8 Tips To Boost Search Engine Marketing (SEM)(Official SES NY Presentation)

8 THINGS YOU AREN’T DOING that will boost your SEM Results. Presented by Wpromote

8 THINGS YOU AREN’T DOING that will boost your SEM Results.

8 THINGS YOU AREN’T DOING that will boost your SEM Results. When you walk out of here, you will...

8 THINGS YOU AREN’T DOING that will boost your SEM Results. When you walk out of here, you will... Learn something you didn’t know

8 THINGS YOU AREN’T DOING that will boost your SEM Results. When you walk out of here, you will... Learn something you didn’t know Be reminded of something you knew, but have been neglecting

8 THINGS YOU AREN’T DOING that will boost your SEM Results. When you walk out of here, you will... Learn something you didn’t know Be reminded of something you knew, but have been neglecting Be a better online marketer

8 THINGS YOU AREN’T DOING that will boost your SEM Results. When you walk out of here, you will... Learn something you didn’t know Be reminded of something you knew, but have been neglecting Be a better online marketer Be smarter, happier & better looking

Well who are we anyways?

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm.

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management Organic SEO

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management Organic SEO Landing Page Optimization

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management Website Development Organic SEO Landing Page Optimization

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management Website Development Organic SEO Viral Marketing Landing Page Optimization

Well who are we anyways? Wpromote is a full-service online marketing ﬁrm ﬁrm. PPC Management Website Development Organic SEO Viral Marketing Landing Page Optimization Social Media Optimization

ALWAYS. TEST. EVERYTHING.

ALWAYS TEST EVERYTHING

ALWAYS TEST EVERYTHING Seriously, everything!

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy Overall messaging

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy Overall messaging PPC Keywords

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy Overall messaging PPC Keywords Buttons, colors, navigation

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy Overall messaging PPC Keywords Buttons, colors, navigation Form steps and order

ALWAYS TEST EVERYTHING Seriously, everything! Ad creative copy Overall messaging PPC Keywords Buttons, colors, navigation Form steps and order All trafﬁc sources

TESTING... IT’S WHY YOU’RE HERE! We wanted people to get excited about our session, so we tested 6 different session titles in AdWords for the best CTR

TESTING... IT’S WHY YOU’RE HERE!

TESTING... IT’S WHY YOU’RE HERE! Like your own inﬁnite focus group!

TESTING... IT’S WHY YOU’RE HERE! Like your own inﬁnite focus group! Use PPC text ads to help evolve banner ad creative

TESTING... IT’S WHY YOU’RE HERE! Like your own inﬁnite focus group! Use PPC text ads to help evolve banner ad creative Use banner ad creative testing to help evolve TV, print, etc.

TESTING... IT’S WHY YOU’RE HERE!

TESTING... IT’S WHY YOU’RE HERE! The Old Way? Take your best stab at it.

TESTING... IT’S WHY YOU’RE HERE! The Old Way? Take your best stab at it. The New Way? Take your best 100 stabs!

WHAT’S HOT TO TEST RIGHT NOW?

WHAT’S HOT TO TEST RIGHT NOW? Discounts & Deals

WHAT’S HOT TO TEST RIGHT NOW? Discounts & Deals Sense of Urgency

TELL THE RIGHT STORY TO THE RIGHT PERSON

TELL THE RIGHT STORY TO THE RIGHT PERSON Know your product! Know your audience! Be consistent!

TELL THE RIGHT STORY TO THE RIGHT PERSON Know your product! Don’t frustrate your user! Know your audience! Deliver the right message Be consistent! at the right time.

CONSISTENT MESSAGING. CONSISTENT MESSAGING.

CONSISTENT MESSAGING. CONSISTENT MESSAGING. User Query

CONSISTENT MESSAGING. CONSISTENT MESSAGING. User Query PPC Text Ad

CONSISTENT MESSAGING. CONSISTENT MESSAGING. User Query PPC Text Ad Landing Page Headline

REINFORCING THE USER WITH CONSISTENCY

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Customer looking for a deal?

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Customer looking for a deal? Then give them a coupon!

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Do they know exactly what they want?

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Do they know exactly what they want? Then give them just that!

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Know what they like?

NOW, TELL THE RIGHT STORY TO THE RIGHT CUSTOMER Then get their attention... and keep it! Know what they like?

DON’T BE FOOLED BY GOOGLE BROAD MATCH

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD Matches 1000’s of queries to a single keyword

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD Matches 1000’s of queries to a single keyword Super easy to use - it’s the default!

