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#SMX #22B @Mel66
Melissa Mackey, SMX Advanced 2016
IT’S THE CONTENT,
STUPID!
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
FRESH IS BEST
Eww
Yum!
#SMX #22B @Mel66
CHANGE IT UP ONCE IN A WHILE
ASTONISH with new 
content
• Especially on brand 
terms that people might 
s...
#SMX #22B @Mel66
REMARKETING & RLSA ARE YOUR FRIENDS
Don’t show repeat searchers the same old thing! ASTONISH with new ads...
#SMX #22B @Mel66
REMARKETING ≠ PESTERING
ASTONISH users with new 
content that meets them on their 
journey
• Not the same...
#SMX #22B @Mel66
MATCH CONTENT TO BUYER JOURNEY
Buyer journey 
identifies needs of 
the user at each 
stage
©
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPS
Ad Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐9...
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPS
Ad Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐9...
#SMX #22B @Mel66
USE TIME-BASED REMARKETING
Time‐Based Remarketing works 
great for longer sales cycles 
without boring th...
#SMX #22B @Mel66
WHAT IT LOOKS LIKE IN THE WILD
Initial visit
2‐13 days
14‐59 days
60‐90 days
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
Minimums can throw off 
your strategy – determine 
these first! 
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE CREATION
What audiences do you need?
• Buyer journey
• Audience size
• C...
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers 
think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers 
think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers 
think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers 
think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
How you want to set up 
audiences
#SMX #22B @Mel66
SOME REAL RESULTS
$52.14
$30.57
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
Search Campaigns Time‐Bas...
#SMX #22B @Mel66
SOME REAL RESULTS – UNSEGMENTED REMARKETING
SUCKED
$52.14
$30.57
$208.00
$0.00
$50.00
$100.00
$150.00
$20...
#SMX #22B @Mel66
RINSE & REPEAT WITH OTHER CHANNELS
Gather data to use for 
other channels
Image Credit: 1SEO.com
COMING S...
#SMX #22B @Mel66
MEASURE RESULTS BY CONTENT TYPE
Create a content ID for each 
content asset:
• Include asset ID number, 
...
#SMX #22B @Mel66
MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS
• Measure performance by any 
part of the content ID
• Sl...
#SMX #22B @Mel66
FINALLY… LANDING PAGES!
Your landing page must 
astonish! In a good way
#SMX #22B @Mel66
RECAP
• Astonish users with new content – keep it fresh
• Remarketing ≠ pestering
• Map content to buyer ...
#SMX #22B @Mel66
FOR MORE ON CONTENT MARKETING AND PPC
My blog series on content marketing:
http://www.beyondthepaid.com/p...
#SMX #22B @Mel66
Melissa Mackey
Melissa.Mackey@gyro.com
@Mel66
www.beyondthepaid.com
#SMX #22B @Mel66
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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It's The Content, Stupid!

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SMX Advanced 2016 presentation on astonishing search visitors with fresh content.

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It's The Content, Stupid!

  1. 1. #SMX #22B @Mel66 Melissa Mackey, SMX Advanced 2016 IT’S THE CONTENT, STUPID!
  2. 2. #SMX #22B @Mel66 ABOUT ME
  3. 3. #SMX #22B @Mel66 ABOUT ME
  4. 4. #SMX #22B @Mel66 FRESH IS BEST Eww Yum!
