SEM - Analytics Sphinncon 2010
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SEM - Analytics Sphinncon 2010

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SEM Analytics - Turn reports into actions! by Ophir Cohen, CEO, Compucall Web Marketing

SEM Analytics - Turn reports into actions! by Ophir Cohen, CEO, Compucall Web Marketing

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SEM - Analytics Sphinncon 2010 Presentation Transcript

  • 1. SEM Analytics Turn reports into actions! Ophir Cohen, CEO Compucall Web Marketing [email_address] 03-6447172
  • 2. Segmenting Search Traffic
    • Branded vs. Non-Branded
    • How Long is your Tail?
    • New Vs. Returning
    • Analysis of Search Patterns
  • 3. Branded vs. Non-Branded Traffic Strength Weakness Actions High Share of Branded Traffic Strong Brand Low on genre Search Traffic Work on genre and long tail SEO/SEM Low Share of branded Traffic genre and long tail traffic Brand is not strong enough Promote your Brand to lift searches
  • 4. How Long is your tail?
    • # of keywords bringing traffic (809)
    • Average Visits per keyword (2.6)
  • 5. New Vs. Returning
    • Why do we even care?
    • Implication for SEO and SEM
  • 6. New Vs. Returning
    • New Visitors = New Business Opportunities
  • 7. Trick Of The Day:
    • Count the # of keywords in phrases:
      • Goto Google Analytics keyword Report
      • Type the following REGEX in the keyword filter field:
      • ^(W*w+W*){3}$
      • Replace the number to see how many visits you get from X number of keywords in the phrase
  • 8. What we get: # of Keywords Visits Share of Visits Sales Share of Sales 1 33,297 20% 390 19% 2 65,859 40% 876 43% 3 42,284 26% 562 27% 4 18,894 11% 188 9% 5 5,079 3% 28 1%
  • 9. Stay Updated: http://www.ophircohen.com http://www.cwm.co.il