SEO VS PPC

Digital Dealer 2011 Larry Bruce @pcmguy www.micrositesbyu.com

Online Marketing is time, labor& resource intensive

500 Dealership websites 4.5 Million in market visitors Focused on 3 behaviors we felt were most closely related to ROI and Dealership Brand Awareness: • Visitor likelihood to convert • Effect of price on visitor conversion and value per visitor • Visitor engagement & behavior

1.To see how visitors behave based on the traffic source used to get them to your site

2.To look for opportunities to customize the experience for customers based on traffic source

3.To find the best budget optimization between SEO, PPC, Inbound Marketing & Branding

4.To see the effect of pricing on visitor behavior

Goals

Traffic Segmentation

• Paid PPC Listings • Organic Listings • Direct / Bookmarked traffic • Other referring traffic

Traffic

38% More Traffic from Organic Listings

ROI – Gross Profit Distribution $700 Million + in gross profit

2.4X Gross from paid over Organic

ROI – Bounce Rate Avg. Bounce Rate 36.95%

ROI – Conversion Rate Avg. Conversion Rate 2.47%

ROI – Gross Profit Avg. Gross Profit $1629.77

Engagement – Value Per Visitor

Engagement – Time On Site

Engagement – Page Views

Engagement – Time on an individual page

Landing Pages & Leads

Lead Generation 4000 Business

Comparison – Time on site & gross profit

Comparison – Time on site & conversion

Comparison – Time on site & Avg. Gross Per Visit

Comparison – Avg. Page Views & Gross

Social Sharing & Traffic

Blog Posts & Traffic

Comparison – Page Views & Conversion Rate

Comparison – Page Views & Gross Per Visit

Conclusions The Most Productive Visitor Paid Listing definitely came out on top in our study but we cannot discount the role that Organic Listings play in introducing the business to a customer during the research phase of the buying cycle and in creating eventual Direct Access / Bookmark traffic which consistently scored high in our study. SEO VS PPC This has been a long time debate over which traffic channel produces the highest ROI. In our study Paid Listings consistently outperformed Organic Listings in every category. Although we should add that there are a multitude of factors beyond the traffic source that will cause a visitor to convert or buy. Overall we did find that the average gross profit from Paid Listings was almost 4 times higher than Organic listings but there were far more clicks and traffic from Organic listings leading us to believe the ROI is much higher from Paid Listings.

Take Away’s

PPC wasn’t high enough to abandon SEO completely in fact we saw a definite synergy between the two. There is no way to rank for all keywords nor would you want to, get out of the gate with a strong PPC campaign to quickly find the keywords that convert best and are most profitable then use those keywords for your SEO efforts

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Take Away’s

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Onsite SEO has a small role in your overall SEO strategy, but still very important. Google Panda updates have put SEO squarely into a content strategy. Using the identified keywords from your PPC efforts you should build your content strategy on working to create 30 posts per month. The biggest factors in SEO are the Keyword prominence, the number of pages, the quality & freshness of that content.

Take Away’s

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Landing Pages play a key role in lead generation delivering relevant information that is easy to follow to conversion. Landing pages in your PPC campaign boost Conversion 47% and landing pages off of your content and your Main Website focus the message and make easier for the visitor to convert. You should work to have a min of 50 strategic landing pages throughout your web strategy.

Take Away’s

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Social sharing is the operative word. We have seen social work in keeping existing customers and prospects close. Social is a content distribution engine, likes on facebook are useless you need friends to gain access to their interests and help you drive relevant content for your social audience. You should work to share content 10 times per day on both twitter and facebook. Sharing is caring for all involved.

Take Away’s

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Your blog is your content home base it is where all content should evolve from. This keeps all eyes on your property and gives you much more control. If you’re social content outlet is facebook or twitter you need to stop that immediately, you’re out of control there.

Take Away’s

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This is a big job and a lot of moving parts. The best managed online strategies are a hybrid of in-house and managed outsourced resources.

Thanks Get a free Inbound Marketing & Customized Market evaluation for your business with actionable advice from an Inbound Marketing expert who will show you how to combine Search Marketing, Content Marketing & Social Media into a power lead generation engine for your business. OnlineDrive will • Provide a custom website you control and can easily manage • Set your business up with targeted Search marketing to optimized leads and identify your top

performing keywords quickly • Create a content strategy and implement it for your dealership to get you found online by the

most profitable prospects • Create a social media & sharing strategy that will optimize your audience to listen to your

message and keep your existing customers coming back to your site and your business • Let you see how your Inbound Marketing is working for you in an easy to read dashboard

Larry Bruce President CEO @pcmguy lbruce@micrositesbyu.com 281.455.3811