How to improve CPC in Google adsense

how to increase google adsense click through rate and how to improve google adsense earnings and how to increase google adsense cost per click
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Published Date:03-08-2017
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Advanced Implementation Getting started with Google Analytics is easy enough. Just create an account and paste a bit of code into your web-site code. But there’s so much more to Google Analytics than just the basics. This part of the book walks you through some of the more advanced imple- mentation of Google Analytics. For example, did you know that you can cus- tomize dashboards for specic fi needs? Or that you can set up goals, filters, and funnels for your web site to help you track how your visitors move through your site? You can. You can also connect your AdWords account to your Google Analytics account, and there are numerous ways you can hack Google Analytics to further customize it to meet your needs. This is the part of the book where we show you how to do all of that. C h a P t e r 9 Advanced Dashboard Features You’ve already seen how useful the dashboard in Google Analytics can be. What you may not have considered is that it’s also useful for creating a quick snapshot of your web-site analytics for special purposes. For example, if you’re the marketing manager for the web site being tracked in Google Analytics, you’ll need to know different information from the webmaster or an executive. Of course, the reports that you need (or think you need) as a marketing manager (for example) might be different from the reports that some other mar- keting managers might think they need. What it all comes down to is that you have quick access to the reports that tell you the most important metrics that you want or need to track. Those metrics are usually determined by your specic fi organizational requirements, which is why the metrics you need are probably going to be very different from the metrics another person needs. There are some pretty good guidelines about what you should include on any dashboard, however, no matter what the purpose of that dashboard might be. In fact, there are three principles you should follow, no matter whom you’re creating a dashboard for: ■■ Show metrics in context: This is the most important principle for creat- ing any dashboard for any reason. A metric that’s just a number tells you nothing about your web site. However, a metric that’s in context can 109 110 Part III■ Advanced Implementation open your eyes to a whole new world of information. For example, if you learn that your bounces are down 1 percent, it’s hard to know if that’s good or bad. However, if you have contextual information that shows that bounces are down 1 percent this month but had been up 5 percent last month, then you’ve got something you can work with. Now you see that there’s been a 6 percent drop in bounces, meaning that whatever you changed in your site is working either to help attract the right visitors or to hold visitors on your site. ■■ Select only meaningful metrics: When you’re creating a dashboard for any purpose, it’s important that you know which metrics are actually meaningful and which are not. For example, if you’re creating a market- ing dashboard and you’ve just launched a marketing campaign in New York, one of the metrics you might want to include on your dashboard is a drilldown of the Map Overlay focused on the state of New York. You can even take that further and drill down to a specific city if that’s the information you need to know. Just remember that needs for information change. Fortunately, changing the reports included on the dashboard is fairly easy. ■■ Keep it simple: You’ve heard this admonition before, but that’s because it’s really good advice. Even in creating your dashboards you need to keep it simple. If you have more than four to six reports (in addition to the Site Usage report) on your dashboard, then you’ve probably got too much going on and should consider creating a report instead of a dash- board (we’ll take a look at how to create custom reports in the “Creating Custom Reports” section of this chapter). Ideally, you want to be able to print your dashboard on a single page, so that at a glance you have the most important information about your web site available to you. Creating Special-Purpose Dashboards With those few principles in mind you can begin to create a dashboard that’s specic fi to your role, and that provides the information you need at a glance. And creating dashboards, or changing them, is as simple as navigating to the report you want to include in the dashboard. As you learned back in Chapter 5, almost all the reports available to you in Google Analytics can be added to your dashboard. So for example, if you want to include metrics about a specic fi page of content that you’re tracking (literally Chapter 9■ Advanced Dashboard Features 111 down to the page level), all you have to do is navigate to the page that displays that report and then click Add to Dashboard. Once the report is on your dashboard, you can change the order in which reports are displayed by clicking and dragging them