Over: meer Adwords-verkeer, Big Data en het Google Analytics Status Dashboard
Nieuws van Webanalisten (deel: 124)
In mei kondigde Google aan dat de matching op exacte en zinsdeel-zoekwoorden gaat veranderen. Wat zijn hiervan de gevolgen? Verder antwoord op de vraag: wat is Big Data? En tot slot meer informatie over het voor velen nog onbekende Google Analytics Status Dashboard.
Meer AdWords verkeer vanaf mei! Maar wat is het gevolg?
Onlangs kondigde Google aan dat de matching op exacte en zinsdeel-zoekwoorden gaat veranderen. Deze zoekwoorden worden sinds vorige maand namelijk ook gematched aan verwante varianten van het zoekwoord, waaronder misspellingen, enkel/meervoud, afstammelingen, accenten en afkortingen. Een van de voordelen is dat de adverteerder niet meer honderden versies van misspellingen en meervoudsvormen hoeft toe te voegen aan de campagne.
Wanneer je misspellingen en varianten nog niet opgenomen hebt in de campagne zullen de vertoningen in klikken inderdaad stijgen. Maar vergeet niet: bij je concurrenten ook! Oftewel, je concurrentie op dit zoekwoord zal stijgen, waardoor je op den duur meer moet bieden om hogere posities te behalen.
Daarnaast geeft Google aan dat de zoekopdrachten ook matchen op “other close variants”. Wanneer geadverteerd wordt met het zoekwoord: [pensioen], zou je gematched kunnen worden op de zoekopdracht ‘pension’. Het gevolg: meer irrelevant bezoek, een lagere CTR en kwaliteitscore. De CPC zal dus wederom stijgen.
Je bent niet verplicht om van de nieuwe Google AdWords optie gebruik te maken. Bij de campagne instellingen kan je deze functie uitvinken, dit betekent dat deze functie inmiddels automatisch aanstaat wanneer je dit niet doet!
Als je meer wilt weten over de stijging van AdWords verkeer, lees dan het artikel dat Alouette Edens hierover schreef op webanalisten.nl.
Big Data: wat is dat eigenlijk?
Dé business trend van het moment heet “Big Data”. Wat is Big Data en Big Data-analytics eigenlijk? Dat hangt af aan wie je het vraagt. Volgens aanbieders van data-opslag en databases is Big Data dé reden om klanten nieuwe systemen te verkopen. Anderen stellen nuchter “Big Data is alle data die niet meer fysiek of logisch in één locatie of in één systeem kan worden opgeslagen”.
Technisch is er sprake van “Big Data analytics” als de data:
alléén waardevol is voor de business bij snelle beschikbaarheid (near real-time);
afkomstig is uit meerdere bronnen;
flexibel “verrijkt” kan worden met andere (ongestructureerde) data.
Is Big Data een hype? Kun je als organisatie wachten met het strategisch inzetten van data of is Big Data eigenlijk al een realiteit? In sommige industrieën zal de strategische inzet van data-analyse het verschil gaan maken tussen winst en verlies.
In de praktijk worden ontwikkelingen op het gebied van Big Data-analytics op dit moment vaak gedreven door analysevraagstukken vanuit het web (webanalytics). De uitvoer vanuit IT vindt echter vaker plaats zónder medewerking van een webanalist dan mét, terwijl de met het systeem beoogde Big Data-analytics direct impact heeft op de technische randvoorwaarden en uitvoering. Webanalisten moeten betrokken zijn bij de implementatie van Big Data.
Het volledige artikel van Arend Zwaneveld over Big Data is te lezen op webanalisten.nl.
Google Analytics Status Dashboard. Het best bewaarde geheim binnen Analytics?
Het Analytics Status Dashboard dateert al uit 2010 en rapporteert over de gezondheid van Google Analytics zelf. Je vindt hier informatie over de performance van Google Analytics op drie gebieden:
Data collectie; is alle data volledig verwerkt en up-to-date?
Interface; Zijn alle rapportages bijgewerkt en beschikbaar?
API; werkt de Google Analytics API probleemloos?
Essentiële informatie voor als je bijvoorbeeld een analyse uitvoert over de afgelopen dag(en). Vanaf nu dus altijd eerst even het Status Dashboard openen zodat je zeker weet dat alle data van de afgelopen maand zijn verwerkt. Het kan je een hoop ellende besparen.
Meer weten over het Google Analytics Status Dashboard? Egan van Doorn schreef er een artikel over op webanalisten.
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