SES Amsterdam - Google Analytics for your SEM campaign

Tue 17 March 2009 17:35, Jellert Dekeyser

After lunch I've chosen to follow the session about 'How to commit Google Analytics in such a manner that your SEM can improve'. Where are we going to find both quick wins and insights for an ideal and profitable SEA campaign?

That answer was given by Egan Van Doorn, consultant at OrangeValley and one of the pioneers of web analytics in the Netherlands. By site analysis’s he tries to achieve an optimum online return on investment.

With 10 years of experience in the field of Web Analytics and as a blogger of webanalisten.nl he's pleased to share his knowledge what to do with Google Analytics.

Many times, you can have a successful SEA campaign but with visitors who don't convert.

To analyze your problem you'll have to connect Google Analytics with your Adwords campaign.

Next, you have to determine your business goals and KPI's and you have to determine what you want to measure.

Then you can start optimizing your campaign by using Analytics:

Catch the experience of your customers and analyse their experience (f.e. insert different conversion goals, how many times do they watch your contactform, ...)
Follow your visitors (f.e. what are the most common exit pages and why?)
Analyse your keywords and put them in segments
Define and use the segments
Analyse the purchase cycle (There can be sometime between watching your site and buying something)
Make subconversions

With that in mind, you can start optimizing your campaign and don't hesitate to invest a huge part of your online marketing budget into conversion-optimization.

The second speaker is André Scholten and works since 2005 by Traffic4U, first as an Organic Search Consultant now as a self developed Web Analytics Consultant. His daily basis work consists out of optimizing and managing online campaigns.

André Scholten shows the new focus:

In the past the focus was on

a lot of clicks
a high pagerank
a high CTR
linkpopularity

Now, the focus has been shifted on

conversions
ROI
margins
turnovers

You can say that the term Search Engine Marketing now has moved on to Result Driven Online Marketing.

<SES Amsterdam: Anne Kennedy

SES Amsterdam - Beyond Googling>

Comments (3)

- simon
lekker bullshit boodschap van scholten. argumenten overbodig.

Di 17 mrt 2009, 19:32
- André Scholten
- [website]
Dankje voor de onderbouwing.

Di 17 mrt 2009, 23:32
- Roy Huiskes
- [website]
gents, maybe it's time to do a real discussion in English so that all the readers could join this conversation.

@simon, how about giving some more background info instead of trolling?

Wo 18 mrt 2009, 00:50

Comment

Click Consult & SEO Consult ...

Mon 22 Mar 2010, Susie Hood

0 comments

Click Consult & SEO Consult Join The Blogging Team

Hi! I am the Copywriting Manager for Click Consult, a leading UK-based internet marketing agency and SEO Consult, Click's specialist search engine optimization divisio...... read more

Presentation: SES London 2008 - ...

Fri 12 Feb 2010, Editors

0 comments

As you know next week its time for SES London 2010. Many presentations will be held again. But what about the presentations from the past? Are they still valuable? For example this one, from SES London 2008. SES London 2008 - Search Ad Platforms View more presentations from Richard Gregory. ... read more

Searchcowboys radioshow - episod...

Thu 11 Feb 2010, Bas van den Beld

1 comment

Searchcowboys radioshow - episode 25 - Jim Sterne

This Tuesday we (Bas and Roy) in the Searchcowboys Radioshow were joined by no other than Author, President of Web Analytics Association, founder of eMetrics Marketing...... read more

Tonight on webmasterradio.fm Sea...

Tue 9 Feb 2010, Bas van den Beld

0 comments

Tonight on webmasterradio.fm Searchcowboys show: Jim Sterne

Tonight at 8PM in Europe (7PM in the UK) there is a new Searchcowboys radioshow. This week Bas and Roy will be joined by no other than Jim Sterne. Sterne is one of the...... read more