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REAPING THE BENEFITS OF CO-OPTIMIZATION

Bill Hunt, President, Back Azimuth Consulting

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CONTACTING ME

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Bill Hunt

@BillHunt

Back-azimuth.com & whunt.com

Facebook.com/BackAzimuthConsulting

bill@back-azimuth.com

President

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CO-OPTIMIZATION DEFINED

Integrating, measuring, and optimizing

simultaneously high ranking PPC & SEO keywords

to maximize their collective potential for traffic and

conversions.

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CO-OPTIMIZATION BUSINESS VALUE

• Identify missed opportunities for exposure due to irrelevant snippets, lack of ranking, mixed messages and segment cannibalization

• Maximizing PPC budgets by reducing cannibalization and increasing share of voice for non-ranked keywords

• Maximizing SERP ShelfSpace

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CO-OPTIMIZATION SUCCESS

• $300k in PPC savings in 40 days (funded FT analysis)

• $250k in incremental SEO revenue in 60 days

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DATA ALIGNMENT

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IS YOUR DATA THIS FUNKY?

• Paid Search Spend $20 million US

• Critical/Important Keywords – 1,120

• SEO Team - 98 important keywords

• Active Paid Search Keywords – 187,252

• Omniture Keywords – 397,832 (>20 visits)

• SEO Tool – 298 keywords (allowance was 10k)

• 4,887 keywords in PPC are Top 3 Organic

• No coordination between teams

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AFTER COORDINATION

• 1 to 1 alignment of Tier 1 Keywords

• Found 2,783 PPC keywords cannibalizing SEO

• Shift saved $180k in first month

• Shift went to 1,016 important words not ranking

• SEO revenue Increased 67% w/no loss from PPC

• Weekly monitoring of Top 3/Top 3 keywords

• Weekly monitoring of new and expensive

• Co-Optimization Monitoring

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GOOGLE ADWORDS & ORGANIC

Google’s State Value of Co-Optimization

• Discover additional keywords.

• Optimize presence on high value queries.

• Measure changes holistically.

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Sources:

http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

http://adwords.blogspot.com/2011/08/studies-show-search-ads-drive-89.html

89% of the traffic generated by search ads is not

replaced by organic clicks when ads are paused.

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81% of paid ad impressions DO NOT

have a Page 1 organic listing for that

advertiser

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66% of CLICKED ads don’t have a Page

1 organic listing for that advertiser

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GOOGLE RESEARCH DISCLAIMER

• “A low value for IAC may occur when the paid and organic results

are both similar and in close proximity to each other on the search

results page.”

Translation:

When you have top listings for BOTH

Paid and Organic AND messages are

similar – they click ORGANIC

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GOOGLE ADWORDS & ORGANIC

Google’s State Value of Co-Optimization

• Discover additional keywords.

• Optimize presence on high value queries.

• Measure changes holistically.

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DATA JUDO

Based on Screen Capture in article

• Organic listing improved paid click by 64%

• Paid was 14.95% w/organic jumped to 41.77%

• Organic listing increased total visits by 4x

• 23k paid + 5ok organic

• Organic click rate was 37% but dropped to 36.88%

when paid was added

http://searchenginewatch.com/article/2290907/Google-Finally-Supports-Paid-and-Organic-Co-Optimization

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QUESTIONS YOU HAVE TO ASK

Q1: How many of my paid words do not have

corresponding organic words?

Q2: Are both paid and organic ranking well?

Q3: Are the messages collaborative?

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MORE CONFUSING FACTS & FIGURES

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Source: GroupM Aug 2012

http://econsultancy.com/us/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

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Source: Wordstream http://www.wordstream.com/articles/google-ads

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OPERATIONALIZE CO-OP

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WHY DON’T WE CO-OPTIMIZE?

• Search Programs are siloed

• Assume agencies are doing it

• Lack of Agency Collaboration

• No tools to do it

• Don’t have time or budget to manage

• It seems too complicated

• Data has brainwashed us not to do it

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CO-OPTIMIZATION WORKFLOW

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Keyword Selection

• Identify keywords

• Collect performance data (PPC/SEO)

Model Data

• Integrate data and model collaborative performance

• Isolate tests and edits

Execute Test

• Test the collaborative impact

• Test cannibalization

• Lock down optimal performance

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TIPS:

• Use a control and test group of words with paid and organic both in top 3 positions

• Ensure both paid and organic are able to measure conversions or actions

• Do your tests across devices since they may not be able to take all actions across each device

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STEP 1 – CURRENT STATE ASSESSMENT

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QUESTION 1:

How many of my paid words do not have

corresponding organic words?

How many of my HIGH CPC paid words do not

have corresponding organic words?

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HIGHEST CPC COLLABORATION

• Only 6 of Top 30 CPC keywords have top 5 ranking natural search phrase

• Top 5 get less than 5% of of the clicks in organic 32

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HIGHEST CPC COLLABORATION

• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits

• 137 people have found same problem at their company

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TIPS:

• Ensure you have adequate PPC budgets for

newly ranking organic since click rate will

increase

• Once organic introduces, day part paid to see

cannibalization

• Monitor brand and non-brand performance

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STEP 2– PROXIMITY PERFORMANCE

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QUESTION 2:

When they are both ranking are they the right ones?

• Does the paid listing represent the “interest” of the

searcher?

• Is the organic listing the “PLP”

• Does the organic represent the interest of the

searcher?

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PROXIMITY MAXIMIZATION

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Review the simultaneous paid and organic performance – it may

actually surprise you!

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TIPS:

• Test matched/opposite paid and organic offers

• Change organic snippet & Fetch as Googlebot

• Change HTML titles on site links to match intent

• Find the best combination and lock it down!

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STEP 3 – FIND ANOMALIES

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QUESTION 3:

How to I maximize performance?

• When both rank, does one convert better than the

other?

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HIGH CONVERTING PAID LISTINGS

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HIGH CONVERTING SEO

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STEP 4 – MAXIMIZE THE SHELF

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ARE THEY SHARING DATA?

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MAXIMIZE THE SHELF!

• Have we maximized ShelfSpace?

• Are the “assets” collaborating?

• What is the “intent of the searcher?

• What is the device of the searcher?

• What is the location of the searcher?

• What price point is optimal for phrase and the location?

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WRAPPING UP

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KEY STEPS TO SUCCESSFUL CO-OP

• Understand the “real” performance of keywords

• Understand the “intent” of the user queries

• Understand value of “proximity” of paid and organic

• Do anything other than just collecting in Excel

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Thank You