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5 Google Analytics Reports Every PPC Marketer Needs To Know

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5 Google Analytics Reports Every PPC Marketer Needs To Know

Like it or not, the Google Analytics 4 migration deadline has come and gone.

For someone who’s used Google Universal Analytics for the past 10 years, dealing with this change has been tough.

The previous platform provided easy-to-use reports at marketers’ fingertips in an instant.

It’s easy to have a love/hate relationship with Google Analytics reports right now.

As marketers, we have limited time in our work days.

Now, we are tasked with learning a new interface (UI) and re-creating those sacred reports, all while performing our regular duties.

In this article, I’ll introduce you to five Google Analytics reports to help you get the necessary information faster when making strategic decisions for PPC campaigns.

My favorite go-to reports will help:

  • Analyze and expand audience segments in PPC campaigns.
  • Expand PPC keyword selection.
  • Identify successful top-of-funnel efforts to support additional budget requests.

1. Interests Segment Report

As Google Ads keyword match types have loosened over the past few years, close variations have taken over campaigns.

As a result, targeted PPC keywords are more loosely managed as Google tries to master user intent.

Because of this, understanding the behavior of our target audiences is crucial for success.

The Interests segment report shows exactly that.

In the previous Universal Analytics interface, this report was called the “In-Market Segments” report.

While it’s a bit harder to find, the Interests report can be found in Google Analytics 4.

To find this report, navigate to Reports > User > Demographic details.

The report defaults to showing data by country. To view the Interest report, click the down arrow by Country and select Interests.

Screenshot from GA4, July 2023

This report shows the types of Interest segments (for Google Ads) of users who have purchased on your website.

Interest segment report in GA4 sorted by revenue.Screenshot from GA4, July 2023

The key features of this report allow you to:

  • Segment by past purchasers or converters to identify the most relevant Interest segments to target.
  • Sort by highest revenue or conversion rate.
  • Layer relevant and converting Interest segments into existing Google Ads campaigns.
  • Create new PPC campaigns targeting those segments exclusively.

2. Site Search Report

This report is useful for many reasons aside from PPC.

By utilizing this Google Analytics 4 report, you can understand how users are searching to find what they need on the website.

The key features of this report can:

  • Help inform ongoing keyword strategy.
  • Provide expanded keyword lists based on real user behavior.
  • Identify potential gaps in expected vs. actual search behavior.

Speaking of gaps, the Site Search report can also help product teams understand if additional demands exist for the products offered.

For example, say you have a wedding invitation website that has a decent product assortment for different themed weddings.

When using the Site Search report, you see an increasing number of searches for “rustic,” – but none of the website designs have that rustic feel!

This can inform product marketing that there is a demand for this type of product, and they can take action accordingly.

To find the Site Search report, navigate to Reports > Engagement > Events.

Look for the event “view_search_results” and click on it.

GA4 view_search_resultsScreenshot from GA4, July 2023

Once clicked, find the “search_term” custom parameter card on the page.

A few important notes on search terms data:

  • Before using this report, you must create a new custom dimension (event-scoped) for the search term results to populate.
  • Google Analytics will only show data once it meets a minimum aggregation threshold.

While it’s not as robust as the previous Site Search report in Universal Analytics, it does provide basic data on the number of events and total users per search term.

3. Referrals Report

This report is highly underrated, in my opinion.

The Referrals report shows the top websites that have sent traffic to your website and if any of those users convert.

To find this report, navigate to Reports > Acquisition > Traffic Acquisition.

GA4: AcquisitionScreenshot from GA4, July 2023

To view the websites from the Referral channel, click the “+” in the default channel group and choose “Session source/medium.”

GA4: identify how users are finding the websiteScreenshot from GA4, July 2023

The key features of this report can:

  • Help identify how users are finding the website.
  • Analyze high-quality vs. low-quality referral traffic to the website.
  • Allow you to create a list of top referral websites.

To take your PPC campaigns one step further, try creating a new “Placements” audience and test it in a new Google Ads Display campaign.

This is a cost-efficient way to test expanding new PPC efforts responsibly because the referral websites chosen are known to provide high-quality traffic to your website.

