Slide show presentation from State of Search Conference in Dallas Texas. In this presentation I discussed how I reorganized our digital marketing agency into a cross channel agency where the SEO and PPC teams could work together. I also shared some tips and tricks for creating profitable cross channel marketing campaigns.

1. Building a Cross-Channel Agency
Combining SEO and PPC Into a Lead Gen Machine
@johnleoweber

2. Department Goals
PPC
Drive conversions. Optimize landing
pages. Measure everything.
SEO
RANKINGS!
Web Design
Win some design awards.
In their ideal world
@johnleoweber

3. This Creates Problems.
PPC SEO Web Design
● Landing pages, not
websites
● Hoarding Data
● Weird pages
● Disregard for UX
● Slow websites
● Code bloat
● Bad for SEO
Criminal Lawyer Houston “The whole home page is
gonna be a video and there
won’t be any text at all…”
@johnleoweber

4. SEO
How Do We Measure Success?
RANKINGS
PPC
How Do We Measure Success?
Click Through Rate
Ad Position / Placements
Impressions
Landing Page
Conversion Rates
Conversions / Sales
$$$
@johnleoweber

5. SEOPPC
● Team of paid advertising specialists
● Measuring everything
● Making changes daily
● We put a keyword in the title!
● The intern wrote our metas!
● You can measure organic CTR?
@johnleoweber

6. We need to get all teams on the same page.
@johnleoweber

7. The Old Structure
PPC
PPC specialist 1
PPC specialist 2
PPC specialist 3
PPC specialist 4
SEO
SEO Specialist 1
SEO Specialist 2
SEO Specialist 3
SEO Specialist 4
Web Design
Web designer 1
Web designer 2
Web designer 3
Web designer 4
Department Focus
60
clients
60
clients
60
clients
Goal: Leads Goal: Rankings Goal: Aesthetics
@johnleoweber

8. The Restructure
PPC
PPC specialist 1
PPC specialist 2
PPC specialist 3
PPC specialist 4
SEO
SEO Specialist 1
SEO Specialist 2
SEO Specialist 3
SEO Specialist 4
Web Design
Web designer 1
Web designer 2
Web designer 3
Web designer 4
Switching to Teams
@johnleoweber

9. The New Structure
TEAM 1
15 clients PPC Specialist + SEO Specialist + Designer
TEAM 1
15 clients
PPC Specialist + SEO Specialist + Designer
TEAM 1
15 clients PPC Specialist + SEO Specialist + Designer
TEAM 1
15 clients PPC Specialist + SEO Specialist + Designer
Goal: Profitable Clients
Goal: Profitable Clients
Goal: Profitable Clients
Goal: Profitable Clients
@johnleoweber

10. The Impact
How did the organization change?
Communication
Instead of having 3 siloed departments working on an account separately, now 1 team owns each
account.
Learning
Cross department learning, and every employee becomes a marketer
Unity
Employee happiness goes up when you remove the organizational boxes
Innovation
Cross department learning, and every employee becomes a marketer
@johnleoweber

11. Data Sharing
How can we share data between SEO and PPC
Departments?
Standardize Goals
Use Google Analytics to set up goals that both departments can use. Ex:
“Phone Calls” and “Form Fills”
Reporting
With our Analytics goals now set up, we can look at goal completions broken
down by Source/Medium (Google/CPC, Google/Organic) * last click
attribution standard in GA
PPC export of “search terms report”
In Adwords, which terms are actually driving traffic to the site?
Google Search Console “search analytics” report
Organically, which terms are actually driving traffic to the site?
@johnleoweber

12. What does cross channel marketing look like?
Using Other Department’s Information and Channel Reach
Old Method:
SEO team wants links for a realtor client
so they make a big content piece and
send outreach emails to 1000 real estate
blogs.
Investment: 40 hours of outreach (at
$25/hour for that employee, $1000)
The Result: A few dozen links
New Method:
Marketing team want to drive profits so
they make a big content piece and
promote it to 100,000 realtors on
Facebook.
The investment: $250 FB ads
The Result: A few dozen links, 10,000+
FB engagements, and sustained
rankings.
@johnleoweber

13. Another Example:
Capitalizing on Top Performing Content
Old Method:
A blog we wrote is ranking well! Tell the
client!
New Method:
A blog we wrote is ranking well.
Implement a trap door on that blog to
capture email addresses with a free
ebook download.
Use the captured emails to remarket to
visitors, and to create lookalike audiences
on Facebook to find new business.
@johnleoweber

14. Trap Doors
@johnleoweber

15. Agency Leads for $4?
THE SECRET FORMULA:
Step 1:
Develop niche specific content on your website
Step 2:
Use traditional SEO methods as well as Adwords and Facebook to drive traffic to that content
Step 3:
Use trap doors to capture email addresses
Step 4:
Use collected email addresses for sales team, retargeting, email drip, and lookalike audiences
@johnleoweber

16. Example of Niche Targeting
@johnleoweber

17. Pro Tip 1
How to Maximize Cross Channel Results
Buy Email Lists (but don’t email them)
Purchased or scraped email lists are great for uploading into FB Ads, but never
cold email your list or you risk getting banned.
● Builtwith.com
Scrape SERPs
There are also tools that you can use to scrape search results for contact info.
● Scrapebox.com
● Use a virtual assistant
List Size Tip
Facebook recommends starting a
lookalike audience with no less
than 1,000 emails in your source
list.
@johnleoweber

18. Pro Tip 2
How to Maximize Cross Channel Results
Set up drip campaigns
Once someone gives you their email address, put them into an
automation funnel
● Mailchimp now offers FREE automation
Use less HTML in your automated emails
Make your automated emails look like they came from you
directly.
● Evidence that less HTML leads to higher engagement
● Email recipients are more likely to respond if the think that
the email is NOT automated
@johnleoweber

19. Shameless Plug
@drunkSEOrobot
@johnleoweber