กวดวิชา AdWords Advanced Course (Conversion Tracking) 14 ก.พ. 2556 Gift Anankaphannan AdWords Account Strategist Google Singapore
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หัวข้อในวันนี้ Conversion Tracking คืออะไร วิธีการตั้งค่า เพิ่มกําไร / ROI Conversion Optimizer Display Campaign Optimizer วิเคราะห์และวัดผล
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Conversion Tracking คืออะไร เครื่องมือที่สามารถช่วยวัดว่าคลิกบนโฆษณาของคุณนํา ไปสู่การกระทําที่มีความหมายได้อย่างไร เช่น การขาย หรือโอกาสในการขาย วัด ROI และความคุ้มค่าต่อการ ลงทุน 1. สั่งซื้อสินค้า 2. กรอกแบบฟอร์ม / ลงทะเบียน 3. Download File / App 4. เข้าไปยังหน้าเว็บที่สําคัญ เครื่องมือช่วยให้การดูแลแคมเปญเป็นเรื่องง่าย ดูรายละเอียดคําหลัก อุปนิสัยผู้บริโภค Google Confidential and Proprietary
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การตั้งค่า Conversion Tracking
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การตั้งค่า Conversion Tracking Code Sample Source Code
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การตั้งค่า Conversion Tracking Code Sample – Embed Conversion Tracking Code
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Conversion Tracking Measuring Success
Allow advertisers to measure ROI
Effective Management Tool
Easy to track the top performing keywords and ads Provide detailed information about customers’ converting behaviors Bid and Invest more wisely to grow more leads or sales
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Conversion Optimizer Overview A free tool that automatically manages your bids to get your more conversions at or below your Target or Max CPA, increasing your ROI. Increase profits
Save time
Free to use
On average, conversions increase by 21% and CPA decreases by 14%.
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How Conversion Optimizer Works
Observes
which auctions you receive conversions from
Builds
a prediction model to guess which auctions will convert best in the future
Optimizes
your traffic so you are spending your money in the best auctions
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How the System Optimizes 1 You set your Target or Max CPA bid 2 Conversion Optimizer analyzes each auction to determine how likely it is that your ad will convert
3 Conversion Optimizer then sets the optimal Max CPC bid for that auction
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How It Works: The Details For every auction, Conversion Optimizer calculates the likelihood of a conversion by analyzing a number of factors: • Broad vs. exact match type Search targeting • Specific words that are present in the user’s query • Historical performance of your ads on the site • Historical performance of your ads on the site Content targeting • Match quality between ad and site content • Current content on the site • • User attributes • •
User’s location Browser Operating system User’s language setting
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Trying It Out Requirements • Conversion tracking enabled • At least 15 conversions in the past 30 days • Campaign cannot have Advanced Ad Scheduling or Position Preference enabled Things to keep in mind: • Max. CPA: the most you’re willing to pay for a conversion • Target CPA: the average amount you want to pay for a conversion • Bid at the ad group level • Track success by comparing your CPA and number of conversions before & after using Conversion Optimizer • It’s easy to try, so test it out!
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Why choose display campaign optimizer?
A low touch campaign that automatically finds additional and relevant conversions at your target CPA.
Gain insight into where conversions have come from with DCO’s additional targeting to better inform your bidding and manual targeting of other campaigns.
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How Display Campaign Optimizer Works? For Display Network Only Campaign Set your target cost-per-acquisition (CPA), Ad creatives, and budget, optimizer will determine the best placements/sites and bids to bring you most conversions For every auction, Conversion Optimizer calculates the likelihood of a conversion by analyzing thousands of factors, similar to conversion optimizer. In addition, it determines various Placements for you, so you do not have to do the hard work!
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How it works Display campaign optimizer
Learn
Target
Optimize
Expand
Landing page and campaign history analysis
Groups of placements related to your product
Bids and targeting, based on your performance
To new groups of placements over time
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Evaluating dozens of factors in real-time For every ad impression, thousands of combinations considered across factors like Campaign performance
Contextual targeting
• Landing page and campaign history analysis
• Placements related to your product
User attributes • Bids and targeting, based on your performance
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Display campaign optimizer benefits Find even more conversions with a fraction of the effort….
