Three Deep is a marketing agency with over 30 years of experience. They have a 30 person online marketing team and manage over $3 million in annual paid search spending. They utilize measurement tools like Google Analytics to track campaign performance and have experience optimizing search engine rankings through techniques like keyword research, link building, and local search optimization.

1. KC DM Days – Online Marketing Best Practices March 22 nd , 2011

2. Contents Three Deep Background Setting up for Measurement Organic Search Paid Search Email Marketing Maximizing your Metrics

4. Three Deep’s Key to Success Invest 10% of your analytics budget in technology and 90% in people* *Occam’s Razor by Avinash Kaushik, May 2006

5. Three Deep Capabilities and Certifications Over 30 person online marketing team (7 MBAs) 10 person home improvement call center Scripted using best practice methodologies Manage $3+ million in paid search spending Manage 30+ million consumer DB 100 million emails forecasted for 2011 Fortune 100 and Home Improvement Top 100 Clients 35+ years of home improvement experience More opportunities to leverage additional services Certified by Google to manage AdWords accounts and advertising spend Exclusive Google certification for online analysis, just 1 of 40 US firms Three Deep named the 9 th Best Place to Work Among Small Businesses in Minneapolis/St. Paul 2010 #1238 Fastest Growing Private Companies in America by Inc. Magazine 5000 Ranked #18 th Fastest Growing Company in Twin Cities

6. Three Deep National Brands

7. Acknowledgements Jarad Collier Jeff Sauer Scott Pearson Alex Pokorny Diane Kulseth Jake Dietrich Greg Miller Brian Poe Mariona Belles Jobin Hume Jenny Nielson

8. MEASUREMENT

9. Start with Measurement The foundation of any campaign is how you’re going to measure it afterwards Easily overlooked Requires up front consideration Can be applied at multiple levels of a campaign depending on response mechanisms available

10. Measurement Tools Measurement is faster in the digital world Ad serving tools Adwords DoubleClick Web metrics applications Social media tools Can centralize a lot of this

11. Measurement Tools Utilize Google Analytics Either as your primary site analytics or as a secondary source for redundant data Other tools can be used that cost $$$ and are actually harder to use Why Google Analtyics? It’s Free It’s Awesome It’s Powerful It’s on 50% of the world’s websites

12. Measurement Google Analytics has a tool to build tracking strings for your campaigns URL Builder: bit.ly/GAURLBuilder

13. Measurement Use a link shortener before posting: Bit.ly Goo.gl Utilize a “Friendly URL” or PURL in your offline communications Redirect the Friendly to the Tracking URL www.threedeepmarketing.com/compliance?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Twitterfeed&utm_content=Twitter http://bit.ly/aR39eQ = www.threedeepmarketing.com/kcdma?utm_source=KCDMA&utm_medium=socialmedia&utm_campaign=Speaking&utm_content=slideshow ThreeDeepMarketing.com/DMDays = ThreeDeepMarketing.com/DarrenSelberg

14. Measurement Utilize the link in your communication

15. View traffic from your campaign and drill down into the other variables Measurement

16. Measurement

17. SEARCH ENGINE MARKETING

18. Search Is at the Center of Online Marketing User sent to website after clicking paid listing Display, rich media, and video ads build interest and awareness; users search for more info 67% of Internet users have gone online to search for a product advertised offline 89% of consumers research products online ; 63% purchase offline Offline Audio Print Mobile TV Online Networks Reaches 76% of U.S. Internet users monthly 180B+ ad impressions monthly Hundreds of thousands of advertisers and publishers Target by site, category, keyword, geography, daypart

19. Search Engine Optimization Organic Search Paid Search Paid Search

20. Search Engine Optimization So what is the value of being in the top listings? Consider: Google’s Search Result page has 10 listings. And this is where they eyes go:

21. Organic Search Organic Search Results

22. Organic Search Value of SEO Key Elements to start with Local Search Optimization Video Search Optimization

23. Organic Search Consumer searches for a phrase Results displayed based on a complex algorithm of factors Simpler way to consider it: Relevancy – how well the site/page content matches the search term Authority – how often is the site clicked on for this search term, how many links/clicks come into it on regular basis “ search term” Results based on Relevancy Authority

