Online marketing best practices
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Presented on 3/22/11 to the Kansas City Direct Marketing Association

Presented on 3/22/11 to the Kansas City Direct Marketing Association

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  • Thank you for having me – I love kansas city as I used to travel here frequently but haven’t been back in a while so I’m glad to have this opportunity. I hope you’ll find some of the information here valuable as you look at your own digital marketing campaigns. We have a lot of material and I’ve tried to place some breaks at strategic points thru out so the next 3 hours aren’t mind-numbing
  • This presentation will cover best practices across interactive channels – which really are about maximizing results , I’ll touch on some examples, pre/post data and at the end dig into some specific recommendations on how to look at metrics
  • Free – if you were here this morning you heard Nancy mention how powerful this word is. Consumers love it (although getting wary in emails) Also Marketers love it –”how can I get free exposure for my client/my brand” So why do I mention Free? Because as I talk about best practices one recurring theme is utilizing the right kinds of tools – and many of these tools are free. These are all things you can do yourself.
  • Three Deep has been successful because of this idea of Free tools – learning how to get the most out of them and using them to their fullest to examine campaign activity and not only find success, but also failing quickly so we don’t spend all our budget in one test and can move onto the next test
  • So just a very quick review about who we are – to get this out of the way and try and give you some confidence that we know what we’re talking about.
  • And, I have to acknowledge all the subject matter experts back home that contributed to this presentation
  • So Randa ended with measurement and I want to start with it.
  • Why? Regardless of what tactics you’re using – you need to plan for how your efforts will be measured. I’ve seen programs fail because what they ultimately needed to measure wasn’t available because of how a campaign was executed. When I was working with H&R Block on their annual direct mail campaign – we spent 3 months defining & outlining measurements, and creating specifications for data capture. Currently I’m dealing with a client who sent a sample mailing to registered consumers – and now is determining if they even have a valid sample and can conduct proper follow up research.
  • So, in the digital space – this measurement can be immediate. You can fail quickly. As direct marketers you know a foundation of success is the ability to test, analyze, implement and repeat. You always have a test and control – with the “test” sometimes becoming the control. Or sometimes proving that a bad idea is a bad idea before a ton of money is poured in into it. The way this measurement occurs, more often than not, is thru links.
  • So the first thing to cover is using a site analytics tool and regardless of what you use – you should also have Google Analytics. Now you don’t have to use this, Webtrends, Omniture’s sitecatalyst, Ron, listed some of these this morning – you can measure your efforts –frankly, I say why pay for something difficult to use. As we go thru the specific digital channels I’ll be showing sample results for the different channels discussed from a GA account).
  • So to measure these links – whether you’re putting a link in a twitter post, on your facebook page, in an email, etc. – you want to know response. How many people clicked or visited your site. Yes, you can get data from twitter or facebook, etc. – but redundancy is good right? And with proper tracking – all your data can be centralized, summarized, grouped. There are similar methods in the other site tools but they usually require a lot more upfront work in setting up campaigns in their system.
  • Once you’ve created this monster URL – you can shorten it or redirect to it from a Friendly URL
  • Here’s that link used in a post and then where it lands. You can see the tracking code all comes thru. Ron mentioned this morning a lack of analysis on social – this is a good place to start. In addition to the bits of data that come thru the tool (Twitter, Facebook, etc.) you can use the tracking URL to…
  • Track these visits that click thru to your site – in the Campaign section of your GA report –We’ll go into some more detail later on.
  • That’s the upfront part of measurement. We’re going to look now into some specific channel best practices (some of which you might use these links you’ve built), and then we’ll come back to this as we look at the best practices in the analytics tool itself
  • We covered social media pretty in depth – I’m going to talk about your other digital channels – starting with Search Engines
  • You can see here that search is really tied into all your channels – people will see an ad online or in print and follow up by looking for info online.
  • We’re going to talk about both areas of search optimization – Organic search, which are the “natural” results that appear based on a site/page’s relevance and match to the search term – and Paid Search which are ads that are paid for by bidding on those same search terms
  • Another thing to note – As different things are added to search results (local, video, RSS, etc.) – Organic results are dropping lower & lower
  • So we’ll start with Organic search – and they way these results appear are based on Crawlers : crawlers read thru the Website code And the search engine’s Indexing of those pages: how search engine sorts/categorizes content Unlike Paid search, this side of search is harder to track in terms of how changes effect traffic.
  • So here’s the 4 main areas of Organic Search I’ll cover
  • So as some one searches – in this case for green bean casserole, the results are displayed. Overall, the top search result is highly relevant to the searched phrase This relevance is based on a number of factors which will change over time as Google places more or less importance on them
  • So why is getting in that top position important? Consider
  • Now if we apply some dollars to those positions – You can see in this example and additional $42k in value.
  • So the best place to start is with the fundamentals – making sure your page is set up properly
  • Meta Titles are very important to SEO. And a large part of ranking. It is important to have meta titles are relevant to the page and include popular search terms. This is one of the main pieces crawled and indexed by the search engines. (character limit) And the description, while not of strict SEO value – should be descriptive enough to make the result relevant to the searcher and elicit clicks. As you can see from this slide, both areas are too long resulting in data being cut off.
  • So what words should I use in my title? there are tools that you can utilize to conduct keyword research. If you have an Google Adwords account - Use their keyword research tool. This will tell you how many searches there are for the keyword as well as the Amount of competition and competitors who are ranking currently – identify if you should even try those or try something else.
  • If done properly – you’ll see alignment in what was searched and your page in the results: Searching for “Cane Sugar” changes how this result is displayed The bold text shows up in both the page title the description and the URL www.ch sugar .com This meta description describes the page, has a welcoming tone that invites a click and has high search traffic keywords that are commonly emboldened. And it fits into the 150 character limit! Its perfect!
  • Now while the title is what shows up in search results, the URL is still what most people see (in this example Gerber – Birth) Using this kind of natural hierarchy in your page names will help with SEO - AND it will help later when you’re looking at page metrics
  • This next one is one that a lot of sites miss – even Fortune 500 companies miss this. When I create A Guide to Poker, I might add an poker related image. Images make for a nice looking site – but an image is not crawlable by the search engines – so you can add an “alt tag” in the page code that identifies the image (or identifies keywords you want to represent that page.)
  • Under this same idea – Avoid use of frames using a frame (video insertion or Flash movie etc.), will give you some nice looking sites but …it has 0 search value. That’s why we recommend using flash in limited instances to enhance the site NOT be the site. Or not use Flash at all and instead use jQuery (which is a java script tool) - text within an element is search friendly, and therefore be crawled and indexed.   Another big advantage is that it is a lot more lightweight than Flash. Not only does a faster load time benefit the user, but it has also become a more prominent search engine ranking factor over the last year or so.
  • Anchor text helps add authority by associating a site with a keyword and noting that there’s a link relating to that keyword coming to the site. An example of this is my friend Alex owns a website, www.alex-pets.com . He wants to link to my site www.dogs.com So he creates a link on his site to mine. He write it like this “This is my friend’s dog site ” Google reads the link as part of the “authority” AND identifies the keyword as associated with the site www.dogs.com now has a better chance at ranking for the search phrase ‘dog site’.
  • So taking into account these elements – a strong page for SEO would be one like this.
  • Now that your page is set up and relevant – you want to increase it’s authority. A good way to do that is to build links. This is called a Link wheel– imagine this is the internet and this is your site. The more links you have, the more relevant your page becomes in the search engines’s eyes. Any crawler seeing a page points to your pages. Everybody links to Wikipidia and wikipedia links to multiple sources of info, etc. One note: Don’t use Paid links in these cases because it’s “cheating the system” and google will penalize the website.
  • Here’s a few ways you can start building those links
  • The depth of your website also has impact on the weight Google gives it in ranking. If your content that matches a search term is buried 7-8 layers deep in your site – it’s not going to get found. You want your content accessible within 3-4 clicks (this also has a usability benefit that we won’t get into today). Gerber – Home page – Products page – specific product
  • So moving on with Organic Search – I want to talk a little bit about Local Optimization
  • Local search are these listings here
  • There are Lots of directories out there, people search on a variety of them – you need consistent, detailed info for each. These Black lines are how each get their info. Google maps is one large example – but you want to list your location on multiple sites (the ones that drive most of these)
  • And, Since Searches for locations tend to be on phones (and this stat is increasing) you want to be optimized for mobile – google is the primary search engine and already optimized for mobile. This is probably the best place to start
  • So make sure you create a Google Places page for your locations. (and a page for EACH location you have) Then Do the same thing for each of the main sources (slide 40) of location data
  • Videos are a huge component of the web. And YouTube is now the 2 nd largest search engine
  • Video is starting to surpass other content types when it comes to results. I appropriate , developing videos around your content (how-tos, webinars, etc) is a good way to add content.
