advanced ppc and seo diagnostics

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: erik@intrapromote.com• Kayla Kurtz: kayla.kurtz@hanapinmarketing.com

Your Questions!

THANK YOU!