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Similaire à Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies (20)
Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
- 1. In-House SEO And PPC: What You Can Learn From Each Other, Optimally
Speaker: Warren Lee, SEO Manager, Adobe
Tweet @ SEOCUBED (#smx #33D)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. In-House SEO And PPC: What You Can Learn From Each Other
DON’T PUT A LINE IN THE SAND BETWEEN PAID SEARCH & SEO
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
- 3. Global Search Alignment
§ The Adobe Search Team is responsible for managing and optimizing the Search
Experience across the 3 pillars of Search:
Paid Search SEO
Site Search
*2013 Team Focus:
Maximizing the
3-pillar integration
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. A holistic search strategy that considers the buying cycle
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
- 5. A holistic search strategy that considers the buying cycle
A paid search strategy that considers targeting buyers across the buyers journey
• Each tier has its own unique KPI’s
• Types of keywords for each tier will vary by industry
• Messaging should align to the tier
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
- 6. A holistic search strategy that considers the buying cycle
Keywords
Web design
Learn more, free trial
Messaging
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
- 7. A holistic search strategy that considers the buying cycle
Keywords
Adobe Dreamweaver
Buy now, Upgrade
Messaging
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
- 8. A holistic search strategy that considers the buying cycle
Keywords
TIP
Adobe Dreamweaver ALIGN MESSGING
TO
Buy now, Upgrade PURCHASE INTENT
Messaging
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
- 9. A holistic search strategy that considers the buying cycle
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
- 10. A holistic search strategy that considers the buying cycle
SEO PAID SEARCH
PAID SEARCH + SEO
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
- 11. How to make the best use of your SERP ‘shelf space’.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
- 12. SERP example
THE SERP PRESENTS SEVERAL STRATEGIC OPTIONS ACROSS PAID AND NATURAL SEARCH
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
- 13. How can Adobe best allocate its
paid search budget while leveraging
its organic search rankings?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
- 14. Cannibalization vs. Synergy
§ Cannibalization § Synergy
§ Paid ads take away revenue, visits, trials, § Presence of paid ads results in a lift
orders, etc., that would have otherwise in organic (visits, trials, orders,
gone to SEO revenue, etc.)
$600 $400
$350
$500
$300
$400 $250 $200
$180
$300 Paid $200 Paid
$500 Organic $150 Organic
$200
$100
$250 $150
$100 $50 $100
$0 $0
Running Only Running Paid + Running Only Running Paid +
Organic Organic Organic Organic
*not actual Adobe data *not actual Adobe data
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
- 15. Both Cannibalization & Synergy
$350
$300
$250
$200 $180
$150 Paid
Organic
$100 $200
$50 $120
$0
Running Only Running Paid +
Organic Organic
*not actual Adobe data
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
- 16. Test Objectives
§ Explore the relationship between paid and organic search
§ Cannibalistic, synergistic, or combination of both? To what degree?
§ Quantify impact of paid ads on organic performance
§ Track, monitor, and analyze across all key metrics
§ Derive actionable results
§ Glean insight into how paid and organic should focus their optimization efforts
so as to provide the greatest return on investment
§ Analyze trends
§ Provide recommendations for future testing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
- 17. Case Study 1
§ Objective
§ Test the relationship between paid ads & organic listings. Are there synergies? Is
there cannibalization occurring?
§ Strategy
§ Test a group of pre-selected keywords, splitting them into 2 equal groups (based on
historical performance, rank, etc).
§ Scope
§ 5 weeks
§ 70 keywords
§ Hypothesis
§ Organic listing ads running solo will have higher traffic and more trials and revenue
yet Paid ads drive more incremental value
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
- 18. Test Results - Test Resulted in Paid Search Incremental Value
Revenue Trials
$100,000
3000
$80,000
2500
2000
$60,000
Paid
1500
Paid
$40,000
Organic
Organic
1000
$20,000
500
$0
0
Running
only
Organic
Running
Paid
+
Organic
Running
only
Organic
Running
Paid
+
Organic
Clicks/ Trials Orders Units Revenue Net Revenue Conv% Conversions
Visits
Percentage +61% +72% +71% +77% +94% +80% +7% +72%
Change
Across the board running paid + organic resulted in more volume at a higher
conversion rate producing more incremental revenue and a higher AOV
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
- 19. Case Study 2
§ Objective: Increase trial downloads
§ Strategy: Change CTA in Organic page meta descriptions to reflect “Free Trial
Download”
§ Scope:
§ 3 pages updated
§ Test ran 3 weeks
§ Hypothesis: Increased trials from these pages and (hopefully) no effect on Paid
performance
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
- 20. Test Results – Organic Trials
Test and control page visits
5000
4500
4000
32%
3500
3000
5%
2500
2000
1500
1000
500
0
Historical Test Historical Test
Acrobat Test Pages Acrobat Control We also saw a lift in Conversion Rate
Test and control page trials Page
Name
Week
Conv%
400
Acrobat
Pro
Historical
9.83%
350
300 45%
Test
9.93%
250
200 Convert
PDF
Historical
1.83%
150
8%
Test
2.22%
100
50 Edit
PDF
Historical
3.72%
0
Historical Test Historical Test
Test
5.11%
Acrobat Test Pages Acrobat Control
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
- 21. Case Study 3
§ Objective: Determine impact of using top paid ad copy including promotional
offer in SEO meta data for new Creative Cloud product.
