Taming Algo Chaos and [NOT PROVIDED] Pubcon Las Vegas 2014

1. Taming Algo Chaos and [NOT PROVIDED]
Pubcon Vegas 2014
Prashant Puri
CEO
AdLift Inc.
@puriprashant
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2. About us & Our Achievements
• Founded in 2009, AdLift provides customized digital media
strategy and search marketing solutions for online
businesses in the North American and Asian markets
• AdLift has assembled a world-class technical team of
search marketing experts from firms such as Yahoo, eBay,
and IAC
• AdLift’s unique value proposition has been recognized by
fortune 500 companies including PayPal, eBay, Barnes &
Noble & AT&T
• 15+ person team – business development and account
management located in Palo Alto, CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $8M in SEO spend
• Delivered results & gained trust
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@puriprashant

3. Not Provided – Quick Intro
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Before After
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4. Not Provided – Quick Intro
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Before After
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5. Tactics & Solutions
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Google Webmaster
Setup & Analysis
GA Landing Page Analysis Powerful Tools
@puriprashant

6. Tactics & Solutions
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Google Webmaster
Setup & Analysis
@puriprashant

7. Google Webmaster Setup & Analysis: Don’t Waste the Data
• Google Webmaster Tool suffers
from short term memory loss
• Backup your search query data
every 3 months
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http://googlewebmastercentral.blogspot.com/2011/12/download-search-
queries-data-using.html
@puriprashant

8. Setting Up Folder Level Strucuture to Maximize Search Query Data
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This takes less than 10 Minutes !
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9. Why You Should Do This ?
Search Query Data Available for the Domain: 6,572
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10. Why You Should Do This ? 1. More Search Query Data to Analyze
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16,514
Search Queries
(After de-duping)
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11. 2. Most of The time, Its More than Google Analytics Provides
80% More
Search Query Data
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@puriprashant

12. 3. A little More Accurate Brand vs. Non-Brand Segmentation of Keywords
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13. Google Webmaster Setup & Analysis: Country Specific
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14. Tactics & Solutions
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GA Landing Page Analysis

15. Google Analytics – Custom Reporting: Landing Page Analysis
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@puriprashant

16. Google Analytics – Custom Reporting: Landing Page Analysis
(Transaction Revenue + Goal Value)
Unique Page views
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@puriprashant

17. Google Analytics – Custom Reporting: Landing Page Analysis – Setting Filters
• Show me landing pages with
higher than average Page Value
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@puriprashant

18. Merging Landing Page Value with Ranking Data
• Segment Keywords based on
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Page Value
• Optimize keywords that aren't
ranking but have a high Page
Value
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19. Google Analytics – Custom Reporting: Understanding the 3 Segments: Brand, Non-Brand & NP
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• % of Brand/Non Brand
Visits are different for
each landing page
• % of Transactions
differ too
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20. Understanding the Attribution Model
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21. “The only use for last click attribution now is
to get you fired. Avoid it”
- Avinash Kaushik
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@puriprashant

22. Google Analytics – Attribution
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35% of the conversions have more than
1 touch point
9.35% Overlap with Direct
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23. Understanding the Attribution Model
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100%
Last Click
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24. Understanding the Attribution Model
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100%
First Click
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25. Understanding the Attribution Model
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10%
Time Decay
15%
20%
25%
30%
@puriprashant

26. Understanding the Attribution Model
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40%
6.67% 6.67% 6.67%
Position Based
40%
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27. Google Analytics – Attribution: Giving SEO it’s Due !
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28. Google Analytics – Attribution: Test & Learn
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@puriprashant

29. Tactics & Solutions
Powerful Tools
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@puriprashant

30. SearchMetrics
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31. SEMRush
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@puriprashant

32. Takeaways
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• Setup Google Webmaster and extract historical data
• Setup folder level/category structures on Google Webmaster
• Understand page level metrics for your top landing pages
• Analyze the data for the three segments – Not Provided, Brand & Non
Brand
• Leverage an attribution model that works for your website.
@puriprashant

33. 6
Acquire Amplify Advance