semcamp sofia bulgaria 03.04.2014
DESCRIPTION
презентация на Олег Саламаха, Александър Максименюк, Любомир Попов и Геннадий Воробьов. Инструменти за анализ на ключови думи, анализ на конкурентите с Prodvigator.bg, задълбочен уеб анализ и измерване на офлайн конверсии, телефонни обаждания с Ringostat.com. SEMCamp се проведе благодарение на: http://seom.bg/ http://www.cloxy.com/ http://searchengines.bg/ http://seoconference.net/ http://netpeak.ua/ http://optimization.bg/TRANSCRIPT
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Проблематика
1. Намираме на ключови думи, конкуренцияa. за класиране на наш сайтb. семантичен анализ, работа със семантикатаc. анализ на конкуренцията
2. Измерване на офлайн конверсииa. целеви телефонни обажданияb. анализ на ефективност на рекламен каналc. контрол на служители, вдигащи слушалката
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Саламаха Олег
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Как работи Prodvigator?
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Какви проблеми имат оптимизаторите?
● Оценка на видимостта на сайта● Събиране на семантичното ядро● Анализ на конкурентите● Съставяне на мета тагове● Оценка на конкурентност на нишата● ТЗ на контент
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Оценка на видимостта
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Семантика на сайта
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Филтри по страници(раздел) или клъстери
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Семантика за вътрешно и външно налинкване
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Пълнотекстово търсене
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Лематизатор @Optimization.bg
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Фрази на конкурентите
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Сравнение с конкурентите
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Семантика за контент
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Adwords
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Текущо разширяване на функционала
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Асинхронен ъпдейт
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Търсене на подобни семантично несвързани фрази
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Човек, и добре да изглежда онлайн… му се обаждат по телефона :)
Любомир ПоповAdWords Certified Professional
Head of PPC @ Optimization.bgGoogle Partner
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Проблем на Уеб Анализа (в България)
Ние знаем техническите и поведенчески параметри на това, какво правят посетителите на нашия уебсайт, НО НЕ знаем какво правят
те offline!Можем да проследим успешна online продажба или lead, НО НЕ знаем, защо посетителите на
сайта се обаждат по телефона.Досега!
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Основно следствие
Не знаем кой канал на онлайн реклама работи най-ефективно
?
Не знаем как да разпределим
нашия рекламен бюджет ?
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RingoStat Call Tracking System
Система за Анализ на Входящите Обаждания в България
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PPC (AdWords, Bing)
Как работи?
phone 111 111 111
phone 222 222 222
phone 333 333 333
111 111 111
222 222 222
333 333 333
пренасочване
www.landing_page.bg
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Какво получаваме? Данни за анализ!
Google Analytics(данни за месец януари)
Campaign Money Spent Calls received
Email Campaign 100 лв. 3
AdWords Campaign 100 лв. 7
Facebook Campaign 100 лв. 5
LinkedIn Campaign 100 лв. 1
.. and the WINNER is...
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Какво правим? Вземаме решения!
Рекламен бюджет (за месец феруари)
Campaign Budget Expected Calls
Email Campaign 70 лв. 2
AdWords Campaign 200 лв. 14
Facebook Campaign 100 лв. 5
LinkedIn Campaign 30 лв. 1
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Представям Ви
Александър МаксименюкNetpeak и Ringostat /Украйна/
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RingostatCall tracking
(Анализ на телефонните обажадния)
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Какви проблеми решава Ringostat?
1. Анализ на източниците на телефонни обаждания.
2. Анализ на качеството на работата на служителите, приемащи обажданията.
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Цена на придобиване на клиент?
Цена за привличане на аудиторияЦена на конверсия = -----------------------------------------------
Количество целеви действия
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Анализ на съотношението: целеви обаждания към транзакции /покупки/за
различни източници/магазин за битова техника/
Източник Посещения Целевиобаждания Транзакции %
Google/Organic 37545 324 103 76%
Yandex/Organic 31527 298 115 72%
Yandex.Market 2411 24 24 50%
Vcene.ua 2914 22 17 56%
Hotline.ua 1258 34 18 65%
* Целево обаждане: обаждане с продължителност по-голяма от предварително зададена (напр. 30 сек)
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Откъде ни намерихте?
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Виртуални номера
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Класически call-tracking
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Анализ на конверсиите от обаждания от различни източници
/строителен хипермаркет/
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Call-tracking на сесийно ниво /потребител/
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Call-tracking на сесийно ниво /потребител/
1-855-555-0002
1-855-555-0005
1-855-555-0004
1-855-555-0003
1-855-555-0001
Сайт 1-855-XXX-XXXXLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec at odio erat. Aliquam pretium porta urna ac aliquam. Vestibulum id cursus diam. Aliquam erat volutpat. Vivamus eget accumsan orci. Fusce scelerisque fringilla ante a malesuada. Ut placerat vestibulum ipsum, non congue velit fringilla eget. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum velit velit, placerat in arcu sit amet, g himenaeos. Donec in imperdiet tortor. Fusce auctor nisl sit amet ipsum interdum vulputate.Suspendisse lorem leo, suscipit non orci aliquam, placerat consequat massa. Donec varius dolor non urna dictum, at dapibus nulla fermentum. Curabitur id quam eu lectus dictum tempor in et est. Pellentesque gravida eleifend augue, et vulputate ipsum pretium in. Fusce faucibus sed lacus sit amet porta. Quisque quis dui vel augue porta dictum eget sed leo. Fusce vehicula purus purus, sodales viverra eros mattis sed. Donec feugiat est ante, et consequat est hendrerit idacilisis ultrices. Phasellus vel vulputate tortor.
Обувки купувам
Кожено яке
Черна кожена шапка
Откъде да купя колан
Фенер цена
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Call-tracking на сесийно ниво /потребител/
1-216-555-2376
Source: GoogleMedium: cpcTerm: фенер ценаIP: 188.195.20.106ClientID: fe8e3082-49ba-40e2-bf40-c2db46cc41b7Funnel navigation:03.04.2014 12:15:32 /flashlights/03.04.2014 12:16:51 /flashlights/fenix/03.04.2014 12:18:45 /flashlights/fenix/SP-25/
1-855-555-0003
Call-Center
HangupCall Length: 4:52Waiting: 0:12First call: yes
Rate CallCall category: SaleValue: 110Manager: Jack
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Работен ден
Работно време: 09:00 – 19:00Почивка: няма
*при условие, че шефът е в офиса
~ -400 $ приход на ден~ -6 000 $ приходи в месеца
**
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‘Продавач-консултанти’ ли?
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3 часа17 обаждания16 без отговор
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Александр Максименюк
Следите за новостями:
www.facebook.com/Ringostatblog.netpeak.ua
@lunaxodnetpeak.me/lunaxod/
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И това не е всичко ...
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Най-лошо става, когато шефът види това ...
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Знаем кой ни е търсил
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Благодаря за вниманието!
‘Не можеш да подобриш това, което
не измерваш!’
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Благодарим ви!http://prodvigator.bg/http://ringostat.bg/
Участници:Олег СаламахаАлександър МаксименюкЛюбомир ПоповГеннадий Воробьов
Благодарение на:http://seom.bg/http://www.cloxy.com/http://searchengines.bg/http://seoconference.net/http://netpeak.ua/