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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.