24. Organic Search A practical example: Using Golden Retriever: 550,000 searches a month Position #1: 45.46% of all clicks : 249,150 a month in the US Position #2: 15.69% of all clicks : 86,245 Position #3: 10.09% of all clicks : 55,495 Position #4: 5.49% of all clicks : 30,195 Position #5: 5.00% of all clicks : 27,150 Position #6: 3.94% of all clicks : 21,670 Position #7: 2.51% of all clicks : 13,805 Position #8: 2.94% of all clicks : 16,170 Position #9: 1.97% of all clicks : 10,835 Position #10: 2.71% of all clicks : 14,905 Total: 95.91% of all clicks occur on Page #1 of SERPs (527,505 of 550,000)

25. Organic Search So what is the value of being in the top listings? Consider: 1% of all Golden Retriever visitors “convert” by signing up for a newsletter Lifetime value of a customer: $25.00 # 1 Ranking: 249,150 * 1% = 2,491 sign ups #2 Ranking: 86,245 *1% = 862 signups Difference in Lifetime value of those visitors = $42,275.00

26. Organic Search So where do I start? Page titles Keywords in the URL/Page name Alt Tags Anchor Text

27. Organic Search Page Title: A clear way to define what a page is about Meta Titles (Title tags) The title of the page that is normally used by search engines as part of the snippet (the short description after a link). Meta Description: A short description of the page that is normally used by search engines as the snippet (the short description after a link). This is not primarily for SEO benefit, it’s purpose is to be click enticing.

28. Organic Search Use Keyword Tools to determine what the title, description and content should contain. The keyword suggestion tool from Google Adwords for general searching Use single words in order of popularity with thought to relevancy.

29. Organic Search Identifying the most commonly used search terms and incorporating them in both Title & Description yields better results A search for “Cane Sugar” yields: Bold text is what was searched - found in the title, description & URL - drawing the eye to the link

30. Organic Search Include the Keyword in URL or Page. Let’s take an example: www.site.com/dogs or www.site.com/dogs/golden-retriever Suggests that Golden Retrievers fit under the category of Dogs. This creates a relationship to my site has content about dogs, and Golden Retrievers. Google’s algorithm is a program understands basic relationships based on the information it finds. creates a relationship to my site of dogs and golden retrievers, which are somehow related to the word ‘dogs’. Title URL/Page name

31. Using Alt Tags for Images A search engine sends out crawlers Crawlers are programs designed to read all the code in a website and follow the links. They crawl the page. Images are mostly unreadable to the crawlers (read only Text) Crawlers are very basic, they can’t search, select buttons or anything else. Just read code and follow links. Adding an alt tag along with the image in your site code allows it to be found Organic Search Poker

32. Organic Search Avoid using Frames (Why Flash is bad) What your site looks like What Google sees

33. Organic Search Anchor Text Link from site A to site B with the linked text of Keyword . Gives added “weight” to Google’s measure of Authority Indexes the Keyword as being associated with the site What Google Sees www.alex-pets.com www.dogs.com dog site

34. Strongest Page Example Strongest Page Example Exact Match Domain www.keyboards.com Linked from www.computer-parts.com as keyboards Page title is Keyboards On the page is an image, with the proper alt tag. Keyboards

35. Build Links to your site to improve page ranks Utilize internal linking and keyword usage in URLs Organic Search

36. Build Links to your site to improve page ranks Post/Submit links to relevant Authority sites Submit content to Article submission sites Ehow Squidoo eZine Place links on other owned properties Link baiting (writing articles that invite review or posts/discussion) Organic Search

37. Check depth of the website - each page should be possible to find within 3-4 clicks from the homepage. Hub Pages and other category pages can help reduce the depth, assisting in both the user experience and the ability for a search engine to index all pages. Organic Search Home Page Articles Products Resources Product Family Product Family Article 2 Article 1 Product 2 Product 1

38. Organic Search Value of SEO Key Elements to start with Local Search Optimization Video Search Optimization

39. Local Search Optimization Local search is increasing in prominence 86% of consumers go to the Internet as their first choice when searching for local businesses .* Useful for Retail & Service companies *Web Traffic Partners Jan. 2011

40. Local Search Optimization

41. Local Search Optimization Optimize for Mobile Search

42. Claim ownership of business listings Create unique Google Places Pages for all locations Get reviews in Google Places Optimize for local keywords and service descriptions Local Search Optimization

43. Organic Search Value of SEO Key Elements to start with Local Search Optimization Video Search Optimization YouTube is the 2nd largest search engine, representing over 25% of U.S. Google site searches* *ComScore, Dec. 2008

44. Video Search Optimization

45. Video Search Optimization Video results are shown in Google BEFORE the 1 st Organic result First Video Result First Organic Result

46. Video Search Optimization How can I get my video to show up in a search? Video Sitemaps or MRSS (Media Really Simple Syndication) Crawlers cannot read the videos without a sitemap and specific required code Title Description YouTube will create the sitemap during upload Use Closed Captioning on the video Google will index closed caption text. YouTube CC can be created after the video is posted. YouTube offers a free auto closed caption tool However the CC it creates has to be edited by hand And if it fails, it cannot be run twice (as of Sept ’10) Other CC creators are available online.

