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SEO Attribution for Dummies

Mike Turner SEO Expert & Director of Business Development Webmarketing123

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1 What is Marketing Attribution?

2 Challenge and Value for Marketers

3 How to know ROI from Search (i.e. SEO)

4 Case Studies

5 Key Takeaways

Agenda: SEO Attribution for Dummies

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In 1902, advertising innovator John Wanamaker famously lamented, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”

What is Marketing Attribution?

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Digital Marketing is Measurable

…which means more pressure on marketers to prove the return on their program investments.

What is Marketing Attribution?

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Give credit where credit is due Attribution is about assigning a value to a marketing action that results in a reaction (i.e. conversion or sale) from your target (i.e. customer).

SALE Receives Email

Types your URL Directly in Browser

What is Marketing Attribution?

•  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study)

•  If you track Last Touch only, you aren’t giving credit to the initial Organic Search.

First Visit Second Visit

2 Week Break

Keyword Search Conversion Visit

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Types of Attribution Models

What is Marketing Attribution?

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Types of Attribution Models cont.

What is Marketing Attribution?

Custom model based on your interactions and unique business

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1 What is Marketing Attribution?

2 Challenge and Value for Marketers

3 How to know ROI from Search

4 Case Studies

5 Key Takeaways

Agenda: SEO Attribution for Dummies

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? POLL: What is your current level of attribution maturity?

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More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.

Source: Deloitte CMO Summit, 2012

Challenge and Value of Attribution

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7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012

Hundreds of SEO keywords introduce people your website, but only a handful capture and convert in-market customers.

Challenge and Value of Attribution

Can you track introducing keywords & sources and do you know where you rank on Google for those keywords?

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Why spend time and resources to do it?

Attribution is the ultimate tool for planning all aspects of a future ad campaign, i.e. SEO keywords, budget, content strategy, creative, sites, placements, etc.

You’re currently investing 200K on PPC or maybe hired an SEO agency for 100K. Do you know how many new leads were introduced through these channels, although they converted on a direct visit 2 weeks later?

Challenge and Value of Attribution

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Increase Spending Where it Makes the Biggest Impact

eConsultancy, 2012

Challenge and Value of Attribution

@webmarketing123 #123webinar eConsultancy, Feb 2012

72% of Attribution Savvy Marketers are Better Able to Allocate Budget Across Channels

Challenge and Value of Attribution

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1 What is Marketing Attribution?

2 Challenge and Value for Marketers

3 How to know ROI from Search

4 Case Studies

5 Key Takeaways

Agenda: SEO Attribution for Dummies

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Multi-Touch Attribution has a significant barrier to entry: To assign value to a marketing action, you need to know all activities a customer took prior to converting

SALE

This requires a lot of tagging and coordination between your IT and Marketing teams.

How to Uncover ROI from Search

But there ARE things you can do.

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Google Attribution Solutions:

AdWords Search Funnels and Multi-Channel Funnels. Recently, Google announced Attribution Modeling as well in Google Analytics.

Pros: •  Gauge the impact of your channels and referral sources on an aggregate level Cons: •  Can only track previous activities up to 90 days •  Can NOT track individuals and what keywords they used to find you prior to

converting (all Google data is in aggregate) •  Does not track further into the CRM platform and tie to opportunity or closed deal

How to Uncover ROI from Organic Search

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Webmarketing123 Attribution

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |

How to Uncover ROI from Organic Search

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Webmarketing123 Attribution

KeyTouch Attribution: Know which campaigns or SEO keywords attract prospects (first touch) and which turn them into customers (last touch)

FullTouch Attribution: Tracks all marketing touch points that influenced a customer along their path to becoming a new customer (multi-touch)

Pros: •  Track previous activities up to 6 months. •  CRM Integration enables you to track individuals and their behaviors prior to converting •  Empowers you to place a dollar value on a keyword (connect keywords to revenue) Cons: •  More granular reporting may discover that current campaigns are not well managed

•  Some companies may have aversion to tracking individuals

How to Uncover ROI from Organic Search

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Example of Full Touch Reporting

•  Majority of Marketers are not ready for this model •  Can be a managed or self-service •  Clients that use this model are able to prove the true value of their

investments

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Successful companies using attribution….

•  See it as a powerful opportunity within the larger context of their data strategy

•  Gain buy-in from management and other channel leaders

on the approach •  Abandon last click CPA as sole measure of performance •  Build a simple, manageable model that can be

understood and used effectively

•  Immediately realize that direct traffic is over inflated in terms of contribution to revenue.

How to Know ROI from Search

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1 What is Marketing Attribution?

2 Challenge and Value for Marketers

3 How to know ROI from Search

4 Case Studies

5 Key Takeaways

Agenda: SEO Attribution for Dummies

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2 Case Studies using KeyTouch Attribution to gain valuable insights

INTERNAL CASE STUDY: WEBMARKETING123

CLIENT CASE STUDY: GLOBAL MANUFACTURER

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$75K from 1 Keyword in 4 Minutes We optimize for hundreds of keywords, one of which is “SEO Company”. Here’s one example of how we were able to track a closed deal back to a specific keyword.

CASE STUDY: WEBMARKETING123

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1. Prospect searched “SEO Company”

2. Clicked Organic search result

3.  Spent 4 minutes on site, filled out “Contact Us” form

4.  Nurture email brought them back to the site and kept our brand top of mind. Deal closed 3 months later

CASE STUDY: WEBMARKETING123

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Working backwards from a closed deal and being able to attribute the lead source to organic search for “SEO company” gives us 75,000 reasons to focus efforts on optimizing for keyword “SEO company”

CASE STUDY: WEBMARKETING123

#1

#2

#3

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Two SEO Keywords Created $1.5 Million in Pipeline Opportunity for a Global Manufacturer

•  After a few months of working with us, had increased the % of keywords that were ranking on page one of Google (original objective of campaign)

•  But weren’t tracking which keywords were creating

opportunities or sales and there was increasing pressure from exec team to prove marketing ROI.

CASE STUDY: GLOBAL MANUFACTURER

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Global Manufacturer worked with us to implement “Search to CRM” tool. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view.

Gaining Visibility into ROI

2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO campaign keywords – more than justifying their initial investment in SEO.

CASE STUDY: GLOBAL Test & Measurement MANUFACTURER

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Example Report

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1 What is Marketing Attribution?

2 Challenge and Value for Marketers

3 How to know ROI from Search

4 Case Studies

5 Key Takeaways

Agenda: SEO Attribution for Dummies

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Key Takeaways

•  Although 70% of marketers aren’t able to tie revenue to SEO, it IS possible to track closed deals back to a specific keyword or marketing campaign.

• Attribution is necessary to make informed decisions and you

most likely have the tools to get started today.

• Don’t measure simply traffic and/or conversions. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals.

•  If you need help, email us at seo@webmarketing123.com

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Download: 2012 State of Digital Marketing Report bit.ly/2012wm123

Email me for a Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness

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Mike.t@webmarketing123.com

Mission Possible: Prove SEO Value with Marketing Automation

NEXT WEEK’S WEBINAR: Tues.

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