Projects

A chat with Kalen where we deep dived into Google Analytics and discussed things like Google Enhanced Ecommerce

Talk given at Brighton SEO, UK in September 2018.
This talk demonstrated some basics around using Google Data Studio to automate reporting. Slides: https://www.slideshare.net/grantkemp/brighton-seo-dive-into-data-studio-grant-kemp Listen to the podcast recording: https://soundcloud.com/brightonseo/grant-kemp-diving-into Talk Description: I love to see the reaction that people have when they see how powerful and easy Datastudio is and how it can make their job a lot easier. We will do a joint dive into Datastudio for those that have never built their own dashboards before. We will build a fun real time dashboard during the talk and along the way I will explain and demo some key concepts to help you start building your own dashes.

This blog post will teach you how to allocate your marketing budget using the reports in Google Analytics. You'll learn how to setup campaign tracking and identify your best traffic sources. By the end you should know how to spend your marketing budget wisely.

With a limited budget we needed to work out how to better allocate our marketing spend. We needed the biggest bang for our buck. We built an app for Google Analytics to upload our cost data from all our channels automatically. This allowed us to compare the cost and performance of all our marketing channels alongside each other.

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

  1. Generally Brand terms have a better click through rate.
  2. They probably rank higher and you'll pay less for your own brand name.
  3. By bidding you can control the messaging you want customers to see.
  4. You can choose the landing page instead of relying on the search engine.
  5. You can use site links to navigate customers to the most valuable pages of the site.
  6. You can show off seller ratings and highlight good reviews.
  7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

Using our attribution model it was obvious that retargeting played a key role in the consumer's journey to purchase. We were successful getting customers signed up for the free trial but we needed to convert them in to subscription paying members.

Normally we drive visitors to the site using Facebook ads and Google Search. We were using a number of optimization tools including hotjar and Unbounce to optimize the landing pages for conversions but found customers quickly stopped using the tool after they signed up.

We used Facebook Messenger ads to bring clickers right into a conversation about what is working and not working for them.

Managed the creation of blog articles and content strategy for a Solvature, a Magento development agency start up.

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