PPC SEO CRO overview

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PPT by Nick Garner. A fairly basic presentation for a Marketing Week magazine conference aimed at the financial services sector. There are some basic ideas behind SEO (search engine optimisation) PPC …

PPT by Nick Garner. A fairly basic presentation for a Marketing Week magazine conference aimed at the financial services sector. There are some basic ideas behind SEO (search engine optimisation) PPC (pay per click marketing) and CRO (conversion rate optimisation). The main idea is to help help the audience understand the tug of war between those who want to make money in Google and Google's desire to maximise profit.

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  • 1. 48 Slides | Nick Garner 2011 | Unibet© Unibet Group plc 2011 SEO / PPC / CRO © Unibet Group plc 2011
  • 2. Search for financial services
    • Build an integrated search strategy covering:
      • Search engine optimisation,
      • Pay per click marketing
      • Conversion optimisation.
    48 Slides | Nick Garner 2011 | Unibet
  • 3. Some orientation 48 Slides | Nick Garner 2011 | Unibet
  • 4. There is a tug of war between you and Google 48 Slides | Nick Garner 2011 | Unibet You pay less, get more ££ You pay more to be on Google, earn less ££
  • 5. The Internet in keyword terms 48 Slides | Nick Garner 2011 | Unibet The usual index where a small percentage of users convert on ‘information’ searches. They convert on ‘brand’ searches. And convert on ‘commercial’ searches, but you have to pay to be there. Information Web: Less Competition & more traffic Navigational web: i.e. Brand name searches Commercial Web: Users in ‘buying’ mode
  • 6. The ideal mix for a brand 48 Slides | Nick Garner 2011 | Unibet Ideally, for a brand, users convert on high traffic, low competition ‘information’ searches. I.e. ‘Understanding how mortgages work’ They convert heavily on ‘brand’ searches. And so spend less effort on competing for expensive ‘commercial’ searches Navigational web: i.e. Brand name searches Information Web: Less Competition & more traffic Commercial Web: Users in ‘buying’ mode
  • 7. The ideal mix for Google 48 Slides | Nick Garner 2011 | Unibet Ideally, Google wants users to only convert on ‘commercial’ searches. i.e. ‘buy mortgage’ Not all brands can rank here naturally. Only easy exposure is via paid search Users ideally use non commercial ‘information’ searches to prepare for a buying decision i.e. ‘forums which tracking rate is best big deposit’ Navigational web: i.e. Brand name searches Information Web: Less commercial, less competition & more traffic Commercial Web: Users in ‘buying’ mode
  • 8. SEO 48 Slides | Nick Garner 2011 | Unibet
  • 9. SEO is complex 48 Slides | Nick Garner 2011 | Unibet
  • 10. 48 Slides | Nick Garner 2011 | Unibet
  • 11.
    • How to think about search engine optimisation
      • Make things easier for humans to find
      • Be relevant to users when they arrive
      • Get lots of ‘votes’ from users
    48 Slides | Nick Garner 2011 | Unibet
  • 12. SEO & Library analogy 48 Slides | Nick Garner 2011 | Unibet
  • 13. SEO & Library analogy
    • Books, like web pages can be indexed and classified.
    48 Slides | Nick Garner 2011 | Unibet
  • 14. SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet
  • 15. SEO & library analogy
    • Popular Books, after being indexed and classified, go in prominent places so users can access the books easily.
    • Generally, the more popular the book, the more competition there is to read it.
    • Ranking on popular search engine phrases is the same – lots of competition.
    48 Slides | Nick Garner 2011 | Unibet
  • 16. SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet
  • 17. Make things easier for humans to find
    • Site architecture
    • Good taxonomy
    • Words…The right words are good for search engines
    48 Slides | Nick Garner 2011 | Unibet
  • 18. Be relevant to users when they arrive
    • If your site is well organised, users will naturally go to relevant places on your site.
    • This idea ties back into site structure.
      • Clear segmentation of content
      • Search friendly architecture
    48 Slides | Nick Garner 2011 | Unibet
  • 19. Organised Content 48 Slides | Nick Garner 2011 | Unibet
  • 20. How to influence your rankings through relevance & link building.
    • Back to our Library analogy
      • Popular authors write about what people want
      • People vote for them by reading their books
      • They have authority. Readers have confidence in buying. Their new books will sell well.
      • In a library, those books get read a lot
      • Therefore they get prominently displayed
    48 Slides | Nick Garner 2011 | Unibet
  • 21. How to influence your rankings through relevance & link building.
