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Anna Lewis @Koozai_Anna
WEB ANALYTICS& ONLINE MARKETINGSOLENT UNIVERSITY
INTRODUCTION
Digital Marketing
Executive at Koozai
Specialised in analytics for 3 years
5 years of online
marketing experience
BA (Hons)
Advertising at Solent
from 2005-2008
SEO, PPC, content, brand, social and analytics
WHAT YOU’LL TAKE AWAYWhat You Will ‘Take Away’…….• What to know as an online marketer• Overview of SEO, PPC, Content
Marketing, Social Media• Importance of data and objectives
ALTERNATIVETOPIC OR IDEA
Yeh but no but… Am I boverred tho?
Starting your own business
Work Experience
Work Client Side
WHY YOU SHOULD CARE!
Everyone’s doing it…
Work Agency
Side
Analytics Specialist
Content Marketer
Technical SEO
SEARCH MARKETING CAREERS
Search Specialist
Ecommerce Manager
Head of Search / Director
Search Team
Manager
Digital Marketing Executive
“Half the money I spend on advertising is wasted;
the trouble is I don't know which half.”
source: John Wanamaker and others
Digital marketing is measurable!
WHERE DOES THIS APPLY?
Online Marketin
g Strategy
Email Marketin
g
SEO
Pay per Click
Content Marketin
g
PR
Display Ads
WHY USE DATA?
Question your
objectives
Justifymarketing
Marketing is
all about results
Difference between
doing job &
acing job!
Set and track KPIs
BENEFITS OF DATA
Increase success
Understand what worksUnderstand users
and content
Increase what
works, stop what
doesn’t
Measure conversions and
value
WHATANALYTICS?
WHAT TO MEASURE?
Marketing
Strategy
Objectives
Conversions ROI
WHAT TO MEASURE?
Objective
Data
Desired Result
Raise awarenes
s
Website traffic
Increase in visits
Marketing plan
PLATFORMS & TOOLS
Piwik
Webmaster Tools
Google Analytics
Clicky
Site Catalyst
Follower Wonk
Topsy
Klout
SocialCrawlytics
Bit.ly
Marketing platforms Your brain
ANALYTICS FOR SEO
SEO Enhancing websites so search engines perceive them as high
quality and relevant to particular subject areas
WHAT DOES SEO INCLUDE?
SEOLink
Building & Online
PR
Keyword Research
Traffic and
Rankings Analysis
Social Media
On-Page Factors & Content
Technical Factors
WHAT CAN SEOBE USED FOR?
Brand Awareness & Management
Local Search
Traditional SEO
BENEFITS OF SEO
Accountable
Cost EffectiveBenefits Search Engines & Users
Searchers are already engaged
Branding & Direct Response
Long Term Strategy
NEGATIVES OF SEO
Highly Competitive Resource intensive
Ever Changing Algorithms
Longer to see results
Google are Removing Data
Black Hat Techniques
Keyword Research
Technical Optimisati
on
On-Page Optimisati
on
Off-Page Optimisati
onAnalytics
Monthly On-going Optimisati
on
KOOZAI’S SEO PROCESS
SEO OBJECTIVES
Conversions
Search engine
visibility
ROI
Traffic
Important activity
on site
Keyword rankings
Was the spend
worth it?
Visits to site
SEO ANALYSIS
Which keywords
sent traffic
Google Analytics
Refine SEO targets
Value of keyword
traffic
SEO DATA
Google Analytics
KEYWORD DATA
Traffic > Sources > Search > Organic
LANDING PAGE DATA
Traffic > Sources > Search > Organic > Landing Page
KEYWORD GOAL DATA
Traffic > Sources > Search > Organic > Goal Set 1
KEYWORD RANKINGS
ANALYTICS FOR PPC
AdWords PPC A Google service offering many
different formats of online advertising on search results
pages and other online content
Search Network
Display Network
TYPES OF ADWORDS ADVERTISING
Re-Marketing
Video Advertising
GET THEIR ATTENTION
BENEFITS OF PPC
Instant Visibility
Searchers are Already Engaged
Accountable, & Cost Effective
Highly Controlled
Direct Response
Competitor Bidding
PPC FOR BRANDING
NEGATIVES OF PPC
Highly CompetitiveSpecialist
Knowledge
Product Type Limitations
Ever Changing Interface
Approval IssuesRising Costs
PPC OBJECTIVES
Conversions
Attract relevant
users
ROI
Increase quality
traffic
Important activity
on site
Gain clicks for
target keywords
Was the spend
worth it?
