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Yuav ua li cas Kom PPC Tshaj Tawm ROAS Hauv 5 Feeb nrog Google Analytics

Koj puas tau siv Google Analytics cov ntaub ntawv los txhawb koj qhov kev sib tw AdWords? Yog tias tsis yog, koj tau ploj mus ntawm ib qho ntawm cov cuab yeej pab tau tshaj plaws muaj nyob hauv internet! Qhov tseeb, muaj ntau ntau cov ntawv ceeb toom muaj rau cov ntaub ntawv mining, thiab koj tuaj yeem siv cov ntawv ceeb toom no los txhim kho koj cov phiaj xwm PPC thoob plaws lub rooj tsavxwm.

Siv Google Analytics los txhim kho koj Rov qab rau ntawm Siv Kev Siv Nyiaj (ROAS) yog txhua yam xav tias, tau kawg, koj muaj koj cov AdWords, thiab Google Analytics Accounts synced kom raug thiab "Lub Hom Phiaj" thiab "Ecommerce Conversion Tracking" ua haujlwm.

thawj kauj ruam

Nkag mus rau hauv koj tus account Google Analytics. Nyem rau Tau> AdWords> Kev Sib Tw. Nyem rau ntawm Qhov Chaw Siv thiab koj yuav pom cov txiaj ntsig ntsuas no: Kev Sib Tham, Nplooj Ntawv Saib, Sijhawm Sijhawm, Kev Sib Tham Tshiab, Tus Nqi Tshaj Tawm, Lub Hom Phiaj Ua tiav thiab Nyiaj Tau Los.

google-analytics-acquisition-adwords-campaigns

Hauv tsib feeb xwb, koj tuaj yeem pom tsib yam uas yuav txhawb koj PPC Kev Sib Tw nrog tsuas yog cov txiaj ntsig tau tshwm sim:

  • google-analytics-sessionsKev sib tham – Lub neej ntawd hom yuav qhia koj Cov Kev Sib Tham Tag Nrho rau koj qhov chaw, tab sis koj tuaj yeem saib cov kev mus ntsib PPC tsav mus rau koj qhov chaw. PPC, nyob rau hauv lub thawv no, tsuas yog 1.81% ntawm tag nrho cov kev sib tham, vim yog siv me me. Qhov Kev Sib Tham Feem Xyuam yuav dhau los ua koj tus qauv ntsuas rau ntsuas koj qhov kev sib tw tag nrho.
  • google-analytics-session-hnubSession Duration - Lub Sijhawm Nruab Nrab ntawm kev sib ntsib rau qhov chaw yog 2:46 (rau them) vs. 3:18. Nws tsis yog qhov txawv txav rau PPC kev khiav tsheb kom muaj qhov nruab nrab Lub Sijhawm qis dua, tshwj xeeb tshaj yog nyob rau nplooj ntawv tsaws nplooj siab rau lub xaib, tab sis lub hom phiaj yog kom tau txais tag nrho cov kev mus ntsib tsawg kawg yog peb feeb ib ntus sijhawm. Txhim kho Lub Sij Hawm Sij Hawm no tuaj yeem dhau los ua Lub Hom Phiaj.
  • google-analytics-bounce-rateThaws Tus Nqi - Tus Nqi Tshaj Tawm yog feem ntau siab ntawm Dedicated PPC Landing Pages, vim tias lawv yog ib nplooj ntawv. Peb yeej tsis xaiv kom ntshai ntawm cov lej siab no, tshwj tsis yog peb pom lawv nce siab tshaj 80%.Ntawm no, peb tuaj yeem pom tias qhov kev sib tw Bounce tus nqi sib txawv ntawm 28% mus rau 68%. Koj tuaj yeem xaiv los txheeb xyuas Cov Ntaus Tabs nyob rau sab sauv sab laug, thiab nco ntsoov tias ntawm txhua hom khoom siv (Desktop, Txawb, thiab Ntsiav tshuaj), cov lej tau zoo nyob rau hauv ib txwm muaj.Tam sim no, peb yuav ua tib zoo saib ntawm Ad Pab pawg xaiv, thiab nrhiav tsis muaj teeb meem loj.
  • google-analytics-goal-completionsLub Hom Phiaj Ua tiav - Txawm hais tias peb cov phiaj xwm them nyiaj rau 1.81% ntawm tag nrho Sessions, lawv tsuas yog tsim 1.72% ntawm Tag Nrho Lub Hom Phiaj Ua tiav (Ua Haujlwm + Kev Ua Lag Luam). Qhov zoo tshaj plaws, qhov kev faib nyiaj no yuav zoo ib yam li Ib Feem Ntawm Kev Sib Tham, uas tuaj yeem ua tiav los ntawm kev txhim kho Lub Hom Phiaj Ua tiav mus txog 10.2%. Txhim kho qhov kev faib tawm ntawm Lub Hom Phiaj Ua tiav rau Kev Sib Tham tuaj yeem yooj yim ntxiv ua lwm Lub Hom Phiaj.
  • google-analytics-cov nyiaj tau losNyiaj tau los - Qhov xov xwm zoo ntawm qhov kev sib tw no yog tias tsuas yog 1.81% ntawm Kev Mus Saib Xyuas tau tsim 6.87% ntawm tag nrho Cov Nyiaj Tau Los. Nrog rau cov lej no, koj tsis tuaj yeem tsis lees paub tias PPC tau txais txoj haujlwm zoo rau lub xaib no.Qhov muaj peev xwm los tshuaj xyuas cov lej no tuaj yeem qhia koj qhov twg koj tuaj yeem them taus nce koj cov peev nyiaj thiab tsis muaj kev pheej hmoo loj ntawm kev poob nyiaj ntawm PPC phiaj los nqis tes. Tab sis ua ntej koj nce cov peev nyiaj, siv ib feeb los ntsuas qhov ua tau zoo ntawm ROI thiab Margin. Saib ntawm cov lej no yuav muab cov lus teb ruaj khov rau koj seb puas yuav nce ntxiv… tab sis peb tsis muaj sijhawm los hais txog txhua yam hauv ib qho!

