How to Outrank Your Competitors with SEO and PPC
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The only way to be the best is to stand out above your competitors. You can’t control what your competitors do, but you can make sure that you are doing everything you can to attract more people to your webpage and track and re-engage those visitors. Search Engine Optimization and Pay Per Click advertising are two strategies to draw in more traffic to your site, and when coupled, they can help you improve your ranking and better position yourself against competitors. In this webinar, we'll look at the ways that SEO and PPC work together to: ~Track offsite content and prevent getting lost in the "Dark Funnel" ~Leverage Influencer Marketing to hack your competitors' audience ~Drive traffic to paid content and promote onsite and offsite conversions
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How to Outrank Your Competitors with SEO and PPC
- 1. HOW TO OUTRANK YOUR COMPETITORS WITH SEO AND PPC WEBINAR
- 2. Three ways SEO & PPC Work Together: 1. Track offsite content and prevent getting lost in the “Dark Funnel”. 2. Leverage Influencer Marketing for amplification and audience development. 3. Drive traffic to paid content. AGENDA
- 3. @gshiftLabs #SEOPPC @acquisio David McIninch Chief Revenue Officer Acquisio @DavidMcIninch @acquisio Krista LaRiviere Co-Founder & CEO gShift @KristaLariviere @gshiftLabs
- 4. @gshiftLabs #SEOPPC @acquisio • The webinar is recorded and will be made available by email • There will be two poll questions, with the answers shared at the end • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time • For any follow up questions about the webinar please contact: acquisio-marketing@acquisio.com HOUSE KEEPING 4
- 5. @gshiftLabs #SEOPPC @acquisio SEO & KRISTA 5 1. The “Dark Funnel” and how your prospects are getting lost in it. 2. Audience Development. 3. Keyword Discovery to Content Distribution. 4. Using Influencer Marketing amplify your message. 5. Supporting offsite content and illuminating the Dark Funnel through SmartURLs and conversion paths. Krista LaRiviere Co-Founder & CEO gShift @@KristaLariviere
- 8. @gshiftLabs #SEOPPC @acquisio CONTENT IS THE KINGPIN “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.” Adobe/EConsultancy
- 9. @gshiftLabs #SEOPPC @acquisio WHAT IS THIS ALL ABOUT, REALLY? “It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.” - Krista
- 10. @gshiftLabs #SEOPPC @acquisio ON-SITE VS OFF-SITE CONTENT
- 11. @gshiftLabs #SEOPPC @acquisio Sirius Decisions & Forrester Brands are experiencing disruptive change with 67% to 90% of a customer’s digital interaction with brand content is off-site.
- 12. @gshiftLabs #SEOPPC @acquisio Only 10% to 33% of engagement is being captured. Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control. Engagement can happen beyond what is seen publicly, with content being shared through dark social. CHALLENGES IN TRACKING OFF-SITE CONVERSIONS
- 13. @gshiftLabs #SEOPPC @acquisio GOOGLE… FILED A PATENT… “So putting an emphasis on building trust for all of your content could become one of the biggest undertakings you have in 2016.” “Onsite and offsite search ranking results” US 13/285, 995
- 14. @gshiftLabs #SEOPPC @acquisio THE SALES FUNNEL MYTH • Brands control the funnel • A buyer’s journey is linear and predictable • Evaluation & decision-making happen in owned channels • Brands ‘see’ all prospects
- 15. @gshiftLabs #SEOPPC @acquisio THE SALES FUNNEL REALITY Prospects control their own journey Consumers rely on peer & social community opinions Search / social is the starting point Journey is non-linear and unpredictable The Dark Funnel
- 16. @gshiftLabs #SEOPPC @acquisio POLL QUESTION #1 Do you currently track off-site content engagement through the sales funnel?
- 17. @gshiftLabs #SEOPPC @acquisio AUDIENCE DEVELOPMENT
- 18. @gshiftLabs #SEOPPC @acquisio AUDIENCE DEVELOPMENT
- 19. @gshiftLabs #SEOPPC @acquisio Creating content for your site is not enough. You need additional distribution and amplification using off-site channels. KEYWORD DISCOVERY TO CONTENT DISTRIBUTION
- 20. @gshiftLabs #SEOPPC @acquisio WHAT IS INFLUENCER MARKETING? Influencer Marketing is driving A LOT of off-site content & engagement! Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in. Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers!
- 22. @gshiftLabs #SEOPPC @acquisio POLL QUESTION #2 Is influencer marketing part of your digital marketing mix today?