  • The Red box here are the results of the videos having an MRSS or Video sitemap – these are required to be found on google (to be indexed)
  • Now Youtube – will create the sitemap for you when you upload and complete the info. But if You can Create a Videositemaps for videos on your own site. (like an image alt tag but for video) Closed captioning Then the MRSS feed – while redundant, allows for another set of data for crawlers to find and index I have some resources/links listed at the end on how to create these site maps.
  • Another note about YouTube – It requires the tags to be single words and in order of significance Basically in a line This is in the natural order of words. For instance When ‘infant’ is typed - suggested terms are: infant formula, infant tips, infant help, infant food, infant feeding Then the person chooses ‘infant feeding’.
  • A final consideration is whether you should Host the videos – on your own site (speed limitations) Or us a Distributor – putting it on YouTube (can embed on site) – creates more views
  • Now Youtube – will create the sitemap for you when you upload and complete the info. But if Create a Videositemaps for videos on your own site. (like an image alt tag but for video) Closed captioning Then the MRSS feed – while redundant, allows for another set of data for crawlers to find and index
  • Is there a tool to verify if my site has increased in organic results position? Yes Google Webmaster tools – if you have Google analytics on your site then you should be able to access this. A couple things to note about WebMaster tools ranks is they are averaged, sometimes causing a decimal. If your site ranked number one for ‘dogs’ in LA and three in Chicago, you will see dogs 2.0 Or if you are ranked 1 and 3, then it’s 2.0 etc. and you have to download the information constantly to see change as it only keeps about 30 days of data.
  • The other thing to look at is your site metrics – particularly landing pages where you made change and Ideally you’d want to see decrease in bounce rates.
  • Lastly – look at the keywords driving traffic to your site – and you should see gains.
  • And with that I’ll pause for a few questions and a short break.
  • So continuing with Search Engine marketing
  • Let’s now look at Paid search – which you have more control over, and more data for measurement
  • So why paid search? Because it is growing at a steady rate and will account for over 15% of ALL media spending this year.
  • And because paid search can support a variety of marketing efforts from simple media support/awareness to direct sales tied to specific products/initiatives
  • Now we saw in the organic section the importance of ranking at the top. You still have your relevance playing a factor – in terms of the quality score but Here, another factors comes into play and that’s your budget/daily bid amount. When you take the relevance of your ad, how it relates to the landing page, and where you’re ranking – based on your budget – you get a higher quality score and appear near the top. A quality score is a measure of the “quality” of your advertisement on Google.  All your efforts to relate the keyword to the ad to the landing page which Google interprets as “relevant” and rewards you with more ad coverage, lower Cost per click and a higher quality score (theoretically).
  • So let’s start with how you can improve your rank & score
  • Focus your campaigns around specific themes – either specific content, goals (like registrations) or geographically based areas. Again – the Google Adwords keyword tool can help identify the potential keywords, number of searches and competition for a given keyword
  • Google trends is another handy tool that can help identify seasonal or
  • These geographic trends
  • Once you have keywords build – out multiple groups focused on like themes. Common Approach: Focus on just a few popular keywords, which have a lot of competition and may not be always relevant for the specific campaign. Three Deep’s Approach: Expand the list of keywords and select only the keywords that are relevant to the campaign and potentially with less competition, i.e. less expensive keywords
  • By focusing the keywords to a small manageable list you can closely monitor the impact of changes We get asked a lot about bidding on brand name – yes you should for a number of reasons.
  • Once you have your campaigns – you need to build your ads
  • You want alignment between your ad groups and the ads – so Write ads utilizing the keywords within the adgroups If we look at these 2 ads – 1 clearly stands out (again because the search term appears in the ad in bold) We’ll come back to this example later.
  • It also pays to write multiple ads and test them against each other – which phrasing works best in converting a customer, what discount amount to offer, etc. (in a little bit we’ll look at how you define “conversion”)
  • Lastly, when it comes to ads themselves you can use Ad Extensions - pieces you can select to include in your ads when you’re building them.
  • Now once you have your ad, we’re onto the 3 rd part of alignment – Ad group – ads – landing pages
  • You get Consumers to click on your ad – where should they go? You want the landing page aligned to the ad. Let’s look at this example for green bean casserole again,
  • If we click on the ad that seems more relevant – we get to a page that doesn’t have a single thing about green bean casserole. You have to click recipes and and try and find it. Even sadder – you can’t “search” within recipes and there actually is NOT a recipe for green bean casserole. Lots of frustration in this one.
  • Here we see the ad aligned to a page of green been casserole recipes But as we noted before - the click thru on this ad is likely not as high as it could be because while the ad is aligned to the landing page, it’s not aligned to the search term. Green giant could probably get the #1 spot and improve results by simply directing the ad to the right landing page. Or Campbells could get more clicks if they…
  • Update their ad to be more relevant.
  • If you’re not sure where you should send your paid search traffic? Test it. You can use the tool in adwords to split an ad/set of keywords between multiple landing pages. In this case the goal is based on conversions (sign ups) but you can set your goal to be time on site, clicking a specific link, etc.
  • Like testing multiple ads for the same ad group – you can split keywords…
  • And ads by landing page within the Adwords tool
  • In this case – aligning this group/ad to the page on the right resulted in twice the conversion. (might seem simple given the context but in this case the goal was conversion – a different goal might be time on page for the product information)
  • Now once you’ve built your campaigns and ads, everythings aligned – you need to set & manage your budget so you don’t overpay for clicks you don’t want – or underbid so you’re always falling low in the results
  • To get the most out of your efforts, you can’t just set it and forget it, it takes active daily monitoring to get the most out of your money.
  • If you’re goal is signups, coversions, or sales you can choose to manage your budgets based on that.
  • The best way to determine your conversions and see the fully realized value of your paid search campaigns is to link you Adwords to Analytics
  • You might think that Google AdWords is successful because you get leads to your website, but using Adwords alone you may have no idea what keywords are the most valuable nor understand your true ROI.
  • It’s a very simple 3 step process in Adwords to link it to you Analytics account
  • After which you have a whole section in Analytics dedicated to Adwords – and for your campaigns you can see the traffic/visitor data … as well as…
  • Your adwords data – thus applying impression and cost values. All in one reporting.
  • You’ll also be able to drill down into day parts for your adword campaigns to determine if you should control bidding/display of ads during certain times of day – you may find that you get the most clicks/leads between 10 p.m. & midnight.
  • You can also see what position your ad is appearing based on keywords
  • Following these practices can lead to significant results – relevance in ad groups & ads resulting in better rank, creating more clicks at a better cost OR Converting more leads for the price paid
  • And with that we’ll pause for some further questions and a short break.
  • Just a quick note on compliance – if you haven’t seen these multiple times – here again are the requirements from CAN-SPAM regulations
  • Since we’re on the subject of compliance – some practices that, while not legally required – if followed ensure that your data is accurate and Make sure the process is clear and conspicuous. Set the right expectation regarding frequency and content at the very beginning. Many senders are reluctant to disclose frequency at this point in the collection process. Later, they find themselves struggling with elevated complaints. You can avoid, or at least diminish, this problem by using words such as periodically, frequently, weekly or daily. make sure in your email collection process, are there checks in place to eliminate miss-keying, and include an automatic confirmation so that bounces don’t pollute your core list. This is usually done by responding to a confirmation email sent to the email address in question. This eliminates the chance of abuse where somebody submits somebody else's email address without their knowledge and against their will. The best subscribers are the ones who ask to hear from you. They sign up because they want information from you, and perhaps even look forward to it. On your site, list what the recipient can do if they feel that they received an unsolicited email from you - give them contact information and a simpler opt out other than clicking on the spam button.
  • There’s a number of ways to build your list: Weave sign-up opportunities throughout your communication channels to make it easier for customers to join your email list. Include sign-up links on your website, in social media posts, in your newsletters and elsewhere. Postcard – preferably with a Friendly URL that has GA tracking as outlined in the link builder. One of the most effective methods of driving email subscriptions from Facebook and Twitter is to collect email addresses as these customers convert from offers.
  • Accurate databases are essential to deliverability and engagement. The best way to ensure accuracy is to give subscribers control over their own personal data. If your subscribers aren’t fully satisfied with their communications from you, they may choose to update their preferences instead of unsubscribing all-together
  • So managing your lists properly leads right into Deliverability of your messages
  • Deliverability should be the first metric you check – before anything else. Are People wanting your message getting it. You run NCOA on mail files, you want it to get delivered. Creative testing results will be more relevant/directional if your list is clean. Segmenting is easier/more relevant, etc.
