SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten

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SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten

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

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