ppc seo cro overview
DESCRIPTION
PPT by Nick Garner. A fairly basic presentation for a Marketing Week magazine conference aimed at the financial services sector. There are some basic ideas behind SEO (search engine optimisation) PPC (pay per click marketing) and CRO (conversion rate optimisation). The main idea is to help help the audience understand the tug of war between those who want to make money in Google and Google's desire to maximise profit.TRANSCRIPT
48 Slides | Nick Garner 2011 | Unibet© Unibet Group plc 2011
SEO / PPC / CRO
© Unibet Group plc 2011
48 Slides | Nick Garner 2011 | Unibet2
Search for financial services
Build an integrated search strategy covering: – Search engine optimisation, – Pay per click marketing – Conversion optimisation.
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Some orientation
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There is a tug of war between you and Google
You pay less, get more ££ You pay more to be on Google, earn less ££
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The Internet in keyword termsInformation Web: Less Competition &more traffic
Navigational web: i.e. Brand name searches
Commercial Web: Users in ‘buying’ mode
The usual index where a small percentage of users convert on ‘information’ searches.
They convert on ‘brand’ searches.
And convert on ‘commercial’ searches, but you have to pay to be there.
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The ideal mix for a brandNavigational web: i.e. Brand name searches
Information Web: Less Competition &more traffic
Commercial Web: Users in ‘buying’ mode
Ideally, for a brand, users convert on high traffic, low competition ‘information’ searches. I.e. ‘Understanding how mortgages work’
They convert heavily on ‘brand’ searches.
And so spend less effort on competing for expensive ‘commercial’ searches
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The ideal mix for GoogleNavigational web: i.e. Brand name searches
Information Web: Less commercial, less competition &more trafficCommercial Web:
Users in ‘buying’ mode
Ideally, Google wants users to only convert on ‘commercial’ searches. i.e. ‘buy mortgage’
Not all brands can rank here naturally. Only easy exposure is via paid search
Users ideally use non commercial ‘information’ searches to prepare for a buying decision i.e. ‘forums which tracking rate is best big deposit’
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SEO
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SEO is complex
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How to think about search engine optimisation– Make things easier for humans to find– Be relevant to users when they arrive– Get lots of ‘votes’ from users
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SEO & Library analogy
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SEO & Library analogy
Books, like web pages can be indexed and classified.
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SEO Analogy: The Library
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SEO & library analogy
Popular Books, after being indexed and classified, go in prominent places so users can access the books easily. Generally, the more popular the book, the more competition there is to read it. Ranking on popular search engine phrases is the same – lots of competition.
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SEO Analogy: The Library
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Make things easier for humans to find
Site architectureGood taxonomyWords…The right words are good for search engines
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Be relevant to users when they arrive
If your site is well organised, users will naturally go to relevant places on your site.This idea ties back into site structure.
– Clear segmentation of content – Search friendly architecture
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Organised Content
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How to influence your rankings through relevance & link building.
Back to our Library analogy– Popular authors write about what people want– People vote for them by reading their books– They have authority. Readers have confidence
in buying. Their new books will sell well. – In a library, those books get read a lot– Therefore they get prominently displayed
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How to influence your rankings through relevance & link building.
A web site: – Has content and/or a function people want– People vote for them by linking to them and using
their sites (or you can buy ‘votes’) – They have authority. New content will be eagerly
indexed & ranked by search engines– In search engines, the listings get clicked on a lot– Therefore they get ranked on big high traffic /
commercial phrases
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Beginning
What is
Not much ‘artificial’ linking here
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Beginning
What is
But definitely a lot here!
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PPC: Pay Per Click advertising
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Got budget? Maybe push your PPC
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Key principles behind PPC
Which pays for more ads
The higher the bid, the more prominenceand exposure they have
Companies bid for prominence
The more clicksthey get
If all is good, the more conversions and thus revenue
Companies bidfor more prominence
Bidding intensifiesor stabilises
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Beginning
What is
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Google love to intensify the auction.
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Google PPC Quality Score affects costs
While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:
– The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google
– Your account history, which is measured by the CTR of all the ads and keywords in your account
– The historical CTR of the display URLs in the ad group– The quality of your landing page– The relevance of the keyword to the ads in its ad group– The relevance of the keyword and the matched ad to the search query– Your account's performance in the geographical region where the ad will be shown– Other relevance factors
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Put simply
Quality score = – A way to increase the relevance of ads– Bring up the overall number of clicks by users
to paid advertising– Maximise Google’s revenue from a bidder by
increasing their overall number of clicks and thus revenues from them.
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Beginning
What is Higher CTR overall = more ££ for Google
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What affects PPC performance?
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Effective bid management: A tool that automatically adjusts bidding depending on a rule set you give it
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Cost of managing your account – By using bid management software, you reduce
the need for humans to ‘babysit’ the account. – Keep a close eye on the economics of using
agecies
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Quality of copywriting – It affects click through rates – That in combination with bidding levels, affects
quality score
Good! Not as good! – but still ok
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Pay More ££
Pay Less ££
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Conversion Optimisation
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Conversion rates matter
0
500
1000
1500
2000
2500
Impressions Page Views Conversions
Conv Rate
2500 impressions2% CTR50 Page views2% Conversion rate1 Conversion
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You have traffic, now turn it into customers…– Who is responsible for conversion? – What agencies have you got? – What tools are you using? – What creative assets have they got to test
with?
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Conversion Tools
Some great tools here: http://bit.ly/exs8c1 Google website optimiser
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+51%+ $48,000,000
SiteTuners.com
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Cross referencing PPC & SEO
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Analytics– Cross reference natural search conversions with
PPC – Look for PPC ‘hot spots’ where you could rank
in natural SEO– Monitor your conversion funnel and see where
the weaknesses are.
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Final round up
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You can do well without being Einstein!
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Final points
SEO, PPC & Conversion are all part of the same ecosystemThe teams & agencies need to work togetherMarketing margins are tight in financial, so small efficiencies really countAssuming you are already doing SEO & PPC, then what about your conversion optimisation?
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Thanks!