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SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten
 

SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten

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From SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten #SMX #31B

From SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten #SMX #31B

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    SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten Presentation Transcript

    • SMX EAST 2013 ELIZABETH MARSTEN PORTENT, INC. What’s in Your SEM Toolbox? #smx#31B @ebkendo
    • ELIZABETH MARSTEN (ME) • Senior Director 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 Tool Search biographies, interests, fellow followers 10
    • TWITTER ADS, DUH Promoted Tweets, Profiles & Lead Capture Social 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 Dashboard Don’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