Search Behind the Curtain:

thumbpinchInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

61 views

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Search Behind the Curtain:

Diving Deeper into Multi
-
Channel and
Post
-
Web Analytics / Events

presented by


Apogee Search


William Leake, CEO

leake@apogee
-
search.com

Tel: (512) 583
-
4200 x 701

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Why we *might* know something


(aka shameless plug slide)


Apogee Search is the largest “pure
-
play” online marketing firm in
the Southwest, and one of the 20 largest nationwide


150+ clients, including Keller Williams, Golfsmith, Lance Armstrong
Foundation, Olive Garden, PerkinElmer, Interstate Batteries, Gannett
Digital, Olive Garden + numerous VC
-
backed technology firms


Paid Search, Organic Search, Online Media, Website Effectiveness


Our management team built *the first* company to ever sell a million
dollars of product on the internet


Our management team has been doing search engine optimization
since 1995, and paid search since early 1998 (within 1 week of its start)


Founder’s background includes McKinsey & Co., Dell, and executive
roles at successful, private
-
equity
-
backed firms


All programs are results
-
focused and metrics
-
based

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Why I *might* actually be an idiot …


Tuesday I forsook Austin and SXSW for
Minneapolis, Minnesota


versus

31

F



F

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Agenda


Beyond the Basics: Some things don’t change




Best Practices Trends in Tracking Search beyond the
Curtain



Q&A


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

It’s a Google World

United States | July 2007

Source: Net Applications, July 2007

12%
4%
16%
68%
Google
Yahoo
MSN
Other
William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

It’s More than Clicks & Traffic

Internet

Searchers

(Advertisement

Impressions)

Website

Visitors

(Advertisement

Clicks)

Website

Transactions

(Sales or Leads)

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Search Analytics Basics

1.
Understand your business goals

2.
Do PPC (AdWords) as market research against a

3.
Transactional Website / Landing page(s) / email form(s)
with a

4.
Web Analytics / Tracking System(s) installed that

5.
Tracks conversions by keyword, by category, by campaign,
to

6.
Establish a baseline conversion rate


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Transactional Websites


Site Should be More than Brochureware


Lead Generation or E
-
Commerce


Even Branding Sites can be Transactional


Lead Baiting


Give something in return for contact info


Numbered lists work well


F.U.D. can be effective


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

General Fundamentals


Online (and search) just a piece of overall Marketing


(Avoid online industry myopia)



Integrated usually works best


Both PPC and SEO together


Search plus other online


Online plus offline


WOMMA is always the best



Measure twice, cut once

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Online Metrics Development

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Agenda


Beyond the Basics: Some things don’t change



Best Practices Trends in Tracking Search beyond the
Curtain



Q&A


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Track Further Down the Funnel


B2C
-

move beyond sale to
lifetime value of customer
(eCRM)



B2B
-

ensure that you are
integrated with the Sales
Automation / CRM system



BOTH: change your
optimization focus to “post
click” and “post web” events

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Case Study #1
-

B2B Software Firm


Spending $110 k per month
in PPC, with well understood
CPL (cost per lead) metrics



Started doing PPC
optimization based on
human
-
scrubbed lead data
(not web forms)



RESULT: 40% shift in PPC
spend allocation, 20% uplift
in software sales

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Case Study #2
-

B2C Internet Retailer


Largest retailer of golf
products in the country, with
a successful and diversified
online operation



Started measuring online
traffic value according to data
from the eCRM system (e.g.
after the first sale)



RESULT: significant decrease
in affiliate payouts, increase in
PPC and SEO

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Cross
-
Channel Conversion Tracking


Requires more sophisticated use of Analytics tools


Looking for conversions that resulted from multiple
sources


Banner + Search


Search Query #1 + Search Query #2


Search + Affiliate

Some questions to ask: Which source came first? Is banner advertising
driving additional search volume? Are broad search terms instrumental
in subsequent narrow term conversions?

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Cross Channel Tracking Value:


Find other marketing channels that help drive
additional search volume


Properly attribute conversion value across all
contributing search queries


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Exploiting Search Traffic with

Post
-
web Follow
-
on Marketing

Search + Email is a powerful combination

Assign mailing list signup with a conversion value and factor into
overall ROAS

Confirmation email immediately after lead capture

Lead nurturing with tools like Eloqua, Unica, Vtrenz, others

Additional follow
-
on with direct mail or other integrated
campaigns

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

TIP: Event
-
Driven Search Marketing

How much do you spend on events per year?


Planning to exhibit at an important conference for your industry. .
. Start running PPC search ads on the conference name to
reach your target audience


Consider having a “virtual trade show” both pre
-
and post
-

your
physical show, and also for shows you don’t attend

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Alternate Conversion Types

(important)


Conversion doesn’t have to occur on your website

Tracking phone calls from search

Integrating chat to drive conversions

Printing coupons for in
-
store purchase tracking

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Using Online to Inform Offline


Contrary to Conventional Wisdom


Email


Direct Mail


Rich Media


Broadcast


Banners/Sponsorships


Print Ads


Paid Search


All

William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

What’s New and Next


More and more a Googleverse


Local Search


Universal Search


Personalized Search


Mobile Search


Social Media


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Q&A (aka additional resources)


Apogee Search Blog (www.apogee
-
search.com/Blog/)


Apogee Glossary (www.apogee
-
search.com/Resources/Glossary/)


Digital Point Forums (forums.digitalpoint.com)


Google Webmaster Central (www.google.com/webmasters/)


John Battelle’s Searchblog (battellemedia.com)


Daily SearchCast (dailysearchcast.com)


Sphinn (sphinn.com)


MarketingSherpa (marketingsherpa.com)


ClickZ (clickz.com)


William Leake | CEO

leake@apogee
-
search.com

p) 512.583.4200 x701

Heffalumps & Woozles,

BEWARE …

Alas, 95 percent of our industry falls into one of these categories:



Pirates & Snake Oil






(Ahoy, Opportunity to loot)


Graphic Artists







(How hard can it be?)


“Full
-
Service”Agencies






(Oh yes, we do that)


Technogeeks







(What keywords, boss?)