Download - Bridge the PPC SEO Gap | SEMpdx | March 2015
the Paid & Organic GapBridgin
g
Craig GalyonQualifications:PPC Team ManagerCoworker to brilliant SEO minds¼ Irish
[email protected]@SwellPath@craiggalyon
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Setting the stage
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
SpecialistsGeneralist
sGeneralists Generalist
s Generalists
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@SwellPath #SEMpdx | #PPC+SEO
We all share the stage
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@SwellPath #SEMpdx | #PPC+SEO
Must we fight?
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@SwellPath #SEMpdx | #PPC+SEO
“the day I realized my significance in this world…
my whole job is to get people to click on things”
-Mike Arnesen (Director of Analytics/Optimization)
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Foundation
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
PPC
Off-Site ControlKeyword dataControl messaging
SEO
On-Site ControlSite Architecture
Technical Expertise
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
PPC
Off-Site ControlKeyword dataControl messaging
Quick results
SEO
On-Site ControlSite Architecture
Technical Expertise
Cost Effective
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
PPC
Off-Site ControlKeyword dataControl messaging
Quick results
Costly
SEO
On-Site ControlSite Architecture
Technical Expertise
Cost Effective
Limited KW Data
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Paid & Organic Reports
PPC
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Ad stats Organic stats Combined ad and organic stats
Clicks Impr. CTR Avg. CPC
Avg. Pos Clicks Queries CTR Listings/
queryAvg. Pos Clicks Queries CTR
Keyword #1 1,444 3,043 47.45% $1.69 1 1,583 3,451 45.87% 6 1 3,027 3,466 87.33%
Ad shown only 0 15 0.00% $0.00 1 0 0 0.00% 0 0 0 15 0.00%
Organic shown only 0 0 0.00% $0.00 0 295 423 69.74% 8.6 1 295 423 69.74%
Both shown 1,444 3,028 47.69% $1.69 1 1,288 3,028 42.54% 5.6 1 2,732 3,028 90.22%+ =
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Organic Only CTRCombined CTR
ConsiderationsHow much was “cannibalized”
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Series10%
20%
40%
60%
80%
100%
Organic; 70%
Organic; 43%
Paid; 48%
21%
27%
+21% total traffic
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Let’s party!
but wait…
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@SwellPath #SEMpdx | #PPC+SEO
WE NEED TO GO
DEEPER
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Acquisition Behavior Conversions
Keyword Sessions % New Sessions
New Users Bounce Rate Pages / Session Avg. Session Duration
Ecommerce Conversion Rate
Transactions Revenue
Keyword #1 1,393 56.93% 793 16.30% 6.55 0:05:24 1.29% 18 $4,048.69
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
math, math, math…
$2,640-
$2,031-$811-$202
CombinedOrganicPPC SpendNet
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Shared efforts are always additiveNO
T
Can it be?
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Shared efforts are always additiveNO
T
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
CEO
Biggest Head
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@SwellPath #SEMpdx | #PPC+SEO
Back on track
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Combined
Organic
Cost Net
Keyword #1 $2,640 - $2,031 -
$811 = -$202
Keyword #2 $4,200 - $3,350 -
$200 = $650
Keyword #3 $4,010 - $2,065 -
$121 =
$1,824
Keep analyzing
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
PPC
Most profitableOrganic
Lower margins
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Paid & Organic Reports
SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
(not provided)
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
96%!!
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Total 32,800(not provided) 31,578Brand 169 0.5%Non-Brand 1,053 3.2%
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Total 32,800(not provided) 31,578Brand 169 0.5%Non-Brand 1,053 3.2%
Brand Ratio x 32,800 = 5,264
Non-Brand Ratio x 32,800 = 27,536
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Back to the well
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Identify 3 Branded KeywordsTypeHead termPrimary qualifierSecondary qualifier
Keyword- Nike- Nike Shoes- Nike Clothes
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Determine CTR & VolumeTypeHead termPrimary qualifierSecondary qualifier
CTR- 35%- 23%- 24%
Impr.x 22,000=x 4,500 =x 3,500 =
Clicks7,6511,016 8569,523
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Analyze RangeHow far off?
Which does on-site metrics support?
Does range solve any discrepancies?
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
What tools do you use
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@SwellPath #SEMpdx | #PPC+SEO
error pages
4(04)
lucky
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@SwellPath #SEMpdx | #PPC+SEO
filter page title
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@SwellPath #SEMpdx | #PPC+SEO
broken entrance
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
why?PPC• Incorrect landing
page experience• Lower quality
scores• Removed tracking
parameters
SEO• Bad page content• Broken link equity
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
who benefitsRecent site redesign
Frequent inventory changes
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Broken tracking
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Screaming Frog!not just for SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Custom Source Code Search
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Do it right today,last a lifetime
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
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#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
A B C D E F G1 id title description google product product type link image link2 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.3 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.4 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.5 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.6 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.7 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.8 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.9 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.
10 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.11 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.12 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.13 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.14 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.15 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.16 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.17 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.18 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
A B C D E F G1 id title description google product product type link image link2 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.3 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.4 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.5 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.6 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.7 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.8 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.9 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.
10 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.11 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.12 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.13 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.14 CLO-102938 Tenn Cool A ladies' Apparel & Sporting G http://www.ex http://images.15 TV_123456 LG 22LB451 Attractive Electronic Consumer E http://www.ex http://images.16 DVD-056473 Merlin: Se Episodes 7 Media > DV DVDs & Mov http://www.ex http://images.17 PFM654321 Dior Captu Dior Captu Health & B Health & B http://www.ex http://images.18 CLO-294738 Roma Cotto A smart pa Apparel & Women's Cl http://www.ex http://images.
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
We’re not so different,you and I
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
Automatic Item UpdatesReleased 9/30/14
Update Price + Availability
schema.org microdata
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
In Review
No such thing as a cookie cutter relationship between PPC/SEO
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
In Review
Acknowledge the strengths and weaknesses of each channel
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
In Review
PPC has great keyword level data and tools
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
In Review
SEO can’t be beat for on-site analysis
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
In Review
PPC will continue to automate, bringing industries together
#socialmetadata @mike_arnesen
@SwellPath #SEMpdx | #PPC+SEO
A Special Thanks
Laura McDougall&Mike Arnesen
Craig Galyon
@craiggalyon@swellpath
Thank you!