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Google Analytics Essential Training (2010)

Identifying the best placement options for ads


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Identifying the best placement options for ads

Although we generally think of AdWords as the ads that appear next to Google searches, in reality, the network is far more sophisticated and has far more reach than that. With the ability to display our ads and promote our site on millions of different sites across the web, big sites like The New York Times or even some small niche sites, some sites' placements are going to work very well, and some don't. We need to be able to measure this so we can evaluate that performance and adjust our ads. The domains and URLs where our ads are shown in display network have their own report, which we can use to give us insight into how the content targeted sites are performing in the display network, which is formally known as the Google Content Network. And we navigate here to the Placements report here under the Advertising section, with its own dedicated AdWords reports.
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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

Identifying the best placement options for ads

Although we generally think of AdWords as the ads that appear next to Google searches, in reality, the network is far more sophisticated and has far more reach than that. With the ability to display our ads and promote our site on millions of different sites across the web, big sites like The New York Times or even some small niche sites, some sites' placements are going to work very well, and some don't. We need to be able to measure this so we can evaluate that performance and adjust our ads. The domains and URLs where our ads are shown in display network have their own report, which we can use to give us insight into how the content targeted sites are performing in the display network, which is formally known as the Google Content Network. And we navigate here to the Placements report here under the Advertising section, with its own dedicated AdWords reports.

And first, we're going to see the Content Targeting Option here. In this case, our ads are going to be divided into Automatic or Managed placements, so we can see which variety of ad targeting is performing better or worse for Visits and Conversion Rate. Then we can click into the Placement domains or Placement URL to see specifically where our ads are being displayed. Although it's interesting to see which sites have been generating the most traffic for us, this is AdWords, and I am paying for this traffic, so I want to see how it's performing, so I can either target a site specifically or cut off those that aren't. Down here I have selected Ecommerce Conversion Rate to compare one metric versus the other and see which of these different places is performing better.

However, we could also look at things like Per Visit Value, Revenue, Average Value, et cetera. Now, there are lots of ways that we could evaluate these different place and sources depending on your goals and metrics, but by and large, it looks like this traffic isn't doing too well compared to the other sources of traffic on my site. But there are a few bright spots down here, particularly number 6 and number 9 down here. Now, in the past, some advertisers have avoided content targeting on the Google Display Network entirely. I can tell you, it is possible to be tremendously successful with Content Targeting, but generally speaking, it requires you to be much more diligent about managing which sites are showing your ads and how you're managing your budget.

You need analytics to be able to manage this type of ad network. Remember, you can't manage what you can't measure. This dedicated report is a great resource to help you do just that.

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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Google Analytics Essential Training (2010) will be retired from the lynda.com library on May 14, 2014. Training videos will no longer be available, but the course will still appear in your course history and certificates of completion. For updated training, check out the all new Google Analytics Essential Training coming soon to the lynda.com Online Training Library.


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