SES Amsterdam - Google Analytics for your SEM campaign
After lunch I've chosen to follow the session about 'How to commit Google Analytics in such a manner that your SEM can improve'. Where are we going to find both quick wins and insights for an ideal and profitable SEA campaign?
That answer was given by Egan Van Doorn, consultant at OrangeValley and one of the pioneers of web analytics in the Netherlands. By site analysis’s he tries to achieve an optimum online return on investment.
With 10 years of experience in the field of Web Analytics and as a blogger of webanalisten.nl he's pleased to share his knowledge what to do with Google Analytics.
Many times, you can have a successful SEA campaign but with visitors who don't convert.
To analyze your problem you'll have to connect Google Analytics with your Adwords campaign.
Next, you have to determine your business goals and KPI's and you have to determine what you want to measure.
Then you can start optimizing your campaign by using Analytics:
- Catch the experience of your customers and analyse their experience (f.e. insert different conversion goals, how many times do they watch your contactform, ...)
- Follow your visitors (f.e. what are the most common exit pages and why?)
- Analyse your keywords and put them in segments
- Define and use the segments
- Analyse the purchase cycle (There can be sometime between watching your site and buying something)
- Make subconversions
With that in mind, you can start optimizing your campaign and don't hesitate to invest a huge part of your online marketing budget into conversion-optimization.
The second speaker is André Scholten and works since 2005 by Traffic4U, first as an Organic Search Consultant now as a self developed Web Analytics Consultant. His daily basis work consists out of optimizing and managing online campaigns.
André Scholten shows the new focus:
In the past the focus was on
- a lot of clicks
- a high pagerank
- a high CTR
Now, the focus has been shifted on
You can say that the term Search Engine Marketing now has moved on to Result Driven Online Marketing.