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How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
How to create and manage integrated search strategies [ROI driven search advertising]
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How to create and manage integrated search strategies [ROI driven search advertising]

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This presentation takes marketers and business owners through the processes involved in developing and implementing an effective integrated search campaign. Originally hosted by Matt Wood, Head of …

This presentation takes marketers and business owners through the processes involved in developing and implementing an effective integrated search campaign. Originally hosted by Matt Wood, Head of Search at SEO Positive at Internet World 2012.

Published in: Business, Technology
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  • 1. How To Create & Manage ROI Driven Integrated Search Strategies @seopositiveltdPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 2. Agenda Why Use Integrated Search? Set Your Objectives Market Research Monitor Your Campaign As One Medium Understand The Metrics of Each Route To Market Using The Analytical Data Set Your Long Term Goals Case StudyPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 3. Why Use Integrated Search? Visibility Share Keyword Data Google Brand Lift Of Search Survey – April 2009 Test Strategic Organic Keywords With PPCPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 4. Market Research What Tools To Use Competitor Analysis Keyword Research Determine Your Target Audience & ReachPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 5. Understand The Merits of Each Route To Market Benefits of SEO Benefits of PPC - Organic listings can bring in much more traffic - Instant Page 1 listings than PPC - Manage your budgets based on accurate - Cost per conversions are lower with Page 1 analytical data positions - More cost effective way to target long tail - Cements brand awareness and develops an keywords online brand - Create and Optimise your own ads and landing pages Limitations of SEO - Can take 6 to 12 months of investment to see Limitations of PPC results - Wasted clicks and budget if managed - A competitive campaign will require a modest poorly budget - Exposure restricted by the budget - Results are not guaranteed and positions can - Cost of clicks and conversions can change with every algorithm update potentially be unprofitablePresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 6. Set Your Long Term Goals ROI [ ] Traffic Cost Per Conversions (Sales / Leads) CPC BudgetPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 7. Set Your Objectives Short Term SEO Objectives Long Term SEO Objectives Level of Optimisation PPC Campaign Starting Point BudgetPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 8. Monitor Your Campaign As One Medium Set Up Goals ReportPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 9. Using The Analytical Data Maximise ROI On Competitive Keywords Landing Page Optimisation Focus On Cost To AcquisitionPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 10. Case Study www.pitneyworks.co.uk Goals Increase Overall ROI across Organic and Paid Search Maximise Number of Leads at The Lowest Possible Cost Results Increased overall leads by 200% Cost Per Acquisition Reduced by 70% Conversion Rates rose from 3% to 10%Presented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 11. Summary Do Your Market Research Recognise The Merits of Each Route To Market Set Your Long Term Goals (Focused on ROI) Set Up Your Objectives In Milestones Report SEO & PPC As One MediumPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
  • 12. Any Questions? Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltdPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040

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