Google Analytics and Website Optimizer, Secrets Revealed!

(08/12/2009)

2:11

Gaurav Sharma:

Waiting for the session to start.

Wednesday August 12, 2009 2:11 Gaurav Sharma

2:17

Gaurav Sharma:

Presenters are:

Ariel Bardin - Product Management Director, Google Adwords
Dai Pham - Product Marketing Manager, Google Analytics

Sandra Cheng - Product Manager, Google Website Optimizer

Wednesday August 12, 2009 2:17 Gaurav Sharma

2:18

Gaurav Sharma:

Room is about half full, more people coming in.

Wednesday August 12, 2009 2:18 Gaurav Sharma

2:31

Gaurav Sharma:

The session is started by Ariel

Wednesday August 12, 2009 2:31 Gaurav Sharma

2:31

Gaurav Sharma:

The session has started - House full!

Wednesday August 12, 2009 2:31 Gaurav Sharma

2:32

Gaurav Sharma:

Giving example of Google Store.

Wednesday August 12, 2009 2:32 Gaurav Sharma

2:32

Gaurav Sharma:

Introducing Adwords, Analytics and Website Optimizer.

Wednesday August 12, 2009 2:32 Gaurav Sharma

2:33

Gaurav Sharma:

Now talking about - Why new UI for adwords?

Wednesday August 12, 2009 2:33 Gaurav Sharma

2:35

Gaurav Sharma:

They talked to large and small advertisers throughout the world. Three things they found people want:

ROI
Efficiency
Clarity

Wednesday August 12, 2009 2:35 Gaurav Sharma

2:35

Gaurav Sharma:

Doing demo for:

Filters
Bid Stimulator
Custome Alerts
Spreadsheet Editing
Location Extensions

Wednesday August 12, 2009 2:35 Gaurav Sharma

2:37

Gaurav Sharma:

Asking users to send feedback.

Wednesday August 12, 2009 2:37 Gaurav Sharma

2:37

Gaurav Sharma:

There is a microsite with PDF, comparison between old and new interface. There is a link to sign up for a webinar in Adwords.

Wednesday August 12, 2009 2:37 Gaurav Sharma

2:39

Gaurav Sharma:

Showing the real numbers from Google Store Adwords account.

Wednesday August 12, 2009 2:39 Gaurav Sharma

2:40

Gaurav Sharma:

Creating a filter for keywords which have not converted.

Wednesday August 12, 2009 2:40 Gaurav Sharma

2:42

Gaurav Sharma:

Showing bid stimulator's use and how you can plan for traffic.

Wednesday August 12, 2009 2:42 Gaurav Sharma

2:44

Gaurav Sharma:

Google is spending $5 to $13 CPC for certain keywords for Google store.

Wednesday August 12, 2009 2:44 Gaurav Sharma

2:45

Gaurav Sharma:

Demoing setting email alerts for keywords. Email alerts are not available for My Clients Center yet.

Wednesday August 12, 2009 2:45 Gaurav Sharma

2:46

Gaurav Sharma:

Integrated Google spreadsheets, at ad group level.

Wednesday August 12, 2009 2:46 Gaurav Sharma

2:47

Gaurav Sharma:

You can use formulas within Google spreadsheets.

Wednesday August 12, 2009 2:47 Gaurav Sharma

2:48

Gaurav Sharma:

[opinion] - This is a good way to expose Google spreadsheets to a large userbase without much learning curve.

Wednesday August 12, 2009 2:48 Gaurav Sharma

2:49

Gaurav Sharma:

A lot of new things in the settings tab in the new UI.

Wednesday August 12, 2009 2:49 Gaurav Sharma

2:50

Gaurav Sharma:

They will add your company's address (which is added in settings) if the user searching is near your location.

Wednesday August 12, 2009 2:50 Gaurav Sharma

2:50

Gaurav Sharma:

They now have ads in Google Maps as well.

