Ferguson Consulting Group

Google Adwords and Analytics Excel Tools

Google Analytics Google AdWords Excel ToolFor those of you working with Google AdWords and/or Google Anlaytics and prefer to work in Microsoft Excel to analyze your campaigns and/or website, I’ve listed three tools below that might help you. Most of them are either free or have a free trial so check them out and if they work for you, shoot me an email and let me know how you’re using the tool you selected, I would love to hear feedback from people about their experiences.

Google AdWords Plug-in for Excel by Tatvic

Tool to import google adwords data in excel using a macro. A great way to analyze analyze Google AdWords campaigns in Excel.

  • Easy to use interface
  • Update reports on a single click
  • Import your analysis into the AdWords Editor
  • Download and analyze as many report as you want, on a single Microsoft Excel sheet

Free Trial: Yes


GA Data Grabber

Eliminate time-consuming manual work from data fetching, processing and visualization – GA Data Grabber automates all this and helps you keep up with the latest developments of your Google Analytics profiles and your AdWords and adCenter clients. It is the only Analytics tool which makes it easy to combine metrics for lots of sites into a single report.

GA Data Grabber is designed especially for people working with multiple Analytics profiles or AdWords/adCenter clients. GA Data Grabber works within MS Excel, making it easy do additional analysis and charting.

Free Trial: Yes


Excellent Analytics

Excellent Analytics is a simple Excel plug-in that lets you import web analytics data from Google Analytics into a spreadsheet. It’s an open source project and 100% free to download and use for individuals and businesses.

Functionality:

  • Build queries with all dimensions and metrics available in Google Analytics
  • Apply filters to create advanced queries
  • All queries are stored in the spreadsheet

Benefits of reporting and analyzing Google Analytics data in Microsoft Excel:

  • Get one less tool to keep track of
  • Use a familiar interface
  • Combine data from multiple data sources
  • Use Excel formulas, charts, and pivot tables
  • Define and calculate customized KPIs (Key Performance Indicators)
  • Build dashboards just the way you like them
  • Share workbooks with other Excel users

Imported data is stored in the spreadsheet so you can sort, manipulate, and distribute data to anyone using Microsoft Excel. Use Microsoft Excel to combine web analytics data from Google Analytics with offline data from any other source. Excellent Analytics makes this easy!

Website: http://excellentanalytics.com/

Free Trial: Yes / (Software is Free)

Top Five Online Marketing New Year’s Resolutions for 2011

Top Five Online Marketing New Year's Resolutions for 2011As we prepare to move into 2011, it’s a great time to evaluate the past year and take a peek at the upcoming year. Many of us are creating laundry lists of decrees for the New Year – make sure you’re including some Internet marketing goals in your 2011 resolutions. While losing 20 pounds would impressive, we feel improving the return of your Internet marketing program by 20% deserves some consideration (disclaimer: we are a bit biased). Obviously, the specific items you choose to include are up to you, but we’ve listed a few suggestions based on conversations with clients and other marketers.

I Will Implement Cross-Channel Integration. If “cross-channel” isn’t part of your marketing vocabulary yet, take the time to look into it in 2011. Simply, we’re referring to a portfolio-based approach, where all marketing channels are examined side-by-side. I typically aggregate different Internet marketing channels into an aggregate report. This report can be used to make insightful decisions incorporating all aspects of the Internet marketing program. Cross-channel reporting (and subsequently decision-making) will help to ensure you’re allocating budget to the most effective/profitable channels. You can even take this one step further and integrate all your marketing channels into one comprehensive strategy (and report).

I Will Not Be Afraid of Social Media. While social media surpassed the label of “buzzword”, many companies have yet to develop a social media framework for their Internet marketing plan (or for their company in general). Social media is still a growing online branding opportunity as well as opportunity to interact with current and future customers. However, any social media effort or thoughts are going to fail unless you have a clear-cut strategy. In 2011, I recommend dedicating some time to social media. Here are some initial questions to ask yourself:

  • What goals can social media help me achieve?
  • How will I measure success in social media?
  • What message do I want to send using social media?
  • Which social media channels are well-suited to my product/service and goals?

I Will Have a Local Presence. Especially with recent enhancements to local results in Google, it will be more important to include a geographically-based strategy in your Internet marketing program. For example, if someone includes a city or location as part of their query, Google will serve a Places listing with businesses that match the user’s query in the specified area. If you have physical locations and are not taking advantage of Google Places listings, you’re missing the opportunity to be featured in some prime search real estate.

