An expanded deck, including some bonus material, from my presentation at Hero Conference 2019 in Philadelphia.

1. Using SEO Tactics To Improve Your PPC
Julie Friedman Bacchini @NeptuneMoon

2. After this session, you will be able to…
● Look at your projects through both a PPC and SEO lens
● Better understand the various types of intent for your target terms
● Utilize some great SEO tools to gather better terms to target and use as
negatives
● Better focus your ad copy and landing page messaging
● Make better remarketing campaigns

3. Who Am I?
● Been working in digital since its literal beginning
● President of Neptune Moon, LLC
● Background in general marketing, PR, web
design/dev, SEO and PPC
● Current organizer and co-host of PPC Chat on
Twitter

4. SEO vs. PPC
Julie Friedman Bacchini @NeptuneMoon

5. SEO vs. PPC
It’s not really as zero sum as some make it seem…

6. PPC Is REALLY Funnel Focused
We spend most of our time trying to
figure out how to get more people
into the funnel.
And then how to jam them down on
through because…

7. PPC Has True Direct Costs - Clicks
Every click costs actual dollars.
Every dollar is expected to be
tied directly back to a digital
advertising initiative and show a
positive ROI or ROAS.

8. SEO Doesn’t Have Costs Per Click So…
SEO is generally more focused on
getting traffic to the site,
particularly for non-branded
search…
Not necessarily on creating
conversions or specific actions.

9. How Can An SEO Mindset Improve Your PPC?
Expand your thinking to be more realistic
about a potential customer’s actual journey
to purchasing…
Not every action has a direct funnel step
correlation!

10. How PPC Tends To View Potential Customers

11. How most people actually are when searching

12. Start to really think about the INTENT

13. How do PPCs think about intent?
● Purchase is foremost in our thinking
● If doing lead generation, it’s the input form
● All about the conversions

14. How do SEOs think about intent?
● Tend to be more question/query and information oriented.
● Build content for information seeking and research and consideration.
● How to create content that answers a searcher’s main question.

15. Understand The WHY

16. Start building your PPC strategies for real
people, not just imaginary personas.

17. How do I do that?
Julie Friedman Bacchini @NeptuneMoon

18. Process I Follow For New Accounts
● Competitive landscape
● Keyword research
● What are actual searchers likely to see
● Actual PPC strategy

19. A Healthy Combination Of Tools & Manual Work
Why?
Because tools do not know everything
and their data is not anywhere near
foolproof.

20. Let’s work through an example case.
Julie Friedman Bacchini @NeptuneMoon

21. Example Case – A Local Banking Client
• Local area banking institution
• Not currently doing ANY digital marketing?!?
• Branch locations throughout greater Philadelphia area

22. Step One – See the SERP for likely queries

23. What does Google tell you about intent in SERPs?

24. Competitor’s Landing Page
Nothing special, BUT when you click back to the SERP…

25. What do you see after clicking a result & back?
Google is literally telling you
what else people search for
related to your target term!

26. Want similar data even faster?

27. Get More Data – With Keyword Keg

28. Keyword Keg Icons – Does the SERP contain…
• Snippet
• Knowledge Graph
• Ads
• Local Listings (Map)
• Videos
• Images
• Includes dates in results
• News
• Product Listing Ads (PLAs)

29. This is all giving you clues about INTENT

30. What do you do with this data?
• Build out primary keyword lists
• Build out initial negative lists
• Begin to understand intent to apply to ad copy and landing page content

31. Want to take it even further?
Julie Friedman Bacchini @NeptuneMoon

32. My favorite planning tool – Answer The Public
EVERYTHING from Answer The Public is downloadable in CSV!

33. What questions do people ask about your term?

34. Sometimes there are a TON of questions…

35. Major insight into INTENT & thought processes

36. Prepositions + your term

37. Prepositions + your term – A closer look

38. Alpha list of terms

39. Buzzsumo – it’s not just social mentions

40. See questions on a topic from around the web

41. See top content for a topic & engagement stats

42. How can you use this data?
• Answer real questions on your landing
pages (and in ad copy, if possible)
• Use these questions as a basis for your
remarketing – create a series of ads that
answer common questions
• See what content generated
engagement and use ideas for ads,
landing pages and remarketing

43. A couple of other little gems…
Julie Friedman Bacchini @NeptuneMoon

44. Use Google Search Console for more data
Get a site’s organic search terms via GSC.
If you have Keyword Keg, you can export terms right from GSC into it.

45. Negativing out competitors?
SEOBook’s typo generator tool is a
lifesaver!
Thank you @amaliafowler for hipping
me to this amazing tool.

46. Wrapping it up
Julie Friedman Bacchini @NeptuneMoon

47. Make better decisions & create better content
• Use SEO sources to create better keyword lists – for both targeting and
exclusion
• Find the questions people are asking about your type of product or
service and answer them in your ads and landing pages
• Better understand user intent around your offerings and speak directly to
it
• Improve your remarketing by answering questions you find

48. Resources
Julie Friedman Bacchini @NeptuneMoon

49. Where To Find The Tools In This Deck
https://keywordseverywhere.com/
https://app.keywordkeg.com/
https://answerthepublic.com/
http://tools.seobook.com/spelling/keywords-typos.cgi
https://buzzsumo.com

50. Follow up questions? You can find me here:
Twitter: @NeptuneMoon
LinkedIn: https://www.linkedin.com/in/neptunemoon/
Web: https://www.neptunemoon.com

51. Bonus Material!
Julie Friedman Bacchini @NeptuneMoon

52. Moz Local – Competitor Insights
https://moz.com/products/local
Moz Local’s tool shows you the overall status of competitor’s
location listings and citations.

53. How complete is a competitor’s presence?
Get a sense of what they have
claimed (particularly Google My
Business listings).
A verified GMB listing is
required to use Location
Extensions in Google Ads.
Important for businesses
seeking foot traffic!

54. More ways to research questions!
Fantastic post from Ann Smarty on the Moz Blog about how to research
questions related to your topic, which includes even more tools & techniques:
https://moz.com/blog/research-monitor-optimize-questions

55. Have a lot of keyword permutations?
Keyword Keg has a term merging tool!

56. See the stats for the merged words/phrases