  5. 5. #SMX #22B @Mel66 CHANGE IT UP ONCE IN A WHILE ASTONISH with new  content • Especially on brand  terms that people might  search frequently
  6. 6. #SMX #22B @Mel66 REMARKETING & RLSA ARE YOUR FRIENDS Don’t show repeat searchers the same old thing! ASTONISH with new ads &  offers! Visit 1 – free trial Visit 2 – white paper
  7. 7. #SMX #22B @Mel66 REMARKETING ≠ PESTERING ASTONISH users with new  content that meets them on their  journey • Not the same old pestering  thing • 40% of B2B marketers aren’t  targeting content at all! • Source: Conductor
  8. 8. #SMX #22B @Mel66 MATCH CONTENT TO BUYER JOURNEY Buyer journey  identifies needs of  the user at each  stage ©
  9. 9. #SMX #22B @Mel66 MAP CONTENT TO AD GROUPS Ad Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐90 Ad Group 1 Free Security Review Business Owner's Security Buyer's Guide White Paper: Reliable, Easy to Use Security  Technology Video Surveillance ‐ $149 Down Ad Group 2 "Considering Access Control for Your Business?”  and "Easy‐to‐Use Solutions for Controlling Access  to Your Facilities" White Paper: Reliable, Easy to Use Security  Technology (switch to new Core Access guide  when ready) White Paper: Fighting Back Against Workplace  Violence Access Control ‐ $149 Down Ad Group 3 Reliable, Easy To Use Security Technology Can Help  Protect Small Businesses "How Secure Is Your Business?" Infographic White Paper: Security Tools and Their Unexpected  Uses MSM ‐ $199 Down Ad Group 4 “Experienced Security Partner” and “Three Steps  to Help Prevent Workplace Crime” Employee Theft Infographic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down Ad Group 5 The Visible Store: Data Platform for Retail  Excellence Restaurant/Retail Checklist Video Landing Page: LA Sweetz MSM ‐ $199 Down Ad Group 6 The Risks of One‐Size‐Fits‐All Security White Paper: Reliable, Easy to Use Security  Technology Business Owner's Security Buyer's Guide Video Surveillance ‐ $149 Down Ad Group 7 Five Simple Ways Video Can Help Your Business Business Owner's Security Buyer's Guide Video Landing Page: Elite Surgical Access Control ‐ $149 Down Ad Group 8 "Considering Access Control for Your Business?”  and "Easy‐to‐Use Solutions for Controlling Access  to Your Facilities" White Paper: Reliable, Easy to Use Security  Technology White Paper: Fighting Back Against Workplace  Violence Access Control ‐ $149 Down Ad Group 9 “Experienced Security Partner” and “Three Steps  to Help Prevent Workplace Crime” Don't Let Your Business Become a Crime Statistic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down Ad Group 10 Control and Freedom At The Same Time The Control Is Yours: 5 Reasons to Use MSM MSM eBook/Business Guide Video Surveillance ‐ $149 Down Ad Group 11 “Experienced Security Partner” and “A Checklist:  Protecting Your Business” Top 5 Vulnerabilities for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion Detection ‐ $99 Down Ad Group 12 Security Expertise for Businesses Like Mine Checklist: Protecting Your Business MSM eBook/Business Guide MSM ‐ $199 Down Ad Group 13 Fighting Back Against Workplace Violence "How Secure Is Your Business?" Infographic White Paper: Reliable, Easy to Use Security  Technology Wireless Intrusion Detection ‐ $99  Down
  10. 10. #SMX #22B @Mel66 MAP CONTENT TO AD GROUPS Ad Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐90 Ad Group 1 Free Security Review Business Owner's Security Buyer's Guide White Paper: Reliable, Easy to Use Security Technology Video Surveillance ‐ $149 Down Ad Group 2 "Considering Access Control for Your Business?” and "Easy‐ to‐Use Solutions for Controlling Access to Your Facilities" White Paper: Reliable, Easy to Use Security Technology White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down Ad Group 3 Reliable, Easy To Use Security Technology "How Secure Is Your Business?" Infographic White Paper: Security Tools and Their Unexpected Uses MSM ‐ $199 Down Ad Group 4 “Experienced Security Partner” and “Three Steps to Help  Prevent Workplace Crime” Employee Theft Infographic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down Ad Group 5 The Visible Store: Data Platform for Retail Excellence Restaurant/Retail Checklist Video Landing Page: LA Sweetz MSM ‐ $199 Down Ad Group 6 The Risks of One‐Size‐Fits‐All Security White Paper: Reliable, Easy to Use Security Technology Business Owner's