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD Matches 1000’s of queries to a single keyword Super easy to use - it’s the default! THE BAD

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD Matches 1000’s of queries to a single keyword Super easy to use - it’s the default! THE BAD It can match to horrible keywords

DON’T BE FOOLED BY BROAD MATCH Google AdWords broad match is powerful, easy and really scary THE GOOD Matches 1000’s of queries to a single keyword Super easy to use - it’s the default! THE BAD It can match to horrible keywords It is deceiving for neophyte advertisers

GOOGLE BROAD MATCH - TELL ME MORE!

GOOGLE BROAD MATCH - TELL ME MORE! PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE PURSE LEATHER PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE PURSE LEATHER PURSE CHEAP PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE PURSE LEATHER PURSE CHEAP PURSE IMITATION PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE PURSE LEATHER PURSE WALLET CHEAP PURSE IMITATION PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE COACH PURSE LUGGAGE PURSE LEATHER PURSE WALLET CHEAP PURSE IMITATION PURSE

GOOGLE BROAD MATCH - TELL ME MORE! BUY PURSE LOTTERY PURSE COACH PURSE LUGGAGE PURSE LEATHER PURSE WALLET CHEAP PURSE IMITATION PURSE

WHAT CAN I DO ABOUT IT?

WHAT CAN I DO ABOUT IT? Only Use Phrase & Exact Match But... Very hard to replicate volume

WHAT CAN I DO ABOUT IT? Only Use Phrase & Exact Match But... Very hard to replicate volume Just Live With It But... Money will be wasted!

WHAT CAN I DO ABOUT IT? Only Use Phrase & Exact Match But... Very hard to replicate volume Just Live With It But... Money will be wasted! Track, Learn & Adjust But... It’s not easy to do!

TRACK, LEARN & ADJUST - BUT HOW? Difﬁculty

TRACK, LEARN & ADJUST - BUT HOW? Difﬁculty Use Search Query Report

TRACK, LEARN & ADJUST - BUT HOW? Difﬁculty Server Log Use Search Analysis Query Report

TRACK, LEARN & ADJUST - BUT HOW? Google Analytics Raw Query Hack Difﬁculty Server Log Use Search Analysis Query Report

STEP 1 - INSTALL THE GOOGLE ANALYTICS FILTER

STEP 1 - INSTALL THE GOOGLE ANALYTICS FILTER Actual User Query Keyword Matched To

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords!

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! •Isolate in AdGroups

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! •Isolate in AdGroups •Bid Higher

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! •Isolate in AdGroups •Bid Higher •Customize Ad Text

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! Bad Keywords! •Isolate in AdGroups •Bid Higher •Customize Ad Text

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! Bad Keywords! •Isolate in AdGroups •Add as negative keywords •Bid Higher •Customize Ad Text

STEP 2 - USE THE DATA TO OPTIMIZE YOUR PPC Good Keywords! Bad Keywords! •Isolate in AdGroups •Add as negative keywords •Bid Higher •Add as keywords but lower bids •Customize Ad Text

BLOGGING & SEO

4. BLOGGING & SEO Blogging is GRRRRRREAT for SEO!

HOW SHOULD YOU BLOG FOR SEO?

HOW SHOULD YOU BLOG FOR SEO? Blog 3-5x Per Week. 300+ Words Ideally!

HOW SHOULD YOU BLOG FOR SEO? Blog 3-5x Per Week. Interact in the blogosphere! 300+ Words Ideally! Comment, link & guest blog.

GUEST BLOGGING IS SUPER DUPER Find great blogs in your niche or space, contact them and offer to author a blog! Goal: Shoes.com to rank higher for “online shoe store” and “asics mens gel trubuco”

GUEST BLOGGING IS SUPER DUPER Find great blogs in your niche or space, contact them and offer to author a blog! Goal: Shoes.com to rank higher for “online shoe store” and “asics mens gel trubuco” Deep Link from blog to here... Link: Asics Mens Gel Trubuco

GUEST BLOGGING IS SUPER DUPER Find great blogs in your niche or space, contact them and offer to author a blog! Goal: Shoes.com to rank higher for “online shoe store” and “asics mens gel trubuco” Deep Link from blog to here... And separately link to home page! Link: Asics Mens Gel Trubuco Link: Online Shoe Store

GUEST BLOGGING IS SUPER DUPER And make sure to always link the right way!

GUEST BLOGGING IS SUPER DUPER And make sure to always link the right way! This is an awesome online shoe store. Check it out here!

