Beyond Traffic and Conversions

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Presentation transcript:

Beyond Traffic and Conversions Working With Clients Beyond Traffic and Conversions SES – Chicago: 2006

New Search Engine Marketing Old Search Engine Marketing vs. New Search Engine Marketing

Key Performance Indicators (KPIs) Business Goals and Key Performance Indicators (KPIs) Business Goal Examples Increased brand awareness Improved communication to employees and consumers New market expansion Education (product or service awareness) Decreased customer support costs Key Performance Indicators Different for each goal, business type, and management level1 Simplifies data reporting - presenting only relevant information Smaller, actionable data that acts as check points 1 Peterson, Eric T., Big Book of Key Performance Indicators

Before and After Case Study Where to Start Before and After Case Study Marketing and branding plans Variable sales channel success Prior marketing successes/failures Past goal patterns Current business goals (sales, market penetration, branding) Obstacles to these goals Audience demographics and segmentation External brand image Online data-based research (Site metrics - usability, trends, baseline)

Assigned Key Performance Indicators Campaign Strategy Setting Goals Assigned Key Performance Indicators Goal #1: Build Dealer Exposure Goal #2: Increase awareness of government standards Goal #3: Gain/keep leading positions over key competitors

Campaign Strategy Tracking Goals Reported KPI Results In-depth Goal Report Reported KPI Results

Scott Orth scott.orth@selytics.com Client Results Before and After What were the results? No increase in organic placement No increase in pay-per-click effectiveness No increase in website traffic Able to quantify search marketing Measurable by business metrics Praised by business leaders Focused on delivering the right success Scott Orth scott.orth@selytics.com