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If You Don't Synergize, You Don't Capitalize: Our Must Have Report for Paid & Organic Search Synergies By Brad Giddens

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Must-Have Reports For Search Advertisers. PRESENTATION: If You Don't Synergize, You Don't Capitalize: Our Must Have Report for Paid & Organic Search Synergies - Given by Brad Giddens. #SMX #13B

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If You Don't Synergize, You Don't Capitalize: Our Must Have Report for Paid & Organic Search Synergies By Brad Giddens

  1. 1. #SMX #13B @DgtlMktgGeek Our Must Have Report for Paid & Organic Search Synergies IF IT DON’T SYNERGIZE, YOU DON’T CAPITALIZE
  2. 2. #SMX #13B @DgtlMktgGeek Our Must Have Report for Paid & Organic Search Synergies IF IT DON’T SYNERGIZE, YOU DON’T CAPITALIZE
  3. 3. #SMX #13B @DgtlMktgGeek • Associate Director, SEO • Dad / Surfer / Prefers Dogs • Human • Largest Independently Owned Media Buying Agency in the World @DgtlMktgGeek @HorizonMediaInc
  4. 4. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  5. 5. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  6. 6. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  7. 7. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  8. 8. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  9. 9. #SMX #13B @DgtlMktgGeek Synergy Conversations Aren’t New… 2011 2013 2014 2017 Google Paid & Organic Report Critical Reviews Best Practices Industry Updates Google Study
  10. 10. #SMX #13B @DgtlMktgGeek • Insights on which keywords to prioritize in SEO • Improved Quality Score and conversions for SEM, which leads to decreased CPC/pressure on SEM • Establish more efficient bidding practices for individual keywords • Performance lifts (based on index) from listings in both SEM and SEO can be significant compared to searches with SEM only By Now, We Know SEM & SEO Shouldn’t be Siloed
  11. 11. #SMX #13B @DgtlMktgGeek We Know Synergies Support a Decrease in CPCs
  12. 12. #SMX #13B @DgtlMktgGeek …But is the “Go To” Report the Best Report to Go To?
  13. 13. #SMX #13B @DgtlMktgGeek We Think More Data is Better. • Optimize for Paid keywords with high CPCs or CTRs • Explore using Ad Copy in Organic Page Titles • Improve Organic Striking Distance keywords that Paid bids on • Align better for keyword intent • Keywords the site doesn’t rank for Organically • Explore aligning Paid Landing Page with URLs that rank high Organically • Keyword mining for Organically ranked terms Organic Opportunities Paid Opportunities New Content Opportunities Identify where Quality Score improvements have the biggest payoffs
  14. 14. #SMX #13B @DgtlMktgGeek This Must Have Report Shows Performance & Action Items
  15. 15. #SMX #13B @DgtlMktgGeek Step 1: Bring it All Together • Keyword • URL • Position • Monthly Search Volume • Keyword • URL • Total Cost • CPC • CTR • URL • Page Title • Page Description *may need to focus on a particular campaign depending on size of data set • Headline • Description • Quality Score • CVR • Revenue
  16. 16. #SMX #13B @DgtlMktgGeek {Report Attributes} Paid Data Organic Data Site Crawl Data Keywords URLs QS Improvement Estimated Savings
  17. 17. #SMX #13B @DgtlMktgGeek Step 2: Calculate Estimated QS Improvement Savings Keyword Cost Quality score (avg) Targeted QS QS Baseline Cost Estimated New Cost Estimated Savings Opportunity bahamas vacation $ 5,402 6 7 $ 6,482.65 $ 4,629 $ 774 paradise island $ 4,611 7 8 $ 6,455.46 $ 4,035 $ 576 bahamas vacations $ 2,336 6 7 $ 2,803.30 $ 2,002 $ 335 all inclusive resorts in bahamas $ 2,139 7 8 $ 2,995.02 $ 1,872 $ 267 bahamas all inclusive resorts $ 2,041 6 7 $ 2,449.66 $ 1,749 $ 292 bahamas hotels $ 1,673 6 7 $ 2,007.10 $ 1,433 $ 240 all inclusive resorts in the bahamas $ 1,268 7 8 $ 1,774.65 $ 1,109 $ 158 Quality Score (AVG) Estimated Savings Opportunity 1 $ 19.82 2 $ 503.17 3 $ 4,303.34 4 $ 4,330.86 5 $ 6,298.65 6 $ 9,908.15 7 $ 6,958.62 8 $ 2,937.86 9 $ 382.43 10 $ - QS Increase or Discount Percent 10 Discounted by: 50% 9 Discounted by: 44.44% 8 Discounted by: 37.50% 7 Discounted by: 28.60% 6 Discounted by: 16.70% 5 - (Benchmark) 4 Increased by: 25% 3 Increased by: 67% 2 Increased by: 150% 1 Increased by: 400% http://www.wordstream.com/quality-score
