© IDM Academy 2008 Getting the Most from Search - Integration, Ethics & Testing for Success Simon...

© IDM Academy 2008

Getting the Most from Search- Integration, Ethics & Testing for Success

Simon HeyesHead of Sales Operations

[email protected]+44(0)131 561 1783

© IDM Academy 2008

Overview

In the UK, internet advertising is accelerating nine times faster than the entire advertising sector - and Paid Search accounts for over 55% of online ad spend.

Ethics – Do’s and Don’ts

Differences between Organic and Paid

Optimise, Co-ordinate, Review

Analytics is crucial

New search applications to think about….

Questions

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Ethics - SEO

Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy…

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Ethics - SEO

The effect of being penalised by Google….

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Ethics - SEO

Bigmouthmedia ensure our clients brands are protected online. We were talking about ethics long before it became trendy…

Do’s Stick to the guidelines published by the search engines

Think of your users as well as the search engines

Don’t’s Hide text or links

Link buying

Link farms

‘Doorway pages’ (circa 1986)

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Ethics - PPC

As of 5th May, Google will open up trademark bidding in the UK

To bid or not to bid on competitors brand terms?

Quality Score

Brief your affiliates

Re-focus on your brand strength

Be prepared

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“Think about users first….adding value for users will add value to your search marketing campaign”

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Integrating Search – 3 Steps

The algorithms for SEO and PPC have evolved. Integration is more important than it has ever been

Optimise Site and campaigns

Coordinate Efforts and strategies

Review Trends and Analytics data

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Optimise - Content

Content is king (as they say)

Content rich sites, with useful information for users

Simple and effective cross linking for upselling products or services

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Optimise - Content

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Optimise - Content




TIP – fresh content on your homepage (e.g. news, “today’s picks” etc)

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Optimise - Content




TIP – changing content on your homepage (e.g. news, “today’s picks” etc)

Optimising content is no longer just about website copy….

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Google Universal Search

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Google Universal Search

SEO is no longer just about optimising text content

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Google Universal SearchImages

Videos

Social Media

News and PR

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Optimise – Quality Score

Bidding a maximum amount for the top keyword position is a thing of the past

CTRRelevancy of

Ad Text

Historical

Performance

of Keywords

Relevancy of Landing

Page

Loading Time for Landing

Page

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Bidding a maximum amount for the top keyword position is a thing of the past

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Improved Quality Score can mean;

More traffic for the same cost

Same traffic for less cost

More robust positions

Better ROI

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Coordinate – PPC and SEO

Quality Score factors;

CTRRelevancy of

Ad Text

Historical

Performance

of Keywords

Relevancy of Landing

Page

Loading Time for Landing

Page

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Coordinate – Ad Text

Co-ordinating ad text;

X

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Coordinate – Ad Text

Co-ordinating ad text;

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Coordinate – Landing Pages

Google Website Optimiser allows you to test different landing pages for PPC

TIPS

Relevant content

Relevant to ad text

KNOW YOUR KEYWORDS

One keyphase per page

One call to action

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Coordinate – Landing Pages

The result means you can optimise one page for SEO, and use the same page as a PPC landing page

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Coordinate – Landing PagesThe result means you can optimise one page for SEO, and use the same page as a PPC landing page

Relevant content for good organic search positions…..

And a targeted page to enhance Quality Score…

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Analytics and Tracking

All major analytics providers will allow you to track conversions and monitor traffic rates

Identify key traffic sources

Differentiate between paid for and natural search engine traffic

Drop off rates

Bounce rates

Shopping cart abandonment

Sign ups, transactions, downloads etc

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Begin to start thinking holistically about your online marketing. Click path analysis can help track SEO, PPC, affiliates and display campaigns

Click OneDisplay Advert

Click TwoSEO Listing

Click ThreePPC Keyword

SALE

Underlines the importance of viewing your online marketing as a whole – removing budget from one area of online marketing could have a big impact on your PPC

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Final Thoughts

If you have spare time, think of ways other sites can send traffic to yours…

Offer something DIFFERENT

Be QUIRKY

Low cost/resource = High Traffic Return

e.g. Facebook applications

© IDM Academy 2008

Final Thoughts

If you have spare time, think of ways other sites can send traffic to yours…

Offer something DIFFERENT

Be QUIRKY

Low cost/resource = High Traffic Return

e.g. Facebook applications

Google Gadgets / widgets

© IDM Academy 2008 Getting the Most from Search - Integration, Ethics & Testing for Success Simon...

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