Unleash the true potential of your digital marketing campaigns by understanding how paid media and SEO can work hand in hand to achieve remarkable results. From aligning keyword research and targeting to leveraging data-driven analytics, this master class will equip you with the tools and knowledge needed to optimize your marketing initiatives across channels and maximize your return on investment.

1. MASTER
CLASS
Inna Zeyger
SR. DIRECTOR, DIGITAL MEDUA
AMSIVE DIGITAL
TORONTO, ON ~ MAY 18 - 19, 2023
DIGIMARCONCANADA.CA | #DigiMarConCanada
When PPC Met SEO:
A Love Story of Clicks
and Keywords!

2. When PPC Met SEO:
A Love Story of Clicks and Keywords!

3. What I’m Going to Cover
Agenda
3
• Who am I and why am I here?
Use this time wisely and
please follow me on social
media. Thanks!

4. @InnaZeyger
What I’m Going to Cover
4
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
Use this time wisely and
please follow me on social
media. Thanks!

5. @InnaZeyger
What I’m Going to Cover
5
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
Use this time wisely and
please follow me on social
media. Thanks!

6. @InnaZeyger
What I’m Going to Cover
6
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
• Paid media updates & shifting landscape
Use this time wisely and
please follow me on social
media. Thanks!
Meat & Potatoes

7. @InnaZeyger
What I’m Going to Cover
7
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
• Paid media updates & shifting landscape
• Why SEO & Paid should be collaborating
Use this time wisely and
please follow me on social
media. Thanks!
Meat & Potatoes

8. @InnaZeyger
What I’m Going to Cover
8
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
• Paid media updates & shifting landscape
• Why SEO & Paid should be collaborating
• Sharing is Caring: What information & data points you should be sharing
Use this time wisely and
please follow me on social
media. Thanks!
Meat & Potatoes

9. @InnaZeyger
What I’m Going to Cover
9
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
• Paid media updates & shifting landscape
• Why SEO & Paid should be collaborating
• Sharing is Caring: What information & data points you should be sharing
• Practical (and Easy!) ways to implement shared information
Use this time wisely and
please follow me on social
media. Thanks!
Meat & Potatoes

10. @InnaZeyger
What I’m Going to Cover
10
• Agenda
• Who am I and why am I here?
• What do I do and who do I work for?
• Getting to know you and what you do.
• Paid media updates & shifting landscape
• Why SEO & Paid should be collaborating
• Sharing is Caring: What information & data points you should be sharing
• Practical (and Easy!) ways to implement shared information
• Measure, analyze & monetize
Use this time wisely and
please follow me on social
media. Thanks!
Meat & Potatoes

11. The Fluffy Stuff
Who I am, Work For, What We Do, Who We Work With

12. 12
Who Am I?
Inna Zeyger
Sr. Director, Digital Media
As Senior Director, Digital Media, Inna Zeyger leads Amsive
Digital's media team in managing a diverse portfolio of global
enterprise clients spanning almost every vertical. She has 12
years of digital media experience, dedicating over ten years to
growing Amsive Digital’s media services, developing and
mentoring an A-Team of strategists, and providing thought
leadership in the digital space. Her expertise is in ensuring that
digital strategy aligns with clients’ larger business goals and is
translated and executed expertly across digital media platforms
including search, social, programmatic and more.
Inna is also an adjunct professor teaching digital advertising at
Fordham University, has been lecturing at NYU's school of
Continuing and professional studies for 8+ years, and was a
finalist for Search Engine Land's Female Search Marketer of the
Year 2019.

