what's in your sem toolbox - smx west 2014

SMX WEST 2014ELIZABETH MARSTEN

PORTENT, INC.

What’s in Your SEM Toolbox?

#smx#33C @ebkendo

ELIZABETH MARSTEN (ME)

•VP of Search Marketing

•Pay-Per-Clip Marketer

•SEO, Social, PPC

•@ebkendo

•http://bitly.com/bundles/ebkendo/5

2

WHERE'S PORTENT? 3

Technically speaking,

More specifically,

here.

here.

DESTROY YOUR COMPETITORS

COMPETITIVE REPORT 5

#smx#31B @ebkendo

SEMRUSH 6

SEMRUSH + PORTENT 7

#smx#31B @ebkendo

INTERNAL METRICS 8

FOLLOWERWONK

SAY WHA? WONK?

Twitter Follower ToolSearch biographies, interests, fellow followers

10

TWITTER ADS, DUH

Promoted Tweets, Profiles & Lead CaptureSocial PPC or Paid Social, whatever you call it. It’s totally becoming a “thing” you see…

•Compare competitors

•Find new followers or lookalikes to target

•Find out who dumped you

11

http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/

TWITTER BIOS 12

TWITTER BIOS 13

COMPARE COMPETITORS 14

#smx#31B @ebkendo

REKINDLE LOST FOLLOWERS

You can run, but you can’t hide

15

WHEN TO TWEET VS. AD SCHEDULING

Why not match up?Have a special promotion or deal this holiday season going up?

•Check your top tweet response times against your ad schedule

•Bid modifier adjustment needed?

•Maybe even tie the two together: Offers/Promotions/Hashtags/Usernames

•Check out Sproutsocial.com

16

#smx#31B @ebkendo

PERSONAS

WHO’S BUYING?

• Look at your keyword list.

• Look in your analytics package on what is bringing organic traffic.

• Write down 3-4 per product/service.

18

http://www.slideshare.net/ebkendo/ad-copy-with-personality-ppc-hero-conference-2012

WHERE THEY BE AT? 19

WHEN ARE THEY BUYING? 20

• Are these keywords early buying cycle or later? How specific?

• Depending on how your account is structured, you could do small personas on the product, campaign, buying cycle.

#smx#31B @ebkendo

GET CREATIVE 21

• Give your person a name (doesn’t have to rhyme,

but it helps)

• Pick out a picture (use a stockphoto)

• Settle on some likes/dislikes (long walks on the

beach, mimosas, getting caught in the rain.)

TALK TO ME 22

PERSONA SPECIFIC TOOLS 23

• Facebook demographics

• Ubersuggest

• Google Search Suggest

• Google Analytics

• Customer Reviews

• Forums

• US Census Data

#smx#31B @ebkendo

THE US CENSUS

SWEET, SWEET DATA 25

#smx#31B @ebkendo

ARE YOU SMARTER THAN A WASHINGTONIAN? 26

#smx#31B @ebkendo

INTERACTIVE MUCH? 27

INFOGRAPHICS 28

FUN FACTS 29

GOOGLE ANALYTICS DASHBOARDS

STANDARD SHARING ON HAND 31

PPC DASHBOARDS FOR CLIENTS 32

Answer 3 Things with Your DashboardDon’t just add widgets to add widgets! Make sure you’re addressing the cardinal milestones.

•Acquisition

•Behavior

•Outcome

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

PRODUCT LISTING ADS 33

http://www.portent.com/blog/ppc/new-product-listing-ads-dashboad.htm

REAL TIME 34

NETWORKING

PLA REPEAT CLICKERS? 36

http://www.ppchero.com/plas-and-repeat-clickers/

SCRIPT FOR WEATHER? 37

http://searchenginewatch.com/article/2292508/Google-AdWords-Geo-Targeting-5-Jaw-Dropping-Techniques https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather

ADWORDS SCRIPTS 38

#smx#31B @ebkendo

I CAN HAZ PPC MAJOR? 39

http://www.portent.com/blog/ppc/so-you-want-to-do-ppc-when-you-grow-up.htm

INTRODUCE YOURSELF TO YOUR NEIGHBOR 40

#smx#31B @ebkendo

THE END ...

I”LL SEE YOU AT QUESTIONS TIME

@ebkendo

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