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#SMX #13C @teedubya
Search and Social,
Let’s Dance.
The Overlap of Organic Search / Social + Paid Search / Social
#SMX #13...
#SMX #13C @teedubya
Search and Social,
Let’s Dance.
The Overlap of Organic Search / Social + Paid Search / Social
#SMX #13...
#SMX #13C @teedubya
Who is this Travis Wright dude?
• Radio Disc Jockey at Age 13.
• Military Intelligence and Russian Lin...
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
this is a social event
#SMX #13C
#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
@teedubya’sTools – ccpdigital.com/smx
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Kn...
#SMX #13C @teedubya
Silos and Silos of Data
#SMX #13C @teedubya
Enhance Your Marketing Strategy
Deliver Better Results Throughout The Customer Journey
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Look at your assets as Layers, Dimensions & Decisions
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Content
#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Help us Obiwan Contentobi
– You’re our only hope.
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya#SMX #13C @teedubya
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Google Buy Button on SERPS
ccpdigital.com/pardot @teedubya
The PeriodicTable of SEO Success Factors – ...
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya
Moz SEO Cheat Sheet 3.0 – Moz
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
Harness data explosion for better ad predictions
Yesterday’s data
5 – 8 data points Every possible dat...
#SMX #13C @teedubya
Quantic Mind @quanticmind http://quanticmind.com
31%
63%
70%
105%
Week 3 4 5 6
Not QuanticMind Quantic...
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
CONFUSING
?
#SMX #13C @teedubya
#SMX #13C @teedubya
CONTENT PAID AMPLIFICATION
#SMX #13C @teedubya@teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Interest Graph Actions on Content
#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya
Facebook Graph Search opens up many different opportunities.
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedu
#SMX #13C @teedubya
$240 billion
#SMX #13C @teedubya
#SMX #13C @teedubya
Impact of Targeted Social Advertising
By targeting specific groups with paid ads, companies can
dramat...
#SMX #13C @teedubya@ChrisPulleyccpdigital.com/pardot @teedubya
#SMX #13C @teedubya
$240 billion
Advanced Ad Targeting
#SMX #13C @teedubya
#SMX #13C @teedubya
Keywords Yes No
Likes No Yes
Demographics Limited Extensive
Psychographics No Yes
Geography Yes Yes
In...
#SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Advanced Targeting
ccpdigital.com/vb @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Advanced Targeting
ccpdigital.com/vb @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Third-Party Databases
Combine Facebook data and interest targeting
#SMX #13C @teedubya
Workforce Targeting
#SMX #13C @teedubya
Social Affinity Targeting
Women aged 50+ who liked “American Doll” proved to be an ideal
correlation f...
#SMX #13C @teedubya
#SMX #13C @teedubya
$0.00045209 / per video view
#SMX #13C @teedubya
#SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Facebook Lead Ads
#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya
Twitter Advertising
#SMX #13C @teedubya
#SMX #13C @teedubya
Geo
Target users
based on
geographic
location
Narrow in on key
markets
Search
Target users who
are sea...
#SMX #13C @teedubya
YouTube Ads
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya
Pinterest Advertising
#SMX #13C @teedubya
#SMX #13C @teedubyaccpglobal.com/cmworld
@teedubya
Reddit Advertising
#SMX #13C @teedubya
#SMX #13C @teedubya
Waze @waze http://waze.com/ads
#SMX #13C @teedubya
#SMX #13C @teedubya
Google Map Ads
#SMX #13C @teedubya
#SMX #13C @teedubya
Snapchat Geofilters https://www.snapchat.com/on-demand
#SMX #13C @teedubya
#SMX #13C @teedubya
Snapchat Geofilters
#SMX #13C @teedubya
#SMX #13C @teedubya
Outbrain @Outbrain http://outbrain.com
#SMX #13C @teedubya
#SMX #13C @teedubya
Outbrain @Outbrain http://outbrain.com
#SMX #13C @teedubya
#SMX #13C @teedubya
Taboola @Taboola http://taboola.com
#SMX #13C @teedubya
#SMX #13C @teedubya
Account Based
Social Selling
#SMX #13C @teedubya
#SMX #13C @teedubya@teedubya
Snip.ly @sniply http://snip.ly
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
Starbucks Inception
2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!
#SMX #13C...
