ROPO Impact and Addressing with Analytics
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On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks: Luke: Essential SEO - The Spider Trap Daniel: Essential SEO - The Native Ad Play Kevin: Essential SEO - Structured Data Kenia: Facebook Video VS Youtube Roisin: The Authentic Advertising Revolution Anna: The Facebook Audience Triple Play John: Calculate Your In-store Conversions Beth: The Web's Most Underrated Conversion Tactic Alan: SERP Trend
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ROPO Impact and Addressing with Analytics
- 1. 1234567
- 3. NERD ALERT!
- 4. Nine out of fifty-onewebsites audited by the WolfgangSEO teamin thepast twelve monthsaffectedby spider traps. That’s 17.64%, or one insixof our SEO clients heretoday!
- 6. Crawl Budget “The amount oftime ornumberofpages Google allocates to crawl a site.” 275*30 = 8250 = estimated monthlycrawl budget
- 7. The Infinite Calendar Trap
- 9. The Session ID Trap Often encountered when sites use tracking parameters such as ‘jsessionid’, ‘sid’, ‘opt’, or‘affid’, totrack users without a reliance on cookies
- 10. The FacetedNavigation Trap FacetedNavigation aka Mega Menus are great for UXas they: •Permit users to combine selections to zero in on results. •Enable users to make those selections in any order. www.website.com/category/product/ SortByBrand/SortBySize/SortByColour/SortByNumberOfProdu ctsPerPage/SortByPriceHighToLow/SortByPriceLowToHigh/... Products Brands Price Ranges Sort Price High/Low Sizes Colours 2000 50 5 2 5 4 =
- 11. There’s loads of different solutions to each of thesespecific crawl issues. Needto determinewhat’s important to your businessand managecrawl budget accordingly.
- 17. LinksStill Matter! “Icantell youwhat theyare.Itiscontent.And it’slinks pointing toyoursite.” Andrey Lipattsev, Senior SearchQuality Strategist at Google –March 2016
- 18. WhyUse Native Ads? • Link from a high Domain Authority website • 53% more likely to beclicked than display ads • Reach a wider audience • Brand exposure • Traffic to your website
- 19. A Case Study: American Holidays
- 20. The Results:
- 21. The Results:
- 23. Don’t worrywe’llsort yer titleslide out
- 25. Google Results
- 26. What is Structured Data? • Semantic vocabularyadded to the codeof your website • Uses JSON-LD, Schema, Microdata & RDFa • Tells SearchEngines howthe page is structured and not ‘just what it says’
- 27. KnowledgeGraph
- 28. SERP Search Bar
- 30. The Benefits Enhance Authority. Quality signals Increase CTR. Attract searcherseyeballs Improve rankings Source Optimise Visibility. Frog hop competitors
- 31. The Future Google’s investment inStructured Data: Schema.org Structured Data RichCards DataHighlighter Google Structured DataTesting Tool Use Structured Datato optimise visibility,enhance authority &increase CTR.
- 34. @WolfgangDigital Facebook Video Vs YouTube Where is your videobudget better spent?
- 35. The Results are this shocking!
- 42. Which one should youuse?
- 44. Benefits • Great for quality watched time • 5 seconds per impression • Non-completed views (or less than 30sec views) are free! • Great for impressions • Niche (specific target) • Sharable content
- 54. Howcan a brand become authentic?
- 55. User Generated Content Boosts Authenticity
- 62. Before you start your own UGC campaign…
- 63. Is this photo on theirphone already?
- 64. Is it a simple brandcoherent idea?
- 67. …..Have Fun!
- 69. Don’t worrywe’llsort yer titleslide out
- 70. Videoon social is great BUT can we generate leads and find paying customers from it?
- 71. Case Study: Plan International Ireland
- 72. Social Media Strategy • Step 1: Brandawareness–Video Campaign • Step 2: Interest:Web Traffic • Step 3: Conversion:Remarketing with Lead Generation Ads
- 73. Facebook Triple AudiencePlay Facebook Custom Audience:Video ViewersFacebook Custom Audience: Emails & Lookalikes Facebook Custom Audience: WebsiteVisitors &Lookalikes Leads– FacebookLeadGenerationAds Animated gif??
