Next level ppc and seo with google analytics

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  • Next level ppc and seo with google analytics

    1. 1. • Visit www.HeroConf.com for The presentation will beginmore information shortly! • Interested in attending? Contact Kayla at: kayla.kurtz@hanapinmarketing.comVisit www.HeroConf.com for more information!
    2. 2. Main Topics:① How do PPC & SEO use Analytics for reporting?① Where can I find the most targeted and segmented SEO or PPC data in Analytics, in order to properly analyze performance? Have questions throughout the webinar? Use #ppcseo on Twitter!
    3. 3. Main Topics:③ How do I set up a custom report and what are the most beneficial custom reports for PPC & SEO, respectively?③ Can I learn problem areas for SEO from PPC KPI in Analytics, and vice versa? Have questions throughout the webinar? Use #ppcseo on Twitter!
    4. 4. Main Topics:⑤ Where in Analytics can I analyze how SEO & PPC channels are interacting?⑤ Is it possible to measure content effectiveness for PPC & SEO without keyword data?⑤ Round Up! Have questions throughout the webinar? Use #ppcseo on Twitter!
    5. 5. ① Reporting via Analytics – Why/How?• Why? – Cross channel analysis – Differences in attribution for clicks/conversions• How? – One code, to rule them all!
    6. 6. ② Segment Traffic to Analyze• Advanced Segments: – Default: all traffic – PPC = paid search traffic – SEO = non paid search traffic
    7. 7. ② Segments: How and Why
    8. 8. ② Segments: How and Why
    9. 9. ② Segments: How and Why• How to Segment: – Acquisition: How visitors got to your site. – Behavior: What visitors are doing on your site – Outcomes: Activities with proven value – Demographics: Technology, location Resource: Avinash Kaushik
    10. 10. ② IPs Favorite Advanced Segments• Advanced Segments: – Branded/Non-Branded – Location (College & University) – Mobile (Real mobile) – Visits that Converted – Visits that Didnt
    11. 11. ③ Custom Analytics Reports • What are custom reports? • Why go custom? • Examples
    12. 12. ③ Custom Analytics Reports• PPC Example - eCommerce accounts • ROAS by campaign
    13. 13. ③ Custom Analytics Reports• SEO Example – Appointment requests & sources
    14. 14. ④ Cross-Channel Performance Analysis• PPC data that indicates SEO problem areas: – Revenue from keywords not targeted via SEO• SEO data that indicates PPC problem areas: – Time on site – Bounce rate
    15. 15. ⑤ Cross-Channel Interaction Analysis• Multi-channel funnels• Attribution, attribution, attribution!
    16. 16. ⑤ Cross-Channel Interaction Analysis• Example
    17. 17. ⑥ No Keyword Data? --- No Problem!
    18. 18. ⑦ The Round Up!• Why wouldn’t you enable deeper reporting?• Analytics allows for a deeper solo-channel analysis then interface-only data• Learn from one to give to the other• Confirm what you ‘know’ before making any cuts
    19. 19. • Visit www.HeroConf.com for more information• Interested in attending? Contact Kayla at: kayla.kurtz@hanapinmarketing.com
    20. 20. Your Questions Thank you for attending Intrapromote and Hanapin Marketing’s webinar on: Next Level PPC & SEO with Google Analytics. #ppcseo• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ • Password: webinar126• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up• Or Contact us Directly: • Erik Dafforn: erik@intrapromote.com • Kayla Kurtz: kayla.kurtz@hanapinmarketing.com

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