1. Using Bizwatch™
to Solve a Web Traffic Problem
By Bizresearch
Laura Thieme
2009
Bizwatch Bizresearch 614-846-7560 1
www.bizresearch.com

2. What Happened to our PPC Conversions?
Historically, we have managed PPC in-house. The other day,
however, I mentioned to Bizresearch we might have a paid
search campaign management issue.
While our company had experienced overall sales growth YOY,
I had a suspicion that paid search conversions were down…
…I realized a campaign/ad group had been mistakenly paused.
I wanted to know if we had lost business as a result of this?
What affect did this mistake have on our business?
Bizwatch 2.0 Bizresearch 614-846-7560 2
www.bizresearch.com

3. •“My traffic is down”
•“Year over year traffic
has declined”
•“I’m down on sales …
my conversions have
decreased.”
•“I don’t know what
happened … and my
analytics program
doesn’t make it easy for
me to figure this out!” Don’t lose your head …
Bizwatch can help.
Bizwatch 2.0 Bizresearch 614-846-7560 3
www.bizresearch.com

4. Bizwatch Traffic Trend Analysis
• Bizwatch will create a • Add us as
13-month trend “Administrator” to your
analysis Google Analytics
• Visual Charts & Tables account settings
• Or, we can import from
• Review Traffic Key Coremetrics or Omniture
Performance Indicators analytics for a custom data-
mapping fee
(KPIs)
• Know what changed &
how to fix it
Bizwatch 2.0 Bizresearch 614-846-7560 4
www.bizresearch.com

5. Laura imported 13 months of Google
Adwords PPC data, along with Google
Analytics data.
Within an hour we were analyzing
YOY campaign, ad group and specific
keyword changes.
We noted specifically three keywords
that sent strong conversions.
We were able to determine the exact
amount of online orders lost, worth
about $25,000.
Within 2 hours, we pinpointed the
problem and had the answers we
needed.
If we had Bizwatch in place prior to
our peak season, we could have
saved thousands in dollars of lost
sales. Thanks, Laura. You’ve built
a winner.
Bizwatch 2.0 Bizresearch 614-846-7560 5
www.bizresearch.com

6. Traffic Trend Analysis
Using Bizwatch to
Determine Where Changes are
Occurring & What to Do About Them
Bizwatch 2.0 Bizresearch 614-846-7560 6
www.bizresearch.com

7. Do You Know Where Your Problem Is?
• Often, we think the problem is in 1 place
– Organic OR Paid OR Conversion Rates
• Data is often in separate silos
• Immense value exists in comparing trended
organic vs paid visibility, traffic & conversion
KPIs
• 13 Months of Trend Analysis pinpoints
problems
Bizwatch 2.0 Bizresearch 614-846-7560 7
www.bizresearch.com

8. Bizwatch Organic vs Paid
Traffic & Conversions –
Easily Analyze Keyword
Trends
Bizwatch 2.0 Bizresearch 614-846-7560 8
www.bizresearch.com

9. 89 orders lost in May 09
(vs May 08)
One Keyword Mistakenly Paused

10. What if You Have a Paid Search
Problem but Don’t Know?
• Prime example of
when paid search is
hurting
• Do you have paid
search full access to
your data?
• Are you tracking
conversions YOY?
• Are you trending data?
Bizwatch 2.0 Bizresearch 614-846-7560 10
www.bizresearch.com

11. Can You Afford to Lose 89 Customers?
• How did this happen?
– New agency or person working on paid search data
– Didn’t have access to trended data
– Due to inability to trend value, 1 campaign paused
– Cost company 89 lifetime customers
• How Can You Avoid Making Similar
Decisions?
Bizwatch 2.0 Bizresearch 614-846-7560 11
www.bizresearch.com

12. Trend, Find & Fix the Problem
• Keywords were turned
back on mid-June
2009
• Campaign conversions
are nearing 2008
conversions
• Ensure Everything is
Fixed….
Bizwatch 2.0 Bizresearch 614-846-7560 12
www.bizresearch.com

13. Trend Analysis Made Easy
Conversions are Improving
Conversion Rate Declining
Cost Per Conversion Is Increasing
A More Informed Discussion Takes Place with Bizwatch
Bizwatch 2.0 Bizresearch 614-846-7560 13
www.bizresearch.com

