Google Adwords and Analytics @ P2PU

How we are using it right now? What we are doing?

What you are allowed to do / What are the rules (what does Google not let you do)?

What are possibilities in the future?

analytics.google.com

https://www.google.com/analytics/web/?pli=1#report/visitors-overview/a5757664w45299566p45457782/

adwords.google.com
(adsense.google.com is a companion to adwords - used to display ads)

UTM variables
Tool: URL builder
Let's you design campaigns, specify which page you want to drive users to
Generates a URL that let's us track specifics in our campaigns
Example:

• Include specific URL's in blog posts or mailings to track their success

Tracking Logged-in Users vs Not-Logged-In Users

• Enter Custom-Variables section (link is in the sidebar)
• logged_in_status (two values: logged in, anonymous)

Advanced Segments

• Let you show shares of different types of traffic in one graph
• Add additional variables, which get plotted into the overall traffic graph
• Also possible to include custom variables (in our case, we have one custom variable that tracks logged-in vs. not logged-in users)
  • Find custom_variable_one in New Custom Segment

Logged In-> Include Custom Variable (Value 01) containing logged_in
Anonymous -> Exclude Custom Variable (Value 01) containing logged_in

Intelligence Events Overview

• Shows "unusual" events
  • Able to configure email / notifications
• Possible to compare P2PU to other similar sites (only above or below avg traffic - not much detail)

Home Screen

• Possible to set-up and arrange widgets

Google Adwords Data in Google Analytics

We only have 1 campaign at the moment

Can be broken down by keywords, to see what words people are using to come to the site. 
Can see a breakdown of various characters of these stats (logged n vs non-logged)

Match Search Keywords/Queries
List of all the search queries which triggered people seeing ads - the query that people typed in, NOT the keywords that we bought.
"free online courses" "learn for free" 

In Adwords, you can only see results from paid keywords, while in Analytics, you can see both free and paid. A lot of data is duplicated in Analytics.

Google Adwords
(see original pad: http://pad.p2pu.org/p/adwords)

Same date box
Campaigns down left hand side
Set a budget everytime you create a campaign
We will be shut off for the day if we max out our allowed budget. 
$329 per day is our budget.
We're limited to $1 per click, which limits access to some keywords. 
We don't get display ads (on the side of blogs) as a feature of our grant.
We can target by location (country, city,)

Google will server multiple ads per day to see which ones get the most clicks.
MAke all the Ads related!

Process:
Write a bunch of keywords according to what you think a person you're targetting would like. 
Mistake to list as many keywords as possible. Better to have 10-12 very tightly focussed keywords 

3 wayt to enter:

1. Free form ("broad match") which will match to anything. In this search, all word are stemmed. 
2. *There is a middle one here*
3. Exact match - library catalogue search style with +, you can also create negative keywords to remove certain terms that might be used in a search. 

Can create a campaign that is broad at first with many matches and then narrows by removing certain keywords
Different cases makes for different matches, to check your capitalisation

"KeyWord Details"
You can refine the list of terms which trigger ads, then pick certain terms which we like, and create a new campaign with these, in order to create a more targetted secondary campaign. 

Google scores every ad:
- every ad read by a human to make sure that we don't break any rules. 
Create a score by rank
Ranking algorhythm not based on price


One of the grant requirements is to have conversion tracking on, and implement this - this gets converted back to Google Analytics, so they can see how many clicks convert into account creation/logging in.