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06 : 06 : 2012
                 Advanced
                 Diagnostics
                   for PPC
Leaders in B2B SEM

                                TOP 30 AGENCY
                                      US
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing




  2
Advanced Diagnostics

• When You Need
  to Go Below the
  Surface…




                       @Mel66
What Crazy Disease Is This, Anyway?

• Go beyond clicks and conversions to
  consider what else may be going on




                                      @Mel66
What Crazy Disease Is This, Anyway?

• What the PPC engine data doesn’t tell you
  – Web analytics
  – WHY the problems are happening
  – Anything about the website




                                      @Mel66
Site analytics

• Bounce rate




                 @Mel66
Site analytics

• Time on site




                 @Mel66
Site analytics
• Pages visited




                  @Mel66
Site analytics

• Site search terms




                      @Mel66
Advanced Conversion Diagnostics

• Multi-channel attribution




                                  @Mel66
Advanced Conversion Diagnostics
• Maybe you really ARE getting conversions
• Especially important for display & social PPC




                                      @Mel66
Advanced Diagnostics

• Use those advanced
  analytics segments!




                        @Mel66
Advanced Diagnostics

• Value of a customer and customer lifetime
  value




                                   @Mel66
Second Opinion
• Get a Second Opinion. Have a trusted friend or
  colleague look at the account to look at it with fresh
  eyes.




                                            @Mel66
mackey
          Melissa Mackey
     Melissa.Mackey@gyro.com
              @Mel66



15

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