- 74. Video: ‘Stop Child Marriage’ • Step 1: Brandawareness • Facebook loves video! • Verycost effective: avg.Cost perView €0.01 • Developing Custom Audience: VideoViewers
- 75. Website Traffic • Step 2: Interest(and Conversions!) • Targeting: Video Viewers and otherCustom Audiences • Developing Custom Audience: Web Visitors • Educate users … andgeneratedonations
- 76. NEW! Facebook Lead GenerationAds • Step 3: Conversions • Innovative ad format • Remarketing Campaign • Targeting: Custom Audiences (Video Viewers, Website Visitors)
- 77. Results • Brandawareness:nearly 200,000 video views at €0.005 (!) • Interest:Facebook ads were2nd highest source of traffic to website • Website Conversions:+90% vs. previous period • Leads: 75% cheaper than TV • Advocacy:thousands of comments, shares and likes
- 78. Put your brand in front of your target audience, capture them as Custom Audiences, bring them on a journey anddrive results!
- 79. ROPO
- 81. Is ROPO impactingyour Business? Howmany of us ROPO? Big ticket items UserID View AdWords & Analytics data
- 83. Geo Report Within Analytics
- 84. Data in Distance Groups 1.41% 1.36% 1.62% 1.80% 2.63% 2.95% 4.07% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% <10km 10 to 20 20 to 30 30 to 50 50 to 100 100 to 150 150+ Conversion Rate & Distance From Store Conversion Rate ‘Natural’ Conversion Rate
- 85. Estimating ROPO Took conversion rate from sessions 150+km – 4.07% Subtract conversion ratefrom <20km groups – 1.41% 2.66% estimated ROPO conversion rate for people living within 20km
- 86. Every onlinesale from within20kmled to another 2 in store Over 80% of sessions came from withinthis <20km area
- 89. For every $92 spent acquiring customers, just $1 is spent converting them Econsultancy’s Conversion RateOptimisation Report
- 94. 159% conversion rate lift!
- 98. 798% conversion rate lift!
- 99. Simplify the Enquiry Form
- 103. 108% conversion rate lift!
- 104. Key Takeaways Identify large portions of relevant trafficand improve landing page relevancyfor this traffic Simplifytheenquiry process Simplifythe enquiry form
- 107. Answerson the SERP
- 108. Conversions on the SERP
- 109. Conversions on the SERP
- 110. Conversions on the SERP
- 111. Purchaseson the SERP
- 115. Red: 23rd June2015 Green: 25th June2015 Q: What date did Google Announce its Analytics & Adwords integrationfor Audiences?
- 116. Red: Yes Green: No Q: You have a 20 second video and you promote it in YouTube. If I watched 18 seconds of your video would you have to pay for thatview?
- 117. Red: True Green: False Q: You can view Facebook Canvas on both desktop and mobile.
- 118. Red: 14% Green: 40% Q: What proportion of Irish adspend goes online?
- 119. Red: True Green: False Q: Users willsee Structured Data on your website.
- 120. Red: proportional model Green: linear model Q: Which attributionmodel credits allchannelsequally?
- 121. Red: False Green: True Q: All analytics users can now track Cross Device Transactions via theCross Device Report.
- 122. Red: 3 Green: 4 Q: Up to how many paid search results can show on top of thedesktop SERP?
- 123. Red: True Green: False Q: Facebook allows advertisers retarget everybody who has seena multi-productad.
- 124. Red: True Green: False Q: According to the IAB, adspend on VOD eclipsed Classifieds in 2015.
- 125. Red: Brendan Green: Rob Q: The 4 Wolfgangers with Mozblogs are Alan, Kenia,Ciaran and
- 126. Red: True Green: False Q: Google’s new CustomAudiences allows advertisers upload emailaddresses to analytics and create audiences from there.
- 127. 78 Q: TIEBREAKER: Wolfgang Digitalhave how many clients?
Editor's Notes
- Just a quick fore-warning; some of this is pretty heavy, technical stuff, but it’s something we feel is important, because if a spider can’t crawl your site, it can’t get indexed, it can’t get ranked and it can’t generate organic revenue for your business!
- It’s also important because 9 out of the 51 sites we’ve audited in the past year have been negatively affected by spider traps. That’s one in six of our SEO clients here today!
- The aim of the game with SEO is essentially to get Googlebot to love your site. In order to do that, one must first understand the fundamental concept of crawl budget.
- Crawl budget is loosely defined as “The amount of time or number of pages Google allocates to crawl a site.” To get an estimate of your site’s crawl budget, simply jump into crawl stats in Search Console to get a daily average, multiply by 30 and you’ve got a monthly average. If this number falls below the number of web pages you’d like organic visibility for, then a serious crawl issue such as a spider trap is likely. There are four common spider traps which we’ll run through now…
- The first is the infinite calendar trap; the easiest to identify and diagnose of the four. If you’ve got a calendar on your site and it’s possible to navigate a thousand years from now, chances are you’ve got a calendar trap. As time is, by definition, infinite, then so too are the URLs associated with time.
