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Search Ads 360 reporting integration

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DOUBLECLICK SEARCH REPORTING INTEGRATION
► DOUBLECLICK SEARCH, OR DS, IS A UNIFIED INTERFACE
► TO MANAGE YOUR SEARCH CAMPAIGNS ACROSS MULTIPLE SEARCH ENGINES
► SUCH AS GOOGLE ADWORDS, MICROSOFT
► BING ADS,
► YAHOO! JAPAN, BAIDU, AND MORE.
► WITHOUT DOUBLECLICK SEARCH, YOU’D HAVE TO
► MANAGE YOUR SEARCH CAMPAIGNS, ADS AND KEYWORDS
► ON EACH SEARCH ENGINE SEPARATELY.
► YOU’D ALSO HAVE TO MANUALLY MANAGE THE ATTRIBUTION TAGS
► FOR EACH OF THESE DIFFERENT PAID SEARCH EFFORTS.
► DOUBLECLICK SEARCH PROVIDES A SINGLE TOOL THAT:
► STREAMLINES SEARCH CAMPAIGN MANAGEMENT;
► PROVIDES INTEGRATED REPORTING;
► AND AUTOMATES THE BIDDING PROCESS.
► JUST AS DS ENABLES USERS TO EFFECTIVELY MANAGE
► ALL SEARCH MARKETING EFFORTS
► IN A CENTRALIZED LOCATION,
► THE ANALYTICS INTEGRATION TAKES THIS ADVANTAGE ONE STEP FARTHER
► BY ALLOWING FOR SIDE BY SIDE ANALYSIS
► OF SEARCH MARKETING DATA ALONGSIDE SITE BEHAVIOR AND CONVERSION DATA.
► IMAGINE YOU HAVE AN ECOMMERCE SITE AND YOU
► USE DOUBLECLICK SEARCH
► TO RUN BOTH SEARCH ENGINE A AND SEARCH ENGINE B CAMPAIGNS.
► YOU CAN VIEW DATA FROM BOTH DS ENGINE ACCOUNTS
► SIDE BY SIDE AND EVALUATE THE ECOMMERCE PERFORMANCE
► OF YOUR PAID SEARCH EFFORTS.
► IN THIS EXAMPLE OF THE ENGINE ACCOUNTS REPORT,
► YOU CAN SEE THAT SEARCH ENGINE A DROVE ABOUT
► SESSIONS AND ROUGHLY $ IN REVENUE.
► SEARCH ENGINE B DROVE LESS THAN SESSIONS
► AND UNDER $ IN REVENUE.
► HOWEVER, WHILE ENGINE A DROVE MORE TRAFFIC
► AND MORE TOTAL REVENUE,
► ENGINE B TRAFFIC ACTUALLY HAD A HIGHER ECOMMERCE CONVERSION RATE.
► YOU CAN DRILL DOWN INTO EACH ENGINE ACCOUNT
► TO SEE ANY INDIVIDUAL CAMPAIGNS
► THAT MAY BE IMPACTING PERFORMANCE.
► THE DS / ANALYTICS INTEGRATION
► ALSO IMPROVES
► YOUR ABILITY TO COMPARE PAID SEARCH
► WITH OTHER CHANNELS.
► THE INTEGRATION INCLUDES AUTO TAGGING WHICH
► AUTOMATICALLY SENDS TRAFFIC ATTRIBUTION VALUES
► FROM DOUBLECLICK SEARCH TO GOOGLE ANALYTICS.
► BY REMOVING THE NEED FOR MANUAL TAGGING,
► AUTO TAGGING
► SIMPLIFIES CAMPAIGN LAUNCHES,
► PREVENTS TAGGING ERROR,
► PROVIDES ADDITIONAL GRANULARITY BEYOND
► STANDARD UTM PARAMETERS,
► AND ALLOWS FOR COST DATA REPORTING.
► AUTO TAGGING ALSO ENSURES THAT ALL TRAFFIC
► FROM YOUR DS ADS
► CONSISTENTLY FALLS INTO THE DEFAULT CHANNEL GROUP “PAID SEARCH,”
► WITHOUT
► A NEED TO MANUALLY MANAGE THIS
► ACROSS YOUR DIFFERENT PAID SEARCH ACCOUNTS.
► THIS MEANS THAT WE CAN EASILY COMPARE THE
► PERFORMANCE OF THE PAID SEARCH CHANNEL
► TO OTHER CHANNELS SUCH AS DISPLAY, ORGANIC SEARCH,
► EMAIL, AND AFFILIATES.
► LET’S TAKE A LOOK AT THE CHANNELS REPORT
► UNDER ACQUISITION AND ALL TRAFFIC.
► HERE WE’VE FILTERED THE CHANNELS REPORT
► TO DISPLAY ONLY THE AFFILIATES
► AND PAID SEARCH CHANNELS.
► WHILE AFFILIATES BROUGHT IN MORE TRAFFIC (,
► USERS COMPARED TO , USERS),
► THE CONVERSION RATE AND REVENUE FROM PAID SEARCH ARE FAR GREATER.
► FROM THERE, YOU CAN FURTHER DRILL INTO THE
► AFFILIATES CHANNEL
► AND WORK ON OPTIMIZING AFFILIATE CONVERSION RATES.
► IF NOT ALREADY ENABLED, YOU CAN ADD THE USERS
► METRIC TO REPORTING
► BY TURNING ON THE ‘ENABLE USERS METRIC IN REPORTING’ SETTING UNDER PROPERTY SETTINGS.
► THESE ARE JUST TWO EXAMPLES
► OF HOW YOU CAN
► COMBINE DOUBLECLICK SEARCH AND ANALYTICS DATA
► TO COMPARE YOUR PAID SEARCH PERFORMANCE
► ACROSS VARIOUS SEARCH ENGINES AND CAMPAIGNS.
► THIS INTEGRATION ALLOWS YOU TO ANALYZE PERFORMANCE
► INDICATORS
► BEYOND WHAT IS AVAILABLE IN DS REPORTING
► SUCH AS SITE BEHAVIOR, ECOMMERCE
► AND CONVERSION METRICS.
► IN THE NEXT LESSON, WE’LL EXPLORE ADDITIONAL REPORTS
► AND OTHER WAYS TO USE DS DATA IN YOUR ANALYTICS ACCOUNT.

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