to Achieve Meaningful Results

woebegoneidealInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

60 εμφανίσεις

Analytics Data & PPC Optimization
to Achieve Meaningful Results

Using a Network of Tools & a
Data
-
Driven Approach to
Optimize PPC Marketing

Objectives
-

Purpose

Business/Marketing Success

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.

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.

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.

A Network of Marketing Tools

Web Analytics

Paid Search Mkt’ing

Landing Pages

Mobile Ad Optimization

Google Merchant Center

Website Optimizer Tests

Local/Map Listings

A Network of Online Marketing Tools

Data Driven Approach to Marketing

Being able to measure
marketing activities
and calculate ROI
was the single most
important item for
US marketing
executives.

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

1838
-
1922

Online, every mouse
-
click is
tracked and recorded for
review and analysis.

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

Set Micro
-
Goals to Achieve Your

Online Marketing Goals

Examples of Micro
-
Goals

Examples of Micro
-
Goals

Examples of Micro
-
Goals

Configure Web Analytics Tool

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.

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

Tools

Data

Search Engine

Marketing

Marketing

Success

Traffic Generation Using PPC

Generating A Profit From PPC

Conv.
Rate

Cost

Per
Click

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

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



$1875
-

$1000 investment
=




$875 profit


Determining PPC Payoff

Achieving High Relevance

Relevance

Achieving High Relevance

Achieving High Relevance

Achieving High Relevance

Achieving High Relevance

Tips For Improving PPC Accounts

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?

Likely Scenarios

1)
Ads Never Show, Ads Never Clicked


-
Not bidding competitively enough

-
Low quality score

-
Targeting unsearched phrases


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


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



Tips For Improving PPC Accounts

4) Ads Get Clicked, Visitors Convert


-
High relevance

-
Keyword, Ad, Landing Page

-
Friendly site experience


Tips For Improving PPC Accounts

Using Product Images




Customer: “I want to buy a cappuccino machine.”

Google: “Here are some cappuccino machines.”

Using Product Images

Increasing Relevance Using Mobile

Increasing Relevance Using Mobile

Increasing Relevance Using Mobile

Testing To Improve Campaigns

Testing To Improve Campaigns

Testing To Improve Campaigns

Whitepaper

QUESTIONS?

Download the Whitepaper at
-
getwsipowered.com/AnalyticsandPPC