MariaEven chuck norris needs analytics, and yes the conversion rate on this term is infinity. But seriously how do you use analytics to not only set SMARTER Goals but to then move past data paralysis to take action on the optimizations you need to have in place to achieve those goals? Lets start at the beginning, setting goals.
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Maria Discuss REI as Client X – industry retailer wanting to increase traffic year over year. Traffic to my website is down, fix it. Hard to prove success Can’t optimize efficientlyIncrease traffic year over year is a bad goal and success metric. How do you go about educating your bosses, clients and coworkers that this is not what they should be concerned with?Client X came to me in April, increase my traffic Year over year id down, we need to fix that. After several discussions about the importance of secific goals the client still insisted increase my traffic. I went back to my analytics and was able to prove with solid data that simply by increasing traffic to the website we were not positively impacting their bottom line – revenue. At this point I was able to draw them into a converstaion about setting smarter goalsSpecificBe very specific in the goals you set, using your data Client x – weekly goals for each lever 2010 - $2,973,969 Revenue 2011 goal - $3,807,258 Actions 89,000 Keywords Added based on in-stock inventory9,078 proven keywords added from SQR Turned on Broad Match Modifier MeasureableIs the tracking in place to ensure we can measure thisAttainableIs this goal appropriate? Can we take actions to achieve this Relevant Is this goal realistic?Timely Is there a time line in place for your actions to achieve this goalEvaluateLook at the process you are taking, Reevaluate
Richard Identify what you can affect to increase traffic – changes to cpc, ctr, QSIs that enough? Flood the account with traffic? Or be strategic about it Look at Conversion Rate, ROASTweak your goals and understand what is needed inorder to reach your goal, can you realistically achieve this?Ef – Ef has a modeldSpecificBe very specific in the goals you set, using your data Client x – weekly goals for each lever 2010 - $2,973,969 Revenue 2011 goal - $3,807,258 MeasureableIs the tracking in place to ensure we can measure thisAttainableIs this goal appropriate? Can we take actions to achieve this Relevant Is this goal realistic?Timely Is there a time line in place for your actions to achieve this goalEvaluateLook at the process you are taking, Reevaluate
Maria
MariaHow do you know if the goals you have set are attainable – looking at last years dataWhat is the most you have ever spent in a week/month – Why? Can we spend that much on a regular weekWhat is your impression shareWhat are your sale datesAre your campaigns tied into other offline marketing campaigns – bbysuperbowl campaign – how did this affect my paid campaigns
RichardKeyword level forecasts: our Click Models and Revenue Models predict the number of bids, number of clicks, CPC and revenue at every position for each keyword in the portfolio.Portfolio level forecasts: which predict the tradeoff between spend and the business objective. Since the tradeoff between volume and ROI/CPO is critical for most businesses, portfolio level forecasts enable advertisers to pick their sweet spot - the optimal ROI. When an advertiser has several business objectives, portfolio level forecasts can be combined to calculate the combined tradeoff between spend and the business goal.
Maria Sample dashboard, campaigns and keywords have been hidden to protect the innocent. This shows my tend of my goal for each KPI, current month and previous month. Can also be applied YoYetcQuickly identify at a high level how the engine is preforming, highlights campaign and keyword level information to become highly actionableMost important to write it down, set your process
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Maria – Prioirtized list -
Goal given - Increase TrafficRevised goal – increase Revenue 28%Actions 89,000 Keywords Added based on in-stock inventory9,078 proven keywords added from SQR Turned on Broad Match Modifier Change graph