• Like

Grow Revenue with Search Marketing Science

  • 505 views
Uploaded on

Web Analytics are already out of fashion... We’ve entered the age of Digital Intelligence. Problem is, we’re swimming in data, no closer to making data-driven decisions, and we have revenue targets to …

Web Analytics are already out of fashion... We’ve entered the age of Digital Intelligence. Problem is, we’re swimming in data, no closer to making data-driven decisions, and we have revenue targets to meet. In this highly practical, action-oriented webinar, we’ll cut through the noise and empower you to start making marketing a revenue center immediately.

Striking Distance Keywords. SEO takes time, but there is low hanging fruit if you know where to find it. We’ll show you exactly where.
Take the Guesswork out by adopting A/B Testing. Google’s astonishing rise came not from one-hit wonders but countless A/B tests. We’ll share 3 tests you can make this week.
Tie your Search Marketing data to your CRM so you can report (and project!) accurate ROI. Let’s get beyond the black box. You can now attribute closed deals to specific SEO search terms. We’ll show you how. 1. The pressure for immediate results 2. Striking distance keywords 3. Getting A/B testing in your bones 4. Tie search marketing data to your CRM

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
505
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • But first, a word about us…
  • Under pressure to generate leads and sales in the short term, marketers continue to turn to digital, including advertising online, which more 2/3 of marketers have embraced, and which is growing fast. The barrier to entry is low. The platforms for creating and deploying Display and paid ads on search engine results or networks of contextually targeted websites can be set up in a matter of days, without the lead times associated with print advertising or creating creative content for television or radio. What’s more, all the variables can be adjusted in real time, (ad spend on particular keywords, demographic targeting, Contextual targeting, Ad creative, call to action or offering, and so forth). And the performance is completely transparent. You can literally see the number of people arriving at your website in real time. The results point out which parts of the campaign should be brought up to scale, and which need reworking. Insert key, put the machine in gear, and watch the sales roll in. If only it were that simple
  • Although it’s easy to spend money advertising online, implementation without strategy behind it can be shockingly inefficient, and you might not even know how to judge and benchmark your results. You might be generating lots of clicks on your ads (each click costing you a dollar or five, or ten) and lots of traffic to your website, but few conversions. Online advertising may start to seem like an expensive folly and you might give up without ever having really started. More than 90% of the 500 marketers we recently surveyed indicated that they will maintain or increase their PPC spend in 2013, despite not getting the performance they’re hoping for.
  • And despite continuing frustrations with measurement of your campaigns, not seeing results as soon as expected, and not being able to improve the results you’re getting.
  • There’s a similar situation with search engine optimization. While any webmaster or website design firm can “do SEO”, for example, adding the most obvious keywords in the parts of the website that signals to Google what keywords to rank your website for, it’s not that simple. Google changes the rules by which it ranks webpages, whether in small steps or giant lurches, every month. We talk to marketers every day, and it’s common for in-house SEO teams to optimize a website and build links for broad keywords that are too ambitious relevative to or which turn out not to generate qualified traffic and conversions. Again, it’s common to evaluate the results in their own context and not see that the keyword strategy was flawed from the start.
  • The remedy for most of these frustrations is primarily getting strategy right at the outset, and secondarily putting automation to work for you to enable data-driven decision-making once your campaigns are underway. Now we’ll turn to three empirical approaches we use here at Webmarketing123 to deliver extraordinary results for our clients.
  • Many of the marketing directors we speak come to us aspiring for first place rankings on their industry’s top keywords. While this is of course the longer term goal, if you focus exclusively on this goal, you or whoever makes budget decisions at your company may lose patience before you get there and get the traffic that top position on those keywords may earn you. While you plan and work toward long-term SEO goals, which may realistically take 8-12 months, you should take notice of the low-hanging fruit… ways to drive short-term success whileyou plug away at those top terms. In short, these are the terms which you are already ranking for, at the bottom of the first page or the top of second page of search engine results. These rankings may simply need a little more focus to bring them into the zone where they can start driving clicks and conversions. We call these “striking distance keywords”. Let’s take a closer look.
  • Study after study has confirmed that few searchers look beyond page 1, and the vast majority of clicks go to the top few results. So if your company or product is showing up 9th or 10th, that’s the bottom of page 1 or, anything below 11th…that’s page 2 and beyond, you may be getting few or no clicks whatsoever. Recent changes to the way search results are presented have accelerated this trend. Paid ads have social annoations, site links and click-to-cal features. Most computer screens and all tablet & mobile screens show just the first half of results, so ‘below the fold’ equals ‘out of sight’.
  • For levity…
