how to outrank your competitors with seo and ppc
TRANSCRIPT
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:
HOUSE KEEPING
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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
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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
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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
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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
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POLL QUESTION #1
Do you currently track off-site content engagement through the sales funnel?
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AUDIENCE DEVELOPMENT
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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
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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
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POLL QUESTION #2
Is influencer marketing part of yourdigital marketing mix today?
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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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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
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MAPPING PATH TO PURCHASE FOR CONSUMERS
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MAPPING PATH TO PURCHASE
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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*
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BID STRATEGIES IN THE NEW WORLD
• Bid-to-position
• SKAGs, Exact Match Types and Ad Extensions
• Leverage machine learning and algorithmic approach
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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
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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!
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Let’s hear some questions and comments!