Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
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Transcript of Paid Search (PPC) & Natural Search (SEO) Co-optimization Strategies
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Speaker: Warren Lee, SEO Manager, Adobe Tweet @ SEOCUBED (#smx #33D)
In-House SEO And PPC: What You Can Learn From Each Other, Optimally
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
In-House SEO And PPC: What You Can Learn From Each Other
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DON’T PUT A LINE IN THE SAND BETWEEN PAID SEARCH & SEO
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Global Search Alignment
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Paid Search SEO
Site Search
*2013 Team Focus: Maximizing the 3-pillar integration
§ "e Adobe Search Team is responsible for managing and optimizing the Search Experience across the 3 pillars of Search:
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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A paid search strategy that considers targeting buyers across the buyers journey • Each tier has its own unique KPI’s • Types of keywords for each tier will vary by industry • Messaging should align to the tier
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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Web design
Keywords
Learn more, free trial Messaging
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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Adobe Dreamweaver
Keywords
Buy now, Upgrade Messaging
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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Adobe Dreamweaver
Keywords
Buy now, Upgrade Messaging
ALIGN MESSGING TO
PURCHASE INTENT
TIP
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A holistic search strategy that considers the buying cycle
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SEO PAID SEARCH
PAID SEARCH + SEO
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
How to make the best use of your SERP ‘shelf space’.
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
SERP example
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THE SERP PRESENTS SEVERAL STRATEGIC OPTIONS ACROSS PAID AND NATURAL SEARCH
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 13
How can Adobe best allocate its paid search budget while leveraging
its organic search rankings?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Cannibalization vs. Synergy
§ Cannibalization
§ Paid ads take away revenue, visits, trials, orders, etc., that would have otherwise gone to SEO
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$500
$250
$180
$0
$100
$200
$300
$400
$500
$600
Running Only Organic
Running Paid + Organic
Paid
Organic
§ Synergy
§ Presence of paid ads results in a li# in organic (visits, trials, orders, revenue, etc.)
$100
$150
$200
$0
$50
$100
$150
$200
$250
$300
$350
$400
Running Only Organic
Running Paid + Organic
Paid
Organic
*not actual Adobe data *not actual Adobe data
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Both Cannibalization & Synergy
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$200
$120
$180
$0
$50
$100
$150
$200
$250
$300
$350
Running Only Organic
Running Paid + Organic
Paid Organic
*not actual Adobe data
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Test Objectives
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§ Explore the relationship between paid and organic search
§ Cannibalistic, synergistic, or combination of both? To what degree?
§ Quantify impact of paid ads on organic performance
§ Track, monitor, and analyze across all key metrics
§ Derive actionable results
§ Glean insight into how paid and organic should focus their optimization efforts so as to provide the greatest return on investment
§ Analyze trends
§ Provide recommendations for future testing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Case Study 1
§ Objective
§ Test the relationship between paid ads & organic listings. Are there synergies? Is there cannibalization occurring?
§ Strategy
§ Test a group of pre-selected keywords, spli%ing them into 2 equal groups (based on historical performance, rank, etc).
§ Scope
§ 5 weeks
§ 70 keywords
§ Hypothesis
§ Organic listing ads running solo will have higher traffic and more trials and revenue yet Paid ads drive more incremental value
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Test Results - Test Resulted in Paid Search Incremental Value
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Clicks/Visits
Trials Orders Units Revenue Net Revenue Conv% Conversions
Percentage Change
+61% +72% +71% +77% +94% +80% +7% +72%
Revenue
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Running only Organic Running Paid + Organic
Paid
Organic
0
500
1000
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Running only Organic Running Paid + Organic
Paid
Organic
Trials
Across the board running paid + organic resulted in more volume at a higher conversion rate producing more incremental revenue and a higher AOV
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Case Study 2
§ Objective: Increase trial downloads
§ Strategy: Change CTA in Organic page meta descriptions to re'ect “Free Trial Download”
§ Scope:
§ 3 pages updated
§ Test ran 3 weeks
§ Hypothesis: Increased trials from these pages and (hopefully) no effect on Paid performance
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Test Results – Organic Trials
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We also saw a li! in Conversion Rate
0 500
1000 1500 2000 2500 3000 3500 4000 4500 5000
Historical Test Historical Test
Acrobat Test Pages Acrobat Control
Test and control page visits
0
50
100
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Historical Test Historical Test
Acrobat Test Pages Acrobat Control
Test and control page trials Page Name Week Conv%
Acrobat Pro Historical 9.83%
Test 9.93%
Convert PDF Historical 1.83%
Test 2.22%
Edit PDF Historical 3.72%
Test 5.11%
32%
5%
45%
8%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Case Study 3
§ Objective: Determine impact of using top paid ad copy including promotional offer in SEO meta data for new Creative Cloud product.
