Ses chicago 2010_m_mackey_stretch_mktgdollars

Stretch Your Marketing Dollars An SEM Case Study

How Would You Like To… Use PPC to increase conversions from search… without an ongoing PPC budget?

What Are These?

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

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

Search Marketing: Use PPC to Inform SEO Develop Content Plan

Use PPC to Inform SEO • Client Goals • Keywords & Ad Copy Research

Step 1: Research • Client Goals • PPC Keywords • PPC Ad Copy

Use PPC to Inform SEO • Track & Optimize PPC Performance Implement • Gather SEO Insight

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

Use PPC to Inform SEO • What Worked in PPC? • Develop SEO Plan Analyze

Step 3: Analyze • 1 PPC Conversion in 3 Months • BUT…. – “Barriers” vs.“Stanchions” – CTR = good; conversion rate = not good – CTA was MIA

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)

Publish Timely & Frequent Content • Content audit • WordPress blog • Create seed posts • Content calendar

Results • Targeted SEO terms went from no ranking to top 5 • Total conversions increased by 37% • Timely & relevant content made easy

Takeaways Determine business goals first

Takeaways • Doing your homework pays off – SEM – Blog Content

Takeaways • Use PPC to inform SEO – Inform website copy and blog content too

Takeaways Investing in good research upfront yields big returns in the long run

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/

Melissa Mackey mmackey@fluencymedia.com @Mel66

Thank You!

Ses chicago 2010_m_mackey_stretch_mktgdollars

by mmackey

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