SEO/PPC: Using “Intent” To Generate Sales From Your Website
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Transcript of SEO/PPC: Using “Intent” To Generate Sales From Your Website
Using “Intent” To Generate Sales From Your Website
About Me
• Web developer since 1998• Web marketer since 2006• Other Skills– Social media strategist, – Certified Google Analytics
Specialist, – SEO Expert, – HTML/JavaScript/Other
programming acronyms
Senior Marketing [email protected]@cjcunniff
Agenda
• Review a basic marketing system
• Keyword basics & intent
• Tips for setting up your campaigns
• Using intent to design pages
• Things to do & things not to do
• Questions
Point Of ViewProper digital marketing will maximize your Return On Investment of not
just your online efforts, but on all other marketing efforts including: print, radio, television, mobile, etc.
The Basic Online Marketing System
Basic Online Marketing
System
Target Audience
Understand Intent
Advertise
Website Design
Data Capture
Reporting & Analysis
Developing Your Target Audience
Identify networks andopportunities
What type of people makeup you target market?
Where do you fit in?
Understanding
Advertising / Promotion
• A few resources to consider– http://www.google.com/ads/learn/marketing-
business.html– Effective Use Of Google, Yahoo And Facebook
PPC [NOOK Book]– Social Media Marketing: An Hour a Day (book)
Website Design
•There are two sides to design which make up the goals of User Experience Design• Can they do it•Will they do it
Data capture
You might guess what needs to happen accurately
(maybe even more than once in a row)
Eventually you will miss the mark, or something will stop working
Campaign Reporting
• How well are high level campaigns trending
•How well are individual ad groups trending
•Are you getting more /fewer leads for more/less money
•What messaging will be most effective
•Where should you focus your efforts for improvement
Keyword Basics
Meeting Your Users Where They Are
• Many sites try to be all things to all people
• Understanding your audience– Takes less time– Is more productive– Will increase word
of mouth marketing
The Effect of Bad User Experience
Keywords Are A Big Key To Understanding Intent
• Generic Terms = Searchers / Wrong Audience• Phrases = Shoppers• Phrases with modifiers = Buyers• Phrases with specific modifiers or questions =
Immediate buyers
Sales
Searcher’s Interest And Intent
Assume 40-50% of unique visitors are the wrong traffic
Generic Search Terms
Phrases
Phrases With Modifiers
Likely Ready to buy
Phrases with Modifiers in a question format
Understanding how to evaluate keywords
Average inquiry per page view is 0-5%
That leaves you with 45% of traffic that you can try to
optimize
Sales
How Groups Of Keywords In An Intent Group Map To Parts Of The Funnel
•Hot Tubs, Best Hot Tubs
•How to: ___________
•What is: ___________
Generic Search Terms(browsers)
Phrases(shoppers)
Phrases With Modifiers(Buyers)
Likely Ready to buy
Phrases with Modifiers in a
question format (Immediate Need)
•Compare multi-jet hot tubs
•Compare hot springs hot tub dealers
•Compare: ____________
•Best brand of: _________
•What is the difference between hot springs spas?
•Who are the best hot tub dealers in the {area}
Tools To Evaluate Keywords
•Google’s Keyword Tool•Google Suggest (via SEO book)•WordTracker•Hitwise
Intent
How Intent Changes From One Digital Channel To The Next
LinkedIn: Professional Communication, larger sales or contracts
Twitter: Short/Simple communications, searchingOr sharing an experience
Facebook: Personal communication, smallerSales, personal research, local word of mouth
Website: Research, Shop, Buy
Social Communities
• Research• Analyze• Meet the needs
Content Sites (Blogs, Forums, Niche sites)
• Generally focused on research
• Can be a powerful tool to generate interest and lead to a sale
How To Find Blogs And Discussions
•Click more after doing a search•Then click “Blogs” or “Discussions”•You Can also filter by dates
Content Sites With Web Search Features
• Similar to blogs• These sites are
designed to ask questions which are responded to
• There is a strong opportunity for sale within the right search terms
Brand Name Search Sites (Google.com)
• Types of searches– Navigational– Informational– Transactional
Set Your Expectations And Bids According To Each Digital Channel
• To be successful you have to define success
– Facebook: Likes, comments, etc.
– Linked in: Follows, inquiries
–Blog/Website: New leads, time on site, number of pages visited, etc.
How To Build a Google Campaign
(Properly)
“Ultimate Guide to Google Adwords” by Perry Marshall & Bryan Todd
Speed
• You can setup an Adwords account in 10 minutes
• But speed can be a trap.
