Harness The Power of PPC and SEO for Insane Landing Page Results
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This document summarizes a webinar on using paid search (PPC) and search engine optimization (SEO) strategies together effectively. The webinar was hosted by Nicolette Beard from Raven Tools and Roopa Carpenter from Hanapin Marketing. It included polls to gauge attendee experience with PPC and discussions of how SEO and PPC can complement each other to maximize exposure on search engine results pages. Specific tactics covered included using SEO data to identify new keyword opportunities, matching ad content to searcher intent, and testing landing pages to improve user experience and conversions.
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Harness The Power of PPC and SEO for Insane Landing Page Results
- 2. #thinkppc Presenters ā¢ Nicolette Beard ā Digital Marketing Manager at Raven Tools ā @RavenNickiB ā¢ Roopa Carpenter ā CRO Manager at Hanapin Marketing. ā @roopacarpenter
- 3. #thinkppc Join the conversation ā¢ Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) Iām part of a team that manages it. c) I outsource my account management. d) Iām rethinking how my account is managed.
- 6. #thinkppc SEO? PPC? Why Not Do Both!
- 7. #thinkppc The Truth: SEO and PPC are not completely separate strategies While both have different features, both address advertising for search: Search PPCSEO
- 8. #thinkppc Somethingās Not Right Here Joe Plumberās Shop www.JoePlumberShop.com
- 9. #thinkppc Somethingās Not Right Here Joe Plumberās Shop www.JoePlumberShop.com
- 10. #thinkppc Use SEO & PPC to Compliment Each Other Win the Fight on Real Estate ā Combining your SEO & PPC efforts increase your exposure on search engine results pages (SERPs)
- 11. #thinkppc Give the āYou Da Manā impression ā Searchers feel that your company is an established presence within the industry
- 12. #thinkppc Be Da Man with Your Own Brand ā Client Pushback: Why Should I Pay for Clicks on My Own Brand ā Branded traffic is already qualified and cheap (think low CPAās and high ROAS) ā Ex. One E-Commerce client has an average CPA of $30 and ROAS of 450%. The Branded campaign has a $1.26 CPA and a ROAS of 12,600% ā Take up that valuable real estate on SERPs
- 13. #thinkppc If you donāt do it, your competitors will!! ā Ex. A company used to bid on brand. Then a new executive came in and decided to shut that down and rely only on SEO for brand traffic. ā Result: Performance tanked, competitors took over the paid search rankings. ā Ultimate result: This company is back to PPC advertising on Brand.
- 14. #thinkppc How to Gain a Killer Advantage by Using PPC & SEO
- 15. #thinkppc Advantages of a Cohesive PPC and SEO Strategy Identify low hanging fruit No more missed opportunities Use Google Webmaster Tools to identify words with high clicks/visits but only a few impressions. āThis could represent a new keyword to start targeting in paid search.
- 16. #thinkppc Low Impressions But High Click Through
- 17. #thinkppc Know Where Your Customers are in the Sales Funnel
- 18. #thinkppc Advantages of a Cohesive PPC and SEO Strategy Match keywords to search behavior & intent Know where your customers are in the sales funnel Create AdGroups and write copy depending on where your customers are in the buying cycle. āFor example, use modifiers for your top performing keywords, like ābuy,ā āpriceā and āshop,ā for late stage customers vs. ābestā or āreviewsā for those just beginning the online buying journey.
- 19. #thinkppc Advantages of a Cohesive PPC and SEO Strategy Determine true ROI for SEO vs. PPC Competition may make SEO cost prohibitive SEO is not free. You want to determine the ROI of getting to the top spot versus the ROI of running PPC ads. āHow much content do you need to create? āHow many resources do you have to promote that content? āPPC may be more cost effective.
- 20. #thinkppc Using SEO To Set Up Your PPC Campaign Focus on the message Offer value to users Think about searcher behavior and how consumers retrieve information. Ad groups need to represent tight knit themes. āConnect with customers using their language āKeep landing pages fresh āCreate unique content
- 21. #thinkppc Using SEO To Set Up Your PPC Campaign Connect with customers using their language Focus on keyword themes Connect the dots with customers in an area in which your company excels. Give them a reason to click through to your website. āAre you solving a problem? āDo you have proof your product or service is better? āAre your ads tailored to where they are in the buying cycle?
