Search Synergy –
Maximizing Your Online Shelf Space
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About Our Sponsors
Covario is a leading provider of SEO
(search engine optimization) and SEM
(search engine marketing) agency
services and management solutions.
Kenshoo is a digital
marketing technology company
that engineers premium solutions
for search marketing, social media
and online advertising.
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Housekeeping
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Today’s Presenters
Mel White
Special Projects Editor
ClickZ
Kelly Wrather
Marketing Manager
Kenshoo
Alex Funk
Director of Digital Media Strategy
Covario
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Agenda
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State of the SERP
SEM Landscape
Implications for Marketers
SEO + SEM Synergy
Goal-Setting
Budgeting
Key Takeaways
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The State of the SERP
Kelly Wrather
Marketing Manager
Kenshoo
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The SERP of 2011
The SERP of today
• More real estate
– Product Listing Ads
(PLA)
– Enhanced Sitelinks
– Ad Extensions
– More screens to
consider
• Convergence: Paid,
Owned, and Earned
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And it’s not just Google…
SEM Landscape
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SEM: Competition’s heating up
• Search Ad Spend up 52% since Q2 2011
Note: Volume metrics have been
normalized to a factor of 1 based on
the initial quarter of data. Data points
from subsequent quarters are based on
a multiplier from the first quarter – for
example, 1.52 means that volume is
52% greater than volume in initial
quarter measured (Q2 2011).
Holiday snapshot
• Search Ad Spend up 51% for Cyber Monday 2012
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Implications for Marketers
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What does this mean for the marketer?
• Raising budgets isn’t enough, need to get more
creative to maximize shelf space
• Challenges overcoming structural silos
• More touchpoints to consider and account for in a
consumer’s path
• Integrated approach needed to understand the full
search picture
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Get creative with shelf space
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Overcome silos
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Connect your product
feed in the Google
Merchant Center
Connect your Merchant
Center account to your
AdWords account
Sync Kenshoo
and AdWords
Manage, optimize and
report on PLAs
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Account for touchpoints
Social Ad
Click
Search Text
Ad Click
Product Ad
Click
Purchase
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Take an integrated approach
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Poll 1
Do Paid and Organic Search have equal priority in
your organization?
• SEO/PPC – equal priority
• SEO – greater priority
• PPC – greater priority
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Shedding light on SEM + SEO
opportunities
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Keyword expansion
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Understand program cannibalization
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Attribute actions
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Paid and Organic Search Synergies
Alex Funk
Director of Digital Media Strategy
Covario
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Poll 2
Do you feel your Paid and Organic Search programs
work together or compete against one another?
• Yes, highly integrated
• Moderately integrated, need more focus
• No, not integrated, need help
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Understanding The Problem Statement
• What keywords are we really talking about?
• What are we actually trying to compare?
• What phenomena are we trying to measure?
Without Data, Assumptions Are Just That
“Why are we buying our brand
keyword when we already rank #1 in
the organic results?”
“Why are we paying for traffic if we’re
already getting it for free?”
Clicks on Paid Ads are Incremental to
Organic
Source: Incremental Clicks Impact of Search Advertising. Google. July 2011
SEO/PPC Synergies
More Data, Better User Experience
= Higher Performance
 Unified Search Reporting
 Comprehensive Sharing of
Search Data
 Search Traffic Forecasting
 Investing in Long Tail vs
Head terms
 Cannibalization or click
assistance?
 Ad copy performance
 Landing Page performance
 Search results user
experience
 Management efficiencies
for entire search program
 Mitigate loss of organic
traffic with paid
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Poll 3
Have you seen uplift by having a Paid and Organic
strategy that work to support one another?
