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Integrated Paid Search and SEO Strategy for E-commerce
- 1. © 2018 Workshop Digital, LLC All Rights Reserved. 1 How To: Developing an Integrated Paid Search and SEO Strategy for E-commerce
- 2. © 2018 Workshop Digital, LLC All Rights Reserved. 2 Presentation Overview Maximizing you digital marketing reach Increasing SERP Visibility Optimizing Budget Allocation Developing Targeted Content Developing Creative that Resonates Introductions Overall Integration
- 3. © 2018 Workshop Digital, LLC All Rights Reserved. 3 Introductions
- 4. © 2018 Workshop Digital, LLC All Rights Reserved. 4 Meet the Team Getting to know us Andrew Eager Emily Kirk Andrew Eager is the Search Engine Optimization Manager at Workshop Digital. He enjoys leveraging his nine years of experience to provide SEO solutions to businesses. With experience in technical SEO execution and product development, Andrew believes in data-driven solutions and return-on- investment based strategies. Emily Kirk is the Paid Digital Marketing Manager at Workshop Digital. She is passionate about developing custom digital marketing strategies to create omnichannel experiences. She enjoys leveraging data to drive continuous growth and influence product development and core business strategies. Her paid digital marketing experience includes managing IR Top 100 and IR Top 150 accounts.
- 5. © 2018 Workshop Digital, LLC All Rights Reserved. 5 Guest Introductions Name Company What’s the biggest challenge you are facing in your digital marketing?
- 6. © 2018 Workshop Digital, LLC All Rights Reserved. 6 Increasing SERP Visibility
- 7. © 2018 Workshop Digital, LLC All Rights Reserved. 7 Leveraging Paid Search to Stay Above the Fold Increasing SERP Visibility for E-commerce Often times, ads are pushing organic listings below the fold. Retailers can leverage paid ads to maintain visibility above the fold.
- 8. © 2018 Workshop Digital, LLC All Rights Reserved. 8 Leveraging Paid Search to Stay Above the Fold Increasing SERP Visibility for E-commerce 55% Mobile drove of Google clicks in Q4 2017 Source: Merkle Q4 2017 DMR
- 9. © 2018 Workshop Digital, LLC All Rights Reserved. 9 Increasing Visibility on Low Ranking SEO Keywords Increasing SERP Visibility for E-commerce SEO takes time which retailers don’t have a lot of. While working on a long term strategy with focus keywords, utilizing paid can generate quick results. • Target keywords not ranking well • Just opened a new product line • SEO team focused on other
- 10. © 2018 Workshop Digital, LLC All Rights Reserved. 10 Utilizing Data Across Channels to Drive New Opportunities Increasing SERP Visibility for E-commerce SEO wins can be made bigger by identifying successful keywords and sharing data with paid.
- 11. © 2018 Workshop Digital, LLC All Rights Reserved. 11 Increasing Brand Traffic with SEO and Paid Search Increasing SERP Visibility for E-commerce Source: Neilson Research Brand was only mentioned in organic results 60% of clicks 92% of clicks Brand appeared in both paid and organic results
- 12. © 2018 Workshop Digital, LLC All Rights Reserved. 12 Driving Incremental Revenue with Paid Search Increasing SERP Visibility for E-commerce Google shared an e-commerce case study which revealed that paid ads drive a third of traffic, but almost half of search revenue.
