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Fast And Easy PPC Analytics                       SMX West – March 11, 2013             Rick Galán  Associate Director, Se...
A strategic methodology forREPORTING                              @RickGalan
Reporting | Efficiency is KeyEfficient and effective  reporting is KEY to  success in PPC.          YOU HAVE ENOUGH TO DO....
Reporting | Build a Reporting ProductBuild reports like you are building a product.                              YOU ARE.A...
Reporting | Elements of User Experience                                                                                   ...
Reporting | Before & After                                 Old Reporting:                                 •   2 People, 6 ...
Reporting | SummaryBuild scalability and repeatability into all reports you build.Automate everything.Design reports for t...
A quick, repeatable methodology forSEARCH QUERY ANALYSIS                                      @RickGalan
Search Query Analysis | Pulling Data                      •   Run SQ Report for all keywords                      •   Cust...
Search Query Analysis | Future-Proofing                       • Delete the top and bottom rows                         of ...
Search Query Analysis | Create Pivot                  • Create Pivot Table by selecting                    entire column  ...
Search Query Analysis | Calculated KPIsStart by creating your calculated metricsPivot Table Tools > Options > Calculations...
Search Query Analysis | Structure                        • Add fields to the table & clean it                          up!...
Search Query Analysis | OptionsCheck the Pivot TableOptions for a few settingsto make things a littleeasier   • Display em...
Search Query Analysis | Finished Product                                     @RickGalan
Search Query Analysis | Sort & Filter                       • Sort the keyword list by any of                         the ...
Search Query Analysis | Dig Deeper                 • See the overall impact of a specific term                 • Use the L...
Search Query Analysis | SummarySpend 20 minutes building the framework for an analysis tool that allows you to spend 1 min...
A quick, automated methodology for performing aLANDING PAGE AUDIT                                                  @RickGa...
Landing Page Audit | Export Data                      • Export an ad report or keyword                        report with ...
Landing Page Audit | Clean up Tracking                       • Automate the removal of                         tracking   ...
Landing Page Audit | Remove Duplicates                         • Remove the duplicates                             • Data ...
Landing Page Audit | Screaming FrogScreaming Frog SEO Spider• http://screamingfrog.co.uk/seo-spider• Free Download: 500 UR...
Landing Page Audit | Start the CrawlChange the mode from “Spider” to “List”Select your file, click Start.                 ...
Landing Page Audit | Crawl Results                          • Enough info to get to work                            cleani...
Landing Page Audit | Data Mash-up                       • Now Back to the Ad Report…                           • Use VLOOK...
Landing Page Audit | Gain Insights                         • Build views to gain the                           insights qu...
Landing Page Audit | Gain Insights                           • Don’t forget to look at                             what is...
Landing Page Audit | SummaryDon’t manually do what you can automate. Let crawlers and Excel do the work for you.Verify the...
Rick GalánAssociate Director, Search Marketing    rgalan@1800contacts.com                             RickGalan.com       ...
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Methodologies for Reporting, Search Query Analysis & Landing Page Auditing

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Presentation given March 11th at SMX West. The session topic was Fast & Easy PPC Analytics. My presentation included a framework for effective reporting, and specific methodologies for Search Query Analysis & Landing Page Audits.

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Methodologies for Reporting, Search Query Analysis & Landing Page Auditing

