Bridge the PPC SEO Gap | SEMpdx | March 2015

the Paid & Organic Gap
Bridging

Craig Galyon
Qualifications:
PPC Team Manager
Coworker to brilliant SEO minds
¼ Irish
craig.galyon@swellpath.com
@SwellPath
@craiggalyon

@SwellPath #SEMpdx | #PPC+SEO
Setting the stage

Specialists
Generalists
Generalists
Generalists
Generalists

We all share the stage

“the day I realized my
significance in this world…
my whole job is to get people
to click on things”
-Mike Arnesen (Director of Analytics/Optimization)

Foundation

PPC
Off-Site Control
Keyword data
Control messaging
SEO
On-Site Control
Site Architecture
Technical Expertise

PPC
Off-Site Control
Keyword data
Control messaging
Quick results
SEO
On-Site Control
Site Architecture
Technical Expertise
Cost Effective

PPC
Off-Site Control
Keyword data
Control messaging
Quick results
Costly
SEO
On-Site Control
Site Architecture
Technical Expertise
Cost Effective
Limited KW Data

Paid & Organic Reports
PPC

Ad stats Organic stats
Combined ad and
organic stats
Clicks Impr. CTR
Avg.
CPC
Avg.
Pos
Clicks Queries CTR
Listings/
query
Avg.
Pos
Clicks Queries CTR
Keyword #1 1,444 3,043 47.45% $1.69 1 1,583 3,451 45.87% 6 1 3,027 3,466 87.33%
Ad shown only 0 15 0.00% $0.00 1 0 0 0.00% 0 0 0 15 0.00%
Organic shown
only
0 0 0.00% $0.00 0 295 423 69.74% 8.6 1 295 423 69.74%
Both shown 1,444 3,028 47.69% $1.69 1 1,288 3,028 42.54% 5.6 1 2,732 3,028 90.22%+ =

Organic Only CTR
Combined CTR
Considerations
How much was “cannibalized”

Organic,
70%
Organic,
43%
Paid, 48%
0%
20%
40%
60%
80%
100%
21%
27%
+21%
total traffic

Let’s party!
but wait…

Acquisition Behavior Conversions
Keyword Sessions % New
Sessions
New Users Bounce Rate Pages / Session Avg. Session
Duration
Ecommerce
Conversion Rate
Transactions Revenue
Keyword #1 1,393 56.93% 793 16.30% 6.55 0:05:24 1.29% 18 $4,048.69

math, math, math…
$2,640
-$2,031
-$811
-$202
Combined
Organic
PPC Spend
Net

Shared efforts are
always additiveNOT
Can it be?

Shared efforts are
always additiveNOT

CEO
Biggest Head

Back on track

Combine
d Organic Cost Net
Keyword #1 $2,640 - $2,031 - $811 = -$202
Keyword #2 $4,200 - $3,350 - $200 = $650
Keyword #3 $4,010 - $2,065 - $121 = $1,824
Keep analyzing

PPC
Most profitable
Organic
Lower margins

Paid & Organic Reports
SEO

(not provided)

96%!!

Total 32,800
(not provided) 31,578
Brand 169 0.5%
Non-Brand 1,053 3.2%

Total 32,800
(not provided) 31,578
Brand 169 0.5%
Non-Brand 1,053 3.2%
Brand Ratio x 32,800 = 5,264
Non-Brand Ratio x 32,800 = 27,536

Back to the well

Identify 3 Branded Keywords
Type
Head term
Primary qualifier
Secondary qualifier
Keyword
- Nike
- Nike Shoes
- Nike Clothes

Determine CTR & Volume
Type
Head term
Primary qualifier
Secondary qualifier
CTR
- 35%
- 23%
- 24%
Impr.
x 22,000=
x 4,500 =
x 3,500 =
Clicks
7,651
1,016
856
9,523

Analyze Range

What tools
do you use

error pages
lucky

PPC
• Incorrect landing
page experience
• Lower quality scores
• Removed tracking
parameters
SEO
• Bad page content
• Broken link equity

Recent site redesign
Frequent inventory changes

Broken tracking

Screaming Frog!
not just for SEO

Custom Source Code Search

Do it right today,
last a lifetime

<a href="/" rel="v:url" property="v:title" itemprop="breadcrumb">
Home
</a>
 »
<a href=”/blades/" rel="v:url" property="v:title" itemprop="breadcrumb">
Blades
</a>
 »
<a href="/blades/broad-swords/" rel="v:url" property="v:title" itemprop="breadcrumb">
Broad Swords
</a>

A B C D E F G
1 id title description google product product type link image link
2 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.
3 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.
4 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.
5 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.
7 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.

We’re not so different,
you and I

Automatic Item Updates
Released 9/30/14
Update Price + Availability
schema.org microdata

No such thing as a
cookie cutter
relationship between
PPC/SEO

Acknowledge the
strengths and weaknesses
of each channel

PPC has great keyword
level data and tools

SEO can’t be beat for
on-site analysis

PPC will continue to
automate, bringing
industries together

Laura McDougall
&
Mike Arnesen

Craig Galyon
@craiggalyon
@swellpath
Thank you!

Bridge the PPC SEO Gap | SEMpdx | March 2015

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