How To Use SEO and PPC to Benefit Each Other by Larry Kim

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From SMX East 2013 - In House SEO & PPC: What You Can Learn from Each Other, Optimally - How To Use SEO and PPC to Benefit Each Other by Larry Kim #SMX #33D

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How To Use SEO and PPC to Benefit Each Other by Larry Kim

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 How to use PPC and SEO together to benefit Each Other Larry Kim, Founder/CTO, WordStream SMX East, October 3, 2013
  2. 2. Very Few Companies Do PPC and SEO Well Together • People and companies tend to focus on one or the other • Companies silo PPC and SEO marketing activities 2
  3. 3. Case Study: How I use PPC & SEO Together 3 • Started WordStream 5 Years ago • #185 Fastest Growing Private Company in America – Growing at 2500% in last 3 years • Marketing success almost entirely due to effective use of PPC and SEO together!
  4. 4. What +2500% Growth Looks Like: • Approaching Half Million visitors / month • Compound Monthly Growth = 9%. WHAT? HOW?! CONFIDENTIAL – DO NOT DISTRIBUTE 4
  5. 5. Early PPC Goal: Map Out Keyword Taxonomy • Pet Store Example! • Primary Categories – Dog, Cat, Fish, Hamster, etc. • Secondary Categories – Food, Toys, Bath, etc. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Early SEO Goal: Highly Themed Content • SEO Rankings based on on-page & domain factors • Initially Domain Authority is weak • Rank by over- achieving in On- Page Factors • Target Long Tail Keywords! CONFIDENTIAL – DO NOT DISTRIBUTE 6
  7. 7. PPC Campaign Structure = SEO Information Architecture
  8. 8. Use PPC Data to Prioritize Organic Keyword Selection • If Optimizing for More Web Traffic, Use: – (PPC Keyword Impressions * Your CPC) / PPC Keyword Competition • If Optimizing for More Sales or Conversions, Use: – Conversions Driven by PPC Keyword / PPC Keyword Competition CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. PPC Keyword Competition ∝ SEO Keyword Difficulty
  10. 10. PPC Ad Groups = SEO Themed Content Pages CONFIDENTIAL – DO NOT DISTRIBUTE 10 • The Ideal PPC Ad Group and SEO Content both … – Are specifically themed – Have primary & supporting keywords – Create lots of them!
  11. 11. PPC Ads = SEO H1 & Meta Description CONFIDENTIAL – DO NOT DISTRIBUTE 11
  12. 12. SEO + PPC Success! (Or.. not?) CONFIDENTIAL – DO NOT DISTRIBUTE 12
  13. 13. Problem 1: Low Visitor Engagement CONFIDENTIAL – DO NOT DISTRIBUTE 13
  14. 14. Problem 2: Low Conversion Rate 14 Traffic Generation Activities Customer Signup Offer Sign Up Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up was in the mid single digits.
  15. 15. Problem 3: Virtually No Branded Searches 15
  16. 16. Re-Engage With Previous Visitors CONFIDENTIAL – DO NOT DISTRIBUTE 16 of people who visit a website leave without completing the actions marketers want them to take 96% Your Ad Your Site X - of people abandon their shopping cart without completing a purchase 70%
  17. 17. Google Display Network Reach in the US 17 92% reach across millions of sites, videos and devices Sites Games VideoFeeds MobileSocial media Adsense publisher network • 204M visitors/month • 92% of U.S. internet users • 317B impressions/month • Hundreds of comScore 1000 sites Doubleclick ad exchange • Hundreds of premium publishers, with hundreds of millions of ad placements available every day Google O&O properties YouTube • 1B+ video views/day • 2nd largest search engine • 5% of all online time spent Google sites • Finance • Blogger 8.1M Display Network
  18. 18. Typical Reach of Remarketing… CONFIDENTIAL – DO NOT DISTRIBUTE 18 1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently Of the typical remarketing audience, find Reach them on between As they visit 20 or more pages on a typical day across 84% …within a month 10-18 days … or more out of the month 5-10 sites … of which all pages and sites have ad space available to Google Display Network buyers
  19. 19. Audience Definition Strategy • Funnel and Product Based List Segmentation 19
  20. 20. Results after 1 Year CONFIDENTIAL – DO NOT DISTRIBUTE 20
  21. 21. Ads Reinforce Brand & Drive to Conversions!
  22. 22. Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning)
  23. 23. Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
  24. 24. WHAT? HOW? • 43 Million Ad Impressions in a typical month • Cost Per Lead for Remarketing Campaigns: 10% Less than our CPA for Google Search • Site Conversion Rate up by 51%!! • Display Ads = 50% of PPC Spend
  25. 25. PPC Remarketing = Your Secret SEO Weapon! 25
  26. 26. Summary • Top Down vs. Bottom Up • Objective of PPC and SEO over time based on how far along your PPC or SEO is. • White Hat usage of PPC and SEO is the key! – How PPC helps SEO: What Content to Produce – How SEO helps PPC: Creating Huge Audiences to Remarket to. CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. Thank You SMX! 27 Larry Kim (@larrykim) lkim@wordstream.com

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