47. Video Search Optimization YouTube has an unusual search algorithm. Based on single words and the order of the tags (and title) is extremely important. Start with the popular single term, and then define the search down to the specific phraseTitles & Tags – Examples: Not optimized: infant formula, infant powder concentrate, infant feeding Optimized: infant, formula, feeding, powder, concentrate. If your tagging is out of order, you won’t show up. ‘ Gerber feeding for infants’ wouldn’t work as well. Popular term Moderate term/Branded term Unpopular term

48. Video Search Optimization Hosted Good for monetization and traffic to websites Benefits: Control over analytics, monetization, UI, branding. Control over exposure to related videos Distributed Good for branding and generating views YouTube optimization is key (largest video site) Benefits: Leverage authority Leverage community/audience Host site in charge of technical maintenance

49. Video Search Optimization Resources Creating a video sitemap: http://www.google.com/support/webmasters/bin/answer.py?answer=80472 MRSS (Media Really Simple Syndication) http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=183265 Where to submit the MRSS: http://www.reelseo.com/submit-videos-rss-mrss/

50. Search Measurement So how do I know if my efforts have worked Rank Checker tools (Google’s WebMaster tools)

51. Search Measurement So how do I know if my efforts have worked Pre/Post metrics for top landing pages (or those pages optimized) Increase in page views Decrease in bounce rates

52. Search Measurement So how do I know if my efforts have worked Pre/Post metrics for non-paid keywords

53. Questions/Break

54. SEARCH ENGINE MARKETING

55. Paid Search

56. Paid Search Why should I use it? Campaign Structure Writing/Testing Ads Landing Pages Utilize Extensions Budget Management Linking to Analytics

57. Paid Search U.S. online ads spending will reach $25.1 billion this year, with search being the single biggest category and social media marketing taking over from display media, according to eMarketer's latest report. eMarketer's study expects the Internet to account for 15.1% of total media spending in 2011 and over 20% by 2014. The firm sees search accounting for $12.7 billion, or nearly half, of overall advertising budgets in 2011. Source: eMarketer, Nov 2010 Billions and % change

58. Paid Search Direct Sales Product Launch Lead Generation PR Top of mind searches Branding Brand Protection Media Support Product Association Viral Launch Pad Holidays Seasonal Tool Launch Special Occasions / Events

59. Paid Search Success is ultimately driven by generating more efficient clicks More clicks at lower cost per click Ad position in the search results drives response (depends on certain factors) Bid amount Daily budget Relevance of the ad to the keyword Quality score Clickthrough Rate Relevancy Landing Page quality.

60. Paid Search Campaign Structure Writing/Testing Ads Landing Pages Budget Management Linking to Analytics

61. Paid Search Structure your campaigns around the site content, goals, main areas of focus or geo-targeted locations Use Keyword Tools to determine what the title, description and content should contain.

62. Paid Search Utilize Google Trends to identify patterns in seasonality or geography

63. Paid Search

64. Paid Search Build out granular adgroup themes to be as specific as possible Broad Targeting Specific Targeting

65. Paid Search Use only a small handful of keywords per adgroup Include Brand name in keywords Bidding on your brand gives you more exposure Protects your brand reputation Gets people deeper into your site Makes the search experience easier for the user

66. Paid Search Campaign Structure Writing/Testing Ads Landing Pages Budget Management Linking to Analytics

67. Paid Search Write ads utilizing the keywords within the adgroups

68. Paid Search Test ads to achieve higher conversion rates Conversion Rate: 1.80% Conversion Rate: 3.12% 73% increase

69. Paid Search Utlize Ad Extenstions User differentiation in ads to stand out Google Product Search Integration Google Checkout Badges Location Extensions Reviews and Ratings extensions Product listing ads Sitelinks in Ads

