MAKING SENSE OFALL THE NUMBERS     PRESENTED         BY   Rhian Ryan
LOMA LINDA UNIVERSITY MEDICAL CENTER (LLUMC)•   Proton Beam Therapy•   Cutting-Edge Treatment•   Leading Treatment Facilit...
OBJECTIVES & STRATEGYCampaign Goals•   UK & EU Focused•   Build Brand Awareness•   Generate Online LeadsPaid Search Strate...
SUCCESS EVENTSConversion Goal•   Leads Generation•   Form SubmissionSecondary Events•   On-Page Element “Interactions”•   ...
FAST FORWARD 1 ½ YEAR LATER…PPC | Top Performers• Markets by Lead Volume     •   United Kingdom, France & Germany•   Ad Co...
CRO PROGRESS, BUT PPC PLATEAUThought Process   • Golden Nuggets of Insight for Greatest Impact on PPC Performance   • Iden...
MAKING THE DATA WORKObjective: Infer Relationship Between Conversion & Secondary Events      “Is the propensity to convert...
“TRIMMING THE FAT”Reduce Data•   Only Paid Search Keywords Generating Conversions•   “But That’s Not a Complete Picture of...
MARRYING THE DATA•   Cross Reference (VLookUp is Our Friend!)•   Assign Keywords Unique IDs to Distinguish Engines, Match-...
APPLIED ANALYSIS•   Assigned Index Value Based on Average Influence Over Conversion•   Optimized Keyword Across Engines Bi...
INSIGHTS & PERFORMANCE•   Branded Keywords Resulted in More “Virtual Tour” Interaction Events•   Proton Keywords Resulted ...
WE DIDN’T CURE CANCER…•   “But We’re Pretty Pleased with Performance!”•   Interaction Themes Driving Dynamic Landing Page ...
THANK YOU!  R h i a n Rya nrryan@earthboundmedia.com Twitter @Uber_Rhian                            13
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Rhian Ryan SMX Advanced London - making sense of all the numbers

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Rhian Ryan SMX Advanced London - making sense of all the numbers

  1. 1. MAKING SENSE OFALL THE NUMBERS PRESENTED BY Rhian Ryan
  2. 2. LOMA LINDA UNIVERSITY MEDICAL CENTER (LLUMC)• Proton Beam Therapy• Cutting-Edge Treatment• Leading Treatment Facility• Internationally Recognized 2
  3. 3. OBJECTIVES & STRATEGYCampaign Goals• UK & EU Focused• Build Brand Awareness• Generate Online LeadsPaid Search Strategy• Indentify Key Markets by Visitors• In-Language Assets (Limited French)• Launch Paid Search (Google, Yahoo UK & FR)Conversion Rate Optimization Strategy• A/B Testing of Page Layout & Placement of On-Page Elements• MVT Testing of Content Combinations (Copy, Images, Video)• MVT Testing Lead Form (Placement, Questions/ Wording, Length) 3
  4. 4. SUCCESS EVENTSConversion Goal• Leads Generation• Form SubmissionSecondary Events• On-Page Element “Interactions”• Video, Slide Show & Email Page Link 4
  5. 5. FAST FORWARD 1 ½ YEAR LATER…PPC | Top Performers• Markets by Lead Volume • United Kingdom, France & Germany• Ad Copy Themes • “Pioneers,” “Expertise,” “Minimal Damage”• Keyword Themes • “Proton Therapy,” “Cancer Treatment,” “Cancer Center,” & Brand-RelatedCRO | “Winners”• Multiple Rounds of Testing• Identified Winning Creative Combos• Continuous Experiments & Refinements 5
  6. 6. CRO PROGRESS, BUT PPC PLATEAUThought Process • Golden Nuggets of Insight for Greatest Impact on PPC Performance • Identify Most Meaningful Data & Metrics to Analyze & Act Upon Look Beyond Primary Conversions! • “Interaction” Events Influencing Conversion • Opportunity to Connect at Paid Keyword Level • Develop New Data Set for Optimization Inspiration 6
  7. 7. MAKING THE DATA WORKObjective: Infer Relationship Between Conversion & Secondary Events “Is the propensity to convert greater after interaction with an on-page element (video, image slideshow or emailed page)? … But We’ve Got a Hot Data Mess! • Autonomy Optimost  Testing • Configured for Reporting in SiteCatalyst • Omniture SiteCatalyst  Analytics & Segmentation • Custom Conversion Variables (Prostate vs. Eye) • Google Analytics  Event Tracking • Reflects Same Events Tracked in SiteCatalyst • Search Engines  Campaign Data & Conversions “ 7
  8. 8. “TRIMMING THE FAT”Reduce Data• Only Paid Search Keywords Generating Conversions• “But That’s Not a Complete Picture of Keyword Inventory.”… Enter Google Search Funnels• Cuts Heavy Lifting in Half (Sanity Saver)• Conversion “Assists” = More Players on FieldCompile Historic Data (YTD)• Google AdWords  Converting Keywords & “Assists”• Yahoo Search Marketing  Converting Keywords & “Assists”• Google Analytics  Converting PPC Keywords  Interaction Events 8
  9. 9. MARRYING THE DATA• Cross Reference (VLookUp is Our Friend!)• Assign Keywords Unique IDs to Distinguish Engines, Match-Types Etc.• Consolidate Data by Unique ID to Accurately Depict Interaction Events• Weight the Data Based on Conversion Rates of “Interaction” Events 9
  10. 10. APPLIED ANALYSIS• Assigned Index Value Based on Average Influence Over Conversion• Optimized Keyword Across Engines Bids Based on Avg. Weighted Values 10
  11. 11. INSIGHTS & PERFORMANCE• Branded Keywords Resulted in More “Virtual Tour” Interaction Events• Proton Keywords Resulted in More “Treatment Process” Events• Email Link & Testimonials Video did not Greatly Effect Conversion 11
  12. 12. WE DIDN’T CURE CANCER…• “But We’re Pretty Pleased with Performance!”• Interaction Themes Driving Dynamic Landing Page Development• Opened Doors for Expanded In-Language Content Creation (German)EMG | Technology-Driven,Strategic Marketing Agency• Search Engine Marketing• Social Media Strategy & ORM• UX & Conversion Optimization• Enterprise Web Analytics• Original Content & Creative• CMS & Enterprise Solutions• Rich Media Production• Application Development 12
  13. 13. THANK YOU! R h i a n Rya nrryan@earthboundmedia.com Twitter @Uber_Rhian 13

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