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Chicago | November 12–16
Integrated Search Social and Display for Ecommerce Sites Analy&cs and SEO
Chris King TBWA\Chiat\Day Associate Director, SEO
Chicago | November 12–16, 2012 | #SESCHI
None of us is as dumb as all of us!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
Meaningful collaboration is mandatory!
@fendmark
Unified Goals !
Multi-channel analytics reporting!
Weekly/Monthly status meetings!
Quarterly all-channel deep dives!
Ongoing data sharing and testing!
Chicago | November 12–16, 2012 | #SESCHI
One version of the truth !• Create one clear top line report that all marketing channels
are in agreement on !
• Ensure de-duplication of marketing channels – Use a primary analytics tool for top line reports and ensure the same orders aren’t being attributed to multiple marketing channels!
• Master last touch attribution first, then evolve to more advanced campaign stacking/multi touch attribution models!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
SEO & Paid Search !• Share insights from
visits, revenue, conversion rate and cost per acquisition data for paid vs. natural!
• Look particularly close at branded keywords to maximize ROI from search campaigns !
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
SEO & Paid Search (cont.) !• Inform each other of major URL changes and
redirect initiatives!
• If landing pages are on a microsite and are duplicates of other landing pages “noindex, follow” them!
• Be on the lookout for paid search campaigns that don’t have tracking codes deployed!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
SEO & Social Media !• Blog as a shared channel!
• SEO and Social driven viral content marketing more effective than traditional link building!
• SEO performance as a KPI for social media !
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
SEO & Display!• Develop content optimized for
keywords related to campaign slogans and branding initiatives!
• Explore emerging search re-targeting opportunities with display!
!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
Holiday Coupon & Promo Codes!• Test multiple channels to find the appropriate mix!
• Natural Search – Build optimized landing pages and win for promo terms year round !
• Affiliate – Performance based, test different offers!
• Social Media – Perfect channel for broadcasting promo codes to loyal followers while supporting SEO!
• Display – Test in banners with search retargeting!
• Paid Search – Depending on margins may be cost prohibitive!
!
!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
Macy’s Free Shipping Codes!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
Takeaways!• Create unified goals !
• Ensure you have one version of the truth!
• Meet and share data on a regular basis!
• Nurture cross-channel collaboration !
• Analyze, test and take action on findings!
@fendmark
Chicago | November 12–16, 2012 | #SESCHI
Thank You! !
@fendmark
Chris King!Associate Director, SEO!
[email protected]!www.chrisking.info !
! !
Chicago | November 12–16, 2012 | #SESCHI
Analytics Campaign Tracking Resources!• Google analytics campaign tracking guide!
• https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCampaigns !
• Omniture Sitecatalyst campaign guide!
• http://microsite.omniture.com/t2/help/en_US/reference/index.html#Create_a_campaign !
• Google URL builder tool (great for campaign tracking code standardization for Google analytics users !
• http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867 !