§ Strategy: Change CTA in Organic page meta descriptions to reflect “40% off
discount”
§ Hypothesis: We will expect synergy between paid and natural performance,
and and increase in visits and orders. Paid CPC may increase and paid ROI may
decrease.
Awareness
Consideration Meta descriptions targeted at different points in the purchase funnel
Purchase
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
- 22. Scope / Methodology
NORTH AMERICA
u Test Start Date: July 10, 2012
u Test End Date: August 14, 2012
Japan
u Test Start Date: July 20, 2012
u Test End Date: August 16, 2012
u Meta descriptions were changed at the same time every week
u Tracked hourly till they appear on Google
u Normalized to a 7-day week
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
- 23. SOLVE FOR KEYWORD UNKNOWN
( KW Unavailable / (Total Entry Page Visits – KW Unavailable) + 1 ) * KW
FOR EXAMPLE:
Total visits to a certain page – 100
KW unavailable – 40
KW1 – 30
KW2 – 20
KW3 – 10
To get the adjusted number for KW1:
( 40 / (100-40) + 1 ) * 30 = ( (40/60) + 1 )*30 = 1.67 * 30 = 50
For KW2: 1.67 * 20 = KW2 adjusted 33.3 (33 rounded)
For KW3: 1.67 * 10 = KW3 adjusted 16.7 (17 rounded)
Total of the 3 adjusted numbers = 50+33+17 = 100
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
- 24. Test Group across all Metrics
UNITS VISITS
120 60000
100 50000
80 40000
60 30000
40 20000
20 10000
0
Baseline Promo Normal 0
Baseline Promo Normal
REVENUE ORDERS
120 120
100 100
80 80
60 60
40 40
20 20
0 0
Baseline Promo Normal Baseline Promo Normal
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
- 25. Control Group across all metrics
UNITS REVENUE
60 14000
50 12000
10000
40
8000
30
6000
20 4000
10 2000
0 0
Baseline Promo Normal Baseline Promo Normal
VISITS ORDERS
50000
60
45000
40000 50
35000
40
30000
25000 30
20000
20
15000
10000 10
5000
0
0 Baseline Promo Normal
Baseline Promo Normal
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
- 26. Clearly the results were surprising!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
- 27. Thank you
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
- 28. Thank you!
QUESTIONS?
FEEL FREE TO FOLLOW UP WITH QUESTIONS.
TWITTER: @ SEOCUBED
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
- 29. RESOURCES
THE BUYING CYCLE:
http://support.google.com/adwords/certification/bin/answer.py?hl=en-AU&answer=19450
GOOGLE STUDY (2011):
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/
en/us/pubs/archive/37161.pdf
GOOGLE STUDY (2012):
http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
ADDITIONAL LINKS:
http://support.google.com/adwords/certification/bin/answer.py?hl=en-AU&answer=19450
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
- 31. Google Study
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
- 32. Google Study
GOOGLE SAYS PAID SEARCH IS
INCREMENTAL.
BUT…
§ 81% of Displayed Search Ads Had No
Associated Organic Result
§ More than half of data was holiday
data
§ Only looked at clicks, not conversions
or other KPIs
§ Made no distinction between brand
ad and non-brand ads
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
- 33. Google Study
GOOGLE SAYS PAID SEARCH IS
INCREMENTAL.
BUT…
§ 81% of Displayed Search Ads Had No
Associated Organic Result
§ More than half of data was holiday
data
§ Only looked at clicks, not conversions
or other KPIs
§ Made no distinction between brand
ad and non-brand ads
<- SO TEST FOR YOUR SELF!!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33