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Combine Paid Search & Organic Tactics to Increase Your Bottom Line - Eric Solan

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Combine Paid Search & Organic Tactics to Increase Your Bottom Line

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Combine Paid Search & Organic Tactics to Increase Your Bottom Line - Eric Solan

  1. 1. Combine Paid Search & Organic Tactics to Increase Your Bottom Line @RolandWanders #StateofSearch
  2. 2. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Download Link: https://vert.ms/SEO-Paid
  3. 3. Combine Paid & SEO Strategies to Increase Your Bottom Line “As soon as I can get all my KWs ranking in Google, I’ll stop my paid budget.” “One day I can stop working on organic.” “Why would our paid agency need to talk to our organic agency?” “No one ever clicks on ads.” Overheard in Agency Land
  4. 4. @RolandWanders #StateofSearch Paid vs. Organic Paid + Organic = SEARCH
  5. 5. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Some people just want to searchSome people are ready to spend
  6. 6. Organic listings front & center Paid ads off to the right
  7. 7. Organic listings: no top-of-page visibility Paid ads 100% visibility
  8. 8. When is this worth it?
  9. 9. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Desktop: Search Click-Through Source: Sparktoro 9% Organic 12% Paid Organic & Paid CTR – Nov. 2015 vs Feb. 2018
  10. 10. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Mobile: Search Click-Through Source: Sparktoro 71% Organic 19% Paid Organic & Paid CTR – Nov. 2015 vs Feb. 2018
  11. 11. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Case Study: Ecommerce, 2015-17 Source: Moz - B2C - Ecommerce 25% Desktop 55% Mobile Organic click-through rates
  12. 12. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Organic & Paid Tactical Strengths Benefit Organic Paid Cost Return on Investment Sustainable Awareness Ad Position User Experience (Re-)Targeting
  13. 13. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Keyword Research Informs Content Work Together? But Why? Top impressions “new home sales” 110k/month Top impressions “pre-owned home sales” 105k/month
  14. 14. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Audience Targeting Work Together? But Why? Would you answer this differently if you knew the user had also read your content? Blog Post
  15. 15. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Ad Copy Work Together? But Why? Organic: Broad messaging Paid: Specific messaging, urgent
  16. 16. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Measurement Work Together? But Why? 100% of conversions involved Search
  17. 17. What happens when your paid + organic teams talk to each other using paid + organic report data.
  18. 18. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Organic Informs Paid Keyword: “phlebotomy training” • Organic impressions: 22,015 • Average organic position: 13.8 • Organic traffic: 236 • Paid impressions: 4 Tactic • Optimize content on “phlebotomy training” • Expand paid targeting for the keyword Client: Higher education, medical assistant program
  19. 19. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Paid + Search Work Together Client: Higher education, branded search, one location, 30 days Keyword: brand term • Impressions: 275 • Organic traffic: 47 • Paid traffic: 53 • Total traffic: 100 • Click-through rate: 36% overall Tactic • Test reducing budget on brand term. Did we lose volume? Did organic see change?
  20. 20. Tools Basic: Connect AdWords, Search Console and Analytics Advanced: Attribution
  21. 21. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Tools: Connect Your Platforms
  22. 22. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Do you know what search is worth to your organization? Do you know how paid search assists your conversions? Do you know how organic search assists your conversions?
  23. 23. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearchCustomer Journey: Where to invest? Greetings! Channel: Social Conversation Channel: Paid Search Transaction Channel: Organic
  24. 24. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearchCustomer Journey: What’s it worth? Channel: Social Channel: Paid Search Channel: Organic 10% 10% 80%
  25. 25. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearchCustomer Journey: What’s it worth? 80% 10% 10% Channel: Social Channel: Paid Search Channel: Organic
  26. 26. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearchCustomer Journey: What’s it worth? 40% 20% 40% Channel: Social Channel: Paid Search Channel: Organic Essentially that is what attribution modeling is all about – representing the true value of a channel so that action can be taken.
