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Killer KPIs - Turning Data to Dollars
- 1. @billhunt 1 Bill Hunt Back Azimuth Consulting Killer KPI’s Turning Data into Dollars
- 2. @billhunt • 17 years experience in Enterprise Search • Co-Author – Search Engine Marketing Inc. • Developed Advanced Keyword Management Suite 3rd Edition due Summer
- 3. @billhunt 3 Key types of KPI’s • #1 Reports are “KMAE Reports” • Keyword Maximization & Effectiveness Reports • “Keep My A** Employed Reports • Anything that shows economic value of your efforts
- 4. 4@billhunt Paid & Organic Collaboration • $300k in PPC savings in 40 days (funded FT analysis) • $250k in incremental SEO revenue in 60 days 4
- 5. 5@billhunt Replicate High Converting PPC 5
- 6. 6@billhunt Replicate High Converting SEO 6
- 7. @billhunt Highest CPC Collaboration • 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits • 105 people have found same problem at their company
- 8. @billhunt 8 What does your data say?
- 9. @billhunt 9 Is Your Data this Funky? • Paid Search Spend $20 million US • Critical/Important Keywords – 1,120 • SEO Team - 98 important keywords • Active Paid Search Keywords – 187,252 • Omniture Keywords – 397,832 (>20 visits) • SEO Tool – 298 keywords (allowance was 10k) • 4,887 keywords in PPC are Top 3 Organic • No coordination between teams
- 10. @billhunt 10 After Coordination • 1 to 1 alignment of Tier 1 Keywords • Found 2,783 PPC keywords cannibalizing SEO • Shift saved $180k in first month • Shift went to 1,016 important words not ranking • SEO revenue Increased 67% w/no loss from PPC • Weekly monitoring of Top 3/Top 3 keywords • Weekly monitoring of new and expensive • Co-Optimization Monitoring
- 12. @billhunt 12 Source: Optify 2012 - http://www.optify.net/inbound-marketing- resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr- curve
- 13. @billhunt 13 Source: Back Azimuth Keyword Management System Your Data and 235 Filters? 81% click rate – Wow! 80% of Revenue!
- 14. @billhunt 14 Source: Back Azimuth Keyword Management System Does it change by Persona? From 81% to 27% - why? They don’t buy either!
- 15. @billhunt 15 Category Authority Do you Own your Cluster?
- 16. @billhunt 16 What are the “Authority Sites?” • Organic ranking was run against 1,700 pet food related keywords looking for ranking in top 10 • Below are the top sites that appear for the most keywords No Dominating Domains Cats.about.com: 428 (information) Petco: 276 (retail site) Purina.com: 170 (pet food brand) No Dominating Domains Cats.about.com: 428 (information) Petco: 276 (retail site) Purina.com: 170 (pet food brand)
- 17. @billhunt 17 How Authoritative are you?
- 18. @billhunt 18 Finding Nuggets of Opportunity
- 19. 19 @billhunt Underperforming Keywords • Monitor words that are ranking but not getting fair share of traffic.
- 20. @billhunt 20 Previous Models • Replacing PDF’s with actionable landing pages delivered additional 50k visitors per month • Nearly $400k in incremental revenue over 6 months Keyword Phrase Google Rank Search Volume NS Visits NS Impressions Share of Opportunit y 10% 20% Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380 Total 506,500 2459 1.63% 50,650 101,300
- 21. 21@billhunt Absolut Hibiscus Vodka – New Flavor 21 Drink Recipes - searchers drive the most page views
- 23. @billhunt 23 Use Site Search Questions for Content • 27,211 questions identified in database • How – 10,240 • What - 6,333 • Can (I or We) – 6,162 • Where – 2,116 • When – 1,505 60% of queries had NO RESULTS
- 24. @billhunt 24 Monetizing Questions • 600,012 site searches annually • 15% identified as directly merchandisable • 200 new pieces of content developed – – Key questions added to social mining • Average Sale $200 and 10% conversion rate • $4.5 Million Annual Incremental
- 25. @billhunt Missed Opportunity by Buy Cycle CatBuy Cycle Total Inspiration Discovery Design Purchase Relationship Brand Market Paid Earned Missed 0* Branded Technology Market 334M 38M 272M 98K 1M 23M Paid 4M 52K 4M 348 34K 1,608 Earned 200M 34M 150M 6.6K 900K 15M Missed 130M 3.5M (9%) 118M (44%) 92K (93%) 203K (18%) 7.7M (34%) Technology Market 610M 547M 51M 826K 1.3M 10M Paid 15M 11.5M 3.6M 11K 20K 20K Earned 207M 196M 5.7M 79K 58K 5M Missed 388M 339M (62%) 42M (82%) 736K (89%) 1.3M (94%) 5M (49%) Identified 111 “new insights” about the audience Missing 93% of searchers aware of brand and almost ready to buy Missing 93% of opportunity Missing 18% of those who want to buy from us! Missing 94% of those who want to buy from anyone!
- 26. @billhunt 26 Leverage “Search Influenced Revenue”
- 27. 27@billhunt Recipe Search Traffic Value 27 Searchers drive the most page views & 23% make the item Recipe Monthly Visits 23% Make Portions Units Total Volume Packages Recipe 1 57,696 13,270 4 2 26,540 1,045 Recipe 2 46,447 10,683 2 1 10,683 421 Recipe 3 34,552 7,947 6 3 23,841 939 Recipe 4 24,368 5,605 4 2 11,209 441 Recipe 5 21,741 5,000 6 3 15,001 591 Recipe 6 19,654 4,520 4 2 9,041 356 Recipe 7 16,124 3,709 6 3 11,126 438 Recipe 8 15,449 3,553 4 2 7,107 280 Recipe 9 14,885 3,424 8 4 13,694 539 Recipe 10 13,789 3,171 4 2 6,343 250 Units 5,299 Retail Value $3.99 $21,141.42 Lifetime Value $528,535.5 9
- 28. @billhunt 28 Think out of the Box • How do I demonstrate economic value of my efforts? – Generating revenue – Saving money • Spend time creating KMAE reports for what matters!
- 29. @billhunt 29 eMail: bill@back-azimuth.com Blog: www.whunt.com Site: www.back-azimuth.com Thank you!
Hinweis der Redaktion
- Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
- Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
- Opportunity: Total searches for the keywords in this category and buy cycle – based on Google Broad Match Local Paid Impressions: Total impressions based on all match types for these words based on June campaign levels. Earned Impressions – This is based on taking 100% of the demand if the word is ranking in the top 10 of Google. Missed Impressions – this is Opportunity minus (paid impressions + earned impressions)