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SEO + PPC = A Winning Strategy


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There is strong data proving that combining SEO and PPC will increase your coverage and conversions online.

This presentation will push you to look at the SERP as one market place with different placeholders for your messaging. You will learn how to boost your coverage in your PPC and your SEO efforts with the data you already have in your analytics.

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SEO + PPC = A Winning Strategy

  1. 1. Deborah Kilpatrick SEO + PPC = A Winning Strategy
  2. 2. About SourceKnowledge <ul><li>Online media agency </li></ul><ul><li>Ad network (distribute banner ads and search ads) </li></ul><ul><li>SEO </li></ul><ul><li>Pay Per Click (PPC) </li></ul><ul><li>Google AdWords Certified Specialist </li></ul><ul><li>Member of SEMPO </li></ul>
  3. 3. Making SEO & PPC Work together to increase coverage, traffic & conversions <ul><li>Look at a study showing that combining organic & PPC strategies is highly beneficial to your overall marketing effectiveness online </li></ul><ul><li>3 Reasons why you should manage both PPC and SEO </li></ul><ul><li>How to use your organic (natural) search data to broaden your PPC campaign efforts </li></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><ul><li>Referrers </li></ul></ul></ul><ul><ul><ul><li>Landing page </li></ul></ul></ul><ul><li>How to use your PPC campaign to expand your SEO efforts </li></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><ul><li>Ad text </li></ul></ul></ul><ul><ul><ul><li>Landing page </li></ul></ul></ul>
  4. 4. Why looking at organic & PPC intelligence is important <ul><li>iCrossing’s Search Synergy Report (2007) </li></ul><ul><li>found online performance is improved if keywords purchased for a paid search campaign are also ranked in natural search </li></ul><ul><li>Conclusively demonstrates that running an integrated natural and paid search campaign leads to improved online performance </li></ul><ul><li>Better than managing either a natural search or paid search campaign alone </li></ul>
  5. 5. Increase in web visits and actions on website when incorporating SEO with PPC Campaign
  6. 6. Top 3 Reasons to manage both an SEO and PPC Campaign <ul><li>Not everyone looks at the SERP the same way </li></ul><ul><li>Tailor messaging on your PPC campaign </li></ul><ul><li>Use SEO and PPC analytics intelligence to increase coverage </li></ul>
  7. 7. Not everyone looks at the SERP the same way <ul><li>Some users implicitly look to the organic results. </li></ul><ul><li>Some users, if in shopping mode, look to the right rail first and then to the organic section. </li></ul><ul><li>Some users scan both sections of the natural or organic result sets as was demonstrated in Enquiro’s heat mapping study. </li></ul>
  8. 8. Enquiro Heat Tracking Study (2006) Demonstrates the “Golden Triangle” of where our eyes look – and shows us that the same users look at the paid section of results as well.
  9. 9. Tailor PPC campaign messaging <ul><li>You can change your messaging in your PPC campaign for: </li></ul><ul><ul><ul><ul><li>Holiday seasons </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Special deals </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Local targeting </li></ul></ul></ul></ul><ul><ul><ul><li>This will balance your SEO strategy since the text can be changed more frequently </li></ul></ul></ul><ul><ul><ul><li>Analyze user behavior to see if tailored messaging increases pages/visit, time on site. </li></ul></ul></ul>
  10. 10. Organic data PPC Campaign <ul><li>Add top organic keywords into your paid search campaign. Follow your organic keywords monthly. Be aware of changes/trends. Not always obvious what keywords your users are searching for. </li></ul><ul><li>Reference your organic referrer list and expand your PPC efforts by advertising on your top organic referrers. This is a lead list – use it! </li></ul><ul><li>Add your top landing pages as AdGroups. Find the pages that are most accessed by non-paid keywords and build them into your campaign as AdGroups. </li></ul><ul><li>Set up campaigns with separate budget for your most popular keywords /ad groups so they are not competing for budget with </li></ul><ul><li>long-tail keywords. </li></ul>
  11. 11. Top Organic keywords driving traffic
  12. 12. Organic referrer list
  13. 13. Top Content Pages – Include as AdGroup to drive PPC traffic
  14. 14. PPC Campaign Organic data <ul><li>Take your top keywords in your paid search campaign and create specific pages around them. This solves a few issues: </li></ul><ul><ul><li>We are always looking to add new content. </li></ul></ul><ul><ul><li>What better way to optimize your site than for your top keywords found in your ad campaign. They are your most popular keywords and will focus you when you write content and optimize your pages </li></ul></ul><ul><li>Test PPC Messaging </li></ul><ul><li>This is a great (and inexpensive) way to test messaging and then incorporate it into your SEO strategy and other marketing initiatives. </li></ul><ul><li>Find out what users respond to best (apply vs register or free vs free trial) </li></ul><ul><ul><li>Use this for your meta descriptions and titles and headers for your pages </li></ul></ul><ul><li>It’s your own inexpensive consumer research survey </li></ul><ul><li>Top Landing pages </li></ul><ul><ul><li>Use bounce rates, time on sites and pages/visit to determine which pages should be prioritized for SEO </li></ul></ul><ul><ul><li>Pages that perform well in your AdWords campaign should perform equally as well or better once optimized </li></ul></ul><ul><ul><li>Works well for sites with many pages, products or for sites that want to expand on content from pages that already exist </li></ul></ul><ul><ul><li>Use AdGroup bounce rate to help determine overall interest of landing page and call to action </li></ul></ul>
  15. 15. Top 10 Paid Keywords
  16. 16. Top Ad Text Title
  17. 17. Top PPC Landing pages
  18. 18. Summary <ul><li>There is strong data proving that combining SEO and PPC will increase your coverage and conversions online. </li></ul><ul><li>If you are not working on SEO and PPC together, you should. </li></ul><ul><li>If you are working on SEO and PPC, make sure you are sharing intelligence . </li></ul><ul><li>Look at the SERP as one market place with different placeholders for your messaging. </li></ul><ul><li>Use your intelligence in other marketing efforts: in newsletters, blog, twitter to connect to users more effectively. </li></ul>
  19. 19. <ul><li>Any Questions? </li></ul><ul><li>Leave me your business card and I will send you this presentation </li></ul>