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

them ib nyem analytics

Koj puas tau siv Google Analytics cov ntaub ntawv los txhawb koj cov kev tshaj tawm AdWords? Yog tias tsis yog, koj ploj mus ntawm ib qho ntawm cov kev pabcuam zoo tshaj plaws uas muaj nyob hauv internet! Qhov tseeb, muaj kaum tawm ntawm cov ntaub ntawv muaj rau cov ntaub ntawv tsuas, thiab koj tuaj yeem siv cov ntaub ntawv no los txhawm rau txhim kho koj li PPC Kev Tawm Tsam thoob cov rooj.

Siv Google Analytics los txhim kho koj li Rov qab rau ntawm Siv Kev Siv Nyiaj (ROAS) yog qhov piv txwv, qhov tseeb, koj muaj koj AdWords, thiab Google Analytics Accounts synced kom raug thiab "Lub Hom Phiaj" thiab "Ecommerce Conversion Tracking" yog qhov ua haujlwm.

thawj kauj ruam

Nkag mus rau hauv koj li Google Analytics Account. Nyem rau Kev Tau Txais> AdWords> Kev Xaiv TsaCov. Nyem rau ntawm Kev Siv Cov Vev Xaib thiab koj yuav pom cov txiaj ntsig metric no: Ntu, Nplooj Ntawv Pom, Ntu Sijhawm, Ntu Tshiab, Tus Nqi Mus, Lub hom phiaj tiav thiab cov nyiaj tau los.

google-analytics-tshaaj-adwords-phiaj xwm

Hauv tsib feeb xwb, koj tuaj yeem pom tsib yam uas yuav txhawb koj txoj Kev Phiaj Xwm PPC nrog tsuas yog qhov kev tshwm sim tsis tau:

  • google-analytics-zaugKev Sib Tham - Lub qauv pib yuav qhia koj Cov Ntawd Tag Nrho rau koj lub xaib, tab sis koj tuaj yeem saib cov kev mus ntsib PPC tsav mus rau koj lub xaib. PPC, hauv lub npov no, tsuas yog 1.81% ntawm txhua ntu, vim muaj peev nyiaj me me. Feem Feem Sib Tham yuav dhau los ua koj tus qauv ntsuas kev yuav ntsuas koj txoj kev sib tw ua tiav tag nrho.
  • google-analytics-session-durationKev Sib Tham Duration - Qhov Nruab Nrab Ntu ntawm cov ntu rau lub xaib yog 2:46 (rau them nyiaj) vs. 3:18. Nws tsis yog qhov txawv txav rau PPC kev tsheb kom muaj qis dua Nruab Nrab Ntu Sijhawm, tshwj xeeb tshaj yog nyob rau nplooj ntawv nplooj siab rau lub xaib, tab sis lub hom phiaj yog kom tau tag nrho cov kev mus xyuas tsawg kawg yog peb feeb ib ntu ntev. Txhim kho qhov ntu sij hawm no tuaj yeem dhau los ua Lub Hom Phiaj.
  • google-analytics-bounce-tus nqiThaws Tus Nqi - Bounce Tus Nqi tau feem ntau siab rau Dedicated PPC Daim Npav Piav Qhia, vim tias lawv yog ib nplooj ntawv. Peb yeej tsis xaiv los ua rau muaj kev ntxhov siab ntawm cov xov tooj no, tshwj tsis yog peb pom lawv nce siab dua 80% .Ntawm no, peb tuaj yeem pom tias qhov kev sib tw ntawm Bounce Cov Nqi nce ntawm 28% mus rau 68%. Koj tuaj yeem xaiv txhawm rau Txheeb Lub Ntaus Ntawv ntawm lub thawv nyob rau sab laug sab sauv, thiab nco ntsoov tias ntawm txhua hom khoom siv (Desktop, Txawb, thiab Ntsiav Tshuaj), cov lej tau zoo nyob rau hauv ib txwm muaj li ib txwm. Kev xaiv pab pawg, thiab pom tsis muaj teeb meem loj.
  • google-analytics-goal-tiavLub hom phiaj tiav - Txawm hais tias peb cov phiaj xwm them nyiaj rau 1.81% ntawm tag nrho Cov Kev Sib Tham, lawv tsuas yog tsim kom tau 1.72% ntawm Tag Nrho Cov Hom Phiaj Ua Tiav (Kev Coj + Kev Lag Luam). Qhov zoo tshaj plaws, qhov kev faib tawm no yuav zoo ib yam li Feem pua ​​ntawm Ntu, uas tuaj yeem ua tiav los ntawm kev txhim kho Cov Hom Phiaj Ua tiav mus txog 10.2%. Txhim kho qhov sib npaug ntawm Lub Hom Phiaj Tiav kom tiav cov txheej txheem tau yooj yim muab ntxiv ua lwm Lub Hom Phiaj.
  • google-analytics-nyiajNyiaj tau los - Cov xov xwm zoo ntawm qhov kev tshaj tawm no tsuas yog tias 1.81% ntawm Cov Neeg Sib Ntsib yog nce 6.87% ntawm Tag Nrho Cov Nyiaj Tau Los. Nrog rau cov lej no, koj tsis tuaj yeem tsis lees paub tias PPC tau ua haujlwm tau zoo rau lub xaib no.Qhov muaj peev xwm los soj ntsuam cov lej no tuaj yeem qhia koj qhov twg koj tuaj yeem tuaj yeem nce koj pob peev nyiaj thiab tsis muaj kev pheej hmoo ntawm poob nyiaj rau PPC kev sib tw. Tab sis ua ntej koj nce pob peev nyiaj, siv sijhawm ib feeb los soj ntsuam qhov ua tau zoo ntawm ROI thiab Margin. Saib ntawm cov lej no yuav muab rau koj ntau cov lus teb khov kho ntawm seb puas los yog tsis nce ntxiv ... tab sis peb tsis muaj lub sijhawm los hais txog txhua yam hauv ib qho ntawm kev xa!

