SMX Advanced - Auditing PPC Campaigns

06 : 06 : 2012 Advanced

Diagnostics

for PPC

2

Leaders in B2B SEM

TOP 30 AGENCYUS

• 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

@Mel66

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.

15

mackeyMelissa Mackey

Melissa.Mackey@gyro.com@Mel66