Using Search Engine Optimization to drive Paid Search
I recently completed a contract with a top ten Interactive Agency. It was a great experience and the one thing I took from it was a Paid Search Strategy, that if implemented correctly can yield good ROI. Using SEO to drive PPC and this is how it works.
Step 1.) Need to get the top current search terms that are driving traffic to your site- You can use Google Analyics or if you can afford it Hitwise.
Step 2.) Use Google Insights for Search and get Derivatives for those terms.
Step 3.) Isolate those terms and use Google External Keyword Tool and Traffic Estimator to get Estimated CPC’s, Global and Local anticipated traffic estimates.
Step 4.) Use SeoMoz Keyword Difficulty Tool-You can input five keywords at time to see how difficult it would be to optimize those keywords for Google Search.(a percentage is given and keywords with a value 60% or more are good candidates for Pay-Per-Click.
Step 5.) Use a “Pricing Range” for the “Value CPC”. (0.05 to $5.00-PPC Keyword) and ($5.00 to $10.00-SEO Keyword)
Step 6.) Group keywords into ad groups by customer behavior intent.
Step 7.) Fund your chosen PPC Platform Account
Step8.) Turn on Campaigns
Now, you can do some research and see when your chosen online target market converts, days and hours. This is helpful for Ad Scheduling and can save you money.
Latest articles from Brian Tucker
- Get a Measurable Return with a Simple Pay-Per-Click Campaign - November 14th, 2010
- Great TechCrunch Article on Google Search Instant - October 14th, 2010
- Better Text Ads, and Other Heroic Feats of Pay-Per-Click Management - September 27th, 2010
