Bizwatch Search Analytics Solving PPC & SEO Problemswith Bizwatch
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Transcript of Bizwatch Search Analytics Solving PPC & SEO Problemswith Bizwatch
Using Bizwatch™ to Solve a Web Traffic Problem
By Bizresearch
Laura Thieme
2009
Bizwatch Bizresearch 614-846-7560 www.bizresearch.com
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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
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•“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
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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
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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
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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
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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
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• 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
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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
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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
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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
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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
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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
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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
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Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com
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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
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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
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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
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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
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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
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Where does your site fit in to the SEO competitive
mix?
Bizwatch 2.0 Bizresearch 614-846-7560 www.bizresearch.com
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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
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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
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Sales Contact
Bizwatch Bizresearch 614-846-7560 www.bizresearch.com
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Laura Thieme laura @ bizresearch dot com
www.bizresearch.com/bizwatch_signup.php
*Depends on # of KWs, and if custom data is needed