This document summarizes a webinar on using paid search (PPC) and search engine optimization (SEO) strategies together effectively. The webinar was hosted by Nicolette Beard from Raven Tools and Roopa Carpenter from Hanapin Marketing. It included polls to gauge attendee experience with PPC and discussions of how SEO and PPC can complement each other to maximize exposure on search engine results pages. Specific tactics covered included using SEO data to identify new keyword opportunities, matching ad content to searcher intent, and testing landing pages to improve user experience and conversions.

1. #thinkppc
&HOSTED BY:

2. #thinkppc
Presenters
• Nicolette Beard
– Digital Marketing Manager at Raven Tools
– @RavenNickiB
• Roopa Carpenter
– CRO Manager at Hanapin Marketing.
– @roopacarpenter

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

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

5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

6. #thinkppc
SEO? PPC? Why
Not Do Both!

7. #thinkppc
The Truth:
SEO and PPC are not completely separate
strategies
While both have different features, both address advertising
for search: Search
PPCSEO

8. #thinkppc
Something’s Not Right Here
Joe Plumber’s Shop
www.JoePlumberShop.com

9. #thinkppc
Something’s Not Right Here
Joe Plumber’s Shop
www.JoePlumberShop.com

10. #thinkppc
Use SEO & PPC to Compliment Each Other
Win the Fight on Real Estate
● Combining your SEO
& PPC efforts
increase your
exposure on search
engine results pages
(SERPs)

11. #thinkppc
Give the “You Da Man” impression
● Searchers feel that
your company is an
established presence
within the industry

12. #thinkppc
Be Da Man with Your Own Brand
● Client Pushback: Why Should I Pay for Clicks on My Own
Brand
○ Branded traffic is already qualified and cheap (think low
CPA’s and high ROAS)
■ Ex. One E-Commerce client has an average CPA of
$30 and ROAS of 450%. The Branded campaign
has a $1.26 CPA and a ROAS of 12,600%
○ Take up that valuable real estate on SERPs

13. #thinkppc
If you don’t do it, your competitors will!!
● Ex. A company used to bid on brand.
Then a new executive came in and
decided to shut that down and rely
only on SEO for brand traffic.
● Result: Performance tanked,
competitors took over the paid search
rankings.
● Ultimate result: This company is back
to PPC advertising on Brand.

14. #thinkppc
How to Gain a
Killer Advantage by
Using PPC & SEO

15. #thinkppc
Advantages of a Cohesive PPC and SEO Strategy
Identify low hanging fruit
No more missed opportunities
Use Google Webmaster Tools to identify words with high clicks/visits but only a
few impressions.
◉This could represent a new keyword to start targeting in paid search.

16. #thinkppc
Low Impressions But High Click Through

17. #thinkppc
Know Where Your Customers are in the Sales
Funnel

18. #thinkppc
Advantages of a Cohesive PPC and SEO Strategy
Match keywords to search behavior & intent
Know where your customers are in the sales funnel
Create AdGroups and write copy depending on where your customers are in the
buying cycle.
◉For example, use modifiers for your top performing keywords, like
“buy,” “price” and “shop,” for late stage customers vs. “best” or
“reviews” for those just beginning the online buying journey.

19. #thinkppc
Advantages of a Cohesive PPC and SEO Strategy
Determine true ROI for SEO vs. PPC
Competition may make SEO cost prohibitive
SEO is not free. You want to determine the ROI of getting to the top spot versus
the ROI of running PPC ads.
◉How much content do you need to create?
◉How many resources do you have to promote that content?
◉PPC may be more cost effective.

20. #thinkppc
Using SEO To Set Up Your PPC Campaign
Focus on the message
Offer value to users
Think about searcher behavior and how consumers retrieve information. Ad
groups need to represent tight knit themes.
◉Connect with customers using their language
◉Keep landing pages fresh
◉Create unique content

21. #thinkppc
Using SEO To Set Up Your PPC Campaign
Connect with customers using their
language
Focus on keyword themes
Connect the dots with customers in an area in which your company
excels. Give them a reason to click through to your website.
◉Are you solving a problem?
◉Do you have proof your product or service is better?
◉Are your ads tailored to where they are in the buying cycle?

22. #thinkppc
Using SEO To Set Up Your PPC Campaign
Keep landing pages fresh
Identify top landing pages from organic search
While AdWords Quality Score should not be your primary goal, changes in
Google’s algorithm affect paid search through Ad Rank and landing page
relevance..
◉Keep ads fresh with relevant content
◉Manage and measure this metric through Raven

23. #thinkppc
AdWords Quality Score

24. #thinkppc
Using SEO To Set Up Your PPC Campaign
Create unique content
Identify top converting keywords from organic traffic
Compare with keywords in your AdWords campaign and create new content to
match visitors needs.
◉Go to Google Analytics > > Acquision > All Traffic > Source/Medium
then click the Keyword tab (next to the Primary Dimensions menu)

25. #thinkppc
Top Converting Keywords From Organic Traffic

26. #thinkppc
Different Goals But One KPI
What matters most to your business?
◉SEO: Understanding the keyword landscape of a topic
◉PPC: Finding keywords you can bid on
◉Track - Integrate - Refine using the best combination for optimum
conversions