Lub Tshaj Tawm

Yog li, hauv tsib feeb xwb, peb tau lees paub peb Lub Hom Phiaj los txhim kho:

  1. Nce lub Lub Sijhawm Sijhawm mus tshaj 3:00 per page.
  2. Kev txhim kho cov Qhov piv ntawm Lub Hom Phiaj Ua tiav rau Kev Sib Tham (cov kev ntsuas E-lag luam yog qhov zoo, thiab cov txiaj ntsig tau qhia tias Kev Hloov Kho Kom Zoo rau Lead Gen program yuav yog qhov chaw zoo pib)
  3. Kev tshuaj xyuas peb ROI thiab Margin cov kev ntsuas los ua kom muaj kev kawm paub ntau dua thiab tsis muaj kev pheej hmoo rau kev txiav txim siab txog nyiaj txiag nce rau PPC phiaj xwm.

Thov paub tias koj lub vev xaib muaj qhov sib txawv ntawm peb li, thiab txhua qhov kev paub yuav txawv. Koj cov txiaj ntsig yuav tsis zoo ib yam li peb, tab sis cov cuab yeej no yuav pab koj txheeb xyuas cov txiaj ntsig, txawm tias tus lej yog dab tsi.

Peb kuj xav muab qee qhov kev pab rau koj hauv kev txhim kho raws li Lub Hom Phiaj uas koj tau teev tseg thaum koj qhov kev sib tham tsib feeb. Nov yog ob peb txoj hauv kev yooj yim uas koj tuaj yeem hloov cov Hom Phiaj mus rau qhov tseeb thiab pab koj qhov kev sib tw PPC tau txais ROI ntau dua yam tsis tau nce koj cov peev nyiaj ntau dua qhov koj tuaj yeem them taus.

Txhim kho Session Duration

Ua ntej, peb yuav rov qab mus rau Cov chaw khiav tsheb> Kev tshaj tawm> AdWords.

Tom ntej no, peb saib peb qhov kev ua tau zoo los ntawm kev sib tw. Ntawm peb tsib qhov kev sib tw ua haujlwm, ob lub sijhawm Sib Tham Nruab Nrab ntau tshaj 3:30. Yog li, peb yuav tsom mus rau peb qhov seem.