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
@teedubya’sTools – ccpdigital.com/smx
#SMX #13C @teedubya
#SMX #13C @teedubya
Connect on Microsoft/LinkedIn:
http://linkedin.com/in/teedubya
#SMX #13C @teedubya
#SMX #13C @teedubya
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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The Overlap of Organic Search / Social + Paid Search / Social By Travis Wright

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: SEO & Social: Let's Dance!. PRESENTATION: The Overlap of Organic Search / Social + Paid Search / Social - Given by Travis Wright, @teedubya - CCP Global, Chief Marketing Technologist. #SMX #13C

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The Overlap of Organic Search / Social + Paid Search / Social By Travis Wright

  1. 1. #SMX #13C @teedubya Search and Social, Let’s Dance. The Overlap of Organic Search / Social + Paid Search / Social #SMX #13C @teedubya
  2. 2. #SMX #13C @teedubya Search and Social, Let’s Dance. The Overlap of Organic Search / Social + Paid Search / Social #SMX #13C @teedubya
  3. 3. #SMX #13C @teedubya Who is this Travis Wright dude? • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief MarketingTechnologist – CCP Digital • Tech Blogger for MarketingLand, CMO.com, Business.com & others • Inc. Magazine Columnist –TechTools for Entrepreneurs • Host ofVenture Beat’s “VB Engage” podcast eachTuesday.
  4. 4. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  5. 5. #SMX #13C @teedubya
  6. 6. #SMX #13C @teedubya
  7. 7. #SMX #13C @teedubya this is a social event #SMX #13C #SMX #13C @teedubya
  8. 8. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  9. 9. #SMX #13C @teedubya#SMX #13C @teedubya
  10. 10. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  11. 11. #SMX #13C @teedubya#SMX #13C @teedubya
  12. 12. #SMX #13C @teedubya#SMX #13C @teedubya
  13. 13. #SMX #13C @teedubya
  14. 14. #SMX #13C @teedubya
  15. 15. #SMX #13C @teedubya
  16. 16. #SMX #13C @teedubya#SMX #13C @teedubya
  17. 17. #SMX #13C @teedubya @teedubya’sTools – ccpdigital.com/smx #SMX #13C @teedubya
  18. 18. #SMX #13C @teedubya#SMX #13C @teedubya#SMX #13C @teedubya
  19. 19. #SMX #13C @teedubya • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven MarketingMaking Smarter & More Impactful Decisions
  20. 20. #SMX #13C @teedubya Silos and Silos of Data
  21. 21. #SMX #13C @teedubya Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
  22. 22. #SMX #13C @teedubya#SMX #13C @teedubya
  23. 23. #SMX #13C @teedubya#SMX #13C @teedubya
  24. 24. #SMX #13C @teedubya Look at your assets as Layers, Dimensions & Decisions
  25. 25. #SMX #13C @teedubya#SMX #13C @teedubya
  26. 26. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  27. 27. #SMX #13C @teedubya#SMX #13C @teedubya
  28. 28. #SMX #13C @teedubya#SMX #13C @teedubya
  29. 29. #SMX #13C @teedubya Content #SMX #13C @teedubya
  30. 30. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  31. 31. #SMX #13C @teedubya Help us Obiwan Contentobi – You’re our only hope.
  32. 32. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  33. 33. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  34. 34. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  35. 35. #SMX #13C @teedubya
  36. 36. #SMX #13C @teedubya#SMX #13C @teedubya
  37. 37. #SMX #13C @teedubya#SMX #13C @teedubya
  38. 38. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  39. 39. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya#SMX #13C @teedubya
  40. 40. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya#SMX #13C @teedubya
  41. 41. #SMX #13C @teedubya Google Buy Button on SERPS ccpdigital.com/pardot @teedubya The PeriodicTable of SEO Success Factors – Search Engine Land #SMX #13C @teedubya
  42. 42. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya Moz SEO Cheat Sheet 3.0 – Moz #SMX #13C @teedubya
  43. 43. #SMX #13C @teedubya#SMX #13C @teedubya
  44. 44. #SMX #13C @teedubya
  45. 45. #SMX #13C @teedubya
  46. 46. #SMX #13C @teedubya
  47. 47. #SMX #13C @teedubya Harness data explosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
  48. 48. #SMX #13C @teedubya Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift #SMX #13C @teedubya
  49. 49. #SMX #13C @teedubya
  50. 50. #SMX #13C @teedubya#SMX #13C @teedubya
  51. 51. #SMX #13C @teedubya
