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Google Analytics Essential Training (2010)

Fine-tuning your match type with the Matched Search Queries report


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Fine-tuning your match type with the Matched Search Queries report

The Matched Search Queries report, located in the AdWords reports, underneath the Advertising section, has some of the most requested and actionable data in all of Google Analytics. This used to be a dimension very deep in the AdWords reports, but now in the new version, it has been promoted to its own spot in left-hand navigation. Let's talk terminology for a second, because subtleties make a big difference in this report. In AdWords you have the Keywords, which are your bid terms, and then you have the search query, which is what the user actually typed into the search bar. That search query triggered an ad impression based on a keyword that you bid on, and as a result, your ad was triggered to be displayed.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Fine-tuning your match type with the Matched Search Queries report

The Matched Search Queries report, located in the AdWords reports, underneath the Advertising section, has some of the most requested and actionable data in all of Google Analytics. This used to be a dimension very deep in the AdWords reports, but now in the new version, it has been promoted to its own spot in left-hand navigation. Let's talk terminology for a second, because subtleties make a big difference in this report. In AdWords you have the Keywords, which are your bid terms, and then you have the search query, which is what the user actually typed into the search bar. That search query triggered an ad impression based on a keyword that you bid on, and as a result, your ad was triggered to be displayed.

The searcher then clicked on the ad and they came to your web site as a visitor. The key here is that the search query is not necessarily the same as the keyword that you bid on. In fact, there might be some large variations between the keywords and the search queries that cause that corresponding ad to be shown. You might recall that there are three main match types in AdWords: Broad, Phrase, and Exact. Just like the name implies, Broad match is meant to cast a wide net to match search queries of keywords. As a result, you might see search queries that have none of the same words as your broad-matched keywords that you bid on in your AdWords account. In Google Analytics, you can see both the search query and the keyword that caused the ad to show if we use the secondary dimension of keyword while we are in this Matched Search Query report.

Let's go take a look at that. Here we see the Matched Search Queries and what people actually typed in. And as a secondary dimension, we can come here down to AdWords and we can add the keyword that contains the bid term. This can give us a great perspective for comparing and contrasting the terms and the keywords that brought these visitors to your site. Here in this case, we can see that both google shopping and google store were searches that triggered ads that included the bid term of google store. So on left, I see google shopping and google store were Matched Search Queries. Both of those were for the keyword that was bid on, google store.

In this case, it was an exact match. google store was the Matched Search Query and google store is the keyword. But up here we had google shopping, which was considered to be close enough to google store to trigger the ad. Okay, so we see the same keyword here but different Matched Search Query. Was the result the same? Not even close. They both had a similar number of visitors two thousand something, but look at the revenue. One got 1500 while the other got zero. So why is that? Well, let's think from the searcher's point of view. People who are searching on the word "google store" might actually be looking for the google store, which sells Google merchandise like T-shirts and pens and things.

But if someone types in google shopping, it's very possible what they are actually looking for is the google shopping comparison engine, what used to be known as Froogle, so they can buy other things from other stores. So in that case they are looking to buy a new flatscreen TV, not actually a T-shirt with the word Google written across the front of it, and the just want to use Google as the search engine. These completely different motivations and intentions can lead to completely different amounts of revenue for our Google store, and we need to understand those subtle differences between those exact queries typed in, so we can understand how to bid for those.

This data is absolutely critical for informing your entire AdWords strategy. For example, if a search is not relevant, I may want to use those as negative keywords, so that our ad won't be triggered for the searches. If the search that I see is relevant but just not performing well, I may want to create an entirely separate ad group and ads. If it's performing very well and I have a search that's just pure gold for me, I may want to increase my bid to make sure I get as much of that traffic as possible. I may also create landing pages and ads that speak directly to that valuable searcher. Seeing the search queries can be beneficial in two ways: for creating the negative keyword lists for generating new keyword ideas and adjusting my bids and landing pages to match those.

As you can see, this report is extremely actionable and insightful. If you spend any money in AdWords, I can nearly guarantee that there is money to be made or saved by spending some time analyzing this data.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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