Peb muaj 40 Pawg Ad, thiab 10 ntawm cov no muaj Qhov Nruab Nrab Session Durations < 2:00.

Nyob rau hauv AdWords > Keywords, peb txheeb los ntawm Nruab Nrab Sijhawm Sijhawm, thiab tshawb pom 36 Cov Ntsiab Lus nrog Qhov Nruab Nrab < 1:00.

Tam sim no ua ntej peb pib tua Cov Ntsiab Lus, cia peb saib kev ua tau zoo los ntawm Cov Ntsiab Lus Txoj Haujlwm.

  1. Xaiv ib lo lus tseem ceeb thiab teeb tsa qhov Dimension Secondary rau Qhov Nruab Nrab Session Duration.
  2. Txheeb xyuas qhov tshwm sim.

Hauv qhov piv txwv no, lo lus tseem ceeb uas peb tau xaiv ua tau zoo nyob thoob plaws lub rooj tsavxwm:

  1. Sab saum toj 1 - 02: 38 (Txoj Haujlwm 1)
  2. Sab saum toj 2 - 07: 43 (Txoj Haujlwm 2)
  3. Sab saum toj 3 - 05: 08 (Txoj Haujlwm 3)
  4. Sab 1 - 03: 58 (Txoj Haujlwm 4)

Peb Qhov Nruab Nrab Ad Txoj Haujlwm rau lo lus tseem ceeb no - rau AdWords - yog 2.7, yog li peb twb tau tsoo peb qhov chaw qab zib rau nws. Txawm li cas los xij, yog tias peb Txoj Haujlwm Nruab Nrab Nruab Nrab siab dua 2.0 (1.0 rau 1.9), peb yuav txiav txim siab txo qis peb qhov Max CPC Bid kom poob mus rau qhov ua tau zoo dua Ad Positions.

Qhov kev ua tau zoo ntawm lwm cov lus tseem ceeb yuav qhia txog qhov nce hauv Max CPC Bids yog tias lawv qhov kev ua tau zoo yog qhov muaj txiaj ntsig zoo dua Ad Position.

Qee Cov Ntsiab Lus yuav pom meej tias tsim nyog ntawm "nyiaj laus," thiab peb yuav ncua lossis tshem tawm hauv peb tus account AdWords.

Hauv qab Daypart Tab, peb pom cov hauv qab no:

  1. 4am - 00:39
  2. 5am - 00:43
  3. 6am - 00:20

Raws li cov txiaj ntsig no, peb tawm mus rau peb tus account AdWords los kho Ad Teem caij kom paub meej tias peb cov ntawv tshaj tawm tsis khiav ntawm 4 teev sawv ntxov txog 7 teev sawv ntxov.

Ua ntej Pausing Ad Pawg, peb yuav tsum tau tshuaj xyuas peb Cov nplooj ntawv tsaws rau cov ntsiab lus zoo.Cov ntsiab lus zoo yog qhov tseem ceeb rau kev ua tiav.

  • Txheeb xyuas thiab kho lossis tshem tawm cov ntsiab lus uas tsis meej pem, tsis raug, tsis raug, lossis tsis dhau hnub.
  • Nug seb puas yog cov ntsiab lus tshwj xeeb xav tau tiag tiag.
  • Cov ntsiab lus kuaj xyuas kom ntseeg tau tias cov neeg tuaj xyuas tuaj yeem ua raws cov lus qhia yooj yim thiab ua tiav cov kev xav tau.
  • Txhim kho cov ntsiab lus nrog cov ntsuas kev ua haujlwm tsis zoo.
  • Tsim cov qauv kev ua haujlwm yam tsawg kawg nkaus thiab kho lossis tshem tawm cov ntsiab lus uas ua tsis tau zoo.
  • Tsim Cov Nplooj Ntoos Tshiab kom zoo dua los ua kom zoo dua Cov Lus Nug Tshawb Nrhiav, Cov Ntsiab Lus Ad, thiab Nplooj Nplooj Cov Ntsiab Lus.

