How To Measure Digital Marketing Investments – Yiit Konur

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How To Measure Digital Marketing Investments – Yiit Konur Video

how to measure digital marketing success

How To Measure Digital Marketing Investments – Yiit Konur Video Transcript

good return on investment marketing

Welcome again, today I’m going to talk about a different topic- it’s about measurements. In general, we prefer to talk about measurement in the final part of the conference because you will be learning so much about SEO.
The last point will be measuring success.
It’s a bit early but I hope you will like it. Today I’m going to talk about creating an insane SEO dashboard in 10 steps. Let me introduce myself first, I’m the founder of Zeo which is the formerly SEOzeo, it’s a consultancy company which is based in Istanbul and we also have an office in Ankara. We helped out many clients and well-known brands, like Hepsiburada, Yemeksepeti and Markafoni and we are proud of it. I am also working as a judge in the US and European Search Awards with Judith, as well as being a part of Zeocracy our unique management style company. Also I’m a SEO strategist and these are the brands we work together with- so I think that’s enough about me. Most people are saying that online marketing isn’t very hard and that it’s easy. Yes, it might be, online marketing was easy.
Because when I started SEO in 2007, we only had a few metrics, so we were looking for new visits, the backlinks we earned and this kind of stuff.
After seeing that the green bar was increasing, we realized that we made it and we beat the situation. But it was easy in 2007 and the game is changing so fast.
There were KPI positions, clicks, organic traffic and that’s all.
But online marketing and SEO is changing in 2016.
We have a lot of KPI’s and maybe you can find our blog post about it, but don’t rush because today I’m going to talk about 30 different online marketing SEO KPI’s.
There are many KPI’s that I want to talk about, but I don’t want to bore you so I have some satisfying gifts to help you engage in my presentation. I can’t help myself but watch this, and you will probably only watch it about 5 times minimum.
We are just focusing on analytics, and similar metrics, like people’s business page views, how many people convert by coming from organic channels, average cart value of an organic channel, a bounce rate and engagement metrics. The search intelligence part is a bit different so you might need to use different tools. Most of them are paid tools, but we are mainly using SEO monitor for keyword rankings, difficulty and opportunity.
You might consider knowing ‘how much of the PPC budget we save after increasing SEO rankings’. This is another case to just calculate return on investment of SEO. The CTR of SERP the impressions, these kind of metrics metrics and etc. There are also web level metrics, there are mainly backlinks and social signals which we are approaching in a different way. I will also continue to talk about it, but if we look at them all, there are 30 different metrics and it’s really hard to focus on all of them. The early days of focusing on just three metrics have gone, so we need to focus to today’s SEO. I’m going to talk about something like this, but if you only need to follow all these metrics you will need to work like crazy.
It’s not only working hard, but it’s also just a typical day for digital marketers, we are just surfing on the Google analytics page. If you are using Omniture, web track or something else, it’s just a typical day of digital marketing. I know that it’s not really funny because we are also always waiting and it decreases our productivity in many ways. We are constantly waiting for the loading bar and if you are working on websites which have more than 1 million in traffic in a day, you will be facing this more and more. Some of my clients aren’t even using Google Analytics because of the high delays -they are using the premium version of Google Analytics.
After working that much it’s possible to be burned out and these results might not be good.
It can destroy our words, so we need to learn about dashboard to eliminate wasting our time in Google Analytics, the search intelligence tools, web level metrics and lots of other things.
We just need to see all the metrics in the same page and analyze all the metrics together.
There are mainly three different ways of creating your own dashboard and the first one is the most well known. It is excel dashboard, because it’s easy to make and if you are able to connect the API, then it can go real time.
After that just refresh the data each minute- it’s all possible. If you have talented developers or are outsourcing a software company, we have 35Lab, standalone apps is also a great choice for you.
But the excel dashboard has some disadvantages- they are not portable and not mobile friendly. If you send one XL dashboard to your client and their excel version is only one point different than any other version, then it probably won’t work. It’s nice because you don’t need to live from your favorite tool but it also has some disadvantages.
If you are interested in excel dashboards and SEOzone, 14 speakers, Annie Cushing has an amazing course.
You might consider having this dashboard, be bought it and now we have it at our agency and we really love it. I strongly recommend it. Here are other ways of creating standard labs. In the Turkish market, I can’t say that we are always working with the best developers, we are pretty unlucky in finding our correct partners. If you have a great software team, you can also create your standalone app to track all the digital marketing metrics. But if you don’t have that, you can follow Upwork. There are few talented people on there, so you need to be very picky.
