Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.
-
Upload
patrick-reeves -
Category
Documents
-
view
217 -
download
0
Transcript of Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.
![Page 1: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/1.jpg)
Using Web Analyticsto Measure Your
SEM Success
SES San JoseAugust 10, 2006
![Page 2: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/2.jpg)
Let’s Get Acquainted
About me: Hi, I’m Matt, I’m a number-holic.
Managing Partner at Prominent Placement, an Atlanta-based search marketing firm primarily focused on the SME B2B market.
15 Years audience, program, online and marketing research experience.
College degree in TV-Film production with an Art minor.
About you: Who…, Involved with search marketing for less than a year? Can add, subtract, multiply and divide numbers? Can use Excel? Has a web analytics program? Uses their web analytics to assess their search marketing efforts? Uses their web analytics to develop future search marketing goals?
![Page 3: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/3.jpg)
Topics for Today
• Fundamental orientation
• Basic Concepts
Why measure
What to measure
How to measure
Interpreting your measures
Operationalizing your measures
• Real Life Examples
With pretty charts for those who are numbers-averse
![Page 4: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/4.jpg)
Measuring Success FAQ #1
Why measure? SEM is strategy and planning.
• Using keywords in sites.
• Bidding on keywords with search engine providers.
Web traffic analysis is proving that your SEM strategy works as planned.
• Driving targeted traffic to your site.
• Persuading visitors to take the desired actions you want them to take.
![Page 5: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/5.jpg)
Measuring Success FAQ #2
What measures are the most important for tracking search and site success?
It depends.
• Same Key Performance Indicators (KPIs) for?
– B2C vs. B2B
– Publisher vs. Retailer
– Big brand vs. Boutique
It’s all relative.
• Same business goals and objectives for?
– Established company vs. Start-up
– Growth-industry firm vs. Declining-industry firm
– Web-centric vs. Web as minor part
![Page 6: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/6.jpg)
What to Measure
Two critical questions to ask yourself: What do we really want to know?
• Identify the metrics that have a significant impact on the viability of the business or the program.
What will we do with it?
• Only measure and report on metrics that you would take action on if they materially changed.
![Page 7: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/7.jpg)
Determining Your KeyPerformance Indicators
• Have a clear understanding of the company or project goal. Key stakeholders agree upon the KPIs that support the goals and objectives.
• Insightful: Is actionable. Something you can influence. Help set expectations. Help determine future goals. Serve as the yardstick by which success and progress are measured.
• KPIs can change per initiative and/or over time. Some aren’t applicable or have become outdated. Newer metrics and/or methods.
• Don’t: Let existing data over-influence you in creating KPIs. Worry about what your competitors use.
![Page 8: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/8.jpg)
Measuring Success FAQ #3
Where do I start? Start small – do a little, learn a lot.
Start with a specific goal, any goal, and work backward.
The chief goal:
Revenue = Traffic X Conversion X Consumption
Traffic
100
67
50
200
Consumption
1.0
1.5
1.0
0.5
Conversion
1.0
1.0
2.0
1.0
Revenue
100
100
100
100
![Page 9: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/9.jpg)
What Appears Do-able?
• Determine the shortest path to your goal.
Prioritize options
Allocate human and financial resources
+20%
--
--
+5%
--
+20%
--
+8%
--
--
20%
+6%
+20%
+20%
+20%
+20%
Traffic ConsumptionConversion Revenue
2,000
2,400
2,000
2,000
2,100
1.3
1.3
1.6
1.3
1.4
$19.23
$19.23
$19.23
$23.08
$20.41
$50,000
$60,000
$60,000
$60,000
$60,000
![Page 10: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/10.jpg)
Analyzing Your Stats
• Set a time to look at your reports.
Avoid analysis paralysis
Focus on actionable data
Maintain a diary
Create a checklist
• Don’t rely on one number or snapshot.
Trend
Compare
Correlate
![Page 11: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/11.jpg)
Tracking, Comparison andCorrelation
![Page 12: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/12.jpg)
When Does Your“Check Engine Light” Come On?
![Page 13: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/13.jpg)
When Does Your“Check Engine Light” Come On?
![Page 14: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/14.jpg)
![Page 15: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/15.jpg)
![Page 16: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/16.jpg)
Tracking, Trending andCorrelating
0
10
20
30
40
50
60
70
7/06
6/06
5/06
4/06
3/06
2/06
1/06
12/0
5
11/0
5
10/0
5
9/05
8/05
7/05
6/05
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
1st 30 Total Traffic SE Traffic
0
10
20
30
40
50
60
70
7/06
6/06
5/06
4/06
3/06
2/06
1/06
12/0
5
11/0
5
10/0
5
9/05
8/05
7/05
6/05
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
1st 30 Total Traffic SE Traffic
![Page 17: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/17.jpg)
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
Total Traffic SE Traffic
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
Total Traffic SE Traffic
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
0:00:00
0:00:43
0:01:26
0:02:10
0:02:53
0:03:36
0:04:19
0:05:02
Total Traffic On Site Per Page
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
0:00:00
0:00:43
0:01:26
0:02:10
0:02:53
0:03:36
0:04:19
0:05:02
Total Traffic On Site Per Page
Putting the Numbers to Work for aSite Re-launch
• Traffic = Search traffic trending positive, know the seasonal trends.
