Standouts and Disappointments
The truth is, there are lots of variables that get in the way of comparing PPC to organic
performance. PPC and organic keywords are shown in different screen locations, in dif-
ferent contexts, and with different advertising messages and levels of keyword match-
ing. Since the majority of searchers do not click on PPC results, you’re not getting a
full picture of the search population. But there are some things that PPC cluster data
tell you about your organic campaign:
Did you optimize for the right keyphrase variation?
If you weren’t sure whether you
chose to use the right variation of a given keyword (e.g., “silk screen” vs. “silk screen
printing”), this might give you enough data to convince you to make some edits to
your landing pages.
Did you focus on the right user scenario?
As you learned in Chapter 4, personas and
scenarios are just ways to structure your thinking about your targeted audience and
what you want them to do on your site. Looking at the data from the PPC keyword
clusters, you might be surprised to see that one cluster is much more effective than the
others (for example, the “monogram” cluster is getting more clicks or conversions than
the “embroidery” cluster).
Did you miss any goodies?
When you created your PPC keyword list, we asked you to
toss in more than just your top-priority organic terms. Take a look now…are any of
those added terms upstaging your top-priority list?
Next Steps for Your Organic Campaign
Now that you’ve gained some fresh insight on how your PPC keyphrases are perform-
ing, you’ll use it to “close the loop” and adjust your organic campaign accordingly.
Did you find any keyterms outside of your original organic top-priority list that
have any of these characteristics:
• Have a high conversion rate, even though they may have only a moderate num-
ber of impressions so far
• Are slightly more focused (or stemmed) versions of your top-priority keywords,
and are coming through with noteworthy clicks and/or conversions
• Just appear to be logging a promising number of impressions
Conversely, were there any terms from within your original organic top-priority
list with these characteristics:
• Logged few or no impressions
• Had plenty of impressions but no click-throughs
• Brought in lots of clicks but had a low conversion rate
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