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Fortieth E-Webstyle.com Internet Marketing Podcast Nov. 20th 2009. Second page of Transcription
Chris: … then you should get started or after you listen to the podcast ’cause you don’t want to get distracted. So what are some of the things that we could track on goals?
Paul: You can track — well, I’ll tell you. You can track — well, now or later? I mean by free — I’ll say, we’ll talk about now. What can you track now on Google goals? You can — let me see, there are some goal types. There are time-based goals now. So now you can track how long someone stays on your site or how little someone stays on your site. So if — obviously, you want more traffic to your website. You want people to stay longer. You want them to go through more pages and you can track that as well.
Chris: You know, Paul, I got to be honest.
Paul: What’s that?
Chris: I’m looking at this and I’m like, “wow, that’s really cool.” I’m not going to say — I’m not going to lie. That’s really cool.
Paul: And here’s something I — and here’s what I thought was really cool. They’re from my notes. Why would you want to track how long someone stays on your site? Let’s say, you’re get into a situation where people — a lot of people come on your site and then they bounce or they leave after like a minute or so. You can actually look at — you can set up these goals so now you can say, “Hey, now 97 of my traffic spends less than one minute on my website.” That’s an important piece of information that you can grab from those goals or…
Chris: And you know, I’ve got an example where you can actually take it and apply it immediately because that’s important, right? Ninety-seven percent — if this were our statistic — 97 percent of our traffic stays for two minutes or less. You know, that’s valuable you got when you want to start reevaluating. How about if by setting these goals you realize that when people come in from a certain set of keywords, either on pay per click or on organic?
Chris: And they stay for ten minutes because they came in through those?
Paul: I got — so these keywords, they stay for this amount of time and these keywords…
Chris: And everything else, they stay for less than two minutes.
Paul: For two minutes.
Chris: Now, guess what you’re going to do to your pay per click campaign.
Paul: You’re going to focus …
Chris: You are going to spend a lot more money on the keywords that are getting people to your website and, you know, this is all, you know, there’s a lot of faces to pay per click. There is, okay, I want these keywords and then my ad typically has to have the keywords in it. And you ask why.
Chris: Because if I type in — we’ll just say internet marketing Houston, and I’m a person who’s inclined to do pay per click and we subscribed at most people on but there are some who are and you look over there and you — all of the — none of the ads say “internet marketing Houston” you’re probably not going to click them.
Paul: Exactly. Probably will.
Chris: But if I don’t see those keywords I was looking for just like when you’re searching for anything, when you look at the results and you’re searching for Bugatti Galveston, if it doesn’t say “Bugatti Galveston” you don’t click the link.
Paul: I probably wouldn’t click there.
Chris: Because you …
Paul: Because it’s not relevant to what my search.
Chris: You assume it’s not there. That’s the first step is, okay, we got to have those ads there. Then when they get to that page whatever that target page is, you also need to say “internet marketing Houston” or “Bugatti Galveston” because you got about — and we typically say 10 seconds — ah, it’s probably less than that to capture that — to capture the visitor. So he’s typed in “internet marketing” — well, let’s just say, “Bugatti Galveston” he’s seen your pay per click ad. Don’t ask me why you’re doing a pay per click ad on this — and he go and they get to that page. If they don’t see Bugatti Galveston really quickly, and we did a really good example of this in one of our previous podcast where we’re talking about third coast comedy and the fact that they were getting a lot of traffic from comedy Houston and the traffic was going to their homepage which because of their business model said nothing about comedy Houston.
Paul: About comedy Houston.
Chris: And so people would of course found, so we convinced them — I actually worked with them on stage tonight actually doing so…
Paul: We should USTREAM that.
Chris: Yeah, I already told them. We’re working on it. We’ll be streaming.
Chris: So we’ll have another USTREAM video for you guys to keep your eyes out for. So I convinced them, look, you’ve got to put something on your homepage that’s relevant to comedy Houston ’cause all this traffic is coming and it’s not going to find — it’s not finding what it’s looking for so you got to do that. So I think — that’s why I think that’s just really powerful. These keywords kept people on my site for ten minutes, I’m going to focus on those keywords.
Paul: On those keywords. And you could do the same thing for SEO, right? Like maybe these keywords people keeps a lot — keeps someone for a lot longer than this keyword. I might want to drop that keyword and find a better keyword that keeps someone longer or converts better, blah, blah, blah, so on and so forth.
