SEO VS PPC

SEO VS PPC Digital Dealer 2011 Larry Bruce @pcmguy www.micrositesbyu.com

Online Marketing is time, labor& resource intensive

500 Dealership websites4.5 Million in market visitorsFocused on 3 behaviors we felt were most closely related to ROI andDealership Brand Awareness:• Visitor likelihood to convert• Effect of price on visitor conversion and value per visitor• Visitor engagement & behavior

Goals1.To see how visitors behave based on the traffic source used to get them to your site2.To look for opportunities to customize the experience for customers based on traffic source3.To find the best budget optimization between SEO, PPC, Inbound Marketing & Branding4.To see the effect of pricing on visitor behavior

Traffic Segmentation• Paid PPC Listings• Organic Listings• Direct / Bookmarked traffic• Other referring traffic

Traffic38% More Traffic fromOrganic Listings

ROI – Gross Profit Distribution$700 Million + in gross profit2.4X Gross frompaid over Organic

ROI – Bounce RateAvg. Bounce Rate 36.95%

ROI – Conversion RateAvg. Conversion Rate 2.47%

ROI – Gross ProfitAvg. Gross Profit $1629.77

Engagement – Value Per Visitor

Engagement – Time On Site

Engagement – Page Views

Engagement – Time on an individual page

Landing Pages & Leads Lead Generation 4000 Business

Comparison – Time on site & gross profit

Comparison – Time on site & conversion

Comparison – Time on site & Avg. Gross Per Visit

Comparison – Avg. Page Views & Gross

Social Sharing & Traffic

Blog Posts & Traffic

Comparison – Page Views & Conversion Rate

Comparison – Page Views & Gross Per Visit

ConclusionsThe Most Productive VisitorPaid Listing definitely came out on top in our study but we cannot discount the rolethat Organic Listings play in introducing the business to a customer during theresearch phase of the buying cycle and in creating eventual Direct Access / Bookmarktraffic which consistently scored high in our study.SEO VS PPCThis has been a long time debate over which traffic channel produces the highestROI. In our study Paid Listings consistently outperformed Organic Listings in everycategory. Although we should add that there are a multitude of factors beyond thetraffic source that will cause a visitor to convert or buy. Overall we did find that theaverage gross profit from Paid Listings was almost 4 times higher than Organic listingsbut there were far more clicks and traffic from Organic listings leading us to believethe ROI is much higher from Paid Listings.

Take Away’s1PPC wasn’t high enough to abandon SEO completelyin fact we saw a definite synergy between the two.There is no way to rank for all keywords nor wouldyou want to, get out of the gate with a strong PPCcampaign to quickly find the keywords that convertbest and are most profitable then use those keywordsfor your SEO efforts

Take Away’s2Onsite SEO has a small role in your overall SEOstrategy, but still very important. Google Pandaupdates have put SEO squarely into a content strategy.Using the identified keywords from your PPC effortsyou should build your content strategy on working tocreate 30 posts per month. The biggest factors in SEOare the Keyword prominence, the number of pages,the quality & freshness of that content.

Take Away’s3Landing Pages play a key role in lead generationdelivering relevant information that is easy to followto conversion. Landing pages in your PPC campaignboost Conversion 47% and landing pages off of yourcontent and your Main Website focus the messageand make easier for the visitor to convert. You shouldwork to have a min of 50 strategic landing pagesthroughout your web strategy.

Take Away’s4Social sharing is the operative word. We have seensocial work in keeping existing customers andprospects close. Social is a content distributionengine, likes on facebook are useless you need friendsto gain access to their interests and help you driverelevant content for your social audience. You shouldwork to share content 10 times per day on bothtwitter and facebook. Sharing is caring for all involved.

Take Away’s5Your blog is your content home base it is where allcontent should evolve from. This keeps all eyes onyour property and gives you much more control. Ifyou’re social content outlet is facebook or twitter youneed to stop that immediately, you’re out of controlthere.

Take Away’s6This is a big job and a lot of moving parts. The bestmanaged online strategies are a hybrid of in-houseand managed outsourced resources.

ThanksGet a free Inbound Marketing & Customized Market evaluation for your business withactionable advice from an Inbound Marketing expert who will show you how to combine SearchMarketing, Content Marketing & Social Media into a power lead generation engine for yourbusiness.OnlineDrive will• Provide a custom website you control and can easily manage• Set your business up with targeted Search marketing to optimized leads and identify your top performing keywords quickly• Create a content strategy and implement it for your dealership to get you found online by the most profitable prospects• Create a social media & sharing strategy that will optimize your audience to listen to your message and keep your existing customers coming back to your site and your business• Let you see how your Inbound Marketing is working for you in an easy to read dashboard Larry Bruce President CEO @pcmguy lbruce@micrositesbyu.com 281.455.3811

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SEO VS PPC

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SEO VS PPC Presentation Transcript

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