Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Daniel Gilbert — ‘PPC and SEO: Better Together’

Distilled
November 18, 2015

Daniel Gilbert — ‘PPC and SEO: Better Together’

Distilled

November 18, 2015
Tweet

More Decks by Distilled

Other Decks in Technology

Transcript

  1. @danielgilbert44 Hi, I’m Dan Gilbert • 35 Super-geeks • $200M

    Ad Spend • “Best PPC Agency in the world”* *According to a Survey of me
  2. 5

  3. @danielgilbert44 What do they want? 6 • Practical tips on

    how to be better at SEO • Links • More Monies
  4. @danielgilbert44 7 • Mysterious • Wears a black hat SEO

    PPC • Faster than a speeding bullet • Able to leap tall SERPs in a single bound • Laser focused How could we ever work together? •Handsome, outgoing, humble •Lives in dark cave, misogynistic alcoholic • Enemy called The Penguin
  5. @danielgilbert44 10 How is Quality Score calculated? prCTR Other shtuff

    Brainlabs - Quality Score* *Source – my own eyes CTR vs QS
  6. @danielgilbert44 11 We needed to get good at copy testing

    http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion
  7. @danielgilbert44 12 We Can Test Your SEO Copy Test different

    title tags in the headlines. Test meta descriptions in the ad body See which sitelinks get clicks Test headlines & images on GDN Or just share results from previous experiments
  8. @danielgilbert44 13 Ideas for testing Pricing Discounts Locations Shipping Range

    Exclusivity Quality Calls-To-Action Display URLs Time sensitivity
  9. @danielgilbert44 15 Construction of an ad This is what I

    think an ad should look like: If you think you can’t be creative with 25 character Headlines, check out Marty Weintraub’s SMX slides
  10. @danielgilbert44 16 How to set up an ad test 1.

    Keyword testing = SKAGs 2. Concept testing = campaign/account wide
  11. @danielgilbert44 17 Keyword testing – 1 kw/AG Ad Group 1:

    Nike Shoes “Buy Nike Shoes” CTR = 10% [nike shoes] Ad Group 2: Pink Nike Shoes “Buy Pink Nike Shoes” CTR = 25% [pink nike shoes] 1 Ad Group: Nike Shoes “Buy Nike Shoes” CTR = 10% “Buy Pink Nike Shoes” CTR = 0.5% [nike shoes] [pink nike shoes]
  12. @danielgilbert44 Studies show that having organic listings and PPC ads

    on the same results page gives you more clicks than if you just had the organic. 20 SEO Supports PPC Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012
  13. @danielgilbert44 Link your AdWords account to your Webmaster Tools/Search Console.

    Then Google will tell you the clicks, impressions/queries and position of your organic listings and paid ads – when they appeared separately and when they were together. 21 Paid & Organic Report
  14. @danielgilbert44 Blended Brainlabs clients (non brand terms only) : But

    we can’t connect this to conversions 22 Paid & Organic Report Ad CTR Organic CTR Overall CTR Ad only 2.82% - 2.82% Both shown 4.76% 4.10% 8.86% Organic only - 3.63% 3.63%
  15. @danielgilbert44 23 SEO Supports PPC CTR and conversion rate are

    higher when there’s an organic listing. We analysed data for our clients from AdWords and SEMrush... 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% In Top 10 Organic Results Not in Top 10 Organic Results Ad CTR 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% In Top 10 Organic Results Not in Top 10 Organic Results Ad Conversion Rate
  16. @danielgilbert44 24 SEO Supports PPC There’s much less difference in

    conversion rate, but CTR is still more than double Is that just because you rank best for the most relevant terms? We excluded searches containing brand terms... 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% In Top 10 Organic Results Not in Top 10 Organic Results Ad CTR 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% In Top 10 Organic Results Not in Top 10 Organic Results Ad Conversion Rate
  17. @danielgilbert44 28 What does the data show? Not sharing the

    R² - too dangerous to look at averages Only a selection of the clients where we did see a pattern Normalised for chaning PPC positions, seasonality and competitors
  18. @danielgilbert44 31 Conclusions SEOs can learn from PPC copy experts

    Presence in organic  effect on CTR SEO people should get some of our budget Next: Quantify the precise improvement for your business/clients... And get yourselves some ad $$$ Next: what does this look like on Mobile?
  19. @danielgilbert44 32 Open-source code Here’s all the code you need

    for SEMrush API http://www.brainlabsdigital.com/blog/