Analytics Data & PPC Optimization
to Achieve Meaningful Results
Using a Network of Tools & a
Data-Driven Approach to
Objectives - Purpose
About the Presenters
Neal Lappe – WSI Internet Consultant
• Neal is located in Richmond, VA and has been with WSI for over
6 years. Having worked with hundreds of businesses in virtually every sector, his primary objective is providing online marketing solutions that deliver measurable results for his clients. His areas of expertise include integrating internet marketing with an overall business plan, small business development, web
analytics, search engine marketing and web usability.
Chris Leone - WSI Internet Marketing Manager
• Chris is also located in Richmond, VA and has been with WSI for
more than 2 years. He is a certified Google Adwords
Professional and a certified Google Analytics Consultant. His expertise includes web analytics, search engine marketing, social media and integrating a variety of tools to form a
A Case for Internet/Digital Marketing
The only marketing medium showing consistent future
growth is the Internet. Those who embrace these trends
A Case for Internet/Digital Marketing
Google, the dominant search engine with about 70% market share,
generates most of its massive revenues from paid search and
display advertising online. In 2008, they reported 97% of their
A Network of Marketing Tools
Web Analytics
Paid Search Mkt’ing Landing Pages
Mobile Ad Optimization
Google Merchant Center
Website Optimizer Tests
Local/Map Listings
A Network of Online Marketing Tools
Data Driven Approach to Marketing
Being able to measure
marketing activities
and calculate ROI
was the single most
important item for
US marketing
The Beauty of Digital Marketing
“Half the money I
spend on
advertising works –
I just don’t know
which half it is.”
John Wanamaker Successful US Businessman 1838-1922
