1. • Presented by Matt Wood
• Head of Search, SEO Positive Ltd
Internet World
2013
Channel Crossing:
Get Creative With PPC Data To
Inform Your Digital Strategy
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
@seopositiveltd

2. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Agenda
What Can Be Influenced
From This Data
Know Your Audience
Keyword Data
Engagement Rates
GEO Targeting
Placements & Topics
Marketing Attribution
Internet World
2013

3. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
What Can Be Influenced From This Data?
Affiliate Programmes
Social Profiles
Social Media PPC
Display
Content Distribution
Brand / PR
Creatives
Design & Development
Email Marketing
SEO
Internet World
2013

4. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Know Your Audience
Internet World
2013
Active AudiencePassive Audience

5. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Keyword Data
Match Search Queries
Performing Longtail
Keywords
PPC Position /
Conversion Ratio
Text Ads
Click Through Rates
Time of Day
Internet World
2013

6. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Turn Negative Into Positive
Unwanted PPC Traffic
High Traffic Volume
Low Traffic Volume
Internet World
2013

7. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Engagement Rates
Conversion Rates
Time on Site
Bounce Rate
Page Views
Internet World
2013

8. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Run A Google Experiment
Split Test with the Google Experiment tab
Identify best images to use
Best calls to action
Best layouts
Best content
Internet World
2013

9. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
GEO Targeting
International
Internet World
2013
Local

10. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Who’s driving the
most traffic?
Are there other
relevant topics?
What value do
these visitors hold?
Placements & Topics
Internet World
2013

11. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Identify best converting combinations
of online advertising
Identify the role
PPC is the quickest way to
influence a combination
Marketing Attribution
Internet World
2013

12. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Email Marketing to existing
customer database
Set up remarketing list to
visitors that have completed
the shopping basket
Set up a Facebook advanced
targeting campaign &
upload email addresses
from database
An Effective Example of Multi-Channel Marketing
Internet World
2013

13. Understand your audience
How does your PPC data influence other mediums
What medium converts and which assists
Combine each route to market to find the most effective method
to increase conversions
Summary
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013

14. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd
Any Questions?
Internet World
2013