70. Paid Search Campaign Structure Writing/Testing Ads Landing Pages Budget Management Linking to Analytics

71. Paid Search Direct ads to specific landing pages built out around each adgroup or theme

72. Paid Search What not to do

73. Paid Search Landing Page aligned

74. Paid Search Proper alignment

75. Paid Search Test your destination pages Tool available within Adwords Control Experiment

76. Keywords in Ad Group split between destinations Paid Search

77. Ads split between Test & Control pages Paid Search

78. Paid Search Evaluate results and roll out to all impressions Control – 4% Conversion Experiment – 8% Conversion

79. Paid Search Campaign Structure Writing/Testing Ads Landing Pages Utilize Extensions Budget Management Linking to Analytics

80. Paid Search Manage your budgets closely Daily monitoring of costs and campaign performance Raising/lowering bids to optimize ad groups

81. Paid Search Manage your budgets closely Set rules to control budget

82. Paid Search Manage your budgets closely Implement cost per acquisition pricing model

83. Paid Search Campaign Structure Writing/Testing Ads Landing Pages Budget Management Linking to Analytics

84. Paid Search So how do I take my Paid search measurement to the next level? Link Adwords to Analytics

85. Paid Search Integrate standard AdWords metrics into the Google Analytics interface, including: Clicks, Impressions, Costs and ROI No need to build in tracking to URLs (automated via Google) Can hold your AdWords keywords to a greater level of accountability Allow you to increase conversion rates and lower expenses based on site metrics – not just click data Enable you to tightly control your ad budget by only bidding on keywords that produce positive ROI

86. Paid Search

87. Paid Search AdWords reporting provides standard analytics metrics at a campaign, ad group, and keyword level (Traffic Sources > AdWords > Campaigns)

88. Paid Search It also brings in your Adwords data (cost, impressions, clicks) in order to conduct deeper analysis on conversions, costs per conversion, etc.

89. Paid Search Day Part reports shows AdWords performance based on the time of day. (Traffic Sources > AdWords > Day Parts)

90. Paid Search Position Analysis in Google Analytics Keyword Position report gives insight into how keywords perform at different ad positions on the search engine results pages (Traffic Sources > AdWords > Keyword Positions) www.threedeepmarketing.com | @jeffsauer | @threedeep

91. Paid Search Results? Lowering the average cost per click while increasing the Click Thru Rate by optimizing the ad copy Lowering Cost Per Acquisition while increasing total acquisitions by managing the budget based on conversions Avg. Cost per Click vs. Click Thru Rate

92. Questions/Break

93. EMAIL MARKETING

94. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

95. Email Compliance CAN-SPAM – These laws promised to provide remedies against annoying and unsolicited bulk email known as “spam”. Major rules include: Header information (identifiers such as To, From, IP Address): must not be materially false or materially misleading; Subject line: must not mislead the recipient about a material fact regarding the email’s contents or subject matter; Return email address: must contain a functioning email address that the recipient can use to request no further messages; Contents: the email must (i) clearly and conspicuously identify that it is an ad, (ii) provide clear and conspicuous notice the recipient may unsubscribe for additional emails, and (iii) contain a valid postal address for the sender (may include a valid post office or private mailbox address). Requests to unsubscribe: if a recipient requests unsubscribe from receiving additional emails, emails matching the unsubscribe request must be honored within 10 days with a mechanism that is available from a single web page and that operates with a single click;

96. Email Compliance Internal Opt-in Policies Signup Disclosure – Focus on aligning user expectations with the communications you plan to send. Avoid user error – Utilize data collection tools that build in redundant data entry Go opt-in, not opt-out – Avoid pre-checked boxes Double opt-in - Explicitly requesting a user to confirm the email address to be his/her own. Typically by using an automatic confirmation email sent immediately on submission Use Simple Contact Options Privacy Policies Do not send key personal information by email Explain what the information collected is used for, and who else will be using it Explain how long the information is stored

97. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

98. Building & Growing Your Lists Convert offline consumers to online- Add consumers by advertising in the organization’s web site or print publication. Sponsor an event Send a hard copy postcard Invite readers to help Include words like “Please Forward Newsletter” in the subject lines Or use Referral links where consumers can sign up friends Run a contest. Let your contacts know that they will get one entry in a drawing for each person they refer to your list. Co-registration Providing a form hosted on a reputable 3 rd party site List rentals Renting lists from questionable sources who claim (but can’t prove) that list members have opted in only builds your list in the short term. In the longer term, it’s actually a great way to get flagged as a spammer.

