Ses chicago 2010_m_mackey_stretch_mktgdollars

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mmackey

Technology

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?

Background – The Client

Case Study:

• 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
SEO
• Needed timely & relevant
content

Search Marketing:

Use PPC to Inform SEO
Develop Content Plan

Use PPC to Inform SEO

• Client Goals
• Keywords & Ad Copy
Research

Step 1: Research

• Client Goals

• PPC Keywords

• PPC Ad Copy

Use PPC to Inform SEO

• Track & Optimize PPC
Performance
Implement • Gather SEO Insight

Step 2: Implement

• 3-Month PPC Campaign
– Keywords with best CTR
– Optimize ad copy
– Test landing pages

• SEO Keyword Research
– Begin in Month 3 of PPC

Use PPC to Inform SEO

• What Worked in PPC?
• Develop SEO Plan
Analyze

Step 3: Analyze

• 1 PPC Conversion in 3 Months

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

Publish Timely & Frequent Content

• Content audit

• WordPress blog

• Create seed posts

• Content calendar

Results
• Targeted SEO terms went from no
ranking to top 5

• Total conversions increased by 37%

• Timely & relevant content made easy

Takeaways

Determine business goals first

Takeaways

• Doing your
homework pays off
– SEM
– Blog Content

Takeaways

• Use PPC to inform
SEO
– 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 Mackey
mmackey@fluencymedia.com
@Mel66

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Ses chicago 2010_m_mackey_stretch_mktgdollars

1. Stretch Your Marketing Dollars An SEM Case Study

2. How Would You Like To… Use PPC to increase conversions from search… without an ongoing PPC budget?

3. What Are These?

4. Background – The Client Case Study: • 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

5. Small Budget – What To Do? Small Budget: $15,000 total • Not enough for ongoing PPC • Only enough for one-time SEO • Needed timely & relevant content

6. Search Marketing: Use PPC to Inform SEO Develop Content Plan

7. Use PPC to Inform SEO • Client Goals • Keywords & Ad Copy Research

8. Step 1: Research • Client Goals • PPC Keywords • PPC Ad Copy

9. Use PPC to Inform SEO • Track & Optimize PPC Performance Implement • Gather SEO Insight

10. Step 2: Implement • 3-Month PPC Campaign – Keywords with best CTR – Optimize ad copy – Test landing pages • SEO Keyword Research – Begin in Month 3 of PPC

11. Use PPC to Inform SEO • What Worked in PPC? • Develop SEO Plan Analyze

12. Step 3: Analyze • 1 PPC Conversion in 3 Months • BUT…. – “Barriers” vs.“Stanchions” – CTR = good; conversion rate = not good – CTA was MIA

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

14. Publish Timely & Frequent Content • Content audit • WordPress blog • Create seed posts • Content calendar

15. Results • Targeted SEO terms went from no ranking to top 5 • Total conversions increased by 37% • Timely & relevant content made easy

16. Takeaways Determine business goals first

17. Takeaways • Doing your homework pays off – SEM – Blog Content

18. Takeaways • Use PPC to inform SEO – Inform website copy and blog content too

19. Takeaways Investing in good research upfront yields big returns in the long run

20. 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/

21. Melissa Mackey mmackey@fluencymedia.com @Mel66

22. Thank You!

Ses chicago 2010_m_mackey_stretch_mktgdollars

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