Beyond Traffic and Conversions

SES – Chicago: 2006

Working With Clients

SELYTICSTM

Search Engine MarketingSELYTICSTM

Search Engine Marketing

Old Search Engine Marketing vs. New Search Engine Marketing

Business Goals and Key Performance Indicators (KPIs)

• Increased brand awareness• Improved communication to employees and consumers• New market expansion• Education (product or service awareness)• Decreased customer support costs

Business Goal Examples

Key Performance Indicators• Different for each goal, business type, and management level1 • Simplifies data reporting - presenting only relevant information• Smaller, actionable data that acts as check points

1 Peterson, Eric T., Big Book of Key Performance Indicators

Where to StartBefore and After Case Study

• Marketing and branding plans• Variable sales channel success• Prior marketing successes/failures• Past goal patterns• Current business goals (sales, market penetration, branding)• Obstacles to these goals• Audience demographics and segmentation • External brand image • Online data-based research (Site metrics - usability, trends, baseline) 

Campaign StrategySetting Goals

SELYTICSTM

Search Engine MarketingSELYTICSTM

Search Engine Marketing

Goal #1: Build Dealer Exposure

Goal #2: Increase awareness ofgovernment standards

Goal #3: Gain/keep leading positions over key competitors

Assigned Key Performance Indicators

Campaign StrategyTracking Goals

Reported KPI ResultsIn-depth Goal Report

Client ResultsBefore and After

Scott Orth scott.orth@selytics.com

• No increase in organic placement

• No increase in pay-per-click effectiveness

• No increase in website traffic

What were the results?

• Able to quantify search marketing

• Measurable by business metrics

• Praised by business leaders

• Focused on delivering the right success