An in-depth comparative look at SEO vs PPC from a marketing campaign, results achieved and financial perspective.

1. DIGITALHOUND
SEO, PPC CAMPAIGN

2. OVERVIEW – Marketing Questions
How I would approach SEO and
deliver on my findings?
How I would approach PPC and
deliver ROI?
Could I complete web development
for a Magento website or would I
need to outsource?
How would I assist in delivering the
budget of £600k in 2018?

3. SEO - Approach - Part 1
▪ A: Site Analysis = Html/Speed/
duplication/rate/crawl/usability/m
obile
▪ Keyword Research
Home = Brand + Relevancy
Product pages = Search volume
(localised) = landing page
optimisation
Long tail = blog = topics = lead
generation

4. SEO - Approach - Part 2
▪ B: Competitor Analysis = Main
▪ Website = Architecture + nav. +
products (top rated) + recently
viewed
▪ Keyword Targets = Rankings =
Search volume
Domain + Page
Link analysis

5. SEO – Promotion|Delivery – Part 3
Brand building
▪ Target Market
▪ Online PR
▪ Social Media
▪ Content Creation
▪ Link Building
▪ Blogger Outreach

6. PPC – Approach – Part 1
▪ Platform = Trad + Social +
Specific + display + mobile
▪ Keyword Research = Search
volume = CPC = BUDGETING!
▪ Competitor analysis = Target
keywords = Ad pos./copy =
CPC
▪ Campaign Structure = Product
+ Brand + Ad Grouping =
keyword groups, ad text and
landing pages that are tightly
integrated to each other.

7. PPC – Approach – Part 2
▪ Landing Page – Keyword relevant + Copy + CTA
▪ Conversion Rate Optimization = Optimize for
Clicks – Google will try to always show ads that
are likely to provide more clicks to your offer.
This is useful if you are looking to drive traffic
to your website.
▪ Optimize for Conversions = This will allow
AdWords to show ads that have the highest
conversion rates. This is useful if your business
is more concerned with conversions than just
generating traffic to the site.
▪ Ad Rotation/Split Testing = Rotate evenly and
measure the CTR and conversions of a variety
of ads, pages, etc. Also rotate all ads evenly for
a set amount of time, and then optimize.
▪ Tracking = Testing, testing, testing

8. RECIPE - Successful PPC ecommerce campaigns
▪ ECOMMERCE - Advertising can be a complex endeavour based on the number of products and nature of the online store. Developing
effective strategies for e-commerce PPC is essential to thrive among the competition. Here are my top 8 MUSTS for a successful e-
commerce PPC campaign:
1. Keep it simple: Always simplify the process of purchasing products on your e-commerce site. Use a clear, simple product search and
navigation, and only put information useful to the specific need.
2. Use high resolution pictures of your products: No matter how well-designed, nobody will pay attention to your product if your images are
low-quality. Also, use more than one image for each product if possible and at various angles.
3. Product Details: Provide specific thorough details about the product. This will ensure your consumer is well-informed.
4. Shopping Cart: It is important to simplify the purchase experience for the consumer. Whether it is changing the quantity of items,
removing an item, calculating taxes or shipping costs, actions must be easy to perform.
5. Payment Options: Include credit cards, PayPal or Google checkout. You want to be able to conduct a transaction with anyone who wants
to buy a product on your site.
6. Product Comparisons/Similar Products: Most websites will find benefit from letting consumers compare two or more products at once.
Give the user recommendations: A classic example is, “People who bought this, also got this.” This alone can increase your sales.
7. Shipping: Consider free shipping for a specific amount purchased or line of products. Also, if billing and shipping addresses are the same,
only have your clients fill in the form once. Also make sure to offer shipment tracking.
8. Tracking Conversions: Placing a code snippet on a thank you or order confirmation page.