There are also very experience people on the Google Analytics dashboard creation, so you can get information from there.
Cloud software is the easiest one to use, because you are just connecting your Google Analytics account, your Google search console account and then all the data is gathered together.
The small disadvantage is that you need to pay monthly, but the software is a service tool and not that expensive, so you might be willing to pay. There are two different options, click folio and kaifee. My main option is Click Folio because it’s easy to use- I will continue to talk about KlipfOlio and will get our hands dirty with a small workshop.
Click Folder is an amazing tool, I’m not the marketing manager or an affiliate.
Because there isn’t any URL maybe you must be URL by sharing in SlideShare.
You are coming from the blackhat background so we can expect it, I’m just kidding, Klipfolio is amazing tool, I’m not getting any commission, but they even had a Rand Fishkin dashboard in here, so they are getting inspiration from Rand’s Whiteboard Friday videos, then creating a dashboard. I will just keep it because I hate to taking the easy way- reading the manuals and focusing on what you really need is the best option. Let’s do things manually- building a custom klip button is not very entertaining but I hope you’ll like it.
In these 10 steps, I will use different data points. The first one is Google Analytics and if you are talking about SEO, the search console and the search analytics, it is mandatory. I will also mention it. SEO monitor is not only the main sponsor but we have also been using them for two years, they’re amazing. We will use their API, some SEMrush API, Search Metrics API, Moz API and some Google adverse data. There is a great software which has just been published by Mihai- he is also here. There is a great article in Moz about it and we will be using it.
Also SEO tool boxes, which is a bit old but is still working. After that we will push all the data into Klipfolio.
Inside we have all the API keys of these tools, that’s why I’m very confident in talking about them.
You might consider to skip some of them.
Let’s continue one by one. The first one is Google Analytics. We spend too much time in Google Analytics and KlipfOlio has also considered this problem, so they responded with ‘okay, we have a solution for Google Analytics.’ It’s not only the standalone solution but they have also imported some KPI’s for you.
You can just click on here and say ‘show my blog subscribers in real time, my conversion funnel or the organic traffic I get from the landing page performance of organic searches’-they are all ready to use. You can also click ‘create your own’- but there are lots of other opportunities in there. The scroll pages are very long, so you might consider adding some of them. I have created a sample for you and in here you will see that there is some audience metrics of the Digitalzone website- I love transparency. As you can see in here, you can just filter the data according to your needs, not like Google Analytics where you need to pick the start date and the end date. It’s just easier to use- the last seven days, 30 days, 65 days, it completely depends on you.
You can then connect your Google analytics and see your speed performance. You can also see your adverse keyword performance and lots of other things.
Even for the organic perspective there are great metrics to find. So I strongly recommend using KlipfOlio and I will share my dashboard at the end of this presentation. The second part is connecting your Google Search console data. There is a great amount of data behind Search Analytics and I think it’s one of the most underrated SEO tools in the world- you just need to focus more.
Klipfolio also has Google Search console integration- and you can see something different in there.
I think in SearchLove last year, Larry Kim had a great speech about Rank Brain, he mainly focused on increasing CTRs of search console pages and said that the well performing pages are called unicorn whilst the less performing pages are called donkeys. You need to optimize donkeys to survive from Google’s algorithms and mainly Brain Rank, so saying brain rank is much cooler.
That’s why most of the people says Brain Rank instead of Google algorithms.
After importing your data, you will see a great chart like this. KlipfOlio automatically aggregates your click to rate ratios from all the keywords you have. It then says ‘in the third position of your keywords, you will get 25% of click to rate’ so according to the average it automatically goes into your account.
It then complains that ‘You are not listing in third position home tech tablet but the CTR needs to be 40% but your CTR is 7%’. There is only a 37% gap between these numbers and it means that your page is not looking so sexy, so you need to optimize your page to be much more attention grabbing. By using this data you can increase your CTR rates in search console which will really help you.
It also helps you show search positioning and promote opportunities.
You just need to ask Klip Folder to ‘show me my keywords in the position between 11 to 15’. This means that they are in the second page, but only in the top part of second page. If you just make a small optimization on this page, you can jump onto the first page and get a much better CTR, which would be beneficial for you.
There is just two metrics that you can use in KlipfOlio, but it’s not enough for us.
As 2016 marketers, we need to be more techy and geeky and we need to learn about API’s.
