1 Combining Paid Search & Organic Principles
Oct 29, 2014
1
Combining Paid Search& Organic Principles
2Questions? tweet @searchmartin
Introductions
Martin MacDonald
Inbound Marketing Director, Expedia E.A.N.
Specialist in: Technical SEO, PPC, Affiliate Marketing, WebDev
Get in Touch: Twitter: @searchmartinLinkedIn: uk.linkedin.com/in/mogmartin/
3Questions? tweet @searchmartin
WTF is Inbound Marketing Anyway?
Lets ask Google:
4Questions? tweet @searchmartin
WTF is Inbound Marketing Anyway?
Lets ask Google:
5Questions? tweet @searchmartin
WTF is Inbound Marketing Anyway?
Lets ask the Industry:
6Questions? tweet @searchmartin
WTF is Inbound Marketing Anyway?
Lets ask the Industry:
37 Comments48 Tweets43 FB/G+/Linkedin
7Questions? tweet @searchmartin
WTF is Inbound Marketing Anyway?
Lets ask the Industry:
Still no closer to a definition!
37 Comments48 Tweets43 FB/G+/Linkedin
8Questions? tweet @searchmartin
Inbound Marketing Defined
In-bound Mar-ket-ing -noun
“Marketing strategy that relies on being in the discovery phase of the acquisition cycle.”
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Customer Acquisition – circa 1995
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Customer Acquisition – circa 1995
11Questions? tweet @searchmartin
Customer Acquisition – circa 1995
12Questions? tweet @searchmartin
Customer Acquisition – circa 1995
13Questions? tweet @searchmartin
Customer Acquisition – circa 1995
14Questions? tweet @searchmartin
Customer Acquisition – circa 1995
Interruption Marketing
15Questions? tweet @searchmartin
Customer Acquisition – circa 1995
Interruption Marketing
16Questions? tweet @searchmartin
Customer Acquisition – circa 1995
Reach maximum possible audience
Interrupt them with information
about youHope
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Customer Acquisition – circa 2013
Interest
Research
AwarenessConversion
Retention
With Inbound Marketing you can appear at every stage of the consumer buying cycle often at no
media cost
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A Real WorldCase Study
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Customer Acquisition – circa 2013
Interest
Q3 2012 I’ve decided that my old Nikon D40 just isn't cutting it.
20Questions? tweet @searchmartin
Customer Acquisition – circa 2013
Interest
Q3 2012 I’ve decided that my old Nikon D40 just isn't cutting it.
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Customer Acquisition – circa 2013
Interest
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Customer Acquisition – circa 2013
Interest
#FAIL
23Questions? tweet @searchmartin
Customer Acquisition – circa 2013
Interest
80% of Search Clicks STILL go to organic!
“Organic listings are trusted to be more relevant than paid
search.”
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Customer Acquisition – circa 2013
Research
Researching products has become an integral part of the purchase cycle in the
internet age
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Customer Acquisition – circa 2013
Research
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Customer Acquisition – circa 2013
Research
27Questions? tweet @searchmartin
Customer Acquisition – circa 2013
Research
Conversion
I know what I'm looking for.
All I need to do is find the best place to buy what I'm looking for.
Amazon show up in #1 in PPC for the product I want.
Amazon show up in #2 in SEO with the same page.
28Questions? tweet @searchmartin
Customer Acquisition – circa 2013
Research
Conversion
I know what I'm looking for.
All I need to do is find the best place to buy what I'm looking for.
Amazon show up in #1 in PPC for the product I want.
Amazon show up in #2 in SEO with the same page.
I Trust Amazon…
29Questions? tweet @searchmartin
Customer Acquisition – circa 2013
Research
Conversion
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(Calumet Photo here in NYC)
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I bought the camera
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Lets go back to the modern purchase cycle
Interest
Research
AwarenessConversion
Retention
Using inbound marketing we can influence the purchase path much earlier
We build awareness for when the consumer is ready to convert
We get the chance to retain the customer after initial purchase!
33Questions? tweet @searchmartin
Lets look at the value of traffic sources
We know most search engine clicks happen in the organic listings.
There are more informational searches than transactional though..
80% of Search Clicks STILL go to organic!
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Lets look at the value of traffic sources
Despite higher traffic numbers paid search still drives unmatched conversion metrics, and simply can not be ignored.
42-48% of conversions happen against a paid click!Stats based on 80% of sites closest to median
purchasing behavior split between organic and paid, travel industry test group Q3 2012.
