Integrated Search MarketingSCOTT DEROCHE

#EMUDIGITAL

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Identify your business objectives

What are your marketing goals?

Define your key performance indicators

Goals & KPIs

Channel Diversity

Leverage website analytics

Monitor KPIs by marketing channel

Be channel agnostic

Question last click attribution

43%

18%

17%

8%

6%5%

2% 1%

organic cpc direct (none) referral newsletter email blog videos

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Every SERP can contain

multiple channels

Multiple “optimization”

opportunities

Real estate for top terms

within organic, paid, local,

and social snippets

Text Ad

Sitelink

Sitelink

Description

Knowledge

Panel

Product

Listing Ads

Organic

Result

Trusted

Stores Rating

Location

Extension

Sitelinks

Search

Box

Organic

Sitelinks

“In the

news” /

Trending

Anatomy of

the evolving

SERPs

Social Paid Organic

Social

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Organic Search

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Researching Keyword Targets

Google Keyword Tool

Google Trends

AdWords “Search Terms” report

SEMrush.com

ubersuggest.org

keywordtool.io

soovle.com

moz.com (keyword difficulty tool)

http://google.com/complete/search?q=

GUITAR&STRINGS&output=toolbar

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18.20%

10.05%

7.22%

4.81%

3.09% 2.76%1.88% 1.75% 1.52%

1.04%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

1 2 3 4 5 6 7 8 9 10

Clic

k T

hro

ug

h R

ate

Google Organic Position

CTR by Organic Position

* Source Slingshot SEO http://www.slingshotseo.com/resources/white-papers/google-ctr-study/

“Above the fold”

snippets dominate

organic

Over 75% of page-one organic clicks

originate from the first three positions

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Organic Traffic Takes Time

0

5,000

10,000

15,000

20,000

25,000

Organic Paid

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* Source http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

SEM Can Compensate for SEO

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6.6%

1.9%

1.3%1.0%

0.8% 0.7% 0.6% 0.5%0.2%

0%

1%

2%

3%

4%

5%

6%

7%

1 2 3 4 5 6 7 8 9

Clic

k T

hro

ug

h R

ate

Ad Position

CTR by AdWords Average Position

Top Ad Positions

Drive Top Results

* Client study based on 3 million impressions

40% of PPC traffic driven by #1 position ads

80/20 Rule – Over 80% of PPC traffic driven

by top 3 positions

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Ad Extensions = Real Estate

Sitelink Extensions

Sitelink Descriptions

Call Extensions

Location Extensions

Call Out Extensions

Review Extensions

App Extensions

Also:

Product Listing Ads

Betas

540px x 240px

480px x 150px

400px x 50px

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Quality Score Optimization

SEO/PPC Relationship

Ad/landing page relevance

Remove low QS keywords

Use BMM to pull in long-tail

Lower costs = drive more traffic

0

1

2

3

4

5

6

7

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

Qu

alit

y S

co

re

Av

era

ge

CP

C

Quality Score / CPC Relationship

AVG CPC Quality Score

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Search Remarketing (RLSA)Re-engage with your audience on the Search Network

Use broad search terms

Can be as effective as email lists

Site Retargeting on the GDNRe-engage with your audience on the Display Network

Exclude these placements:

•adsenseformobileapps.com

•anonymous.google

•appspot.com

But Wait…There’s More: Retargeting

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@scottderoche

www.linkedin.com/in/scottderoche

Thank You!

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