Issues with Pay Per Click Advertising & Search Engine Optimisation

PAY PER CLICK & SEARCH ENGINE OPTIMISATION
Rob Noble
Sarah Kirkby
Zoe Baskett
Tim Bedford-Bain
Michael Fabiyi
Direct, Database
and Digital
Marketing
Tuesday 27th January

DIDM - 27TH JANUARYSEO & PPC PRESENTATION
‣ Brief outline of PPC & SEO
‣ Issues Surrounding the topic;
‣ Outsourcing
‣ Hosting Issues
‣ Time
‣ Lack of Control
‣ Questionable Traffic
‣ Conversions
‣ Landing Page Errors
‣ Trust
‣ Overcoming theses Issues
‣ Students Beans utilising SEO & PPC Advertising
2

SEO
‣ “Search engine optimisation (SEO) involves deploying a series of techniques to
place your site as high up the search rankings a site should go” [Tapp et al, 2014]
‣ The advertisers will need to identify key words and phrases (Algorithm) that
consumers use when using the search engine.
‣ Good SEO is about making sure your website has great, fresh content that’s
supported by the different search algorithm.
‣ The different types of Algorithm could be things such as:
‣ Words in the content of your website
‣ The titles in your website
‣ The recommendations from other websites
‣ Reputation
3

PPC
‣ Pay-Per-Click (PPC) is commonly a four line text advert,
with a clickable link aside to the ‘Natural’ listings.
‣ A very powerful way of advertising online
‣ PPC ads only display to consumers that have shown an
active interest in a particular topic.
‣ The advertiser will only pay the search engine when the
user clicks on the ad.
4

VISUAL EXAMPLE
5
PPC:
Side
bar
PPC:
Top
Strip
Natural
listings

WORKING TOGETHER
‣ Using PPC and SEO together has been trialled and can have
a positive affect on your company. A few examples.
‣ Combat negative PR
‣ Social media visibility
‣ PPC can be used to do tests quickly on keywords, which
then can be used in SEO
‣ Added visibility
6

OUTSOURCING
7

ISSUES WITH OUTSOURCING
‣ SEO can be very expensive if you’re outsourcing.
‣ SEO companies now charge hefty monthly fee’s to keep your site at a good
rank
‣ Some companies cannot be trusted and fail to deliver.
‣ Terminating a contract with a SEO company may lead to your business
loosing ranking position
‣ Many SEO companies act as middle men, this is because they simply
forward your invoices to companies in India/Philippines , where they then
buy links to improve your rank.
8

DIDM - 29TH JANUARYSEO & PPC PRESENTATION 9
HOSTING ISSUES

HOSTING ISSUES
‣ Search order dependent on
search history
‣ Location issues may mean
that a certain webpage is
not available in a particular
country
‣ Not having a mobile version
of your site
10

TIME CONSUMING

PPC COSTLY/TIME CONSUMING
‣ Research has shown that the cost of PPC seems to be increasing yearly, &
shows no signs of slowing down.
‣ Prices for keywords make it hard for small businesses to compete.
‣ To retain your rank on Google, businesses are forced to invest twice as
much then they initially invested.
‣ Businesses are paying more for keywords and to retain their position,
however, they are not seeing ROI.
‣ In depth Keyword/competition analysis, in order to conduct an effective
PPC campaign.
[Kim, 2012]
12

ISSUES COMPANIES FACE
‣ Businesses rely too much on good quality websites to increase
their ranking.
‣ If companies fail to devote high quality SEO pages they can
easily loose competitors.
‣ Poor consistency, businesses have to constantly create relevant
keywords & quality adverts.
‣ Some large companies have to outsource their SEO specialists.
‣ Conflict within the business between departments.
[Dahl , 2012]  
 
 
 13

LACK OF CONTROL

LACK OF CONTROL
‣ PPC and SEO are online models
‣ Consumers mostly control  
their online experience
‣ Add blocker / Add blocker plus /
personalised search engines /
e.g. duck duck go
‣ ‘it is customers not advertisers,
who initiate the process of
contact’ (DIDM book)
‣ Supporting material / images ?
15

QUESTIONABLE TRAFFIC

QUESTIONABLE TRAFFIC
‣ Accidental click throughs
‣ Bot traffic
‣ 10- 20% est. bot traffic
(Adweek, 2014)
‣ $180 million est. lost on
PPC advertising (Bardford,
2013)
17

UNDERSTANDING PPC CONVERSIONS
1. What do they mean?
2. Issues Surrounding Conversions.
3. Landing Page Mistakes.
18

WHAT ARE CONVERSIONS?
‣ A BEHAVIOUR FROM A CLICK THROUGH
‣ ALLOWS ROI TRACKING
‣ COMPANY Specific
‣ SAAS BUSINESS - ADOBE/MCAFEE
‣ ECOMMERCE - AMAZON/ASOS
‣ track & set conversions through Google AdWords.
[Dooley, 2014]
19

UNDERSTANDING YOUR CONVERSIONS
‣ Miss interpreting your Google Analytics data
‣ Advanced segment tool not being utilised.
‣ Understanding when you have a Sales or Marketing Issue
‣ Steady stream of affordable traffic from people looking for your product but no
one buys, you have a sales problem.
‣ Can’t afford or can’t find any significant traffic volume from people in your target
market, you have a marketing problem.
‣ Landing page
‣ Poor message match & wondering funnel paths leading to low conversion rates.
20
[Dooley, 2014]

