Контекстная реклама и аналитика для интернет магазинов

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Презентация вебинара Александра Заремского и Юлии Андрусенко

Text of Контекстная реклама и аналитика для интернет...

  • 1 - ( , ) ( , ) ( Adwords Analytics, , , utm-)

  • ( , ) ( , , ..) ! / Analytics, 2 , KPI

  • 2 , KPI (Key Performance Indicators / KPI) / (. X .)ROI ( ) . !

  • 2 , KPI = (180 ) x (0.7%) = 1.26 . /

  • 2 , KPI (1.26 .) x (27500) x CTR (5%) = 1732 .

  • 2 , KPI (1732 .) / (1.26 .) x (0.7%) = 9

  • 3 , ! !

  • 3 :[] ( )[ + ] ( asus)[ ] ( asus x52)[] ( asus zenbook)[ ] ( )[ ] ( )[ ]

  • + =

    3

    1

    0.0046728972

    0.3878504673

    0.2990654206

    0.2570093458

    0.0514018692

    1

    1- 10.47%

    2- 8338.79%

    3- 6429.91%

    4- 5525.70%

    5- 115.14%

    214100.00%

    1

    2

    3

  • +

  • +

  • +

    +

  • : 350-500

    2-3

    0.40%-0.61%

  • : API XML : 1500-2000 (+400%) 13-18 (+500%) 0.95%-1.05% (+100%)

  • 4 ! ()

    Google KeywordTool - ( ) (KeyCollector, Magadan)

  • 5

    {KeyWord: C}, # # ( ) , (, , , )

  • 6 CTR!

    ( 1 10) ( , , ) ( 10-20% )

  • ;, , KPI; ; , , ; ; ; , ; /

  • Google Analytics

  • 1. Google Analytics .2. Google Analytics.3. .4. Google AdWords Google Analytics.5. Google AdWords utm URL.6. Google Analytics: , , -.

  • Google Analytics1. GA http://www.google.com/analytics// 2. (>>).3. GA , .

    GA:

  • GA

  • GA>>>> ->>

  • GA GA (>>>>+ )

  • GA 2. ( 5)

    3. (source=google/yandex, medium=cpc)

  • GA c Google AdWords email . : Google AdWords>> >>Google Analytics>>>> Google Analytics>> >> .

    3. Google Analytics. Google AdWords: >>.

  • AdWords utm Google AdWords:http//site.com/?gclid=dfgsjdnfbpsigb

    2. :

    utm_source= (google, yandex)utm_medium=... (cpc, cpa)utm_campaign= (kategorii_kiev)utm_content= (telephoni_nedorogo)utm_term= (kupit_telephon)

    http//site.com/catalog/?utm_source=google&utm_medium=cpc&utm_campaign=kategotii_kiev&utm_term=kupit_telephon

  • Google Analytics : - url ; - ; - ; - ( , ).

    - : http//site.com/cart/ : http//site.com/order/ : http//site.com/order/thanks/

    >>>>

  • Google Analytics

  • Ecommerce Ecommerce - Google Analytics .

    var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXXXXX-1']);_gaq.push(['_trackPageview']); _gaq.push(['_addTrans', '$', // ID '$', // affiliation or store name '$', // '', // '', // ]);

    // _addItem , _gaq.push(['_addItem', '$', // ID '$', // '$', // '$', // , '$', // unit price - '$' // quantity - ]);

    _gaq.push(['_trackTrans']); //submits transaction to the Analytics servers (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

  • Ecommerce

  • Google Analytics : GA ; GA: , , Ecommerce; ; ; ; Google AdWords , .

    , / .

  • 2013 Promodo

    www.promodo.uacontact@promodo.ru+38 (057) 752-54-62+7 (495) 979-98-54 ! .

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