From Click to Conversion: An Introduction to PPC, SEO, & Web Analytics

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No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when …

No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.

The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.

You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.

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  • 1. From Click to Conversion:An Introduction to PPC, SEO, &Web AnalyticsCASE III ConferenceFebruary 20, 2012Benjamin Rudolph, President & CEORelevance AdvisorsPresentation may be downloaded at
  • 2. Quick – Name a Search Engine
  • 3. Online MarketingOnline Will Pass Print for First Time in 2012 – eMarketer/Forbes
  • 4. $19.51B in 201278% of that amount ($15.2B) will be spent on Google
  • 5. DefinitionsPPCSEO PPC PPC = Pay Per Click; SEO = Search Engine Optimization
  • 6. PPC – Pay Per Click
  • 7. Pay Per Click
  • 8. Bing & Yahoo
  • 9. The Process• Set up an account• Pick keywords (Match Types)• Write your ads• Set targeting (ex. Geotargeting & Dayparting)• Set your budget• Enter billing information• Start running ads
  • 10. Account Structure
  • 11. Match Types
  • 12. Match TypesMatch Type Punctuation DefinitionBroad keyword Allows your ad to show on similar phrases and relevant variationsModified Broad +keyword Greater reach than phrase match and more control than broad matchPhrase “keyword” Allows your ad to show for searches that match the exact phraseExact [keyword] Allows your ad to show for searches that match the exact phrase exclusivelyNegative -keyword Ensures your ad doesn’t show for any search that includes that termDefinition Source:
  • 13. Google Keyword Tool
  • 14. Quality Score• A measurement of how relevant your ads, keyword, and landing page are to a person seeing your ad.• Quality Score Factors include:• Clickthrough Rate on • Relevance of keyword and ad to search query (for site)• Account History • Geographic Factors• Relevance of keyword to ads • Landing Page in ad group • Other Relevancy Factors
  • 15. The Google Ad Auction Max CPC X Quality Score = Ad RankThe maximum cost Quality Score is The product of MaxPer Click (CPC) an Determined by: CPC and Qualityadvertiser is willing Score. To improveto pay for a click. 1) Clickthrough Rate your Ad Rank, you (CTR) can raise your bid 2) Keyword & Ad Text or improve your Relevance relevance. 3) Landing Page Relevance
  • 16. What Advertisers Pay Max CPC Quality Score Ad Rank Actual CPCAdvertiser 1 $2.00 10 20 $1.61Advertiser 2 $4.00 4 16 $3.01Advertiser 3 $6.00 2 12 $4.01Advertiser 4 $8.00 1 8 Highest CPC The Ad Rank Your Your Price = of the person / Quality + $0.01 below you Score Source:
  • 17. Key MetricsMetric DefinitionClicks A click occurs when a user sees your ad and clicks your ad, leading him or her to your website.Impressions An impression is counted each time your ad is shown on a search result page or other site on the Google Network.CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).Average CPC (Cost Per Click) The average amount you pay each time someone clicks your ad. Source: Google AdWords
  • 18. Key MetricsMetric DefinitionAverage Position Refers to the average position on a search result page that an ad appears in when its triggered by that keyword.Conversions Conversions count a conversion for every AdWords ad click resulting in a conversion within 30 days.Cost Per Conversion Total cost divided by conversions.Conversion Rate Your conversion rate is calculated by simply taking the number of conversions and dividing that by the number of ad clicks you received during the same time period. Source: Google AdWords
  • 19. AdWords Editor
  • 20. Google Ad ExtensionsLearn More:
  • 21. Google Ad ExtensionsType DescriptionLocation Extensions Help nearby consumers find or call your nearest storefrontCall Extensions Connect users to your business directly by phoneSocial Extensions Link people’s Google+ endorsements for your business +Page to your AdWords campaignProduct Extensions Include more product information in your adSeller Ratings Show your online business ratings in your adAd Sitelinks Promote more pages within your site beyond your main ad landing page
  • 22. Mobile Targeting
  • 23. Bid Per Call
  • 24. Landing Pages
  • 25. Landing Page Best Practices• Be relevant• Clear call to action• Reduce checkout friction• Highlight key benefits• Minimize external links
  • 26. Conversion Tracking
  • 27. Google Website Optimizer
  • 28. SEO – Search Engine Optimization
  • 29. SEO Pyramid
  • 30. Google Webmaster Tools
  • 31. Bing Webmaster Tools
  • 32. SEOmoz
  • 33. Open Site Explorer
  • 34. Web Analytics
  • 35. Google Analytics
  • 36. Real-Time
  • 37. ReportsMetric Definition ExamplesVisitors Users that visit your site Map Overlay, New vs. Returning, Browser TypeTraffic Sources Where users come from Search Engines, Facebook, Direct/BookmarkContent What appears on your Top Content, Top Landing website Pages, Event TrackingGoals What users do on your Total Conversions, website Conversion Rate, FunnelsEcommerce What users buy on your Total Revenue, Average website Order Value, Days to Purchase
  • 38. Map Overlay
  • 39. Traffic Sources
  • 40. Advertising ROI • Compare performance of different marketing tactics • Ability to quickly and easily segment the data • Ability to export information into Excel or PDF • Ability to set up automatic email reports and alerts • Ability to set up custom dashboards
  • 41. Goals Goals allow you to measure key activities on your site that you define such as Request Information, Schedule a Tour, or Email Signups.
  • 42. Setup Checklist
  • 43. Resources
  • 44. AdWords Learning Center
  • 45. Seminars for Success
  • 46. Google Partner Search
  • 47. Google Ad Innovations
  • 48. Inside AdWords Blog
  • 49. Google Business Channel
  • 50. AdWords Help
  • 51. Google SEO Starter Guide
  • 52. SEOmoz Blog
  • 53. Distilled Blog
  • 54. Search Engine Watch
  • 55. Search Engine Land
  • 56. Google Analytics Blog
  • 57. Google Analytics IQ
  • 58. Avinash Kaushik’s Blog
  • 59. SEMPO
  • 60. Web Analytics Association
  • 61. Conferences• Search Engine Strategies (SES) –• Search Marketing Expo (SMX) –• Internet Summit & Digital Summit – &• MozCon –• eMetrics – www.emetrics.org
  • 62. THANK YOUBenjamin RudolphPresident & CEORelevance Advisors 635-6775Presentation may be downloaded at