PPC SEO CRO overview

48 Slides | Nick Garner 2011 | Unibet© Unibet Group plc 2011

SEO / PPC / CRO

© Unibet Group plc 2011

48 Slides | Nick Garner 2011 | Unibet2

Search for financial services

Build an integrated search strategy covering: – Search engine optimisation, – Pay per click marketing – Conversion optimisation.


Some orientation


There is a tug of war between you and Google

You pay less, get more ££ You pay more to be on Google, earn less ££


The Internet in keyword termsInformation Web: Less Competition &more traffic

Navigational web: i.e. Brand name searches

Commercial Web: Users in ‘buying’ mode

The usual index where a small percentage of users convert on ‘information’ searches.

They convert on ‘brand’ searches.

And convert on ‘commercial’ searches, but you have to pay to be there.


The ideal mix for a brandNavigational web: i.e. Brand name searches

Information Web: Less Competition &more traffic

Commercial Web: Users in ‘buying’ mode

Ideally, for a brand, users convert on high traffic, low competition ‘information’ searches. I.e. ‘Understanding how mortgages work’

They convert heavily on ‘brand’ searches.

And so spend less effort on competing for expensive ‘commercial’ searches


The ideal mix for GoogleNavigational web: i.e. Brand name searches

Information Web: Less commercial, less competition &more trafficCommercial Web:

Users in ‘buying’ mode

Ideally, Google wants users to only convert on ‘commercial’ searches. i.e. ‘buy mortgage’

Not all brands can rank here naturally. Only easy exposure is via paid search

Users ideally use non commercial ‘information’ searches to prepare for a buying decision i.e. ‘forums which tracking rate is best big deposit’


SEO


SEO is complex


How to think about search engine optimisation– Make things easier for humans to find– Be relevant to users when they arrive– Get lots of ‘votes’ from users


SEO & Library analogy


SEO & Library analogy

Books, like web pages can be indexed and classified.


SEO Analogy: The Library


SEO & library analogy

Popular Books, after being indexed and classified, go in prominent places so users can access the books easily. Generally, the more popular the book, the more competition there is to read it. Ranking on popular search engine phrases is the same – lots of competition.


SEO Analogy: The Library


Make things easier for humans to find

Site architectureGood taxonomyWords…The right words are good for search engines


Be relevant to users when they arrive

If your site is well organised, users will naturally go to relevant places on your site.This idea ties back into site structure.

– Clear segmentation of content – Search friendly architecture


Organised Content


How to influence your rankings through relevance & link building.

Back to our Library analogy– Popular authors write about what people want– People vote for them by reading their books– They have authority. Readers have confidence

in buying. Their new books will sell well. – In a library, those books get read a lot– Therefore they get prominently displayed


How to influence your rankings through relevance & link building.

A web site: – Has content and/or a function people want– People vote for them by linking to them and using

their sites (or you can buy ‘votes’) – They have authority. New content will be eagerly

indexed & ranked by search engines– In search engines, the listings get clicked on a lot– Therefore they get ranked on big high traffic /

commercial phrases


Beginning

What is

Not much ‘artificial’ linking here


Beginning

What is

But definitely a lot here!


PPC: Pay Per Click advertising


Got budget? Maybe push your PPC


Key principles behind PPC

Which pays for more ads

The higher the bid, the more prominenceand exposure they have

Companies bid for prominence

The more clicksthey get

If all is good, the more conversions and thus revenue

Companies bidfor more prominence

Bidding intensifiesor stabilises


Beginning

What is


Google love to intensify the auction.


Google PPC Quality Score affects costs

While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:

– The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google

– Your account history, which is measured by the CTR of all the ads and keywords in your account

– The historical CTR of the display URLs in the ad group– The quality of your landing page– The relevance of the keyword to the ads in its ad group– The relevance of the keyword and the matched ad to the search query– Your account's performance in the geographical region where the ad will be shown– Other relevance factors


Put simply

Quality score = – A way to increase the relevance of ads– Bring up the overall number of clicks by users

to paid advertising– Maximise Google’s revenue from a bidder by

increasing their overall number of clicks and thus revenues from them.


Beginning

What is Higher CTR overall = more ££ for Google


What affects PPC performance?


Effective bid management: A tool that automatically adjusts bidding depending on a rule set you give it


Cost of managing your account – By using bid management software, you reduce

the need for humans to ‘babysit’ the account. – Keep a close eye on the economics of using

agecies


Quality of copywriting – It affects click through rates – That in combination with bidding levels, affects

quality score

Good! Not as good! – but still ok


Pay More ££

Pay Less ££


Conversion Optimisation


Conversion rates matter

0

500

1000

1500

2000

2500

Impressions Page Views Conversions

Conv Rate

2500 impressions2% CTR50 Page views2% Conversion rate1 Conversion


You have traffic, now turn it into customers…– Who is responsible for conversion? – What agencies have you got? – What tools are you using? – What creative assets have they got to test

with?


Conversion Tools

Some great tools here: http://bit.ly/exs8c1 Google website optimiser

48 Slides | Nick Garner 2011 | Unibet41 Before After

+51%+ $48,000,000

SiteTuners.com


Cross referencing PPC & SEO


Analytics– Cross reference natural search conversions with

PPC – Look for PPC ‘hot spots’ where you could rank

in natural SEO– Monitor your conversion funnel and see where

the weaknesses are.


Final round up


You can do well without being Einstein!


Final points

SEO, PPC & Conversion are all part of the same ecosystemThe teams & agencies need to work togetherMarketing margins are tight in financial, so small efficiencies really countAssuming you are already doing SEO & PPC, then what about your conversion optimisation?


Thanks!

PPC SEO CRO overview

Technology

Transcript of PPC SEO CRO overview