  18. 18. #SMX #13B @DgtlMktgGeek Step 3: Slice & Dice, Mix & Match, Copy & Paste • Optimize for Paid keywords with high CPCs or CTRs • Explore using Ad Copy in Organic Page Titles • Improve Organic Striking Distance keywords that Paid bids on • Align better for keyword intent • Keywords the site doesn’t rank for Organically • Explore aligning Paid Landing Page with URLs that rank high Organically • Keyword mining for Organically ranked terms Organic Opportunities Paid Opportunities New Content Opportunities Identify where Quality Score improvements have the biggest payoffs
  19. 19. #SMX #13B @DgtlMktgGeek {Go Mining for Keywords} Keyword Search Volume Blended Rank Organic Page Paid Search Landing Page largest hotel in the world 1,300 1 www.stay-in-the-bahamas.com/ #N/A bahama wedding 1,000 1 www.stay-in-the- bahamas.com/celebrations/weddings #N/A bahama weddings 1,000 1 www.stay-in-the- bahamas.com/celebrations/weddings #N/A bahamas wedding 1,000 1 www.stay-in-the- bahamas.com/celebrations/weddings #N/A kids friendly resorts 1,000 1 www.stay-in-the-bahamas.com/ #N/A kid adventures 3,600 2 www.stay-in-the- bahamas.com/kids/toddlers/kidsadventures #N/A wedding packages 2,900 3 www.stay-in-the- bahamas.com/celebrations/weddings/wedd ingpackages #N/A
  20. 20. #SMX #13B @DgtlMktgGeek {Explore Ad Copy & Page Titles} Keyword Paid Search Landing Page Organic URL Paid Headline Paid Description OrganicTitle Organic Description all inclusive resorts bahamas www.stay-in-the- bahamas.com/all- inclusive www.stay-in-the- bahamas.com/all- inclusive Fabulous Resort in Paradise Island - All- Inclusive Experience - stay-in-the-bahamas.com Includes Accommodations, Meals, Beverages & More. Starting at $299 Per Person. All-Inclusive Bahamas Experience | Fabulous Resort in Paradise Island An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island features accommodations in the Fancy Towers or BeachTower, dining in over 20 restaurants and much more! bahamas all inclusive resorts www.stay-in-the- bahamas.com/all- inclusive www.stay-in-the- bahamas.com/all- inclusive Fabulous Resort in Paradise Island - All- Inclusive Experience - stay-in-the-bahamas.com Includes Accommodations, Meals, Beverages & More. Starting at $299 Per Person. All-Inclusive Bahamas Experience | Fabulous Resort in Paradise Island An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island features accommodations in the Fancy Towers or BeachTower, dining in over 20 restaurants and much more! all inclusive resorts bahamas www.stay-in-the- bahamas.com/floridaof fer www.stay-in-the- bahamas.com/all- inclusive Fabulous Resort in Paradise Island - All- Inclusive Experience - stay-in-the-bahamas.com Includes Accommodations, Meals, Beverages & More. Starting at $299 Per Person. All-Inclusive Bahamas Experience | Fabulous Resort in Paradise Island An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island features accommodations in the Fancy Towers or BeachTower, dining in over 20 restaurants and much more! all inclusive vacations bahamas www.stay-in-the- bahamas.com/tristate www.stay-in-the- bahamas.com/all- inclusive Fabulous Resort in Bahamas Resort - Best Prices of the Summer NamedTop 25 Hotels for Families in the Caribbean. BookYour Stay Now! All-Inclusive Bahamas Experience | Fabulous Resort in Paradise Island An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island features accommodations in the Fancy Towers or BeachTower, dining in over 20 restaurants and much more!
