How to Setup Your YouTube Video End Screen

Even though it has already been around for a number of years, the rapid growth of YouTube does not appear to be slowing down any time soon. Yes, all the “influencers” and online personalities also share their content via channels like Instagram and Snapchat, but YouTube is undeniably one of the most powerful tools in your online arsenal, whether you’re making money from the videos directly or you are using your videos as a marketing channel for your other products or services.

We have to remember that your success is also YouTube’s success. It’s in YouTube’s best interest if all of your videos are truly stupendous and rack up thousands of views, because it means they are also growing their audience and raking in more ad revenue. It’s win-win-win all around and that’s why YouTube wants to arm you with so many tools to further improve your videos and your channel.

By now, you should have already enabled featured content and branding, but what else can you do to boost your viewership? Something that you may have overlooked is the YouTube end screen. It used to be that you had to do this manually with annotations, even hard-coding some content into the video you upload, but now it’s a tool that’s built right into the YouTube system.

For the purposes of this demonstration, we’ll take a look at a Christmas video I made at a local attraction here in Vancouver. With the end screen, you can promote your videos, channel and other content, keeping your viewers with you rather than letting them drift away to some other part of YouTube.

youtube-1

So, the first thing that you’ll need to do is access the video manager in YouTube. Assuming that you are already logged into your account, click on your profile picture in the top-right corner and select the Creator Studio button. From there, click on Video Manager in the left sidebar and find the video where you’d like to customize your end screen.

Once you do, go ahead and hit the corresponding “edit” button.

youtube-2

As you might already be familiar, the video editor page is further sub-divided into a number of tabs. The first one lets you write your video description, add meta tags, select your video thumbnail (use a custom thumbnail whenever possible!), and so on.

Look to the fourth tab called “End screen & Annotations.” This used to be only for annotations, but the end screen options have since been added to completely streamline this process. Just keep in mind that if you use annotations, you can’t use the end screen options (or vice versa). It’s one or the other.

youtube-3

Now, you have another choice to make. You can set up your end screen manually by adding up to four “elements” and arranging them on the screen accordingly. Keep in mind that these end screen “elements” can only appear within the last 20 seconds of your video. That’s something you’ll need to consider when editing your video in the first place for upload.

Instead of setting up your end screen manually, it’s easier and more efficient to use one of the pre-designed templates. Just above your video thumbnail, click on “use template” to bring up the dialog shown above. There are templates for one video and one subscribe; one video, one subscribe and one link; two videos; two videos and one subscribe; and more. Pick the one you like the best.

There are four main types of elements that can be added: a link to a video or playlist (including a thumbnail image), a subscribe button (showing your channel’s profile picture, which expands with mouse-over), a channel button (to promote another channel), or a link (to an approved website).

youtube-4

If you want to promote a video, what’s great is that you can not only select a specific video, but you can alternatively have it showcase your most recent upload or have the algorithm decide on one of your videos that is best suited for the individual viewer. I typically use a combination of two of these for my end screen.

Once you get used to a certain template or layout, it’s not a bad idea to stick with it and to edit future videos to accommodate that layout accordingly. I happened to luck out on this layout here, but your mileage may vary. And remember to click save when you’re done!

youtube-5

And that’s it. Do a quick preview of your video to make sure the end screen is displaying (and linking) correctly. As you can see in this example, the “best for viewer” video suggestion showed up as my video comparing a number of Amazon Kindle e-readers. If you watch the same video, it may bring up a different suggestion.

While the conversion rate on these end screens remains somewhat unclear, it is in your best interest to utilize this tool to retain your viewers’ interest. Use it in tandem with YouTube “cards” where appropriate too. Put it all together and you’ve got yourself a much more professional presentation that’ll keep your subscribers (and new viewers) coming back for more.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!//my.leadpages.net/leadbox-781.js


Source: jhonchow

Evaluating PPC talent, part 2: The test

In part 2 of his series on evaluating PPC candidates, columnist Brett Middleton shares some tests you can administer to determine whether a potential hire is a good fit for your business.