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Hang on a minute….
36Questions? tweet @searchmartin
Lets look at the modern buying process again
Interest
Research
AwarenessConversion
Retention
SEOBlogging Research
Whitepapers
News
PR
Social Media
Reviews
Comparison
AdwordsPay per Click
Affiliate Marketing
CRM
Community Engagement
37Questions? tweet @searchmartin
Lets look at the modern buying process again
Interest
Research
AwarenessConversion
Retention
SEOBlogging Research
Whitepapers
News
PR
Social Media
Reviews
Comparison
AdwordsPay per Click
Affiliate Marketing
CRM
Community Engagement
38Questions? tweet @searchmartin
Lets look at the modern buying process again
Interest
Research
AwarenessConversion
Retention
Stuff you should
pay for..
..stuff you really
shouldn’t!
39Questions? tweet @searchmartin
Economies of Scale and Traffic Volumes
SEO & SMM to build awareness and attract consumer attention
PPC to ensure you don’t lose the
customer
Retention
Highest Traffic
Highest Conversion Rate
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Know what question you are answering
I need help making a purchase decision:
• Do I have a need?• Does a product fulfill my need or desire?• What factors should I consider in making my purchase?• Which product matches my requirements best?
These are the questions you should be answering by being in the right place at the right time – organically.
41Questions? tweet @searchmartin
Know what question you are answering
I want to find the best place to make my purchase
• Where is the product available?• How much does it cost?• When can I have it delivered?
These are the questions you should be answering with paid search clicks, a common mistake is providing all the answers and losing the conversion when the consumer is in the right mindset.
42Questions? tweet @searchmartin
How big is inbound?
But what about on other platforms?
80% of Search Clicks STILL go to organic!
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How big is inbound?
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How big is inbound?
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How big is inbound?
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How big is inbound?
47Questions? tweet @searchmartin
How big is inbound?
(but then, has anyone ever bought anything because of
twitter?)
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There’s gold in them hills
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My Top 5 Tips on Combining Marketing
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Information Providers
Every Niche has existing information providers:
These may be popular blogs, forums, review sites, basically – anywhere where your audience is already gathering.
Use tools like Searchmetrics, SEMrush or SpyFu to find their most important groups of keywords, this will guide your content production towards the most valuable content to attract visitors in the greatest volume.
Its unlikely that your direct ecommerce competition is already doing this…
51Questions? tweet @searchmartin
Information Providers
Every Niche has existing information providers:
These may be popular blogs, forums, review sites, basically – anywhere where your audience is already gathering.
Use tools like Searchmetrics to find their most important groups of keywords, this will guide your content production towards the most valuable content to attract visitors in the greatest volume.
Its unlikely that your direct ecommerce competition is already doing this…
52Questions? tweet @searchmartin
Turbocharge Data Gathering
Leverage the speed & flexibility of PPC:
Once you have a clearer picture of what you think you should be ranking for run broad matched paid search campaigns for a few days, with medium to high bid prices, and uncapped budgets ($10,000s per day).
This will give you a better picture of the marketplace than any amount of consumer research ever could.
53Questions? tweet @searchmartin
Use Adwords Segmentation for SEO
Use Adwords Audiences on Organic Traffic:
It can be a great way of targeting the right message to the right consumers, and keeping track of how your SEO has influenced your paid search campaigns.
You can further filter the right advertising message to the right audience, maximizing your potential returns.
54Questions? tweet @searchmartin
Hack Affiliate Software for Funnel Attribution
Hack class leading attribution tracking:
Getting your ROI from content production is notoriously tough – but there is a relatively easy and cost effective way.
Experiment with your own in house affiliate tracking solution, Post Affiliate Pro is a great example of software that handles multi touch attribution in a straight forward environment, just setup Google Organic, Adwords, and referral sources as different “affiliates” with unique contribution values.
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Turn visitors into an army of marketers
Give a sense of achievement
LinkedIn gave “status” to power users and invited them to tweet about it. Its also an awesome CRM tool!
56Questions? tweet @searchmartin
Use your existing assets wisely
You’ve built up Social Media Assets – USE them!
For years everyone has thought about follower count or total likes – lets start using them!
Be human, ask your influential followers to give their feedback on your content, you’ll get great information and social shares that count.
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Whats the Downside?
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Whats the Downside?
No, Really?
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Keep the Pandas happy!
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THANK YOU
Get in Touch!
Twitter: @searchmartin
LinkedIn: http://uk.linkedin.com/in/mogmartin/