< Seminar Report> How to Use Google Analytics (Efficient Site Operation Method) & 5 Tips for In-House Support (Latest Examples)

In recent years, the movement of in-house advertising operation in WEB promotion has been increasing. Why is there a change in the model that has been left to the distributors so far? From the "why" part to the concrete "method" for actually efficient in-house operation, I talked about it in the first part.

In the second part, we explained how to improve the results using our original Google Analytics report (EC Growth report) because of the necessity of access analysis.

Each has its advantages and disadvantages, so it is important to make the appropriate choice depending on the situation.

When considering in-house operation, he states that it is most important to have a clear answer to the question "Why do you use in-house operation?"

[Tips 1]

1. In-house operation is a system that has the functions of "thinking" and "making decisions" within the company, and proactively "operates" and "improves" advertisements
2. Why do you want to operate in-house? There is a clear answer to the question.

From the conclusion, determine the purpose and strategy of advertising, and the numbers and support that will be the indicators (CPA, ROAS, LTV, etc.) on one axis. The following is the image of the figure.

I talked about how to set indicators for e-commerce businesses with concrete examples, but even with the same results, changing the indicators that should be seen will change the advertising operation policy. Therefore, it is important to set appropriate indicators according to the purpose of the business as follows.

• CPA focuses on customer acquisition
• ROAS for short-term sales focus
• LTV (recommended) for long-term profit emphasis

[Tips 2]

1. Decide on the purpose and strategy of your advertising, as well as the numbers and backing that will be your indicators.
2. Formulate a strategy with an awareness that everything from objectives to measures is connected by a single axis.
3. 3. Along with this, we will set indicators according to the purpose of the business and implement the PDCA cycle.

Googleが推奨していることとは広告の質(クリック率など)のみではなく、量(表示回数)も重視するということだ。
広告の表示を決定する広告ランクに関して、品質スコアは関係するが、今までは下記にて判断されてきた。

However, in the future, as shown in the formula below, the "number of impressions" will also be taken into consideration.

By laying it out and paying attention to the amount (≈ number of impressions), the purpose is to finally raise the advertisement rank and aim for overall optimization.

Next, configure the keywords so that they do not conflict with each other. Here we will review the match type.

Finally, review the subdivision of the ad group. It states that it is desirable to group 1 URL = 1 ad group = 1 keyword axis = 1 ad as a basic rule.

[Tips 3]

1. Not only the quality of the ad (e.g., click-through rate) but also the quantity (number of impressions) is emphasized
2. Make your account structure with the following three points in mind.
   1. Boosting Ad Rank
   2. Keywords do not conflict with each other
   3. Rethink ad group subdivision

[4] Produce results with SNS advertising, whose need is rapidly increasing

SNS includes Instagram, LINE, etc., but the characteristics of Facebook and Twitter, which are major domestic SNS, are described in the comparison table below.

The big difference is that Twitter has a high degree of anonymity and is highly diffused, and has a large information explosion power, and Facebook has a high segment accuracy and is easy to lead to fan development.

In addition, there are two situations where SNS advertising is effective, the first is from getting potential customers to recognize it to becoming a fan, and the point of recognizing or connecting fans to purchase.
The second is recognition, encouraging and pruning those who have become fans to purchase. This is because both Facebook and twitter can be remarketed. Therefore, access users other than SNS can also be pruned with SNS advertisements.

[Tips 4]

1. Facebook is characterized by high segment accuracy due to the real-name system, and Twitter is characterized by ease of diffusion due to anonymity
2. The strengths of both media are two approaches that encourage recognition ~ fandom, revisit, and purchases.

まず重要な点は、現状実績を正確に把握しない限り、集客を行っても意味が無いと述べている。
重要な指標と言うのは例えば、インプレッション・クリック数・CVs・CPA・ROAS・LTV等になる。

Here are some examples of problems, but what is important in the Kaizen of programmatic advertising is to think in terms of "factorization" as shown in the figure below.
The four variables that determine the outcome are IMP, CTR, CPC, and CVR.

Therefore, it is important to determine which of the four indicators, IMP, CTR, CPC, and CVR, should be prioritized for improvement based on the results of each indicator.

[Tips 5]

1. Break down the whole thing and find bottlenecks
2. Which indicator bites the problem from the four variables?
3. Improve with the most impactful measures from the four elements

He also pointed out that it takes man-hours and time to put together reporting in phase 2 fixed point observation, which is a point that clients often fall into. It takes a long time to report, and it is impossible to analyze it.
It is important to shorten that and how frequently phase 3 and 4, which should take time, are turned.

Introducing the following two reports of GA for the purpose of helping to shorten the time.

1. Custom Reporting
2. EC Growth Report

Custom report is an excellent report that you can track the index you want to see with 2 clicks after logging in to GA. However, there are also the following concerns.

• There is no graph function, and it is difficult to understand visually.
• In order to further aggregate the report, it is necessary to download and excel work.
• Unable to import or compare sales target figures

但し、弊社独自開発のEC Growthレポートは、上記3つの懸念点を全て担保出来るレポートになる。

• A format that is easy to see, understand, and compare with double donut charts
• No Excel work required
• By entering a monthly target value, you can visualize the target achievement rate, and by setting various monthly advertising expenses, you can visualize CPA/ROAS.

Also, since it is produced and supervised by a Google Analytics qualification holder, the quality part is also reliable.
Therefore, it is desirable to execute phase 2 in a short time from such a report and increase the frequency of turning phases 3 and 4.

The PDCA cycle is phase2 (EC Growth report) ⇒ phase3 (analysis) ⇒ phase4 (measure execution).

Now, I will introduce successful cases using the EC Growth report.

<< Discovery of good quality inflow route >>
It is not only the listing that is important to visualize the effect of all inflow routes, but it is also possible to judge the effect of the listing and discover other high-quality routes after comparing it with the whole. As a result of taking measures for each route, CVR and sales increased.

<< Understanding Demogra Attributes >>
By visualizing the gender and age group to see if the target user was able to attract customers as intended, there was a difference between the expected persona and the results. As a result of implementing measures devoted to the user attributes that have produced results, CVR, sales, and the number of new users have increased.

In addition, we analyzed from new / repeat, device, page report, etc. ⇒ We introduced about 3 cases that led to success in implementing measures.

The above is a summary of the second part.

1. Maximizing CVs is "attracting customers" × "improving the site". In order to achieve this "in-site kaizen", access analysis is an indispensable solution. And it is desirable to support GA and mutual support using various tools
2. If you only maximize customer attraction through advertising, cost-effectiveness will deteriorate. We will grasp the current Actual including all inflow routes to determine whether the current measures are really optimal, and formulate KPIs using access analysis.
3. It is important to carry out the reporting part (Actual extraction) in a short time and to analyze ⇒ implement measures at a high frequency.

We would like to thank all the companies who participated in the event.
We will continue to hold seminars to provide useful digital marketing information for your business.

For inquiries and consultations with our Online advertising service, such as in-house advertising operation support and Google Analytics support, please contact the following.

https://contact.gmo-pg.com/m?f=196

If you are interested in the EC Growth Report, please contact below.

/lpc/ec-growth-report/index.html