This document provides tips for coordinating paid search (PPC) and search engine optimization (SEO) for ecommerce websites. It recommends normalizing product metadata like titles, descriptions and images across PPC and SEO to meet customer search intent. The document also advises taking an ecommerce mindset with PPC by focusing on products rather than just keywords, and changing campaigns based on factors like popular products, seasons and customer history. Finally, it suggests setting 80/20 goals when sharing data between PPC and SEO teams, and creating workflows to take action on shared data insights.

1. Name of Presentation
Subtitle goes here if necessary
PPC + SEO eCommerce Tips
Mike Wojciechowski
Senior Director
mike.wojciechowski@tinuiti.com

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WHY IS ECOMM PPC A CLOSE FRIEND OF ECOMM
SEO?

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PPC: AD TYPES
TEXT ADS
SHOPPING ADS
DRIVE YOUR
BRAND
DRIVE YOUR
CONVERSIONS

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SEO METADATA + THE SHOPPING FEED
TITLE TAGS PRODUCT TITLES

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SEO METADATA + THE SHOPPING FEED
HTML MARKUP PRODUCT DATA FEED

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PPC: THE SHOPPING FEED
Do customers
typically search for
“Wisteria Dove”
colored shirts?
NORMALIZE YOUR COLOR NAMES

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PPC: THE SHOPPING FEED
Might it be better to put
“pink” in your product
title and get the traffic
that comes from
people searching for
“pink dress”?
NORMALIZE YOUR COLOR NAMES

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PPC: THE SHOPPING FEED
meet them where they
are, not where you’d
like them to be
ALIGN CONTENT TO YOUR CUSTOMERS
Improved:
Impressions
CTR
CVR

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GET INTO YOUR ECOMM MINDSET

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Get Into Your eComm PPC Mindset
Focus on Products--not just keywords
I sell women’s dresses.
What’s my most popular dress? Does that show up
when people search for “women’s dresses”?
Why/why not?
Should I use audiences to serve an ad for a different
dress for people who have been to my website
before?
Is it better to promote a dress that is a lower price
and will get more customers to my website?
Should I bid higher on clearance dresses to move
this inventory?

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Get Into Your eComm PPC Mindset
Focus on Products--not just keywords
I sell party supplies If someone searches “party supplies” in late October,
should I be showing them the same product that I’d
show them in late December?
Should I change my product titles in December so all
my red and green party supplies include the word
“Christmas” or “Holiday”?
Can I use audiences to show customers better
products for a broad search like “party supplies” when I
know they’ve spent time on my website specifically in
the Wedding section?

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OK GREAT, WHAT ABOUT SOME ADVICE?

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SAVE TIME
Work toward 80/20 goals--either for yourself if you do it all or for each
other if you are working with an SEO/PPC counterpart.
● There is always too much data.
● You should spend time making shortcuts to get the
best smaller slices of data to work with

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SAVE TIME
Work toward 80/20 goals--either for yourself if you do it all or for each
other if you are working with an SEO/PPC counterpart.
Simple Ideas For Sharing Common Data
● Top keywords from SEO
● Top search queries from PPC
● Top products for both PPC + SEO
● Top movers for PPC + SEO.
● New products for both PPC + SEO.

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● This is all about accountability.
● You will collect better data if you know you need to
use it to do something and report on what happens
after you do something.
MAKE WORKFLOWS THAT
PUT YOUR DATA TO WORK
Once you’ve figured out what data you need to look at, the next step is to
make that data actionable.

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Simple Ideas For Actionable Data Workflows
● Ingest SEO site updates into an advertising
product feed
● Ingest product feed updates into SEO metadata
on-site like titles and descriptions
● Use Search Console product reports to raise
bids for popular products in PPC. Track the
overall impact.
MAKE WORKFLOWS THAT
PUT YOUR DATA TO WORK
Once you’ve figured out what data you need to look at, the next step is to
make that data actionable.