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Pay per click; search engine optimisation (1)
- 1. PAY PER CLICK & SEARCH ENGINE OPTIMISATION Rob Noble Sarah Kirkby Zoe Baskett Tim-Bedford Bain Michael Fabiyi Direct, Database and Digital Marketing Tuesday 27th January
- 2. DIDM - 29TH JANUARYSEO & PPC PRESENTATION ‣ Brief outline of PPC & SEO ‣ Issues Surrounding the topic; ‣ Outsourcing ‣ Hosting Issues ‣ Time ‣ Lack of Control ‣ Questionable Traffic ‣ Conversions ‣ Landing Page Errors ‣ Trust ‣ Overcoming theses Issues ‣ Students Beans utilising SEO & PPC Advertising 2
- 3. DIDM - 29TH JANUARYSEO & PPC PRESENTATION SEO ‣ “Search engine optimisation (SEO) involves deploying a series of techniques to place your site as high up the search rankings a site should go” [Tapp et al, 2014] ‣ The advertisers will need to identify key words and phrases (Algorithm) that consumers use when using the search engine. ‣ Good SEO is about making sure your website has great, fresh content that’s supported by the different search algorithm. ‣ The different types of Algorithm could be things such as: ‣ Words in the content of your website ‣ The titles in your website ‣ The recommendations from other websites ‣ Reputation 3
- 4. DIDM - 29TH JANUARYSEO & PPC PRESENTATION PPC ‣ Pay-Per-Click (PPC) is commonly a four line text advert, with a clickable link aside to the ‘Natural’ listings. ‣ A very powerful way of advertising online ‣ PPC ads only display to consumers that have shown an active interest in a particular topic. ‣ The advertiser will only pay the search engine when the user clicks on the ad. 4
- 5. DIDM - 29TH JANUARYSEO & PPC PRESENTATION VISUAL EXAMPLE 5 PPC: Side bar PPC: Top Strip Natural listings
- 6. DIDM - 29TH JANUARYSEO & PPC PRESENTATION WORKING TOGETHER ‣ Using PPC and SEO together has been trialled and can have a positive affect on your company. A few examples. ‣ Combat negative PR ‣ Social media visibility ‣ PPC can be used to do tests quickly on keywords, which then can be used in SEO ‣ Added visibility 6
- 7. DIDM - 29TH JANUARYSEO & PPC PRESENTATION OUTSOURCING 7
- 8. DIDM - 29TH JANUARYSEO & PPC PRESENTATION ISSUES WITH OUTSOURCING ‣ SEO can be very expensive if you’re outsourcing. ‣ SEO companies now charge hefty monthly fee’s to keep your site at a good rank ‣ Some companies cannot be trusted and fail to deliver. ‣ Terminating a contract with a SEO company may lead to your business loosing ranking position ‣ Many SEO companies act as middle men, this is because they simply forward your invoices to companies in India/Philippines , where they then buy links to improve your rank. 8
- 9. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 9 HOSTING ISSUES
- 10. DIDM - 29TH JANUARYSEO & PPC PRESENTATION HOSTING ISSUES ‣ With SEO it is a common problem that the order of search results can change depending on who is searching and/or search history ‣ Location issues may mean that a certain webpage is not available in a particular country ‣ Using different devices may become an issue if a website is compatible on a laptop/computer but nor on a mobile device (as it is becoming an increasingly popular way of search) 10
- 11. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 11 TIME CONSUMING
- 12. DIDM - 29TH JANUARYSEO & PPC PRESENTATION PPC COSTLY/TIME CONSUMING ‣ Research has shown that the cost of PPC seems to be increasing yearly, & shows no signs of slowing down. ‣ Prices for keywords make it hard for small businesses to compete ‣ To retain your rank on Google, businesses are forced to invest twice as much then they initially invested. ‣ Businesses are paying more for keywords and to retain their position, however, they are not seeing the return for this in sales ‣ Businesses have to constantly carry out an In depth Keyword/competition analysis, in order to conduct an effective PPC campaign. 12
- 13. DIDM - 29TH JANUARYSEO & PPC PRESENTATION ISSUES COMPANIES FACE ‣ Link building is very important, therefore, this has led businesses to rely too much on good quality websites to increase their ranking. ‣ If companies fail to devote high quality SEO pages highlighting that they can provide a service in the area their in, business can easily be lost to competitors. ‣ Poor consistency, businesses have to constantly create relevant keywords & quality adverts, failing to do this will lead to a low quality score. ‣ large companies often have large websites, therefore, they cannot afford to solely rely on their marketing department, they have to hire SEO specialists. ‣ Conflict within the business, different departments want to have a say on how the site is optimised, slowing down the process 13
- 14. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 14 LACK OF CONTROL
