web analytics and online marketing - solent university

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

Facebook

Comments

Likes

Twitter

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)

HAPPY TRACKING!

anna.lewis@koozai.com0845 4531234

@Koozai_Anna

Koozai.com/blog

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