Performance Audit of Digital

Marketing Channels of GMS

Course – Digital Marketing Analytics.

Prepared by-
Team 12
Sharmin Akther Oney. ID- 2021171

Kamaljeet Singh. ID 2015875

Amandeep Singh. ID 2015306

Table of Contents

Topic Name Page No

Executive Summary 2
Introduction 3
Business Objectives
Target Audience

Digital Marketing Performance Audit 5

Audit Implemented by Google Analytics
Audit Implementation Table

Key Insights & Recommendations for future 7

Insight 1: Target Market Personification
Insight 2: Per demographics visit calculation
Insight 3: Referral Channel
Insight 4: Campaign and Paid Keywords

Conclusion 16
References 17

1
 Executive Summary
If there is anything Google Merchandise Store is good at, then it is digital marketing strategy. In
as much as it would be rare to come across ads marketing the merchandise store, the marketing
strategies employed by this online shopping website are apparently some of the most fantastically
impressive strategies in digital marketing.

The purpose of this report is to present an in depth analysis of the Digital Performances of the
Google Merchandise Store internet site, by using a variety of frameworks and digital theoretical
tools. Specifically, this report will concentrate on the topic of promoting and traveler acquisition,
analyzed through the gathering of pertinent data on Google analytics platform. So as to deliver
relevant observation and draw compelling solutions, the analysis area unit structured into these
areas: Google Analytics implementation audit and Key insights Analysis & Future
Recommendations.

2
 Introduction
The Google Merchandise Store manages an assortment of things going from clothes (garments) to
packs to drinkware to frill and numerous others. Google is a traded on an open market worldwide
organization known for its gigantically mainstream web search tool. The organization's different
ventures incorporate distributed computing, web examination, promoting innovations just as the
advancement of working framework, program and Webb application. Furthermore, today, the
organization has likewise put resources into online product store that offers different sorts of retail
items actually like Amazon.com. Google organization itself traces all the way back to 1996 when
Larry Page and Sergey Brin, two alumni understudies at Stanford University collaborated on an
exploration project considered BackRub that would later turn into the Google web crawler
(Ghemawat, Gobioff, and Leung, 2003). Be that as it may, the then significant entrance merchants
didn't give any genuine proposals to the task as they suspected clients didn't have a lot of worry
for search capacities. The two originators would later in September 1998 earn sufficient assets to
start tasks in California. Come December of that very year, Google was recorded by PC Magazine
among the main 100 sites and web search tools; and that is the means by which the organization
began flourishing.

Business Objectives

Overall business objective of Google Merchandise Store -

The general business objective of Google stock store is to coordinate retail items from across the
world and make it altogether accessible and helpful exactly at a tick of a catch (Google Inc., 2014).
Google stock store has consistently defined its objective as giving labor and products for critical
improvement of lives of whatever number people as could be allowed.

Digital marketing objective of Google Merchandise Store -

Meg Biron, supervisor of Google’s Media Lab media technologies, says that the company’s
key digital marketing objectives are to grow awareness and drive sales (Google Inc., 2015).

3
Target Audience –

With the present mechanical turn of events and progressions, pretty much every nation of the world
approaches web. Out of the 100% web look done across the world, 60% have a place with Google.
When gotten some information about their intended interest group, the Google showcasing chief,
Spanier, declared that the whole earth's populace is their (Google) target crowd (Bastick, 2015). It
is this equivalent market that is additionally focused for the online product store. Thusly, the
advanced advertising methodology of Google stock store is neither explicit to any specific area
nor gathering of individuals. It consequently, turns out to be extremely troublesome distinguishing
the careful individual the online retail location centers around to get an upper hand and productive
returns. The report accordingly, examines the online retail location's intended interest group as far
as client profile comprising of segment measurement, geographic measurement, and
psychographic measurement just as authoritative clients.

