how to outrank your competitors with seo and ppc

HOW TO OUTRANK YOUR COMPETITORS WITH SEO AND PPC

WEBINAR

Three ways SEO & PPC Work Together:1. Track offsite content and

prevent getting lost in the “Dark Funnel”.

2. Leverage Influencer Marketing for amplification and audience development. 

3. Drive traffic to paid content.

AGENDA

@gshiftLabs #SEOPPC @acquisio

David McIninchChief

Revenu

e OfficerAcquisio

@DavidMcIninch@acquisio

Krista LaRiviereCo-Founder & CEOgShift@KristaLariviere@gshiftLabs

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@gshiftLabs #SEOPPC @acquisio

• The webinar is recorded and will be made available by email

• There will be two poll questions, with the answers shared at the end

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

• For any follow up questions about the webinar please contact:

acquisio-marketing@acquisio.com

HOUSE KEEPING

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@gshiftLabs #SEOPPC @acquisio

SEO & KRISTA1. The “Dark Funnel” and how your

prospects are getting lost in it.

2. Audience Development.

3. Keyword Discovery to Content Distribution.

4. Using Influencer Marketing amplify your message.

5. Supporting offsite content and illuminating the Dark Funnel through SmartURLs and conversion paths.

Krista LaRiviere

Co-Founder & CEO

gShift

@@KristaLariviere

@gshiftLabs #SEOPPC @acquisio

@gshiftLabs #SEOPPC @acquisio

@gshiftLabs #SEOPPC @acquisio

CONTENT IS THE KINGPIN

“The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”

Adobe/EConsultancy

@gshiftLabs #SEOPPC @acquisio

WHAT IS THIS ALL ABOUT, REALLY?

“It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.”

- Krista

@gshiftLabs #SEOPPC @acquisio

ON-SITE VS OFF-SITE CONTENT

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Sirius Decisions & Forrester

Brands are experiencing disruptive change with 67% to 90% of a customer’s digital interaction with brand content is off-site.

@gshiftLabs #SEOPPC @acquisio

Only 10% to 33% of engagement is being captured.

Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control.

Engagement can happen beyond what is seen publicly, with content being shared through dark social.

CHALLENGES IN TRACKING OFF-SITE CONVERSIONS

@gshiftLabs #SEOPPC @acquisio

GOOGLE… FILED A PATENT…

“So putting an emphasis on building trust for all of your content could become one of the biggest undertakings you have in 2016.”

“Onsite and offsite search ranking results” US 13/285, 995

@gshiftLabs #SEOPPC @acquisio

THE SALES FUNNEL MYTH

• Brands control the funnel• A buyer’s journey is linear and predictable

• Evaluation & decision-making happen in owned channels

• Brands ‘see’ all prospects

@gshiftLabs #SEOPPC @acquisio

THE SALES FUNNEL REALITY

Prospects control their own journeyConsumers rely on peer & social community opinionsSearch / social is the starting pointJourney is non-linear and unpredictable

The Dark Funnel

@gshiftLabs #SEOPPC @acquisio

POLL QUESTION #1

Do you currently track off-site content engagement through the sales funnel?

@gshiftLabs #SEOPPC @acquisio

AUDIENCE DEVELOPMENT

@gshiftLabs #SEOPPC @acquisio

AUDIENCE DEVELOPMENT

@gshiftLabs #SEOPPC @acquisio

Creating content for your site is not

enough. You need additional

distribution and amplification using off-site channels.

KEYWORD DISCOVERY TO CONTENT DISTRIBUTION

@gshiftLabs #SEOPPC @acquisio

WHAT IS INFLUENCER MARKETING?Influencer Marketing is driving A LOT of off-site content & engagement!

Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in.

Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers!

@gshiftLabs #SEOPPC @acquisio

@gshiftLabs #SEOPPC @acquisio

POLL QUESTION #2

Is influencer marketing part of yourdigital marketing mix today?

@gshiftLabs #SEOPPC @acquisio

Number of Influencers

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IDENTIFYING INFLUENCERS & AUDIENCES

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MEASURING

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ENTER SMARTURLS…SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on -site content.

Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool.

Influencer Analytics!

@gshiftLabs #SEOPPC @acquisio

kontextURLs provide:

• Branded, vanity short URLs

• Near real-time Content Performance by Channel

• Long-term data storage

• The true connector of SEO and Social Media to Content Marketing

• Influencer Analytics

kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content

@gshiftLabs #SEOPPC @acquisio

SEO TAKE-AWAYS

It’s about discoverability of your content, everywhere!It’s about developing your audienceFind influencers by SEO keywords to amplify your contentOff-Site analytics!

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@gshiftLabs #SEOPPC @acquisio

PPC & DAVID1. Non-Linear funnel impacts paid

strategies for both consumer and B2B

2. PPC Strategies to influence each stage of the funnel

3. Bid strategies to reflect funnel stage, real estate and device

4. Attribution and Analytics by campaign type

5. Retargeting, native and social are key at the very top and very bottom of the funnel

David McIninch

Chief Revenue Officer

Acquisio

@DavidMcIninch

@gshiftLabs #SEOPPC @acquisio

THE NEW NORMAL FOR PPC

Paid Channels Continue to Grow

- Search and Display is a $53Bil. Market

- 12.5% Growth (eMarketer)

- Mobile > Desktop

- Display > Search

@gshiftLabs #SEOPPC @acquisio

MAPPING PATH TO PURCHASE FOR CONSUMERS

@gshiftLabs #SEOPPC @acquisio

MAPPING PATH TO PURCHASE

@gshiftLabs #SEOPPC @acquisio

B2B CUSTOMER JOURNEY

Metrics to measure

- Cost to Acquire

- Path to Purchase

- Win Rate

- Conversion Rates

- ROAS

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ATTRIBUTION AND TARGETING

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CROSS-DEVICE TARGETING

60%-80%Of purchase decisions are influenced across multiple devices

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BEAUTIFUL PPC + SEO

Even With A #1 Organic Ranking, Paid Ads Can Provide 50% Incremental Clicks

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NEW ERA OF SEARCH

41% of adults and 55% of teens used Siri, Google Now or Cortana voice search at least once per day*

@gshiftLabs #SEOPPC @acquisio

BID STRATEGIES IN THE NEW WORLD

• Bid-to-position

• SKAGs, Exact Match Types and Ad Extensions

• Leverage machine learning and algorithmic approach

@gshiftLabs #SEOPPC @acquisio

QUALITY SCORE STILL RULES

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GOOGLE NOT THE ONLY GAME IN TOWN

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REMARKETING

Remarketing has been shown to increase CTR by 300% higher while lowering cost per conversion by 37%*

Map Ad Content to Funnel Stage and Action

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AUDIENCE BUILDING

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SOCIAL MOMENTUM

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NATIVE ADVERTISING

Masquerades as Content

Marketing

In-Line, In-Feed

@gshiftLabs #SEOPPC @acquisio

PPC TAKE-AWAYS

• Campaigns need to be discoverable and relevant

• Leverage data and retargeting to reach audiences at every stage of the funnel

• (Re)Target influencers with compelling content and creative (incl. native, mobile and social)

• Test, Measure, Iterate

@gshiftLabs #SEOPPC @acquisio

THANK YOU!

gshift.it/blog | sales@gShiftLabs.com

www.acquisio.com/blog | info@aquisio.com

Let’s hear some questions and comments!