1. Beyond Traffic and Conversions
Working With Clients
Beyond Traffic and Conversions
SES – Chicago: 2006

2. New Search Engine Marketing
Old Search Engine Marketing vs.
New Search Engine Marketing

3. Key Performance Indicators (KPIs)
Business Goals and
Key Performance Indicators (KPIs)
Business Goal Examples
Increased brand awareness
Improved communication to employees and consumers
New market expansion
Education (product or service awareness)
Decreased customer support costs
Key Performance Indicators
Different for each goal, business type, and management level1
Simplifies data reporting - presenting only relevant information
Smaller, actionable data that acts as check points
1 Peterson, Eric T., Big Book of Key Performance Indicators

4. Before and After Case Study
Where to Start
Before and After Case Study
Marketing and branding plans
Variable sales channel success
Prior marketing successes/failures
Past goal patterns
Current business goals (sales, market penetration, branding)
Obstacles to these goals
Audience demographics and segmentation
External brand image
Online data-based research (Site metrics - usability, trends, baseline) 

5. Assigned Key Performance Indicators
Campaign Strategy
Setting Goals
Assigned Key Performance Indicators
Goal #1: Build Dealer Exposure
Goal #2: Increase awareness of government standards
Goal #3: Gain/keep leading positions over key competitors

6. Campaign Strategy Tracking Goals Reported KPI Results
In-depth Goal Report
Reported KPI Results

7. Scott Orth scott.orth@selytics.com
Client Results
Before and After
What were the results?
No increase in organic placement
No increase in pay-per-click effectiveness
No increase in website traffic
Able to quantify search marketing
Measurable by business metrics
Praised by business leaders
Focused on delivering the right success
Scott Orth