Search Marketing Panel: PPC & SEO for Subscription Sites ... · 1 More data on this topic available...
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1 More data on this topic available from:: Search Marketing Panel: PPC & SEO for Subscription Sites in 2007 Katie Davis Director of Marketing Citrix Systems, Inc. Monday, May 7, 2007 More data on this topic available from:: 2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Transcript of Search Marketing Panel: PPC & SEO for Subscription Sites ... · 1 More data on this topic available...
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Search Marketing Panel: PPC & SEO forSubscription Sites in 2007
Katie DavisDirector of MarketingCitrix Systems, Inc.Monday, May 7, 2007
More data on this topicavailable from::
2© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
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How do youget to the topspot?
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Build Your Rank
Inspire everyone else to talk about andlink to you, e.g., PR
Wait. Or plan ahead. Launched GoToWebinar pre-site Higher ranking out of the gate
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Lower AdWords Cost
Provide compelling and relevant content Google Quality Score determined by:
• Your clickthrough rate (CTR)• Relevance of your ad text, keyword, and landing
page
Rely Less on Affiliates: Help them add valueor $10 Max CPCs will drive them off theresults page
Web SiteOptimizer
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Panama: An ad serving platform closelyresembling Google AdWords
Yahoo Says “Me Too!”
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PPC Campaign Management
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Keyword Research
High Volume/Highly Qualified Low Volume Keywords
Con
vers
ions
Growing Your Tail
• Specialized keywords that appeal to asmall number of people, thus searchedonly a few times a day• Searchers in the long tail represent themost qualified
Branded Terms
Competitor Terms
Industry Specific Terms
Misspellings
Vertical Specific TermsPhrase Match Terms
Niche Terms
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Landing Page Development
Conducted A/B split test of 2 landingpages using paid search traffic for adefined set of keywords
The Test LP included a dynamic headline– that would vary depending on thekeyword
Examples: Keyword: “Remote Email Check” … Headline:
“Check Email Remotely with GoToMyPC”
Test LP produced an 8.5% higher ratioof New Visits to Registrations versus theControl (97% confidence)
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Dynamic Text Based on Keyword RaisesConversions
Test Dynamic Headline Landing Page Control Landing Page
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Google Trends for Market Research &Media Buying
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Other Cool Tools
Google Position Preference Learn how your media performs by position – then set
the position preference to save time & energy
Google Webmaster Tool Used to guide organic
search updates Provides a detailed report
of how your site iscrawled, linked, etc.
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Thank You
Katie DavisCitrix Systems, [email protected]
