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SEO and PPC: How to Make the Best of Both Worlds October 20, 2008

Posted by seonotes in SE Rankings, Search Engine Marketing, Search Engine Optimization.
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How to Make the Best of Both Worlds

SEO versus PPC: How to Make the Best of Both Worlds

Industries are more open now than ever to both organic and paid internet marketing tactics. Businesses today are seeing the value of optimizing their official website, and launching a paid advertising campaign, as well.

Just like any marketing plan, going online deserves careful study in terms of resource allocation. There are certain tricks that might work well in one campaign, but will not in another.

Here are some fresh tips in order to get the best results out of your SEO project, and your PPC or pay-per-click campaign:

Mining your Keywords and Traffic Data

(more…)

How to do Effective PPC by Marc Macalua of SEO Philippines September 11, 2008

Posted by seonotes in marketing, Search Engine Marketing.
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I’m saving this last blog post for the best presentation I’ve liked in the SEMCON 2008 – How to do Effective PPC. Marc Macalua’s PPC presentation was a good blend of points for both business owners, and search marketers. I like the way he pointed out that non-traditional marketing continuous to be traditional marketing because of its wide use in the Philippine setting. Over the top display ads, event sponsorships, blogger parties, mobile marketing are the likes.

His SEMCON 2008 presentation challenges businesses to set themselves apart by doing pay-per-click marketing as their advertising game. The pros?

Advantages of PPC Marketing

  • Highly measurable
  • Cost efficient than offline advertising
  • Brings more targeted traffic – since people who search for particular buys have qualified intentions of purchase
  • You have near absolute control

 Just like me, Marc believes his favorite pay-per-click marketing platform is Google Adwords, with:

  • 62% Market share in July 2008
  • Best ROI rating of 4.2%

One can be as profitable as you wish with Adwords, as long as you refrain from committing the common deadly mistakes.

Top 4 PPC Mistakes

  • size-fits-all ads – very poor customization of ad copies for each ad group
  • Bad Landing Page experience – like pointing specific visitor traffic to a very generic page (like your home page), and leading visitors to dead-end pages.
  • No negative keywords
  • You are not tracking results – you don’t know your maximum Cost per Click or CPC!

 Of course, one cannot have a complete report on pay per click without the tricks!

 Tips on PPC Marketing

  • Build good campaign history – start off with your most important keywords. Check which are giving you profits, then bid for these good keywords at a higher price.
  • Target low-hanging keywords – those with significant traffic volume but has less competition
  • Increase CTR or click-through-rate via creative ads – also, make creative display URLs
  • Segment keywords and Networks – separate keywords in the search and content networks. You can use your Analytics Tool to identify converting keywords
  • Learn to throttle your campaign – take note of time zones, holidays, and seasonality

Some SEOnotes on ROI/ROAS for PPC

* If your target is 400% ROAS,

  • 100-200% ROI – consider changing match type
  • Less than 100% – pause the keyword
  • 400% – just okay, work on lowering CPC.

Successful PPC Campaigns have high:

  • Clicks
  • Impressions
  • CTR or Click-through-rates
  • ROAS or return on Ad Spend (ROI)

* while keeping CPC low

* ROI is usually higher in PPC than other paid channels

SEMCON 2008 in the Philippines – Day 2 September 10, 2008

Posted by seonotes in Search Engine Marketing.
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This is Day 2 of the Philippine SEMCON 2008. I am pretty much excited just like the first day, as we have more interesting topics to cover for today.

Presentations include the following:

  • Search Arbitrage: Monetizing Tier 2 POPC Search Traffic by Hans A. Koch (great talks in the the Philippine Wordcamp, by the way).
  • Domaining: Domain Monetization by Emil Avancena
  • Affiiliate Marketing Best Practices by Anders Barris
  • Internet Connectivity by Jerameel Azurin
  • Revenue Models for Social Networks by Mike Palacios
  • Social Media Optimization: Maximizing Traffic by Kevin Leversee
  • SEO COpywriting by Damien Kelly
  • Eyeblaster Rich Media Presentation by Jordan Khoo
  • Panel Discussion: Site Clinic

Read on for Day 2 of SEMCON 2008 Live Blogging only here at SEOnotes.

Search Marketing by James Hawkins of Deal Group Media September 9, 2008

Posted by seonotes in Search Engine Marketing.
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Basically an introduction to search marketing particularly targeted for business owners. It’s a comprehensive walkthrough of the advantages of online marketing, the pros and cons of SEO versus PPC. It also talks about the resource allocation required for each, and the potential ROI that one can achieve out of search advertising.

Quick Facts:

• 37% of online search are triggered by TV ads
• 30% of online search are triggered by Newspaper ads
• 17% of online search are triggered by Radio ads

From Travelocity:
• 96% of booked trips from branded kws
• 4% of bookings from non-branded kws

With SEO you can/have:
• Brand Positioning within Search Engines
• More control over copy content
• More control on landing page and opt
• Defensive strategy against competitor

Summary:
• PPC and SEO two distinct principles
• Can be complicated to master tech to achieve goals
• Search is no longer all about acquisition; it is also a branding tool
• Search marketing has immense potential and growing!

Search and the Consumer Journey by Manny Nepomuceno, Ogilvy Advertising September 9, 2008

Posted by seonotes in Search Engine Marketing.
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This presentation was an introduction about search engine marketing. This discussed the nature of organic search engine optimization, and pay-per-click marketing. What interested me most about the discussion was on local and personalized search.

Local Search
•    Humanize the approach. Most people use question search terms “Where to buy?..”
•    Challenges immediacy
•    You have to be right where the consumers are

*Long tails on Pareto Analysis -20% of your best sellers affect 80% of your profit. Your long tails are your best sellers.

Really, I’ve always loved long tail keywords – they’re targeted, less competitive, and most of all budget-friendly (in terms of PPC).