View into the connection between PPC & SEO and the data that should be shared between the teams.

1. The Marriage Between PPC & SEO
Tips for Enhanced Insights & Optimizations

2. Information Flow
• Communication
• SEO & PPC Overview
• Keyword Intent
• Competition Research
• Leveraging PPC Data for SEO
• Leveraging SEO Data for PPC
• Fun Tools
Sam Wheeler
• SEO Manager - Inseev Interactive
• Email: swheeler@inseev.com
• Twitter: @InseevTweets

3. Communication – Ask For Data
You don’t get anything you don’t ask for

4. Ask for Specific Data or Information
Communication – Feed The Beast

5. PPC & SEO – Overview
Why do we even care about these channels anyway?

6. PPC – Get Traffic Today
• Target specific keywords
• Very clear economics in channel
• Can (or should) be able to understand when something is broken
Example CPA by quarter Example campaign metrics
by quarter

7. PPC – Pillars of Excellence
• Though economics can be clear, hitting desired CPA can be
difficult
Strategic
Planning
Communication
Analysis &
Diagnostics
Optimization &
Best Practices
Project
Management
Technology

8. PPC – Perfect Planning Calculator
• Pulling keyword CPC and search volume should provide a clear
framework for success
 Google Keyword Planner (Free) & SEMrush (Paid) are great tools for this
Example Spend Scenarios
Email swheeler@inseev.com for template spreadsheet

9. SEO – Get Organic Traffic Tomorrow…. Hopefully
• Free traffic = best traffic
• Long term planning and strategy needed for non-brand terms
• Can test various page types
• Google is our overlord & algorithm updates leave us feeling like…

10. SEO – 3 Pillars of Success
Relevancy
(on-page)
Authority
(off-page)
Indexability
&
Accessibility
(technical)

11. SEO – Keyword Mapping
• Map all keywords to specific pages on your website
• This should be completed with a planning process and adjusted monthly/quarterly as rankings
fluctuate
Email swheeler@inseev.com for template spreadsheet

12. Keyword Intent – Understand Why
Build pages to answer a user’s query

13. Keyword Intent – Commercial
• Keywords that return sales pages

14. Keyword Intent – Commercial
• Not all modifiers are created equal
• Competition is usually heavy for large
head terms
• Let them do the work for you!
• Be sure you are mapping your
keywords properly!

15. Keyword Intent – Editorial
• Requires an explanation of
some kind
• Competition research is very
important here
• Let them do the work for you!
• Don’t map too many keywords
to the same page

16. Keyword Intent – Editorial

17. Keyword Intent – Hybrid (Grey Keywords)
• Return both editorial and
commercial results
• Create pages that have a lot of
content and sales functionality!
• “What are” & “review” terms
are often at the center of this

18. Keyword Intent – Hybrid (Grey Keywords)

19. Understanding The Competition
Let them do the work for you

20. Understanding Competition – Steps
• Research & pull keyword base
• Review on-page tactics
• Review off-page tactics
• Choose plan, mimic, and make it
better

21. Competition – Paid Keyword Reports
• SEMrush
• Spyfu
• iSpionage
• https://www.wordstream.com/blog/ws/2016/03/09/best-ppc-tools

22. Competition – Paid Keyword Reports

23. Competition – Organic Reports

24. Competition – Off-page Research

25. Competition – Off-page Research
• We can see a lot of different strategies in
title tags alone
• Notice similar “metal” modifiers?
• Brass & stainless steel might be
overlooked in a standard PPC campaign
around metal terms
• Don’t forget about links! This is the
authority pillar

26. Competition – On-page Research

27. Competition – On-page Research

28. Competition – SERP Research
• “Stainless steel fidget spinners” SERP is much different than the “metal” SERP

29. Competition – Mimic & Make It Better!

30. Competition – Mimic & Make It Better!
• PPC data culminates into your full ad build out (image below)
• SEO data gets put into mapping template (shown previously)

31. Leveraging PPC Data for SEO
Let the users do the work for you

32. PPC For SEO – Understand the Users
• With AdWords, we can understand how users search with modifiers
using the “Search Terms” report
• Send this data to your SEO team!

33. PPC For SEO – Understand the Users
• Add/change whatever columns and pull the data
• Two seemingly similar keywords are in different ad groups

34. PPC For SEO – Understand the Users

35. PPC For SEO – Test New Pages
• Before investing in SEO page builds, test landing pages with PPC
traffic
• Running PPC already? Don’t test yet, just focus SEO efforts on
pages that convert

36. PPC For SEO – Other Useful AdWords Reports
• Ad copy click through rates (title tag research, on-page CTA)
• Quality scores and landing page success (on-page CRO)
• Locations (local page strategy, on-page keywords)
• Devices (mobile and desktop SEO)

37. Leveraging SEO Data for PPC
Drive CPCs Down Find New Ad Opportunities

38. SEO for PPC – Search Console Clicks
• Leverage click data in Search Console to make PPC decisions
• Start with page report and then back to queries (will show queries to
that page)

39. SEO for PPC – Google Sheets FTW
• Or open in Google Sheets with the Add-ons functionality!

40. SEO for PPC – Search Console Clicks
• Compare against current PPC keywords and landing pages
• Don’t forget to do this with your competition’s major keywords as
well!

41. SEO for PPC – Optimization Reduces CPC
• Ad relevancy increases Quality Score & ultimately reduces CPC
Source: https://www.wordstream.com/quality-score

42. SEO for PPC – Landing Page Insights
• Ad teams often enjoy making landing pages. Give them ammo based
on success in the organic channel!
• Leverage GA (or whatever tracking tool you use) and send the most
trafficked and best converting SEO pages
• Don’t forget about “terrible” SEO pages. Don’t send PPC traffic to
pages that don’t convert!
• Don’t forget about branded keywords!

43. Fun Tools for Awesome Marketers
Let the robots do the heavy lifting!

44. Fun Tools – PPC
• Competition & Keyword Research
• SEMrush (paid)
• Spyfu (paid)
• Google’s Keyword Planner (free with AdWords)
• Ad Copy
• Wordstream Ad Performance Grader (free)
• Optmyzr (paid)
• SEMrush (paid, has “opportunity” tool in dashboard)
• Bid Management
• 24 Hour Ad Schedule Script (free, great for granular bid management)
• This giant list of tools from Raven Tools
• Your brain (seriously)

45. Fun Tools – SEO
• Keyword Research
• Keywords Everywhere (free)
• Answer the Public (free & great for content)
• SEMrush (paid)
• Ahrefs (paid)
• LSI Graph (free)
• Google’s Keyword Planner (free with AdWords)
• Authority, On-Page, & More!
• Ahrefs (paid)
• Majestic (paid)
• Rank Tank (free tools for everything)
• Moz (free and paid)

46. Thank You - SEMrush
SEMrush is offering a 30-day extended trial to anyone interested
in using their tool
If you are interested please email me at swheeler@inseev.com

47. Thank You – Join me at the LOUDtables!
Please email me at swheeler@Inseev.com and I would be happy
to answer any questions and send over the deck/templates!

48. Q&A – Sam Wheeler & Jimmy Page
Jimmy Page is the CEO of Inseev Interactive. Ask us your questions!