High Level Search Marketing Optimization in Google Analytics

Get to know the 5 data drill downs which can help you immensely in optimizing your marketing campaigns, products and eventually sales.

Majority of us optimize search marketing campaigns for e-commerce websites. Therefore it is very important that whatever we do to optimize these campaigns must directly result in increase in sales of the products.

In order to get optimum results from your analytics efforts you need a third eye, the eye which provides perception beyond ordinary sight.

You must know exactly what to look at and where to look at in any analytics report while at the same time not being distracted by extraneous metrics and data. So let us move into the space of higher consciousness : )

In my quest for higher perception,

I have found following five data drill downs to be super useful in optimizing the performance of my products and eventually sales:

1. The geo locations which are generating maximum Product revenue. So that we can direct our marketing efforts towards them via SEO, PPC and other marketing campaigns.

2. All the products categories which are being bought in a particular geo location.

3. All the products which are being bought in a particular product category

4. All the keywords which are responsible for selling a particular product.

5. All the landing pages where a particular keyword is sending traffic

These valuable insights can help you in getting optimum results from your search marketing campaigns.  The traditional way of getting of all this insight is not easy. You need to create lot of advanced segments and combine data from several reports.

Today I will tell you how to get all of this insight just through one report.

But before we move forward, you need to understand how exactly I have chosen to drill down the data in order to analyze and optimize the performance of search marketing campaigns:

COUNTRY/TERRITORY » REGION » TOWN/CITY » PRODUCT CATEGORY » PRODUCT » KEYWORD» LANDING PAGE

Data Drill down sequence

I start my analysis by looking at a special custom report called ‘High Level Product Performance Analysis‘ in my Google Analytics account. In this report there is a tab called ‘‘Map Overlay of selling locations’:

map-overlay

This report quickly highlights all of the selling locations worldwide (i.e. the locations where my products are being bought).

From the report we can see that maximum numbers of products are being bought in US (dark green color). So I am curious to explore this country further. I clicked on the US map. You can now see the following report:

map-overlay2

This report quickly highlights all of the selling locations in US. From the report we can see that maximum numbers of products are being bought in California (dark green color).

So I am curious to explore this region further. I clicked on the map of California and see the following report:

map-overlay3

This report quickly highlights all of the selling locations in California. From the report we can see that maximum numbers of products are being bought in the cities of San Francisco and San Diego.

Let us explore ‘San Francisco’ and see what product categories are being bought there. To find this I clicked on the ‘Product Analysis’ tab of the ‘High Level Product Performance Analysis‘ report:

products-analysis

You can now see all the product categories being bought in San Francisco.

Now I want to know which products are being bought in a particular product category say 1st product category. So we will just click on the 1st link in the ‘product category’ column.

products-analysis2

Once you can see all the products being sold in a particular product category, you may want to know all the keywords which are responsible for selling a particular product say 1st product. So click on the 1st link in the ‘product’ column:

products-analysis3

Now you can see all the keywords (including the infamous ‘not provided’) which are responsible for selling your product.

Related Post: Google Analytics Not Provided Keywords – workarounds

I want to drill down further and determine all the landing pages where a particular keyword (say second keyword in the ‘keyword’ column) is sending traffic:

products-analysis4

Now I know which landing pages I need to focus on. This can be a life saver if you have say 500k pages on your website and you are struggling to figure out what to optimize and where to start.

You won’t get such level of in depth insight in any regular report in Google Analytics. The report that you are seeing is a custom report built by me after a lot of thought and planning.

This report only shows product performance for search traffic (SEO and PPC). If you have different needs than you can edit the report and remove/edit filters.

You can install this report straight into your Google Analytics account from here.

Other Posts you may find useful: How to become Champion in Data Reporting

 

 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!