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Killer KPIs - Turning Data to Dollars
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Killer KPIs - Turning Data to Dollars

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Interactivity Digital 2013 presentation by Bill Hunt of Azimuth Consulting

Interactivity Digital 2013 presentation by Bill Hunt of Azimuth Consulting

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  • Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
  • Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
  • Opportunity: Total searches for the keywords in this category and buy cycle – based on Google Broad Match Local Paid Impressions: Total impressions based on all match types for these words based on June campaign levels. Earned Impressions – This is based on taking 100% of the demand if the word is ranking in the top 10 of Google. Missed Impressions – this is Opportunity minus (paid impressions + earned impressions)

Killer KPIs - Turning Data to Dollars Killer KPIs - Turning Data to Dollars Presentation Transcript

  • @billhunt 1Bill HuntBack Azimuth ConsultingKiller KPI’sTurning Data into Dollars
  • @billhunt• 17 years experience inEnterprise Search• Co-Author – Search EngineMarketing Inc.• Developed Advanced KeywordManagement Suite3rdEdition due Summer
  • @billhunt 3Key types of KPI’s• #1 Reports are “KMAE Reports”• Keyword Maximization & Effectiveness Reports• “Keep My A** Employed Reports• Anything that shows economic value of yourefforts
  • 4@billhuntPaid & Organic Collaboration• $300k in PPC savings in 40 days (funded FTanalysis)• $250k in incremental SEO revenue in 60 days4
  • 5@billhuntReplicate High Converting PPC5
  • 6@billhuntReplicate High Converting SEO6
  • @billhuntHighest CPC Collaboration• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits• 105 people have found same problem at their company
  • @billhunt 8What does your data say?
  • @billhunt 9Is Your Data this Funky?• Paid Search Spend $20 million US• Critical/Important Keywords – 1,120• SEO Team - 98 important keywords• Active Paid Search Keywords – 187,252• Omniture Keywords – 397,832 (>20 visits)• SEO Tool – 298 keywords (allowance was10k)• 4,887 keywords in PPC are Top 3 Organic• No coordination between teams
  • @billhunt 10After Coordination• 1 to 1 alignment of Tier 1 Keywords• Found 2,783 PPC keywords cannibalizing SEO• Shift saved $180k in first month• Shift went to 1,016 important words not ranking• SEO revenue Increased 67% w/no loss fromPPC• Weekly monitoring of Top 3/Top 3 keywords• Weekly monitoring of new and expensive• Co-Optimization Monitoring
  • @billhunt 11Predicting Opportunity
  • @billhunt 12Source: Optify 2012 - http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-curve
  • @billhunt 13Source: Back Azimuth Keyword Management SystemYour Data and 235 Filters?81% click rate – Wow!80% of Revenue!
  • @billhunt 14Source: Back Azimuth Keyword Management SystemDoes it change by Persona?From 81% to 27% - why?They don’t buy either!
  • @billhunt 15Category AuthorityDo you Own your Cluster?
  • @billhunt 16What are the “Authority Sites?”• Organic ranking was run against 1,700 pet foodrelated keywords looking for ranking in top 10• Below are the top sites that appear for the mostkeywordsNo Dominating DomainsCats.about.com: 428 (information)Petco: 276 (retail site)Purina.com: 170 (pet food brand)No Dominating DomainsCats.about.com: 428 (information)Petco: 276 (retail site)Purina.com: 170 (pet food brand)
  • @billhunt 17How Authoritative are you?
  • @billhunt 18Finding Nuggets of Opportunity
  • 19@billhuntUnderperforming Keywords• Monitor words that are ranking but not getting fair share of traffic.
  • @billhunt 20Previous Models• Replacing PDF’s with actionable landing pages delivered additional50k visitors per month• Nearly $400k in incremental revenue over 6 monthsKeyword PhraseGoogleRankSearchVolumeNSVisitsNSImpressionsShare ofOpportunity 10% 20%Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380Total 506,500 2459 1.63% 50,650 101,300
  • 21@billhuntAbsolut Hibiscus Vodka – NewFlavor21Drink Recipes - searchers drive the most page views
  • @billhunt 22Leverage“Answering Questions”
  • @billhunt 23Use Site Search Questions forContent• 27,211 questions identified in database• How – 10,240• What - 6,333• Can (I or We) – 6,162• Where – 2,116• When – 1,50560% of queries hadNO RESULTS
  • @billhunt 24Monetizing Questions• 600,012 site searches annually• 15% identified as directly merchandisable• 200 new pieces of content developed –– Key questions added to social mining• Average Sale $200 and 10% conversionrate• $4.5 Million Annual Incremental
  • @billhuntMissed Opportunity by Buy CycleCatBuy CycleTotal Inspiration Discovery Design Purchase RelationshipBrandMarketPaidEarnedMissed 0*BrandedTechnologyMarket 334M 38M 272M 98K 1M 23MPaid 4M 52K 4M 348 34K 1,608Earned 200M 34M 150M 6.6K 900K 15MMissed 130M 3.5M (9%) 118M (44%)92K(93%)203K(18%)7.7M (34%)TechnologyMarket 610M 547M 51M 826K 1.3M 10MPaid 15M 11.5M 3.6M 11K 20K 20KEarned 207M 196M 5.7M 79K 58K 5MMissed 388M 339M (62%) 42M (82%)736K(89%)1.3M (94%) 5M (49%)Identified 111 “new insights” about the audienceMissing 93% of searchers aware of brand and almost ready to buyMissing 93% ofopportunityMissing 18% of those whowant to buy from us!Missing 94% of those whowant to buy from anyone!
  • @billhunt 26Leverage“Search Influenced Revenue”
  • 27@billhuntRecipe Search Traffic Value27Searchers drive the most page views & 23% make the itemRecipeMonthlyVisits23%Make Portions UnitsTotalVolume PackagesRecipe 1 57,696 13,270 4 2 26,540 1,045Recipe 2 46,447 10,683 2 1 10,683 421Recipe 3 34,552 7,947 6 3 23,841 939Recipe 4 24,368 5,605 4 2 11,209 441Recipe 5 21,741 5,000 6 3 15,001 591Recipe 6 19,654 4,520 4 2 9,041 356Recipe 7 16,124 3,709 6 3 11,126 438Recipe 8 15,449 3,553 4 2 7,107 280Recipe 9 14,885 3,424 8 4 13,694 539Recipe 10 13,789 3,171 4 2 6,343 250Units 5,299Retail Value $3.99 $21,141.42LifetimeValue$528,535.59
  • @billhunt 28Think out of the Box• How do I demonstrate economic value ofmy efforts?– Generating revenue– Saving money• Spend time creating KMAE reports for whatmatters!
  • @billhunt 29eMail: bill@back-azimuth.comBlog: www.whunt.comSite: www.back-azimuth.comThank you!