Martin macdonald
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  • 1. Combining Paid Search& Organic Principles 1
  • 2. Introductions Martin MacDonald Inbound Marketing Director, Expedia E.A.N. Specialist in: Technical SEO, PPC, Affiliate Marketing, WebDev Get in Touch: Twitter: @searchmartin LinkedIn: uk.linkedin.com/in/mogmartin/ Questions? tweet @searchmartin 2
  • 3. WTF is Inbound Marketing Anyway?Lets ask Google: Questions? tweet @searchmartin 3
  • 4. WTF is Inbound Marketing Anyway?Lets ask Google: Questions? tweet @searchmartin 4
  • 5. WTF is Inbound Marketing Anyway?Lets ask the Industry: Questions? tweet @searchmartin 5
  • 6. WTF is Inbound Marketing Anyway?Lets ask the Industry:37 Comments48 Tweets43 FB/G+/Linkedin Questions? tweet @searchmartin 6
  • 7. WTF is Inbound Marketing Anyway?Lets ask the Industry:37 Comments48 Tweets43 FB/G+/Linkedin Still no closer to a definition! Questions? tweet @searchmartin 7
  • 8. Inbound Marketing DefinedIn-bound Mar-ket-ing -noun“Marketing strategy that relies on being in the discovery phase of the acquisition cycle.” Questions? tweet @searchmartin 8
  • 9. Customer Acquisition – circa 1995 Questions? tweet @searchmartin 9
  • 10. Customer Acquisition – circa 1995 Questions? tweet @searchmartin 10
  • 11. Customer Acquisition – circa 1995 Questions? tweet @searchmartin 11
  • 12. Customer Acquisition – circa 1995 Questions? tweet @searchmartin 12
  • 13. Customer Acquisition – circa 1995 Questions? tweet @searchmartin 13
  • 14. Customer Acquisition – circa 1995 Interruption Marketing Questions? tweet @searchmartin 14
  • 15. Customer Acquisition – circa 1995 Interruption Marketing Questions? tweet @searchmartin 15
  • 16. Customer Acquisition – circa 1995 Reach Interrupt them maximum with information Hope possible about you audience Questions? tweet @searchmartin 16
  • 17. Customer Acquisition – circa 2013 With Interest Inbound Marketing you can appear atRetention Research every stage of the consumer buying cycle often at no Conversion Awareness media cost Questions? tweet @searchmartin 17
  • 18. A Real WorldCase Study Questions? tweet @searchmartin 18
  • 19. Customer Acquisition – circa 2013 Q3 2012 I’ve decided that my old Nikon D40 just isnt cutting it. Interest Questions? tweet @searchmartin 19
  • 20. Customer Acquisition – circa 2013 Q3 2012 I’ve decided that my old Nikon D40 just isnt cutting it. Interest Questions? tweet @searchmartin 20
  • 21. Customer Acquisition – circa 2013 Interest Questions? tweet @searchmartin 21
  • 22. Customer Acquisition – circa 2013 Interest #FAIL Questions? tweet @searchmartin 22
  • 23. Customer Acquisition – circa 2013 Interest 80% of Search Clicks STILL go to organic! “Organic listings are trusted to be more relevant than paid search.” Questions? tweet @searchmartin 23
  • 24. Customer Acquisition – circa 2013Research Researching products has become an integral part of the purchase cycle in the internet age Questions? tweet @searchmartin 24
  • 25. Customer Acquisition – circa 2013Research Questions? tweet @searchmartin 25
  • 26. Customer Acquisition – circa 2013Research Questions? tweet @searchmartin 26
  • 27. Customer Acquisition – circa 2013 I know what Im looking for.Research All I need to do is find the best place to buy what Im looking for. Amazon show up in #1 in PPCConversio for the product I want. n Amazon show up in #2 in SEO with the same page. Questions? tweet @searchmartin 27
  • 28. Customer Acquisition – circa 2013 I know what Im looking for.Research All I need to do is find the best place to buy what Im looking for. Amazon show up in #1 in PPCConversio for the product I want. n Amazon show up in #2 in SEO with the same page.I Trust Amazon… Questions? tweet @searchmartin 28
  • 29. Customer Acquisition – circa 2013ResearchConversio n Questions? tweet @searchmartin 29
  • 30. (Calumet Photo here in NYC)Questions? tweet @searchmartin 30
  • 31. I bought the camera Questions? tweet @searchmartin 31
  • 32. Lets go back to the modern purchase cycleUsing inbound marketing we can influencethe purchase path much earlier InterestWe build awareness for when theconsumer is ready to convert Retention ResearchWe get the chance to retain the customerafter initial purchase! Conversion Awareness Questions? tweet @searchmartin 32
  • 33. Lets look at the value of traffic sourcesWe know most search engineclicks happen in the organiclistings.There are more informationalsearches than transactionalthough.. 80% of Search Clicks STILL go to organic! Questions? tweet @searchmartin 33
  • 34. Lets look at the value of traffic sources 42-48% of conversions happen against a paid click! Stats based on 80% of sites closest to median purchasing behavior split between organic and paid, travel industry test group Q3 2012.Despite higher traffic numberspaid search still drivesunmatched conversionmetrics, and simply can not beignored. Questions? tweet @searchmartin 34
  • 35. Hang on a minute…. Questions? tweet @searchmartin 35
  • 36. Lets look at the modern buying process again SEO Community Engagement Blogging Research Interest CRM Whitepapers eMail Retention Research News Reviews Comparison Pay per Click Conversion Awareness Social Media Adwords Affiliate Marketing PR Questions? tweet @searchmartin 36