4
 Digital Marketing Performance Audit
Audit Implemented by Google Analytics

These are the tools those will be utilized to uncover the usefulness as well as importance of
particular metrics of measurement, to relegate a general score to the digital tracking tools of
website.

With the Google Merchandise Store, the vital measurements to follow are exchange following and
structure culmination following. The exchanges in this situation are the buys made while the
structures are the e-commerce structures filled during the checkout interaction. It is fundamental
for the business to comprehend the items that the clients buy from the store just as seeing what
parts of the interaction they pause and leave unfulfilled. Right now, following of exchanges is
working easily while there isn't sufficient perceivability from our end on how profound the
structure fruition following functions to decide the complete calculation for this tracker.

Other vital measurements square measure account setup & governance, goal setup, Adwords &
campaign trailing, funnel setup, web site search trailing, product complete trailing and event
trailing. For the web site, trailing of Adwords, campaigns, the funnel, and web site searches square
measure functioning as characterized. Attributable to the simplistic plan of the campaigns,
graininess of information isn't optimized however it's not a trailing issue rather a campaign issue.
Other than this issue, these trackers square measure operating obviously and don't show any
problems.

For the target arrangement, product complete trailing and event trailing, there square measure key
upgrades that may be created. attributable to the business willing to open up to an additional
intensive crowd outside the Google network, objectives setup ought to be created additional
elaborate to envision clearer segmentation of its crowd even as feature the required audience.
Product complete and event trailing square measure operating but various sections really fall
within the “not set” bucket consequently creating observance quite problematic significantly for
brand spanking new viewers of the trackers.

5
 For account setup & governance, attributable to the thought of Google scheme of internet sites,
deciding the standing and score for this hunter isn't solely supported on the merchandise store,
later no determined score and weight has been assigned.

Finally, the set nice-to-have metrics area unit trailing code preparation and error page trailing. the
location has effectively sent trailing codes for multiple instances like supply of traffic, product
viewing habits, etc and then forth even as trailing for views on inaccessible or decommissioned
pages. Be that as is also, the sent trailing codes can be came to remain aloof from anomalies in
addition as discrepancies in reportage.

Ought to there be a lot of substance that might be additional on the web site like files for transfer,
videos to look at and specific traveler following, trackers would be required however as of the
instant aren't essentially attributable to current substance on the location.

Audit Implementation Table

Tracking Metrics Heft State Score Remarks

Governance and General

Important to know data concerning accounts set-up for the web-site and to safeguard data concerning
Account setup & governance One users and their transactions with Google merchandise store. Not enough data to make a judgement on
current trailing implementation

Tracking code deployment Half Five Two point five Executed yet necessary to be improved

Goal Setup One Five Five Goals is gathered as goal to open up to wide audience could need a lot of segmentation what is
more numerous goals.

Marketing and Acquisition

Adwords campaigns run are terribly niche and would be helpful to trace however thanks to nature
Adwords Tracking One Ten Ten
of merchandise and store might isn’t a high trailing priority .
Conversion Tracking

Transaction tracking Two Ten Twenty Very significant to look at the goods that are bought and the approach and patterns behind the acqusition
or cancelation of purchase.

Funnel Setup One Ten Ten

Bespoke Tracking

Site search tracking One Ten Ten Necessary to visualize searches normally fashioned to appear for this sentiment of the buyer.
Five Keeping trace of product brands in buckets will facilitate verify future campaign efforts and the way to
Product brand tracking One Five
amass and capture the potential client. Current tracing needs improvement
to phase all product below a whole or whole tree.
Five Good to grasp what number page views square measure semiconductor diode to the 'Page Unavailable'
Error page tracking Half Ten
page, and wherever they're coming back from to enhance user expertise.
Five Current events half-track area unit oversimplified and may be created a lot of elaborated for
Event tracking (non- One Five
the advantage of future experiments on programme also as product interest.
pageviews)

File download tracking No downloaded files to trace

Highly necessary to grasp proportion (what number) kinds square measure completed and therefore
Form completion tracking Two
the percentage of form completion to grasp wherever client fallout happens. Lack of knowledge to form a
judgement on current trace the implementation.

