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• 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!
Next level ppc and seo with google analytics
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!
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!
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!
① Reporting via Analytics – Why/How?

• Why?
  – Cross channel analysis
  – Differences in attribution for clicks/conversions


• How?
  – One code, to rule them all!
② Segment Traffic to Analyze

• Advanced Segments:
  – Default: all traffic

  – PPC = paid search traffic

  – SEO = non paid search
    traffic
② Segments: How and Why
② Segments: How and Why
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
② IP's Favorite Advanced Segments

• Advanced Segments:
  –   Branded/Non-Branded
  –   Location (College & University)
  –   Mobile (Real mobile)
  –   Visits that Converted
  –   Visits that Didn't
③ Custom Analytics Reports

           • What are custom reports?

           • Why go custom?

           • Examples
③ Custom Analytics Reports
• PPC Example - eCommerce accounts
    • ROAS by campaign
③ Custom Analytics Reports
• SEO Example – Appointment requests & sources
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
⑤ Cross-Channel Interaction Analysis

• Multi-channel funnels

• Attribution, attribution, attribution!
⑤ Cross-Channel Interaction Analysis

• Example
⑥ No Keyword Data? --- No Problem!
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
• Visit www.HeroConf.com for more information

• Interested in attending? Contact Kayla at:
      kayla.kurtz@hanapinmarketing.com
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

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Next level ppc and seo with google analytics

  • 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
  • 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

Editor's Notes

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