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SEO vs. PPC: Pros, cons & an integrated approach - Search Engine Land

SEO vs. PPC: Pros, cons & an integrated approach - Search Engine Land | The MarTech Digest | Scoop.it
The benefits of running SEO and PPC together include:

  • Keyword and conversion data from PPC can be fed into organic search (SEO).
  • The total volume of traffic can be increased by targeting clicks in paid and organic for high-performing keywords.
  • High-cost keywords, high-volume or low-converting (yet still important) keywords can be moved from PPC to organic search.
  • A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.
  • Remarketing allows you to stay in front of visitors after an initial touch via organic search and customize messaging around their engagement with your site.
  • Test your keyword strategy in PPC before committing to long-term SEO strategies.
  • Target users at all stages of the customer journey from research to comparison to purchase with commercial keywords.
  • Increase confidence and awareness by having both strong organic and paid visibility.
CYDigital/marteq.io's insight:

You definitely want to CT for the pros and cons.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Google Paid Search Trends: 1Q17 - MarketingProfs

Google Paid Search Trends: 1Q17 - MarketingProfs | The MarTech Digest | Scoop.it
The share of clicks on Google AdWords ads originating from mobile phones increased from 2016 to 2017. Check out more paid search data, including CTR & CPC trends by device type.
CYDigital/marteq.io's insight:

FWIW: tablet shipments continue to decline.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How to write PPC text ads in 2017's sophisticated environment - Search Engine Land

How to write PPC text ads in 2017's sophisticated environment - Search Engine Land | The MarTech Digest | Scoop.it

"Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components. Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before.

Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection.”

This means you can now write mobile-preferred ads without ad customizers or creating a mobile-only campaign. Instead of writing two ads, you can now write one that changes the message depending on the device.


This new function is great, but you still must ask the age-old question: Should you segment your campaigns by device? Let’s begin our ad-writing discussion by first addressing this question."

CYDigital/marteq.io's insight:

An excellent hands-on article. 

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Goodbye Google Keyword Planner, Hello Keyword Research Using PPC - Profs

Goodbye Google Keyword Planner, Hello Keyword Research Using PPC - Profs | The MarTech Digest | Scoop.it
You might think you can't afford to use PPC for keyword research, but don't discount the idea. I'm not (necessarily) suggesting that you try a full-force PPC campaign. I spent just $100 over one month (my space is competitive and expensive) and learned the following:

  • What phrases people use to look for me. You know there are a lot of marketing buzzwords out there; I was able to thin those out to only the productive ones.
  • Some great long-tail keywords. I added them to my site.
  • Which keywords produced not only volume but also conversions.
  • What messages resonated with my customers; they weren't what I expected.
CYDigital/marteq.io's insight:

Think long tail so that you don't spend everything you have for valid results.

 

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

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RankBrain’s potential effect on your paid search campaigns | Search Engine Watch

RankBrain’s potential effect on your paid search campaigns | Search Engine Watch | The MarTech Digest | Scoop.it
My advice for advertisers is to get your landing pages RankBrain-ready:

  • Understand your audience.
  • Give your pages clear, unique themes.
  • Use alternate keyword variations throughout your copy that still relate to the page theme.
These are methods that have always been helpful to successful search advertising in the past, but they become even more important moving forward.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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How paid and organic SEO results overlap in 2016 | Search Engine Watch

How paid and organic SEO results overlap in 2016 | Search Engine Watch | The MarTech Digest | Scoop.it
1) Paid search seems to rule the day, but don’t sleep on organic

Paid search dominates the screen on mobile devices. With that said, organic and paid overlap did drop slightly year over year, but still had the second highest overlap in seven years. I believe this is due to brands paying more and more attention to SEO, especially in regard to user experience, as well as Google’s increased focus on quality content (Panda) and use of technology (mobile friendliness).

