SEO & PPC<br />The Classic One / Two Punch<br />To Dominate<br />Marty Weintraub, CEO<br />@aimClear<br />
Or…<br />Thinking About Marketing<br />In a More Holistic Light<br />Marty Weintraub, CEO<br />@aimClear<br />
ho·lis·tic/hōˈlistik/<br />“Characterized by comprehension of the parts of something as intimately interconnected & explic...
Marty Weintraub<br />CEO Of aimClear®, Agency<br />Social, SEO,& SEM Online Pro Since 1993<br />15 Billion FB Ads Impressi...
Marty Weintraub<br />CEO Of aimClear®, Agency<br />Social, SEO,& SEM Online Pro Since 1993<br />15 Billion FB Ads Impressi...
So What’s<br />Important? <br />
Paid Above Fold<br />
Organic (SEO)<br />
Kingmaker<br />
Organic<br />
Paid<br />
Today’s Discussion<br /><ul><li>Search Marketing & Intent
Contextual Marketing
SEO’s Effect On Advertising ROI
Facebook PPC’s Effect On SEO
Excellent Questions
Modern SEO KPIs</li></li></ul><li>Search & Intent<br />
2 Fundamental Types of Marketing<br />Search (Users Asking Questions)<br />Paid& Organic <br />
Venerable “SEO”<br />
Intent Revealed<br />Are Searchers Looking to Buy?<br />Do They Seek Information?<br />Trying To Find a Specific Site (Nav...
Intent (Keyword) Research<br />
Mash Clarifying Words with Intent<br />
“Intent” Takes All Different Forms<br />
Inferred Intent<br />
What Is SEO?<br />
Channel Mania<br />
“SEO” By Participation<br />
2nd Fundamental Type of Marketing<br />Contextual (Walk By)<br />Paid & Organic<br />
ContextualMarketing<br />Walk-By Traffic, Nobody Searches<br />
Contextual Marketing Is Timeless<br />Driving North on HW, Hotel Billboard<br />
Traditional Display Channels<br />Tire Adin Sports Section<br />
Classic User Targeting<br />Ads on Hockey Boards<br />
Rocking Contextual PPC<br />Massive Volume<br />Targeting Downright Creepy<br />
Facebook Ads<br />Highly Targeted Contextual Inventory<br />
LinkedIn Ads<br />
LinkedIn Ads<br />Deadeye Retargeting<br />
Organic Contextual (Social Media) <br />Free Social Channels For Participation<br />Marketing By Participation<br />
SEO’s Effect On Advertising ROI<br />
Classic Pay Per Click Metrics<br />
Google.com/webmasters<br />
Technical & Semantic SEO<br />
MARKETING<br />Technical SEO &<br />
Overlooked, SEO “Ads”<br />
Improved SEO<br />+79.8%<br />
Cost Of PPC:					$6,587<br />PPC Conversions			274<br />CPA PPC + Old SEO		$15.91<br />CPA PPC + New SEO$6.57<br />Factor ...
Case Study:Effect Of Facebook Ads<br />
Organic Search<br />
PPC<br />
PPC<br />
After FB Ads<br />
PPC<br />
Organic Search<br />
PPC<br />
PPC<br />
Net Contingent On Margin<br />$17,768.81<br />47.9%<br />14.3%<br />
+ Transient SEO Lift<br />
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SEO & PPC The Classic OneTwo Punch to Dominate

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SEO & PPC The Classic OneTwo Punch to Dominate

  1. 1. SEO & PPC<br />The Classic One / Two Punch<br />To Dominate<br />Marty Weintraub, CEO<br />@aimClear<br />
  2. 2. Or…<br />Thinking About Marketing<br />In a More Holistic Light<br />Marty Weintraub, CEO<br />@aimClear<br />
  3. 3. ho·lis·tic/hōˈlistik/<br />“Characterized by comprehension of the parts of something as intimately interconnected & explicable only by reference to the whole”<br />-Wikipedia<br />
  4. 4.
