Combine Paid Search & Organic Tactics to Increase Your Bottom Line

1. Combine Paid
Search &
Organic Tactics
to Increase
Your Bottom
Line
@RolandWanders
#StateofSearch

2. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Download Link:
https://vert.ms/SEO-Paid

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. @RolandWanders
#StateofSearch
Paid vs. Organic
Paid + Organic = SEARCH

5. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Some people just want to searchSome people are ready to spend

6. Organic
listings front
& center
Paid ads
off to the
right

7. Organic
listings: no
top-of-page
visibility
Paid ads
100%
visibility

8. When is
this
worth it?

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. 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. 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. 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. 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. 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. 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. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Measurement
Work Together? But Why?
100% of
conversions
involved
Search

17. What happens when
your paid + organic teams
talk to each other using
paid + organic report data.

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. 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. Tools
Basic: Connect AdWords,
Search Console and
Analytics
Advanced: Attribution

21. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Tools: Connect Your Platforms

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. 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. 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. 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. 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. 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. 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. 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. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Analytics: Choosing Attribution Model
1. Select “Attribution”, then “Model
Comparison Tool”.

31. Search: Value of Channel
Model Comparison Tool
~164k vs ~222k conversions
26% increase in value!

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. 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. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch
Culture of Collaboration

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. 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. 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. 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. 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. Combine Paid & SEO Strategies to Increase Your Bottom Line
@RolandWanders
#StateofSearch

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. @RolandWanders
#StateofSearch
Download Link:
https://vert.ms/SEO-Paid
Erik Solan

43. @RolandWanders
#StateofSearch
Appendix

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. 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. 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. 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. 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. 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. 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