SEM by the Numbers

Here are a few of the tips & thoughts that were shared:

Craig Danuloff

• Invisibility; what cant we see?
• Every search is a question, every ad is an answer. Keywords simply connectors.
• ROAS is a feel good metric. dont take it seriously.
• Deception - Can you trust what you see?
• Accuracy - Whats the margin of error. Is there statistical significance?
• Banish brand terms as they throw everything off.
• Unlimited power from huge data volumes. Lots of campaigns lots of data and a fluid business environment.
• A change is not a test. Test design, test tracking, scoring test results.
• Apply math and statistics.
• Make a record of changes made to the site.

Brian Cosgrove

• Implementation - Everyone needs to ensure analytics are configured correctly.
• Filtering - Filter out internal traffic or those that come to the site as part of their job.
• Process should be: report, analyze, optimize, measure, repeat.
• How many pages are actually landing pages, how many are not getting visitors?
• Connect landing pages and keywords as a search engine doesnt always drive traffic to what you think is the best page.

Heather Dougherty

• Use competitive intelligence to identify and analyze sem opportunities.
• Identify trends and seasonality.
• Analyze competitors strategy.
• Act upon opportunities.
• Get the calendar ready and stay ahead of seasonal trends.
• Understand paid vs organic search in specific industry.
• Look at competitors. Paid vs organic. Click thoroughs.
• What is the user intent? Example: Purchase an item or news/research.
• Can use analytics for reputation management.

Michael Stebbins

• Whats in your data? Most analytics have bounce rates, average time, page views, but does yours have conversion rate and cost of revenue per visit?
• The Grim Reaper: Find which 10% of ads are not performing and kill them.
• Find ads with high cost, bad ROI, low engagement, low conversion and those will help find the 10%
• They can either be cut or replaced.
• Dont keep them hoping theyll get better.
• Free Research Tool: Microsofts Commercial Intent
• Free Research Tool: Google Adwords Keyword too. With this you can even check age range and sex to help target your ad content
• Free Research Tool: Google Ad Planner

Brett Crosby

• Came from Urchin and helped grow Google Analytics
• Wanted to make it easier for non-geeks to dive in and explore. Aka: The shallow end.
• Always setup goals and funnels.
• Customize dashboard for your needs.
• Customize email reports for different rolls in the company.
• Setup goal value. This will help you see values per keyword
• If you can hook up to eCommerce data, its even better

The session had great speakers from the technical side of things to the beginner side of analytics. It was a lot of information in a short time, but still very good overall.

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