Port80 - Perth Presentation - SEO/SEM & Analytics - 2016
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Transcript of Port80 - Perth Presentation - SEO/SEM & Analytics - 2016
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?
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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
