Category Archives: Google & CRM

10 Tips for better Online Success

“80% of Success is Showing up” Woody Allen

online success

The following tips are written assuming that you already believe in using the internet for selling online and acquiring qualified and engaged leads. It also assumes that you have a website (or want one).I am hoping that you’ve accepted that Search Engine Marketing (SEM) or SEO is the best sales and marketing channel available to you, that it’s mandatory and that if you didn’t do it, you would be consigning your business to an early grave.

If you were not nodding to that last paragraph then I offer you an hour of my time for free via a Goto Meeting to persuade you otherwise.I’ve decided to add a bonus tip which is more important than any of the others so if you’re really short of time go straight there.

David Northmore, Marketing Director & E-commerce Consultant Tall Emu

Tip One – Set KPI’s for your Website

You wouldn’t have an employee without some goals for them to achieve and a timeframe in which to achieve them…treat your website and your online advertising like an employee. Set KPI’s and review regularly.

Tip Two – Understand what influences your KPI’s

If you set a goal for 1000 more visitors through SEO (free organic visitor) per month for your website but you’ve ignored your SEO consultant’s advice of writing more content, then you have misunderstood what influences this particular KPI.

This element might take time to feel like you understand the connection, but having the KPIs in the first place means you can ask the question of your consultant. What are the road blocks that might be preventing us hitting our targets?

Tip Three – Set the right KPIs for your business/website.

I often see other consultants talking to their clients about metrics that are next to meaningless to the businesses objectives. If they only report on Visits, Impressions, Click through rate (CTR), Cost per click (CPC), Time on site, Bounce rate and nothing else, then you should find someone else.

You need to be looking at outcomes from your online efforts. The really meaningful statistics are no. of enquires & leads, Newsletter signups, Brochure downloads or Online sales.

If you have Tall Emu CRM then even your offline sales, which were as a consequence of your online marketing efforts, can be capture and measured.

In other words you need to know what revenue can be attributed to online marketing and are you doing it at a sustainable rate i.e. getting a positive return on Investment (ROI)?

Tip Four – Research your market online.

Online marketing is very transparent. It’s amazing what data and intelligence is available to you. For instance, you can find out:

  • How many searches there are for your product in the geographical areas you supply?
  • Is there demand for a new product line before you invest in it?
  • How successful are your competitors?
  • How strongly recognised is your brand over others (if at all)?
  • How do your customers talk about your products, service or industry?

Sometimes I find that the terms used by my clients don’t accord with their customers.

Tip Five – Set up Goals in Google Analytics.

Google Analytics is your friend but it does have a lot of data in it. While it is interesting on its own doesn’t always lead you to any decisions. In fact you may draw the wrong conclusions. One of the ways to add meaning to this data is to configure Google Analytics to record events and goals that do have meaning to you.

Tip Six – Involve your SEO consultant before you design or build your website.

If you have a great consultant that you trust, it’s essential to get them involved early in your discussions regarding any new website.  It will save time and money if you do and if they are any good then you will actually make more money by doing so.

A good SEO consultant will want to influence the platform the website is built on, the structure of the menu’s and what we call the “Information Architecture”. The conversion techniques or sales funnel of the website, the content that’s written for it.

Tip Seven – Who are you selling to?

In the trade we call them Persona’s and defining them helps you write compelling content that matches their needs. List down who would buy from you, who is involved in the sale, who influences the sale. This will influence how you present information, the language you use, the medium that you use (picture, video or text or perhaps a combination of all three).

Tip Eight – Every page is a Landing Page

People often forget that visitors can enter a website from any page of your website (published and indexed). This maybe their first time to your website, so you need to be as concerned about these pages not just the home page.

Tip Nine – Don’t fatigue the visitor

People’s attention span online is minimal. If your website is slow to load, navigate or work out what you actually sell, then they will not hang around. You are but a click away from oblivion.

Tip Ten – Calculate Customers Lifetime Value (LTV)

If you spent $100 for a $500 dollar sale, on which you made a 25% margin being $125, then you minus the $100 you spent, you’d have only made $25.

On the face of it, that doesn’t look all that impressive.

However, if by the end of the year that new customer spent another $1,000 (perhaps over multiple purchases) then the LTV for this client is $1,025. Now that’s a bit more impressive.

There are lots of models for working out the LTV of an individual customer or customer base. The point is however, the initial acquisition cost is less important when you know the average LTV of your customers.

Bonus Tip

Like the Woody Allen quotes above, to be a success online you have to turn up…but you also have to stay there.

Your success online will only come if you are committed, keep engaged, keep working on it, with continuous analysis and tweaking. I work in this field full time, its forever changing and so are your competitors.  It’s okay to make mistakes, but online marketing is transparent so poor performance is visible but so are the solutions.

