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PPC + SEOSo Happy Together
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Adam KirschSr. Paid Search Specialist
Meet Your Hosts
#PPClovesSEO
Erica BarnettPaid Search Specialist
Meg NansonSEO Team Lead
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● Overview of PPC and SEO
● Areas where PPC and SEO work together / benefit each other
● Campaign examples
● Useful resources
● Live Q&A
Today’s Agenda
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PPC & SEO OverviewIntroduction, pros and cons
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• Pay per click advertising - pay only when users click
• Ads displayed on top and side of search results pages
• Target customers with keywords• Ads direct to designated landing
pages• Auction system determines ad
placement
What is PPC
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● Strategies designed to place a website in organic search results
● Caters to search engines’ algorithms ● Signals that a page is relevant to
search phrases● Mix of technical and creative skills ● Not about “gaming” the search
engines ● Considered a longer-term strategy that
pulls in a broader set of marketing tactics
What is SEO
#PPClovesSEO
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KeywordsA Perfect Bond Between Content & Ads
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● Words or phrases that describe your products
● PPC keywords connect searchers to your ads● PPC keywords blog
● SEO keywords help search engines and customers understand your website
● Both SEO and PPC keywords aim to anticipate the search behavior of your target audience
Keywords
#PPClovesSEO
Keyword Keyword Keyword Keyword
Ad Group Ad Group
Campaign
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● PPC keywords should be present on your site’s pages
● On-page content and SEO keywords often mirrors your PPC ad copy - but not always!
● Keyword in campaign > Keyword in ad > Keyword on page = Good results!!
Keywords
#PPClovesSEO
Keyword Keyword Keyword Keyword
Ad Group Ad Group
Campaign
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Search ConsoleWhat Your Site Isn’t Telling You
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● Formerly Webmaster Tools
● Free tool for monitoring site presence in Google
● Submit requests for site indexing
● Easy to set up!
Search Console
#PPClovesSEO
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● Lists errors and areas that impact organic ranking
● Displays searches used to find your site
● Use organic searches as keywords for PPC campaign
Search Console
#PPClovesSEO
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User ExperienceLeave Users With A Warm & Fuzzy Feeling
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● UX is a factor in how Google ranks your site
● Impacts site conversion rate and other metrics
● Good UX helps traffic you’re paying for with PPC convert
● Good UX is also a signal to Google to “trust” your site as one to serve for your search audience
#PPClovesSEO
User Experience
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● Make pages easy to use and understand
● Look around the web for good examples of UX
● Craft content that syncs with your brand, products, and advertising
● Create a logical path for your visitors throughout their experience on your site
● Find ways to engage your visitors and increase their TOS (Time on Site): great content, videos, links to related products, etc
User Experience Tips
#PPClovesSEO
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Keeping It LocalHome Is Where The Heart Is
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• Google My Business
#PPClovesSEO
• NAP & Reviews • Targeting
Keeping It Local
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SEO● Improve Rankings● Display Address and Phone Number● Include Map in Search Results
PPC● Build Authority with Google● Google Quality Score Factors● Use Local Ad Extensions
Google My Business
#PPClovesSEO
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People want to contact you!
Your reviews have a direct impact on organic ranking
Your Google rating can show in your ads
NAP & Reviews
#PPClovesSEO
Using the same NAP Format across the internet ensures search engines are identifying your site, and increasing your authority
Reviews: More Than Just GoogleSEO PPC
NAP: Name – Address – Phone NumberSEO PPC
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SEO
● NAP● Content mentioning your location● Meta descriptions● Determine which areas of SEO can
translate to PPC
PPC
● Campaign level location targeting● Updating your ad text with local
references● Including local extensions● Gather information to apply to SEO
Targeting
#PPClovesSEO
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So Happy TogetherCombining SEO & PPC
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● Search Console● User Experience● Local Influence● Google Quality Score● Varying exposure outlets● Keyword Consistency● Using one to enhance the other
#PPClovesSEO
Better Together
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Budget AnalysisListen To Your Heart
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SEO● FREE!....but not really
PPC● Ad Budget
● Determine what you’re willing to pay for each click to your website
● A Budget of $20 a day, and an average cost per click of $1, means you can send around 20 people per day to your site
○ Use Google Keyword Planner● We recommend a single campaign starting
around $500 - $1,000 per month and adjusting based on results
Budget
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PPC Campaign ExamplesChallenges, Insights and Results
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● Daily Budget: $105● Average Cost Per Click: $2.50● CTR: 3%● Number of Orders in 90 days: 35● Average Order Price: $120
Cost Of PPC Campaign: $5,700
Total revenue from PPC: $4,000
Return on Ad Spend: -30%
Example 1: Specialty BulbsOverview:
#PPClovesSEO
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● Daily Budget: $32● Average Cost Per Click: $0.56● CTR: 9.5%● Number of Orders in 90 days: 80● Average Order Price: $135
Cost Of PPC Campaign: $2,900
Total revenue from PPC: $11,000
Return on Ad Spend: 279%
Example 2: Designer ApparelOverview:
#PPClovesSEO
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● Daily Budget: $20● Average Cost Per Click: $0.53● CTR: 5%● Number of Orders in 90 days: 125● Average Order Price: $256
Cost Of PPC Campaign: $1,800
Total revenue from PPC: $32,400
Return on Ad Spend: 1700%
Example 3: Auto PartsOverview:
#PPClovesSEO
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● Daily Budget: $30● Average Cost Per Click: $1.40● CTR: 3%● Number of Orders in 90 days: 1● Average Order Price: $256
Cost Of PPC Campaign: $2,900
Total revenue from PPC: $4,100
Return on Ad Spend: 41%
Bonus Example: Luxury AccessoriesOverview:
#PPClovesSEO
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Budget Optimization Tips● Determine your most important keywords and the
average cost per clicko AdWords Keyword Planner is a great tool for this
● Establish a budget you can afford, while keeping in mind the number of clicks you can expect to your site
● Set goalso What is your expectation for your PPC campaign?
● Consider the cost of laboro Will you or an employee be managing it yourself? If so,
will it take away from other tasks?o Will you outsource it? Will the company you hire
understand your store? Do they offer the right type of package for you?
● Set a reasonable timeline● Be Flexible
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ResourcesGet the help you need
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Useful Resources ● Google Search Console● Keyword Match Type Info● Glossary of PPC Related Terms● Google AdWords● Google Analytics● Volusion Blogs and Webinars
Resources
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Q&A - Thank you!Interested in working with our PPC or SEO Teams?
Call 1-888-750-3996 to learn more!