99. Building & Growing Your Lists Utilize a preference center Online area allowing subscribers to change their email address or contact information, update their preferences, or select which list they want to subscribe to or unsubscribe from. Benefits include: Retention – Unsatisfied subscribers may choose to update preferences vs. unsubscribing Strengthening the Relationship - Focusing on the preferences and needs of your subscribers builds confidence and trust. It tells subscribers that you’re serious about meeting their needs. Reduce Undeliverables - 1/3 of email addresses change each year. Inviting subscribers periodically to update their personal information can ensure that your mailing list is up-to-date. www.freshaddress.com – realitime verification & ECOA Improve Segmentation - Accurate, detailed data will allow you to produce more targeted and customized emails, providing higher value to the subscriber.

100. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

101. Ensuring Deliverability I have a large list and Open/Click thru rates are high – why worry about deliverability Higher deliverability means less chance of spam blocking Results (from testing, etc.) are more relevant/accurate if your list is clean What happens if I keep sending undeliverable email? You get blocked Messages end up in junk folders Senders get blacklisted Can be fined – up to $millions

102. Ensuring Deliverability Review "delivered" rates trends Rate of acceptance Unknown-user rate High unknown-user rate (in excess of 5%) is frequently correlated with deliverability issues. Use a seed list With addresses from various email clients. i.e. outlook, Hotmail, Gmail, Yahoo, Aol, etc. Are messages placed in a bulk mail folder or discarded after acceptance? Review trends in open and click rates by receiving domain Review your content There are many systems that filter based on content. Sender Reputation - “credit score” for email broadcasters informed by a range of factors , based on IP Address Volume of email sent, number of bounce‐backs generated, and the number of spam complaint notifications that they receive. www.senderscore.org

103. Ensuring Deliverability Clean your list regularly, honor unsubscribe and SPAM feedback promptly Review the overall trend of number of messages when a subscriber hits the "report spam" button relative to the number of messages accepted for delivery at that domain. Monitor feedback loops at ISPs like AOL Check Blacklists Pivotal Veracity Avoid SPAM traps Best sources are Microsoft's SNDS service and Sender Score (www.senderscore.org).

104. Ensuring Deliverability Address List Decay (Active and Inactive List) Keep updating your distribution lists to handle inactive users, bounces, and spam complaints. Establish Internal Frequency Policies Shift control from list level to user engagement levels. Set frequency based on where users are in their lifecycle. If they are actively responding to your communications, then it is likely they are happy with the frequency and content. If they are not responding to your communication, then allocate more resources to improving your content and making it more relevant. Segment out your inactives Place these subscribers on a separate list that can be tracked easily when sending your emails. Attempt to re-engage. Do something out of the ordinary Acknowledge that subscribers are not engaged Get them to click -- learn why they haven't been engaged place the subscribers that engage back on your "active" list Purge non-responders Don't purge after your first attempt to re-engage subscribers. Reduces cost. Reduces chances of blacklisting ISPs are now considering engagement in their deliverability equations

105. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

106. Content Keep it relevant Know who’s on your lists. Ask your subscribers to provide relevant personal information and provide them with the regular opportunity to update it. Know when they want to hear from you Allow your subscribers to tell you when they want to hear from you, and what types of communications they want to receive. TIMING Blast vs. Triggered or activity based (consumer timetable vs. marketing timetable) Keep it Fresh Designs should be helpful & complimentary to content Incorporate novelty only when it strengthens your message Key Questions: Is “click here” a compelling call to action? Have our customers become so used to seeing it they tune it out? Does it make our emails look spammy? Do our customers want to see animated gifs in every email? How can we use them to enhance content without being a distraction? Horizontal scrolling allows you to utilize a different design, but does it work on mobile? And are customers used to scrolling all the way to the right to find your content?

107. Content Rendering images can be a key driver to dissatisfaction Verify that key information, links, etc. is visible in all formats Always assign height and width dimensions to them and when necessary fill them with alt text. Use ALT TEXT to your advantage and make sure links are clickable even when images are turned off. For some types of communications, a plain-text message works best. It puts the most relevant information in front of the recipient in a convenient way.

