Ses chicago 2010_m_mackey_stretch_mktgdollars

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Ses chicago 2010_m_mackey_stretch_mktgdollars

  1. 1. Stretch Your Marketing Dollars An SEM Case Study
  2. 2. How Would You Like To… Use PPC to increase conversions from search… without an ongoing PPC budget?
  3. 3. What Are These?
  4. 4. Background – The Client Case Study: • M. Chain (www.mrchain.com): Michigan-based manufacturer of plastic stanchions & chains • Wanted to break into new markets: schools and government • Michigan-based manufacturer, products made in US • GSA certified
  5. 5. Small Budget – What To Do? Small Budget: $15,000 total • Not enough for ongoing PPC • Only enough for one-time SEO • Needed timely & relevant content
  6. 6. Search Marketing: Use PPC to Inform SEO Develop Content Plan
  7. 7. Use PPC to Inform SEO • Client Goals • Keywords & Ad Copy Research
  8. 8. Step 1: Research • Client Goals • PPC Keywords • PPC Ad Copy
  9. 9. Use PPC to Inform SEO • Track & Optimize PPC Performance Implement • Gather SEO Insight
  10. 10. Step 2: Implement • 3-Month PPC Campaign – Keywords with best CTR – Optimize ad copy – Test landing pages • SEO Keyword Research – Begin in Month 3 of PPC
  11. 11. Use PPC to Inform SEO • What Worked in PPC? • Develop SEO Plan Analyze
  12. 12. Step 3: Analyze • 1 PPC Conversion in 3 Months • BUT…. – “Barriers” vs.“Stanchions” – CTR = good; conversion rate = not good – CTA was MIA
  13. 13. Step 3a: Develop SEO Plan • Based on PPC Results – Focus on keywords with the best CTR – Include new on-site copy with high-CTR terms: “barrier,” “school,” & “safety” – On-site implementation included (along with basic SEO training)
  14. 14. Publish Timely & Frequent Content • Content audit • WordPress blog • Create seed posts • Content calendar
  15. 15. Results • Targeted SEO terms went from no ranking to top 5 • Total conversions increased by 37% • Timely & relevant content made easy
  16. 16. Takeaways Determine business goals first
  17. 17. Takeaways • Doing your homework pays off – SEM – Blog Content
  18. 18. Takeaways • Use PPC to inform SEO – Inform website copy and blog content too
  19. 19. Takeaways Investing in good research upfront yields big returns in the long run
  20. 20. Resources • Integrating PPC with SEO, Search Engine Watch: http://searchenginewatch.com/3634874 • Use PPC To Inform SEO, Fluency Media Blog: http://www.fluencymedia.com/ppc-informs-seo/
  21. 21. Melissa Mackey mmackey@fluencymedia.com @Mel66
  22. 22. Thank You!

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