I Will Learn About and Test New Features. The search engines often release new features because they feel the features will enhance the user experience in some way. One example of this is the Google Places drop-down in PPC advertising (see example below), which provides a map of the closest location without having to click through to the Web site:

Other features recently released by Google include Contact Form Extensions (a contact form that drops down from your PPC ad), Product Listing Ads (which contain images and prices for items that match the search query), Broad Match Modifier match type and Automation Rules. The specific features you test and implement will vary depending on the nature of your business. As a standard rule, keep up to date on emerging search marketing technologies and test them regularly!

I Will Learn About Customer Lifetime Value. In marketing, customer lifetime value (CLV), lifetime customer value (LCV), or lifetime value (LTV) is the net present value of the cash flows attributed to the relationship with a customer. The use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and long-term customer satisfaction, rather than on maximizing short-term sales. In marketing, customer lifetime value (CLV), lifetime customer value (LCV), or lifetime value (LTV) is the net present value of the cash flows attributed to the relationship with a customer. The use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and long-term customer satisfaction, rather than on maximizing short-term sales. Read this article on the lifetime value of a customer by Bob stovall, it specifically mentions Amazon’s strategic importance placed on customer lifetime value.

Final Thoughts

These ideas are merely the tip of the iceberg – I suspect we could (working together) develop a list of 365 different aspects to examine. Take some time to think about your Internet marketing program and determine how you’re going to invigorate your program this year.

What are you thinking about as we move into 2011?

PPC Marketing is a Popular Method of Advertisement on the Web

PPC marketing or pay per click marketing is the most popular method of advertisement employed by various websites on the Internet. PPC marketing may often be referred to as pay for position, cost per click or pay for performance. But regardless of the term used, PPC marketing is the online advertiser’s medium of choice for promoting products and services to online consumers.

PPC marketing is beneficial to both the advertiser and the consumer. Advertisers using PPC marketing only need to pay for the actual click-throughs linked to their sites from search engines. At the same time as consumers are relieved of having to get annoying emails or pop-up ads for products and services.

When an online consumer searches for a specific product or service on the Internet, corresponding PPC marketing ads are also displayed alongside the results generated by the search engine. This forms a highly targeted consumer group that is more likely to purchase a specific product or service. In addition, websites get to limit their advertisement costs with the use of PPC marketing. PPC marketing is truly a winning solution for both parties.

Possible drawbacks of PPC marketing

Despite the obvious advantages of PPC marketing, there are possible drawbacks that can cancel out its benefits. One of the most common problems associated with PPC marketing is the inexperience of many people attempting to use this profitable advertisement method. Simply submitting PPC marketing ads to a search engine such as google, does not make up the entire campaign.

PPC marketing requires a calculated and systematic approach to setting up ads. PPC marketing involves the use of keywords and biddings in order to get top placement on a search engine. Getting top search engine placement helps boost traffic to a website that can easily translate into profit.

Without the necessary experience and knowledge to carry out a typical PPC marketing ad, may turn into an expensive campaign that does not convert into profit. PPC marketing ads also require continuous funding, as discontinued payments will also result in discontinued ads. This can be unfavorable for a website that has already built high rankings with their PPC marketing ads.

Bidding on keywords can also be quite costly, as the growing number of websites on the web struggle against each other to bid on the most popular keyword for their PPC marketing ad. Obviously small business websites are at a disadvantage here since big business websites are able to pay more for popular keywords related to their site. This is because most small businesses only set aside a small portion of their capital for advertisement, putting them at a disadvantage.

Running an effective PPC marketing campaign

There are a number of things that a website should consider when running an effective PPC marketing campaign. It is important to develop a marketing plan in order to get the most return on investment from PPC marketing. Selecting the most appropriate keywords that relate to the site’s business is essential in PPC marketing.

However, simply choosing the most popular keywords does not necessarily translate into profit. Selecting more specific keywords that will put a site within the first ten results of a search also gets greater awareness from online consumers. In addition, it doesn’t cost as much as getting the top spot for PPC marketing.

It is also important that a website constantly monitors the performance of their PPC marketing campaign. This will help the site modify any existing PPC marketing ad to make it more productive. At the same time any PPC marketing ad that has not proven effective can be immediately discontinued. Altering PPC marketing ads is a continuous process that many websites do in order to increase their return on investment.

Getting professional help with PPC marketing

The popularity of PPC marketing has given rise to professionals offering PPC marketing services for small and big businesses. Hiring a professional PPC marketing company is advisable for a small business without experience in PPC marketing. Most PPC marketing companies offer reasonable rates for their services and at the same time produce acceptable results.

