4. Background – The Client
Case Study:
• M. Chain (www.mrchain.com): Michigan-based manufacturer of
plastic stanchions & chains
• Wanted to break into new markets: schools and government
• Michigan-based manufacturer, products made in US
• GSA certified
5. Small Budget – What To Do?
Small Budget: $15,000 total
• Not enough for ongoing PPC
• Only enough for one-time
SEO
• Needed timely & relevant
content
9. Use PPC to Inform SEO
• Track & Optimize PPC
Performance
Implement • Gather SEO Insight
10. Step 2: Implement
• 3-Month PPC Campaign
– Keywords with best CTR
– Optimize ad copy
– Test landing pages
• SEO Keyword Research
– Begin in Month 3 of PPC
11. Use PPC to Inform SEO
• What Worked in PPC?
• Develop SEO Plan
Analyze
12. Step 3: Analyze
• 1 PPC Conversion in 3 Months
• BUT….
– “Barriers” vs.“Stanchions”
– CTR = good; conversion rate = not good
– CTA was MIA
13. Step 3a: Develop SEO Plan
• Based on PPC Results
– Focus on keywords with the best CTR
– Include new on-site copy with high-CTR
terms: “barrier,” “school,” & “safety”
– On-site implementation included (along with
basic SEO training)
20. Resources
• Integrating PPC with SEO, Search Engine
Watch:
http://searchenginewatch.com/3634874
• Use PPC To Inform SEO, Fluency Media
Blog:
http://www.fluencymedia.com/ppc-informs-seo/
