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Reaping the Benefits of Integrating Paid and Organic Search Data
Bill Hunt@billhunt
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Contacting Me
Bill Hunt
@BillHunt
Back-azimuth.com & whunt.com
Facebook.com/BackAzimuthConsulting
President
Co-Optimization Defined
Integrating, measuring, and optimizing simultaneously high ranking PPC & SEO keywords to maximize their collective potential for traffic and conversions.
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Sources: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.htmlhttp://adwords.blogspot.com/2011/08/studies-show-search-ads-drive-89.html
89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.
81% of paid ad impressions DO NOT have a Page 1 organic listing
for that advertiser
66% of CLICKED ads don’t have a Page 1 organic listing for that
advertiser
Google Research Disclaimer
• “A low value for IAC may occur when the paid and organic results are both similar and in close proximity to each other on the search results page.”
Translation:When you have top listings for BOTH
Paid and Organic AND messages are similar – they click ORGANIC
Co-Optimization Business Value
• Identify missed opportunities for exposure due to irrelevant snippets, lack of ranking, mixed messages and segment cannibalization
• Maximizing PPC budgets by reducing cannibalization and increasing share of voice for non-ranked keywords
• Maximizing SERP ShelfSpace
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Co-Optimization Success
• $300k in PPC savings in 40 days (funded FT analysis)
• $250k in incremental SEO revenue in 60 days
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Google Adwords & Organic
• Organic listing improved paid click by 64%• Paid was 14.95% w/organic jumped to 41.77%
• Organic listing increased total visits by 4x• 23k paid + 50k organic
http://searchenginewatch.com/article/2290907/Google-Finally-Supports-Paid-and-Organic-Co-Optimization
STEP 1 – CURRENT STATE ASSESSMENT
Question 1:
How many of my HIGH CPC paid words do not have corresponding organic words?
Highest CPC Collaboration
• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits• 172 people have found same problem at their company
Tips:
• Ensure you have adequate PPC budgets for newly ranking organic since click rate will increase• Once organic introduced, day part paid to see
cannibalization• Monitor brand and non-brand performance
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STEP 2– PROXIMITY PERFORMANCE
Question 2:
When they are both ranking are they the right ones?
• Does the paid listing represent the “interest” of the searcher?• Is the organic listing the “PLP” • Does the organic represent the interest of the
searcher?
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Questions You have to ask
Q1: How many of my paid words do not have corresponding high organic words?
Q2: If not, what happens when they do?
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Proximity Maximization
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Review the simultaneous paid and organic performance – it may actually surprise you!
Tips:
• Test matched/opposite paid and organic offers • Change organic snippet & Fetch as
Googlebot• Change HTML titles on site links to match
intent• Find the best combination and lock it down!
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STEP 3 – FIND ANOMALIES
Question 3:
How to I maximize performance?
• When both rank, does one convert better than the other?
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High Converting Paid Listings
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High Converting SEO
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Tips:
• Look at sales by product to match rank and ads • Review the context of the offer• Use performing attributes on non performing
action
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OPERATIONALIZE CO-OP
Why don’t we Co-Optimize?
• Search Programs are siloed• Assume agencies are doing it• Lack of Agency Collaboration• No tools to do it • Don’t have time or budget to manage • It seems too complicated• Data has brainwashed us not to do it
Co-Optimization Workflow
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Keyword Selection
• Identify keywords
• Collect performance data (PPC/SEO)
Model Data
• Integrate data and model collaborative performance
• Isolate tests and edits
Execute Test
• Test the collaborative impact
• Test cannibalization
• Lock down optimal performance
Tips:
• Use a control and test group of words with paid and organic both in top 3 positions
• Ensure both paid and organic are able to measure conversions or actions
• Do your tests across devices since they may not be able to take all actions across each device
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Key steps to Successful Co-op
• Understand the “real” performance of keywords• Understand the “intent” of the user queries• Understand value of “proximity” of paid and
organic • Do anything other than just collecting in Excel
DataPrizm Software
• Back Azimuth is a cloud-based keyword data mining and management platform, which aggregates keyword data into a single web-based application enabling marketers to quickly identify actionable insights to eliminate inefficiencies and missed opportunities.
• Key Features – Keyword Data Aggregation– Google Webmaster Tools Search Analytics Import & Storage– Paid and Organic Co-Optimization – Preferred Language Page Monitoring– Cross Business Unit Keyword Governance
