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

 

 

Himanshu Sharma About the Author: is the founder of seotakeaways.com which provides SEO Consulting, PPC Management and Analytics Consulting services to medium and large size businesses. He holds a bachelors degree in ‘Internet Science’, is a member of 'Digital Analytics Association', a Google Analytics Certified Individual and a Certified Web Analyst. He is also the founder of EventEducation.com and EventPlanningForum.net.

My business thrives on referrals, so I really appreciate recommendations to people who would benefit from my help. Please feel free to endorse/forward my LinkedIn Profile to your clients, colleagues, friends and others you feel would benefit from SEO, PPC or Web Analytics.