Reaping the Benefits of Co-Optimization
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Reaping the Benefits of Co-Optimization
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Reaping the Benefits of Co-Optimization
- 1. #C3NY REAPING THE BENEFITS OF CO-OPTIMIZATION Bill Hunt, President, Back Azimuth Consulting
- 2. #C3NY CONTACTING ME 2 Bill Hunt @BillHunt Back-azimuth.com & whunt.com Facebook.com/BackAzimuthConsulting bill@back-azimuth.com President
- 3. #C3NY CO-OPTIMIZATION DEFINED Integrating, measuring, and optimizing simultaneously high ranking PPC & SEO keywords to maximize their collective potential for traffic and conversions. 3
- 4. #C3NY4
- 5. #C3NY CO-OPTIMIZATION BUSINESS VALUE • Identify missed opportunities for exposure due to irrelevant snippets, lack of ranking, mixed messages and segment cannibalization • Maximizing PPC budgets by reducing cannibalization and increasing share of voice for non-ranked keywords • Maximizing SERP ShelfSpace 5
- 6. #C3NY CO-OPTIMIZATION SUCCESS • $300k in PPC savings in 40 days (funded FT analysis) • $250k in incremental SEO revenue in 60 days 6
- 8. #C3NY IS YOUR DATA THIS FUNKY? • Paid Search Spend $20 million US • Critical/Important Keywords – 1,120 • SEO Team - 98 important keywords • Active Paid Search Keywords – 187,252 • Omniture Keywords – 397,832 (>20 visits) • SEO Tool – 298 keywords (allowance was 10k) • 4,887 keywords in PPC are Top 3 Organic • No coordination between teams
- 9. #C3NY AFTER COORDINATION • 1 to 1 alignment of Tier 1 Keywords • Found 2,783 PPC keywords cannibalizing SEO • Shift saved $180k in first month • Shift went to 1,016 important words not ranking • SEO revenue Increased 67% w/no loss from PPC • Weekly monitoring of Top 3/Top 3 keywords • Weekly monitoring of new and expensive • Co-Optimization Monitoring
- 10. #C3NY GOOGLE ADWORDS & ORGANIC Google’s State Value of Co-Optimization • Discover additional keywords. • Optimize presence on high value queries. • Measure changes holistically.
- 11. #C3NY Sources: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html http://adwords.blogspot.com/2011/08/studies-show-search-ads-drive-89.html 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.
- 12. #C3NY 81% of paid ad impressions DO NOT have a Page 1 organic listing for that advertiser
- 13. #C3NY 66% of CLICKED ads don’t have a Page 1 organic listing for that advertiser
- 14. #C3NY GOOGLE RESEARCH DISCLAIMER • “A low value for IAC may occur when the paid and organic results are both similar and in close proximity to each other on the search results page.” Translation: When you have top listings for BOTH Paid and Organic AND messages are similar – they click ORGANIC
- 15. #C3NY GOOGLE ADWORDS & ORGANIC Google’s State Value of Co-Optimization • Discover additional keywords. • Optimize presence on high value queries. • Measure changes holistically.
- 16. #C3NY DATA JUDO Based on Screen Capture in article • Organic listing improved paid click by 64% • Paid was 14.95% w/organic jumped to 41.77% • Organic listing increased total visits by 4x • 23k paid + 5ok organic • Organic click rate was 37% but dropped to 36.88% when paid was added http://searchenginewatch.com/article/2290907/Google-Finally-Supports-Paid-and-Organic-Co-Optimization
- 17. #C3NY QUESTIONS YOU HAVE TO ASK Q1: How many of my paid words do not have corresponding organic words? Q2: Are both paid and organic ranking well? Q3: Are the messages collaborative? 17
- 18. #C3NY18
- 19. #C3NY19
- 20. #C3NY20
- 21. #C3NY21
- 22. #C3NY22
- 23. #C3NY MORE CONFUSING FACTS & FIGURES
- 24. #C3NY Source: GroupM Aug 2012 http://econsultancy.com/us/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
- 27. #C3NY WHY DON’T WE CO-OPTIMIZE? • Search Programs are siloed • Assume agencies are doing it • Lack of Agency Collaboration • No tools to do it • Don’t have time or budget to manage • It seems too complicated • Data has brainwashed us not to do it
- 28. #C3NY CO-OPTIMIZATION WORKFLOW 28 Keyword Selection • Identify keywords • Collect performance data (PPC/SEO) Model Data • Integrate data and model collaborative performance • Isolate tests and edits Execute Test • Test the collaborative impact • Test cannibalization • Lock down optimal performance
- 29. #C3NY TIPS: • Use a control and test group of words with paid and organic both in top 3 positions • Ensure both paid and organic are able to measure conversions or actions • Do your tests across devices since they may not be able to take all actions across each device 29
- 30. #C3NY STEP 1 – CURRENT STATE ASSESSMENT
- 31. #C3NY QUESTION 1: How many of my paid words do not have corresponding organic words? How many of my HIGH CPC paid words do not have corresponding organic words? 31
- 32. #C3NY HIGHEST CPC COLLABORATION • Only 6 of Top 30 CPC keywords have top 5 ranking natural search phrase • Top 5 get less than 5% of of the clicks in organic 32
- 33. #C3NY HIGHEST CPC COLLABORATION • 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits • 137 people have found same problem at their company
- 34. #C3NY TIPS: • Ensure you have adequate PPC budgets for newly ranking organic since click rate will increase • Once organic introduces, day part paid to see cannibalization • Monitor brand and non-brand performance 34
- 35. #C3NY STEP 2– PROXIMITY PERFORMANCE
- 36. #C3NY QUESTION 2: When they are both ranking are they the right ones? • Does the paid listing represent the “interest” of the searcher? • Is the organic listing the “PLP” • Does the organic represent the interest of the searcher? 36
- 37. #C3NY PROXIMITY MAXIMIZATION 37 Review the simultaneous paid and organic performance – it may actually surprise you!
- 38. #C3NY TIPS: • Test matched/opposite paid and organic offers • Change organic snippet & Fetch as Googlebot • Change HTML titles on site links to match intent • Find the best combination and lock it down! 38
- 39. #C3NY STEP 3 – FIND ANOMALIES
- 40. #C3NY QUESTION 3: How to I maximize performance? • When both rank, does one convert better than the other? 40
- 41. #C3NY HIGH CONVERTING PAID LISTINGS 41
- 43. #C3NY STEP 4 – MAXIMIZE THE SHELF
- 44. #C3NY
- 45. #C3NY ARE THEY SHARING DATA?
- 46. #C3NY MAXIMIZE THE SHELF! • Have we maximized ShelfSpace? • Are the “assets” collaborating? • What is the “intent of the searcher? • What is the device of the searcher? • What is the location of the searcher? • What price point is optimal for phrase and the location?
- 48. #C3NY KEY STEPS TO SUCCESSFUL CO-OP • Understand the “real” performance of keywords • Understand the “intent” of the user queries • Understand value of “proximity” of paid and organic • Do anything other than just collecting in Excel
- 49. #C3NY Thank You