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Tracking Offline Sales from Online Advertising Web Analytics and Call Analytics. Jamie Smith CEO Engine Ready Software 1111 6 th Ave, 5 th Floor San Diego, CA 92101. Assessment of Audience . Local businesses? National? International?

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Tracking offline sales from online advertising web analytics and call analytics l.jpg

Tracking Offline Sales from Online AdvertisingWeb Analytics and Call Analytics

Jamie Smith

CEO

Engine Ready Software

1111 6th Ave, 5th Floor San Diego, CA 92101


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Assessment of Audience

  • Local businesses? National? International?

  • How many people use Google AdWords? Google Analytics? 3rd Party Analytics?

  • What is the main action on your web site?

    • Lead generation / Ecommerce / Both


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Agenda

  • Web Analytics Overview

  • Different Users of Web Analytics

  • AdWords Tracking vs. Web Analytics

  • 3rd Party Web Analytics & Campaign Set up

  • The X-Factor…. Call Analytics

  • Strategic Marketing Strategy using the 3 C’s


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Web Analytics Overview

© 2007 Engine Ready, Inc. All Rights Reserved


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KPI’s for goals & objectives


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How Web Analytics Work

© 2007 Engine Ready, Inc. All Rights Reserved


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Which User Are You?

© 2007 Engine Ready, Inc. All Rights Reserved


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AdWords Conversion Tracking vs. Analytics


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AdWords Conversion Tracking vs. Web Analytics

© 2007 Engine Ready, Inc. All Rights Reserved


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Setting Up AdWords Conversion Tracking

© 2007 Engine Ready, Inc. All Rights Reserved


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Setting Up AdWords Conversion Tracking

© 2007 Engine Ready, Inc. All Rights Reserved


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Google AdWords Campaign Summary

© 2007 Engine Ready, Inc. All Rights Reserved


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Google AdWords Campaign Summary What’s Missing?

Landing Page Performance

Bounce Rate, Time on Site

Path Analysis, Exit Pages

Finding Negative Keywords

Exact Match vs. Broad Match

© 2008 Engine Ready, Inc. All Rights Reserved


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Google Analytics

© 2007 Engine Ready, Inc. All Rights Reserved


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Google Analytics Cost Data & Bid Management

© 2007 Engine Ready, Inc. All Rights Reserved


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3rd Party Analytics Setting up Campaign Tracking

© 2007 Engine Ready, Inc. All Rights Reserved


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Setting up Campaign Tracking


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Campaign Summary


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Campaign Summary

© 2008 Engine Ready, Inc. All Rights Reserved


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ROAS vs. CPA

  • Return on Advertising Spend is the best metric to use when measuring success

  • Cost Per Acquisition is good for making quick changes using averages

  • EXAMPLE: CPA Goal versus ROAS

  • $50 CPA or 200% ROAS

© 2008 Engine Ready, Inc. All Rights Reserved


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Conversion Rate Drives ROI

  • How do you increase your web site conversion rate?

  • Accurately track all marketing initiatives

  • Landing Page Optimization, A/B Testing

  • Multi-Variant Testing (Advanced Only)

© 2008 Engine Ready, Inc. All Rights Reserved


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Start with A/B Testing

© 2008 Engine Ready, Inc. All Rights Reserved


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Multi-Variant Testing

© 2008 Engine Ready, Inc. All Rights Reserved


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The X-Factor…Call Tracking?What your web analytics won’t tell you.

  • Web Analytics vs. Call Analytics

  • Web Site Conversion Rate vs. Calls

  • Which Campaigns are making my phone ring?

  • Keyword CPA?

  • Which keywords are driving calls?

© 2008 Engine Ready, Inc. All Rights Reserved


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© 2007 Engine Ready, Inc. All Rights Reserved


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Call Analytics

© 2007 Engine Ready, Inc. All Rights Reserved


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Call Analytics Call Log

© 2007 Engine Ready, Inc. All Rights Reserved


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Strategic Online Marketing

  • Visibility

  • Creative

  • Continuity

  • Conversion

© 2008 Engine Ready, Inc. All Rights Reserved


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Your Ad is a window to your site

© 2007 Engine Ready, Inc. All Rights Reserved


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Conclusion

  • It takes work

  • Start with the end in mind (KPI’s)

  • Implementation and set up is key to collecting accurate data

  • Test, track and Optimize

  • Web Analytics & Call Analytics

© 2007 Engine Ready, Inc. All Rights Reserved


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QUESTIONS?

By Jamie Smith, CEO

Engine Ready Software

Jamie@EngineReady.com

888 283-0882


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