PPC Growth Hacking for WordPress SEO by Peter Mead

PPC Growth Hacking
for WordPress SEO
Adwords and Facebook Pixel etc. etc.
@petermeadit

Use PPC for SEO, why no traffic? DON’T PANIC
No traffic, DON’T PANIC
● Use PPC to get traffic
● Get #1 Ranking: Um... NO!
● But it can help SEO in other ways
● Testing Keywords
● To promote content
● All traffic is paid in the end
● Most PPC is pretty well priced?

Understand paid Traffic
Why would I Pay Traffic:
● Getting established in the Market
● Or preferred traffic channel
● High traffic sites so they SELL it to you
● All paid traffic was originally organic
PPC ads are a bit like Paid Links
● Basically you click on the ad link
● So consider the quality of the ad network
● Go for the best ad networks
● Eg. Avoid low quality banner ads sites
...bypasses for traffic

“Brain the size of a planet...
and you just want to pay for traffic?”

Choose your paid traffic sources
Quality ad networks
● Adwords & remarketing
● Facebook & retargeting
● Banners on 3rd Party sites
● Many more: Bing Ads, Twitter, Outbrain etc.
Lots of platforms offering Paid Traffic

Choose Tools to Manage and Measure PPC
Managing and Measuring:
● Google Analytics - a good should be standard
● Tag Manager - custom tracking, buttons etc.
● Facebook Business Manager - Retargeting pixel.
Plenty more tools:
● WordStream for premium PPC management
● Use SEMrush for competitive analysis
...Many more tools available
electronic book... tool

Use SEMrush tools to spy on competitor PPC
Let’s see what PPC Wordstream is doing wordstream.com

See what keywords your competitor use
SEMrush for seeing keywords are our competitor is doing well for?

Check your competitor ads
Using SEMrush we can see competitors ads, good and bad

Get Basic WordPress settings right for PPC
● You still need a well configured WordPress site
● Site title and description, Permalinks and URLs, etc.
● Can your site can be indexed
Don't fall for the oldest WordPress SEO issue of all time:

Use Yoast SEO for WordPress
● Others available: All in One SEO Pack etc.
● Yoast Features Speed up onsite SEO tasks
● Download from Yoast: yoast.com

Setup robots.txt
● Configure your robots.txt file in Yoast
● include sitemap.xml
In Depth robots.txt info at SEOBook:
tools.seobook.com/robots-txt

Get Site Speed sorted
● Always keep improving your Website speed
● Check your hosting is reliable and can handle the traffic?
● More perfomance optimization from Chris Burgess: slideshare.net/chris-burgess/web-performance-
optimisation-27075060

... Yes but what’s the question?”
“The answer is...”

Get Analytics on your WordPress Site
● You NEED an Analytics Account
● Copy the tracking code
● Put it on your site using Insert Headers and Footers plugin
● Or paste into header or footer .php file… changes may be lost...

Go ahead and use Google Tag Manager
● Create a Tag Manager Account, and container: tagmanager.google.com
● Places all HTML Tags and scripts for tracking on your WordPress site
● Controls how Tags are Fired and Handled, Using Triggers, Variables and Data Layer
● Put tag manager code into your header.php under the <body> tag.
● More about tag manager: support.google.com/tagmanager

Use Tag Manager to put Analytics on WordPress
● Use Tag Manager to deploy your Analytics Tag

Use Preview and Publish
● Can test the tag before deploying it
● Can see which tags have fired on the site
● Shows version number and any unpublished changes

Use Tag types for Conversions & Remarketing
● Tag Manager gives you some ready made functionality
● Not so with the Facebook Pixel will need to create as html tag

Install Google Tag Assistant Chrome Extension
● Tag Assistant can help test tags and the data being sent

Get Pixel Traffic - Facebook Business Manager
● Start: business.facebook.com
● Click “Create Account” button
● Yes there is a Learning curve
● Worth the effort to get return visits
So you visited a site, then ads appear on Facebook?

Use the New Facebook Pixel
You can now use the Facebook pixel to measure, optimize and build audiences for your ad
campaigns, and no longer need to implement the conversion pixel and Custom Audience pixel.
● The Facebook pixel is used to Build Custom Audiences from your website to do remarketing

Use Tag Manager to Add the Pixel
● Google gives no function button for a Facebook tag, no.
● Create a Custom HTML Tag for this

Make sure FB can see the Pixel on your site
● Go get the FB Pixel Helper Chrome extension

Create the Facebook Ad
include Instagram

Do Audiences
Experiment with audiences:
● Rules for people
● And parts of your website
● Been to a landing page
● Add multiple conditions
● Include past traffic
● Maximum time 180 days

Do the pixel, dive in and try it
There is no teacher like experience
● Dive in, and start creating audiences
● Get traffic to another page, maybe your newest article
● Send traffic back to an eBook download page
Dive in deeper here:
https://wpsmackdown.com/facebook-business-manager-setup/

PPC SEO:
Adwords has NO effect on
Ranking?
● It’s a different system
● Different database
So why use it for SEO?

Use PPC to assist your SEO
You CAN use PPC to assist your SEO and drive traffic to your WordPress site
● You may be optimising for the wrong keywords, how would you know?
● You spend months trying for the rankings and then find you missed the target
Use PPC to test traffic, conversions etc. to guide your organic optimisation

Use Quality Score to optimize your page
Quality Score in Adwords is checked by a different robot
All Google bots have a similar mission;
QUALITY
● Adwords to improve Quality Score
● Shortcut Organic SEO process
How can PPC impact SEO:
http://www.wordstream.com/ppc-seo

Use PPC and SEO together
When used together PPC and SEO can:
● Increase visibility by giving you an extra green SERP,
○ Another 1st page result
○ More real estate opportunity
● Use Adwords for reputation management Ads
○ What keywords have a bad rep?
○ Use some ads for those keywords
● More Visibility on Social Media
○ Appear on more people’s feeds more often
○ Get specific with targeting options
Is PPC or SEO Better for Driving Traffic to Your Website?
https://www.entrepreneur.com/video/233840

Use PPC to promote content views and shares
Get your content to the right audience quickly:
● You spend a ton of time creating content, so promote it
● Research your buyer personas
● Create highly appealing content for your persona
● Create a custom FB audience to target said persona
● Create a visually appealing ad for this audience
● Optimise some ad copy for this audience
● Run the ads and measure, we are aiming for viral
● Test, test, test and retest
PPC to promote content and go viral:
http://searchengineland.com/using-ppc-marketing-make-content-go-viral-heres-works-218476

“Enough free traffic for you...

PPC Growth Hacking for WordPress SEO by Peter Mead

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PPC Growth Hacking for WordPress SEO by Peter Mead