14. Consistently Monitor Campaigns
Operating in the Red
Bizwatch Identifies:
Campaigns & Ad Groups with
< 2% CTR
< 2% CVR
> $50 Cost per Conversion
> 3.0 Average Position
Bizwatch 2.0 Bizresearch 614-846-7560 14
www.bizresearch.com

15. Have you ever lost SEO visibility?
Did it affect your business?
… A second case study
A second case study
Bizwatch 2.0 Bizresearch 614-846-7560 15
www.bizresearch.com

16. I lost my SEO ranking for a very
important term…
Find out if that “ego term” really
sends conversions or not – just
because keywords send traffic –
does not mean that it’s your BEST
keyword
Bizwatch 2.0 Bizresearch 614-846-7560 16
www.bizresearch.com

17. Review SEO Ranking Reports
Advanced Sort Features
Advanced Filters
Bizwatch Bizresearch 614-846-7560 17
www.bizresearch.com

18. Lost SEO Visibility for Important KW
• For nearly 10 months, a
very important keyword’s
Google visibility was lost
• It was regained in June
of 2009 after a lot of
hard work
• Just how important is
this term to the
business?
Bizwatch 2.0 Bizresearch 614-846-7560 18
www.bizresearch.com

19. What was this keyword phrase worth?
Compare SEO visits, goals, conversion rate with
PPC visits, goals, conversion rate
Despite regaining SEO visibility … no conversions resulted
for past 2 months …PPC paused on term
due to decreasing ROAS
Bizwatch 2.0 Bizresearch 614-846-7560 19
www.bizresearch.com

20. Ironically, Bizwatch identified another
term was far more valuable, low traffic
(<2,000 visits/yr) but high conversion
rates (6.29%) brought 76 leads/yr
Bizwatch 2.0 Bizresearch 614-846-7560 20
www.bizresearch.com

21. 1 Keyword is Worth 76 Leads
However, SEO is sending only 16 of those leads
Lesson Learned: Don’t Pause PPC despite #1 Google
Ranking
Bizwatch 2.0 Bizresearch 614-846-7560 21
www.bizresearch.com

22. Trended Traffic Improves Analysis
Bizwatch use Google Analytics Monthly Data or Custom Export
Creates Charts on All Traffic KPIs
Shown Above: Traffic Visits & Conversions
Bizwatch 2.0 Bizresearch 614-846-7560 22
www.bizresearch.com

23. Which Keywords Sent Top Conversions?
It’s not just about traffic
It’s about the sources/mediums/keywords that send conversions
Ecommerce: Which keywords send top order conversions
B2B: Which keywords send your BEST leads, aka profitable leads
Bizwatch 2.0 Bizresearch 614-846-7560 23
www.bizresearch.com

24. Analyze Keyword Buckets
Paid vs Organic KPIs
Enhances Google Analytics Data
Combines Site Usage, Goal Conversions, and Organic vs Paid Data
One Table, Multiple Graphs/Charts
No additional code required if already tracking with Google Analytics
Bizwatch 2.0 Bizresearch 614-846-7560 24
www.bizresearch.com

25. Monitor SEO Competitors
Where does your site fit in
to the SEO competitive
mix?
Bizwatch 2.0 Bizresearch 614-846-7560 25
www.bizresearch.com

26. Don’t venture out by yourself …
Bizwatch 2.0 Bizresearch 614-846-7560
www.bizresearch.com
Get Bizwatch Today
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27. Bizwatch Monthly Reports
• SEO, Competitors, Wordtracker, Paid Search
& Website Analytics Reports
• Pricing starts at $595/month
• Setup fee to pull 13 months of data $995 for
Google Analytics/Adwords
– Coremetrics & Omniture custom reports are also
available – ask for quote
• 10% off if you mention this Slideshare
presentation and send us the live link
Bizwatch 2.0 Bizresearch 614-846-7560 27
www.bizresearch.com

28. Earn Bizwatch Referral Income
• Earn a 10% referral fee
– If client signs up with Bizwatch
– At $595/month or more
– You are eligible for a 10% referral fee
– Check with us for details
– Make sure they mention your name in the signup
process
– Let us know when you refer us business & thanks in
advance!
Bizwatch 2.0 Bizresearch 614-846-7560 28
www.bizresearch.com

29. Sales Contact
Laura Thieme laura @ bizresearch dot com
www.bizresearch.com/bizwatch_signup.php
Bizwatch Bizresearch 614-846-7560
www.bizresearch.com *Depends on # of KWs, and if custom data is needed
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