This presentation aims to cover a series of synergies between SEO and PPC that could help your business/clients run the two channels in a more efficient manner and optimise the overall spending.
Google AdWords Introduction PPT - Swikrit MalikSwikrit Malik
Google AdWords is an advertising service by Google for companies wanting to show ads on Google and its own marketing system.
The AdWords program empowers businesses to specify a budget for advertisements and just pay when folks click the ads. The advertising service is mainly focused on "keywords".
When people refer to digital marketing, they usually refer to anything online. Although technically correct, there isn’t only one side to digital marketing, there are many different parts. Digital advertising is one of those parts. Also, digital advertising isn’t only one thing, either – there are a few different types of digital advertising.
Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/
Google AdWords Introduction PPT - Swikrit MalikSwikrit Malik
Google AdWords is an advertising service by Google for companies wanting to show ads on Google and its own marketing system.
The AdWords program empowers businesses to specify a budget for advertisements and just pay when folks click the ads. The advertising service is mainly focused on "keywords".
When people refer to digital marketing, they usually refer to anything online. Although technically correct, there isn’t only one side to digital marketing, there are many different parts. Digital advertising is one of those parts. Also, digital advertising isn’t only one thing, either – there are a few different types of digital advertising.
Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/
Pay-per-click (PPC) is an advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. An effective PPC campaign can help you reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program: Explore, Evaluate, Expand and Enhance.
Pay Per Click Advertising Presentation will be discuss PPC is one of the most effective feature of internet marketing. PPC is considered as effective tool of advertising as it helps in turning traffic towards online portal.
In order to make display of advertisement search engine is utilised.
Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly.
This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.
- Discover how the Google Ads engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search - quality & relevance is the answer.
- The secrets to maximizing quality score - In order to drive lower cost per click & ultimately, lower cost per lead - ad groups, the right keywords, compelling text ads, site links & strategic landing pages are critical.
- Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads & landing pages.
- KPIs & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead.
With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.
Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign
Pay-per-click (PPC) is an advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. An effective PPC campaign can help you reduce the cost per click and increase profit. There are four key components of a winning PPC advertising program: Explore, Evaluate, Expand and Enhance.
Pay Per Click Advertising Presentation will be discuss PPC is one of the most effective feature of internet marketing. PPC is considered as effective tool of advertising as it helps in turning traffic towards online portal.
In order to make display of advertisement search engine is utilised.
Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly.
This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.
- Discover how the Google Ads engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search - quality & relevance is the answer.
- The secrets to maximizing quality score - In order to drive lower cost per click & ultimately, lower cost per lead - ad groups, the right keywords, compelling text ads, site links & strategic landing pages are critical.
- Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads & landing pages.
- KPIs & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead.
With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.
Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign
Search Marketing For Travel - ABTA | 2019Alex Wright
Slides from a session I delivered at an ABTA event in 2019. The session was split into two sections, one covering technical SEO, and one covering content.
Content Strategies For Lead Generation And SEOivan so
Content Strategies For Lead Generation And SEO
- content multiplication strategy and tool
- landing page concept
- seo basic
- google algorithm
- content strategy
- ctr (click through rate) optimization
National Reputation and National Positions breaks down some key ingredients to creating successful internet marketing campaigns whether its PPC, SEO or Reputation Management.
The Race to the Top of Search Rankings – Moving Up With PPCGODigitalMarketing
Most SMB owners, like yourself, understand the importance of getting a 1stpage Google ranking. However, achieving those 1st page SEO rankings is very difficult. Paid Search, often referred to as PPC, or Pay-Per-Click, is one way to beat the Google algorithm that governs what is displayed – and how high – in Google search rankings. Understanding the basics of PPC to increase online visibility and generate leads is crucial for ever SMB owner.
Walk away from this slideshare with actionable intelligence, through a discussion on:
• 5 PPC Best Practices
• How to use Google Adwords to increase your rankings
• Understanding Google’s Quality Score and how to maximize it to increase online visibility
• BONUS! Discussion on how to leverage Maps to reach MORE people who are interested in YOUR business
Multilingual PPC for Localization Managers & Digital MarketersSarah Presch
Are you a localization manager or digital marketer that has to deal with PPC ad campaigns in different languages? In this e-book, I take a look at the theory behind PPC ads, multilingual PPC best practices, and most importantly, how to increase your ROI without increasing ad spend.
