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Get a new Google Analytics tip every other week from online marketing expert Corey Koberg. Most users unlock just a fraction of the power that Google Analytics offers, so in this course Corey exposes tips and tricks to unlock insights into one of the most sophisticated tools in the marketer or site owner's arsenal. He offers peeks into the latest power features, advice for deeply mining your digital data, and actions you can take to optimize your site for both traffic and conversions. Corey answers common questions about online marketing and web analytics, including installation, tag management, reporting, custom variables/dimensions, attribution modeling, segmentation, multichannel funnels, data accuracy, visualizations, Universal Analytics, and more. What's more, Corey welcomes your questions and will shape future videos based on member requests, so send them to us at firstname.lastname@example.org.
- The very first and most common examples of the segment we introduced are that of separating Brand terms from the most generic terms. The idea here was that these are two very different crowds. Someone who visits Nike.com after searching light-weight running shoes versus someone who searches for Nike Women's Flex. Now the latter is someone who already knows their brand enough to search directly for it has a very different motivation and is usually at a very different stage of the buying cycle than someone who just stumbles upon your site when doing a generic search. This is a critical step on the way to understanding attribution.
Which terms and channels are driving what type of behavior? But segmenting through advanced segments isn't our only option when it comes to analyzing the traffic. Google's quietly made a slick improvement and it's now built this segment into the core product so you can see it as a distinct traffic channel without having to resort to somewhat complicated regular expressions and the advanced segments. Now, before I go any further, I should point out that we are only talking about "Paid Search" at this point. This is not a shortcut from Google to get around the "Not Provided Issue" for organic traffic, although I certainly wish it was.
Ok, now with that caveat, let's take a look at how to set this up. We come into our account here and we're going to head to the the Admin Section at the top. We're going to come over here to our Channel Settings on the View itself and down here you're going to see "Manage Brand Terms," this kind of little known link. And we'll see here is often we're going to have some Suggested brand terms, where it's going to go through the site and look for some of these. In our cases, we don't necessarily have these. But what we want to do is put some brand terms in here on our own. Now, in our case, certainly even has "cardinal" or "path" or all as one word sometimes happens, "cardinalpath" or "wasp," product that we've got.
So these are going to be the general things that are going to be brand terms for us. I'm going to assume that if you're typing any one of these, you already know who our brand is. You know who the company is, you know what we're about, and you're specifically looking for that. It's going to be different from someone who's just typing in, "Google Analytics Consulting" or something that's going to be much more generic, where you may not necessarily know us already. Ok, so we come down here and Save this and what it's going to do is prompt you here. It's going to say "Yes, we've added the Brand names "to the account," but you haven't really done anything with them yet. They're just being stored on the account.
In order to actually see those in the reports, you want to set up some Channels that are going to go into your Default Channels. So, we can say, "Yes," we're going to go ahead and set that up now. It's going to give you a prompt that "It's already set up "Generic Paid Search "and Brand Paid Search channels for you." We want to go ahead and review those. So, we come up here and we see the two yellow ones here are indicating the new ones, "The Generic Paid Search" and "The Branded Paid Search." Now, it's going to give you this warning up here, that "We are modifying the default channel groupings" here. This is going to permanently change how traffic is classified. And also let's us know Historical Data is not going to be affected so like everything else in Analytics, it's not going to go back in the past and re-classify and re-process.
This is going to be for traffic that comes from this point on. Let's go take a look at what these are. So, we looked at the Branded Paid Search. Now this says "System and User Defined" and so what it is, it's a little bit of a hybrid. It's going to have your System Defined channels that matches "Paid Search" so Google already understands what "Paid Search" is. But specifically, it's going to also have an "And clause" that looks for the query type that's going to match the Brand Terms that we just located in. So Google Analytics understands what the Brand Terms are because we just entered those in the Account and so it's going to specifically look for those in the "Query Type" as well as "Paid Search" and if it matches all of these, it's going to be in the Branded Paid Search channel from now on.
Ok, now if I were to head on over here to the Reports and look under the Channels Acquisition Report, I may not see this here in here yet. In fact, this is all brand new. But as the new traffic comes in, what we're going to see is something like this. You see here in the Default Channel Groups, we've got these two down here, "Generic Paid Search" and the "Branded Paid Search." Now with this, you can understand these two very different groups directly in these reports and many of you already separate these terms into different campaigns within AdWords and Bing and so on.
But this allows you to see them in the non-campaign report such as this Traffic Channel Report. It is also useful for those of you who are using programmatic solutions where it may not have this clean division of key words. There are a few things to keep in mind. First, is that this is a great place to put in misspellings. When I put in "cardinalpath," I put it without the space. Even though we have a space, not everybody knows that. It's commonly typed in without it. Certain misspellings, certainly if you're someone like a Mercedes Benz, does it have the "Z?" Is it an "S?" There's all kinds of ways people will misspell and you want to make sure those really are Brand Terms because even though they don't know how to spell your brand exactly, they still know who you are, they know what you're about, they know what the products are.
You're not someone who's generically stumbling upon you. That said, don't bother with capitalization. That doesn't matter. For this it's going to match, either of those automatically. Then, at the same time, don't bother with plurals. This uses what's called a "Greedy Match" so "Nike" is going to match "Nikes" already. There's no need to put both of those in. Now, it may take up to 48 hours for this to go through and at the same time, it's going to only affect new traffic so you are going to have to have traffic that comes in on both of those channels in order for that to show up. This is a quick example of something that can save you time and aid your analysis.
And these are the types of tips that we've tried to bring you in this series over the past year. Thanks so much.
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