Lub Tshaj Tawm

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

  1. Nce lub Lub Sijhawm Sijhawm txog rau 3:00 toj ib nplooj.
  2. Kev txhim kho cov Piv Tau Ntawm Lub Hom Phiaj Ua Tiav rau Taug Kev (Ecommerce metrics yog qhov zoo, thiab cov txiaj ntsig tau qhia tias Kev Hloov Hloov Zoo rau Txoj Haujlwm ntawm Lead Gen yuav yog qhov chaw zoo rau pib)
  3. Kev soj ntsuam peb ROI thiab Margin kev ntsuas kom txiav txim siab tau txais txiaj ntsig thiab pheej hmoo pheej hmoo txog kev siv nyiaj ntau rau PPC cov phiaj xwm.

Thov paub tias koj lub vev xaib txawv dua li peb lub, thiab txhua qhov kev paub nws yuav tshwj xeeb. Koj cov txiaj ntsig yuav tsis zoo ib yam li peb li, tab sis cov cuab yeej no yuav pab koj soj ntsuam cov txiaj ntsig ntawd, tsis hais cov lej twg.

Peb kuj xav muab koj qee qhov kev pab txhawm rau txhim kho raws li Cov hom phiaj koj tau npaj thaum lub sijhawm tsib feeb. Ntawm no yog ob peb txoj hauv kev yooj yim uas koj tuaj yeem hloov cov Hom Phiaj no mus rau hauv kev muaj tiag thiab pab koj txoj haujlwm PPC tau txais ROI ntau dua yam tsis muaj kev ua kom koj cov peev nyiaj siab dua qhov koj yuav them taus.

Txhim Kho Ntu Sijhawm

Ua ntej, peb yuav rov qab mus Cov Chaw Muag Khoom> 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 tawm dag zog, ob qhov Tau Ncua Sijhawm Nruab Nrab nyob rau hauv dhau 3:30. Yog li, peb mam li tsom mus rau tshuav peb.

Peb muaj 40 pawg Pawg, thiab 10 ntawm cov no muaj Kev Sib Tham Nruab Nrab Ntu <2:00.

Nyob rau hauv AdWords> Cov Lus Tseem Ceeb, peb txheeb los ntawm Nruab Nrab Sij Hawm Ntev, thiab nrhiav 36 Cov Ntsiab Lus nrog Cov Ntu Nruab Nrab <1:00.

