Google Analytics Measurement & AdWords Investment Strategy Presentation

This presentation was created for my Digital Marketing Analytics Class at the University of Georgia. In this project, I was asked to create a Digital Marketing Measurement Strategy for a Caribbean Resort. The first part of this presentation is my measurement strategy recommendation. The second part, which starts at slide 18, details my Google Ads Investment Strategy.

1. Ladera
Google Analytics
and Measurement
Strategy
MARK 4650
Carter Glenn
1

2. About Ladera
Resort
uLadera is an all inclusive resort on
the Caribbean island nation of St.
Lucia. Surrounded by mountains
and the blue ocean, this resort
offers newlyweds and couples the
perfect place to getaway.
2

3. Background
uLadra’s website (Ladera.com) aims to
provide information about vacation,
wedding, and honeymoon packages
at their Caribbean resort. The macro
goal for this presentation is to drive
users to complete an action and book
a hotel room to increase conversions.
We will establish goals on Google
Analytics to track the website’s
results.
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4. Target Audiences
uCouples Looking for a Romantic
Get Away
uAffluent couples who are
looking for a 3+ day luxury
vacation WITHOUT their family
or children
uNewlyweds
uCouples looking for a romantic
place to spend their
honeymoon.
uEngaged Couples
uAffluent Couples looking for a
Destination Wedding Venue in
an exotic location
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5. Main Landing Pages
uThe main landing pages for the Resort include
the Homepage, Accommodations, The Resort
(info about the Resort Amenities and Service),
Weddings, Honeymoon & Anniversary, and
Specials
uFor our Interest Area, we’ll be focusing on
Weddings and Honeymoon & Anniversary Landing
Pages
uWedding-We expect an audience of affluent
couples who are planning a destination wedding
uHoneymoon & Anniversary-We expect audiences
of affluent couples who may already have their
wedding planned, but are still looking for a
romantic location to spend their Honeymoon in
5

6. Macro Goal
uBooking a Room
uEach page on the website has a
tab labeled “Book Now” that
allows users to quickly book a
room.
uOur macro goal is for users to
complete an action and book a
hotel room to increase
conversions
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7. Macro -
Conversion
Funnel
1. Home Page
2. Reservation
Dates
3. Rooms
4. Rates
5. Booking a
Room
6. Completed
Sale
7

8. Micro Goals
u1. Signing up for the marketing emails from Ladera
uAllows users to receive additional information from our marketing team
u2. Increase Page Duration
uShows that Users are browsing the many accommodation options
u3. Visit our social media pages through the website links
uThe social media pages show users pictures of the resort as well as additional info
u4. View stories from recent guests on the Home Page.
uThese testimonials may increase our conversion rate.
u5. Clicking the “Request for Proposal” on the “Weddings” Landing Page
uLeads to a higher conversion rate.
8

