gets invited to the content · i knew how to do keyword research. adwords data in adwords. rank...
TRANSCRIPT
When Big Data Gets Invited
To TheContent
Party
Last month
CEO w/ No Data
Marginalize a GOOD content team
That
SHITSTOPS
TODAY!
©2017 Seer Interactive • p4
Goal:Make a singular piece of content that shows your
value / worth
New Words:Revenue
Customers
Yield/$
ROI
©2017 Seer Interactive • p6
READY???
24 months ago
Most of what I presentedwas ineffective
1 year data > My 20 years experience
©2017 Seer Interactive • p10
How did I get there?
It Started With A Deck
©2017 Seer Interactive • p12
I THOUHGTI knew how to do keyword research
AdWords DataIn AdWords
Rank DataIn Rank Tools
Neveer
PPCAwesome Alone
Neveer
PPC
Awesom-erTogether
Seer canBe the Bridge
PPC
©2017 Seer Interactive • p18
I missed 1 clue & that cost a client
$30,000!
Assumption:Want to build this.
Found “it”Crushing CPA Goals
AdWords Told Me So
©2019 Seer Interactive • p23
Google AdWordsdidn’t
tell me about
Keyword Gremlins!!!
©2019 Seer Interactive • p25
But Google Organic Was
Like…
I can help, let me show you
You see domains?
Deck Plan vs Deck PlansDifferent Intents!
2 years ago
$60,000 in 6 months!
Today
©2017 Seer Interactive • p37
Where in AdWords Does Google Tell You
“A Video is the #1 result”
My Bias, rapNot Country = whiskey glasses
©2017 Seer Interactive • p39
One of my favorites for content
marketers
©2017 Seer Interactive • p40
Organic vs PPC Landing
Page Mismatch
PPC Page = 0 Mentions
SEO Page = 15 Mentions
©2017 Seer Interactive • p45
COMBINE SOURCESPPC: Search Term | Ad Final URL
+
SEO: Ranking URL | Ranking Position
+
Analytics: Landing Page | Bounce Rate
Simple.com Team
Found the Clues
Prepare for this
Clues Everywhere
Here’s your toolset
Only if you got the right tools
Tools:Power Bi / Tableau / DS
Better way!
Making The Case for Big Data
©2017 Seer Interactive • p60
AContent Marketer
With The Right Drill
Sounds Different
©2017 Seer Interactive • p61
“I’m going to target
ZERO VOLUME
Searches”
Small Data Content Marketer
MeBig Data Content Marketer
SEO + PPC = Instant Clarity
©2017 Seer Interactive • p67
Who Wants ToDrill Down From
877,543 Content Pieces
To Find The
1 Piece of Content
To Drive Highest $$$.
©2017 Seer Interactive • p68
30 – 60 seconds
©2017 Seer Interactive • p82
You Spent ½ a million dollars on 3600 KWs that a competitor is ranking in the top 10 with 1 piece of
content.
©2017 Seer Interactive • p83
Do you want to see that
½ MILLION DOLLAR
Piece of content?
That’s…IT??
YUP!Yup, that’s it!
©2017 Seer Interactive • p89
New Question:Can we do better?
©2017 Seer Interactive • p90
You JUST Found
The 1 Piece of Content3600 Top 10 Ranking KWs
4420 conversions480k annual cost
Seer Old Way vs Seer New Way
©2017 Seer Interactive • p92
Let’s Get Started
Cherry Picking KWsEXPENSIVE
©2017 Seer Interactive • p94
Before: 1,000 Words…
After: 256,917
12 months
Single Click
Single Click
Single Click
Single Click
Single Click
©2017 Seer Interactive • p101
Where to start!?
How To Make Brand Execs Care
Freak
OUT
©2017 Seer Interactive • p111
Agency ValueCross Client Analysis
Agencies Could die a slow death
Your client can find talent
Big Data To Avoid Risk
Client’s view
Agency w/ Big Data View
Risk = $$$$
Client
Agency
In-House
Client
Basics
©2017 Seer Interactive • p122
Most timesIn house = less data
Less data = best practice
Agency w/ Big Data View
©2017 Seer Interactive • p124
Better Ads With Big Data
Cut Through My Bias
Old Ad
New Ad
©2017 Seer Interactive • p129
174% Increase In CTR22% Drop in CPA
©2017 Seer Interactive • p130
The Word WITH
“With” = Dangerous
©2017 Seer Interactive • p133
Get a seat at the table
By putting DOLLAR SIGNS
in your content reports
©2017 Seer Interactive • p137
Landing Pages&
Snippets
©2017 Seer Interactive • p138
Digging For Oil
w/ Big Data
©2017 Seer Interactive • p141
Looking across all clients…
©2017 Seer Interactive • p144
I know where to dig
©2017 Seer Interactive • p150
Wil ReynoldsSeer Interactive
Thank You!