Increase low
bounce rate visits
PPC ACCOUNT STRUCTURE
Account
Campaign Campaign Campaign
Ad Group
Ad Group
Ad Grou
p
Ad Grou
p
Ad Grou
p
Ad Group
Ad Grou
p
Ad Grou
p
Ad Grou
p
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
PPC ANALYSIS
Which keywords led
to conversions?
AdWords &
Analytics
ROI per keyword?
Was the campaign
successful?
Identify valuable
keywords
Refine and optimise
targets
Compare revenue
to cost
ADWORDS ANALYSIS
• CTR (Click through Rate)• Impressions• Average Cost per Click• Cost
• Average position• Impression Share• Conversions• Conversion Rate
ADWORDS ANALYSIS
Total
#1
#2
#3
PPC METRICS
% New visits
Cost per Click
Average visit
duration
Conversion Rate
Pages per visit
Cost per
Conversion
Impression share
Bounce rate
ADDITIONAL INFORMATION
Most successful
ads
Actual search
queries
High value landing
pages
Keywords with
good interaction
Profitable keywords
Successful
demographics
Was the spend
worth it?
Cost effective
locations
ANALYTICS FOR SOCIAL
1
2
3
Increase brand awareness through utilising the top social media platforms
Build your reputation as the ‘go-to’ authority within the company’s niche
Increase your following by sharing content, list building, listening and engaging
SOCIAL GOALS
4Drive the social signals that the search engines now look for as part of their ranking algorithm
SOCIAL MEDIA
Comments
Likes
Tweets
Followers
LinkedIn PinterestYouTube
Shares
Fans
ConversionsVisits Interaction
Google+
SOCIAL MEDIA
Massive
success
SOCIAL MEDIA
Massive
fail?
TOP SOCIAL TOOLS
Social Crawlytics
Brands EyeGoogle Analytics
Crowd Booster
Bit.ly Follower Wonk
BIT.LY
Stats tab
CROWD BOOSTER
Follower
growth
Tweets’
success
SHARED PAGES
Google Analytics > Traffic Sources > Social > Pages
DATA HUB ACTIVITY
GA > Traffic Sources > Social > Pages > URL > Social Network and Action
ACTIVITY DETAILS
GA > Traffic Sources > Social > Pages > URL > Activity Stream
ANALYTICS FOR CONTENT
1
2
3
Build quality links using multiple content strategies
Stay ahead of algorithm updates by having a varied link profile and anchor textDrive targeted visitors that are interested in what you do
CONTENT GOALS
4Increase social shares & followers through a creative content strategy
CONTENT IDEASWhitepapers
Guest Blogging
Infographics
PR Mentions
Videos
Surveys
Advertorials
Future Trends
Questionnaires
Hubs & Lenses
Q&A
Blog Posts
Easy to find
statistics
CONTENT DASHBOARD
http://kooz.ai/contentdash
CONVERSIONTRACKING
HOW CAN YOU USE CONVERSIONS?
Increase success
Analyse task completionsMeasure commercial
activity and ROI
Identify priorities and
problem areas
Track user conversion steps
AND ECOMMERCE?
Increase success
Identify best selling products / categories
View product sales,
revenue, transactions
Compare sales and
user interaction dataAnalyse conversion rate of traffic sources
TRAFFIC SOURCE ECOMMERCE DATA
Very useful data!
TO SUMMARISEIdentify
objectives
Implement
strategy
Measure Results
Refine strategy
Optimise campaig
n
Get better
results!
Marketing
RESOURCES http://www.koozai.com
http://www.stateofsearch.com/
http://www.seomoz.org/blog /
http://www.seomoz.org/beginners-guide-to-seo
http://searchengineland.com/
http://adwords.blogspot.co.uk/
http://googlewebmastercentral.blogspot.co.uk/2012/10/google-webmaster-guidelines-updated.html
http://mashable.com/ (good for general tech news)
IMAGE SOURCES Why you should be bothered with SEO & PPC
http://rt.com/programs/why-care-summary/
Pizza (take aways) http://adictoayoutube.blogspot.co.uk/2010/05/dominos-pizza-mi-favorito.html
