@danielgilbert44

Better Together PPC and SEO

Daniel Gilbert

@danielgilbert44

Hi, I’m Dan Gilbert

• 35 Super-geeks • $200M Ad Spend • “Best PPC Agency in the world”*

*According to a Survey of me

@danielgilbert44

What do SE(h)Os do?

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@danielgilbert44

Selling Number 1 on the Google

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@danielgilbert44

What do they want?

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• Practical tips on how to be better at SEO

• Links • More Monies

@danielgilbert44

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• Mysterious • Wears a black hat

SEO PPC • Faster than a speeding bullet • Able to leap tall SERPs in a single bound • Laser focused

How could we ever work together?

•Handsome, outgoing, humble

•Lives in dark cave, misogynistic alcoholic

• Enemy called The Penguin

@danielgilbert44

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PPC Supports SEO

Image credit: fishnbacon.tumblr.com

@danielgilbert44

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We can help you with copy

@danielgilbert44

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How is Quality Score calculated?

prCTR Other shtuff

Brainlabs - Quality Score*

*Source – my own eyes

CTR vs QS

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We needed to get good at copy testing

http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion

@danielgilbert44

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We Can Test Your SEO Copy

Test different title tags in the headlines.

Test meta descriptions in the ad body

See which sitelinks get clicks

Test headlines & images on GDN

Or just share results from previous experiments

@danielgilbert44

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Ideas for testing

Pricing Discounts Locations Shipping Range

Exclusivity Quality Calls-To-Action Display URLs Time sensitivity

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Impact of ad testing

Brad Geddes (@bgtheory) has some interesting examples as follows:

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Construction of an ad

This is what I think an ad should look like: If you think you can’t be creative with 25 character Headlines, check out Marty Weintraub’s SMX slides

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How to set up an ad test

1. Keyword testing = SKAGs 2. Concept testing = campaign/account wide

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Keyword testing – 1 kw/AG

Ad Group 1: Nike Shoes

“Buy Nike Shoes” CTR = 10% [nike shoes]

Ad Group 2: Pink Nike Shoes

“Buy Pink Nike Shoes” CTR = 25%

[pink nike shoes]

1 Ad Group: Nike Shoes

“Buy Nike Shoes” CTR = 10%

“Buy Pink Nike

Shoes” CTR = 0.5%

[nike shoes]

[pink nike shoes]

@danielgilbert44

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Concept Testing: Tools

1. Adalysis 2. Optmyzr 3. Native AdWords tools

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SEO Supports PPC

@danielgilbert44

Studies show that having organic listings and PPC ads on the same results page gives you more clicks than if you just had the organic.

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SEO Supports PPC

Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012

@danielgilbert44

Link your AdWords account to your Webmaster Tools/Search Console.

Then Google will tell you the clicks, impressions/queries and position of your organic listings and paid ads – when they appeared separately and when they were together.

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Paid & Organic Report

@danielgilbert44

Blended Brainlabs clients (non brand terms only) :

But we can’t connect this to conversions

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Paid & Organic Report

Ad CTR Organic CTR Overall CTR

Ad only 2.82% - 2.82%

Both shown 4.76% 4.10% 8.86%

Organic only - 3.63% 3.63%

@danielgilbert44

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SEO Supports PPC

CTR and conversion rate are higher when there’s an organic listing.

We analysed data for our clients from AdWords and SEMrush...

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In Top 10 Organic Results

Not in Top 10 Organic Results

Ad

CTR

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In Top 10 Organic Results

Not in Top 10 Organic Results

Ad

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@danielgilbert44

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SEO Supports PPC

There’s much less difference in conversion rate, but CTR is still more than double

Is that just because you rank best for the most relevant terms?

We excluded searches containing brand terms...

0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80%

In Top 10 Organic Results

Not in Top 10 Organic Results

Ad

CTR

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In Top 10 Organic Results

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@danielgilbert44

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Correlation or Causation?

“GREAT BUT IS IT CAUSAL YA PPC PUNK?”

@danielgilbert44

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Let’s look at some data

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Bubbles!

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What does the data show?

Not sharing the R² - too dangerous to look at averages

Only a selection of the clients where we did see a pattern

Normalised for chaning PPC positions, seasonality and competitors

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What does the data show?

• No meaningful impact on CR • No meaningful impact in lower positions

• Measurable increase in CTR for higher positions • Measurable decrease in CTR for reverse trend

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We have a hero

@danielgilbert44

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Conclusions

SEOs can learn from PPC copy experts

Presence in organic effect on CTR

SEO people should get some of our budget

Next: Quantify the precise improvement for your business/clients... And get yourselves some ad $$$

Next: what does this look like on Mobile?

@danielgilbert44

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Open-source code

Here’s all the code you need for SEMrush API

http://www.brainlabsdigital.com/blog/

@danielgilbert44

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More Open-source madness! Try labelling your PPC keywords with your and your competitors’ positions!

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The End!

daniel.g@brainlabsdigital.com @danielgilbert44