around the page. n o t e Remember, the Site Usage report is one that doesn’t move and can’t be removed from the dashboard. All the other report modules that you place on your dashboard can be rearranged or removed at your pleasure. User Access to Dashboards One frustrating element of the dashboard is that you can create only one per sign-in address for your analytics account. If you happen to hold multiple roles in your computer (marketing manager and webmaster, for example) you’ll have to have multiple sign-in e-mails in order to create different dashboards for each of your different roles. It’s frustrating, but at this time it’s not possible to create multiple dashboards and switch between them. The same holds true if there are multiple people whom you’ve given access to Google Analytics. You can’t create a single dashboard that is automatically pushed out to them. Those people can rearrange their dashboards to suit them- selves, without any input from you at all. This isn’t ordinarily a problem, unless there is a specic fi metric that you want to be certain your users can see. Then you’ll need to tell your users what your expectations are. Sharing Your Dashboard Information One thing you can do when you create a dashboard that you want to share with multiple people is to send it to them via e-mail. This was covered back in Chapter 3. If you need to, flip back for a refresher. Remember, too, that you can set reports up to send automatically. This enables you to “set it and forget it.” Once you’ve created an automatic report delivery, it will continue until you change it. Suggested Dashboards for Specic R fi oles Analytics can be a lot of different things to different people. Fortunately, with the new dashboard capabilities you can have different dashboards for whatever roles you play in your organization. 112 Part III■ Advanced Implementation Below you’ll find examples of several different types of dashboards. These are just suggestions for how your dashboard might look under different cir- cumstances. Your actual dashboard could vary considerably, depending upon your specic fi needs. Feel free to use these examples or not, whichever works best for you. And remember, too, that you can change your dashboard at any time; you might start with an example and find later that you need to add or remove modules. Executive Executives tend to need just a basic overview of everything. Most executives don’t want (or need) to know the specic fi s about what pages get the most visi- tors and how long those visitors stay on the site. In general, what an executive needs to know is how many visitors came to the site, where they came from, how many of them were new, and what area of the world they reside in. To meet those needs, an executive dashboard might have these reports on it: ■■ Site Usage (this is a default report) ■■ New vs. Returning ■■ Map Overlay ■■ All Traffic Sources ■■ Visitors Overview That example dashboard might look like the one shown in Figure 9-1. Also notice that in this picture date-range comparisons are included. This helps to put the information in each of the report modules on the dashboard into perspective. n o t e When you change the date range on any of the report modules that you include on a dashboard, this changes the date range for all the report modules on that dashboard. If you want to change back to the original report (without the date comparisons) you have to open the calendar controls (you learned about this in Chapter 5) and deselect the Compare to Past option and click Apply. Alternatively, you can log out of Google Analytics and then log back in; the calendar will be reset to the default view. Of course, it’s also possible that your executive dashboard won’t look anything like this. What appears on that dashboard and how it’s arranged are entirely dependent upon your specic n fi eeds. Chapter 9■ Advanced Dashboard Features 113 Figure 9-1: An example executive dashboard 114 Part III■ Advanced Implementation Marketing A marketing manager’s job is vastly different from that of an executive. Marketing managers are looking for how well their marketing campaigns per- form. It’s all about return on investment for them. So when marketing managers create dashboards, it isn’t unusual for them to include reports that allow them to see how pay-per-click advertising is performing, how keywords are performing, and how many goal conversions happen each day. Some of the reports that a marketing manager might include on a dashboard are (with the source of each in the “tree navigation” at the left of the Figure 9-2 screen): ■■ Site Usage (default) ■■ Keywords (Traffic Sources) ■■ AdWords Campaigns (Traffic Sources) ■■ Campaigns (Traffic Sources) ■■ Ad Versions (Traffic Sources) ■■ Goals Overview (Goals) ■■ Total Conversions (Goals) Your marketing dashboard might resemble the one shown in Figure 9-2. Webmaster As a webmaster, you’re constantly worried about the differing factors that affect how your web site is displayed. Everything from the browser your visitors use to find your site to the color capabilities of their screens can affect how your site works for them. And every webmaster knows that usability is a key factor in designing a site. So as a