Now that we are through the basics in my first post, it starts to get really fun. I will show you how to lever­age some of the Site­Cat­a­lyst in your search mar­ket­ing.  Search­Cen­ter and Site­Cat­a­lyst are Siamese twins. They share the same heart (back­end), and but have dif­fer­ent heads (UIs). Because of this you can bring the full power of Site­Cat­a­lyst to bear in your hunt for ROI.

Land­ing Page Evaluation

One sim­ple way to improve your cam­paigns is do bounce rate analy­sis on your land­ing pages, key­words and cam­paigns. By using the click­Past plu­gin you will be able to see what they bounce rate is for all of your cam­paigns, key­words, land­ing pages and cus­tom groups.

This will help you align the land­ing expe­ri­ence to the cam­paign. Pages, key­words and cam­paigns with a high bounce rate are some­times indica­tive of a prob­lem and often should receive eva­sive action. Just remem­ber that a high bounce rate isn’t nec­es­sar­ily a bad thing if it helps more qual­i­fied vis­i­tors take action on your site, ROI is the ulti­mate prize.

Inter­nal Search Terms for Top Keywords

Another use­ful arrow to have in your quiver for the ROI hunt is inter­nal searches. This dou­ble pointed arrow can be used for key­word expan­sion and for spot­ting dis­con­nects in your mar­ket­ing message.

By keep­ing an eye on the top inter­nal search key­words you can iden­tify key­words that you might not be buy­ing but that peo­ple are search­ing for.

You can also use it to iden­tify dis­con­nects in the mar­ket­ing mes­sage. By break­ing down the cam­paign, key­word or cus­tomer group (see part 1) by the inter­nal search term you can see if peo­ple who came in on one key­word are search­ing for another on your site.

The steps to do this may be slightly dif­fer­ent depend­ing on how you are setup, but here is the gen­eral idea.

  1. From within Search­Cen­ter run the Key­words report.
  2. Add the Inter­nal Searches metric
  3. Click on the Sub­re­la­tion icon of the report (not the line item) and break the Searches down by the Inter­nal Search Term.
  4. Look for mis­matched search terms

Notice that the num­ber one search term for peo­ple who came for fuel relaxed clas­sic jeans is bracelet.

When you find terms like this you can make adjust­ments to your key­word, ad and land­ing expe­ri­ence strat­egy, like adjust­ing the land­ing page, the copy of your ad or adding in neg­a­tive key­words to help reduce waste.

One thing to note when doing this analy­sis is that peo­ple some­times come to your site for more than one rea­son. Make sure the search vol­ume is high enough that it rep­re­sents a major por­tion of the traf­fic com­ing from that key­word before mak­ing too many changes. You don’t want to scare off the herd by tar­get­ing the one.

Micro Con­ver­sion Metrics

Suc­cess isn’t always a sin­gu­lar event. Some­times just tak­ing a step to have more com­mu­ni­ca­tion with your com­pany is enough. Search­Cen­ter can lever­age all of the Site­Cat­a­lyst events to mea­sure and opti­mize suc­cess. These events can be pulled in for report­ing and used in bid rules to opti­mize your spend.

This only scratches the sur­face of the ways the savvy mar­keters can use Site­Cat­a­lyst to hunt down addi­tional ROI in their cam­paigns. In my next and final piece in this series I will go through some ideas for using the rest of the prod­ucts in the Suite in the hunt for ROI, be sure to check it out.

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