bridge the ppc seo gap | sempdx | march 2015

the Paid & Organic GapBridgin

g

Craig GalyonQualifications:PPC Team ManagerCoworker to brilliant SEO minds¼ Irish

[email protected]@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



PPC

Off-Site ControlKeyword dataControl messaging

SEO

On-Site ControlSite Architecture

Technical Expertise



PPC


Quick results

SEO


Technical Expertise

Cost Effective



PPC


Quick results

Costly

SEO


Technical Expertise

Cost Effective

Limited KW Data



Paid & Organic Reports

PPC



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%

20%

40%

60%

80%

100%

Organic; 70%

Organic; 43%

Paid; 48%

21%

27%

+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

T

Can it be?



Shared efforts are always additiveNO

T



CEO

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



PPC

Most profitableOrganic

Lower margins



Paid & Organic Reports

SEO



(not provided)



96%!!



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



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

4(04)

lucky



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>



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.

http://images.example.com/TV_123456.png



















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!

bridge the ppc seo gap | sempdx | march 2015

Marketing