This is Using PPC Data to Improve  SEO Efficiency by New York - DUMBO : 55 Washington Street Suite 800 Brooklyn NY 11201 :...
Introduction <ul><li>Benefits of using PPC & SEO in tandem </li></ul><ul><li>SEO can be a significant cost center </li></u...
Channel Strategy How are the PPC and SEO channels the same? <ul><li>Specific marketing objectives </li></ul><ul><li>Measur...
Channel Strategy How are the PPC and SEO channels different? <ul><li>Pay-Per-Click (PPC) </li></ul><ul><ul><li>Clear cost ...
Channel Strategy How are the PPC and SEO channels different? <ul><li>Pay-Per-Click (PPC) </li></ul><ul><ul><li>Constant ha...
Channel Strategy Is SEO worth all these costs? Source: iProspect Blended Search Results Study (April 2008)
Channel Strategy Is SEO worth all these costs? Source: iCrossing Search Synergy Report (2007) What happens when we incorpo...
Case Study Wildlife Tours, Inc. <ul><li>Wildlife Tours, Inc.  offers guided tours of a variety of destinations along the U...
Case Study Wildlife Tours, Inc. Home Page Services Locations California Washington British Columbia Bird Watching Whale Wa...
Case Study Wildlife Tours, Inc. <ul><li>SEO Objective: increase the site’s visibility in organic search through improved r...
Case Study Wildlife Tours, Inc. <ul><li>Cost of tactical implementation </li></ul><ul><ul><li>HIGH : all pages are optimiz...
Case Study Wildlife Tours, Inc. What would happen if we looked at past PPC data, to guide our SEO decisions?
Case Study Wildlife Tours, Inc. Keyword-level insights from PPC data Outperforming the program overall
Case Study Wildlife Tours, Inc. <ul><li>SEO Objective: increase the site’s visibility in organic search  while targeting t...
Case Study Wildlife Tours, Inc. <ul><li>SEO Execution Plan (continued) </li></ul><ul><ul><li>Content development: author n...
<ul><ul><li>Discounts/promotions drive traffic </li></ul></ul><ul><ul><li>Safety record drives  action! </li></ul></ul>Cas...
<ul><li>Other ways to gain SEO insight from PPC </li></ul><ul><ul><li>Geographic region </li></ul></ul><ul><ul><li>Keyword...
Long-Term SEO Strategy 1 billion Number of pages in Google's search engine index (millions) Source: Google, Inc.
Long-Term SEO Strategy Faster realization of ROI in Organic Search channel PPC+ SEO By applying insights from our Pay-Per-...
Long-Term SEO Strategy <ul><li>By applying PPC data to an SEO campaign: </li></ul><ul><ul><li>Allocate resources better to...
What Can  You  Do? <ul><li>Four things a marketer can do to begin an integrated Search Marketing program: </li></ul><ul><u...
” A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with data fro...
data profit media:buying campaign:management communication:strategy creative:development email:marketing media:planning SE...
2003 2004 2005 2006 2007 2008 2009
Thank You! Photo credit: Flickr/Just Being Myself Paul Burani Partner 55 Washington Street Suite 800 Brooklyn, NY 11201 t....
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Using PPC Data to Improve SEO Efficiency

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If you’ve ever done any paid search advertising, chances are you’re sitting on a gold mine of insightful data! A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with Pay-Per-Click (PPC) data.

In this presentation, you will learn:

• How to leverage historical PPC data to increase your marketing ROI
• How to identify and realize efficiencies when managing SEO & PPC in tandem
• How a data-driven approach to Search marketing can influence your brand in other channels
• How YOU can begin to aggregate data for more effective integrated campaigns

At Web Liquid, we’ve always believed in a data-driven foundation for all digital marketing investments. The analytical insights of Search Engine Marketing, from both the paid and organic/SEO channels, help us to paint a more colorful picture of all our clients’ initiatives.

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  • NOTE: Wildlife Tours, Inc. is a fictitious case study. This company, to our knowledge, does not exist. Any similarities to an existing corporation are purely incidental.
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  • Why PPC and not SEM – time to go on the record SEO has costs!! Hammer that in Direct Response &gt; if you’re looking branding, look to Display or WOM Simply looking to get to equilibrium faster
  • PPC thrives on active participation
  • WHY the dropoff? As search engines have become better at delivering relevant results to their users, there’s a growing expectation of this kind of efficacy, which is driving more and more searchers to take one quick glance at the search results, and if they don’t find what they want, they reformulate their queries.
  • ANIMATION
  • ANIMATION Explain Ecommerce vs. other types of conversions
  • Stat – long tail search queries convert higher CONTROVERSIAL – remind them that resource outlay is a cost!!
  • ANIMATION Why is Bear Watching the most profitable? Lack of competition, …
  • Very resource intensive Remind people that new content development = most important part of ongoing SEO
  • ANIMATION
  • If a particular region of the country is performing well, that may be cause to author new content specifically aimed at that target Cost data: certain keywords may convert infrequently, but come at a low enough cost that its still better to pursue them in paid search, rather than organic Competitive insight: often the elite competitors advertise in paid search, while in organic channel you compete for rankings with your industry competitors but also publishers &amp; bloggers, directories, event listings, and lot of other content. Ad position will give you some insight into how strong you compete within that top tier Ad position can lend insight into the top tier of competition, Semantic relevance; if a keyword has strong ROI on Broad Match, that suggests that there are a variety of contexts in which it can be used
  • “ faster to the point of optimization, and ultimately ROI”
  • “ faster to the point of optimization, and ultimately ROI”
  • “ faster to the point of optimization, and ultimately ROI”
  • Using PPC Data to Improve SEO Efficiency

