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@danielgilbert44
Better Together PPC and SEO
Daniel Gilbert
@danielgilbert44
Hi, I’m Dan Gilbert
• 35 Super-geeks • $200M Ad Spend • “Best PPC Agency in the world”*
*According to a Survey of me
@danielgilbert44
What do SE(h)Os do?
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@danielgilbert44
Selling Number 1 on the Google
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@danielgilbert44
What do they want?
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• Practical tips on how to be better at SEO
• Links • More Monies
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• Mysterious • Wears a black hat
SEO PPC • Faster than a speeding bullet • Able to leap tall SERPs in a single bound • Laser focused
How could we ever work together?
•Handsome, outgoing, humble
•Lives in dark cave, misogynistic alcoholic
• Enemy called The Penguin
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PPC Supports SEO
Image credit: fishnbacon.tumblr.com
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We can help you with copy
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How is Quality Score calculated?
prCTR Other shtuff
Brainlabs - Quality Score*
*Source – my own eyes
CTR vs QS
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We needed to get good at copy testing
http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion
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We Can Test Your SEO Copy
Test different title tags in the headlines.
Test meta descriptions in the ad body
See which sitelinks get clicks
Test headlines & images on GDN
Or just share results from previous experiments
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Ideas for testing
Pricing Discounts Locations Shipping Range
Exclusivity Quality Calls-To-Action Display URLs Time sensitivity
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Impact of ad testing
Brad Geddes (@bgtheory) has some interesting examples as follows:
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Construction of an ad
This is what I think an ad should look like: If you think you can’t be creative with 25 character Headlines, check out Marty Weintraub’s SMX slides
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How to set up an ad test
1. Keyword testing = SKAGs 2. Concept testing = campaign/account wide
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Keyword testing – 1 kw/AG
Ad Group 1: Nike Shoes
“Buy Nike Shoes” CTR = 10% [nike shoes]
Ad Group 2: Pink Nike Shoes
“Buy Pink Nike Shoes” CTR = 25%
[pink nike shoes]
1 Ad Group: Nike Shoes
“Buy Nike Shoes” CTR = 10%
“Buy Pink Nike
Shoes” CTR = 0.5%
[nike shoes]
[pink nike shoes]
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Concept Testing: Tools
1. Adalysis 2. Optmyzr 3. Native AdWords tools
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SEO Supports PPC
@danielgilbert44
Studies show that having organic listings and PPC ads on the same results page gives you more clicks than if you just had the organic.
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SEO Supports PPC
Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012
@danielgilbert44
Link your AdWords account to your Webmaster Tools/Search Console.
Then Google will tell you the clicks, impressions/queries and position of your organic listings and paid ads – when they appeared separately and when they were together.
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Paid & Organic Report
@danielgilbert44
Blended Brainlabs clients (non brand terms only) :
But we can’t connect this to conversions
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Paid & Organic Report
Ad CTR Organic CTR Overall CTR
Ad only 2.82% - 2.82%
Both shown 4.76% 4.10% 8.86%
Organic only - 3.63% 3.63%
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SEO Supports PPC
CTR and conversion rate are higher when there’s an organic listing.
We analysed data for our clients from AdWords and SEMrush...
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In Top 10 Organic Results
Not in Top 10 Organic Results
Ad
CTR
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In Top 10 Organic Results
Not in Top 10 Organic Results
Ad
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SEO Supports PPC
There’s much less difference in conversion rate, but CTR is still more than double
Is that just because you rank best for the most relevant terms?
We excluded searches containing brand terms...
0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80%
In Top 10 Organic Results
Not in Top 10 Organic Results
Ad
CTR
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In Top 10 Organic Results
Not in Top 10 Organic Results
Ad
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Correlation or Causation?
“GREAT BUT IS IT CAUSAL YA PPC PUNK?”
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Let’s look at some data
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Bubbles!
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What does the data show?
Not sharing the R² - too dangerous to look at averages
Only a selection of the clients where we did see a pattern
Normalised for chaning PPC positions, seasonality and competitors
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What does the data show?
• No meaningful impact on CR • No meaningful impact in lower positions
• Measurable increase in CTR for higher positions • Measurable decrease in CTR for reverse trend
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We have a hero
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Conclusions
SEOs can learn from PPC copy experts
Presence in organic effect on CTR
SEO people should get some of our budget
Next: Quantify the precise improvement for your business/clients... And get yourselves some ad $$$
Next: what does this look like on Mobile?
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Open-source code
Here’s all the code you need for SEMrush API
http://www.brainlabsdigital.com/blog/
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More Open-source madness! Try labelling your PPC keywords with your and your competitors’ positions!