108. Content What not to do - #1 Key message is about a toll free number correction Number is not visible with images disabled

109. Content What not to do - #2 Legal copy identifies unsubscribe process but no link is visible

110. Content What not to do - #3 Good alt-text but blue text appears “clickable” and is not

111. Content What to Do No images Images Enabled

112. Content Design for everyone Mobile device usage increasing* 85% of smartphone users check their email on their smartphones 82% actually read their email on their smartphone. - Make your template flexible so it can be used over a variety of clients and look good. Test email rending over a variety of platforms before a single customer sees your email. Some useful tools: Pivotal Veracity Return Path Litmus Utilize Templates Improves speed Allows for quicker design for multiple emails Can interchange parts, without completely redesigning emails Can enable Dynamic Content Useful for segmentation Integrates with Web content and content management systems Reduce proofing time *ExactTarget (2009)

113. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

114. Integration with Social Meda Utilize Social Media to grow your lists Collect email address at the point of conversion when consumers link from Facebook and Twitter Facebook Connect Feature winners of Facebook competitions in your email newsletter Promote exclusive deals available only to email subscribers on Facebook and Twitter. Post links to Web versions of your best emails on Facebook and Twitter. Include "like" buttons in email newsletters and promotions, but give customers a reason to use them. Encourage email subscribers to post questions on Facebook and/or Twitter. Include questions posted on Twitter and Facebook in your email and answer them. Create an email segment containing Twitter Followers and send them additional "insider information" through email.

115. Integration with Social Media Allow for sharing of your email content where appropriate The ability to share is everywhere “ Like” & “Share this” buttons Use Sharing as part of communication strategy vs. just a creative element Consider your content, programming capabilities, and goals before adding sharing icons to your messages. Is the content something the recipient will want to share? Can we capture information and metrics on forwarded emails? Once shared, what do we want the referees to do? Why are we asking customers to share this?

116. Email Marketing Email Compliance List Management Deliverability Content Integration with Social Media Testing *Epsilon Q42010 Email Trends & Benchmarks March2011

117. Testing Testing is so easy with email that it should be done with almost every email. Subject lines Images/content Offers Segmentation Dynamic content vs. Static content Measure thru multiple tools Open & Click data from the email server Response & visit data thru campaign tracking on the site Using those tracking URLs www.mysite.com?utm_source=testlist&utm_medium=email&&utm_content=versionA&utm_campaign=Acquisition

118. Testing Email data in Google Analytics

119. Email Marketing Resources Sender Reputation: https://www.senderscore.org/ Major Spammers http://www.spamhaus.org/rokso/

120. Questions/Break

121. MEASUREMENT Part 2

122. Measurement How can I measure all this improved traffic? You’ve already: Created tracking links to identify visits, etc. from campaigns Linked Adwords to Analytics Up Next: Setting up Goals & Funnels Use GWO to optimize landing pages Segment Traffic Track Events Customize Your Dashboards

123. Goals & Goal Funnels What is the value of my Website? Goals can: Determine where visitors drop off on your site Help you establish value for actions taken on your website Allow you to report on the performance of each individual traffic driver to your site Enable you to report on engagement metrics like time on site and total page views

124. Goals & Goal Funnels Determine Your Goals Examples of common website goals include: Ecommerce Transactions Completion of a form (lead collection or newsletter opt-ins) Visitors downloading a whitepaper or product brochure Visitor engagement (blog comment, adding or editing a profile, time-on-site, pageviews)

125. Goals & Goal Funnels Step 1: Decide What to Measure Tool Usage Site Registration Sweepstakes Entry Time Spent on Site Page Views Product Locator Usage

126. Goals & Goal Funnels Step 2: Map Conversion Process Determine your path to success; your goal funnel Make sure that each URL in the funnel is unique Paid Search Ad We are offering 50% off on our site! Take a look! www.ourcompany.com Thank you!

127. Goals & Goal Funnels Step 3: Configure Goals and Funnels Registration Conversion

128. Goals & Goal Funnels Step 4: See Results Visitors entering funnel step Visitors abandoning funnel step Where did they go? Why did they leave?

129. Goals & Goal Funnels There is more than one path to success for your website! You can report on up to 20 specific actions

130. Measurement Setting up Goals & Funnels Use GWO to optimize landing pages Segment Traffic Track Events Customize Your Dashboards

131. Page Optimization Now that you’re driving traffic to the site: How do you increase engagement/activity? How do you prove your creative recommendation? A/B & Multivariate testing of your pages

132. Page Optimization Where do I start? (what pages should I test) Top Content Top Landing Pages First pages in any funnel/goal process

133. Page Optimization What should I consider? Pages should be focused on achieving a specific conversion goal Traffic to page is controlled Typically via lead generation tactics Changes to page elements will not effect the entire site Can live in a subdomain structure subdomain.domain.com

134. Page Optimization What can I test? Pretty much everything:

135. Preferred Tool: Google Website Optimizer Relatively quick turn around for experiments User friendly interface Page Optimization www.threedeepmarketing.com/kcdma

