Harness The Power of PPC and SEO for Insane Landing Page Results

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&HOSTED BY:

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Presenters

• Nicolette Beard

– Digital Marketing Manager at Raven Tools

– @RavenNickiB

• Roopa Carpenter

– CRO Manager at Hanapin Marketing.

– @roopacarpenter

https://twitter.com/ravennickib

http://www.twitter.com/roopacarpenter

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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How do you manage your account(s)?

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a) I manage it myself.

b) I’m part of a team that manages it.

c) I outsource my account management.

d) I’m rethinking how my account is managed.

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SEO? PPC? Why

Not Do Both!

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The Truth:

SEO and PPC are not completely separate

strategies

While both have different features, both address advertising

for search: Search

PPCSEO

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Something’s Not Right Here

Joe Plumber’s Shop

www.JoePlumberShop.com

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Something’s Not Right Here

Joe Plumber’s Shop

www.JoePlumberShop.com

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Use SEO & PPC to Compliment Each Other

Win the Fight on Real Estate

● Combining your SEO

& PPC efforts

increase your

exposure on search

engine results pages

(SERPs)

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Give the “You Da Man” impression

● Searchers feel that

your company is an

established presence

within the industry

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Be Da Man with Your Own Brand

● Client Pushback: Why Should I Pay for Clicks on My Own

Brand

○ Branded traffic is already qualified and cheap (think low

CPA’s and high ROAS)

■ Ex. One E-Commerce client has an average CPA of

$30 and ROAS of 450%. The Branded campaign

has a $1.26 CPA and a ROAS of 12,600%

○ Take up that valuable real estate on SERPs

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If you don’t do it, your competitors will!!

● Ex. A company used to bid on brand.

Then a new executive came in and

decided to shut that down and rely

only on SEO for brand traffic.

● Result: Performance tanked,

competitors took over the paid search

rankings.

● Ultimate result: This company is back

to PPC advertising on Brand.

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How to Gain a

Killer Advantage by

Using PPC & SEO

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Advantages of a Cohesive PPC and SEO Strategy

Identify low hanging fruit

No more missed opportunitiesUse Google Webmaster Tools to identify words with high clicks/visits but only a

few impressions.

◉This could represent a new keyword to start targeting in paid search.

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Low Impressions But High Click Through

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Know Where Your Customers are in the Sales Funnel

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Match keywords to search behavior & intent

Know where your customers are in the sales funnelCreate AdGroups and write copy depending on where your customers are in the

buying cycle.

◉For example, use modifiers for your top performing keywords, like

“buy,” “price” and “shop,” for late stage customers vs. “best” or

“reviews” for those just beginning the online buying journey.

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Determine true ROI for SEO vs. PPC

Competition may make SEO cost prohibitiveSEO is not free. You want to determine the ROI of getting to the top spot versus

the ROI of running PPC ads.

◉How much content do you need to create?

◉How many resources do you have to promote that content?

◉PPC may be more cost effective.

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Using SEO To Set Up Your PPC Campaign

Focus on the message

Offer value to usersThink about searcher behavior and how consumers retrieve information. Ad

groups need to represent tight knit themes.

◉Connect with customers using their language

◉Keep landing pages fresh

◉Create unique content

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Connect with customers using their

language

Focus on keyword themesConnect the dots with customers in an area in which your company

excels. Give them a reason to click through to your website.

◉Are you solving a problem?

◉Do you have proof your product or service is better?

◉Are your ads tailored to where they are in the buying cycle?

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Keep landing pages fresh

Identify top landing pages from organic searchWhile AdWords Quality Score should not be your primary goal, changes in

Google’s algorithm affect paid search through Ad Rank and landing page

relevance..

◉Keep ads fresh with relevant content

◉Manage and measure this metric through Raven

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AdWords Quality Score

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Create unique content

Identify top converting keywords from organic trafficCompare with keywords in your AdWords campaign and create new content to

match visitors needs.

◉Go to Google Analytics > > Acquision > All Traffic > Source/Medium

then click the Keyword tab (next to the Primary Dimensions menu)

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Top Converting Keywords From Organic Traffic

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Different Goals But One KPI

What matters most to your business?

