next level ppc and seo with google analytics
TRANSCRIPT
• Visit www.HeroConf.com for more information
• Interested in attending? Contact Kayla at: [email protected]
Visit www.HeroConf.com for more information!
The presentation will begin shortly!
Main Topics:
①How do PPC & SEO use Analytics for reporting?
②Where can I find the most targeted and segmented SEO or PPC data in Analytics, in order to properly analyze performance?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:
③How do I set up a custom report and what are the most beneficial custom reports for PPC & SEO, respectively?
④Can I learn problem areas for SEO from PPC KPI in Analytics, and vice versa?
Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:⑤Where in Analytics can I analyze how SEO &
PPC channels are interacting?
⑥Is it possible to measure content effectiveness for PPC & SEO without keyword data?
⑦Round Up!
Have questions throughout the webinar? Use #ppcseo on Twitter!
① Reporting via Analytics – Why/How?
• Why?– Cross channel analysis– Differences in attribution for clicks/conversions
• How?– One code, to rule them all!
② Segment Traffic to Analyze
• Advanced Segments:– Default: all traffic
– PPC = paid search traffic
– SEO = non paid search traffic
② Segments: How and Why
② Segments: How and Why
② Segments: How and Why
• How to Segment:– Acquisition: How visitors got to your site.
– Behavior: What visitors are doing on your site
– Outcomes: Activities with proven value
– Demographics: Technology, location
Resource: Avinash Kaushik
② IP's Favorite Advanced Segments
• Advanced Segments:– Branded/Non-Branded– Location (College & University)– Mobile (Real mobile)– Visits that Converted– Visits that Didn't
③ Custom Analytics Reports
• What are custom reports?
• Why go custom?
• Examples
③ Custom Analytics Reports• PPC Example - eCommerce accounts
• ROAS by campaign
③ Custom Analytics Reports• SEO Example – Appointment requests & sources
④ Cross-Channel Performance Analysis
• PPC data that indicates SEO problem areas:– Revenue from keywords not targeted via SEO
• SEO data that indicates PPC problem areas:– Time on site– Bounce rate
⑤ Cross-Channel Interaction Analysis
• Multi-channel funnels
• Attribution, attribution, attribution!
⑤ Cross-Channel Interaction Analysis
• Example
⑥ No Keyword Data? --- No Problem!
⑦The Round Up!
• Why wouldn’t you enable deeper reporting?
• Analytics allows for a deeper solo-channel analysis then interface-only data
• Learn from one to give to the other
• Confirm what you ‘know’ before making any cuts
• Visit www.HeroConf.com for more information
• Interested in attending? Contact Kayla at: [email protected]
Your QuestionsThank you for attending Intrapromote and Hanapin Marketing’s webinar on: Next Level PPC & SEO with Google Analytics. #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 adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Erik Dafforn: [email protected]• Kayla Kurtz: [email protected]