The post Evaluating PPC talent, part 2: The test appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Source: searchengineland

How to Harness Your Personality and Become a Better Blogger

Understand your personality to blog better

This post comes to us courtesy of ProBlogger psychology expert Ellen Jackson

Are you a scheduler? Or do you publish as you write?

Do you delegate? Or is your need for the nitty-gritty too great?

I’d love to be the writer with the annual content calendar, or the leader who entrusts my big ideas to others. I’ve filled a thousand spreadsheets with good intentions, only to find them languishing and incomplete months later. I’ve dabbled with VAs, and had my control freak tendencies laid bare.

It took a while, but I’ve learned that I’m wired to work the way I work best. Other people’s systems and successes may seem appealing, but unless they fit in with my modus operandi I’m trying to fit square pegs in round holes.

Personality is what makes you, you.

In psychology, your personality is defined as ‘the combination of characteristics or qualities that form an individual’s distinctive character’. It describes who you are, and what makes you, you.

It also shapes the way you work.

Think of your personality as your unique operating system. It’s the software that manages your thoughts and behaviour. It directs your energy and attention, and defines which systems, processes, people and environments are most compatible with you.

When your operating system fits your work and work environment, tasks are seamless. Sit me in a café with a notebook and pen and ask me to generate fifty ideas, and I’m a machine. Sit me at a desk with a spreadsheet and ask me to fill in the boxes and you’ll be tearing your hair out at my slowness and ineptitude.

How well your personality matches your tasks, team and goals is often the missing link between overwhelming frustration and intense productivity. When we have insight into our unique operating system, we can create the interface we need with our world to make work easy and fun instead of being filled with stress, bugs and crashes.

Understanding your personality

While there are many ways to describe personality, today’s experts believe there are five broad, basic dimensions known as the ‘Big 5’ personality traits. Unlike models such as Myers-Briggs or DISC that assign people to ‘types’, the Big 5 depicts personality as five spectra:

  1. Openness to experience
  2. Conscientiousness
  3. Extraversion
  4. Agreeableness
  5. Neuroticism

We all exist as a dot somewhere between the two extremes of each dimension. And those billions of dots represent billions of wonderfully unique, complex people.

You can get an insight into your personality through online questionnaires such as the Truity Big Five personality assessment. They’re quick, reliable, and give you a detailed report that includes your score and description for each dimension.

You can also uncover your personality type with a little introspection and a guide like the one I’ll share with you now.

Which of the following best describe you?

Openness to experience

High: People at the ‘high’ end of openness like venturing outside their comfort zone. If this is you then you love novel experiences, variety, and coming up with new ideas. You might be described by others as imaginative, insightful, curious, creative, or even intellectual.

You love the creative side of blogging and business, but the routine and repetition of everyday tasks bores you to tears. Scheduling is tedious, and you don’t have the patience for spreadsheets. You are an ideas person who struggles with following through.

Low: If you’re at the ‘Low’ end of the openness dimension you enjoy routine. You stick to what you know, and you do it well. You’re practical, down to earth, and happy doing the same task time and time again. That’s how you get so good at it.

Conscientiousness

High: Highly conscientious people are persistent, self-disciplined, reliable and persevering.

If this is you then you’re organised, you work within the rules, and you excel at delaying gratification.

Getting the job done is never a problem for you, but you may turn yourself inside out getting it done. (Stress head alert!)

Low: Are you a major procrastinator? A little bit flighty? Impetuous and impulsive? If you are, then you may be sitting at the other end of the conscientiousness scale. You’re fun and spontaneous, but find it hard to actually get the job done. (That whooshing sound was probably another deadline flying by.)

Extraversion

Chances are you’ll recognise this spectrum – extroversion at one end, introversion at the other.

High: If you’re high on extroversion you’re sociable, assertive, outgoing, talkative and socially confident. You’re the team player who wants to collaborate with everyone. You love your colleagues to bits, but you will never be left alone.

Low: At the low end of the extroversion scale you’ll find the introverts, although most of us sit somewhere in between. True introverts are quiet, introspective, reserved and thoughtful. They are people of few words but many thoughts. They’re writers, not networkers, and group work sends shivers down their spine.

Agreeableness

How are your people skills?

