HRAMA: Data Driven Search Engine Marketing

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Neal Lappe, President, WSI - WebStrategies Inc. presented at the HRAMA October 14, 2010 event.

Whether you invest in paid search marketing or work the search engines to generate rank organically, solid Web analytics data is the foundation for achieving the best return on your marketing investment. After all, bringing the wrong customers to a great website is a waste of funds and marketing effort.

The more you understand online behavioral data, the more you can improve:

* Navigation paths
* Online conversion rates
* Keyword relevance
* Website traffic

And ultimately, it helps you reach your online goals.

Learn to use web analytics data to guide your search engine marketing campaigns and increase your likelihood of success.




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  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • Insatiable desire for more sales
    Increase sales by spending more money
    Client is willing to keep spending if we can stay linear
  • ---
    - CPC and conversion rate are the two big influencers in a PPC campaign.
    - CPC affected by competition
    Conversion rate we have more control over.
    One primary factor in determining conversion rate: Relevance
  • Since we’ve just gone over a few different examples and approaches to PPC advertising, I want to take the opportunity to point that no matter what you’re advertising online, your campaign will fall into one of four scenarios.
    Just introduce
  • Problem with relationship between keywords that trigger our ads and the ads themselves
  • Problem with relationship between ad and landing page
  • HRAMA: Data Driven Search Engine Marketing

    1. 1. Data Driven Search Engine Marketing
    2. 2. Driving Your Business Success Online PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax) www.WebStrategiesInc.com
    3. 3. Driving Your Business Success Online PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax) www.WebStrategiesInc.com
    4. 4. Enough About Us – It’s All About You
    5. 5. “Half the money I spend on advertising works – I just don’t know which half it is.” John Wanamaker Successful US Businessman 1838-1922
    6. 6. We’ve got great organic rankings and we are spending $200,000 per month on Sponsored Links – but we aren’t selling enough to justify our investment. Why is that?”
    7. 7. You spent nearly $100,000 in the last 12 months for marketing and there’s little to show for it. What’s up with this???
    8. 8. Good Data is the Answer
    9. 9. Topics – Next Few Minutes 1. I ndust ry dat a 2. Value of dat a 3. Foundat ion of dat a 4. Opt imizing search market ing 5. Have some f un in t he process
    10. 10. Industry Data
    11. 11. Internet Ad Spend Trends 97% of Google revenue from paid Search & You Tube marketing Paid Search Marketing Trends
    12. 12. Marketing Trends by Media Type
    13. 13. 87% Use Search
    14. 14. Measuring ROI Being able to measure marketing activities and calculate ROI was the single most important item for US marketing executives.
    15. 15. 73% <50%
    16. 16. Value of Data
    17. 17. “I Came, I Saw, I Puked”
    18. 18. Most Websites Are Designed by HiPPO’s Highest Paid Person’s Opinion
    19. 19. Why do I have a website? What’s it supposed to do?
    20. 20. Identify Online Marketing Goals • Sell a product through your website • Schedule a service event • Request a quote • Download a whitepaper • Calculate something of importance to you • Request contact by a representative • Sign up for newsletter
    21. 21. Foundation of Data
    22. 22. Wisdom/ Better Results Data Analysis/Results/Impact Testing Customer’s Perspective
    23. 23. Measure the Right Things Marginal Metrics • SE Rankings • Hits – Visitors • Keywords • Time On Site • Average Pages Viewed Great Metrics • Non-Branded Traffic • Bounce Rates • Micro Conversions • Goals • Behavior of Good/Loyal Customers
    24. 24. Understand Your Economics Get Our Your Calculators – This is a Test
    25. 25. How Much Can You Spend per Lead & Make 20% Net Profit? • Average two-year revenue of new client is $20,000 • Gross margin is 50% of revenue • Close rate of qualified prospects is 90% • Need 10 leads to generate one qualified lead $360 per Lead
    26. 26. What is the value a website visitor in terms of profit? • Avg. sale is $2,200 • Onsite conversion rate (quotes) is 35% • Sale to quote ratio is 5% • Gross profit margin is 30% $11.55 per visitor
    27. 27. How many visitors do I need to generate? How much am I willing to invest per click? • Avg. sale is $700 • Onsite conversion rate (sales) is 0.5% • Sales target $1m per month • Maximum marketing cost is 17% of sales. 285,800 clicks required $0.595 per click
    28. 28. Set Micro-Goals to Achieve Your Online Marketing Goals
    29. 29. Configure Web Analytics Tool
    30. 30. Segment Sources of Web Traffic Setting up “Profiles” enables you to view online behavior of each unique source of traffic to your website.
    31. 31. Segment Product-Specific Activity Tagging product “attributes” enables you to segment product behavior, and this can be used to improve search engine marketing productivity.
    32. 32. Determining PPC Payoff
    33. 33. Optimizing Search Marketing
    34. 34. • Positions #1 and #2 combined get over 50% of all click-through’s, and positions #1 to #5 get 75%. SERP page #1 gets 95% of all click-through’s, implying that only about 5% of searchers go past page #1. Click-Through Statistics
    35. 35. PPC – Relevance is King
    36. 36. Tips For Improving PPC Accounts 1) Ads Never Show, Ads Never Clicked 2) Ads Often Show, Ads Never Clicked 3) Ads Get Clicks, Visitors Don’t Convert 4) Ads Get Clicks, Visitors Convert Where are you? Likely Scenarios
    37. 37. 1) Ads Never Show, Ads Never Clicked - Not bidding competitively enough - Low quality score - Targeting unsearched phrases Tips For Improving PPC Accounts
    38. 38. 2) Ads Often Show, Ads Never Clicked - Ads not enticing - Poor alignment of search keyword and ad - Targeting too broadly Tips For Improving PPC Accounts
    39. 39. 3) Ads Get Clicked, Visitors Don’t Convert - Poorly chosen/designed landing page - Poor alignment of ad and landing page - Not showing visitor what they want - Poor usability Tips For Improving PPC Accounts
    40. 40. 4) Ads Get Clicked, Visitors Convert - High relevance - Keyword, Ad, Landing Page - Friendly site experience Tips For Improving PPC Accounts
    41. 41. Identifying Website Improvements & Using Google Optimizer to Test
    42. 42. Measuring Offline Marketing Activities (Phone Tracking & Vanity Url’s) www.ThisIsSoInteresting.com
    43. 43. Ongoing Process of Testing, Measuring and Improving “Itisnolongeraboutbuildinganewwebsiteordoing searchenginemarketingtogetmoretraffictoyoursite. Itisamatterofdevelopingoverallobjectives, establishing micro-goals, settingupmetricstomeasureperformance, testingforimprovementanddoingtherightthingsbased notonpeople’sopinionsbutonwhatthedatasays.” NealLappe
    44. 44. Thank You HR-AMA Driving Your Business Success Online PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax) www.webstrategiesinc.com

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