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Similar a SEO/PPC: Using “Intent” To Generate Sales From Your Website
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SEO/PPC: Using “Intent” To Generate Sales From Your Website
- 1. Using “Intent” To Generate Sales From Your Website
- 2. About Me • Web developer since 1998 • Web marketer since 2006 • Other Skills – Social media strategist, – Certified Google Analytics Specialist, Senior Marketing Director SmartLead – SEO Expert, ccunniff@smartlead.com – HTML/JavaScript/Other @cjcunniff programming acronyms
- 3. 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
- 4. Point Of View Proper 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.
- 6. Target Audience Reporting & Understand Analysis Intent Basic Online Marketing System Data Advertise Capture Website Design
- 7. Developing Your Target Audience Identify networks and opportunities What type of people make up you target market? Where do you fit in?
- 9. 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)
- 10. 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
- 11. 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
- 12. 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
- 14. 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
- 15. The Effect of Bad User Experience
- 16. 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
- 17. Searcher’s Interest And Intent Understanding how to evaluate keywords Generic Search Terms Assume 40-50% of unique visitors are the wrong traffic Phrases Average inquiry per page Phrases With Likely view is 0-5% Modifiers Ready to buy Phrases with Modifiers in a question format That leaves you with 45% of Sales traffic that you can try to optimize
- 18. How Groups Of Keywords In An Intent Group Map To Parts Of The Funnel •Hot Tubs, Best Hot Tubs Generic Search Terms •How to: ___________ (browsers) •What is: ___________ •Compare: ____________ Phrases (shoppers) •Best brand of: _________ Phrases With Likely •Compare multi-jet hot tubs Modifiers Ready to buy (Buyers) •Compare hot springs hot tub dealers Phrases with •What is the difference Modifiers in a between hot springs spas? Sales question format (Immediate Need) •Who are the best hot tub dealers in the {area}
- 19. Tools To Evaluate Keywords •Google’s Keyword Tool •Google Suggest (via SEO book) •WordTracker •Hitwise
- 21. How Intent Changes From One Digital Channel To The Next Website: Research, Shop, Buy LinkedIn: Professional Communication, larger sales or contracts Facebook: Personal communication, smaller Sales, personal research, local word of mouth Twitter: Short/Simple communications, searching Or sharing an experience
- 22. Social Communities • Research • Analyze • Meet the needs
- 23. Content Sites (Blogs, Forums, Niche sites) • Generally focused on research • Can be a powerful tool to generate interest and lead to a sale
- 24. How To Find Blogs And Discussions •Click more after doing a search •Then click “Blogs” or “Discussions” •You Can also filter by dates
- 25. 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
- 26. Brand Name Search Sites (Google.com) • Types of searches – Navigational – Informational – Transactional
- 27. 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.
- 28. “Ultimate Guide to Google Adwords” by Perry Marshall & Bryan Todd
- 29. 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
- 30. Three Questions To Enter The Market The ultimate goal is to find the bull’s eye
- 31. 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”
- 32. 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
- 33. 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
- 34. 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
- 35. 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.
- 37. 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
- 38. 1. Choose Your Location and Language
- 39. 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
- 40. 3. Create Your First Ad Group
- 41. Want More Clicks? The heading should include your keywords! Keep the ads relevant to the intent! Don’t be the #1 bidder
- 42. 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
- 43. 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.
- 44. 6. Review Everything • Review your: – Ad – Keywords – Cost Per Click – Daily Budget • Then review again
- 45. 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!
- 47. Using Intent To Design Your Paid Ad Landing Pages All Users = Look At Our Value Proposition Buyer = Shopper = It’s Free To Get Browser = What’s In It Started Learn More Video For Me Immediate Need = Look At How Easy We Have Made This!
- 48. 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
- 49. 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
- 51. 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
- 52. 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
- 55. 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”
- 56. Follow The SmartLead Marketing Team http://www.smartlead.com/ http://www.linkedin.com/company/smartlead http://www.facebook.com/SmartLead http://twitter.com/adtrack
- 57. Thank you slide
- 59. How Much Is a Behavior Worth?
