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Search Behind the Curtain: Diving Deeper into Multi-Channel and Post-Web Analytics / Events

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Search Behind the Curtain: Diving Deeper into Multi-Channel and Post-Web Analytics / Events presented by Apogee Search William Leake, CEO leake_at_apogee-search.com – PowerPoint PPT presentation

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Title: Search Behind the Curtain: Diving Deeper into Multi-Channel and Post-Web Analytics / Events


1
Search Behind the CurtainDiving Deeper into
Multi-Channel and Post-Web Analytics / Events
  • presented by
  • Apogee Search
  • William Leake, CEO
  • leake_at_apogee-search.com
  • Tel (512) 583-4200 x 701

2
Why we might know something (aka shameless
plug slide)
  • Apogee Search is the largest pure-play online
    marketing firm in the Southwest, and one of the
    20 largest nationwide
  • 150 clients, including Keller Williams,
    Golfsmith, Lance Armstrong Foundation, Olive
    Garden, PerkinElmer, Interstate Batteries,
    Gannett Digital, Olive Garden numerous
    VC-backed technology firms
  • Paid Search, Organic Search, Online Media,
    Website Effectiveness
  • Our management team built the first company to
    ever sell a million dollars of product on the
    internet
  • Our management team has been doing search engine
    optimization since 1995, and paid search since
    early 1998 (within 1 week of its start)
  • Founders background includes McKinsey Co.,
    Dell, and executive roles at successful,
    private-equity-backed firms
  • All programs are results-focused and metrics-based

3
Why I might actually be an idiot
  • Tuesday I forsook Austin and SXSW for
    Minneapolis, Minnesota

versus
31?F
77?F
4
Agenda
  • Beyond the Basics Some things dont change
  • Best Practices Trends in Tracking Search beyond
    the Curtain
  • QA

5
Its a Google World United States July 2007
Source Net Applications, July 2007
6
Its More than Clicks Traffic
Internet Searchers (Advertisement Impressions)
Website Visitors (Advertisement Clicks)
Website Transactions (Sales or Leads)
7
Search Analytics Basics
  • Understand your business goals
  • Do PPC (AdWords) as market research against a
  • Transactional Website / Landing page(s) / email
    form(s) with a
  • Web Analytics / Tracking System(s) installed that
  • Tracks conversions by keyword, by category, by
    campaign, to
  • Establish a baseline conversion rate

8
Transactional Websites
  • Site Should be More than Brochureware
  • Lead Generation or E-Commerce
  • Even Branding Sites can be Transactional
  • Lead Baiting
  • Give something in return for contact info
  • Numbered lists work well
  • F.U.D. can be effective

9
General Fundamentals
  • Online (and search) just a piece of overall
    Marketing
  • (Avoid online industry myopia)
  • Integrated usually works best
  • Both PPC and SEO together
  • Search plus other online
  • Online plus offline
  • WOMMA is always the best
  • Measure twice, cut once

10
Online Metrics Development
11
Agenda
  • Beyond the Basics Some things dont change
  • Best Practices Trends in Tracking Search beyond
    the Curtain
  • QA

12
  • Track Further Down the Funnel
  • B2C - move beyond sale to lifetime value of
    customer (eCRM)
  • B2B - ensure that you are integrated with the
    Sales Automation / CRM system
  • BOTH change your optimization focus to post
    click and post web events

13
  • Case Study 1 - B2B Software Firm
  • Spending 110 k per month in PPC, with well
    understood CPL (cost per lead) metrics
  • Started doing PPC optimization based on
    human-scrubbed lead data (not web forms)
  • RESULT 40 shift in PPC spend allocation, 20
    uplift in software sales

14
  • Case Study 2 - B2C Internet Retailer
  • Largest retailer of golf products in the country,
    with a successful and diversified online
    operation
  • Started measuring online traffic value according
    to data from the eCRM system (e.g. after the
    first sale)
  • RESULT significant decrease in affiliate
    payouts, increase in PPC and SEO

15
Cross-Channel Conversion Tracking
  • Requires more sophisticated use of Analytics
    tools
  • Looking for conversions that resulted from
    multiple sources
  • Banner Search
  • Search Query 1 Search Query 2
  • Search Affiliate
  • Some questions to ask Which source came first?
    Is banner advertising driving additional search
    volume? Are broad search terms instrumental in
    subsequent narrow term conversions?

16
Cross Channel Tracking Value
  • Find other marketing channels that help drive
    additional search volume
  • Properly attribute conversion value across all
    contributing search queries

17
Exploiting Search Traffic with Post-web
Follow-on Marketing
  • Search Email is a powerful combination
  • Assign mailing list signup with a conversion
    value and factor into overall ROAS
  • Confirmation email immediately after lead capture
  • Lead nurturing with tools like Eloqua, Unica,
    Vtrenz, others
  • Additional follow-on with direct mail or other
    integrated campaigns

18
TIP Event-Driven Search Marketing
  • How much do you spend on events per year?
  • Planning to exhibit at an important conference
    for your industry. . . Start running PPC search
    ads on the conference name to reach your target
    audience
  • Consider having a virtual trade show both
    pre-and post- your physical show, and also for
    shows you dont attend

19
Alternate Conversion Types(important)
  • Conversion doesnt have to occur on your website
  • Tracking phone calls from search
  • Integrating chat to drive conversions
  • Printing coupons for in-store purchase tracking

20
Using Online to Inform Offline
  • Contrary to Conventional Wisdom
  • Email ? Direct Mail
  • Rich Media ? Broadcast
  • Banners/Sponsorships ? Print Ads
  • Paid Search ? All

21
Whats New and Next
  • More and more a Googleverse
  • Local Search
  • Universal Search
  • Personalized Search
  • Mobile Search
  • Social Media

22
QA (aka additional resources)
  • Apogee Search Blog (www.apogee-search.com/Blog/)
  • Apogee Glossary (www.apogee-search.com/Resources/G
    lossary/)
  • Digital Point Forums (forums.digitalpoint.com)
  • Google Webmaster Central (www.google.com/webmaster
    s/)
  • John Battelles Searchblog (battellemedia.com)
  • Daily SearchCast (dailysearchcast.com)
  • Sphinn (sphinn.com)
  • MarketingSherpa (marketingsherpa.com)
  • ClickZ (clickz.com)

23
Heffalumps Woozles,BEWARE
  • Alas, 95 percent of our industry falls into one
    of these categories
  • Pirates Snake Oil (Ahoy, Opportunity to
    loot)
  • Graphic Artists (How hard can it be?)
  • Full-ServiceAgencies (Oh yes, we do that)
  • Technogeeks (What keywords, boss?)
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