- The never-ending URL trap is perhaps the most common trap we’ve encountered. I’m sure you’re all familiar with a standard URL structure such as this, but a simple coding error on internal links can lead to spiders seeing infinite URLs like this; not ideal from a crawl perspective!
- The session ID trap is becoming more common as many sites attempt first-party user tracking over traditional cookie-based tracking. You can spot potential ID traps using crawl tools, direct in your browser bar or even in the Google SERPs. If even a single link on your site is left untagged with the same ID, then a spider trap is imminent.
- The faceted navigation trap is a tricky one to diagnose as Mega Menus are essentially great for UX! They enable users to combine selections, in any order, to find what they want. Again, you’ll see a standard URL here, with loads of additional parameters such as SortByBrand, SortBySize, Colour, Price, number of products per page, etc.. The more options users have, the greater the potential for crawl inefficiencies. Take this small-sized eCommerce inventory for example, if not managed correctly, these combinations can return… A billion URLs!
- So, basically, there’s loads of different ways to address these crawl issues; you need to decide what’s right for your business and manage crawl budget accordingly.
- If you’d like to see some case examples or the solutions to any of these issues, please check out the blogpost we’ve just published on the topic at the following Bitly link! Thanks for your time!
- I hope you are ready for the results
- https://www.youtube.com/watch?v=GzhxKZRsyGg
- 50% were impressions coming from Autoplay
- FB Avg. CPV: ½ cent. / YT Avg. CPV: €0.02
- https://youtu.be/eAKyFw-FOJ0 With Sound.
- Smart targeting and using Custom Audiences on Facebook
- Today I would like to present my case study about Plan Ireland and their campaign against child marriage
- For this social media campaign we’ve developed a strategy
- Custom Audiences: Website Visitors, Email Databases, Video Viewers. Lookalike Audiences: People that are similar demographics to Custom Audiences. Remarketing: Reconnecting with users developed as Custom Audiences
- First, we presented users with a powerful video – a story of a young girl just about to be married off to an older guy. Video is a cheap way of creating brand awareness All users were captured as a Custom Audience
- The 2nd step of the user journey was the website - users who have watched the video were encouraged to learn more about the issue of child marriage and join Plan Ireland’s campaign to stop it. Users who visited the website were captured as another Custom Audience
- The 3rd stepof the campaign is where we turn users who followed our journey into paying customers – utilising new ad format on Facebook called Lead Generation Ads. User-friendly: quick & easy, Forms prefilled with user’s personal information that they’ve shared with Facebook (email, phone number). Built for mobile Slow website? No problem! Users don’t have to leave Facebook anymore
- 200,000 video views at €0.005 (!) Drive traffic to the website >> FB CPC 2nd highest source of traffic to website Drive Leads >> 75% cheaper than TV Generate donations online >>> +90% uplift vs. previous period The most important metric on social – creating advocates and generating thousands of comments, likes and shares
- So what I’m talking about here is ROPO which is Research online purchase offline. So it when you look at the product or service online on one site or multiple sites and then go in store to make the purchase.
- So firstly Ill just ask How many of us have done this in the last month? Hands up? So quite a few of us there. Watches, expensive dresses, shoes. I should also mention here the user ID view so If you have a large % of customers that use both a loyalty card and are logged in while browsing you can use the User ID function through Google Analytics to accurately track both cross device purchases and in store purchases but this is a non runner for most businesses. The data ill be looking at here is already available to you in AdWords & analytics.
- So the first report ill look at is the distance from location extension report which can be Found under the dimensions tab in AdWords. If location extension shows with your ad it tells you how far away the user was from that store. It tells a story that conversion rate tends to increase the further away from the store. We were really excited about this report and the story that it told and wanted to try replicate it with Analytics data.
- The report we went to within analytics to help us do this was the geo report Under the audience tab. We Took the top 30 locations in terms of sessions and grouped them into 7 different groups based on how far away they are from the physical store and calculated their conversion rate.
- It resulted in this data. In the 7 groups you can see conv rate generally goes up the further away from the store that you are. For the 150+km group the conv rate was 4.07% we call this the natural conv rate highly unlikely that they will go instore to make the purchase. This shaded area represents ROPO conversions – transaction that started online but finished with an instore purachse.
- How did we estimate the ROPO conversion rate?
- So just to sum up .. This is a remarkable figure as it almost trebles our conversion rate for the majority of our traffic which happens close to the store. This is likely to be the case as your physical store are often in the Cities or large towns.