High: People high in agreeableness are trusting, patient, tactful, kind and considerate. If this is you then you’re well-liked, respected, and sensitive to other people’s needs.

You might blog to help and spread happiness. No cynics or ranters here.

Low: Not everyone likes to be liked. If you’re low on the agreeableness scale you’re happy on the edge of social acceptance. You can be rude, antagonistic, and maybe sarcastic. You’ll make enemies as well as friends, but you won’t care. You’re much better at saying “No” than your highly agreeable mates, and no-one will ever take advantage of you.

Neuroticism

If you Google it, you’ll see it defined as ‘mentally maladjusted’ – pretty harsh.

High: Those high on the neuroticism scale tend to be over-sensitive, nervous, anxious, self-critical and insecure. They’re also easily angered and temperamental. If this is you, then you might find yourself embroiled in regular battles – online and offline.

But there’s an interesting twist. Parts of your personality can interact with varying results. And if you’re high on neuroticism and conscientiousness, you may end up channeling your anxious energy for good. Healthy neurotics take action to address their worries rather that ponder and plot. If this is you, then you may actually have better health habits and greater motivation to succeed in all areas of life than your less conscientious counterparts.

Low: Finally we have our emotionally-stable peeps. They’re adventurous and unflappable. Unencumbered by worry or self-doubt, it’s hard to rattle them. They’ll try anything once, and no problem is too big. If this is you, then you’re optimistic, self-confident, reliably even-tempered, and will cope with any crisis that’s thrown.

3 Tips on Using Your Personality to Blog Better

Do you know where you sit on each of the Big Five dimensions? If you do, try these tips to work and blog better.

  1. Take note of the characteristics that make you great at what you do. These are your strengths, and you should use them as often as you can.
  2. Make a note of the characteristics making work difficult right now. Are you a creative type struggling to narrow yourself into a niche? Or perhaps you’re an extrovert weary from working alone. What can you change about the way you work to find a better match between who you are and how you work?
  3. Stop fighting your operating system. You work the way you work because that’s the way you’re wired. It’s who you are. Fighting your natural preferences is energy-sapping, and robs the world of your unique and fascinating contribution. Don’t let that happen. Go forth and be the crazy, exceptional individual you are. It will make your work (and your life) a lot easier.

Are you in tune with your personality? Have you figured out how you work best?

Photo credit:

Pablo Varela

The post How to Harness Your Personality and Become a Better Blogger appeared first on ProBlogger.

      

Source: problogger

Give Influencer Content Programs a Promotional Edge with Digital Advertising

It happens almost every single time. I’m finally settling in to stream a few episodes before I go to bed for the day. I fire up the old Netflix machine and there it is… options… lots of them.

There are shows I’ve seen before that I might want to watch again. Genres that I’m interested in. Highly rated shows. Maybe I watch one of those trending shows that everyone is talking about? I mean I’ve never seen that Making a Murderer show… did I miss out on that one? My mind continues to jump around with the unlimited options in front of me.

When you have virtually unlimited options in front of you it’s almost impossible to make a choice. This is probably why I’ve watched the American version of the Office about one million times (either that or it’s a really good show).

As marketers we consistently run into situations like this. We are asked to promote a product or a service or a piece of content and when we sit down at our desk we are hit with so many options. We have to choose the right channel, the right audience, the right messaging, the right offer, the right image, the right… Anyone else getting cold sweats just thinking about this?

I want to help you with this problem. Specifically as it relates to influencer content (because that presents a whole new set of challenges that need to be addressed).

Promoting Influencer Content With Digital Advertising

Why focus on influencer marketing? In my opinion influencer marketing is one of the most challenging thing to promote with paid digital advertising. Many people look at influencer marketing and content marketing in general as some magical piece of content that, when published, turns prospects into customers in a completely organic way.

In reality, simply creating great influencer content is not enough. Right now, as I write this, there are over one billion websites (in fact the number grew by about 500 in the time it took me to finish that sentence).

So what does that mean? In very broad and simple terms you aren’t the only one that has to make a lot of choices. So when it comes to influencer content you have to help your audience find it and help them choose it.

5 Steps to Promoting Influence Content with Digital Advertising

The 5 steps below will help you successfully promote your influencer content with digital advertising in a way that attracts and entices your target audience.

