This document provides an overview of topics from an eMetrics Summit presentation on making yourself indispensable to your search marketing team. It discusses viewability and campaign types in display advertising, targeting and ad types in social media, redirects and URLs in SEO, and match types, cannibalization, and complementarity in paid search. It also describes the presenter's company's approach to training through a generalist model and emphasizing emotional intelligence.
SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in dev...Branded3
Group Head of Paid Search, Mel Hyde discusses how to maximise potential from an ongoing shift in device usage. Mel is responsible for ensuring the right strategy is applied to Branded3’s PPC client accounts and that all accounts deliver performance, efficiency and growth. With a truly integrated approach to our client’s digital campaigns.
It may be easier than ever today to collect data, but many marketers still find themselves scratching their heads when trying to decide how best to sift through it to uncover the gems. What’s often even more difficult, however, is developing reports that incite action and encourage future investment in the right strategies and optimizations – especially when findings challenge the status quo.
In this session, Ben Magnuson, Senior Data Strategist at One North, explore how to deliver reports that your stakeholders will actually care to read. Specifically, he dives into how you can shift your reporting strategy to ensure you are:
* Establishing the right baselines and goals to help you more accurately benchmark your progress towards KPIs
* Moving beyond simply showing your work to provide the right level of context around data trends that matter
* Including stakeholders in the development of metrics to prevent surrogation, or the confusion of strategic intent with the metrics meant to represent it
* Creating an influential narrative around your results that helps you overcome bias, combat conventional thought and improve decision making
SearchLeeds, Ian williams 'Making the difference: shortcuts to success with c...Branded3
Ian is responsible for what happens when searchers land on your site. He creates optimised site experiences through applying years of experience in analytics, conversion rate optimisation, UX research and onsite personalisation.
SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in dev...Branded3
Group Head of Paid Search, Mel Hyde discusses how to maximise potential from an ongoing shift in device usage. Mel is responsible for ensuring the right strategy is applied to Branded3’s PPC client accounts and that all accounts deliver performance, efficiency and growth. With a truly integrated approach to our client’s digital campaigns.
It may be easier than ever today to collect data, but many marketers still find themselves scratching their heads when trying to decide how best to sift through it to uncover the gems. What’s often even more difficult, however, is developing reports that incite action and encourage future investment in the right strategies and optimizations – especially when findings challenge the status quo.
In this session, Ben Magnuson, Senior Data Strategist at One North, explore how to deliver reports that your stakeholders will actually care to read. Specifically, he dives into how you can shift your reporting strategy to ensure you are:
* Establishing the right baselines and goals to help you more accurately benchmark your progress towards KPIs
* Moving beyond simply showing your work to provide the right level of context around data trends that matter
* Including stakeholders in the development of metrics to prevent surrogation, or the confusion of strategic intent with the metrics meant to represent it
* Creating an influential narrative around your results that helps you overcome bias, combat conventional thought and improve decision making
SearchLeeds, Ian williams 'Making the difference: shortcuts to success with c...Branded3
Ian is responsible for what happens when searchers land on your site. He creates optimised site experiences through applying years of experience in analytics, conversion rate optimisation, UX research and onsite personalisation.
Subject line testing is the only way to stay in front of audience engagement. Check out the webinar where we share real examples of what worked and what didn’t based on results from over 5,000 different subject line tests. Now's your chance to get fresh ideas for your 2016 strategic test plan.
During this webinar we'll walk through:
• The top takeaways from over 80 million emails sent.
• Recommendations for crafting effective subject lines.
• How to utilize pre-header text to reinforce the subject line.
• Strategies for putting together a subject line test plan.
SearchLeeds, Russell McAthy 'Marketing Attribution - don't nerf your marketing' Branded3
Russell McAthy explains marketing attribution in this presentation. Russell leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.
Presentation of quick tips, research stats and examples on content marketing best practices that you can start using right now. First shared at Gilbane 2014. First part of a two-part series.
Publisher Monetization: Next Generation of Prime TimeTaboola
The realm of digital publishing is undergoing a sea change, as people gain access to a multitude of new tools for consuming and sharing content online. Publishers are also adopting new means for monetizing content and increasing engagement with editorial content.
