Tag : google-website-optimizer

5 Ways to Improve Google Adwords

In a tough economy, you may be looking for ways to enhance your Google Adwords campaign performance. There are a number of free tools available through Google to help you optimize and enhance your Adwords campImproving Google Adwords campaign and improve conversion response. Here are 5 free tools you should be using to improve your Google Adwords campaign.

1. A Smart Tool for Growing Keyword Insight

Great tip: Figure out what keywords you should be geographically targeting within your Adwords campaign by using Google Search Insights.

You’ve probably used keyword tools in the past but Search Insights takes your keyword analysis to a whole new level. You can you compare search volume patterns across locations. Filter your results by category and time frame and get a chart showing keyword interest over time. Zoom in on the map to see location detail. A nice way to improve your geo-targeting efforts and ensure you are focusing on the right local keywords in Adwords.

2. Get More Data by Linking your Google Adwords and Google Analytics Accounts

Be sure to link your Google Adwords account with your Google Analytics account. You’ll be able to optimize your paid search campaign more effectively by having more visibility into website performance and customized reporting. Some of the benefits of linking your Google Adwords account include:

  • Access to an abundance of analytics data right within your Adwords account
  • See trends like where your visitors are coming from and whether they are converting to your goals and drill down to view by campaign, ad group or keyword.
  • See what engagement your visitors are having with your site and what content is most popular, again by drilling down into each campaign, adgroup or keywords.

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Videos for Learning Google Analytics

Whether you’re just getting started or interested in becoming a Google Analytics Guru, here are some great multimedia resources to learn more about this valuable tool.

Just getting started: View this Google Analytics Interface Tutorial.

Avinash Kaushik explains how to establishing context for your analytics data is more important than picking the right KPIs. Be sure to check out his book, Web Analytics: An Hour a Day, or visit his Occam’s Razor blog. Excellent resources for all analytics gurus.
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Tools for Website Creative Testing

Small improvements to your landing page can make large improvements in your ROI. Multivariate testing is a way for you to define what improvements will make the most impact on campaign performance.

Website Strategy Creative Testing

What is Multivariate Testing?

First, let’s define multivariate testing. According to Wikipedia:

Multivariate testing is a process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous split tests orA/B testsperformed on one page at the same time.

While an A/B test can help you determine the better performing creative from two options, multivariate testing can test any number of creative variables at the same time. You just have to determine how much testing time is needed to get a statistically valid sample.

A great tool to help you determine how long your campaign should run is Google’sWebsite Optimizer Duration Calculator.Just put in your number of test combinations; estimated number of page views; visitors; improvement %; current conversion rate; and the calculator will generate the numbers of days needed for testing.
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Getting Started with Website Analysis

Web analytics is often an undervalued tool in many organizations. However, understanding website analytics can be one of the most powerful tools you have to grow your web traffic into engagement, sales and future revenue for your business.

Website analysisIf you’re just getting started with web analytics, don’t fret. There are a lot of in-depth blogs and online resources available on website analysis. One search on Amazon will pull up some great books to get you started as well (more on these below).

To get started, organizations should first identify key performance indicators – or KPIs – that are important metrics to monitor the performance of the site.

KPIs are a set of established, specific and measurable goals that you want to achieve from your website.

KPIs vary depending on your business but may include:

  • Your website conversion rate (visitor to lead, visitor to sale)
  • Percentage (%) of new or returning visitors
  • Look to book ratio
  • Number of online sales per visitor
  • Average order $ value
  • Average number of items purchased online
  • Shopping cart abandon rate
  • Revenue per product
  • Average customer lifetime value

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