4. Top Conversion Paths Report

As marketers, we’re often asked how “Top of Funnel” (TOF) or brand awareness campaigns are performing.

Leadership typically prioritizes channels that are proven to perform. So, they want to make sure marketing dollars are spent efficiently.

In today’s economy, this is more important than ever.

This Google Analytics report helps analyze and interpret TOF behavior.

If you’re running any type of campaign beyond Search, this report is absolutely necessary.

Campaigns like YouTube and Display and other paid channels like social media (Meta, Instagram, TikTok, etc.) naturally have different goals and objectives.

TOF campaigns are undoubtedly criticized for “not performing” at the same rate as a Search campaign.

As marketers, this can be frustrating to hear over and over.

Using the Conversions Path report provides a holistic view of how long it takes a user to eventually make a purchase from the initial interaction.

To find this report, navigate to Advertising > Attribution > Conversion paths.

When drilling down to specific campaign performance, I recommend:

  • Add a filter that contains “Session source/medium” to the specific paid channel in question (“google/cpc” for example)
  • Include an “AND” statement to the filter for “Session campaign” specific to the TOF campaigns in question.
Conversions Path Report in Google Analytics 4.Screenshot from GA4, July 2023

In the example above, we found that our Paid Social campaigns should have been credited in more of the early and mid touchpoints!

The key features of this report can:

  • Identify how many touchpoints to final conversion.
  • Analyze complex user journey interactions when multiple channels are involved (especially for longer sale cycles).
  • Report on credited conversions based on the attribution model.

This report can uncover necessary data to support the request for additional marketing dollars in TOF channels.

A win-win for all parties involved.

5. Geo-Location Report

This one may be a no-brainer, but surprisingly, it is an overlooked report that can help your PPC performance.

Oftentimes, once a target location is set, we tend to forget it.

Location performance is an easy setting to overlook.

If campaigns are performing well, what’s the point of changing anything, right?

Wrong!

The Locations report will show top users by city, but also revenue and conversion rate.

This is a crucial step in optimizing and maintaining performance in PPC campaigns.

I typically look for the ratio of users by area vs. the amount of revenue and conversion rate in that same area.

If a large amount of dollars is spent in a state that produces low revenue, do I want to continue spending money in a place that’s not converting?

Of course not!

Consider bidding down on those areas or potentially excluding them altogether.

To find this report, navigate to Reports > User > User Attributes > Demographic details.

In the same example of the Interests report, change the default sort from “Country” to “Region.” Or add a secondary dimension to the report.

From there, sort the report by Revenue or Conversion Rate to identify top-performing or low-performing regions.

Make sure to add a filter for specific paid media channels or campaigns if you want to segment further.

Cross-reference where PPC campaigns are showing to usersScreenshot from GA4, July 2023

In the example above, I see that California has the highest amount of revenue and sessions.

This indicates I should, at a minimum, test increasing bids in that region because of historical high performance.

Simple optimizations such as location bid adjustments can make significant impacts over time on PPC performance.

The key features of this report can:

  • Cross-reference where PPC campaigns are showing to users and the amount of traffic sent to the website.
  • Identify any performance gaps based on region.
  • Provide optimization recommendations for top-performing regions.

Conclusion

The five Google Analytics reports can be impactful when analyzing PPC performance.

Because they provide meaningful trends over time, it may not make sense to view these every day or even every week.

The Google Ads platform has its own robust reporting features when reviewing and optimizing campaigns daily and weekly.

By utilizing these five Google Analytics reports on a monthly or quarterly basis, performance can be viewed holistically.

It’s always important to take a step back from the “day to day” optimizations in Google Ads to better understand how PPC fits into overall channel performance.

Reviewing these reports not necessarily made for PPC can give you the upper hand in making strategic improvements that can supercharge your campaign performance.

More resources: 


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Google’s Web Crawler Fakes Being “Idle” To Render JavaScript

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Google's Web Crawler Fakes Being "Idle" To Render JavaScript

In a recent episode of the Search Off The Record podcast, it was revealed that Google’s rendering system now pretends to be “idle” to trigger certain JavaScript events and improve webpage rendering.