  52. 52. #SMX #13C @teedubya#SMX #13C @teedubya
  53. 53. #SMX #13C @teedubya CONFUSING ? #SMX #13C @teedubya
  54. 54. #SMX #13C @teedubya CONTENT PAID AMPLIFICATION
  55. 55. #SMX #13C @teedubya@teedubya#SMX #13C @teedubya
  56. 56. #SMX #13C @teedubya Interest Graph Actions on Content #SMX #13C @teedubya
  57. 57. #SMX #13C @teedubya@teedubya Facebook Graph Search opens up many different opportunities. #SMX #13C @teedubya
  58. 58. #SMX #13C @teedubya
  59. 59. #SMX #13C @teedubya #SMX #13C @teedu
  60. 60. #SMX #13C @teedubya $240 billion #SMX #13C @teedubya
  61. 61. #SMX #13C @teedubya Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
  62. 62. #SMX #13C @teedubya@ChrisPulleyccpdigital.com/pardot @teedubya
  63. 63. #SMX #13C @teedubya $240 billion Advanced Ad Targeting #SMX #13C @teedubya
  64. 64. #SMX #13C @teedubya Keywords Yes No Likes No Yes Demographics Limited Extensive Psychographics No Yes Geography Yes Yes Internal URL No Yes External URL Yes Yes Purchase Intent Learn, Research None Sales Cycle Short Long #SMX #13C @teedubya
  65. 65. #SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
  66. 66. #SMX #13C @teedubya Advanced Targeting ccpdigital.com/vb @teedubya#SMX #13C @teedubya
  67. 67. #SMX #13C @teedubya Advanced Targeting ccpdigital.com/vb @teedubya#SMX #13C @teedubya
  68. 68. #SMX #13C @teedubya Third-Party Databases Combine Facebook data and interest targeting
  69. 69. #SMX #13C @teedubya Workforce Targeting
  70. 70. #SMX #13C @teedubya Social Affinity Targeting Women aged 50+ who liked “American Doll” proved to be an ideal correlation for a children’s specialty furniture manufacturer.
  71. 71. #SMX #13C @teedubya
  72. 72. #SMX #13C @teedubya $0.00045209 / per video view
  73. 73. #SMX #13C @teedubya
  74. 74. #SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
  75. 75. #SMX #13C @teedubya Facebook Lead Ads #SMX #13C @teedubya
  76. 76. #SMX #13C @teedubya#SMX #13C @teedubya
  77. 77. #SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya
  78. 78. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya Twitter Advertising #SMX #13C @teedubya
  79. 79. #SMX #13C @teedubya Geo Target users based on geographic location Narrow in on key markets Search Target users who are searching on relevant keywords Ensure relevancy Followers Target your Followers Leverage brand advocates Interest Target users based on their interests Resonate with users Mobile Target users on the go Reach at point-of- purchase Look-a-likes Target users who are similar to your followers Increase potential reach Gender Target users based on gender Ensure Interest relevancy Twitter Targeting Tools @teedubya
  80. 80. #SMX #13C @teedubya YouTube Ads
  81. 81. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya Pinterest Advertising #SMX #13C @teedubya
  82. 82. #SMX #13C @teedubyaccpglobal.com/cmworld @teedubya Reddit Advertising #SMX #13C @teedubya
  83. 83. #SMX #13C @teedubya Waze @waze http://waze.com/ads #SMX #13C @teedubya
  84. 84. #SMX #13C @teedubya Google Map Ads #SMX #13C @teedubya
  85. 85. #SMX #13C @teedubya Snapchat Geofilters https://www.snapchat.com/on-demand #SMX #13C @teedubya
  86. 86. #SMX #13C @teedubya Snapchat Geofilters #SMX #13C @teedubya
  87. 87. #SMX #13C @teedubya Outbrain @Outbrain http://outbrain.com #SMX #13C @teedubya
  88. 88. #SMX #13C @teedubya Outbrain @Outbrain http://outbrain.com #SMX #13C @teedubya
  89. 89. #SMX #13C @teedubya Taboola @Taboola http://taboola.com #SMX #13C @teedubya
  90. 90. #SMX #13C @teedubya Account Based Social Selling #SMX #13C @teedubya
  91. 91. #SMX #13C @teedubya@teedubya Snip.ly @sniply http://snip.ly #SMX #13C @teedubya#SMX #13C @teedubya
  92. 92. #SMX #13C @teedubya Starbucks Inception 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! #SMX #13C @teedubya
  93. 93. #SMX #13C @teedubya#SMX #13C @teedubya
  94. 94. #SMX #13C @teedubya#SMX #13C @teedubya
  95. 95. #SMX #13C @teedubya
  96. 96. #SMX #13C @teedubya
  97. 97. #SMX #13C @teedubya
  98. 98. #SMX #13C @teedubya @teedubya’sTools – ccpdigital.com/smx #SMX #13C @teedubya
  99. 99. #SMX #13C @teedubya Connect on Microsoft/LinkedIn: http://linkedin.com/in/teedubya #SMX #13C @teedubya
  100. 100. #SMX #13C @teedubya LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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