Using SEO Tactics To Improve Your PPC - Expanded Edition
- 1. Using SEO Tactics To Improve Your PPC Julie Friedman Bacchini @NeptuneMoon
- 2. After this session, you will be able to… ● Look at your projects through both a PPC and SEO lens ● Better understand the various types of intent for your target terms ● Utilize some great SEO tools to gather better terms to target and use as negatives ● Better focus your ad copy and landing page messaging ● Make better remarketing campaigns
- 3. Who Am I? ● Been working in digital since its literal beginning ● President of Neptune Moon, LLC ● Background in general marketing, PR, web design/dev, SEO and PPC ● Current organizer and co-host of PPC Chat on Twitter
- 4. SEO vs. PPC Julie Friedman Bacchini @NeptuneMoon
- 5. SEO vs. PPC It’s not really as zero sum as some make it seem…
- 6. PPC Is REALLY Funnel Focused We spend most of our time trying to figure out how to get more people into the funnel. And then how to jam them down on through because…
- 7. PPC Has True Direct Costs - Clicks Every click costs actual dollars. Every dollar is expected to be tied directly back to a digital advertising initiative and show a positive ROI or ROAS.
- 8. SEO Doesn’t Have Costs Per Click So… SEO is generally more focused on getting traffic to the site, particularly for non-branded search… Not necessarily on creating conversions or specific actions.
- 9. How Can An SEO Mindset Improve Your PPC? Expand your thinking to be more realistic about a potential customer’s actual journey to purchasing… Not every action has a direct funnel step correlation!
- 10. How PPC Tends To View Potential Customers
- 11. How most people actually are when searching
- 12. Start to really think about the INTENT
- 13. How do PPCs think about intent? ● Purchase is foremost in our thinking ● If doing lead generation, it’s the input form ● All about the conversions
- 14. How do SEOs think about intent? ● Tend to be more question/query and information oriented. ● Build content for information seeking and research and consideration. ● How to create content that answers a searcher’s main question.
- 16. Start building your PPC strategies for real people, not just imaginary personas.
- 17. How do I do that? Julie Friedman Bacchini @NeptuneMoon
- 18. Process I Follow For New Accounts ● Competitive landscape ● Keyword research ● What are actual searchers likely to see ● Actual PPC strategy
- 19. A Healthy Combination Of Tools & Manual Work Why? Because tools do not know everything and their data is not anywhere near foolproof.
- 20. Let’s work through an example case. Julie Friedman Bacchini @NeptuneMoon
- 21. Example Case – A Local Banking Client • Local area banking institution • Not currently doing ANY digital marketing?!? • Branch locations throughout greater Philadelphia area
- 22. Step One – See the SERP for likely queries
- 23. What does Google tell you about intent in SERPs?
- 24. Competitor’s Landing Page Nothing special, BUT when you click back to the SERP…
- 25. What do you see after clicking a result & back? Google is literally telling you what else people search for related to your target term!
- 26. Want similar data even faster?
- 27. Get More Data – With Keyword Keg
- 28. Keyword Keg Icons – Does the SERP contain… • Snippet • Knowledge Graph • Ads • Local Listings (Map) • Videos • Images • Includes dates in results • News • Product Listing Ads (PLAs)
- 29. This is all giving you clues about INTENT
- 30. What do you do with this data? • Build out primary keyword lists • Build out initial negative lists • Begin to understand intent to apply to ad copy and landing page content
- 31. Want to take it even further? Julie Friedman Bacchini @NeptuneMoon
- 32. My favorite planning tool – Answer The Public EVERYTHING from Answer The Public is downloadable in CSV!
- 33. What questions do people ask about your term?
- 34. Sometimes there are a TON of questions…
- 35. Major insight into INTENT & thought processes
- 36. Prepositions + your term
- 37. Prepositions + your term – A closer look
- 38. Alpha list of terms
- 39. Buzzsumo – it’s not just social mentions
- 40. See questions on a topic from around the web
- 41. See top content for a topic & engagement stats
- 42. How can you use this data? • Answer real questions on your landing pages (and in ad copy, if possible) • Use these questions as a basis for your remarketing – create a series of ads that answer common questions • See what content generated engagement and use ideas for ads, landing pages and remarketing
- 43. A couple of other little gems… Julie Friedman Bacchini @NeptuneMoon
- 44. Use Google Search Console for more data Get a site’s organic search terms via GSC. If you have Keyword Keg, you can export terms right from GSC into it.
- 45. Negativing out competitors? SEOBook’s typo generator tool is a lifesaver! Thank you @amaliafowler for hipping me to this amazing tool.
- 46. Wrapping it up Julie Friedman Bacchini @NeptuneMoon
- 47. Make better decisions & create better content • Use SEO sources to create better keyword lists – for both targeting and exclusion • Find the questions people are asking about your type of product or service and answer them in your ads and landing pages • Better understand user intent around your offerings and speak directly to it • Improve your remarketing by answering questions you find
- 48. Resources Julie Friedman Bacchini @NeptuneMoon
- 49. Where To Find The Tools In This Deck https://keywordseverywhere.com/ https://app.keywordkeg.com/ https://answerthepublic.com/ http://tools.seobook.com/spelling/keywords-typos.cgi https://buzzsumo.com
- 50. Follow up questions? You can find me here: Twitter: @NeptuneMoon LinkedIn: https://www.linkedin.com/in/neptunemoon/ Web: https://www.neptunemoon.com
- 51. Bonus Material! Julie Friedman Bacchini @NeptuneMoon
- 52. Moz Local – Competitor Insights https://moz.com/products/local Moz Local’s tool shows you the overall status of competitor’s location listings and citations.
- 53. How complete is a competitor’s presence? Get a sense of what they have claimed (particularly Google My Business listings). A verified GMB listing is required to use Location Extensions in Google Ads. Important for businesses seeking foot traffic!
- 54. More ways to research questions! Fantastic post from Ann Smarty on the Moz Blog about how to research questions related to your topic, which includes even more tools & techniques: https://moz.com/blog/research-monitor-optimize-questions
- 55. Have a lot of keyword permutations? Keyword Keg has a term merging tool!
- 56. See the stats for the merged words/phrases