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

From Click to Conversion:An Introduction to PPC, SEO, &Web AnalyticsCASE III ConferenceFebruary 20, 2012Benjamin Rudolph, President & CEORelevance AdvisorsPresentation may be downloaded at slideshare.net/benjaminrudolph

Quick – Name a Search Engine

Online MarketingOnline Will Pass Print for First Time in 2012 – eMarketer/Forbes

$19.51B in 201278% of that amount ($15.2B) will be spent on Google

DefinitionsPPCSEO PPC PPC = Pay Per Click; SEO = Search Engine Optimization

PPC – Pay Per Click

Pay Per Clickhttp://www.google.com/ads/adwords2/

Bing & Yahoohttp://advertising.microsoft.com/advertise-your-business-on-bing

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 https://www.google.com/intl/en_us/adwords/select/steps.html

Account Structurehttp://adwords.blogspot.com/2006/03/adwords-101-building-blocks-of-adwords.html

Match Typeshttp://support.google.com/adwords/bin/answer.py?hl=en&answer=175280

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: http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100

Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal

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 Google.com to search query (for site)• Account History • Geographic Factors• Relevance of keyword to ads • Landing Page in ad group • Other Relevancy Factors http://support.google.com/adwords/bin/answer.py?hl=en&answer=10215

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 http://www.youtube.com/watch?v=a8qQXLby4PY

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: http://www.wordstream.com/articles/what-is-google-adwords

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

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

AdWords Editorhttp://www.google.com/intl/en/adwordseditor/

Google Ad ExtensionsLearn More: http://www.google.com/ads/innovations/extensions.html

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 http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375499

Mobile Targetinghttp://support.google.com/adwords/bin/topic.py?hl=en&topic=1713943&path=1713940-1710534&ctx=leftnav

Bid Per Callhttp://www.google.com/ads/innovations/bidpercall.html

Landing Pageshttp://gsas.brandeis.edu/premed/

Landing Page Best Practices• Be relevant• Clear call to action• Reduce checkout friction• Highlight key benefits• Minimize external linkshttp://visualwebsiteoptimizer.com/split-testing-blog/landing-page-best-practices/

Conversion Trackinghttp://www.eprofitpartners.com/google-adwords-conversion-tracking-101/

Google Website Optimizerhttp://www.google.com/websiteoptimizer

SEO – Search Engine Optimization

SEO Pyramidhttp://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

Google Webmaster Toolshttp://www.google.com/webmasters

Bing Webmaster Toolshttp://www.bing.com/toolbox/webmaster/

SEOmozhttp://www.seomoz.org

Open Site Explorerhttp://www.opensiteexplorer.org/

Web Analytics

Google Analyticshttp://www.google.com/analytics/

Real-Timehttp://analytics.blogspot.com/2011/09/whats-happening-on-your-site-right-now.html

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 http://support.google.com/googleanalytics/bin/static.py?hl=en&topic=19781&guide=19779&page=guide.cs

Map Overlayhttp://www.cardinalpath.com/countries-and-languages-international-seo/

Traffic Sourceshttp://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012

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 dashboardshttp://www.google.com/analytics/features.html

Goals Goals allow you to measure key activities on your site that you define such as Request Information, Schedule a Tour, or Email Signups.http://unbounce.com/social-media/measuring-social-media-roi-goal-conversions-with-google-analytics-5/

Setup Checklisthttp://www.google.com/intl/en/analytics/discover_analytics.html

Resources

AdWords Learning Centerhttp://www.google.com/ads/learn/

Seminars for Successhttp://www.google.com/adwords/seminars/adwords101.html

Google Partner Searchhttps://adwords.google.com/professionals/search/

Google Ad Innovationshttp://www.google.com/ads/innovations/

Inside AdWords Bloghttp://adwords.blogspot.com

Google Business Channelhttp://www.youtube.com/googlebusiness

AdWords Helphttp://support.google.com/adwords/?hl=en

Google SEO Starter Guidehttp://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html

SEOmoz Bloghttp://www.seomoz.org/blog

Distilled Bloghttp://www.distilled.net/blog/

Search Engine Watchhttp://www.searchenginewatch.com

Search Engine Landhttp://www.searchengineland.com

Google Analytics Bloghttp://analytics.blogspot.com

Google Analytics IQhttp://www.google.com/intl/en/analytics/iq.html?

Avinash Kaushik’s Bloghttp://www.kaushik.net/avinash

SEMPOhttp://www.sempo.org

Web Analytics Associationhttp://www.webanalyticsassociation.org

Conferences• Search Engine Strategies (SES) – www.searchenginestrategies.com• Search Marketing Expo (SMX) – www.searchmarketingexpo.com• Internet Summit & Digital Summit – www.internetsummit.com & www.digitalsummit.com• MozCon – www.seomoz.org/mozcon• eMetrics – www.emetrics.orghttp://keyphraseology.com/internet-marketing-seo-conferences/north-central-america/

THANK YOUBenjamin RudolphPresident & CEORelevance Advisors @benjaminrudolphbenjamin.rudolph@relevanceadvisors.com(404) 635-6775Presentation may be downloaded at slideshare.net/benjaminrudolph

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

by Benjamin Rudolph

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