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Integrating SEO and PPC Workshop 10-16-2012

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  • 1.Integrating Paid Search With SEO 10.16.2012

2. Francis SkipperVice President of Digital Marketing 617-259-1605 [email protected] linkedin.com/in/francisskipper @fskip 3. Agenda: Steps to Successful Integration1. Communicate clearly to search engines2. Think like your customers3. Integration (putting it all together) 4. 1. Communicate Clearly to Search Engines! 5. SEO Has Three Core ComponentsCode Content Connections Crawlability On-Page Linking HTML Keyword Density Directories XML sitemaps Title Tags Social, blogs, articles URL Structure Meta tags Press releases Robots.txt H1, H2 etc Partners Navigation Anchor Text Internal links 301s Navigation 404s Canonical 6. Pay-per-click (PPC) 7. Search Engine Marketing SEOPPC Organic Paid Pro:Pro: Great Long-term ROIQuick Set upHigh Ceiling & VolumeHighly measurable & quantifiableMore exposure, branding, awarenessLess development resources needed Con: Con: Tough to quantify More expensiveLots of work (design/development)Lower ceiling & volume potential Takes a while (not for short-term)May be subject to ad blindness 8. Keyword ResearchYour FeedbackKeywordWebsite Content Industry News Historical DataDataOrganicSearch DataWeb Analytics Data Competitor SitesVariationKeyword PluralsMisspellings SynonymsConcatenationsKeyword Tools 9. Keyword Themes and Query IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries9 10. 2. Think Like Your Customers! 11. Keyword ResearchBrainstorm Search Queries What would users who know my products type in? e.g. Full service moving company What about users who dont know about my products? e.g. Moving supplies and boxes What are some searches I DONT want to show up for? e.g. piano movers 12. Keyword Research 13. Think About the Purchase FunnelIncrease Brand VisibilityAwareness Impressions & CPMDrive Qualified TrafficEducationCustomer Reviews, product comparisons, demosGenerate LeadsConsiderationNewsletter subscriptions, Email captures, etc. SalesPurchaseRevenue, orders, CPO, ROI, ROAS 14. Optimize Keyword Targeting teaching jobs in school60,500 teaching jobs schools33,100 teaching in a private school 14,800 15. Capitalize on Keyword Trends 16. Capitalize on Keyword Trends 17. The Long Tail 18. Think: Ad Copy Testing Feeler Email MarketingReach your customers and actuallyEmphasis on human connection and feelings have time for lunch. Free trial.www.EmailMarketingABC.com Intuitor Email MarketingGrow your small business with Words like grow and growth to infer forward, future thinking email marketing. Free trial.www.EmailMarketingABC.com Sensor Email MarketingReach customers before your Action words focusing on achieving results & being competitive competitors do. Free trial.www.EmailMarketingABC.comEmail Marketing Thinker200,000+ small businesses chooseus for email marketing. Free trial. Words invoking confidence in product, community-themed www.EmailMarketingABC.com 19. Creative Testing Control Creative Test Creative Acme Home Security {KeyWord:Acmes Rapid Response} Find affordable, reliable home Help Assure Safety & Security w/ anSafety security and surveillance systems. Acme Home Security System. www.AcmeHomeSecurity.com www.AcmeHomeSecurity.comCTR: 0.27%CTR: 0.94%Avg. CPC: $1.75 Avg. CPC: $1.46Using keyword insertion and targeted Standard Home Security increasedMotion Intrusion Motion Detection Get A $99messaging {KeyWord:Acme Home Detection} Acme Home Security Help Protect from System Install. Contact Us Today! Acme Monitored Home Advantage. CTR, improved keyword Quality www.AcmeHomeSecurity.comwww.AcmeHomeSecurity.comCTR: 0.83% CTR: 2.78% Score and lowered average CPC $1.90Avg. CPC: $2.54Avg. CPC: Acme Home Security {KeyWord:Acme Fire Alarms} Find affordable, reliable home Help Keep your Family Safe w/a FireFire Alarm security and surveillance systems. Alarm from Acme Home Security. www.AcmeHomeSecurity.com www.AcmeHomeSecurity.comCTR: 0.21%CTR: 1.71%Avg. CPC: $2.15 Avg. CPC: $2.11 20. Campaign Optimization & Execution Track & Report Optimize Performance Targeting- Rankings, Impressions and Clicks - Meta Tags, Taxonomy, URL Structure- Traffic, Click-Through Rate, Bounce Rate - Refined Bidding and Budget Strategies- Conversions and Conversion Rate- Optimize Lading Pages- Cost-Per-Acquisition - Improve Ad Copy and A/B Testing Integrate StrategiesQuarterly Review Coordination SWOT- Re-allocate Keyword Phrases - Identify Top Keywords- Online-Offline Marketing Integration- Identify Challenges- Integrate PPC-SEO Efforts - Identify Cross-Site Opportunities- Continuous Testing- Leveraging Social Media and Dominate ThePage Strategies 21. Push PPC Wins In SEO 22. 3. Integrate Channels 23. Categorizing Digital AdvertisingPaid TV Commercial, Web Banner Ad, Paid SearchOwnedWebsite, Blog, Facebook PageEarned Blog Mention, Word of Mouth, BuzzPOEM 24. PEOE 25. SEO/PPC Integration 26. Non-branded PPC CTR Increases WhenNext to Organic Result 1.99% PPC CTR increasedto 6.88% CTRTest position adjustments for PPC keywords to measure impact on PPC CTR 27. Internal Search Logs #2 Searched Term: bed spreads 28. SEO/PPC Integration 32% increase in the click rate Paid & Natural Natural Only Paid Results706% %0%0%2%6%60%22 %4%28% Natural2%0% 29. 29 30. Local Search pages can see 300%increase in conversions!30 31. In ReviewCommunicate Clearly to Search Engines SEO 3 cs PPC Quality ad copyThink youre your Customers Keyword Research Reassure Visitors and SEs of Keyword Themes(conversion enhancement) Capitalize on TrendsIntegrate (putting it all together) SEO and PPC Social, Video, PR, Local 32. Questions? 33. Francis SkipperVice President of Digital Marketing 617-259-1605 [email protected] linkedin.com/in/francisskipper @fskip 34. Using Paid Search to Enhance Organic Search Efforts

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