View
872
Download
0
Category
Preview:
Citation preview
#123webinar | @webmarketing123
#123webinar | @webmarketing123
We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
#123webinar | @webmarketing123
1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs
#123webinar | @webmarketing123
Marketers love inbound leads.
/ Why Bother with Paid Search?
SEO leads cost 60% less and close 2X faster than other digital channels.
Source: Hubspot; Econsultancy
#123webinar | @webmarketing123
But, what happens when inbound isn’t enough?
#123webinar | @webmarketing123
Prospects show signs of content fatigue.
/ Why Bother with Paid Search?
Brand content output increased 78% YoY, but engagement decreased by 60%.
Source: Trackmaven
#123webinar | @webmarketing123
1 SEO & SEM Are Better Together Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan Break Down Data Silos to Co-Optimization
3 Live Q&A Ask Your Toughest Search Questions
On the Agenda
#123webinar | @webmarketing123
Just like milk & cookies…
/ SEO & SEM Are Better Together
#123webinar | @webmarketing123
…Pinky & the Brain…
/ SEO & SEM Are Better Together
#123webinar | @webmarketing123
…Peanut butter & jelly…
/ SEO & SEM Are Better Together
#123webinar | @webmarketing123
SEO & SEM go better together.
/ SEO & SEM Are Better Together
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Paid search
Organic search
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Source: SEER Interactive
Ad CTR is 5.66%
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Source: SEER Interactive
6.15% average organic CTR.
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
When both paid and organic results are shown:
Source: SEER Interactive
Ad CTR rises from 5.66% to 18%.
Organic CTR rises from 6% to 38%.
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
When both paid and organic results are shown:
Source: SEER Interactive
Overall CTR for both organic and paid results rises from 6% to 56%.
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
Paid search increases the likelihood a user will click on the organic result.
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
Paid search effectively fills in the gap for organic results below page 1.
#123webinar | @webmarketing123
Performance is better together. 1
/ SEO & SEM Are Better Together
Paid search gives a huge boost to competitive non-brand search terms.
#123webinar | @webmarketing123
Paid search informs organic. 2 Gain invaluable organic keyword insights from two paid search metrics:
/ SEO & SEM Are Better Together
Source: Google
Quality score indicates whether Google finds
keywords relevant to each landing page.
Cost per click (CPC) is a great indication of keyword competition.
#123webinar | @webmarketing123
Paid search informs organic. 2
/ SEO & SEM Are Better Together
Use these metrics to guide organic keyword selection and mapping.
#123webinar | @webmarketing123
Paid search informs organic. 2 Use these metrics to guide organic keyword selection and mapping.
Example keyword mapping & content planning document.
/ SEO & SEM Are Better Together
#123webinar | @webmarketing123
Paid search informs organic. 2 Improve overall site conversion with paid search landing page performance insights.
/ SEO & SEM Are Better Together
Find the weakest landing pages with the lowest
conversion rate and highest bounce rate. Target these
for improvement first.
#123webinar | @webmarketing123
Paid search informs organic. 2
/ SEO & SEM Are Better Together
You have 7 seconds to answer these 3 critical questions:
Think of each page as an entry point.
1 Where am I?
2 What can I do here?
3 Why should I do it?
#123webinar | @webmarketing123
1 SEO & SEM Are Better Together Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan Break Down Data Silos to Co-Optimization
3 Live Q&A Ask Your Toughest Search Questions
On the Agenda
#123webinar | @webmarketing123
Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013
/ Revenue Driven Search Plan
Poorly optimized channel mix
Incomplete digital integration.
2 1
Companies struggle with 2 major pain points:
#123webinar | @webmarketing123
1 Secure cross-departmental support. Align internal stakeholders on agreed upon KPIs!
/ Revenue Driven Search Plan
#123webinar | @webmarketing123
2 Optimize for revenue – not just leads. It’s not enough to measure leads alone.
/ Revenue Driven Search Plan
#123webinar | @webmarketing123
2 Optimize for revenue – not just leads.
Tie digital to your CRM to justify investment based on revenue growth.
/ Revenue Driven Search Plan
#123webinar | @webmarketing123
1 SEO & SEM Are Better Together Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan Break Down Data Silos to Co-Optimization
3 Live Q&A Ask Your Toughest Search Questions
On the Agenda
#123webinar | @webmarketing123
QUESTIONS? ASK AWAY!
#123webinar | @webmarketing123 e: results@webmarketing123.com t: 800. 619. 1570
Let’s Talk!
Let us help your team master digital.
Get a free, 30 minute consultation to learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search ü What you can do to accelerate results now
Mike Turner, Webmarketing123 Director of Business Development
Thanks!
Recommended