The podcast features Zoe Clifford from Google’s rendering team, who discussed how the company’s web crawlers deal with JavaScript-based sites.

This revelation is insightful for web developers who use such methods to defer content loading.

Google’s “Idle” Trick

Googlebot simulates “idle” states during rendering, which triggers JavaScript events like requestIdleCallback.

Developers use this function to defer loading less critical content until the browser is free from other tasks.

Before this change, Google’s rendering process was so efficient that the browser was always active, causing some websites to fail to load important content.

Clifford explained:

“There was a certain popular video website which I won’t name…which deferred loading any of the page contents until after requestIdleCallback was fired.”

Since the browser was never idle, this event wouldn’t fire, preventing much of the page from loading properly.

Faking Idle Time To Improve Rendering

Google implemented a system where the browser pretends to be idle periodically, even when it’s busy rendering pages.

This tweak ensures that idle callbacks are triggered correctly, allowing pages to fully load their content for indexing.

Importance Of Error Handling

Clifford emphasized the importance of developers implementing graceful error handling in their JavaScript code.

Unhandled errors can lead to blank pages, redirects, or missing content, negatively impacting indexing.

She advised:

“If there is an error, I just try and handle it as gracefully as possible…web development is hard stuff.”

What Does This Mean?

Implications For Web Developers

  • Graceful Error Handling: Implementing graceful error handling ensures pages load as intended, even if certain code elements fail.
  • Cautious Use of Idle Callbacks: While Google has adapted to handle idle callbacks, be wary of over-relying on these functions.

Implications For SEO Professionals

  • Monitoring & Testing: Implement regular website monitoring and testing to identify rendering issues that may impact search visibility.
  • Developer Collaboration: Collaborate with your development team to create user-friendly and search engine-friendly websites.
  • Continuous Learning: Stay updated with the latest developments and best practices in how search engines handle JavaScript, render web pages, and evaluate content.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites

Other Rendering-Related Topics Discussed

The discussion also touched on other rendering-related topics, such as the challenges posed by user agent detection and the handling of JavaScript redirects.

The whole podcast provides valuable insights into web rendering and the steps Google takes to assess pages accurately.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites


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Google’s Indifference To Site Publishers Explained

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Google inadvertently reveals reasons that explain their seeming indifference to publishers hurt by algorithm updates

A publisher named Brandon Saltalamacchia interviewed Google’s SearchLiaison in which he offered hope that quality sites hit by Google’s algorithms may soon see their traffic levels bounce back. But that interview and a recent Google podcast reveal deeper issues that may explain why Google seems indifferent to publishers with every update.

Google Search Relations

Google has a team whose job is to communicate how site owners can do well on Google. So it’s not that Googlers themselves are indifferent to site publishers and creatives. Google provides a lot of feedback to publishers, especially through Google Search Console. The area in which Google is indifferent to publishers is directly in search at its most fundamental level.

Google’s algorithms are built on the premise that it has to provide a good user experience and is internally evaluated to that standard. This creates the situation where from Google’s perspective the algorithm is working the way it should. But from the perspective of website publishers Google’s ranking algorithms are failing. Putting a finger on why that’s happening is what this article is about.

Publishers Are Not Even An Afterthought To Google

The interview by Brandon Saltalamacchia comes against the background of many websites having lost traffic due to Google’s recent algorithm updates. From Google’s point of view their algorithms are working fine for users. But the steady feedback from website publishers is no, it’s not working. Google’s response for the past month is that they’re investigating how to improve.

What all of this reveals is that there is a real disconnect between how Google measures how their algorithms are working and how website publishers experience it in the real world. It may surprise most people to learn that that this disconnect begins with Google’s mission statement to make information “universally accessible and useful”  and ends with the rollout of an algorithm that is tested for metrics that take into account how users experience it but is 100% blind to how publishers experience it.

Some of the complaints about Google’s algorithms:

  • Ranking algorithms for reviews, travel and other topics are favoring big brands over smaller publishers.
  • Google’s decision to firehose traffic at Reddit contributes to the dismantling of the website publishing ecosystem.
  • AI Overviews summarizes web pages and deprives websites of search traffic.

