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Combining Paid Search
& Organic Principles
                        1
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
WTF is Inbound Marketing Anyway?

Lets ask Google:




                             Questions? tweet @searchmartin   3
WTF is Inbound Marketing Anyway?

Lets ask Google:




                             Questions? tweet @searchmartin   4
WTF is Inbound Marketing Anyway?

Lets ask the Industry:




                             Questions? tweet @searchmartin   5
WTF is Inbound Marketing Anyway?

Lets ask the Industry:

37 Comments
48 Tweets
43 FB/G+/Linkedin




                             Questions? tweet @searchmartin   6
WTF is Inbound Marketing Anyway?

Lets ask the Industry:

37 Comments
48 Tweets
43 FB/G+/Linkedin




 Still no closer to a definition!
                             Questions? tweet @searchmartin   7
Inbound Marketing Defined




In-bound Mar-ket-ing
 -noun



“Marketing strategy that relies on being in the
         discovery phase of the acquisition cycle.”




                               Questions? tweet @searchmartin   8
Customer Acquisition – circa 1995




                                Questions? tweet @searchmartin   9
Customer Acquisition – circa 1995




                                Questions? tweet @searchmartin   10
Customer Acquisition – circa 1995




                                Questions? tweet @searchmartin   11
Customer Acquisition – circa 1995




                                Questions? tweet @searchmartin   12
Customer Acquisition – circa 1995




                                Questions? tweet @searchmartin   13
Customer Acquisition – circa 1995




              Interruption Marketing

                                Questions? tweet @searchmartin   14
Customer Acquisition – circa 1995




              Interruption Marketing

                                Questions? tweet @searchmartin   15
Customer Acquisition – circa 1995




  Reach
                      Interrupt them
 maximum
                     with information                  Hope
 possible
                        about you
 audience




                                   Questions? tweet @searchmartin   16
Customer Acquisition – circa 2013


                                                         With
                    Interest
                                                 Inbound Marketing
                                                  you can appear at
Retention                             Research
                                                  every stage of the
                                                   consumer buying
                                                   cycle often at no
       Conversion              Awareness
                                                      media cost

                                                   Questions? tweet @searchmartin   17
A Real World
Case Study
       Questions? tweet @searchmartin   18
Customer Acquisition – circa 2013

             Q3 2012 I’ve decided that my old Nikon D40 just isn't cutting it.
 Interest




                                          Questions? tweet @searchmartin    19
Customer Acquisition – circa 2013

             Q3 2012 I’ve decided that my old Nikon D40 just isn't cutting it.
 Interest




                                          Questions? tweet @searchmartin    20
Customer Acquisition – circa 2013


 Interest




                                Questions? tweet @searchmartin   21
Customer Acquisition – circa 2013


 Interest




        #FAIL                   Questions? tweet @searchmartin   22
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
Customer Acquisition – circa 2013


Research




                           Researching products has become an
                          integral part of the purchase cycle in the
                                         internet age


                                  Questions? tweet @searchmartin       24
Customer Acquisition – circa 2013


Research




                                Questions? tweet @searchmartin   25
Customer Acquisition – circa 2013


Research




                                Questions? tweet @searchmartin   26
Customer Acquisition – circa 2013

            I know what I'm looking for.
Research

            All I need to do is find the best
            place to buy what I'm looking for.

            Amazon show up in #1 in PPC
Conversio   for the product I want.
   n

            Amazon show up in #2 in SEO
            with the same page.




                                                 Questions? tweet @searchmartin   27
Customer Acquisition – circa 2013

            I know what I'm looking for.
Research

            All I need to do is find the best
            place to buy what I'm looking for.

            Amazon show up in #1 in PPC
Conversio   for the product I want.
   n

            Amazon show up in #2 in SEO
            with the same page.



I Trust Amazon…
                                                 Questions? tweet @searchmartin   28
Customer Acquisition – circa 2013


Research




Conversio
   n




                                Questions? tweet @searchmartin   29
(Calumet Photo here in NYC)



Questions? tweet @searchmartin   30
I bought the camera




                      Questions? tweet @searchmartin   31
Lets go back to the modern purchase cycle


Using inbound marketing we can influence
the purchase path much earlier                                 Interest



We build awareness for when the
consumer is ready to convert
                                           Retention                             Research

We get the chance to retain the customer
after initial purchase!



                                                  Conversion              Awareness




                                               Questions? tweet @searchmartin               32
Lets look at the value of traffic sources

We know most search engine
clicks happen in the organic
listings.

There are more informational
searches than transactional
though..




        80% of Search Clicks STILL go to organic!




                                               Questions? tweet @searchmartin   33
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 numbers
paid search still drives
unmatched conversion
metrics, and simply can not be
ignored.




                                                           Questions? tweet @searchmartin   34
Hang on a minute….




                     Questions? tweet @searchmartin   35
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
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
Lets look at the modern buying process again



                                    Interest



Stuff you                                                        ..stuff you
 should         Retention                             Research
                                                                    really
 pay for..                                                       shouldn’t!

                       Conversion              Awareness




                                                 Questions? tweet @searchmartin   38
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
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
Know what question you are answering



I 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 paid
search clicks, a common mistake is providing all the answers
and losing the conversion when the consumer is in the right
mindset.




                                              Questions? tweet @searchmartin   41
How big is inbound?


But what
about on
other
platforms?
      80% of Search Clicks STILL go to organic!




                                             Questions? tweet @searchmartin   42
How big is inbound?




