ses chicago 2010_m_mackey_stretch_mktgdollars
TRANSCRIPT
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 [email protected]
@Mel66
Thank You!