The stated goal for Google’s algorithm decisions is to increase user satisfaction but the problem with that approach is that website publishers are left out of that equation.  Consider this: Google’s Search Quality Raters Guidelines says nothing about checking if big brands are dominating the search results. Zero.

Website publishers aren’t even an afterthought for Google. Publishers are not not considered at any stage of the creation, testing and rollout of ranking algorithms.

Google Historically Doesn’t Focus On Publishers

A remark by Gary Illyes in a recent Search Off The Record indicated that in Gary’s opinion Google is all about the user experience because if search is good for the user then that’ll trickle down to the publishers and will be good for them too.

In the context of Gary explaining whether Google will announce that something is broken in search, Gary emphasized that search relations is focused on the search users and not the publishers who may be suffering from whatever is broken.

John Mueller asked:

“So, is the focus more on what users would see or what site owners would see? Because, as a Search Relations team, we would focus more on site owners. But it sounds like you’re saying, for these issues, we would look at what users would experience.”

Gary Illyes answered:

“So it’s Search Relations, not Site Owners Relations, from Search perspective.”

Google’s Indifference To Publishers

Google’s focus on satisfying search users can in practice turn into indifference toward publishers.  If you read all the Google patents and research papers related to information retrieval (search technology) the one thing that becomes apparent is that the measure of success is always about the users. The impact to site publishers are consistently ignored. That’s why Google Search is perceived as indifferent to site publishers, because publishers have never been a part of the search satisfaction equation.

This is something that publishers and Google may not have wrapped their minds around just yet.

Later on, in the Search Off The Record  podcast, the Googlers specifically discuss how an update is deemed to be working well regardless if a (relatively) small amount of publishers are complaining that Google Search is broken, because what matters is if Google perceives that they are doing the right thing from Google’s perspective.

John said:

“…Sometimes we get feedback after big ranking updates, like core updates, where people are like, “Oh, everything is broken.”

At the 12:06 minute mark of the podcast Gary made light of that kind of feedback:

“Do we? We get feedback like that?”

Mueller responded:

“Well, yeah.”

Then Mueller completed his thought:

“I feel bad for them. I kind of understand that. I think those are the kind of situations where we would look at the examples and be like, “Oh, I see some sites are unhappy with this, but overall we’re doing the right thing from our perspective.”

And Gary responded:

“Right.”

And John asks:

“And then we wouldn’t see it as an issue, right?”

Gary affirmed that Google wouldn’t see it as an issue if a legit publisher loses traffic when overall the algorithm is working as they feel it should.

“Yeah.”

It is precisely that shrugging indifference that a website publisher, Brandon Saltalamacchia, is concerned about and discussed with SearchLiaison in a recent blog post.

Lots of Questions

SearchLiaison asked many questions about how Google could better support content creators, which is notable because Google has a long history of focusing on their user experience but seemingly not also considering what the impact on businesses with an online presence.

That’s a good sign from SearchLiaison but not entirely a surprise because unlike most Googlers, SearchLiaison (aka Danny Sullivan) has decades of experience as a publisher so he knows what it’s like on our side of the search box.

It will be interesting if SearchLiaison’s concern for publishers makes it back to Google in a more profound way so that there’s a better understanding that the Search Ecosystem is greater than Google’s users and encompasses website publishers, too. Algorithm updates should be about more than how they impact users, the updates should also be about how they impact publishers.

Hope For Sites That Lost Traffic

Perhaps the most important news from the interview is that SearchLiaison expressed that there may be changes coming over the next few months that will benefit the publishers who have lost rankings over the past few months of updates.

Brandon wrote:

“One main take away from my conversation with Danny is that he did say to hang on, to keep doing what we are doing and that he’s hopeful that those of us building great websites will see some signs of recovery over the coming months.”

Yet despite those promises from Danny, Brandon didn’t come away with hope.

