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PPC and SEO: Better Together

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PPC and SEO Better Together Daniel Gilbert @danielgilbert44


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• 35 Super-geeks • $200M Ad Spend • “Best PPC Agency in the world”* Hi, I’m Dan Gilbert @danielgilbert44 *According to a Survey of me


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What do SE(h)Os do? @danielgilbert44 3


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Selling Number 1 on the Google @danielgilbert44 4


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What do they want? • Practical tips on how to be better at SEO • Links • More Monies @danielgilbert44 6


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How could we ever work together? PPC SEO • Faster than a speeding bullet • Able to leap tall SERPs in a single bound • Laser focused • Mysterious • Wears a black hat • Enemy called The Penguin •Lives in dark cave, misogynistic alcoholic •Handsome, outgoing, humble @danielgilbert44 7


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PPC Supports SEO Image credit: fishnbacon.tumblr.com @danielgilbert44 8


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We can help you with copy @danielgilbert44 9


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How is Quality Score calculated? CTR vs QS Brainlabs - Quality Score* prCTR @danielgilbert44 10 *Source – my own eyes Other shtuff


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We needed to get good at copy testing http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion @danielgilbert44 11


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We Can Test Your SEO Copy Test different title tags in the headlines. Test meta descriptions in the ad body See which sitelinks get clicks Test headlines & images on GDN Or just share results from previous experiments @danielgilbert44 12


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Ideas for testing Pricing Discounts Locations Shipping Range @danielgilbert44 Exclusivity Quality Calls-To-Action Display URLs Time sensitivity 13


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Impact of ad testing Brad Geddes (@bgtheory) has some interesting examples as follows: @danielgilbert44 14


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Construction of an ad This is what I think an ad should look like: If you think you can’t be creative with 25 character Headlines, check out Marty Weintraub’s SMX slides @danielgilbert44 15


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How to set up an ad test 1. Keyword testing = SKAGs 2. Concept testing = campaign/account wide @danielgilbert44 16


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Keyword testing – 1 kw/AG Ad Group 1: Nike Shoes 1 Ad Group: Nike Shoes [nike shoes] [pink nike shoes] [nike shoes] “Buy Nike Shoes” CTR = 10% Ad Group 2: Pink Nike Shoes “Buy Pink Nike Shoes” CTR = 0.5% [pink nike shoes] @danielgilbert44 “Buy Nike Shoes” CTR = 10% 17 “Buy Pink Nike Shoes” CTR = 25%


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Concept Testing: Tools 1. Adalysis 2. Optmyzr 3. Native AdWords tools @danielgilbert44 18


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SEO Supports PPC @danielgilbert44 19


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SEO Supports PPC Studies show that having organic listings and PPC ads on the same results page gives you more clicks than if you just had the organic. Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012 @danielgilbert44 20


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Paid & Organic Report Link your AdWords account to your Webmaster Tools/Search Console. Then Google will tell you the clicks, impressions/queries and position of your organic listings and paid ads – when they appeared separately and when they were together. @danielgilbert44 21


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Paid & Organic Report Blended Brainlabs clients (non brand terms only) : Ad CTR Organic CTR Overall CTR Ad only 2.82% - 2.82% Both shown 4.76% 4.10% 8.86% Organic only - 3.63% 3.63% But we can’t connect this to conversions @danielgilbert44 22


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SEO Supports PPC We analysed data for our clients from AdWords and SEMrush... Ad Conversion Rate 5.00% Ad CTR 4.00% 3.00% 2.00% 1.00% 0.00% In Top 10 Organic Not in Top 10 Results Organic Results 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.10% 0.00% In Top 10 Organic Not in Top 10 Results Organic Results CTR and conversion rate are higher when there’s an organic listing. @danielgilbert44 23


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SEO Supports PPC 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% Ad Conversion Rate Ad CTR Is that just because you rank best for the most relevant terms? We excluded searches containing brand terms... In Top 10 Organic Not in Top 10 Results Organic Results 0.50% 0.40% 0.30% 0.20% 0.10% 0.00% In Top 10 Organic Not in Top 10 Results Organic Results There’s much less difference in conversion rate, but CTR is still more than double @danielgilbert44 24


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Correlation or Causation? “GREAT BUT IS IT CAUSAL YA PPC PUNK?” @danielgilbert44 25


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Let’s look at some data @danielgilbert44 26


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Bubbles! @danielgilbert44 27


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What does the data show? Not sharing the R² - too dangerous to look at averages Only a selection of the clients where we did see a pattern Normalised for chaning PPC positions, seasonality and competitors @danielgilbert44 28


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What does the data show? • No meaningful impact on CR • No meaningful impact in lower positions • Measurable increase in CTR for higher positions • Measurable decrease in CTR for reverse trend @danielgilbert44 29


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We have a hero @danielgilbert44 30


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Conclusions SEOs can learn from PPC copy experts Presence in organic  effect on CTR SEO people should get some of our budget Next: Quantify the precise improvement for your business/clients... And get yourselves some ad $$$ Next: what does this look like on Mobile? @danielgilbert44 31


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Open-source code Here’s all the code you need for SEMrush API http://www.brainlabsdigital.com/blog/ @danielgilbert44 32


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More Open-source madness! Try labelling your PPC keywords with your and your competitors’ positions! @danielgilbert44 33


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The End! daniel.g@brainlabsdigital.com @danielgilbert44 @danielgilbert44 34


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