Kushambadzira TekinorojiOngororo & KuedzwaTsvaga Kutengesa

Nzira yekuwedzera PPC Kushambadzira ROAS Mune mashanu Maminitsi neGoogle Analytics

Wanga uchingoshandisa data reGoogle Analytics kukwidziridza mhedzisiro yako yeAdWords? Kana zvisina kudaro, urikushaya chimwe chezvishandiso zvinonyanya kubatsira zviripo pa internet! Muchokwadi, kune gumi nemimwe mishumo inowanikwa yekuchera dhata, uye iwe unogona kushandisa iyi mishumo kukwidziridza yako PPC Campaigns kubhodhi.

Uchishandisa Google Analytics kugadzirisa yako Dzokera pane Ad Spend (ROAS) zvese zvinotora, chokwadika, une yako AdWords, uye Google Analytics Maakaundi akaenzanisirwa nenzira kwayo uye iyo "Chinangwa" uye "Ecommerce Kutendeuka Kutsvaga" kuri kushanda.

Matanho Okutanga

Pinda muakaundi yako yeGoogle Analytics. Dzvanya pa Kuwana> AdWords> Campaigns. Dzvanya paKushandiswa kweSiti uye iwe uchaona izvi zvabuda metric: Sessions, Peji Maonero, Session Nguva, Zvikamu zvitsva, Bounce Rate, Chinangwa Kupedzisa uye Revenue.

google-analytics-kutora-adwords-mishandirapamwe

Mumaminetsi mashanu chete, iwe unogona kuona zvinhu zvishanu zvinozosimudzira yako PPC Campaign nemhedzisiro yemhedzisiro:

  • google-analytics-zvikamuZvikamu - Iyo default mode inokuratidza iyo Total Sessions kune yako saiti, asi iwe unogona zvakare kuona kushanya kwePPC kwakaendeswa kune yako saiti. PPC, mubhokisi rino, inongobata chete 1.81% yezvikamu zvese, nekuda kwemari shoma yekushandisa. Iyo Session Percent ichave yako bhenji yekuyera maitiro ako ese emushandirapamwe.
  • google-analytics-chikamu-chinguvaNguva yeSession - Avhareji Yenguva yemasangano kunzvimbo ino ndi2: 46 (yakabhadharwa) vs. 3:18. Hazvina kujairika kuti PPC traffic ive neAvhareji yeSession Nguva, kunyanya pamapeji ekumhara akatsaurirwa kune ino saiti, asi chinangwa ndechekuti vatore vese vashanyi vasvike kwemaminetsi matatu panguva yechirongwa. Kuvandudza iyi Session Nguva kunogona kuve Chinangwa.
  • google-analytics-bounce-chiyeroBounce Rate - Bounce Rates anowanzo kuve akakwirira paDedicated PPC Landing Mapeji, nekuti iwo mamwe mapeji. Hatimbofa takasarudza kuvhunduka manhamba akakwirira aya, kunze kwekunge tavaona vachikwira pamusoro pe80% Pano tinogona kuona kuti Bounce Rates yemushandirapamwe inotangira pa28% kusvika pa68%. Iwe unogona kusarudza kutarisa maTabhu eDhivha mukona yekumusoro kuruboshwe, uye uone kuti pamhando dzese dzemidziyo (Desktop, Nharembozha, uye Hwendefa), manhamba ari mukati meyakajairika renji. Sarudzo yeboka, uye usawane matambudziko makuru.
  • google-analytics-chinangwa-kupedzisaChinangwa Kupedzisa - Kunyangwe hazvo macampaign edu akabhadharwa akaenzana ne1.81% yeZvikamu zvese, ivo vari kungogadzira 1.72% yeZvose Zvinangwa Zvekupedzisa (Zvinotungamira + Zviitiko). Sezvineiwo, chiyero ichi chichafanana nePeresenti yezvikamu, izvo zvinogona kuwanikwa nekuvandudza Chinangwa Kupedzisa kusvika pa10.2%. Kuvandudza mugove weChinangwa Kupedzisa kuSessions kunogona kuwedzerwa zviri nyore seimwe Chinangwa.
  • google-analytics-mariRevenue - Nhau dzakanaka dzemushandirapamwe uyu ndedzekuti chete 1.81% yeVashanyi ari kugadzira 6.87% yeRevenue yose. Nenhamba idzi, haugone kuramba kuti PPC iri kuita kuti basa riitwe nemazvo kune ino saiti.Kukwanisa kuongorora idzi nhamba kunogona kukuratidza kwaunogona kuwana mari yekuwedzera bhajeti yako uye kwete kutora njodzi huru yekurasikirwa nemari pamushandirapamwe wePPC. Asi usati wawedzera iyo bhajeti, tora miniti kuti uongorore mashandiro eRoyi neMargin. Tichitarisa pane aya manhamba anokupa mhinduro yakasimba yekuti wandei kana kwete… asi isu hatina nguva yekugadzirisa zvese izvo mune imwechete posvo!

