INTEGRATE 2016 - Nikki Powley & Stephen Hoops Capturing The Moment: Using PPC & SEO To Reach Audiences At The Right Time

1. DIRECT ONLINE MARKETING
Capturing The Moment: Using PPC & SEO To Reach Audiences at the Right Time
June 4, 2016
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2. The DOM Team:
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About Us
➢ Experience. Founded in 2006
➢ Services. Paid search, SEO, social advertising, retargeting, & analytics
➢ Clients. A sampling of clients we’ve helped include:

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Benefits of working with us!
➢ Dedicated Account Manager
➢ Superior communication with Weekly Reporting
➢ Outstanding Results: Client recently selected for a
Google case study (1 of just 4 in the world)
➢ Top 200 Global Google Partner

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Ifs, Buts & Coconuts
➢Earned media
➢Email
➢Search
➢Social Media (organic)
➢Social Media (paid)
“If we had to put all our eggs in one basket to drive demand, which would you choose?”
- Question asked to job applicants by a DOM client

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Search = Intent

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2 Types of Results

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Definitions
Search Engine Optimization (SEO):
Improving Natural/Organic Results
Paid Search Advertising:
Using Pay Per Click (PPC) Ads
Search Engine Marketing:
SEO & Paid Search
More: directom.com/glossary

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Pay Per Click Advertising (PPC)

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How PPC Works
➢ Based on Keywords
➢ Pay Per Click (PPC)
➢ Highly Targeted
➢ Test Everything
➢ Google AdWords, Bing Ads & Yahoo! Gemini

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Why PPC?
➢ SPEED. Ads can be launched immediately
➢ ACTION. You only pay when searchers click on your ads
➢ TARGETING. Target by many factors including day of week, time of day, and
geography of the searcher down to the city or neighborhood level
➢ DATA. Receive empirical data on your campaigns. You will know what works
and what doesn’t
➢ TESTING. All aspects can continually be tested to improve performance

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Being in the Moment
➢ MOBILE. The shift to mobile is now
➢ NEAR ME. Keywords targeting “near me” searches have increased 34X since
2011 and nearly doubled 2014 over 2015
➢ TAILOR MESSAGING. Use location and time of day data to create messages
unique to the moment
➢ CREATE A JOURNEY. Screen to screen. Moment to moment. Use retargeting
to bring users back

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Retargeting

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Where Ads Appear

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How Retargeting Works
➢Creepy.
➢Cookies or Sessions
➢Based on User Action
➢Can Segment by Paths
➢Pay Per Click
Crawsome!Awesome.

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Why Retargeting?
Benefits include:
➢ Sites lose 96%+ of all visitors. Reach those visitors again.
➢ You may receive 500+ ad views for free with each click
➢ Ads can appear on any sites that accept 3rd party networks (90% of publishers),
Facebook & Twitter
➢ Control how often ads appear
➢ High conversion rates, low costs

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Search Engine Marketing:
How Important is SEO?

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SEO Statistics Worth Noting
➢54% of B2B marketers plan to increase spend on SEO in 2016
(1)
➢72% of consumers who did a local search visited a store within
5 miles (2)
➢Google gets over 100 billion searches per month worldwide,
more than half of which are on mobile devices (3)
(1) Regalix, 2016 | (2) Wordstream, 2015 | (3) Recode, 2015

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What sets apart search from
other marketing channels?
INTENT.

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Search is constantly evolving,
but intentions remain the same.
➢Transactional Queries - “I want to do something.”
➢Informational Queries - “I want to learn more about something.”
➢Navigational Queries - “I want to go somewhere or visit a specific website.”

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Search Users Expect That Results Be:
➢Relevant
➢Useful
➢Trustworthy
➢Fast
➢Recent/Timely

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Perceived Value Through Content
Because search engines like Google want to
provide useful, relevant content to its
users, sites must always think about
creating content for humans, not robots.

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How does Google judge
whether content is
relevant or not?

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Authority & Links
Search engines crawl the web and use their own proprietary
algorithms to judge the relevance and trustworthiness of content.
These algorithms are updated on an almost daily basis, but one of
the largest factors remains to be backlinks.

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Authority & Links - How It Works
What is a backlink?
An incoming link from an external site which
points to a page on another site.

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Authority & Links - How It Works
The more backlinks a site has, the more authoritative
that site is (theoretically)
BUTMore links doesn’t always mean
better organic search performance.

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Authority & Links - How It Works
QUALITY over QUANTITY
Search engines will try to evaluate the nuances of a site’s
backlink profile.
➢ Trustworthiness of external sites
➢ Industry or topical relevance
➢ Diversity of domain types (eg. .com, .edu, .gov)

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Links = Authority

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Authority & Links – Old School SEO
In the early days of search engines, sites would turn to several
“blackhat” link building tactics in order to manipulate search
rankings.
Purchasing links from spammy websites used to be a viable link
building strategy.

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Authority & Links – Old School SEO
In 2012, Google rolled out the infamous Penguin Update.
This change to the Google algorithm sought to demote or
even penalize sites that may have participated in
spammy link building practices.

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Authority & Links – SEO in a Post-Penguin World
Despite many sites getting hit hard by the Penguin algorithm
update, link building still has the greatest impact on SEO.
Expert search marketers reported that domain-level and
page-level link metrics are still the 2 biggest factors which
can influence search engine rankings. (1)
(1) Moz Search Engine Ranking Factors, 2015

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Content Marketing & SEO: A Match Made in Heaven
Over the past few years, content marketing has begun to play a
much larger role.
➢ B2C marketers spend nearly 1/3 of their budgets on content marketing (1)
➢ 76% of B2B marketers will produce more content than 2015 (2)
➢ B2B marketers ranked content creation as the single most effective SEO tactic (3)
(1) Content Marketing Institute, 2015 | (2) Content Marketing Institute, 2016 | (3) Marketing Sherpa, 2013

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Content Marketing & SEO: A Match Made in Heaven
Creating relevant content is only half the battle.
Some old school link building tactics may no longer work as well as they once did, but content
marketing has become one of the most effective link building tactics among SEO experts.
State of Link Building Survey, Moz, 2016

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Content Marketing & SEO: A Match Made in Heaven
Creating high quality content is two-fold for SEO.
➢ Providing value to answer user search queries
➢ Creating link worthy assets for link building efforts

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Speaking The Language: Keyword Research
Keyword research is the most critical part
of any SEO strategy.
Using search volume data will establish a foundation for
creating new content and optimizing existing content.

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Leveraging the Power of PPC for SEO
To take it to the next level, running a test paid search campaign
for potential keywords can provide valuable context:
➢Sift through keyword variations to find the best ones
➢Discover which keywords have the most potential for
better conversions
➢Find new, better keyword opportunities

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Search Marketing: Capturing Audiences in the Moment
Search is all about the intent.
The moment a search is performed, users are actively looking to solve their questions.
Using search marketing is still the most effective way to reach audiences in those moments
where they are most engaged.
The challenge is whether or not your brand or business will step forward and strive
to be the answer.

38. Thank You!
800-979-3177 info@directom.com
www.directom.com
www.directom.com/internet-marketing-blog
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