Google Analytics Tips
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.
Separating Branded Keywords in the Channels Report
- [Voiceover] 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 "lightweight running shoes" versus someone who searches for "nike women's flax." The latter is someone who already knows your brand enough to search directly for it, is a very different motivation, 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 advance segments isn't our only option when it comes to analyzing that 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. Before I go any further, I should point out that we are only talking about paid search at this point. This is not shortcut from Google to get around the not provided issue for organic traffic, although I certainly wish it was.
Now with that caveat, let's take a look at how to set this up. We're coming to our account here, and we're gonna head to the admin section at the top. We're gonna come over here to our Channel Settings, on the view itself, and down here you're gonna see Manage Brand Terms, this kind of little-known link. What we see here is often we're gonna have some suggested brand terms, where it's gonna go through the site and look for some of these. In our cases we don't necessarily have these, but what we wanna do is put some brand terms in here on our own. Now in our case, certainly, meeting has cardinal, or path, or all as one word sometimes happens, cardinalpath, or wasp, is a product that we've got.
So these are gonna be the general things that are gonna be brand terms for us. I'm gonna 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 gonna be different from someone who's just typing in "Google analytics consulting" or something that's gonna be much more generic, where you may not necessarily know us already. So we come down here and save this. What it's gonna do is prompt you here, it's gonna say yes, we've added the brand terms 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 wanna set up some channels that are gonna go into your default channels.
So we can say yes, we're gonna go ahead and set that up now, it's gonna give you a prompt that it's already set up Generic Paid Search and Brand Paid Search channels for you, we wanna go ahead and review those, so we come here, we see the two yellow ones here are indicating the new ones, the Generic Paid Search and the Branded Paid Search. And it's gonna 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 lets us know historical data is not going to be affected, so like almost everything else in Google Analytics, it's not gonna go back in the past and re-classify and re-process.
This is gonna 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, this says system and user defined, and so what it is, it's a little bit of a hybrid. It's gonna have your system defined channels that matches Paid Search, so Google already understands what Paid Search it is. But specifically, it's going to also have an "and" clause that looks for the query type is gonna match the brand terms that we just located in. So Google Analytics understands what brand terms are because we just entered those into 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.
Now if I were to head on over here to the reports, and look under the channels acquisition report, I may not see this 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 reports such as this traffic channel report.
It is also used sort of for those of you who are using Programmatic Solutions, where it may not have this clean division of keywords. There are a few things to keep in mind. First is that this is a great place to put in misspellings. 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 Mercedes-Benz, does it have the Z, is it an S, there's all kinds of ways people misspell and you wanna make sure that 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, they'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. 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. 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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