- 13. © 2018 Workshop Digital, LLC All Rights Reserved. 13 Developing Results Driven Creative
- 14. © 2018 Workshop Digital, LLC All Rights Reserved. 14 Testing What Language Resonates with YourAudience Developing Results-Driven Creative for E-commerce Paid search can test language in ad copy and then use top performers to inform meta descriptions. Impression Volume Click-through- rate Conversion Rate AOV and Margin
- 15. © 2018 Workshop Digital, LLC All Rights Reserved. 15 Driving to SEO Content in Paid Search Ad Copy Leverage Paid Search Sitelinks to drive users to SEO content. Sitelinks to Organic Content Developing Results-Driven Creative for E-commerce
- 16. © 2018 Workshop Digital, LLC All Rights Reserved. 16 Driving to SEO Content in Paid Search Ad Copy Leverage Paid Search Sitelinks to drive users to SEO content. Sitelinks to Organic Content Developing Results-Driven Creative for E-commerce
- 17. © 2018 Workshop Digital, LLC All Rights Reserved. 17 Controlling Messaging with Paid Search Show immediately for a new product offering or combat negative PR with Paid Search. Developing Results-Driven Creative for E-commerce
- 18. © 2018 Workshop Digital, LLC All Rights Reserved. 18 Optimizing Budget Allocation
- 19. © 2018 Workshop Digital, LLC All Rights Reserved. 19 Adjusting Budget Allocations to Meet Goals Optimizing Budget Allocation for E-commerce Analyze SEO data to strategically allocate your paid search budget to align with your business goals 1.) Limited Budget: Pause keywords with strong organic rank and limited competition 2.) Extra Budget: Launch keywords that align with organic performance and goals Search Query 1 Search Query 2 Search Query 3 Search Query 4
- 20. © 2018 Workshop Digital, LLC All Rights Reserved. 20 Paid Search CPCs are on the Rise Optimizing Budget Allocation for E-commerce Source: Merkle Q4 2017 DMR
- 21. © 2018 Workshop Digital, LLC All Rights Reserved. 21 Improving Quality Score by Optimizing with SEO Optimizing Budget Allocation for E-commerce Quality SEO increasing a keywords quality score and can help decrease CPCs. Ad group 1Keyword 1
- 22. © 2018 Workshop Digital, LLC All Rights Reserved. 22 Improving Quality Score by Optimizing with SEO Optimizing Budget Allocation for E-commerce Quality SEO increasing a keywords quality score and can help decrease CPCs. • Keyword Optimization • Semantic Search • Image Optimization • Page Speed
- 23. © 2018 Workshop Digital, LLC All Rights Reserved. 23 Developing Smart Content
- 24. © 2018 Workshop Digital, LLC All Rights Reserved. 24 Content Creation & Gap Analysis Developing Smart Content for E-commerce Paid search queries identify new pages of content for organic What SEO Sees
- 25. © 2018 Workshop Digital, LLC All Rights Reserved. New Search Query Trends 25 Using PPC Keyword Data to Drive Content Creation Decisions Developing Smart Content for E-commerce Leverage paid search data to utilize language that resonates with your audience in SEO optimizations. Highest Volume Keywords Top Converting Keywords PoorPerforming Keywords High AOV orMargin Driving Keywords
- 26. © 2018 Workshop Digital, LLC All Rights Reserved. 26 Using PPC Keyword Data to Drive Content Creation Decisions Developing Smart Content for E-commerce Leverage paid search data to utilize language that resonates with your audience in SEO optimizations.
- 27. © 2018 Workshop Digital, LLC All Rights Reserved. 27 Analyzing Paid Search Keyword Data to Drive Decisions Developing Smart Content for E-commerce Leverage paid search data to utilize language that resonates with your audience in SEO optimizations
- 28. © 2018 Workshop Digital, LLC All Rights Reserved. 28 Running Paid Search Landing Pages to Test Targeted Language Developing Smart Content for E-commerce Paid Search A/B landing page tests can help determine what language resonates the most with your targeted audience. Analyze time on site, bounce rate, and conversion rate to determine the winner.
- 29. © 2018 Workshop Digital, LLC All Rights Reserved. 29 Testing What Language Resonates with YourAudience Developing Smart Content for E-commerce Paid search can test language in ad copy and then use top performers to inform product features and descriptions. Impression Volume Click-through- rate Conversion Rate AOV and Margin
- 30. © 2018 Workshop Digital, LLC All Rights Reserved. 30 Gaining Demographic and Audience Insights fromPaid Search Developing Smart Content for E-commerce Use paid search demographic data to develop targeted SEO content.
- 31. © 2018 Workshop Digital, LLC All Rights Reserved. 31 Gaining Demographic and Audience Insights fromPaid Search Developing Smart Content for E-commerce Use paid search demographic data to develop targeted SEO content. Campaign 1 Ad group 1
- 32. © 2018 Workshop Digital, LLC All Rights Reserved. 32 Overall Integration
- 33. © 2018 Workshop Digital, LLC All Rights Reserved. 33 Reaching the KPI Together Overall Integration Defining a goal and creating a strategy to collectively achieve it Goal: Increase conversions by 10% yearoveryear
- 34. © 2018 Workshop Digital, LLC All Rights Reserved. 34 Planned Serendipity Overall Integration Get your team members in the same room • Issues • Strategies • Changes
- 35. © 2018 Workshop Digital, LLC All Rights Reserved. 35 Key Learnings Maximizing you digital marketing reach SEO and Paid Search are Better Together 1.) Drive incremental clicks and revenue by maximizing yourSERPvisibility for both SEO and Paid Search. 2.) Use Paid Search to test language and topics forcreative and SEO content. 3.) Leverage SEO to creative a great userexperience and content that is valuable foryouraudience.
- 36. © 2018 Workshop Digital, LLC All Rights Reserved. 36 ThankYou!