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

  1. Xaiv Ib Lo Lus Tseem Ceeb thiab teeb Lub Cim Thib Ntu rau Ntu Kev Kawm Ntev.
  2. Soj Ntsuam Tshawb.

Hauv qhov ua piv txwv no, Lo Lus Keyword peb tau xaiv ua tau zoo nyob thoob plaws cov pawg:

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

Peb Qhov Nruab Nrab ntawm Txoj Haujlwm Ad Rau Cov Ntsiab Lus no - ib qhov AdWords - yog 2.7, yog li peb twb tau los tsoo peb lub suab qab zib rau nws. Txawm li cas los xij, yog tias peb Qhov Nruab Nrab Ad Phaj tau siab dua 2.0 (1.0 txog 1.9), peb yuav txiav txim siab txo peb qhov Max CPC Bid kom poob rau hauv qhov kev tshaj tawm Ad Positions.

Kev ua tau zoo ntawm lwm Lub Ntsiab Lus yuav qhia tau qhov nce rau hauv Max CPC Cov Ntawv Them Nqi yog tias lawv qhov kev ua tau zoo nyob rau hauv ntau dua Cov Haujlwm Ad Ad.

Qee Cov Ntsiab Lus yuav qhia kom meej meej ntawm "so haujlwm," thiab peb yuav ncua lossis rho tawm lawv hauv peb AdWords Account.

Hauv qab ntawm 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 ntawm peb tus AdWords Account los kho Ad Kev Teem Sij Hawm kom paub meej tias peb cov kev tshaj tawm tsis khiav ntawm 4am txog 7am.

Ua ntej Pausing Ad Pawg, peb yuav tsum tau saib peb Cov Nplooj Ntaws Hauv Cov Av rau cov ntsiab lus zoo.Qhov kev kawm zoo yog qhov tseem ceeb rau kev ua tiav.

  • Txheeb xyuas thiab kho dua tshiab lossis rho tawm cov ntsiab lus uas ua haujlwm tsis raug, tsis raug, tsis raug, lossis tshaj tawm.
  • Nug seb ib qho ntsiab lus twg xav tau tiag tiag.
  • Ntsuam xyuas cov ntsiab lus kom paub tseeb tias cov qhua tuaj yeem yooj yim ua raws cov lus qhia thiab ua tiav cov kev xav ua.
  • Txhim kho cov ntsiab lus nrog ntsuas kev ua tsis tau zoo.
  • Tsim cov qauv ua yam tsawg kawg nkaus thiab rov kho dua lossis tshem tawm cov ntsiab lus uas tsis tau ua.
  • Tsim nplooj ntawv tshiab tsaws txhawm rau txhawm rau tshawb cov lus nug Tshawb Fawb, Cov Ntawv Tshawb Nrhiav Cov Lus Qhia, thiab Cov Ntawv Ntawm Cov Ntev.

Thaum kawg, Peb Lub Pob Tsa Tam sim no tsis muaj qhov Yeeb yaj kiab Video, thiab peb yuav hais kom lawv ntxiv (ntxiv rau hauv qab no hauv qab Hloov Kev Pom Zoo).

Kev Hloov Kho Kom Zoo

Raws li peb qhov kev tshawb pom thaum pib kev soj ntsuam, peb tau txiav txim siab tias Lead Gen ib feem ntawm peb qhov haujlwm tab tom ua haujlwm. Peb lub hom phiaj nyob ze ze yog kom peb tus Kwv Tub Sib Pauv Hloov Tus Nqi Them Cia li yog tshaj 10%. Nov yog qhov uas peb yuav pib (nyob ntawm chaw thiab hauv peb AdWords Account)

