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Google Ads Mesurements

The document discusses different types of marketing objectives including business, marketing, media, and campaign objectives. It also covers metrics for measuring campaign success and different attribution models for determining which media channels generate value including rules-based, data-driven, and marketing mix models.

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108 views4 pages

Google Ads Mesurements

The document discusses different types of marketing objectives including business, marketing, media, and campaign objectives. It also covers metrics for measuring campaign success and different attribution models for determining which media channels generate value including rules-based, data-driven, and marketing mix models.

Uploaded by

Sogno deglieterni
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as TXT, PDF, TXT or read online on Scribd
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The different types of objectives

Here’s a list of the types of objectives we’ll cover in this course.


(Remember, some people call these "KPIs.")

Business objective: A broad, top-level goal for your company.


This goal typically focuses on increasing revenue, profit margin,
or volume (for example, units sold).
Often, larger companies will create a subgoal for each of their lines of business.

Marketing objectives: These support the business objective.


Some smaller companies may not have the scale to warrant this level of specificity.

Media objectives: This refers to the goals for each channel that
are necessary for meeting your marketing objectives (for example,
the goal of your YouTube campaign).

Campaign metrics: These are the individual metrics you use to measure
the success of your media objectives.

What about your business keeps you up at night?


How does your company make money?
Where will growth likely come from?
Which competitors are doing well in the market and why?
Where do you want your business to be five years from now?

How will you create value (profit, revenue, or volume)?


What measurable change are you targeting?
How long will it take?

Profit: Marketing requires an investment, and any investment is initially


classified as a cost, which reduces profit.
However, well-managed marketing drives sales, with results in revenue and profit.

Revenue: A company can increase their sales by acquiring


new customers or increasing how much existing customers spend.

Volume: Companies who wish to increase volume need to either


decrease cost to drive more sales or use various tactics to drive more demand.

In all of the above situations, we’re talking about getting


customers to buy something. That means you need to place yourself
in the consumer’s path to purchase (also referred to as the marketing
funnel or customer journey), where you can influence their buying decision.

customer joutney
see - desired customer
think - customer that have some interest
do - people cons trong interest
care - current customer

awarness
consideration
purchase
loyalty
Setting up this campaign could create quite a few metrics including:

The number of times your ad is shown


The number of people who clicked on the ad
How much the total of clicks cost
The number of people who lingered on the page
The number of people who put a T-shirt into their shopping cart

how can they determine which media channels generate greater value?
This is the problem with attribution

Attribution models
Rules-based attribution
last interaction - last 100%
first click - first 100%
position based - primo e ultimo 40 il resto diviso
time decay - a scalare quelli piu vicini alla fine di piu
linear - tutto uguale
data driven - machine learning (DDA in google)

per scegliere DDA devi avere 15,000 click su search e una conversion action
almeno 600 conversion in 30 giorni

Marketing Mix Model MMM


is not right for every business. It’s particularly useful for companies that
invest a significant amount of their marketing budget in offline media channels,
or companies that sell predominantly through offline sales channels
(brick-and-mortar stores).

An advertiser will typically hire a third-party vendor to run an MMM,


and a few advertisers run their own MMMs.
They are expensive and take 12 to 20 weeks to run,
so most advertisers only do it just once or twice a year.
As technology and data improve, however, more advertisers are beginning
to do quarterly updates or even monthly refreshes. Frequent updates to
MMMs are a good thing, as long as the advertiser can make decisions
about their media budgets with the same frequency.

The challenge with most ROI calculations is that they look at the value \
of channels in the short-term: a typical timeframe for ROI calculation
is anywhere from several weeks to one year.
Short-term view of ROI can be misleading.

Customer lifetime value

Cross channel attribution


includes all marketing touch points that result in a conversion action.

Cross channel attribution insights, unlike search attribution,


are often used to influence budget decisions and channel investment
rather than to optimize campaigns within a single channel

Store Visits
sotre sales direct
Store Sales Direct is for brick-and-mortar retailers that collect
shopper purchase data in a customer relationship management system (CRM).

Brand Lift
Brand Lift gives you continuous insight into how your ads are impacting
the metrics that matter, including lifts in brand awareness, ad recall,
consideration, favorability, purchase intent, and brand interest,
as measured by organic search activity

Media mix optimization


involves shifting media investment

channel optimization
bidding
creative
targeting

4 cose di automatizazzione
Bidding
data-driven attribution
Ad rotation
Dashboard

misurare conversion
Pageview
sign-up
lead (sign-up)
purchase

4 step
1 set up conversion action in Google Ads
2 google ads tio da un un po di codice "conversion tracking tag"
3 aggiungi il Tag sul tuo sito o app
4 Il tag rimanda indietro i da ti

tarcking in analytics
measuring goals

measuring eCommerce transaction

Destination: a specific page that has been visited.


Duration: how long someone was on your website, such as more than five minutes
Pages: how many pages a specific person visited on your site, such as three or more
Event

Commerce data in Analytics, you need to:

Enable eCommerce in your reports


Add code to your site/app to collect eCommerce data

Analytics provides a cross-channel view of the customer journey.


There are some differences in how each platform calculates the data.

Attribution
if a customer's journey to purchase involved a Google ad,
Google Ads will always give conversion credit to the last
Google ad the customer saw or clicked
(unless you change to other attribution models).

Analytics gives conversion credit to whatever engagement was


the last one in the customer's journey.
Google Ads gives conversion credit to the time of the last
impression made by the customer before they clicked on the ad.
Analytics will give the credit to the date the purchase occurred

Google Ads reports on conversions every three hours.


However, if you're using a non-last click attribution model,
conversions can be delayed by up to 15 hours.
Analytics goals imported into Google Ads are reported every nine hours.

Once you integrate the Firebase SDK with your app, basic app-usage data
is automatically collected and is available in Google Analytics and
Google Analytics for Firebase. This also means that once you link
your Firebase account to your Google Ads account,
you’ll be able to see Google Ads data in Firebase,
and use Firebase data in Google Ads.

Setting up offline conversions

Setting up offline conversions requires using a GCLID.


The GCLID, or Google Click Identifier, is a randomly generated string
that gets appended to a URL every time an ad is clicked.
It stores information about that click such as the campaign and
ad group the ad belongs to, as well as other information,
such as the time stamp of the click and so on.

treak calls to a phone number ona awebsite


google forwarding

track phone on a mobile website


track click link,img, button

calls from add


add call extension

google tag manager for stiewide tagging


add conversion linker tag to google tag manager

app conversion e store visit non sono incluse in attribution record

google my business
Share information with customers
Manage multiple listings together
Engage with customers
Get insights on customer behavior

Google My Business helps you get your business to stand out on


Google Search and Maps! You can use pictures, contact info,
and more to showcase your business when people search online.

https://coursesanswer.com/google-ads-measurement-certification-exam-answers/

https://www.gcertificationcourse.com/google-ads-measurement-certification-answers/

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