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: [email protected]• Kayla Kurtz: [email protected]
Your Questions!
THANK YOU!
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