1

Taming Algo Chaos and [NOT PROVIDED]Pubcon Vegas 2014

Prashant PuriCEOAdLift Inc.@puriprashant

About us & Our Achievements

• Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets

• AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC

• AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T

• 15+ person team – business development and account management located in Palo Alto, CA.

• Running campaigns across 50+ sites

• Optimizing 10K keywords

• Managing $8M in SEO spend

• Delivered results & gained trust

2@puriprashant

Not Provided – Quick Intro

4

Before After

@puriprashant

Not Provided – Quick Intro

4

Before After

@puriprashant

Tactics & Solutions

17

Google Webmaster Setup & Analysis

GA Landing Page Analysis Powerful Tools

@puriprashant

Tactics & Solutions

17

Google Webmaster Setup & Analysis

@puriprashant

Google Webmaster Setup & Analysis: Don’t Waste the Data

18

• Google Webmaster Tool suffers from short term memory loss

• Backup your search query data every 3 months

http://googlewebmastercentral.blogspot.com/2011/12/download-search-queries-data-using.html

@puriprashant

Setting Up Folder Level Strucuture to Maximize Search Query Data

18

This takes less than 10 Minutes !

@puriprashant

Why You Should Do This ?

18

Search Query Data Available for the Domain: 6,572

@puriprashant

Why You Should Do This ? 1. More Search Query Data to Analyze

18

16,514Search Queries(After de-duping)

@puriprashant

2. Most of The time, Its More than Google Analytics Provides

18

80% More Search Query Data

@puriprashant

3. A little More Accurate Brand vs. Non-Brand Segmentation of Keywords

18@puriprashant

Google Webmaster Setup & Analysis: Country Specific

18@puriprashant

Tactics & Solutions

17

GA Landing Page Analysis

Google Analytics – Custom Reporting: Landing Page Analysis

19@puriprashant

Google Analytics – Custom Reporting: Landing Page Analysis

19

(Transaction Revenue + Goal Value)

Unique Page views

@puriprashant

Google Analytics – Custom Reporting: Landing Page Analysis – Setting Filters

19

• Show me landing pages with higher than average Page Value

@puriprashant

Merging Landing Page Value with Ranking Data

19

• Segment Keywords based on Page Value

• Optimize keywords that aren't ranking but have a high Page Value

@puriprashant

Google Analytics – Custom Reporting: Understanding the 3 Segments: Brand, Non-Brand & NP

19

• % of Brand/Non Brand Visits are different for each landing page

• % of Transactions differ too

@puriprashant

Understanding the Attribution Model

5@puriprashant

19

“The only use for last click attribution now is to get you fired. Avoid it” - Avinash Kaushik

@puriprashant

Google Analytics – Attribution

19

35% of the conversions have more than 1 touch point

9.35% Overlap with Direct

@puriprashant

Understanding the Attribution Model

19

100%

Last Click

@puriprashant

Understanding the Attribution Model

19

100%

First Click

@puriprashant

Understanding the Attribution Model

19

10%

Time Decay

15%20%

25%30%

@puriprashant

Understanding the Attribution Model

19

40%

Position Based

6.67% 6.67% 6.67%

40%

@puriprashant

Google Analytics – Attribution: Giving SEO it’s Due !

19@puriprashant

Google Analytics – Attribution: Test & Learn

19@puriprashant

Tactics & Solutions

17

Powerful Tools

@puriprashant

SearchMetrics

19@puriprashant

SEMRush

19@puriprashant

Takeaways

19

• Setup Google Webmaster and extract historical data

• Setup folder level/category structures on Google Webmaster

• Understand page level metrics for your top landing pages

• Analyze the data for the three segments – Not Provided, Brand & Non Brand

• Leverage an attribution model that works for your website.

@puriprashant

6

Acquire Amplify Advance