Brandon wrote:

“I got the sense things won’t change fast, nor anytime soon. “

Read the entire interview:

A Brief Meeting With Google After The Apocalypse

Listen to the Search Off The Record Podcast

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20 Confirmed Facts About YouTube’s Algorithm

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20 Confirmed Facts About YouTube's Algorithm

Instead of counting the number of clicks or views a video gets, YouTube’s algorithms focus on ensuring viewers are happy with what they watch.

This article examines how YouTube’s algorithms work to help users find videos they like and keep them watching for longer.

We’ll explain how YouTube selects videos for different parts of its site, such as the home page and the “up next” suggestions.

We’ll also discuss what makes some videos appear more than others and how YouTube matches videos to each person’s interests.

By breaking this down, we hope to help marketers and YouTubers understand how to work better with YouTube’s system.

A summary of all facts is listed at the end.

Prioritizing Viewer Satisfaction

Early on, YouTube ranked videos based on watch time data, assuming longer view durations correlated with audience satisfaction.

However, they realized that total watch time alone was an incomplete measure, as viewers could still be left unsatisfied.

So, beginning in the early 2010s, YouTube prioritized viewer satisfaction metrics for ranking content across the site.

The algorithms consider signals like:

  • Survey responses directly asking viewers about their satisfaction with recommended videos.
  • Clicks on the “like,” “dislike,” or “not interested” buttons which indicate satisfaction.
  • Overall audience retention metrics like the percentage of videos viewed.
  • User behavior metrics, including what users have watched before (watch history) and what they watch after a video (watch next).

The recommendation algorithms continuously learn from user behavior patterns and explicit satisfaction inputs to identify the best videos to recommend.

How Videos Rank On The Homepage

The YouTube homepage curates and ranks a selection of videos a viewer will most likely watch.

The ranking factors include:

Performance Data

This covers metrics like click-through rates from impressions and average view duration. When shown on its homepages, YouTube uses these traditional viewer behavioral signals to gauge how compelling a video is for other viewers.

Personalized Relevance

Besides performance data, YouTube relies heavily on personalized relevance to customize the homepage feed for each viewer’s unique interests. This personalization is based on insights from their viewing history, subscriptions, and engagement patterns with specific topics or creators.

How YouTube Ranks Suggested Video Recommendations

The suggested videos column is designed to keep viewers engaged by identifying other videos relevant to what they’re currently watching and aligned with their interests.

The ranking factors include:

Video Co-Viewing

YouTube analyzes viewing patterns to understand which videos are frequently watched together or sequentially by the same audience segments. This allows them to recommend related content the viewer will likely watch next.

Topic/Category Matching

The algorithm looks for videos covering topics or categories similar to the video being watched currently to provide tightly relevant suggestions.

Personal Watch History

A viewer’s viewing patterns and history are a strong signal for suggesting videos they’ll likely want to watch again.

Channel Subscriptions

Videos from channels that viewers frequently watch and engage with are prioritized as suggestions to keep them connected to favored creators.

External Ranking Variables

YouTube has acknowledged the following external variables can impact video performance:

  • The overall popularity and competition level for different topics and content categories.
  • Shifting viewer behavior patterns and interest trends in what content they consume.
  • Seasonal effects can influence what types of videos people watch during different times of the year.

Being a small or emerging creator can also be a positive factor, as YouTube tries to get them discovered through recommendations.

The company says it closely monitors success rates for new creators and is working on further advancements like:

  • Leveraging advanced AI language models to better understand content topics and viewer interests.
  • Optimizing the discovery experience with improved layouts and content pathways to reduce “choice paralysis.”

Strategies For Creators

With viewer satisfaction as the overarching goal, this is how creators can maximize the potential of having their videos recommended:

  • Focus on creating content that drives high viewer satisfaction through strong audience retention, positive survey responses, likes/engagement, and low abandon rates.
  • Develop consistent series or sequel videos to increase chances of being suggested for related/sequence views.
  • Utilize playlists, end screens, and linked video prompts to connect your content for extended viewing sessions.
  • Explore creating content in newer formats, such as Shorts, live streams, or podcasts, that may align with changing viewer interests.
  • Monitor performance overall, specifically from your existing subscriber base as a baseline.
  • Don’t get discouraged by initial metrics. YouTube allows videos to continuously find relevant audience segments over time.
  • Pay attention to seasonality trends, competition, and evolving viewer interests, which can all impact recommendations.