Step 1. Change How You Think About Influencer Content

Often marketers don’t change their approach to promotion when deploying an influencer driven content campaign. Instead of thinking of your influencer content as a part of your standard marketing mix think of it as a product.

This is really important. You are not promoting content, you’re not boosting a post, you are selling influencer content. That is your job.

Step 2. Know Your Audience

It seems simple, but is often overlooked. But did you know that now you can really know your audience. For example, if you are using Twitter you can gather awesome insights with Twitter Analytics.

I mean… take a look at this.

The top lifestyle type in my organic audience is “Online Buyers.” I can make assumptions from this. For example, one thing that is often debated is how much info do I ask a prospect to give in exchange for a gated asset? Well an online buyer is comfortable giving over name, phone number, address, credit card info, and more in exchange for goods.

This information can help you determine what to “charge” or how much information you should ask for in exchange for content.

You can gather similar information using tools such as  Google Analytics Demographics and Interests and the Facebook Audience Insights tool.

Step 3. Segment Your Audience

Knowing your audience is important. Segmenting your audience is even more essential.

Don’t make the mistake of lumping everyone together into one audience when promoting your influencer driven content. While this tactic may be necessary if you are working with a really small audience, a larger audience that you can segment will allow you to tailor your message to a smaller, specific group of people.

For example, let’s say that you have created influencer content to target HR professionals. It’s possible that you could segment that audience by tenure in the HR industry.

With an audience like this you could tailor your call to action like so.

  • Tenure of 0-5 years – Jumpstart your HR career with….
  • Tenure of 5-15 years – Bring your HR career to the next level with…
  • Tenure of 15+ years – Learn from the top HR professionals…

Segmenting your audience can help you tailor your sales pitch. Remember, you are selling your content not promoting it.

Step 4. Challenge Your Assumptions

What’s the one thing I have heard more than anything else when it comes to promoting B2B influencer content with digital media? Give up? It’s this, “we are a B2B company so we only want to promote this on LinkedIn.

Well first of all, we are selling the content not promoting it. Second of all, you don’t think those same professionals have a Facebook account?

Facebook is on pace to hit 2 billion users. I’m willing to guess that some of those 2 billion users are in the market for B2B goods and services.

Challenging your assumptions has it’s rewards. Currently I am running a campaign for a B2B company and the results look like this…

Challenging assumptions and running a campaign on Twitter was a great bet!

Step 5. Don’t Fall in Love With Your Bets

It’s bound to happen. You’ll do all of the tips above. You’ll create a segmented audience on a social network that sits outside of your assumptions. You’ll create tailored calls to action and you’ll fall in love.

Then it happens… nothing happens… it fails.

When it fails, one of two things normally happen.

  1. Marketers ignore the failure in disbelief
  2. Marketers say, “just give it more time. One more conversion will make this look better.”

Neither of these are going to change anything. In this situation only one thing will work.

Make some changes.

Change your ad copy. Broaden your audience. Change your bids. Try to identify why it isn’t working and fix it.

The Keys to Promoting Influencer Content With Paid Digital Advertising

So there you have it, 5 keys to promoting content with digital advertising. Below is a quick recap that you can use of a checklist of sorts to begin guiding your influencer content and digital advertising journey:

  1. Remember you’re selling your content not promoting it.
  2. Know your audience. Use tools to understand their online behavior.
  3. Segment your audience. Tailor your message in a way that speaks to the individuals in your audience.
  4. Challenge your assumptions. Try something new. Run tests.
  5. Don’t fall in love. Make changes quickly and don’t wait for a campaign to turn into what you want it to be.

I know you have over a billion options to choose from when it comes to internet content. Thanks for choosing this piece. I’d love to hear about any time you challenged an assumption and won or when you fell in love with a campaign. Feel free to share your insights in the comments below.


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The post Give Influencer Content Programs a Promotional Edge with Digital Advertising appeared first on Online Marketing Blog – TopRank®.


Source: online marketing

How I Made $16,915.21 In 1 Day On Autopilot

Hey everyone! I am here in Costa Rica doing training with the attendees of the MOBE Titanium Mastermind. I’ve been on stage all day. That means I can’t work on my MOBE business. But that’s OK because my online business run on autopilot.

