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Integrated Search MarketingSCOTT DEROCHE
#EMUDIGITAL
#EMUDigital 2
Identify your business objectives
What are your marketing goals?
Define your key performance indicators
Goals & KPIs
Channel Diversity
Leverage website analytics
Monitor KPIs by marketing channel
Be channel agnostic
Question last click attribution
43%
18%
17%
8%
6%5%
2% 1%
organic cpc direct (none) referral newsletter email blog videos
#EMUDigital 3
Every SERP can contain
multiple channels
Multiple “optimization”
opportunities
Real estate for top terms
within organic, paid, local,
and social snippets
Text Ad
Sitelink
Sitelink
Description
Knowledge
Panel
Product
Listing Ads
Organic
Result
Trusted
Stores Rating
Location
Extension
Sitelinks
Search
Box
Organic
Sitelinks
“In the
news” /
Trending
Anatomy of
the evolving
SERPs
Social Paid Organic
Social
#EMUDigital 4
Organic Search
#EMUDigital 5
Researching Keyword Targets
Google Keyword Tool
Google Trends
AdWords “Search Terms” report
SEMrush.com
ubersuggest.org
keywordtool.io
soovle.com
moz.com (keyword difficulty tool)
http://google.com/complete/search?q=
GUITAR&STRINGS&output=toolbar
#EMUDigital 6
18.20%
10.05%
7.22%
4.81%
3.09% 2.76%1.88% 1.75% 1.52%
1.04%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
1 2 3 4 5 6 7 8 9 10
Clic
k T
hro
ug
h R
ate
Google Organic Position
CTR by Organic Position
* Source Slingshot SEO http://www.slingshotseo.com/resources/white-papers/google-ctr-study/
“Above the fold”
snippets dominate
organic
Over 75% of page-one organic clicks
originate from the first three positions
#EMUDigital 7
Organic Traffic Takes Time
0
5,000
10,000
15,000
20,000
25,000
Organic Paid
#EMUDigital 8
* Source http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
SEM Can Compensate for SEO
#EMUDigital 9
6.6%
1.9%
1.3%1.0%
0.8% 0.7% 0.6% 0.5%0.2%
0%
1%
2%
3%
4%
5%
6%
7%
1 2 3 4 5 6 7 8 9
Clic
k T
hro
ug
h R
ate
Ad Position
CTR by AdWords Average Position
Top Ad Positions
Drive Top Results
* Client study based on 3 million impressions
40% of PPC traffic driven by #1 position ads
80/20 Rule – Over 80% of PPC traffic driven
by top 3 positions
#EMUDigital 10
Ad Extensions = Real Estate
Sitelink Extensions
Sitelink Descriptions
Call Extensions
Location Extensions
Call Out Extensions
Review Extensions
App Extensions
Also:
Product Listing Ads
Betas
540px x 240px
480px x 150px
400px x 50px
#EMUDigital 11
Quality Score Optimization
SEO/PPC Relationship
Ad/landing page relevance
Remove low QS keywords
Use BMM to pull in long-tail
Lower costs = drive more traffic
0
1
2
3
4
5
6
7
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
Qu
alit
y S
co
re
Av
era
ge
CP
C
Quality Score / CPC Relationship
AVG CPC Quality Score
#EMUDigital 12
Search Remarketing (RLSA)Re-engage with your audience on the Search Network
Use broad search terms
Can be as effective as email lists
Site Retargeting on the GDNRe-engage with your audience on the Display Network
Exclude these placements:
•adsenseformobileapps.com
•anonymous.google
•appspot.com
But Wait…There’s More: Retargeting
#EMUDigital 13
@scottderoche
www.linkedin.com/in/scottderoche
Thank You!
#EMUDigital 14
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