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DIRECT ONLINE MARKETING Capturing The Moment: Using PPC & SEO To Reach Audiences at the Right Time June 4, 2016 1

INTEGRATE 2016 - Nikki Powley & Stephen Hoops

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Page 1: INTEGRATE 2016 - Nikki Powley & Stephen Hoops

DIRECT ONLINE MARKETING Capturing The Moment: Using PPC & SEO To Reach Audiences at the Right Time

June 4, 2016

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The DOM Team:

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About Us➢ Experience. Founded in 2006

➢ Services. Paid search, SEO, social advertising, retargeting, & analytics

➢ Clients. A sampling of clients we’ve helped include:

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Benefits of working with us!➢ Dedicated Account Manager

➢ Superior communication with Weekly Reporting

➢ Outstanding Results: Client recently selected for a Google case study (1 of just 4 in the world)

➢ Top 200 Global Google Partner

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Ifs, Buts & Coconuts

➢ Earned media➢ Email➢ Search➢ Social Media (organic)➢ Social Media (paid)

“If we had to put all our eggs in one basket to drive demand, which would you choose?”

- Question asked to job applicants by a DOM client

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Search = Intent

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2 Types of Results

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DefinitionsSearch Engine

Optimization (SEO):Improving Natural/Organic

Results

Paid Search Advertising:Using Pay Per Click (PPC)

Ads

Search Engine Marketing:SEO & Paid Search

More: directom.com/glossary

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Pay Per Click Advertising (PPC)

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How PPC Works➢ Based on Keywords

➢ Pay Per Click (PPC)

➢ Highly Targeted

➢ Test Everything

➢ Google AdWords, Bing Ads & Yahoo! Gemini

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Why PPC?➢ SPEED. Ads can be launched immediately

➢ ACTION. You only pay when searchers click on your ads

➢ TARGETING. Target by many factors including day of week, time of day, and geography of the searcher down to the city or neighborhood level

➢ DATA. Receive empirical data on your campaigns. You will know what works and what doesn’t

➢ TESTING. All aspects can continually be tested to improve performance

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Being in the Moment➢ MOBILE. The shift to mobile is now

➢ NEAR ME. Keywords targeting “near me” searches have increased 34X since 2011 and nearly doubled 2014 over 2015

➢ TAILOR MESSAGING. Use location and time of day data to create messages unique to the moment

➢ CREATE A JOURNEY. Screen to screen. Moment to moment. Use retargeting to bring users back

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Retargeting

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Where Ads Appear

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How Retargeting Works➢ Creepy.

➢ Cookies or Sessions

➢ Based on User Action

➢ Can Segment by Paths

➢ Pay Per Click

➢ Display & Social Networks

Crawsome!

Awesome.

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Why Retargeting?Benefits include:

➢ Sites lose 96%+ of all visitors. Reach those visitors again.

➢ You may receive 500+ ad views for free with each click

➢ Ads can appear on any sites that accept 3rd party networks (90% of publishers), Facebook & Twitter

➢ Control how often ads appear

➢ High conversion rates, low costs

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Search Engine Marketing: How Important is

SEO?

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SEO Statistics Worth Noting➢ 54% of B2B marketers plan to increase spend

on SEO in 2016 (1)➢ 72% of consumers who did a local search

visited a store within 5 miles (2)➢ Google gets over 100 billion searches per

month worldwide, more than half of which are on mobile devices (3)

(1) Regalix, 2016 | (2) Wordstream, 2015 | (3) Recode, 2015

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What sets apart search from other

marketing channels?INTENT.

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Search is constantly evolving,

but intentions remain the same.➢ Transactional Queries - “I want to do

something.”

➢ Informational Queries - “I want to learn more about something.”

➢ Navigational Queries - “I want to go somewhere or visit a specific website.”

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Search Users Expect That Results Be:➢Relevant

➢Useful➢Trustworthy➢Fast➢Recent/

Timely

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Perceived Value Through ContentBecause search engines like

Google want to provide useful, relevant content to its users, sites must always think about creating content for humans,

not robots.

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How does Google judge whether content is

relevant or not?

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Authority & LinksSearch engines crawl the web and use their own proprietary algorithms to judge the relevance and trustworthiness of content.

These algorithms are updated on an almost daily basis, but one of the largest factors remains to be backlinks.

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Authority & Links - How It WorksWhat is a backlink? An incoming link from an external site which points to a page on another site.

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Authority & Links - How It WorksThe more backlinks a site has, the

more authoritative that site is (theoretically)BUTMore links doesn’t always

mean better organic search performance.

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Authority & Links - How It WorksQUALITY over

QUANTITYSearch engines will try to evaluate the nuances of a site’s backlink profile.➢ Trustworthiness of external sites➢ Industry or topical relevance➢ Diversity of domain types

(eg. .com, .edu, .gov)

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Links = Authority

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Authority & Links – Old School SEOIn the early days of search engines, sites would

turn to several “blackhat” link building tactics in order to manipulate search rankings.

Purchasing links from spammy websites used to be a viable link building strategy.

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Authority & Links – Old School SEOIn 2012, Google rolled out the infamous

Penguin Update.

This change to the Google algorithm sought to demote or even penalize sites that may have participated in spammy link building practices.

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Authority & Links – SEO in a Post-Penguin WorldDespite many sites getting hit hard by the

Penguin algorithm update, link building still has the greatest impact on SEO.

Expert search marketers reported that domain-level and page-level link metrics are still the 2 biggest factors which can influence search engine rankings. (1)

(1) Moz Search Engine Ranking Factors, 2015

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Content Marketing & SEO: A Match Made in HeavenOver the past few years, content marketing has begun to play a much larger role.

➢ B2C marketers spend nearly 1/3 of their budgets on content marketing (1)

➢ 76% of B2B marketers will produce more content than 2015 (2)

➢ B2B marketers ranked content creation as the single most effective SEO tactic (3)

(1) Content Marketing Institute, 2015 | (2) Content Marketing Institute, 2016 | (3) Marketing Sherpa, 2013

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Content Marketing & SEO: A Match Made in HeavenCreating relevant content is only half

the battle.Some old school link building tactics may no longer work as well as they once did, but content marketing has become one of the most effective link building tactics among SEO experts.

State of Link Building Survey, Moz, 2016

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Content Marketing & SEO: A Match Made in HeavenCreating high quality content is two-

fold for SEO.➢ Providing value to answer user search

queries➢ Creating link worthy assets for link

building efforts

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Speaking The Language: Keyword ResearchKeyword research is the most

critical part of any SEO strategy.

Using search volume data will establish a foundation for creating new content and optimizing existing content.

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Leveraging the Power of PPC for SEOTo take it to the next level, running a test paid search campaign for potential keywords can

provide valuable context:➢Sift through keyword variations to find

the best ones➢Discover which keywords have the most

potential for better conversions➢Find new, better keyword opportunities

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Search Marketing: Capturing Audiences in the MomentSearch is all about the

intent.The moment a search is performed, users are actively looking to solve their questions.

Using search marketing is still the most effective way to reach audiences in those moments where they are most engaged.

The challenge is whether or not your brand or business will step forward and strive

to be the answer.