The results – while I was working with the attendees and helping them to build a successful internet business, MOBE made me $16,015.21 in one day without me having to lift a finger!

MOBE has become my #1 online money-making system. It has allowed me to live Dot Com Lifestyle, drive $250K of cars for free, send Sally to one of the Top 50 private schools in America, and buy a $2 million house for cash.

Can I Really Do This Business?

One of the most common questions I get from people who are thinking about joining MOBE is, “Will all of this work for me?” and “Can I really do this business?” The answer is, regardless of your age, background, where you’re from, or your experience level, you can do this business. You can start your own online business, and be successful at it.

Your first first step is to download my ebook, the Ultimate Online Profit Model. This details the business systems I use to make six-figure monthly income and live the Dot Com Lifestyle. You can also get my Blogging Secrets book at Amazon.

Attend The IM Freedom Workshop

If you wish to talk to an expert face to face about Internet marketing, then I invite you attend a live IM Freedom Workshop in your area.

Each workshop will have both an afternoon session and an evening session. Find the workshop that’s most convenient to you, and register now. Space is limited. Tickets are given out on a first come, first served basis. You must be pre-registered to attend. There is no on-site registration. Find the closest workshop here.

Apply for My Ultimate Dot Com Lifestyle Coaching Program

If you’re truly ready to move forward and make a positive change in your financial future, then go applying for my Ultimate Dot Com Lifestyle coaching program.

This is a 21 step system I created with MOBE to help you make your first $1,250, $3,300, $5,500, and even $10,000 online. You’ll also be given a one on one coach who will work with you, and answer any questions you may have. All you have to do is follow the system and do what your coach advises. You may make $16,915.21 In 1 Day like I did, but it’s pretty easy to make $1,000 a month from it.

The application fee is one time $49, and allows you to go through all 21 steps. I recommend you go through the steps, then decide if this is something you want to do. If it is, great! Welcome aboard. If you decided this is not something you want to do at this time, then get a refund and go on with your life. I can’t make it simpler than that.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!


Source: jhonchow

What’s Your AMP Traffic Really Doing? Set Up Reporting in 10 Minutes

Posted by Jeremy_Gottlieb

The other day, my colleague Tom Capper wrote a post about getting more traffic when you can’t rank any higher. I was really pleased that he wrote it, because it tackles a challenge I think about all the time. As SEOs, our hands are tied: we’re often not able to make product-level decisions that could create new markets, and we’re not Google’s algorithms — we can’t force a particular page to rank higher. What’s an SEO to do?

What if we shifted focus from transactional queries (for e-commerce, B2C, or B2B sites) and focused on the informational type of queries that are one, two, three, and possibly four or more interactions away from actually yielding a conversion? These types of queries are often quite conversational (i.e. “what are the best bodyweight workouts?”) and very well could lead to conversions down the road if you’re try to sell something (like fitness-related products or supplements).

If we shift our focus to queries like the question I just posed, could we potentially enter more niches for search and open up more traffic? I’d hypothesize yes — and for some, driving this additional traffic is all one needs; whatever happens with that traffic is irrelevant. Personally, I’d rather drive qualified, relevant traffic to a client and then figure out how we can monetize that traffic down the road.

To accomplish this, over the past year I’ve been thinking a lot about Accelerated Mobile Pages (AMP).


What are Accelerated Mobile Pages?

According to Google,

“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful, and high-performing across devices and distribution platforms.”

What this really means is that Google wants to make the web faster, and probably doesn’t trust the majority of sites to adequately speed up their pages or do so on a reasonable timeframe. Thus, AMP were created to allow for pages to load extremely fast (by cutting out the fat from your original source code) and provide an awesome user experience. Users can follow some basic instructions, use WordPress or other plugins, and in practically no time have mobile variants of their web content that loads super fast.

Why use AMP?

While AMP is not yet (or possibly ever going to be) a ranking factor, the fact that it loads fast certainly helps in the eyes of almighty Google and can contribute to higher rankings and clicks.

