Advanced paid search optimization and analytics

Advanced Paid Search Optimization and Analytics 1... • Quick Intro to Attribution • The Age-Old “Credit” Issue • Before Setup • Vendor Specific Actions • Future of Paid Search Analytics

Advanced Paid Search Optimization and Analytics

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• Quick Intro to Attribution

• The Age-Old “Credit” Issue

• Before Setup

• Vendor Specific Actions

• Future of Paid Search Analytics

May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search

Analytics

Overview of Attribution

• Definition

• Not Everything Attributes the Same

• Not 100% Perfect

• Analytics Solutions can Help

• Once Isn’t Enough

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Who Deserves Credit?

May 6, 2016

Advanced Paid Search & Analytics: Attribution, Future Paid Search

Analytics

1 Paid Search Home Page Product Page

2 3 rd Party Ad

Home Page Product Page Shopping Cart

3 Bookmark

Home Page Product Page Shopping Cart Purchase

Before Setup

• Sales Cycle Length

• Establish Baselines

• Cookies, Schmookies

• After Data Collection

• Remember Offline

• Beyond Paid Search

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May 6, 2016 Search Marketing Session: SEO

When Google Analytics

detects this variable, it will

retain the first campaign's

information, regardless of

which links the user later

followed to arrive at the

conversion.

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May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search

Analytics

Future of Paid Search Analytics

• Not How, but How

much Attribution

• Touch Point Analysis

• Pay Per Tweet

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• Definition of Attribution

• What to Address Before Setup

• Understand Your Business

• Analytics Tools Can Help

• Future of Paid Search Analytics

May 6, 2016 Advanced Paid Search & Analytics: Attribution, Future Paid Search

Analytics

Web Analytics World:

 www.WebAnalyticsWorld.net

Twitter

 www.Twitter.com/WaWorld

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