Using Bizwatch™ to Solve a Web Traffic Problem

By Bizresearch

Laura Thieme

2009

Bizwatch Bizresearch 614-846-7560 www.bizresearch.com

1

What Happened to our PPC Conversions?

Historically, we have managed PPC in-house. The other day, however, I mentioned to Bizresearch we might have a paid search campaign management issue. 

While our company had experienced overall sales growth YOY, I had a suspicion that paid search conversions were down…

…I realized a campaign/ad group had been mistakenly paused.

I wanted to know if we had lost business as a result of this? What affect did this mistake have on our business?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

2

•“My traffic is down”

•“Year over year traffic has declined”

•“I’m down on sales …my conversions have decreased.”

•“I don’t know what happened … and my analytics program doesn’t make it easy for me to figure this out!”

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

3

Don’t lose your head …Bizwatch can help.

Bizwatch Traffic Trend Analysis• Add us as

“Administrator” to your Google Analytics account settings

• Or, we can import from Coremetrics or Omniture analytics for a custom data-mapping fee

• Bizwatch will create a 13-month trend analysis

• Visual Charts & Tables• Review Traffic Key

Performance Indicators (KPIs)

• Know what changed & how to fix itBizwatch 2.0 Bizresearch 614-846-7560

www.bizresearch.com4

Laura imported 13 months of Google Adwords PPC data, along with Google Analytics data.

Within an hour we were analyzing YOY campaign, ad group and specific keyword changes. 

We noted specifically three keywords that sent strong conversions. 

We were able to determine the exact amount of online orders lost, worth about $25,000. 

Within 2 hours, we pinpointed the problem and had the answers we needed.

If we had Bizwatch in place prior to our peak season, we could have saved thousands in dollars of lost sales.  Thanks, Laura.  You’ve built a winner.

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

5

Traffic Trend Analysis

Using Bizwatch to Determine Where Changes are

Occurring & What to Do About Them

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

6

Do You Know Where Your Problem Is?

• Often, we think the problem is in 1 place– Organic OR Paid OR Conversion Rates

• Data is often in separate silos• Immense value exists in comparing trended

organic vs paid visibility, traffic & conversion KPIs

• 13 Months of Trend Analysis pinpoints problemsBizwatch 2.0 Bizresearch 614-846-7560

www.bizresearch.com7

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

8

Bizwatch Organic vs Paid Traffic & Conversions – Easily Analyze Keyword Trends

89 orders lost in May 09 (vs May 08)

One Keyword Mistakenly Paused

What if You Have a Paid Search Problem but Don’t Know?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

10

• Prime example of when paid search is hurting

• Do you have paid search full access to your data?

• Are you tracking conversions YOY?

• Are you trending data?

Can You Afford to Lose 89 Customers?

• How did this happen?– New agency or person working on paid search data – Didn’t have access to trended data– Due to inability to trend value, 1 campaign paused– Cost company 89 lifetime customers

• How Can You Avoid Making Similar Decisions?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

11

Trend, Find & Fix the Problem• Keywords were turned

back on mid-June 2009

• Campaign conversions are nearing 2008 conversions

• Ensure Everything is Fixed….

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

12

Trend Analysis Made Easy

Conversions are Improving

Conversion Rate Declining

Cost Per Conversion Is Increasing

A More Informed Discussion Takes Place with BizwatchBizwatch 2.0 Bizresearch 614-846-7560

www.bizresearch.com13

Consistently Monitor Campaigns Operating in the Red

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

14

Bizwatch Identifies:Campaigns & Ad Groups with

< 2% CTR< 2% CVR

> $50 Cost per Conversion> 3.0 Average Position

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

15

A second case study

Have you ever lost SEO visibility?

Did it affect your business?

… A second case study

I lost my SEO ranking for a very important term…

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

16

Find out if that “ego term” really sends conversions or not – just because keywords send traffic – does not mean that it’s your BEST keyword

Review SEO Ranking Reports

Bizwatch Bizresearch 614-846-7560 www.bizresearch.com

17

Advanced Sort Features

Advanced Filters

Lost SEO Visibility for Important KW

• For nearly 10 months, a very important keyword’s Google visibility was lost

• It was regained in June of 2009 after a lot of hard work

• Just how important is this term to the business?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

18

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

19

Despite regaining SEO visibility … no conversions resulted for past 2 months …PPC paused on term

due to decreasing ROAS

What was this keyword phrase worth?Compare SEO visits, goals, conversion rate with

PPC visits, goals, conversion rate

Ironically, Bizwatch identified another term was far more valuable, low traffic (<2,000 visits/yr) but high conversion

rates (6.29%) brought 76 leads/yrBizwatch 2.0 Bizresearch 614-846-7560

www.bizresearch.com20

1 Keyword is Worth 76 Leads

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

21

However, SEO is sending only 16 of those leadsLesson Learned: Don’t Pause PPC despite #1 Google

Ranking

Trended Traffic Improves Analysis

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

22

Bizwatch use Google Analytics Monthly Data or Custom ExportCreates Charts on All Traffic KPIs

Shown Above: Traffic Visits & Conversions

Which Keywords Sent Top Conversions?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

23

It’s not just about trafficIt’s about the sources/mediums/keywords that send conversions

Ecommerce: Which keywords send top order conversionsB2B: Which keywords send your BEST leads, aka profitable leads

Analyze Keyword BucketsPaid vs Organic KPIs

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

24

Enhances Google Analytics DataCombines Site Usage, Goal Conversions, and Organic vs Paid Data

One Table, Multiple Graphs/ChartsNo additional code required if already tracking with Google Analytics

Monitor SEO Competitors

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

25

Where does your site fit in to the SEO competitive

mix?

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

26

Don’t venture out by yourself … Get Bizwatch Today

Bizwatch Monthly Reports• SEO, Competitors, Wordtracker, Paid Search

& Website Analytics Reports• Pricing starts at $595/month• Setup fee to pull 13 months of data $995 for

Google Analytics/Adwords– Coremetrics & Omniture custom reports are also

available – ask for quote

• 10% off if you mention this Slideshare presentation and send us the live link

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

27

Earn Bizwatch Referral Income

• Earn a 10% referral fee – If client signs up with Bizwatch– At $595/month or more– You are eligible for a 10% referral fee– Check with us for details– Make sure they mention your name in the signup

process– Let us know when you refer us business & thanks in

advance!

Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com

28

Sales Contact

Bizwatch Bizresearch 614-846-7560 www.bizresearch.com

29

Laura Thieme laura @ bizresearch dot com

www.bizresearch.com/bizwatch_signup.php

*Depends on # of KWs, and if custom data is needed