killer kpis - turning data to dollars
Post on 19-Oct-2014
712 views
DESCRIPTION
Interactivity Digital 2013 presentation by Bill Hunt of Azimuth ConsultingTRANSCRIPT
@billhunt 1
Bill HuntBack Azimuth Consulting
Killer KPI’sTurning Data into Dollars
@billhunt
• 17 years experience in Enterprise Search
• Co-Author – Search Engine Marketing Inc.
• Developed Advanced Keyword Management Suite 3rd Edition due
Summer
@billhunt 3
Key types of KPI’s
• #1 Reports are “KMAE Reports”
• Keyword Maximization & Effectiveness Reports
• “Keep My A** Employed Reports
• Anything that shows economic value of your efforts
4@billhunt
Paid & Organic Collaboration
• $300k in PPC savings in 40 days (funded FT analysis)
• $250k in incremental SEO revenue in 60 days
4
5@billhunt
Replicate High Converting PPC
5
6@billhunt
Replicate High Converting SEO
6
@billhunt
Highest CPC Collaboration
• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits
• 105 people have found same problem at their company
@billhunt 8
What does your data say?
@billhunt 9
Is Your Data this Funky?
• Paid Search Spend $20 million US• Critical/Important Keywords – 1,120• SEO Team - 98 important keywords• Active Paid Search Keywords – 187,252• Omniture Keywords – 397,832 (>20 visits)• SEO Tool – 298 keywords (allowance was
10k)• 4,887 keywords in PPC are Top 3 Organic• No coordination between teams
@billhunt 10
After Coordination
• 1 to 1 alignment of Tier 1 Keywords• Found 2,783 PPC keywords cannibalizing SEO• Shift saved $180k in first month • Shift went to 1,016 important words not ranking• SEO revenue Increased 67% w/no loss from PPC• Weekly monitoring of Top 3/Top 3 keywords• Weekly monitoring of new and expensive• Co-Optimization Monitoring
@billhunt 11
Predicting Opportunity
@billhunt 12
Source: Optify 2012 - http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-curve
@billhunt 13
Source: Back Azimuth Keyword Management System
Your Data and 235 Filters?
81% click rate – Wow!
80% of Revenue!
@billhunt 14
Source: Back Azimuth Keyword Management System
Does it change by Persona?
From 81% to 27% - why?
They don’t buy either!
@billhunt 15
Category Authority
Do you Own your Cluster?
@billhunt 16
What are the “Authority Sites?”
• Organic ranking was run against 1,700 pet food related keywords looking for ranking in top 10
• Below are the top sites that appear for the most keywords
No Dominating Domains
Cats.about.com: 428 (information) Petco: 276 (retail site)Purina.com: 170 (pet food brand)
No Dominating Domains
Cats.about.com: 428 (information) Petco: 276 (retail site)Purina.com: 170 (pet food brand)
@billhunt 17
How Authoritative are you?
@billhunt 18
Finding Nuggets of Opportunity
19 @billhunt
Underperforming Keywords
• Monitor words that are ranking but not getting fair share of traffic.
@billhunt 20
Previous Models
• Replacing PDF’s with actionable landing pages delivered additional 50k visitors per month
• Nearly $400k in incremental revenue over 6 months
• Nearly $400k in incremental revenue over 6 months
Keyword Phrase
RankSearch Volume
NS Visits
NS Impression
s
Share of Opportuni
ty 10% 20%Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380
Total 506,500 2459 1.63% 50,650 101,300
21
@billhunt
Absolut Hibiscus Vodka – New Flavor
21
Drink Recipes - searchers drive the most page views
@billhunt 22
Leverage “Answering Questions”
@billhunt 23
Use Site Search Questions for Content
• 27,211 questions identified in database
• How – 10,240 • What - 6,333 • Can (I or We) – 6,162 • Where – 2,116• When – 1,505
60% of queries had NO RESULTS
@billhunt 24
Monetizing Questions• 600,012 site searches annually• 15% identified as directly
merchandisable • 200 new pieces of content developed –
– Key questions added to social mining
• Average Sale $200 and 10% conversion rate
• $4.5 Million Annual Incremental
@billhunt
Missed Opportunity by Buy CycleCat\Buy Cycle
Total Inspiration Discovery Design Purchase Relationship
Brand
Market
Paid
Earned
Missed 0*
Branded Technology
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Earned 200M 34M 150M 6.6K 900K 15M
Missed 130M 3.5M (9%) 118M (44%)92K
(93%)203K (18%)
7.7M (34%)
Technology
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Earned 207M 196M 5.7M 79K 58K 5M
Missed 388M 339M (62%) 42M (82%) 736K (89%)
1.3M (94%)
5M (49%)
Identified 111 “new insights” about the audience
Missing 93% of searchers aware of brand and almost ready to buy
Missing 93% of opportunity
Missing 18% of those who want to buy from
us! Missing 94% of those who want to buy from
anyone!
@billhunt 26
Leverage “Search Influenced
Revenue”
27
@billhunt
Recipe Search Traffic Value
27
Searchers drive the most page views & 23% make the item
RecipeMonthly
Visits23% Make
Portions Units
Total Volume Packages
Recipe 1 57,696 13,270 4 2 26,540 1,045 Recipe 2 46,447 10,683 2 1 10,683 421 Recipe 3 34,552 7,947 6 3 23,841 939 Recipe 4 24,368 5,605 4 2 11,209 441 Recipe 5 21,741 5,000 6 3 15,001 591 Recipe 6 19,654 4,520 4 2 9,041 356 Recipe 7 16,124 3,709 6 3 11,126 438 Recipe 8 15,449 3,553 4 2 7,107 280 Recipe 9 14,885 3,424 8 4 13,694 539 Recipe 10 13,789 3,171 4 2 6,343 250
Units 5,299
Retail Value $3.99
$21,141.4
2
Lifetime Value
$528,535.
59
@billhunt 28
Think out of the Box
• How do I demonstrate economic value of my efforts?– Generating revenue– Saving money
• Spend time creating KMAE reports for what matters!