Main Topics:① Why is it preferred to have both PPC and SEO efforts implemented?① In what situations would a brand be required to choose between SEO and PPC? Have questions throughout the webinar? Use #ppcseo on Twitter!
Main Topics:③ How can a brand decide between SEO and PPC if found in one of those situations?③ How could that brand work towards a marketing model that can include both SEO and PPC efforts? Have questions throughout the webinar? Use #ppcseo on Twitter!
① Why You Need Both PPC & SEO• Two shots at the search listings• They can help one another out• The best kind of puzzle is a complete one!
① Why You Need Both PPC & SEO• It’s where your competition is… • November 2011 MerchantCircle “Merchant Confidence Survey” • Question: If you had to put all your marketing time and budget into only one channel, what would it be?
② Situations That Make You Choose• PPC – You need data “right away” – Your product/service vertical is full of short-tail, highly competitive terms – Demographic data says typical customers respond well to ads (specifically over organic listings) – Need to real-time A/B test
② Situations That Make You Choose• PPC – Website infrastructure can’t be SEO’d – Extensive list of keywords that need to be covered – Unsure of your target keywords/market – Need more specific tracking of where revenue is being generated
② Situations That Make You Choose• PPC – You want LEADS/SALES – You need to more directly control results – You want to target users on specific devices – You need to capitalize on the popularity of another product/service or convert users
② Situations That Make You Choose• SEO – You need the benefits in the long term – Current keyword bids for PPC are too high to fit margins – Demographic data says ads don’t typically work (searcher psychology) – Paid search terms are low search volume
② Situations That Make You Choose• SEO – You need TRAFFIC – You have time and/or patience – You have more content & research resources than you have money
② Situations That Make You Choose• SEO – [alternative to …]
③ How to Choose: PPC or SEO?• Look at the previous lists, which one has more applicable situations for you?• Get an outside analysis and opinion• Request audits of current efforts• Comes down to how well you know your market, what your budget is, and how quickly you need to see performance returned
③ How to Choose: PPC or SEO?• Try both and compare! – Contrast CPC, revenue, visits, ROI
④ Getting SEO & PPC Back On Board• Use one to kick start the other – for budget issues – i.e. PPC revenue goes to SEO campaign budget• Test results of removing one – Does pulling PPC effect SEO traffic/performance?
④ Getting SEO & PPC Back On Board• Build a model to alternate and optimize• Look at other platform expenses • What are you paying for Data and Analytics? Could your process be leaner?
The Round-Up• You can’t always control when/if you can run PPC & SEO campaigns simultaneously• In situations where you cannot, take time to properly choose which will have the greatest impact, to most importantly…• Get the sister-marketing medium back in action for a full web presence
Your Questions Thank you for attending Intrapromote and Hanapin Marketing’s webinar on: How to Choose Between PPC & SEO. #ppcseo• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/ • Password: webinar126• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up• Or Contact us Directly: • Erik Dafforn: firstname.lastname@example.org • Kayla Kurtz: email@example.com