Video tracking To trace no available video content exists.

Visitor labeling

6
 Quality Index Sixty three point four three

Key Insights & Recommendations for Future

Digging down into the Google analytics info we've got a bent to developed four main perceptive
data that got to either be self-addressed, boost or changed. Among the subsequent Dashboard we've
got a bent to graphically delineate the “some as of now” relevant info that we've got a bent to see
to additional investigate in our Key Insights Analysis.

7
Insight 1: Personification of Target Market

Key Trends & Insights:

• Men outnumber the female visitors in all age groups.
• Profit from male visitors are higher than female visitors.
• Same profit levels except at thirty five to forty four age group.
• Audience consists heavily of members of the twenty five to thirty four brackets, followed
by the eighteen to twenty four and thirty five to forty four age brackets.

Impact:
• Way of visiting web site largely depends on the technology that the twenty five to thirty four
age brackets regularly uses.
• Design, method of connecting with and user experience should reflect the twenty five to
thirty four age bracket.

8
• Items those are sold should cater to more male person and their interests.

Actions:
1. Redirection of campaigns to suit twenty five to thirty four cohort.
• Goal: Increase count of male visitants ages twenty five to thirty four
• Target: increase of ten percent in male visitors ages twenty five to thirty four (from 25,000
to 27,000) in the 3 months
• Method: A/B Test
i. A = Current Website Design
ii. B = Male (ages twenty five to thirty four) interest focused item as
highlight (Mainly technology and media & entertainment)
iii. Hypothesis: With a specific highlighted item geared towards our strongest
demographic, visits from twenty five to thirty four men will increase by five percent

A/B TESTING:
Website: Home page update
Aim: Holding visitors from bouncing from home page.

9
Key Insight:

Visitors are mostly men ages twenty five to thirty four and their interests are with technology,
media and entertainment.

With the goal of opening to the public, understanding the current crowd can help build the
foremost crowd of the Google Merchandise Store. Hence, it's important to prepare any future
advertising efforts additionally as website development according to the foremost audience
determined.
The age group of 25 – 34 makes up most of the audience for the online site. This audience group
brings within the most revenue for the web site. The methods of viewing and visiting the web
site of this group heavily affects the incoming traffic of the web site. Hence, our methods of
connecting with this group should be adjusted accordingly. This includes the ads used on different
websites and platforms furthermore because the website layout. As an advised action, the Google
Merchandise Store ought to highlight things that the twenty five to thirty four age teams square
measure most interest in shopping for, particularly the male section of this cluster. we've got got
determined that things inside the technology, media and diversion classes area unit most explore
for and would be being highlighted.

10
Insight 2: Per demographics visit calculation

11
Key Trends & Insights:

• Most look over to the web site (sixty seven point four two percent) came from those
that only view the web site one time in an exceedingly period of three months.

• About twenty five percent of visits come from users who return to the positioning two to
five times.

• Profit per look over increases as more visits occur beyond the primary.

• Profit at one visit is merely at $0.63 at every visit.

• Growth in profit per visit maximizes at five visits by a user at $six point seven one
percent per visit.

• Six or more look over shows unstable profit and number of visitors are very few.

Impact:
1. Additional visits beyond the primary can cause a possible gain in revenue.
• Profit at one visit starts at $0.63.
• Minimum increase of profit per visit is $one point five three at two visits.
• Maximum growth of revenue per visit is at $six point zero eight at fifth visits.
2. Forty eight point zero eight percent of the profit comes from visitors who return to the
placement 2 – 5 times.
• Visitors who view two to five times accounts for twenty five point five seven% of visits.
• Profit brought in by this segment if almost half of the full.
• Profit for visits beyond five per visitor remains above just one visit but is hard to predict due
to fluctuation.

