Port80 - Perth Presentation - SEO/SEM & Analytics - 2016
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Transcript of Port80 - Perth Presentation - SEO/SEM & Analytics - 2016
Hello!
What Well CoverDigital Marketing Ecosystem - All of our ToysWhat do I Really Need?Digital Marketing Lifecycle, How, What & WhyCommon PitfallsSEO or SEM? - How do I Chose?Forecasting & FeasibilityWhich 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 LifecycleImplementAdvertiseCollect & AnalyzeTest & OptimizeVisualize & Report
Remarket
Common PitfallsImplementAdvertiseCollect & AnalyzeTest & OptimizeVisualize & 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&BenefitTimeLossGain & Scale
SEO - CAPEX (Capital Expense)$ Cost&BenefitTimeLossGain & Scale
Forecasting & Feasibility
Forecasting & Feasibility...Solving for XPossible Scenarios
We Want A - What will it take?
OR
We Have B - What will that get us?
Forecasting & Feasibility...Solving for XSize of AudienceCost of AudienceAudience Amount Required+Conversion RateCost per Conversion
Metrics That MatterCost per ConversionConversion RateConversion Frequency+Average Transaction/LTVStrike/Close Rate
Cost per Client as % of RevenueConversion VolumeConversion FrequencyMetrics 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 revenueMetrics 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 ConversionConversion RateConversion Frequency+Average Transaction/LTVStrike/Close Rate
Does This Stuff Work?
Does this Stuff Work?
Half the CostDouble the ConversionsTesting & Optimizing
Does this Stuff Work?SEOSteady increase in Conversions
Does this Stuff Work?PPCConversions in 4 Days
Thank You!www.linkedin.com/in/carlsonsmith