13. @InnaZeyger
Who I Work For
13
Amsive Digital is a performance-driven digital marketing agency that amplifies results — and business
outcomes.
Industry Experts.
An award-winning agency with over
120+ digital experts specializing in
driving growth for our clients
Amsive, our parent company, provides
us with even more data services + a
strong direct marketing practice |
Backed by H.I.G. Capital, a 34B private
equity fund
Amplified Capabilities.
Full-service Solutions.
Branding | SEO | Paid Media | Social
Influencer | Amazon | E-Commerce
Performance Creative | Experiential
Data + Analytics | Strategy
Nashville, TN New York City, NY

14. @InnaZeyger
What We Do
14
Analytics Is At The Core Of Our
Customer-centric Offerings.
Attribution & CRO
We develop attribution models that
help us create a user-experience that
engages consumers and drives KPIs.
Digital Media
SEO
Social Media
SEM
Creative
Services
Shopper
Marketing
(Amazon)
Content
Marketing
Influencer
Marketing

15. @InnaZeyger
We love being good at what we do.
15
We love being good at what we do.
U.S. Search Awards
Best Use of Search – FMCG Campaign
Best SEO Campaign for Health
Davey Award 2018, 2019, 2020, 2022
Silver Winners | Social Category
Search Engine Land Awards
Best Enterprise SEO Campaign
2018, 2020
Marcom Awards
Platinum and Gold Winners: Website
Design & Development
Communicator Awards
Award of Excellence +
of Distinction
Microsoft Agency Awards
Independent Agency
of the Year
Google
Display Innovation Award
Winner — North America
Conductor
Best in Class Agency
Search Engine Land Awards
Best Overall SEO Initiative – Enterprise
2022
W3, 2022
Silver Winner

16. @InnaZeyger
Who We Know
16
We have premier partnerships with the leading platforms.
Client Benefits:
• Top-tier agency — only allotted to the top 3% of agencies
• Support teams — not just one support representative
• Access to all betas — and most alphas, too
• Weekly office hours with leading platforms
• Access for immersion days and planning support
• Recognition from Google as an Innovation Award Winning Agency +
Microsoft’s Independent Agency of the Year.
Deep Relationships with All Major Advertising Platforms
This includes dedicated representatives, higher-level access, and white-glove servicing.

17. @InnaZeyger
Who We Work With
17
We partner with a wide range of clients across diverse industries and verticals.

18. How many of you do paid
media?

19. How many of you do SEO?

20. When was the last time you talked to
each other?

21. 21

22. 22

23. 23

24. PAID SEARCH

25. The sobering reality
of uncertainty

26. Me finally making
enough money to
make a living
Inflation

27. Shifting consumer
behavior
• Trading down
• Reticence to invest in high-ticket
items or services
• Investing in products and
services for longevity

28. In a world gone mad…
Major layoffs
Thanks
ChatGPT!
Zoom = crime
against
humanity
Cookies
go away
Robots
take over
RECESSION!
US does
something..
again
Big news from
Antarctica
Elon buys
Google
Blue Jays
go to the
World
Series

29. At the beginning of the
pandemic, how many of you
had to reduce media spend?

30. In the last 6 months,
how many of you or your clients have
pulled back on media investment?

31. Continue to invest in
search advertising

32. Don’t Stop Advertising.
Pull back if necessary, but please don’t stop.

33. Outcomes
Results from
many companies
who did not pull
back spend &
increased
investment
How long it took
companies that
pulled spend by
50% to return to
pre-recession
sales revenue
How long it took
companies that
pulled all media
spend to return
to pre-recession
sales revenue

34. You don’t have to outspend
your competition,
…you have to
outsmart them.

35. Optimize with a scalpel,
not a sledgehammer

36. Get a Better
Conversion Rate
• Better Qualify Your Traffic
• Optimize to Deeper KPI’s
• Consider Lead Quality

37. Diversify your
search portfolio

38. “Nearly 40% of Gen Z
prefers using TikTok
& Instagram for search
over Google.”
– Prabhakar Raghavan,
SVP, Google

39. In late 2022,
TikTok launched an
UK ad campaign
positioning it as a
Google replacement

40. • Access to Gen Z & Millennials
• Competitive pricing, possibly better ROI
• Expansive reach and unparalleled engagement
• Clunky UI
• Rollout?
TikTok Search Ads – The Future?

41. Automation & AI

42. Google, Microsoft, Facebook
& most platforms have already embraced…

43. Core
marketing
principals
& process
Enabled
Technologies
for AI & ML
Skilled People
Manu-Automation
Strategic Marketers + Machine learning = Results
Intelligent Delivery
This powerful combination
maximizes digital spend
for the highest ROI.

