Q&A With Avinash Kaushik, Google Analytics Evangelist & Customer Insight Guru
Nov 20, 2009 at 5:56pm ET by Daniel Waisberg
Avinash Kaushik is Google’s well-known and widely respected analytics guru. In this wide-ranging interview, he talks about his passion for metrics, why they’re critical for success, and how search marketers can use analytics to take their campaigns to the next level.
Filed in: Google: Analytics, Google: Employees, How To: Analytics, Top News
Analyzing Short & Long Keywords Using Google Analytics
Nov 13, 2009 at 7:00am ET by Ben Gott
As a search agency we see many different styles of PPC campaign design, from in-house teams, other agencies, and occasionally running across those from the search engines themselves. Broadly speaking, campaigns can fit into one of two categories:
Those heavy on keywords or phrases made up of low number of fairly generic terms (for the purpose of this article, referred to as "shorter keywords")
Those using a high number of terms ranging from generic to improbable (or "longer keywords")
Our approach has always been to go for broke with the number of terms we use in our campaigns. [...]
Filed in: Analyze This, Google: AdWords, Google: Analytics
How To Bid Profitably On Nonconverting Keywords
Nov 9, 2009 at 8:00am ET by Brad Geddes
Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics.
Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goa [...]
Filed in: Google: AdWords, Google: Analytics, Paid Search
Google Analytics New Features: Intelligence Engine, Custom Alerts & More
Oct 20, 2009 at 2:01pm ET by Daniel Waisberg
Google has just announced a number of new features for Google Analytics, including more powerful reporting capabilities, greater customization options and a new "intelligence engine" that Google says can help search marketers drive smarter data insights. Here's a rundown of the new features, and why they're important.
Analytics intelligence
Google Analytics new "intelligence engine" comes with default alerts that will show you interesting trends in the data: it surfaces insights. Exactly how the algorithm that does this works is not clear, but it certainly takes into consideration many v [...]
Filed in: Google: Analytics, Top News
How To Use Google Analytics Motion Charts To Maximize Results
Sep 3, 2009 at 5:24pm ET by Daniel Waisberg
Last year Google Analytics released a few new features, among them the Motion Charts. The feature is based on software developed by Gapminder, acquired by Google in 2007.
According to the Google Analytics blog, "Motion Charts provide a multi-dimensional, over-time analysis of the data in your report."
This feature provides a powerful way to visualize data in five dimensions: x-axis, y-axis, size of bubble, color of bubble, and time. In fact, if you choose metrics that are combinations of more than one metric, such as conversion rates (number of conversions divided by number of visits) [...]
Filed in: Google: Analytics, How To: Analytics, SEM Tools: Web Analytics
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