pay per click; search engine optimisation (1)

PAY PER CLICK & SEARCH ENGINE OPTIMISATION

Rob Noble Sarah Kirkby Zoe Baskett

Tim-Bedford Bain Michael Fabiyi

Direct, Database and Digital Marketing Tuesday 27th January

DIDM - 29TH JANUARY SEO & PPC PRESENTATION

‣ Brief outline of PPC & SEO

‣ Issues Surrounding the topic;

‣ Outsourcing

‣ Hosting Issues

‣ Time

‣ Lack of Control

‣ Questionable Traffic

‣ Conversions

‣ Landing Page Errors

‣ Trust

‣ Overcoming theses Issues

‣ Students Beans utilising SEO & PPC Advertising


SEO ‣ “Search engine optimisation (SEO) involves deploying a series of techniques to

place your site as high up the search rankings a site should go” [Tapp et al, 2014]

‣ The advertisers will need to identify key words and phrases (Algorithm) that consumers use when using the search engine.

‣ Good SEO is about making sure your website has great, fresh content that’s supported by the different search algorithm.

‣ The different types of Algorithm could be things such as:

‣ Words in the content of your website

‣ The titles in your website

‣ The recommendations from other websites

‣ Reputation


PPC

‣ Pay-Per-Click (PPC) is commonly a four line text advert, with a clickable link aside to the ‘Natural’ listings.

‣ A very powerful way of advertising online

‣ PPC ads only display to consumers that have shown an active interest in a particular topic.

‣ The advertiser will only pay the search engine when the user clicks on the ad.


VISUAL EXAMPLE

PPC: Side bar

PPC:Top Strip

Natural listings


WORKING TOGETHER

‣ Using PPC and SEO together has been trialled and can have a positive affect on your company. A few examples.

‣ Combat negative PR

‣ Social media visibility

‣ PPC can be used to do tests quickly on keywords, which then can be used in SEO

‣ Added visibility


OUTSOURCING


ISSUES WITH OUTSOURCING

‣ SEO can be very expensive if you’re outsourcing.

‣ SEO companies now charge hefty monthly fee’s to keep your site at a good rank

‣ Some companies cannot be trusted and fail to deliver.

‣ Terminating a contract with a SEO company may lead to your business loosing ranking position

‣ Many SEO companies act as middle men, this is because they simply forward your invoices to companies in India/Philippines , where they then buy links to improve your rank.


HOSTING ISSUES


HOSTING ISSUES

‣ With SEO it is a common problem that the order of search results can change depending on who is searching and/or search history

‣ Location issues may mean that a certain webpage is not available in a particular country

‣ Using different devices may become an issue if a website is compatible on a laptop/computer but nor on a mobile device (as it is becoming an increasingly popular way of search)


TIME CONSUMING


PPC COSTLY/TIME CONSUMING‣ Research has shown that the cost of PPC seems to be increasing yearly, &

shows no signs of slowing down.

‣ Prices for keywords make it hard for small businesses to compete

‣ To retain your rank on Google, businesses are forced to invest twice as much then they initially invested.

‣ Businesses are paying more for keywords and to retain their position, however, they are not seeing the return for this in sales

‣ Businesses have to constantly carry out an In depth Keyword/competition analysis, in order to conduct an effective PPC campaign.


ISSUES COMPANIES FACE ‣ Link building is very important, therefore, this has led businesses to rely too

much on good quality websites to increase their ranking. ‣ If companies fail to devote high quality SEO pages highlighting that they can

provide a service in the area their in, business can easily be lost to competitors.

‣ Poor consistency, businesses have to constantly create relevant keywords & quality adverts, failing to do this will lead to a low quality score.

‣ large companies often have large websites, therefore, they cannot afford to solely rely on their marketing department, they have to hire SEO specialists.

‣ Conflict within the business, different departments want to have a say on how the site is optimised, slowing down the process


LACK OF CONTROL


LACK OF CONTROL

‣ PPC and SEO are online models

‣ Consumers mostly control their online experience

‣ Add blocker / Add blocker plus / personalised search engines /e.g. duck duck go

‣ ‘it is customers not advertisers, who initiate the process of contact’ (DIDM book)

‣ Supporting material / images ?


QUESTIONABLE TRAFFIC


QUESTIONABLE TRAFFIC ‣ Accidental click throughs

‣ Bot traffic

‣ 10- 20% est. bot traffic (Adweek, 2014)

‣ $180 million est. lost on PPC advertising (Bardford, 2013)

‣ 1st click vs. last click


UNDERSTANDING PPC CONVERSIONS

1. What do they mean?

2. Issues Surrounding Conversions.

3. Landing Page Mistakes.


WHAT ARE CONVERSIONS?

‣ A BEHAVIOUR FROM A CLICK THROUGH

‣ ALLOWS ROI TRACKING

‣ COMPANY Specific

‣ SAAS BUSINESS - ADOBE/MCAFEE

‣ ECOMMERCE - AMAZON/ASOS

‣ track & set conversions through Google AdWords.[Dooley, 2014]


UNDERSTANDING YOUR CONVERSIONS

‣ Miss interpreting your Google Analytics data ‣ Advanced segment tool not being utilised.

