Click-Ching! How to get the most out of your SEO and PPC Budget

How To Get The Most Out of Your SEO and PPC Budget

Click-CHING!

Feb 24, 2015

Thank you for being here today!

Portsmouth, NH

Presenter:

Dave CurrierSEO/PPC Manager, @vital_design.

Dave Currier@vital_dave

1 Your Website Platform

2 Tools and Trials

3 SEO Basics

4 PPC Basics

5 Optimization

6

Q&A

CONTENToverview

3

Budgets

Budget Ranges I’ll be touching on

$500 +/Mo

Some Funding/Marketing

Budget

$

$0 - $500/Mo

Small “Do-It-Yourself” Startups

$

4

The platform you choose for your website MATTERS. Choose WordPress.

Your Website Platform

WordPressfor great SEO

If you’re doing your own SEO, there’s no excuse to NOT be using WordPress.

ENVATO

• $40 average theme cost• Most themes have great

support• Up and running in

minutes

WordPress Highlights

Ease of Use – Anyone on your team can publish content on a WordPress site which means your whole team can contribute to your inbound marketing strategy.

SEO – Most SEO best practices are built into the core of WordPress, and the WordPress SEO plugin further extends SEO capabilities.

Plugins – Just about anything you want to do can be accomplished with a plugin. Galleries, signup forms, analytics, A/B testing, etc

Security – WordPress security plugins make it one the most secure products out there. If there’s an issue, it gets fixed quickly.

8

Choosing the right tools for the job.

Tools and Trials

SEO Tools w/Trials

Moz – 30 day• Keyword ranking• Site crawls• SEO analysis toolsAdvanced Web Ranking – 30 Day• Keyword ranking• Site crawls• SEO analysis toolsAdvanced Web Ranking Cloud – 30 Day• Keyword ranking• Site crawls• SEO analysis toolsHubSpot – 30 Day• Keyword ranking• Site crawls• SEO analysis tools

United

since 1928

Moz AnalyticsLets you track keywords, makes sure your site adheres to the latest SEO best Practices, gives you

competitor insight and allows you to use the most comprehensive backlink database in existence.

Best Bang For Your BuckWhich Software Should You Pay For?

Unitedsince 1928

Unitedsince 1928

Unitedsince 1928

Save money and do the SEO yourself.

SEO Basics

1 Keyword Research – Target the right words and phrases to drive traffic

2 Create Content – Write new pages that target yourYour keywords and answer user queries.

3 Build Links To Content – Guest blogging, skyscraping, Reaching out to webmasters, and social sharing.

4 Measure Success – Use analytics and other software to Track your SEO success. Make improvements as necessary.

The roadmap to a successful strategy is fairly simple

16

How to Find Keywords

Google Keyword Planner

How to Find Keywords

Google Search Suggest

How to Find Keywords

Use screaming frog on competitor sites.

Hit These Main On-Page Attributes SUse Moz’s on-page grader

Moz will tell you what you need to improve.

Pay-Per-Click Gives You a Competitive Edge From Day 1

PPC Basics

1 Keyword Research – Use the same keyword list as your SEO. Use Google’s suggested ad groups and use modified broad match or Phrase match types.

2 Create Landing Pages – Make sure that each ad group has its Own landing page.

3 Write Compelling Ads – Write at least 3 ads per ad group – At least 1 should use dynamic keyword insertion.

4Maximize Your Budget – Run your campaign for a few days and Shut off poorly performing ad groups. Run a top vs other report and Increase bids where it will improve CTR.

Basic PPC Campaign Setup

22

1 Match Types – Use broad match modifier to get the highest qualityScore, which brings your CPC down and ranks your ad higher.

2 Increase Bids – Make sure to increase bids anywhere you have A high “top vs other” CTR.

3 Go for 2% – Your CTR should be around 2% (or higher). Shut off Ad groups not performing at this level.

4 Campaign Type Matters – Use Search “all features”

Pro Tips

23

Incremental Improvements

Campaign Optimization

Optimization Plays a Critical Role

Keyword Research

Build Content

Build LinksAnalyze

Optimize

25

1 Review Analytics – Create new content, move content around, Try new user experiences out. Apply what’s working across your site.

2 Re-evaluate Competitors – How do you stack up? Have theychanged their strategy? Find ways to compete at their level.

3 Review Conversions – Are you getting any specific feedback? Are your customers asking questions you could be answering with content?

How to Optimize

26

Questions?