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Objective, Objective, Objective0 What are the goals of your campaign?  0 Registration/Signup?  0 Downloads?  0 Traffic?  0...
Tip: Integrate Adwords/Analytics0 Now an 8 step process0 bit.ly/Mnsearchlink
PPC tracking is straightforward0 Activity is tracked as a campaign0 3 key metrics: Cost, Visits, Conversions
Measuring SEO efforts is more difficult0 Can Compare Organic traffic based on pre/post efforts0 But only works for all Org...
Tip: Use Advanced Segments0 Look for impact of keyword groupings or specific landing pages0 http://bit.ly/MNsearchsegment
Tip: Integrate Webmaster Tools
Tip: Integrate Webmaster Tools0 Discover which pages  aren’t generating  traffic from poor  search results0 Find out which...
Tip: Treat SEO as a Campaign0 Categorize your keywords   0 Use PPC campaigns as a guide      =IF(SUM(NOT(ISERROR(FIND(Cate...
Tip: Treat SEO as a Campaign0 Determine areas of focus                                      Bubble size                   ...
Tip: Learn from the Stock Market0 Compare a single metrics over time
Summary0 Integrate Adwords/Analytics0 Use Advanced Segments0 Integrate Webmaster Tools0 Treat SEO as a Campaign0 Learn fro...
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Web Analytics for Search Marketing - Metrics - by Darren Selberg
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Web Analytics for Search Marketing - Metrics - by Darren Selberg

Darren Selberg, Analytics Director at Three Deep Marketing, presents on how proper Google tool integration and use of advanced segments in Google Analytics can help search markets dive deeply into meaningful, goal oriented metrics.

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Web Analytics for Search Marketing - Metrics - by Darren Selberg

  1. 1. Objective, Objective, Objective0 What are the goals of your campaign? 0 Registration/Signup? 0 Downloads? 0 Traffic? 0 Time on Page(s)? 0 Increased Revenue?
  2. 2. Tip: Integrate Adwords/Analytics0 Now an 8 step process0 bit.ly/Mnsearchlink
  3. 3. PPC tracking is straightforward0 Activity is tracked as a campaign0 3 key metrics: Cost, Visits, Conversions
  4. 4. Measuring SEO efforts is more difficult0 Can Compare Organic traffic based on pre/post efforts0 But only works for all Organic or small set of keywords/landing pages
  5. 5. Tip: Use Advanced Segments0 Look for impact of keyword groupings or specific landing pages0 http://bit.ly/MNsearchsegment
  6. 6. Tip: Integrate Webmaster Tools
  7. 7. Tip: Integrate Webmaster Tools0 Discover which pages aren’t generating traffic from poor search results0 Find out which keywords aren’t ranking as high as they should0 Similar metrics for organic landing pages
  8. 8. Tip: Treat SEO as a Campaign0 Categorize your keywords 0 Use PPC campaigns as a guide =IF(SUM(NOT(ISERROR(FIND(CategoryDictionary!$B$2:$B$30,$A10)))*1)>0,B10,0)
  9. 9. Tip: Treat SEO as a Campaign0 Determine areas of focus Bubble size represents search volume or visits Conversions Competition Avg. Rank
  10. 10. Tip: Learn from the Stock Market0 Compare a single metrics over time
  11. 11. Summary0 Integrate Adwords/Analytics0 Use Advanced Segments0 Integrate Webmaster Tools0 Treat SEO as a Campaign0 Learn from the Stock Market
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