LANDING PAGE MISTAKES

Disconnected Headline
‣ No continuation of the conversation.
22
[Sparks, 2013]

Missing Content Strategy
‣ Utilising a funnel approach to attract a
variety of consumers.
[Sparks, 2013]
23

No Incentive for First
Time Visitor
‣ The majority of traffic is first timers,
give them an incentive to get in touch.
[Sparks, 2013]
24

Not Testing
‣ To establish which landing page
variation works the best.
[Sparks, 2013]
25
[Sparks, 2013][Sparks, 2013]

Not Using an Optimised
Thank you Page
‣ Simply to let the customer know what is
happening next.
[Sparks, 2013]
26

TRUST

TRUSTING PPC
‣ 94% of consumers trust organic SEO above PPC as it is
considered to a naturally popular search result rather than
an obviously paid for ad.
‣ Pay per click brings more of a focus on money, and the
majority of consumers can identify that a company has paid
to be in that spot and may not necessarily be what the
consumer is looking for.
‣ Google identifies which ads are PPC, so people can easily
avoid them. E.g. Google AdWords
28

OVERCOMING SEO & PPC ISSUES

HOW TO OVERCOME ISSUES OF PPC
‣ Overcoming low click through rates
‣ Overcoming the quality score
‣ Expensive costs through not enough sales
‣ Ad spend could rise and this could be fixed by
aiming for a different position – key words could
often change in price.
30

‣ Ensure that consumers are
educated and informed of PPC
‣ Consider that younger consumers
are more aware of PPC and what it
is so will be less likely to click on
the advertisement as it is not part
of the natural search (Goodwin,
2012)
Source: Goodwin, 2012
OVERCOMING ISSUES OF TRUST

32

HOW TO OVERCOME ISSUES OF SEO
‣ Competitive market
‣ Natural Selection
‣ Quality – need to have good content on page so it has a
higher quality score.
‣ Different search engine results can relate to different people
– dependant on their search history.
‣ Engage in Social Media – strong social presence is a good
way to drive traffic and can have a direct influence on
ranking potential.
33

OVERCOMING HOSTING ISSUES
‣ Creating Splash Pages
for different languages
and locations
‣ Responsive Design
Coding for different
devices (Fernando,
2014)
34

36
PPC
STUDENT BEANS

37
STUDENT BEANS
SEO

TO TAKE AWAY
‣ SEO & PPC are effective tools for online Marketing
‣ The work effectively together
‣ They need to be managed and analysed effectively if to be
useful for companies
‣ Issues can be overcome through understanding of how
they work and how they should be analysed
38

THANK YOU.

REFERENCES
‣ Alex Fenton, (2014), “The ten main issues companies face when tackling search and social media marketing and how to overcome the, http://
www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-marketing-overcome/, (date accessed 19/01/15)
‣ Coles, M . (2010). BP buys oil spill PPC ads . Available: https://econsultancy.com/blog/6043-bp-buys-oilspill-ppc-ads-nice-idea-poor-execution/. Last accessed
19th Jan 2015.
‣ Darren Dahl, (2012), ‘small players seek an alternative to the expense of pay-per-click’, http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-
click-ad-costs-rise-small-businesses-search-for-alternatives.html?_r=0, (date accessed 18/01/15)
‣ Dooley, I. (2014) “Zero AdWords Conversions: Do You Have a Sales Problem or a Marketing Problem?” [WWW] Available from; http://unbounce.com/ppc/
adwords-conversions-sales-vs-marketing/ [Date Accessed; 18/01/14]
‣ Gemma Holloway, (2014), ‘DIY SEO and PPC? DON’T DO IT!”, http://www.koozai.com/blog/search-marketing/diy-seo-ppc/, (date accessed on 18/01/15)
‣ HonestSeo, (2015), ‘problems with SEO and SEO organization’, http://www.honestseo.com/problems.html, (date accessed on 19/01/15)
‣ Larry Kim, 2012, “Does SEO even work for small businesses”, http://www.smexperts.co.uk/seo/10-main-issues-companies-face-tackling-search-social-media-
marketing-overcome/, (date accessed on 19/01/15
‣ Nick Stamoulis, (2005), ‘SEO challenges faced by large corporations’, http://www.brickmarketing.com/blog/seo-challenges.htm, (date accessed 19/01/15)
‣ Sparks, D. (2013) “The Most Dangerous Landing Page Mistakes & How You Can Fix Them” [WWW] Available from; http://unbounce.com/landing-pages/
dangerous-landing-page-mistakes/ [Date Accessed; 18/01/14]
‣ Tapp, A, et al (2014). Principles of direct, database and digital marketing. 5th ed. Harlow: Pearson Education Limited. 367-370.
‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/
advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed 18/01/14]
‣ Marketsmith. (2013) “Advertisers’ Guide to Avoiding Fake Web Traffic – Bot Prevention Basics” Available from; http://www.marketsmithinc.com/2013/08/
advertisers-guide-to-avoiding-fake-web-traffic-bot-prevention-basics/ [Date Accessed; 18/01/14]
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Issues with Pay Per Click Advertising & Search Engine Optimisation

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