- 60. Warning! Mathematical Geekiness Is About To Ensue
- 61. 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
- 62. What Is An Analytics Conversion Funnel
- 63. Value of Hot Tub Leads How to Determine Value of Non-ecommerce Events Likelihood of Converting Value 13% Open email $14.04 6% Click through to Site $108 12% Info Request $1,800 Sale $15,000
- 64. Developing Goals in Google Analytics
Notas del editor
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- {{1 minute}} – 3:00Review a basic marketing system Understanding the key components to a successful online campaignKeyword basics & intent Helping you to make a correlation between types of searches and the intent of the userTips for setting up your campaigns We’ll walk through a few questions you should always ask before getting started Then we will walk through the steps involved in setting up your campaignUsing intent data to design pages Looking at how to take the data and knowledge we have gained to build pages.Things to do & things not to do Some quick tips to help get you started. Questions
- {{1 minute}} – 4:00Read point of viewDiscuss: - understanding intent and regularly analyzing result of your efforts will ultimately maximize your offline efforts as well as your online efforts. - the result of a proper digital campaign will exponentially improve your marketing ROI.Personal experience with extending my online data with offline programs with extreme success.Double leads with no extra costs.
- {{1 minute}} -- 5:00Main components of a basic online marketing systemTarget Audience Understand cultural values, what and how they are looking for informationUnderstand intent Looking at keyords, phrases and structure we can maximize our campaigns and landing pagesAdvertise You will have to get the word out: ppc, banner ads, social, etc.Website Design This requires you to take all of the information you can, including your goals and create a design/content to maximize effectivenessData Capture There is a bit of an art to capturing meaningful data that we will look intoReporting and Analytics The interpretation of that data is equally important.
- 6:00 -- {{1 Minute}}Key aspects of this process include: Identifying the major network(s) you hope to establish; Studying the different types of online marketing opportunities and how they fit into your overall strategy; Identifying the types of people that make up your target market Interests Intentions Age Economic Status Cultural Attributes Sex Concerns Wishes/Desires Etc.Things for you to consider how do you fit into your own strategy? Should you build your own pages or have someone do it Do you have time to manage your ppc ads? Do you have a driving interest to manage social efforts? Etc.Second, where will you find the people you want to interact with? Beyond online, you have to consider channels: GoogleFacebook LinkedIn Twitter Local discussion pages Etc.
- 7:00 -- {{1 Minute}}There are generally a few types of users who will visit your page: Wrong users Clicked the wrong link Never going to be interested but likes the idea Etc.BrowsersThose who are just starting to get the idea about your productsShoppersThose who have decided they want to purchase a similar product or service from someoneBuyersThose who are strong potentials to buy from youImmediate needThose who are just itching to give you their money right now
- 8:00 -- {{1 Minute}}No such thing as too much informationIs such a thing as too much too soonA few helpful guides to get you startedAdwords: eveyone is modeling after them… start here General PPC: stage two Social Media: stage 3
- 9:00 -- {{1 Minute}}Creating a design that meets the needs of your user’s intent is paramount to successUser experience consists of two important pieces: Can they do it Will they do itCan they do it: How easy have you made it for someone to Fill out a form, learn more about your products, contact you, etc.Story: Tell story about LETU form on all pagesWill they do it: Understanding user intent is the first step What do they want to do? If they want to fill out a form, but there are 500 questions will they fill it out???
- 10:00 -- {{1 Minute}}The web is always changing 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 workingTip: Capturing data gives you two very important things: The obvious: you get the information you need to contact your lead, nurture, or sell them The less obvious: you see trends in the effectiveness of your campaigns and can make changes before it is too late
- 11:00 -- {{1 minute}}Proper campaign reporting can take time to setup, but will save you that amount of time X 10 if done properly.Type of reports to look at include: 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
- 12:00 -- {{1 minutes}}Average time to create a campaign:Page: 5 daysForm: 2 daysCampaign: 1-2 daysManagement per campaign: 2-4 hours per week at a minimumYou don’t want to do this very many times with no return
- 15:00 -- {{3 minutes}}Ever wondered what bad web design would look like in real life?
