9 Tips for Maximizing PPC and SEO Together

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A presentation on how paid search and search engine optimization can work together to create a stronger search engine marketing program. …

A presentation on how paid search and search engine optimization can work together to create a stronger search engine marketing program.

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  • 1. Webinar: 9 Tips on Maximizing PPC & SEO Together! Hashtag is #TradaWebinar http://trada.com http://trada.com/blog @trada!
  • 2. Agenda! 1  Introduction to PPC! 2  Introduction to SEO! 3  Financial costs of SEO/PPC! 4  9 Tips on Using SEO & PPC! 5  Overview of Trada & 10kThings! 6  Upcoming Events! 7  Q&A! Hashtag is #TradaWebinar copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 3. Meet Dan Tisser & Dave Winget! Dan Tisser Dave Winget Trada 10kThings.com Account Manager http://wingnutseo.com/ http://www.trada.com http://10kthings.com http://twitter.com/wingnut copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 4. Introduction to SEO! •  Search engine optimization (SEO) is the process of improving the visibility of a website for search engines.! PPC SEO copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 5. Introduction to PPC! •  Pay-per-click (PPC) is when advertisers pay the search engine only when their ad is clicked. ! •  With search engines, advertisers typically bid on keyword phrases relevant to their target market.! PPC SEO copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 6. Financial Costs ! •  PPC is an immediate cost! •  SEO is a long-term investment! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 7. 1 Timeframe! http://trada.com http://trada.com/blog @trada! copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
  • 8. 1. Timeframe: PPC and SEO! •  PPC can be launched in a day! •  SEO can take up to a month or multiple months to show results! •  PPC can provide valuable feedback for SEO from the get go! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 9. PPC Starts Working SEO Begins Working copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 10. 2 Message Testing! http://trada.com http://trada.com/blog @trada!
  • 11. 2. Message Testing! •  What ad copy has the highest CTR?! •  Adapt high CTR ad copy titles for actual page titles! •  Will help deliver a higher CTR with organic SEO! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 12. 3 Keyword Research! http://trada.com http://trada.com/blog @trada!
  • 13. 3. Keyword Research! Test keywords with PPC quickly! Collect data on impressions/clicks/leads within a week! What keywords lead to sales or high-quality leads?! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 14. 3. Keyword Research! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 15. 4 Landing Pages! http://trada.com http://trada.com/blog @trada!
  • 16. 4. Landing Pages ! •  An SEO optimized landing page will help your quality score and will lead to a lower CPC! •  PPC leads to traffic and can cause people to deep link your website! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 17. 5 Great Design! http://trada.com http://trada.com/blog @trada!
  • 18. 5. Great Design! •  When your site is easy to navigate, it makes it easy for all visitors to find what theyʼre looking for! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 19. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 20. 6 Quality Scores! http://trada.com http://trada.com/blog @trada!
  • 21. 6. Quality Score! Calculated by:! •  Keyword's CTR on Google! •  Relevance of the keyword to its ad group! •  Landing page quality! •  Accountʼs historical performance! •  Other relevance factors ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 22. 6. Quality Score! Quality Ad Ad Display Score Position Frequency Minimum Bid copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 23. 7 Ranking Well in Both! http://trada.com http://trada.com/blog @trada!
  • 24. 7. Ranking Well in Both! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 25. 7. Ranking Well in Both! •  Symbiotic relationship between SEO & PPC! •  Higher CTR rate when ranking high in both! •  Better brand recognition! •  An integrated program creates better results! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 26. 8 Hedging Your Bets! http://trada.com http://trada.com/blog @trada!
  • 27. 8. Hedging Your Bets ! Case Study: GourmetGiftBaskets.com *In 2008: Organic search was 80% of their revenue *Nov 2008: Removed from Google’s algorithm *Moved to paid search and social media *Took two years to regain ranking copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 28. Hedging Your Bets ! PPC SEO • Immediate Results • Great Long-Term • Highly Measurable & Value Quantifiable • Exposure Branding & • Pay for Results Awareness • Less Resources • High Volume Needed for Success • More Trust in Organic • Granular Targeting Results copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 29. 9 Review, Reflect & Refine! http://trada.com http://trada.com/blog @trada!
  • 30. 9. Review, Reflect & Refine! Review your keywords from PPC & SEO to refine -What keywords lead to sales or high- quality leads? -Are those keywords being used for both PPC & SEO? -A/B testing on similar landing pages Test, Test….and Test copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 31. How Trada Works ! !What is Trada?! !Trada offers the first and only crowdsourced pay-per-click (PPC marketplace allowing businesses and advertising agencies to run PPC marketing campaigns on Google, Yahoo and Bing by leveraging the skills of hundreds of the worldʼs best paid search experts. ! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 32. About 10kThings ! •  10k Things is a Denver internet marketing company that specializes in SEO, PPC and Webdesign.  If you found us through a search engine you already know our qualifications. From Denver, our company works with small business owners around the country to ensure proper ranking of their websites for high traffic keywords.! http://10kthings.com/ http://wingnutseo.com/! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 33. Upcoming Events ! Wednesday, Oct. 6 12:00 – 1:00 pm ET: Content SEO—Best Practices and What to Avoid 1:30 – 2:30 pm ET: Advanced PPC Tactics—What the Pros are Doing 3:00 – 4:00 pm ET: Critical Metrics for SEO Success Register at: http://www.marketingprofs.com/events/ copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 34. Questions?! copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
  • 35. How to Contact Trada and 10kThings If you have paid search questions or want a copy of the presentation: Elaine  Ellis   Bill  Adkins   Marke&ng  Manager   VP  of  Sales   Email  me  at  eellis@trada.com   Email  me  at  badkins@trada.com   www.trada.com   www.trada.com   If you have questions about SEO or working with 10kThings: Dave  Winget   Email  me  at  davewinget@gmail.com   h=p://wingnutseo.com/   h=p://10kthings.com   http://trada.com http://trada.com/blog @trada copyright © 2009 Trada, Inc – All materials are company confidential and may not be distributed without express permission.