Combining SEO & PPC to Impact Business

By | August 27, 2019


Hi. I’m Danny Laws, principal owner of DaBrian
Marketing Group. DaBrian Marketing Group is a digital marketing
agency. We focus on everything from web design, to
social media, Pay per Click, inbound marketing, SEO as well as analytics, and we are Google
AdWords partners. Today I want to talk a little about the effectiveness
of combining SEO and Pay per Click and how that can impact the business. What’s some of the things I’m going to talk
about at a high level specifically come from the Google partner, something that took place
in New York about a month ago and I’ve been thinking about that lately as we go into the
new year closing out Q4 [Quarter 4], and speaking with a lot of our clients about potential
opportunities that combine the efforts of both SEO and Pay per Click to maximize their
effectiveness. With that being said, some of the things I
want to give you a high level on the content, talk about strategies, specifically localized
strategy, the impact on incremental clicks, performance, controlled visibility, the data
(how do we leverage that data, right?), tailoring the message, and finally we want to talk about
localized measurement and what that means for a business in its context. Kicking this off first and foremost, speaking
of localized strategies, we want to take a look at the localized strategies for your
business, including the SWOT analysis, your unique value proposition, your company’s
position within the market, and look at how you formulate strategy as you consider SEO
and Pay per Click together. One of the most common things that we see
is redundancy on ineffective keywords from both an SEO perspective and a Pay per Click
perspective. Not only are you ranking for keywords that
have low volume and don’t resonate with your target audience, but you’re also paying
for those keywords and phrases via AdWords or Bing Ads, so compounding the issue. Ideally you want to avoid that. You also want to consider a mobile strategy. You’ve heard it, you’ve seen it, you’re
looking at all the data, Google went, as far as mobile, making sure everything was mobile
friendly, giving you accessibility, a number of tools to make sure that you can maximize
your strategies and improve your mobile sites. That is going to be imperative closing out
the 4th quarter, going into 2017. Making sure that your products features and
benefits are very clear to your customers. Not necessarily you, but what does that mean
to the customer, how do those features and benefits translate. We want to make sure that we keep that at
the forefront, and while you’re looking at strategies bear in mind that AdWords, Bing
Ads goes way beyond simple elements of search. That’s Gmail, that’s display, that’s video. Think about that as you start to lay out your
localized strategy. In some cases that’s a national strategy,
but it’s still relevant. The other piece of this is the incremental
clicks. PPC generates brand awareness. It’s generally at the top of the page. You’ve seen at the top of the page and now
you’re seeing it at the bottom of the page. In many cases that generates awareness around
a product, an offering, or a brand. Some people, such as myself, won’t necessarily
click on that knowing that it has a tendency to cause a customer cost per click. They’re paying for that click. Periodically what people do is simply take
that organization and search for them that has an incremental [lift 00:03:55] in organic
search queries sometimes by brand name, sometimes by offering and sometimes by service. You’re going to see that incremental lift
when you combine Pay per Click and SEO just naturally by people’s own human behavior. The performance; again looking at Pay per
Click and SEO, the ability to measure lead generation, sales, as well as brand awareness
is more simplistic than ever provided the tools, the enhancements, the analytics, the
integrations that are out there. Call tracking is another variable that plays
very much into the organic side, specifically for services being able to measure that information
and seeing what’s happening. You can measure the performance as an overarching
search campaign, and you could also measure them in isolation Pay per Click and SEO separately
to figure out where the greatest opportunities are for you to minimize your costs and maximize
the lead generation and achieve your goals’ objectives however you had them laid out within
your overarching strategy. The other piece here is controlled visibility. What we very often see in the space is Pay
per Click versus SEO the potential number of customers that are coming and minimizing
that cost per new customer, cost per new lead, cost for new sale, or new business relationship
in its entirety, so there’s a lot of overlap in that area. Sometimes that’s a good thing and sometimes
that’s a bad thing where you’re duplicating efforts. There’s definitely an opportunity to control
what people see based upon the content that you’re creating and the campaigns and what
they’re focused on. Whether it be a geographic footprint, whether
it be a specific demographic, you name it, there’s an opportunity to control what shows
up on the paid search side so that you’re not cannibalizing yourself unless it’s a
necessity or a critical element of the strategy. Not necessarily a good thing in its entirety,
but sometimes it can work to your benefit. The other piece here as far as this control
visibility is mobile. You have this mobile component and the opportunity
to create mobile only campaigns for that call and functionality or call-only campaigns to
make sure that those individuals are coming through that those are hot leads, that their
intent is they want something right now. You can deliver on those results creating
a greater customer experience and generally leading to more profitability, which is ideally
