HRAMA: Data Driven Search Engine Marketing

Data Driven Search Engine Marketing

Driving Your Business Success Online PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax) www.WebStrategiesInc.com

Enough About Us – It’s All About You

“ Half the money I spend on advertising works – I just don’t know which half it is.”
John Wanamaker
Successful US Businessman
1838-1922

We’ve got great organic rankings and we are spending $200,000 per month on Sponsored Links – but we aren’t selling enough to justify our investment. Why is that?”

You spent nearly $100,000 in the last 12 months for marketing and there’s little to show for it. What’s up with this???

Good Data is the Answer

Topics – Next Few Minutes
Industry data
Value of data
Foundation of data
Optimizing search marketing
Have some fun in the process

Industry Data

Internet Ad Spend Trends 97% of Google revenue from paid Search & You Tube marketing Paid Search Marketing Trends

Marketing Trends by Media Type

87% Use Search

Measuring ROI Being able to measure marketing activities and calculate ROI was the single most important item for US marketing executives .

73% <50%

Value of Data

“ I Came, I Saw, I Puked”

Most Websites Are Designed by HiPPO’s Hi ghest P aid P erson’s O pinion

Why do I have a website? What’s it supposed to do?

Identify Online Marketing Goals
Sell a product through your website
Schedule a service event
Request a quote
Download a whitepaper
Calculate something of importance to you
Request contact by a representative
Sign up for newsletter

Foundation of Data

Wisdom/ Better Results Data Analysis/Results/Impact Testing Customer’s Perspective

Measure the Right Things
Marginal Metrics
SE Rankings
Hits – Visitors
Keywords
Time On Site
Average Pages Viewed
Great Metrics
Non-Branded Traffic
Bounce Rates
Micro Conversions
Goals
Behavior of Good/Loyal Customers

Understand Your Economics Get Our Your Calculators – This is a Test

How Much Can You Spend per Lead & Make 20% Net Profit?
Average two-year revenue of new client is $20,000
Gross margin is 50% of revenue
Close rate of qualified prospects is 90%
Need 10 leads to generate one qualified lead
$360 per Lead

What is the value a website visitor in terms of profit?
Avg. sale is $2,200
Onsite conversion rate (quotes) is 35%
Sale to quote ratio is 5%
Gross profit margin is 30%
$11.55 per visitor

How many visitors do I need to generate? How much am I willing to invest per click?
Avg. sale is $700
Onsite conversion rate (sales) is 0.5%
Sales target $1m per month
Maximum marketing cost is 17% of sales.
285,800 clicks required
$0.595 per click

Set Micro-Goals to Achieve Your Online Marketing Goals

Configure Web Analytics Tool

Segment Sources of Web Traffic
Setting up “Profiles” enables you to view online behavior of each unique source of traffic to your website.

Segment Product-Specific Activity
Tagging product “attributes” enables you to segment product behavior, and this can be used to improve search engine marketing productivity.

Determining PPC Payoff

Optimizing Search Marketing

Click-Through Statistics
Positions #1 and #2 combined get over 50% of all click-through’s, and positions #1 to #5 get 75%. SERP page #1 gets 95% of all click-through’s, implying that only about 5% of searchers go past page #1.

PPC – Relevance is King

Tips For Improving PPC Accounts
Ads Never Show, Ads Never Clicked
Ads Often Show, Ads Never Clicked
Ads Get Clicks, Visitors Don’t Convert
Ads Get Clicks, Visitors Convert
Where are you?
Likely Scenarios

Ads Never Show, Ads Never Clicked
Not bidding competitively enough
Low quality score
Targeting unsearched phrases

Ads Often Show, Ads Never Clicked
Ads not enticing
Poor alignment of search keyword and ad
Targeting too broadly

Ads Get Clicked, Visitors Don’t Convert
Poorly chosen/designed landing page
Poor alignment of ad and landing page
Not showing visitor what they want
Poor usability

4) Ads Get Clicked, Visitors Convert
High relevance
Keyword, Ad, Landing Page
Friendly site experience

Identifying Website Improvements & Using Google Optimizer to Test

Measuring Offline Marketing Activities (Phone Tracking & Vanity Url’s) www.ThisIsSoInteresting.com

Ongoing Process of Testing, Measuring and Improving “ It is no longer about building a new website or doing search engine marketing to get more traffic to your site. It is a matter of developing overall objectives, establishing micro-goals, setting up metrics to measure performance, testing for improvement and doing the right things based not on people’s opinions but on what the data says.” Neal Lappe

Thank You HR-AMA Driving Your Business Success Online PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax) www.webstrategiesinc.com

HRAMA: Data Driven Search Engine Marketing

by Hampton Roads American Marketing Association

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HRAMA: Data Driven Search Engine Marketing Presentation Transcript