Search Engine Marketing

High Level Design

Overview

Many SEM and digital marketers manage campaigns in several channels and each of these channels comes with its own platform and reporting system. SEMs face the challenge of tying online campaigns with actual business results and revenue generated from these efforts. The way you measure the success of your plan will depend on your general business and marketing KPIs objectives, which differ from business to business.

Goals

Increase sales generated from pay-per-click advertising and organic search
Improve brand awareness and reputation.

Objectives

• Improve conversion rate by XX% in 2016
• Improve lead quality by XX% in 2016
• Increase organic search visits by XX% in 2016
• Increase content viewed on Site by XX% in 2016

KPI Architecture

Objectives	KPIs	Measures	Data Source
Improve conversion Rate by XX% in 2016	Conversion Rate (%)	Google Adwords Conversion Rate	Google Adwords
		Cost Per Click	Google Adwords
Improve lead quality by XX% in 2016	Average Lead Score	Cost to Interaction by Lead Score	Google Adwords, Salesforce
		Leads Converted vs Cost	Google Adwords, Salesforce
Improve organic search visits by XX% in 2016	% New Visits	Bounce Rate	Google Analytics
Increase content viewed on site by XX% in 2016	Duration and Pages viewed on Site	Leads to Opportunity	Salesforce
		Traffic vs. Opportunity	Google Analytics, Salesforce

Data Modeling (Elasticube Design)