44. Invest in Landing Page
Experiences
• Personalize the user
experience
• Ensure landing page fulfills
the promise of the ad
• Prioritize by conversion
potential / volume

45. Sharing is Caring

46. 46
What should you be sharing?
Paid Media
• Search keywords (+metrics)
• Search query reports (+metrics)
• Paid search ad copy: top performing
• Paid social ad copy: top performing
• Top performing audiences (in social, search, display, etc)
• Promotional calendars / events / holidays

47. 47
What should you be sharing?
SEO
• Page 1 ranked + striking distance keywords + performance
• Meta titles / meta descriptions
• Top content / organic landing pages
• Google Search Console (GSC) keyword data
• Google Business Profiles (optimizations)
• Organic search trends + performance
• Technical SEO recommendations + mobile page speed optimizations

48. GSC keyword data for paid search keyword expansion / remarketing
Sharing is Caring

49. Practical Application

50. 50
Put it into Practice
Shared Information Application
Search keywords + metrics
Determine profitability of SEO keywords
Search query reports + metrics
Multi-language / regional keyword expansion
(paid & SEO)
Page 1 ranked + striking
distance keywords +
performance
Identify and prioritize keywords too
expensive for paid search but rankable for
organic
Google Search Console data
Use paid search queries to build site content /
FAQs / sitelinks (paid & SEO)

51. 51
Put it into Practice
Shared Information Application
Paid search ad copy Informing messaging for A/B testing
Paid social ad copy Unifying brand message
Meta titles / Meta
descriptions
Better align traffic and messaging to
relevant landing pages / content
Build out additional content based on
messaging testing / performance

52. Top content / organic
landing pages
• Remarketing to top content/SEO
ranking pages with specific ad
copy related to content
• Drive them to more conversion
friendly landing pages
• Use organic social to identify
messaging to use in ad copy and
site content

53. Top Performing Audiences
• Help inform content creation
• GA audience data can inform paid
targeting settings and creative
decisions

54. Measure, analyze +
monetize

55. @InnaZeyger 55

56. Measure & Analyze: Profitability
1. Identify High-Performing
Organic Keywords
• Page 1 Ranked = how much
$$$ you’re already making
• Striking Distance (how
much more $$$ you could
be making
• Tools like GSC or other SEO
analytics platforms can
provide this information
56
• Monetize SEO Ranked Keywords by leveraging data and insights from paid search
campaigns

57. Measure & Analyze: Profitability
1. Identify High-Performing
Organic Keywords
• Page 1 Ranked = how much
$$$ you’re already making
• Striking Distance (how
much more $$$ you could
be making
• Tools like GSC or other SEO
analytics platforms can
provide this information
2. Analyze Paid Search
Metrics
• Gather paid metrics for the
organic ranked keywords
• CTRs (clickthrough rates)
• Conversion rates (please,
please have conversion
tracking)
• CPCs (cost per click)
• ROAS (return on ad spend)
57
• Monetize SEO Ranked Keywords by leveraging data and insights from paid search
campaigns

58. 2. Analyze Paid Search
Metrics
• Gather paid metrics for the
organic ranked keywords
• CTRs (clickthrough rates)
• Conversion rates (please,
please have conversion
tracking)
• CPCs (cost per click)
• ROAS (return on ad spend)
58
3. Determine Keyword
Value = PROFIT
• Apply paid search metrics
with organic performance
of your highly ranked
keywords
• Monetize SEO Ranked Keywords by leveraging data and insights from paid search
campaigns
Measure & Analyze: Profitability
• Page 1 Ranked = how much
$$$ you’re already making
• Striking Distance (how
much more $$$ you could
be making
• Tools like GSC or other SEO
analytics platforms can
provide this information
1. Identify High-Performing
Organic Keywords

59. We're working with the same search demand…
Measure & Analyze
• If both align, it's likely a marketplace / demand
challenge
• If one or the other is markedly different, paid media
challenge

60. @InnaZeyger
Q&A
60
If you took pictures and post them, please tag me
I love feedback/comments/questions! You can
reach me across most social media platforms, via e-
mail and wandering around the conference:
IZeyger@AmsiveDigital.com
@InnaZeyger