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Clean Up Your Google Analytics Data For Better Decision Making

Last week I posted an article to show dealers how to update Google Places to create a measurement for the number of clicks to your website you get inside of Google Analytics. (Read Part I)

This code will help “clean-up” the visitor traffic reports that are being attributed the other sources.  This will be important in our use of data to accurately attribute vistor traffic by source.

For most dealers, Google Places traffic is mixed into general traffic which is sloppy data since we know how important Google Places is for referral traffic.

I have included a snapshot of the last five days of traffic to this dealer’s website once I added the tracking code.

Google Maps Tracking Code Yields Google Analytics Data

The campaign name that I chose is now clearly showing in the “All Traffic Sources” report in Google Analytics.  Once this runs for a month, you will start to be able to see just how important Google Places Optimization (GPO) is for your business.

So, if you are starting to dig into your site analytics to make smarter marketing decisions, it is critical to isolate Google Places traffic which otherwise would be padded into other broader categories.

 

Low Bounce Rate

 

It is too early to say that there is a pattern accross multiple dealers, but it is interesting to note that the bounce rate from Google Places (19.57%) was much lower than Google Organic Search (33.43%).  See below:

Google Places Clicks in Google Analytics

If you liked this tip, please click on the Google +1 button on the bottom of this article.  Also, tweet it out to your friends and share it on Facebook.  Your support is greatly appreciated.

Brian

Brian Pasch CEO of PCG  

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Automotive Zero Moment Of Truth Study Open to 100 Dealers

About the 1st Automotive ZMOT Study

Automotive ZMOT Study

I’ve been profoundly impacted by a free book called “Winning the Zero Moment of Truth” by Jim Lecinski.  As a result of reading this book, I have created training materials, online workshops, and planning materials exclusively for car dealers on this topic.

If you never heard about ZMOT, read the free book, and then decide if you want to be part of this exciting automotive study.  Watch the videos on this website!

Before I launch our national ZMOT education campaign, I am inviting 100 dealers at no cost, to participate in the PCG six week educational program.   The program will consist of six, 1-hour webinars and follow-up conversations offline each week with each member,

The  Automotive Zero Moment of Truth study will take 100 dealers through an educational process that will guide their marketing and budgeting decisions based on the concepts shared by Jim Lecinski and the research of Google on online consumer shopping behavior.

The study members must be either a Dealer Principal, Dealership COO/CFO,  or General Manager and have the permission to share and discuss their marketing budgets with the study team at PCG Digital Marketing.

Budgets will NOT be shared with study members unless permission is granted.  If budgets are discussed, they will not disclose the member dealership name.  Privacy is key, but actual data will power the members of this study to new heights of success.

PCG Digital Marketing will NOT include dealers that are direct competitors in local markets because of the confidential data or innovative strategies that will be discussed on conference calls, webinars, and on the private forums.

Dealers will receive priority placement on a first come basis.

PCG will provide each member a set of proprietary budgeting models based on current consumer shopping models.  We have developed a series of tools that will guide dealers on restructuring their current advertising budgets.  If you want to have a powerful audit of your current spending, this is the study for you!

Dealers interested in joining this study should register at http://www.automotivezeromomentoftruth.com by October 1, 2011.

Dealers who are accepted to the program will be notified by email or by phone.  We reserve the right to accept/deny participation in this study based on competitive conflicts with current PCG clients or existing members of this study group.

I look forward to working with 100 dealers and creating 100 powerful marketing strategies for dealers who want to WIN the Zero Moment of Truth.

Brian

Brian Pasch CEO of PCG  

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Google Places Star Counts Impact Direct Website Traffic

Google Places ReviewsWe all know by now that at the end of July, Google changed how they calculate star counts on Google Places.  (see previous post)

Dealers that relied heavily on Dealerrater.com, Yelp.com, or CitySearch.com saw their review counts drop drastically toward the end of July.

I have been encouraging dealers to post review on Google Places because it will increase referral traffic to their website and increase calls.  Some dealers are skeptical just how important Google Places is to their overall website traffic.  Others are skeptical if posting reviews directly on Google Places makes an impact.

I finally have some direct proof that focusing your attention on customer reviews has a major impact on consumers clicking through to your website from Google Places.

The term Zero Moment of Truth refers to the digital “scorecard” consumers see prior to selecting a product or service online.  For dealers, Google Places reviews play a major part of the ZMOT experience. For the dealer in this case study, Google Places shows over 40,000 times a month.

If you have been lackadaisical on adding reviews each month to Google Places, this is your wakeup call.

When Referral Traffic Dropped 86%

I am sharing the Google Places analytics for a dealer in the period from June 1st  through September  16th in the graph below.  Notice that over this period of time, the number of impressions have stayed basically the same.  However, there was a big drop in “actions” when the dealer’s star counts dropped from 275 to 3 when Google changed their algorithm.

So let’s dig deeper and look at traffic in June and then we will look at traffic in the last 30 days.  In June, the dealer had over 275 reviews in their star counts, primarily from DealerRater.com.  In August, their review “star” count dropped to 3.  Notice the BIG difference in referral traffic in the two graphs below:

June Traffic and Actions

Last 30 Days

The Big Drop Defined

In the month of June, this dealer had over 275 starred reviews and it resulted in 3,176 clicks through to their website.

In the last 30 days, with 3 reviews this dealer had 429 clicks through to their website.

Lost Google Places Traffic

This is an 86% drop in referral traffic and the impressions stayed basically the same.   So if anyone is NOT taking their Google Places account seriously, here is the data.

To get 2,747 replacement visitors would cost you over $6,000 in pay-per-click or $72,000 a year.  Is the effort to get reviews posted by your customers worth it?  You decide.

The more reviews you have on Google Places, the more FREE traffic you will generate to your website.  This makes a strong case to immediately implement an in-store review process using the Google Places app.  Once this dealer gets their review counts over 275 using Google Places App, their high referral traffic will return.  For a store of this size, this can be fixed in a short period of time.

 What Are You Waiting For?

If you have been holding off implementing on in-store Google Places review process, this data should light a fire under your ass.

Choose if you want to leverage Google Places to drive free traffic to your website or drive traffic to your competitors.

If you need help, give us a call.

I hope to see many dealers at Internet Battle Plan 7 in Park Ridge New Jersey on October 5-7th and at the Driving Sales Executive Summit on October 9-11th.
Brian

Brian Pasch CEO of PCG  

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

 

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