webmaster, you might want to see reports that tell you what content was most viewed on your site, what types of browsers and operating systems most users have, even how visitors move through your site. All these things can be included on your dashboard. Unfortunately, because Google Analytics is cookie-based, not server log-based, there are no reports to show 401 errors (attempts to access pages that don’t exist or attacks on the site) or 301 redirects. As a webmaster, you might have a dashboard like the one in Figure 9-3. It could include the following reports: ■■ Site Usage (default) ■■ Keywords ■■ Browsers and OS ■■ Goals Overview ■■ All Traffic Sources ■■ Goal Abandoned Funnels ■■ Visitor Loyalty Chapter 9■ Advanced Dashboard Features 115 Figure 9-2: A suggested marketing dashboard 116 Part III■ Advanced Implementation Figure 9-3: An example webmaster dashboard Chapter 9■ Advanced Dashboard Features 117 Small Business Small businesses vary so much that it’s hard to decide what an Analytics user might need on a dashboard. It’s going to be very different from one business to another. However, some basic reports are always a good place to start for small-business owners. You can see those reports in the example of a small- business dashboard in Figure 9-4. Remember, however, that those reports can be changed as needed—this just may be a good starting point. This small-business dashboard contains these reports: ■■ Site Usage (default) ■■ Traffic Sources Overview ■■ AdWords Campaigns ■■ Keywords ■■ Content Overview ■■ Goals Overview Notice that all these reports are overview reports. If you are a small-business owner and start with this example, but find you really need reports that are more in-depth, you can always add or remove reports according to what suits your specic n fi eeds. If your business is primarily local, you might want to add a drilled-down map view of your city or regional area. If you’re heavily invested in AdWords campaigns, you might want more details than just the overview. And if you’re concerned with stickiness, you’ll want a bounce-rate report. Content Site SkateFic.com is a content site. People don’t go there primarily to buy stuff; they go there to read stuff. The main focus is content. It can be articles, a newsletter, a blog, or whatever type of content (including audio and video) you choose. But there are certain reports that are key to the operation of a content site. If your main focus is that type of site, the dashboard shown in Figure 9-5 is a good place for you to start. Here’s what’s included on that dashboard: ■■ Site Usage (default) ■■ Top Content ■■ New vs. Returning ■■ Bounce Rate ■■ Depth of Visit ■■ Map Overlay 118 Part III■ Advanced Implementation Figure 9-4: An example small-business dashboard Chapter 9■ Advanced Dashboard Features 119 Figure 9-5: An example of a content-focused dashboard 120 Part III■ Advanced Implementation In addition to the reports shown for this dashboard, if you sell a few things on your content site or if you use AdWords to draw new readership, you may also want to include some of the e-commerce or AdWords tracking reports. This is especially true if you offer content on your site for sale (e-books, special reports, teleseminars, and so on). However, even if you’re selling nothing on your site, you can take advantage of some of the e-commerce capabilities by assigning value to your content. You’ll learn more about how to do that in Chapter 11. E-commerce Site One reason Google Analytics is so wildly popular is that it has capabilities for everyone with a web site. E-commerce sites have always presented a special problem for tracking and analytics programs because they are designed a little differently from normal web sites. However, Google has taken the time to add more bulk to its e-commerce offering. If your main focus is an e-commerce dash- board, you might expect it to look something like the one shown in Figure 9-6. Here’s what’s included on that dashboard: ■■ Site Usage (default) ■■ E-commerce Overview ■■ Goal Conversion Rate ■■ Average Order Value ■■ Products ■■ Transactions In some instances you may prefer to include more detailed reports than these. Or perhaps you want to add reports that show you the funnel navigation for a specic fi goal. All this can be done with the new dashboard capabilities in Google Analytics. You can add or remove reports at any time. Local Business Only Local businesses often need to know how many of their users come from their local community. This is especially true if the local business is a brick-and- m ortar one that uses the web site as a draw for local sales. If you have one of those local businesses, there’s good news. You can set up a dashboard that includes only location-based information (or you can add the suggested reports to your regular small-business dashboard). That dashboard might look like the one shown in Figure 9-7. Here are the main reports on geographics: ■■ Site Usage (default) ■■ Map Overlay ■■ Keywords Chapter 9■ Advanced Dashboard Features 121 Figure 9-6: An example of an e-commerce dashboard 122 Part III■ Advanced Implementation Figure 9-7: An example of a dashboard for local business only The ex fl ibility of the dashboard makes Google