GUEST BLOGGING IS SUPER DUPER And make sure to always link the right way! This is an awesome This is an awesome online shoe store. online shoe store. Check it out here! Check it out here!

DON’T FORGET TO BE NATURAL Sites are rewarded for gradual, organic improvement!

DON’T FORGET TO BE NATURAL Sites are rewarded for gradual, organic improvement! Sites are penalized for too much growth, too quickly in content or links.

DON’T FORGET TO BE NATURAL Sites are rewarded for gradual, organic improvement! Sites are penalized for too much Natural, continuous improvement growth, too quickly in content is the name of the game! or links.

USABILITY TESTING. DO IT!

PERFORM USER TESTING Beware of H.I.P.P.O.S! The Highest Paid Person Person’s Opinion Stinks

PERFORM USER TESTING It doesn’t have to be expensive or intimidating!

PERFORM USER TESTING It doesn’t have to be expensive or intimidating! • What’s easy to you may be hard to others!

PERFORM USER TESTING It doesn’t have to be expensive or intimidating! • What’s easy to you may be hard to others! • Have people simple “do stuff ” on your site.

PERFORM USER TESTING It doesn’t have to be expensive or intimidating! • What’s easy to you may be hard to others! • Have people simple “do stuff ” on your site. • You may be shocked at what you ﬁnd out!

LEAVE IT TO MYSPACE

LEAVE IT TO MYSPACE A usability expert asked a room of executives to change their proﬁle pictures.

LEAVE IT TO MYSPACE A usability expert asked a room of executives to change their proﬁle pictures. Guess what happened?

LEAVE IT TO MYSPACE A usability expert asked a room of executives to change their proﬁle pictures. Guess what happened? D’oh! The room failed miserably!

WHAT ELSE CAN YOU DO?

WHAT ELSE CAN YOU DO? Use tools like Crazyegg to track user actions on pages.

WHAT ELSE CAN YOU DO? Use tools like Crazyegg to Make sure you are track user actions on pages. 100% compatible!

FORMS, FUNNELS AND FUN!

LIMIT NAVIGATION Don’t let users get lost!

LIMIT NAVIGATION Don’t let users get lost! Site was functional, but we had a theory...

LIMIT NAVIGATION Don’t let users get lost! Site was functional, That people were getting but we had a theory... lost on the site!

LIMIT NAVIGATION

LIMIT NAVIGATION So we created a version with no navigation!

LIMIT NAVIGATION So we created a version with no navigation! OLD

LIMIT NAVIGATION So we created a version with no navigation! OLD NEW

LIMIT NAVIGATION So we created a version with no navigation! OLD NEW Limiting navigation on landing page resulted in 120% increase in conversion rate!

MINIMIZE DISTRACTIONS

MINIMIZE DISTRACTIONS Do users know where to look ﬁrst?

MINIMIZE DISTRACTIONS Do users know where to look ﬁrst? My eyes are wandering. I already want to leave!

MINIMIZE DISTRACTIONS Do users know where to look ﬁrst? My eyes are wandering. I know where to look. I already want to leave! And where to take action!

GET SMART WITH YOUR FORMS!

GET SMART WITH YOUR FORMS! User data is being saved as the form is ﬁlled out! Even if the form or cart is abandoned without being submitted!

GET SMART WITH YOUR FORMS!

GET SMART WITH YOUR FORMS! Then, follow up on abandoned leads. What happened?

GET SMART WITH YOUR FORMS! Then, follow up on abandoned leads. What happened? We have seen a 20% boost in ROI

GET SMART WITH YOUR FORMS! Then, follow up on abandoned leads. What happened? Only ask for required information. Avoid unnecessary accounts. We have seen a 20% Don’t scare off customers! boost in ROI

ANALYTICS IS YOUR FRIEND

ANALYTICS IS YOUR FRIEND But it is sort of a love-hate thing.

ANALYTICS IN A NUTSHELL

ANALYTICS IN A NUTSHELL HITS - How Idiots Track Stuff

ANALYTICS IN A NUTSHELL HITS - How Idiots Track Stuff Web Analytics - Studying Online Behavior to Improve stuff

WHAT CAN ANALYTICS ANSWER?

WHAT CAN ANALYTICS ANSWER? How do people get to my site?

WHAT CAN ANALYTICS ANSWER? How do people get to my site? Which version of my email blast worked better?

WHAT CAN ANALYTICS ANSWER? How do people get to my site? Which version of my email blast worked better? Where are people dropping off the buying process?

GO GRANULAR WITH ANALYTICS This is the typical Google Analytics dashboard. Unfortunately, it isn’t much more than a fancy hit counter.

