In this presentation, CEO of Directive Consulting, Garrett Mehrguth, and Hanapin’s Senior Account Manager, Matt Umbro, will show you how you can best merge your PPC and SEO worlds and achieve cross-channel success.

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&
Dominate SEO and PPC
Listings With These
5 Tactics
HOSTED BY:
&

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Presenters
• Garrett Mehrguth
– CEO of Directive Consulting
– @gmehrguth
• Matt Umbro
– Senior Account Manager at Hanapin
Marketing
– PPC Hero Blogger
– @Matt_Umbro

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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1) Analyze Headlines
PPC double headlines including hyphen between the
headlines can be up to 63 characters - Organic page
titles generally show up to 65 characters
Use your best performing PPC headlines as
your organic page titles!

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1) Analyze Headlines

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1) Analyze Headlines
Review performance:

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2) Paid & Organic Report
Ensure you have linked Search Console to AdWords

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2) Paid & Organic Report

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2) Paid & Organic Report
Main takeaways:
● “Puma drift cat” sees more organic clicks and queries than paid
search, but organic average position is 20.2 compared to 3.5 for
paid
● “Puma sneakers” only has a paid presence
● 1 instance where “Puma shoe store near me” has shown a paid
and organic listing at the same time

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2) Paid & Organic Report
Subsequent action items:
● “Puma drift cat” is seeing organic traffic - it may be beneficial to
bid higher on this keyword or add query to account
● If we see more paid traffic for “Puma sneakers,” we may
consider optimizing this query for organic
● “Puma shoe store near me” sees both organic and paid traffic -
we should continue to optimize for this query

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3) SEO Keyword Research
Use your PPC queries and keywords to help
find potential organic keywords you can
optimize your site around

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3) SEO Keyword Research

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3) SEO Keyword Research
Subsequent action items:
● Map keywords to specific page(s)
● Potentially create new pages solely around top performers
● Utilize keywords on site, including:
○ Page titles
○ Content
○ Anchor text

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4) Use Answer The Public for KW’s
Use Answerthepublic.com to find out how
users buy your product or service? What
questions they have? What they need to
know before they’re willing to buy?

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4) Use Answer The Public for KW’s
● Learn the buying journey
● Craft custom SKAGs for PPC
● Build content for SEO
● Test and learn

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5) Use “The Wildcard” for long-tail kw’s
By using “_” after (or before your keywords)
you can find the top long-tail queries in
Google for your keyword.

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5) Use “The Wildcard” for long-tail kw’s
● Keyword tools often miss opps
● Type _ before or after kw
● Learn the info your buyer needs
● Create content + launch ads

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Bonus! “Pay for Rankings”
Seriously, you can “Pay for Rankings”
without breaking the rules. Paid lists and
review sites are terrific ways to pair organic
conversion rates with paid traffic.

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Bonus! “Pay for Rankings”

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Bonus! “Pay for Rankings”
● Use modifiers to find best opps
○ “best”, “top”, “reviews”
● Identify top paid lists
● Build custom landing page
● Setup ads on sites in GDN
● Launch...relax

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Offers!
A. Free Search Assessment (includes 100+ point SEO audit,
actionable PPC recommendations, fixed rate quote)
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
» Hanapin Feedback: marketing@hanapinmarketing.com
Directive Consulting Feedback: gmehrguth@directiveconsulting.com