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Posts by Fabio Cuffaro

Understanding ROI For Your AdWords Campaign

By on Apr 27, 2015 in AdWords | 0 comments

A positive Return On Investment (ROI) is critical for any business. Businesses require profit to be able to survive and flourish. The beautiful thing about online advertising is that it is much easier to calculate advertising ROI than conventional marketing because most of it can be tracked using web analytics services like Google Analytics. In this article, we’re going to dive into how you can calculate ROI for your e-commerce AdWords campaigns. Profit margins vary considerably and knowing that your campaign is generating revenue and more importantly, generating a profit is crucial to your ability to grow and reinvest back into the business and advertising budget. Tracking Revenue The ability to track revenue from different online sources is crucial to understanding your online marketing efforts. If you are only looking at revenue within your shopping cart, you are losing out on valuable insights. A favorite tracking tool is Google Analytics. It integrates excellently with AdWords and is quite powerful. Check out AdWords Conversion Tracking For E-commerce after reading this article to see how you can track revenue from AdWords. Calculating ROI Calculating ROI for online marketing is not that straightforward because of all of the different factors we need to consider. Last Click/Direct Conversions is important to consider, but it doesn’t tell the whole story. Assisted Conversions and AdWords tracking gives us a much better understanding of the impact the campaign is having. ROI ROI = ( revenue – cost ) / cost. The “cost” in this equation is the cost of your AdWords campaign. For example your campaign generated $1000 and cost $200 in AdWords, the ROI is calculated like this 1000 – 200 = 800 800 / 200 = 4 4 x 100 = 400% Multiplying by 100 makes it into a percentage. In this scenario, your ROI would be 400%. True ROI The above equation doesn’t take into consideration the cost of the goods. If your profit margin is 20%, the above example would have given you an ROI of 0%. (I state “True ROI”, but one needs to consider other costs too, like if you offer free shipping. For the example of true ROI, we’re only going to consider the cost of goods). To calculate the true ROI...

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AdWords Conversion Tracking For E-commerce

By on Apr 9, 2015 in AdWords | 0 comments

Being able to track revenue from your online marketing campaign is key for several obvious reasons. Interestingly enough, many websites are not configured to track revenue from the sources that help to generate it. These website owners tend to view revenue only from the shopping cart reports. While this is very important, it doesn’t help to understand what source/medium is driving those sales. One medium people turn to often is Pay Per Click advertising (PPC). The best-known platform is Google AdWords. Using this platform may help to expand your business and increase revenue and profits, but only if you know how it’s actually performing. Like most things in life, we can view revenue in more than one way for your AdWords campaign. To explain this last statement, we need to begin by getting a few things in place. First we need to put into place the ability to track the revenue that is being generated online. Then we need to understand the data that is being accumulated. Finally, once we gain that understanding we can see that a marketing campaign doesn’t just directly generate sales, but also helps to influence sales by driving the buyer back to the site. This article will cover two ways in which you can track your online revenue from your AdWords campaign. Once you know where and how to get that metric, we can move forward and calculate ROI. Google Analytics Google Analytics is probably the most used web tracking tool in online marketing and for good reasons. It’s free, and it is powerful. The amount of data that you can gather, and the level of reporting is incredible. You can extract almost anything that you want from the activity on your site. Within Analytics, there are two ways in which you can see the impact that your AdWords campaign is helping to generate revenue. Last Click/ Direct Conversions and Assisted Conversions. Last Click conversions give credit to the last source a person came from. Direct conversion is when someone comes to your site from one source and makes a purchase. An Assisted Conversion means that it took multiple visits from possibly different sources before making a purchase. I state “possibly different sources” because people can come in...

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Assisted Conversions – The Real Story Behind Your Marketing Campaign

