Pubcon 2016 - How SEO's can Use PPC to hit their goals

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I spent 3 months, focusing on how to use PPC as the way to do my outreach, build my traffic, get my links. This presentation will show how I went from total newbie @ PPC to just newbie, what I learned along the way, mistakes I made, money I wasted, what I learned.

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Pubcon 2016 - How SEO's can Use PPC to hit their goals

  1. 1. 5 year vision
  2. 2. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
  3. 3. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
  4. 4. PRACTICE WHAT I PREACH
  5. 5. LEAD BY EXAMPLE
  6. 6. COMMON KNOWLEDGE RANK = GET BIZ
  7. 7. SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES
  8. 8. ©2016 Seer Interactive • p8 Search can be irrational & unpredictable but we keep trying to put people into defined boxes and paths
  9. 9. ©2016 Seer Interactive • p10 Impact of #’s enticed the click No other sites put a number #’s say this is comprehensive Good Housekeeping Brand / ”Crowd” = value
  10. 10. ATTRIBUTION, NOT A STRAIGHT PATH
  11. 11. ©2016 Seer Interactive • p12 To succeed in marketing you have to study persuasion
  12. 12. Selling VW Rabbit. Write 12 words to go along with this picture
  13. 13. ©2016 Seer Interactive • p19 The words you use when your focus is Google
  14. 14. ©2016 Seer Interactive • p20 No faster way to test what makes people click, than PPC.
  15. 15. The Easy
  16. 16. ©2016 Seer Interactive • p22 Impact: Edited 10 Meta Descriptions 0 rankings improvements
  17. 17. ©2016 Seer Interactive • p24 Looked at PPC Ad Conversion Rates
  18. 18. ©2016 Seer Interactive • p27 New Description: 2016 Gorgeous
  19. 19. ©2016 Seer Interactive • p28 New Description: 2016 - RECENT Gorgeous – FEELING
  20. 20. ©2016 Seer Interactive • p29 Look for your “2016” modifiers NOW!
  21. 21. ©2016 Seer Interactive • p31 Seer: 3 Hours Client: 15 Minutes 3 year Impact on 8 pages = $200k!!
  22. 22. ©2016 Seer Interactive • p32 About REVENUE NOT RANKING! The RANKINGS DIDN’T GO UP!
  23. 23. The Easy, Part II
  24. 24. ©2016 Seer Interactive • p41
  25. 25. SEO’s are looking at PPC’ers like…
  26. 26. You are actually worse!!
  27. 27. 1 mention of popular modifiers!
  28. 28. OpenYour Eyes!
  29. 29. Infinitesuggest.com
  30. 30. The Trust Leech
  31. 31. ©2016 Seer Interactive • p49 How does that HAPPEN?
  32. 32. ©2016 Seer Interactive • p51 Little / no organic visibility on page 1? Buy ads on the sites outranking you
  33. 33. ©2016 Seer Interactive • p52 Until YOU Rank for it!! Build Familiarity in the Brand Hypothesis: Increase CTR when you finally do rank
  34. 34. ©2016 Seer Interactive • p56 Wil, I don’t control PPC Whatever Talk about revenue!
  35. 35. The Hard
  36. 36. Get rankings, Naturally!
  37. 37. PHASE I - Early Learnings
  38. 38. The Set up
  39. 39. SCROLL DEPTH, NOT PERFECT!
  40. 40. Scroll Depth by source
  41. 41. Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
  42. 42. Video View Lengths by Device
  43. 43. Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
  44. 44. Lesson: Don’t Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesn’t like video assets
  45. 45. Phase II – Be honest with yourself
  46. 46. In love with mycontent
  47. 47. Am I really the best around?
  48. 48. Watch Diversity
  49. 49. Who was above us for that query?
  50. 50. ©2016 Seer Interactive • p87 Got a good ranking 0 outreach 0 link building The crowd took it over
  51. 51. Impact?
  52. 52. Did that email improve the ranking?
  53. 53. Social Hangover
  54. 54. Phase IV – pay to play, SEO + Paid Social
  55. 55. Doing Mass Outreach?
  56. 56. PAID SOCIAL VS OUTREACH
  57. 57. Check Buzzsumo, do they share stuff from others often
  58. 58. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
  59. 59. ©2016 Seer Interactive • p103 Spent $75.12 Got 57 clicks from people who work at companies with high amplification rates. I’ll do that in perpetuity.
  60. 60. ©2016 Seer Interactive • p105 Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
  61. 61. PHASEV – TARGETING
  62. 62. ©2016 Seer Interactive • p107 Keep in mind you get RTs from people and impressions / clicks you don’t pay for
  63. 63. ©2016 Seer Interactive • p110 Buzzsumo Part II who has “pushed” an asset recently?
  64. 64. ©2016 Seer Interactive • p111 This is where you build relationships & Do outreach!
  65. 65. Bloggers worth outreaching to
  66. 66. Audiences
  67. 67. Too Small
  68. 68. Grow that Audience with Followerwonk
  69. 69. Need to hire again? Activate it.
  70. 70. Need to hire again? Activate it.
  71. 71. Once you know the tool exists, you can achieve old goals in new ways.
  72. 72. ©2016 Seer Interactive • p124 Asset – Calculator Every field is a potential audience, know the critical ones.
  73. 73. ©2016 Seer Interactive • p127 Audience Modifiers If you spend over X on rent, modify my bids up If your SqFt is under X, don’t show my ads
  74. 74. ©2016 Seer Interactive • p128 Use content / assets to help PPC better spend
  75. 75. Asset – Clients in custom audience If THEY ever search for your competitor increase bids or only bid on competitors when your client is searching for them
  76. 76. Look-a-like audiences from your highly satisfied customers
  77. 77. ©2016 Seer Interactive • p134 Thanks! @DepeshM (follow him)
  78. 78. Go Make friends with PPC!!

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