Content Strategies For Lead Generation And SEO
This is the content strategy framework that I use to generate income for my agency as well as my clients.
Content multiplication strategy to leverage from 1 source of content to be across 5 channels.
Lead generation concepts and how to implement with SEO and other marketing channels.
How traffic acquisition and engagement drive digital marketing strategies.
Guest lecture for Assistant Professor of Marketing, Brian Spaid, Ph.D. for October 2015
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
There are more opportunities for your school’s content to show up on search engines today than ever before, such as “structured snippets”, “people also ask", and the list goes on. The problem is that the SEO needed to win those spots has become incredibly complex and technical.
But if you’re not optimizing your content with the right SEO, you’re losing critical opportunities to reach prospects when they’re searching for you and letting your competitors attract those users and build relationships with them.
Winning the SEO Game for Schools: How to Dominate Organic Search and Get in Front of the Right Students in 2023, a fast-paced executive briefing for schools on what you need to know about SEO in 2023 and how to ensure you “steals” every opportunity to show up on search engines for relevant searches entered by your potential students.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
Our SEO offer, your visibility on Search Engines - Gini Concept DesignGini Concept Design
How is your brand considered by Google?
Do you know the actual SEO potential of your site?
Audit SEO, Search Engines Optimization, Monthly packages
Boost your sales, develop your visibility and acquire a qualified audience.
Similar to PPC & SEO Synergies: get started with 3 simple ideas (20)
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
4. Silo approach
SEARCH TEAM
PPC SEO
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
5. Synergies between two channels
SEARCH TEAM
PPC SEO
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
16. What is Quality Score (PPC)?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
17. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
18. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
19. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
Quality Score CPC Bid Ad Rank
20. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
Quality Score CPC Bid Ad Rank
23. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
24. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
25. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
26. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
27. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
28. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
29. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
30. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
31. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
36. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
37. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
38. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
39. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
40. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
● PPC has flexibility of testing with different keyword matches
41. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
● PPC has flexibility of testing with different keyword matches
● Time saving
47. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
48. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
49. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference
2) PPC as content gap tool: Distilled example
50. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
51. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
52. PPC
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
53. PPC
Search Query
Report
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
54. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
55. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2) PPC as content gap tool
56. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2. Do I have content that
covers any of these
keywords?
2) PPC as content gap tool
57. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2. Do I have content that
covers any of these
keywords?
3. What is the overall
opportunity if I were to
do so?
2) PPC as content gap tool
58. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
2) PPC as content gap tool
Let’s create a blog post
covering the top
marketing events in 2019,
promoting our conference
too: win win!
61. 3) Landing page testing
SEARCH TEAM
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
62. 3) Landing page testing
SEARCH TEAM
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
63. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
64. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
65. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
Test the SEO landing page for
PPC
69. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/ Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
70. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/
Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
71. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/
Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
72. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
73. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
74. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
75. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
76. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
KEY STEP!
77. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
4.
Test SEO landing
pages
78. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
4.
Test SEO landing
pages
79. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
80. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
7.
Consistent low
Quality Scores
require action: SEO
optimisation or Ads
restructuring
81. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
7.
Consistent low
Quality Scores
require action: SEO
optimisation or Ads
restructuring
8.
Start the process
over and check
frequently
86. What is Landing Page Experience?
Google says it is their “measure of how well a website gives people what they’re looking for when they
click your ad”. The experience you offer directly impacts your Ad Rank, which indirectly links to your
CPC and position in the ad auction.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast Page
Speed
89. Follow Distilled’s Blog for upcoming articles
● 2 more PPC & SEO synergies articles coming up
● Total of 4 more sinergy ideas will be published
○ Google Shopping ads errors
○ PPC Ad copy testing for SEO
○ Organic and Paid listing appearing at the same time
○ Result of QS & page speed test will be published
● A downloadable checklist will be available
91. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
92. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
93. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
● Test SEO landing pages to improve QS
94. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
● Test SEO landing pages to improve QS
Keep up with Distilled’s blog for more synergy ideas and upcoming tests.
100. That’s all, folks
Samuel Mangialavori
● SEO Consultant at Distilled
● Twitter: @SamuelMng
● LinkedIn: /samuel mangialavori/
● Blog posts:
○ PPC & SEO synergies p1
○ Keyword cannibalisation for Moz
○ Optimise category pages
Editor's Notes
NOTES ON SLIDE USE:
Probably not one for sales pitches but this could be good for conference decks.
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