Web Analytics is an integral part of search marketing. Testing and tracking data is more important than ever to
stay competitive. Here is our process for using analytics to optimize our marketing efforts.
Understanding your website goals – We first take the time to understand your business goals. We then take the time to
understand the search marketing environment for your industry. Is the market saturated and highly competitive? That would require a different
strategy than an emerging market with room for growth. Does the majority of search volume come from the long tail or the fat head, or what
ratio is it dispersed. We can then give you an honest assessment of the likelihood for success.
Analytics Strategy Development – Once we understand your goals and the search marketing environment for your business,
we then decide upon a strategy that we feel has the best chance for success. We will decide what keyword search terms to target, what creative
copy to test, which engines and CPC models to use and where to bid to position the ads. There are many elements to our strategy that we
don’t disclose in order to provide the best return possible for our clients.
Comprehensive Analytics Testing – Once a search marketing strategy is decided upon, its time to start testing. We work to make
sure that we follow our strategy for the initial data collection period. We monitor all accounts closely for ad position, keyword search
volume, bid position, CTR’s, ad spend and conversion results. Our testing process is comprehensive and can include expanding
your accounts to the content network, expanded search networks, vertical search engines, placement networks, local search and many other
channels depending on your business and industry. We may even recommend a radio or display ad campaign. We are committed to trying anything
that can deliver the best return for your ad dollar.
Data Analysis – Once we have started our marketing strategy and collected some initial marketing data, its time to
start the analytics process. We study the entire account to find trends, insights, successes and failures. With this information in hand,
we can then formulate an optimization strategy to improve the KPI’s of your account. We will want to coordinate with your sales team
to review sales figures and establish a target ROI. If there is a significant offline sales component that cannot be directly tracked then
we will work to isolate differences in your sales figures in order to get an overall impact of the search strategy. With some code placed
on your sight we can implement systems to track orders placed over the phone by to a specific marketing campaign. With hundreds of key
metrics that we look at, and we make sure that we see the entire picture of our impact on your business in our analytics process.
Analytics Optimization – Once we have analyzed the search marketing data to get actionable intelligence, we then revise
and optimize our strategy based upon the information we have gathered. We will adjust keyword coverage, ad copy, bid prices, ad spend and other
key actions in order to make sure that we are getting the highest return for your marketing dollar.
Repeat The Process– Analytics and optimization are an ongoing process that never stops. A search marketing campaign is
never perfect and needs constant testing, analytics and optimization to ensure the highest ROI possible. The competition doesn’t rest and
neither do we!
That is the basic process that we follow. However, we do not reveal some of our best techniques and practices in order to keep the edge over
our competition for our clients. Since we work with performance based models, it is in our interests to provide you the best return possible!
Send us an email to get the conversation started.