2) The importance of “other” search listings

From the knowledge graph, images, news, and local listings, the search engines have been pulling a variety of different information into its results for a long time. This year, as we started to track how frequently these items appear, we are reminded of this fact. Local listings didn’t appear nearly as much as shopping, but I think this is really one to watch. Especially with the recent announcement of ads within maps.
CYDigital/marteq.io's insight:

Bear in mind that mobile has overtaken desktop, and the first 4 search results on that tiny screen are paid.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results? - HubSpot

Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results? - HubSpot | The MarTech Digest | Scoop.it
Will this impact marketer's organic results? Yes it will -- although it’s hard to say how exactly. While fewer ads could increase organic traffic, a fourth ad above organic results could also push results down the page to a point that lowers traffic. When you consider that the further down a result appears in SERPs, the lower the clickthrough rate it receives, it’s reasonable for us to assume there’s going to be a negative impact on organic traffic.

It’s also important to remember that this is one of many significant changes to the SERPs in the past few years. The introduction of the Featured Snippet and Knowledge Graph results created even more distractions from the traditional blue links that represent organic results. As marketers, you should be paying attention to the types of results that are being displayed in SERPs for keywords that you’re trying to rank organically for so that you can provide content that’s formatted optimally.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

What's the bigger game plan here for Google?

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What Google's New Layout Means For Search Marketers - Search Engine Land

What Google's New Layout Means For Search Marketers - Search Engine Land | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Excellent analysis.

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Google is removing all Right Hand Side Ads on SERPs worldwide | Search Engine Watch

Google is removing all Right Hand Side Ads on SERPs worldwide | Search Engine Watch | The MarTech Digest | Scoop.it
As reported and confirmed by numerous sources, Google will no longer be showing ads on the right hand side of its search results pages.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Holy crap!

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A 14 Point Checklist for Designing a PPC Landing Page - Search Engine Watch

A 14 Point Checklist  for Designing a PPC Landing Page - Search Engine Watch | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let marketingIO help you see clearly. 

CYDigital/marteq.io's insight:

And these 14 points are applicable to any landing page effort.

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CPM vs CPC – a Comprehensive Comparison (Infographic) - DM Phipillines

CPM vs CPC – a Comprehensive Comparison (Infographic) - DM Phipillines | The MarTech Digest | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

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Angie Thao's curator insight, May 15, 2016 6:55 PM

Comparison Infograph:

Like: Good information, good comparisons.

Dislike: Nothing??

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How Buyer Personas Can Improve Your SEM Results - SEMrush Blog

How Buyer Personas Can Improve Your SEM Results - SEMrush Blog | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

CYDigital/marteq.io's insight:

But you can't control who views your ads. Choosing keywords that appeal to a persona is sensible, but if you have 3 personas, you have a one in three chance of hitting that persona.

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7 Excellent PPC Landing Page Resources - iSpionage

7 Excellent PPC Landing Page Resources - iSpionage | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

For details and links, please click through.

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LinkedIn's new profile-driven ad network is a balancing act between users and marketers - VentureBeat

LinkedIn's new profile-driven ad network is a balancing act between users and marketers - VentureBeat | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

More on the announcement from last week. The article covers the pros and cons of using LI as an advertising platform. Doesn't matter: only you can decide based on testing. I think what people will find is a mix of tactics to drive a conversion, e.g., an LI ad to an LI posting that has a CTA embedded.

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Search Marketing Budgets Gaining Steam in 2015 | Mobile Marketing Watch

Search Marketing Budgets Gaining Steam in 2015 | Mobile Marketing Watch | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

This is consistent with other surveys that we've seen: search (SEO and PPC) is a top inbound priority.

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4 Reasons Why You Should Be Monitoring Competitor PPC Landing Pages - iSpionage

4 Reasons Why You Should Be Monitoring Competitor PPC Landing Pages - iSpionage | The MarTech Digest | Scoop.it

Digest...