  • Most mail servers and ESPs will provide a report that shows "delivered" rates for your account. This is based on the response codes by receiving mail servers. Although the report will likely indicate that the mail is delivered, all the mail server can actually tell you is that the messages were accepted for delivery. This report also shows the number of bounced messages that were going to "unknown users": dead addresses. If you see that your unknown user rate is above 5%, there's a high probability that your delivery issues are a result of this. The first thing you should check is to see that your system is still processing bounces. -- If you have a delivery problem at a particular domain, you will usually find that open- and click-rate trends will drop from previous levels. Many ESPs and campaign management systems will have the ability to view open rates and clicks by receiving domain. While content is a less common reason for messages not being delivered than reputation, it is a factor.
  • Spam traps are email addresses that should not be receiving commercial email - usually because they were created by the ISP/blacklist operator but never signed up for any messages.  You can get these complaint messages by signing up for feedback loops that are available at Yahoo, Hotmail, AOL, Comcast and other top ISPs. If you see a spike in complaints, your next step will be to figure out what has changed. New data source? Increased frequency? New mailing programs? This can be an easy metric to monitor, as there are a variety of free blacklist checkers on the market. If you are on a blacklist, review your mail server log files to see if you find a reference to that blacklist. If you find a lot of blocks notices that reference that blacklist, you'll know to start worrying.
  • So if deliverability is declining – you need to look at your lists. List churn is always a factor. Most senders struggle to find the optimal frequency for their subscribers. Obviously we’d all like to be at the “optimal freq” Contact centers are sometimes either too afraid or don’t have the technical ability to give this control to users. Inactive subscribers are a reality that all responsible email marketers need to contend with. However, marketers are understandably hesitant to purge those email addresses from their lists. The allure of having a sizable email list keeps some companies from cleaning out unresponsive subscribers - understandably, since these email addresses represent an investment. It costs money to build a list so the thought of "purging" some of those names seems foolish given the low incremental costs of sending an email and the idea that "someday they might open and purchase”. But it does cost money to send to inactive users. Add on the fact that ISPs are now considering engagement in their deliverability equations, so holding onto those names could put the entire program at risk. Win-back offers, surveys, new feature announcements, new content, and subject lines asking subscribers to verify their subscriptions can all be very effective.
  • Consider these: Vegetarians might not be interested in your recipe for chicken enchiladas. Customers in Wisconsin may be more interested in your winter clearance than your new spring styles in March and April. Airline passengers living nowhere near Chicago may not be interested in cheap flights out of O’Hare. Consider these: Customers who shop on double coupon days at their local grocery store want to take their emailed coupons with them. Customers who purchase only once or twice a year may not be interested in weekly updates Is that fish winking at me?* * I once received an email with an animated gif of a winking fish. I actually found it clever, not distracting, and very much in line with the brand’s tone.
  • The last piece of content has to do with the creative. Specifically images. And similar to SEO – something many companies miss. Let’s take a look at an example
  • Who turned off the images? I can’t see anything. Actually you can see something. It looks like they’ve put the title of the email in the alt text. And they want to make sure you can find them on Facebook. But look at the subject line. They want to correct an error in a phone number (presumably printed somewhere). That phone number is nowhere in this email. The recipient has to enable images to see it.
  • If you read the legal, you’ll see they do provide a number to call to unsubscribe, but they also suggest “click the link above” – not visible until images allowed. No one wants to lose subscribers, but don’t frustrate them further by making it difficult to impossible to unsubscribe.
  • The blue color makes me think these are links, but I still can’t click on any of the words to get to their web site. The alt text is descriptive enough, but I have to wonder what they’re sending me that’s this small. But when the images are turned on… The email is actually quite large, like a page out of a catalog, and it turns out there are actually 4 different links to click on. It’s beautiful now, but it wasn’t when we opened it, and it wasn’t very useful then, either.
  • Mobile Test Rendering Templates speed up the process of designing and putting together multiple emails throughout the year. A good idea is to have your template allow for different content based on your audience. Allow certain blocks in your template to remain constant (if needed), but allow other blocks to It is not uncommon, especially in newsletter applications and promotional email, to have content that is already available online. Many companies have identified ways to link email templates to already available content, shortening production and proofing cycle times. be dynamic based on segmentation of your audience.
  • . By featuring these Facebook winners in email, you get the dual benefits of additional incentives/rewards from Facebook contests while tangibly highlighting what your Facebook community is about to email subscribers. Email subscribers want exclusive benefits for their loyalty. By reserving certain benefits for email subscribers, you're increasing the value of your program to subscribers, and creating a motivation for others to subscribe. The viral nature of Facebook and Twitter make them ideal venues to promote these benefits. This tactic can drive incremental email impressions, often more than including "like" and "tweet" buttons in your emails. The key? A strong subject line. Just make sure to keep a close watch on frequency so you don't wear out your welcome with this tactic. The Nielsen Norman Group study found students were more likely to use "share this" links when they were prompted about the benefits. Use copy to prompt people. For example, "share this on Facebook and find out what your friends think about this product.“ Unfortunately, subscribers have been conditioned not to reply to commercial email messages, but they still have questions. Demonstrate your dedication to customer service by encouraging them to ask questions via Facebook and Twitter. If you're active in social media, you are constantly developing Q&A content; listening tools allow you to tell which ones are of interest to your audience. Including these is another win/win: providing valuable content for your email audience while highlighting the benefits of participating on Facebook and Twitter to your email subscribers. Twitter Followers on your email list demonstrate a different level of interest in your company. They appreciate the personal, insider perspective Twitter provides. Providing specialized content fuels this appetite while giving them even more to tweet.
  • This goes back to the referral component of growing your list. Is this email worth sharing? Would we share it with our own network? If your call to action is to enter a sweepstakes to win a grand prize of a million dollars, every person with whom a subscriber shares this is one more entry keeping that subscriber from winning. Does she want to share? If your call to action is to take a quiz or share the results of a quiz with friends, does your subscriber want to share? What if she made a perfect score—does she want to share? Are sharing buttons part of your regular template? What about for emails that contain sensitive or personal information? Should a user be able to share? When we said to the designer “put a Facebook button at the bottom”, what were we hoping subscribers would do? Visit our Facebook page? Share our a link to our email in their status updates? Become a fan of our brand? When customers “follow us on Twitter” like we ask them in every email, do they actually engage with us? When we ask customers to “share this on Facebook” what are they sharing? A web-hosted version of our newsletter? A one-line status update that restates our email’s main call to action?
  • In our last section I’ll show you where we find and report on that data.
  • In our last section I’ll show you where we find and report on that data.
  • So now we’ll take a final pause for questions
  • And here we are back at measurement
  • (RUN THRU BULLETS) And while I’ll show you how this is done in GA, the same principles should apply to whatever tool you’re using
  • So the first question to ask is – people come to my site, then what? Is it valuable traffic? Every site should have some sort of goal you want visitors to accomplish. And you can create a funnel to see where people fall out
  • So to build a funnel the first question is what do I want visitors to do. What is considered a conversion? Do I have a video I want them to watch? Or something to download?
  • Any one of these things could be used as a goal
  • Then you map out how visitors complete that goal – what’s the process they follow In this case once they click an ad they’re taken to a product landing page, you want them to put it in their cart and buy it – getting to the thank you page.
  • So in your Google Analytics profile, you Add a Goal, identify the goal page, and then identify the pages preceding it to create your funnel
  • And your funnel is implemented immediately – showing the complete follow thru as well as where people go when they leave – or sometimes where they come from if they enter at a later stage.
  • You can create up to 20 goals – in groups of 5 and I recommend making a couple different paths. Also, if your pages or process change – create a new goal. If you modify your existing goal you’ll want to note when it changed for a proper comparison. Using a new goal will keep your data clean
  • So earlier we talked about aligning landing pages to your keywords or paid search ads. But is the page performing as well as possible?
  • How do you increase engagement, get visitors to go deeper or complete a goal. You can test pages just like you would test multiple versions of a direct mail piece
  • What pages should you test? What pages are performing poorly? Do your paid search landing pages have high bounce rates?
  • Ideal pages to test have the following criteria
  • And you’re not limited to A/B testing 1 vs. the other, you can swap out multiple components creating large multi-variate tests, however I recommend keeping it within a manageable number of combinations. After all you might still be paying an agency for every creative iteration.
  • Google Website Optimizer (or GWO) makes this type of testing very easy. In this case – right now you could go to the URL here and you would see one of these 2 pages.
  • If you complete the form you’d end up here.
  • Setting up a test can get a little technical but you can actually get it started it and hand off programming to your web master after a few simple steps. (FOLLOW STEPS)
  • In this case I have the creative ready for an A/B test and am ready to proceed.
  • I name the experiment – I plug in the URLs of the page I want to be the control, then the test and finally the conversion page.
  • At this point I can either download the code or choose to send an email directly to my webmaster with a full set of instructions
  • Which look like this – even for a non-programmer as myself, I can follow where these pieces of code need to go.
  • And once that code is in place, you can validate and make sure Google sees it. If they don’t validate you know somethings not right before the test is launched.