Let’s take a look at the query “Raekwon McMillan,” the Miami Dolphins second-round pick in the 2017 NFL Draft out of Ohio State University:

Screenshot of mobile SERP for query "Raekwon McMillan"

Notice how of these cards on mobile, two contain a little lightning bolt and the word “AMP?” The prevalence of AMP results in the SERPs is becoming more and more common. It’s reasonable to think that while the majority of people who use Google are not currently familiar with AMP, over time and through experience, they will realize that AMP pages with that little icon load much faster than regular web pages and will gravitate towards AMP pages through a type of subconscious Pavlovian training.

Should I use AMP?

There are rarely any absolutes in this world, and this is no exception. Only you will know, based upon your particular needs at this time. AMP is typically used by news publishers like the New York Times, Washington Post, Fox News, and many others, but it’s important to note that it’s not limited to this type of entity. While there is an AMP news carousel that frequently appears on mobile and is almost exclusively the domain of large publishing sites, AMP results are increasingly appearing in the regular results, like with the Raekwon McMillan example.

I’m a fan of leveraging blog content on AMP to generate as many eyeballs as possible on our pages, but I’m still a bit leery about putting product pages on AMP (though this is now possible). My end goal is to drive traffic and brand familiarity through the blog content and then ultimately drive more sales as people are either retargeted to via paid or come back from other sources, direct, organic or otherwise to actually complete the purchase. If your blog has strong, authoritative content, deploying AMP could potentially be a great way to generate more visibility and clicks for your site.

I must point out, however, that AMP doesn’t come without potential drawbacks. There are strict guidelines around what you can and can’t do with it, such as not having email popups, possible reduction in ad revenue, analytics complications, and requiring maintenance of a new set of pages. If you do decide that the potential gain in organic traffic is worth the tradeoffs, we can get into how to best measure the success of AMP for your site.


Now you have AMP traffic — so what?

If your goal is to drive more organic traffic, you need to be prepared for the questions that will come if that traffic does not yield revenue in Google Analytics. First, we need to keep in mind that GA’s default attribution is via last direct click, but the model can be altered to report different numbers. This means that if you have a visitor who searches something organically, enters via the blog, and doesn’t purchase anything, yet 3 days later comes back via direct and purchases a product, the default conversion reporting in GA would assign no credit to the organic visit, giving all of the conversion credit to the direct visit.

But this is misleading. Would that conversion have happened if not for the first visit from organic search? Probably not.

By going into the Conversions section of GA and clicking on Attribution > Model Comparison Tool, you’ll be able to see a side-by-side comparison of different conversion models, such as:

  • First touch (all credit goes to first point-of-entry to site)
  • Last touch (all credit goes to the point-of-entry of session where conversion took place)
  • Position-based (credit is primarily shared between the first and last points-of-entry, with less credit being shared amongst the intermediary steps)

There are also a few others, but I find them to be less interesting. For more information, read here. You can also click on Multi-Channel Funnels > Assisted Conversions to see the number of conversions by channel which were used along the way to a conversion, but was not the channel of conversion.

AMP tracking complications

Somewhat surprisingly, tracking from AMP is not as easy or as logical as one might expect. To begin with, AMP uses a separate Analytics snippet than your standard GA tracking code, so if you already have GA installed on your site and you decide to roll out AMP, you will need to set up the specific AMP analytics. (For more information on AMP analytics, please read Accelerated Mobile Pages Via Google Tag Manager and Adding Analytics to Your AMP Pages).

In a nutshell, the client ID (which tracks a specific user’s engagement with a site over time in GA) is not shared by default between AMP analytics and the regular tracking code, though there are some hack-y ways to get around this (WARNING: this gets very technically in-depth). I think there are two very important questions when it comes to AMP measurement:

  1. How much revenue are these pages responsible for?
  2. How much engagement are we driving from AMP pages?

In the Google Analytics AMP analytics property, it’s simple to see how many sessions there are and what the bounce and exit rates are. From my own experience, bounce and exit rates are usually pretty high (depending on UX), but the number of sessions increases overall. So, if we’re driving more and more users, how can we track and improve engagement beyond the standard bounce and exit rates? Where do we look?