The Takeaway

Nekudaro, mumaminetsi mashanu chete, isu takabvuma zvibodzwa zvitatu zvekuvandudza pane:

  1. Kuwedzera iyo Nguva Yechikamu kusvika pamusoro pa3: 00 papeji.
  2. Kuvandudza iyo Ratio yeChinangwa Kupedzisa kune Zvirongwa (iyo E-commerce metrics yakanaka, uye mhedzisiro inoratidza kuti Shanduko Yekugadzirisa yeLead Gen chirongwa ingave nzvimbo yakanaka yekutanga)
  3. Kuongorora yedu ROI uye Margin metrics yekuita sarudzo yakadzidza uye isina njodzi pane bhajeti inowedzera yemakambani ePPC.

Ndokumbira kuti uone kuti kuvapo kwako pawebhu kwakasiyana pane kwedu, uye chiitiko chega chega chichava chakasiyana. Mhedzisiro yako inogona kunge isina kufanana neyedu, asi zvishandiso izvi zvinokubatsira kuongorora izvo mhedzisiro, zvisinei kuti ndeapi manhamba.

Tinodawo kukupa iwe rubatsiro mukuvandudza pane izvo zvinangwa zvaunoseta panguva yako yemaminitsi mashanu. Heano mashoma nzira dzakareruka dzaunogona kushandura izvo zvinangwa zvive zvechokwadi uye kubatsira mushandirapamwe wako wePPC kuwana ROI yakakura pasina kuwedzera bhajeti yako pamusoro pezvaunokwanisa.

Kuvandudza Chikamu Chenguva

Kutanga, isu tiri kuzodzokera ku Traffic Sources> Kushambadzira> AdWords.

Tevere, isu tinotarisa mashandiro edu nemushandirapamwe. Pamitambo yedu mishanu inoshingaira, vaviri vane Avhareji yeSession Durations vanopfuura 3:30. Saka, isu tichaisa pfungwa pane zvitatu zvasara.

Tine 40 Ad Mapoka, uye gumi aya ane Avhareji Session Durations <10:2.

pasi AdWords> Mazwi akakosha, isu tinoronga neAvhareji yeSession Nguva, uye tinowana makumi matatu nematanhatu mazwi neAvhareji yezvikamu

Iye zvino tisati tatanga kudzima Keywords, ngatitarisei kuita neKiyi Keyword Positions.

  1. Sarudza Izwi Rakakosha uye woisa Sekondari Dimension kune Avhareji yeSession Nguva.
  2. Ongorora Mhedzisiro.

Mumuenzaniso uyu, iro kiyi ratakasarudza rinoita mushe mushe-bhodhi:

  1. Top 1 - 02:38 (Chinzvimbo 1)
  2. Top 2 - 07:43 (Chinzvimbo 2)
  3. Top 3 - 05:08 (Chinzvimbo 3)
  4. Chikamu 1 - 03:58 (Chinzvimbo 4)

Yedu Avhareji Ad Position yeiyi Keyword - paAdWords - iri 2.7, saka isu tave kutorova yedu inotapira nzvimbo yacho. Nekudaro, kana yedu Avhareji Ad Position yaive yakakwira kupfuura 2.0 (1.0 kusvika 1.9), isu taizofunga kudzikisa yedu Max CPC Bid kuti udonhedze mune yepamusoro inoita Ad Positions.