  • And once it’s running – your reports will tell you which version is winning.
  • Or not. Maybe your differences weren’t significant enough, maybe you just need enough traffic to come thru. And This doesn’t just apply to site optimization anymore, there’s new software/services coming out that can do this same type of testing for emails – where you can set up your options, set percentages
  • Some final notes – what I consider the most important, is don’t just plan one test – plan a series. Be ready with your next test to run against the winning version.
  • Now let’s look at how you can drill down into specific traffic and how it performs on your site.
  • There’s a small button in GA that has some default segment. You can look at your traffic for specific groups – just your paid search traffic. Just new visitors, etc. But you can also define your own segment
  • In this example – Organic search traffic in Minneapolis/St. Paul. Or choose those email campaigns you created and used the URL Builder for. Or one of your offline campaigns
  • You can then select to view just that new segment or look at your segment vs. another – in this case Twin Cities Organic traffic vs. All traffic. Lower bounce rate, higher engagement in terms of time & page depth. You can also look at how this segment performs against goals.
  • Tracking Events
  • Measuring page views is great, but how do you track interactions with things that maybe don’t have a page ivew - flash elements, video interactions, clicks on outbound links, etc. and more
  • If you set up Event tracking on your site you can see how many interactions are occurring with the types of elements
  • To do this you first need to identify what you want to track, and enable Event Tracking in your profile. Then you create your Category – might be video views Events might be clicks, pauses, plays Label – the specific video being tracked
  • You can drill into categories, switch between actions & labels.
  • Lastly – after you’ve set up your goals, tracked events, etc. – you can put all this into a single dashboard
  • This information is easy to read, but what does it mean? Is this good? Bad? Average? Why not add the goals you created, compare it to a prior time period, and have it emailed to a select team.
  • Any report within GA can easily be added by selecting this little button. What’s on the page can then be dragged and dropped to place the chart/report where you want it on the page.
  • Here you can specify a time comparison or create the dashboard for a specific segment you’ve created.
  • You can then send the dashboard out in a variety of formats and on a weekly or monthly basis.
  • Slide 108 – tie money in all along. Weave in case studies. Increased traffic at steady conversion rate = X more people Paid search – tied directly to revenue (when adwords/ga linked) Case study/anecdotes – cpg client wanted to hit X revenue – did it for $60% of budget (spend to budget or to goal) Back to school sweeps – set goals for entries, allow to adjust campaigns as they go. Summarize each section, recap prev sections after break, note Content and where we are at each section What do I do now? Handout: - Top 5 take aways by section Questions for audience – applying the best practice to their own business Paid search – optimization may pay for the mgmt fee and your net budget is unchanged
  • Internally we originally came up with a list about 3 times as long – We’ve narrowed this to be the best ones for starting out. Insert questions slide – add slide about measuring

Online marketing best practices Presentation Transcript

  • 1. KC DM Days – Online Marketing Best Practices March 22 nd , 2011
  • 2. Contents
    • Three Deep Background
    • Setting up for Measurement
    • Organic Search
    • Paid Search
    • Email Marketing
    • Maximizing your Metrics
  • 3.
  • 4. Three Deep’s Key to Success
    • Invest 10% of your analytics budget in technology and 90% in people*
    • *Occam’s Razor by Avinash Kaushik, May 2006
  • 5. Three Deep Capabilities and Certifications
    • Over 30 person online marketing team (7 MBAs)
    • 10 person home improvement call center
      • Scripted using best practice methodologies
    • Manage $3+ million in paid search spending
    • Manage 30+ million consumer DB
    • 100 million emails forecasted for 2011
    • Fortune 100 and Home Improvement Top 100 Clients
    • 35+ years of home improvement experience
    • More opportunities to leverage additional services
    • Certified by Google to manage AdWords accounts and advertising spend
    • Exclusive Google certification for online analysis, just 1 of 40 US firms
    • Three Deep named the 9 th Best Place to Work Among Small Businesses in Minneapolis/St. Paul 2010
    • #1238 Fastest Growing Private Companies in America by Inc. Magazine 5000
    • Ranked #18 th Fastest Growing Company
    • in Twin Cities
  • 6. Three Deep National Brands
  • 7. Acknowledgements Jarad Collier Jeff Sauer Scott Pearson Alex Pokorny Diane Kulseth Jake Dietrich Greg Miller Brian Poe Mariona Belles Jobin Hume Jenny Nielson
  • 8. MEASUREMENT
  • 9. Start with Measurement
    • The foundation of any campaign is how you’re going to measure it afterwards
      • Easily overlooked
      • Requires up front consideration
    • Can be applied at multiple levels of a campaign depending on response mechanisms available
  • 10. Measurement Tools
    • Measurement is faster in the digital world
      • Ad serving tools
        • Adwords
        • DoubleClick
      • Web metrics applications
      • Social media tools
    • Can centralize a lot of this
  • 11. Measurement Tools
    • Utilize Google Analytics
      • Either as your primary site analytics or as a secondary source for redundant data
      • Other tools can be used that cost $$$ and are actually harder to use
    • Why Google Analtyics?
      • It’s Free
      • It’s Awesome
      • It’s Powerful
      • It’s on 50% of the world’s websites
  • 12. Measurement
    • Google Analytics has a tool to build tracking strings for your campaigns URL Builder: bit.ly/GAURLBuilder
  • 13. Measurement
    • Use a link shortener before posting:
      • Bit.ly
      • Goo.gl
    • Utilize a “Friendly URL” or PURL in your offline communications
      • Redirect the Friendly to the Tracking URL
    www.threedeepmarketing.com/compliance?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Twitterfeed&utm_content=Twitter http://bit.ly/aR39eQ = www.threedeepmarketing.com/kcdma?utm_source=KCDMA&utm_medium=socialmedia&utm_campaign=Speaking&utm_content=slideshow ThreeDeepMarketing.com/DMDays = ThreeDeepMarketing.com/DarrenSelberg
  • 14. Measurement
    • Utilize the link in your communication
  • 15.
    • View traffic from your campaign and drill down into the other variables
    Measurement
  • 16. Measurement
  • 17. SEARCH ENGINE MARKETING
  • 18. Search Is at the Center of Online Marketing User sent to website after clicking paid listing Display, rich media, and video ads build interest and awareness; users search for more info 67% of Internet users have gone online to search for a product advertised offline 89% of consumers research products online ; 63% purchase offline Offline Audio Print Mobile TV
    • Online Networks
    • Reaches 76% of U.S. Internet users monthly
    • 180B+ ad impressions monthly
    • Hundreds of thousands of advertisers and publishers
    • Target by site, category, keyword, geography, daypart
  • 19. Search Engine Optimization Organic Search Paid Search Paid Search
  • 20. Search Engine Optimization
    • So what is the value of being in the top listings? Consider:
      • Google’s Search Result page has 10 listings.
      • And this is where they eyes go:
  • 21. Organic Search Organic Search Results
  • 22. Organic Search
    • Value of SEO
    • Key Elements to start with
    • Local Search Optimization
    • Video Search Optimization
  • 23. Organic Search
    • Consumer searches for a phrase
    • Results displayed based on a complex algorithm of factors
    • Simpler way to consider it:
      • Relevancy – how well the site/page content matches the search term
      • Authority – how often is the site clicked on for this search term, how many links/clicks come into it on regular basis
    “ search term”
    • Results based on
    • Relevancy
    • Authority
  • 24. Organic Search
    • A practical example:
      • Using Golden Retriever: 550,000 searches a month
        • Position #1:  45.46% of all clicks : 249,150 a month in the US
        • Position #2:  15.69% of all clicks : 86,245
        • Position #3:  10.09% of all clicks : 55,495
        • Position #4:  5.49% of all clicks : 30,195
        • Position #5:  5.00% of all clicks : 27,150
        • Position #6:  3.94% of all clicks : 21,670
        • Position #7:  2.51% of all clicks : 13,805
        • Position #8:  2.94% of all clicks : 16,170
        • Position #9:  1.97% of all clicks : 10,835
        • Position #10:  2.71% of all clicks : 14,905
    • Total: 95.91% of all clicks occur on Page #1 of SERPs (527,505 of 550,000)
  • 25. Organic Search
    • So what is the value of being in the top listings? Consider:
      • 1% of all Golden Retriever visitors “convert” by signing up for a newsletter
      • Lifetime value of a customer: $25.00
      • # 1 Ranking: 249,150 * 1% = 2,491 sign ups
      • #2 Ranking: 86,245 *1% = 862 signups
    • Difference in Lifetime value of those visitors = $42,275.00
  • 26. Organic Search
    • So where do I start?
      • Page titles
      • Keywords in the URL/Page name
      • Alt Tags
      • Anchor Text
  • 27. Organic Search
    • Page Title: A clear way to define what a page is about
      • Meta Titles (Title tags)
        • The title of the page that is normally used by search engines as part of the snippet (the short description after a link).
