MoreVisibility Analytics Blog
I would like to talk abut something called an Assist. When I think of the word “assist”, I think of one man: John Stockton. For those of you that don’t know, Stockton is the NBA’s all-time leader in assists, with 15,806 of ‘em over his 19-year career.*
In basketball, an assist is when a player’s pass helps set-up a made shot.
Just the other day, one of my co-workers came up to me and asked me something like: “Hey Joe, I was in the YSM interface, and I saw the column “assists” in one of the reports. What the heck is an assist?”
Well, similar to basketball, an assist in Yahoo! is when a keyword or ad helps set-up a conversion from another keyword or ad.
Would you like a more technically-oriented definition of it? Here it is, from Yahoo! themselves:
“The number of times a keyword or ad contributed to a conversion that was credited to another keyword or marketing activity. Assists must occur within 45 days of the conversion event to be recorded. Within any 45 day period, a conversion event can have a maximum of 30 assists recorded.”
Here’s an example. Let’s say someone types in “brown shoes”, and then clicks on your Ad. The person even goes as far as adding a pair of Brown Shoes to their shopping cart. But then, just for argument’s sake, let’s say that they accidentally close their browser! So, they open it back up, but they forget what search term they used, and possibly what website they were just shopping at. They now type in “men’s dress shoes”, find the Ad for your website, pick up where they left off, and then purchase that same pair of Brown Shoes (that was most likely still in their shopping basket).
While the keyword “men’s dress shoes” will get credited with the conversion, “brown shoes” will get the credit for the assist.
I understand that this is an unlikely example, but it’s merely that, an example. Another possibility for an assist is when someone clicks on your ad, and then comes back later to buy / convert / fill out your form, without clicking on your ad again (I know, I know…I’m basically saying the same thing again). This happens quite frequently with websites that sell tickets, or have special sales on certain days or weeks.
Yes, the NBA Playoffs are fast approaching, but they are not the only ones dishing out assists
*Source — NBA.com.
You know you have a quality website. You have a great Google AdWords campaign running. You sell great products or services at competitive prices. You even offer Free Shipping, or 20% off! So why is it that you can’t ultimately get enough potential customers to buy your products, or use your services?
With Google Analytics, you can determine exactly what is happening in the purchasing or checkout process, and see the exact page(s) where your potential customers are leaving your website. You can then begin to figure out what you need to change on your website. For example, let’s say you have a very large order form that spans multiple pages. Or, let’s say you only take one or two different credit cards. You will be able to see when your potential customers are leaving your website, and determine the reasons.
Google Analytics doesn’t stop there. Not only does it easily integrate with your current Google AdWords account, you can view over 100 different reports. Want to see which country most of your customers are coming from? Which keywords are being clicked on the most? What time of day you’re receiving the most traffic? Not a problem at all.
The days of taking blind stabs in the dark are officially over. With Google Analytics, you can make accurate determinations as to what you need to do to ultimately increase your revenue and the success of your online advertising efforts.
“What do you mean, you don’t have analytics? How are you measuring the success of your campaigns?”
I find myself asking that question over and over to both new and prospective clients. It seems like analytics would be the logical companion… especially when you may be spending thousands of dollars per month with online marketing initiatives. You would think, right? Well… that’s not always the case.
Maybe it’s that people don’t recognize the importance of an analytics program… After all, the major engines offer a free conversion tool. Shouldn’t that be enough? What do I need with analytics, if I already know how many people are converting?
If you have all the money in the world and don’t care about how much you spend on your traffic, then it might be okay to focus only on conversions… But, if you’re like most companies, the ROI is a big deal. In fact, ROI is at the center of most campaign strategies.
That being said, consider this. The “free conversion tool” tells you A, B, and Z
– A — Your ad got impressions
– B — Someone clicked on your ad
– Z — someone converted
It’s easy to forget about what happens in-between B and Z… Like, “how many people landed on your site, and clicked off without looking around?” or “how many people put a product into your shopping cart, but didn’t complete a transaction?”… Take it one step further, and ask yourself what it was that people typed in organically when your ad came up. If you sell CDs, do you want your ad to come up when someone searches for “free music”?
An analytics program will give you vital information to help identify issues with keyword choice, ad copy, and your shopping cart. It gives you tangible, raw data in it’s purest form… You can expand on keywords you didn’t realize people were searching on. You can see what your website is being associated with, and include negative keywords to prevent your paid ad from coming up among the undesirables. This will inevitably result in lower drop-off rates, and a higher ROI.
In a nutshell, It pays for itself.