- 23. @gshiftLabs #SEOPPC @acquisio Number of Influencers
- 24. @gshiftLabs #SEOPPC @acquisio IDENTIFYING INFLUENCERS & AUDIENCES
- 26. @gshiftLabs #SEOPPC @acquisio ENTER SMARTURLS… SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on-site content. Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool. Influencer Analytics!
- 27. @gshiftLabs #SEOPPC @acquisio kontextURLs provide: • Branded, vanity short URLs • Near real-time Content Performance by Channel • Long-term data storage • The true connector of SEO and Social Media to Content Marketing • Influencer Analytics kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content
- 28. @gshiftLabs #SEOPPC @acquisio SEO TAKE-AWAYS It’s about discoverability of your content, everywhere! It’s about developing your audience Find influencers by SEO keywords to amplify your content Off-Site analytics!
- 29. @gshiftLabs #SEOPPC @acquisio PPC & DAVID 29 1. Non-Linear funnel impacts paid strategies for both consumer and B2B 2. PPC Strategies to influence each stage of the funnel 3. Bid strategies to reflect funnel stage, real estate and device 4. Attribution and Analytics by campaign type 5. Retargeting, native and social are key at the very top and very bottom of the funnel David McIninch Chief Revenue Officer Acquisio @DavidMcIninch
- 30. @gshiftLabs #SEOPPC @acquisio THE NEW NORMAL FOR PPC Paid Channels Continue to Grow - Search and Display is a $53Bil. Market - 12.5% Growth (eMarketer) - Mobile > Desktop - Display > Search
- 31. @gshiftLabs #SEOPPC @acquisio MAPPING PATH TO PURCHASE FOR CONSUMERS
- 32. @gshiftLabs #SEOPPC @acquisio MAPPING PATH TO PURCHASE
- 33. @gshiftLabs #SEOPPC @acquisio B2B CUSTOMER JOURNEY Metrics to measure - Cost to Acquire - Path to Purchase - Win Rate - Conversion Rates - ROAS
- 34. @gshiftLabs #SEOPPC @acquisio ATTRIBUTION AND TARGETING
- 35. @gshiftLabs #SEOPPC @acquisio CROSS-DEVICE TARGETING 60%-80% Of purchase decisions are influenced across multiple devices
- 36. @gshiftLabs #SEOPPC @acquisio BEAUTIFUL PPC + SEO Even With A #1 Organic Ranking, Paid Ads Can Provide 50% Incremental Clicks
- 37. @gshiftLabs #SEOPPC @acquisio NEW ERA OF SEARCH 41% of adults and 55% of teens used Siri, Google Now or Cortana voice search at least once per day*
- 38. @gshiftLabs #SEOPPC @acquisio BID STRATEGIES IN THE NEW WORLD • Bid-to-position • SKAGs, Exact Match Types and Ad Extensions • Leverage machine learning and algorithmic approach
- 39. @gshiftLabs #SEOPPC @acquisio QUALITY SCORE STILL RULES
- 40. @gshiftLabs #SEOPPC @acquisio GOOGLE NOT THE ONLY GAME IN TOWN
- 41. @gshiftLabs #SEOPPC @acquisio REMARKETING Remarketing has been shown to increase CTR by 300% higher while lowering cost per conversion by 37%* Map Ad Content to Funnel Stage and Action
- 42. @gshiftLabs #SEOPPC @acquisio AUDIENCE BUILDING
- 43. @gshiftLabs #SEOPPC @acquisio SOCIAL MOMENTUM
- 44. @gshiftLabs #SEOPPC @acquisio NATIVE ADVERTISING Masquerades as Content Marketing In-Line, In-Feed
- 45. @gshiftLabs #SEOPPC @acquisio PPC TAKE-AWAYS • Campaigns need to be discoverable and relevant • Leverage data and retargeting to reach audiences at every stage of the funnel • (Re)Target influencers with compelling content and creative (incl. native, mobile and social) • Test, Measure, Iterate
- 46. @gshiftLabs #SEOPPC @acquisio THANK YOU! gshift.it/blog | sales@gShiftLabs.com www.acquisio.com/blog | info@aquisio.com Let’s hear some questions and comments!
Editor's Notes
- My DNA is SEO and content marketing. As the SEO world has evolved, thanks to Google, I talk about SEO more from the standpoint off Strategies for Earned and Owned digital marketing as it is so much more than the standard tasks of technical SEO. Today I’ll be chatting about five main topics areas that are all interrelated. My goal is to get you thinking how these subjects are currently impacting your digital strategy or how incorporating them my strengthen the impact and outcome of your web presence success. They are…
- I wanted to start out with some industry research. Since I’m a fan off SEMPO I thought I’d use some of their recently released data from the State of Search Marketing conducted in conjunction with Search Engine Land. They went out and surveyed over 500 respondents from client-side marketers/advertisers and agency/consultants. Which of the following types of activity… SEO and Paid Search still the top two with Agencies and Marketers and we don’t expect to see that change in the near term.