- 15. DIDM - 29TH JANUARYSEO & PPC PRESENTATION LACK OF CONTROL ‣ PPC and SEO are online models ‣ Consumers mostly control their online experience ‣ Add blocker / Add blocker plus / personalised search engines /e.g. duck duck go ‣ ‘it is customers not advertisers, who initiate the process of contact’ (DIDM book) ‣ Supporting material / images ? 15
- 16. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 16
- 17. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 17 QUESTIONABLE TRAFFIC
- 18. DIDM - 29TH JANUARYSEO & PPC PRESENTATION QUESTIONABLE TRAFFIC ‣ Accidental click throughs ‣ Bot traffic ‣ 10- 20% est. bot traffic (Adweek, 2014) ‣ $180 million est. lost on PPC advertising (Bardford, 2013) ‣ 1st click vs. last click 18
- 19. DIDM - 29TH JANUARYSEO & PPC PRESENTATION UNDERSTANDING PPC CONVERSIONS 1. What do they mean? 2. Issues Surrounding Conversions. 3. Landing Page Mistakes. 19
- 20. DIDM - 29TH JANUARYSEO & PPC PRESENTATION WHAT ARE CONVERSIONS? ‣ A BEHAVIOUR FROM A CLICK THROUGH ‣ ALLOWS ROI TRACKING ‣ COMPANY Specific ‣ SAAS BUSINESS - ADOBE/MCAFEE ‣ ECOMMERCE - AMAZON/ASOS ‣ track & set conversions through Google AdWords. [Dooley, 2014] 20
- 21. DIDM - 29TH JANUARYSEO & PPC PRESENTATION UNDERSTANDING YOUR CONVERSIONS ‣ Miss interpreting your Google Analytics data ‣ Advanced segment tool not being utilised. ‣ Understanding when you have a Sales or Marketing Issue ‣ Steady stream of affordable traffic from people looking for your product but no one buys, you have a sales problem. ‣ Can’t afford or can’t find any significant traffic volume from people in your target market, you have a marketing problem. ‣ Landing page ‣ Poor message match & wondering funnel paths leading to low conversion rates. 21 [Dooley, 2014]
- 22. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 1. Disconnected Headline ‣ No continuation of the conversation. 2. Missing Content Strategy ‣ Utilising a funnel approach to attract a variety of consumers. 3. No Incentive for First Time Visitor ‣ The majority of traffic is first timers, give them an incentive to get in touch. 4. Not Testing ‣ To establish which landing page variation works the best. 5. Not Using an Optimised Thank you Page ‣ Simply to let the customer know what is happening next. [Sparks, 2013] 22 LANDING PAGE MISTAKES
- 23. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 23 TRUST
- 24. DIDM - 29TH JANUARYSEO & PPC PRESENTATION TRUSTING PPC ‣ 94% of consumers trust organic SEO above PPC as it is considered to a naturally popular search result rather than an obviously paid for ad. ‣ Pay per click brings more of a focus on money, and the majority of consumers can identify that a company has paid to be in that spot and may not necessarily be what the consumer is looking for. ‣ Google identifies which ads are PPC, so people can easily avoid them. E.g. Google AdWords 24
- 25. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 25 OVERCOMING SEO & PPC ISSUES
- 26. DIDM - 29TH JANUARYSEO & PPC PRESENTATION HOW TO OVERCOME ISSUES OF PPC ‣ Overcoming low click through rates ‣ Overcoming the quality score ‣ Expensive costs through not enough sales ‣ Ad spend could rise and this could be fixed by aiming for a different position – key words could often change in price. 26
- 27. DIDM - 29TH JANUARYSEO & PPC PRESENTATION ‣ Ensure that consumers are educated and informed of PPC ‣ Consider that younger consumers are more aware of PPC and what it is so will be less likely to click on the advertisement as it is not part of the natural search (Goodwin, 2012) Source: Goodwin, 2012 OVERCOMING ISSUES OF TRUST
- 28. DIDM - 29TH JANUARYSEO & PPC PRESENTATION HOW TO OVERCOME ISSUES OF SEO ‣ Competitive market ‣ Natural Selection ‣ Quality – need to have good content on page so it has a higher quality score. ‣ Different search engine results can relate to different people – dependant on their search history. ‣ Engage in Social Media – strong social presence is a good way to drive traffic and can have a direct influence on ranking potential. 28
- 29. DIDM - 29TH JANUARYSEO & PPC PRESENTATION OVERCOMING HOSTING ISSUES ‣ Creating Splash Pages for different languages and locations ‣ Responsive Design Coding for different devices (Fernando, 2014) 29
- 30. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 30
- 31. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 31 PPC STUDENT BEANS
- 32. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 32 STUDENT BEANS SEO
- 33. DIDM - 29TH JANUARYSEO & PPC PRESENTATION TO TAKE AWAY ‣ SEO & PPC are effective tools for online Marketing ‣ The work effectively together ‣ They need to be managed and analysed effectively if to be useful for companies ‣ Issues can be overcome through understanding of how they work and how they should be analysed 33
- 34. DIDM - 29TH JANUARYSEO & PPC PRESENTATION 34 THANK YOU.
