How to use Google Analytics (efficient site operation method) & in-house support 5 Tips (latest case)

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. 1. In-house operation is a mechanism that has an in-house "thinking" function and "decision" function, and proactively "operates" and "improves" advertisements.
2. 2. Why do you use in-house operation? 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, strategy, and index numbers and support for advertising.
2. Develop a strategy while being aware that the objectives and measures are connected by a single axis.
3. Along with that, determine the index according to the purpose of the business and turn PDCA.

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 (click rate, etc.) but also the quantity (number of impressions) is important.
2. Make an account structure with the following three points in mind
◦ Raise your ad rank
◦Structure in which keywords do not match each other
◦ Review the subdivision of ad groups

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 the ease of spreading due to anonymity.
2. The strengths of both media are two approaches that encourage recognition, fanning, and revisiting, leading to 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. 1. Break down from the whole and find a bottleneck
2. 2. Find out which index is the problem from the four variables
3. 3. Improve with the most impactful measures from the three elements