Brian Massey of Conversion Sciences and Jim McKinley of 360Partners discuss the opportunities and challenges of marrying search and optimization services. For a summary, visit http://conversionscientist.com/?s=SEM%20CRO%20Agency.

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TheSEM+CROAgency
Opportunities and Challenges

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Speakers
Brian Massey
Conversion Scientist and Founder of
Conversion Sciences, a website
optimization company. He is an
international speaker and author of Your
Customer Creation Equation.
Jim McKinley
Founding partner at 360Partners, has
over 15 years of online marketing
experience and now specializes in pay-
per-click and SEO in the context of lead
generation.

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Agenda

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● WhySEM+CROWorks
● CRO+PPC
● BusinessModels
● SkillsGaps
● BringingthemTogether

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SeMandCRO Why they work so well
together.

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WhySearchandConversionWorkSoWellTogether
“You’re being influenced by
CRO whether you decide to
participate or not.”
--Jim McKinley
“The highest converting
websites have optimized
traffic and pages.”
-- Brian Massey

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BothSidesoftheFraction
Conversions
Searches

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BothSidesoftheFraction
CRO
SEM

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PPCSearchandCROareIntegrallyLinked

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TheMultiplierEffect

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CROandPPC No longer a “nice-to-have”

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The“MarketClearing”CPCRange
© 2015 360Partners.

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The“MarketClearing”CPCRange
© 2015 360Partners.

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The“MarketClearing”CPCRange
© 2015 360Partners.

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SkillsGap
What do SEM and CRO
teams need to do the
work?

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BusinessModels Percent of spend vs.
Flat Rate

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CanOneCompany
DeliverSEM+CRO One-Stop Shop vs. Specialized
Agencies

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Discussion

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Thanks
360Partners
www.360Partners.com
(512) 334-1333
jim.mckinley@360Partners.com
Conversion Sciences
www.ConversionSciences.com
(888) 961-6604
BMassey@ConversionSciences.com

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SixWaystoPresent
CRO+SEM

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SixWaystoPresentCRO+SEM
1. A 10% increase in conversion rate decreases lead cost.
2. A 10% increase in revenue per visit increases total revenue.
3. A 10% increase in conversion rate decreases cost-per-click.
4. A 10% increase in conversion rate increases maximum bids.
5. A 10% increase in conversion rate increases search visit value.
6. A 10% increase in conversion rate increases net profit.
BONUS: An increase in conversion rate increase quality scores and ad
placements.

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OtherIssues
CRO has Compounding Returns like SEO.
CRO can increase quality scores and ad placement.
Algorithm changes can’t take away your CRO advances.