Cross leveraging SEO with SEM

Click Asia Summit 2012

1 - AD COPY TESTING

Ad copy testing

• Changing Meta content can be a laborious task and something you do not want to have to do frequently

• “Click-ability” is critical for a success SEO listing, its one thing to rank its another to get clicked on!

• Use SEM to test creative to improve CTR or even messaging to improve sales.

Ad copy testing

Keyword: "hotels in goa"

Improve CTR?Hotels in Goa – MyGoaHotel.comwww.mygohotel.com > Goa HotelsCompare prices and find the cheapest Hotels in Goa. Book online today at MyGoaHotel.com

Improve Conversions?Goa Hotels – MyGoaHotel.comwww.mygohotel.com > Goa HotelsGreat rates on all hotels in Goa. Book now. It’s fast, secure and easy at MyGoaHotel.com!

Ad copy testing

Keyword: "hotels in goa"

2 - PAGE OPTIMIZATION & QUALITY SCORE

Page optimization & quality score

• Quality score is a major contributing factor for click price. Quality score is determined by:

Quality Score

1. The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain.

2. Your account history, which is measured by the CTR of all the ads and keywords in your account

3. The historical CTR of the display URLs in the ad group4. The quality of your landing page5. The relevance of the keyword to the ads in its ad group6. The relevance of the keyword and the matched ad to the search

query7. Your account's performance in the geographical region where

the ad will be shown8. Other relevance factors

Quality of landing page

• Feature relevant and original content• Be easy to navigate• Page speed

Turn to Google's Webmaster Guidelines for more recommendations, which will improve your site's performance in Google's search results as well….

source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=46675

Is that not just SEO?

3 – CO-OPTIMISATION

Co-optimization

1. If I am ranking #1 do I need to buy the traffic?

2. Why am I spending so much on Paid perhaps I can get it “free”?

3. Are there more opportunities with my SEM campaign?

4. Is there room to improve my creative?

5. Can I manage my marketing budgets more efficiently?

1. If I am ranking #1 do I need to buy the traffic?

If you rank number one in SEO and rank number one in SEM. What

happens when you switch off SEM? Do you get more value through organic, or

is there a 1 + 1 = 3 effect?

2. Why am I spending so much on Paid perhaps I can get it “free”?

The CPA in paid is high or there is no CPA and we don’t rank anywhere!

Would the money not be better spent getting the rankings?

3. Are there more opportunities with my SEM campaign?

SEO is delivering value but we are nowhere to be seen on Paid, surely

there is an opportunity?

4. Is there room to improve my creative?

We see far better conversion rates from SEO than SEM for the same word, is there something wrong with my paid

creative?

5. Can I manage my marketing budgets more efficiently?

Where should my marketing rupees be spent? Which channel is actually more

cost effective?

4 – MULTI-MESSAGING

Multi-Messaging

• You rank #1 in paid and #1 in non-paid what happens when you mix up the messaging?

Cheap Goa Hotels – MyGoaHotel.comwww.mygohotel.com > Goa HotelsGoa Hotels on a budget. Compare prices and find the cheapest hotels in Goa at MyGoaHotel.com.

SEO

Luxury Goa HotelsChoose from the most luxurious, quality hotels in Goa at MyGoaHotelwww.MyGoaHotel.com/5-Star-Goa

SEM

Keyword: Goa Hotels

* Simple messaging changes will target two VERY different target audiences – Price conscience and Quality conscience.