2013 American Marketing Association (AMA) presentation showing how PPC, SEO and Social Media can be used together to get the greatest return from your digital marketing efforts.
Learn:
- How PPC reinforces your SEO results
- How PPC informs your SEO research
- How social media is influencing search results today
- How social media goes where PPC can’t
- How social media can improve your PPC performance
SEO and Digital PR - How to Connect Your Teams to Maximise Success
Team Search and Social to Elevate your Online Presence
1. Imelda Khoo Twitter: @imeldak
Blog: sembooty.com
Team Search and Social to Elevate your
Online Presence
2. As marketers, we know…
Targeting is everything
Data trumps personal opinion
Play to the strengths of different
communications channels
Measure what matters
2
4. Search Engine Optimization (SEO)
4
Getting website pages to show at the top of the organic
search engine results, without having to pay.
DrawbacksRelevance through:
Key Page Elements
Optimized Content
Quality Content
Popularity
Source: Optify, 2011
5. Search Engine Optimization (SEO)
High clicks (for high rank)
High converting
High ROI
5
Time and resource
No guarantees
Ongoing changes
Getting website pages to show at the top of the organic
search engine results, without having to pay.
Strengths Weaknesses
6. Pay Per Click (PPC)
6
Paying for your website pages to show in the Ad section of
the Search Engine Results, or in the Google Display Network.
Search Engine Results
PPC
Display Network
PPC
PPC
7. Pay Per Click (PPC)
Instant ad presence
Control messaging and links
Great for testing
7
Pay to play
Early funnel traffic
Varying ROI
Strengths Weaknesses
Paying for your website pages to show in the Ad section of
the Search Engine Results, or in the Google Display Network.
9. Things that make me go…
9
Drawbacks
Anyone can do social media
Social media is free
Social media is all about awareness/engagement
Social media does not work for B2B
Facebook is all about number of “likes”
12. But won’t PPC cannibalize my free SEO clicks?
On average, 89% of PPC Clicks are incremental
12
Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html#!/2012/03/impact-of-
organic-ranking-on-ad-click.html
15. 15
Keyword research
zOMG!
American Marketing Association (AMA)
Source: https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS
16. 16
Volume doesn’t always equal relevance
American Medical Association
American Motorcyclist Association
Academy of Model Aeronautics
Ask Me Anything AMA Pro Racing
Amazon
American Music Awards
Avid Media Access
Arizona Multihousing Association
Advanced Mobile Applications
Ama
AMA
American Marketing Association
17. Look to your PPC data for SEO keyword quality
Quality Indicators:
Weighted Quality Score
Conversions
Cost Per Conversion
Order Quantity
Order Value
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Volume + Quality
25. Facebook ad targeting
167,431,700 people
who live in the United States
Location (country, city)
Interests
College/University
Age
Education Level
Workplace
Gender
Favorite TV Shows
Favorite Magazines
Life Stage/Status
Range of Targeting Options
29. What is retargeting?
A second (and third…) chance to
convert visitors who got away the
first time
Different Types of Retargeting
– Email
– Site
– Search
– Social
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30. Social retargeting: YouTube is great for this
Build retargeting lists based on
specific viewer actions
Retarget through search or across
the display network
Use to provide context and intent
clues for PPC display
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32. Integrated search and social example
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10%
150%
20%CPC
CTR
Conversions
PPC Improvement
Jan 2012
33. Remember, remember…
Use PPC and SEO to complement each
other in the SERP
Use PPC data to improve SEO keyword
selection
Beef up your Google+ company profile to
increase presence in search results
Use PPC for reach and Facebook to better
target niche or existing customers
Build social retargeting lists to better inform
PPC
34. Thank you for listening…
Twitter: @imeldak
Blog: sembooty.com
Email: imeldakhoo@gmail.com