How To Use SEO and PPC to Benefit Each Other by Larry Kim
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Transcript of How To Use SEO and PPC to Benefit Each Other by Larry Kim
CONFIDENTIAL – DO NOT DISTRIBUTE 1
How to use PPC and SEO together to benefit Each Other
Larry Kim, Founder/CTO, WordStream
SMX East, October 3, 2013
Very Few Companies Do PPC and SEO Well Together
• People and companies tend to focus on one or the
other
• Companies silo PPC and SEO marketing activities
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Case Study: How I use PPC & SEO Together
3
• Started WordStream 5 Years ago
• #185 Fastest Growing Private Company in America – Growing at 2500% in last 3 years
• Marketing success almost entirely due to effective use of PPC and SEO together!
What +2500% Growth Looks Like:
• Approaching Half Million visitors / month
• Compound Monthly Growth = 9%. WHAT? HOW?!
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Early PPC Goal: Map Out Keyword Taxonomy
• Pet Store Example!
• Primary Categories
– Dog, Cat, Fish, Hamster, etc.
• Secondary Categories
– Food, Toys, Bath, etc.
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Early SEO Goal: Highly Themed Content
• SEO Rankings
based on on-page
& domain factors
• Initially Domain
Authority is weak
• Rank by over-
achieving in On-
Page Factors
• Target Long Tail
Keywords!
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PPC Campaign Structure = SEO Information Architecture
Use PPC Data to Prioritize Organic Keyword Selection
• If Optimizing for More Web Traffic, Use:
– (PPC Keyword Impressions * Your CPC) /
PPC Keyword Competition
• If Optimizing for More Sales or Conversions, Use:
– Conversions Driven by PPC Keyword / PPC
Keyword Competition
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PPC Keyword Competition ∝ SEO Keyword Difficulty
PPC Ad Groups = SEO Themed Content Pages
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• The Ideal PPC Ad
Group and SEO
Content both …
– Are specifically themed
– Have primary &
supporting keywords
– Create lots of them!
PPC Ads = SEO H1 & Meta Description
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SEO + PPC Success! (Or.. not?)
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Problem 1: Low Visitor Engagement
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Problem 2: Low Conversion Rate
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Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up was in the mid single digits.
Problem 3: Virtually No Branded Searches
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Re-Engage With Previous Visitors
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of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X-
of people abandon their
shopping cart without
completing a purchase
70%
Google Display Network Reach in the US
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92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick ad exchange
• Hundreds of premium
publishers, with hundreds of
millions of ad placements
available every day
Google O&O properties
YouTube
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance
• Blogger 8.1M
Display Network
Typical Reach of Remarketing…
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1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network buyers
Audience Definition Strategy
• Funnel and Product Based List Segmentation
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Results after 1 Year
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Ads Reinforce Brand & Drive to Conversions!
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)
WHAT? HOW?
• 43 Million Ad Impressions in a typical month
• Cost Per Lead for Remarketing Campaigns: 10% Less than our CPA for Google Search
• Site Conversion Rate up by 51%!!
• Display Ads = 50% of PPC Spend
PPC Remarketing = Your Secret SEO Weapon!
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Summary
• Top Down vs. Bottom Up
• Objective of PPC and SEO over time based on
how far along your PPC or SEO is.
• White Hat usage of PPC and SEO is the key!
– How PPC helps SEO: What Content to Produce
– How SEO helps PPC: Creating Huge Audiences to
Remarket to.
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