Security Buyer's Guide Video Surveillance ‐ $149 Down Ad Group 7 Five Simple Ways Video Can Help Your Business Business Owner's Security Buyer's Guide Video Landing Page: Elite Surgical Access Control ‐ $149 Down Ad Group 8 "Considering Access Control for Your Business?” and "Easy‐ to‐Use Solutions for Controlling Access to Your Facilities" White Paper: Reliable, Easy to Use Security Technology White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down Ad Group 9 “Experienced Security Partner” and “Three Steps to Help  Prevent Workplace Crime” Don't Let Your Business Become a Crime Statistic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down Ad Group 10 Control and Freedom At The Same Time The Control Is Yours: 5 Reasons to Use MSM MSM eBook/Business Guide Video Surveillance ‐ $149 Down Ad Group 11 “Experienced Security Partner” and “A Checklist: Protecting  Your Business” Top 5 Vulnerabilities for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion Detection ‐ $99 Down Ad Group 12 Security Expertise for Businesses Like Mine Checklist: Protecting Your Business MSM eBook/Business Guide MSM ‐ $199 Down Ad Group 13 Fighting Back Against Workplace Violence "How Secure Is Your Business?" Infographic Reliable, Easy to Use Security Technology Wireless Intrusion Detection ‐ $99 Down
  11. 11. #SMX #22B @Mel66 USE TIME-BASED REMARKETING Time‐Based Remarketing works  great for longer sales cycles  without boring the user
  12. 12. #SMX #22B @Mel66 WHAT IT LOOKS LIKE IN THE WILD Initial visit 2‐13 days 14‐59 days 60‐90 days
  13. 13. #SMX #22B @Mel66 MAKE SURE YOUR AUDIENCE IS BIG ENOUGH Minimums can throw off  your strategy – determine  these first! 
  14. 14. #SMX #22B @Mel66 MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
  15. 15. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE CREATION What audiences do you need? • Buyer journey • Audience size • Content themes • User behavior
  16. 16. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE COMBINATIONS Typical way marketers  think about audiences
  17. 17. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE COMBINATIONS Typical way marketers  think about audiences
  18. 18. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE COMBINATIONS Typical way marketers  think about audiences
  19. 19. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE COMBINATIONS Typical way marketers  think about audiences
  20. 20. #SMX #22B @Mel66 TIME-BASED REMARKETING: AUDIENCE COMBINATIONS How you want to set up  audiences
  21. 21. #SMX #22B @Mel66 SOME REAL RESULTS $52.14 $30.57 $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 Search Campaigns Time‐Based Remarketing Cost Per Conversion Cost Per Conversion
  22. 22. #SMX #22B @Mel66 SOME REAL RESULTS – UNSEGMENTED REMARKETING SUCKED $52.14 $30.57 $208.00 $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 Search Campaigns Time‐Based Remarketing Unsegmented remarketing Cost Per Conversion Cost Per Conversion
  23. 23. #SMX #22B @Mel66 RINSE & REPEAT WITH OTHER CHANNELS Gather data to use for  other channels Image Credit: 1SEO.com COMING SOON! • Custom Audiences • Retargeting
  24. 24. #SMX #22B @Mel66 MEASURE RESULTS BY CONTENT TYPE Create a content ID for each  content asset: • Include asset ID number,  content type, buyer journey  stage, and any other pertinent  info Example of a content ID: 0251_WPR_csrd
  25. 25. #SMX #22B @Mel66 MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS • Measure performance by any  part of the content ID • Slice and dice
  26. 26. #SMX #22B @Mel66 FINALLY… LANDING PAGES! Your landing page must  astonish! In a good way
  27. 27. #SMX #22B @Mel66 RECAP • Astonish users with new content – keep it fresh • Remarketing ≠ pestering • Map content to buyer journey and ad groups • Use time‐based remarketing with custom combinations • Rinse & repeat with other channels • Use a content ID to track performance by asset type and buyer journey • Astonish with good landing pages
  28. 28. #SMX #22B @Mel66 FOR MORE ON CONTENT MARKETING AND PPC My blog series on content marketing: http://www.beyondthepaid.com/ppc‐content‐marketing‐series/
  29. 29. #SMX #22B @Mel66 Melissa Mackey Melissa.Mackey@gyro.com @Mel66 www.beyondthepaid.com
  30. 30. #SMX #22B @Mel66 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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