Paid Search and Paid Social Media Made Easy
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This document provides tips and best practices for measuring paid search and paid social marketing campaigns. It discusses defining key performance indicators (KPIs) and goals, setting up attribution and conversion tracking across platforms, and saving time through custom reporting and automated dashboards. The key recommendations are to start with a measurement plan aligned to business objectives, focus on telling a data story with the most useful metrics, choose a consistent attribution strategy, and leverage default customizations and scheduling in reporting tools.
Paid Search and Paid Social Media Made Easy
- 1. 1| @jonti Paid Search and Paid Social Made Easy - Reporting
- 2. 2| @jonti Jonti Bolles Founder of White Hat Ops, a digital marketing agency focused on sustainable, ethical growth. Digital Nomad, Off-Grid Living with Technology and Wine. https://www.whitehat-ops.com Jonti’s Details
- 3. 3| @jonti If you can not Measure it, You can not Improve it.
- 4. 4| @jonti Today’s Outline What to measure and where to view Best Practices Tools Set It UpMetrics vs. Analytics Who is Working Hardest Attribution Save Time Custom Reporting Reporting
- 5. 5| @jonti What To Measure?
- 6. 6| @jonti Metrics vs Analytics • Metrics are the numbers you track and most often include KPI’s • CPAs include the value of the action • Analytics goes further to analysis and decision making More details CPAsKPIsGoals
- 7. 7| @jonti Measurement Plan • Business objectives and goal(s) for each objective • What metric gets you closer to your goal – KPI’s • What does (un)successful KPI parameter look like • Identify segments to analyze More details SegmentKPIsGoals
- 8. 8| @jonti What Data is Most Useful? Tell A Story How to Make It Easy Key Performance Indicator (KPI) Ex. If growth of xx% or YY number count, will we be congratulating everyone? If it drops by same, will we be dreading the outcomes?
- 10. 10| @jonti What is attribution? An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.
- 11. 11| @jonti Facebook - Google - Google • Last View of Ad Before Purchase • Last Click on Ad Before Interaction • Last Click on Ad Before Purchase Did You See My Ad? Did You Click On My Ad? Did You Buy From My Ad?
- 12. 12| @jonti 8,324 Pts Last Click is the Default Last Click is just the beginning of the data story Attribution Last Click
- 13. 13| @jonti GA Attribution beta
- 14. 14| @jonti Time Lag 12- 20 Days 6 – 11 Days 3-5 Days 1-2 Days Highest Point Study conversion length via Custom Reports, knowing Google Data and cookies are undergoing changes * GA Report for Time Lag not available in Views with EEC Lowest Point What is your best common denominator for effective cookies and conversion tracking. 1-2, and ~ 7 Days for this client.
- 15. 15| @jonti Who to believe?- Normalize Google Analytics = Last Click Attribution, or create your own Twitter = Up to 90 day click, 90 day engagement Facebook / Instagram = 28 day click, 1 day view through Pinterest = up to 60 days post click or engagement Quora Ads = 28 day click, 1 day view through
- 16. 16| @jonti One Source of Truth Drowning in data for the sake of data is definition of insanity. Create and follow a measurement plan that is built for your organization. Choose Attribution strategy and hold steady.
- 17. 17| @jonti Set It Up Housekeeping and Best Practices Tools You Can Use
- 18. 18| @jonti Best Practices Housekeeping A Basic Checklist Owner of GA Purge Users and Own Your Data Values From Measurement Plan - Determine Values and Goals vs Events Keep It Raw Keep one GA view with Raw, unfiltered data and don’t touch it
- 19. 19| @jonti GTM + Pixels + GA + EEC Plan - Google Analytics - GA GA Conversions are Limited to 20 and tracked by ID. Renaming the Goal can overlap data. Do – Install Pixels Choose to install only the needed tracking pixels. Monitor page speed and keep containers clean. Check - GTM + Events Verify conversions, goals, and values are consistent and working. Act - Enhanced Ecommerce Use the data in meaningful manners. Focus on profitable opportunities.
- 20. 20| @jonti Google Tag Assistant - GA and GTM Facebook Pixel Helper Lighthouse for Page Speed Chrome Extensions Use extensions to test and preview your tracking
- 21. 21| @jonti 8,324 Pts GTM Preview Test in Real Time Test Again Google Tag Manager
- 22. 22| @jonti Google Ads - Conversion Action Sets All Conversions Are Not Created Equal - Imported Goals From GA - Conversion Can Be Shared by Account or Campaigns - Can “Include” in Conversions Column - Used for Smart Bidding 2+ Must have at least 2 conversions To create a set
- 23. 23| @jonti Send Conversion click To Analytics Conversion Reporting In Analytics Setup Goals for Conversion Click Events Import Goals to Google Ads as Conversions Events Workflow Events provide greater flexibility over Top of Funnel #metrics Events can be tracked as Goals
- 24. 24| @jonti Annotations References and Notes in GA, but often in a Silo Track notes in a spreadsheet Pull into Google Data Studio via GSheet by Date • New Campaign • Landing Pages • Redesign
- 26. 26| @jonti Custom UI Reports Facebook – Custom ReportingBuild Custom Performance reports. Custom Breakdown analysis. Software – Ex. AdEspresso UI is helpful to segment data. Caution: Does it align with measurement plan? Google Ads, Bing – CustomizeUse Goals and KPIs to create Custom Filters. Google Data Studio Use a template to see data from multiple channels. Outsource to create a custom report from your Measurement Plan. View in each User Interface platform. Make it work for you.
- 27. 27| @jonti Save as Default Customizations Custom Filter Views • High Ad Spend, Low Performance • Low Quality Score • High Impressions, No Clicks • Top Converting (Ads, Keyphrases, Placements) Save Time - Set Custom Columns as Default Google > Bing Custom Reports • Campaign View • AdGroup View • Budget, Share of Voice, Revenue
- 28. 28| @jonti Save as Default Custom Columns Facebook Custom Reports Breakdown Reports • Which ad placements are performing the best? • What times of day or weekdays deliver the most conversions at the lowest cost? Set Custom Columns as Default
- 29. 29| @jonti Build and Customize Google Ads Custom Reports Google Data Studio Reporting Google Analytics Scheduling Facebook Custom Reports Bing Save and Automate Each platform has customization and scheduling
- 30. 30| @jonti Save and Automate How Often is Actionable • Task Oriented How Often for Alerts • C Suite or Executive View Each platform has customization and scheduling
- 31. 31| @jonti Analytics Resources Google Analytics Help Center Google Analytics Dev Guides Bounteous Insights Avinash Kaushik's Blog Simo Ahava's Blog Top Learning Resources
- 32. 32| @jonti Paid Search Made Easy As That • What to analyze • Where to look for metrics • How to segment analysis • When to Save Time with Automated Reports CPAsKPIsGoals
- 33. 33| @jonti jonti@whitehat-ops.Com @jonti whitehatops