→Lesson #1: Your competitors might be calling you out

→Lesson #2: Uncover your competitors’ campaign structure and strategy

→Lesson #3: Know when your competitors run new special offers

→Lesson #4: Get new landing page design ideas

 

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CYDigital/marteq.io's insight:

I've collected some great information on competitive research, and you can find it here:

http://www.scoop.it/t/the-marketing-automation-report/?tag=competitive+analysis 

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Building a Search Marketing Funnel - Smart Insights

Building a Search Marketing Funnel - Smart Insights | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

This is the right approach, but a bit of caution: you could go crazy with tons of AdGroups matched with tons of ads and tons of landing pages. Be sure to use tools to assist you with this effort.

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5 Key Reasons Why Paid Search Should Be Part of Your Inbound Strategy - Search Engine Watch

5 Key Reasons Why Paid Search Should Be Part of Your Inbound Strategy - Search Engine Watch | The MarTech Digest | Scoop.it

Digest...


1. It’s There When They Are Searching

2. It Can Complement Your SEO Efforts

3. It Provides the Ability to Change Messaging in Real Time

4. It Can Have a Broad or Targeted Reach

5. It Can Provide Lift to Other Marketing Strategies

 

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CYDigital/marteq.io's insight:

Like anything else, you can test to see if there are any advantages to add SEA to your inbound effort. At the very least, you can use SEA to test different messages. But if you do test, be sure to test social advertising with it so that you can contrast/compare.

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Jean-Pierre Lanzetti's curator insight, January 12, 2015 11:56 AM

See also Digital topic ...

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The Power of Remarketing in PPC [Infographic] - B2B Infographic

The Power of Remarketing in PPC [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it

 

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Google AdWords Removes Advertisers’ Ability To Match Only Exact Keywords | TechCrunch

Google AdWords Removes Advertisers’ Ability To Match Only Exact Keywords | TechCrunch | The MarTech Digest | Scoop.it

Digest...


Google’s AdWords is about to get a small but important update in September, the company announced today. Until now, advertisers had two options when it came to how the company matches their ads to search queries: either only show the ad when the query exactly matched the keywords they set up in AdWords, or allow Google to also match the ad to keywords and phrases that are very similar to the original one, including variations like plurals or misspellings.

 

Starting in late September, that option is going away and Google will always automatically include all of these close variants when it tries to match an ad to a search query.

 

Many advertisers like to have total control over when exactly their ads will appear, but Google is now taking some of that control away from them. In return, the company says that those advertisers who opted into close variant matching back in 2012 saw their clicks go up by 7 percent while their clickthrough and conversion rates remained about the same.

 

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CYDigital/marteq.io's insight:

Uncertain as to how this will work with Dynamic Keyword Insertion.

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How big ticket B2B companies use search marketing - Econsultancy

How big ticket B2B companies use search marketing - Econsultancy | The MarTech Digest | Scoop.it

Digest...


Their assumption is that the customer in a position to buy a six- or seven-figure (or larger) piece of equipment or service is going to be deeply experienced and already know who the main providers are, and that’s who they're going to request bids from. The evidence suggests otherwise.

 

According to IDG Connect, 58% of B2B IT buyers use search during the buying process. What are those people searching for?

 

They typically consume seven or eight pieces of content while researching. Early in the buying process they’re often doing broad industry searches and then they focus in more on solutions and ultimately research on particular, short-list vendors.

 

The most advanced companies aren’t just using PPC ads but they’re also creating content that addresses the concerns of each member of the buying team during each stage of the process.

 

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CYDigital/marteq.io's insight:

We know that buyers come into the sales funnel already armed with information. And we know that buyers find this information from search. So what is needed? Using PPC to deliver a wide range of information to assist the buyer.

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Financial Services PPC Ads: Words That Work [Study] - Search Engine Watch

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Top Enterprise PPC Campaign Management Platforms - Marketing Technology Blog

Top Enterprise PPC Campaign Management Platforms - Marketing Technology Blog | The MarTech Digest | Scoop.it
Top Enterprise PPC Campaign Management Platforms by Douglas Karr on Marketing Technology Blog


Basic/ Summary...