136. Page Optimization

137. Page Optimization Make sure the right account is selected from your analytics sites

138. Page Optimization

139. Page Optimization KCDMA 1 KCDMA 2 Thank you Page

140. Page Optimization

141. Page Optimization

142. Page Optimization

143. Page Optimization Reports show winning page/combination based on statistical significance

144. Page Optimization Or results that are, as of yet, inconclusive

145. Page Optimization Considerations DOES NOT typically include major changes to site wide topology Navigation Page layouts Lives in the same domain structure www.domain.com The experiment is central to the process Creative supports the experiment not the other way around Should be considered an ongoing process of experiments vs. a single project

146. Measurement Setting up Goals & Funnels Use GWO to optimize landing pages Segment Traffic Track Events Customize Your Dashboards

147. When I look at the reports for my website, the numbers rarely change and I wouldn’t know what to do with it if they did Step 1 – Create an Advanced Segment Segment Traffic

148. Segment Traffic Step 2: Enter Segment Criteria

149. Segment Traffic Step 3 - Apply Advanced Segments to Reports Enable you to provide true insights instead of presenting data Increase your chances of finding information that will genuinely impact your business Allow you to drill down and go three levels deep

150. Measurement Setting up Goals & Funnels Use GWO to optimize landing pages Segment Traffic Track Events Customize Your Dashboards

151. Event Tracking Event Tracking is used to track events that cannot be tracked by the standard page view method of tracking Examples of Event Tracking use cases include: Items within a Flash element AJAX or JavaScript functionality PDF or other file downloads Who interacted with this flash movie?

152. Event Tracking Configuring event tracking will: Allow you to track events that happen on your site that don’t generate pageviews, like in Flash movies Give insight into who left your site to external websites Allow you to report on downloads of content from your site, like PDF files Enable tracking of video views, plays, pauses and more Comprehensive guide to event tracking: bit.ly/GAEventTracking

153. Event Tracking Step 1: Plan Event Tracking Strategy Define the events you want to track Category: The broad grouping of events of a like nature Action: the action you want to measure Label: the specific item tied to the action

154. Event Tracking Step 2: Configure the code For each event you’d like to track, add the following code: <a href=&quot;http://www.facebook.com/threedeepmarketing&quot; onClick=&quot;pageTracker._trackEvent(‘Social Links', 'Click', 'Facebook');&quot;>Check us out on Facebook</a>

155. Event Tracking Look at results by: Category Action Label

156. Measurement Setting up Goals & Funnels Use GWO to optimize landing pages Segment Traffic Track Events Customize Your Dashboards

157. Build Custom Dashboards Customizing your dashboard will: Provide you a quick overview of the performance of the metrics most important to your business Can provide comparisons to performance in previous days, weeks, months Can be emailed to you daily, weekly, monthly and quarterly Allows for flexibility as your business grows and changes Typical Dashboard View

158. Build Custom Dashboards Step 1: Add Reports to Dashboard You can add any report or views to your custom dashboard!

159. Build Custom Dashboards Step 2 (optional): Add extra elements Compare to PastAdd the “Compare to Past” feature for your analytics to provide greater depth to your reports Apply advanced segments Report on goals or add e-commerce revenue

160. Customized Dashboard View Discover if revenue is increasing and when orders are most likely to be placed Compare last month’s analytics with current to determine growth and change See where sales are coming from and how your sales conversions are performing

161. Build Custom Dashboards Step 3: Email Dashboards Once your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inbox Send as often as needed Send as PDF to Individuals, Other Formats for automation

162. FINAL QUESTIONS

163. Thank You Twitter : threedeep Facebook .com/threedeepmarketing Blog :threedeepmarketing.com/ madanalyst Darren Selberg Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 [email_address] 651-789-7717

164. BONUS SECTION Additional tips & considerations for your reading pleasure

165. Thought Leaders to Follow Matt Cuts Official Google Webmasters Blog searchengineland.com reelseo.com SEOmoz.org Vertical Leap SEO Book Search Engine Journal

166. Paid Search 101 How does paid search work? Do I pay for keywords? Clicks? What exactly happens? Paid search works on an auction based system: Paid search bids on keywords entered into the search engine. Advertisers pay for clicks on the ads that drive to their website. When someone searches for that keyword, the ad may show up in any of the sponsored search positions, or sometimes not at all. Why is my ad not in the #1 position every time I search? There are many reasons why your ad may not be in the #1 position for a given search result. The most common reasons are The bid is too low Poor quality score Lack of relevancy The daily budget for clicks has been spent The position of your ad is dependent on something called Ad Rank. The Ad Rank formula is defined as: Complete formula here: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6111

