PPC is dead, long live to SEO

10%

0%

6x

3x

3x9x

3x

5x

3x

10x

3x

50:50

My TOP 10 goals1) Efektivnost2) Časová úspora3) Bezchybnost4) Přehlednost5) Složitost6) Automatizace7) Flexibilita8) Riziko9) IT / BI kapacita

10) Byznysová priorita

SEO vs. PPC... not any more!

99% always on campaign are fully automatic

How to do it fully automatic?

2018

How to do it fully automatic?

DSA + tROAS = i SEO

SEO + PPC creative in SERP

SEO + PPC creative in SERP

SEO + PPC creative in SERP

SEO + PPC creative in SERP??? Potencial = longer headline, more info

??? Potencial = longer headline, more info

SEO + PPC creative in SERP

SEO + PPC creative in SERP

SEO + PPC creative in SERP

eCPC tROAS

Search

YOY Q4 searchSessions +31%

Avg. CPC +6%

CR + 38 %

AOV -1%

Revenue +79 %

ROI +33 %

Under control!

DSA evolving!!! You are not...

2011 2019

Doplnit vývoj DSA

Tom vysvětlí...

What DSA cover and you probably notYOU

● general● category● category + properties● category + manufacture● category + TOP param● product● product line● manufacture● Synonyms● compatition● brand

DSA

● general - not best option● category● category + properties● category + manufacture● category + properties + manufacture (low search volume)● category + TOP param● category + all param● product● product + all param● product line ● product line + all param● manufacture - not best option● Synonyms● compatition● other languages● special characters● trademarks = no problem● 404● brand

Be aware… DSA crawling all!!!

Be aware… DSA crawling everything!!!

Exclude!

Example Alternativy

Example Alternativy

Example Category

Example Category

Example Category + Filtr

Example Category + Filtr

Example Product

Example Product

Example Accessories

Example Accessories

Example Review

Problem with long product name? DSA solve it...

Headline 1 Headline 2 Headline 3 or domain

Title param

Max. 30 characters Max. 30 characters Max. 30 characters

DSA cheats

ETA now 90 character possible...

What you lose with DSA + tROASYou don't control search queries, Content does!

You don't control on title of text ads, SEO/Content does!

You don't control bids, Google (tROAS) does!

You don't control which Landing page you show, Google (tROAS) does!

You don't know your Score quality, Google does!

What will PPC specialist do?

Maybe… SEO

OR...● Testing more creatives● KW research for SEO / Content● Testing Headlines and filter names● Landing page results and add new LP (product lines, test, comparing)● Focus more on extensions or RLSA● Apps

and other…

PLA/CSS, RTB, App, Vendor marketing, Affiliate - PPC specialistLanding page, content, filters, SEO, competition - SEO/Content specialistAnalytics, Multichannel, Attribution - GA analyticsData,Segmentation, Reporting - BI specialistAPI and Other products - IT