3. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
#wm123
@bradleywjoe
4. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
#wm123
@bradleywjoe
5. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
#wm123
@bradleywjoe
6. Webinar Agenda
What “Good” Metrics Look Like
1 Understanding which search marketing goals make
sense for your business
Tracking Online Activity
2 Learn how to utilize web analytics to tie visitor behavior
to business goals
Measuring Success
3 How to monitor and improve your search marketing
results
#wm123
@bradleywjoe
7. Webinar Agenda
What “Good” Metrics Look Like
1 Understanding which search marketing goals make
sense for your business
Tracking Online Activity
2 Learn how to utilize web analytics to tie visitor behavior
to business goals
Measuring Success
3 How to monitor and improve your search marketing
results
#wm123
@bradleywjoe
8. 1 The Challenge With Digital Marketing
Typical marketing metrics do not work
Data
Continuity Most Marketers
are Not “Digital
Natives”
#wm123
@bradleywjoe
9. 1 The Challenge With Digital Marketing
Typical marketing metrics do not work
Data
Continuity Most Marketers
are Not “Digital
Natives”
#wm123
@bradleywjoe
10. 1 The Challenge With Digital Marketing
Typical marketing metrics do not work
Data
Continuity Most Marketers
are Not “Digital
Natives”
- Data getting interpreted
in many different ways
- Business units report on
different metrics
#wm123
@bradleywjoe
11. 1 The Challenge With Digital Marketing
Typical marketing metrics do not work
Data
Continuity Most Marketers
are Not “Digital
Natives”
- Data getting interpreted - Marketers not fully
in many different ways accustomed to web
marketing
- Business units report on
different metrics - Do not know what “good”
looks like
#wm123
@bradleywjoe
12. 1 What is a KPI?
Definition of a key performance indicator
Key Performance Indicator:
- Measures the progress of an organization in achieving
its strategic goals
- Quantitative measurement taken over a defined period
of time (monthly, quarterly, yearly)
- Needs to be actionable!
#wm123
@bradleywjoe
13. 1 KPIs Differ Depending on the Audience
Tailor your metrics for your audience
#wm123
@bradleywjoe
14. 1 KPIs Differ Depending on the Audience
Tailor your metrics for your audience
Marketing Team
- More granular
- Focused on specific
marketing activities/results
- Easy to understand; i.e.
team sees how their work
can affect this metric
#wm123
@bradleywjoe
15. 1 KPIs Differ Depending on the Audience
Tailor your metrics for your audience
Marketing Team Executives
- More granular - Metrics should align with
business objectives/goals
- Focused on specific
marketing activities/results - Less “in the weeds”
- Easy to understand; i.e. - Conveys how Marketing
team sees how their work contributes to revenue growth
can affect this metric
#wm123
@bradleywjoe
16. 1 Common Search Marketing Metrics
Sample KPIs for Marketing Team
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
#wm123
@bradleywjoe
17. 1 Common Search Marketing Metrics
Sample KPIs for Marketing Team
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
#wm123
@bradleywjoe
18. 1 Common Search Marketing Metrics
Sample KPIs for Marketing Team
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Number of leads/sales generated
• Cost per lead/cost per sale
• Average order value (AOV)
#wm123
@bradleywjoe
19. Key Action #1
1. Identify the top 3 business goals for
2012.
2. What are 5 KPIs you can start
tracking today to measure
achievement of these goals?
#wm123
@bradleywjoe
20. Webinar Agenda
What “Good” Metrics Look Like
1 Understanding which search marketing goals make
sense for your business
Tracking Online Activity
2 Learn how to utilize web analytics to tie visitor behavior
to business goals
Measuring Success
3 How to monitor and improve your search marketing
results
#wm123
@bradleywjoe
21. 2 Why Analytics? Why Now?
With ever-increasing data sources available, businesses need
metrics that are straightforward and actionable
#wm123
@bradleywjoe
22. 2 Why Analytics? Why Now?
With ever-increasing data sources available, businesses need
metrics that are straightforward and actionable
Insight and Action
• Removes the guesswork from marketing programs
• Allows for projections and comparisons to past performance
• True accountability at all levels!
#wm123
@bradleywjoe
23. 2 Why Analytics? Why Now?
With ever-increasing data sources available, businesses need
metrics that are straightforward and actionable
Insight and Action
• Removes the guesswork from marketing programs
• Allows for projections and comparisons to past performance
• True accountability at all levels!
