In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data? Presentation from SchipulCon 2011.

1. Metrics in the Real World Are You Counting What Really Matters? Caitlin Kaluza Search Engine Marketing Manager at Schipul @qcait caitlin@schipul.com #schipulcon

2. What We’ll Go Over Making Sense of Online Data Rank Isn’t Everything Defining Goals & Conversions Tracking Offline Data @qcait // #schipulcon

3. A Perfect Scenario Bid on keyword “pay my TXU bill” Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online” Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20 You get $1.50 for every conversion - need to convert >13% to make a profit @qcait // #schipulcon

4. Real World Public Speaking Leads Contact Forms Newsletter Signups Traffic from your Facebook Fan Page? Twitter? YouTube? Phone Calls Long Lead Time @qcait // #schipulcon

5. Making Sense of Online Data @qcait // #schipulcon

6. Definitions Visits # of instances of a visit Pageviews Total views of all pages Bounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%) New Visits Based on a cookie in your browser (not computer) @qcait // #schipulcon

7. Visit Trends Compare month over month AND year over year if possible Be aware of seasonal trends – think about the trends in your business Pages/Visit, Time on Site Measure Engagement @qcait // #schipulcon

8. Traffic Sources Visits from Search Keywords – especially non-branded Traffic from Social Media, YouTube, partners, media, etc. @qcait // #schipulcon

9. Geography Are you hitting the geography you expect? Where are the opportunities? @qcait // #schipulcon

10. Mobile Mobile is 5-7% for average Schipul client iPhone vs. Android @qcait // #schipulcon

11. Defining Goals & Conversions @qcait // #schipulcon Photo credit: flickr.com/photos/seeminglee/4041872282

12. What is the Goal? What is the goal of your website? What is a Conversion? Fill out contact form Engagement Call View a key page – contact, driving directions, menu Tip: Ask your Sales Guys @qcait // #schipulcon

13. Goal Set Up Goals are located in Settings Allowed 4 sets of 5 Three types: URL Destination (i.e. form confirmation page) Time on Site Pages/Visit Adds a tab to all reports @qcait // #schipulcon

14. Goal Set Up @qcait // #schipulcon

15. Funnel Reporting @qcait // #schipulcon

16. Goal Tab @qcait // #schipulcon

17. Incremental Conversions? Filter by source, i.e. Paid Search Non-branded keywords Sites: Twitter, Facebook Test, Test, Test Try to test one thing at a time Test for at least 1 month @qcait // #schipulcon

18. Online Advertising Google 500 Pound Gorilla 80% Market Share Quality Score x Bid = Placement Bing 10% Market Share Feeds Paid Ads to Yahoo Less expensive, Interface not as good Facebook More like a banner ad People don’t go to FB to click away Average CTR %0.10 Good for Social or Personal @qcait // #schipulcon

19. Online Advertising Tips 80% people click Organic Search Good for new products, competitive markets SEO + PPC = More Clicks Be Straight Forward Use every tool Target – Location, Market, etc. @qcait // #schipulcon

20. Set Up Campaigns @qcait // #schipulcon Photo credit: flickr.com/photos/idogcow/391609724

21. Set Up Campaigns You can essentially set up anything as a Campaign using Google URL Builder Add tracking code to any URL to notify Google Analytics what campaign it came from Allows for A/B testing Tracking data within one source Newsletter Tracking @qcait // #schipulcon

22. Example Scenario Which Donate Link is Better? Set up each as a separate campaign @qcait // #schipulcon

23. Results In Analytics:Traffic Sources > Campaigns Red Button gets 4x visits @qcait // #schipulcon

24. Set Up Campaigns URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link @qcait // #schipulcon

25. Google URL Builder Start with URL Define Source, Medium, Name Term & Content are optional Generate URL @qcait // #schipulcon

26. Be Consistent! Example Sources: google newsletter event Example Medium: cpc banner email link Example Name: oct2011newsletter Annualconference2011 Tip: Include Year @qcait // #schipulcon

27. Rank Isn’t Everything @qcait // #schipulcon Photo credit: flickr.com/photos/mobikefed/2855762756

28. Funnel of Search Engine Marketing @qcait // #schipulcon

29. New GA Report: Keyword Impressions @qcait // #schipulcon

30. Tracking Offline Interaction @qcait // #schipulcon Photo credit: flickr.com/photos/billybrown00/4982722491

31. Call Tracking Software Be wary of posting separate number – Google Places use Citations to rank Adwords Call tracking tool @qcait // #schipulcon

32. Tips for Tracking Offline Train Sales/ Call Staff Ask prospects how they heard about you, ask what keyword they typed in if applicable Document in CRM or Google Doc Involve Sales in the SEO process – ask for recommendations on keywords, content, flow of site @qcait // #schipulcon

33. Figure Out Cost/Conversion Example: 75% contact forms lead to a phone call 50% phone calls lead to a meeting 33% meetings lead to a proposal 50% proposals close 6% contact form lead to close Profit x 6% = Cost/Contact Form @qcait // #schipulcon

34. Thanks! Questions? Caitlin Kaluza @qcait Search Engine Marketing Manager at Schipul TheSEMBlog.com @qcait // #schipulcon // http://bit.ly/schipslides