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&HOSTED BY:

EIGHT THINGS

YOU DIDN’T KNOW ABOUT PPC & SEO

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Presenters

• Erik Dafforn– President of Intrapromote

– @erikdafforn

• Jacob Fairclough– Account Manager at Hanapin

Marketing.

– @realsecretjake

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in Search Marketing?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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PPC #1: It’s Just Keywords

• On the outside PPC is just about selecting the right keywords, right?– “Can’t you just add these 5,000 keywords to the account?”

• Keywords are easy though, anyone can do those!• This view neglects CRO, ad writing, all the modifiers,

the purchase cycle, closing rates, etc.

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SEO #1: It's Older Than You Think

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SEO #1: It's Older Than You Think

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SEO #1: It's Older Than You Think

• Prior to the mid 90s, the Web was a mess• Directories gave way to crawler-based engines

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PPC #2: You Need to Be In the Top Spots

• A lot of advertisers worry about losing top spots.– “Won’t my CTR decrease?”– “Won’t I lose traffic?”– Yes you will. But…

• You don’t have to always be in the top spot to get conversions. The top spots cost a lot more too.

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PPC #2 Continued

• Take a look at your metrics, segmented by position. You might get a lot more traffic at the number 1 spot, but your CPA is much lower in the 2 spot.

• Don’t bid higher just because you can. If you are worried about CTR and quality score, it’s all calculated relative to position.

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SEO #2: It’s Easier Than You Think

• Remember the Fundamentals!

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SEO #2: It’s Easier Than You Think

• Remember the Fundamentals!

Basic KPIs How to Measure

Crawling Crawler, Webmaster Tools

Indexing Webmaster Tools (Crawl >> Sitemaps)

Ranking Webmaster Tools (Search Traffic >> Search Queries), SEO platform

Traffic Analytics (Channels)

Action Analytics (Goals, Funnels)

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Live Poll Question #3

How big a priority is your organic search?#thinkppc

a) We watch it like a hawk

b) We watch it (but not like a hawk)

c) It's on the back-burner until we get time to deal with it

d) What's organic search?

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PPC #3: You Don’t Need to Bid on Brand

“Isn’t bidding on Brand just paying for traffic you should bring in organically?”

• Don’t worry about it! Branded traffic is already qualified and cheap.

• Bidding on brand allows you to take up more of the search result space.

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PPC #3 Continued

• Brands are heavily favored in search results.– Bidding on brand allows you to take the spot of

competitors who are bidding on your brand terms.– You could see extremely low CPAs and high ROAS.– Example: One E-Commerce client has an average CPA of

$30 and ROAS of 450%. The Brand campaign has a $1.26 CPA and an ROAS of 12,600%

– If you have a semi-known brand. Use it!

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SEO #3: It’s Harder Than You Think

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SEO #3: It’s Harder Than You Think

Advanced KPIs How to Measure

Crawling Crawl budget, robots.txt, noindex

Indexing site: command, canonical tags, parameter handling, pagination tagging

Ranking Portfolio and keyword groups

Traffic Analytics (Landing page analysis, "not provided" circumvention)

Action Analytics (Attribution models)

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PPC #4: PPC Just Doesn’t Work For Me

• Too often I see this mentioned when the advertiser only took Google’s suggestions or used a budget of $100 to test the waters.

• While Google tries to bring down the barrier to entry, the game gets more and more competitive.

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PPC #4 Continued

• If you don’t invest in planning and organization, you can’t expect great results.

• Don’t plan on winning right away but invest in gaining actionable data.

• Even though PPC is heavily data driven and has a wealth of metrics, it will always come down to being able to interpret the data.

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SEO #4: It’s Not Going Anywhere

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SEO #4: (But It's Changing)• 100 billion (with a "B") searches per month• Are you ready for mobile?• Are you an expert?

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Bonus Fact: You CAN Do Both

• Intrapromote webinars• Hanapin webinars• Slideshare• YouTube

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Live Poll Question #4

a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) Free hour-long SEO consultation with Intrapromotec.) Bothd.) No Thanks

Would you like help with your PPC/SEO accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Intrapromote Feedback: erik@intrapromote.com