Chris: Well, here’s another example. What if you’re running both pay per click and organic and what if Bugatti Galveston pay per click they stay for ten minutes and Bugatti Galveston organic they stay for two? So you go and you look at the target pages. I would subscribe that if that were the case, the pages that the pay per click is going to and that the organic is going to are not the same and so they are not finding that relevant information. So kind of boiling down all of this you can really say, you know, not only can we say, these people are staying for ten minutes for these keywords, we can say, here’s another group of keywords that I think are very valuable, they’re not staying for ten minutes. They are staying for less than two. What do I need to do to those target pages to make it more relevant, to make it so that when they get to those pages in that first ten seconds, they are actually finding what they are looking for? So it’s a good way to evaluate what’s going on with different keywords, what’s going on with different pages and …
Chris: That’s an awesome tool. That’s …
Paul: Thanks, Google.
Paul: Excuse me. All right, next. There are page view based goals. Page view based goal is a type of conversion that’s triggered when someone exceeds a particular page view limit. So …
Chris: Page view count.
Paul: Page view count. So all right, my page — my website consists of ten pages, I want to make sure that someone at least gets to the main five or four or whatever. You can set that up as a goal. I mean, again, you want more traffic, you want more time on your site, you want more page views. And I talk about this and when I say not on analysis, you want to kind of guide them down a path with your calls to action. So you want to make sure that they’re hitting at your most important pages. I mean I want to make sure everybody hits every page and then gets to the page where they pick up the phone and call us and say, “Here’s my money. Do my SEO.”
Chris: The most important thing, yeah.
Chris: Let’s just turn and convert it into a client.
Paul: Exactly, so I mean you can actually set this as a goal and I’m trying to think of another situation where that would be applicable.
Chris: Again this is a great — it can be a very great tool. Same kind of thing, different keywords coming in but let’s off of that example ’cause everything that I just said that applied to time is also going to apply to this. In fact, this might be more valuable if you don’t have that much content or movies on your page, right? ‘Cause if a keyword gets you to a page and they are on there for ten minutes, so they are on your site for ten minutes, maybe there’s a ten-minute video on that page that’s why they are staying for ten minutes. So page views maybe you don’t have a video, maybe you, you know, maybe you only have like four or five paragraphs of text so they can peruse that real quickly and then your next call to action is to do something. Again, you’re going to — with this tool you’re going to be able to see what was the path that they went. How — maybe I can focus on it. What I realized by looking at this statistics is when they came in on this page and they went to this page, they’ve got a bunch of choices, but when they went to this second page, they stayed for four more pages, right? Instead of when they went to the other ones they ended up bouncing, getting out of the website. So if they go to that second page and they stay for four more pages, guess what, I need to adjust the very first page to target that valuable page that’s actually keeping — I just want to kind of pull back and take a 50 thousand foot view and say, okay, what is it about this page that’s enticing them to go onto the next four pages?
Paul: And what about by homepage that doesn’t make them want to …
Chris: Or the other pages that it calls them to skip. Absolutely. That’s exactly right. So again, it’s another — Google well done.
Paul: Well done, Google.
Chris: I see why you almost forgive them for the links that are …
Paul: Almost. Almost. The other kind of goals are URL destination goals and these were– these are the old goals that were in Google, that basically, whenever you would get to a certain destination it would generate a goal and here’s an example of a URL destination goal. You purchase something at Amazon.com and when you get to the end screen, the ….
Chris: The thank you. We use the thank you page.
Paul: We use that, yeah. When you get to the thank you screen, “Thank you for your purchase. We appreciate, blah, blah, blah, blah.” That is a URL destination. They’ve gotten into that URL so now that’s a goal and…
Chris: That’s been achieved.
Paul: That’s been achieved and that’s, I mean the first thing that comes to mind is e-commerce and if you have an — if you can sell something on your website, you should definitely have that setup as a goal for a URL destination goal whenever I make a purchase and I get some thank you screen, that should definitely be a goal. And even within there’s more goals. You can say even within the destination goals in the page view based goals and the time based goals, there’s individual goals that you can actually set up in there that — we’re not going to get into just for the sake of time. What else?
Chris: Well, so one thing about that your destination, so there’s two different goals. This is a goal that’s been there forever and we use regularly. We’ll start using the other ones now ’cause there’s a lot of value there. The URL destination, one of the things that you can do is when — you can use the e-commerce features of Google and it just takes a little bit of code so that when they get to that thank you page, not only is it storing that they achieved the goal, but it’s also storing how much the customer spent. So now you actually know dollar amounts and that enables you to look at how they, you know, what keywords that are used to find us? What was their path through our website? And how much did they spend? Because if there is a particular path and a particular keyword where they are spending more money, you want to focus your efforts on those and on those particular keywords. And if there are keywords that you realize or the spend is $5 and you’re spending $20 a month and you are only getting $5 a month of revenue because you’re spending it on keywords pay per click keywords, you want, you know, you want to back off on that or come up with some other new designs. Again, a lot of this isn’t just in stone. You need to look at the statistics and you really need to use your intuition ’cause if your intuition says that, “Oh, Bugatti Galveston is going to be a really profitable set of keywords.” Seek help first ’cause.