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Product-led PPC and SEO: Solving the Paid vs. O...

Product-led PPC and SEO: Solving the Paid vs. Organic Dilemma

Imagine a world where SEO’s compounding benefits can be validated and supported quickly with PPC and in return, the PPC budget can be maximized with proper SEO support. A product-led approach will help you to do exactly that and transform SEO and PPC into an effective growth engine. In this session, Myriam will explain how a pragmatic search strategy focused on outcomes over outputs will pave the way for a roadmap with feedback loops, testing frameworks, cross-functional processes, and distributed accountability. And all of these efforts, collectively, will establish a product-led growth model, that provides a clear path through digital marketing complexity, guiding stakeholders toward tangible and durable business results. This session is relevant for both PPC and SEO professionals.

Myriam Jessier

September 12, 2024
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Transcript

  1. I like this ONE feature I have a job to

    do I want a solution to my problem I want to improve the quality of my work/life What it means in practice for marketing
  2. Launching in a new market 01/ Building a new product

    feature 02/ Pivoting to a new segment 03/ Situational awareness for your backlog 04/
  3. Symbiosis SEO & PPC have a close & interdependent relationship.

    That’s what we call symbiosis. It doesn’t mean what you think it means...
  4. Symbiosis can mean Mutualism Both benefit from each other Commensalism

    One benefits while the other is unaffected. Parasitism 01/ 02/ 03/ One benefits at the expense of the other.
  5. Penalties & Core Updates PPC can help maintain traffic during

    SEO penalties or core updates until recovery.
  6. Penalties & Core Updates INSPIRED BY NAVAH HOPKINS Core updates

    cause fluctuations in organic rankings and user behavior, which could affect ad relevance and placements.
  7. Google Ads Blues Google faces pressure to increase ad revenue.

    Also known as Q4 publicly traded company requiring green arrows
  8. Joint Problem: Branding Paid Search: treating it as a single

    channel can obscure valuable insights. "Paid Search Brand," "Paid Search Shopping," and "Paid Search Other." should be distinct channels. LUKAS OLDENBURG
  9. Joint Problem: Branding Similarly, organic search traffic should be segmented

    into "Organic Search Brand" and "Organic Search Non-Brand" to better understand the effectiveness of SEO efforts. LUKAS OLDENBURG
  10. Distributed Accountability Empowering teams with shared accountability. Fostering a culture

    of experimentation and learning. Building a Product- Led Unified Search Track.
  11. New-market launch PPC should answer the question: are we getting

    the types of results we expect and want? SCENARIO
  12. Market Research Global Baseline Evaluate the baseline performance metrics as

    a global average 01/ Market Baseline Evaluate a baseline for each big market (EMEA, America, etc.) 02/ Country Baseline Evaluate a baseline for each country 03/ Click Yield How many of these clicks lead to freemium signup, conversions, demo requests. 04/
  13. How do you plan to overcome channel silos? Are you

    focused on product-led marketing? How do you incentivize shared goals? How do you establish feedback loops? Ask yourself the hard questions Get buy-in for this transformation Measure things that matter in a unified manner What it means in practice
  14. Occupation Rate Tracking rented units in GA4 Use the metric

    to optimize Google Ads Use it to check vs indexation for SEO HERE’S A CONCRETE EXAMPLE
  15. We need to quantify the true, additional contribution PPC &

    SEO drives above the baseline. How do we measure incrementality
  16. Real-talk The lo-fi way is to turn on or turn

    off campaigns in specific markets/localities to see if organic conversions are impacted (going up, down, lower quality, etc.). GUERILLA TESTING
  17. Web Vitals This includes layout shifts, rendering efficiency, and server

    response times which impact search visibility and performance. CORE WEB VITALS
  18. PPC: CLS has an impact on performance. Engineering: offers a

    clear set of metrics to monitor & improve. SEO: rankings are impacted search vitals. It aligns dev efforts with marketing objectives. These metrics impact SEO and PPC to varying degrees.
  19. Before SEOs grumble... “All of your PPC-only landing pages are

    affecting the CWV of your whole site (and, Google's default assumptions for all of your URLs that don't have enough traffic to calculate), and thus f*ck with your SEO”
  20. Quality Score for SEO Measures expected CTR User intent fit

    Easy scale of 1-10 SHARING LANDING PAGES
  21. Consider the page type as part of the scoring system

    Handle overlapping metrics between the subscores Have sub scores: trial, demo, usage, etc. It has to be simple a simple score for all teams Create your own company quality score for pages to incentivize optimization.
  22. Display + SEO Metric Measure how many clicks are generated

    per 1,000 impressions "Click Per Thousand Impressions" or "CPTI"
  23. Reverse CPM INSPIRED BY NAVAH HOPKINS Figure out how long

    until the content “is paid for”, when it reaches ROI. Example: if an article triggers 1 million impressions in a month, we would expect it to deliver 1000+ clicks.
  24. Identify emerging keywords Search Intent Changing Behind a Query Interpret

    differences in keyword popularity by region Seasonal Reoccurring Keywords Map how search volume correlates with factors like social media mentions Intext Proximity: related queries can reveal user intent paths. Keyword Trendspotting
  25. SEO longtail uncovers emerging search intent There’s been a core

    update with shifting search intents. Focus on format aligning with intent Tracking of SERP features signaling search intent PPC can capitalize on the intent, content, and competitor intelligence surfaced by SEO.
  26. Even more... PPC test of the best approach while building

    the proper SEO assets. How do we deal with a CPC surge? SAVE TIME & MONEY
  27. Market Research Test Line by Line You can test images,

    angles, headlines to see how they do in PPC. 01/ Approved Brand Terms What are some approved brand abbreviations and others terms detected by search teams? 02/ Psychographics Create variable lists and test demographics against these. 03/ Test Adjectives Test features, test benefits, test qualifiers, etc. Test safety words, test activator words. 04/
  28. Google is testing out a feature which impacts SEO rankings

    & traffic There are dead PPC keywords that will never convert PPC competitors are bidding on brand keywords Product manager wants to gain insights regarding new features PPC data provides insights into which product messaging, features, or offers resonate with users Merchant Center data joined to Google Search Console data in BigQuery is fantastic. Feedback Loops