A PPC marketing professional can attend to all the details commonly involved in a PPC marketing campaign. Handling a PPC marketing campaign is a time consuming process that can be overwhelming for a small business. A PPC marketing professional can help set up a PPC marketing campaign and later on train someone from within the business to handle it to ensure its continued success.

PPC Bid Management Ensures Maximum Website Promotion

Tools for Internet Marketing have been rising to popularity these days because of cost-effectiveness and the possibility of measuring increase in profits and sales.

Pay per click (PPC) is a means to advertise business through the use of keywords/phrases in the search engines. The advertiser is required to only pay for each click that sends a visitor to his website. Search engines such as Overture, Google Adwords, Search Yahoo and Miva are just some examples of search engines. They offer top positions among the sponsored listings for particular keywords/phrases you choose. The idea for bidding is you have to buy/bid on keywords/phrases relevant to your business. The highest bidder gets to be on the top of the search result listing and the second highest bidder, of course, gets the next top listing and so on. Every time a visitor clicks on your website, you will have to pay the same amount that you bid on that particular keyword.

PPC can be very costly, time consuming and sometimes not worthy. But if you know how to go about the step by step procedures, PPC is a welcome change to traditional advertising.  

If you do your searches for products, articles and auctions in the net, you usually type in a keyword or a set of phrase to guide you in your search. Either you use Google or Yahoo Search depending on where you are most comfortable at and where you usually get the best results. As soon as you key in the search button, immediately a long list of keywords or phrase will be displayed containing the keywords you key in. The first or the top link that you saw is most likely the one who bids the highest for that keyword you type. In this way, businessmen will produce the desired results; they get to be advertised, at the same time, saving and spending only for the clicks they need that might translate to potential sales.

The way to start PPC bid management is to identify first the maximum cost per click (CPC) you are willing to pay for a given keyword or phrase. CPC varies from time and even search engine to search engine too. Maximum CPC can be measured by averaging the current costs of bids (bids range from $0.25 to $5). Average of these bids is to be used as the maximum CPC to begin with. As your ad campaign progresses, the actual conversion rate (visitors turning to potential buyers/sales) will be determined and you may have to adjust your CPC (bidding rate) accordingly.

When you start to bid, see to it that you adopt different bidding strategies for various search engines. Search engines have their own PPC systems that require different approaches. It is also worthy to identify different bids for the same keyword phrases in various search engines.

Another thing, it is wiser not to bid for the top spot for two reasons: 1) It is very expensive and impractical, and 2) Surfers usually try different search queries in various search engines before they settle on the right one that fits to what they are looking for. This hardly results to conversion. Try to bid for the fifth spot instead and work your way up.

If you are now going steady on your PPC biddings, it is time for you to develop your own bidding strategy accordingly. It is important for you to track down which sites bring the bulk of your traffic and identify the ranking of your paid ads. This will help your bidding strategy to be effective and you should also decide where you want your ad to be positioned. Usually your maximum CPC will limit your choices.

Bid gaps (e.g. $ 0.40, 0.39, bid gap, 0.20, 0.19, 0.18) occur when there is a significant price increase to move up one spot in the PPC rankings. It is best if you take advantage of the bid gaps by filling them in so you can save up your cents to other bidding opportunities. Often there are keywords worthy of lesser bids to get the appropriate ranking on the list and produce a good number of clicks and higher conversion rate rather than bidding higher but having a poor conversion rate. You have to put in mind that overbidding too is not good but rather the best position for the most effective bid.  

Using pay-per-click bid management in promoting your website will only be successful if you take time building many lists across many engines and studying the performance of every listing. In this way, you can make the most value from what you spend in the bidding process.  The key is to use the necessary precautions to stay ahead of the competition.

Bid Management Tools

In ensuring best results, you may use bid management tools. There are accepted and approved management tools that will help you in your bidding. They are categorized in two different types:

•    Web based (services by monthly subscription) or,
•    PC based (a purchased software)

Monitoring tools too may help in the tracking down of your keywords/phrases and search engines as to which among them often generate sales, overall and in relation to your cost per click. This is what you call return of investment (ROI) monitoring.

These bid management tools may include additional functions that may not get from online marketing tools that are readily available. Other tools can monitor competitor’s bids, produce reports for different parties and offer the ability to interface with multiple PPC engines. This is particularly helpful to those who manage more than a hundred keywords across several PPC engines to boost productivity and save time.   

Pay-per-click bid management is ideal for the effective promotion of your business online without the hassles of draining your financial keeping too much. It is now fast catching up as a means used in marketing your goods and services to reach to as many consumers as possible.

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Search Exchange Charlotte 2012

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