Competitive Advantage
• Better alignment/deployment of resources
• More accurate data to determine what’s working (and what’s not)
#wm123
@bradleywjoe
24. 2 Web Analytics Essentials
Web analytics programs currently used by enterprises
#wm123
@bradleywjoe
25. 2 Web Analytics Essentials
Web analytics programs currently used by enterprises
#wm123
@bradleywjoe
26. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase
Decisions
Purchase
#wm123
@bradleywjoe
27. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
get to our
site?
Information Search
Evaluation of
Alternatives
Purchase
Decisions
Purchase
#wm123
@bradleywjoe
28. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
Evaluation of
Alternatives
Purchase
Decisions
Purchase
#wm123
@bradleywjoe
29. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of
visitors? Alternatives
Purchase
Decisions
Purchase
#wm123
@bradleywjoe
30. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of What are our
visitors? Alternatives most popular
webpages?
Purchase
Decisions
Purchase
#wm123
@bradleywjoe
31. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of What are our
visitors? Alternatives most popular
webpages?
Purchase
How many Decisions
people fill out
our “Contact
us” form?
Purchase
#wm123
@bradleywjoe
32. 2 Analytics Answers the Following Questions
A few metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of What are our
visitors? Alternatives most popular
webpages?
Purchase
How many Decisions
people fill out
our “Contact
us” form? What is my
Average Order
Purchase Value (AOV)?
#wm123
@bradleywjoe
33. 2 Optimal Data Collection
Regardless of which analytics program your business uses, there are
a few “must haves” for optimal data collection
#wm123
@bradleywjoe
34. 2 Optimal Data Collection
Regardless of which analytics program your business uses, there are
a few “must haves” for optimal data collection
The Ability to Track “Goals”
• Sales/transactions
• Form fill outs
• Downloads, newsletter subscriptions
#wm123
@bradleywjoe
35. 2 Optimal Data Collection
Regardless of which analytics program your business uses, there are
a few “must haves” for optimal data collection
The Ability to Track “Goals”
• Sales/transactions
• Form fill outs
• Downloads, newsletter subscriptions
Implementation of Tracking Code on All Pages of
Site
• Know that the data is reliable and enterprise-wide
• Cross-domain, sub-domain tracking script will be
critical, especially for large enterprises with multiple
sites
#wm123
@bradleywjoe
36. 2 Keyword Rankings
Measured on a weekly, bi-weekly, or monthly basis
#wm123
@bradleywjoe
37. 2 Organic Search Traffic
Measures effectiveness of SEO program
#wm123
@bradleywjoe
38. 2 Organic Search Traffic
Measures effectiveness of SEO program
#wm123
@bradleywjoe
39. 2 Organic Search Traffic
Measures effectiveness of SEO program
Filter out “branded” traffic
#wm123
@bradleywjoe
40. Key Action #2
1. What are the website conversion metrics
(form fill outs, e-commerce transaction,
etc.) for your business?
2. How do you track these metrics today?
3. If you don’t, go here:
www.google.com/analytics and install
analytics code today. It’s free!
#wm123
@bradleywjoe
41. Webinar Agenda
What “Good” Metrics Look Like
1 Understanding which search marketing goals make
sense for your business
Tracking Online Activity
2 Learn how to utilize web analytics to tie visitor behavior
to business goals
Measuring Success
3 How to monitor and improve your search marketing
results
#wm123
@bradleywjoe
42. 3 Biggest Factors Influencing Online Success
Build a program Action Plan!
Track the following:
• Deliverables
• Owners
• Due Dates
• Status
• Key Milestones
#wm123
@bradleywjoe
43. 3 Biggest Factors Influencing Online Success
Build a program Action Plan!
Track the following:
• Deliverables
• Owners
• Due Dates
• Status
• Key Milestones
Why? This will improve both accountability and outcomes
#wm123
@bradleywjoe
44. 3 Roll-up View of Scorecard
Sample view of determining program’s success
#wm123
@bradleywjoe
45. Key Action #3
1. When you signed off on your
business plan goals for 2012, what
did you commit to (10% increase in
leads/sales, etc.)?
2. Can you identify the marketing
channels that will help you achieve
these goals?
#wm123
@bradleywjoe
46. Key Takeaways
• Identify the Business Case: First identify the business problem
that search marketing aims to solve. This will align all members
around a common goal.
• What Gets Measured, Gets Managed: Take advantage of
analytics tools to start tracking important website metrics and set
up website goals.
• Get Specific: Create a scorecard for web marketing activity.
Regardless of tactics utilized, don’t lose site of overall strategy
and expected business outcomes.
#wm123
@bradleywjoe
48. Contact Us about Qualifying for a Complimentary Analysis
- “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?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
49. Calculating the Cost of the Problem
By applying standard conversion metrics throughout the purchasing
funnel, we can identify lost revenue on a monthly basis
#wm123
@bradleywjoe
