There is strong data proving that combining SEO and PPC will increase your coverage and conversions online. This presentation will push you to look at the SERP as one market place with different placeholders for your messaging. You will learn how to boost your coverage in your PPC and your SEO efforts with the data you already have in your analytics.
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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.
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