How to use PowerBi to improve search marketing, combining data sets from SEO, PPC, Analytics, & even the weather!

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Power BI For Marketers
Make Big Data Easy Again

2. Talk About Money

4. Simplicity

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“Bigger Data”

6. Failure is Hard…

7. What’s The Most
Important Thing
I could work on?

8. Get
This
Book!

9. What’s Most Important

10. If every other area of
our operation stayed at
the current level of
performance,

11. If every other area of
our operation stayed at
the current level of
performance, what is
the one area where
change would have the
biggest impact?

12. Instant
Focus

15. Team Swap!
18 months of
deep focus

16. 1 Person Swapped

17. Not
Impressed

18. 149 People Doing This

19. I had seen the light

20. I had new tools

22. PIVOT!

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I use Power BI
Domo, Tableau

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Let’s Get Started

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Evaluate the
Current State of
Keyword Research

26. Step 1, talk w/ client

27. Step 2, tools,
Keywords + volume

28. Step 3,
apply CTR

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Prioritize, then
optimize

30. What possible…
250,000 keywords, with cost, position,
conversions, snippets, REAL CTR, etc etc

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Stop falling for
Search Volume x CTR Curve
Farce

37. Build a
Data Warehouse

38. Adwords

41. Analytics

43. Rank data

45. Clean Data

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Keyword
 Easy (Search Query vs Keyword)
URL
 Stat: www.domain.com/page.html
 SEMrush: http:// www.domain.com/page.html
 Analytics: /page.html
 PPC: 3.domain/page.html?afid=541

47. Look at all I have available…

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Landing Pages = 5000 Rows * 10 Factors = 50,000
SEMRush = 12082 Rows * 15 = 181,230
STAT = 4820 * 15 = 57,000
GSC Queries = 1,000 * 5 = 5,000
GSC LPS = 1,000 * 5 = 5,000
SQ report = 340,200 * 14 = 4,762,800

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Bringing a knife to a data fight?
5,061,030

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Screaming frog
1500 * 55 factors

52. Import
Data

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Clean Data – Now What?

55. Connect
That
Shizz

59. I got this! I got this!
I got this!

60. But we are
gonna have
to cheat!

65. What’s Possible…

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In a typical CTR / CVR estimate world
you take
24,000 searches * CTR #4 at 7%

68. Filters

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Visual Filter
vs
Page Filter
vs
Report Filter

73. Integrate
3 Data Sets

74. What do
you see?

75. What do
you see?

76. OOPS

77. Check Your
Calculations

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Worth Optimizing?

88. Visualization

92. What am I looking at Wil??????

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Second Favorite Visual
(Competitors + Snippets)

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Know Which Converting KWs in PPC are most likely to be
impacted by Rich Snippets

102. Am I also Ranking Organically?

104. Technical SEO
+
PPC?

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Up To You!

116. You use SEMRush
Volume, CPC, _____ Data, ?