This slide deck was presented by Adam Singolda, Taboola's Founder and CEO, at IGNITION 2013 - Future of Digital.
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- common data sources for design,
- how to build a data-informed approach,
- what data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
Behavior Technology and Lead Gen: Working TogetherAffiliate Summit
This presentation is from the Performance Marketing Summit (May 15, 2016 in Chicago). Session description: A review of the latest behavior analytics tools & how they’re being used alongside best practices in Lead Generation. Designed for intermediate, and audiences at the cusp of intermediate and advanced.
Data Informed Design - Good Tech Test - May 2018Courtney Clark
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- Common data sources for design
- How to build a data-informed approach (not data-driven)
- What data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
How Eye Tracking Research Helps You Run Better A/B TestsCXL
This presentation was from a webinar conducted between ConversionXL and Sticky.AI. It covers the conversion optimization research process and how eye tracking research can fit into that and make A/B testing in the enterprise cheaper and more effective.
Taboola Partners - Launching your first campaign + Content that ConvertsTaboola
On Monday, March 20, 2017 Taboola led the second session of “All Things Taboola." Lena and Jon from the agency team went through the platform, Backstage, and took the audience through steps on how to launch their first campaign. They were joined by content specialist, Sean Surdovel, who explained exactly what creative, headline, image and landing page best practices to use to boost performance.
Part of an agency? Sign up for Taboola Partners at http://go.taboola.com/agency-program/
Start your campaign now! signup.taboola.com
Subject line testing is the only way to stay in front of audience engagement. Check out the webinar where we share real examples of what worked and what didn’t based on results from over 5,000 different subject line tests. Now's your chance to get fresh ideas for your 2016 strategic test plan.
During this webinar we'll walk through:
• The top takeaways from over 80 million emails sent.
• Recommendations for crafting effective subject lines.
• How to utilize pre-header text to reinforce the subject line.
• Strategies for putting together a subject line test plan.
SearchLeeds, Russell McAthy 'Marketing Attribution - don't nerf your marketing' Branded3
Russell McAthy explains marketing attribution in this presentation. Russell leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.
Presentation of quick tips, research stats and examples on content marketing best practices that you can start using right now. First shared at Gilbane 2014. First part of a two-part series.
Publisher Monetization: Next Generation of Prime TimeTaboola
The realm of digital publishing is undergoing a sea change, as people gain access to a multitude of new tools for consuming and sharing content online. Publishers are also adopting new means for monetizing content and increasing engagement with editorial content.
This slide deck was presented by Adam Singolda, Taboola's Founder and CEO, at IGNITION 2013 - Future of Digital.
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- common data sources for design,
- how to build a data-informed approach,
- what data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
Behavior Technology and Lead Gen: Working TogetherAffiliate Summit
This presentation is from the Performance Marketing Summit (May 15, 2016 in Chicago). Session description: A review of the latest behavior analytics tools & how they’re being used alongside best practices in Lead Generation. Designed for intermediate, and audiences at the cusp of intermediate and advanced.
Data Informed Design - Good Tech Test - May 2018Courtney Clark
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- Common data sources for design
- How to build a data-informed approach (not data-driven)
- What data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
How Eye Tracking Research Helps You Run Better A/B TestsCXL
This presentation was from a webinar conducted between ConversionXL and Sticky.AI. It covers the conversion optimization research process and how eye tracking research can fit into that and make A/B testing in the enterprise cheaper and more effective.
Taboola Partners - Launching your first campaign + Content that ConvertsTaboola
On Monday, March 20, 2017 Taboola led the second session of “All Things Taboola." Lena and Jon from the agency team went through the platform, Backstage, and took the audience through steps on how to launch their first campaign. They were joined by content specialist, Sean Surdovel, who explained exactly what creative, headline, image and landing page best practices to use to boost performance.
Part of an agency? Sign up for Taboola Partners at http://go.taboola.com/agency-program/
Start your campaign now! signup.taboola.com
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Competitive Intelligence: not more, but betterDaan Goor
To outperform your competitors you don't need more of the same, no, you simple need to do it better. In this presentation we ask ourselves how we can proactively identify what specific tools and tactics you should experiment with to create advantage for yourself.
