Better together
Create a comprehensive strategy that maximizes and integrates
On Google Phones accounted for 55% of clicks in Q4 2017
Desktop 37%
Tablet 8%
On Google Phones accounted for 55% of clicks in Q4 2017
Desktop 37%
Tablet 8%
Focus on keywords
Site content that does really well should be leveraged in paid as well
On site search and top content for SEO to drive new PPC keyword opportunities
Top PPC Keywords – SEO to optimize for (in meta data and content). > Potentially don’t go too much into content development as there is a separate section.
Neilson stats for incremental clicks
“in a recent study by Nielsen Research, the importance of coordinating paid and organic SEM campaigns was demonstrated. When a brand name appeared in both organic and paid search results, the brand attracted 92% of total clicks. When the brand was mentioned only in organic results, the brand only got 60% of clicks.” http://www.didit.com/ppc-and-seo-better-together/
Google slide 33
*MarketLive Performance Index Data 2013
More importantly, paid search tends to drive more revenue than organic search.
This is specifically for e-commerce sites!
Study here.
Although paid ads only drive a third of traffic, they drive almost half of search revenue. This suggests that more money results from paid clicks vs organic clicks.
Folks who come through paid search are more likely to convert because they’re in the INTENT mindset. Increase in conversion rate.
More importantly, paid search tends to drive more revenue than organic search.
This is specifically for e-commerce sites!
Study here.
Although paid ads only drive a third of traffic, they drive almost half of search revenue. This suggests that more money results from paid clicks vs organic clicks.
Folks who come through paid search are more likely to convert because they’re in the INTENT mindset. Increase in conversion rate.
Use paid to inform what to include in organic.
See what works then reuse!
Use this as A/B testing.
TRANSITION:
Don’t spend months optimizing SEO only to find out it doesn’t work.
Different type of user for the same keyword (purchase vs content intent) or if SEO has a great piece of content can link directly to it with site links elsewhere
PPC driving to content pages
Leverage paid search to drive to content pages either directly in add or in sitelinks
Different type of user for the same keyword (purchase vs content intent) or if SEO has a great piece of content can link directly to it with site links elsewhere
PPC driving to content pages
Leverage paid search to drive to content pages either directly in add or in sitelinks
Combat Negative PRYou can control the PPC ad copy when you are ranking for negative PR topics.
https://www.strategybeam.com/blog/how-your-business-can-use-ppc-in-a-pr-crisis/
Occasionally, someone will say something negative about your company. It happens, and when it does, combined PPC and SEO efforts can be great damage control. The principle is similar to the first point in this list: visibility. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term. A great example was seen during the Gulf oil spill. For some time afterward, BP paid for PPC ads linked to the keyword 'oil spill.' The PPC ad led to a page on BP's site about the cleanup effort. They wanted to make sure that whenever someone searched 'oil spill,' BP's PPC ad was at the top of the list. Use this technique to help tell your side of the story.
Y/Y paid search CPC growth has now accelerated for each of the past 6 quarters.
https://support.google.com/adwords/answer/1659694
A measure that AdWords uses to estimate how relevant and useful your website's landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms.
The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
https://support.google.com/adwords/answer/1659694
A measure that AdWords uses to estimate how relevant and useful your website's landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms.
The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
Increase relevancy, decrease bounce rate
Quality Score
Important keywords for paid search can sometimes have lower than desirable QS. SEO can help optimize the page content to help improve relevance.
Improved relevancy can improve the QS which in turn can decrease CPCs and improve rank
Site speed?
Identifying Keywords where SEO doesn’t have clear content
For example, maybe you have a crafting site and paid search is seeing a lot of search terms that contain decoupage. There is an opportunity to build out a decoupage page and depending on volume incorporate it into the navigation
Or you may find that there are terms surrounding certain questions
Or you find terms that are more broad or category specific that you can provide the SEO team to create content for category pages, or a blog that discusses the top 5 of a category
Paid Search Minimizes SEO Investment Risk
SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
Paid Search Minimizes SEO Investment Risk
SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
Paid Search Minimizes SEO Investment Risk
SEO is not something that you can measure immediately. It’s a tragic situation when an SEO company works on optimizing a business for a particular search query, only to realize 6 to 12 months later that this query doesn’t convert. An efficient way to de-risk investment in SEO is to first set up a paid search campaign to test keywords’ performance, monitor conversion rates, and determine whether SEO is needed for these queries. Let’s take a look at the above example.
A/B test content and language with audience, leverage learnings in SEO
Use paid to inform what to include in organic.
See what works then reuse!
Use this as A/B testing.
TRANSITION:
Don’t spend months optimizing SEO only to find out it doesn’t work.
For all their differences, paid ads and organic ads are actually more similar than you’d think. Text ads, in particular, have all of the same elements as organic listings (see below). Title tags and meta descriptions are essentially the headline and ad copy of the SEO world.
With that in mind, you can use paid ad listings to test potential SEO copy, and vice versa. If ads with particular copy are getting better CTR than the rest of your ads, consider editing your organic elements to reflect it. Inversely, if your organic listings are getting great CTR and your ads aren’t, consider editing your ad copy to match your organic listing.