167. Paid Search 101 What is Max CPC? Maximum CPC is simply the maximum amount of money that you are willing to pay for a click. There is a difference between your Max CPC and your Actual CPC, and it is based on your Ad Rank. AdWords automatically gives you the lowest possible actual cost per click needed to maintain your ad’s position. How many keywords should we be bidding on? This number will vary depending on the scope of your campaigns. Generally, the more keywords you bid on, the more segmented your campaigns will be and the lower your cost per click. This is due to segmentation lowering cost per click due to increased relevancy of ads. We recommend starting with a manageable list of keywords and then expanding the list after looking at reports of who actually converted on each keyword.

168. Paid Search 101 What is a conversion? A conversion occurs any time a visitors takes a favorable action on your website. Coupon prints Registrations Store locator usage Time on site Pageviews and more Why don’t I see my ads when I search for X keyword? There may be several reasons, including: The daily budget limit has been reached and ads will not display until it refreshes the next day Campaigns may not be currently are bidding on this keyword The keyword may have been paused due to poor performance The keyword may have a low quality score that prevents them from being displayed How do I create ads? How big should they be? Ads are generally created by your search agency after interviewing your team to understand your objectives. Ad formats are defined as follows: Headline: 25 Characters Max Description Line 1: 35 Characters Max Description Line 2: 35 Characters Max Destination URL: 35 Characters Max Key

169. Paid Search 101 What is the best way to handle Trademarks in my ads? Adding trademarks in ads may be necessary to maintain brand integrity and at times can increase CTR on ads. Other times, they cause us to go over character limits in our ads, lower relevancy and lower click thru rates. The best way to test how trademarks affect brands would be to test ads with trademarks vs. ads without them (if this is allowed) and then use the best performing ad for future campaigns. How much should I budget for my campaigns? Budgeting campaigns will generally come down to your objectives and the size of the market being targeted. Most search engines have poor tools for projecting how much can be spent in advertising, so we recommend starting with a small campaign that can run for 15-30 days and then basing the future budget on the results from this test. This allows for accurate projections, and also helps the account establish quality scores with the search engines.

170. Should I manage my own Paid Search Use an outside resource Shared Leanings – One view of enterprise Performance Improved Projections No Cannibalization Lowered and Optimized Spend Experienced and Dedicated Team Fast Turnaround Innovative Ideas and Techniques Best Practices Implementation Internal Management Gain experience in-house No intermediaries Appropriate for small campaigns with a very limited keyword list or when the products or services are available in a very limited geographical area

171. Further Customization of Google Analytics Filter out internal traffic/unwanted IPs Create page names that are readily identifiable in reports

172. Filter Internal Traffic Is this really an accurate visitor count? Problem: Everybody in our company uses our corporate website as their homepage and I’m not sure if our traffic reports are accurate

173. Filter Internal Traffic Step 1: Find your IP address Whatismyip.com Step 2: Filter out IP address 86.75.30.909

174. Filter Internal Traffic CompanyNo-Block.com Company-Block.com Choose the profile you want this filter for Company-block.com Step 2: Filter out IP address

175. Filter Internal Traffic See exactly who visited your site Make reporting more actionable by showing a true picture of what happened on your site Bring the best metrics to the forefront and keep reporting on track

176. Create User Friendly Page Names Problem: Dynamic URLs don’t make any sense when they show up in my Analytics reports and it makes it really hard to do These all look the same, I have no idea which page is which?

177. Create User Friendly Page Names Your Site should have a URL structure that reflects the pages, not query string ID's www.example.com/Products/Product.aspx?ProductId=46116ccf-816b-4c09-a7e0-1b3oc1aech www.example.com /Total-Stage/Preschooler/Education-Materials.aspx Which is easier to read? Which URL would be easier to identify in Google Analytics?

178. Create User Friendly Page Names There are many ways to fix your URLs Change URL structure in your CMS Custom Page Names (using pageTracker._trackPageview(“fixed url&quot;); ) Friendly URL rewrites (.htaccess for Linux servers, IIS for Windows servers)

179. Create User Friendly Page Names I know exactly which page I am analyzing now

180. Create User Friendly Page Names Making your URLs easy to read will: Make page level analysis much easier and effective Help with Organic SEO (search engines don’t like to read dynamic URLs either!) Minimize opportunity for errors in analysis Allow for better grouping of pages in custom reporting