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SearchLove London 2015 | Daniel Gilbert | PPC and SEO: Better Together

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It's been a long time since PPC and SEO were friends. Every year they seem to drift further and further apart. Now things are so bad that they barely talk, and when they do they bicker over attribution. Daniel is here to see if we can all just get along, and he’ll be bringing with him a shedload of data and even some fun machine learning tips.

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SearchLove London 2015 | Daniel Gilbert | PPC and SEO: Better Together

  1. 1. @danielgilbert44 Better Together PPC and SEO Daniel Gilbert
  2. 2. @danielgilbert44 Hi, I’m Dan Gilbert • 35 Super-geeks • $200M Ad Spend • “Best PPC Agency in the world”* *According to a Survey of me
  3. 3. @danielgilbert44 What do SE(h)Os do? 3
  4. 4. @danielgilbert44 Selling Number 1 on the Google 4
  5. 5. 5
  6. 6. @danielgilbert44 What do they want? 6 • Practical tips on how to be better at SEO • Links • More Monies
  7. 7. @danielgilbert44 7 • Mysterious • Wears a black hat SEOPPC • Faster than a speeding bullet • Able to leap tall SERPs in a single bound • Laser focused How could we ever work together? •Handsome, outgoing, humble •Lives in dark cave, misogynistic alcoholic • Enemy called The Penguin
  8. 8. @danielgilbert44 8 PPC Supports SEO Image credit: fishnbacon.tumblr.com
  9. 9. @danielgilbert44 9 We can help you with copy
  10. 10. @danielgilbert44 10 How is Quality Score calculated? prCTR Other shtuff Brainlabs - Quality Score* *Source – my own eyes CTR vs QS
  11. 11. @danielgilbert44 11 We needed to get good at copy testing http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion
  12. 12. @danielgilbert44 12 We Can Test Your SEO Copy Test different title tags in the headlines. Test meta descriptions in the ad body See which sitelinks get clicks Test headlines & images on GDN Or just share results from previous experiments
  13. 13. @danielgilbert44 13 Ideas for testing Pricing Discounts Locations Shipping Range Exclusivity Quality Calls-To-Action Display URLs Time sensitivity
  14. 14. @danielgilbert44 14 Impact of ad testing Brad Geddes (@bgtheory) has some interesting examples as follows:
  15. 15. @danielgilbert44 15 Construction of an ad This is what I think an ad should look like: If you think you can’t be creative with 25 character Headlines, check out Marty Weintraub’s SMX slides
  16. 16. @danielgilbert44 16 How to set up an ad test 1. Keyword testing = SKAGs 2. Concept testing = campaign/account wide
  17. 17. @danielgilbert44 17 Keyword testing – 1 kw/AG Ad Group 1: Nike Shoes “Buy Nike Shoes” CTR = 10% [nike shoes] Ad Group 2: Pink Nike Shoes “Buy Pink Nike Shoes” CTR = 25% [pink nike shoes] 1 Ad Group: Nike Shoes “Buy Nike Shoes” CTR = 10% “Buy Pink Nike Shoes” CTR = 0.5% [nike shoes] [pink nike shoes]
  18. 18. @danielgilbert44 18 Concept Testing: Tools 1. Adalysis 2. Optmyzr 3. Native AdWords tools
  19. 19. @danielgilbert44 19 SEO Supports PPC
  20. 20. @danielgilbert44 Studies show that having organic listings and PPC ads on the same results page gives you more clicks than if you just had the organic. 20 SEO Supports PPC Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012
  21. 21. @danielgilbert44 Link your AdWords account to your Webmaster Tools/Search Console. Then Google will tell you the clicks, impressions/queries and position of your organic listings and paid ads – when they appeared separately and when they were together. 21 Paid & Organic Report
  22. 22. @danielgilbert44 Blended Brainlabs clients (non brand terms only) : But we can’t connect this to conversions 22 Paid & Organic Report Ad CTR Organic CTR Overall CTR Ad only 2.82% - 2.82% Both shown 4.76% 4.10% 8.86% Organic only - 3.63% 3.63%
  23. 23. @danielgilbert44 23 SEO Supports PPC CTR and conversion rate are higher when there’s an organic listing. We analysed data for our clients from AdWords and SEMrush... 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% In Top 10 Organic Results Not in Top 10 Organic Results AdCTR 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% In Top 10 Organic Results Not in Top 10 Organic Results AdConversionRate
  24. 24. @danielgilbert44 24 SEO Supports PPC There’s much less difference in conversion rate, but CTR is still more than double Is that just because you rank best for the most relevant terms? We excluded searches containing brand terms... 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% In Top 10 Organic Results Not in Top 10 Organic Results AdCTR 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% In Top 10 Organic Results Not in Top 10 Organic Results AdConversionRate
  25. 25. @danielgilbert44 25 Correlation or Causation? “GREAT BUT IS IT CAUSAL YA PPC PUNK?”
  26. 26. @danielgilbert44 26 Let’s look at some data
  27. 27. @danielgilbert44 27 Bubbles!
  28. 28. @danielgilbert44 28 What does the data show? Not sharing the R² - too dangerous to look at averages Only a selection of the clients where we did see a pattern Normalised for chaning PPC positions, seasonality and competitors
  29. 29. @danielgilbert44 29 What does the data show? • No meaningful impact on CR • No meaningful impact in lower positions • Measurable increase in CTR for higher positions • Measurable decrease in CTR for reverse trend
  30. 30. @danielgilbert44 30 We have a hero
  31. 31. @danielgilbert44 31 Conclusions SEOs can learn from PPC copy experts Presence in organic  effect on CTR SEO people should get some of our budget Next: Quantify the precise improvement for your business/clients... And get yourselves some ad $$$ Next: what does this look like on Mobile?
  32. 32. @danielgilbert44 32 Open-source code Here’s all the code you need for SEMrush API http://www.brainlabsdigital.com/blog/
  33. 33. @danielgilbert44 33 More Open-source madness! Try labelling your PPC keywords with your and your competitors’ positions!
  34. 34. @danielgilbert44 34 The End! daniel.g@brainlabsdigital.com @danielgilbert44

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