In Summary – 20 Key Facts About YouTube’s Algorithm

  1. YouTube has multiple algorithms for different sections (homepage, suggested videos, search, etc.).
  2. The recommendation system powers the homepage and suggested video sections.
  3. The system pulls in videos that are relevant for each viewer.
  4. Maximizing viewer satisfaction is the top priority for rankings.
  5. YouTube uses survey responses, likes, dislikes, and “not interested” clicks to measure satisfaction.
  6. High audience retention percentages signal positive satisfaction.
  7. Homepage rankings combine performance data and personalized relevance.
  8. Performance is based on click-through rates and average view duration.
  9. Personalized relevance factors include watch history, interests, and subscriptions.
  10. Suggested videos prioritize content that is co-viewed by the same audiences.
  11. Videos from subscribed channels are prioritized for suggestions.
  12. Consistent series and sequential videos increase suggestions for related viewing.
  13. Playlists, end screens, and linked videos can extend viewing sessions.
  14. Creating engaging, satisfying content is the core strategy for recommendations.
  15. External factors like competition, trends, and seasonality impact recommendations.
  16. YouTube aims to help new/smaller creators get discovered through recommendations.
  17. AI language models are improving content understanding and personalization.
  18. YouTube optimizes the discovery experience to reduce “choice paralysis.”
  19. Videos can find audiences over time, even if initial metrics are discouraging.
  20. The algorithm focuses on delivering long-term, satisfying experiences for viewer retention.

Insight From Industry Experts

While putting together this article, I reached out to industry experts to ask about their take on YouTube’s algorithms and what’s currently working for them.

Greg Jarboe, the president and co-founder of SEO-PR and author of YouTube and Video Marketing, says:

“The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction. So, to optimize your videos for discovery, you should write optimized titles, tags, and descriptions. This has been true since July 2011, when the YouTube Creator Playbook became available to the public for the first time.

However, YouTube changed its algorithm in October 2012 – replacing ‘view count’ with ‘watch time.’ That’s why you need to go beyond optimizing your video’s metadata. You also need to keep viewers watching with a variety of techniques. For starters, you need to create a compelling opening to your videos and then use effective editing techniques to maintain and build interest through the video.

There are other ranking factors, of course, but these are the two most important ones. I’ve used these video SEO best practices to help the Travel Magazine channel increase from just 1,510 to 8.7 million views. And these video SEO techniques help the SonoSite channel grow from 99,529 views to 22.7 million views.

The biggest recent trend is the advent of YouTube Shorts, which is discoverable on the YouTube homepage (in the new Shorts shelf), as well as across other parts of the app. For more details, read “Can YouTube Shorts Be Monetized? Spoiler Alert: Some Already Are!

Brie E. Anderson, an SEO and digital marketing consultant, says:

“In my experience, there are a few things that are really critical when it comes to optimizing for YouTube, most of which won’t be much of a surprise. The first is obviously the keyword you choose to target. It’s really hard to beat out really large and high authority channels, much like it is on Google. That being said, using tools like TubeBuddy can help you get a sense of the keywords you can compete for.

Another big thing is focusing on the SERP for YouTube Search. Your thumbnail has to be attention-grabbing – this is honestly what we test the most and one of the most impactful tests we run. More times than not, you’re looking at a large face, and max four words. But the amount of contrast happening in the thumbnail and how well it explains the topic of the video is the main concern.

Also, adding the ‘chapters’ timestamps can be really helpful. YouTube actually shows these in the SERP, as mentioned in this article.

Lastly, providing your own .srt file with captions can really help YouTube understand what your video is about.

Aside from actual on-video optimizations, I usually encourage people to write blog posts and embed their videos or, at the very least, link to them. This just helps with indexing and building some authority. It also increases the chance that the video will help YOUR SITE rank (as opposed to YouTube).”

Sources: YouTube’s Creator Insider Channel (1, 2, 3, 4, 5, 6), How YouTube Works

More resources: 


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