Why Should you care about Google Analytics and Search Engine Advertising Strategies?

1-­‐800-­‐975-­‐5695   Why Should you care about Google Analytics and Search Engine Advertising Strategies? Because your competitors care and are ta...
Author: Lester Tate
0 downloads 1 Views 3MB Size
1-­‐800-­‐975-­‐5695  

Why Should you care about Google Analytics and Search Engine Advertising Strategies? Because your competitors care and are taking advantage of one of the most cost-effective forms of advertising in the 21st Century to convert YOUR potential customers.

1-­‐800-­‐975-­‐5695  

Finding New Customers in the Digital Age

1-­‐800-­‐975-­‐5695  

1-­‐800-­‐975-­‐5695  

Search Engine Advertising is Very Cost Effective Way to Reach Customers

1-­‐800-­‐975-­‐5695  

Market Share of the Major Search Engines

Google 64% Yahoo 12.2%

Bing 21.6%

1-­‐800-­‐975-­‐5695  

This is What a Search Engine Sees (Indexes)

1-­‐800-­‐975-­‐5695  

How Does a Search Engine Determine Your Ranking? Final search engine ranking placement (SERP) is based on a multi-variable mathematical equation called an algorithm

1-­‐800-­‐975-­‐5695  

Every 60 seconds, Google receives 4 million Search Queries

(  Source:  DOMO,  Data  Never  Sleeps  2.0,  2014  )  

1-­‐800-­‐975-­‐5695  

Other Search Engine Factoids •  Google, Bing and Yahoo are the top three search engines in that order, based on overall consumer usage and experience. 96% of all US online searches go through one of these search engines. •  >1 billion consumers use the search engines every day to locate business information •  As of 2011 Google had indexed over 1 trillion web pages and counting •  86% of all people arrive at a website for the first time through a search engine •  According to recent research done by Nielsen/NetRatings online search is the primary tool most people rely on to do everyday research

1-­‐800-­‐975-­‐5695  

How does one go about assessing their online presence?

Googl Analytics Google  AnalyFcs  is  a  freemium  web  analyFcs  service  offered  by   Google  that  tracks  and  reports  website  traffic.  Google  launched  the   service  in  November  2005.  Google  AnalyFcs  is  now  the  most  widely   used  web  analyFcs  service  on  the  Internet.  

1-­‐800-­‐975-­‐5695  

How Do I Know if I Have Google Analytics Installed on my Website?

1-­‐800-­‐975-­‐5695  

1-­‐800-­‐975-­‐5695  

How can I Use Google

Analytics?

1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics Analysis 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Use Google Analytics to Track Basic Website Metrics, Performance and Growth: Look at Long Term Trends

1-­‐800-­‐975-­‐5695  

Use Year Over Year Performance to Track Progress

How can I Use Google

Analytics?

1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics Analysis 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Use Google Analytics to Track Metrics for Event Related Data

Can  anyone  tell  me  what  event  caused  this  spike  to  the  Ashland  Chamber   website  on  around  April  16th.  I  will  give  you  a  hint,  it  has  nothing  to  do   with  Taxes.

1-­‐800-­‐975-­‐5695  

The Annual Ashland Area Smelt Run - 2016

1-­‐800-­‐975-­‐5695  

How can I Use Google Analytics? 1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Google Analytics For an Area Restaurant

1-­‐800-­‐975-­‐5695  

Google Analytics For an Area Restaurant

1-­‐800-­‐975-­‐5695  

Using Search Metrics and Analytics Allows You to to Perform Geographical Analysis of Your Prospective Customers and Even Make Marketing Predictions.

1-­‐800-­‐975-­‐5695  

You Can Make Strategic Decisions Based on Geographical Data

1-­‐800-­‐975-­‐5695  

How can I Use Google Analytics? 1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Are Your Marketing Dollars Being Spent Wisely? Analyzing where the conversions came from for this client, it was determined that 80% of their Advertising Budget was misspent on magazine advertising which only produced about 8.2% of the total conversions. 67% of their business ultimately originated from the internet.

