PPC advertising (also known as "Paid Search" and "Pay Per Click") is when an advertiser is charged when a user clicks their ad (versus just showing the ad). SEO (Search Engine Optimization) is about getting a website found and ranking high on search engine results pages. You're a digital advertiser...you already know this stuff right? Actually, there's probably quite a few things you know about each of these mediums, so this webinar doesn't focus on how to do PPC or SEO, but rather on things that you may not know. Whether you are a beginner or a veteran digital marketer, one of these 8 things just might be the key to help boost performance for your accounts. Intrapromote and Hanapin experts, Erik Dafforn and Jacob Fairclough, each go through their perspective areas in PPC and SEO and discuss different tips and strategies that you didn't know about. You'll get expert-level PPC tips like: *Leveraging SEO to help your PPC *How to use CPC and CTR for better SEO *Using SEO and PPC to find the best keywords for your account Get in the know and learn 8 new things today!

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&HOSTED BY:
EIGHT
THINGS
YOU
DIDN’T
KNOW
ABOUT
PPC & SEO

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Presenters
• Erik Dafforn
– President of Intrapromote
– @erikdafforn
• Jacob Fairclough
– Account Manager at Hanapin Marketing.
– @realsecretjake

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in Search Marketing?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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PPC #1: It’s Just Keywords
• On the outside PPC is just about selecting the right
keywords, right?
– “Can’t you just add these 5,000 keywords to the account?”
• Keywords are easy though, anyone can do those!
• This view neglects CRO, ad writing, all the modifiers,
the purchase cycle, closing rates, etc.

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SEO #1: It's Older Than You Think

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SEO #1: It's Older Than You Think

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SEO #1: It's Older Than You Think
• Prior to the mid 90s, the Web was a mess
• Directories gave way to crawler-based engines

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PPC #2: You Need to Be In the Top Spots
• A lot of advertisers worry about losing top spots.
– “Won’t my CTR decrease?”
– “Won’t I lose traffic?”
– Yes you will. But…
• You don’t have to always be in the top spot to get
conversions. The top spots cost a lot more too.

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PPC #2 Continued
• Take a look at your metrics, segmented by position. You might
get a lot more traffic at the number 1 spot, but your CPA is
much lower in the 2 spot.
• Don’t bid higher just because you can. If you are worried
about CTR and quality score, it’s all calculated relative to
position.

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SEO #2: It’s Easier Than You Think
• Remember the Fundamentals!

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SEO #2: It’s Easier Than You Think
• Remember the Fundamentals!
Basic KPIs How to Measure
Crawling Crawler, Webmaster Tools
Indexing Webmaster Tools (Crawl >> Sitemaps)
Ranking Webmaster Tools (Search Traffic >> Search Queries),
SEO platform
Traffic Analytics (Channels)
Action Analytics (Goals, Funnels)

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Live Poll Question #3
How big a priority is your organic search?
#thinkppc
a) We watch it like a hawk
b) We watch it (but not like a hawk)
c) It's on the back-burner until we get time to deal with it
d) What's organic search?

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PPC #3: You Don’t Need to Bid on Brand
“Isn’t bidding on Brand just paying for traffic you should bring in
organically?”
• Don’t worry about it! Branded traffic is already qualified and
cheap.
• Bidding on brand allows you to take up more of the search
result space.

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PPC #3 Continued
• Brands are heavily favored in search results.
– Bidding on brand allows you to take the spot of
competitors who are bidding on your brand terms.
– You could see extremely low CPAs and high ROAS.
– Example: One E-Commerce client has an average CPA of
$30 and ROAS of 450%. The Brand campaign has a $1.26
CPA and an ROAS of 12,600%
– If you have a semi-known brand. Use it!

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SEO #3: It’s Harder Than You Think

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SEO #3: It’s Harder Than You Think
Advanced KPIs How to Measure
Crawling Crawl budget, robots.txt, noindex
Indexing site: command, canonical tags, parameter handling,
pagination tagging
Ranking Portfolio and keyword groups
Traffic Analytics (Landing page analysis, "not provided"
circumvention)
Action Analytics (Attribution models)

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PPC #4: PPC Just Doesn’t Work For Me
• Too often I see this mentioned when the advertiser
only took Google’s suggestions or used a budget of
$100 to test the waters.
• While Google tries to bring down the barrier to entry,
the game gets more and more competitive.

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PPC #4 Continued
• If you don’t invest in planning and organization, you
can’t expect great results.
• Don’t plan on winning right away but invest in
gaining actionable data.
• Even though PPC is heavily data driven and has a
wealth of metrics, it will always come down to being
able to interpret the data.

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SEO #4: It’s Not Going Anywhere

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SEO #4: (But It's Changing)
• 100 billion (with a "B") searches per month
• Are you ready for mobile?
• Are you an expert?

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Bonus Fact: You CAN Do Both
• Intrapromote webinars
• Hanapin webinars
• Slideshare
• YouTube

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Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) Free hour-long SEO consultation with Intrapromote
c.) Both
d.) No Thanks
Would you like help with your PPC/SEO
accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Intrapromote Feedback: erik@intrapromote.com