PPC and SEO: How to Invest in Both You're an overwhelmed marketing department. How should you allocate time and budget? Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment. Optimize for Quality Score: how to maximize your SEO investment and drive down click costs. Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole. Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.

1. TRADA’S SUMMER WEBINAR SERIES
SEO and Paid
Search:
How to Invest
in Both

2. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Meet Your Speakers
Ruth Burr
Head SEO
SEOMoz.org
Loves grilled cheese
@ruthburr
COMPANIES WORKED WITH:

3. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
10 years of PPC and SEO
Land Baron, Men’s Fashion Designer
@fasterstill
COMPANIES WORKED WITH:

4. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Meet Your Speakers
Anna Sawyer
Marketer, Trada
AdWords Qualified, AdCenter Enthusiastic
Paid Search Educator
@annafsawyer
COMPANIES WORKED WITH:

5. SEO and Paid Search: Invest in Both
@Trada | @seomoz
#SEOandPPC
Use the
hashtag today
and win $25
smackeroos.

6. SEO and Paid Search: Invest in Both
@Trada | @seomoz
SEO PPC
giant lasers

7. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Free Paid
giant lasers

8. SEO and Paid Search: Invest in Both
@Trada | @seomoz
The meaning of
“free”?
SEO is time-
consuming!

9. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Have a budget for PPC and
SEO.
SEO

10. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Planning to
outsource?
Allocate budget to
audition your
consultants.

11. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Have a single-focus
Goals for SEO goal that you are
constantly
and PPC monitoring...
It’s more than
just ROI. ...but also quarterly
and weekly goals.
% raise in ad position
or organic rank
CTR

12. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Google
masking
keyword data
Understanding
SEO results is
about using data
to find patterns.

13. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Think of it as
integrated
campaign
Matt says,
“Everyone
always says
this but they
don’t do it.”

14. SEO and Paid Search: Invest in Both
@Trada | @seomoz
High-performing ad
PPC is copy can be used for
great for website copy/header
tags
testing
everything
PPC has built- Build out and refresh
in A/B testing your SEO keyword list
capabilities. with PPC search terms
that convert
Device usage data
from PPC can inform

15. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Keywords that are
Audit/ driving traffic but not
refresh your making money?
SEO target •Change the landing
keyword list page or stop
targeting them
At least quarterly.
•Use your SEO long
tail and PPC search
query data to look for
new keywords

16. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Attribution is
a problem
At the end of the
day, you need a
cookie.

17. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Optimize for
Quality Score
Maximize your
SEO investment
and work toward
cheaper clicks and
better
conversions.

18. SEO and Paid Search: Invest in Both
@Trada | @seomoz
How Google
makes money
If you use a web “I don’t know... just Google
it!”
service that’s free,
YOU are the
product.

19. SEO and Paid Search: Invest in Both
@Trada | @seomoz
How Google
makes money
Google wants to
keep you using
Google, so it
requires a high
standard of
relevance.

20. SEO and Paid Search: Invest in Both
@Trada | @seomoz
The rules for On-page
SEO apply to SEO basics:
Quality Score Keywords in URL,
header and in
Make sure your
copy
SEO and PPC
teams are synced.
Page freshness
Engaging,
relevant,

21. SEO and Paid Search: Invest in Both
@Trada | @seomoz
But make sure
your landing
page is
readable
How to toe the
line between
conversion-
centric and SEO-
optimized?

22. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Full-funnel
visualization
Use PPC landing
pages to test
changes to your
funnel on a subset
of traffic before
deploying them
sitewide.

23. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Take back the
3-martini
lunch!
Overhaul your
dashboards.

24. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Basic
stats

25. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Conversion tracking

26. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Content
Remember: you can have more than one
dashboard.
Reduce complexity to save time.

27. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Better together!
SEO PPC
★Great long-term ★Immediate results
value
★Highly measurable
★Exposure, branding, and quantifiable
awareness
★Pay for results
★High volume
★Fewer resources
★Users trust organic needed for success
★Granular targeting

28. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Trada can help with paid
search. Marketplace is a community
The Trada
of highly specialized PPC experts.
When you join
Trada, we assign
experts to work
for you.
They do the work of paid
search advertising while
you maintain complete
control.

29. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Multiple experts work on your
campaign at the same time.
Trada’s Optimizer Community
has experienced paid search
experts who compete to beat TRADA
OPTIMIZERS YOU
your goals. They build and
manage your campaigns
profitably for you. Research Save time
keywords Get a better ROI
Write ad copy Maintain control
of your brand
Bid competitively and message
Generate
keywords
Design ad groups

30. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Trada
Customer:
“My mood inside the Trada dashboard is always
smiling. It all just fits – the quality service,
technology and account management. And I love
that we’ve built a long-standing, mutually
beneficial relationship.”
- Denni Griffith, VP of Marketing, ProPricer

31. SEO and Paid Search: Invest in Both
@Trada | @seomoz
Type “I’d like a
demo!”
into the chat box.
Live demo,
20 minutes
Personalized
campaign assessment
Ask questions,
get solutions

32. ?
SEO and Paid Search: Invest in Both
@Trada | @seomoz
After the webinar, check
your email for this free
guide,
SEO and PPC: Better
@ruthburr Together
@fasterstill
@annafsawyer