1 Analytics Data & PPC Optimization to Achieve Meaningful Results Using a Network of Tools & a Data-Driven Approach to Optimize PPC Marketing
2 Objectives - Purpose Business/Marketing Success
3 About the Presenters Neal Lappe WSI Internet Consultant Neal is located in Richmond, VA and has been with WSI for over 6 years. Having worked with hundreds of businesses in virtually every sector, his primary objective is providing online marketing solutions that deliver measurable results for his clients. His areas of expertise include integrating internet marketing with an overall business plan, small business development, web analytics, search engine marketing and web usability. Chris Leone - WSI Internet Marketing Manager Chris is also located in Richmond, VA and has been with WSI for more than 2 years. He is a certified Google Adwords Professional and a certified Google Analytics Consultant. His expertise includes web analytics, search engine marketing, social media and integrating a variety of tools to form a comprehensive internet marketing plan.
4 A Case for Internet/Digital Marketing The only marketing medium showing consistent future growth is the Internet. Those who embrace these trends will significantly increase their likelihood of success.
5 A Case for Internet/Digital Marketing Google, the dominant search engine with about 70% market share, generates most of its massive revenues from paid search and display advertising online. In 2008, they reported 97% of their revenues came from their online advertising business.
6 A Network of Marketing Tools Web Analytics Paid Search Mkt ing Landing Pages A Network of Online Marketing Tools Mobile Ad Optimization Google Merchant Center Local/Map Listings Website Optimizer Tests
7 Data Driven Approach to Marketing Being able to measure marketing activities and calculate ROI was the single most important item for US marketing executives.
8 The Beauty of Digital Marketing Half the money I spend on advertising works I just don t know which half it is. John Wanamaker Successful US Businessman Online, every mouse-click is tracked and recorded for review and analysis.
9 Identify Online Marketing Goals Sell a product through your website Schedule a service event Request a quote Download a whitepaper Calculate something of importance to you Request contact by a representative Sign up for newsletter
10 Set Micro-Goals to Achieve Your Online Marketing Goals
11 Examples of Micro-Goals
12 Examples of Micro-Goals
13 Examples of Micro-Goals
14 Configure Web Analytics Tool
15 Segment Sources of Web Traffic Setting up Profiles enables you to view online behavior of each unique source of traffic to your website. Tagging product attributes enables you to segment product behavior, and this can be used to improve search engine marketing productivity.
16 Track Other Critical Metrics Goals & Objectives Macro & Micro Goals Product & Service Categories Geographic Issues Sources of Website Traffic Analysis & Opportunities Steps in Online Buying Process Quiet Contributors Quiet Detractors Points of Potential Abandonment Action Plan Sources of Traffic to Track What Click /Navigation Behavior to Track What to Segment What to Filter
17 Tools Data Search Engine Marketing Marketing Success
18 Traffic Generation Using PPC
19 Generating A Profit From PPC Conv. Rate Cost Per Click
20 Determining PPC Payoff Shore Sunglasses Established Sunglass Retail Chain Estimated CPC $.50 -> $1.00 Historical Conversion Rate of 2% Average Price: $150 Margin of 50% $1000 Investment
21 Determining PPC Payoff $1000 investment * $.80 cost per click (CPC) = 1250 clicks 1250 clicks * 2% conversion rate = 25 sales 25 sales * $150 average retail cost = $3750 revenue $3750 revenue * 50% margin = $1875 rev. - COGS $ $1000 investment = $875 profit
23 Determining PPC Payoff
24 Achieving High Relevance Relevance
25 Achieving High Relevance
27 Achieving High Relevance
29 Achieving High Relevance
31 Achieving High Relevance
32 Tips For Improving PPC Accounts Likely Scenarios 1) Ads Never Show, Ads Never Clicked 2) Ads Often Show, Ads Never Clicked 3) Ads Get Clicks, Visitors Don t Convert 4) Ads Get Clicks, Visitors Convert Where are you?
33 Tips For Improving PPC Accounts 1) Ads Never Show, Ads Never Clicked - Not bidding competitively enough - Low quality score - Targeting unsearched phrases
34 Tips For Improving PPC Accounts 2) Ads Often Show, Ads Never Clicked - Ads not enticing - Poor alignment of search keyword and ad - Targeting too broadly
35 Tips For Improving PPC Accounts 3) Ads Get Clicked, Visitors Don t Convert - Poorly chosen/designed landing page - Poor alignment of ad and landing page - Not showing visitor what they want - Poor usability
36 Tips For Improving PPC Accounts 4) Ads Get Clicked, Visitors Convert - High relevance - Keyword, Ad, Landing Page - Friendly site experience
37 Using Product Images
38 Using Product Images Customer: I want to buy a cappuccino machine. Google: Here are some cappuccino machines.
40 Increasing Relevance Using Mobile
44 Increasing Relevance Using Mobile
45 Increasing Relevance Using Mobile
46 Testing To Improve Campaigns
47 Testing To Improve Campaigns
48 Testing To Improve Campaigns
49 Whitepaper QUESTIONS? Download the Whitepaper at - getwsipowered.com/analyticsandppc