• Yes, significant uplift
• Somewhat, moderate uplift
• No, little to no uplift
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Organic results account
for just 15% of the above
the fold pixels
ORGANIC
RESULTS
On average the top 3 spots take
>40% of the clicks on this page
Sponsored Ads on high commercial
intent keywords take up 86% of the
above the fold pixels
GOALS
OF A COMPREHENSIVE
SEARCH PROGRAM
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Achieving your Goals
Optimize
to KPIs
Maximize
Visibility
Increase
Efficiencies
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Cross Capability Collaboration
• Working as a team to share learning and best practices across
capabilities with agencies to drive time and cost efficiencies
Capability
Search Engine Marketing
Creative
 Keyword insights used to inform website content, paid search
creative, and metadata
Technology
 Best practices for search engine optimization are shared with
technology
Strategy and
Analytics
 Learning from strategy and analytics are used to inform and refine
the search engine marketing campaign and drive business results
Media
 Media drives searches for targeted keyword phrases
 Keyword research informs media buys and creative
HOW TO SUPPLEMENT SEO
WITH PPC
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Increase web visibility with PPC for NonPerforming SEO Keywords
– Company is ranking beyond the first 30 organic listings for 14
gold keywords - primarily competitive, non-branded terms with
high search volumes
– Company could increase search visibility by bidding on these
terms.
– Testing performance of competitive paid terms can indicate
which keywords merit link building budget, which can take
several quarters of SEO efforts to realize results.
Company doesn’t rank within the top 100 organic listings for this highly relevant and
competitive term
While organic optimizations are formulated and implemented, multiple paid listings can
be implemented and tested, driving traffic immediately to the site.
UTILIZE PERFORMING PPC
DATA FOR SEO
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Leverage performing keywords and ad copy
CTAs for SEO on-page optimization whilst
adhering to brand and legal guidelines:
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Meta Title
Meta Description
Header tags (H1, H2, etc.)
Webpage textual Content
Image alt tags
Internal Linking
Link Development
If this ad has a high CTR, it’s
description line can be added to
the meta description of the
organic listing(s) below to increase
organic CTR.
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Consistent Messaging
Messaging in paid and
organic listings should work
together to drive CTR.
Messaging for paid and
organic listings on Google are
all consumer focused and
describe features and available
models.
Although descriptions are
different, they are thematically
cohesive, attempting to drive
user to the site to make a
purchase.
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Search Reports: SEM/SEO
Brand 1 Weekly Report
Brand 1
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Don’t forget about Mobile
45 /
©2
012
Co
vari
o,
Inc.
All
TIMING AND BUDGETING
CONSIDERATIONS
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Timing Considerations
• SEO optimizations often take time to capture traffic while
paid placement can provide quick gains.
• Utilize PPC to drive traffic to new site pages while SEO
builds content, optimizes pages, and acquires links.
• Also, react to shifting organic results (Google Panda
updates, website updates etc.) with PPC to minimize
loss of visibility and traffic.
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Budget Program to Purchase Funnel
–Generic, broad keywords
–High search volume / traffic
–High costs associated with:
–Very competitive (high CPCs)
–Generally lower conversion rates
–Mix of generic, branded, and targeted keywords
–Consumers engaged in select group of brands for
consideration
–Potentially less volume / traffic
–Higher conversion rates
–Mix of multi-string queries and brand terms
–Low search volume on ‘tail terms’
–High search volume on brand terms
–Specifically targeted (brand, product, action)
–Higher conversion rates
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Key Takeaways
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Understand the landscape and its implications
Determine program synergies
Uncover opportunities for program optimization
Back it up with data
…Ultimately, maximize search ROI!
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Questions
Kelly Wrather
Kenshoo
kelly.wrather@kenshoo.com
Alex Funk
Covario
afunk@covario.com
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Join us Next Week
Best Practices for 2013
from the ClickZ Academy Faculty
Thursday, December 20, 12 pm EST
Moderator • Thom Craver; Senior Technical SEO Manager, TopRank
Speakers • Simon Heseltine; Director of SEO, AOL Inc.
• Lisa Buyer; President & CEO, The Buyer Group
• Sundeep Kapur; Digital Evangelist, NCR Corp.
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