ses chicago 2010_m_mackey_stretch_mktgdollars

Stretch Your Marketing Dollars

An SEM Case Study

How Would You Like To…

Use PPC to increase conversions from search…

without an ongoing PPC budget?without an ongoing PPC budget?

What Are These?

Background – The Client

Case Study:

• M. Chain (www.mrchain.com): Michigan-based manufacturer of • M. Chain (www.mrchain.com): Michigan-based manufacturer of plastic stanchions & chains

• Wanted to break into new markets: schools and government

• Michigan-based manufacturer, products made in US

• GSA certified

Small Budget – What To Do?

Small Budget: $15,000 total

• Not enough for ongoing PPC

• Only enough for one-time • Only enough for one-time SEO

• Needed timely & relevant content

Search Marketing:

Use PPC to Inform SEOUse PPC to Inform SEODevelop Content Plan

Use PPC to Inform SEO

Research

• Client Goals• Keywords & Ad Copy

Research• Keywords & Ad Copy

Step 1: Research

• Client Goals

• PPC Keywords

• PPC Ad Copy

Use PPC to Inform SEO

Implement

• Track & Optimize PPC Performance

• Gather SEO InsightImplement • Gather SEO Insight

Step 2: Implement

• 3-Month PPC Campaign

– Keywords with best CTR

– Optimize ad copy

– Test landing pages– Test landing pages

• SEO Keyword Research

– Begin in Month 3 of PPC

Use PPC to Inform SEO

Analyze

• What Worked in PPC?• Develop SEO Plan

Analyze• Develop SEO Plan

Step 3: Analyze

• 1 PPC Conversion in 3 Months

• BUT….• BUT….

– “Barriers” vs.“Stanchions”

– CTR = good; conversion rate = not good

– CTA was MIA

Step 3a: Develop SEO Plan

• Based on PPC Results

– Focus on keywords with the best CTR

– Include new on-site copy with high-CTR terms: “barrier,” “school,” & “safety”terms: “barrier,” “school,” & “safety”

– On-site implementation included (along with basic SEO training)

Publish Timely & Frequent Content

• Content audit

• WordPress blog

• Create seed posts• Create seed posts

• Content calendar

Results

• Targeted SEO terms went from no ranking to top 5

• Total conversions increased by 37%• Total conversions increased by 37%

• Timely & relevant content made easy

Takeaways

Determine business goals first

Takeaways

• Doing your homework pays off

– SEM– SEM

– Blog Content

Takeaways

• Use PPC to inform SEO

– Inform website copy – Inform website copy and blog content too

Takeaways

Investing in good research upfront yields big returns in the long run

Resources

• Integrating PPC with SEO, Search Engine Watch: http://searchenginewatch.com/3634874

• Use PPC To Inform SEO, Fluency Media Blog:http://www.fluencymedia.com/ppc-informs-seo/

Melissa Mackeymmackey@fluencymedia.com

@Mel66

Thank You!