Campaign Digital Experiences Your Visitors Will Loveion interactive
In the digital world, first impressions matter. Whether it's a PPC ad, display banner, email or QR code that prompts someone to click on your offer, the page where that person lands after the click has enormous potential to influence the way they feel about you. Getting visitors to fall in love isn't something that just any web page can do!
Learn how digital campaign experiences can:
- Make right introductions & leave lasting brand impressions
- Drive engagement & quality interaction
- Convert more visitors to leads & sales
- Make your visitors fall in love with your brand.
Paid Ads Strategy Using Relationship Selling Liz Conlon
This is the automated process we use for our SaaS, and consultant clients using this onboarding strategy. See how our content strategy works for getting higher conversions, more leads and long term sales with this method from ConversionsMarketing.net
Search Engine Marketing for PR Professionals: What You Need to Know for 2014Stacy Sutton Williams
The rules for both SEO (search engine optimization) and paid search advertising keep changing. But in some cases, what's old is new again - content is more critical than ever! That means PR professionals are uniquely suited to leverage search marketing strategies and squeeze more benefits out of PR tactics. Join PRSA Georgia and seminar leader Stacy Williams, founder and president of Atlanta-based Prominent Placement, to get caught up on the latest in SEM and get prepared to implement strategically sound and measurable SEM strategies in 2014.
You will:
- Learn how to determine what types of content and topics your audiences are looking for; then, create it and make it easy to be found online.
- Find out how social engagement benefits SEO, and how to effectively use keywords in hashtags.
- Hear what to do and what not to do regarding Google's new rules for links in online press releases and the best way to leverage bylined articles.
- Discover how to use paid search ads in a crisis, and what to do when negative mentions of your company show up in search engine results.
- Take away strategies for measuring the impact of SEM efforts.
Seminar speaker Stacy Williams established Prominent Placement, a full-service, award-winning and industry leading search marketing agency, in 2001. She has more than 20 years of experience in marketing and was named the 2012 Search Engine Marketer of the Year by Technology Association of Georgia. Stacy is also past president of SEMPO Atlanta, a local chapter of the global Search Engine Marketing Professional Organization.
Understanding Online Ads and Marketing 9/21/2012Collin Condray
This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
"Senior Living Digital Strategies" Webinar - 5 Assisted Living Marketing IdeasBoston Interactive
Need a crash-course in assisted living marketing ideas? We've got five critical senior living digital strategies you need to take to increase tours and fill empty beds.
Have assisted living marketing ideas of your own? Share them with us in the comments below!
"Senior Living Digital Strategies" Webinar Leaders:
1) Boston Interactive’s Director of Digital Strategy Cort Davies http://bostoninteractive.com
2) Carrie Elizabeth Consulting’s Social Media Consultant Carrie Barrett http://carrieelizabeth.com/
3) 85Sixty’s Head of Analytics Roman Bills http://85sixty.com/
Strategies Focused on Increasing The Reach and Visibility of Your Business. A Crash course in theory and tools for growing your business in the digital world.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
1415 track 2 richardson
1. Make Yourself Indispensable to
Your Search Marketing Team
eMetrics Summit NY – October 31, 2017
img source: huffingtonpost.com
2. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient
3. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient
5. Viewability
Greater than
or equal to
50% of pixels
in view for at
least one
second
img source: stateofdigital.com
Performance Display
6. Viewability – Video
2 continuous
seconds of the ad
played while still
meeting 50% pixel
requirements
img source: marketingland.com
Performance Display
7. So how do I use viewability to help
my marketing team?
