Savvy marketers love inbound leads - and with good reason. SEO leads cost 60% less and close 2x faster than any other channel. But, what happens when inbound isn’t enough? As 3 out of 4 marketers practice SEO, you’re competing in a highly saturated market. The solution lies in the perfect digital lead gen recipe: The long-term investment of SEO coupled with the quick results of SEM. Like peanut butter and jelly, SEO and SEM just go better together.

1. #123webinar | @webmarketing123

2. #123webinar | @webmarketing123
We drive revenue.
Not just clicks and traffic.
SEM SEO Attribution Display Video
Content
Creation
ROI
Tracking
Social Website
Design
Conversion
Optimization
/ About Webmarketing123

3. #123webinar | @webmarketing123
1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets
with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs

4. #123webinar | @webmarketing123
Marketers love inbound leads.
/ Why Bother with Paid Search?
SEO leads cost 60% less and close 2X faster than other digital
channels.
Source: Hubspot; Econsultancy

5. #123webinar | @webmarketing123
But, what happens when inbound isn’t enough?

6. #123webinar | @webmarketing123
Prospects show signs of content fatigue.
/ Why Bother with Paid Search?
Brand content output increased 78% YoY, but engagement decreased by
60%.
Source: Trackmaven

7. #123webinar | @webmarketing123
1 SEO & SEM Are Better Together
Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan
Break Down Data Silos to Co-Optimization
3 Live Q&A
Ask Your Toughest Search Questions
On the Agenda

8. #123webinar | @webmarketing123
Just like milk & cookies…
/ SEO & SEM Are Better Together

9. #123webinar | @webmarketing123
…Pinky & the Brain…
/ SEO & SEM Are Better Together

10. #123webinar | @webmarketing123
…Peanut butter & jelly…
/ SEO & SEM Are Better Together

11. #123webinar | @webmarketing123
SEO & SEM go better together.
/ SEO & SEM Are Better Together

12. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Paid search
Organic search

13. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Source: SEER Interactive
Ad CTR is 5.66%

14. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
SEM cannibalization of SEO is a myth!
Source: SEER Interactive
6.15% average
organic CTR.

15. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
When both paid and organic results are shown:
Source: SEER Interactive
Ad CTR rises
from 5.66% to
18%.
Organic CTR rises
from 6% to 38%.

16. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
When both paid and organic results are shown:
Source: SEER Interactive
Overall CTR
for both
organic and
paid results
rises from
6% to 56%.

17. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
Paid search increases the likelihood a user will click on the
organic result.

18. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
Paid search effectively fills in the gap for organic results below
page 1.

19. #123webinar | @webmarketing123
Performance is better together.1
/ SEO & SEM Are Better Together
Paid search gives a huge boost to competitive non-brand
search terms.

20. #123webinar | @webmarketing123
Paid search informs organic.2
Gain invaluable organic keyword insights from two paid search
metrics:
/ SEO & SEM Are Better Together
Source: Google
Quality score indicates
whether Google finds
keywords relevant to each
landing page.
Cost per click (CPC)
is a great indication of
keyword competition.

21. #123webinar | @webmarketing123
Paid search informs organic.2
/ SEO & SEM Are Better Together
Use these metrics to guide organic keyword selection and
mapping.

22. #123webinar | @webmarketing123
Paid search informs organic.2
Use these metrics to guide organic keyword selection and
mapping.
Example keyword
mapping & content
planning document.
/ SEO & SEM Are Better Together

23. #123webinar | @webmarketing123
Paid search informs organic.2
Improve overall site conversion with paid search landing page
performance insights.
/ SEO & SEM Are Better Together
Find the weakest landing
pages with the lowest
conversion rate and highest
bounce rate. Target these
for improvement first.

24. #123webinar | @webmarketing123
Paid search informs organic.2
/ SEO & SEM Are Better Together
You have 7 seconds to answer these
3 critical questions:
Think of each page as an entry point.
1 Where am I?
2 What can I do here?
3 Why should I do it?

25. #123webinar | @webmarketing123
1 SEO & SEM Are Better Together
Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan
Break Down Data Silos to Co-Optimization
3 Live Q&A
Ask Your Toughest Search Questions
On the Agenda

26. #123webinar | @webmarketing123
Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013
/ Revenue Driven Search Plan
Poorly optimized
channel mix
Incomplete digital
integration.
21
Companies struggle with
2 major pain points:

27. #123webinar | @webmarketing123
1 Secure cross-departmental support.
Align internal stakeholders
on agreed upon KPIs!
/ Revenue Driven Search Plan

28. #123webinar | @webmarketing123
2 Optimize for revenue – not just leads.
It’s not enough to measure leads alone.
/ Revenue Driven Search Plan

29. #123webinar | @webmarketing123
2 Optimize for revenue – not just leads.
Tie digital to your CRM to justify investment based on revenue growth.
/ Revenue Driven Search Plan

30. #123webinar | @webmarketing123
1 SEO & SEM Are Better Together
Inform Organic Strategy with Paid Search
2 Revenue Driven Search Plan
Break Down Data Silos to Co-Optimization
3 Live Q&A
Ask Your Toughest Search Questions
On the Agenda

31. #123webinar | @webmarketing123
QUESTIONS? ASK AWAY!

32. #123webinar | @webmarketing123
e: results@webmarketing123.com t: 800. 619. 1570
Let’s
Talk!
Let us help your team master digital.
Get a free, 30 minute consultation to learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search
ü What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!