1. Deborah Kilpatrick SEO + PPC = A Winning Strategy

2. About SourceKnowledge

Online media agency

Ad network (distribute banner ads and search ads)

SEO

Pay Per Click (PPC)

Google AdWords Certified Specialist

Member of SEMPO

3. Making SEO & PPC Work togetherto increasecoverage, traffic & conversions

Look at a study showing that combining organic & PPCstrategies is highly beneficial to your overall marketing effectiveness online

3 Reasons why you should manage both PPC and SEO

How to use your organic (natural) search data to broaden your PPC campaign efforts

• • Keywords

• • Referrers

• • Landing page

How to use your PPC campaign to expand your SEO efforts

• • Keywords

• • Ad text

• • Landing page

4. Why looking at organic &PPC intelligence is important

iCrossings Search Synergy Report (2007)

found online performance is improved ifkeywords purchased for a paid search campaign are also ranked in natural search

Conclusively demonstrates that running an integrated natural and paid search campaign leads toimproved online performance

Better than managing either a natural search or paid search campaign alone

5. Increase in web visits and actions on website when incorporating SEO with PPC Campaign 6. Top 3 Reasons to manage both anSEO and PPC Campaign

Not everyone looks at the SERP the same way

Tailor messaging on your PPC campaign

Use SEO and PPC analytics intelligence to increase coverage

7. Not everyone looks at the SERP the same way

Some users implicitly look tothe organic results.

Someusers, if in shopping mode,look to the right rail first and then to the organicsection.

Some users scan both sections of the naturalor organic result sets as was demonstrated inEnquiros heat mapping study.

8. Enquiro Heat Tracking Study (2006) Demonstrates the Golden Triangle of where our eyes look and shows us that the same users look at the paid section of results as well. 9. Tailor PPC campaign messaging

You can change your messaging in your PPC campaign for:

• • • Holiday seasons

• • • Special deals

• • • Local targeting

• • This will balance your SEO strategy since the text can be changed more frequently

• • Analyze user behavior to see if tailored messaging increases pages/visit, time on site.

10. Organic dataPPC Campaign

Add top organic keywords into your paid search campaign.Follow your organic keywords monthly. Be aware of changes/trends. Not always obvious what keywords your users are searching for.

Reference your organic referrer listand expand your PPC efforts by advertising on your top organic referrers. This is a lead list use it!

Add your top landing pages as AdGroups.Find the pages that are most accessed by non-paid keywords and build them into your campaign as AdGroups.

Set up campaigns with separate budgetfor your most popular keywords /ad groups so they are not competing for budget with

long-tail keywords.

11. Top Organic keywords driving traffic 12. Organic referrer list 13. Top Content Pages Include as AdGroup to drive PPC traffic 14. PPC CampaignOrganic data

Take your top keywords in your paid search campaign and create specific pages around them. This solves a few issues:

• We are always looking to add new content.

• What better way to optimize your site than for your top keywords found in your ad campaign. They are your most popular keywords and will focus you when you write content and optimize your pages

Test PPC Messaging

This is a great (and inexpensive) way to test messaging and then incorporate it into your SEO strategy and other marketing initiatives.

Find out what users respond to best (apply vs register or free vs free trial)

• Use this for your meta descriptions and titles and headers for your pages

Its your own inexpensive consumer research survey

Top Landing pages

• Use bounce rates, time on sites and pages/visit to determine which pages should be prioritized for SEO

• Pages that perform well in your AdWords campaign should perform equally as well or better once optimized

• Works well for sites with many pages, products or for sites that want to expand on content from pages that already exist

• Use AdGroup bounce rate to help determine overall interest of landing page and call to action

15. Top 10 Paid Keywords 16. Top Ad Text Title 17. Top PPC Landing pages 18. Summary

There is strong data proving that combining SEO and PPCwill increase your coverage and conversions online.

If you are not working on SEO and PPC together,you should.

If you are working on SEO and PPC, make sure you aresharing intelligence .

Look at the SERP asone market placewith different placeholders for your messaging.

Use your intelligence in other marketing efforts: in newsletters, blog, twitter to connect to users more effectively.

19.

Any Questions?

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