  1. Kev ntsuam xyuas ntawm Peb Cov Ntaws Pob. Peb xa tib neeg qhov twg? Cov neeg siv yuav tawm mus yog tias lawv tsis pom qhov lawv xav tau lossis xav tau tam sim ntawd.
    • Peb puas tau qhia meej meej rau peb txoj kev lag luam yog dabtsi lossis ua haujlwm dabtsi?
    • Puas yog peb hais meej txog Khoom Siv lossis Kev Pab Cuam es tsis txhob siv cov yam ntxwv?
    • Puas yog Peb Tsis Muaj Cov Ntawv Tshwj Xeeb rau peb Cov Khoom lossis Kev Pabcuam tsis pom ntawm Cov Chaw Sib Tw.
    • Puas yog peb thov txog cov ntaub ntawv ntau dhau?
    • Puas yog peb muaj Daim Video Nyob Hauv Nplooj Ntiv? Yog tsis yog, peb yuav xav ntxiv. Hauv peb kev paub, muaj Daim vis dis aus muab qhov nqa ntawm 20% -25% hauv Kev Hloov Pauv Cov Lus, seb puas los yog tsis yog cov neeg siv tiag Pom lawv!
  2. Yog tias peb tsis muaj nplooj siab nplooj siab nplooj siab nyob hauv PPC, peb puas xa cov neeg siv mus rau lub vev xaib cuam tshuam uas muaj cov ntaub ntawv siv tau zoo tshaj plaws thiab raug txog cov khoom lossis cov txiaj ntsig uas lawv xav tau?
  3. Peb Muaj Dab Tsi? Puas zoo li cas yog nws ua haujlwm tiag? Peb nyuam qhuav sim muab qhov Demo lossis Qhov Kev Sib Hais Ncauj, thiab Kev sim Kuaj sim muab tawm Demo ntau dua 100%. Qhov tsis zoo, Cov Khoom Muag ncaj qha poob 75% ntawm cov neeg siv nthuav tawm Demo kev. Ob Txoj Haujlwm Lead thiab Nyiaj Tau Los.
  4. Peb puas muaj Qhov Kev Hu Mus Ua Zog?
  5. Peb puas tau ua txhua yam peb ua tau kom npaj tau qhov kev cia siab lossis cuam tshuam qhov tsis xav tau? Piv txwv li, ob peb ntawm peb cov neeg tau txais kev ntxhov siab dhau los ntawm daim ntawv thov ua haujlwm "Hu rau." Qhov no tau raug kho los ntawm kev siv Cov Lus Tsis Txaus Siab hauv peb txoj kev tawm mus rau kev txiav tawm li cov lus nug (thiab kev siv nyiaj pov tseg).
  6. Tsim los sis Hloov Cov Lus Tshaj Tawm los txhim kho Ad kev ua haujlwm.
  7. Txheeb xyuas Cov Nqi Sib Hloov rau Txhua Lub Ntsiab. So rau cov neeg uas ua tsis tau qis dua kev ua haujlwm zoo (TBD).
  8. Nyob qhov twg thiab vim li cas Cov Neeg Qhua tau xa tawm ntawm Peb Lub Hom Phiaj Hloov Kev Lom Zem Ntawm Cov Khoom?

Kev Ntsuas Kev Siv Nyiaj Txiag

Thaum lub sijhawm tshuaj ntsuam 5-feeb, peb tshawb pom tias PPC tau tshaj tawm lwm cov Chaw Muag Khoom tau hais txog feem pua ​​ntawm Cov Muag Tag Nrho vs. Feem pua ​​ntawm Tag Nrho Cov Tsheb. Tam sim no, peb rov qab rau Google Analytics los siv qhov tseeb rau kev nce qib PPC.

Rau qhov kev txheeb xyuas no, peb tau nkag mus rau hauv peb Google Analytics Account thiab txheeb rau Sib Tham> Txheeb Ze thiab nyob rau hauv Hom, xaiv AdwordsCov. Qhov Chaw Teeb Meem yog Kev Sib Koom Tes Zaum Kawg thiab thawj qhov Loj yog phiaj los nqis tes.

Qhov pom no muab peb cov ntaub ntawv hais txog Kev Tawm Phiaj, Kev Siv Nyiaj, Kev Sib Tham Zaum Kawg, Kev Sib Tham Nraus CPA, Tus Cuam Tshuam Tus nqi kawg, thiab Rov qab los ntawm Ad Siv (ROAS).