Editor's Notes
- Better together Create a comprehensive strategy that maximizes and integrates
- On Google Phones accounted for 55% of clicks in Q4 2017 Desktop 37% Tablet 8%
- On Google Phones accounted for 55% of clicks in Q4 2017 Desktop 37% Tablet 8%
- Focus on keywords Site content that does really well should be leveraged in paid as well On site search and top content for SEO to drive new PPC keyword opportunities Top PPC Keywords – SEO to optimize for (in meta data and content). > Potentially don’t go too much into content development as there is a separate section.
- Neilson stats for incremental clicks “in a recent study by Nielsen Research, the importance of coordinating paid and organic SEM campaigns was demonstrated. When a brand name appeared in both organic and paid search results, the brand attracted 92% of total clicks. When the brand was mentioned only in organic results, the brand only got 60% of clicks.” http://www.didit.com/ppc-and-seo-better-together/
- Google slide 33 *MarketLive Performance Index Data 2013 More importantly, paid search tends to drive more revenue than organic search. This is specifically for e-commerce sites! Study here. Although paid ads only drive a third of traffic, they drive almost half of search revenue. This suggests that more money results from paid clicks vs organic clicks. Folks who come through paid search are more likely to convert because they’re in the INTENT mindset. Increase in conversion rate. More importantly, paid search tends to drive more revenue than organic search. This is specifically for e-commerce sites! Study here. Although paid ads only drive a third of traffic, they drive almost half of search revenue. This suggests that more money results from paid clicks vs organic clicks. Folks who come through paid search are more likely to convert because they’re in the INTENT mindset. Increase in conversion rate.
- Use paid to inform what to include in organic. See what works then reuse! Use this as A/B testing. TRANSITION: Don’t spend months optimizing SEO only to find out it doesn’t work.
- Different type of user for the same keyword (purchase vs content intent) or if SEO has a great piece of content can link directly to it with site links elsewhere PPC driving to content pages Leverage paid search to drive to content pages either directly in add or in sitelinks
- Different type of user for the same keyword (purchase vs content intent) or if SEO has a great piece of content can link directly to it with site links elsewhere PPC driving to content pages Leverage paid search to drive to content pages either directly in add or in sitelinks
- Combat Negative PRYou can control the PPC ad copy when you are ranking for negative PR topics. https://www.strategybeam.com/blog/how-your-business-can-use-ppc-in-a-pr-crisis/ Occasionally, someone will say something negative about your company. It happens, and when it does, combined PPC and SEO efforts can be great damage control. The principle is similar to the first point in this list: visibility. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term. A great example was seen during the Gulf oil spill. For some time afterward, BP paid for PPC ads linked to the keyword 'oil spill.' The PPC ad led to a page on BP's site about the cleanup effort. They wanted to make sure that whenever someone searched 'oil spill,' BP's PPC ad was at the top of the list. Use this technique to help tell your side of the story.
- Y/Y paid search CPC growth has now accelerated for each of the past 6 quarters. https://support.google.com/adwords/answer/1659694 A measure that AdWords uses to estimate how relevant and useful your website's landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms. The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
- https://support.google.com/adwords/answer/1659694 A measure that AdWords uses to estimate how relevant and useful your website's landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms. The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
- Increase relevancy, decrease bounce rate Quality Score Important keywords for paid search can sometimes have lower than desirable QS. SEO can help optimize the page content to help improve relevance. Improved relevancy can improve the QS which in turn can decrease CPCs and improve rank Site speed?
- Identifying Keywords where SEO doesn’t have clear content For example, maybe you have a crafting site and paid search is seeing a lot of search terms that contain decoupage. There is an opportunity to build out a decoupage page and depending on volume incorporate it into the navigation Or you may find that there are terms surrounding certain questions Or you find terms that are more broad or category specific that you can provide the SEO team to create content for category pages, or a blog that discusses the top 5 of a category
- Paid Search Minimizes SEO Investment Risk SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
- Paid Search Minimizes SEO Investment Risk SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
- Paid Search Minimizes SEO Investment Risk SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
- A/B test content and language with audience, leverage learnings in SEO
- Use paid to inform what to include in organic. See what works then reuse! Use this as A/B testing. TRANSITION: Don’t spend months optimizing SEO only to find out it doesn’t work. For all their differences, paid ads and organic ads are actually more similar than you’d think. Text ads, in particular, have all of the same elements as organic listings (see below). Title tags and meta descriptions are essentially the headline and ad copy of the SEO world. With that in mind, you can use paid ad listings to test potential SEO copy, and vice versa. If ads with particular copy are getting better CTR than the rest of your ads, consider editing your organic elements to reflect it. Inversely, if your organic listings are getting great CTR and your ads aren’t, consider editing your ad copy to match your organic listing.
- Leverage the same KPI metrics (and reporting?)
- Leverage the same KPI metrics (and reporting?)