What's in Your SEM Toolbox- SMX East 2013
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What's in Your SEM Toolbox- SMX East 2013

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List of tools and concepts to expand your "toolbox" of PPC/SEM options. Given on Oct. 3rd 2013 at SMX East, New York.

List of tools and concepts to expand your "toolbox" of PPC/SEM options. Given on Oct. 3rd 2013 at SMX East, New York.

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  • http://www.policymic.com/articles/64665/what-is-the-most-screwed-up-thing-about-your-state-check-this-chart
  • http://www.policymic.com/articles/64665/what-is-the-most-screwed-up-thing-about-your-state-check-this-chart
  • http://www.ppchero.com/plas-and-repeat-clickers/
  • http://searchenginewatch.com/article/2292508/Google-AdWords-Geo-Targeting-5-Jaw-Dropping-Techniques

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

  • 1. SMX EAST 2013 ELIZABETH MARSTEN PORTENT, INC. What’s in Your SEM Toolbox? #smx#31B @ebkendo
  • 2. ELIZABETH MARSTEN (ME) • Senior Director of Search Marketing • Pay-Per-Clip Marketer • SEO, Social, PPC • @ebkendo • http://bitly.com/bundles/ebkendo/5 2
  • 3. WHERE'S PORTENT? 3 Technically speaking, More specifically, here. here.
  • 4. DESTROY YOUR COMPETITORS
  • 5. COMPETITIVE REPORT 5 #smx#31B @ebkendo
  • 6. SEMRUSH 6
  • 7. SEMRUSH + PORTENT 7 #smx#31B @ebkendo
  • 8. INTERNAL METRICS 8
  • 9. FOLLOWERWONK
  • 10. SAY WHA? WONK? Twitter Follower Tool Search biographies, interests, fellow followers 10
  • 11. 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/
  • 12. TWITTER BIOS 12
  • 13. TWITTER BIOS 13
  • 14. COMPARE COMPETITORS 14 #smx#31B @ebkendo
  • 15. REKINDLE LOST FOLLOWERS You can run, but you can’t hide 15
  • 16. 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
  • 17. PERSONAS
  • 18. 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
  • 19. WHERE THEY BE AT? 19
  • 20. 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
  • 21. 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.)
  • 22. TALK TO ME 22
  • 23. PERSONA SPECIFIC TOOLS 23 • Facebook demographics • Ubersuggest • Google Search Suggest • Google Analytics • Customer Reviews • Forums • US Census Data #smx#31B @ebkendo
  • 24. THE US CENSUS
  • 25. SWEET, SWEET DATA 25 #smx#31B @ebkendo
  • 26. ARE YOU SMARTER THAN A WASHINGTONIAN? 26 #smx#31B @ebkendo
  • 27. INTERACTIVE MUCH? 27
  • 28. INFOGRAPHICS 28
  • 29. FUN FACTS 29
  • 30. GOOGLE ANALYTICS DASHBOARDS
  • 31. STANDARD SHARING ON HAND 31
  • 32. 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/
  • 33. PRODUCT LISTING ADS 33 http://www.portent.com/blog/ppc/new-product-listing-ads-dashboad.htm
  • 34. REAL TIME 34
  • 35. NETWORKING
  • 36. PLA REPEAT CLICKERS? 36 http://www.ppchero.com/plas-and-repeat-clickers/
  • 37. 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
  • 38. ADWORDS SCRIPTS 38 #smx#31B @ebkendo
  • 39. I CAN HAZ PPC MAJOR? 39 http://www.portent.com/blog/ppc/so-you-want-to-do-ppc-when-you-grow-up.htm
  • 40. INTRODUCE YOURSELF TO YOUR NEIGHBOR 40 #smx#31B @ebkendo
  • 41. THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo Bit.ly bundle for today: http://bit.ly/1aFMHNp