§ Strategy: Change CTA in Organic page meta descriptions to re'ect “40% off discount”
§ Hypothesis: We will expect synergy between paid and natural performance, and and increase in visits and orders. Paid CPC may increase and paid ROI may decrease.
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Awareness
Consideration
Purchase
Meta descriptions targeted at different points in the purchase funnel
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Scope / Methodology
NORTH AMERICA
u Test Start Date: July 10, 2012
u Test End Date: August 14, 2012
Japan
u Test Start Date: July 20, 2012
u Test End Date: August 16, 2012
u Meta descriptions were changed at the same time every week
u Tracked hourly till they appear on Google
u Normalized to a 7-day week
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
SOLVE FOR KEYWORD UNKNOWN
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FOR EXAMPLE: Total visits to a certain page – 100 KW unavailable – 40 KW1 – 30 KW2 – 20 KW3 – 10 To get the adjusted number for KW1: ( 40 / (100-40) + 1 ) * 30 = ( (40/60) + 1 )*30 = 1.67 * 30 = 50 For KW2: 1.67 * 20 = KW2 adjusted 33.3 (33 rounded) For KW3: 1.67 * 10 = KW3 adjusted 16.7 (17 rounded) Total of the 3 adjusted numbers = 50+33+17 = 100
( KW Unavailable / (Total Entry Page Visits – KW Unavailable) + 1 ) * KW
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Test Group across all Metrics
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0
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Baseline Promo Normal
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Baseline Promo Normal
UNITS
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Baseline Promo Normal
REVENUE
VISITS
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Baseline Promo Normal
ORDERS
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Control Group across all metrics
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Baseline Promo Normal
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Baseline Promo Normal
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Baseline Promo Normal
UNITS REVENUE
VISITS ORDERS
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Clearly the results were surprising!
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
"ank you
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 28
QUESTIONS? FEEL FREE TO FOLLOW UP WITH QUESTIONS. TWITTER: @ SEOCUBED
"ank you!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
RESOURCES
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THE BUYING CYCLE: h%p://support.google.com/adwords/certi!cation/bin/answer.py?hl=en-AU&answer=19450 GOOGLE STUDY (2011): h%p://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html h%p://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/pubs/archive/37161.pdf GOOGLE STUDY (2012): h%p://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html ADDITIONAL LINKS: h%p://support.google.com/adwords/certi!cation/bin/answer.py?hl=en-AU&answer=19450
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
APPENDIX
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Google Study
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Google Study
GOOGLE SAYS PAID SEARCH IS INCREMENTAL.
BUT… § 81% of Displayed Search Ads Had No
Associated Organic Result
§ More than half of data was holiday data
§ Only looked at clicks, not conversions or other KPIs
§ Made no distinction between brand ad and non-brand ads
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Google Study
GOOGLE SAYS PAID SEARCH IS INCREMENTAL.
BUT… § 81% of Displayed Search Ads Had No
Associated Organic Result
§ More than half of data was holiday data
§ Only looked at clicks, not conversions or other KPIs
§ Made no distinction between brand ad and non-brand ads
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<- SO TEST FOR YOUR SELF!!