This week our group will be launching our Google Adwords campaign for our client, MASC Skin Care. To me this kind of program is a brand new language. As a result I began looking into blogs about both Google Analytics and Google Adwords one evening, hoping that e-marketing companies could share some of the secrets and insights they found first-hand. I came across a blog called ‘4 Ways to Maximize Your Google Analytics’. According to this post found on Digital Marketer Google Analytics is most effective as an evaluation tool when:
- Don’t Focus on a Single Metric (Important metrics that should be monitored on an on-going basis include visits, unique visitors, Avg. visit duration, Pageviews, Bounce rate, Mobile visits, Organic search visits, Top referrals, Top landing pages, Top exit pages, Goal completions, Goal conversion rate (% of people who visit and complete a goal)
- There is no such thing as ‘weak’, ‘average’, or ‘strong’ scores on the metrics. The results from the two programs are company specific and realistically should only be compared to them over time to assess progress.
- Look at data over time. Focusing too narrowly may present misleading results.
- Analyzing the information is important but your business won’t improve until you act on the Data you have collected
While some of these takeaways have already been discussed in class, as well as from our 6s Guest Speaker it was a good reminder to maintain a ‘big picture’ view despite the tendency for the tool to focus on specific. Additionally we aren’t truly providing value to our client if unless we can draw some specific insights from our research findings. It will be up to our team to learn the ins and outs of Google Adwords quickly so we can learn how to manipulate the metrics/data to focus on MASC’s objectives. Hopefully these few Takeaways from the website will give us a good start!