Advanced PPC and SEO Diagnostics


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In previous months, the presenters from Hanapin and Intrapromote have uncovered some great ways to set goals and report on the resulting data. But the work doesn’t end there. How do you know if either medium is truly working?

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  • Kayla/ErikWelcome everyone to this month’s dual-sponsored Intrapromote and Hanapin Marketing webinar. For our April presentation we’ll be exploring advanced PPC & SEO campaign diagnostics. My name is Kayla Kurtz and I’m the paid search consultant at Hanapin Marketing, as well as a writer for PPC Hero. Erik, go ahead and introduce yourself!
  • KaylaSo in our previous presentations, we have been mostly focused on what you’re doing with PPC and/or SEO right now. So we’ve gotten you here.
  • KaylaBut we need you here. So this month we’re going to talk about more long term type data and diagnostics to look at for campaigns in either medium.
  • KaylaFirst we’ll take a look at which metrics you should be tracking long term in PPC or SEO campaigns.
  • KaylaThen, using that data and other metrics we’ve discussed in months previous, we’ll talk about how you can make projections on future performance given that current and long term data.
  • KaylaAnd finally we’ll take a few moments to explain how to understand where PPC and SEO fall in your brand’s total marketing picture.
  • KaylaOk for the PPC side, I’m going to specifically discuss four metrics that I think are the most important to track long term for your paid search accounts. Keep in mind that there may be some ancillary metrics that are also important to your particular account that also need to be tracked over time, but these should be done across all accounts to see your overall progress in the space. We’re going to review market share, quality scores, ROAS, and average CPC.
  • KaylaIn terms of market share, you need to be tracking two things: how large the market is for your vertical (searches/impressions available in a month) and how much of that market you are eligible for or pulling down in to your funnel via PPC. I know impression share via AdWords and other engines get a lot of flack due to how accurate they are, however if you’re accepting of the fact that the number may not be perfect, but is at least something to mark off of, it’s better than nothing. Additionally, the change in impression share data to be split among search and display networks is making this information much more viable. Average CPC goes alongside that somewhat, in that I encourage you to look at this metric more frequently than you may be and track it on a longer term basis, because it can be another great indicator of a huge change in competition or the vertical itself. We have a client on board right now that has continually seen a creeping CPC for the last year. It’s proven hard to counteract, so we’ve tried to focus in other places to make the presence of this increased competition still not kill results.
  • KaylaQuality Scores are a big one for long term tracking and how you do it, because this data in the interface will go away. Not that one day Quality Score won’t exist, of course that’s silly, but as Quality Scores update in your account, the historical data for that metric is not stored. In other words, if you have a keyword with a quality score of 5 today and then you check the all time quality score of that keyword in a few months and you’ve moved it up to a 7…you won’t be able to see a report that shows it ever being a 5. You can see how obviously that makes it very important to download these numbers from your accounts often, probably monthly, so that you can see how much progress you’re making on this metric. Given that better quality scores can be incredibly beneficial to overall account health and getting some less expensive clicks while still staying competitive, knowing where you’re winning and where you still need to make up ground is incredibly important.
  • KaylaThis is the big one, probably. Whether your overall purpose be branding, revenue, lead volume, or some other deeper ultimate performance metric…tracking what you’re getting back out of your PPC accounts is crucial. I know for a fact we’re all aware of how this number is trending now, but when was the last time you thought about where you were this time last year? Or what about where you want to be this time next year and how you’re trending toward that goal? More on projections later, but first I’ll kick it over to Erik for his SEO side of the long term metrics.
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  • KaylaIn PPC when/if you have enough of it, you’ve got enough to make yourself busy looking in to the future for way longer than you really have time for. So certainly be careful how deep you get if you don’t have time, but once you’ve gotten a significant bucket of data in your paid search accounts, I encourage you to use that data for projections on quite a few levels, using all the metrics we’ve already discussed. Of course the longer term you’re projecting, the more likely you need to factor in other variables, like seasonality, competition, customer retention rates, changes necessary on the back end to handle the increases in performance, etc. But still…they can be interesting to look at, and consider those variables against to see where you could be.
  • KaylaThis is an example of a doc we use called the Projection Worksheet, which is basically just an excel spreadsheet where we build out formulas comparing the last 7 days worth of data in an account, for varying metrics (some of which are calculated on other tabs you can see here, on deeper metric levels) and then use the last 7 days data and the number of days left in the month to determine how close to goals we’re likely to get at the end of the month.
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  • KaylaQuick announcement before we get to the questions portion. Erik himself and Hanapin’s own Director of Paid Search, Jeff Allen will be speaking at SMX Advanced in Seattle come June, so if you’ll be in attendance, be sure to link up with one or both of them and say hello!
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  • Advanced PPC and SEO Diagnostics

