Mais conteúdo relacionado Semelhante a 9 Tips for Maximizing PPC and SEO Together (20) 9 Tips for Maximizing PPC and SEO Together1. Webinar:
9 Tips on Maximizing
PPC & SEO Together!
Hashtag is #TradaWebinar
http://trada.com http://trada.com/blog @trada!
2. Agenda!
1 Introduction to PPC!
2 Introduction to SEO!
3 Financial costs of SEO/PPC!
4 9 Tips on Using SEO & PPC!
5 Overview of Trada & 10kThings!
6 Upcoming Events!
7 Q&A!
Hashtag is #TradaWebinar
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
3. Meet Dan Tisser & Dave Winget!
Dan Tisser Dave Winget
Trada 10kThings.com
Account Manager http://wingnutseo.com/
http://www.trada.com http://10kthings.com
http://twitter.com/wingnut
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
4. Introduction to SEO!
• Search engine optimization (SEO) is the
process of improving the visibility of a
website for search engines.!
PPC
SEO
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
5. Introduction to PPC!
• Pay-per-click (PPC) is when advertisers pay the search
engine only when their ad is clicked. !
• With search engines, advertisers typically bid on
keyword phrases relevant to their target market.!
PPC
SEO
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
6. Financial Costs
!
• PPC is an immediate cost!
• SEO is a long-term investment!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
7. 1
Timeframe!
http://trada.com http://trada.com/blog @trada!
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
8. 1. Timeframe: PPC and SEO!
• PPC can be launched in a day!
• SEO can take up to a month or multiple
months to show results!
• PPC can provide valuable feedback for
SEO from the get go!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
9. PPC
Starts
Working
SEO
Begins
Working
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
10. 2
Message Testing!
http://trada.com http://trada.com/blog @trada!
11. 2. Message Testing!
• What ad copy has the highest CTR?!
• Adapt high CTR ad copy titles for actual
page titles!
• Will help deliver a higher CTR with organic
SEO!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
12. 3
Keyword Research!
http://trada.com http://trada.com/blog @trada!
13. 3. Keyword Research!
Test keywords with PPC quickly!
Collect data on impressions/clicks/leads
within a week!
What keywords lead to sales or high-quality
leads?!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
15. 4
Landing Pages!
http://trada.com http://trada.com/blog @trada!
16. 4. Landing Pages
!
• An SEO optimized landing page will help
your quality score and will lead to a lower
CPC!
• PPC leads to traffic and can cause people
to deep link your website!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
17. 5
Great Design!
http://trada.com http://trada.com/blog @trada!
18. 5. Great Design!
• When your site is easy to navigate, it
makes it easy for all visitors to find what
theyʼre looking for!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
19. copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
20. 6
Quality Scores!
http://trada.com http://trada.com/blog @trada!
21. 6. Quality Score!
Calculated by:!
• Keyword's CTR on Google!
• Relevance of the keyword to its ad group!
• Landing page quality!
• Accountʼs historical performance!
• Other relevance factors !
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
22. 6. Quality Score!
Quality Ad Ad Display
Score Position Frequency
Minimum
Bid
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
23. 7
Ranking Well in Both!
http://trada.com http://trada.com/blog @trada!
24. 7. Ranking Well in Both!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
25. 7. Ranking Well in Both!
• Symbiotic relationship between SEO &
PPC!
• Higher CTR rate when ranking high in both!
• Better brand recognition!
• An integrated program creates better
results!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
26. 8
Hedging Your Bets!
http://trada.com http://trada.com/blog @trada!
27. 8. Hedging Your Bets
!
Case Study: GourmetGiftBaskets.com
*In 2008: Organic search was 80% of
their revenue
*Nov 2008: Removed from Google’s
algorithm
*Moved to paid search and social media
*Took two years to regain ranking
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
28. Hedging Your Bets
!
PPC SEO
• Immediate Results • Great Long-Term
• Highly Measurable & Value
Quantifiable • Exposure Branding &
• Pay for Results Awareness
• Less Resources • High Volume
Needed for Success • More Trust in Organic
• Granular Targeting Results
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
29. 9
Review, Reflect & Refine!
http://trada.com http://trada.com/blog @trada!
30. 9. Review, Reflect & Refine!
Review your keywords from PPC &
SEO to refine
-What keywords lead to sales or high-
quality leads?
-Are those keywords being used for
both PPC & SEO?
-A/B testing on similar landing pages
Test, Test….and Test
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
31. How Trada Works
!
!What is Trada?!
!Trada offers the first and only crowdsourced pay-per-click (PPC
marketplace allowing businesses and advertising agencies to run
PPC marketing campaigns on Google, Yahoo and Bing by
leveraging the skills of hundreds of the worldʼs best paid search
experts. !
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
32. About 10kThings
!
• 10k Things is a Denver internet marketing company that
specializes in SEO, PPC and Webdesign. If you found
us through a search engine you already know our
qualifications. From Denver, our company works with
small business owners around the country to ensure
proper ranking of their websites for high traffic keywords.!
http://10kthings.com/ http://wingnutseo.com/!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
33. Upcoming Events
!
Wednesday, Oct. 6
12:00 – 1:00 pm ET: Content SEO—Best Practices and What to Avoid
1:30 – 2:30 pm ET: Advanced PPC Tactics—What the Pros are Doing
3:00 – 4:00 pm ET: Critical Metrics for SEO Success
Register at:
http://www.marketingprofs.com/events/
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
34. Questions?!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
35. How to Contact Trada and 10kThings
If you have paid search questions or want a copy of the presentation:
Elaine
Ellis
Bill
Adkins
Marke&ng
Manager
VP
of
Sales
Email
me
at
eellis@trada.com
Email
me
at
badkins@trada.com
www.trada.com
www.trada.com
If you have questions about SEO or working with 10kThings:
Dave
Winget
Email
me
at
davewinget@gmail.com
h=p://wingnutseo.com/
h=p://10kthings.com
http://trada.com http://trada.com/blog @trada
copyright © 2009 Trada, Inc – All materials are company confidential and may not be distributed without express permission.