                      Questions? tweet @searchmartin   43
How big is inbound?




                      Questions? tweet @searchmartin   44
How big is inbound?




                      Questions? tweet @searchmartin   45
How big is inbound?




                      Questions? tweet @searchmartin   46
How big is inbound?




(but then, has anyone ever
bought anything because of
          twitter?)




                             Questions? tweet @searchmartin   47
There’s gold in them hills




                             Questions? tweet @searchmartin   48
My Top 5 Tips on
Combining Marketing




             Questions? tweet @searchmartin   49
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
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
Turbocharge Data Gathering


Leverage the speed & flexibility of PPC:

Once you have a clearer picture of what you
think you should be ranking for run broad
matched paid search campaigns for a few
days, with medium to high bid prices, and
uncapped budgets ($10,000s per day).

This will give you a better picture of the
marketplace than any amount of consumer
research ever could.




                                              Questions? tweet @searchmartin   52
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
Hack Affiliate Software for Funnel Attribution


Hack class leading attribution tracking:

Getting your ROI from content production is
notoriously tough – but there is a relatively easy
and cost effective way.

Experiment with your own in house affiliate
tracking solution, Post Affiliate Pro is a great
example of software that handles multi touch
attribution in a straight forward environment, just
setup Google Organic, Adwords, and referral
sources as different “affiliates” with unique
contribution values.




                                                      Questions? tweet @searchmartin   54
Turn visitors into an army of marketers

Give a sense of achievement

LinkedIn gave “status” to power
users and invited them to tweet
about it. Its also an awesome
CRM tool!




                                  Questions? tweet @searchmartin   55
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
Whats the Downside?




                      Questions? tweet @searchmartin   57
Whats the Downside?




      No, Really?

                      Questions? tweet @searchmartin   58
Keep the Pandas happy!




                         Questions? tweet @searchmartin   59
THANK YOU


Get in Touch!
Twitter: @searchmartin
LinkedIn: http://uk.linkedin.com/in/mogmartin/




                            Questions? tweet @searchmartin   60

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Martin macdonald

  • 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 Comments 48 Tweets 43 FB/G+/Linkedin Questions? tweet @searchmartin 6
  • 7. WTF is Inbound Marketing Anyway? Lets ask the Industry: 37 Comments 48 Tweets 43 FB/G+/Linkedin Still no closer to a definition! Questions? tweet @searchmartin 7
  • 8. Inbound Marketing Defined In-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 at Retention Research every stage of the consumer buying cycle often at no Conversion Awareness media cost Questions? tweet @searchmartin 17
  • 18. A Real World Case Study Questions? tweet @searchmartin 18
  • 19. Customer Acquisition – circa 2013 Q3 2012 I’ve decided that my old Nikon D40 just isn't cutting it. Interest Questions? tweet @searchmartin 19
  • 20. Customer Acquisition – circa 2013 Q3 2012 I’ve decided that my old Nikon D40 just isn't 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 2013 Research Researching products has become an integral part of the purchase cycle in the internet age Questions? tweet @searchmartin 24
  • 25. Customer Acquisition – circa 2013 Research Questions? tweet @searchmartin 25
  • 26. Customer Acquisition – circa 2013 Research Questions? tweet @searchmartin 26
  • 27. Customer Acquisition – circa 2013 I know what I'm looking for. Research All I need to do is find the best place to buy what I'm looking for. Amazon show up in #1 in PPC Conversio 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 I'm looking for. Research All I need to do is find the best place to buy what I'm looking for. Amazon show up in #1 in PPC Conversio 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 2013 Research Conversio 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 cycle Using inbound marketing we can influence the purchase path much earlier Interest We build awareness for when the consumer is ready to convert Retention Research We get the chance to retain the customer after initial purchase! Conversion Awareness Questions? tweet @searchmartin 32
  • 33. Lets look at the value of traffic sources We know most search engine clicks happen in the organic listings. There are more informational searches than transactional though.. 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 numbers paid search still drives unmatched conversion metrics, and simply can not be ignored. 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 Interest Stuff 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 answering I 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 paid search clicks, a common mistake is providing all the answers and losing the conversion when the consumer is in the right mindset. Questions? tweet @searchmartin 41
  • 42. How big is inbound? But what about on other platforms? 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 ever bought anything because of twitter?) Questions? tweet @searchmartin 47
  • 48. There’s gold in them hills Questions? tweet @searchmartin 48
  • 49. My Top 5 Tips on Combining 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 Gathering Leverage the speed & flexibility of PPC: Once you have a clearer picture of what you think you should be ranking for run broad matched paid search campaigns for a few days, with medium to high bid prices, and uncapped budgets ($10,000s per day). This will give you a better picture of the marketplace than any amount of consumer research 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 Attribution Hack class leading attribution tracking: Getting your ROI from content production is notoriously tough – but there is a relatively easy and cost effective way. Experiment with your own in house affiliate tracking solution, Post Affiliate Pro is a great example of software that handles multi touch attribution in a straight forward environment, just setup Google Organic, Adwords, and referral sources as different “affiliates” with unique contribution values. Questions? tweet @searchmartin 54
  • 55. Turn visitors into an army of marketers Give a sense of achievement LinkedIn gave “status” to power users and invited them to tweet about it. Its also an awesome CRM 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 YOU Get in Touch! Twitter: @searchmartin LinkedIn: http://uk.linkedin.com/in/mogmartin/ Questions? tweet @searchmartin 60