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HRAMA: Data Driven Search Engine Marketing

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Neal Lappe, President, WSI - WebStrategies Inc. presented at the HRAMA October 14, 2010 event. ...

Neal Lappe, President, WSI - WebStrategies Inc. presented at the HRAMA October 14, 2010 event.

Whether you invest in paid search marketing or work the search engines to generate rank organically, solid Web analytics data is the foundation for achieving the best return on your marketing investment. After all, bringing the wrong customers to a great website is a waste of funds and marketing effort.

The more you understand online behavioral data, the more you can improve:

* Navigation paths
* Online conversion rates
* Keyword relevance
* Website traffic

And ultimately, it helps you reach your online goals.

Learn to use web analytics data to guide your search engine marketing campaigns and increase your likelihood of success.




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  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales Increase sales by spending more money Client is willing to keep spending if we can stay linear
  • --- - CPC and conversion rate are the two big influencers in a PPC campaign. - CPC affected by competition Conversion rate we have more control over. One primary factor in determining conversion rate: Relevance
  • Since we’ve just gone over a few different examples and approaches to PPC advertising, I want to take the opportunity to point that no matter what you’re advertising online, your campaign will fall into one of four scenarios. Just introduce
  • Problem with relationship between keywords that trigger our ads and the ads themselves
  • Problem with relationship between ad and landing page

HRAMA: Data Driven Search Engine Marketing HRAMA: Data Driven Search Engine Marketing Presentation Transcript

  • 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
  • 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
    Tips For Improving PPC Accounts
    • Ads Often Show, Ads Never Clicked
    • Ads not enticing
    • Poor alignment of search keyword and ad
    • Targeting too broadly
    Tips For Improving PPC Accounts
    • 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
    Tips For Improving PPC Accounts
    • 4) Ads Get Clicked, Visitors Convert
    • High relevance
      • Keyword, Ad, Landing Page
    • Friendly site experience
    Tips For Improving PPC Accounts
  • 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