Thaum kawg, peb cov nplooj ntawv tsaws tam sim no tsis muaj Video, thiab peb yuav hais kom lawv ntxiv (ntau ntxiv hauv qab no hauv Conversion Optimization).

Kev Hloov Kho Kom Zoo

Raws li peb qhov kev tshawb pom thaum lub sijhawm kev tshuaj xyuas thawj zaug, peb tau txiav txim siab tias Lead Gen ib feem ntawm peb txoj haujlwm tsis ua haujlwm. Peb Lub Hom Phiaj Zej Zog yog txhawm rau nce peb Tus Lead Gen Hloov Hloov Tus Nqi los ntawm tsuas yog tshaj 10%. Nov yog qhov uas peb yuav pib (ntawm qhov chaw thiab hauv peb tus account AdWords)

  1. Kev ntsuam xyuas ntawm Peb Cov Nplooj Ntawv. Peb xa neeg mus qhov twg? Cov neeg siv yuav tawm yog tias lawv tsis pom qhov lawv xav tau lossis xav tau tam sim ntawd.
    • Peb puas tau txhais meej tias peb lub lag luam yog dab tsi?
    • Puas yog peb hais txog Cov Khoom lossis Kev Pabcuam kev daws teeb meem tsis yog cov yam ntxwv?
    • Peb puas muaj Cov Ntsiab Lus Tshwj Xeeb rau peb Cov Khoom lossis Kev Pabcuam tsis pom ntawm Cov Chaw Sib Tw?
    • Puas yog peb nug cov ntaub ntawv ntau dhau lawm?
    • Peb puas muaj vis dis aus ntawm nplooj ntawv tsaws? Yog tsis yog, peb yuav xav ntxiv. Hauv peb qhov kev paub, muaj nyob ntawm Video muab qhov nqa ntawm 20%-25% hauv Kev Hloov Hloov Tus Nqi, seb puas los yog tsis cov neeg siv tiag Saib lawv!
  2. Yog tias peb tsis muaj nplooj siab PPC Landing Pages, puas yog peb xa cov neeg siv mus rau cov nplooj ntawv tseem ceeb uas muaj cov ntaub ntawv muaj txiaj ntsig thiab raug tshaj plaws txog cov khoom lossis cov txiaj ntsig lawv tab tom nrhiav?
  3. Peb Qhov Kev Pom Zoo yog dab tsi? Nws ua haujlwm zoo npaum li cas? Tsis ntev los no peb tau sim muab qhov Demo los yog Kev Sib Tham, thiab Kev Sib Tham muab tawm-ua qhov Demo ntau dua 100%. Qhov phem tshaj, Kev Muag Khoom Ncaj Ncees poob 75% ntawm cov neeg siv raug rau Demo qhov kev thov. Ob leeg Lead Volume thiab Revenue raug kev txom nyem.
  4. Peb puas muaj lub zog Hu rau Kev Ua Haujlwm?
  5. Peb puas tau ua txhua yam peb ua tau kom tau txais kev pom zoo ua ntej lossis tiv thaiv cov tsis xav tau? Piv txwv li, ob peb ntawm peb cov neeg siv khoom tau dhau los ua haujlwm nrog "Kev Sib Txuas Lus." Qhov no tau raug kho los ntawm kev siv Cov Ntsiab Lus Tsis Zoo hauv peb cov phiaj xwm los txiav cov lus nug (thiab kev siv nyiaj pov tseg).
  6. Tsim lossis Kho Cov Ntawv Tshaj Tawm los txhim kho Ad kev ua tau zoo.
  7. Txheeb xyuas Tus Nqi Hloov Hloov rau txhua lo lus tseem ceeb. Tshem tawm cov uas ua tau qis dua qhov kev ua tau zoo yam tsawg kawg nkaus (TBD).
  8. Qhov twg thiab vim li cas cov neeg tuaj xyuas tawm ntawm peb Lub Hom Phiaj Hloov Hloov Funnel (s)?