- 35. DIDM - 29TH JANUARYSEO & PPC PRESENTATION REFERENCES ‣ Alex Fenton, (2014), “The ten main issues companies face when tackling search and social media marketing and how to overcome the, http://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-marketing-overcome/, (date accessed 19/01/15) ‣ Coles, M . (2010). BP buys oil spill PPC ads . Available: https://econsultancy.com/blog/6043-bp-buys-oilspill-ppc-ads-nice-idea-poor-execution/. Last accessed 19th Jan 2015. ‣ Darren Dahl, (2012), ‘small players seek an alternative to the expense of pay-per-click’, http://www.nytimes.com/2012/10/18/business/smallbusiness/as- pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html?_r=0, (date accessed 18/01/15) ‣ Dooley, I. (2014) “Zero AdWords Conversions: Do You Have a Sales Problem or a Marketing Problem?” [WWW] Available from; http://unbounce.com/ppc/adwords-conversions-sales-vs-marketing/ [Date Accessed; 18/01/14] ‣ Gemma Holloway, (2014), ‘DIY SEO and PPC? DON’T DO IT!”, http://www.koozai.com/blog/search-marketing/diy-seo-ppc/, (date accessed on 18/01/15) ‣ HonestSeo, (2015), ‘problems with SEO and SEO organization’, http://www.honestseo.com/problems.html, (date accessed on 19/01/15) ‣ Larry Kim, 2012, “Does SEO even work for small businesses”, http://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social- media-marketing-overcome/, (date accessed on 19/01/15 ‣ Nick Stamoulis, (2005), ‘SEO challenges faced by large corporations’, http://www.brickmarketing.com/blog/seo-challenges.htm, (date accessed 19/01/15) ‣ Sparks, D. (2013) “The Most Dangerous Landing Page Mistakes & How You Can Fix Them” [WWW] Available from; http://unbounce.com/landing- pages/dangerous-landing-page-mistakes/ [Date Accessed; 18/01/14] ‣ Tapp, A, et al (2014). Principles of direct, database and digital marketing. 5th ed. Harlow: Pearson Education Limited. 367-370. ‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed 18/01/14] ‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed; 18/01/14] 35
Editor's Notes
- A conversion is a behaviour that takes place on your website from a clickthrough of a Keyword that is valuable to your business. A BEHAVIOUR FROM A CLICK THROUGH AdWord conversion tracking allows you to see which of your ads and key words are getting the best results so you can track your ROI. ALOOWS ROI TRACKING Conversion are dependent on the company that you are; which means as a company you need to work out what a conversion means for your business (meaning the behaviour that your trying to achieve on your site). DEPENDS ON THE COMPANY YOU ARE So, how is it specific to certain businesses; If you run a SaaS (Software as a service) business such as Adobe or Mcafee you would set up your conversion trigger when someone signs up. SAAS BUSINESS - ADOBE/MCAFEE If your running an eCommerce business such as Amazon or any other retailer online then set the conversion trigger when someone buys from you. ECOMMERCE AMAZON/ASOS You as a business can set and track these conversions through Google AdWords. DONE THROUGH GOOGLE ADWORDS
- Chances are that you’re not going to get sales or sign-ups immediately after you start advertising. This is caused by one of the following 2 issues (or sometimes both): Keyword targeting: which search terms represent the best opportunities for you to connect with your target market cost effectively? Conversion: how do we actually sell to our target market? You can think of these as being a “marketing problem” and a “sales problem” respectively. If you find that you have a steady stream of affordable traffic from people looking for your product but no one buys, you have a sales problem. If you find that you can’t afford or can’t find any significant traffic volume from people in your target market, you have a marketing problem. It’s quite difficult to try and fix both marketing and sales problems simultaneously. When you’re working on targeting your AdWords spend, especially if your product or service is a bit ambiguous or something quite new, it can be very useful to know which keywords indicate someone as being in your target market even if they haven’t bought from you yet. For example, say you have a solution for small investors to quickly and easily purchase low-risk diversified company stocks with little research or upfront cash investment. Your target market is certainly online and searching for things related to your solution, but they’re not searching for exactly what it is you’re selling because they don’t know it exists yet. You have a marketing problem. Alternatively, say you sell ladies shoes in petite sizes. People are online searching specifically for what it is you’re selling, but they don’t buy from you. You have a sales problem. In other words, you want to try and solve your marketing problem independently of your sales problem and this is where using an “intermediary” conversion event in AdWords can help.