Analyze viewability against performance
• Size
• Placement
• Site/Domain/Publisher
• Creative Type
• Mobile/Desktop/Tablet
• Engagement (Rich Media)
10. Measuring marketing objectives
against different goals
Build Awareness
Influence
Consideration
Drive Action Grow Loyalty
Get customers to: Get customers to:
Get customers to: Get customers to:
• See your ad
• Become aware of your brand
Measurement examples:
• Reach, Frequency, Viewability
• Brand awareness growth
• aided vs. unaided
• Engage with your content
• Visit your website (click/view-
through)
• Buy on your website/app
• Call/Visit your business
• Install your mobile app
• Purchase repeatedly
• Engage with your website/app
Performance Display
11. Measuring Lift
How do I know if this display stuff
really worked?
Delete this box and replace with image(s).
Delete this box and
replace with
image(s).
Delete this box and
replace with
image(s).
img source: jlg.com, curtislifts.com, stowe.com
Performance Display
12. Measuring Lift
PSA / Placeholder
Campaigns: split target
audience, run PSA ads to one
group creating a “control”
that wasn’t exposed to our
ads – measure lift. But…
img source: google search
Performance Display
13. Measuring Lift
Intent-to-treat: Ignore all exposure info in
treatment and control groups. Randomly divide
target audience and show ads to one list to
measure causal effect of the advertising. But…
Performance Display
img source: thinkwithgoogle.com
14. img source: webpacman.com
Measuring Lift
Ghost Ads: record when we
wanted to show the ad,
ensuring that control group
who would have been
exposed are comparable to
treatment group
Performance Display
16. Cross-Channel Impact
Does display have
an impact on the
performance of
other marketing
channels or vice-
versa?
Performance Display
Photo by Austin Chan on Unsplash
18. Cross-Channel Impact
Some Findings from Harvard &
Ozyegin
Performance Display
source: https://www.slideshare.net/gesterling/do-display-ads-influence-search
•Display advertising does indeed generate more search volume, clicks and
conversions
•Search ads don’t drive increased interaction with display ads, however
•The effect of display ad exposure on search may not be immediate but is
significant “after a period of two weeks”
•Marketers may not be correctly determining ROI and CPA by using common,
simplistic calculations and metrics
•There are budget-allocation implications from the researchers’ “dynamic” ROI
analysis that argue for a higher search spend
20. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient
22. What do you want to promote?
Websites, pages, apps, places
Paid Social
img source: adespresso.com
23. What do you want to promote?
Websites, pages, apps, places
Paid Social
img source: adespresso.com
24. What do you want to promote?
Websites, pages, apps, places
Paid Social
img source: adespresso.com
25. Paid Social
Right Rail
Once the persona
non grata of the
Facebook ad
family, the right
rail ad is making a
comeback
img source: giphy.com
26. Paid Social
Photo by Igor Ovsyannykov on Unsplash
Analyze Ad Copy
AdEspresso
analyzed nearly
40k Facebook ads
and found some
interesting results
27. Analyze Ad Copy
AdEspresso analyzed nearly 40k Facebook ads and
found some interesting results
Paid Social
AD TEXT
AD HEADLINE
LINK DESCRIPTION
28. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/
•The most popular headline is just 5 words long
•Ad text are slightly longer at 14 words
•Link descriptions are 18 words on average
•Most popular/used words
•You, Free, Because, Instantly, New
•If you want to stand out, go negative
•Sentiment analysis may generate stronger reactions and more activity on
your ads – help solve a problem ”hate it when” “isn’t it awful”
•CTA’s aren’t used effectively
•Test, test, test, test – one ad won’t cut it
Paid Social
Analyze Ad Copy
AdEspresso analyzed nearly 40k Facebook ads and
found some interesting results
29. Photo by Eric Michael on Unsplash
Paid Social
Engagement
Engagement on
social media might
not matter for your
brand success
30. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient
40. • Landing Pages
• Page Titles
• Hostname
• Source
• Medium
• Campaign
• Content
• Organic Keywords
• Paid Keywords
• Browser
• Browser Version
• Geo Location
• Reverse Goal Path
Areas Where You Might See (not set)
SEO
img source: sciencemag.org
41. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient
42. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Paid Search
43. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Match Type Symbol
Example
Keyword
May show on
searches that
Example Search
Broad Match none data conference
include misspellings,
synonyms, related searches,