• Time on Site = Healthy, consistent.
• Page Views = Healthy, consistent.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Total Traffic Avg Pg Views Avg 2+ Pg Views
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
3/0
5
4/0
5
5/0
5
6/0
5
7/0
5
8/0
5
9/0
5
10/0
5
11/0
5
12/0
5
1/0
6
2/0
6
3/0
6
4/0
6
5/0
6
6/0
6
7/0
6
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Total Traffic Avg Pg Views Avg 2+ Pg Views
• Priorities with new site launch:
Monitor rankings
Monitor site KPIs
Be prepared to implement and monitor enhanced PPC strategy and program, if needed
Concentrate on conversions
![Page 18: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/18.jpg)
Using Analytics to Minimize theSpaz Factor
Prominent Placement’s average monthly “Bounce Rate” is 57%!!!
High visibility for “Atlanta Placement Firm” variations.
Our site as surrogate IYP / Rolodex card.
Highly visibility for “Atlanta Marketing Firm” variations.
![Page 19: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/19.jpg)
0
50
100
150
200
250
9/04
10/0
4
11/0
4
12/0
4
1/05
2/05
3/05
4/05
5/05
6/05
7/05
8/05
9/05
10/0
5
11/0
5
12/0
5
1/06
2/06
3/06
4/06
5/06
6/06
7/06
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Search Traffic 2+ Pg View Average
0
50
100
150
200
250
9/04
10/0
4
11/0
4
12/0
4
1/05
2/05
3/05
4/05
5/05
6/05
7/05
8/05
9/05
10/0
5
11/0
5
12/0
5
1/06
2/06
3/06
4/06
5/06
6/06
7/06
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Search Traffic 2+ Pg View Average
Not Spazzing because…
Search traffic:
• Upward trend
• Correlate spikes with non-search marketing efforts
Average among those with 2+ Page Views:
• Upward trend
• Consistent seasonal trend
NewsletterNewsletter Newsletter
Newsletter& Atlanta
Search Event Newsletter
Using Analytics to Minimize theSpaz Factor
![Page 20: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/20.jpg)
Beyond Visibility
0
50
100
150
200
250
300
350
400
450
500
1-0
3
3-0
3
5-0
3
7-0
3
9-0
3
11-0
3
1-0
4
3-0
4
5-0
4
7-0
4
9-0
4
11-0
4
1-0
5
3-0
5
5-0
5
7-0
5
9-0
5
11-0
5
1-0
6
3-0
6
5-0
6
7-0
6
Brand Terms 1 Brand Terms 2 Total Non-Brand Terms
KeywordTargetingPPC Test
CompanyName Change
Pre-OptimizationTotal Volume 154
100%Brand 1 Volume 33
21%Brand 2 Volume 59
38%Non-brand Volume 62
40%
OptimizedSite
Launched
Post-OptimizationTotal Volume 265
100%Brand 1 Volume 6
2%Brand 2 Volume 75
28%Non-brand Volume 184
69%
ProminentPlacementPlaced on
“Hiatus” soClient CanAfford toHire Add’l
SalespeopleTo HandleNew Leads
Read Client’s“Record Quarterly
Performance”Release in Paper
PPC TestTotal Volume 405
100%Brand 1 Volume 15
4%Brand 2 Volume 114
28%Non-brand Volume 276
68%
ProminentPlacement
Starts
+369%
+94% +27%
+199%
PPC TestTurned
Off
![Page 21: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/21.jpg)
Accounting forOutside Factors
•There are things you can control.
0
100
200
300
400
500
600
700
800
5/21
5/28 6/4
6/11
6/18
6/25 7/2
7/9
7/16
7/23
0
0.2
0.4
0.6
0.8
1
1.2
US Brazil Mexico
0
100
200
300
400
500
600
700
800
5/21
5/28 6/4
6/11
6/18
6/25 7/2
7/9
7/16
7/23
0
0.2
0.4
0.6
0.8
1
1.2
US Brazil Mexico
MemorialDay
4th ofJuly
TermsAdded
TermsRemoved
0
100
200
300
400
500
600
700
800
5/21
5/28 6/4
6/11
6/18
6/25 7/2
7/9
7/16
7/23
0
10
20
30
40
50
60
70
US Brazil Mexico
0
100
200
300
400
500
600
700
800
5/21
5/28 6/4
6/11
6/18
6/25 7/2
7/9
7/16
7/23
0
10
20
30
40
50
60
70
US Brazil Mexico
AddedVisibility/PRWeb
WorldCup Starts
6/9
MexicoEliminated
BrazilEliminated
MexicanElection
LostRanking
•There are things you can’t.
•Need to identify why something happened to prepare for the future.
![Page 22: Using Web Analytics to Measure Your SEM Success SES San Jose August 10, 2006.](https://reader034.fdocuments.us/reader034/viewer/2022042616/56649e6c5503460f94b6bc16/html5/thumbnails/22.jpg)
Summary
• Take information and turn it into insight.
In lieu of reporting, seek discovery.
• Don’t waste time on measures that:
Provide little direction.
Are not actionable.
Not closely aligned with the goals of the organization.
• Apply your knowledge.
Test, test, test.
Improve what’s working.
Eliminate what isn’t.
Develop new approaches that will work better.