Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009

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It is not only winning but more of Survival4 years back all differentiation was through bid management tools, now it is through analyticsAll the mediums are going through a metamorphosis – they are becoming dynamically priced and advertising is being served based on context. As these two things happen, the back bone would be analytics, cause one cannot manage bids or ascertain value of context without measurement or analytics

Mediums becoming dynamically pricedMediums becoming contextualRequire more measurement – the above two conditions are possible only if third can be doneWhy analytics?• Advertising budgets shifting to the Web• PPC prices rising (Google auto-pilot) – Find new ways forward.• More measurable metrics• TV, radio, newspapers, yellow pages down• More companies entering the market• More companies moving their advertising budgets to the Web• Increasing demand for this channel to be accountable

Father of modern Advertising – one thing we must not forget is that measurement is not about measuring only action

I am a sales guy – so I get quite apprehensive about things that even remotely sound technical. Analytics sounds so technical. I believe analyitcs is like watching the dots in the matrix – one day you see the blond in the red dress, then you are hooked and will never be able to see data without it making you thinkYou will have so many AHA moments that you will forget SEX – not exactly but close *smile*

it is for management ! CIOProduct designersSales guysGoogle is the closest man has ever reached to creating a mind reading machine – Analytics is your dash board to this mind reading machine.A person who feels that he does not need to learn anything more is the only person who does need analytics – rest of us do

I have clients who ask me – I am getting 54678 clicks on my adwords interface and 56755 clicks on analytics – which do you think is right? I remember one of the bruce lee movies, where he is mentoring a student and point his finger to the sky – the student instead of looking at the sky looks at the finger – over obsessive about numbers is the sameIt is about patterns, it is about trends – it is about finding relevance and indentifying reasons for these changesIt does not matter if your google adwords shows 50465 clicks and your analytics shows 50460 clicks ! What matters is what were the clicks last week, and the week before it, and can you identify the trends what is going to happen next week or next month or next year

Does anyone know what Hippo – highest paid persons opinionBeing the ceo of the company, I have said things that have turned out to be ridiculous – however even when people know I am wrong, they sometimes keep quiet – that is when you organization suffers from Hippo problemAnalytics allows you to present empirical data rather If you think there is a co-relation between it raining and people playing poker ? Or the moronic spelling example – how we changed the landing pages

Web marketers that don’t promise metrics – and the ability to explain metrics -- will not do as well as those who do.

Industry has grown USD 100 million to USD 15 billionIntent and Charge on clickAnalytics can be used to get a competitive edge - we work on lead generation basis – we have used analytics extensively to reduce costs and make substantial benefits to the bottom line.

Keywords Seek monthly keyword performance data for organic traffic from search engine reports and internal search box queries to spot missing paid keywords.Add new keywordsIncrease appropriate paid ranks/bids where gaps exist Focus on top converters to reap instant gains.

Bounce rate It's essentially telling you how many people saw just one page on the site and didn't bother to go elsewhere. Optimize your paid search campaigns by analyzing the bounce rate based on data - at campaign level, keyword level, by Geo’s CheckPoints:Are your keywords –ad – lp in sync?Content on lp relevant?Which visitors from a particular geo or a certain campaign or theme of keywords contribute most to the bounce rate? Use A/B or multivariate tests to improve both page ‘stickyness’ and conversion rates.

Geo-Segmentation The more targeted and niche the web becomes, the more important geography is. It has been observed that offline promotions usually lead to a surge in a particular geo.� The cause of the $X lift in revenue from a particular region is something the offline team will want to know. Use geo data to develop new content, launch targeted landing pages, and in some cases, even modify service offerings to better target geo revenue sources.

Visits & Conversion Trends See how many visitors you have this month versus last monthStudy monthly, weekly, hourly trends. Evaluate seasonality and optimize accordingly.

Conversion RateBased on data set new goals and benchmarks for conversion rates by : Comparing last month/quarter vs. this month/quarterComparing Paid and Natural trafficEvaluate Paid Engines/ Traffic SourcesPaid keywords to Natural keywordsAre particular lps converting more than others? Study top converting Geos.

