Neal Lappe, President, WSI - WebStrategies Inc. presented at the HRAMA October 14, 2010 event. Whether you invest in paid search marketing or work the search engines to generate rank organically, solid Web analytics data is the foundation for achieving the best return on your marketing investment. After all, bringing the wrong customers to a great website is a waste of funds and marketing effort. The more you understand online behavioral data, the more you can improve: * Navigation paths * Online conversion rates * Keyword relevance * Website traffic And ultimately, it helps you reach your online goals. Learn to use web analytics data to guide your search engine marketing campaigns and increase your likelihood of success.

1. Data Driven Search
Engine Marketing

2. Driving Your Business Success Online
PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax)
www.WebStrategiesInc.com

3. Driving Your Business Success Online
PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax)
www.WebStrategiesInc.com

5. Enough About Us –
It’s All About You

6. “Half the money I
spend on
advertising works
– I just don’t know
which half it is.”
John Wanamaker
Successful US Businessman
1838-1922

7. We’ve got great organic
rankings and we are
spending $200,000 per
month on Sponsored
Links – but we aren’t
selling enough to justify
our investment. Why is
that?”

8. You spent nearly $100,000 in the
last 12 months for marketing and
there’s little to show for it. What’s
up with this???

9. Good Data is the Answer

10. Topics – Next Few Minutes
1. I ndust ry dat a
2. Value of dat a
3. Foundat ion of dat a
4. Opt imizing search market ing
5. Have some f un in t he process

11. Industry Data

12. Internet Ad Spend Trends
97% of Google revenue from
paid Search & You Tube
marketing
Paid Search Marketing Trends

13. Marketing Trends by Media Type

14. 87% Use Search

15. Measuring ROI
Being able to
measure marketing
activities and
calculate ROI was
the single most
important item for
US marketing
executives.

17. 73%
<50%

18. Value of Data

19. “I Came,
I Saw,
I Puked”

20. Most Websites Are Designed by HiPPO’s
Highest Paid Person’s Opinion

21. Why do I have a website?
What’s it supposed to do?

25. Identify Online Marketing Goals
• Sell a product through your website
• Schedule a service event
• Request a quote
• Download a whitepaper
• Calculate something of importance to you
• Request contact by a representative
• Sign up for newsletter

26. Foundation of Data

27. Wisdom/
Better Results
Data
Analysis/Results/Impact
Testing
Customer’s Perspective

28. Measure the Right Things
Marginal Metrics
• SE Rankings
• Hits – Visitors
• Keywords
• Time On Site
• Average Pages
Viewed
Great Metrics
• Non-Branded Traffic
• Bounce Rates
• Micro Conversions
• Goals
• Behavior of
Good/Loyal
Customers

29. Understand Your Economics
Get Our Your
Calculators –
This is a Test

30. How Much Can You Spend per Lead &
Make 20% Net Profit?
• Average two-year revenue of new client is
$20,000
• Gross margin is 50% of revenue
• Close rate of qualified prospects is 90%
• Need 10 leads to generate one qualified lead
$360 per Lead

31. What is the value a website visitor in
terms of profit?
• Avg. sale is $2,200
• Onsite conversion rate (quotes) is 35%
• Sale to quote ratio is 5%
• Gross profit margin is 30%
$11.55 per visitor

32. How many visitors do I need to generate?
How much am I willing to invest per click?
• Avg. sale is $700
• Onsite conversion rate (sales) is 0.5%
• Sales target $1m per month
• Maximum marketing cost is 17% of sales.
285,800 clicks required
$0.595 per click

33. Set Micro-Goals to Achieve Your
Online Marketing Goals

34. Configure Web Analytics Tool

35. Segment Sources of Web Traffic
Setting up “Profiles”
enables you to
view online
behavior of each
unique source of
traffic to your
website.

36. Segment Product-Specific Activity
Tagging product
“attributes”
enables you to
segment product
behavior, and this
can be used to
improve search
engine marketing
productivity.

38. Determining PPC Payoff

39. Optimizing Search
Marketing

41. • Positions #1 and #2 combined get over
50% of all click-through’s, and positions #1
to #5 get 75%. SERP page #1 gets 95%
of all click-through’s, implying that only
about 5% of searchers go past page #1.
Click-Through Statistics

43. PPC – Relevance is King

44. Tips For Improving PPC Accounts
1) Ads Never Show, Ads Never Clicked
2) Ads Often Show, Ads Never Clicked
3) Ads Get Clicks, Visitors Don’t
Convert
4) Ads Get Clicks, Visitors Convert
Where are you?
Likely Scenarios

45. 1) Ads Never Show,
Ads Never Clicked
- Not bidding
competitively
enough
- Low quality score
- Targeting
unsearched phrases
Tips For Improving PPC Accounts

46. 2) Ads Often Show,
Ads Never Clicked
- Ads not enticing
- Poor alignment of
search keyword and
ad
- Targeting too
broadly
Tips For Improving PPC Accounts

47. 3) Ads Get Clicked, Visitors
Don’t Convert
- Poorly chosen/designed
landing page
- Poor alignment of ad and
landing page
- Not showing visitor what
they want
- Poor usability
Tips For Improving PPC Accounts

48. 4) Ads Get Clicked,
Visitors Convert
- High relevance
- Keyword, Ad, Landing
Page
- Friendly site
experience
Tips For Improving PPC Accounts

49. Identifying Website Improvements & Using
Google Optimizer to Test

50. Measuring Offline Marketing Activities
(Phone Tracking & Vanity Url’s)
www.ThisIsSoInteresting.com

51. Ongoing Process of Testing,
Measuring and Improving
“Itisnolongeraboutbuildinganewwebsiteordoing
searchenginemarketingtogetmoretraffictoyoursite.
Itisamatterofdevelopingoverallobjectives, establishing
micro-goals, settingupmetricstomeasureperformance,
testingforimprovementanddoingtherightthingsbased
notonpeople’sopinionsbutonwhatthedatasays.”
NealLappe

52. Thank You HR-AMA
Driving Your Business Success Online
PO Box 998, Midlothian, VA 23113 - 804-200-4545 (o), 804-379-1436 (fax)
www.webstrategiesinc.com