ü Save time
your campaign is automatically managed and optimized
Explore
new inventory across millions of sites in the Google display network
More conversions at desired CPA
Save time, explore new inventory, increase conversions at your desired CPA
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เพิ่มรายได้ และ ROI วัดผลและดูข้อมูล Conversion ปรับปรุงแคมเปญ 1. เลือกลงทุนคําหลักอย่างมีหลักการ 2. เพิ่มคําหลักเชิงลบ 3. เข้าถึงลูกค้าโดยใช้คําโฆษณาที่ตรง และเจาะจง ใช้ Conversion Optimizer ใช้ Display Campaign Optimizer
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ขั้นตอนปรับปรุงแคมเปญ
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แล้วไงอ่ะ?
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สรุปหัวข้อ Conversion Tracking
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ประสิทธิภาพของแคมเปญสามารถปรับปรุงและวัดผลได้ ด้วยการวางโครงสร้าง ทบทวนคําหลัก CPC และ สร้างสรรค์โฆษณาให้หลากหลาย
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วัดผลตอบแทนการลงทุน และ ROI สร้างและติดตั้งโคด conversion tracking วันนี้
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เครื่องมือทุ่นแรง ลดค่าใช้จ่าย และเพิ่มกําไร ลอง Conversion Optimizer และ Display Campaign Optimizer
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การวิเคราะห์ และการวัดผล ชั้นสูง Search Funnels Overview
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Analyze More Complex Consumer Behavior
Current View: Last Click Conversions
With Search Funnels: Assisted Clicks & Impressions
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Search Funnel Overview Users travel through multiple paths before becoming a lead
1 in 4
leads saw a non-brand ad before clicking on a brand ad and converting
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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42%
Number of leads that see more than one Paychex ad before converting Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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Search Funnel Overview
2.1
average impressions before a conversion
1.3
average clicks before a conversion
1.5
average days from initial impression to conversion
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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Use Cases How to Evaluate the Data
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Search Funnel Use Cases Use Search Funnel Reports to evaluate: • Impact of non-branded keywords on branded keywords • Average length and duration of conversion paths • Hidden value of keywords that have no last click conversions • Best assisting keywords • User behavior and typical conversion paths
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How many clicks/impressions before a conversion?
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How many conversions are my campaigns assisting? 19% of leads clicked on other ads from this campaign prior to converting
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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How are non-branded campaigns assisting Brand?
Non-brand campaigns assisted 23% of the leads from your brand campaign
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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Which are my best assisting keywords? Two ways to view the data
By Volume
By Ratio of Assists
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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Am I Overlooking Valuable Keywords? Non-converting keywords assisted 265 leads
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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How Do Users Behave When Searching for My Services?
Half of all leads initially searched on a non-branded keyword
Source: Adwords Search Funnel Reports (Date Range Jan 01,2012- Apr 22,2012)
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สรุปหัวข้อ Search Funnels
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ศึกษา Search Funnel Report ดู Search Path และ Query Report ที่ลูกค้าค้นหา,
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ตรวจทานคําหลัก เน้น ROI สูง เพิ่มคําหลัก/query ที่เป็น Last clicks และ Assist clicks
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ตรวจทานคําโฆษณา ดูโฆษณาที่ลูกค้ามี Conversion และลองเล่นกับคําโฆษณาหลายๆชุด
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Thank you!
Happy Analyzing & Measuring ROI!
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Appendix
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Search Funnel Terms - Defined
Search Funnel
Report describing Google.com search ad click and impression behavior prior to a conversion.
Conversion Path
Sequence of ad clicks and impressions leading up to a conversion.
Last Clicks
Any search ad click that happened immediately preceding a conversion.
Assist Clicks
Any search ad click that happened prior to the 'last click' before a conversion.
Assist Impressions
Any search ad impression that was not clicked and happened prior to a conversion.
Assist Clicks / Last Clicks
The ratio of assist clicks / last clicks for a particular campaign, ad-group, or keyword.
Assist Impressions / Last Clicks
The ratio of assist impressions / last clicks for a particular campaign, ad-group, or keyword.
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