SEOKeywordsIdentify the long tail here; 25% of the queries performed are ones Google has never seen.�The referring keywords to the site will show themes and patterns that are otherwise difficult to discern.� Strategize and modify/change your campaign if there is a high volume around a type of query that is new.�

Bounce Rate A metric that varies a bit from project to project.� One bounce rate may be great for one kind of site and a total failure for another.�It's essentially telling you how many people saw just one page on the site and didn't bother to go elsewhere.� If we've got pages targeted specifically around one or two keywords, we may be looking for a lower bounce rate than a page that casts a wider net.Check the keywords the page is optimized for, the content & see if it is in sync & relevant to the visitors? Are they not finding the information they were looking for?�Measuring bounce rate according to page type is essential to evaluate the effectiveness of the content and messaging.�

Most Popular Pages This metric essentially tells you where your buzz is.� Keep the content relevant and fresh on these pagesMake sure users can access them easily.�Use this data to optimize the structure and internal linking scheme of the site. ��For example, if we note that Page A is a much more popular landing page than Page B, C or D, we should make sure B, C and D are linking to A with optimal anchor text (based on what themes and keywords are on page A).� �

Navigation / Click Trends : Studying how visitors navigate through the site gives us an idea on the effectiveness of the site layout.�Checkpoints:Pages where visitors bounce &/or exit from the siteThe links that visitors click on the mostAre most visitors ending up spending a lot of time on the same page? Check what’s working here.

Conversion Rate – The million dollar question! Knowing what visitors do when they come to the site and whether or not they are doing what we want them to ultimately do is critical.�Conversion Rate stats will answer this question (segmented by search engines, keywords, type, etc ).� Decide on the actions to take based on this data. �KNOWING when spikes or drops occur, and determining all the influencing factors is absolutely essential to taking the right actions.� It could lead to campaign spending changes, landing page optimization, re-targeting keywords and a host of other scenarios.

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Search Analytics presented by Vivek Bhargava (founder, Communicate2) at OMCAR 2009 - Presentation Transcript

Analytics The New Mantra of Winning Vivek Bhargava CEO – Communicate 2 India
About Me • Run Communicate2 130 people Paid Search and Analytics firm in India (First GAAC in India) • 11 years in Interactive Marketing • Sempo Chair, Speaker at ad-tech, SES, SMX, I-com etc About you • Know basic math -: 2 + 2 = ? • Know Basic Excel • Can find a 13 digit prime number in the next ten minutes Or • Believe that I am a Analytics Guru
SEMPO ASIA TOUR 15th JUNE MUMBAI !
Will Grow Exponentially
“I know half of my advertising is wasted; I just don’t know which half.” -- John Wannamaker, ca 1910 88 years later...
Analytics is so much FUN! It should be illegal
Analytics - Who is it for Anyway?
“ It is not about numbers”
“It’s Empirical not HiPPO”
It is all about Analytics Research
It is all about Analytics Competitive Review
It is all about Analytics Designing Products
It is all about Analytics Nostradameus
It is all about Analytics Customer Segments
It is all about Analytics It is all about Analytics Consumer Behaviour
It is all about Analytics It is all about Analytics Timing of Call Centre
It is all about Analytics It is all about Analytics Designing Landing Pages
It is all about Analytics It is all about Analytics Testing Creative's – Geo Segmentation
It is all about Analytics It is all about Analytics Customer Retention
Search& Analytics 5 Top indicators to gauge the success of your campaign: PPC SEO • Keywords • Keywords • Bounce Rate • Bounce Rate • Geo Segmentation • Most Popular Pages • Conversion Rate • Navigation / Click Trends • Visits & Conversion • Conversion Rate Trends
Pay Per Click Image Source: www.pjlighthouse.com
Keywords Internal Site Search Spot keywords for inclusion in paid campaigns Keywords from Organic Search
Bounce Rate By Ad Content By Campaigns By Keywords By Region
Geo Segmentation Visits & Conversions Map Overlay Engagement Metrics
Visits & Conversion Trends Visits – Compare 2 months Conversions – Month on Month Hourly Visits
Conversion Rate Compare Conversion Rate between different time periods Top Converting Campaigns Conversion Rate by Keywords
Search Engine Optimization
Keywords Find the Long Tail or volumes around a type of query
Bounce Rate Check which pages have a high bounce rate Keywords with a high bounce rate
Most Popular Pages Most Popular Pages Content Drilldown
Navigation / Click Trends Navigation Summary Funnel Visualization Site Overlay
Conversion Rate Converting By Search Keywords Engine By Browser New vs. Returning
Summary • You love Analytics • Experiment • It is not numbers • Not limited to PPC/SEO • Keep eyes and mind open • Everything is co-related • It is about your Business • Panacea for all Evil
Questions Sources: WAA, Occam’s Razor, Search Engine Land, Marketing Pilgrim, Google Analytics, Google Images