- But the same old challenges exist…especially for SEO. Proving the ROI of SEO investments leads the way at the #1 Challenge. I also predict this won’t change in the short-term either. In fact, I think it will become more difficult.
- And a Krista presentation wouldn’t be complete without talking about how content is the kingpin for all digital investments. With the continued blurring of the lines between paid, owned and earned, the most effective digital campaigns are ones that take the three pillars into account throughout execution and focuses on content the audience requires in order to progress through your sales funnel. Content is still the glue that holds it all together!
- The digital landscape in my opinion, is becoming more complex, with more advanced technologies and techniques, smarter and fussier audiences. At the end of the day, so you don’t drive yourself crazy and become completely overwhelmed, keep this in mind. All this effort is about… If you’re achieving this then you’re on the right path.
- So onto my first topic SEO used to be so easy back in 2009. The focus was on the web site, there was no social media. People came to your site to inform themselves, they stayed on your site, they converted multiple times on your site, you were in control. But now.. Things are complicated. Your prospects are informing themselves everyone, off of your site. Three things are happening… 1) Social… you don’t own the conversation or the funnel. 2) Mobile… anywhere, anytime 3) Consumers will inform themselves really anywhere, but your web site. Yikes!
- In fact… This behaviour is the result, in my opinion of two trends: 1) mobile 2) social. Now when you think about the fact that 67% to 90% of engagement is happening off your site, this translates into a startling reality…
- That only 10 to 33% of engagement metrics are being captured by your on-site analytics system.
- Off site content is sooo important. This patent proposes to not only change what they built with PageRank as a factor, but to grow and expand on it — for example, looking at onsite pages as more than that page versus the pages on the other (off-site) sites, and using a Global Ranking to compare a representative page on a site against: the site framework. the authority of the domain. query-independent information. This makes trust, both coming in and flowing out from links on your site, an important staple.
- So all this off site content engagement trend is wreaking havoc on, not only engagement metrics but the sales funnel and lead scoring.
- Leading scoring systems, if you’re using one… hubspot, marketo, partdot, sharpspring, etc. that are fundamental in helping marketers understand engagement in the funnel by lead scoring… all the lead scores are underrepresented. For example, in the olden days of digital marketing, with all engagement and conversion happening on the web site lead scoring was easy, now with most of the buyers journey happening off site, a prospect may be ready to close, ready to make a decision but they’ve only been to your web site once, touched one piece of content and have a lead score of 1. When in reality, they’ve engaged with your off-site presence 9 other times and really ought to have a lead score of 10. We call this the Dark Funnel. Influencer marketing is a huge contributor to this trends. Influencer analytics or off-site analytics are required to track this engagement
- How many people feel like sometimes this is the audience you are marketing to? It seems like there’s hardly anyone there and whoever is there must be sleeping. Audience development is a term I’ve been hearing more and more and one that really summarizes one of the things we’re attempting to accomplish as digital marketers, regardless of tactic – SEO or Paid. Develop our audience. That is, find our audience, introduce ourselves through content, build awareness and create a customer.
- I’d rather have an audience like this. Who wouldn’t. One that recognizes you and stands up and cheers when you get in front of them! The thing is, you may be developing your audience off your web site and you don’t even know. So back to the concept of the dark funnel. New prospects, engaging in your content, developing themselves as your audience and you don’t even know it.
- It need to get out there because that’s where your prospects are!
- Amplification 22% of marketers say influencer marketing is their most cost-effective customer acquisition channel. Some companies have reported making $6.50 for every $1 spent on influencer marketing.
- Warren’s profile from InNetwork
- This is how you track off-site content!
- To piggy back on Krista’s point earlier, the three traditional pillars of digital marketing - paid, owned and earned – are becoming increasingly blurred, and as we will see – PPC strategies, campaign structures, keyword strategies and bid strategies all need to be made in the context of how we essentially work to push traffic back into the funnel – dark or not – to keep them on the path to purchase. Paid still pays a strong role - Display and Mobile = Facebook and in-app Complex and just as non-linear as the new customer journey…
- In the old days, the path to purchase wasn’t just linear, it was essentially pretty easy: by focusing PPC strategies on driving leads in the top of the funnel to engage with SEO content, which would engage and drive purchase decisions, through loyalty and repurchase – seems downright quaint now, doesn’t it?