      • Meta Description: A short description of the page that is normally used by search engines as the snippet (the short description after a link).
        • This is not primarily for SEO benefit, it’s purpose is to be click enticing.
  • 28. Organic Search
    • Use Keyword Tools to determine what the title, description and content should contain.
      • The keyword suggestion tool from Google Adwords for general searching
    • Use single words in order of popularity with thought to relevancy.
  • 29. Organic Search
    • Identifying the most commonly used search terms and incorporating them in both Title & Description yields better results
      • A search for “Cane Sugar” yields:
      • Bold text is what was searched - found in the title, description & URL - drawing the eye to the link
  • 30. Organic Search
    • Include the Keyword in URL or Page.
    • Let’s take an example: www.site.com/dogs or www.site.com/dogs/golden-retriever
      • Suggests that Golden Retrievers fit under the category of Dogs.
      • This creates a relationship to my site
        • has content about dogs, and Golden Retrievers.
      • Google’s algorithm is a program
        • understands basic relationships based on the information it finds.
        • creates a relationship to my site of dogs and golden retrievers, which are somehow related to the word ‘dogs’.
    Title URL/Page name
  • 31.
    • Using Alt Tags for Images
      • A search engine sends out crawlers
        • Crawlers are programs designed to read all the code in a website and follow the links. They crawl the page.
      • Images are mostly unreadable to the crawlers (read only Text)
        • Crawlers are very basic, they can’t search, select buttons or anything else. Just read code and follow links.
      • Adding an alt tag along with the image in your site code allows it to be found
    Organic Search Poker
  • 32. Organic Search
    • Avoid using Frames (Why Flash is bad)
    What your site looks like What Google sees
  • 33. Organic Search
    • Anchor Text
      • Link from site A to site B with the linked text of Keyword .
      • Gives added “weight” to Google’s measure of Authority
      • Indexes the Keyword as being associated with the site
    What Google Sees www.alex-pets.com www.dogs.com dog site
  • 34. Strongest Page Example
    • Strongest Page Example
      • Exact Match Domain www.keyboards.com
      • Linked from www.computer-parts.com as keyboards
      • Page title is Keyboards
      • On the page is an image, with the proper alt tag.
    Keyboards
  • 35.
    • Build Links to your site to improve page ranks
      • Utilize internal linking and keyword usage in URLs
    Organic Search
  • 36.
    • Build Links to your site to improve page ranks
      • Post/Submit links to relevant Authority sites
      • Submit content to Article submission sites
        • Ehow
        • Squidoo
        • eZine
      • Place links on other owned properties
      • Link baiting (writing articles that invite review or posts/discussion)
    Organic Search
  • 37.
    • Check depth of the website - each page should be possible to find within 3-4 clicks from the homepage.
      • Hub Pages and other category pages can help reduce the depth, assisting in both the user experience and the ability for a search engine to index all pages.
    Organic Search Home Page Articles Products Resources Product Family Product Family Article 2 Article 1 Product 2 Product 1
  • 38. Organic Search
    • Value of SEO
    • Key Elements to start with
    • Local Search Optimization
    • Video Search Optimization
  • 39. Local Search Optimization
    • Local search is increasing in prominence
      • 86% of consumers go to the Internet as their first choice when searching for local businesses .*
    • Useful for Retail & Service companies
    *Web Traffic Partners Jan. 2011
  • 40. Local Search Optimization
  • 41. Local Search Optimization
    • Optimize for Mobile Search
  • 42.
    • Claim ownership of business listings
    • Create unique Google Places Pages for all locations
    • Get reviews in Google Places
    • Optimize for local keywords and service descriptions
    Local Search Optimization
  • 43. Organic Search
    • Value of SEO
    • Key Elements to start with
    • Local Search Optimization
    • Video Search Optimization
    YouTube is the 2nd largest search engine, representing over 25% of U.S. Google site searches* *ComScore, Dec. 2008
  • 44. Video Search Optimization
  • 45. Video Search Optimization
    • Video results are shown in Google BEFORE the 1 st Organic result
    First Video Result First Organic Result
  • 46. Video Search Optimization
    • How can I get my video to show up in a search?
      • Video Sitemaps or MRSS (Media Really Simple Syndication)
        • Crawlers cannot read the videos without a sitemap and specific required code
          • Title
          • Description
        • YouTube will create the sitemap during upload
      • Use Closed Captioning on the video
        • Google will index closed caption text.
        • YouTube CC can be created after the video is posted.
        • YouTube offers a free auto closed caption tool
          • However the CC it creates has to be edited by hand
          • And if it fails, it cannot be run twice (as of Sept ’10)
        • Other CC creators are available online.
  • 47. Video Search Optimization
    • YouTube has an unusual search algorithm.
      • Based on single words and the order of the tags (and title) is extremely important.
      • Start with the popular single term, and then define the search down to the specific phraseTitles & Tags – Examples:
        • Not optimized:
          • infant formula, infant powder concentrate, infant feeding
        • Optimized:  
          • infant, formula, feeding, powder, concentrate.
    • If your tagging is out of order, you won’t show up.
      • ‘ Gerber feeding for infants’ wouldn’t work as well.
    Popular term Moderate term/Branded term Unpopular term
  • 48. Video Search Optimization
    • Hosted
    • Good for monetization and traffic to websites
    • Benefits:
    • Control over analytics, monetization, UI, branding.
    • Control over exposure to related videos
    • Distributed
    • Good for branding and generating views
    • YouTube optimization is key (largest video site)
    • Benefits:
    • Leverage authority
    • Leverage community/audience
    • Host site in charge of technical maintenance
  • 49. Video Search Optimization
    • Resources
      • Creating a video sitemap:
        • http://www.google.com/support/webmasters/bin/answer.py?answer=80472
      • MRSS (Media Really Simple Syndication)
        • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=183265
        • Where to submit the MRSS: http://www.reelseo.com/submit-videos-rss-mrss/
  • 50. Search Measurement
    • So how do I know if my efforts have worked
      • Rank Checker tools (Google’s WebMaster tools)
  • 51. Search Measurement
    • So how do I know if my efforts have worked
      • Pre/Post metrics for top landing pages (or those pages optimized)
        • Increase in page views
        • Decrease in bounce rates
  • 52. Search Measurement
    • So how do I know if my efforts have worked
      • Pre/Post metrics for non-paid keywords
  • 53. Questions/Break
  • 54. SEARCH ENGINE MARKETING
  • 55. Paid Search
  • 56. Paid Search
    • Why should I use it?
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Utilize Extensions
    • Budget Management
    • Linking to Analytics
  • 57. Paid Search
    • U.S. online ads spending will reach $25.1 billion this year, with search being the single biggest category and social media marketing taking over from display media, according to eMarketer's latest report.
    • eMarketer's study expects the Internet to account for 15.1% of total media spending in 2011 and over 20% by 2014.
    • The firm sees search accounting for $12.7 billion, or nearly half, of overall advertising budgets in 2011.
    Source: eMarketer, Nov 2010 Billions and % change
  • 58. Paid Search Direct Sales Product Launch Lead Generation PR Top of mind searches Branding Brand Protection Media Support Product Association Viral Launch Pad Holidays Seasonal Tool Launch Special Occasions / Events
  • 59. Paid Search
    • Success is ultimately driven by generating more efficient clicks
      • More clicks at lower cost per click
    • Ad position in the search results drives response (depends on certain factors)
      • Bid amount
      • Daily budget
      • Relevance of the ad to the keyword
      • Quality score
        • Clickthrough Rate
        • Relevancy
        • Landing Page quality.
  • 60. Paid Search
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Budget Management
    • Linking to Analytics
  • 61. Paid Search
    • Structure your campaigns around the site content, goals, main areas of focus or geo-targeted locations
    • Use Keyword Tools to determine what the title, description and content should contain.
  • 62. Paid Search
    • Utilize Google Trends to identify patterns in seasonality or geography
  • 63. Paid Search
  • 64. Paid Search
    • Build out granular adgroup themes to be as specific as possible
    Broad Targeting Specific Targeting
  • 65. Paid Search
    • Use only a small handful of keywords per adgroup
    • Include Brand name in keywords
      • Bidding on your brand gives you more exposure
      • Protects your brand reputation
      • Gets people deeper into your site
      • Makes the search experience easier for the user
  • 66. Paid Search
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Budget Management
    • Linking to Analytics
  • 67. Paid Search
    • Write ads utilizing the keywords within the adgroups
  • 68. Paid Search
    • Test ads to achieve higher conversion rates
    Conversion Rate: 1.80% Conversion Rate: 3.12% 73% increase
  • 69. Paid Search
    • Utlize Ad Extenstions
      • User differentiation in ads to stand out
    Google Product Search Integration Google Checkout Badges Location Extensions Reviews and Ratings extensions Product listing ads Sitelinks in Ads
  • 70. Paid Search
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Budget Management
    • Linking to Analytics
  • 71. Paid Search
    • Direct ads to specific landing pages built out around each adgroup or theme
  • 72. Paid Search
    • What not to do
  • 73. Paid Search
    • Landing Page aligned
  • 74. Paid Search
    • Proper alignment
  • 75. Paid Search
    • Test your destination pages
      • Tool available within Adwords
    Control Experiment
  • 76.
