Killer KPIs - Turning Data to Dollars

@billhunt 1

Bill HuntBack Azimuth Consulting

Killer KPI’sTurning Data into Dollars

@billhunt

• 17 years experience in Enterprise Search

• Co-Author – Search Engine Marketing Inc.

• Developed Advanced Keyword Management Suite 3rd Edition due

Summer

@billhunt 3

Key types of KPI’s

• #1 Reports are “KMAE Reports”

• Keyword Maximization & Effectiveness Reports

• “Keep My A** Employed Reports

• Anything that shows economic value of your efforts

4@billhunt

Paid & Organic Collaboration

• $300k in PPC savings in 40 days (funded FT analysis)

• $250k in incremental SEO revenue in 60 days

4

5@billhunt

Replicate High Converting PPC

5

6@billhunt

Replicate High Converting SEO

6

@billhunt

Highest CPC Collaboration

• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits

• 105 people have found same problem at their company

@billhunt 8

What does your data say?

@billhunt 9

Is Your Data this Funky?

• Paid Search Spend $20 million US• Critical/Important Keywords – 1,120• SEO Team - 98 important keywords• Active Paid Search Keywords – 187,252• Omniture Keywords – 397,832 (>20 visits)• SEO Tool – 298 keywords (allowance was

10k)• 4,887 keywords in PPC are Top 3 Organic• No coordination between teams

@billhunt 10

After Coordination

• 1 to 1 alignment of Tier 1 Keywords• Found 2,783 PPC keywords cannibalizing SEO• Shift saved $180k in first month • Shift went to 1,016 important words not ranking• SEO revenue Increased 67% w/no loss from PPC• Weekly monitoring of Top 3/Top 3 keywords• Weekly monitoring of new and expensive• Co-Optimization Monitoring

@billhunt 11

Predicting Opportunity

@billhunt 12

Source: Optify 2012 - http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-curve

@billhunt 13

Source: Back Azimuth Keyword Management System

Your Data and 235 Filters?

81% click rate – Wow!

80% of Revenue!

@billhunt 14

Source: Back Azimuth Keyword Management System

Does it change by Persona?

From 81% to 27% - why?

They don’t buy either!

@billhunt 15

Category Authority

Do you Own your Cluster?

@billhunt 16

What are the “Authority Sites?”

• Organic ranking was run against 1,700 pet food related keywords looking for ranking in top 10

• Below are the top sites that appear for the most keywords

No Dominating Domains

Cats.about.com: 428 (information) Petco: 276 (retail site)Purina.com: 170 (pet food brand)

No Dominating Domains

Cats.about.com: 428 (information) Petco: 276 (retail site)Purina.com: 170 (pet food brand)

@billhunt 17

How Authoritative are you?

@billhunt 18

Finding Nuggets of Opportunity

19 @billhunt

Underperforming Keywords

• Monitor words that are ranking but not getting fair share of traffic.

@billhunt 20

Previous Models

• Replacing PDF’s with actionable landing pages delivered additional 50k visitors per month

• Nearly $400k in incremental revenue over 6 months

• Nearly $400k in incremental revenue over 6 months

Keyword Phrase

Google

RankSearch Volume

NS Visits

NS Impression

s

Share of Opportuni

ty 10% 20%Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600 Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440 Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960 Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420 Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420 Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980 Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620 Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620 Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620 Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320 Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880 Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880 Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720 Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720 Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580 Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580 Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380

Total 506,500 2459 1.63% 50,650 101,300

21

@billhunt

Absolut Hibiscus Vodka – New Flavor

21

Drink Recipes - searchers drive the most page views

@billhunt 22

Leverage “Answering Questions”

@billhunt 23

Use Site Search Questions for Content

• 27,211 questions identified in database

• How – 10,240 • What - 6,333 • Can (I or We) – 6,162 • Where – 2,116• When – 1,505

60% of queries had NO RESULTS

@billhunt 24

Monetizing Questions• 600,012 site searches annually• 15% identified as directly

merchandisable • 200 new pieces of content developed –

– Key questions added to social mining

• Average Sale $200 and 10% conversion rate

• $4.5 Million Annual Incremental

@billhunt

Missed Opportunity by Buy CycleCat\Buy Cycle

Total Inspiration Discovery Design Purchase Relationship

Brand

Market

Paid

Earned

Missed 0*

Branded Technology

Market 334M 38M 272M 98K 1M 23M

Paid 4M 52K 4M 348 34K 1,608

Earned 200M 34M 150M 6.6K 900K 15M

Missed 130M 3.5M (9%) 118M (44%)92K

(93%)203K (18%)

7.7M (34%)

Technology

Market 610M 547M 51M 826K 1.3M 10M

Paid 15M 11.5M 3.6M 11K 20K 20K

Earned 207M 196M 5.7M 79K 58K 5M

Missed 388M 339M (62%) 42M (82%) 736K (89%)

1.3M (94%)

5M (49%)

Identified 111 “new insights” about the audience

Missing 93% of searchers aware of brand and almost ready to buy

Missing 93% of opportunity

Missing 18% of those who want to buy from

us! Missing 94% of those who want to buy from

anyone!

@billhunt 26

Leverage “Search Influenced

Revenue”

27

@billhunt

Recipe Search Traffic Value

27

Searchers drive the most page views & 23% make the item

RecipeMonthly

Visits23% Make

Portions Units

Total Volume Packages

Recipe 1 57,696 13,270 4 2 26,540 1,045 Recipe 2 46,447 10,683 2 1 10,683 421 Recipe 3 34,552 7,947 6 3 23,841 939 Recipe 4 24,368 5,605 4 2 11,209 441 Recipe 5 21,741 5,000 6 3 15,001 591 Recipe 6 19,654 4,520 4 2 9,041 356 Recipe 7 16,124 3,709 6 3 11,126 438 Recipe 8 15,449 3,553 4 2 7,107 280 Recipe 9 14,885 3,424 8 4 13,694 539 Recipe 10 13,789 3,171 4 2 6,343 250

Units 5,299

Retail Value $3.99

$21,141.4

2

Lifetime Value

$528,535.

59

@billhunt 28

Think out of the Box

• How do I demonstrate economic value of my efforts?– Generating revenue– Saving money

• Spend time creating KMAE reports for what matters!

@billhunt 29

eMail: [email protected]: www.whunt.comSite: www.back-azimuth.com

Thank you!