- 22. #thinkppc Using SEO To Set Up Your PPC Campaign Keep landing pages fresh Identify top landing pages from organic search While AdWords Quality Score should not be your primary goal, changes in Googleās algorithm affect paid search through Ad Rank and landing page relevance.. āKeep ads fresh with relevant content āManage and measure this metric through Raven
- 24. #thinkppc Using SEO To Set Up Your PPC Campaign Create unique content Identify top converting keywords from organic traffic Compare with keywords in your AdWords campaign and create new content to match visitors needs. āGo to Google Analytics > > Acquision > All Traffic > Source/Medium then click the Keyword tab (next to the Primary Dimensions menu)
- 25. #thinkppc Top Converting Keywords From Organic Traffic
- 26. #thinkppc Different Goals But One KPI What matters most to your business? āSEO: Understanding the keyword landscape of a topic āPPC: Finding keywords you can bid on āTrack - Integrate - Refine using the best combination for optimum conversions
- 27. #thinkppc Whether PPC or SEO, We All Need CRO CRO
- 28. #thinkppc First Things First ā Where possible, send PPC traffic to PPC specific landing pages ā The truth: 80% of PPC traffic goes to an existing website page (ex. homepage) ā Consequence: Poor message match, wandering funnel paths, and ultimately low conversions
- 29. #thinkppc ā Dedicated landing pages allows you to: ā Create Good Message match: Ensures that landing page matches your message in ad copy
- 30. #thinkppc Poor Message Match = Confused Users Submitted landing page for user testing and asked people where they would click to apply for the program ā Results: 43% of users didnāt click on the form & it took users around 70 sec to decide where to click
- 31. #thinkppc Landing Page Revised ā Meet user expectation by matching the form headline/CTA button to the CTA in the ad copy
- 32. #thinkppc Good Message Match = Happy Users Submitted landing page for user testing and asked people where they would click to apply for the program ā Results: 90% of users clicked on the form (70% increase) & it tooks users around 13 sec to decide where to click (81% decrease)
- 33. #thinkppc Tell Sell the Story ā In PPC, the ad copy is the title to the book ā A successful landing page will provide the persuasive story: ā Unique Selling Proposition ā Compelling Headlines/Subheading ā Succinct explanation of benefits/features
- 34. #thinkppc Tell the Story vs. Sell the Story ā āUmm, so our Company is Joe Plumber Store. Weāre okay. Sometimes people buy plumbing stuff from us. Sometimes they donāt. But weāre located in your city. So why not give us a tryā¦ unless you donāt want toā or ā āShop at the leading supplier for plumbing goods in Indiana. We offer: ā Free Shipping ā Largest inventory/guaranteed to be in stock ā 100% Satisfaction - Free Returns Shop now and see why over 100,000 customers choose Joe Plumberās Store for all their plumbing needsā
- 35. #thinkppc Tell the Story vs. Sell the Story Giving You Everything But the Kitchen Sink
- 36. #thinkppc Tell the Story vs. Sell the Story Giving You Everything But the Kitchen Sink Highlighting What Probably Matters the Most to You
- 37. #thinkppc Tell the Story vs. Sell the Story Giving You Everything But the Kitchen Sink Highlighting What Probably Matters the Most to You Result: 53.5% improvement in conversion rate
- 38. #thinkppc Get Them Invested in the Story ā Personal & Specific Testimonials ā Watch those stock images ā Avoid testimonials with general statements (āI liked Joe Plumberās storeā)
- 39. #thinkppc Get Them Invested in the Story
- 40. #thinkppc Get Them Invested in the Story
- 41. #thinkppc Getting Them Invested Paid Off Result: 61% improvement in application conversion rate
- 42. #thinkppc Ok, Iām sold! Now what do I do! ā Directional Cues (guide the user) ā CTA (tell the user what you want them to do)
- 43. #thinkppc This is All Great, But What About SEO ā Many of the CRO testing principles will be similar: ā Know Your Goals: Create effective testing strategy while keeping the end goal in mind ā What pages to test: ā Use Google Analytics to determine which landing pages are worth testing (high traffic, high bounce rate, low conversion rate)
- 44. #thinkppc Keep Visitors in Mind ā Message Match is important for SEO as well: ā Use clear, compelling and keyword rich text in your H1 tag ā Headline reassures users that the landing page will meet their expectation ā If they feel reassured, they are more likely to stay engaged with the site instead of hitting the back button
- 45. #thinkppc
- 46. #thinkppc PPC, CRO & SEO Can Work Together ā Ex: PPC landing page test reveals that users searching for āday careā want to see information regarding āearly childhood educationā ā Your day care page on the site ranks #1 for āday careā in your area ā Potential Strategy: Keep the balance with āday careā but change the text to focus on āearly childcare educationā
- 47. #thinkppc PPC, CRO & SEO Can Work Together Example of SEO Elements Title: Day Care I Joe Plumberās Day Care Headline: Education Centered Day Care Starting Text: Day care should be more than just after school play time. At Joe Plumberās, we focus our time with your little one on early childhood educationā¦ Internal Link Anchor: āDay Careā External Link Anchor: āDay Careā
- 48. #thinkppc Live Poll Question #3 Are you a Raven customer? #thinkppc a) Yes, Iām currently in a trial. b) Yes, Iām a paying Pro or Agency customer. c) No, but maybe some day. d) No, just interested in this training class.
- 50. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc ā¢ Contact us Directly: Ā» Hanapin Feedback: marketing@hanapinmarketing.com Raven Tools Feedback: nicolette@raventools.com
- 51. Hero Conf Sneak Peek!
- 52. Join us in Portland for the only conference that is 100% PPC
- 55. 60% new speakers from big brands like Cisco and The American Cancer Society
- 57. 7:1 Speaker to attendee ratio
- 60. LIVE audit sessions for keywords, bids/budgets & landing pages PLUS a session on Excel Hacks!
- 61. Meet several PPC Heroes in person!
- 62. Get ready for an unforgettable experience
- 63. From the swag
- 64. To the food
- 65. To the unbelievable night events!
- 66. Bar Takeovers!
- 74. 1-on-1 workshops with the experts
- 76. New Agency Growth Workshops Offered!
- 78. Join us in Portland for Hero Conf 2015!
- 79. www.heroconf.com