    • Keywords in Ad Group split between destinations
    Paid Search
  • 77.
    • Ads split between Test & Control pages
    Paid Search
  • 78. Paid Search
    • Evaluate results and roll out to all impressions
    Control – 4% Conversion Experiment – 8% Conversion
  • 79. Paid Search
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Utilize Extensions
    • Budget Management
    • Linking to Analytics
  • 80. Paid Search
    • Manage your budgets closely
      • Daily monitoring of costs and campaign performance
      • Raising/lowering bids to optimize ad groups
  • 81. Paid Search
    • Manage your budgets closely
      • Set rules to control budget
  • 82. Paid Search
    • Manage your budgets closely
      • Implement cost per acquisition pricing model
  • 83. Paid Search
    • Campaign Structure
    • Writing/Testing Ads
    • Landing Pages
    • Budget Management
    • Linking to Analytics
  • 84. Paid Search
    • So how do I take my Paid search measurement to the next level?
    • Link Adwords to Analytics
  • 85. Paid Search
    • Integrate standard AdWords metrics into the Google Analytics interface, including: Clicks, Impressions, Costs and ROI
      • No need to build in tracking to URLs (automated via Google)
      • Can hold your AdWords keywords to a greater level of accountability
      • Allow you to increase conversion rates and lower expenses based on site metrics – not just click data
      • Enable you to tightly control your ad budget by only bidding on keywords that produce positive ROI
  • 86. Paid Search
  • 87. Paid Search
    • AdWords reporting provides standard analytics metrics at a campaign, ad group, and keyword level
    • (Traffic Sources > AdWords > Campaigns)
  • 88. Paid Search
    • It also brings in your Adwords data (cost, impressions, clicks) in order to conduct deeper analysis on conversions, costs per conversion, etc.
  • 89. Paid Search
    • Day Part reports shows AdWords performance based on the time of day.
    • (Traffic Sources > AdWords > Day Parts)
  • 90. Paid Search
    • Position Analysis in Google Analytics
      • Keyword Position report gives insight into how keywords perform at different ad positions on the search engine results pages
    • (Traffic Sources > AdWords > Keyword Positions)
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • 91. Paid Search
    • Results?
      • Lowering the average cost per click while increasing the Click Thru Rate by optimizing the ad copy
      • Lowering Cost Per Acquisition while increasing total acquisitions by managing the budget based on conversions
    Avg. Cost per Click vs. Click Thru Rate
  • 92. Questions/Break
  • 93. EMAIL MARKETING
  • 94. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 95. Email Compliance
    • CAN-SPAM – These laws promised to provide remedies against annoying and unsolicited bulk email known as “spam”. Major rules include:
      • Header information (identifiers such as To, From, IP Address):
        • must not be materially false or materially misleading;
      • Subject line:
        • must not mislead the recipient about a material fact regarding the email’s contents or subject matter;
      • Return email address:
        • must contain a functioning email address that the recipient can use to request no further messages;
      • Contents:
        • the email must (i) clearly and conspicuously identify that it is an ad, (ii) provide clear and conspicuous notice the recipient may unsubscribe for additional emails, and (iii) contain a valid postal address for the sender (may include a valid post office or private mailbox address).
      • Requests to unsubscribe:
        • if a recipient requests unsubscribe from receiving additional emails, emails matching the unsubscribe request must be honored within 10 days with a mechanism that is available from a single web page and that operates with a single click;
  • 96. Email Compliance
    • Internal Opt-in Policies
      • Signup Disclosure – Focus on aligning user expectations with the communications you plan to send.
      • Avoid user error – Utilize data collection tools that build in redundant data entry
      • Go opt-in, not opt-out – Avoid pre-checked boxes
      • Double opt-in - Explicitly requesting a user to confirm the email address to be his/her own.
        • Typically by using an automatic confirmation email sent immediately on submission
      • Use Simple Contact Options
    • Privacy Policies
      • Do not send key personal information by email
      • Explain what the information collected is used for, and who else will be using it
      • Explain how long the information is stored
  • 97. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 98. Building & Growing Your Lists
    • Convert offline consumers to online-
      • Add consumers by advertising in the organization’s web site or print publication.
      • Sponsor an event
      • Send a hard copy postcard
    • Invite readers to help
      • Include words like “Please Forward Newsletter” in the subject lines
      • Or use Referral links where consumers can sign up friends
      • Run a contest. Let your contacts know that they will get one entry in a drawing for each person they refer to your list.
    • Co-registration
      • Providing a form hosted on a reputable 3 rd party site
    • List rentals
      • Renting lists from questionable sources who claim (but can’t prove) that list members have opted in only builds your list in the short term. In the longer term, it’s actually a great way to get flagged as a spammer.
  • 99. Building & Growing Your Lists
    • Utilize a preference center
      • Online area allowing subscribers to change their email address or contact information, update their preferences, or select which list they want to subscribe to or unsubscribe from.
      • Benefits include:
        • Retention – Unsatisfied subscribers may choose to update preferences vs. unsubscribing
        • Strengthening the Relationship - Focusing on the preferences and needs of your subscribers builds confidence and trust. It tells subscribers that you’re serious about meeting their needs.
        • Reduce Undeliverables - 1/3 of email addresses change each year. Inviting subscribers periodically to update their personal information can ensure that your mailing list is up-to-date.
          • www.freshaddress.com – realitime verification & ECOA
        • Improve Segmentation - Accurate, detailed data will allow you to produce more targeted and customized emails, providing higher value to the subscriber.
  • 100. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 101. Ensuring Deliverability
    • I have a large list and Open/Click thru rates are high – why worry about deliverability
      • Higher deliverability means less chance of spam blocking
      • Results (from testing, etc.) are more relevant/accurate if your list is clean
    • What happens if I keep sending undeliverable email?
      • You get blocked
        • Messages end up in junk folders
        • Senders get blacklisted
        • Can be fined – up to $millions
  • 102. Ensuring Deliverability
    • Review "delivered" rates trends
      • Rate of acceptance
      • Unknown-user rate
        • High unknown-user rate (in excess of 5%) is frequently correlated with deliverability issues.
    • Use a seed list
      • With addresses from various email clients. i.e. outlook, Hotmail, Gmail, Yahoo, Aol, etc.
      • Are messages placed in a bulk mail folder or discarded after acceptance?
    • Review trends in open and click rates by receiving domain
    • Review your content
      • There are many systems that filter based on content.
    • Sender Reputation - “credit score” for email broadcasters informed by a range of factors , based on IP Address
      • Volume of email sent, number of bounce‐backs generated, and the number of spam complaint notifications that they receive.
      • www.senderscore.org
  • 103. Ensuring Deliverability
    • Clean your list regularly, honor unsubscribe and SPAM feedback promptly
      • Review the overall trend of number of messages when a subscriber hits the "report spam" button relative to the number of messages accepted for delivery at that domain.
    • Monitor feedback loops at ISPs like AOL
    • Check Blacklists
      • Pivotal Veracity
    • Avoid SPAM traps
      • Best sources are Microsoft's SNDS service and Sender Score (www.senderscore.org).
  • 104. Ensuring Deliverability
    • Address List Decay (Active and Inactive List)
      • Keep updating your distribution lists to handle inactive users, bounces, and spam complaints.
      • Establish Internal Frequency Policies
        • Shift control from list level to user engagement levels.
        • Set frequency based on where users are in their lifecycle.
          • If they are actively responding to your communications, then it is likely they are happy with the frequency and content.
          • If they are not responding to your communication, then allocate more resources to improving your content and making it more relevant.
      • Segment out your inactives
        • Place these subscribers on a separate list that can be tracked easily when sending your emails.
      • Attempt to re-engage.
        • Do something out of the ordinary
        • Acknowledge that subscribers are not engaged
        • Get them to click -- learn why they haven't been engaged
          • place the subscribers that engage back on your "active" list
      • Purge non-responders
        • Don't purge after your first attempt to re-engage subscribers.
        • Reduces cost.
        • Reduces chances of blacklisting
          • ISPs are now considering engagement in their deliverability equations
  • 105. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 106. Content
    • Keep it relevant
      • Know who’s on your lists.
        • Ask your subscribers to provide relevant personal information and provide them with the regular opportunity to update it.
        • Know when they want to hear from you
      • Allow your subscribers to tell you when they want to hear from you, and what types of communications they want to receive.