Like I said, I’m a dropout student of Bilkent- my department was in computer science but I couldn’t manage to complete it because I was starting SEO Zeo.
I can understand only a bit of API language, but I’m sure that you can understand it all. When I first took my attention to API, it was like the language of aliens. It will be a bit tough in the beginning, but you will get used to it.
If you don’t know the meaning of API, it means the languages of computer programs. They are talking between each other by using this language, which means API.
If you are able to use API, then you can connect to different services.
Google is disclosing that ‘here is my search console API and here is how my tool is speaking’. If you are using these tools, and you can talk with my tool, then you can also get my data into your tool.
It’s a great opportunity. If you’re able to use this search console API, then you are able to reach more limits than an ordinary user gets when it comes to fetching data.
In KlipfOlio there is a great feature called Klip Editor where you can get the data from the API’s. In here you can see the query URL- it’s the URL which has been disclosed by Google and Google says ‘if you say to this URL , just show SEO ZEO search analytics query for starting days of 10th October- 15th October, I want to see the pages and the role limit is 2050, which means that I want to get 2050 best performing pages on SERP.’ After taking an answer from Google, KlipfOlio helps you put them into tables. You can use line chart pictures etc… just put it in the table.
After them putting it all in the table, you can also create indicators. By using these indicators, you can easily say that if the position is greater than 5, put it in red, and if it’s less than 5, put it in green.
You can also colorize your data and make it easier to understand. By using this data you can import it to your your dashboard and the data will updated in only one minute. You can also specify according to the preferences in the tool, so it’s great.
If you’re able to do it, you will really like it, just learn how to use API’s. You might consider researching about GSON.
After understanding that, I’m sure you will be able to connect API’s.
The other step is connecting the SEO monitor, SEO Monitor is a great tool which helps us in search intelligence, we can get our organic traffic keyword positions, keyword opportunities and lots of data. In here I’m opening SEO Monitor API documentation, and I am noticing that there are some responses which have been returned back to me.
I will say that site ID, which is a unique ID of any project in SEO monitor- date start and end, which brings me back to the data. I also just customized the data requests from Klip Editor and typed in my query, start date, the end and my authorization code, which is blurred.
It also helps you get your own data. In this case, I just need to fetch my brand and non brand ratio by its exact numbers. It’s my own dashboard to continue and track this data.
You can fetch all your keyword rankings, just change ‘keyword data’ in the URL and you will get something like this, which is from one of our clients. You can even create some dashboards by using SEO monitors data- it’s valid, they have API documentation, you will read it, retrieve it and post the data from KlipfOlio again.
In this case it’s not returning in GSON, it’s returning in CSV. Then I can get the data and create a dashboard, it’s really easy to use.
You can also continue using API’s, but I won’t continue talking about it because it’s a bit techy and boring for some people. I will continue to talk about opportunities of KlipfOlio and there is also a deep integration of search metrics in here. If you are using search metrics, you have some credits of API. I’m not sure about the essential package, but the sweet packages are included.
Entering here you can see the estimated search value, which means that if I bring this traffic to my website using adverse, how much money do I need to pay Google? Paying to Google is a great metric to sell to your clients, because we are doing SEO for most of our clients and the return on investment calculation of SEO is really tough.
So you can use these metrics and even even list your winning keywords, it really helps.
After spending five minutes in Klipfolio, I created a dashboard like this. I made research for Tureng , which shows the Seo Visibility, the competitor situation, the winning givers of Tureng and their competitors. You can get all of this data in real time, just set it up once and you will get the data every time you log into KlipfOlio.
You can also get data from most of the API’s. they have native integration.
In native integration you can get the backlinks. These API’s are mainly Moz-scape API’s, which is the link index of Moz. By selecting your metrics in here, you can create something like this.
I’m looking at my current numbers in green and my competitors are listed in the table below. It also helps you a lot, it’s not only a SEO but also Adwords. You can use Adwords data for SEO purposes to understand which keywords convert better than any other keywords.
We are doing this for many of our clients in the keyword research process.
Connecting PPC and SEO is crucial for big Companies. Google Adwords have a deep integration, you can add the campaign performance click-through rate, specific keywords and converting keywords.
It really helps you to understand that in this season people are just buying t-shirts. It then converts ‘white t-shirt’ keywords in my website and you will see the data dynamically. There is just one snapshot, but if you are able to log into KlipfOlio, you will get the updated data each time, so it’s a really good option.
