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© IDM Academy 2008
Getting the Most from Search- Integration, Ethics & Testing for Success
Simon HeyesHead of Sales Operations
[email protected]+44(0)131 561 1783
© IDM Academy 2008
Overview
In the UK, internet advertising is accelerating nine times faster than the entire advertising sector - and Paid Search accounts for over 55% of online ad spend.
Ethics – Do’s and Don’ts
Differences between Organic and Paid
Optimise, Co-ordinate, Review
Analytics is crucial
New search applications to think about….
Questions
© IDM Academy 2008
Ethics - SEO
Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy…
© IDM Academy 2008
Ethics - SEO
Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy…
Do’s Stick to the guidelines published by the search engines
Think of your users as well as the search engines
Don’t’s Hide text or links
Link buying
Link farms
‘Doorway pages’ (circa 1986)
© IDM Academy 2008
Ethics - PPC
As of 5th May, Google will open up trademark bidding in the UK
To bid or not to bid on competitors brand terms?
Quality Score
Brief your affiliates
Re-focus on your brand strength
Be prepared
© IDM Academy 2008
“Think about users first….adding value for users will add value to your search marketing campaign”
© IDM Academy 2008
Integrating Search – 3 Steps
The algorithms for SEO and PPC have evolved. Integration is more important than it has ever been
Optimise Site and campaigns
Coordinate Efforts and strategies
Review Trends and Analytics data
© IDM Academy 2008
Optimise - Content
Content is king (as they say)
Content rich sites, with useful information for users
Simple and effective cross linking for upselling products or services
© IDM Academy 2008
Optimise - Content
Content is king (as they say)
Content rich sites, with useful information for users
Simple and effective cross linking for upselling products or services
TIP – fresh content on your homepage (e.g. news, “today’s picks” etc)
© IDM Academy 2008
Optimise - Content
Content is king (as they say)
Content rich sites, with useful information for users
Simple and effective cross linking for upselling products or services
TIP – changing content on your homepage (e.g. news, “today’s picks” etc)
Optimising content is no longer just about website copy….
© IDM Academy 2008
Optimise – Quality Score
Bidding a maximum amount for the top keyword position is a thing of the past
CTRRelevancy of
Ad Text
Historical
Performance
of Keywords
Relevancy of Landing
Page
Loading Time for Landing
Page
© IDM Academy 2008
Optimise – Quality Score
Bidding a maximum amount for the top keyword position is a thing of the past
© IDM Academy 2008
Optimise – Quality Score
Improved Quality Score can mean;
More traffic for the same cost
Same traffic for less cost
More robust positions
Better ROI
© IDM Academy 2008
Coordinate – PPC and SEO
Quality Score factors;
CTRRelevancy of
Ad Text
Historical
Performance
of Keywords
Relevancy of Landing
Page
Loading Time for Landing
Page
© IDM Academy 2008
Coordinate – Landing Pages
Google Website Optimiser allows you to test different landing pages for PPC
TIPS
Relevant content
Relevant to ad text
KNOW YOUR KEYWORDS
One keyphase per page
One call to action
© IDM Academy 2008
Coordinate – Landing Pages
The result means you can optimise one page for SEO, and use the same page as a PPC landing page
© IDM Academy 2008
Coordinate – Landing PagesThe result means you can optimise one page for SEO, and use the same page as a PPC landing page
Relevant content for good organic search positions…..
And a targeted page to enhance Quality Score…
© IDM Academy 2008
Analytics and Tracking
All major analytics providers will allow you to track conversions and monitor traffic rates
Identify key traffic sources
Differentiate between paid for and natural search engine traffic
Drop off rates
Bounce rates
Shopping cart abandonment
Sign ups, transactions, downloads etc
© IDM Academy 2008
Analytics and Tracking
Begin to start thinking holistically about your online marketing. Click path analysis can help track SEO, PPC, affiliates and display campaigns
Click OneDisplay Advert
Click TwoSEO Listing
Click ThreePPC Keyword
SALE
Underlines the importance of viewing your online marketing as a whole – removing budget from one area of online marketing could have a big impact on your PPC
© IDM Academy 2008
Final Thoughts
If you have spare time, think of ways other sites can send traffic to yours…
Offer something DIFFERENT
Be QUIRKY
Low cost/resource = High Traffic Return
e.g. Facebook applications
© IDM Academy 2008
Final Thoughts
If you have spare time, think of ways other sites can send traffic to yours…
Offer something DIFFERENT
Be QUIRKY
Low cost/resource = High Traffic Return
e.g. Facebook applications
Google Gadgets / widgets