    • A web site:
      • Has content and/or a function people want
      • People vote for them by linking to them and using their sites (or you can buy ‘votes’)
      • They have authority. New content will be eagerly indexed & ranked by search engines
      • In search engines, the listings get clicked on a lot
      • Therefore they get ranked on big high traffic / commercial phrases
    48 Slides | Nick Garner 2011 | Unibet
  • 22. Beginning
    • What is
    48 Slides | Nick Garner 2011 | Unibet Not much ‘artificial’ linking here
  • 23. Beginning
    • What is
    48 Slides | Nick Garner 2011 | Unibet But definitely a lot here!
  • 24. PPC: Pay Per Click advertising 48 Slides | Nick Garner 2011 | Unibet
  • 25. Got budget? Maybe push your PPC 48 Slides | Nick Garner 2011 | Unibet
  • 26. Key principles behind PPC 48 Slides | Nick Garner 2011 | Unibet Which pays for more ads The higher the bid, the more prominence and exposure they have Companies bid for prominence The more clicks they get If all is good, the more conversions and thus revenue Companies bid for more prominence Bidding intensifies or stabilises
  • 27. Beginning
    • What is
    48 Slides | Nick Garner 2011 | Unibet
  • 28. 48 Slides | Nick Garner 2011 | Unibet Google love to intensify the auction.
  • 29. Google PPC Quality Score affects costs
    • While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:
      • The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google
      • Your account history, which is measured by the CTR of all the ads and keywords in your account
      • The historical CTR of the display URLs in the ad group
      • The quality of your landing page
      • The relevance of the keyword to the ads in its ad group
      • The relevance of the keyword and the matched ad to the search query
      • Your account's performance in the geographical region where the ad will be shown
      • Other relevance factors
    48 Slides | Nick Garner 2011 | Unibet
  • 30. Put simply
    • Quality score =
      • A way to increase the relevance of ads
      • Bring up the overall number of clicks by users to paid advertising
      • Maximise Google’s revenue from a bidder by increasing their overall number of clicks and thus revenues from them.
    48 Slides | Nick Garner 2011 | Unibet
  • 31. Beginning
    • What is
    48 Slides | Nick Garner 2011 | Unibet Higher CTR overall = more ££ for Google
  • 32. What affects PPC performance? 48 Slides | Nick Garner 2011 | Unibet
  • 33.
    • Effective bid management: A tool that automatically adjusts bidding depending on a rule set you give it
    48 Slides | Nick Garner 2011 | Unibet
  • 34.
    • Cost of managing your account
      • By using bid management software, you reduce the need for humans to ‘babysit’ the account.
      • Keep a close eye on the economics of using agecies
    48 Slides | Nick Garner 2011 | Unibet
  • 35.
    • Quality of copywriting
      • It affects click through rates
      • That in combination with bidding levels, affects quality score
    48 Slides | Nick Garner 2011 | Unibet Good! Not as good! – but still ok
  • 36. 48 Slides | Nick Garner 2011 | Unibet Pay More ££ Pay Less ££
  • 37. Conversion Optimisation 48 Slides | Nick Garner 2011 | Unibet
  • 38. Conversion rates matter 48 Slides | Nick Garner 2011 | Unibet 2500 impressions 2% CTR 50 Page views 2% Conversion rate 1 Conversion
  • 39.
    • You have traffic, now turn it into customers…
      • Who is responsible for conversion?
      • What agencies have you got?
      • What tools are you using?
      • What creative assets have they got to test with?
    48 Slides | Nick Garner 2011 | Unibet
  • 40. Conversion Tools
    • Some great tools here: http://bit.ly/exs8c1
    • Google website optimiser
    48 Slides | Nick Garner 2011 | Unibet
  • 41. 48 Slides | Nick Garner 2011 | Unibet After +51% + $48,000,000 SiteTuners.com Before
  • 42. Cross referencing PPC & SEO 48 Slides | Nick Garner 2011 | Unibet
  • 43.
    • Analytics
      • Cross reference natural search conversions with PPC
      • Look for PPC ‘hot spots’ where you could rank in natural SEO
      • Monitor your conversion funnel and see where the weaknesses are.
    48 Slides | Nick Garner 2011 | Unibet
  • 44. Final round up 48 Slides | Nick Garner 2011 | Unibet
  • 45. You can do well without being Einstein! 48 Slides | Nick Garner 2011 | Unibet
  • 46. 48 Slides | Nick Garner 2011 | Unibet
  • 47. Final points
    • SEO, PPC & Conversion are all part of the same ecosystem
    • The teams & agencies need to work together
    • Marketing margins are tight in financial, so small efficiencies really count
    • Assuming you are already doing SEO & PPC, then what about your conversion optimisation?
    48 Slides | Nick Garner 2011 | Unibet
  • 48. Thanks! 48 Slides | Nick Garner 2011 | Unibet