If you are an SEO like me and your main expertise is not PPC, please consider using PPC data. I skipped this data for many years but after seeing the real benefits of PPC data, it sticks. For the eighth step I will talk about the search analytics for sheets.
As I said, Mihai is here.
He just published a great article in Moz and in the blog he also launched a new keyword research tool.
This keyword research tool will help you to get your search console data and search analytics data, it’s like this, creating a sidebar in your website. In your Google sheets and in your default, you can only fetch 1000 data, but by using API’s you can get up to 5000 data, which means a lot for big clients. As you can see, I just wrote ‘show me the queries, breakdown by page and date’. You can see how many clicks I got on October 17 by SEO zone keyword, which is 10 clicks. I am able to see every detail like this. I can also change the metrics and request the data to refresh, so it automatically updates my Google. How can I use this in Google to create a dashboard in KlipfOlio? It’s easy and a great opportunity- these guys are also connected with google drive and if you’re able to connect your search console data spreadsheet which is supported by Mihai’s tool, you can also import this data into your dashboards. If you are just backing up your data by using these google sheets, it will help you a lot.
The last part is using Seer Interactive SEO tool box.
In here it helps us to fetch data from different data points, as you can see it’s a bit of an old tool.
But you can understand it by seeing that SEOmoz is written, which is Moz now for three years.
But it’s still working in some perspectives, if you are able to get data from different services into Google sheets, you can still import it into your dashboard. Finally, in KlipfOlio all your data comes together in the one warehouse, then you are able to analyze the data.
It’s the best part of this kind of work, you can do lots of things in klip editor, you can create indicators and specify your properties. There are lots of different views and components, like pie charts, line charts and even retention charts for different purposes.
This indicator feature is amazing.
You can also use the branding option, it’s not the best way, but you can use the white label service and say that it’s my own dashboard to your class, which is also another prestigious part of it.
Once you create your final data, you will have a dashboard like this. You will see all the data you need for one website. In our agency we started to migrate all the client data into this project, so our consultants can easily see the big picture. If there is a traffic drop, it might be because of the Page Speed problem.
You can’t see the page speed problem when you visit the website, but keep in mind that maybe the traffic drop or the organic visit drop comes from the weak performance made on the web or mobile site.
It really helps, you can connect many sites and have different dashboard so it’s easy to share. You can also show your talents to your clients, so you need to get the benefits of these dashboards.
I have many dashboards right now, so I really want to share this with you, but it’s not ready yet. I hope to disclose it this week, so if you’re able to just drop me a line yigit@zeo.org, I’m really friendly and reply most of the time.
Drop me a line and I will let you know when I’m ready to share my dashboards for you. That’s my presentation and thank you for listening, if you have any questions I will be happy to answer.
I’m sorry because I really forgot to bring some chocolates, Judith can can I borrow some from you? I have 15, so you get 5 questions. If you don’t want to give three chocolate for each question, I can take your chocolates.
I have 10 chocolates and I am offering five chocolates for one question.
It’s the rule of economy.
So you created these dashboards for all of your projects for your consultants to look at, do you ever use klipfolio or anything like that to create dashboards for your clients to look at or is that too dangerous to let them look at it directly? Sharing client data with KlipfOlio? Sharing with the client, so you create a dashboard that they can look at.
There are two ways to share your dashboards in KlipfOlio, the first one is public sharing, it’s free but if you want to share your data in a private environment, you can also protect it by using a password. You are completely right, imagine if we are working with the largest e-commerce brand in Turkey and the old data is only disclosing one URL, if somebody is able to find this URL and can get the entire data, in our agency we prefer to use KlipfOlio in our own name, reports.zeo.org. You can reach these dashboards by just entering your own password and your data will be private.
They had many investors before so it’s a big company and it might even drop, so its possible.
I think that it’s safe.
You get your five chocolates.
If you don’t ask any questions, I will ask questions to myself to get these 5 chocolates.
Will you get any commission from KlipfOlio? No.
Thank you so much for listening me, we will take a longer coffee break. I hope you enjoyed. Last reminder, if you want to ask any questions to the speakers and are a bit shy to ask, you can directly send a DM to the digital zone 16 account, so we will answer your question.
Please send your old questions in DM to digital zone 16 account, another reminder is that our hashtag is not digitalzone16, our hashtag is digitalzone. If you’re able to send to digital zone, you will increase your luck in getting tickets, and increase your chance to get a trending topic.

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