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Tactical Methods to Coordinate your SEO and PPC Campaigns

How do SEO and PPC teams work together on achieving joint targets? What real estate, like the Golden Triangle or “top shelves” of the search results page, can the marketer control? On December 18, B2B search marketing agencies, Enquiro and Covario, presented tactics and demonstrated how they best leverage one another based on real life examples.

The webinar covers:

  • How to leverage paid search ads to drive organic traffic
  • Know when PPC ads compete with, and when they enhance organic listings
  • How to measure cannibalization or synergy that comes with joint PPC/SEO efforts – the best testing methods.
  • How organic traffic changes when a PPC campaign starts up
  • Using paid search as a testing bed for SEO strategy, messaging and keyword exploration

Panelists:

  • Gord Hotchkiss, President and CEO, Enquiro
  • Kyle Grant, Senior Sponsored Search Marketing Strategist, Enquiro
  • Matthias Blume, Chief Analytics Officer, Covario

Click here to view the archived webinar.

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The Brand Lift of Organic and Sponsored Search

If your company is in a top organic position on the Search Engine Results Page (SERP), why would you spend money bidding on the same keyword? With the worry of cannibalization and perceived lack of coordination between SEO and sponsored search teams, marketing leaders must understand how SEO and sponsored search work together.

Join Google’s Mark McMaster, Senior Planner for B2B and Technology Markets and Enquiro’s President Gord Hotchkiss as they discuss joint research by Google and Enquiro on the brand effect of search. The presenters also show practical examples of what the research findings mean for B2B marketers when it comes to sponsored search, SEO and marketing strategy.

The Search Engine Results Page is a place to intersect prospective customers. How do a customer’s eyes move between an organic and sponsored listing? Do they read a sponsored ad differently? How does PPC ad copy affect a customer’s perception of the brand as compared to an organic listing? What about the position of a competitor’s listing?

Click here to view the archived webinar.

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Bringing SEO and PPC together around Common Business Objectives

Within the marketing function, organic and paid search will often be locked away in separate categories. The break sometimes has less to do with oversight and more to do with the evolution of these marketing roles. For example, SEO has often been added to content development and public relations tactics, while PPC may be placed within interactive marketing.

Companies that demonstrate effective communication and information sharing between these channel strategies tend to outperform those that don””t. In this webinar, our expert panel looks at how CMO”’’s can help break down needless barriers between SEO and PPC teams while increasing efficiency and effectiveness of search in general.

Click here to view the archived webinar.

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PPC: The Keys to Successful Campaigns

Despite economic pressures which have brought cuts to marketing budgets, markets’ search budgets are continuing to grow. This is due to the relative high returns, on average, that organic and sponsored search can generate. When it comes to Pay-Per-Click advertising campaigns, what separates the high performers from the money wasters? How can online marketers make the most of the channel?

Click here to view the archived webinar.

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Coaxing the Conversion – Part II

Based on the success of our first webinar in the B2B series, Coaxing the Conversion Part II will see a panel of marketing experts analyze website landing pages. We discuss what business to business purchasers look for at various stages of their buying cycle, and how landing pages can best be designed to match buyers”” expectations.

Click here to view the archived webinar.

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Getting the Quality You”re Looking For from Sponsored Search

In this 60 minute recorded event catered to B2B online marketers and sponsored search strategists, attendees will learn what recent research and best practices tell us, including:

  • Looking at the SERP as a shopping mall and how location plays into performance
  • The consideration set and satisficing
  • Ad copy and testing
  • Using brand to leverage quality
  • Sponsored search and the B2B buying cycling
  • Sponsored search and reaching multiple touch points within a B2B organization

Click here to view the archived webinar.

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