- 17:00 -- {{2 minutes}}Generic Terms = Searchers / Wrong Audience“Spas” is a great generic search term that could be “wrong audience”Phrases = ShoppersPhrases with modifiers = BuyersPhrases with specific modifiers or questions = Immediate buyers
- 19:00 -- {{2 minutes}}There are Four Major Search Interest Groups Generic Search and Phrases Groups that will have a lot of drop out but more visitors Phrases with Modifiers & Phrases with question modifiers These will have a lower drop out rate, but will average around 0-5% inquiry ratesWhen calculating cost per click, also take into account cost per inquiry At $10 per click and 5% inquiries, you can expect $200 per inquiryDon’t settle for average. With average you are still wasting around 45% of your click costs
- 21:00 -- {{2 minutes}}Generic: Hot Tubs, Best Hot Tubs How to: ___________ What is: ___________Shoppers: Compare: ____________ Best brand of: _________Likely Buyers: Compare multi-jet hot tubs Compare hot springs hot tub dealersCan’t wait to give you their money: What is the difference between hot springs spas? Who are the best hot tub dealers in the {area}
- 23:00 -- {{2 minutes}}Google’s Keyword Tool (show example)Free tool. Here are a few tips Search by URL (doesn’t have to be yours) Search by keywords you think of Sort by competition and look for long tail opportunities)Google Suggesthttp://tools.seobook.com/general/keyword-information/suggested daily searchrelated global search results.price estimate toolsGoogle Trends, Google Suggest, Google Synonyms, Yahoo! Suggest, and Keyword Discoveryvarious vertical databases like Topix.net, Google Blogsearch, and Del.icio.usWordTracker http://www.wordtracker.com long tail advantage , 2,000 keywords per search competition data more related keywords tha live support enhanced management Hitwise http://www.hitwise.com/us/services/search-marketing-intelligence
- 25:00 -- {{2 Minutes}}You have to consider how a group of people want to communicate.Think of each digital channel as a high school clique.Would you talk the same to a group of computer science students as you would to agricultural students?1. Website: Research, Shop, Buy2. LinkedIn: Professional Communication, larger sales or contracts3. Facebook: Personal communication, smallerSales, personal research, local word of mouth4. Twitter: Short/Simple communications, searchingOr sharing an experience
- 27:00 -- {{2 Minutes}}Understanding Social Intent Start by researching the types of communication occurring regarding your products or services Like pages on Linked In/Facebook Keep a spreadsheet of common topics that you find Ensure that your communications offer content and/or responses to the most common topicsConsider advertising by interest, ages, etc. to further segment your audience and understand intent
- 29:00 -- {{2 minutes}}A few ways to take advantage of these sites Use them for research into what people are discussing Respond to comments or questions Advertise on them Google Adwords can do a lot of this for you
- 30:00 -- {{1 minutes}}Branded Messages in a Search EnvironmentAnswers.com is a comScore Top 100 Property that delivers targeted messages when visitors are searching for content on a specific topic.Brand ImpactAnswers.com offers an uncluttered advertising environment that promotes contextual relevancy while improving visibility and impact.
- 32:00 -- {{2 minutes}} Several opportunities to take advantageDo your own searches and see what comes up to the topIn your analytics data look for identifiers to see if your audience is: Navigational www.somethingtubs.com Informational Average dimensions of a hot tub Transactional Where should I buy my hut tub in ______geo area______Each search engine offers advertising and reporting opportunities. I recommend starting with simple campaigns in the center most circle, and adding complexity/branching out after that.
- 33:00 -- {{1 minutes}}Success cant be the same on all channels * Success on a social network is different than a ppc landing page *Bouncerate is a great example * Bounce rate on a ppc page should be in the upper 80% * Bounce rate on a normal web page should be around 40-45% on average * What people want to do on channels is different * request info from ppc * like a page or comment on a post on social media
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- 36:30 -- {{ 2 minutes }}Challenge: write down an one sentence description of your ideal money-in-hand-and-ready-to-buy paying customer
- 37:30 -- {{ 1 minute }}1 Compare each keyword one at a time to your written customer description2 Choose the keywords you feel are a fitTip: Maybe 1 out of three or 9 out of 10Skip anything that you feel is a fit for less than 1 out of three3 This is subjective, but that is ok… the data to optimize will come laterYou may get a list of 1-2 dozen keywords.. That is perfectly fine!