PPC campaign management platforms assist enterprises in managing complex paid search, paid social and paid digital display advertising campaigns. Key features of the platforms include automated bid management, bid optimization, conversion attribution, campaign optimization, creative optimization, and campaign performance analytics.

 

Acquisio

Adobe Media Optimizer

DoubleClick Digital Marketing

IgnitionOne
InsideVault

Kenshoo Search

Marin Software

SearchForce

 

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CYDigital/marteq.io's insight:

Read more: Top Enterprise PPC Campaign Management Platforms | Marketing Technology Blog http://www.marketingtechblog.com/enterprise-ppc-management-list/#ixzz2zlHEIcRU . If you're a heavy PPC advertiser focused solely on Google, then see the adjacent scoop (Google's new AdWords announcement) and save yourself a few bucks. If you're PPC efforts go across the board, and you don't have a management platform in place (you should), then click through for details on each.


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Eight Secrets of Success With LinkedIn PPC Ads - Profs | #TheMarketingTechAlert

Eight Secrets of Success With LinkedIn PPC Ads - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


In my experience, the following factors are essential to LinkedIn PPC success.

1. Make sure the audience is large enough

Advertise to a target audience of approximately 50,000 people minimum, with the ideal size even larger than that.

2. Make sure the audience is targeted sufficiently

3. Bid more than the suggested bid range

A bid is the amount of money you are willing to spend each time a prospect clicks on your ad.

4. Turn off low-performing ads

LinkedIn quickly determines whether it will display your ads in high volume (giving you a better chance of engaging prospects) or whether it will display them in a mere trickle. Monitor your ads regularly and review new ads within several days of launching them. Be sure to discontinue or edit ads that are not garnering clicks.

5. Use an image that works for your company

Many people say using a photo of a person in your advertising works best, rather than other graphical elements. My advice is to use whatever images are eye-catching and relevant to your company—and garner the most clicks.

6. Choose to optimize based on click-through rate

LinkedIn offers the choice of rotating your ads evenly or showing high-performing ads the most. You may want to choose the latter so your flagship ads can dominate the competition and rack up impressions.

7. Link to a dedicated landing page with a form

8. Temporarily change your profile for research purposes

To see what type of ads LinkedIn is serving to your target audience, for research purposes momentarily change your job title on your own LinkedIn profile. Alternately, you could set up a test LinkedIn account.

 

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CYDigital/marteq.io's insight:

LinkedIn PPC is a bit different from AdWords, and the aforementioned is noteworthy to follow and bookmark.

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“Organic” is Dead, Say Hello to the Age of Paid Media - SocialMouths | #TheMarketingTechAlert

“Organic” is Dead, Say Hello to the Age of Paid Media - SocialMouths | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


What’s definitely true is that Facebook worked hard on taking advertising to the next level during 2013, and in the following months we’ll probably continue to see more changes to its ad products and also to the News Feed algorithm.

 

But it’s not just Facebook, other networks like Twitter and LinkedIn have also been working on improving their advertising offerings throughout the past year. Should you expect similar moves from other networks? I don’t know, but you should start rethinking your social marketing and how your business has been reaching its audience all this time.

 

Simply putting out epic content, optimizing your post, adding hashtags and scheduling at the best times across all networks will no longer cut it in 2014.

 

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CYDigital/marteq.io's insight:

I don't think it matters if its a free vs. paid argument. What matters is that social now has such a reach that it makes sense to engage in a paid strategy over social, especially LinkedIn and Twitter's Lead Gen Card. As usual...TEST!

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Julie Burgmeier's curator insight, January 23, 2014 11:29 AM

caught my attention.  organic may be on the downside in social media such as facebook, but it's like a healthy spanking new baby when it comes to organic seo.