Saturday, March 31, 2012

Getting Mobile Stats In Google Analytics

If you're an online retailer and haven't already created a mobile specific site then you're already behind! You probably have your reasons... Resources thin? Think it will be hard to convince management? Don't worry, following a few simple steps and getting the correct data will have them asking why you didn't bring this to them sooner.

Get True Mobile Traffic Numbers
Google includes tablets as mobile. Tablet users behave much differently than mobile users on phones and it throws off the stats. Follow the steps below to filter tablets out, you may have to add more devices by the time you read this.

1. Create New Custom Report
2. Add Metrics you want to look at
3. Add Dimension you want to look at, I chose month so I could see the trends over time
4. Filter: Include Mobile EXACT = YES
5. Filter: Exclude Mobile Device Info REGEX = Apple iPad|Samsung GT-P1000 Galaxy Tab|Samsung GT-P7510 Galaxy Tab 10.1|Motorola Xoom|Acer A500 Picasso|Asus Eee Pad Transformer TF101|Acer Iconia Tab A100 Vangogh|Samsung SC-01C GALAXY Tab

Save your report.

Go back over time and look at the numbers, keep an eye on percent of overall visits in the left hand corner (you'll have too look at it month by month to see the change.)

Mobile Adwords Stats
If you don't have a mobile site, chances are you haven't created mobile specific campaigns in Adwords, but if you are still displaying ads for all devices you'll want to know your mobile CPC and mobile Cost Per Conversion. Google makes getting this info fairly easy.

1. Go to standard reporting
2. Go to the advertising tab, click Adwords, click campaigns
3. Underneath the "percent of total visits" you can select Non-Mobile, High End Mobile, or Tablet. Select High End Mobile.

4. In the Explorer tab select "clicks". Now you can see the impressions, clicks and cost for mobile devices in Adwords.
5. In the Explorer tab select "Ecommerce" Now you can see the conversion rate and transactions for mobile Adwords visitors.

Unfortunately you'll have to do the math yourself to see the mobile cost per conversion.

By getting the right data you can prove what you probably already know, that not having a mobile optimized site is killing you!

Sunday, March 18, 2012

Why Google Should Have Kept Radio Ads

In 2009 Google cancelled their radio ads. Radio ads were created to let customers bid and place traditional radio spots using a simple self-serve auction system. Google didn't gain much traction with their radio ads. There were many reasons for radio ads failing, but it basically came down to the old guard of radio not embracing Google's system.

-Radio stations didn't want cheap ads playing even if they filled time.

-Media buying agencies were afraid it would hurt their business.

-Customers said ads were hard to track.

They say timing is everything, unfortunately for Google, they missed it by that much! Radio ads were cancelled in May 2009, the first Droid phone came out in October 2009. Instead of focusing on traditional radio Google should have put all their effort into creating ads for internet radio. With the Droid platform it would have given advertisers tools they've always wanted. Ads would have been self-serve and would have been highly targeted and played based on exact geographic location, time of day, search history, and now demographic data captured by Google+. Better tracking could have been accomplished with click tracking, click to call tracking, exact number of plays etc...

Yes, Google would have had to negotiate with the online radio stations, but I think these companies would have been interested in having a customer base as large as the Google Adwords network.

If Google could have made inroads with a player like Pandora it could have helped them finally get their foot in the door of traditional radio, which could have led to becoming the ad platform for apps like iHeartRadio or TuneIn. Right now these apps play advertising from the station you are listening to, no matter where you are actually located. No targeting whatsoever.

Google could have made it so the ads were actually targeted towards the person listening!

Google Radio ads would have also worked for local stations as well. Instead of stations basically throwing in ads on their internet stream for free or filling time with non-paid PSAs, local stations could have charged a premium for it without having to pay a sales staff to generate the leads.

In my opinion Google missed out big time, it will be interesting to see if they ever change their TUNE! /rimshot


Thursday, March 15, 2012

Why I Don't Like Shopping Cart Abandonment Programs

I recently attended an online marketing conference where the "hot topic" was shopping cart abandonment email programs. Every vendor was giving the crowd their spiel about how it can save so much money and get lost customers back. I think getting "lost" customers back is the wrong idea, how about not letting them get away in the first place!