9. How to Set Up
Goals
u1. Go to your Google Analytics
account and sign-In
u2. Click on the “Admin” tab on
the sidebar.
u3. Select the proper account
(Ladera), property (Ladera
Website), and view in the Admin
page.
u4. Click on the “Goals” tab in the
“View” Section of the Admin Page
and then click “+New Goal”
u5. Create a new goal from a
Template or Design a Custom one.
Add a description and goal details
to finish the process. (On the next
page)
Step 1
Step 2
Step 3
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10. Why should you
Setup Goals?
uGoals allow you to track how well
your site fulfills it’s target
objectives. This critical
information allows you to
evaluate the effectiveness of your
online business and marketing
campaigns.
uInfo from the Analytics Help page on support.google.com
Step 5
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11. Filtering Views By
Geography
uIt is important that our Regional Sales Managers
for North America, Europe and South American so
they can view proper data by geography. Filters
can be placed to view data by continent, nation
and more.
uHow to set up Filters:
u1. In the “View” Section of the Admin Page,
click the “Filters” tab.
u2.Click “+ Add Filter”
u3.Create a Filter Name and set the type to
“Custom”
u4. Under “Filter Type”, select the “Include”
icon and use the drop-down menu to include
your desired Location (Country, Region or
City)
u5. You can create as many filters as you
need to include/exclude data for a specific
region
Step 1
Step 2
Step 3
Step 4
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12. Main Landing Pages
uBefore creating a campaign, it’s important to keep track of the multiple
landing pages. While it would seem easy to just use the Home Page as
default, sending customers to a specific page will likely lead to a higher
conversion rate. The Main Landing Pages for this website are:
u1. The Home Page -https://www.ladera.com
u2. The Resort -https://www.ladera.com/the-resort.html
u3. Special Offer Page -https://www.ladera.com/specials.html
u4. Weddings -https://www.ladera.com/weddings.html
uThis will be the landing page we use for our campaign
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13. Marketing Campaign -Weddings
uMy recommendation for a marketing campaign is to focus on the Wedding experiences
that Ladera offers. For this campaign, the ”Wedding” page on the website
(https://www.ladera.com/weddings.html)will be used as the Landing Page
uDuring this campaign, I recommend using theses three channels
u1. Pinterest –Many engaged women will use Pinterest to get ideas for their upcoming Weddings,
which makes this a great place to
u2. Facebook –This account the largest following of all of our social media pages. Facebook is
also the world’s most used social media site in the world, so it’s a no-brainer to use this
channel.
u3. Google Ads –Our Campaign will use Google Ads to give Ladera ideal placement on Google
search results
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14. Building URLs
uIt’s important to build unique URLs for each
channel to track them on Google Analytics.
While each URL will lead to the same landing
page, using unique URLs will allow us to track
each channel’s effectiveness.
uPinterest –
https://www.ladera.com/weddings.html
?utm_source=pinterest&utm_medium=so
cial&utm_campaign=weddings
uFacebook -
https://www.ladera.com/weddings.html
?utm_source=facebook&utm_medium=so
cial&utm_campaign=weddings
uGoogle Ads-
https://www.ladera.com/weddings.html
?utm_source=google&utm_medium=cpc&
utm_campaign=weddings
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15. Important
Metrics to
Track Visitors
u1. New vs Returning Users –This metric will be
important to see if our marketing efforts are bringing in
new customers, and not just return visitors.
u2. Bounce Rate-A user bounces when they end the
session without taking a single action. A high bounce
rate could indicate that our link is broken or the landing
page is poorly designed.
u3. Geography-This metric will be especially important
for our Regional Sales Managers and will help them
better understand the location of our users.
u4. Time on Site –Time on Site (or duration) will tell us
how easy our website is to navigate.
u5. Site Depth-This metric tells how many pages our
users use. Preferably we would like a high number
because this indicates our users are browsing the site.
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16. Conclusion
uLadera offers a great website for
users to browse and book couple’s
experiences in the West Indies.
The website is easy to navigate
and provides plenty of
information about the many
packages that Ladera offers. The
only issue the website has to
many pop-up elements like a live
chat, which might cause the
bounce rate to increase.
Implementing the following
recommendations could increase
traffic to the website and be
tracked with google analytics.
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17. Recommendation
uI recommend immediate
implementation of Google
Analytics and approval of the
Wedding marketing campaign.
Collecting data from your
website is vital to track your
websites effectiveness. Google
Analytics is easy to implement
and is free to use. It’s
important that we start our
three month campaign soon as
people often get engaged in
December, January, and
February.
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18. Part Two:
LaderaAdWords
Investment Strategy
Carter Glenn
18

19. Background
uIn my previous measurement strategy analysis, I recommended that Ladera
should use Google Ads to drive traffic to the website. Fortunately, your
Ladera has approved a $24,000 campaign over 3 months.
uMy recommendation is to promote Destination Wedding Packages.
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20. Target Audiences
uAs previously discussed
in our previous
document, our target
audience are you
affluent couple who
are engaged.
uAge: 25-34
uLocation: United
States
uHousehold Income:
Top 10%
20

