No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed. The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office. You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.

1. From Click to Conversion:
An Introduction to PPC, SEO, &
Web Analytics
CASE III Conference
February 20, 2012
Benjamin Rudolph, President & CEO
Relevance Advisors
Presentation may be downloaded at slideshare.net/benjaminrudolph

2. Quick – Name a Search Engine

3. Online Marketing
Online Will Pass Print for First Time in 2012 – eMarketer/Forbes

4. $19.51B in 2012
78% of that amount ($15.2B) will be spent on Google

5. Definitions
PPC
SEO
PPC
PPC = Pay Per Click; SEO = Search Engine Optimization

6. PPC – Pay Per Click

7. Pay Per Click
http://www.google.com/ads/adwords2/

8. Bing & Yahoo
http://advertising.microsoft.com/advertise-your-business-on-bing

9. The Process
• Set up an account
• Pick keywords (Match Types)
• Write your ads
• Set targeting (ex. Geotargeting & Dayparting)
• Set your budget
• Enter billing information
• Start running ads
https://www.google.com/intl/en_us/adwords/select/steps.html

10. Account Structure
http://adwords.blogspot.com/2006/03/adwords-101-building-blocks-of-adwords.html

11. Match Types
http://support.google.com/adwords/bin/answer.py?hl=en&answer=175280

12. Match Types
Match Type Punctuation Definition
Broad keyword Allows your ad to show on
similar phrases and relevant
variations
Modified Broad +keyword Greater reach than phrase match
and more control than broad
match
Phrase “keyword” Allows your ad to show for
searches that match the exact
phrase
Exact [keyword] Allows your ad to show for
searches that match the exact
phrase exclusively
Negative -keyword Ensures your ad doesn’t show
for any search that includes that
term
Definition Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100

13. Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

14. Quality Score
• A measurement of how relevant your ads, keyword,
and landing page are to a person seeing your ad.
• Quality Score Factors include:
• Clickthrough Rate on • Relevance of keyword and ad
Google.com to search query (for site)
• Account History • Geographic Factors
• Relevance of keyword to ads • Landing Page
in ad group • Other Relevancy Factors
http://support.google.com/adwords/bin/answer.py?hl=en&answer=10215

15. The Google Ad Auction
Max CPC X Quality Score = Ad Rank
The maximum cost Quality Score is The product of Max
Per Click (CPC) an Determined by: CPC and Quality
advertiser is willing Score. To improve
to pay for a click. 1) Clickthrough Rate your Ad Rank, you
(CTR) can raise your bid
2) Keyword & Ad Text or improve your
Relevance relevance.
3) Landing Page
Relevance
http://www.youtube.com/watch?v=a8qQXLby4PY

16. What Advertisers Pay
Max CPC Quality Score Ad Rank Actual CPC
Advertiser 1 $2.00 10 20 $1.61
Advertiser 2 $4.00 4 16 $3.01
Advertiser 3 $6.00 2 12 $4.01
Advertiser 4 $8.00 1 8 Highest CPC
The Ad Rank Your
Your Price = of the person / Quality + $0.01
below you Score
Source: http://www.wordstream.com/articles/what-is-google-adwords

17. Key Metrics
Metric Definition
Clicks A click occurs when a user sees your ad
and clicks your ad, leading him or her to
your website.
Impressions An impression is counted each time your
ad is shown on a search result page or
other site on the Google Network.
CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of
clicks your ad receives divided by the
number of times your ad is shown
(impressions).
Average CPC (Cost Per Click) The average amount you pay each time
someone clicks your ad.
Source: Google AdWords

18. Key Metrics
Metric Definition
Average Position Refers to the average position on a search
result page that an ad appears in when
it's triggered by that keyword.
Conversions Conversions count a conversion for every
AdWords ad click resulting in a conversion
within 30 days.
Cost Per Conversion Total cost divided by conversions.
Conversion Rate Your conversion rate is calculated by
simply taking the number of conversions
and dividing that by the number of ad
clicks you received during the same time
period.
Source: Google AdWords

19. AdWords Editor
http://www.google.com/intl/en/adwordseditor/

20. Google Ad Extensions
Learn More: http://www.google.com/ads/innovations/extensions.html

21. Google Ad Extensions
Type Description
Location Extensions Help nearby consumers find or call your
nearest storefront
Call Extensions Connect users to your business directly by
phone
Social Extensions Link people’s Google+ endorsements for
your business +Page to your AdWords
campaign
Product Extensions Include more product information in your
ad
Seller Ratings Show your online business ratings in your
ad
Ad Sitelinks Promote more pages within your site
beyond your main ad landing page
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375499