- The reality is that the path has enormous amounts of different levers and dials that require attention as we move through the consideration through sale process. This isn’t just inherently off-site and on-site, it is also online and offline entirely. As you can see from the study of 20,000 consumer purchase decisions, as people get closer to a purchase, they tend to move entirely away from paid and owned advertising and more towards interpersonal relationships and trusted sources of advice. This is where influencer marketing, as Krista spoke about, has so much additional sway in the purchase process, and where audiences and social become crucial to keeping deals from escaping the funnel.
- In B2B, arguably the funnel is even more non-linear and definitely the pressure on measure and management becomes even more intense. Because the cost of sales is typically greater in the case of B2B sales, the pressure to move deals quickly and efficiently through the funnel is also more intense… CMOs are evaluated on ROAS, Win Rates, Conversion Rates and CTA… CEB says the average number of decision makers in an average B2B sale is 5.4 and that
- Ads need to drive to the assets you’ve created and conversions need to be aligned to goals for the program – these will vary by ad group and campaign type Attribution has the same challenge – assisted vs non-assisted, first vs last click – varies too widely to determine with certainty which ones matter and why. Most important = map customer journey and understand how to leverage PPC + SEO to influence each stage
- 60%-80% Of purchase decisions are influenced across multiple devices – but rarely completed on just one… Beacons
- Ads need to drive to the assets you’ve created and conversions need to be aligned to goals for the program – these will vary by ad group and campaign type This tells us that to bring them into the marketing funnel we need to address the awareness stage at the top of the funnel and educate them via blog posts, ebooks, webinars, case studies, FAQs, data sheets, demo videos, and free trial. The purpose of using the reverse-engineer method for PPC is to convert website visitors into email subscribers, leads, and customers – even if that’s not their main purpose in clicking your ad
- Starting in February, Google began removing right-rail ads, exclusively showing only product listing ads (PLAs) and the Knowledge Panel This change reduced the maximum number of text ads on the page from 11 to 7 (4 on top, 3 on bottom) This eliminates an Organic position from the SERP We’ve seen CPAs rise as much as 10% as a consequence of the real estate crunch* Also - according to a Northstar Research study that was commissioned by Google in May 2015
- Quality Score, along with your bid and ad extension data, is how Google determines your Ad Rank. Quality Score is the second-largest component of Ad Rank, with only your bid being more important. Your bid strategy then needs to be a “bid-to-position” approach to target the Top 4 to ensure your ad is shown. We have found with our own proprietary BBM solution that we can target a Top 4 position at lower average CPCs by leveraging our machine learning-based algorithms to manage bids and budgets programmatically. In fact, across about 90k campaigns we looked at over a 4 week period, we saw Impressions (+9.8%), Clicks (+8.0%); Spend +15.8% (13.7% without BBM); Campaigns in Top 4 +12.3% vs 2.4% Use exact match and SKAGs along with ad extensions to drive highly relevant content with options to click, call, download, etc. Consistency is also king – esp. if you are using exact match types or SKAGs to drive to a specific piece of content with a CTA – it will hurt your QS over time if you create a disjointed customer journey
- From our good friends at AdAlysis Build Single Keyword Ad Groups to match search-to-ad message match Target to a specific piece of paid/owned content High relevance for keyword search Driving to an onsite experience with CTA or landing page for maximum conversions Results in higher CTRs over time New Adwords API
- High value, high purchase intent traffic Retargeting across MSFT properties to push people back into the funnel Windows 10 and Cortana will drive significantly higher volumes of searches - key influence, esp. for B2B and non-linear funnel journeys Cost-effective proxy for desktop Cloning campaigns to Bing, YHOO and YPsm a breeze in Acquisio – Sensis plug
- Walk through the AdWords remarketing list Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps. Dynamic remarketing: Show dynamic ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps. Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites. Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website. Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps. In-App Targeting and Reporting Private MarketPlace (PMP) Programmatic Native Ads Cross Pixel Keyword Search Targeting Look Alike Modeling LiveRamp Data Video Ad Networks Advanced Video RTB 3rd Party Data New Prospecting Strategies Household Extension Retargeting Optimizing Retargeting Campaigns
- Build audience from Website visits Mobile App Lookalike Audiences Leverage your 1st party data – esp. your CRM data (email addresses) to target audiences by funnel stage and action
- Leverage assets that engage people well - To boost posts on your Page: Go to a post you've created and then click Boost Post in the lower-right corner. Choose your audience and budget based on how many people you want to reach and how long you'd like your boost to run. Same impact as promoting Tweets
- Very similar to Boosting a post on Facebook Leverages good content marketing Hubspot is a content marketing machine – excellent at turning owned into Paid and leveraging Native Beautiful visuals for consumer products drive great engagement