Use the ful Power of your PPC Campaigns to push your organic Rankings. How? Come with me in my world where ppc, smm & seo works together :)

1. 1
1

2. Who is Veronika Höller?
● I'm a Global Senior SEO Manager @ CompuGroup
Medical DMCoE
● I work in the digital Marketing Area since 14 years right
now, I'm a Speaker and Award Judge
● Over the years I have worked for agencies, view years as a
freelancer and as in-house digital marketing manager for
big international companies
@HollerVeronika 2

3. Fun fact about Veronika
● I'm a crazy cat Lady, I have 4 cats
● I work since 14 years remote so, I´ve got a little
Zoo in my house - not only cats
● I´m a digital nerd but prefer to read paper
books, I love the smell - crazy I know!
3

4. See the whole user journey – including PPC,
SMM & SEO in one Strategy for more traffic,
better rankings and high qualified leads
● PPC and SEO are like a good marriage,
where one's weaknesses the other can
support
● Social Media Marketing the Underdog - is
more than only an engagement rate
● Brand awareness, traffic, rankings
everything is possible if you bundle all
digital channels into one strategy
4

5. PPC & SEO as
support does it
works?
Don't they cannibalize each other?
I
//
Do you want to get everything out of your website? Then get out of
your silo thinking
5

6. Most people think if I have a good SEO ranking? Then why should
I spend money on Google Ads?
We are on the first organic Position - but the most traffic comes
over the ad
Especially with the most important keywords you
should think about a double strategy - as soon as
the competition also bids on this keyword - it will
always be displayed above your organic ranking and
will probably click more often
6

7. And to answer
the Question
Do they cannibalize each other?
If you had not much budget think about which keywords are the most
important for your company. Step by Step
No, we get more Conversions since
we used Google Ads too.
7

8. Do we need special Landing Pages only for PPC, or can we use our
Websites for advertising?
I would always - direct paid traffic to the website.
Clicks, Interactions,
Downloads, Sells
etc. all this
engagement
happens on your
mainsite
You create one Page with
all important Informations More traffic, more interactions,
more conversions, better rankings
8

9. Own LP's for PPC only
in exceptional cases
such as special offers,
trade fair codes or
content that should
not rank in the organic
search
It's on you - do you want to use the traffic for organic to or not
9

10. A also very frequently Question is: We use Google Ads and are in
1st position, why should we work on SEO?
1. We live in an ad blocker world - Gen Z hates Advertising
2. Good organic positions help to generate more clicks, traffic and
conversions
3. You push the competition out of the top positions
4. you can plan your budget more efficiently
5. You think more about what content you post on the website and how
you place it
6. You can achieve very good rankings for niche keywords
7. more brand awareness and visibility
8. Etc. and many, many more
10

11. PPC & SEO can only work
together - if the SEO
department works together
with the PPC department
Communication is the key :)
11

12. Benefit from your knowledge and your power and create content
together for the pages that increase your conversion and
positively influence your ranking
Think about the user journey - the search query must match with the ad and the content of
the website - the customer has to find what he was looking for - then he stays and converts
SEO´s know exactly what they have to do to that a page ranks on Google & Co.
A PPC Manager knows exactly which wording makes a consumer click the ad
Use the full power of your common knowledge
12

13. Now we understand
why SEO & PPC should
work together, but
what is about Social
Media Marketing?
Social Media is more than Engagement …
13

14. The Underdog Social Media Marketing - mostly used to show the
company from a funny site - use more videos, images and find
employees
The most companies post other
content on the social media platforms
as on the websites or Landing pages.
But what if I told you that this strategy is
now outdated, and we should put more
social media content on our websites?
14

15. You have to come out
of your comfort zone -
it would mean
cross-departmental
collaboration
Really? I have to work with the
PPC Manager, the Social Media
Manager & the Design Team -
maybe also with the Dev Team …
We sit in our silos but together we can
reach our goal so much faster.
15

16. An excuse why social media doesn't work is often the high bounce
rate on the website
Websites that have many pieces of content perform much better and keep users
on the site
Ever thought about why the bounce
rate is so high here?
Because users can't find the content they
find on the social platforms on the
website.
Why not bring a bit of social media to the
site?
16

17. The important thing is
that the landing page
should tell a
structured, clear story -
think of the user
intentions
17

18. Example - Page we use for SEO, PPC & SMM
18

19. We`re starting to create longer Pages with multimedia
Content on the sites
PPC/ Social Media
• We create Ads with the creatives and content we
had on our Landing Page
• We use the Videos, Infographics, the
recommendations on our Social Media Profiles
19

20. SEO
• We structure the page for the Bot and for the user
• Title, meta description, image alt & title tag, structure
data etc.
• We use anchors for better navigation
• We use also FAQ´s & long term keywords
20

21. ● Do they need more information?
● Matching the images to the text?
● Have we a video on the page?
● Infographics, Podcast etc.?
● Can they convert directly if they
want to?
21
Check up

22. We generate Conversions over Social Media, PPC and organic with this Page! The
bounce rate is under 30%, the user stay, read or viewing the videos and convert.
Conversions come over the three channels!
22

23. Why did we go this
strange way, building
more interactive LP`s
in B2B?
Multimedia Content counts much more with MUM
23

24. 24
● I'm an SEO!
● All the channels that end up on my website I
watch!
● I'm a number-oriented SEO, so everything
should perform!
● Videos, podcasts, images everything can rank
organically
● Social media profiles are often on the first page
and provide an enormous database!
● Work together and use the database!
24

25. Summary
We all have one goal - we want the best for our company! And that works if we all get
out of our silos, work together, listen to each other, allow other opinions and go to the
best, most successful digital marketing path together. Sure, it will be not easy, you will
have a lot of discussions, vanities, other opinions etc. - but at the end you find a
solution! When I'm stressed, I go for a walk or hug my cats- or both ;) Find those
persons you can work with!
25

26. 26