22. Mobile Targeting
http://support.google.com/adwords/bin/topic.py?hl=en&topic=1713943&path=1713940-1710534&ctx=leftnav

23. Bid Per Call
http://www.google.com/ads/innovations/bidpercall.html

24. Landing Pages
http://gsas.brandeis.edu/premed/

25. Landing Page Best Practices
• Be relevant
• Clear call to action
• Reduce checkout friction
• Highlight key benefits
• Minimize external links
http://visualwebsiteoptimizer.com/split-testing-blog/landing-page-best-practices/

26. Conversion Tracking
http://www.eprofitpartners.com/google-adwords-conversion-tracking-101/

27. Google Website Optimizer
http://www.google.com/websiteoptimizer

28. SEO – Search Engine Optimization

29. SEO Pyramid
http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

30. Google Webmaster Tools
http://www.google.com/webmasters

31. Bing Webmaster Tools
http://www.bing.com/toolbox/webmaster/

32. SEOmoz
http://www.seomoz.org

33. Open Site Explorer
http://www.opensiteexplorer.org/

34. Web Analytics

35. Google Analytics
http://www.google.com/analytics/

36. Real-Time
http://analytics.blogspot.com/2011/09/whats-happening-on-your-site-right-now.html

37. Reports
Metric Definition Examples
Visitors Users that visit your site Map Overlay, New vs.
Returning, Browser Type
Traffic Sources Where users come from Search Engines, Facebook,
Direct/Bookmark
Content What appears on your Top Content, Top Landing
website Pages, Event Tracking
Goals What users do on your Total Conversions,
website Conversion Rate, Funnels
Ecommerce What users buy on your Total Revenue, Average
website Order Value, Days to
Purchase
http://support.google.com/googleanalytics/bin/static.py?hl=en&topic=19781&guide=19779&page=guide.cs

38. Map Overlay
http://www.cardinalpath.com/countries-and-languages-international-seo/

39. Traffic Sources
http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012

40. Advertising ROI
• Compare performance of different marketing tactics
• Ability to quickly and easily segment the data
• Ability to export information into Excel or PDF
• Ability to set up automatic email reports and alerts
• Ability to set up custom dashboards
http://www.google.com/analytics/features.html

41. Goals
Goals allow you to measure key activities on your site that you define such
as Request Information, Schedule a Tour, or Email Signups.
http://unbounce.com/social-media/measuring-social-media-roi-goal-conversions-with-google-analytics-5/

42. Setup Checklist
http://www.google.com/intl/en/analytics/discover_analytics.html

43. Resources

44. AdWords Learning Center
http://www.google.com/ads/learn/

45. Seminars for Success
http://www.google.com/adwords/seminars/adwords101.html

46. Google Partner Search
https://adwords.google.com/professionals/search/

47. Google Ad Innovations
http://www.google.com/ads/innovations/

48. Inside AdWords Blog
http://adwords.blogspot.com

49. Google Business Channel
http://www.youtube.com/googlebusiness

50. AdWords Help
http://support.google.com/adwords/?hl=en

51. Google SEO Starter Guide
http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html

52. SEOmoz Blog
http://www.seomoz.org/blog

53. Distilled Blog
http://www.distilled.net/blog/

54. Search Engine Watch
http://www.searchenginewatch.com

55. Search Engine Land
http://www.searchengineland.com

56. Google Analytics Blog
http://analytics.blogspot.com

57. Google Analytics IQ
http://www.google.com/intl/en/analytics/iq.html?

58. Avinash Kaushik’s Blog
http://www.kaushik.net/avinash

59. SEMPO
http://www.sempo.org

60. Web Analytics Association
http://www.webanalyticsassociation.org

61. Conferences
• Search Engine Strategies (SES) –
www.searchenginestrategies.com
• Search Marketing Expo (SMX) –
www.searchmarketingexpo.com
• Internet Summit & Digital Summit –
www.internetsummit.com &
www.digitalsummit.com
• MozCon – www.seomoz.org/mozcon
• eMetrics – www.emetrics.org
http://keyphraseology.com/internet-marketing-seo-conferences/north-central-america/

62. THANK YOU
Benjamin Rudolph
President & CEO
Relevance Advisors
@benjaminrudolph
benjamin.rudolph@relevanceadvisors.com
(404) 635-6775
Presentation may be downloaded at slideshare.net/benjaminrudolph