Cross Leveraging SEO with SEM: ClickAsia Summit 2012

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My presentation form the Click Asia Summit 2012. This is a quick look into how brands can leverage both their SEO and SEM programs to gain efficiency from their marketing spends. The channels go hand in hand, and if managed in a co-optimised fashion can greatly increase ROI for the advertiser.

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Cross Leveraging SEO with SEM: ClickAsia Summit 2012

  1. 1. Cross leveraging SEO with SEM Click Asia Summit 2012
  2. 2. 1 - AD COPY TESTING
  3. 3. Ad copy testing • Changing Meta content can be a laborious task and something you do not want to have to do frequently • “Click-ability” is critical for a success SEO listing, its one thing to rank its another to get clicked on! • Use SEM to test creative to improve CTR or even messaging to improve sales.
  4. 4. Ad copy testing Keyword: "hotels in goa" Improve CTR? Hotels in Goa – MyGoaHotel.com www.mygohotel.com > Goa Hotels Compare prices and find the cheapest Hotels in Goa. Book online today at MyGoaHotel.com
  5. 5. Ad copy testing Keyword: "hotels in goa" Improve Conversions? Goa Hotels – MyGoaHotel.com www.mygohotel.com > Goa Hotels Great rates on all hotels in Goa. Book now. It’s fast, secure and easy at MyGoaHotel.com!
  6. 6. 2 - PAGE OPTIMIZATION & QUALITY SCORE
  7. 7. Page optimization & quality score • Quality score is a major contributing factor for click price. Quality score is determined by:
  8. 8. Quality Score 1. The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain. 2. Your account history, which is measured by the CTR of all the ads and keywords in your account 3. The historical CTR of the display URLs in the ad group 4. The quality of your landing page 5. The relevance of the keyword to the ads in its ad group 6. The relevance of the keyword and the matched ad to the search query 7. Your account's performance in the geographical region where the ad will be shown 8. Other relevance factors
  9. 9. Quality of landing page • Feature relevant and original content • Be easy to navigate • Page speed Turn to Google's Webmaster Guidelines for more recommendations, which will improve your site's performance in Google's search results as well…. source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=46675
  10. 10. Is that not just SEO?
  11. 11. 3 – CO-OPTIMISATION
  12. 12. Co-optimization 1. If I am ranking #1 do I need to buy the traffic? 2. Why am I spending so much on Paid perhaps I can get it “free”? 3. Are there more opportunities with my SEM campaign? 4. Is there room to improve my creative? 5. Can I manage my marketing budgets more efficiently?
  13. 13. 1. If I am ranking #1 do I need to buy the traffic? If you rank number one in SEO and rank number one in SEM. What happens when you switch off SEM? Do you get more value through organic, or is there a 1 + 1 = 3 effect?
  14. 14. 2. Why am I spending so much on Paid perhaps I can get it “free”? The CPA in paid is high or there is no CPA and we don’t rank anywhere! Would the money not be better spent getting the rankings?
  15. 15. 3. Are there more opportunities with my SEM campaign? SEO is delivering value but we are nowhere to be seen on Paid, surely there is an opportunity?
  16. 16. 4. Is there room to improve my creative? We see far better conversion rates from SEO than SEM for the same word, is there something wrong with my paid creative?
  17. 17. 5. Can I manage my marketing budgets more efficiently? Where should my marketing rupees be spent? Which channel is actually more cost effective?
  18. 18. 4 – MULTI-MESSAGING
  19. 19. Multi-Messaging • You rank #1 in paid and #1 in non-paid what happens when you mix up the messaging? SEO Keyword: Goa Hotels Cheap Goa Hotels – MyGoaHotel.com www.mygohotel.com > Goa Hotels Goa Hotels on a budget. Compare prices and find the cheapest hotels in Goa at MyGoaHotel.com. SEM Luxury Goa Hotels Choose from the most luxurious, quality hotels in Goa at MyGoaHotel www.MyGoaHotel.com/5-Star-Goa * Simple messaging changes will target two VERY different target audiences – Price conscience and Quality conscience.

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