      • TIMING
        • Blast vs. Triggered or activity based (consumer timetable vs. marketing timetable)
    • Keep it Fresh
      • Designs should be helpful & complimentary to content
      • Incorporate novelty only when it strengthens your message
      • Key Questions:
        • Is “click here” a compelling call to action? Have our customers become so used to seeing it they tune it out? Does it make our emails look spammy?
        • Do our customers want to see animated gifs in every email? How can we use them to enhance content without being a distraction?
        • Horizontal scrolling allows you to utilize a different design, but does it work on mobile? And are customers used to scrolling all the way to the right to find your content?
  • 107. Content
    • Rendering images can be a key driver to dissatisfaction
    • Verify that key information, links, etc. is visible in all formats
      • Always assign height and width dimensions to them and when necessary fill them with alt text.
      • Use ALT TEXT to your advantage and make sure links are clickable even when images are turned off.
    • For some types of communications, a plain-text message works best. It puts the most relevant information in front of the recipient in a convenient way.
  • 108. Content
    • What not to do - #1
      • Key message is about a toll free number correction
      • Number is not visible with images disabled
  • 109. Content
    • What not to do - #2
      • Legal copy identifies unsubscribe process but no link is visible
  • 110. Content
    • What not to do - #3
      • Good alt-text but blue text appears “clickable” and is not
  • 111. Content
    • What to Do
    No images Images Enabled
  • 112. Content
    • Design for everyone
      • Mobile device usage increasing*
        • 85% of smartphone users check their email on their smartphones
        • 82% actually read their email on their smartphone. - 
      • Make your template flexible so it can be used over a variety of clients and look good.
    • Test email rending over a variety of platforms before a single customer sees your email. Some useful tools:
      • Pivotal Veracity
      • Return Path
      • Litmus
    • Utilize Templates
      • Improves speed
        • Allows for quicker design for multiple emails
        • Can interchange parts, without completely redesigning emails
      • Can enable Dynamic Content
        • Useful for segmentation
      • Integrates with Web content and content management systems
        • Reduce proofing time
    *ExactTarget (2009) 
  • 113. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 114. Integration with Social Meda
    • Utilize Social Media to grow your lists
      • Collect email address at the point of conversion when consumers link from Facebook and Twitter
        • Facebook Connect
      • Feature winners of Facebook competitions in your email newsletter
      • Promote exclusive deals available only to email subscribers on Facebook and Twitter.
      • Post links to Web versions of your best emails on Facebook and Twitter.
      • Include "like" buttons in email newsletters and promotions, but give customers a reason to use them.
      • Encourage email subscribers to post questions on Facebook and/or Twitter.
      • Include questions posted on Twitter and Facebook in your email and answer them.
      • Create an email segment containing Twitter Followers and send them additional "insider information" through email.
  • 115. Integration with Social Media
    • Allow for sharing of your email content where appropriate
      • The ability to share is everywhere
      • “ Like” & “Share this” buttons
    • Use Sharing as part of communication strategy vs. just a creative element
      • Consider your content, programming capabilities, and goals before adding sharing icons to your messages.
        • Is the content something the recipient will want to share?
        • Can we capture information and metrics on forwarded emails?
        • Once shared, what do we want the referees to do?
        • Why are we asking customers to share this?
  • 116. Email Marketing
    • Email Compliance
    • List Management
    • Deliverability
    • Content
    • Integration with Social Media
    • Testing
    *Epsilon Q42010 Email Trends & Benchmarks March2011
  • 117. Testing
    • Testing is so easy with email that it should be done with almost every email.
      • Subject lines
      • Images/content
      • Offers
      • Segmentation
      • Dynamic content vs. Static content
    • Measure thru multiple tools
      • Open & Click data from the email server
      • Response & visit data thru campaign tracking on the site
        • Using those tracking URLs
        • www.mysite.com?utm_source=testlist&utm_medium=email&&utm_content=versionA&utm_campaign=Acquisition
  • 118. Testing
    • Email data in Google Analytics
  • 119. Email Marketing
    • Resources
      • Sender Reputation:
        • https://www.senderscore.org/
      • Major Spammers
        • http://www.spamhaus.org/rokso/
  • 120. Questions/Break
  • 121. MEASUREMENT
    • Part 2
  • 122. Measurement
    • How can I measure all this improved traffic?
      • You’ve already:
        • Created tracking links to identify visits, etc. from campaigns
        • Linked Adwords to Analytics
      • Up Next:
        • Setting up Goals & Funnels
        • Use GWO to optimize landing pages
        • Segment Traffic
        • Track Events
        • Customize Your Dashboards
  • 123. Goals & Goal Funnels
    • What is the value of my Website?
    • Goals can:
      • Determine where visitors drop off on your site
      • Help you establish value for actions taken on your website
      • Allow you to report on the performance of each individual traffic driver to your site
      • Enable you to report on engagement metrics like time on site and total page views
  • 124. Goals & Goal Funnels
    • Determine Your Goals
    • Examples of common website goals include:
      • Ecommerce Transactions
      • Completion of a form (lead collection or newsletter opt-ins)
      • Visitors downloading a whitepaper or product brochure
      • Visitor engagement (blog comment, adding or editing a profile, time-on-site, pageviews)
  • 125. Goals & Goal Funnels
    • Step 1: Decide What to Measure
    Tool Usage Site Registration Sweepstakes Entry Time Spent on Site Page Views Product Locator Usage
  • 126. Goals & Goal Funnels
    • Step 2: Map Conversion Process
      • Determine your path to success; your goal funnel
      • Make sure that each URL in the funnel is unique
    Paid Search Ad We are offering 50% off on our site! Take a look! www.ourcompany.com Thank you!
  • 127. Goals & Goal Funnels
    • Step 3: Configure Goals and Funnels
    Registration Conversion
  • 128. Goals & Goal Funnels
    • Step 4: See Results
    Visitors entering funnel step Visitors abandoning funnel step Where did they go? Why did they leave?
  • 129. Goals & Goal Funnels
    • There is more than one path to success for your website!
      • You can report on up to 20 specific actions
  • 130. Measurement
    • Setting up Goals & Funnels
    • Use GWO to optimize landing pages
    • Segment Traffic
    • Track Events
    • Customize Your Dashboards
  • 131. Page Optimization
    • Now that you’re driving traffic to the site:
      • How do you increase engagement/activity?
      • How do you prove your creative recommendation?
    • A/B & Multivariate testing of your pages
  • 132. Page Optimization
    • Where do I start? (what pages should I test)
      • Top Content
      • Top Landing Pages
      • First pages in any funnel/goal process
  • 133. Page Optimization
    • What should I consider?
      • Pages should be focused on achieving a specific conversion goal
      • Traffic to page is controlled
        • Typically via lead generation tactics
      • Changes to page elements will not effect the entire site
      • Can live in a subdomain structure
        • subdomain.domain.com
  • 134. Page Optimization
    • What can I test?
      • Pretty much everything:
  • 135.
    • Preferred Tool: Google Website Optimizer
      • Relatively quick turn around for experiments
      • User friendly interface
    Page Optimization www.threedeepmarketing.com/kcdma
  • 136. Page Optimization
  • 137. Page Optimization Make sure the right account is selected from your analytics sites
  • 138. Page Optimization
  • 139. Page Optimization KCDMA 1 KCDMA 2 Thank you Page
  • 140. Page Optimization
  • 141. Page Optimization
  • 142. Page Optimization
  • 143. Page Optimization
    • Reports show winning page/combination based on statistical significance
  • 144. Page Optimization
    • Or results that are, as of yet, inconclusive
  • 145. Page Optimization
    • Considerations
      • DOES NOT typically include major changes to site wide topology
        • Navigation
        • Page layouts
      • Lives in the same domain structure
        • www.domain.com
      • The experiment is central to the process
        • Creative supports the experiment not the other way around
      • Should be considered an ongoing process of experiments vs. a single project
  • 146. Measurement
    • Setting up Goals & Funnels
    • Use GWO to optimize landing pages
    • Segment Traffic
    • Track Events
    • Customize Your Dashboards
  • 147.
    • When I look at the reports for my website, the numbers rarely change and I wouldn’t know what to do with it if they did
    • Step 1 – Create an Advanced Segment
    Segment Traffic
  • 148. Segment Traffic
    • Step 2: Enter Segment Criteria
  • 149. Segment Traffic
    • Step 3 - Apply Advanced Segments to Reports
      • Enable you to provide true insights instead of presenting data
      • Increase your chances of finding information that will genuinely impact your business
      • Allow you to drill down and go three levels deep
  • 150. Measurement
    • Setting up Goals & Funnels
    • Use GWO to optimize landing pages
    • Segment Traffic
    • Track Events
    • Customize Your Dashboards
  • 151. Event Tracking
    • Event Tracking is used to track events that cannot be tracked by the standard page view method of tracking
    • Examples of Event Tracking use cases include:
      • Items within a Flash element
      • AJAX or JavaScript functionality
      • PDF or other file downloads
    Who interacted with this flash movie?
