Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
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Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies deck presented by Warren Lee at SMX West 2013

Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies deck presented by Warren Lee at SMX West 2013

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Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies Presentation Transcript

  • In-House SEO And PPC: What You Can Learn From Each Other, Optimally Speaker: Warren Lee, SEO Manager, Adobe Tweet @ SEOCUBED (#smx #33D)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • In-House SEO And PPC: What You Can Learn From Each Other DON’T PUT A LINE IN THE SAND BETWEEN PAID SEARCH & SEO© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • Global Search Alignment §  The Adobe Search Team is responsible for managing and optimizing the Search Experience across the 3 pillars of Search: Paid Search SEO Site Search *2013 Team Focus: Maximizing the 3-pillar integration© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • A holistic search strategy that considers the buying cycle© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • A holistic search strategy that considers the buying cycle A paid search strategy that considers targeting buyers across the buyers journey •  Each tier has its own unique KPI’s •  Types of keywords for each tier will vary by industry •  Messaging should align to the tier© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • A holistic search strategy that considers the buying cycle Keywords Web design Learn more, free trial Messaging© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • A holistic search strategy that considers the buying cycle Keywords Adobe Dreamweaver Buy now, Upgrade Messaging© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • A holistic search strategy that considers the buying cycle Keywords TIP Adobe Dreamweaver ALIGN MESSGING TO Buy now, Upgrade PURCHASE INTENT Messaging© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • A holistic search strategy that considers the buying cycle© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • A holistic search strategy that considers the buying cycle SEO PAID SEARCH PAID SEARCH + SEO© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • How to make the best use of your SERP ‘shelf space’.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • SERP exampleTHE SERP PRESENTS SEVERAL STRATEGIC OPTIONS ACROSS PAID AND NATURAL SEARCH© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • How can Adobe best allocate its paid search budget while leveraging its organic search rankings?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • Cannibalization vs. Synergy §  Cannibalization §  Synergy §  Paid ads take away revenue, visits, trials, §  Presence of paid ads results in a lift orders, etc., that would have otherwise in organic (visits, trials, orders, gone to SEO revenue, etc.) $600 $400 $350 $500 $300 $400 $250 $200 $180 $300 Paid $200 Paid $500 Organic $150 Organic $200 $100 $250 $150 $100 $50 $100 $0 $0 Running Only Running Paid + Running Only Running Paid + Organic Organic Organic Organic *not actual Adobe data *not actual Adobe data© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • Both Cannibalization & Synergy $350 $300 $250 $200 $180 $150 Paid Organic $100 $200 $50 $120 $0 Running Only Running Paid + Organic Organic *not actual Adobe data© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • Test Objectives §  Explore the relationship between paid and organic search §  Cannibalistic, synergistic, or combination of both? To what degree? §  Quantify impact of paid ads on organic performance §  Track, monitor, and analyze across all key metrics §  Derive actionable results §  Glean insight into how paid and organic should focus their optimization efforts so as to provide the greatest return on investment §  Analyze trends §  Provide recommendations for future testing© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • Case Study 1 §  Objective §  Test the relationship between paid ads & organic listings. Are there synergies? Is there cannibalization occurring? §  Strategy §  Test a group of pre-selected keywords, splitting them into 2 equal groups (based on historical performance, rank, etc). §  Scope §  5 weeks §  70 keywords §  Hypothesis §  Organic listing ads running solo will have higher traffic and more trials and revenue yet Paid ads drive more incremental value© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • Test Results - Test Resulted in Paid Search Incremental Value Revenue Trials $100,000   3000   $80,000   2500   2000   $60,000   Paid   1500   Paid   $40,000   Organic   Organic   1000   $20,000   500   $0   0   Running  only  Organic   Running  Paid  +  Organic   Running  only  Organic   Running  Paid  +  Organic   Clicks/ Trials Orders Units Revenue Net Revenue