Actions:
1. Increase points of interaction between the audience and advertisements
and alternative paid and non-paid efforts.
• Aim: Shift count of visits per visitant from one to a pair of – five visits.
• Target: half-hour of total visits in every three months.
• Methodology: Preface of advertising on Google platforms: Youtube, Waze, Google
Playstore, etc.

12
Insight 3: Referral Channel
Objective: Referral Channel’s Optimization
Priority Level: Moderate

Key Insight:

Referral traffic tracks down the amount of holiday makers that get to your page by clicking on a
link from another web site, rather than participating in program analysis or direct analysis.
Specifically, for the Google Merchandise Store, inside the analyzed amount, referral ranks because

13
the third highest supply of traffic, providing fourteen point five zero% of the overall users.
Moreover, besides being within the prime three channels, referral conjointly provides our web site
with a number of its most relevant users, having rock bottom bounce rate (twenty point one one
%) in comparison to any or all the opposite sources. The site.google.com is that the third supply
of referral traffic for our web site that generates the second highest revenues share (ten point five
zero %). Given this sturdy performance we will assume and predict the google subsidiary websites
generates plenty of traffic at a decent conversion rate. Having collected this piece of data we tend
to looked into potential google subsidiary web sites that at the instant don't have any referral to the
Google merchandise store website. Our recommendation is to insert a referral link into the Google
Store web site page. Store.google.com could be the google ecommerce platform for all its technical
school product. Given the character of the page, that targets already a powerful and constant client
base with a medium-high disposition to pay, we tend to believe a strategic synergies middle
websites can drive relevant and effective traffic to the merchandise store. By adding to the Google
Store web site, an instantaneous referral to the Google Merchandise Store we'd be ready to increase
traffic among customers World Health Organization have already shown their disposition to shop
for product, doubtless increasing the conversion rate and therefore the revenues generated by the
referral channel. Furthermore, this action will not want any further costs to our internet site,
providing we'd produce use of a google resource, driving our price per acquisition down.

14
Insight 4: Campaign and Paid Keywords
Objective: AdWords Maximization

Priority Level: Low

15
Key Trends & Insights:

1. AdWords-YouTube has the foremost users among all campaigns.

2. YouTube bounce rate occupies sixty one.six four percent that is quite half the total·

3. Transactions variety, 7, that is just four.nine zero percent of total transactions.

4. Profit from such a robust supply solely occupies two.10% of total revenue.

Impact:

1. Solely a touch a part of keywords in search may be connected to the correct place.

2. Some keywords has misdirection within the literature which means.

Actions:

1. Cut back the present keywords to solely people who drives revenue.

2. Check if some more keywords will work the correct looking result similarly.

3. Shorten the trail of direct search and create the link additional correct.

4. Target: one Chronicles decrease in controller and five percent decrease in bounce rate in three
months.

Conclusion:
To total up our analysis, during this report we have a tendency to draw a conclusion concerning
the digital performances of Google Merchandise Store ecommerce platform. We narrowed things
down by watching the web site functionalities and its digital trailing tools, by developing the Audit
Implementation. We had a tendency to train down into the info on selling and visits acquisition,
so as to search out some helpful insight for the company’s management. Our final insights targeted
on finding valuable, inventive and measurable growth or improvement actions within the classes
of audience demographics, traffic channels and paid campaigns.

16
References:
1. https://shop.googlemerchandisestore.com/
2. Awais, M. and Samin, T., 2012. Advanced SWOT Analysis of E-commerce. International
Journal of Computer Science Issues, 9(2), pp.569-574.
3. https://www.bandt.com.au/everybody-on-the-planet-is-our-target-audience-google-
marketing-boss/
4. Choi, H. and Varian, H., 2012. Predicting the present with Google Trends. Economic
Record, 88(s1), pp.2-9.
5. https://support.google.com/a/answer/2891389?hl=en

17