  1. 1. Fast And Easy PPC Analytics SMX West – March 11, 2013 Rick Galán Associate Director, Search Marketing RickGalan.com @RickGalan gplus.to/rickgalan /in/rickgalan @RickGalan
  2. 2. A strategic methodology forREPORTING @RickGalan
  3. 3. Reporting | Efficiency is KeyEfficient and effective reporting is KEY to success in PPC. YOU HAVE ENOUGH TO DO.If you are spending a large % of your time pulling and massaging numbers, you are doing it wrong. @RickGalan
  4. 4. Reporting | Build a Reporting ProductBuild reports like you are building a product. YOU ARE.A couple of rules to live by…• Build reports in such a way that they can be repeated and updated.• Any repetitive report should be on a schedule. Stick to it!• Reports should always have an action or output.• Never pull in calculated metrics. Only hard numbers.• Learn Pivot Tables & nested formulas. For serious. @RickGalan
  5. 5. Reporting | Elements of User Experience What will the report look like? What actions can it drive? What visualizations would help achieve the purpose? What will views of the data will be provided? How do these views satisfy the needs of the audience? How can the data be combined to get the right metrics? How can this data be combined ongoing? What are the KPIs, frequency, data sources? Who will need to be involved? What can be automated? Who are the stakeholders & audience? What is the purpose of the report? How it will be used?Source: The Elements of User Experience by Jesse James Garrett. http://jjg.net/elements @RickGalan
  6. 6. Reporting | Before & After Old Reporting: • 2 People, 6 hours each • Giant files, almost unreadable • Manually Collected • Extremely error-proneNew Reporting:• 1 Person, 20 minutes• Small files, Formatted for execs• Visualizations and trending @RickGalan
  7. 7. Reporting | SummaryBuild scalability and repeatability into all reports you build.Automate everything.Design reports for their intended users and uses.Save time. Go home early. @RickGalan
  8. 8. A quick, repeatable methodology forSEARCH QUERY ANALYSIS @RickGalan
  9. 9. Search Query Analysis | Pulling Data • Run SQ Report for all keywords • Customize your columns – no calculated metrics! • Save the final column set for quick access next time • Export to Excel @RickGalan
  10. 10. Search Query Analysis | Future-Proofing • Delete the top and bottom rows of the export – Title & Total @RickGalan
  11. 11. Search Query Analysis | Create Pivot • Create Pivot Table by selecting entire column • Insert > Pivot Table @RickGalan
  12. 12. Search Query Analysis | Calculated KPIsStart by creating your calculated metricsPivot Table Tools > Options > Calculations > Fields, Items & Sets >Calculated FieldCTR = Clicks/ ImpressionsCPO = Cost /Conv. (1-per-click)ROAS = Total conv. value/ CostCR = Conv. (1-per-click)/ ClicksRPI = Total conv. value /(Impressions/1000) @RickGalan
  13. 13. Search Query Analysis | Structure • Add fields to the table & clean it up! • Change all "Count of" to "Sum of" • Rename the field to remove "Sum of" - add a space before or after the field name • Change the number formats across the board @RickGalan
  14. 14. Search Query Analysis | OptionsCheck the Pivot TableOptions for a few settingsto make things a littleeasier • Display empty cell instead of #DIV/0 • Turn off "Autofit column widths on update" - Annoying! @RickGalan
  15. 15. Search Query Analysis | Finished Product @RickGalan
  16. 16. Search Query Analysis | Sort & Filter • Sort the keyword list by any of the metrics by clicking More Sort Options • Sort by cost to find terms impacting your efficiency • Sort by impressions to find terms impacting your CTR & QS • Sort by Orders to find terms you may want to add to your program • etc. @RickGalan
  17. 17. Search Query Analysis | Dig Deeper • See the overall impact of a specific term • Use the Label filters and “Does Not Contain” to see your whole account without a term. • Measure the impact of a negative on your ROI! @RickGalan
  18. 18. Search Query Analysis | SummarySpend 20 minutes building the framework for an analysis tool that allows you to spend 1 minute updating it.Quantify the impact of keyword negatives before you make them – quickly.Save time. Go home early. @RickGalan
  19. 19. A quick, automated methodology for performing aLANDING PAGE AUDIT @RickGalan
  20. 20. Landing Page Audit | Export Data • Export an ad report or keyword report with Destination URLs • Include metrics to gain further insights! • Copy the Destination URL column & paste a copy @RickGalan
  21. 21. Landing Page Audit | Clean up Tracking • Automate the removal of tracking • Formulas • Find & Replace • You want clean URLs so you don’t affect tracking • Do a gut check – scroll through to make sure things are cleaned up • Copy & paste this list into another spreadsheet @RickGalan
  22. 22. Landing Page Audit | Remove Duplicates • Remove the duplicates • Data > Data Tools > Remove Duplicates • Save this file as a .csv @RickGalan
  23. 23. Landing Page Audit | Screaming FrogScreaming Frog SEO Spider• http://screamingfrog.co.uk/seo-spider• Free Download: 500 URL limit• Pro Version: £99 / year BUY IT.• Windows/Mac/Linux Errors – Client & server errors (No responses, 4XX, 5XX)  Meta Refresh – Including target page and time delay Redirects – (3XX, permanent or temporary)  Canonical link element & canonical HTTP headers External Links – All followed links and their status codes  X-Robots-Tag URI Issues – Non ASCII characters, underscores, uppercase characters,  File Size dynamic uris, long over 115 characters  Page Depth Level Duplicate Pages – Hash value / MD5checksums lookup for pages with  Inlinks – All pages linking to a URI duplicate content  Outlinks – All pages a URI links out to Page Title – Missing, duplicate, over 70 characters, same as h1, multiple  Anchor Text – All link text. Alt text from images with links Meta Description – Missing, duplicate, over 156 characters, multiple  Follow & Nofollow – At link level (true/false) Meta Keywords – Mainly for reference as it’s only used by Yahoo.  Images – All URIs with the image link & all images from a given page. Images H1 – Missing, duplicate, over 70 characters, multiple over 100kb, missing alt text, alt text over 100 characters H2 – Missing, duplicate, over 70 characters, multiple  User-Agent Switcher – Crawl as Googlebot, Bingbot, or Yahoo! Slurp Meta Robots – Index, noindex, follow, nofollow, noarchive, nosnippet, noodp,  Custom Source Code Search – Analytics code, specific text, or code etc. noydir etc  XML Sitemap Generator – You can create a basic XML sitemap http://www.seerinteractive.com/blog/screaming-frog-guide @RickGalan
  24. 24. Landing Page Audit | Start the CrawlChange the mode from “Spider” to “List”Select your file, click Start. @RickGalan
  25. 25. Landing Page Audit | Crawl Results • Enough info to get to work cleaning up URLs • Or export to .csv for more analysis @RickGalan
  26. 26. Landing Page Audit | Data Mash-up • Now Back to the Ad Report… • Use VLOOKUP • Bring in whatever data you want to analyze • Pivot the data set @RickGalan
  27. 27. Landing Page Audit | Gain Insights • Build views to gain the insights quickly • Drill down to find what changes need to be made. • Quantify the effects of landing page issues. • Remember: Metrics don’t always tell the whole story. @RickGalan
  28. 28. Landing Page Audit | Gain Insights • Don’t forget to look at what is working too! @RickGalan
  29. 29. Landing Page Audit | SummaryDon’t manually do what you can automate. Let crawlers and Excel do the work for you.Verify the state of your landing pages frequently, because metrics won’t always show the real story.Save time. Go home early. @RickGalan
  30. 30. Rick GalánAssociate Director, Search Marketing rgalan@1800contacts.com RickGalan.com @RickGalan gplus.to/rickgalan /in/rickgalan @RickGalan

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