  27. 27. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Paid + Organic = $earch What is Attribution Modeling? Awareness Google Analytics, select Conversions and then Attribution
  28. 28. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Are New Visitors Your Goal? Awareness70% 10% 10% 10% First Interaction• If awareness is your goal. • Example: Startups and new brands • Pros: Learn how prospects find you • Cons: Heavy focus on TOFU
  29. 29. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Are Transactions Your Goal? Awareness 10% 10% 10% 70% Last Interaction• Example: Ecommerce • Pros: Focus budget on decision-stage audiences • Cons: BOFU-heavy
  30. 30. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Analytics: Choosing Attribution Model 1. Select “Attribution”, then “Model Comparison Tool”.
  31. 31. Search: Value of Channel Model Comparison Tool ~164k vs ~222k conversions 26% increase in value!
  32. 32. Search Value: Before & After Now you have benchmark performance broken down by tactic Search: 222k Organic: 135k Paid: 87k Cost: $100k ROI: 4:1 Search: 252k (+12%) Organic: 159k (+15%) Paid: 93k (+6%) Cost: $105k (+5%) ROI: 5.5:1 (+27%) Before After
  33. 33. No Matter Who You Are Paid + Organic = $earch • HVAC or home services company • Healthcare • Education • B2B Tool Provider • Manufacturer • … B2B or B2C, find out how Paid & Organic work for your business!
  34. 34. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Culture of Collaboration
  35. 35. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Case Study: B2C Vertical: Higher education Traffic: ~191,000/month Channels: Organic search, paid search Testing Period: Q4 2017 Keyword Type: Non-brand only
  36. 36. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Non-brand Search CTR Increase 7% 29% 24% 17% 0% 5% 10% 15% 20% 25% 30% Computers Mobile Tablets Total
  37. 37. Combine Paid & SEO Strategies to Increase Your Bottom Line 96,496 24,054 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Organic Only Paid Search Non-brand Search Traffic Increase Incremental Traffic
  38. 38. Combine Paid & SEO Strategies to Increase Your Bottom Line Non-brand Search CVR Rate Increase Paid Tactics • Top of page visibility • Targeted messaging • Targeted audience0% 2% 4% 6% 8% 10% 12% 14% 16% Organic Paid 237% lift
  39. 39. Combine Paid & SEO Strategies to Increase Your Bottom Line Non-brand Search Incremental Revenue $4,848,924 $2,597,832 0 $1m $2m $3m $4m $5m $6m $7m $8m Total Revenue Organic Only Incremental Paid SearchIncremental Revenue ~$2.6MM @ 10:1 ROI
  40. 40. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch
  41. 41. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Do you know what search is worth to your organization? Do you know how paid search assists your conversions? Do you know how organic search assists your conversions?
  42. 42. @RolandWanders #StateofSearch Download Link: https://vert.ms/SEO-Paid Erik Solan
  43. 43. @RolandWanders #StateofSearch Appendix
  44. 44. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Search Console: Claiming (Step 1) Go to “google.com/webmasters,” click “Search Console”
  45. 45. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Click “Add A Property” 1. www.domain.com 2. domain.com 3. http://www.domain.com 4. https://www.domain.com Search Console: Claiming (Step 2)
  46. 46. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Verify ownership: 1. Download file, upload to site 2. Alternate methods including: CNAME, Tag Manager, Google Analytics Tracking ID Search Console: Claiming (Step 3)
  47. 47. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Search Console: Adding Analytics Click gear icon and select “Google Analytics Property” Associated GA property will be listed here; select the property and link.
  48. 48. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch 1. Left-hand bottom, click on “Admin” Analytics: Linking Adwords 3. Click “New link group” 2. Left-hand bottom, click on “Adwords Linking”
  49. 49. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Sign in to Adwords Select “Account Settings” and then “Linked Accounts” Adwords: Search Console Select “Search Console” and click “View details”
  50. 50. Combine Paid & SEO Strategies to Increase Your Bottom Line @RolandWanders #StateofSearch Click “Link New Site” Tip: Link both www.domain.com and domain.com versions of your website. Adwords: Search Console

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