  5. 5. Marty Weintraub<br />CEO Of aimClear®, Agency<br />Social, SEO,& SEM Online Pro Since 1993<br />15 Billion FB Ads Impressions Since 2007<br />Client Credits: Martha Stewart, Siemens, 3M, Ning, Local.com, Many Others. <br />
  6. 6. Marty Weintraub<br />CEO Of aimClear®, Agency<br />Social, SEO,& SEM Online Pro Since 1993<br />15 Billion FB Ads Impressions Since 2007<br />Client Credits: Martha Stewart, Siemens, 3M, Ning, Local.com, Many Others. <br />
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15. So What’s<br />Important? <br />
  16. 16.
  17. 17.
  18. 18. Paid Above Fold<br />
  19. 19. Organic (SEO)<br />
  20. 20. Kingmaker<br />
  21. 21.
  22. 22. Organic<br />
  23. 23. Paid<br />
  24. 24. Today’s Discussion<br /><ul><li>Search Marketing & Intent
  25. 25. Contextual Marketing
  26. 26. SEO’s Effect On Advertising ROI
  27. 27. Facebook PPC’s Effect On SEO
  28. 28. Excellent Questions
  29. 29. Modern SEO KPIs</li></li></ul><li>Search & Intent<br />
  30. 30. 2 Fundamental Types of Marketing<br />Search (Users Asking Questions)<br />Paid& Organic <br />
  31. 31. Venerable “SEO”<br />
  32. 32.
  33. 33. Intent Revealed<br />Are Searchers Looking to Buy?<br />Do They Seek Information?<br />Trying To Find a Specific Site (Navigational)?<br />Crucially Subtle Intent: Surgery vs. Surgeon<br />
  34. 34. Intent (Keyword) Research<br />
  35. 35. Mash Clarifying Words with Intent<br />
  36. 36. “Intent” Takes All Different Forms<br />
  37. 37. Inferred Intent<br />
  38. 38. What Is SEO?<br />
  39. 39. Channel Mania<br />
  40. 40. “SEO” By Participation<br />
  41. 41. 2nd Fundamental Type of Marketing<br />Contextual (Walk By)<br />Paid & Organic<br />
  42. 42. ContextualMarketing<br />Walk-By Traffic, Nobody Searches<br />
  43. 43. Contextual Marketing Is Timeless<br />Driving North on HW, Hotel Billboard<br />
  44. 44. Traditional Display Channels<br />Tire Adin Sports Section<br />
  45. 45. Classic User Targeting<br />Ads on Hockey Boards<br />
  46. 46. Rocking Contextual PPC<br />Massive Volume<br />Targeting Downright Creepy<br />
  47. 47. Facebook Ads<br />Highly Targeted Contextual Inventory<br />
  48. 48. LinkedIn Ads<br />
  49. 49. LinkedIn Ads<br />Deadeye Retargeting<br />
  50. 50. Organic Contextual (Social Media) <br />Free Social Channels For Participation<br />Marketing By Participation<br />
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56. SEO’s Effect On Advertising ROI<br />
  57. 57. Classic Pay Per Click Metrics<br />
  58. 58. Google.com/webmasters<br />
  59. 59.
  60. 60. Technical & Semantic SEO<br />
  61. 61. MARKETING<br />Technical SEO &<br />
  62. 62. Overlooked, SEO “Ads”<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66. Improved SEO<br />+79.8%<br />
  67. 67. Cost Of PPC: $6,587<br />PPC Conversions 274<br />CPA PPC + Old SEO $15.91<br />CPA PPC + New SEO$6.57<br />Factor 6K Agency Fee $12.56<br />414 conversions<br />1002 conversions<br />
  68. 68. Case Study:Effect Of Facebook Ads<br />
  69. 69. Organic Search<br />
  70. 70. PPC<br />
  71. 71. PPC<br />
  72. 72. After FB Ads<br />
  73. 73. PPC<br />
  74. 74. Organic Search<br />
  75. 75. PPC<br />
  76. 76. PPC<br />
  77. 77. Net Contingent On Margin<br />$17,768.81<br />47.9%<br />14.3%<br />
  78. 78. + Transient SEO Lift<br />
  79. 79.
  80. 80. Excellent Questions<br />PPC For Brand Terms?<br />How To Measure Social Conversion?<br />Why FB/LinkedIn Ads In Light Of $<br />What Program Yields Greatest ROI?<br />
  81. 81.
  82. 82. Thank You!<br />Marty Weintraub, CEO<br />@aimClear<br />
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