The ABCs of SEO and PPC

transcript

JANET DRISCOLL MILLERSEARCH MOJO

NOVEMBER 5, 2013

THE ABCS OF SEO AND PPC

SEARCH-MOJO.COM@searchmojo

ABOUT SEARCH MOJO

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

B2B B2C Non-Profit

OUR CLIENTS

ORGANIC SEARCH

SEO IS DEAD. LONG LIVE SEO!

THE FOUR MAIN PARTS OF SEO

• Keywords• Content• Inbound Linking• Social Media

SEO ISN’T DEAD. IT’S CHANGED.

• Inbound links– Press releases– Spammy sites

• Greater emphasis on content– Authorship

• Greater emphasis on social– Google+

• SEO has become more holisitic

GOOGLE AUTHORSHIP

• Currently available on web pages and PDFs

• Google also often “infers” authorship

AUTHORSHIP BENEFITS

68.90%

23.30%

Control: No Rich Snippets

1st Result2nd Result3rd Result4th Result

40.20%

23.70%

28.90%

Authorship Snippet

MOBILE

• Mobile design to become a ranking factor for mobile SEO in the near future– May be having recent impact

• As much as 30% of site traffic now from mobile

• http://bit.ly/MobileSEO2013

HOW TO PREPARE FOR SEO IN 2014

• Focus on content• Rethink your link strategy

– Involve social media team

• Prepare for authorship• Think mobile• Get local SEO in order• Make sure your metrics are in place

AD EXTENSIONS

• Location extensions• Call extensions• Sitelinks• Seller ratings• App extensions• Review extensions

AD EXTENSIONS NOW AFFECT COST

NEW ADWORDS AD RANK FORMULA

Larry Kim’s translation:

“We really want our advertisers to adopt ad extensions so that

the sponsored ads on the SERP look even more blinged-up

than ever. Unfortunately, you advertisers are a bunch of lazy

bums and adoption is painfully slow. So, going forward,

instead of just rewarding advertisers that use of Ad

Extensions, we’re also going to also start penalizing

advertisers who fail to adopt them.”

http://searchengineland.com/new-adwords-ad-ranking-formula

-what-does-it-mean-174946

BEYOND KEYWORD ADVERTISING

• Google Offers• Product Listing Ads• Retargeting

– Display– YouTube– RLSA

GOOGLE OFFERS

• New way for local businesses to provide offers to searchers

• Free, but allows for “promotion”

GOOGLE OFFERS ON MAPS

• http://googlecommerce.blogspot.com/2013/10/create-offers-in-minutes-and-reach.html

PRODUCT LISTING ADS (PLA’S)

Pushing Store Visit Pushing E-commerce

@searchmojo #mojowebinar SEARCH-MOJO.COM

WHAT IS RETARGETING?

Over 85% increase in return conversions

98% of visitors leave your site without converting

WHY RETARGETING?

• More than 90% of retailers do not complete a transaction in their first visit.

• Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers.

• Retargeted consumers spend, on average 50% more than those served with non-retargeted banner ads.

• Customize your search ads campaign for people who have previously visited your site

• Tailor bids and ads to these visitors when they're searching on Google

THE DIGITAL MARKETING GAPS

PAID SEARCH HAS LIMITED DEMOGRAPHICS

• “Social Media Management Software”– Enterprise level product:

12 months/$100,000 commitment• But WHO searches using this term?

WHY SOCIAL?

• High level of demographic targeting

Facebook LinkedInLikes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

WHY SOCIAL ADS?

SOCIAL MEDIA ADVERTISING: LINKEDIN

LINKEDIN ADVERTISING WITH RETARGETING

0 50 100 150 200 250 300 350 400

Conversions

217% Increase in Leads

in Same Timeframe

2011 2012

Conversions

1,500% Improvement in

Conversion

2011 2012

Cost per Lead

94% Reduction in Cost P

2011 2012

78% Cost Reductio

SEARCHMOJO.COM

ROI OF LINKEDIN

(pipeline)(revenue)ROI

ANALYTICS AND NURTURING

MARKETING AUTOMATION

• 50% of qualified leads are not ready to purchase immediately

• Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement.

• Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

• 47% of nurtured leads make larger purchases over non-nurtured leads.

• Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.

MARKETERS’ CHALLENGES

WHAT IS PROGRESSIVE PROFILING?

• Propagating a user’s profile over time• Marketers prioritize the fields to

capture

EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS

42.3% of Respondents

Fill Out Additional

Information

MARKETERS’ CHALLENGES

GOOGLE ANALYTICS

• Set up Goals• Set up Ecommerce• Use tagging• Use Attribution Modeling• Tracking across devices

ATTRIBUTION MODELING

TRACKING ACROSS DEVICES

FREE WEBINAR ON THURSDAY

• Top 14 SEO Myths… Busted!• Thursday, 2 p.m. ET• Register at: search-mojo.com/myth

CONTACT

Janet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101

Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:

www.facebook.com/SearchMojo