Watch What Happens Life After Not Provided

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Smx West 2014 Session #Smx #24A - Life After Not Providedpresentation Watch What Happens Life After Not Provided By Benjamin Spiegel @Nxfxcom Of Catalyst

Smx West 2014 Session #Smx #24A - Life After Not Providedpresentation Watch What Happens Life After Not Provided By Benjamin Spiegel @Nxfxcom Of Catalyst

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  • 1. LIFE AFTER “NOT PROVIDED”
  • 2. BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment management Director, Search Operations Design enterprise search engagements @nxfxcom My two daughters Flying planes Data and insights (seriously) German carswww.catalystsearchmarketing.com
  • 3. LET’S TALK KEYWORDS
  • 4. (NOT PROVIDED)
  • 5. JUST IN CASE…
  • 6. WHAT IS (NOT PROVIDED)?
  • 7. IN 2011 GOOGLE STARTED TO ENCRYPT SEARCH
  • 8. ENCRYPT SEARCH?
  • 9. HTTP VS. HTTPS
  • 10. PRE-2011 Browser header contained referral URL
  • 11. YOU WOULD SEE
  • 12. POST-2011 SECURE TRANSMISSION = NO REFERRAL DATA
  • 13. 75%-92% (NOT PROVIDED)
  • 14. SO WHAT WAS LOST?
  • 15. Keyword Landing page Activity THE CONNECTION
  • 16. A COUPLE OF THINGS JUST TO BE CLEAR…
  • 17. 1. IT’S NOT COMING BACK No matter what you do
  • 18. 2. YOU CAN’T PAY FOR IT ... believe me I’ve tried…
  • 19. 3. THERE IS NO SUBSTITUTION From a reporting perspective…
  • 20. I TRIED THAT AS WELL Not even volume matched…
  • 21. COMPARING GA TO WMT Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
  • 22. OR BY PERCENTAGE Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
  • 23. 4. IT DOES NOT MATTER Not really … anymore.
  • 24. WHY? Does it not matter anymore?
  • 25. 1. THE CLIENTS DID NOT CARE It was interesting, but keyword data did not lead to action
  • 26. 2. GOOGLE IS ABOUT RELEVANCE, CONTENT & CONTEXT NOT ABOUT KEYWORDS
  • 27. WE USED KEYPHRASES FOR A LOT
  • 28. REPORTING OPTIMIZATION PLANNING STRATEGY CONTENT PAID MEDIA & INSIGHTS
  • 29. LET’S TALK ABOUT INSIGHTS
  • 30. INSIGHTS = DATA
  • 31. MY DATA SOURCE OF CHOICE
  • 32. HOW TO DELIVER WMT INSIGHTS AT SCALE
  • 33. 1. COLLECTING THE DATA
  • 34. OPTION 1 Webmaster Tools API
  • 35. OPTION 2 Python Solution
  • 36. OPTION 3 Not advised ….
  • 37. 2. CONNECT THE OUTPUT TO YOUR DATABASE LOAD DAILY DATA
  • 38. 3. ENHANCE YOUR DATA Add additional data such as Google Trends Search Volume Avg. CPC Actual CPC Rank …
  • 39. 4. SEGMENT YOUR DATA INTO THEMES For an automotive brand it could be: Branded / Unbranded Car Model New / Used Type (Convertible / SUV) Price Class Day of Week …
  • 40. 5. CONNECT YOUR DATA
  • 41. OUR FLOW
  • 42. 6. TELL A STORY
  • 43. INSIGHTS2ACTION
  • 44. EXAMPLES…
  • 45. WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND CONVERTIBLES?
  • 46. ORGANIC CONVERTIBLE IMPRESSIONS
  • 47. DOES THE CTR CHANGE BY DAY OF WEEK? (STILL TALKING CONVERTIBLES)
  • 48. CTR BY DAY OF WEEK
  • 49. DOES IT DIFFER BY BRANDED VS UNBRANDED? (YEAH, STILL TALKING CONVERTIBLES)
  • 50. BRANDED VS UNBRANDED CTR BY DAY OF WEEK
  • 51. ITS ALL ABOUT CONTENT, SO HOW ABOUT A CTR STUDY?
  • 52. BY LANDING PAGE / CONTENT
  • 53. NOT WMT, BUT: WHAT DAY/HOUR CREATES THE HIGHEST CONVERSIONS?
  • 54. CONVERSION RATE BY DAY/TIME
  • 55. AND SOME MORE IDEAS CTR / Impressions by weather Conversion rate by time Engagement by day of month Discover new terms Low CTR content Ranking changes by day of week …
  • 56. THANK YOU Benjamin Spiegel Director of Search Operations @nxfxcom