THE ABCS OF SEO AND PPC

JANET DRISCOLL MILLER
SEARCH MOJO
NOVEMBER 5, 2013
ABOUT SEARCH MOJO
•

Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click adver...
OUR CLIENTS
B2B

@searchmojo

B2C

Non-Profit

SEARCH-MOJO.COM
ORGANIC SEARCH
SEO IS DEAD. LONG LIVE SEO!

@searchmojo

SEARCH-MOJO.COM
SEO IS DEAD. LONG LIVE SEO!

@searchmojo

SEARCH-MOJO.COM
SEO IS DEAD. LONG LIVE SEO!

@searchmojo

SEARCH-MOJO.COM
SEO IS DEAD. LONG LIVE SEO!

@searchmojo

SEARCH-MOJO.COM
THE FOUR MAIN PARTS OF SEO

•
•
•
•

Keywords
Content
Inbound Linking
Social Media

@searchmojo

SEARCH-MOJO.COM
SEO ISN’T DEAD. IT’S CHANGED.
• Inbound links
– Press releases
– Spammy sites
• Greater emphasis on content
– Authorship
•...
GOOGLE AUTHORSHIP

• Currently available on web pages and PDFs
• Google also often “infers” authorship
@searchmojo

SEARCH...
AUTHORSHIP BENEFITS
Control: No Rich Snippets

Authorship Snippet
7.20%

23.30%

40.20%

28.90%

68.90%
1st Result
2nd Res...
MOBILE

• Mobile design to become a ranking factor
for mobile SEO in the near future
– May be having recent impact

• As m...
HOW TO PREPARE FOR SEO IN 2014

• Focus on content
• Rethink your link strategy
– Involve social media team

•
•
•
•

Prep...
PPC
AD EXTENSIONS

•
•
•
•
•
•

Location extensions
Call extensions
Sitelinks
Seller ratings
App extensions
Review extensions
...
AD EXTENSIONS NOW AFFECT COST

@searchmojo

SEARCH-MOJO.COM
AD EXTENSIONS NOW AFFECT COST

@searchmojo

SEARCH-MOJO.COM
NEW ADWORDS AD RANK FORMULA
Larry Kim’s translation:
“We really want our advertisers to adopt ad extensions so that the
sp...
BEYOND KEYWORD ADVERTISING

• Google Offers
• Product Listing Ads
• Retargeting
– Display
– YouTube
– RLSA

@searchmojo

S...
GOOGLE OFFERS

• New way for local businesses to provide
offers to searchers
• Free, but allows for “promotion”

@searchmo...
GOOGLE OFFERS ON MAPS

•

http://googlecommerce.blogspot.com/2013/10/create-offers-in-minutes-andreach.html

@searchmojo

...
PRODUCT LISTING ADS (PLA’S)
Pushing Store Visit

@searchmojo

Pushing E-commerce

SEARCH-MOJO.COM
WHAT IS RETARGETING?

98% of visitors leave your
site without converting

Over 85% increase in
return conversions

@search...
WHY RETARGETING?

• More than 90% of retailers do not
complete a transaction in their first visit.
• Retargeted consumers ...
RLSA

• Customize your search ads campaign for
people who have previously visited your
site
• Tailor bids and ads to these...
THE DIGITAL MARKETING GAPS

@searchmojo

SEARCH-MOJO.COM
PAID SEARCH HAS LIMITED DEMOGRAPHICS
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 c...
WHY SOCIAL?

• High level of demographic targeting
Facebook
Likes

Industry

Gender

Gender

Status Update

Title and/or F...
WHY SOCIAL ADS?

@searchmojo

SEARCH-MOJO.COM
SOCIAL MEDIA ADVERTISING:
LINKEDIN
LINKEDIN ADVERTISING
WITH RETARGETING
Conversions

2012

2011

0
@searchmojo

50

100

150

200

250

300

350

400

SEARC...
LINKEDIN ADVERTISING
WITH RETARGETING
Conversions

2011
@searchmojo

2012
SEARCH-MOJO.COM
LINKEDIN ADVERTISING
WITH RETARGETING
Cost per Lead

2011
@searchmojo

2012
SEARCH-MOJO.COM
LINKEDIN ADVERTISING
WITH RETARGETING
Cost

2011
@searchmojo

2012
SEARCH-MOJO.COM
ROI OF LINKEDIN

%
281
(revenue)

ROI

%
1178
(pipeline)

SEARCHMOJO.COM
ANALYTICS AND NURTURING
MARKETING AUTOMATION
• 50% of qualified leads are not ready to purchase
immediately
• Companies that invest in marketing a...
MARKETERS’ CHALLENGES

@searchmojo

SEARCH-MOJO.COM
WHAT IS PROGRESSIVE PROFILING?