  • The effect of movement can be dramatic. But advancing in the ranking on those top industry terms (give a few examples) is not an overnight proposition.There is, however, a category of search terms where you CAN get quicker movement, and it’s known as the long tail…
  • Now that you now your list of ranking terms in this area, take the list into Google AdWords Keyword tool and get a feel for the search volume of these terms.The term only has value if people are searching on it. This is the most frequent mistake we see- optimizing a website for a search term that doesn’t have sufficient traffic, or a term that has traffic but traffic without a likely purchase intent.If you’re going to devote considerable resources to your SEO effort, you may also want to check the historical trend for your search terms, with the “Insights for Search” feature you’ll find at thinkwithgoogle.com.
  • Now you have a whittled down list of terms you already get traffic for that aren’t in the top three-quarters of the first page of SERPs (but are close) AND that actually have decent search volume. At this point, you put yourSEO hats on and ask ourselves some questions since these are terms we probably haven’t paid much attention to or they may be“accidental rankings” – basically, we didn’t even try to rank for them.Have I mentioned this term in my title element or copy area elements but not both?Does the copy area mention this term or slight variations, but only vaguely?How do I internally link to this page by way of navigational text or in copy anchor text? Can I do a better job of being keyword-rich in this process?Does this page feature inbound anchor text respective of this term? (Note: If your link profile is very non-branded in nature you should be reversing that and not worsening it.)Could I potentially create a supporting piece of textual or digital content to link internally to this page?And so forth…
  • With testing, there’s crawl, walk and run. But at all levels, the same principles apply.
  • Whether you’re seeking to improve your Email marketing, your adwords or display campaigns, your website or PPC landing pages, the same principles apply.
  • Whether you’re seeking to improve your Email marketing, your adwords or display campaigns, your website or PPC landing pages, the same principles apply.More talking pointsDon’t conclude too early. There is a concept called “statistical confidence” that determines whether your test results are significant (that is, whether you should take the results seriously). It prevents you from reading too much into the results if you have only a few conversions or visitors for each variation. Most A/B testing tools report statistical confidence, but if you are testing manually, consider accounting for it with an online calculator.Don’t surprise regular visitors. If you are testing a core part of your website, include only new visitors in the test. You want to avoid shocking regular visitors, especially because the variations may not ultimately be implemented.Don’t let your gut feeling overrule test results. The winners in A/B tests are often surprising or unintuitive. On a green-themed website, a stark red button could emerge as the winner. Even if the red button isn’t easy on the eye, don’t reject it outright. Your goal with the test is a better conversion rate, not aesthetics, so don’t reject the results because of your arbitrary judgment.
  • In June, Google integrated its website optimizer tool into the content area of Google Analytics. Basically it allows you to test alternate versions of any web page. Try different calls to action, different placement of the button, different language, use of trust icons and other images. When doing A/B testing, never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously. If you test one version one week and the second the next, you’re doing it wrong. It’s possible that version B was actually worse but you just happened to have better sales while testing it. Always split traffic between two versions.Some new features available with this tool:You're now able to copy a previous experiment. This is great for two reasons:If you're setting up a new - but similar - experiment, you can duplicate an experiment and simply change a few things to set up a second one. Moreover, content experiments may only run for 90 days. After 90 days, they automatically stop. Copying an experiment will allow you to essentially start an experiment over, but not overwrite previous test results and reports.Lastly, the Analytics team has improved the reports produced by the content experiments. Previously, simple metrics like site usage, goal set, and ecommerce were not included. Now you can plot them on the graph as easily as any other report.Content experiments are still in their infancy. For what they are, they are a great start at A/B testing. However, your test must be simple and focused on a single goal.No multivariate testing yet, but it will probably come soon. That’s where you test A, B and C versions simultaneously…Accumulate enough data to make a choice. When you’ve achieved significant progress (10%?) don’t chase diminishing returns. Shift to another area of testing.
  • It’s been possible for some time to use a Salesforce plugin that shows you what Paid Search terms are associated with a lead in your Salesforce CRM. But that tool is being phased out, and there is none for folks who came to you through organic search.
  • This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
  • This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
  • This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
  • With these four metrics, you can accurately measure the financial impact of deals directly attributable to your SEO campaign. And with this precision of data, you or your agency can regularly refocus efforts on the most high-performing keywords, accelerating advances in ranking on those search terms.
  • “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing.Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.

