why seo is not always enough - sometimes you've got to pay to play
Post on 14-Jul-2015
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searchmarketingexpo.com@mikegracen
#SMX #11c
WHY SEOIS NOT ALWAYS ENOUGH:SOMETIMES YOU’VE GOTTA PAY TO PLAY
searchmarketingexpo.com@mikegracen
#SMX #11c
of Google’s 2013 revenue
came from advertising.
https://investor.google.com/financial/tables.html
searchmarketingexpo.com@mikegracen
#SMX #11c
Since 1999 the UK’s leading UX consultancy. We are
psychologists, researchers, interaction designers,
usability & customer experience specialists.
searchmarketingexpo.com@mikegracen
#SMX #11c
Did a study for an auto insurance client.
https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
searchmarketingexpo.com@mikegracen
#SMX #11c
81% of users clicked
on Adwords listings.
https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
searchmarketingexpo.com@mikegracen
#SMX #11c
81% of users clicked
on Adwords listings.
40% of users had
“no idea” there were
PPC ads on the page.
https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
searchmarketingexpo.com@mikegracen
#SMX #11c
The heat map demonstrates
that it’s the area of the
screen displaying the top results,
regardless of whether they
are natural or paid for,
that receives the most activity
and attention from users.
- Bunnyfoot Co-founder
Rob Stevens
https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
searchmarketingexpo.com@mikegracen
#SMX #11c
EyeQuant uses Artificial Intelligence to predict what users
will see and miss in your web designs and mockups.
http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
searchmarketingexpo.com@mikegracen
#SMX #11c
Did a study on Google’s new search result pages design.
http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
searchmarketingexpo.com@mikegracen
#SMX #11c
http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
“In conclusion, this is a supremely clever, subtle redesign and there’s lots
of reasons to believe that it will effectively drive eye-balls, clicks and
ad revenue.”
searchmarketingexpo.com@mikegracen
#SMX #11c
http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
“Google’s new Ads now very much
‘blend in’ with the organic results,
all while attracting MORE attention,
and all without being clearly evil.”
searchmarketingexpo.com@mikegracen
#SMX #11c
Users don’t know or care
about paid vs. organic.
They just want answers FAST.
searchmarketingexpo.com@mikegracen
#SMX #11c
Google realizes this
and are thrilled with what the
future holds.
searchmarketingexpo.com@mikegracen
#SMX #11c
Google owned results News, Images, Maps, Google+, Youtube
searchmarketingexpo.com@mikegracen
#SMX #11c
Scraped dataKnowledge Graph, Carousels, Answer boxes, Google Now
searchmarketingexpo.com@mikegracen
#SMX #11c
Within 5 years there will be
zero pure organic results on page 1.
searchmarketingexpo.com@mikegracen
#SMX #11c
Within 5 3 2 years there will be
zero pure organic results on page 1.
searchmarketingexpo.com@mikegracen
#SMX #11c
Link together your Webmaster Tools and Adwords accounts.
Adwords dashboard > Campaigns > Dimensions > View dropdown > Paid & Organic
Adwords Paid & Organic Report
https://support.google.com/adwords/answer/3097241
searchmarketingexpo.com@mikegracen
#SMX #11c
Search ‘footprint’ each keyword term.
Ad shown only. Organic result shown only. Both shown together.
Adwords Paid & Organic Report
https://support.google.com/adwords/answer/3097241
searchmarketingexpo.com@mikegracen
#SMX #11c
Tighten up your branded paid search (do we really need to be bidding on that?)
Find gaps. Holistically look at all of your search placements.
Adwords Paid & Organic Report
https://support.google.com/adwords/answer/3097241
searchmarketingexpo.com@mikegracen
#SMX #11c
Adwords dashboard > Campaigns > Dimensions > View dropdown > Search Terms
Adwords Search Terms Report
searchmarketingexpo.com@mikegracen
#SMX #11c
Paid search terms that triggered impressions and clicks.
Tighten up your negative keywords. Sanity check your match types.
Adwords Search Terms Report
searchmarketingexpo.com@mikegracen
#SMX #11c
Quality Score needs to be 8 or better.
Too many/unrelated keywords in adgroup? Slow loading pages?
Missing SEO basics (Title, Description, H1/H2, content)?
Optimize Your Landing Pages
searchmarketingexpo.com@mikegracen
#SMX #11c
Repurpose Your Landing PagesCreate one landing page and use for multiple channels (paid search, organic, display).
Always follow proper on-page SEO (title, description, good content).
Use rel=canonical tags.
<META NAME=“ROBOTS” CONTENT=“NOINDEX, NOFOLLOW”>
301 redirect after offer is over.
searchmarketingexpo.com@mikegracen
#SMX #11c
Tag Everything(not set) showing in your AdWords reports?
Auto-tagging does not have cost data applied.
Redirect in the URL.
gclid parameter is wonky.
Auto and manual tagging are both selected.
Manually tagged URLs are missing a parameter.
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