From SMX East 2013 - In House SEO & PPC: What You Can Learn from Each Other, Optimally - How To Use SEO and PPC to Benefit Each Other by Larry Kim #SMX #33D

1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
How to use PPC and SEO
together to benefit Each
Other
Larry Kim, Founder/CTO, WordStream
SMX East, October 3, 2013

2. Very Few Companies Do PPC and SEO Well Together
• People and companies tend to focus on one or the
other
• Companies silo PPC and SEO marketing activities
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3. Case Study: How I use PPC & SEO Together
3
• Started WordStream 5 Years ago
• #185 Fastest Growing Private
Company in America – Growing at
2500% in last 3 years
• Marketing success almost
entirely due to effective use of
PPC and SEO together!

4. What +2500% Growth Looks Like:
• Approaching Half Million visitors / month
• Compound Monthly Growth = 9%. WHAT? HOW?!
CONFIDENTIAL – DO NOT DISTRIBUTE 4

5. Early PPC Goal: Map Out Keyword Taxonomy
• Pet Store Example!
• Primary Categories
– Dog, Cat, Fish, Hamster, etc.
• Secondary Categories
– Food, Toys, Bath, etc.
CONFIDENTIAL – DO NOT DISTRIBUTE 5

6. Early SEO Goal: Highly Themed Content
• SEO Rankings
based on on-page
& domain factors
• Initially Domain
Authority is weak
• Rank by over-
achieving in On-
Page Factors
• Target Long Tail
Keywords!
CONFIDENTIAL – DO NOT DISTRIBUTE 6

7. PPC Campaign Structure = SEO Information Architecture

8. Use PPC Data to Prioritize Organic Keyword Selection
• If Optimizing for More Web Traffic, Use:
– (PPC Keyword Impressions * Your CPC) /
PPC Keyword Competition
• If Optimizing for More Sales or Conversions, Use:
– Conversions Driven by PPC Keyword / PPC
Keyword Competition
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9. PPC Keyword Competition ∝ SEO Keyword Difficulty

10. PPC Ad Groups = SEO Themed Content Pages
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• The Ideal PPC Ad
Group and SEO
Content both …
– Are specifically themed
– Have primary &
supporting keywords
– Create lots of them!

11. PPC Ads = SEO H1 & Meta Description
CONFIDENTIAL – DO NOT DISTRIBUTE 11

12. SEO + PPC Success! (Or.. not?)
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13. Problem 1: Low Visitor Engagement
CONFIDENTIAL – DO NOT DISTRIBUTE 13

14. Problem 2: Low Conversion Rate
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Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: The Conversion Rate from Website
Visitor to Offer Sign up was in the mid single digits.

15. Problem 3: Virtually No Branded Searches
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16. Re-Engage With Previous Visitors
CONFIDENTIAL – DO NOT DISTRIBUTE 16
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X
-
of people abandon their
shopping cart without
completing a purchase
70%

17. Google Display Network Reach in the US
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92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher
network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick ad exchange
• Hundreds of premium
publishers, with hundreds of
millions of ad placements
available every day
Google O&O properties
YouTube
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance
• Blogger 8.1M
Display Network

18. Typical Reach of Remarketing…
CONFIDENTIAL – DO NOT DISTRIBUTE 18
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers

19. Audience Definition Strategy
• Funnel and Product Based List Segmentation
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20. Results after 1 Year
CONFIDENTIAL – DO NOT DISTRIBUTE 20

21. Ads Reinforce Brand & Drive to Conversions!

22. Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)

23. Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)

24. WHAT? HOW?
• 43 Million Ad Impressions in a typical month
• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search
• Site Conversion Rate up by 51%!!
• Display Ads = 50% of PPC Spend

25. PPC Remarketing = Your Secret SEO Weapon!
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26. Summary
• Top Down vs. Bottom Up
• Objective of PPC and SEO over time based on
how far along your PPC or SEO is.
• White Hat usage of PPC and SEO is the key!
– How PPC helps SEO: What Content to Produce
– How SEO helps PPC: Creating Huge Audiences to
Remarket to.
CONFIDENTIAL – DO NOT DISTRIBUTE 26

27. Thank You SMX!
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Larry Kim (@larrykim)
lkim@wordstream.com