SEO & PPCThe Classic One / Two Punch

To DominateMarty Weintraub, CEO

@aimClear

Thinking About MarketingIn a More Holistic Light

Marty Weintraub, CEO

@aimClear

Or…

ho·lis·tic/hōˈlistik/“Characterized by

comprehension of the parts of something as intimately

interconnected & explicable only by reference to the whole”

-Wikipedia

Marty Weintraub

• CEO Of aimClear®, Agency• Social, SEO,& SEM Online Pro Since 1993• 15 Billion FB Ads Impressions Since 2007• Client Credits: Martha Stewart, Siemens,

3M, Ning, Local.com, Many Others.

Marty Weintraub

• CEO Of aimClear®, Agency• Social, SEO,& SEM Online Pro Since 1993• 15 Billion FB Ads Impressions Since 2007• Client Credits: Martha Stewart, Siemens,

3M, Ning, Local.com, Many Others.

So What’s

Important?

Paid Above Fold

Organic (SEO)

Kingmaker

Organic

Paid

Today’s Discussion• Search Marketing & Intent• Contextual Marketing• SEO’s Effect On Advertising ROI• Facebook PPC’s Effect On SEO• Excellent Questions • Modern SEO KPIs

Search & Intent

• Search (Users Asking Questions)• Paid& Organic

2 Fundamental Types of Marketing

Venerable “SEO”

Intent Revealed

• Are Searchers Looking to Buy?• Do They Seek Information?• Trying To Find a Specific Site (Navigational)?• Crucially Subtle Intent: Surgery vs. Surgeon

Intent (Keyword) Research

Mash Clarifying Words with Intent

“Intent” Takes All Different Forms

Inferred Intent

What Is SEO?

Channel Mania

“SEO” By Participation

2nd Fundamental Type of Marketing

• Contextual (Walk By)• Paid & Organic

Contextual Marketing

• Walk-By Traffic, Nobody Searches

Contextual Marketing Is Timeless

• Driving North on HW, Hotel Billboard

Traditional Display Channels

• Tire Ad in Sports Section

Classic User Targeting

• Ads on Hockey Boards

Rocking Contextual PPC

• Massive Volume• Targeting Downright Creepy

Facebook Ads

• Highly Targeted Contextual Inventory

LinkedIn Ads

LinkedIn Ads

Deadeye Retargeting

Organic Contextual (Social Media)

• Free Social Channels For Participation• Marketing By Participation

SEO’s Effect On Advertising ROI

Classic Pay Per Click Metrics

Google.com/webmasters

Technical & Semantic SEO

MARKETINGTechnical SEO &

Overlooked, SEO “Ads”

+79.8%

Improved SEO

Cost Of PPC:$6,587PPC Conversions 274CPA PPC + Old SEO$15.91CPA PPC + New SEO $6.57Factor 6K Agency Fee $12.56

414 conversions1002 conversions

Case Study:Effect Of Facebook Ads

Organic Search

PPC

PPC

After FB Ads

PPC

Organic Search

PPC

PPC

14.3%

47.9%

$17,768.81

Net Contingent On Margin

+ Transient SEO Lift

Excellent Questions

• PPC For Brand Terms?• How To Measure Social Conversion?• Why FB/LinkedIn Ads In Light Of $• What Program Yields Greatest ROI?

Thank You!Marty Weintraub, CEO

@aimClear