  • 152. Event Tracking
    • Configuring event tracking will:
      • Allow you to track events that happen on your site that don’t generate pageviews, like in Flash movies
      • Give insight into who left your site to external websites
      • Allow you to report on downloads of content from your site, like PDF files
      • Enable tracking of video views, plays, pauses and more
    Comprehensive guide to event tracking: bit.ly/GAEventTracking
  • 153. Event Tracking
    • Step 1: Plan Event Tracking Strategy
      • Define the events you want to track
        • Category: The broad grouping of events of a like nature
        • Action: the action you want to measure
        • Label: the specific item tied to the action
  • 154. Event Tracking
    • Step 2: Configure the code
      • For each event you’d like to track, add the following code:
      • <a href=&quot;http://www.facebook.com/threedeepmarketing&quot; onClick=&quot;pageTracker._trackEvent(‘Social Links', 'Click', 'Facebook');&quot;>Check us out on Facebook</a>
  • 155. Event Tracking
    • Look at results by:
      • Category
      • Action
      • Label
  • 156. Measurement
    • Setting up Goals & Funnels
    • Use GWO to optimize landing pages
    • Segment Traffic
    • Track Events
    • Customize Your Dashboards
  • 157. Build Custom Dashboards
    • Customizing your dashboard will:
      • Provide you a quick overview of the performance of the metrics most important to your business
      • Can provide comparisons to performance in previous days, weeks, months
      • Can be emailed to you daily, weekly, monthly and quarterly
      • Allows for flexibility as your business grows and changes
    Typical Dashboard View
  • 158. Build Custom Dashboards
    • Step 1: Add Reports to Dashboard
      • You can add any report or views to your custom dashboard!
  • 159. Build Custom Dashboards
    • Step 2 (optional): Add extra elements
      • Compare to PastAdd the “Compare to Past” feature for your analytics to provide greater depth to your reports
      • Apply advanced segments
      • Report on goals or add e-commerce revenue
  • 160. Customized Dashboard View Discover if revenue is increasing and when orders are most likely to be placed Compare last month’s analytics with current to determine growth and change See where sales are coming from and how your sales conversions are performing
  • 161. Build Custom Dashboards
    • Step 3: Email Dashboards
      • Once your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inbox
    Send as often as needed Send as PDF to Individuals, Other Formats for automation
  • 162. FINAL QUESTIONS
  • 163. Thank You Twitter : threedeep Facebook .com/threedeepmarketing Blog :threedeepmarketing.com/ madanalyst Darren Selberg Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 [email_address] 651-789-7717
  • 164. BONUS SECTION
    • Additional tips & considerations for your reading pleasure
  • 165. Thought Leaders to Follow
    • Matt Cuts
    • Official Google Webmasters Blog
    • searchengineland.com
    • reelseo.com
    • SEOmoz.org
    • Vertical Leap
    • SEO Book
    • Search Engine Journal
  • 166. Paid Search 101
    • How does paid search work?  Do I pay for keywords?  Clicks?  What exactly happens?
      • Paid search works on an auction based system:
        • Paid search bids on keywords entered into the search engine. 
        • Advertisers pay for clicks on the ads that drive to their website. 
      • When someone searches for that keyword, the ad may show up in any of the sponsored search positions, or sometimes not at all. 
    • Why is my ad not in the #1 position every time I search?
      • There are many reasons why your ad may not be in the #1 position for a given search result.  The most common reasons are
        • The bid is too low
        • Poor quality score
        • Lack of relevancy
        • The daily budget for clicks has been spent
        • The position of your ad is dependent on something called Ad Rank.  The Ad Rank formula is defined as:
    Complete formula here: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6111
  • 167. Paid Search 101
    • What is Max CPC?
      • Maximum CPC is simply the maximum amount of money that you are willing to pay for a click.   
      • There is a difference between your Max CPC and your Actual CPC, and it is based on your Ad Rank. 
        • AdWords automatically gives you the lowest possible actual cost per click needed to maintain your ad’s position. 
    • How many keywords should we be bidding on?
      • This number will vary depending on the scope of your campaigns. 
      • Generally, the more keywords you bid on, the more segmented your campaigns will be and the lower your cost per click. 
        • This is due to segmentation lowering cost per click due to increased relevancy of ads. 
      • We recommend starting with a manageable list of keywords and then expanding the list after looking at reports of who actually converted on each keyword.
  • 168. Paid Search 101
    • What is a conversion?
      • A conversion occurs any time a visitors takes a favorable action on your website. 
        • Coupon prints
        • Registrations
        • Store locator usage
        • Time on site
        • Pageviews and more
    • Why don’t I see my ads when I search for X keyword?
      • There may be several reasons, including:
        • The daily budget limit has been reached and ads will not display until it refreshes the next day
        • Campaigns may not be currently are bidding on this keyword
        • The keyword may have been paused due to poor performance
        • The keyword may have a low quality score that prevents them from being displayed
    • How do I create ads?  How big should they be?
      • Ads are generally created by your search agency after interviewing your team to understand your objectives.  Ad formats are defined as follows:
        • Headline: 25 Characters Max
        • Description Line 1: 35 Characters Max
        • Description Line 2: 35 Characters Max
        • Destination URL: 35 Characters Max Key
  • 169. Paid Search 101
    • What is the best way to handle Trademarks in my ads?
      • Adding trademarks in ads may be necessary to maintain brand integrity and at times can increase CTR on ads.  Other times, they cause us to go over character limits in our ads, lower relevancy and lower click thru rates. 
      • The best way to test how trademarks affect brands would be to test ads with trademarks vs. ads without them (if this is allowed) and then use the best performing ad for future campaigns. 
    • How much should I budget for my campaigns?
      • Budgeting campaigns will generally come down to your objectives and the size of the market being targeted.  Most search engines have poor tools for projecting how much can be spent in advertising, so we recommend starting with a small campaign that can run for 15-30 days and then basing the future budget on the results from this test.  This allows for accurate projections, and also helps the account establish quality scores with the search engines.
  • 170. Should I manage my own Paid Search
    • Use an outside resource
    • Shared Leanings – One view of enterprise Performance
    • Improved Projections
    • No Cannibalization
    • Lowered and Optimized Spend
    • Experienced and Dedicated Team
    • Fast Turnaround
    • Innovative Ideas and Techniques
    • Best Practices Implementation
    • Internal Management
    • Gain experience in-house
    • No intermediaries
    • Appropriate for small campaigns with a very limited keyword list or when the products or services are available in a very limited geographical area
  • 171. Further Customization of Google Analytics
    • Filter out internal traffic/unwanted IPs
    • Create page names that are readily identifiable in reports
  • 172. Filter Internal Traffic
    • Is this really an accurate visitor count?
      • Problem: Everybody in our company uses our corporate website as their homepage and I’m not sure if our traffic reports are accurate
  • 173. Filter Internal Traffic
    • Step 1: Find your IP address
      • Whatismyip.com
    • Step 2: Filter out IP address
    86.75.30.909
  • 174. Filter Internal Traffic CompanyNo-Block.com Company-Block.com Choose the profile you want this filter for Company-block.com
    • Step 2: Filter out IP address
  • 175. Filter Internal Traffic
    • See exactly who visited your site
    • Make reporting more actionable by showing a true picture of what happened on your site
    • Bring the best metrics to the forefront and keep reporting on track
  • 176. Create User Friendly Page Names
    • Problem: Dynamic URLs don’t make any sense when they show up in my Analytics reports and it makes it really hard to do
      • These all look the same, I have no idea which page is which?
  • 177. Create User Friendly Page Names
    • Your Site should have a URL structure that reflects the pages, not query string ID's
      • www.example.com/Products/Product.aspx?ProductId=46116ccf-816b-4c09-a7e0-1b3oc1aech
      • www.example.com /Total-Stage/Preschooler/Education-Materials.aspx
    • Which is easier to read? Which URL would be easier to identify in Google Analytics?
  • 178. Create User Friendly Page Names
    • There are many ways to fix your URLs
      • Change URL structure in your CMS
      • Custom Page Names (using pageTracker._trackPageview(“fixed url&quot;); )
      • Friendly URL rewrites (.htaccess for Linux servers, IIS for Windows servers)
  • 179. Create User Friendly Page Names
    • I know exactly which page I am analyzing now
  • 180. Create User Friendly Page Names
    • Making your URLs easy to read will:
      • Make page level analysis much easier and effective
      • Help with Organic SEO (search engines don’t like to read dynamic URLs either!)
      • Minimize opportunity for errors in analysis
      • Allow for better grouping of pages in custom reporting