if you don't synergize, you don't capitalize: our must have report for paid & organic...

#SMX #13B @DgtlMktgGeek

Our Must Have Report for Paid & Organic Search Synergies

IF IT DON’T SYNERGIZE, YOU

DON’T CAPITALIZE


• Associate Director, SEO

• Dad / Surfer / Prefers Dogs

• Human

• Largest Independently Owned Media Buying Agency in the World

@DgtlMktgGeek @HorizonMediaInc


Synergy Conversations Aren’t New…

2011 2013 2014 2017

GooglePaid &

OrganicReport

CriticalReviews

BestPractices

IndustryUpdates

GoogleStudy


• Insights on which keywords to prioritize in SEO

• Improved Quality Score and conversions for SEM, which leads to decreased CPC/pressure on SEM

• Establish more efficient bidding practices for individual keywords

• Performance lifts (based on index) from listings in both SEM and SEO can be significant compared to searches with SEM only

By Now, We Know SEM & SEO Shouldn’t be Siloed


We Know Synergies Support a Decrease in CPCs


…But is the “Go To” Report the Best Report to Go To?


We Think More Data is Better.

• Optimize for Paid keywords with high CPCs or CTRs

• Explore using Ad Copy in Organic Page Titles

• Improve Organic Striking Distance keywords that Paid bids on

• Align better for keyword intent

• Keywords the site doesn’t rank for Organically

• Explore aligning Paid Landing Page with URLs that rank high Organically

• Keyword mining for Organically ranked terms

Organic Opportunities Paid Opportunities New Content Opportunities

Identify where Quality Score improvements have the biggest payoffs


This Must Have Report Shows Performance & Action Items


Step 1: Bring it All Together

• Keyword

• URL

• Position

• Monthly Search Volume

• Keyword

• URL

• Total Cost

• CPC

• CTR

• URL

• Page Title

• Page Description

*may need to focus on a particular campaign depending on size of data set

• Headline

• Description

• Quality Score

• CVR

• Revenue


{Report Attributes}

Paid Data Organic Data Site Crawl Data

Keywords URLs

QS ImprovementEstimated Savings


Step 2: Calculate Estimated QS Improvement Savings

Keyword Cost Quality

score (avg) Targeted

QS QS Baseline

Cost Estimated New

Cost Estimated Savings

Opportunity

bahamasvacation $ 5,402 6 7 $ 6,482.65 $ 4,629 $ 774

paradise island $ 4,611 7 8 $ 6,455.46 $ 4,035 $ 576 bahamas vacations $ 2,336 6 7 $ 2,803.30 $ 2,002 $ 335

all inclusive resorts in bahamas $ 2,139 7 8 $ 2,995.02 $ 1,872 $ 267

bahamas all inclusive resorts $ 2,041 6 7 $ 2,449.66 $ 1,749 $ 292 bahamas hotels $ 1,673 6 7 $ 2,007.10 $ 1,433 $ 240

all inclusive resorts in the bahamas $ 1,268 7 8 $ 1,774.65 $ 1,109 $ 158

Quality Score (AVG) Estimated Savings Opportunity

1 $ 19.82 2 $ 503.17 3 $ 4,303.34 4 $ 4,330.86 5 $ 6,298.65 6 $ 9,908.15 7 $ 6,958.62 8 $ 2,937.86 9 $ 382.43

10 $ -

QS Increase or Discount Percent

10 Discounted by: 50%

9 Discounted by: 44.44%




5 - (Benchmark)

4 Increased by: 25%

3 Increased by: 67%

2 Increased by: 150%

1 Increased by: 400%http

://w

ww

.wor

dstr

eam

.com

/qua

lity-

scor

e


Step 3: Slice & Dice, Mix & Match, Copy & Paste









Identify where Quality Score improvements have the biggest payoffs


{Go Mining for Keywords}

KeywordSearch

Volume Blended

Rank Organic Page Paid Search Landing Pagelargest hotel in the world 1,300 1 www.stay-in-the-bahamas.com/ #N/A

bahama wedding 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A

bahama weddings 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A

bahamas wedding 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A

kids friendly resorts 1,000 1 www.stay-in-the-bahamas.com/ #N/A

kid adventures 3,600 2www.stay-in-the-bahamas.com/kids/toddlers/kidsadventures #N/A

wedding packages 2,900 3

www.stay-in-the-bahamas.com/celebrations/weddings/weddingpackages #N/A


{Explore Ad Copy & Page Titles}

KeywordPaid Search Landing

Page Organic URL Paid Headline Paid Description Organic Title Organic Description

all inclusive resorts bahamas

www.stay-in-the-bahamas.com/all-inclusive


Fabulous Resort in Paradise Island - All-

Inclusive Experience -stay-in-the-bahamas.com

Includes Accommodations, Meals,

Beverages & More. Starting at $299 Per

Person.