Kuitwa kwemamwe Mazwi Akakosha kunogona kuratidza kuwedzera kweMax CPC Mabhidha kana mashandiro avo akasimba mune zvinofadza Ad Positions.

Mamwe mazwi akakosha achanyatso kukodzera "kurhoja," uye isu tinomisa kana kuadzima muAccount yedu yeAdWords

Pasi peDaypart Tab, tinowana zvinotevera:

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

Kubva pamhedzisiro iyi, taenda kuAdWords Account yedu kugadzirisa Ad Scheduling kuti tione kuti kushambadza kwedu hakusi kufamba pakati pa4am kusvika 7am

Tisati Tambomira Mapoka eAdhi, tinofanirwa kuongorora Mapeji edu Ekumira zvemukati zvemhando yepamusoro.Mhando yezvinyorwa yakakosha pakubudirira.

  • Ziva uye udzokorore kana kudzima zvirimo zvinovhiringidza, zvisiri izvo, zvisiri izvo, kana zvechinyakare.
  • Mubvunzo kana zvidimbu zvemukati zvichinyatsodiwa.
  • Kwayedza zvemukati kuti uve nechokwadi chekuti Vashanyi vanogona kutevedzera rairo uye zviito zvakakwana zvavanoda.
  • Natsiridza zvemukati nemahurombo ekuita metric.
  • Gadzira mashoma mashandiro ematanho uye ongorora kana kudzima chero zvemukati izvo zvisiri-zvinoita.
  • Gadzira Mapeji matsva ekumhara kuti unyatsoenderana nekutsvaga Mibvunzo

Chekupedzisira, edu aripo Mapeji Ekumhara haana kuratidza Vhidhiyo, uye isu tichasimbisa kuti ivo vawedzerwe (zvimwe pazasi pasi peKushandura Kugadziridza).

Shanduko yekushandura

Zvichienderana nezvatakawana panguva yekutanga ongororo, isu takaona kuti iyo Lead Gen chikamu chechirongwa chedu chiri kuita pasi. Yedu-yepedyo Chinangwa ndechekuwedzera yedu Yekutungamira Gen Shanduko Rate neinopfuura kupfuura gumi%. Apa ndipo patichatanga (pane saiti uye mukati medu AdWords Akaundi)

  1. Kuongororwa kweMapeji edu Ekumhara. Tiri kutumira vanhu kupi? Vashandisi vanozoenda kana vakasazowana izvo zvavanoda kana zvavanoda.
    • Takatsanangura zvakajeka kuti bhizinesi redu chii kana chii?
    • Tiri kusimbisa Chigadzirwa kana Sevhisi mhinduro pane maficha?
    • Tine zvakasarudzika zvemukati zveChigadzirwa chedu kana Sevhisi isina kuwanikwa paMakwikwi Nzvimbo?
    • Tiri kukumbira ruzivo rwakawandisa?
    • Tine Vhidhiyo pane iyo Landing Mapeji? Kana zvisiri, isu tinoda kuwedzera. Mune ruzivo rwedu, kuvepo kwe Vhidhiyo inopa kusimudza pakati pe20% -25% muMitengo Yekutendeuka, vangave kana kwete vashandisi Vaone!
  2. Kana isu tisina kupa PPC Landing Mapeji, tiri kutumira vashandisi kumapeji akakodzera ewebhusaiti ayo ane ruzivo runonyanya kubatsira uye rwakarurama nezveChigadzirwa kana mabhenefiti aari kutsvaga?
  3. Chii Chatinopa? Inoshanda zvakadii? Isu tichangobva kuyedza kupa Demo kana Trial, uye iyo Trial yakapa-yakaita iyo Demo neanopfuura zana muzana. Zvakaipisisa, Direct Sales yakadonha 100% pakati pevashandisi vakafumurwa kune iyo Demo kupihwa. Ose Kutungamira Vhoriyamu uye Revenue yakatambura.
  4. Tine Kudana kwakasimba kuChiito here?
  5. Isu takaita zvese zvatinogona kufanotungamira tarisiro tarisiro kana kudzivisa isingadiwe? Semuenzaniso, akati wandei evatengi vedu vakaremerwa nebasa rekushandisa "Vanowonana." Izvi zvakagadziriswa nekushandisa Negative Keywords mumishandirapamwe edu ekuti tibvunze mibvunzo yakadai (uye kushandisa zvisirizvo).
  6. Gadzira kana Gadziridza Ad Mavara ekuvandudza mashandiro eAd.
  7. Wongorora Ongororo Yemitero yezvose Zvakakosha. Bvisa izvo zviri kuita pazasi pehunhu hwekuita zvikumbaridzo (TBD).
  8. Ndekupi uye nei Vashanyi vari kudonhedza kubva muChinangwa Chekutendeuka Chinangwa (s)?