    1. 1. This is Using PPC Data to Improve SEO Efficiency by New York - DUMBO : 55 Washington Street Suite 800 Brooklyn NY 11201 : +1 646 257 1106 London - HOXTON : 50 Buttesland Street Hoffman Square London UK N1 6BY : +44 (0) 207 7253 4133 www.webliquidgroup.com
    2. 2. Introduction <ul><li>Benefits of using PPC & SEO in tandem </li></ul><ul><li>SEO can be a significant cost center </li></ul><ul><li>ROI more attainable in the long term </li></ul>” A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with data from the Pay-Per-Click (PPC) channel.&quot;
    3. 3. Channel Strategy How are the PPC and SEO channels the same? <ul><li>Specific marketing objectives </li></ul><ul><li>Measurement plan & analytics tracking </li></ul><ul><li>Accountable performance </li></ul><ul><li>Crystal-clear attribution </li></ul>
    4. 4. Channel Strategy How are the PPC and SEO channels different? <ul><li>Pay-Per-Click (PPC) </li></ul><ul><ul><li>Clear cost structure: program setup, monthly media spend, agency fees </li></ul></ul><ul><ul><li>Short term implementation & feedback </li></ul></ul><ul><ul><li>Active optimization & maintenance throughout </li></ul></ul><ul><li>Organic (SEO) </li></ul><ul><ul><li>Ambiguous cost structure </li></ul></ul><ul><ul><li>Long term cost savings & ROI </li></ul></ul><ul><ul><li>Active short term optimization, long term maintenance </li></ul></ul>
    5. 5. Channel Strategy How are the PPC and SEO channels different? <ul><li>Pay-Per-Click (PPC) </li></ul><ul><ul><li>Constant hands-on maintenance </li></ul></ul><ul><ul><li>Gradual improvement in ROI </li></ul></ul><ul><li>Organic (SEO) </li></ul><ul><ul><li>Heavy up-front commitment; tapers off </li></ul></ul><ul><ul><li>Potential for exponential growth in ROI </li></ul></ul>PPC SEO Time (months)
    6. 6. Channel Strategy Is SEO worth all these costs? Source: iProspect Blended Search Results Study (April 2008)
    7. 7. Channel Strategy Is SEO worth all these costs? Source: iCrossing Search Synergy Report (2007) What happens when we incorporate organic search into an existing PPC campaign? How does its performance compare to the stand-alone paid search campaign?
    8. 8. Case Study Wildlife Tours, Inc. <ul><li>Wildlife Tours, Inc. offers guided tours of a variety of destinations along the U.S. Pacific Coast. </li></ul><ul><li>Based in Seattle – operate tours from California up through British Columbia. </li></ul><ul><li>Competitive advantage: “nobody gets their customers closer to the action!” </li></ul>
    9. 9. Case Study Wildlife Tours, Inc. Home Page Services Locations California Washington British Columbia Bird Watching Whale Watching Bear Watching Conversion Metric = Web-based form submission (Request a Price Quote) Bird Watching / California Whale Watching / California Bear Watching / California Bird Watching / Washington Whale Watching / Washington Bear Watching / Washington Bird Watching / British Columbia Whale Watching / British Columbia Bear Watching / British Columbia
    10. 10. Case Study Wildlife Tours, Inc. <ul><li>SEO Objective: increase the site’s visibility in organic search through improved rankings for target keywords </li></ul><ul><li>Execution Plan </li></ul><ul><ul><li>Hire SEO company to optimize performance for pre-selected keywords </li></ul></ul><ul><ul><ul><li>Bird watching </li></ul></ul></ul><ul><ul><ul><li>Whale watching </li></ul></ul></ul><ul><ul><ul><li>Bear watching </li></ul></ul></ul><ul><ul><ul><li>… plus geo-specific variations (California, etc.) </li></ul></ul></ul>
    11. 11. Case Study Wildlife Tours, Inc. <ul><li>Cost of tactical implementation </li></ul><ul><ul><li>HIGH : all pages are optimized equally </li></ul></ul><ul><li>Competitiveness of keyword targets </li></ul><ul><ul><li>HIGH : most trafficked keywords are generally also the most competitive </li></ul></ul><ul><li>SEO contribution to marketing ROI </li></ul><ul><ul><li>LOW : increased traffic volumes alone will not guarantee conversion </li></ul></ul><ul><ul><li>No media cost, but significant resource allocation </li></ul></ul>
    12. 12. Case Study Wildlife Tours, Inc. What would happen if we looked at past PPC data, to guide our SEO decisions?
