seo & ppc the classic onetwo punch to dominate
TRANSCRIPT
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SEO & PPCThe Classic One / Two Punch
To DominateMarty Weintraub, CEO
@aimClear
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Thinking About MarketingIn a More Holistic Light
Marty Weintraub, CEO
@aimClear
Or…
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ho·lis·tic/hōˈlistik/“Characterized by
comprehension of the parts of something as intimately
interconnected & explicable only by reference to the whole”
-Wikipedia
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Marty Weintraub
• CEO Of aimClear®, Agency• Social, SEO,& SEM Online Pro Since 1993• 15 Billion FB Ads Impressions Since 2007• Client Credits: Martha Stewart, Siemens,
3M, Ning, Local.com, Many Others.
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Marty Weintraub
• CEO Of aimClear®, Agency• Social, SEO,& SEM Online Pro Since 1993• 15 Billion FB Ads Impressions Since 2007• Client Credits: Martha Stewart, Siemens,
3M, Ning, Local.com, Many Others.
![Page 7: SEO & PPC The Classic OneTwo Punch to Dominate](https://reader035.vdocuments.net/reader035/viewer/2022070604/54b7383a4a7959be4c8b467b/html5/thumbnails/7.jpg)
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So What’s
Important?
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Paid Above Fold
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Organic (SEO)
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Kingmaker
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Organic
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Paid
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Today’s Discussion• Search Marketing & Intent• Contextual Marketing• SEO’s Effect On Advertising ROI• Facebook PPC’s Effect On SEO• Excellent Questions • Modern SEO KPIs
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Search & Intent
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• Search (Users Asking Questions)• Paid& Organic
2 Fundamental Types of Marketing
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Venerable “SEO”
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Intent Revealed
• Are Searchers Looking to Buy?• Do They Seek Information?• Trying To Find a Specific Site (Navigational)?• Crucially Subtle Intent: Surgery vs. Surgeon
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Intent (Keyword) Research
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Mash Clarifying Words with Intent
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“Intent” Takes All Different Forms
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Inferred Intent
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What Is SEO?
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Channel Mania
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“SEO” By Participation
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2nd Fundamental Type of Marketing
• Contextual (Walk By)• Paid & Organic
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Contextual Marketing
• Walk-By Traffic, Nobody Searches
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Contextual Marketing Is Timeless
• Driving North on HW, Hotel Billboard
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Traditional Display Channels
• Tire Ad in Sports Section
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Classic User Targeting
• Ads on Hockey Boards
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Rocking Contextual PPC
• Massive Volume• Targeting Downright Creepy
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Facebook Ads
• Highly Targeted Contextual Inventory
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LinkedIn Ads
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LinkedIn Ads
Deadeye Retargeting
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Organic Contextual (Social Media)
• Free Social Channels For Participation• Marketing By Participation
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SEO’s Effect On Advertising ROI
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Classic Pay Per Click Metrics
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Google.com/webmasters
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Technical & Semantic SEO
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MARKETINGTechnical SEO &
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Overlooked, SEO “Ads”
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+79.8%
Improved SEO
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Cost Of PPC:$6,587PPC Conversions 274CPA PPC + Old SEO$15.91CPA PPC + New SEO $6.57Factor 6K Agency Fee $12.56
414 conversions1002 conversions
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Case Study:Effect Of Facebook Ads
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Organic Search
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PPC
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PPC
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After FB Ads
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PPC
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Organic Search
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PPC
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PPC
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14.3%
47.9%
$17,768.81
Net Contingent On Margin
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+ Transient SEO Lift
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Excellent Questions
• PPC For Brand Terms?• How To Measure Social Conversion?• Why FB/LinkedIn Ads In Light Of $• What Program Yields Greatest ROI?
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Thank You!Marty Weintraub, CEO
@aimClear