PPC SEO CRO overview

48 Slides | Nick Garner 2011 | Unibet© Unibet Group plc 2011 SEO / PPC / CRO © Unibet Group plc 2011

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

Some orientation 48 Slides | Nick Garner 2011 | Unibet

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 ££

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

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

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

SEO 48 Slides | Nick Garner 2011 | Unibet

SEO is complex 48 Slides | Nick Garner 2011 | Unibet

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

SEO & Library analogy 48 Slides | Nick Garner 2011 | Unibet

SEO & Library analogy
Books, like web pages can be indexed and classified.

SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet

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.

SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet

Make things easier for humans to find
Site architecture
Good taxonomy
Words…The right words are good for search engines

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

Organised Content 48 Slides | Nick Garner 2011 | Unibet

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

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

Beginning
What is
48 Slides | Nick Garner 2011 | Unibet Not much ‘artificial’ linking here

Beginning
What is
48 Slides | Nick Garner 2011 | Unibet But definitely a lot here!

PPC: Pay Per Click advertising 48 Slides | Nick Garner 2011 | Unibet

Got budget? Maybe push your PPC 48 Slides | Nick Garner 2011 | Unibet

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

Beginning
What is

48 Slides | Nick Garner 2011 | Unibet Google love to intensify the auction.

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

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.

Beginning
What is
48 Slides | Nick Garner 2011 | Unibet Higher CTR overall = more ££ for Google

What affects PPC performance? 48 Slides | Nick Garner 2011 | Unibet

Effective bid management: A tool that automatically adjusts bidding depending on a rule set you give it

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

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

48 Slides | Nick Garner 2011 | Unibet Pay More ££ Pay Less ££

Conversion Optimisation 48 Slides | Nick Garner 2011 | Unibet

Conversion rates matter 48 Slides | Nick Garner 2011 | Unibet 2500 impressions 2% CTR 50 Page views 2% Conversion rate 1 Conversion

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?

Conversion Tools
Some great tools here: http://bit.ly/exs8c1
Google website optimiser

48 Slides | Nick Garner 2011 | Unibet After +51% + $48,000,000 SiteTuners.com Before

Cross referencing PPC & SEO 48 Slides | Nick Garner 2011 | Unibet

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.

Final round up 48 Slides | Nick Garner 2011 | Unibet

You can do well without being Einstein! 48 Slides | Nick Garner 2011 | Unibet

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?

Thanks! 48 Slides | Nick Garner 2011 | Unibet

PPC SEO CRO overview

by Nick Garner on Mar 22, 2011

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PPC SEO CRO overview — Presentation Transcript

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