  • 37. Lets look at the modern buying process again SEO Community Engagement Blogging Research Interest CRM Whitepapers eMail Retention Research News Reviews Comparison Pay per Click Conversion Awareness Social Media Adwords Affiliate Marketing PR Questions? tweet @searchmartin 37
  • 38. Lets look at the modern buying process again InterestStuff you ..stuff you should Retention Research really pay for.. shouldn’t! Conversion Awareness Questions? tweet @searchmartin 38
  • 39. Economies of Scale and Traffic Volumes SEO & SMM to build awareness and attract consumer attention Highest Traffic PPC to ensure you don’t lose the customer Retention Highest Conversion Rate Questions? tweet @searchmartin 39
  • 40. Know what question you are answering I need help making a purchase decision: • Do I have a need? • Does a product fulfill my need or desire? • What factors should I consider in making my purchase? • Which product matches my requirements best? These are the questions you should be answering by being in the right place at the right time – organically. Questions? tweet @searchmartin 40
  • 41. Know what question you are answeringI want to find the best place to make my purchase• Where is the product available?• How much does it cost?• When can I have it delivered?These are the questions you should be answering with paidsearch clicks, a common mistake is providing all the answersand losing the conversion when the consumer is in the rightmindset. Questions? tweet @searchmartin 41
  • 42. How big is inbound?But whatabout onotherplatforms? 80% of Search Clicks STILL go to organic! Questions? tweet @searchmartin 42
  • 43. How big is inbound? Questions? tweet @searchmartin 43
  • 44. How big is inbound? Questions? tweet @searchmartin 44
  • 45. How big is inbound? Questions? tweet @searchmartin 45
  • 46. How big is inbound? Questions? tweet @searchmartin 46
  • 47. How big is inbound?(but then, has anyone everbought anything because of twitter?) Questions? tweet @searchmartin 47
  • 48. There’s gold in them hills Questions? tweet @searchmartin 48
  • 49. My Top 5 Tips onCombining Marketing Questions? tweet @searchmartin 49
  • 50. Information Providers Every Niche has existing information providers: These may be popular blogs, forums, review sites, basically – anywhere where your audience is already gathering. Use tools like Searchmetrics, SEMrush or SpyFu to find their most important groups of keywords, this will guide your content production towards the most valuable content to attract visitors in the greatest volume. Its unlikely that your direct ecommerce competition is already doing this… Questions? tweet @searchmartin 50
  • 51. Information Providers Every Niche has existing information providers: These may be popular blogs, forums, review sites, basically – anywhere where your audience is already gathering. Use tools like Searchmetrics to find their most important groups of keywords, this will guide your content production towards the most valuable content to attract visitors in the greatest volume. Its unlikely that your direct ecommerce competition is already doing this… Questions? tweet @searchmartin 51
  • 52. Turbocharge Data GatheringLeverage the speed & flexibility of PPC:Once you have a clearer picture of what youthink you should be ranking for run broadmatched paid search campaigns for a fewdays, with medium to high bid prices, anduncapped budgets ($10,000s per day).This will give you a better picture of themarketplace than any amount of consumerresearch ever could. Questions? tweet @searchmartin 52
  • 53. Use Adwords Segmentation for SEO Use Adwords Audiences on Organic Traffic: It can be a great way of targeting the right message to the right consumers, and keeping track of how your SEO has influenced your paid search campaigns. You can further filter the right advertising message to the right audience, maximizing your potential returns. Questions? tweet @searchmartin 53
  • 54. Hack Affiliate Software for Funnel AttributionHack class leading attribution tracking:Getting your ROI from content production isnotoriously tough – but there is a relatively easyand cost effective way.Experiment with your own in house affiliatetracking solution, Post Affiliate Pro is a greatexample of software that handles multi touchattribution in a straight forward environment, justsetup Google Organic, Adwords, and referralsources as different “affiliates” with uniquecontribution values. Questions? tweet @searchmartin 54
  • 55. Turn visitors into an army of marketersGive a sense of achievementLinkedIn gave “status” to powerusers and invited them to tweetabout it. Its also an awesomeCRM tool! Questions? tweet @searchmartin 55
  • 56. Use your existing assets wisely You’ve built up Social Media Assets – USE them! For years everyone has thought about follower count or total likes – lets start using them! Be human, ask your influential followers to give their feedback on your content, you’ll get great information and social shares that count. Questions? tweet @searchmartin 56
  • 57. Whats the Downside? Questions? tweet @searchmartin 57
  • 58. Whats the Downside? No, Really? Questions? tweet @searchmartin 58
  • 59. Keep the Pandas happy! Questions? tweet @searchmartin 59
  • 60. THANK YOUGet in Touch!Twitter: @searchmartinLinkedIn: http://uk.linkedin.com/in/mogmartin/ Questions? tweet @searchmartin 60