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A presentation on how paid search and search engine optimization can work together to create a stronger search engine marketing program. Check out Trada Reviews here: http://www.trada.com/trada-reviews/
Citation preview
http://trada.com http://trada.com/blog @trada!
Webinar: 9 Tips on Maximizing PPC & SEO Together!
Hashtag is #TradaWebinar
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Agenda!
1 Introduction to PPC!2 Introduction to SEO!3 Financial costs of SEO/PPC!4 9 Tips on Using SEO & PPC!5 Overview of Trada & 10kThings!6 Upcoming Events!7 Q&A!
Hashtag is #TradaWebinar
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Meet Dan Tisser & Dave Winget!
Dan Tisser Trada Account Manager http://www.trada.com
Dave Winget 10kThings.com http://wingnutseo.com/ http://10kthings.com http://twitter.com/wingnut
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Introduction to SEO!
• Search engine optimization (SEO) is the process of improving the visibility of a website for search engines.!
PPC
SEO
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Introduction to PPC!
• Pay-per-click (PPC) is when advertisers pay the search engine only when their ad is clicked. !
• With search engines, advertisers typically bid on keyword phrases relevant to their target market.!
PPC
SEO
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Financial Costs!
• PPC is an immediate cost!• SEO is a long-term investment!
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
http://trada.com http://trada.com/blog @trada!
Timeframe!
1
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
1. Timeframe: PPC and SEO!
• PPC can be launched in a day!• SEO can take up to a month or multiple
months to show results!• PPC can provide valuable feedback for
SEO from the get go!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
PPC Starts Working
SEO Begins Working
http://trada.com http://trada.com/blog @trada!
Message Testing!
2
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
2. Message Testing!
• What ad copy has the highest CTR?!• Adapt high CTR ad copy titles for actual
page titles!• Will help deliver a higher CTR with organic
SEO!
http://trada.com http://trada.com/blog @trada!
Keyword Research!
3
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
3. Keyword Research!
Test keywords with PPC quickly!Collect data on impressions/clicks/leads
within a week!What keywords lead to sales or high-quality
leads?!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
3. Keyword Research!
http://trada.com http://trada.com/blog @trada!
Landing Pages!
4
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
4. Landing Pages!
• An SEO optimized landing page will help your quality score and will lead to a lower CPC!
• PPC leads to traffic and can cause people to deep link your website!
http://trada.com http://trada.com/blog @trada!
Great Design!
5
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
5. Great Design!
• When your site is easy to navigate, it makes it easy for all visitors to find what theyʼre looking for!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
http://trada.com http://trada.com/blog @trada!
Quality Scores!
6
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
6. Quality Score!
Calculated by:!• Keyword's CTR on Google!• Relevance of the keyword to its ad group!• Landing page quality!• Accountʼs historical performance!• Other relevance factors !
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
6. Quality Score!
Quality Score
Minimum Bid
Ad Position
Ad Display Frequency
http://trada.com http://trada.com/blog @trada!
Ranking Well in Both!
7
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
7. Ranking Well in Both!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
7. Ranking Well in Both!
• Symbiotic relationship between SEO & PPC!
• Higher CTR rate when ranking high in both!• Better brand recognition!• An integrated program creates better
results!
http://trada.com http://trada.com/blog @trada!
Hedging Your Bets!
8
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
8. Hedging Your Bets!
Case Study: GourmetGiftBaskets.com
*In 2008: Organic search was 80% of their revenue *Nov 2008: Removed from Google’s algorithm *Moved to paid search and social media *Took two years to regain ranking
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Hedging Your Bets!
PPC • Immediate Results • Highly Measurable & Quantifiable • Pay for Results • Less Resources Needed for Success • Granular Targeting
SEO • Great Long-Term Value • Exposure Branding & Awareness • High Volume • More Trust in Organic Results
http://trada.com http://trada.com/blog @trada!
Review, Reflect & Refine!
9
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
9. Review, Reflect & Refine!
Review your keywords from PPC & SEO to refine -What keywords lead to sales or high-quality leads? -Are those keywords being used for both PPC & SEO? -A/B testing on similar landing pages
Test, Test….and Test
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
How Trada Works!
!What is Trada?!!Trada offers the first and only crowdsourced pay-per-click (PPC marketplace allowing businesses and advertising agencies to run PPC marketing campaigns on Google, Yahoo and Bing by leveraging the skills of hundreds of the worldʼs best paid search experts. !
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
About 10kThings!
• 10k Things is a Denver internet marketing company that specializes in SEO, PPC and Webdesign. If you found us through a search engine you already know our qualifications. From Denver, our company works with small business owners around the country to ensure proper ranking of their websites for high traffic keywords.!
http://10kthings.com/ http://wingnutseo.com/!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Upcoming Events!
Wednesday, Oct. 6 12:00 – 1:00 pm ET: Content SEO—Best Practices and What to Avoid 1:30 – 2:30 pm ET: Advanced PPC Tactics—What the Pros are Doing 3:00 – 4:00 pm ET: Critical Metrics for SEO Success
Register at: http://www.marketingprofs.com/events/
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Questions?!
copyright © 2009 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
How to Contact Trada and 10kThings
Elaine Ellis Marke&ng Manager Email me at eellis@trada.com www.trada.com
Bill Adkins VP of Sales Email me at badkins@trada.com www.trada.com
http://trada.com http://trada.com/blog @trada
If you have paid search questions or want a copy of the presentation:
If you have questions about SEO or working with 10kThings:
Dave Winget Email me at davewinget@gmail.com h=p://wingnutseo.com/ h=p://10kthings.com
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