Holiday Prep: PPC and SEO

transcript

#SEMHolidayPrep

trada.com

Holiday Prep:

PPC and SEO

Monday, August 22, 2011

#SEMHolidayPrep

trada.comMonday, August 22, 2011

trada.com

Part 2

Part 3Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, Sept. 28, 12:15 PM EDT

Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, October 25, 12:15 PM EST

Part 4

Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT

Trada’s Holiday Prep 2011 Webinar Series

Matt Hessler, Director of Account Management, Trada

Jason Kreidman,VP of Business Development,

BestRank

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@fasterstill

@kreidman

First, let’s talk a little about PPC and SEO.

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giant lasers

PPCSEO

Sometimes PPC and SEO look like this.

1. They both produce valuable data that can inform the strategies of the other.

2. SEO must be considered for PPC Quality Score.

3. PPC is required to be conversion-focused.

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But PPC and SEO need each other!

Let’s work together.

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Onto the

good stuff!

What you can do to optimize your PPC and SEO... right now

The holidays approacheth!

Did you know that soon, hordes of

shoppers will want to BUY YOUR PRODUCTS?

Aaaaahhhhh!

And believe it or not:

Other companies are preparing -

right now.

So let’s talk about what you can do

to compete!

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Competitive research

Use PPC/SEO tools like SpyFu.

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Try Google Trends to help you predict click prices,

and to help you plan your budgeting and

lead time.

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Do some old-fashioned market

research:

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Look at competitor’s products and

determine if you are price competitive.

Build your holiday strategy

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incorporate messages into landing pages

test ad copy for clicks and conversions

ad group architecture

determine target product categories

Build your holiday strategy:

SEO optimize landing pages

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Competitive and customer research.

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Make sure your ad groups are TOTALLY

optimized (for an entire webinar on

ad group architecture, visit trada.com/resources).

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A/B testing is built right into PPC.

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Take your winning messages and

include them in your landing

pages.

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(More about this in a minute!)

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SEO optimize your landing pages

What next?

You did all this ad testing, so now

you know which messages seem to

resonate (and convert!)

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SEO optimize your landing pages

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And don’t forget:during the holidays,

you CARE about conversions!

Include tested ad language like calls-to-

action on your landing page.

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SEO optimize your landing pages - while optimizing for conversions

Update description

tags (no search equity, but they are what people see). Make them

actionable!

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Include SKUs, model

numbers and UPCs in title

tags, footers, etc.

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Use a heatmap tool like

crazyegg.com to see where people are

clicking.

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Here’s the summary!

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Do your research.

Get your top products dialed.

Test with PPC.

Build out landing pages.

Optimize for SEO and conversions.

In this webinar, we’ve discussed strategies for getting a head start on

holiday marketing.

But there’s more!!!

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What next?

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Lisa and three e-commerce companies discuss real-life crucial planning strategy for

holiday campaigns.

Part 2Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT

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Part 3Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, Sept. 28, 12:15 PM EDT

The landing page gurus, Unbounce, will weigh in on everything you need to know to boost conversions on your landing pages for the holidays.

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Part 4Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, October 25, 12:15 PM EST

Matt will help you strategically shotgun new strategies for

holiday specific terms, target buyers by stage, and track

customer activity to increase sales.

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Part 3

Part 4

Would you like to be signed up for our ongoing webinar series, which includes the holiday prep

series? Just chat: “sign me up”!

Holiday Prep: Landing Page OptimizationWith Oli Gardner from Unbounce.comWednesday, Sept. 28, 12:15 PM EDT

Holiday Prep: Here Comes the FloodWith Matt Hessler from Trada and Mystery GuestTuesday, October 25, 12:15 PM EST

Part 2Holiday Prep: Planning your CampaignsWith Lisa Prassack from TradaThursday, Sept. 1, 12:15 PM EDT

Here’s where we take two minutes to tell you that Trada can help you ramp up your holiday PPC campaigns...

... and it doesn’t cost any more than if you were to do search

marketing yourself.

Trada has a large, global crowd of certified paid search experts who do PPC for you.

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

and they already know how to run sophisticated holiday campaigns!

It’s pay-for-performance.

There are NO fees: no startup fees, no management fees.

You can get started right away.

Time for questions!

For more information or to schedule a demo, email dranda@trada.com

Holiday Prep: PPC and SEO

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