Wednesday August 12, 2009 2:50 Gaurav Sharma

2:50

Gaurav Sharma:

Last webinar is on Aug 20th.

Wednesday August 12, 2009 2:50 Gaurav Sharma

2:50

Gaurav Sharma:

Here comes Dai Pham, talking about Google Analytics.

Wednesday August 12, 2009 2:50 Gaurav Sharma

2:51	Wednesday August 12, 2009 2:51

2:51

Gaurav Sharma:

First thing they ask users to do is set up goals.

Wednesday August 12, 2009 2:51 Gaurav Sharma

2:52

Gaurav Sharma:

Google Store has some "room for improvement" for conversions.

Wednesday August 12, 2009 2:52 Gaurav Sharma

2:52

Gaurav Sharma:

Now talking abut funnel reports.

Wednesday August 12, 2009 2:52 Gaurav Sharma

2:53

Gaurav Sharma:

Funnel report will show you what page you are losing the most users.

Wednesday August 12, 2009 2:53 Gaurav Sharma

2:53

Gaurav Sharma:

Now talking about event tracking - a new feature.

Wednesday August 12, 2009 2:53 Gaurav Sharma

2:55

Gaurav Sharma:

Now talking about how you can run advanced analytics on how many people stopped a video or played it using events tracking API.

Wednesday August 12, 2009 2:55 Gaurav Sharma

2:55

Gaurav Sharma:

Talking about Analytics Data Export API, which is in public beta.

Wednesday August 12, 2009 2:55 Gaurav Sharma

2:56

Gaurav Sharma:

Talking about Analytics Data Export API, which is in public beta.

Wednesday August 12, 2009 2:56 Gaurav Sharma

2:57

Gaurav Sharma:

Talking about Data Export API Query Explorer.

Wednesday August 12, 2009 2:57 Gaurav Sharma

2:57

Gaurav Sharma:

The Query explorer creates URL for the API.

Wednesday August 12, 2009 2:57 Gaurav Sharma

2:59

Gaurav Sharma:

They have added comprehensive training material on Google Analytics.

Wednesday August 12, 2009 2:59 Gaurav Sharma

2:59

Gaurav Sharma:

Sandra Cheng is up next.

Wednesday August 12, 2009 2:59 Gaurav Sharma

3:01

Gaurav Sharma:

Talking about Google Website Optimizer.

Wednesday August 12, 2009 3:01 Gaurav Sharma

3:03

Gaurav Sharma:

You can auto pruning poor versions of the test. This allows the user to finish the experiment faster.

Wednesday August 12, 2009 3:03 Gaurav Sharma

3:04

Gaurav Sharma:

They ran an experiment

1. Seregy wearing Tshirt (decreased conversion)
2. Larry wearing Tshirt
3. Both the founders wearing Tshirt (Improved conversion 91%)

Wednesday August 12, 2009 3:04 Gaurav Sharma

3:04	Wednesday August 12, 2009 3:04

3:04

Gaurav Sharma:

They ran a test on Youtube.
Goal - Increase signups.

Wednesday August 12, 2009 3:04 Gaurav Sharma

3:04	Wednesday August 12, 2009 3:04

3:06

Gaurav Sharma:

They tested 2 text links - "Sign Up" and "SIGN UP" anchor text and diffreent banners. Total 32 combinations for banners. They tested 4 different box types with 8 variations in each of them, but call to action was same.

Wednesday August 12, 2009 3:06 Gaurav Sharma

3:06

Gaurav Sharma:

Total variations - 1024 combinations.

Wednesday August 12, 2009 3:06 Gaurav Sharma

3:06

Gaurav Sharma:

A lot of them performed better than the original page

Wednesday August 12, 2009 3:06 Gaurav Sharma

3:08

Gaurav Sharma:

"SIGN UP" performed poorley.
"Don't just watch, participate" was winning copy.
They were able to increase conversion (signup) by more than 50%