Optimize for the Sale:Unique PPC & SEO Challenges for Ecommerce

ERIK DAFFORN

• President of Intrapromote• Speaker at SMX Advanced• Co-Author of SEO Secrets• Editor of Search Engine

Visibility

@erikdafforn

KAYLA KURTZ

• Senior Digital Advisor @ Hanapin

• 2nd most widely-read writer on PPC Hero

• Keynote Speaker at Search Exchange Internet Marketing Conf. 2013

• Emcee of HeroConf Paid Search Conference

@one800kayla

What’s special about

managing PPC & SEO

for eCommerce

?

eCommerce

more “control”

Main Topics

Budget – how do you set PPC or SEO budgets for eCommerce accounts, both initially and on-

going?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics

SERP visibility – how can PPC or SEO managers ensure they’re maximizing their results page

real estate?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics

Account/Campaign Structure – what are the differences in keyword scope, campaign

structures or content focuses for SEO & PPC eCommerce accounts?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics

Reporting – do/should PPC or SEO managers report at a different frequency for

eCommerce accounts? What metrics are most important?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics

Long Term Optimization/Success – once the account manager starts hitting goals for PPC or SEO, how can they continue driving value

& success for the account?

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Poll Questions!

How long have you been involved in SEM?

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

Have questions throughout the webinar? Use #ppcseo on Twitter!

Main Topics:Poll Questions!

How do you manage your SEM accounts?

A. I manage it myselfB. I’m a part of a team that manages itC. I outsource my account managementD. I’m rethinking how my account is managed

Have questions throughout the webinar? Use #ppcseo on Twitter!

Spotting Vulnerabilities - SEOBudgets - SEO

• Architecture• Content• Analytics

No magic formula!

Spotting Vulnerabilities - SEOBudgets - PPC

Where are you not seeing a positive return?

Spotting Vulnerabilities - SEOBudgets - PPC

Check the market, based on the terms you want to target…

…then do the backwards math.

Spotting Vulnerabilities - SEOBudgets - PPC

For on-going budget, pledge X% of profit from PPC back to campaigns.

Spotting Vulnerabilities - SEOSERP Visibility - SEO

• Control the Above-the-Fold Region

Spotting Vulnerabilities - SEOSERP Visibility - SEO

• Control the Above-the-Fold Region

Spotting Vulnerabilities - SEOSERP Visibility - SEO

• Control the Above-the-Fold Region

Spotting Vulnerabilities - SEOSERP Visibility - SEO

• Control the Above-the-Fold Region

Spotting Vulnerabilities - SEOSERP Visibility - PPC

Avoid customer confusion – audit networks, targets & messaging!

Spotting Vulnerabilities - SEOCampaign Structure - SEO

1. Get them there2. Keep them there

Crawling > Indexing > Ranking > Traffic > Action

Spotting Vulnerabilities - SEOCampaign Structure - SEO

• Structured data

Spotting Vulnerabilities - SEOCampaign Structure - SEO

• Pagination

Spotting Vulnerabilities - SEOCampaign Structure - SEO

• XML Validation

Spotting Vulnerabilities - SEOCampaign Structure - SEO

• Content!

Spotting Vulnerabilities - SEOCampaign Structure - SEO

• Reviews and Interaction

Spotting Vulnerabilities - SEOAccount Structure - PPC

CAMPAIGNProduct Category/Subcategory

AD GROUPSubcategory/Style

AD GROUPSubcategory/Style

AD GROUPSubcategory/Style

KEYWORDSLong-tail

KEYWORDSLong-tail

KEYWORDSLong-tail

KEYWORDSShort-tail

KEYWORDSShort-tail

KEYWORDSShort-tail

KEYWORDSAll match types

KEYWORDSAll match types

KEYWORDSAll match types

CAMPAIGNStilettos

AD GROUPBrands

AD GROUPMaterial

AD GROUPColor

KEYWORDSJimmy choo stilettos

KEYWORDS[Leather stilettos]

KEYWORDS“buy red stilettos”

KEYWORDS[brand name stilettos]

KEYWORDS“patent leather stilettos”

KEYWORDSColorful stilettos

KEYWORDS“buy louboutin stilletos”

KEYWORDSSuede stilettos

KEYWORDS[black stilettos]

KEYWORDS[stilettos manola blahnik]

KEYWORDS“studded stilettos”

KEYWORDSStilettos metallic

Kayla’s

Kicks

For keyword coverage…

…cover all your bases.

Account Structure - PPC

Main Topics:Poll Questions!

Do you focus on mostly short or long-tail KWs for your eCommerce account keyword scope?

A. Mostly short-tail (more search volume)B. Mostly long-tail (higher ROI)C. Both, but mostly weighted toward one or the otherD. Both, nearly 50/50 split

Have questions throughout the webinar? Use #ppcseo on Twitter!

Spotting Vulnerabilities - SEOReporting - SEO

• Focus

Spotting Vulnerabilities - SEOReporting - SEO

• eCommerce

Spotting Vulnerabilities - SEOReporting - SEO

• Avoid distraction!

Spotting Vulnerabilities - SEOReporting - SEO

• Coopetition

Spotting Vulnerabilities - SEOReporting - PPC

Frequency of reports – potentially higher with the additional wave of end-game data.

Spotting Vulnerabilities - SEOReporting - PPC

Metrics to report on:• ROAS (duh)• CTR• Quality Score• Avg. Position/CPC• Avg. PPC Sale Value

Spotting Vulnerabilities - SEOLong Term Results - SEO

• New indexing techniques• Keep the customer engaged

and returning• Always be composing (ABC)

Spotting Vulnerabilities - SEOLong Term Results - PPC

Round Up!

Have questions throughout the webinar? Use #ppcseo on Twitter!

PPC & SEO campaigns certainly have special nuances to consider & strategize around when it comes to eCommerce accounts.

Implement those best practices that still apply, and allow for a higher degree of control/responsibility/optimization in order to succeed.

Main Topics:Poll Questions!

Which exclusive webinar offer(s) are you interested in?

A. Free Google Webmaster Tools audit from IntrapromoteB. Free account consultation (Solutions Blueprint) with

Hanapin MarketingC. NeitherD. Both

Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for eCommerce. #ppcseo

• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/Password: webinar126

• Get a free account consultation (Solutions Blueprint) from Hanapin Marketing:

http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or contact us directly:• Erik Dafforn: erik@intrapromote.com• Kayla Kurtz: kayla.kurtz@hanapinmarketing.com

Your Questions!

THANK YOU!