Kev Ntsuas Kev Siv Nyiaj Txiag

Thaum peb soj ntsuam 5-feeb, peb pom tias PPC tau tawm mus ua haujlwm tag nrho lwm qhov chaw nres tsheb nrog kev hwm rau feem pua ​​​​ntawm Tag Nrho Muag vs. Feem pua ​​​​ntawm Tag Nrho Tsheb. Tam sim no, peb rov qab mus rau Google Analytics kom siv tau PPC Cov Nyiaj Txiag nce.

Rau qhov kev tshuaj ntsuam no, peb nkag mus rau hauv peb Google Analytics Account thiab mus rau Conversions > Attribution thiab nyob rau hauv Hom, xaiv Adwords. Qhov teeb meem Default yog Kev Sib Tham Kawg thiab qhov loj me yog kev sib tw.

Qhov Kev Pom no muab peb cov ntaub ntawv ntawm Kev Sib Tw, Kev Siv, Kev Sib Tham Kawg Kev Sib Tham, Kev Sib Tham Kawg CPA, Tus Nqi Tshaj Lij Kawg, thiab Rov Qab Los ntawm Kev Siv Nyiaj (ROAS).

Muaj ob yam tseem ceeb uas yuav tsum nco ntsoov ua ntej peb mus. Hauv qhov piv txwv no, lub tuam txhab muaj cov paj laum me me thiab yuav tsum muaj ROAS ntawm 1,000% (10 mus rau 1 ROI) kom tau txais txiaj ntsig, thiab tau ua haujlwm ntawm cov peev nyiaj me me, uas muab txoj hauv kev rau kev loj hlob.

Ntawm ib sab, peb pom ib qho ntawm tsib lub phiaj xwm nrog ROAS> 1,000%. Tom ntej no, peb txav mus rau qhov kev pom ntawm kev ua tau zoo los ntawm Ad Group, thiab nrhiav peb pawg Ad nrog ROAS ntawm 2,160% thiab 8,445% feem.

Ib qho kev sib tw thib ob thiab thib peb Ad Group tam sim no ua haujlwm nrog ROAS> 800%.

Peb tuaj yeem ntaus lub hom phiaj 1,000% ROAS Lub Hom Phiaj hauv kev sib tw thib ob los ntawm kev cuam tshuam ib lossis ntau pawg Ad. Lwm qhov kev sib tw tau ua tiav +38% piv rau Lub Hom Phiaj. Peb tuaj yeem ntseeg siab pom zoo kom nce peb cov peev nyiaj txhua hli ntawm ob lub phiaj xwm.

Peb Pawg Ad yog tsis muaj kev xav rau kev nce nyiaj txiag; qhov thib plaub tuaj yeem txav mus rau peb cov npe tom qab kev ua kom zoo (tso tawm cov lus tsis zoo lossis cov npe khoom).

Txawm hais tias kev vam meej tsis tau lees paub, peb xav tias 50% nce hauv kev siv nyiaj yuav ua rau cov nyiaj tau los sib xws, txhua yam raug txiav txim siab. Hauv qhov no, rau txhua qhov ntxiv $ 700 ntawm kev siv nyiaj, peb xav tias yuav pom qhov nce ntawm $ 11,935 hauv Cov Nyiaj Tau Los!

Vim Li Cas Txhua Qhov Teeb Meem

Raws li SEM Manager, koj txoj hauj lwm tsis xaus thaum koj tsav tsheb mus rau qhov chaw; nws yog pib xwb.
Nkag mus rau hauv koj tus account Google Analytics, pib nrog ib daim ntawv tshaj tawm, thiab pom ntau npaum li cas koj tuaj yeem nrhiav tau hauv tsib feeb xwb. Xav txog seb koj yuav pom ntau npaum li cas thaum koj saib kaum ob ntawm lwm cov ntawv ceeb toom koj tuaj yeem txheeb xyuas!

Chris Bros

Chris yog ib tug khub ntawm EverEffect, tshwj xeeb hauv Them Ib Nyem Account Management, SEO Consulting, thiab Web Analytics. Chris muaj ntau dua 16 xyoo ntawm kev paub hauv Internet nrog Fortune 500 tuam txhab thiab cov kws tshaj lij hauv kev coj thiab siv cov kev paub hauv online los txhawb kev lag luam, khoom lag luam thiab kev pabcuam.

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