From Click to Conversion: An Introduction to PPC, SEO, & Web Analytics


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No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.

The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.

You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.

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  • From Click to Conversion: An Introduction to PPC, SEO, & Web Analytics

    1. 1. From Click to Conversion:An Introduction to PPC, SEO, &Web AnalyticsCASE III ConferenceFebruary 20, 2012Benjamin Rudolph, President & CEORelevance AdvisorsPresentation may be downloaded at
    2. 2. Quick – Name a Search Engine
    3. 3. Online MarketingOnline Will Pass Print for First Time in 2012 – eMarketer/Forbes
    4. 4. $19.51B in 201278% of that amount ($15.2B) will be spent on Google
    5. 5. DefinitionsPPCSEO PPC PPC = Pay Per Click; SEO = Search Engine Optimization
    6. 6. PPC – Pay Per Click
    7. 7. Pay Per Click
    8. 8. Bing & Yahoo
    9. 9. The Process• Set up an account• Pick keywords (Match Types)• Write your ads• Set targeting (ex. Geotargeting & Dayparting)• Set your budget• Enter billing information• Start running ads
    10. 10. Account Structure
    11. 11. Match Types
    12. 12. Match TypesMatch Type Punctuation DefinitionBroad keyword Allows your ad to show on similar phrases and relevant variationsModified Broad +keyword Greater reach than phrase match and more control than broad matchPhrase “keyword” Allows your ad to show for searches that match the exact phraseExact [keyword] Allows your ad to show for searches that match the exact phrase exclusivelyNegative -keyword Ensures your ad doesn’t show for any search that includes that termDefinition Source:
    13. 13. Google Keyword Tool
    14. 14. Quality Score• A measurement of how relevant your ads, keyword, and landing page are to a person seeing your ad.• Quality Score Factors include:• Clickthrough Rate on • Relevance of keyword and ad to search query (for site)• Account History • Geographic Factors• Relevance of keyword to ads • Landing Page in ad group • Other Relevancy Factors
    15. 15. The Google Ad Auction Max CPC X Quality Score = Ad RankThe maximum cost Quality Score is The product of MaxPer Click (CPC) an Determined by: CPC and Qualityadvertiser is willing Score. To improveto pay for a click. 1) Clickthrough Rate your Ad Rank, you (CTR) can raise your bid 2) Keyword & Ad Text or improve your Relevance relevance. 3) Landing Page Relevance
    16. 16. What Advertisers Pay Max CPC Quality Score Ad Rank Actual CPCAdvertiser 1 $2.00 10 20 $1.61Advertiser 2 $4.00 4 16 $3.01Advertiser 3 $6.00 2 12 $4.01Advertiser 4 $8.00 1 8 Highest CPC The Ad Rank Your Your Price = of the person / Quality + $0.01 below you Score Source:
    17. 17. Key MetricsMetric DefinitionClicks A click occurs when a user sees your ad and clicks your ad, leading him or her to your website.Impressions An impression is counted each time your ad is shown on a search result page or other site on the Google Network.CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).Average CPC (Cost Per Click) The average amount you pay each time someone clicks your ad. Source: Google AdWords
    18. 18. Key MetricsMetric DefinitionAverage Position Refers to the average position on a search result page that an ad appears in when its triggered by that keyword.Conversions Conversions count a conversion for every AdWords ad click resulting in a conversion within 30 days.Cost Per Conversion Total cost divided by conversions.Conversion Rate Your conversion rate is calculated by simply taking the number of conversions and dividing that by the number of ad clicks you received during the same time period. Source: Google AdWords
    19. 19. AdWords Editor
    20. 20. Google Ad ExtensionsLearn More:
    21. 21. Google Ad ExtensionsType DescriptionLocation Extensions Help nearby consumers find or call your nearest storefrontCall Extensions Connect users to your business directly by phoneSocial Extensions Link people’s Google+ endorsements for your business +Page to your AdWords campaignProduct Extensions Include more product information in your adSeller Ratings Show your online business ratings in your adAd Sitelinks Promote more pages within your site beyond your main ad landing page
    22. 22. Mobile Targeting
    23. 23. Bid Per Call
    24. 24. Landing Pages
    25. 25. Landing Page Best Practices• Be relevant• Clear call to action• Reduce checkout friction• Highlight key benefits• Minimize external links
    26. 26. Conversion Tracking
    27. 27. Google Website Optimizer
    28. 28. SEO – Search Engine Optimization
    29. 29. SEO Pyramid
    30. 30. Google Webmaster Tools
    31. 31. Bing Webmaster Tools
    32. 32. SEOmoz
    33. 33. Open Site Explorer
    34. 34. Web Analytics
    35. 35. Google Analytics
    36. 36. Real-Time
    37. 37. ReportsMetric Definition ExamplesVisitors Users that visit your site Map Overlay, New vs. Returning, Browser TypeTraffic Sources Where users come from Search Engines, Facebook, Direct/BookmarkContent What appears on your Top Content, Top Landing website Pages, Event TrackingGoals What users do on your Total Conversions, website Conversion Rate, FunnelsEcommerce What users buy on your Total Revenue, Average website Order Value, Days to Purchase
    38. 38. Map Overlay
    39. 39. Traffic Sources
    40. 40. Advertising ROI • Compare performance of different marketing tactics • Ability to quickly and easily segment the data • Ability to export information into Excel or PDF • Ability to set up automatic email reports and alerts • Ability to set up custom dashboards
    41. 41. Goals Goals allow you to measure key activities on your site that you define such as Request Information, Schedule a Tour, or Email Signups.
    42. 42. Setup Checklist
    43. 43. Resources
    44. 44. AdWords Learning Center
    45. 45. Seminars for Success
    46. 46. Google Partner Search
    47. 47. Google Ad Innovations
    48. 48. Inside AdWords Blog
    49. 49. Google Business Channel
    50. 50. AdWords Help
    51. 51. Google SEO Starter Guide
    52. 52. SEOmoz Blog
    53. 53. Distilled Blog
    54. 54. Search Engine Watch
    55. 55. Search Engine Land
    56. 56. Google Analytics Blog
    57. 57. Google Analytics IQ
    58. 58. Avinash Kaushik’s Blog
    59. 59. SEMPO
    60. 60. Web Analytics Association
    61. 61. Conferences• Search Engine Strategies (SES) –• Search Marketing Expo (SMX) –• Internet Summit & Digital Summit – &• MozCon –• eMetrics – www.emetrics.org
    62. 62. THANK YOUBenjamin RudolphPresident & CEORelevance Advisors 635-6775Presentation may be downloaded at