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A Quick Overview
Why is it Important
Advanced Discussions
The Importance of Integration
AgendaAgenda
Empower you with a renewed sense of your Search Engine Marketing directives
Show you how to improve THROUGH consolidation
ObjectivesObjectives
• BA in Communications from University of Arizona• Started selling online advertising in 1998 • Worked for numerous internet start-ups• Launched an interactive agency in Los Angeles in
2005• 2006 spun off an automotive vertical offering
SEO/SEM solutions to dealers • 2009 merged that company with eCarList and built
the Search & Media division for website clients • 2011 sold to DealerTrack
My BackgroundMy Background
Why is Paid Search Why is Paid Search ImportantImportant
Targets consumers ready to buy – people PROACTIVELY searching for your products/services
Allows branding to coexist with performance marketing (free to show up / pay when it works)
If you’re not there – somebody else is SEARCHSEARCH
Measuring SEMMeasuring SEMI’ve been searching all day and don’t see my ad
Why am I only in SECOND
PLACE????
Why am I only in SECOND
PLACE????
Which ones are the paid listings again?
Why is SEO Important?Why is SEO Important?Studies show that 70% of people click organic vs. paid
100% of users view the organic vs. 90% paid
Our dealers receive on average 67% of their overall website traffic from Organic rankings*
*eCarList study 2012
Measuring SEOMeasuring SEO
1.Type things into Google2.Browse my SEO ranking report3.Type things into Google4.Yell at my SEO guy5.Check Google 5 minutes later
Why Integrate SEO with SEM?Why Integrate SEO with SEM?
The goal for any Search Engine Marketing campaign is to achieve the most possible, best-performing traffic at the lowest possible cost
The only way to do that is by sharing data between SEM & SEO campaigns
SEM Ads should direct users to a landing page. How about a SEO-OPTIMIZED landing page…
Organic Ranking
Paid Listing
Integration “kills two Integration “kills two birds”birds”
Integration is More Integration is More EffectiveEffectiveSEO keywords are limited. SEM keywords are not. With an integrated SEM/SEO approach, keywords that are performing in SEM can be exported to the SEM manager for SEO content Keywords that are performing in SEO can easily be purchased in the SEM campaign
Integration is CheaperIntegration is CheaperTheoretically, the higher the Organic keyword, the less you need to rely on its PPC counter-part As organic rises, the PPC can be decreased – thus more traffic at a lower cost
We set rules based on organic positioning to determine the appropriate decrease in bid
We set rules based on organic positioning to determine the appropriate decrease in bid
Integration = Better ROIIntegration = Better ROIWith top performing terms being taken from each program and added to the top, keyword lists are consistently being optimized for better ROI across both programs
-$ keyword
$ keyword
Four Marketing BirdsFour Marketing Birds
Website Company
SEO Company
SEM Agency'
s Strateg
y
Social / Reputation Strategy
Strategy
Strategy
Strategy
True IntegrationTrue IntegrationSEM SEM
SEO SEO
Social &
Reputation
Social &
Reputation
Content Delivery
TrafficTraffic
Marketing MessagingMarketing Messaging
Inventory ListingsInventory Listings
TrafficTraffic
KeywordsKeywords Landing PagesLanding Pages
Marketing MessagingMarketing Messaging
Website Website
Marketing Messaging
AppearanceAppearance
23
Thank YouThank YouTerrence Gordon214.722.8215