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From Click to Conversion:An Introduction to PPC, SEO, & Web AnalyticsCASE III Conference
February 20, 2012
Benjamin Rudolph, President & CEORelevance Advisors
Presentation may be downloaded at slideshare.net/benjaminrudolph
Quick – Name a Search Engine
Online Marketing
Online Will Pass Print for First Time in 2012 – eMarketer/Forbes
$19.51B in 2012
78% of that amount ($15.2B) will be spent on Google
Definitions
PPC = Pay Per Click; SEO = Search Engine Optimization
PPC
SEOPPC
PPC – Pay Per Click
Bing & Yahoo
http://advertising.microsoft.com/advertise-your-business-on-bing
The Process
https://www.google.com/intl/en_us/adwords/select/steps.html
• Set up an account• Pick keywords (Match Types)• Write your ads• Set targeting (ex. Geotargeting & Dayparting)• Set your budget• Enter billing information• Start running ads
Account Structure
http://adwords.blogspot.com/2006/03/adwords-101-building-blocks-of-adwords.html
Match Types
http://support.google.com/adwords/bin/answer.py?hl=en&answer=175280
Match Types
Definition Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100
Match Type Punctuation Definition
Broad keyword Allows your ad to show on similar phrases and relevant variations
Modified Broad +keyword Greater reach than phrase match and more control than broad match
Phrase “keyword” Allows your ad to show for searches that match the exact phrase
Exact [keyword] Allows your ad to show for searches that match the exact phrase exclusively
Negative -keyword Ensures your ad doesn’t show for any search that includes that term
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Quality Score
http://support.google.com/adwords/bin/answer.py?hl=en&answer=10215
• A measurement of how relevant your ads, keyword, and landing page are to a person seeing your ad.
• Quality Score Factors include:• Clickthrough Rate on
Google.com• Account History• Relevance of keyword to ads
in ad group
• Relevance of keyword and ad to search query (for site)
• Geographic Factors• Landing Page• Other Relevancy Factors
The Google Ad Auction
http://www.youtube.com/watch?v=a8qQXLby4PY
Max CPC Quality Score Ad RankX =
The maximum costPer Click (CPC) anadvertiser is willingto pay for a click.
Quality Score is Determined by:
1) Clickthrough Rate (CTR)
2) Keyword & Ad Text Relevance
3) Landing Page Relevance
The product of MaxCPC and QualityScore. To improve your Ad Rank, you can raise your bidor improve your relevance.
What Advertisers Pay
Source: http://www.wordstream.com/articles/what-is-google-adwords
Max CPC Quality Score Ad Rank Actual CPC
Advertiser 1 $2.00 10 20 $1.61
Advertiser 2 $4.00 4 16 $3.01
Advertiser 3 $6.00 2 12 $4.01
Advertiser 4 $8.00 1 8 Highest CPC
Your Price =The Ad Rankof the person
below you/
YourQualityScore
+ $0.01
Key Metrics
Source: Google AdWords
Metric Definition
Clicks A click occurs when a user sees your ad and clicks your ad, leading him or her to your website.
Impressions An impression is counted each time your ad is shown on a search result page or other site on the Google Network.
CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).
Average CPC (Cost Per Click) The average amount you pay each time someone clicks your ad.
Key Metrics
Source: Google AdWords
Metric Definition
Average Position Refers to the average position on a search result page that an ad appears in when it's triggered by that keyword.
Conversions Conversions count a conversion for every AdWords ad click resulting in a conversion within 30 days.
Cost Per Conversion Total cost divided by conversions.
Conversion Rate Your conversion rate is calculated by simply taking the number of conversions and dividing that by the number of ad clicks you received during the same time period.
AdWords Editor
http://www.google.com/intl/en/adwordseditor/
Google Ad Extensions
Learn More: http://www.google.com/ads/innovations/extensions.html
Google Ad Extensions
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375499
Type Description
Location Extensions Help nearby consumers find or call your nearest storefront
Call Extensions Connect users to your business directly by phone
Social Extensions Link people’s Google+ endorsements for your business +Page to your AdWords campaign
Product Extensions Include more product information in your ad
Seller Ratings Show your online business ratings in your ad
Ad Sitelinks Promote more pages within your site beyond your main ad landing page
Mobile Targeting
http://support.google.com/adwords/bin/topic.py?hl=en&topic=1713943&path=1713940-1710534&ctx=leftnav
Bid Per Call
http://www.google.com/ads/innovations/bidpercall.html
Landing Page Best Practices
http://visualwebsiteoptimizer.com/split-testing-blog/landing-page-best-practices/
• Be relevant• Clear call to action• Reduce checkout friction• Highlight key benefits• Minimize external links
Conversion Tracking
http://www.eprofitpartners.com/google-adwords-conversion-tracking-101/
Google Website Optimizer
http://www.google.com/websiteoptimizer
SEO – Search Engine Optimization
SEO Pyramid
http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid
Web Analytics
Real-Time
http://analytics.blogspot.com/2011/09/whats-happening-on-your-site-right-now.html
Reports
http://support.google.com/googleanalytics/bin/static.py?hl=en&topic=19781&guide=19779&page=guide.cs
Metric Definition Examples
Visitors Users that visit your site Map Overlay, New vs. Returning, Browser Type
Traffic Sources Where users come from Search Engines, Facebook, Direct/Bookmark
Content What appears on your website
Top Content, Top Landing Pages, Event Tracking
Goals What users do on your website
Total Conversions, Conversion Rate, Funnels
Ecommerce What users buy on your website
Total Revenue, Average Order Value, Days to Purchase
Map Overlay
http://www.cardinalpath.com/countries-and-languages-international-seo/
Traffic Sources
http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
Advertising ROI
http://www.google.com/analytics/features.html
• Compare performance of different marketing tactics • Ability to quickly and easily segment the data• Ability to export information into Excel or PDF• Ability to set up automatic email reports and alerts• Ability to set up custom dashboards
Goals
http://unbounce.com/social-media/measuring-social-media-roi-goal-conversions-with-google-analytics-5/
Goals allow you to measure key activities on your site that you define suchas Request Information, Schedule a Tour, or Email Signups.
Setup Checklist
http://www.google.com/intl/en/analytics/discover_analytics.html
Resources
Seminars for Success
http://www.google.com/adwords/seminars/adwords101.html
Google Partner Search
https://adwords.google.com/professionals/search/
Google SEO Starter Guide
http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
Google Analytics IQ
http://www.google.com/intl/en/analytics/iq.html?
Web Analytics Association
http://www.webanalyticsassociation.org
Conferences
http://keyphraseology.com/internet-marketing-seo-conferences/north-central-america/
• Search Engine Strategies (SES) – www.searchenginestrategies.com
• Search Marketing Expo (SMX) – www.searchmarketingexpo.com
• Internet Summit & Digital Summit – www.internetsummit.com & www.digitalsummit.com
• MozCon – www.seomoz.org/mozcon• eMetrics – www.emetrics.org
THANK YOU
Presentation may be downloaded at slideshare.net/benjaminrudolph
Benjamin RudolphPresident & CEORelevance Advisors
@[email protected](404) 635-6775