Transcript

  • 1. Grow Revenue with Search Marketing Science Mike Turner Director of Business Development, Webmarketing123webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123
  • 2. Digital Marketing Agency specializing inSEO | PPC | Social Media | Website DesignSince 2004, we’ve employed a metrics-basedapproach to converting online visibility intomeasurable business results.• Custom KPI-based Scorecards• Dedicated teams• Proprietary Attribution Tool @webmarketing123 #wm123
  • 3. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com We’re live tweeting @webmarketing123 webinar highlights. facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #wm123
  • 4. Agenda 1 The Pressure for Immediate Results 2 Striking Distance Keywords 3 Getting A/B Testing in Your Bones 4 Tie Search Marketing Data to Your CRM @webmarketing123 #wm123
  • 5. Agenda 1 The Pressure for Immediate Results 2 Striking Distance Keywords 3 Getting A/B Testing in Your Bones 4 Tie Search Marketing Data to Your CRM @webmarketing123 #wm123
  • 6. There’s pressure for immediate results @webmarketing123 #wm123
  • 7. 2/3 of Pay Per Click advertisers are ambivalentor only moderately satisfied with theironline advertising performance. @webmarketing123 #wm123
  • 8. Measurement & optimizing are the topchallenges for in-house digital marketers @webmarketing123 #wm123
  • 9. SEO is not as simple as it might seem. @webmarketing123 #wm123
  • 10. Agenda 1 The Pressure for Immediate Results 2 Striking Distance Keywords 3 Getting A/B Testing in Your Bones 4 Tie Search Marketing Data to Your CRM @webmarketing123 #wm123
  • 11. Striking Distance Keywords @webmarketing123 #wm123
  • 12. More than 60% of the clicks occur on Page 1 @webmarketing123 #wm123
  • 13. Few searchers look beyond page 1 @webmarketing123 #wm123
  • 14. Striking Distance Keywords @webmarketing123 #wm123
  • 15. How to Identify “Low Hanging Fruit” Keywords @webmarketing123 #wm123
  • 16. Step By Step Walkthrough Analytics & Webmaster Tools Section of GA @webmarketing123 #wm123
  • 17. Striking Distance Search Terms Phase 1 @webmarketing123 #wm123
  • 18. Agenda 1 The Pressure for Immediate Results 2 Striking Distance Keywords 3 Getting A/B Testing in Your Bones 4 Tie Search Marketing Data to Your CRM @webmarketing123 #wm123
  • 19. What is A/B Testing? @webmarketing123 #wm123
  • 20. @webmarketing123 #wm123
  • 21. What kinds of questions canyou address with A/B Testing?A few examples:• What images complement your call to action?• What is the most effective “voice” used to describe your offering?• Should you put a Video or Photo on your landing pages?• What is the optimial size, color, copy and placement of your call to action?• How much is a Free offer cannabalizing Paid products? @webmarketing123 #wm123
  • 22. Principles of Successful A/B Testing Execute (creative team) Selection (single approver) Evaluate & Repeat (single approver) Collect Ideas (from everyone)Set Measurefor Success(from management) @webmarketing123 #wm123
  • 23. Hazards to navigate in A/B Testing Execute (creative team) Selection • Aiming for Perfection (single approver) Evaluate & • Endless Debate Repeat (single approver) Collect Ideas • When to shift focus (from everyone) • Ownership issues • Tests too subtle Set Measure for Success (from management)• Too many measures• No buy-in @webmarketing123 #wm123
  • 24. Use Content Experiments in Analytics @webmarketing123 #wm123
  • 25. A classic success Headline Testing: This headline generated 30% more signups than a Previous version: “Start a Highrise Account” @webmarketing123 #wm123
  • 26. Agenda 1 The Pressure for Immediate Results 2 Striking Distance Keywords 3 Getting A/B Testing in Your Bones 4 Tie Search Marketing Data to Your CRM @webmarketing123 #wm123
  • 27. The key to digital marketing isknowing which channels are themost effective for your business.You can’t properly assess your SEO and PaidSearch Campaigns unless you can link keywordsearches to closed deals. @webmarketing123 #wm123
  • 28. Track from Google, to Lead (Form Fill Out), to Opportunity, to Closed Deal Raw Lead Opp. Generated Closed Deal Keyword Attached via Keyword “Mapped” to ROI Reporting Web-to-lead form Opportunity in CRM Capabilities By Marketing Channel @webmarketing123 #wm123
  • 29. Can you track revenue attributedto specific search terms? @webmarketing123 #wm123
  • 30. KeyTouch Attribution ToolSearch data + CRM = Understanding Search ROI @webmarketing123 #wm123
  • 31. Full Touch Attribution enables data- driven decision-making @webmarketing123 #wm123
  • 32. Proper SEO requires its ownoptimization.Keyword Targeting Measurement @webmarketing123 #wm123
  • 33. Key Takeaways• Don’t let the pressure for results prevent you from investing in a measured strategy.• Low Hanging Fruit: Remember Striking Distance Keywords- dramatic gains are within reach.• Bring discipline into your decision-making process: A/B Testing and Attribution give you the tools to make empowered decisions. @webmarketing123 #wm123
  • 34. Speak with one of our Analysts Schedule a 30-minute complimentary consultation that includes: • Free SEO check-up for your website • Help identifying custom metrics and measurement framework • Comparison of Paid Search vs SEO for your company • Learn what it’s costing not be ranking high on GoogleRequest a Consultation: seo@webmarketing123.com | bit.ly/wm123seoConnect with the Host: Alex.D@webmarketing123.com webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123 @webmarketing123