  21. 21. #SMX #13B @DgtlMktgGeek {Home in on Largest Areas of Opportunity} Keyword Impr Clicks CTR Quality score (avg) Paid Search Landing Page Organic Monthly Searches Organic Position Organic URL bahamas vacation 38,563 2,456 6% 6 www.stay-in-the-bahamas- bahamas.com/specials 18,100 13 www.stay-in-the-bahamas-bahamas.com/ bahamas vacations 18,833 1,087 6% 6 www.stay-in-the-bahamas- bahamas.com/specials 18,100 14 www.stay-in-the-bahamas-bahamas.com/ bahamas all inclusive resorts 13,523 998 7% 6 www.stay-in-the-bahamas- bahamas.com/all-inclusive 5,400 13 www.stay-in-the-bahamas-bahamas.com/all-inclusive bahamas hotels 55,885 766 1% 6 www.stay-in-the-bahamas- bahamas.com/specials 6,600 12 www.stay-in-the-bahamas-bahamas.com/ bahamas vacation 8,154 563 7% 6 www.stay-in-the-bahamas- bahamas.com/specials 18,100 13 www.stay-in-the-bahamas-bahamas.com/ hotels in bahamas 5,939 397 7% 6 www.stay-in-the-bahamas- bahamas.com/specials 2,400 11 www.stay-in-the-bahamas-bahamas.com/rooms vacation to the bahamas 3,105 216 7% 6 www.stay-in-the-bahamas- bahamas.com/specials 320 13 www.stay-in-the-bahamas-bahamas.com/specials bahamas hotels 10,433 156 1% 6 www.stay-in-the-bahamas- bahamas.com/specials 6,600 12 www.stay-in-the-bahamas-bahamas.com/ bahamas vacations 1,809 115 6% 6 www.stay-in-the-bahamas- bahamas.com/specials 18,100 14 www.stay-in-the-bahamas-bahamas.com/
  22. 22. #SMX #13B @DgtlMktgGeek …and There’s Still More • Optimize for Paid keywords with high CPCs or CTRs • Explore using Ad Copy in Organic Page Titles • Improve Organic Striking Distance keywords that Paid bids on • Align better for keyword intent • Keywords the site doesn’t rank for Organically • Explore aligning Paid Landing Page with URLs that rank high Organically • Keyword mining for Organically ranked terms Organic Opportunities Paid Opportunities New Content Opportunities • Identify where Quality Score improvements have the biggest payoffs
  23. 23. #SMX #13B @DgtlMktgGeek Bonus: Something to Show the Client / Boss / MoM Keyword Impr Clicks CTR Quality score (avg) Previous Month Quality score (avg) Avg CPC Previous Month Avg CPC Organic Monthly Searches Organic Position Previous Month Organic Position QS MoM Avg CPC % Difference MoM Avg CPC $ Difference MoM bahamas 221,740 11,021 5% 7 6 $ 1.58 $ 1.77 246,000 48 53 1 -12% $ 0.19 bahamas vacation 38,563 2,456 6% 6 5 $ 2.20 $ 2.64 18,100 13 17 1 -20% $ 0.44 paradise island 48,459 3,608 7% 7 5 $ 1.28 $ 1.79 22,200 11 13 2 -40% $ 0.51 bahamas 47,983 2,592 5% 7 6 $ 1.44 $ 1.61 246,000 48 53 1 -12% $ 0.17 bahamas resorts 23,485 2,309 10% 8 7 $ 1.61 $ 2.41 14,800 7 11 1 -50% $ 0.80 bahamas vacation package 9,563 1,169 12% 7 7 $ 2.94 $ 2.94 6,600 8 10 0 0% $ - all inclusive bahamas 11,419 1,352 12% 6 7 $ 2.42 $ 2.32 12,100 6 9 (1) 4% $ (0.10) bahamas vacation packages 22,347 1,401 6% 8 7 $ 1.80 $ 2.70 6,600 7 8 1 -50% $ 0.90 bahamas vacations 18,833 1,087 6% 6 5 $ 2.15 $ 2.58 18,100 14 18 1 -20% $ 0.43 all inclusive resorts bahamas 14,458 1,114 8% 6 5 $ 2.07 $ 2.49 5,400 19 23 1 -20% $ 0.41
  24. 24. #SMX #13B @DgtlMktgGeek That’s Performance Media. Performancer.
  25. 25. #SMX #13B @DgtlMktgGeek LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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