SEO Attribution for Dummies - Webmarketing123 webinar slides
 

SEO Attribution for Dummies - Webmarketing123 webinar slides

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SEO Attribution for Dummies - Webmarketing123 webinar slides SEO Attribution for Dummies - Webmarketing123 webinar slides Presentation Transcript

  • SEO Attribution for Dummies Mike Turner SEO Expert & Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  • @webmarketing123 #123webinar
  • Some Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123ü  Stay informed by following us. webmarketing123ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • Agenda: SEO Attribution for Dummies 1 What is Marketing Attribution? 2 Challenge and Value for Marketers 3 How to know ROI from Search (i.e. SEO) 4 Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  • What is Marketing Attribution? In 1902, advertising innovator John Wanamaker famously lamented, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half” @webmarketing123 #123webinar
  • What is Marketing Attribution? Digital Marketing is Measurable …which means more pressure on marketers to prove the return on their program investments. @webmarketing123 #123webinar
  • What is Marketing Attribution? Give credit where credit is due Attribution is about assigning a value to a marketing action that results in a reaction (i.e. conversion or sale) from your target (i.e. customer). Keyword Search Conversion Visit 2 Week Break Types your URL Directly in Browser SALE Receives Email First Visit Second Visit •  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study) •  If you track Last Touch only, you aren’t giving credit to the initial Organic Search. @webmarketing123 #123webinar
  • What is Marketing Attribution? Types of Attribution Models @webmarketing123 #123webinar
  • What is Marketing Attribution? Types of Attribution Models cont. Custom model based on your interactions and unique business @webmarketing123 #123webinar
  • Agenda: SEO Attribution for Dummies 1 What is Marketing Attribution? 2 Challenge and Value for Marketers 3 How to know ROI from Search 4 Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  • ? POLL:What is your current level of attributionmaturity? @webmarketing123 #123webinar
  • Challenge and Value of Attribution More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI. Source: Deloitte CMO Summit, 2012 @webmarketing123 #123webinar
  • Challenge and Value of Attribution Hundreds of SEO keywords introduce people your website, but only a handful capture and convert in-market customers. Can you track introducing keywords & sources and do you know where you rank on Google for those keywords? 7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation. Source:Webmarketing123 State of Digital Marketing Survey, 2012 @webmarketing123 #123webinar
  • Challenge and Value of Attribution Why spend time and resources to do it? You’re currently investing 200K on PPC or maybe hired an SEO agency for 100K. Do you know how many new leads were introduced through these channels, although they converted on a direct visit 2 weeks later? Attribution is the ultimate tool for planning all aspects of a future ad campaign, i.e. SEO keywords, budget, content strategy, creative, sites, placements, etc. @webmarketing123 #123webinar
  • Challenge and Value of Attribution Increase Spending Where it Makes the Biggest Impact eConsultancy, 2012 @webmarketing123 #123webinar
  • Challenge and Value of Attribution 72% of Attribution Savvy Marketers are Better Able to Allocate Budget Across Channels eConsultancy, Feb 2012 @webmarketing123 #123webinar
  • Agenda: SEO Attribution for Dummies 1 What is Marketing Attribution? 2 Challenge and Value for Marketers 3 How to know ROI from Search 4 Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  • How to Uncover ROI from Search Multi-Touch Attribution has a significant barrier to entry: To assign value to a marketing action, you need to know all activities a customer took prior to converting SALE This requires a lot of tagging and coordination between your IT and Marketing teams. But there ARE things you can do. @webmarketing123 #123webinar
  • How to Uncover ROI from Organic Search Google Attribution Solutions: AdWords Search Funnels and Multi-Channel Funnels. Recently, Google announced Attribution Modeling as well in Google Analytics. Pros: •  Gauge the impact of your channels and referral sources on an aggregate level Cons: •  Can only track previous activities up to 90 days •  Can NOT track individuals and what keywords they used to find you prior to converting (all Google data is in aggregate) •  Does not track further into the CRM platform and tie to opportunity or closed deal @webmarketing123 #123webinar