• People can do rash things when they are in a hurry
Three Questions To Enter The Market
The ultimate goal is to find the bull’s eye
Q1: How Many “Searchers” Are Already “Sold” On The Concept
• STOP• Do you know what you are promoting?• Example:– “My best prospect is someone who has already
made up their mind to buy (or request info about) a hot online”
– “My best prospect already knows hot-tub services exist and is proactively searching to hire one”
Keyword Search Continued
• Compare each keyword one at a time to your written customer description
• Choose the keywords you feel are a fit
• This is subjective, but that is ok… the data to optimize will come later
Q2: How Many People Are Searching On This Keyword?
• We’re aiming to find the ultimate Bull’s Eye keyword here
• You won’t nail it down today, but you can narrow down the playing field
Q3: How Much Money Are People Making Off Of This Keyword
• You are looking to find which keywords can make you the most money
• The max. cost per click is generally the upper limit of how much money is available– Note: you don’t usually want to be #1
• Use Google’s Traffic Estimator to find this out
The Keyword Search Process Begins!
• Use Google’s keyword tool• Enter some phrases that you think reflect
customers who are in that mind-set.• Starter ideas:– Where to purchase hot tubs– Purchase hot tubs– Buy a hot tub– Etc.
How To Set It Up
Getting Started• Go to https://adwords.google.com• Find the Start Now button• Note: under “Networks, devices, and
extensions” click the “Let me choose…” radio button– Uncheck:• Content Network• Search Partners
1. Choose Your Location and Language
2. Choose Your Currency and Set Your Daily Budget
• Tip: If you can only afford $50 per day try controlling spending via lower per click bids rather than per day– You get more serious clicks a bit lower
3. Create Your First Ad Group
Want More Clicks?
The heading should include your keywords!Keep the ads relevant to the intent!Don’t be the #1 bidder
4. Set Your Maximum Cost Per Click
• Set your max cpc• Note: each keyword is a different “market”
which means that each one will need a bid price of its own
5. Insert Your Keywords• Test with brackets (exact) and with quotes
(phrase)• Note: start with a tiny group of keywords 5-10
and work from there. You don’t need hundreds of keywords.
6. Review Everything• Review your:– Ad– Keywords– Cost Per Click– Daily Budget
• Then review again
7. Enter Your Billing Information
• You ads appear as soon as you confirm your payment information
• Review daily for 2-3 weeks• Review weekly for the rest of your life after
that!
Designing Your Pages
Using Intent To Design Your Paid Ad Landing Pages
Browser = Learn More Video
Shopper = What’s In It
For Me
Buyer = It’s Free To Get
Started
Immediate Need = Look At How Easy We Have Made This!
All Users = Look At Our Value Proposition
Well matched ads, landing pages and intent based keywords result in:
• Higher Click Through Rates• Higher Quality score on Ad
platforms• Lower Cost per Click• Higher ad rankings • Higher SEO Rankings• Increased visit to lead
conversion
Using Intent to Design Your Website
• The same techniques apply• Your pages need to be
holistic and include and answer to each intent group of the funnel
• Example of a bad page • Example of a good page
Things To Do&
Things Not To Do
Top 5 Things NOT To Do On Your Website
• Use your intent based keywords in your ppc page copy.
• Don't use Flash • Make navigation
complex• Try to say too much on
a page• Make it easy to leave
key pages
Top 5 things you need to do today • Clearly define your target audience and the questions they
have• Generate Intent keyword groups based on your target
audience questions• Structure your Advertising / Promotion based on intent
keywords• Create your Website and landing pages with the intent
conversion funnel in mind.• Capture your marketing variables - Web forms that track• Set up campaign reporting - Google Analytics and Lead
Management
OK… That was 6 things
Questions
QUESTIONS
Mobile Announcement• To Request a Demo:– Like SmartLead
on Facebook
– Post a comment to request a mobile demo
example: “I would like to sign up for a mobile demo”
Follow The SmartLead Marketing Team
http://www.linkedin.com/company/smartlead
http://twitter.com/adtrack
http://www.facebook.com/SmartLead
http://www.smartlead.com/
Thank you slide
Bonus:Applying Value
To Behavior
How Much Is a Behavior Worth?
Warning! Mathematical Geekiness
Is About To Ensue
Mathematical Principles of Behavioral Values• Information Request Value =
(value of purchases/number of requests) * profit per purchase
• Information Request Value =(5,000/50,000) * 1,000
• Information Request Value = 100
What Is An Analytics Conversion Funnel
Value of Hot Tub LeadsHow to Determine Value of Non-ecommerce Events
Likelihood of Converting Value
$15,000
12% Info Request $1,800
6% Click through to Site $108
13% Open email $14.04
Sale
Developing Goals in Google Analytics