    1. 1. Main TopicsWhich metrics should you be tracking longterm?Have questions throughout the webinar? Use #ppcseo on Twitter!
    2. 2. Main Topics:Main TopicsCan you project future performance based oncurrent data?Have questions throughout the webinar? Use #ppcseo on Twitter!
    3. 3. Main Topics:Main TopicsHow do you determine where PPC or SEO fall inyour total marketing scheme?Have questions throughout the webinar? Use #ppcseo on Twitter!
    4. 4. Long Term MetricsChoosing & Tracking• PPCo Market Shareo Quality Scoreso ROASo Average CPC
    5. 5. Long Term MetricsChoosing & Tracking• Market Share/Average CPC
    6. 6. Long Term MetricsChoosing & Tracking• Quality Scores
    7. 7. Long Term MetricsChoosing & Tracking• ROAS
    8. 8. Long Term MetricsChoosing & Tracking• SEOo Diagnostic Processo How Broad is Your Keyword Net?o Shining a Light on "Dark" Traffic
    9. 9. Long Term MetricsChoosing & Tracking• Diagnostics:CIRTAWhen are SEODiagnosticsaWaste of YourTime?
    10. 10. Long Term MetricsChoosing & Tracking• Diagnostics:– Crawling– Indexing– Ranking– Traffic– ActionWhen TheyreFounded on JunkData!
    11. 11. Long Term MetricsChoosing & Tracking• Keyword Breadth:0100000200000300000400000500000600000700000800000900000100000020092010201120122013
    12. 12. Long Term MetricsChoosing & TrackingDark Traffic• Look at Landing Pages• Tag Every Possible URL• Assign Credit where Possible
    13. 13. • PPCo The great thing about data is…o Weekly/Monthly/Quarterly/Annuallyo Log your projections and revisit!Performance ProjectionsCalculating& Bookending
    14. 14. Performance ProjectionsCalculating& Bookending
    15. 15. • SEOo Extrapolating Traffic Gains via Rankingso Watching Demand Trends – Past and Presento Watch Gains Produced by Content AdditionPerformance ProjectionsCalculating& Benchmarking
    16. 16. • Demand – Short and Long TermPerformance ProjectionsCalculating& Benchmarking
    17. 17. • Demand – Short and Long TermPerformance ProjectionsCalculating& Benchmarking
    18. 18. Total Marketing PictureWhere do PPC & SEO come in?
    19. 19. Round Up• There are some metrics you are tracking now for bothmediums that need long-term tracking, as well.• You can then use the combo of short and long termdata to project how your accounts may continue toperform in the future.• Don’t forget the other pieces of the marketing puzzleand how it’s all going to fit together!
    20. 20. Thank you for attending Intrapromote and Hanapin Marketing’s webinar onAdvanced PPC & SEO Campaign Diagnostics. #ppcseo• Sign up for a Google Webmaster Tools audit from Intrapromote: webinar126• Get a free Solutions Blueprint from Hanapin Marketing (foraccounts greater than $15K/mo in ad spend):• Or contact us directly:• Erik Dafforn:• Kayla Kurtz: kayla.kurtz@hanapinmarketing.comYour Questions!
    21. 21. THANK YOU!