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Not an Ecommerce Site?• Track CPL (Cost Per Lead) – Set “goals” in Google Analytics, and assign a value whenever possible.• What should be a goal/lead? – Lead/contact form submissions – Software downloads, demo’s – Surveys – Newsletters subscriptions – Request more information – Free analysis – Phone call
Phone Call Tracking• Use phone call tracking to identify the keywords and other marketing channels that drive the most calls! – Mongoose Metrics – Century Interactive – Ifbyphone – Clickpath.com
How to Determine Goal Value• Calculate your CPL with offline efforts – Divide your offline ad spend by phone calls you received from those ads• Calculate your CPL from CPC or CPM efforts – Divide your CPC spend by the number of leads/goals you generated• More ideas: http://www.kaushik.net/avinash/web-analytics-tips-identify-website-goal-values/• Then, assign that value to that goal
Key: Set Goals• In order to run a successful performance- based (based on ROI or CPL) SEO campaign: 1. Know the status quo – e.g. what is your current ROI? 2. Set goals to move the needle – push yourself! 3. Commit to them and audit your performance in regular, frequent intervals
Key: Your Main Point of FocusThe KPIs you spend the most time thinking about and reporting are likely the KPIs that will improve the most.
Key: Segment, Segment, Segment! All data in aggregate is “crap.” - Avinash Kaushik
Segmentation/Customer Profiling• You can’t get real insights from aggregate data! Not even from organic keyword reports. – You may not care about users outside your country/region/etc. – Branded and non-branded keywords each bring very different users to your site! – Returning customers and potential customers are two very different groups, and probably use your site in very different ways. – Visitors that land on a blog or photo gallery section of your site are very different from users that land straight on product pages.
Segments You Should Start Using TODAY• Default segments (non-paid search, new/return visitors, visits with conversions, non-bounce visits)• Users that give your website a sporting chance: 5- 7+ second visit, minimum.• Visits from branded keywords• Visits from non-branded keywords• Campaign target keywords (If you’re an in-house or agency SEO)
Segments You May Find Useful• Geographic segments• Visits to certain sections or categories of your website• Logged-in users and anonymous users• Users that made it to the cart/checkout process• Users that have filled out a form or completed a goal
Broad Keyword Phrase Segment• Regular Expression: keyword phrase 1|keyword2|keyword 3• So, if you are targeting the keywords “toy cars” and “stuffed animals,” then the following Regular Expression will target those terms, along with ANY phrase containing them. toy car|stuffed animal This segment would include keywords like “discount toy cars,” “stuffed animal” (singular and plural animals), “toy cars electric,” etc.
Main Takeaways• Focus on the right metrics• Don’t think for a minute that the aggregate dashboard reports provide insights• The KPIs you spend the most time thinking about and reporting are likely the KPIs that will improve the most.