performics onesearch (paid & organic) deck
TRANSCRIPT
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June 2012
OneSearch Synergy: The Cumulative & Powerful Effect of SEM & SEOA global digital excellence opportunity
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Paid Search
Paid Search
Search Engine Optimization
What is One Search?
A more holistic search strategy designed to own the search engine results page by reaching the optimal paid/organic mix, maximizing conversions while also efficiently investing in PPC
Powerful cumulative performance results from a combined search strategy that maximizes the synergy of SEM and SEO through tactical testing and benchmarking
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The Power of One Search
One Search
PPC
SEO
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Why One Search? One + One = More than Two!
Source: Google “Incremental Clicks Impact Of Search Advertising
Paid search ads increase clicks to your site, even if you have the #1 organic listing on the search results page
A holistic web presence strategy that combines SEM with SEO tactics will ultimately drive more traffic to your site than doing either alone
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Real Wins with Honda: Lift in Brand Affinity
What they found:
2.2x lift in aided brand recall when brand is in top SEM and SEO results
Online consumers where 16 % more likely to think of Honda as a fuel efficient car vs. automaker that did not appear on the page
42% more likely to recall Honda if the company appeared in both the top PPC and SEO search results
Side Sponsored
TopSponsored
Top Sponsored & Top Organic
Top OrganicListing
2.2x
1.5x
x
0%
10%
20%
30%
40%
50%
60%
70%
Source: “The Brand Lift of Search” Google/Enquiro SEM/SEO Research
Query: Unbranded (i.e., “fuel efficient cars”)
What they did:
Google tested organic and paid search listing placements for Honda
Honda
Other
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Real Wins with Chevrolet: Conversions up 380%
What we did
• Performics dropped paid positions with a good SEO position to determine if SEO could pick up the slack
What we found:
• SEO traffic did increase, but not enough to offset PPC
What we did:
When SEO ranked well PPC was increased
What we found:
Both channels working together saw dramatic increases across the board
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Real Wins in Retail: Sales Up, Costs DownWhat we found:
Increased Q4 program efficiency Holiday sales increased 7% YoY
Sales on MSN, Yahoo! increased by 133% and 144% YoY
Gained ranking lifts in Google for crucial keywords
Number of relevant links increased by 36%
CPCs down 19%
Click cost down 60%
Sales up 7%
What we did:
Utilizing a combination of SEM and SEO strategies, we drove efficiency across high performing keywords while increasing visibility and relevant traffic for an Internet Retailer 500 brand during the holiday season
Testing to find the optimal paid/organic mix that maximizes conversions while also efficiently spending in SEM is essential to a successful One Search strategy
One Search Value: Testing Opportunity
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One Search Value: A Testing Roadmap
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Goals:• Reach an increasingly broad search
audience• Increase Branding• Lower Cost Per Click• Maximize ROI on competitive
keywords
Test
•Create test and control groups
Measure
•Measure incremental lifts of test performance
Learn
•Apply One Search learning in order to maximize efficiencies & increase ROI