9. PPC – ROI
▪ (Revenue - Cost of goods sold) / Cost of
goods sold
▪ Let's say that you have a product that
costs £100 to produce, and sells for
£200.
▪ You sell 6 of these products as a result
of advertising them on AdWords, so
your total cost is £600 and your total
sales is £1200.
▪ Let's say your AdWords costs are £200,
for a total cost of £800. Your ROI is:
(£1200 - £800) / £800
= £400 / £800
= 50%

10. PPC – Return On Ad Spend
Keyword – ‘land rover discovery tyres’
▪ Monthly search volume = 10k
▪ CPC = 0.35
▪ CTR = 5% = 500 = £175(Ad Spend)
▪ Conversion = 5% = 25 x £75(sale price)
= £1875 - £175(ad spend) - £875 (£35 x
25 cost of product) = £825
▪ Your ROAS is:
(£1875 - £1050) / £1050
= £825 / £1050
= 78.5%

11. SEO vs PPC - ROI
▪ An organic search result has 8.5
times more chances of being
clicked on, than a paid search
result.
▪ SEO > Low profit margin
businesses + no ad blindness +
search trust + lower cost of
acquisition.
▪ PPC > Instant traffic + results.
Higher cost of acquisition.

12. SEO vs PPC – Budget Split
▪ No universal answer to what the split
between PPC and SEO should be. Initial
split likely to favour PPC however, but
adjusted as SEO rankings improve.
▪ Organic search drives 50-75% of total
search traffic, the budget apportioned
for that activity should be equal to or
1.5 times as much as the paid search
budget multiplied by the comparative
profitability of an organic search click.
▪ As your site moves up the organic
rankings, tweak your budget allocation
to reduce PPC spend and increase the
spending on SEO and other organic
marketing strategies.
▪ Remarket to past visitors to improve
conversion and trigger repeat purchase.
Remember, the landscape is constantly changing. As the
market evolves and new competitors emerge or customer
needs change, your strategy may need to evolve as well.
0
200
400
600
800
1000
1200
1400
Count of Sales - <01/06/2017
Count of Sales - 2017
Count of Sales - 2018
Count of Sales - 2019
Count of Gross Margin GBP -
<01/06/2017
Count of Gross Margin GBP - 2017
Count of Gross Margin GBP - 2018

13. 2018 – Target 600k – How can I help?
10,000 products - PPC – 25% x 5 keywords
per product = 12,500 keywords. 5 x Ads
per keyword group = 62,500 Ads
Testing
CTR
Quality Score = CPC
Landing Pages
Conversions
SEO – On page optimisation -
Keyword Content Creation per
product.
Marketing – PR, Interactive
Content, Blogger Outreach,
Social Media – Cohesive brand
building through news snippets,
product offers, ads
Site Traffic – Grow visitor numbers, Improve brand loyalty & conversion rates & Lower cost of acquisition
Analysing – What products sell best – Understanding cost metrics to improve profitability – New Opportunities

14. Who Am I?
Darryl Antonio
▪ An 19 year veteran of the digital
marketing industry, Darryl has
worked in agencies serving high
profile clients in some of the most
competitive online market sectors
as well as being retained as Lead
Consultant on several long term
projects for famous brands.
▪ A clear strategic thinker, Darryl is
well known for getting right to the
heart of the issues facing clients
and devising high performance
online solutions.

15. Closing Statement
▪ Digitalhound has over 19 years experience in taking businesses right from concept
stage through to ranking at the top of the search engines in some of the most
competitive industries online.
▪ We understand deeply what search engines like Google are looking for and the
methods that we employ are in full harmony with their latest ranking algorithms.
▪ Social media is now a key component of good SEO and is placed at the very heart of
every campaign that we undertake.
▪ Our content marketing and syndication strategy is renowned for the potency of our
syndication partners in passing high quality links back to your site.
▪ We fully understand your brief and a key member of our staff with a minimum of 10
years experience will be deployed to assist your business.
▪ We’re friendly and approachable and most importantly we deliver consistently over-
expectation results for our clients.
Work with us to find out why 98% of our clients stay with us long term.