more data on this topic available from:: search marketing panel: ppc & seo for subscription...
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Search Marketing Panel: PPC & SEO for Subscription Sites in 2007
Katie DavisDirector of MarketingCitrix Systems, Inc.Monday, May 7, 2007
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How do you get to the top spot?
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Build Your Rank
Inspire everyone else to talk about and link to you, e.g., PR
Wait. Or plan ahead. Launched GoToWebinar pre-site Higher ranking out of the gate
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Lower AdWords Cost
Provide compelling and relevant content Google Quality Score determined
by:• Your clickthrough rate (CTR) • Relevance of your ad text, keyword, and
landing page Rely Less on Affiliates: Help them
add value or $10 Max CPCs will drive them off the results page
Web Site Optimizer
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Panama: An ad serving platform closely resembling Google AdWords
Yahoo Says “Me Too!”
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PPC Campaign Management
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Keyword Research
High Volume/Highly Qualified Low Volume Keywords
Con
vers
ions
Growing Your Tail
• Specialized keywords that appeal to a small number of people, thus searched only a few times a day• Searchers in the long tail represent the most qualified
Branded Terms
Competitor Terms
Industry Specific Terms
Misspellings
Vertical Specific Terms Phrase Match Terms
Niche Terms
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Landing Page Development
Conducted A/B split test of 2 landing pages using paid search traffic for a defined set of keywords
The Test LP included a dynamic headline – that would vary depending on the keyword
Examples: Keyword: “Remote Email Check” …
Headline: “Check Email Remotely with GoToMyPC”
Test LP produced an 8.5% higher ratio of New Visits to Registrations versus the Control (97% confidence)
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Dynamic Text Based on Keyword Raises Conversions
Test Dynamic Headline Landing Page Control Landing Page
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Google Trends for Market Research & Media Buying
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Other Cool Tools
Google Position Preference Learn how your media performs by position –
then set the position preference to save time & energy
Google Webmaster Tool Used to guide organic
search updates Provides a detailed report
of how your site is crawled, linked, etc.
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Thank You
Katie DavisCitrix Systems, [email protected]