BUS572 - Blog #2

Concept 1 - Log-File Analysis vs. Page Tagging

Throughout this session, there were several important topics in Chapter 15, Web Analytics and Conversion Optimization.  I think understanding how web analytics gathers information on counts and ratios and the two main approaches are crucial. In log-file analysis, a log file is stored on a user’s computer recording all clicks on that specific server.  Page tagging involves sending the information to a third party server where the information is stored.  Understanding the strengths and weaknesses of each will help lead to the best decision.  Log files are in a standard format, but page tagging is proprietary to the given vendor, so if there is a switch, historical data will likely be lost.  Because each vendor has their own software for page tagging, there is more support for your organization; log files are typically managed in-house.  In page tagging, if the user’s browser does not support a specific programming language, typically JavaScript, then no information will be generated for this user.  Log files records both successful and unsuccessful requests, page tagging can only send the information if the page loads.  Given these differences, it is important to understand that if both concepts are utilized, the numbers will not be the same, however the messages conveyed within the information should be the same. 

Concept 2 - Testing

Testing can be a key tool to increase conversion rates.  There is no “cookie cutter” format that will increase sales; organizations need to try different ways of advertising their product to the consumer.  The text provides four examples, A/B split testing, multivariate testing, listening labs, and single-page heat maps.  A/B split testing measures one variable in different ways and keeps other variables constant.  This should help to provide concise information on which variable produces the best results.  Multivariate testing compares many different variables to help determine which provides the best conversion rate.  When doing this, it is important to be objective driven and not get hung up on the different variations.  Listening labs occur when a user is asked to navigate the website or complete a task and think out loud to provide insight on the usability.  A single-page heat map illustrates where users are clicking on a website, even if they are not selecting a link.  Ultimately, the goal of testing is to increase conversion rates; to be successful, analysis and modification must be an ongoing process. 

Skillset - Developing Keywords and AdGroups

In the reading, I was able to understand the concepts that were presented, however the skill developed was from Google, Using Tools to Build Keywords & AdGroups.  There are 4 steps that will guide your toward success when developing ad groups.

• Expand: When starting, it is typically beneficial to begin with broad keywords, then work toward the long tailed keywords.  The “Keyword Planner” in Google AdWords can help to find other relevant keywords, including negative keywords.  The Traffic Estimator and Google trends can provide estimates for expected volumes and price history. 
• Refine: After generating many keywords, you want to select only those that will directly reach your customer. 
• Target: This entails how you can reach users when they are searching for your service.  Keyword match types are defined as broad, modified broad, phrase, and exact match types.  More information can be found Using Keyword Matching.  
• Group: The final step is to identify similar keywords and place them in the same AdGroup.  The image below presents an example running 2 campaigns each with 2 AdGroups. 

Source: AdWords Increases Campaign Limit Per Account to 10,000

Conclusion

This session will help the class to prepare for the GOMC.  In class, listening to Sarah Peduzzi from Luna Metrics, I was overwhelmed with all of the information she provided.  Everything started to come together when I was in Google Analytics exploring what it has to offer.  Being a hands-on learner, it would have been beneficial for the class to bring their computer and sit with their group and follow along with what she was doing.  

Stokes, R. (2011). emarketing: The essential guide to digital marketing. (V 1.0 ed.). Quirk Education. Retrieved from http://catalog.flatworldknowledge.com/bookhub/reader/15