Download - 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: [email protected]• Kayla Kurtz: [email protected]
Your Questions!
THANK YOU!
