Google Analytics, with a set of additional tools such as Google Trends and Google Ads Planner, is becoming a major tool for quantitative analysis of websites and Internet media planning. We show how to merge the analysis of statistics with knowledge of usability and SEO to get a synergy effect.
During training and workshops we teach about:
1. Advanced tools to research internet behaviour in service.
2. Testing usability type A/B using Google Analytics.
3. Competition analysis using Google tools.
4. Creating a structure of Google AdWords accounts (campaigns and ad groups) concerning sales paths and customer relationship paths obtained from Google Analytics.
5. Advanced keyword research (quantity, quality, cover.
6. Long-tail extension.
7. Supporting the pricing strategy in managing (position preference, avoiding cannibalism of SEO results, anticipated CPA, differentiation of pricing strategy according to a sales path/relation).
8. Developing the best practices that can be used in SEM (search engine marketing) management in sponsor ad, directly towards the Client.
9. Advertising space selection, measurement of effectiveness and detailed verification of the client's ads.
10. Supervising and controlling during implementation of changes whose aim is increasing quality score.
11. The analysis of the following factors influencing campaign effectiveness: CPC, CTR, Bounce Rate, Impressions, including showing possibilities of improving them.
12. Conversion analysis (CPA, CPO).
13. Shopping path analysis and cart abandonment analysis.