‣ Understanding when you have a Sales or Marketing Issue‣ Steady stream of affordable traffic from people looking for your product but no

one buys, you have a sales problem.

‣ Can’t afford or can’t find any significant traffic volume from people in your target market, you have a marketing problem.

‣ Landing page ‣ Poor message match & wondering funnel paths leading to low conversion

rates. [Dooley, 2014]


1. Disconnected Headline

‣ No continuation of the conversation.

2. Missing Content Strategy

‣ Utilising a funnel approach to attract a variety of consumers.

3. No Incentive for First Time Visitor

‣ The majority of traffic is first timers, give them an incentive to get in touch.

4. Not Testing ‣ To establish which landing page variation works the best.

5. Not Using an Optimised Thank you Page

‣ Simply to let the customer know what is happening next.

[Sparks, 2013]

LANDING PAGE MISTAKES


TRUST


TRUSTING PPC

‣ 94% of consumers trust organic SEO above PPC as it is considered to a naturally popular search result rather than an obviously paid for ad.

‣ Pay per click brings more of a focus on money, and the majority of consumers can identify that a company has paid to be in that spot and may not necessarily be what the consumer is looking for.

‣ Google identifies which ads are PPC, so people can easily avoid them. E.g. Google AdWords


OVERCOMING SEO & PPC ISSUES


HOW TO OVERCOME ISSUES OF PPC

‣ Overcoming low click through rates ‣ Overcoming the quality score ‣ Expensive costs through not enough sales ‣ Ad spend could rise and this could be fixed by

aiming for a different position – key words could often change in price.


‣ Ensure that consumers are educated and informed of PPC

‣ Consider that younger consumers are more aware of PPC and what it is so will be less likely to click on the advertisement as it is not part of the natural search (Goodwin, 2012)

Source: Goodwin, 2012

OVERCOMING ISSUES OF TRUST


HOW TO OVERCOME ISSUES OF SEO‣ Competitive market‣ Natural Selection‣ Quality – need to have good content on page so it has a

higher quality score.‣ Different search engine results can relate to different people

– dependant on their search history.‣ Engage in Social Media – strong social presence is a good

way to drive traffic and can have a direct influence on ranking potential.


OVERCOMING HOSTING ISSUES‣ Creating Splash Pages for different languages and

locations

‣ Responsive Design Coding for different devices (Fernando, 2014)


PPC

STUDENT BEANS


STUDENT BEANS

SEO


TO TAKE AWAY

‣ SEO & PPC are effective tools for online Marketing

‣ The work effectively together

‣ They need to be managed and analysed effectively if to be useful for companies

‣ Issues can be overcome through understanding of how they work and how they should be analysed


THANK YOU.


REFERENCES ‣ Alex Fenton, (2014), “The ten main issues companies face when tackling search and social media marketing and how to overcome the, http

://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-marketing-overcome/, (date accessed 19/01/15)

‣ Coles, M . (2010). BP buys oil spill PPC ads . Available: https://econsultancy.com/blog/6043-bp-buys-oilspill-ppc-ads-nice-idea-poor-execution/. Last accessed 19th Jan 2015.

‣ Darren Dahl, (2012), ‘small players seek an alternative to the expense of pay-per-click’, http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html?_r=0, (date accessed 18/01/15)

‣ Dooley, I. (2014) “Zero AdWords Conversions: Do You Have a Sales Problem or a Marketing Problem?” [WWW] Available from; http://unbounce.com/ppc/adwords-conversions-sales-vs-marketing/ [Date Accessed; 18/01/14]

‣ Gemma Holloway, (2014), ‘DIY SEO and PPC? DON’T DO IT!”, http://www.koozai.com/blog/search-marketing/diy-seo-ppc/, (date accessed on 18/01/15)

‣ HonestSeo, (2015), ‘problems with SEO and SEO organization’, http://www.honestseo.com/problems.html, (date accessed on 19/01/15)

‣ Larry Kim, 2012, “Does SEO even work for small businesses”, http://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-marketing-overcome/, (date accessed on 19/01/15

‣ Nick Stamoulis, (2005), ‘SEO challenges faced by large corporations’, http://www.brickmarketing.com/blog/seo-challenges.htm, (date accessed 19/01/15)

‣ Sparks, D. (2013) “The Most Dangerous Landing Page Mistakes & How You Can Fix Them” [WWW] Available from; http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/ [Date Accessed; 18/01/14]

‣ Tapp, A, et al (2014). Principles of direct, database and digital marketing. 5th ed. Harlow: Pearson Education Limited. 367-370.

‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed 18/01/14]

‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed; 18/01/14]

http://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-marketing-overcome/



http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html?_r=0

http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html?_r=0

http://unbounce.com/ppc/adwords-conversions-sales-vs-marketing/

http://www.koozai.com/blog/search-marketing/diy-seo-ppc/

http://www.koozai.com/blog/search-marketing/diy-seo-ppc/

http://www.honestseo.com/problems.html

http://www.honestseo.com/problems.html



http://www.brickmarketing.com/blog/seo-challenges.htm

http://www.brickmarketing.com/blog/seo-challenges.htm

http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/

http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/

http://www.marketsmithinc.com/2013/08/advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/