- Overcoming low click through rates – (average 3-4%) creating more targeted adverts (which may appeal to specific search terms), raising bid prices and experiment with different forms of the advertisement's until you find the right message. Overcoming the quality score – the better your quality score, the lower your PPC cost rates will be by being defined and targeted. Could be fixed with a content marketing strategy. It should be content that will attract, acquire, and engage a well-defined target audience. Ultimately the goal of that content is to drive a desired customer action. What is the good content? Expensive costs through not enough sales – people may be clicking on your page but not actually purchasing any products or services. Need to create conversation and content of quality through a process of trial and error. Ad spend could rise and this could be fixed by aiming for a different position – key words could often change in price.
- Overcoming issues of Trust To ensure that people trust pay per click advertisements they must ensure that consumers are aware that the link will not be harmful to their device. Some consumers may be wary of PPC adverts as they are not full educated on what they are or their purpose. Related to student beans – a survey was conducted which showed that older consumers are more likely to click on PPC adds and when we consider that 60% of students are under 21 then it could be a method of advertising that may not work as well in the student market.
- How to overcome Hosting Issues: To overcome hosting issues – it will be necessary to create a webpage with the option to select different languages, which are relevant to the consumer as an individual and to their location, for example – Zara has a splash page which allows you to select which country you are in before you enter the main website, to make the content more appropriate. The other issue of hosting was the compatibility on different devices, from laptop to table/mobile phone. As more consumers are beginning to purchase from their mobile phone, companies should consider a responsive design coding for their website as this then makes it possible to have one website that fits all devices. This is googles preferred technique when dealing with multi device issues. Refer to student beans and how they could make their website more location and student friendly – consider 1/2million students are from abroad, and students are more likely to shop using a mobile device
- SEO and PPC is something that can be utilised by Student Beans. Need to be aware of the Issues raised. The landing page needs to be done well. Understanding their data will be key - seeing their conversions when a person purchases with their offer.
- 2014 SEO -- 6 Key Pointers (no date). 2014 SEO -- 6 Key Pointers. Available at: http://www.clickz.com/clickz/column/2326944/2014-seo-6-key-pointers (Accessed: 22 January 2015). Fernando, D. (2014) Top 9 Dilemmas Of International SEO And How To Overcome Them. Top 9 Dilemmas Of International SEO And How To Overcome Them. Available at: http://blog.woorank.com/2014/08/top-10-pitfalls-of-international-seo/ (Accessed: 22 January 2015). Goodwin, D. (2012) Search Engine Watch. @DannyNMIGoodwin. Available at: http://searchenginewatch.com/sew/news/2200730/organic-vs-paid-search-results-organic-wins-94-of-time (Accessed: 22 January 2015). Jarrett, C. (no date) Internet Marketing Consultant, Claire Jarrett AdWords Trainer & Consultant. Google AdWords: How To Overcome 3 Common Issues. Available at: http://www.clairejarrett.com/google-adwords-how-to-overcome-3-common-issues/ (Accessed: 22 January 2015). The War on ‘Free’ Clicks: Think Nobody Clicks on Google Ads? Think Again! (no date). The War on ‘Free’ Clicks: Think Nobody Clicks on Google Ads? Think Again! Available at: http://www.wordstream.com/blog/ws/2012/07/17/google-advertising (Accessed: 22 January 2015). What Online Marketing Channels Do Consumers Trust The Most? (no date). What Online Marketing Channels Do Consumers Trust The Most? - Small Business Tips and Resources-The Small Business Playbook. Available at: http://www.thesmallbusinessplaybook.com/what-online-marketing-channels-do-consumers-trust-the-most/ (Accessed: 22 January 2015).