Hello!

What We’ll Cover▪ Digital Marketing Ecosystem - All of our Toys▪ What do I Really Need?▪ Digital Marketing Lifecycle, How, What & Why▪ Common Pitfalls▪ SEO or SEM? - How do I Chose?▪ Forecasting & Feasibility▪ Which Metrics Actually Matter?▪ What is a Good Bounce Rate?▪ Does this Stuff Actually Work?

The Toybox

Digital Marketing Landscape

Digital Marketing Landscape

Some Context - How & Why

Digital Marketing LifecycleImplement Advertise Collect & Analyze Test & Optimize Visualize & Report

Remarket

Common PitfallsImplement Advertise Collect & Analyze Test & Optimize Visualize & Report

- Bad Metrics- Low Fluency- Low Resolution- Bad Tooling- Bad Collection- Attribution

- Bad Config- Bad URLs- Bad Experiment- Bad Server

- Bad Config- No Spam Fix- No/Bad Goals

- No/Bad UTMs- Bad Targeting- Bad Bids- Bad URLs- Bad Creative- Server

- Multiple GA- Conversion Tags- Expired Tags- Order of Tags- Malformed Tags- Server/.htaccess

SEO or SEM/PPC?

Capital Expense or Operational Expense?

SEM/PPC - OPEX (Operational Expense)

$ Cost

&Benefit

Time

Loss

Gain & Scale

SEO - CAPEX (Capital Expense)

$ Cost

&Benefit

Time

Loss

Gain & Scale

Forecasting & Feasibility

Forecasting & Feasibility...Solving for X

Possible Scenarios

We Want “A” - What will it take?

OR

We Have “B” - What will that get us?

Forecasting & Feasibility...Solving for X

Size of AudienceCost of Audience

Audience Amount Required+

Conversion RateCost per Conversion

Metrics That MatterCost per Conversion

Conversion RateConversion Frequency

+Average Transaction/LTV

Strike/Close Rate

● Cost per Client as % of Revenue● Conversion Volume● Conversion Frequency

Metrics That Matter

“$7,000 a month will get you 20-24 leads, about 1 per day. A new Customer will cost $300 which is 18% of their revenue”

Metrics That Matter

What is a Good Bounce Rate?

What is a Good Bounce Rate?

42

What is a Good Bounce Rate?

What is a Good Bounce Rate?

Metrics That MatterCost per Conversion

Conversion RateConversion Frequency

+Average Transaction/LTV

Strike/Close Rate

Does This Stuff Work?

Does this Stuff Work?

● Half the Cost● Double the Conversions

Testing & Optimizing

Does this Stuff Work?

SEO

● Steady increase in Conversions

Does this Stuff Work?

PPC

● Conversions in 4 Days

Thank You!

www.linkedin.com/in/carlsonsmith

carlson@fruitbowl.co