All-Inclusive Bahamas Experience | Fabulous

Resort in Paradise Island

An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island

features accommodations in the Fancy Towers or Beach Tower, dining in over 20

restaurants and much more!

bahamas all inclusive resorts







Person.






all inclusive resorts bahamas

www.stay-in-the-bahamas.com/floridaoffer






Person.






all inclusive vacations bahamas

www.stay-in-the-bahamas.com/tristate


Fabulous Resort in Bahamas Resort - Best Prices of the Summer

Named Top 25 Hotels for Families in the Caribbean.

Book Your Stay Now!







{Home in on Largest Areas of Opportunity}

Keyword Impr Clicks CTR

Quality score (avg) Paid Search Landing Page

Organic Monthly Searches Organic Position Organic URL

bahamas vacation 38,563 2,456 6% 6

www.stay-in-the-bahamas-bahamas.com/specials 18,100 13 www.stay-in-the-bahamas-bahamas.com/

bahamas vacations 18,833 1,087 6% 6


bahamasall inclusive resorts 13,523 998 7% 6

www.stay-in-the-bahamas-bahamas.com/all-inclusive 5,400 13 www.stay-in-the-bahamas-bahamas.com/all-inclusive

bahamashotels 55,885 766 1% 6


bahamas vacation 8,154 563 7% 6


hotels in bahamas 5,939 397 7% 6

www.stay-in-the-bahamas-bahamas.com/specials 2,400 11 www.stay-in-the-bahamas-bahamas.com/rooms

vacation to the bahamas 3,105 216 7% 6

www.stay-in-the-bahamas-bahamas.com/specials 320 13 www.stay-in-the-bahamas-bahamas.com/specials

bahamas hotels 10,433 156 1% 6


bahamas vacations 1,809 115 6% 6



…and There’s Still More









• Identify where Quality Score improvements have the biggest payoffs


Bonus: Something to Show the Client / Boss / MoM

Keyword Impr Clicks CTRQuality

score (avg)

Previous Month Quality

score (avg) Avg CPC

Previous Month

Avg CPC

Organic Monthly Searches

Organic Position

Previous Month

Organic Position

QS MoMAvg CPC % Difference

MoM

Avg CPC $ Difference MoM

bahamas 221,740 11,021 5% 7 6 $ 1.58 $ 1.77 246,000 48 53 1 -12% $ 0.19

bahamas vacation 38,563 2,456 6% 6 5 $ 2.20 $ 2.64 18,100 13 17 1 -20% $ 0.44

paradise island 48,459 3,608 7% 7 5 $ 1.28 $ 1.79 22,200 11 13 2 -40% $ 0.51

bahamas 47,983 2,592 5% 7 6 $ 1.44 $ 1.61 246,000 48 53 1 -12% $ 0.17

bahamas resorts 23,485 2,309 10% 8 7 $ 1.61 $ 2.41 14,800 7 11 1 -50% $ 0.80 bahamas vacation

package 9,563 1,169 12% 7 7 $ 2.94 $ 2.94 6,600 8 10 0 0% $ -all inclusive

bahamas 11,419 1,352 12% 6 7 $ 2.42 $ 2.32 12,100 6 9 (1) 4% $ (0.10)bahamas vacation

packages 22,347 1,401 6% 8 7 $ 1.80 $ 2.70 6,600 7 8 1 -50% $ 0.90 bahamas vacations 18,833 1,087 6% 6 5 $ 2.15 $ 2.58 18,100 14 18 1 -20% $ 0.43

all inclusive resorts bahamas 14,458 1,114 8% 6 5 $ 2.07 $ 2.49 5,400 19 23 1 -20% $ 0.41


That’s Performance Media. Performancer.


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if you don't synergize, you don't capitalize: our must have report for paid & organic...

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