Kuongorora Budget

Munguva yedu yekuongorora kwemaminetsi mashanu, takaona kuti PPC yanga iri kunze-ichiita zvimwe Zvese zveTraffic zvine chekuita nePeresenti yeTotal Sales vs. Percent yeTraffic Traffic. Zvino, isu tinodzokera kuGoogle Analytics kusimbisa iyo PPC Budget kuwedzera.

Pakuongorora uku, isu takapinda muakaundi yedu yeGoogle Analytics uye takaenda ku Shanduko> Attribution uye pasi Type, sarudza AdWords. Iyo Default Kuisa ndeyekupedzisira Kubatana uye iyo yekutanga Dimension iri Campaign.

Aya Maonero anotipa dhata paMushandirapamwe, Spend, Yekupedzisira Kubatana Shanduko, Yekupedzisira Kubatana CPA, Yekupedzisira Kubatana Kukosha, uye Kudzoka paAd Spend (ROAS).

Pane zvinhu zviviri zvakakosha zvekuchengeta mundangariro tisati taenderera mberi. Mumuenzaniso uyu, kambani ine tumitsetse tudiki uye inoda kuve neROAS ye1,000% (10 kusvika 1 ROI) kuti ive inobatsira, uye yanga ichishanda pabhajeti diki, iyo inopa mukana wekukura.

Tichitarisa, tinoona imwe ye mishanu mishandirapamwe ine ROAS> 1,000%. Tevere, tinotamira kune yekuona kwekuita neAd Ad Boka, uye tinowana matatu Mapoka ane ROAS pakati pe2,160% ne8,445% zvichiteerana.

Mushandirapamwe wechipiri uye wechitatu Ad Boka parizvino riri kushanda neROAS> 800%.

Tinogona kurova chakanangwa 1,000% ROAS Chinangwa mumushandirapamwe wechipiri nekuremadza rimwe kana anopfuura Mapoka eAdhi. Mumwe mushandirapamwe wave kutoita + 38% vs. Chinangwa. Tinogona kukurudzira nechivimbo kuti tiwedzere Bhajeti yedu yemwedzi pamisangano miviri.

Matatu Ad Mapoka haasi-brainers ekuwedzera kweBhajeti; yechina inogona kuenda pane yedu runyorwa mushure mekugadzirisa (bvisa isina-kuita Keyword kana Chigadzirwa Zvinyorwa).

Kunyange kubudirira kusingavimbiswe, isu tinofungidzira kuti 50% yekuwedzera mukushandisa ichakonzera inoenderana Revenue kusvetuka, zvinhu zvese zvichitariswa. Mune ino kesi, kune yega yega yekuwedzera $ 700 yemari yakanangwa, tinotarisira kuona kuwedzera kwe $ 11,935 muRevenue!

Nei Zvese Izvi Zvichikosha

SaManeja weSEM, rako basa harigume kana iwe uchityaira traffic kune saiti; ingori kutanga.
Svetuka muakaundi yako yeGoogle Analytics, tanga nerevo mushumo, uye ona kuti ungawane zvakadii mumaminetsi mashanu chete. Fungidzira kuwanda kwauchazowana iwe kana iwe ukatarisa kune gumi nemimwe mimwe mishumo iwe yaunogona kuongorora!

Chris Bross

Chris mubatsiri weEverEffect, anoshanda muPay Per Click Account Management, SEO Consulting, uye Webhu Analytics. Chris ane makore anopfuura gumi nematanhatu eruzivo rweInternet nemakambani eFortune 16 uye hunyanzvi mukutungamira nekuita zviitiko zvepamhepo kusimudzira bhizinesi, zvigadzirwa nemasevhisi.

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