David Northmore, Director and Ecommerce Consultant at Tall Emu

David brings over 12 years’ of experience in website useability, e-commerce and online marketing, including search engine marketing and search engine optimisation.

David is now combining his e-commerce expertise with the Tall Emu CRM capabilities to build a powerful lead management system and sales attribution reporting. The idea being that more leads are converted and the understanding on what channel is actually bringing in the business is then known; even if the sale was completed offline.

With a keen focus on ROI, David gives his clients the support, guidance and training they need to win online.

Merge multiple Google Analytics website data into one report using Tall Emu CRM

Do you have more than one websites? Have you ever needed to know what the rolled up Google Analytic stats are for each of your websites, but in a combined view (i.e. what is my total organic traffic across all my websites)? Have you every tried to doing this using Google Analytics? Well then you know that it’s impossible.

You’ll have to run the report or reports that you need in each Google Analytics account for each website and then merge this data in excel.

Well I am lazy and I hate doing things that just seem dumb and laboriousness when there should be an easier way.

I searched high and low for a single application or software that did this. I found a few that said they did but where a nightmare to understand…so I gave up.

That was until I recommend a client to have multiple websites as part of an aggressive marketing strategy to drown out their competition (and it worked). We built them 27 websites and I promised them that this was going to lead to more SEO traffic and a higher conversion rate (and it did) but now I had the mother of all jobs reporting on it.

multiple website profiles one report

To stop me moaning, our top Business Intel guy and master report builder (you know who you are) took charge and made me this report. See the sample above.

As you’ll see, its all the websites listed and the total revenue broken out by Medium. It also brings in data from the same period but for the previous year, to give some context. At the bottom you get the totals of all the websites combined.

As much as I was happy, that my online marketing strategy worked, I will forever be grateful that this powerful report is available to me and my clients.


Adwords Reports using Tall Emu CRM – Year to Date

This report is really interesting and can’t be done using Google AdWords reporting. For this client they have multiple locations and their managers for these locations need to know how AdWords is going for them. The head office needs the total view. This report keeps everybody happy.

This report is a year to date report and in this case starts in July and is run every month until the following June. This is usually just an addition to some of the other reports that I send them but its always useful to see how you are going as the year progresses.


By bringing in Data for the same time frame but the previous year this gives everybody context on the data we put in front of them.

CRM Reports built using Adwords API – Monthly (versus last month & 12 month trend)

Using Google’s AdWords API we’ve pulled in data to Tall Emu CRM to build a report for clients.

As you may know, its often the case that your AdWords account could be running lots of different campaign types be it targeting the display network, remarketing or generic and brand terms.  In the case of this particular client they have multiple locations which we run out of one AdWords account.

Adwords Segmented using CRM

As each location and each targeting method has different performance matrix its vital that you  report on these separately. If you’re brave enough to put this level of detail in front of client its best to do so with context and I have also pulled in last months and the trend over the last 12 months.

segmented Adwords CRM report

Now I know, some reports go over the top of the heads of some clients but this report is useful to me which is why I like it so much.

In time your clients will see the benefit of it too but you’ll have to explain why the details shows some of the weaker performing aspects of the AdWords account.  Reporting on topline account level performance is addictive but getting into the detail will help the optimization process and the depth of the conversation you can have with a client.

I simply can’t get this report in AdWords but Tall Emu CRM allows me to segment or group at will and bring in other data to give results the context they need to be useful. As with all reports in Tall Emu CRM they can be automated to run and send without me lifting a figure.


Google Adwords Data combined with Google Analytics in Tall Emu CRM

Being an online marketing consultant I am always running reports for my clients and for myself to gauge and monitor performance.

Very often the data I need is in both the Google AdWords account and in Google Analytics account. Usually there is no easy way to use their reporting tools to combine and order the data in one view; especially on a month to month basis.

Report Adwords & analytics combined in CRM






That’s where Tall Emu CRM has saved me heaps of time. Using Google’s API the Tall Emu CRM software has the ability to build almost any report if the data available to consume.

I got this report built for a particular client and I love it. It is using both AdWords and Google Analytics data combined / merged into one report. This report is a bespoke report, as this client has two types of customers and there is a separate enquiry and sales process for each.  So we track and report on both separately and as a total; but this report brings all that into one report making the data more accessible and meaningful.

Adwords & analytics Graphs

Just when you thought this report couldn’t get any better, we also bring in the “click to call” data that AdWords records but hides, into this report.

more Adwords & Analytics charts

I’ve used variations of this report for other clients and they love it too. As I am a busy man, this report is automated and distributed using the Tall Emu CRM workflow.

If you are an SEM / PPC agency or have multiple AdWords accounts under your stewardship then feel free to talk to us.