what's in your sem toolbox - smx west 2014
DESCRIPTION
Presentation from SMX West on tools for SEM outside of the Google array, including Followerwonk, log file analysis, the US census data, personas and SEMrush. Given March 13, 2014. San Jose, CATRANSCRIPT
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
Bit.ly bundle for today: http://bit.ly/1aFMHNp