Measurable Search Engine Marketing

Measurable Search Andrew Miller Engine Marketing Your Search Advisor, LLC

The Martin AgencyYourSearchAdvisor.com CarMax @AndrewCMiller Hired Gun

Agenda• Coffee• Small Talk• The Good Stuff• Closing Thoughts• More Coffee

Search Engine Marketing: A DefinitionSponsored (PPC) Organic (SEO)

Ego Metrics• Search Rankings• PageRank• Visits• Cost Per Click (CPC)• Click-Through Rate (CTR)• Time on Page• Anything else on the default Google Analytics dashboard So, what’s the problem?

The Problem WithEgo Metrics• Don’t measure outcomes or results• No direct impact on the bottom line• Similar to basing your retail store’s performance purely based on foot traffic, not sales

The Million Dollar Question: How to Measure Success

SEO Metrics• Organic, Non-Branded Visits• Unique Landing Pages• Keyword Themes

Organic, Non-Branded Visits• Organic: “Free” clicks from the main search results• Non-Branded: Does not contain brand or product names• Indicates no prior awareness, a truly “pure” search visit• Use Google Analytics Advanced Segments to filter out branded search terms

How To: Advanced Segments

Unique LandingPages• The number of pages on your site that attract organic search traffic• A low number may indicate that search crawlers can’t find your content or it’s not well optimized• Look for trends, not single data points

How To: Top Landing Pages Report

Keyword Themes• Look beyond your “money” terms• Group by theme, not just keyword• Again, look for trends• Consider misspellings and synonyms• e.g. “pediatric dentist”, “children’s dentist”, “kid’s dentist”, etc.

How To: Filter Keywords

PPC Metrics• Conversion Rates• Cost Per Conversion• Return On Ad Spend (ROAS)

Conversion Rates• Percent of clicks that result in a desired action• Conversion: leads, sales, downloads, signups, video views, etc.• High Click-Through Rates (CTR) are sexy, but it won’t pay the bills• Compare keywords, ad groups, and ad texts by conversion rates, not just CPC

How To: Set Up Goals

Cost Per Conversion Cost # of Conversions• Cost per lead, cost per download, etc.• Really powerful if you know your close rates & average order value• Determine what to pay for each click to remain ROI- positive

How To: Conversion Values

Return On Ad Spend Revenue Cost of Ads• Are your ads driving profitable interactions?• Every interaction has value, so track them all!

How To: Calculate ROAS

Advanced WebAnalytics• Measuring outcomes, not just inputs • Events • Goals (values) • Funnels (abandonment)• Segmentation• Custom Reports

Event Tracking• Events can be anything: • Video Views • Downloads • Click to Chat Icons • Add to Cart Buttons • Clicks on Outbound Links • Flash/AJAX Interactions

How To: Event Tracking Tag links with onClick JavaScript elements Event Tracking Guide

Goal Funnels• Visualization of each step in a conversion funnel• Analyze abandonment between steps to identify conversion obstacles• Typical e-commerce funnel: • Add to Cart • Shopping Cart • Payment Info • Shipping Info • Order Confirmation

How To: Set Up Goal Funnels

Advanced Segments• Isolate specific subsets of your visitors based on site usage, traffic source, or any combination of attributes• Useful for comparing different segments (e.g. New vs. Returning Visitors) that may yield insights• Create your own Advanced Segments based on marketing objectives, personas, or even hunches.

How To: Advanced Segments

Agenda• Coffee• Small Talk• The Good Stuff• Closing Thoughts• More Coffee

CC Photo Credits from Flickr.com• Watkins-Cottrell: griffers • Darts: craighamnett• Measuring Sticks: kiddharma • Touchdown: situnek34• Measuring Tape: aussiegall • Register: landofnodstudios• Calculator: twylo • Cash: amagill• Fog: jrodmanjr • Levitation: frankeyscreation• Coffee: dyobmit • Tracks: 8669065@N06• LOST: photooptik• ?: horiavarlin• Veggies: shantelruiz• Landing: putradunn

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Measurable Search Engine Marketing

by Andrew Miller on Mar 29, 2011

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Measurable Search Engine Marketing — Presentation Transcript