Presentation on Paid and Organic Search Co-Optimization Best Practices from SES Singapore.

1. Reaping the Benefits of Integrating
Paid and Organic Search Data
Bill Hunt
@billhunt

2. Contacting Me
2
Bill Hunt
@BillHunt
Back-azimuth.com & whunt.com
Facebook.com/BackAzimuthConsu
lting
bill@back-azimuth.com
President

3. Co-Optimization Defined
Integrating, measuring, and optimizing
simultaneously high ranking PPC & SEO
keywords to maximize their collective potential
for traffic and conversions.
3

4. 4

5. Sources:
http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
http://adwords.blogspot.com/2011/08/studies-show-search-ads-drive-89.html
89% of the traffic generated by search ads
is not replaced by organic clicks when ads
are paused.

6. 81% of paid ad impressions DO
NOT have a Page 1 organic listing
for that advertiser

7. 66% of CLICKED ads don’t have a
Page 1 organic listing for that
advertiser

8. Google Research Disclaimer
• “A low value for IAC may occur when the paid and organic results are both
similar and in close proximity to each other on the search results page.”
Translation:
When you have top listings for BOTH
Paid and Organic AND messages
are similar – they click ORGANIC

9. Co-Optimization Business Value
• Identify missed opportunities for exposure due to
irrelevant snippets, lack of ranking, mixed
messages and segment cannibalization
• Maximizing PPC budgets by reducing
cannibalization and increasing share of voice for
non-ranked keywords
• Maximizing SERP ShelfSpace
9

10. Co-Optimization Success
• $300k in PPC savings in 40 days (funded FT analysis)
• $250k in incremental SEO revenue in 60 days
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11. Google Adwords & Organic
• Organic listing improved paid click by 64%
• Paid was 14.95% w/organic jumped to 41.77%
• Organic listing increased total visits by 4x
• 23k paid + 50k organic
http://searchenginewatch.com/article/2290907/Google-Finally-Supports-Paid-and-Organic-Co-
Optimization

12. STEP 1 – CURRENT STATE ASSESSMENT

13. Question 1:
How many of my HIGH CPC paid words do not
have corresponding organic words?

14. Highest CPC Collaboration
• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits
• 172 people have found same problem at their company

15. Tips:
• Ensure you have adequate PPC budgets for
newly ranking organic since click rate will
increase
• Once organic introduced, day part paid to see
cannibalization
• Monitor brand and non-brand performance
1

16. STEP 2– PROXIMITY PERFORMANCE

17. Question 2:
When they are both ranking are they the right
ones?
• Does the paid listing represent the “interest”
of the searcher?
• Is the organic listing the “PLP”
• Does the organic represent the interest of the
searcher?
1

18. Questions You have to ask
Q1: How many of my paid words do not have
corresponding high organic words?
Q2: If not, what happens when they do?
1

19. 1
9

20. 2
0

21. 2
1

22. 2
2

23. Proximity Maximization
23
Review the simultaneous paid and organic performance –
it may actually surprise you!

24. Tips:
• Test matched/opposite paid and organic
offers
• Change organic snippet & Fetch as
Googlebot
• Change HTML titles on site links to match
intent
• Find the best combination and lock it down!
2

25. STEP 3 – FIND ANOMALIES

26. Question 3:
How to I maximize performance?
• When both rank, does one convert better than
the other?
2

27. High Converting Paid Listings
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28. High Converting SEO
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29. Tips:
• Look at sales by product to match rank and
ads
• Review the context of the offer
• Use performing attributes on non performing
action
2

30. OPERATIONALIZE CO-OP

31. Why don’t we Co-Optimize?
• Search Programs are siloed
• Assume agencies are doing it
• Lack of Agency Collaboration
• No tools to do it
• Don’t have time or budget to manage
• It seems too complicated
• Data has brainwashed us not to do it

32. Co-Optimization Workflow
3
Keyword Selection
• Identify
keywords
• Collect
performance
data
(PPC/SEO)
Model Data
• Integrate data
and model
collaborative
performance
• Isolate tests
and edits
Execute Test
• Test the
collaborative
impact
• Test
cannibalization
• Lock down
optimal
performance

33. Tips:
• Use a control and test group of words with
paid and organic both in top 3 positions
• Ensure both paid and organic are able to
measure conversions or actions
• Do your tests across devices since they may
not be able to take all actions across each
device
3

34. Key steps to Successful Co-op
• Understand the “real” performance of keywords
• Understand the “intent” of the user queries
• Understand value of “proximity” of paid and
organic
• Do anything other than just collecting in Excel

35. DataPrizm Software
• Back Azimuth is a cloud-based keyword data mining and management
platform, which aggregates keyword data into a single web-based application
enabling marketers to quickly identify actionable insights to eliminate
inefficiencies and missed opportunities.
• Key Features
– Keyword Data Aggregation
– Google Webmaster Tools Search Analytics Import & Storage
– Paid and Organic Co-Optimization
– Preferred Language Page Monitoring
– Cross Business Unit Keyword Governance

36. Thank You.
eMail: bill@whunt.com
Twitter: billhunt
Site: www.back-azimuth.com