By on Mar 25, 2015 in Google Analytics | 0 comments

Assisted conversions in Google Analytics is the least understood and possibly one of the most import metrics to understand. Every single client that we have gets introduced to assisted conversions and it is part of our discussion in our weekly meetings. Assisted conversions, specifically the top conversion paths, shows us the “story” behind the business’s marketing campaign. What is Assisted Conversions? Assisted Conversions can be found in Google Analytics under Multi-Channel Funnels. To be able to view any data in this area, conversion tracking must be enabled and a goal must be created and/or e-commerce tracking must be enabled. Google has grouped sources into predefined channels. You can see the channels that Google has used below.   This is a screen shot from a client’s account. AdWords automatically is assigned to the Paid Search channel since it is a Google property and you can set up AdWords to automatically tag the URLs from the ads so that they can be tracked in Analytics. For other sources such as Bing Ads, it’s important to properly add tracking parameters to the URLs so that you can track it in Analytics. By adding “cpc” to the medium in your tracking parameters, Google will assign that source to the Paid Search channel. Within this view you can analyze the data using Assisting Interaction Analysis, First Interaction Analysis and Conversions. Analyzing this data will not be addressed in this article, however you can read more on it on Google’s support page Analyze channel contribution. Top Conversion Paths The focus of this article is in the “story” that is being told in Analytics in regards to your marketing campaign. Marketing online has grown significantly in recent years. It has gone from banner advertisement and SEO in the early days of the web toPay Per Click with many different platforms to advertise on, like Bing, AdWords, Amazon, Facebook, etc.. Social media marketing, SEO and so on. Presence on the web is key. As you continue to develop your marketing campaign, you should consider all of the different sources available to advertise on. A well developed marketing campaign will take advantage of the different sources and develop a plan for each. To see the data in Top Conversion Paths you...

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AdWords Estimated Total Conversion Update

By on Jan 7, 2015 in AdWords | 0 comments

When Google released Estimated Total Conversion (ETC), the goal was to get a more accurate picture of what your ads are driving. The reason is because the world is so multi-dimensional — someone might search and but rather than buy something on your website, they will download your application, call your store, scan a barcode, and so on. ETC allows Google to track your ads while attempting to account for other types of traffic or communication with your business that people may have. What has become clear is that the real world and the online world have become practically interconnected. Online research directly influence an individuals in-person shopping preferences and purchases, and vise-versa. To add on to that, Google says that 32% of customers used a location-based search ad to make a purchase in person. If you have a small business, especially with any retail sales, it’s important that you start delivering such ads before a majority of purchases are done with the help of the web. That’s leading Google to introduce a new measurement to ETC: store visits. Because people are now constantly connected, whether on their computer, tablets, or phone, business activities happen at all times, rather than your traditional business hours. Google’s research of consumer behavior led them to say that 70% of consumers who use ad features want location information. If you have products, they want to know how many is at the store closest to them. This new release is allowing you to enhance your marketing plan and target consumers who are interested, and not wasting money or resources on those that aren’t. PetSmart has been attempting to monitor this type of data for their websites over the last year. With it, they were able to determine that 10-18% of their clicks led to actual store visits. That’s why they are specifically increasing their location-based ad’s and marketing, allowing them to maximize their conversion rate. You can see an example of a PetSmart return here: Meanwhile, Office Depot has 2,000 retail locations around the world and they began using the insights data to figure out specifically what people are going after what products in which locations. This helps local stores with their specific advertisement...

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Google AdWords Improves Mobile Shopping Experience

By on Dec 7, 2014 in AdWords | 0 comments

Google AdWords has recently announced that they are making some changes to the way their mobile shopping ads are displayed. The update is going to help provide more information, and information that is easier to enjoy, for people who are browsing on mobile devices. In their announcement, they said that the numbers prior to Thanksgiving show that there is 350% more people performing shopping related searches from mobile smart phones this year than there was last year at the same time.  This is quite a dramatic spike, and will almost certainly continue all the way through the heavy shopping season. Giving Shoppers what they want One of the most important things that AdWords is doing is providing a richer shopping experience for those on mobile devices.  According to Google surveys and other information, people are looking to get more details and get a better look at items before they make a decision about purchasing them.  With that in mind, AdWords is offering expandable product cards for a wide range of products. For example, if someone searches for the latest smart phone that they are thinking about purchasing for a loved one, the results will display a high quality image of the smart phone they searched for as well as a list of merchants who are carrying it.  In addition, they can click to expand any of the results to show details such as the brand, operating system, cellular provider, weight, screen size and much more.  This is just the type of information that people are looking for when shopping online from their mobile devices. You can see an example of this type of search result in the following image, provided by Google: Another improvement is focused on local shoppers.  AdWords knows that many people put off their shopping until the last minute and can’t afford to wait for items to ship.  To help these people, shoppers can now quickly display inventory ads on their mobile device.  If you search for a product, for example, it will show a list of places in your area that are selling it.  With a quick click, you can see which stores nearby have it in stock, how many they currently have, and a...

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