My presentation form the Click Asia Summit 2012. This is a quick look into how brands can leverage both their SEO and SEM programs to gain efficiency from their marketing spends. The channels go hand in hand, and if managed in a co-optimised fashion can greatly increase ROI for the advertiser.

1. Cross leveraging SEO with SEM
Click Asia Summit 2012

2. 1 - AD COPY TESTING

3. Ad copy testing
• Changing Meta content can be a laborious
task and something you do not want to have
to do frequently
• “Click-ability” is critical for a success SEO
listing, its one thing to rank its another to get
clicked on!
• Use SEM to test creative to improve CTR or
even messaging to improve sales.

4. Ad copy testing
Keyword: "hotels in goa"
Improve CTR?
Hotels in Goa – MyGoaHotel.com
www.mygohotel.com > Goa Hotels
Compare prices and find the cheapest Hotels in Goa. Book online
today at MyGoaHotel.com

5. Ad copy testing
Keyword: "hotels in goa"
Improve Conversions?
Goa Hotels – MyGoaHotel.com
www.mygohotel.com > Goa Hotels
Great rates on all hotels in Goa. Book now. It’s fast, secure and easy
at MyGoaHotel.com!

6. 2 - PAGE OPTIMIZATION & QUALITY
SCORE

7. Page optimization & quality score
• Quality score is a major contributing factor for
click price. Quality score is determined by:

8. Quality Score
1. The historical clickthrough rate (CTR) of the keyword and
the matched ad on the Google domain.
2. Your account history, which is measured by the CTR of all
the ads and keywords in your account
3. The historical CTR of the display URLs in the ad group
4. The quality of your landing page
5. The relevance of the keyword to the ads in its ad group
6. The relevance of the keyword and the matched ad to the
search query
7. Your account's performance in the geographical region
where the ad will be shown
8. Other relevance factors

9. Quality of landing page
• Feature relevant and original content
• Be easy to navigate
• Page speed
Turn to Google's Webmaster Guidelines for
more recommendations, which will improve
your site's performance in Google's search
results as well….
source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=46675

10. Is that not just SEO?

11. 3 – CO-OPTIMISATION

12. Co-optimization
1. If I am ranking #1 do I need to buy the traffic?
2. Why am I spending so much on Paid perhaps I can get
it “free”?
3. Are there more opportunities with my SEM
campaign?
4. Is there room to improve my creative?
5. Can I manage my marketing budgets more efficiently?

13. 1. If I am ranking #1 do I need to buy
the traffic?
If you rank number one in SEO and
rank number one in SEM. What
happens when you switch off SEM? Do
you get more value through organic, or
is there a 1 + 1 = 3 effect?

14. 2. Why am I spending so much on
Paid perhaps I can get it “free”?
The CPA in paid is high or there is no
CPA and we don’t rank anywhere!
Would the money not be better spent
getting the rankings?

15. 3. Are there more opportunities with
my SEM campaign?
SEO is delivering value but we are
nowhere to be seen on Paid, surely
there is an opportunity?

16. 4. Is there room to improve my
creative?
We see far better conversion rates
from SEO than SEM for the same word,
is there something wrong with my paid
creative?

17. 5. Can I manage my marketing
budgets more efficiently?
Where should my marketing rupees be
spent? Which channel is actually more
cost effective?

18. 4 – MULTI-MESSAGING

19. Multi-Messaging
• You rank #1 in paid and #1 in non-paid what
happens when you mix up the messaging?
SEO
Keyword: Goa Hotels
Cheap Goa Hotels – MyGoaHotel.com
www.mygohotel.com > Goa Hotels
Goa Hotels on a budget. Compare prices and find the cheapest hotels in Goa at
MyGoaHotel.com.
SEM
Luxury Goa Hotels
Choose from the most luxurious,
quality hotels in Goa at MyGoaHotel
www.MyGoaHotel.com/5-Star-Goa
* Simple messaging changes will target two
VERY different target audiences – Price
conscience and Quality conscience.