Conv% Conversions Visits Percentage +61% +72% +71% +77% +94% +80% +7% +72% Change Across the board running paid + organic resulted in more volume at a higher conversion rate producing more incremental revenue and a higher AOV© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • Case Study 2 §  Objective: Increase trial downloads §  Strategy: Change CTA in Organic page meta descriptions to reflect “Free Trial Download” §  Scope: §  3 pages updated §  Test ran 3 weeks §  Hypothesis: Increased trials from these pages and (hopefully) no effect on Paid performance© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • Test Results – Organic Trials Test and control page visits 5000 4500 4000 32% 3500 3000 5% 2500 2000 1500 1000 500 0 Historical Test Historical Test Acrobat Test Pages Acrobat Control We also saw a lift in Conversion Rate Test and control page trials Page  Name   Week   Conv%   400 Acrobat  Pro   Historical   9.83%   350 300 45%   Test   9.93%   250 200 Convert  PDF   Historical   1.83%   150 8%   Test   2.22%   100 50 Edit  PDF   Historical   3.72%   0 Historical Test Historical Test   Test   5.11%   Acrobat Test Pages Acrobat Control© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • Case Study 3 §  Objective: Determine impact of using top paid ad copy including promotional offer in SEO meta data for new Creative Cloud product. §  Strategy: Change CTA in Organic page meta descriptions to reflect “40% off discount” §  Hypothesis: We will expect synergy between paid and natural performance, and and increase in visits and orders. Paid CPC may increase and paid ROI may decrease. Awareness Consideration Meta descriptions targeted at different points in the purchase funnel Purchase© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • Scope / Methodology NORTH AMERICA u  Test Start Date: July 10, 2012 u  Test End Date: August 14, 2012 Japan u  Test Start Date: July 20, 2012 u  Test End Date: August 16, 2012 u  Meta descriptions were changed at the same time every week u  Tracked hourly till they appear on Google u  Normalized to a 7-day week© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • SOLVE FOR KEYWORD UNKNOWN( KW Unavailable / (Total Entry Page Visits – KW Unavailable)  + 1 ) * KW FOR EXAMPLE: Total visits to a certain page – 100 KW unavailable – 40 KW1 – 30 KW2 – 20 KW3 – 10   To get the adjusted number for KW1:   ( 40 / (100-40)  + 1 ) * 30 = ( (40/60) + 1 )*30 = 1.67 * 30 = 50   For KW2: 1.67 * 20 = KW2 adjusted 33.3 (33 rounded)   For KW3: 1.67 * 10 = KW3 adjusted 16.7 (17 rounded)   Total of the 3 adjusted numbers = 50+33+17 = 100© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • Test Group across all Metrics UNITS VISITS 120 60000 100 50000 80 40000 60 30000 40 20000 20 10000 0 Baseline Promo Normal 0 Baseline Promo Normal REVENUE ORDERS 120 120 100 100 80 80 60 60 40 40 20 20 0 0 Baseline Promo Normal Baseline Promo Normal© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • Control Group across all metrics UNITS REVENUE 60 14000 50 12000 10000 40 8000 30 6000 20 4000 10 2000 0 0 Baseline Promo Normal Baseline Promo Normal VISITS ORDERS 50000 60 45000 40000 50 35000 40 30000 25000 30 20000 20 15000 10000 10 5000 0 0 Baseline Promo Normal Baseline Promo Normal© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • Clearly the results were surprising!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • Thank you© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • Thank you! QUESTIONS? FEEL FREE TO FOLLOW UP WITH QUESTIONS. TWITTER: @ SEOCUBED© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  • RESOURCESTHE BUYING CYCLE:http://support.google.com/adwords/certification/bin/answer.py?hl=en-AU&answer=19450GOOGLE STUDY (2011):http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.htmlhttp://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/pubs/archive/37161.pdfGOOGLE STUDY (2012):http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.htmlADDITIONAL LINKS:http://support.google.com/adwords/certification/bin/answer.py?hl=en-AU&answer=19450© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • APPENDIX© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  • Google Study© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  • Google Study GOOGLE SAYS PAID SEARCH IS INCREMENTAL. BUT… §  81% of Displayed Search Ads Had No Associated Organic Result §  More than half of data was holiday data §  Only looked at clicks, not conversions or other KPIs §  Made no distinction between brand ad and non-brand ads© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • Google Study GOOGLE SAYS PAID SEARCH IS INCREMENTAL. BUT… §  81% of Displayed Search Ads Had No Associated Organic Result §  More than half of data was holiday data §  Only looked at clicks, not conversions or other KPIs §  Made no distinction between brand ad and non-brand ads <- SO TEST FOR YOUR SELF!!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33