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It's The Content, Stupid! By Melissa Mackey

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Conversion Rates & The Law of Diminishing Astonishment . PRESENTATION: It's The Content, Stupid! - Given by Melissa Mackey, @mel66 - gyro, Search Supervisor. #SMX #22B

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It's The Content, Stupid! By Melissa Mackey

  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 SoluRons for Controlling Access to Your FaciliRes" White Paper: Reliable, Easy to Use Security Technology (switch to new Core Access guide when ready) White Paper: FighRng 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 The] Infographic White Paper: The Risks of One-Size-Fits-All Video Surveillance - $149 Down Ad Group 5 The Visible Store: Data Pla`orm 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 SoluRons for Controlling Access to Your FaciliRes" White Paper: Reliable, Easy to Use Security Technology White Paper: FighRng 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 StaRsRc 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: ProtecRng Your Business” Top 5 VulnerabiliRes for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion DetecRon - $99 Down Ad Group 12 Security ExperRse for Businesses Like Mine Checklist: ProtecRng Your Business MSM eBook/Business Guide MSM - $199 Down Ad Group 13 FighRng Back Against Workplace Violence "How Secure Is Your Business?" Infographic White Paper: Reliable, Easy to Use Security Technology Wireless Intrusion DetecRon - $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 SoluRons for Controlling Access to Your FaciliRes" White Paper: Reliable, Easy to Use Security Technology White Paper: FighRng 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 The] Infographic White Paper: The Risks of One-Size-Fits-All Video Surveillance - $149 Down Ad Group 5 The Visible Store: Data Pla`orm 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 SoluRons for Controlling Access to Your FaciliRes" White Paper: Reliable, Easy to Use Security Technology White Paper: FighRng 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 StaRsRc 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: ProtecRng Your Business” Top 5 VulnerabiliRes for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion DetecRon - $99 Down Ad Group 12 Security ExperRse for Businesses Like Mine Checklist: ProtecRng Your Business MSM eBook/Business Guide MSM - $199 Down Ad Group 13 FighRng Back Against Workplace Violence "How Secure Is Your Business?" Infographic Reliable, Easy to Use Security Technology Wireless Intrusion DetecRon - $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 RemarkeRng 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 RemarkeRng Unsegmented remarkeRng 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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