2013 American Marketing Association (AMA) presentation showing how PPC, SEO and Social Media can be used together to get the greatest return from your digital marketing efforts. Learn: - How PPC reinforces your SEO results - How PPC informs your SEO research - How social media is influencing search results today - How social media goes where PPC can’t - How social media can improve your PPC performance

1. Imelda Khoo Twitter: @imeldak
Blog: sembooty.com
Team Search and Social to Elevate your
Online Presence

2. As marketers, we know…
 Targeting is everything
 Data trumps personal opinion
 Play to the strengths of different
communications channels
 Measure what matters
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3. Digital marketing is no different
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 SEO
 PPC
 Social Media

4. Search Engine Optimization (SEO)
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Getting website pages to show at the top of the organic
search engine results, without having to pay.
DrawbacksRelevance through:
 Key Page Elements
 Optimized Content
 Quality Content
 Popularity
Source: Optify, 2011

5. Search Engine Optimization (SEO)
 High clicks (for high rank)
 High converting
 High ROI
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 Time and resource
 No guarantees
 Ongoing changes
Getting website pages to show at the top of the organic
search engine results, without having to pay.
Strengths Weaknesses

6. Pay Per Click (PPC)
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Paying for your website pages to show in the Ad section of
the Search Engine Results, or in the Google Display Network.
Search Engine Results
PPC
Display Network
PPC
PPC

7. Pay Per Click (PPC)
 Instant ad presence
 Control messaging and links
 Great for testing
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 Pay to play
 Early funnel traffic
 Varying ROI
Strengths Weaknesses
Paying for your website pages to show in the Ad section of
the Search Engine Results, or in the Google Display Network.

8. What about social?

9. Things that make me go…
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Drawbacks
 Anyone can do social media
 Social media is free
 Social media is all about awareness/engagement
 Social media does not work for B2B
 Facebook is all about number of “likes”

10. 10
PPC
SEO
Social
Where the magic happens…

11. 3 March 201511
#1 PPC reinforces SEO results

12. But won’t PPC cannibalize my free SEO clicks?
 On average, 89% of PPC Clicks are incremental
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Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html#!/2012/03/impact-of-
organic-ranking-on-ad-click.html

13. Combined paid and organic presence
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PPC
SEO
 Messaging
 Reinforcement
 Bidding
~19% clicks
>70% incremental
PPC clicks
~30% clicks

14. 14
#2 PPC informs SEO research

15. 15
Keyword research
zOMG!
 American Marketing Association (AMA)
Source: https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS

16. 16
Volume doesn’t always equal relevance
American Medical Association
American Motorcyclist Association
Academy of Model Aeronautics
Ask Me Anything AMA Pro Racing
Amazon
American Music Awards
Avid Media Access
Arizona Multihousing Association
Advanced Mobile Applications
Ama
 AMA
American Marketing Association

17. Look to your PPC data for SEO keyword quality
Quality Indicators:
 Weighted Quality Score
 Conversions
 Cost Per Conversion
 Order Quantity
 Order Value
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Volume + Quality

18. #3 Social media influences search results

19. Blended video results
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80% of video results
come from YouTube

20. Increasing social presence
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Google+ Company Page
Ratings and
Reviews
Authorship

21. Social recommendations = Trust
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Recommendations
from people in my
network
Articles shared by
people I follow

22. #4 Social goes where PPC can’t

23. What are these people really looking for?
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24. …and who are they?

25. Facebook ad targeting
167,431,700 people
 who live in the United States
 Location (country, city)
 Interests
 College/University
 Age
 Education Level
 Workplace
 Gender
 Favorite TV Shows
 Favorite Magazines
 Life Stage/Status
Range of Targeting Options

26. Facebook ad targeting
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 Interest combinations that make individuals unique

27. Facebook custom audience targeting
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 Custom audience targeting
– Upload email, phone numbers or user IDs
– Matches to Facebook usernames
– Target ads specifically to these users
 Highly efficient compared to PPC
– Lower CPCs (Up to 55% less)
– Lower CPAs (Up to 20% less)

28. #5 Social media improves PPC performance

29. What is retargeting?
 A second (and third…) chance to
convert visitors who got away the
first time
 Different Types of Retargeting
– Email
– Site
– Search
– Social
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30. Social retargeting: YouTube is great for this
 Build retargeting lists based on
specific viewer actions
 Retarget through search or across
the display network
 Use to provide context and intent
clues for PPC display
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31. 31
Bringing it all together…

32. Integrated search and social example
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10%
150%
20%CPC
CTR
Conversions
PPC Improvement
Jan 2012

33. Remember, remember…
 Use PPC and SEO to complement each
other in the SERP
 Use PPC data to improve SEO keyword
selection
 Beef up your Google+ company profile to
increase presence in search results
 Use PPC for reach and Facebook to better
target niche or existing customers
 Build social retargeting lists to better inform
PPC

34. Thank you for listening…
Twitter: @imeldak
Blog: sembooty.com
Email: imeldakhoo@gmail.com