Search Engine Marketing

288 Pages·2003·6.51 MB·English

by  Andreas Ramos

Search Engine
Marketing
About the Authors
Andreas Ramos develops and manages web marketing strategies for clients such as MIT and
Aveda. He is a co-founder of and technical advisor to a number of Silicon Valley startups. He wrote
one of the first books on web design in 1996. Andreas has worked at SGI, SUN Microsystems, and
Brio, has a master’s degree from the Universität Heidelberg, Germany, and speaks four languages.
Andreas lives in Palo Alto, California. Visit him at www.Andreas.com.
Stephanie Ann Cota is an expert in e-commerce business and online marketing. Author of
leading books, Stephanie works to educate and teach clients and students worldwide. Stephanie
has conducted seminars on topics such as web analytics, integrated marketing, search engine
optimization (SEO), online business models, and customer relationship management (CRM).
Stephanie also runs The CCG Group, LLC, a search marketing agency in Palo Alto. Stephanie
is a member of the Web Analytics Association and served on their Educational Certification
Committee in partnership with the University of British Columbia. Stephanie holds a B.A. in
Digital Media Art & Design as well as an E-Commerce Business Management Certificate from
San Jose State University. Visit her at www.StephanieCota.com.
In 2005, Andreas Ramos and Stephanie Cota co-founded Position2, a VC-funded SEO/PPC
company in Silicon Valley that grew to 65 staff employees. Andreas and Stephanie developed
the company’s strategies and processes.
In 2008, Stephanie and Andreas set up The CCG Group, Inc. to focus on analytics-driven
marketing for clients. They are an Omniture Partner and a certified agency with Google, Yahoo!,
Microsoft, and Facebook. Visit them at www.The-CCG-Group.com
Search Engine
Marketing
Andreas Ramos
Stephanie Cota
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In loving memory of Cassandra Sim
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Contents at a Glance
1 Integrated Marketing .................................................................................. 1
2 KPIs .......................................................................................................... 29
3 Analytics .................................................................................................... 47
4 Google Analytics ........................................................................................ 85
5 SEO ............................................................................................................ 139
6 PPC ............................................................................................................ 179
Glossary ..................................................................................................... 243
Index .......................................................................................................... 253
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Contents
Foreword ................................................................................................ xv
Acknowledgments .................................................................................. xvii
Introduction ............................................................................................ xix
CHAPTER 1 Integrated Marketing ........................................................................... 1
What We Can Learn from Offline Marketing ........................................ 2
Google’s Role in the Digitization of Analog Media .............................. 5
The Limits of Traditional Media in a Fragmented Marketing World .... 5
Using Unique URLs and Tracking Codes .............................................. 6
The Buying Cycle and the Moment of Purchase ................................... 6
Integrated Marketing: The New Approach ............................................ 10
Manage Integrated Marketing with Enterprise Marketing
Management (EMM) .......................................................................... 13
Unica and Omniture ............................................................................... 13
Seven Tips from Unica ........................................................................... 14
Interview: Yuchun Lee, CEO of Unica ........................................ 21
Conclusion ............................................................................................. 26
CHAPTER 2 KPIs ......................................................................................................... 29
A KPI-Driven Business Process ............................................................. 30
Define Your Goals ....................................................................... 31
Calculate Your KPIs .................................................................... 31
KPI Worksheet ............................................................................. 36
Use CPLs to Manage Your Campaigns ....................................... 38
Go After Your Competitors’ Customers ...................................... 39
Set Your Baseline ........................................................................ 39
How to Set a PPC Budget for a New Product ............................. 42
How to Set a Budget for an Existing Product ............................. 43
The Breakeven Point ................................................................... 44
The Social Context of KPIs: Communicate Your Results ..................... 45
KPI and Analytics in Your Marketing Strategy ...................................... 45
Conclusion ............................................................................................. 46
CHAPTER 3 Analytics ................................................................................................ 47
Web Analytics as Your Business Tool .................................................... 48
Web Analytics, Quantitative Analytics, or Analytics? ........................... 50
Five Steps Toward a Data-Driven Organization .................................... 51
Business Goals ....................................................................................... 52
What You Can Do with Analytics .......................................................... 54
Challenges in the Vendor Selection Process .......................................... 55
ix