- 38:30 -- {{ 1 minutes }}Optional: you can take your keywords and run those each through the keyword tool, if you feel you don’t have enough words to start with
- 40:30 -- {{ 2 minutes }}1 You are looking to find which keywords can make you the most money -Google can help here!2 The max. cost per click is generally the upper limit of how much money is available -Note: you don’t usually want to be #13 Use Google’s Traffic Estimator to find this out -You’re off to a good start with 6-12 tightly matched groups of keywords. -Ultimately you’re best off with that one single Bull’s Eye keyword.
- 41:30 -- {{ 1 minute }}Use Google’s keyword toolEnter some phrases that you think reflect customers who are in that mind-set.A starter idea: Where to purchase hot tubs Purchase hot tubs Buy a hot tub Etc.
- 42:30 -- {{ 1 minute }}
- 43:00 -- {{ 30 seconds }}
- 44:00 -- {{ 1 minute }}And unless you can’t max out your per click budget at the lower rate why would you want to pay more???
- 45:00 -- {{ 1 minute }}In most cases you will be more successful if you describe the benefit on the second line and features on the thirdTip: More people click on ads when the headline includes the keyword they’re searching on.
- 46:00 -- {{ 1 minute }}
- 47:00 -- {{ 1 minute }}You can set individual bids for each keyword later
- 48:00 -- {{ 1 minute }}Need to review this… not sure that I understand it just yet
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- 50:00 {{ 30 seconds }}
- 52:00 -- {{2 minutes}}One of the best examples of a landing page I’ve ever seenThis page addresses every intent group without being overly complexA simple value propositionIt includes mediaOptions for more informationA simple formA simple graphic showing ease of use
- 54:00 -- {{1 minutes}}1Higher Click Through Rates2 Higher Quality score on Ad platforms3 Lower Cost per Click4 Higher ad rankings 5 Higher SEO Rankings6 Increased visit to lead conversion
- 55:00 -- {{1 minute}}The same techniques applyYour pages need to be holistic and include and answer to each intent group of the funnelExample of a bad page Example of a good page
- 57:00 -- {{2 minutes}}1Use your intent based keywords in your ppc page copy.2 Don't use Flash 3 Make navigation complex4 Try to say too much on a pageMake it easy to leave key pagesOptional: story about 150 links on a single page
- 59:00 -- {{2 minutes}}1 Clearly define your target audience and the questions they have2 Generate Intent keyword groups based on your target audience questions3 Structure your Advertising / Promotion based on intent keywords4 Create your Website and landing pages with the intent conversion funnel in mind.5 Capture your marketing variables - Web forms that track6 Set up campaign reporting - Google Analytics and Lead ManagementOptional: story about forgetting to put a phone number on a page designed to generate calls
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- 80:00 -- {{ 1 minute }}SATReasignView LeadsCall LeadsEmail LeadsSearch
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- 82:00 -- {{1 minutes}}One great way to determine intent of your audience is to determine what they value and how much. How much is a blog entry worth? How much is a page visit worth? How much is a form being filled out worth?And more importantly what is it that makes people want to do these things and what do they want to do after them?
- 53:00 -- {{30 seconds}}This isn’t going to be that difficult, but it is a fair warningThere will be….Equal signs, and numbers and such… so prepare yourself
- 55:00 -- {{2 minutes}}1. Information Request Value = (value of purchases/number of requests) * profit per purchase2. Information Request Value =(5,000/50,000) * 1,0003. Information Request Value = 100
- 83:00 -- {{1 minutes}}Talk through the funnel elementsEntrancesExitsNext stepsFall out rates
- 86:00 -- {{3 minutes}}You have to start with what you are sure of and work your way backwardsCaution:Each step is less accurate because it is a percentage of a percentageHowever, you will have more data points which gives a good sample overall
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