• Propagating a user’s profile over time
• Marketers prioritize the fields to capture

@se...
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS

@searchmojo

SEARCH-MOJO.COM
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS

42.3% of
Respondents
Fill Out
Additional
Information
@searchmojo

SEARCH...
MARKETERS’ CHALLENGES

@searchmojo

SEARCH-MOJO.COM
GOOGLE ANALYTICS

•
•
•
•
•

Set up Goals
Set up Ecommerce
Use tagging
Use Attribution Modeling
Tracking across devices

@...
ATTRIBUTION MODELING

@searchmojo

SEARCH-MOJO.COM
TRACKING ACROSS DEVICES

@searchmojo

SEARCH-MOJO.COM
FREE WEBINAR ON THURSDAY

• Top 14 SEO Myths… Busted!
• Thursday, 2 p.m. ET
• Register at: search-mojo.com/myth

@searchmo...
CONTACT

Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo...
The ABCs of SEO and PPC
The ABCs of SEO and PPC
The ABCs of SEO and PPC
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The ABCs of SEO and PPC

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In this presentation to the Central Virginia American Marketing Association, Janet Driscoll Miller covers the latest trends in SEO and PPC, also focusing on opportunities for local-based businesses with search.

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  • JANETGoogle’s way of identifying authorsTied to Google+New way of Google measuring authority/expertise of the author
  • JANETMeans more clicksFrom a PR perspective, don’t you want to get published by the author that can get the most visibility for that article?
  • A recent 2013 report stated that CPCs on PLAs are 10% lower than text ads and have 22% better ROI than non-brand KW text adsWe have some Ecommerce clients whose PLAs are over 200% better ROI than text ads
  • Who is searching this term?The soccer mom who is managing a Facebook page for her child’s soccer team?Or the CMO of a Fortune 500 company?
  • Julia
  • Julia
  • Julia
  • Up to 80%
  • Offer additional assetForm is completely optionalUp to 80% fill out the optional form
  • The ABCs of SEO and PPC

