1. • Visit www.HeroConf.com for
The presentation will beginmore information
shortly!
• Interested in attending? Contact Kayla at:
kayla.kurtz@hanapinmarketing.com
Visit www.HeroConf.com for more information!

3. Main Topics:
① How do PPC & SEO use Analytics for
reporting?
① Where 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!

4. Main Topics:
③ How do I set up a custom report and what
are the most beneficial custom reports for
PPC & SEO, respectively?
③ Can I learn problem areas for SEO from PPC
KPI in Analytics, and vice versa?
Have questions throughout the webinar? Use #ppcseo on
Twitter!

5. Main Topics:
⑤ Where in Analytics can I analyze how SEO &
PPC channels are interacting?
⑤ Is it possible to measure content
effectiveness for PPC & SEO without keyword
data?
⑤ Round Up!
Have questions throughout the webinar? Use #ppcseo on
Twitter!

6. ① Reporting via Analytics – Why/How?
• Why?
– Cross channel analysis
– Differences in attribution for clicks/conversions
• How?
– One code, to rule them all!

7. ② Segment Traffic to Analyze
• Advanced Segments:
– Default: all traffic
– PPC = paid search traffic
– SEO = non paid search
traffic

8. ② Segments: How and Why

9. ② Segments: How and Why

10. 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

11. ② IP's Favorite Advanced Segments
• Advanced Segments:
– Branded/Non-Branded
– Location (College & University)
– Mobile (Real mobile)
– Visits that Converted
– Visits that Didn't

12. ③ Custom Analytics Reports
• What are custom reports?
• Why go custom?
• Examples

13. ③ Custom Analytics Reports
• PPC Example - eCommerce accounts
• ROAS by campaign

14. ③ Custom Analytics Reports
• SEO Example – Appointment requests & sources

15. 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

16. ⑤ Cross-Channel Interaction Analysis
• Multi-channel funnels
• Attribution, attribution, attribution!

17. ⑤ Cross-Channel Interaction Analysis
• Example

18. ⑥ No Keyword Data? --- No Problem!

19. ⑦ The 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

20. • Visit www.HeroConf.com for more information
• Interested in attending? Contact Kayla at:
kayla.kurtz@hanapinmarketing.com

21. Your Questions
Thank 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: erik@intrapromote.com
• Kayla Kurtz: kayla.kurtz@hanapinmarketing.com