    13. 13. Case Study Wildlife Tours, Inc. Keyword-level insights from PPC data Outperforming the program overall
    14. 14. Case Study Wildlife Tours, Inc. <ul><li>SEO Objective: increase the site’s visibility in organic search while targeting the most profitable consumers </li></ul><ul><li>SEO Execution Plan </li></ul><ul><ul><li>Hire SEO company to optimize performance for pre-selected keywords </li></ul></ul><ul><ul><ul><li>First priority: Bear watching </li></ul></ul></ul><ul><ul><ul><li>Second priority: Everything else </li></ul></ul></ul>
    15. 15. Case Study Wildlife Tours, Inc. <ul><li>SEO Execution Plan (continued) </li></ul><ul><ul><li>Content development: author new content aimed at the Bear watching segment: </li></ul></ul><ul><ul><ul><li>“ Bear watching safety guidelines” </li></ul></ul></ul><ul><ul><ul><li>“ Guide to planning a bear watching vacation” </li></ul></ul></ul><ul><ul><ul><li>“ How to get close to bears without getting eaten” * </li></ul></ul></ul><ul><ul><li>Social media: participate in bear-related discussions, e.g. “best bear watching videos” </li></ul></ul><ul><ul><li>Focused PR & link building: bear-related bloggers, directories & link partners </li></ul></ul>* Remember the corporate strategy? “ Nobody gets their customers closer to the action!”
    16. 16. <ul><ul><li>Discounts/promotions drive traffic </li></ul></ul><ul><ul><li>Safety record drives action! </li></ul></ul>Case Study Wildlife Tours, Inc. Ad-level insights from PPC data
    17. 17. <ul><li>Other ways to gain SEO insight from PPC </li></ul><ul><ul><li>Geographic region </li></ul></ul><ul><ul><li>Keyword-level cost data </li></ul></ul><ul><ul><li>Competition (ad position) </li></ul></ul><ul><ul><li>Semantic relevance (match types) </li></ul></ul>Case Study Wildlife Tours, Inc.
    18. 18. Long-Term SEO Strategy 1 billion Number of pages in Google's search engine index (millions) Source: Google, Inc.
    19. 19. Long-Term SEO Strategy Faster realization of ROI in Organic Search channel PPC+ SEO By applying insights from our Pay-Per-Click (PPC) data, we're able to mobilize our SEO resources more efficiently, allowing us to realize bigger returns more quickly. Time (months)
    20. 20. Long-Term SEO Strategy <ul><li>By applying PPC data to an SEO campaign: </li></ul><ul><ul><li>Allocate resources better to mitigate SEO costs </li></ul></ul><ul><ul><li>Develop a more focused editorial plan for new content development </li></ul></ul><ul><ul><li>Guide cross-channel investments (social media, public relations) </li></ul></ul><ul><ul><li>Chart a path to quicker marketing ROI! </li></ul></ul>
    21. 21. What Can You Do? <ul><li>Four things a marketer can do to begin an integrated Search Marketing program: </li></ul><ul><ul><li>Dedicate 1 hr./week to studying site analytics </li></ul></ul><ul><ul><li>Evaluate all ad copy on CPA basis (not CTR) </li></ul></ul><ul><ul><li>Begin planning an editorial calendar </li></ul></ul><ul><ul><li>Have a presence on social media sites </li></ul></ul>
    22. 22. ” A Search Engine Optimization (SEO) campaign is far more likely to generate a strong return if it is seeded with data from the Pay-Per-Click (PPC) channel.&quot;
    23. 23. data profit media:buying campaign:management communication:strategy creative:development email:marketing media:planning SEO:audit SEM:audit usability:audit email:audit display:audit measurement:audit online:WOM media:audit partner:audit affiliate:audit distribution:audit insight analysis strategy optimization objective experience since 2003 tactics research cost control efficient service ROI impact creative word-of-mouth search:marketing Data is at the core of our digital marketing services. Consulting services provide insight for better decisions. Agency services are strategies, tactics and communications to generate profit . wom reputation management sentiment
    24. 24. 2003 2004 2005 2006 2007 2008 2009
    25. 25. Thank You! Photo credit: Flickr/Just Being Myself Paul Burani Partner 55 Washington Street Suite 800 Brooklyn, NY 11201 t. +1 646 257 1108 e. paul@webliquidgroup.com www.webliquidgroup.com

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