    1. 1. THE ABCS OF SEO AND PPC JANET DRISCOLL MILLER SEARCH MOJO NOVEMBER 5, 2013
    2. 2. ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @searchmojo SEARCH-MOJO.COM
    3. 3. OUR CLIENTS B2B @searchmojo B2C Non-Profit SEARCH-MOJO.COM
    4. 4. ORGANIC SEARCH
    5. 5. SEO IS DEAD. LONG LIVE SEO! @searchmojo SEARCH-MOJO.COM
    6. 6. SEO IS DEAD. LONG LIVE SEO! @searchmojo SEARCH-MOJO.COM
    7. 7. SEO IS DEAD. LONG LIVE SEO! @searchmojo SEARCH-MOJO.COM
    8. 8. SEO IS DEAD. LONG LIVE SEO! @searchmojo SEARCH-MOJO.COM
    9. 9. THE FOUR MAIN PARTS OF SEO • • • • Keywords Content Inbound Linking Social Media @searchmojo SEARCH-MOJO.COM
    10. 10. SEO ISN’T DEAD. IT’S CHANGED. • Inbound links – Press releases – Spammy sites • Greater emphasis on content – Authorship • Greater emphasis on social – Google+ • SEO has become more holisitic @searchmojo SEARCH-MOJO.COM
    11. 11. GOOGLE AUTHORSHIP • Currently available on web pages and PDFs • Google also often “infers” authorship @searchmojo SEARCH-MOJO.COM
    12. 12. AUTHORSHIP BENEFITS Control: No Rich Snippets Authorship Snippet 7.20% 23.30% 40.20% 28.90% 68.90% 1st Result 2nd Result 23.70% 3rd Result 4th Result @searchmojo SEARCH-MOJO.COM
    13. 13. MOBILE • Mobile design to become a ranking factor for mobile SEO in the near future – May be having recent impact • As much as 30% of site traffic now from mobile • http://bit.ly/MobileSEO2013 @searchmojo SEARCH-MOJO.COM
    14. 14. HOW TO PREPARE FOR SEO IN 2014 • Focus on content • Rethink your link strategy – Involve social media team • • • • Prepare for authorship Think mobile Get local SEO in order Make sure your metrics are in place @searchmojo SEARCH-MOJO.COM
    15. 15. PPC
    16. 16. AD EXTENSIONS • • • • • • Location extensions Call extensions Sitelinks Seller ratings App extensions Review extensions @searchmojo SEARCH-MOJO.COM
    17. 17. AD EXTENSIONS NOW AFFECT COST @searchmojo SEARCH-MOJO.COM
    18. 18. AD EXTENSIONS NOW AFFECT COST @searchmojo SEARCH-MOJO.COM
    19. 19. NEW ADWORDS AD RANK FORMULA Larry Kim’s translation: “We really want our advertisers to adopt ad extensions so that the sponsored ads on the SERP look even more blinged-up than ever. Unfortunately, you advertisers are a bunch of lazy bums and adoption is painfully slow. So, going forward, instead of just rewarding advertisers that use of Ad Extensions, we’re also going to also start penalizing advertisers who fail to adopt them.” http://searchengineland.com/new-adwords-ad-ranking-formula-what- does-it-mean-174946 @searchmojo SEARCH-MOJO.COM
    20. 20. BEYOND KEYWORD ADVERTISING • Google Offers • Product Listing Ads • Retargeting – Display – YouTube – RLSA @searchmojo SEARCH-MOJO.COM
    21. 21. GOOGLE OFFERS • New way for local businesses to provide offers to searchers • Free, but allows for “promotion” @searchmojo SEARCH-MOJO.COM
    22. 22. GOOGLE OFFERS ON MAPS • http://googlecommerce.blogspot.com/2013/10/create-offers-in-minutes-andreach.html @searchmojo SEARCH-MOJO.COM
    23. 23. PRODUCT LISTING ADS (PLA’S) Pushing Store Visit @searchmojo Pushing E-commerce SEARCH-MOJO.COM
    24. 24. WHAT IS RETARGETING? 98% of visitors leave your site without converting Over 85% increase in return conversions @searchmojo #mojowebinar SEARCH-MOJO.COM
    25. 25. WHY RETARGETING? • More than 90% of retailers do not complete a transaction in their first visit. • Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers. • Retargeted consumers spend, on average 50% more than those served with nonretargeted banner ads. @searchmojo SEARCH-MOJO.COM
    26. 26. RLSA • Customize your search ads campaign for people who have previously visited your site • Tailor bids and ads to these visitors when they're searching on Google @searchmojo SEARCH-MOJO.COM
    27. 27. THE DIGITAL MARKETING GAPS @searchmojo SEARCH-MOJO.COM
    28. 28. PAID SEARCH HAS LIMITED DEMOGRAPHICS • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term? @searchmojo SEARCH-MOJO.COM
    29. 29. WHY SOCIAL? • High level of demographic targeting Facebook Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age @searchmojo LinkedIn Seniority Level SEARCH-MOJO.COM
    30. 30. WHY SOCIAL ADS? @searchmojo SEARCH-MOJO.COM
    31. 31. SOCIAL MEDIA ADVERTISING: LINKEDIN
    32. 32. LINKEDIN ADVERTISING WITH RETARGETING Conversions 2012 2011 0 @searchmojo 50 100 150 200 250 300 350 400 SEARCH-MOJO.COM
    33. 33. LINKEDIN ADVERTISING WITH RETARGETING Conversions 2011 @searchmojo 2012 SEARCH-MOJO.COM
    34. 34. LINKEDIN ADVERTISING WITH RETARGETING Cost per Lead 2011 @searchmojo 2012 SEARCH-MOJO.COM
    35. 35. LINKEDIN ADVERTISING WITH RETARGETING Cost 2011 @searchmojo 2012 SEARCH-MOJO.COM
    36. 36. ROI OF LINKEDIN % 281 (revenue) ROI % 1178 (pipeline) SEARCHMOJO.COM
    37. 37. ANALYTICS AND NURTURING
    38. 38. MARKETING AUTOMATION • 50% of qualified leads are not ready to purchase immediately • Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. • 47% of nurtured leads make larger purchases over nonnurtured leads. • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. @searchmojo SEARCH-MOJO.COM
    39. 39. MARKETERS’ CHALLENGES @searchmojo SEARCH-MOJO.COM
    40. 40. WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture @searchmojo SEARCH-MOJO.COM
    41. 41. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS @searchmojo SEARCH-MOJO.COM
    42. 42. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information @searchmojo SEARCH-MOJO.COM
    43. 43. MARKETERS’ CHALLENGES @searchmojo SEARCH-MOJO.COM
    44. 44. GOOGLE ANALYTICS • • • • • Set up Goals Set up Ecommerce Use tagging Use Attribution Modeling Tracking across devices @searchmojo SEARCH-MOJO.COM
    45. 45. ATTRIBUTION MODELING @searchmojo SEARCH-MOJO.COM
    46. 46. TRACKING ACROSS DEVICES @searchmojo SEARCH-MOJO.COM
    47. 47. FREE WEBINAR ON THURSDAY • Top 14 SEO Myths… Busted! • Thursday, 2 p.m. ET • Register at: search-mojo.com/myth @searchmojo SEARCH-MOJO.COM
    48. 48. CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo @searchmojo SEARCH-MOJO.COM
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