Shopping cart abandonment email programs typically REQUIRE that customers enter their email address before they can enter the checkout process or before they can see the total price with shipping/tax. Most shopping cart abandonment companies assume you do things this way, so all the "incremental lift" stats they provide are based on this system. (It is possible to send out abandonment emails with collecting email addresses. If your customer tracking is setup correctly you can match IP addresses to customers subscribed to your marketing emails)

What if your shopping cart wasn't based on this system? Would the conversion rate be higher if the barriers to entering the checkout process were taken out of the equation? What if customers could add product to the cart and see the shipping/tax before they were forced to enter their email address. Would increasing this base conversion rate be more cost effective than sending out discounts to customers who left, some of whom would have came back anyways?

The shopping cart abandonment "experts" would tell you this is the wrong way to do things. They would say the barriers are small and that the loss of email signups and customer information would hurt you, that customers wouldn't have enough "skin in the game" once they got in the shopping cart.

Maybe they'd be right, but to me it seems backwards.

In a sense you're rewarding customers for leaving your site. Why not make entering the email address optional and give some of the customers who provide their data upfront a small discount before they buy? Then they'll be less likely to abandon in the first place.

I guess it just feels like a band-aid solution.

The number one reason why people abandon shopping carts is because of high shipping prices. Why not work on that first? How much would the conversion rate go up if the shipping was cheaper? Would it be more profitable to eat more of the shipping than send out abandonment emails to customers who may come back anyways?

I'm not saying that all shopping cart abandonment programs are bad. I'm simply saying tat the root causes of abandonment should be addressed first.

Tuesday, March 13, 2012

Why Is Google Interested in Autonomous Cars?

Google's interest in Autonomous Cars is peculiar to some. Google doesn't build cars and their only real presence on America's roadways is their Street-View cars. Google says they "want to improve people's lives by making driving safer, more enjoyable, and more efficient", but I'm not buying it.

I believe Google is interested in autonomous cars because it fits with the one thing already do well... advertising.

The lion's share of Google's profit come from advertising, but where is the one place where people can't shouldn't be in front of a screen? Answer, the car... The average American logs about an hour of drive time per work day. To Google that's ten more hours you could be clicking ads, viewing ads and generating profit.

It's also no secret that Google has been pursuing "personalized search results" as well as local search. What better vehicle (pun intended!) for these ads than an autonomous car. Autonomous cars would allow ads to be served based on exact location and destination. Advertisers would have a captive, ready to buy audience and since Google would know their destination, Google would also know their INTENT!!!

Google could show hyper-local, results for people searching their mobile device while they get a ride. Advertisers would love this because it would be highly targeted. Instead of someone hearing a radio ad for a business 50 miles away, someone could see or hear an ad (Google Music Anyone?) for a restaurant on the way to their destination. If Google could get enough buy in from advertisers they might be able to turn mobile internet into an ad supported medium like terrestrial radio or broadcast television!

But what if Google wants to take it further?

Autonomous cars themselves could flip the idea of ownership on it's head. A car that drives itself would have no reason to sit in the parking lot while you're at work or while you're sleeping, these are times when the car could be "working". Instead of owning a car, you would just hail one from the "Google Fleet" with your smart-phone.

Google's fleet of cars could have an internet connection, a large high resolution monitor, the exterior could be wrapped in advertising targeted to its driving area. The in-car entertainment could be ad driven. Browsing the web? Streaming music? Watching a movie? What's to stop Google from throwing advertising into the mix? These "intrusions" would be a small price to pay for a cheap "subsidized" ride. If Google could get the cost cheaper than a car payment, cab ride, or rental car people would certainly buy in.

Of course there are other reasons why Google could be into autonomous cars. It could help with their street-view program as cars could run 24/7 and they wouldn't have to pay people to drive around.

They could license the autonomous technology to car manufacturers or maybe they think that the aging Baby Boomers won't want to give up "driving" and this could fill the gap.

It will be interesting to see what road Google takes with autonomous cars.