  • How to Uncover ROI from Organic Search Webmarketing123 Attribution GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | @webmarketing123 #123webinar
  • How to Uncover ROI from Organic Search Webmarketing123 Attribution KeyTouch Attribution: FullTouch Attribution: Know which campaigns or SEO Tracks all marketing touch points that keywords attract prospects (first touch) influenced a customer along their and which turn them into customers path to becoming a new customer (last touch) (multi-touch) Pros: •  Track previous activities up to 6 months. •  CRM Integration enables you to track individuals and their behaviors prior to converting •  Empowers you to place a dollar value on a keyword (connect keywords to revenue) Cons: •  More granular reporting may discover that current campaigns are not well managed •  Some companies may have aversion to tracking individuals @webmarketing123 #123webinar
  • Example of Full Touch Reporting •  Majority of Marketers are not ready for this model •  Can be a managed or self-service •  Clients that use this model are able to prove the true value of their investments @webmarketing123 #123webinar
  • How to Know ROI from Search Successful companies using attribution…. •  See it as a powerful opportunity within the larger context of their data strategy •  Gain buy-in from management and other channel leaders on the approach •  Abandon last click CPA as sole measure of performance •  Build a simple, manageable model that can be understood and used effectively •  Immediately realize that direct traffic is over inflated in terms of contribution to revenue. @webmarketing123 #123webinar
  • Agenda: SEO Attribution for Dummies 1 What is Marketing Attribution? 2 Challenge and Value for Marketers 3 How to know ROI from Search 4 Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  • 2 Case Studies using KeyTouchAttribution to gain valuable insights INTERNAL CASE STUDY: WEBMARKETING123 CLIENT CASE STUDY: GLOBAL MANUFACTURER @webmarketing123 #123webinar
  • CASE STUDY: WEBMARKETING123 $75K from 1 Keyword in 4 Minutes We optimize for hundreds of keywords, one of which is “SEO Company”. Here’s one example of how we were able to track a closed deal back to a specific keyword. @webmarketing123 #123webinar
  • CASE STUDY: WEBMARKETING123 1. Prospect searched “SEO Company” 2. Clicked Organic search result 3.  Spent 4 minutes on site, filled out “Contact Us” form 4.  Nurture email brought them back to the site and kept our brand top of mind. Deal closed 3 months later @webmarketing123 #123webinar
  • CASE STUDY: WEBMARKETING123 Working backwards from a closed deal and being able to attribute the lead source to organic search for “SEO company” gives us 75,000 reasons to focus efforts on optimizing for keyword “SEO company” #1 #2 #3 @webmarketing123 #123webinar
  • CASE STUDY: GLOBAL MANUFACTURER Two SEO Keywords Created $1.5 Million in Pipeline Opportunity for a Global Manufacturer •  After a few months of working with us, had increased the % of keywords that were ranking on page one of Google (original objective of campaign) •  But weren’t tracking which keywords were creating opportunities or sales and there was increasing pressure from exec team to prove marketing ROI. @webmarketing123 #123webinar
  • CASE STUDY: GLOBAL Test & Measurement MANUFACTURER Gaining Visibility into ROI Global Manufacturer worked with us to implement “Search to CRM” tool. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view. 2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO campaign keywords – more than justifying their initial investment in SEO. @webmarketing123 #123webinar
  • Example Report @webmarketing123 #123webinar
  • Agenda: SEO Attribution for Dummies 1 What is Marketing Attribution? 2 Challenge and Value for Marketers 3 How to know ROI from Search 4 Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  • Key Takeaways•  Although 70% of marketers aren’t able to tie revenue to SEO, it IS possible to track closed deals back to a specific keyword or marketing campaign.•  Attribution is necessary to make informed decisions and you most likely have the tools to get started today.•  Don’t measure simply traffic and/or conversions. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals.•  If you need help, email us at seo@webmarketing123.com @webmarketing123 #123webinar
  • We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com Email me for a Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Mike.t@webmarketing123.com Tues. NEXT WEEK’S WEBINAR:12/4 Mission Possible: Prove SEO Value with Marketing Automation @webmarketing123 #123webinar