I go on, I must point out that all of the data that

  • you will see in this presentation is made up.

  • And the clients are all made up.

  • And this does not reflect anybody or any clients' data

  • in any way, shape, or form.

  • I just created some examples to make the points that I want

  • to in this presentation.

  • So in this case, given our European theme, I just made up

  • an example of a company called Renault.

  • And in this case it's in the auto industry.

  • And you can see that they're buying search ads.

  • So as soon as they log in to Google AdWords they'll, of

  • course, instantly be able to recognize the first column

  • that you see here, which is the max CPC.

  • And these are the amounts that the company has decided

  • they're willing to pay for their search advertising.

  • But of course this is not the only data you have.

  • Without doing any additional things you'll be able to

  • understand which campaigns are running and which are not.

  • And you'll be able to get data about the primitive

  • performance of your campaigns.

  • So in this case we can understand the impressions for

  • the ads that are showing up when we are running our

  • advertising.

  • It'll show the clicks that those ads are receiving, and

  • we get the all-important metric of click-through rate.

  • So just think about even just this little piece of data, and

  • how it is already far superior to what you might be able to

  • get from say, TV or radio or magazines or other places.

  • Because here you understand exactly how many times the

  • magazine was opened and your ad was seen.

  • You can understand how many times people interacted with

  • the ad and actually took an action based on that.

  • In this case we've got click-through rate.

  • But of course that's not the only piece of the puzzle that

  • is instantly available to you.

  • You also have access to other valuable sources of

  • information, which is, how is your money being used to a

  • very granular level?

  • So in this case, we can see our average CPCs available in

  • this column.

  • We can see the cost that we have expended in each of these

  • campaigns so far and we're able to see the position in

  • which our ads are showing up on google.com.

  • So this data is available to you almost instantly.

  • So you can begin your analysis by understanding what is the

  • cost of your campaigns, given the maximum amount you're

  • willing to pay.

  • And you can look for trends in this data already and see if

  • any of them are really high or really low and how you might

  • be able to use that information to

  • optimize these campaigns.

  • But of course there are other things that you're doing when

  • you're buying search ads on Google.

  • Here in this case you can see a broad-matched query for the

  • word Renault And you're able to quickly see how many

  • impressions and clicks it is getting, and of course, focus

  • on the click-through rate metrics in this case.

  • Or in another case you can see the exact match ads that

  • you're running.

  • And these ads might be different, with different copy

  • and calls to actions, et cetera, et cetera.

  • And you're able to see when or how many times are those ads

  • showing up.

  • In this case, 55,000 compared to half a million for the

  • earlier case.

  • But then you are also able to compare and contrast the

  • meaningful metric than just click-through rate.

  • In this case 6.28% compared to 2.17%.

  • And while broad match and exact match target completely

  • different types of audiences--

  • in one case we're trying to get in front of people who are

  • higher up in the funnel and are searching more generically

  • and haven't made up their mind, and in the latter cases,

  • people who are looking for more specific things.

  • It is important to use this kind of data in order to go

  • out and optimize your campaigns.

  • But of course that's not the only thing that's

  • available to you.

  • You're actually able to see the cost per click for each of

  • these campaigns--

  • $2.29 versus is $1.24--

  • and use that to make better decisions.

  • And especially in contrast to the amount of impressions and

  • clicks you're able to get, the number of people in front of

  • whom you're able to show up.

  • And all of this data is available to you

  • without doing much work.

  • You can even deep dive into the data and say, well, we're

  • also buying the misspelling of the word Renault.

  • And what is the impact of that campaign?

  • Should we be spending $3,000 on this particular campaign,

  • when we are receiving the 0.1% click-through rate, and at an

  • average CPC of $3.57?

  • And this data is very useful for you to then go back and

  • say, well, is this a good thing, or is this not a great

  • thing for us to do?

  • So one of the great things to realize is that even without

  • doing a lot of work, you can anchor, from day one, the

  • analysis of actual cost of your keywords that you're

  • purchasing on Google.

  • But of course that's not just the only thing that's

  • available to you.

  • You can also do other more interesting analyses.

  • Like in this case, I'm looking at my campaigns, collections

  • of keywords that I have structured into logical

  • buckets, if you will.

  • And in this case, again, you've still got the cost as

  • an anchor to do analysis.

  • But you also can focus on other more interesting things.

  • So in this case, for this particular campaign, the cost

  • is $13,000 as an average CPC of $4.21 and 0.14%

  • click-through rate.

  • And in the another case you can contrast it with this

  • other campaign, where you have a significantly higher

  • click-through rate and a lower CPC.

  • And as a resulting lower cost you can try and dive deeper

  • and understand how can you improve the campaign in purple

  • so that it looks more and more like the campaign in green.

  • And you can gain higher performance in terms of the

  • cost to your company that you are able to get.

  • So this is analysis that you can do almost day one, real

  • time, quickly begin optimizing your campaigns.

  • And while that is actually wonderful, under no scenario

  • would we say that that is optimal or that's where you

  • should stop, as a matter of fact.

  • In fact.

  • The thing that I believe beyond anything else is that

  • it is really, really important to move beyond the cost of

  • doing our marketing campaigns.

  • That's what so much of our marketing seems

  • to be focused on.

  • I could spend x amount, $2 million and buy 300 million

  • eyeballs on TV. Well, that's just all cost game, right?

  • And it's just an impression game.

  • I believe in managing to outcomes.

  • And that's what webinar is going to be about.

  • This presentation focuses on really, really amazing ways in

  • which you can use outcomes to optimize your marketing.

  • And one of the best ways in which you can do outcomes

  • analysis for your AdWords campaigns

  • with very little effort--

  • very little effort--

  • is to use the AdWords Conversion Tracking feature.

  • This is a really great feature because, with very little pain

  • involved of simply tagging one page, you can get some amazing

  • amount of analysis and accountability for your search

  • marketing campaigns.

  • Before I show you how to do that, let me actually show you

  • how the data looks like, because this is the part that

  • I am really excited about.

  • So in this case, I've got a bunch of campaigns that I'm

  • running, looks like for a health care business that I

  • have. One of the things you can get, of course, without

  • thinking is all of the cost stuff, impressions,

  • click-through rate, CPCs, cost. And this is great.

  • So we've already covered how on day one in real time you

  • can start optimizing campaigns based on this.

  • The great thing about using the Conversion Optimizer is

  • that it actually tells you how many people accomplished an

  • outcome on your website when they came to your

  • site on this campaign.

  • So you begin to see very, very quickly, not just that you're

  • spending money, but that you're getting

  • something for it.

  • And so you can start focusing on metrics that have a

  • business impact like conversion rate.

  • And more than that, you can get this metric that is so

  • beautiful, a cost per conversion.

  • Not just a cost per click, which is where we were

  • focusing on before, cost per conversion.

  • Certainly a metric that is of much more immense value than