Measurable Search Engine Marketing

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Presented on 3.29.11 to the Richmond chapter of the American Marketing Association. Covers metrics and KPI's for SEO and PPC campaigns, as well as how to track them in Google Analytics.

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  • Thank you for sharing. Nice presentation. Do you think there is ROI in search engine marketing, if there is can we measure it using ego metrics?
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  • Measurable Search Engine Marketing

    1. 1. Measurable Search Andrew Miller Engine Marketing Your Search Advisor, LLC
    2. 2. The Martin AgencyYourSearchAdvisor.com CarMax @AndrewCMiller Hired Gun
    3. 3. Agenda• Coffee• Small Talk• The Good Stuff• Closing Thoughts• More Coffee
    4. 4. Search Engine Marketing: A DefinitionSponsored (PPC) Organic (SEO)
    5. 5. Ego Metrics• Search Rankings• PageRank• Visits• Cost Per Click (CPC)• Click-Through Rate (CTR)• Time on Page• Anything else on the default Google Analytics dashboard So, what’s the problem?
    6. 6. The Problem WithEgo Metrics• Don’t measure outcomes or results• No direct impact on the bottom line• Similar to basing your retail store’s performance purely based on foot traffic, not sales
    7. 7. The Million Dollar Question: How to Measure Success
    8. 8. SEO Metrics• Organic, Non-Branded Visits• Unique Landing Pages• Keyword Themes
    9. 9. Organic, Non-Branded Visits• Organic: “Free” clicks from the main search results• Non-Branded: Does not contain brand or product names• Indicates no prior awareness, a truly “pure” search visit• Use Google Analytics Advanced Segments to filter out branded search terms
    10. 10. How To: Advanced Segments
    11. 11. Unique LandingPages• The number of pages on your site that attract organic search traffic• A low number may indicate that search crawlers can’t find your content or it’s not well optimized• Look for trends, not single data points
    12. 12. How To: Top Landing Pages Report
    13. 13. Keyword Themes• Look beyond your “money” terms• Group by theme, not just keyword• Again, look for trends• Consider misspellings and synonyms• e.g. “pediatric dentist”, “children’s dentist”, “kid’s dentist”, etc.
    14. 14. How To: Filter Keywords
    15. 15. PPC Metrics• Conversion Rates• Cost Per Conversion• Return On Ad Spend (ROAS)
    16. 16. Conversion Rates• Percent of clicks that result in a desired action• Conversion: leads, sales, downloads, signups, video views, etc.• High Click-Through Rates (CTR) are sexy, but it won’t pay the bills• Compare keywords, ad groups, and ad texts by conversion rates, not just CPC
    17. 17. How To: Set Up Goals
    18. 18. Cost Per Conversion Cost # of Conversions• Cost per lead, cost per download, etc.• Really powerful if you know your close rates & average order value• Determine what to pay for each click to remain ROI- positive
    19. 19. How To: Conversion Values
    20. 20. Return On Ad Spend Revenue Cost of Ads• Are your ads driving profitable interactions?• Every interaction has value, so track them all!
    21. 21. How To: Calculate ROAS
    22. 22. Advanced WebAnalytics• Measuring outcomes, not just inputs • Events • Goals (values) • Funnels (abandonment)• Segmentation• Custom Reports
    23. 23. Event Tracking• Events can be anything: • Video Views • Downloads • Click to Chat Icons • Add to Cart Buttons • Clicks on Outbound Links • Flash/AJAX Interactions
    24. 24. How To: Event Tracking Tag links with onClick JavaScript elements Event Tracking Guide
    25. 25. Goal Funnels• Visualization of each step in a conversion funnel• Analyze abandonment between steps to identify conversion obstacles• Typical e-commerce funnel: • Add to Cart • Shopping Cart • Payment Info • Shipping Info • Order Confirmation
    26. 26. How To: Set Up Goal Funnels
    27. 27. Advanced Segments• Isolate specific subsets of your visitors based on site usage, traffic source, or any combination of attributes• Useful for comparing different segments (e.g. New vs. Returning Visitors) that may yield insights• Create your own Advanced Segments based on marketing objectives, personas, or even hunches.
    28. 28. How To: Advanced Segments
    29. 29. Agenda• Coffee• Small Talk• The Good Stuff• Closing Thoughts• More Coffee
    30. 30. CC Photo Credits from Flickr.com• Watkins-Cottrell: griffers • Darts: craighamnett• Measuring Sticks: kiddharma • Touchdown: situnek34• Measuring Tape: aussiegall • Register: landofnodstudios• Calculator: twylo • Cash: amagill• Fog: jrodmanjr • Levitation: frankeyscreation• Coffee: dyobmit • Tracks: 8669065@N06• LOST: photooptik• ?: horiavarlin• Veggies: shantelruiz• Landing: putradunn

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