◉SEO: Understanding the keyword landscape of a topic

◉PPC: Finding keywords you can bid on

◉Track - Integrate - Refine using the best combination for optimum

conversions

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Whether PPC or SEO, We All Need CRO

CRO

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First Things First

● Where possible, send PPC traffic to PPC specific landing

pages

● The truth: 80% of PPC traffic goes to an existing website

page (ex. homepage)

○ Consequence: Poor message match, wandering funnel

paths, and ultimately low conversions

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● Dedicated landing pages allows you to:

○ Create Good Message match: Ensures that landing

page matches your message in ad copy

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Poor Message Match = Confused Users

Submitted landing page for user testing and asked people

where they would click to apply for the program

● Results: 43% of users didn’t click on the form & it took

users around 70 sec to decide where to click

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Landing Page Revised

● Meet user expectation by matching the form headline/CTA

button to the CTA in the ad copy

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Good Message Match = Happy Users

Submitted landing page for user testing and asked people

where they would click to apply for the program

● Results: 90% of users clicked on the form (70% increase) &

it tooks users around 13 sec to decide where to click (81%

decrease)

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Tell Sell the Story

● In PPC, the ad copy is the title to the book

● A successful landing page will provide the persuasive

story:

○ Unique Selling Proposition

○ Compelling Headlines/Subheading

○ Succinct explanation of benefits/features

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Tell the Story vs. Sell the Story

● “Umm, so our Company is Joe Plumber Store. We’re okay. Sometimes

people buy plumbing stuff from us. Sometimes they don’t. But we’re

located in your city. So why not give us a try… unless you don’t want

to”

or

● “Shop at the leading supplier for plumbing goods in Indiana. We offer:

■ Free Shipping

■ Largest inventory/guaranteed to be in stock

■ 100% Satisfaction - Free Returns

Shop now and see why over 100,000 customers choose Joe

Plumber’s Store for all their plumbing needs”

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Giving You Everything But the Kitchen Sink

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Highlighting What Probably Matters the Most to You

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Highlighting What Probably Matters the Most to You

Result: 53.5% improvement in conversion rate

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Get Them Invested in the Story

○ Personal & Specific Testimonials

■ Watch those stock images

■ Avoid testimonials with general statements (“I liked

Joe Plumber’s store”)

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Getting Them Invested Paid Off

Result: 61% improvement in application conversion rate

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Ok, I’m sold! Now what do I do!

○ Directional Cues (guide the user)

○ CTA (tell the user what you want them to do)

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This is All Great, But What About SEO

● Many of the CRO testing principles will be similar:

● Know Your Goals: Create effective testing

strategy while keeping the end goal in mind

● What pages to test:

○ Use Google Analytics to determine which

landing pages are worth testing (high

traffic, high bounce rate, low conversion

rate)

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Keep Visitors in Mind

● Message Match is important for SEO as well:

○ Use clear, compelling and keyword rich text in your H1

tag

○ Headline reassures users that the landing page will

meet their expectation

○ If they feel reassured, they are more likely to stay

engaged with the site instead of hitting the back button

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PPC, CRO & SEO Can Work Together

● Ex: PPC landing page test reveals that users searching for

“day care” want to see information regarding “early

childhood education”

● Your day care page on the site ranks #1 for “day care” in

your area

● Potential Strategy: Keep the balance with “day care” but

change the text to focus on “early childcare education”

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PPC, CRO & SEO Can Work Together

Example of SEO Elements

Title: Day Care I Joe Plumber’s Day Care

Headline: Education Centered Day Care

Starting Text: Day care should be more than just after school play time.

At Joe Plumber’s, we focus our time with your little one on early childhood

education…

Internal Link Anchor: “Day Care”

External Link Anchor: “Day Care”

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Are you a Raven customer?

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a) Yes, I’m currently in a trial.

b) Yes, I’m a paying Pro or Agency customer.

c) No, but maybe some day.

d) No, just interested in this training class.

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

Raven Tools Feedback: [email protected]

mailto:[email protected]

mailto:[email protected]

Hero Conf Sneak Peek!

Join us in Portland for the only

conference that is 100% PPC

Product announcements

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60% new speakers from

big brands like Cisco and

The American Cancer

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7:1 Speaker to attendee ratio

LIVE audit sessions for keywords,

bids/budgets & landing pages PLUS

a session on Excel Hacks!

Meet several PPC

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Get ready for an

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From the swag

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Bar Takeovers!

Welcome Receptions

1-on-1 workshops

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Harness The Power of PPC and SEO for Insane Landing Page Results

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