Analytics even more usable for you. All too often, users have wished they could have the information they needed at their fingertips. Now they can. And there are only a few limits to that information. For example, you can add only 12 reports to your dashboard at any given time, but in most cases your most frequently used information will be in four to six reports. And of course there’s the annoyance of the Site Usage report that you simply can’t do away with. And it doesn’t look as if that’s going to change in future iterations of Google Analytics, so you might as well get used to it. Apart from those minor points, the dashboard provides useful capabilities in analytics and worko fl w. Everything you need is right there, and drilling deeper into the data is as simple as clicking a mouse. Chapter 9■ Advanced Dashboard Features 123 Creating Custom Reports One last capability that we should cover in this chapter is creating custom reports. Custom Reporting, which is in beta testing at the time of writing, is a capability that enables you to customize reports with the data that you want to see, displayed in the manner that’s most useful to you. Custom Reporting actually takes advantage of two different types of data to enable you to create reports that meet your specic n fi eeds: ■■ Dimensions: These are attributes for visitors or campaigns. They are usu- ally text-based measurements (rather than numerical measurements), and they’ll represent the rows in your custom report. For example, if you want to track the number of new visits to your web site by city, then “city” would be a dimension. ■■ Metrics: The complement to attributes is actual measurements, and that’s what metrics are—numbers. So in the previous example about tracking the number of new visitors by city, the metric is going to be the number of visitors. It’s important that you understand what metrics and dimensions are, because not all metrics work together with all dimensions. As a matter of fact, there are enough metrics and dimensions that won’t work together that Google has created a chart to help you understand what works with what. You can find that chart athttps://www.google.com/support/googleanalytics/bin/answer .py?answer=99174. How the Report Is Created The actual process of creating a custom report (when you know what you want to illustrate) is point-and-click easy. It’s a process that you can complete in a few simple steps: 1. From within any dashboard view in Google Analytics (for which you have administrative privileges) click Custom Reporting on the left side of the page. This takes you to the Custom Reporting Overview page. 2. To begin creating a custom report, click Create new custom report. You’ll be taken to the report creation page shown in Figure 9-8. 3. Begin by giving your report a name. To do that, click the Edit link next to the custom title at the top of the page. This opens the title for editing, as shown in Figure 9-9. Once you’ve edited the title, click Apply to save the changes. 124 Part III■ Advanced Implementation Figure 9-8: Use the report creation page to create a custom report for your specific data needs. Figure 9-9: Give your custom report a title that’s descriptive to you. 4. Next, choose a metric for which you want to create a report. Going back to our previous example, let’s track the number of new visitors to your web site, by city. The metric you want to use in this report is the visitors metric: you can either navigate to it (using the blue buttons) or type “visi- tors” into the search bar and click the magnifying glass. 5. When you find the metric you want to use, all you have to do is click and drag that metric to the metric box on the report, as shown in Figure 9-10. Chapter 9■ Advanced Dashboard Features 125 Figure 9-10: Click the desired metric and drag it to an available metrics column on the table. You can add as many as 10 different metrics to your report. Each met- ric appears in its own column. Let’s add another one to this report, just to make it a little more interesting. Let’s say you also want to track the bounce rate for each state. Add the Bounce Rate metric the same way you added the New Visitors metric: search for it, then click and drag it to one of the metric columns. 6. Next we need to add the dimension. We want to know how many visi- tors and bounces there are for each state, so we’ll choose Region for this dimension. Search for Region, and when you find it, click and drag it to the Dimension row, as shown in Figure 9-11. 7. Finally, you can add sub-dimensions down to four levels. For example, if you want to drill down to sub-regions (geographically), you should find the Sub Continent Region dimension and drag it to one of the sub- dimension boxes. 8. Once you’ve added the metrics, dimensions, and sub-dimensions that you want included in your report, you can test the effectiveness of your design by clicking Preview Report. A new window will open with a preview of the report that you’ve created, as shown in Figure 9-12. (I’ve renamed my report as Test Report 1.) 126 Part III■ Advanced Implementation Figure 9-11: Next, add an attribute to the Dimension row. Figure 9-12: The report preview looks exactly as the finished report will look.