SEO-measurement-ROI

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Search Training with Brian MacDonald from Barefoot Proximity at the Digital Day event of Proximity BBDO Sweden September 27th 2011.

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SEO-measurement-ROI

  1. 1. SIMON PEARCEMeasurement &DIGITAL STRATEGYAnalytics
  2. 2. SEO ROICalculate the estimated savings (as compared to having to pay for the traffic)ManoftheHouse.comLast 30 Days - 42,000+ visits from 24,000+ keywords 2
  3. 3. SEO ROITop 30 Organic Search Keywords (.1% of the total keywords and 20% of total visits)Visits x Estimated CPC = Cost Savings 3
  4. 4. SEO ROI$23,374 in savings in the last 30 days 4
  5. 5. SEO Share of SearchVisits / Search Volume = Share of Search 5
  6. 6. Micro-Conversion ValueEverything has a value at some levelEmail Sign-UpPrinting a CouponSharing/Emailing a RecipeFacebook LikesWatching a Video 6
  7. 7. Micro-Conversion ValueEverything has a value at some levelEmail Sign-Up - $1.20 (already paying that via Response Media)Printing a Coupon - $XX (extracted from DM budgets)Sharing/Emailing a Recipe - $XX (multiple of SEO ROI)Facebook Likes - $XX (multiple of SEO ROI)Watching a Video - $XX (extracted from pre-roll media budget) 7
  8. 8. Micro-Conversion Value Keyword Visits SEO ROI Email Print Share Like Watchcake recipe better than almost anything 158 $490.56 42 0 8 38 5mocha almond fudge ice cream recipe 257 $697.84 46 47 10 37 11multi colored cupcakes recipe 206 $520.61 32 28 33 0 28whisk kid recipes 177 $22.05 28 26 6 23 21bomb pop cupcakes 122 $420.36 8 6 31 3 24cajun alfredo sauce 230 $25.28 11 49 21 40 14healthy pumpkin bars 243 $218.31 13 19 36 39 36watermelon soju recipe 231 $178.56 48 27 21 40 0cheeseburger cupcakes recipe 187 $143.38 38 27 7 21 17mcdonalds mocha frappe recipe 180 $62.01 0 41 27 2 36rachel allen recipes 204 $480.00 25 18 26 36 15rainbow cake balls 306 $410.52 36 49 32 22 41tom rang muoi recipe 156 $166.40 6 14 7 41 24copycat boiling crab recipe 173 $522.58 2 0 49 7 44hormel chili cheese dip 311 $496.16 38 50 41 43 11kentucky fried chicken recipe 201 $601.92 43 11 27 21 16patriotic truffles 216 $377.88 42 24 21 25 15steakhouse potato salad recipe 190 $33.37 15 44 15 6 32 8
  9. 9. Micro-Conversion Value Keyword Visits SEO ROI Email Print Share Like Watchcake recipe better than almost anything 158 $490.56 $50.40 $0.00 $10.00 $57.00 $15.00mocha almond fudge ice cream recipe 257 $697.84 $55.20 $235.00 $12.50 $55.50 $33.00multi colored cupcakes recipe 206 $520.61 $38.40 $140.00 $41.25 $0.00 $84.00whisk kid recipes 177 $22.05 $33.60 $130.00 $7.50 $34.50 $63.00bomb pop cupcakes 122 $420.36 $9.60 $30.00 $38.75 $4.50 $72.00cajun alfredo sauce 230 $25.28 $13.20 $245.00 $26.25 $60.00 $42.00healthy pumpkin bars 243 $218.31 $15.60 $95.00 $45.00 $58.50 $108.00watermelon soju recipe 231 $178.56 $57.60 $135.00 $26.25 $60.00 $0.00cheeseburger cupcakes recipe 187 $143.38 $45.60 $135.00 $8.75 $31.50 $51.00mcdonalds mocha frappe recipe 180 $62.01 $0.00 $205.00 $33.75 $3.00 $108.00rachel allen recipes 204 $480.00 $30.00 $90.00 $32.50 $54.00 $45.00rainbow cake balls 306 $410.52 $43.20 $245.00 $40.00 $33.00 $123.00tom rang muoi recipe 156 $166.40 $7.20 $70.00 $8.75 $61.50 $72.00copycat boiling crab recipe 173 $522.58 $2.40 $0.00 $61.25 $10.50 $132.00hormel chili cheese dip 311 $496.16 $45.60 $250.00 $51.25 $64.50 $33.00kentucky fried chicken recipe 201 $601.92 $51.60 $55.00 $33.75 $31.50 $48.00patriotic truffles 216 $377.88 $50.40 $120.00 $26.25 $37.50 $45.00steakhouse potato salad recipe 190 $33.37 $18.00 $220.00 $18.75 $9.00 $96.00 9
  10. 10. Micro-Conversion Value- Establish conversion values based on current media budgets & performance- Analyze conversions by keyword- Identify keywords and keyword segments that provide a relatively high return- Layer additional data over keyword segments (e.g. technographics, time-of-day/day-of-week, etc.)- Use this data to guide content/seo/media strategies 10
  11. 11. Micro-Conversion Value- Apply conversion values to paid search as well- CTR and CPC only matter to a certain extent- If you are only monitoring campaign level metrics (e.g. CTR, CPC, etc.) you are wasting time and money 11
  12. 12. Micro-Conversion Value Razors Razor Blades Impressions 1,000 2,000 CTR 5% 10% CPC $1.50 $1 12
  13. 13. Micro-Conversion Value Razors Razor Blades Impressions 1,000 2,000 CTR 5% 10% CPC $1.50 $1 Conversion Rate 25% 5% Total Cost $75 $200 Conversions 12 10 Cost Per Conversion $6.25 $20 Continue break-down by conversion type... 13
  14. 14. Measurement Goals- Justify organic search as a cost-saving activity- Put a value on every action possible, regardless of how small the dollar amount is- Optimize for conversions and value at the keyword/topic/ad group level- Use findings to adjust content and media strategies 14

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