Tracking Offline Sales from Online Advertising Web Analytics and Call Analytics

1. Tracking Offline Sales from Online AdvertisingWeb Analytics and Call Analytics Jamie Smith CEO Engine Ready Software 1111 6th Ave, 5th Floor San Diego, CA 92101

2. Assessment of Audience • Local businesses? National? International? • How many people use Google AdWords? Google Analytics? 3rd Party Analytics? • What is the main action on your web site? • Lead generation / Ecommerce / Both

3. Agenda • Web Analytics Overview • Different Users of Web Analytics • AdWords Tracking vs. Web Analytics • 3rd Party Web Analytics & Campaign Set up • The X-Factor…. Call Analytics • Strategic Marketing Strategy using the 3 C’s

4. Web Analytics Overview © 2007 Engine Ready, Inc. All Rights Reserved

5. KPI’s for goals & objectives

6. How Web Analytics Work © 2007 Engine Ready, Inc. All Rights Reserved

7. Which User Are You? © 2007 Engine Ready, Inc. All Rights Reserved

8. AdWords Conversion Tracking vs. Analytics

9. AdWords Conversion Tracking vs. Web Analytics © 2007 Engine Ready, Inc. All Rights Reserved

10. Setting Up AdWords Conversion Tracking © 2007 Engine Ready, Inc. All Rights Reserved

11. Setting Up AdWords Conversion Tracking © 2007 Engine Ready, Inc. All Rights Reserved

12. Google AdWords Campaign Summary © 2007 Engine Ready, Inc. All Rights Reserved

13. Google AdWords Campaign Summary What’s Missing? Landing Page Performance Bounce Rate, Time on Site Path Analysis, Exit Pages Finding Negative Keywords Exact Match vs. Broad Match © 2008 Engine Ready, Inc. All Rights Reserved

14. Google Analytics © 2007 Engine Ready, Inc. All Rights Reserved

15. Google Analytics Cost Data & Bid Management © 2007 Engine Ready, Inc. All Rights Reserved

16. 3rd Party Analytics Setting up Campaign Tracking © 2007 Engine Ready, Inc. All Rights Reserved

17. Setting up Campaign Tracking

18. Campaign Summary

19. Campaign Summary © 2008 Engine Ready, Inc. All Rights Reserved

20. ROAS vs. CPA • Return on Advertising Spend is the best metric to use when measuring success • Cost Per Acquisition is good for making quick changes using averages • EXAMPLE: CPA Goal versus ROAS • $50 CPA or 200% ROAS © 2008 Engine Ready, Inc. All Rights Reserved

21. Conversion Rate Drives ROI • How do you increase your web site conversion rate? • Accurately track all marketing initiatives • Landing Page Optimization, A/B Testing • Multi-Variant Testing (Advanced Only) © 2008 Engine Ready, Inc. All Rights Reserved

22. Start with A/B Testing © 2008 Engine Ready, Inc. All Rights Reserved

23. Multi-Variant Testing © 2008 Engine Ready, Inc. All Rights Reserved

24. The X-Factor…Call Tracking?What your web analytics won’t tell you. • Web Analytics vs. Call Analytics • Web Site Conversion Rate vs. Calls • Which Campaigns are making my phone ring? • Keyword CPA? • Which keywords are driving calls? © 2008 Engine Ready, Inc. All Rights Reserved

25. © 2007 Engine Ready, Inc. All Rights Reserved

26. Call Analytics © 2007 Engine Ready, Inc. All Rights Reserved

27. Call Analytics Call Log © 2007 Engine Ready, Inc. All Rights Reserved

28. Strategic Online Marketing • Visibility • Creative • Continuity • Conversion © 2008 Engine Ready, Inc. All Rights Reserved

29. Your Ad is a window to your site © 2007 Engine Ready, Inc. All Rights Reserved

30. Conclusion • It takes work • Start with the end in mind (KPI’s) • Implementation and set up is key to collecting accurate data • Test, track and Optimize • Web Analytics & Call Analytics © 2007 Engine Ready, Inc. All Rights Reserved

31. QUESTIONS? By Jamie Smith, CEO Engine Ready Software Jamie@EngineReady.com 888 283-0882