How to measure real value from AMP in Google Analytics

Acquisition > Referrals

I propose looking into our standard GA property and navigating to our referring sources within Acquisition, where we’ll select the AMP source, highlighted below.

Once we click there, we’ll see the full referring URLs, the number of sessions each URL drove to the non-AMP version of the site, the number of transactions associated with each URL, the amount of revenue associated per URL, and more.

Important note here: These sessions are not the total number of sessions on each AMP page; rather, these are the number of sessions that originated on an AMP URL and were referred to the non-AMP property.

Why is this particular report interesting?

  1. It allows us to see which specific AMP URLs are referring the most traffic to the non-AMP version of the site
  2. It allows us to see how many transactions and how much revenue comes from a session initiated by a specific AMP URL
    1. From here, we can analyze why certain pages refer more traffic or end up with more conversions, then apply any findings to other AMP URLs

Why is this particular report incomplete?

  • It only shows us conversions and revenue that happened during one session (last-touch attribution)
    • It is very likely that most of your blog traffic will be higher-funnel and informational, not transactional, so conversions are more likely to happen at later touch points than the first one

Conversions > Multi-Channel Funnels > Assisted Conversions

If we really want to have the best understanding of how much revenue and conversions happen from visits to AMP URLs, we need to analyze the assisted conversions report. While you can certainly find value from analyzing the model comparison tool (also found within the conversions tab of GA), if we want to answer the question, “How many conversions and how much revenue are we driving from AMP URLs?”, it’s best answered in the Assisted Conversions section.

One of the first things that we’ll need to do is create a custom channel grouping within the Assisted Conversions section of Conversions.

In here, we need to:

  1. Click “Channel Groupings,” select “Create a custom channel grouping”
  2. Name the channel “AMP”
  3. Set a rule as a source containing your other AMP property (type in “amp” into the form and it will begin to auto-populate; just select the one you need)
  4. Click “Save”

Why is this particular report interesting?

  1. We’re able to see how many assisted as well as last click/direct conversions there were by channel
  2. We’re able to change the look-back window on a conversion to anywhere from 1–90 days to see how it affects the sales cycle

Why is this particular report incomplete?

  • We’re unable to see which particular pages are most responsible for driving traffic, revenue, and conversions

Conclusion

As both of these reports are incomplete on their own, I recommend any digital marketer who is measuring the effect of AMP URLs to use the two reports in conjunction for their own reporting. Doing so will provide the value of:

  1. Informing us which AMP URLs refer the most traffic to our non-AMP pages, providing us a jumping-off point for analysis of what type of content and CTAs are most effective for moving visitors from AMP deeper into the site
  2. Informing us how many conversions happen with different attribution models

It’s possible that a quick glance at your reports will show very low conversion numbers, especially when compared with other channels. That does not necessarily mean AMP should be abandoned; rather, those pages should receive further investment and optimization to drive deeper engagement in the same session and retargeting for future engagement. Google actually does allow you to set up your AMP pages to retarget with Google products so users can see products related to the content they visited.

You can also add in email capture forms to your AMP URLs to re-engage with people at a later time, which is useful because AMP does not currently allow for interstitials or popups to capture a user’s information.

What do you do next with the information collected?

  1. Identify why certain pages refer more traffic than others to non-AMP URLs. Is there a common factor amongst pages that refer more traffic and others that don’t?
  2. Identify why certain pages are responsible for more revenue than other pages. Do all of your AMP pages contain buttons or designated CTAs?
  3. Can you possibly capture more emails? What would need to be done?

Ultimately, this reporting is just the first step in benchmarking your data. From here you can pull insights, make recommendations, and monitor how your KPIs progress. Many people have been concerned or confused as to whether AMP is valuable or the right thing for them. It may or may not be, but if you’re not measuring it effectively, there’s no way to really know. There’s a strong likelihood that AMP will only increase in prominence over the coming months, so if you’re not sure how to attribute that traffic and revenue, perhaps this can help get you set up for continued success.

Did I miss anything? How do you measure the success (or failure) of your AMP URLs? Did I miss any KPIs that could be potentially more useful for your organization? Please let me know in the comments below.

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Source: mods2