advanced ppc and seo diagnostics
DESCRIPTION
In previous months, the presenters from Hanapin and Intrapromote have uncovered some great ways to set goals and report on the resulting data. But the work doesn’t end there. How do you know if either medium is truly working?TRANSCRIPT
Main Topics
Which metrics should you be tracking long term?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
Can you project future performance based on current data?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:Main Topics
How do you determine where PPC or SEO fall in your total marketing scheme?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Long Term MetricsChoosing & Tracking
• PPCo Market Share
o Quality Scores
o ROAS
o Average CPC
Long Term MetricsChoosing & Tracking
• Market Share/Average CPC
Long Term MetricsChoosing & Tracking
• Quality Scores
Long Term MetricsChoosing & Tracking
• ROAS
Long Term MetricsChoosing & Tracking
• SEOo Diagnostic Process
o How Broad is Your Keyword Net?
o Shining a Light on "Dark" Traffic
Long Term MetricsChoosing & Tracking
• Diagnostics:CIRTA
When are SEO Diagnostics a Waste of Your
Time?
Long Term MetricsChoosing & Tracking
• Diagnostics:– Crawling– Indexing– Ranking– Traffic– Action
When They're Founded on Junk Data!
Long Term MetricsChoosing & Tracking
• Keyword Breadth:
January
Febru
aryMarc
hApril
MayJune
July
August
Septem
ber
October
November
December
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
2009
2010
2011
2012
2013
Long Term MetricsChoosing & TrackingDark Traffic
• Look at Landing Pages• Tag Every Possible URL• Assign Credit where Possible
• PPCo The great thing about data is…
o Weekly/Monthly/Quarterly/Annually
o Log your projections and revisit!
Performance ProjectionsCalculating & Bookending
Performance ProjectionsCalculating & Bookending
• SEOo Extrapolating Traffic Gains via Rankings
o Watching Demand Trends – Past and Present
o Watch Gains Produced by Content Addition
Performance ProjectionsCalculating & Benchmarking
• Demand – Short and Long Term
Performance ProjectionsCalculating & Benchmarking
• Demand – Short and Long Term
Performance ProjectionsCalculating & Benchmarking
Total Marketing PictureWhere do PPC & SEO come in?
Round Up
• There are some metrics you are tracking now for both mediums that need long-term tracking, as well.
• You can then use the combo of short and long term data to project how your accounts may continue to perform in the future.
• Don’t forget the other pieces of the marketing puzzle and how it’s all going to fit together!
Thank you for attending Intrapromote and Hanapin Marketing’s webinar on Advanced PPC & SEO Campaign Diagnostics. #ppcseo
• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/Password: webinar126
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in ad spend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or contact us directly:• Erik Dafforn: [email protected]• Kayla Kurtz: [email protected]
Your Questions!
THANK YOU!