bridge the ppc seo gap | sempdx | march 2015

the Paid & Organic GapBridgin

Craig GalyonQualifications:PPC Team ManagerCoworker to brilliant SEO minds¼ Irish

craig.galyon@swellpath.com@SwellPath@craiggalyon

#socialmetadata @mike_arnesen

@SwellPath #SEMpdx | #PPC+SEO

Setting the stage

SpecialistsGeneralist

sGeneralists Generalist

s Generalists

We all share the stage

Must we fight?

“the day I realized my significance in this world…

my whole job is to get people to click on things”

-Mike Arnesen (Director of Analytics/Optimization)

Foundation

Off-Site ControlKeyword dataControl messaging

On-Site ControlSite Architecture

Technical Expertise

Quick results

Technical Expertise

Cost Effective

Quick results

Costly

Technical Expertise

Cost Effective

Limited KW Data

Paid & Organic Reports

Ad stats Organic stats Combined ad and organic stats

Clicks Impr. CTR Avg. CPC

Avg. Pos Clicks Queries CTR Listings/

queryAvg. Pos Clicks Queries CTR

Keyword #1 1,444 3,043 47.45% $1.69 1 1,583 3,451 45.87% 6 1 3,027 3,466 87.33%

Ad shown only 0 15 0.00% $0.00 1 0 0 0.00% 0 0 0 15 0.00%

Organic shown only 0 0 0.00% $0.00 0 295 423 69.74% 8.6 1 295 423 69.74%

Both shown 1,444 3,028 47.69% $1.69 1 1,288 3,028 42.54% 5.6 1 2,732 3,028 90.22%+ =

Organic Only CTRCombined CTR

ConsiderationsHow much was “cannibalized”

Series10%

Organic; 70%

Organic; 43%

Paid; 48%

+21% total traffic

Let’s party!

but wait…

WE NEED TO GO

DEEPER

Acquisition Behavior Conversions

Keyword Sessions % New Sessions

New Users Bounce Rate Pages / Session Avg. Session Duration

Ecommerce Conversion Rate

Transactions Revenue

Keyword #1 1,393 56.93% 793 16.30% 6.55 0:05:24 1.29% 18 $4,048.69

math, math, math…

$2,640-

$2,031-$811-$202

CombinedOrganicPPC SpendNet

Shared efforts are always additiveNO

Can it be?

Shared efforts are always additiveNO

Biggest Head

Back on track

Combined

Organic

Cost Net

Keyword #1 $2,640 - $2,031 -

$811 = -$202

Keyword #2 $4,200 - $3,350 -

$200 = $650

Keyword #3 $4,010 - $2,065 -

$121 =

$1,824

Keep analyzing

Most profitableOrganic

Lower margins

Paid & Organic Reports

(not provided)

Total 32,800(not provided) 31,578Brand 169 0.5%Non-Brand 1,053 3.2%

Brand Ratio x 32,800 = 5,264

Non-Brand Ratio x 32,800 = 27,536

Back to the well

Identify 3 Branded KeywordsTypeHead termPrimary qualifierSecondary qualifier

Keyword- Nike- Nike Shoes- Nike Clothes

Determine CTR & VolumeTypeHead termPrimary qualifierSecondary qualifier

CTR- 35%- 23%- 24%

Impr.x 22,000=x 4,500 =x 3,500 =

Clicks7,6511,016 8569,523

Analyze RangeHow far off?

Which does on-site metrics support?

Does range solve any discrepancies?

What tools do you use

error pages

filter page title

broken entrance

why?PPC• Incorrect landing

page experience• Lower quality

scores• Removed tracking

parameters

SEO• Bad page content• Broken link equity

who benefitsRecent site redesign

Frequent inventory changes

Broken tracking

Screaming Frog!not just for SEO

Custom Source Code Search

Do it right today,last a lifetime

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Broad Swords</a>

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Broad Swords</a>

A B C D E F G1 id title description google product product type link image link2 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.3 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.4 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.5 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.6 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.7 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.8 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.9 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.

10 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.11 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.12 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.13 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.14 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.15 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.16 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.17 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.18 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.

A B C D E F G1 id title description google product product type link image link2 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.3 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.4 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.5 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.6 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.7 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.8 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.9 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.

10 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.11 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.12 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.13 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.14 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.15 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.16 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.17 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.18 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.

We’re not so different,you and I

Automatic Item UpdatesReleased 9/30/14

Update Price + Availability

schema.org microdata

In Review

No such thing as a cookie cutter relationship between PPC/SEO

In Review

Acknowledge the strengths and weaknesses of each channel

In Review

PPC has great keyword level data and tools

In Review

SEO can’t be beat for on-site analysis

In Review

PPC will continue to automate, bringing industries together

A Special Thanks

Laura McDougall&Mike Arnesen

Craig Galyon

@craiggalyon@swellpath

Thank you!

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