21. Competitors
uSugar Beach (A Viceroy Resort)
uLocated in St. Lucia
uOffers many wedding packages
uPrices comparable to Ladera’s
uSandals Resorts
uOwns many resort locations across
the Caribbean (including three in St.
Lucia)
uOffers many wedding and honeymoon
packages
uNot as luxurious as Ladera
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22. What Makes
Ladera Unique?
uLadera’s suites offer a unique
open-air view that gives guests
a breathtaking view of the Saint
Lucia coast and mountains.
uIt is the only resort on a
UNESCO World Heritage Site.
uUnlike some of our competitors,
the resort is couples and adults
only. This means there won’t be
any noisy families to distract
you from your partner.
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23. Campaign Seasonality
uMany couples become
engaged around the Holidays
and start planning their
wedding soon after. Due to
this phenomenon, we plan on
running our campaign from
Nov. 1 –Jan. 31. These
months are also generally
cold, which means people
may be more interested in
warm weather destinations
during this time of year.
uIn the future, we could also
plan campaigns during last
summer for people to get one
last taste of summer or
around Valentine’s day to
promote romantic getaways.
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24. Google Ads
Campaign Objective
uOur Google Ads campaign will
promote Wedding and Honeymoon
packages on search results, which
is in line with our previously
stated marketing goals.
uWe are confident that this ad
campaign will drive traffic to
Ladera’s website and lead to
more conversions of booked
rooms.
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25. Section 2:
Proposed Google
Ads Strategy
25

26. Google Ads
Goals &
Objectives
uThe Primary goal of this Google Ads campaign is to drive
more customers to the website and increase our
conversion rate of people booking wedding packages,
while the secondary goal is to increase website traffic
in general.
uWe will run a Search Network Campaign concentrated
on getting couples to book Destination Wedding
packages by targeting affluent couples aged 25-34.
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27. Google Ads Structure
Ladera Account
Weddings Campaign*Future Seasonal
Campaigns
Ad-Group
Destination
Weddings
*Future
Valentine’s
Day Ad
*Future End of
Summer Ad
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28. Wedding Ad-Group
Keywords
uUtilizing the Keyword Planner on Google
Ads, I compiled a list of keywords to
use in the Weddings Ad-Group. This will
help our Ads show up when people are
searching for terms related to the
Broad and Phrase Match words, but be
excluded from the Negative Keyword
searches.
uWe want to include terms such as
weddings and the location of the
resort to be included in related
searches (Broad Match)
uThe Phrase matches chosen ensure
our ad will appear when people
search for those phrases
uThe Negative keywords block our ad
from appearing in searches that my
hurt our image or be shown to
irrelevant users. By filtering out these
terms, our Click-Through Rate should
increase 28

29. Example of Our Search Network Ad
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30. Proposed Budget
uThe overall budget for the campaign is $24,000 and we stated earlier that we
are aiming to run the campaign from Nov. 1 –Jan. 31. I recommend a steady
stream of ads during this time since this is the time of year many couples
become engaged. This means that our Ads will be running for 3 months, 13
weeks, and 92 days.
uNovember –32.60% (30 Days at $260.87 per day)
u$1,846.15 per week
uDecember –33.70% (31 Days at $260.87 per day)
u$1,846.15 per week
uJanuary –33.70% (31 Days at $260.87 per day)
u$1,846.15 per week
30

31. Google Ads Forecast
uBased on our Keywords, Budget and Dates, we can use Google Ads to produce a forecast.
u20K Clicks
u500K Impressions
u4.0% Click-Through Rate
u$1.20 Cost Per Click
uAverage Position of 2.3
uWe expect a conversion rate of .25%, which gives us 50 Sales.
uRevenue per Stay = $1,680 = $560 per night x 3 Nights
uRevenue generated = $84,000 = $1,680 revenue per stay x 50 Sales
uROI = 350%
uROAS = 2.5 = ($84,000-$24,000)/$24,000
uAccording to the forecast, this Google Ads campaign should fulfill many of our goals from the
Measurement Strategy
uOur Macro Goal was to increase the amount of users who book a room
uThis campaign should is designed to promote wedding packages, so it’s going to increase the amount of
booked room.
uIncreased website traffic should increase most of the metrics in our Micro Goals31

32. Meeting Our Goals
uAccording to the forecast, this AdWords campaign should fulfill many of our
goals from the Measurement Strategy
uOur Macro Goal was to increase the amount of users who book a room (increasing
our conversion rate). Since this campaign was designed to promote wedding
packages, this should help us achieve our goal.
uIncreased website traffic should increase most of the metrics in our Micro Goals
32

33. Recommendation
uWith high return on investment
and general increase in website
traffic, the clear choice is to
promote Destination Wedding
Packages on Google Ads. Using
Search Network Ads would not
only be beneficial for the
immediate future with this
campaign and Ad-group, but I
also believe we could do more
campaigns in the future for
different seasonal events.
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