Muaj ob lub hauv paus tseem ceeb uas yuav tsum khaws cia rau hauv siab ua ntej peb pib ua. Hauv qhov ua piv txwv no, lub tuam txhab muaj cov paj laum tsawg thiab yuav tsum muaj ROAS ntawm 1,000% (10 txog 1 ROI) kom tau txais txiaj ntsig zoo, thiab tau ua haujlwm ntawm pob nyiaj siv me me, uas muab cov hauv kev rau kev loj hlob.

Ib nrais muag, peb pom ib qho ntawm tsib qhov kev tawm phiaj nrog ROAS> 1,000%. Tom ntej no, peb hloov mus rau qhov pom ntawm kev ua tau zoo los ntawm Ad Group, thiab nrhiav peb pawg Ad nrog ROAS ntawm 2,160% thiab 8,445% feem.

Kev sib tw thib ob thiab pab pawg Ad thib peb tseem tabtom ua haujlwm nrog ROAS> 800%.

Peb tuaj yeem tsoo lub phiaj 1,000% ROAS Lub Hom Phiaj thib ob los ntawm kev xiam oob qhab ib lossis ntau pawg Ad. Lwm qhov kev sib tw dhau los twb ua tiav + 38% vs. Lub Hom Phiaj. Peb tuaj yeem ntseeg siab kom nce peb qhov peev nyiaj txhua hli ntawm ob txoj kev sib tw.

Peb pawg Ad yog tsis muaj-kev xav rau Cov Nyiaj Siv nce ntxiv; plaub tuaj yeem txav mus rau peb daim ntawv teev npe tom qab kev ua kom tau zoo (tua cov ntsiab lus tsis zoo lossis cov Khoom Npe).

Thaum qhov kev vam meej tsis tuaj yeem lav, peb xav tias 50% kev siv nyiaj yuav ua rau cov nyiaj tau los ntawm kev nce nyiaj, txhua yam kev txiav txim siab raug xav. Hauv qhov xwm txheej no, rau txhua $ 700 ntxiv ntawm kev siv nyiaj, peb xav tias yuav pom kev nce ntxiv ntawm $ 11,935 hauv Cov Nyiaj Tau Los!

Vim Li Cas Txhua Cov Ntsiab Lus No

Raws li SEM Tus Tswj Xyuas, koj txoj haujlwm tsis tas thaum koj tsav tsheb mus rau qhov chaw; nws yog nyuam qhuav pib.
Ntsaub mus rau hauv koj li Google Analytics Account, pib nrog ib daim ntawv tshaj tawm, thiab pom ntau npaum li cas koj tuaj yeem pom hauv tsuas yog tsib feeb. Xav txog ntau npaum li cas ntxiv koj yuav pom thaum koj saib ntawm kaum ob ntawm lwm cov ntawv ceeb toom koj tuaj yeem txheeb xyuas!

2 Comments

  1. 1

    Nyob zoo Chris, qhov no yog cov ntaub ntawv nthuav, tab sis zoo li me ntsis dhau los vim Google hloov lawv cov lus siv los ntawm qhov koj tau siv rov qab rau xyoo 2013. http://marketingland.com/google-changes-menu-options-adds-new-reports-in-google-analytics-61060 Piv txwv li, lawv tau hloov "Cov Khoom Siv Tsav Tsheb" rau "Kev Yuav Tau Txais" thiab "Kev Mus Ntsib" yog tam sim no "ntu."

    Tsis tas li, koj txoj hauv kev: Cov Khoom Siv Tsheb> Kev Tshaj Tawm> AdWords> Kev Tawm Tsam
    Tam sim no yog: Kev yuav Txais> AdWords> Kev Tshawb Fawb

    Thiab, thawj lub screenshot qhia koj pom kuj yog txawv tam sim no… Koj tsis tau Ntu Ntev sijhawm hauv qhov screen ntxiv lawm. Ib txoj hauv kev kom tau nws tam sim no yog mus rau Txoj Kev Khomob> Txhua Lub Tsheb> Qhov / Qhov Nruab Nrab thiab tom qab ntawd lim rau CPC.

    Nws yog cov ntaub ntawv zoo heev, tab sis nws yuav zoo saib pom qhov no nrog cov ntxaij vab tshaus tshiab, cov txheej txheem thiab cov ntaub ntawv.

    Tsaug rau koj kev pom!

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.