27. #thinkppc
Whether PPC or SEO, We All Need CRO
CRO

28. #thinkppc
First Things First
● Where possible, send PPC traffic to PPC specific landing
pages
● The truth: 80% of PPC traffic goes to an existing website
page (ex. homepage)
○ Consequence: Poor message match, wandering funnel
paths, and ultimately low conversions

29. #thinkppc
● Dedicated landing pages allows you to:
○ Create Good Message match: Ensures that landing
page matches your message in ad copy

30. #thinkppc
Poor Message Match = Confused Users
Submitted landing page for user testing and asked people
where they would click to apply for the program
● Results: 43% of users didn’t click on the form & it took
users around 70 sec to decide where to click

31. #thinkppc
Landing Page Revised
● Meet user expectation by matching the form headline/CTA
button to the CTA in the ad copy

32. #thinkppc
Good Message Match = Happy Users
Submitted landing page for user testing and asked people
where they would click to apply for the program
● Results: 90% of users clicked on the form (70% increase) &
it tooks users around 13 sec to decide where to click (81%
decrease)

33. #thinkppc
Tell Sell the Story
● In PPC, the ad copy is the title to the book
● A successful landing page will provide the persuasive
story:
○ Unique Selling Proposition
○ Compelling Headlines/Subheading
○ Succinct explanation of benefits/features

34. #thinkppc
Tell the Story vs. Sell the Story
● “Umm, so our Company is Joe Plumber Store. We’re okay. Sometimes
people buy plumbing stuff from us. Sometimes they don’t. But we’re
located in your city. So why not give us a try… unless you don’t want
to”
or
● “Shop at the leading supplier for plumbing goods in Indiana. We offer:
■ Free Shipping
■ Largest inventory/guaranteed to be in stock
■ 100% Satisfaction - Free Returns
Shop now and see why over 100,000 customers choose Joe
Plumber’s Store for all their plumbing needs”

35. #thinkppc
Tell the Story vs. Sell the Story
Giving You Everything But the Kitchen Sink

36. #thinkppc
Tell the Story vs. Sell the Story
Giving You Everything But the Kitchen Sink
Highlighting What Probably Matters the Most to You

37. #thinkppc
Tell the Story vs. Sell the Story
Giving You Everything But the Kitchen Sink
Highlighting What Probably Matters the Most to You
Result: 53.5% improvement in conversion rate

38. #thinkppc
Get Them Invested in the Story
○ Personal & Specific Testimonials
■ Watch those stock images
■ Avoid testimonials with general statements (“I liked
Joe Plumber’s store”)

39. #thinkppc
Get Them Invested in the Story

40. #thinkppc
Get Them Invested in the Story

41. #thinkppc
Getting Them Invested Paid Off
Result: 61% improvement in application conversion rate

42. #thinkppc
Ok, I’m sold! Now what do I do!
○ Directional Cues (guide the user)
○ CTA (tell the user what you want them to do)

43. #thinkppc
This is All Great, But What About SEO
● Many of the CRO testing principles will be similar:
● Know Your Goals: Create effective testing
strategy while keeping the end goal in mind
● What pages to test:
○ Use Google Analytics to determine which
landing pages are worth testing (high
traffic, high bounce rate, low conversion
rate)

44. #thinkppc
Keep Visitors in Mind
● Message Match is important for SEO as well:
○ Use clear, compelling and keyword rich text in your H1
tag
○ Headline reassures users that the landing page will
meet their expectation
○ If they feel reassured, they are more likely to stay
engaged with the site instead of hitting the back button

45. #thinkppc

46. #thinkppc
PPC, CRO & SEO Can Work Together
● Ex: PPC landing page test reveals that users searching for
“day care” want to see information regarding “early
childhood education”
● Your day care page on the site ranks #1 for “day care” in
your area
● Potential Strategy: Keep the balance with “day care” but
change the text to focus on “early childcare education”

47. #thinkppc
PPC, CRO & SEO Can Work Together
Example of SEO Elements
Title: Day Care I Joe Plumber’s Day Care
Headline: Education Centered Day Care
Starting Text: Day care should be more than just after school play time.
At Joe Plumber’s, we focus our time with your little one on early childhood
education…
Internal Link Anchor: “Day Care”
External Link Anchor: “Day Care”

48. #thinkppc
Live Poll Question #3
Are you a Raven customer?
#thinkppc
a) Yes, I’m currently in a trial.
b) Yes, I’m a paying Pro or Agency customer.
c) No, but maybe some day.
d) No, just interested in this training class.

49. #thinkppc
Live Q&A Time!

50. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Raven Tools Feedback: nicolette@raventools.com

51. Hero Conf Sneak Peek!

52. Join us in Portland for the only
conference that is 100% PPC

54. Product announcements
from Bing

55. 60% new speakers from
big brands like Cisco and
The American Cancer
Society

57. 7:1 Speaker to attendee ratio

60. LIVE audit sessions for keywords,
bids/budgets & landing pages PLUS
a session on Excel Hacks!

61. Meet several PPC
Heroes in person!

62. Get ready for an
unforgettable
experience

63. From the swag

64. To the food

65. To the unbelievable
night events!

66. Bar Takeovers!

70. Welcome Receptions

74. 1-on-1 workshops
with the experts

76. New Agency Growth
Workshops Offered!

78. Join us in Portland for
Hero Conf 2015!

79. www.heroconf.com