what you want to do between SEO and Pay per Click as well as your overarching marketing
and business plan. The other piece here is limiting the redundancies
in keyword targets based upon psycho-graphic, demographics, intent. Those types of things, being able to isolate
them and/or figure out how you have a more cohesive strategy, is definitely an element
that you want to take into consideration as you’re looking to combine SEO and Pay per
Click for more impact on the business. Looking at opportunities where your visibility
is organically, is it where you want to be? And, substituting and/or testing Pay per Click
campaigns to make sure you’re covering the ground that you need to and being competitive
in the marketplace when people are looking for products and services. The other piece that I mentioned earlier is
the data, data everywhere. You’ve got Moz Tools, you’ve got Raven Tools,
you’ve got SEMrush, you’ve got Google Analytics, Adobe Analytics, you name it, you’ve got
tools for mobile site, browsing tools, you name it, Sitespeed. If you can think of it, pretty much it’s a
tool out there. How do we leverage that data? I want to give you one clear example. If you’re running Pay per Click campaigns,
you’re running on the display network as an example, the display network allows you
to disseminate banner ads in relevant locations within Google’s networks that resonate with
your target audience, and in some cases, you’re going to see great results. When you identify those great results that
are leading to high brand awareness, lead generation, and/or sales, take communicating
with that individual network and saying, “Hey, you know, I got some valuable content. Are you looking for content to create those
link building opportunities of audiences that resonate with your clientele, your business,
whatever it might be?” That’s an opportunity for you to reach out,
leverage that data, create that content, create a relationship and ideally get those links
that are going to help on the SEO side and SEO rankings. Leverage that data to the best of your ability
to make sure that you’re creating relevant content and that you’re resonating with that
audience regardless of whether or not it is SEO or Pay per Click. The other piece here, that I mentioned earlier,
is tailoring the message. When we talk about tailoring the message specifically
on the Pay per Click side, you can tailor the message and test messages based upon geographic
footprint, based upon remarketing, based upon intent, geography, and overall demographics. You can tailor that message, figure out which
one of those messages works well and then start to create content from an organic perspective
that aligns and/or helps to reduce the overall cost per click and making it more effective,
improving those quality scores, connecting more specifically on intent and where they’re
at in the buying process. Definitely an opportunity to tailor that message
more specifically for your target audience and getting maximum impact between Pay per
Click and SEO. A great opportunity there as far as testing
those messages. Highly recommend it. Finally, localized measurement. If you’re a business and obviously you’re
on a national scale you want to look at what’s happening from a national perspective, but
if you are a regional business, if you are a smaller mom-and-pop type of business, what
is happening from the Pay per Click and SEO side specifically in your backyard as it relates
to brand reach and visibility, lead generation, and/or sales? You don’t necessarily want to look at the
world in its entirety when you’re looking at organic search traffic. Local traffic is mission critical. Are you positioned well enough from an organic
perspective and a paid search perspective? Are you leveraging just low-hanging fruit,
meta-descriptions? Do you have geography, geography tags in there
in some cases? Do you have site links in your Pay per Click? Do you have price extensions in your Pay per
Click specific to the local market in that local offering? Do you have the map component associated with
your local listing; your name, address, phone number? Do you have those elements consistently showcased
on your paid search ads and on your site from a content perspective, as well as a metatag
perspective. Are you leveraging rich snippets? Anything that you can do to maximize that
reach and visibility from a local perspective is mission critical for your business in order
to make sure that you’re getting people from your own backyard and capturing those
opportunities that are most cost-effective. In addition to that is looking at the return
on advertising dollars. I’ve seen it and I’ve been on pretty much
a world tour the past 4 days it feels like, but every presentation that I go to I hear
agency folks talk about ROI, ROI. Not saying it’s not important, but as an agency
ourselves, we can’t control every variable that’s associated with ROI, so we try to focus
on that return on ads and return on marketing dollars. What did you get back on those marketing dollars? At the localized level you need to take that
into deep consideration because you’re going to have a number of people come to you saying,
we can create that reach and visibility, but I think we also have to make sure that we’re
looking at return on ads spend at the localized level. With that, I would say, check us out on our
social media network for more content. Don’t hesitate to comment on the video and
let us know what you would like to see that’s going to be more useful for you to maximize
SEO and Pay per Click together as well as our digital marketing services. Any questions you have, don’t hesitate to
reach out to us on social media as well as our YouTube channel. Thank you much. Have a great day.

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