Metrics in the Real World | Online and Offline Analytics Tracking
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The document discusses strategies for effectively measuring online marketing metrics and the importance of conversions over mere rankings. It emphasizes setting clear goals, tracking both online and offline interactions, and utilizing tools like Google Analytics for campaign management. Additionally, it highlights the significance of adapting to audience behavior through testing and refining marketing techniques.
Metrics in the Real World | Online and Offline Analytics Tracking
- 1. Metrics in the Real WorldAre You Counting What Really Matters?Caitlin KaluzaSearch Engine Marketing Manager at Schipul@qcaitcaitlin@schipul.com#schipulcon
- 2. What We’ll Go OverMaking Sense of Online DataRank Isn’t EverythingDefining Goals & ConversionsTracking Offline Data@qcait // #schipulcon
- 3. A Perfect ScenarioBid on keyword “pay my TXU bill”Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20You get $1.50 for every conversion - need to convert >13% to make a profit@qcait // #schipulcon
- 4. Real WorldPublic Speaking LeadsContact FormsNewsletter SignupsTraffic from your Facebook Fan Page? Twitter? YouTube?Phone CallsLong Lead Time@qcait // #schipulcon
- 5. Making Sense of Online Data@qcait // #schipulcon
- 6. DefinitionsVisits # of instances of a visitPageviews Total views of all pagesBounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%)New Visits Based on a cookie in your browser (not computer)@qcait // #schipulcon
- 7. Visit TrendsCompare month over month AND year over year if possibleBe aware of seasonal trends – think about the trends in your businessPages/Visit, Time on Site Measure Engagement@qcait // #schipulcon
- 8. Traffic SourcesVisits from SearchKeywords – especially non-brandedTraffic from Social Media, YouTube, partners, media, etc.@qcait // #schipulcon
- 9. GeographyAre you hitting the geography you expect?Where are the opportunities?@qcait // #schipulcon
- 10. MobileMobile is 5-7% for average Schipul clientiPhone vs. Android@qcait // #schipulcon
- 11. Defining Goals & Conversions@qcait // #schipulconPhoto credit: flickr.com/photos/seeminglee/4041872282
- 12. What is the Goal?What is the goal of your website?What is a Conversion?Fill out contact formEngagementCallView a key page – contact, driving directions, menuTip: Ask your Sales Guys@qcait // #schipulcon
- 13. Goal Set UpGoals are located in SettingsAllowed 4 sets of 5Three types:URL Destination (i.e. form confirmation page)Time on SitePages/VisitAdds a tab to all reports@qcait // #schipulcon
- 14. Goal Set Up@qcait // #schipulcon
- 15. Funnel Reporting@qcait // #schipulcon
- 16. Goal Tab@qcait // #schipulcon
- 17. Incremental Conversions?Filter by source, i.e.Paid SearchNon-branded keywordsSites: Twitter, FacebookTest, Test, TestTry to test one thing at a timeTest for at least 1 month@qcait // #schipulcon
- 18. Online AdvertisingGoogle500 Pound Gorilla80% Market ShareQuality Score x Bid = PlacementBing10% Market ShareFeeds Paid Ads to YahooLess expensive, Interface not as goodFacebookMore like a banner adPeople don’t go to FB to click awayAverage CTR %0.10Good for Social or Personal@qcait // #schipulcon
- 19. Online Advertising Tips80% people click Organic SearchGood for new products, competitive marketsSEO + PPC = More ClicksBe Straight ForwardUse every toolTarget – Location, Market, etc.@qcait // #schipulcon
- 20. Set Up Campaigns@qcait // #schipulconPhoto credit: flickr.com/photos/idogcow/391609724
- 21. Set Up CampaignsYou can essentially set up anything as a Campaign using Google URL BuilderAdd tracking code to any URL to notify Google Analytics what campaign it came fromAllows forA/B testingTracking data within one sourceNewsletter Tracking@qcait // #schipulcon
- 22. Example ScenarioWhich Donate Link is Better?Set up each as a separate campaign@qcait // #schipulcon
- 23. ResultsIn Analytics:Traffic Sources > CampaignsRed Button gets 4x visits@qcait // #schipulcon
- 24. Set Up CampaignsURL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link@qcait // #schipulcon
- 25. Google URL BuilderStart with URLDefine Source, Medium, NameTerm & Content are optional Generate URL@qcait // #schipulcon
- 26. Be Consistent!Example Sources:googlenewslettereventExample Medium:cpcbanneremaillinkExample Name:oct2011newsletterAnnualconference2011Tip: Include Year@qcait // #schipulcon
- 27. Rank Isn’t Everything@qcait // #schipulconPhoto credit: flickr.com/photos/mobikefed/2855762756
- 28. Funnel of Search Engine Marketing@qcait // #schipulcon
- 29. New GA Report: Keyword Impressions@qcait // #schipulcon
- 30. Tracking Offline Interaction@qcait // #schipulconPhoto credit: flickr.com/photos/billybrown00/4982722491
- 31. Call Tracking SoftwareBe wary of posting separate number – Google Places use Citations to rankAdwords Call tracking tool@qcait // #schipulcon
- 32. Tips for Tracking OfflineTrain Sales/ Call StaffAsk prospects how they heard about you, ask what keyword they typed in if applicableDocument in CRM or Google DocInvolve Sales in the SEO process – ask for recommendations on keywords, content, flow of site@qcait // #schipulcon
- 33. Figure Out Cost/ConversionExample:75% contact forms lead to a phone call50% phone calls lead to a meeting33% meetings lead to a proposal50% proposals close6% contact form lead to closeProfit x 6% = Cost/Contact Form@qcait // #schipulcon
- 34. Thanks! Questions?Caitlin Kaluza @qcaitSearch Engine Marketing Manager at SchipulTheSEMBlog.com@qcait // #schipulcon // http://bit.ly/schipslides