GO GRANULAR WITH ANALYTICS

GO GRANULAR WITH ANALYTICS Look at Organic versus PPC versus Email versus display

GO GRANULAR WITH ANALYTICS Look at Organic versus PPC versus Email versus display Compare before-and-after when you make changes

GO GRANULAR WITH ANALYTICS Look at Organic versus PPC versus Email versus display Compare before-and-after when you make changes Create a funnel and see visually where failure occurs

CONTEXT IS EVERYTHING Bounce Rate, Shmounce Rate.

CONTEXT IS EVERYTHING Bounce Rate, Shmounce Rate. We were concerned about users getting distracted!

CONTEXT IS EVERYTHING Bounce Rate, Shmounce Rate. We were concerned about Without navigation, bounce rate went up! users getting distracted! But conversion rate went up more!

GOOOOOOOOOOOOOOAAL! They’re like totally sweet.

GOOOOOOOOOOOOOOAAL! With goals, you move beyond bounce rate, exit rate, and time on site.

GOOOOOOOOOOOOOOAAL! With goals, you move beyond bounce rate, exit rate, and time on site. Now we can see through the clouds!

GOOOOOOOOOOOOOOAAL! With goals, you move beyond bounce rate, exit rate, and time on site. Does reading my blog lead to real sales? Now we can see through the clouds!

GOOOOOOOOOOOOOOAAL! With goals, you move beyond bounce rate, exit rate, and time on site. Does reading my blog lead to real sales? What is the trafﬁc source with the highest ROI? Now we can see through the clouds!

GOOOOOOOOOOOOOOAAL! With goals, you move beyond bounce rate, exit rate, and time on site. Does reading my blog lead to real sales? What is the trafﬁc source with the highest ROI? Are Firefox users worth more then IE users? Now we can see through the clouds!

SOCIAL MEDIA & YOU!

SOCIAL MEDIA - THE NEXT WAVE Connect with your customers in a whole new way.

DO YOU TWEET TO YOUR CUSTOMERS?

DO YOU TWEET TO YOUR CUSTOMERS? Inc Magazine uses Twitter to spread content and engage in a 2-way communication ﬂow.

DO YOU TWEET TO YOUR CUSTOMERS? Zappos builds their brand and culture by relishing all things Zappos, positive or negative!

DO YOU TWEET TO YOUR CUSTOMERS? At Wpromote, we share client successes, weekly video blogs and more to help connect with our industry and clients.

SEARCH IS UNIVERSAL

SEARCH IS UNIVERSAL Search results are far more than just text. YouTube videos in Google universal search results are a powerful way to expand your reach.

SEARCH IS UNIVERSAL Search results are far more than just text. YouTube videos in Google universal search results are a powerful way to expand your reach. Create your own YouTube Channel and tap into users seeking your content!

PROMOTE VIDEO CONTENT Drive additional targeted users through engaging video opportunities.

PROMOTE VIDEO CONTENT Drive additional targeted users through engaging video opportunities. JC Penney Sponsored Video

PROMOTE VIDEO CONTENT Drive additional targeted users through engaging video opportunities. A video ad within a video ad, JC Penney Sponsored Video linked to from a promoted video!

SO... WHAT’S NEXT? Our goal was to be fun and informative, and leave you with speciﬁc ideas to implement! Let us know if we succeeded!

SO... WHAT’S NEXT? Our goal was to be fun and informative, and leave you with speciﬁc ideas to implement! Let us know if we succeeded! Visit our Website www.wpromote.com

SO... WHAT’S NEXT? Our goal was to be fun and informative, and leave you with speciﬁc ideas to implement! Let us know if we succeeded! Explore our Blog Visit our Website www.wpromote.com wpromote.com/blog

SO... WHAT’S NEXT? Our goal was to be fun and informative, and leave you with speciﬁc ideas to implement! Let us know if we succeeded! Explore our Blog Follow us on Twitter Visit our Website www.wpromote.com wpromote.com/blog twitter.com/wpromote

SO... WHAT’S NEXT? Our goal was to be fun and informative, and leave you with speciﬁc ideas to implement! Let us know if we succeeded! Explore our Blog Follow us on Twitter Visit our Website www.wpromote.com wpromote.com/blog twitter.com/wpromote Mike Mothner Mike Stone mike@wpromote.com mstone@wpromote.com Twitter: mothner Twitter: mikeystone

8 Tips To Boost Search Engine Marketing (SEM)(Official SES NY Presentation)

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