Download - 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
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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
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#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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