How can I Use Google Analytics? 1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Google Analytics Can Give You Insight Into the Gender Breakdown of Your Users and the Age Group They Belong To

1-­‐800-­‐975-­‐5695  

How can I Use Google Analytics? 1)  Website Traffic Metrics and Growth 2)  Events 3)  Geographical Data 4)  Business Conversions and ROIs 5)  Marketing Insights 6)  Demographics 7)  Security Insights

1-­‐800-­‐975-­‐5695  

Google Analytics Can Prove to be Useful for Website Security Strategies and Analysis Below is the the timeline of website traffic coming from Russia for a new area client that we first approached because we saw certain characteristics that indicated their website was hacked. As you can see watching for this type of traffic could have been predictive and minimized some of the eventual damage.

What is Search Engine Advertising? (also  broadly  called  Search  Engine  MarkeFng  or  SEM)  

SEM   SEO  

Pay-Per-Click   Search Engine  

1-­‐800-­‐975-­‐5695  

Pay-Per-Impression  

Banner Ad  

Search Engine Advertising is Very Cost Effective Way to Reach Customers

1-­‐800-­‐975-­‐5695  

Search Engine Advertising

SEM   SEO  

Pay-Per-Click   Search Engine  

1-­‐800-­‐975-­‐5695  

Pay-Per-Impression  

Banner Ad  

Natural or Organic Search Result (SEO)

1-­‐800-­‐975-­‐5695  

Search Engine Advertising

SEM   SEO  

Pay-Per-Click   Search Engine  

1-­‐800-­‐975-­‐5695  

Pay-Per-Impression  

Banner Ad  

Sponsored or Pay-Per-Click Search Result (SEM)

Organic SEO versus Pay-per-click and Why Use Search Engine Advertising? •  Pay-per-click advertising is a pay-per-performance Search Engine based advertising method. You only pay when a customer goes to your website. It however, builds no long term value and your visibility goes away immediately after you stop paying. •  SEO is a long term investment and like real estate where location is important, the location of a natural ranking in Google also provides intrinsic value to the company that can remain for many months or even indefinitely with simple maintenance. SEO also generates on average twice as many visitors as Pay-perclick ads in the same location for the same keyword search. •  Both SEO and Pay-per-click convert customers into sales at much higher rates than other forms of advertising because they are considered “Active” versus “Passive” (print, TV, banner ads). “Active” just means the customer is “actively seeking a company or service like yours. They are already thinking they need “X” service because of their specific search in Google. This is why SEO and search engine advertising are some of the most cost-effective means to advertise ever invented. •  If done correctly …. BOTH ARE VERY COST EFFECTIVE

1-­‐800-­‐975-­‐5695  

Advantages of Search Engine Advertising? •  30% - 85% more cost effective than other forms of Advertising. SEO traffic (natural search engine rankings) will generally produce twice as much traffic and convert twice as well as pay-per-click listings. •  Real Time Results and Performance Evaluation •  Analysis of Your Market Share Relative to Your Competitors •  Cost effective Means to Test / Validate Marketing Messages

1-­‐800-­‐975-­‐5695  

SEO efforts can produce dramatic increases in “Relevant” traffic that in turn will translate into Increased Sales

1-­‐800-­‐975-­‐5695  

SEM Techniques can be Used to Track Your Market Share Relative to Your Competitors

Month (2012 – 2014)

1-­‐800-­‐975-­‐5695  

Why SEO Shortcuts or using an Inexperienced SEO firm or a DIY Attempt can be Devastating

1-­‐800-­‐975-­‐5695  

How Can SlickRockWeb.com Help your Company? •  Search Engine Optimization •  Consultation on Online Marketing / Advertising Strategies •  Pay-Per-Performance Online Advertising Campaigns •  Creation / Distribution of SE-friendly Online Press Releases •  Web Analytics and Business Intelligence •  Brand Reputation Monitoring, Management and Protection •  SE-friendly Web Development / Site Makeovers •  Ecommerce Solutions and Shopping Carts •  Web Security, Security Consulting and Website Auditing

1-­‐800-­‐975-­‐5695  

Suggest Documents