other variations
nyc dataa
conference
Broad Match
Modified
+keyword
+data
+conference
contain modified term (or
closer variations, but not
synonyms), in any order
data analytics
conferences
Phrase Match “keyword”
“data
conference”
are a phrase, and close
variations of that phrase
New York data
conference
Exact Match [keyword] [data conference]
are an exact term and close
variations of that exact term data conference
Paid Search
44. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Match Type Symbol
Example
Keyword
May show on
searches that
Example Search
Broad Match none data conference
include misspellings,
synonyms, related searches,
other variations
nyc dataa
conference
Broad Match
Modified
+keyword
+data
+conference
contain modified term (or
closer variations, but not
synonyms), in any order
data analytics
conferences
Phrase Match “keyword”
“data
conference”
are a phrase, and close
variations of that phrase
New York data
conference
Exact Match [keyword] [data conference]
are an exact term and close
variations of that exact term data conference
Paid Search
45. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Match Type Symbol
Example
Keyword
May show on
searches that
Example Search
Broad Match none data conference
include misspellings,
synonyms, related searches,
other variations
nyc dataa
conference
Broad Match
Modified
+keyword
+data
+conference
contain modified term (or
closer variations, but not
synonyms), in any order
data analytics
conferences
Phrase Match “keyword”
“data
conference”
are a phrase, and close
variations of that phrase
data conference
in New York
Exact Match [keyword] [data conference]
are an exact term and close
variations of that exact term data conference
Paid Search
46. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Match Type Symbol
Example
Keyword
May show on
searches that
Example Search
Broad Match none data conference
include misspellings,
synonyms, related searches,
other variations
nyc dataa
conference
Broad Match
Modified
+keyword
+data
+conference
contain modified term (or
closer variations, but not
synonyms), in any order
data analytics
conferences
Phrase Match “keyword”
“data
conference”
are a phrase, and close
variations of that phrase
New York data
conference
Exact Match [keyword] [data conference]
are an exact term and close
variations of that exact term data conference
Paid Search
47. Photo by Jamie Street on Unsplash
Let’s talk about
MATCH TYPES
Match Type Symbol
Example
Keyword
May show on
searches that
Example Search
Broad Match none data conference
include misspellings,
synonyms, related searches,
other variations
nyc dataa
conference
Broad Match
Modified
+keyword
+data
+conference
contain modified term (or
closer variations, but not
synonyms), in any order
data analytics
conferences
Phrase Match “keyword”
“data
conference”
are a phrase, and close
variations of that phrase
New York data
conference
Exact Match [keyword] [data conference]
are an exact term and close
variations of that exact term data conference
Paid Search
49. Email Cannibalization
Your fantastic marketing
automation campaigns
can sometimes
cannibalize from SEO
and Paid Search – but is
this bad? Yes? No?
Paid Search
50. Cannibalization of SEO
by Paid Search (and vice-
versa)
This isn’t true
based on
research and
anecdotal
evidence
img source: google.com
Paid Search
bit.ly/SEOSEMIncremental
51. I was not
aware of
your brand
img source: youtube.com
Paid Search
53. •Is there a page that SEO sees a very high conversion rate or high revenue
that is NOT being bid on by Paid Search?
Paid Social
Complimentary Paid Search
Are there opportunities within your site to improve
performance from paid or organic traffic?
54. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/
•If you find high bounce, high traffic SEO pages, perhaps bidding on keywords
(as limited as this data is) and trying to send people to a different page?
•Using Search Console and AdWords together with teams to discover
untapped opportunities – create hypotheses and see if data reflects it – dig
into data and create hypotheses from that
Paid Social
Complimentary Paid Search
Are there opportunities within your site to improve
performance from paid or organic traffic?
•Is there a page that SEO sees a very high conversion rate or high revenue
that is NOT being bid on by Paid Search?
55. Agenda
Display
• Viewability, Campaign types & goals, Measuring lift, Cross-channel
Social
• Targeting, Ad types, Don’t call it a comeback, Post length,
”Engagement”
SEO
• Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet
Paid Search
• Match types, Cannibalization, Complimentary
How We Do It
• Elite Academy, Generalists, Emotional Quotient