OneSearch (paid & organic) best practices from Performics.

1. OneSearch Synergy: The Cumulative
& Powerful Effect of SEM & SEO
A global digital excellence opportunity
June 2012
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2. What is One
Search?
A more holistic search
strategy designed to own the
search engine results page by
reaching the optimal
paid/organic mix, maximizing
conversions while also
efficiently investing in PPC
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3. The Power of One Search
Powerful cumulative SEO
performance results from a
combined search strategy
that maximizes the synergy PPC
of SEM and SEO through One
tactical testing and Search
benchmarking
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4. Why One Search? One + One = More than Two!
 Paid search ads increase clicks to
your site, even if you have the #1
organic listing on the search
results page
 A holistic web presence strategy
that combines SEM with SEO
tactics will ultimately drive more
traffic to your site than doing
either alone
Source: Google “Incremental Clicks Impact Of Search Advertising
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5. Real Wins: Use Case Proof Points
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6. Real Wins with Honda: Lift in Brand Affinity
2.2x What they did:
70%  Google tested organic and paid
search listing placements for Honda
60% 1.5x
What they found:
50%
 2.2x lift in aided brand recall when brand is
40%
x in top SEM and SEO results
 Online consumers where 16 % more likely
30%
to think of Honda as a fuel efficient car vs.
automaker that did not appear on the page
20%
 42% more likely to recall Honda if the
10% company appeared in both the top PPC and
SEO search results
0%
Honda Side Top Organic Top Top Sponsored
Sponsored Listing Sponsored & Top Organic
Other Source: “The Brand Lift of Search” Google/Enquiro SEM/SEO Research
Query: Unbranded (i.e., “fuel efficient cars”)
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7. Real Wins with Chevrolet: Conversions up 380%
What we did What we did:
• Performics dropped paid positions with a good  When SEO ranked well PPC was increased
SEO position to determine if SEO could pick up
the slack What we found:
What we found:  Both channels working together saw dramatic
increases across the board
• SEO traffic did increase, but not enough to
offset PPC
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8. Real Wins in Retail: Sales Up, Costs Down
What we did: What we found:
 Increased Q4 program efficiency
 Utilizing a combination of SEM and SEO
strategies, we drove efficiency across high  Holiday sales increased 7% YoY
performing keywords while increasing visibility  Sales on MSN, Yahoo! increased by
and relevant traffic for an Internet Retailer 500 133% and 144% YoY
brand during the holiday season
 Gained ranking lifts in Google for crucial
keywords
 Number of relevant links increased by 36%
Sales up 7%
Click cost down 60%
CPCs down 19%
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9. One Search: A Testable Opportunity
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10. One Search Value: Testing Opportunity
Testing to find the optimal
paid/organic mix that maximizes
conversions while also efficiently
spending in SEM is essential to a
successful One Search strategy
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11. One Search Value: A Testing Roadmap
• Create test and control groups Goals:
Test
• Reach an increasingly broad search
audience
• Measure incremental lifts of test • Increase Branding
Measure performance • Lower Cost Per Click
• Maximize ROI on competitive
keywords
• Apply One Search learning in order to
Learn maximize efficiencies & increase ROI
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12. Thank you!
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13. Appendix
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14. Why One Search? One + One = More than Two!
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