SlideShare a Scribd company logo
#SMX #13B @hoffman8
Looking at PPC
Through a
Marketing
Automation Lens
#SMX #13B @hoffman8
What Does Marketing Automation
Consist Of
#SMX #13B @hoffman8
Monitor Data Set Up Campaigns Automate
#SMX #13B @hoffman8
• Leadscoring
• Feedback Loops & Workflows
• Spending Money (& Time) More Effectively
Principles of Marketing Automation
#SMX #13B @hoffman8
Applying Marketing Automation
Principles to PPC
#SMX #13B @hoffman8
Lead Scoring
#SMX #13B @hoffman8
Lead Scoring:
1. Attach value to certain behaviors
2. Determine the next marketing action
#SMX #13B @hoffman8
Good Experience Bad Experience
But Why Bother?
#SMX #13B @hoffman8
The Benefits of Leadscoring
1. Identify high & low value consumers
2. Determine the most impactful paths
3. Plan media to support paths
4. Test Assumptions
5. Refine & Standardize Experience
6. Determine Bidding Levels
7. Determine Which Paths to Circumvent
#SMX #13B @hoffman8
Leadscoring Criteria Generally Comes in 3 Forms:
Implicit Criteria
Derived by Analysis of Data
Explicit Criteria
Provided By the Consumer
Negative Criteria
Red Flags
#SMX #13B @hoffman8
Establish Your Criteria
• How Will You Distinguish One Visitor From Another?
• What Makes a Visitor More Or Less Valuable?
• What On-Site Actions Show Intent?
• How Can You Use Source Information To Understand Intent?
#SMX #13B @hoffman8
Potential Implicit Criteria
Made a Purchase Or
Abandoned the Cart
Downloaded
Information
Viewed Specific
Content
Signed Up For Email
Newsletter
Time On SiteDownloaded a CouponWatched aVideoFavorited or Saved a
Product
#SMX #13B @hoffman8
Layer Actions & Behaviors To Create Higher Value Systems
Abandoned the Cart Time On Site
#SMX #13B @hoffman8
In the PPC realm, it’s less about coming up with a point-value
and more about the process of creating a scale.
#SMX #13B @hoffman8
Ideally, we want to start building a funnel progression.
Spends 30s On Site
WatchesVideo +
Downloads Coupon
Makes
Purchase
#SMX #13B @hoffman8
Flow Reports In Google Analytics
• Behavior Flow
• Event Flow
• Goal Flow & FunnelVisualization
#SMX #13B @hoffman8
Organize Your Event Tracking
• Create an Organized Structure
• Easily Identifiable Nomenclature
• Create Events For Everything Important
• Don’t Create Events for Unimportant Actions
#SMX #13B @hoffman8
Event Flow In Google Analytics
• Paths Can Be Messy & Redundant
• Often Aren’t Ideal
• Track Sessions, Not Users
#SMX #13B @hoffman8
1. Create the leadscoring criteria
as audiences
2. Add them to campaigns as bid
only – without a modifier
Identifying Ideal Paths
#SMX #13B @hoffman8
This will help to create a hierarchy of values, your
“scores”, which will help you to better understand
which on-site actions truly show intent.
#SMX #13B @hoffman8
Which Action Is Most Likely To Result In a Purchase In a
Return Visit?
Audience Clicks Conversions
Cost Per
Conversion
Conversion Rate
Watched a
Video
2126 266 $18.47 12.5%
Abandoned
Cart
3481 637 $13.61 18.3%
Downloaded a
Coupon
2547 374 $16.82 14.7%
High Session
Duration
2987 484 $15.24 16.2%
#SMX #13B @hoffman8
Which Action Is Most Likely To Result In a Purchase In a
Return Visit?
Audience Clicks Conversions
Cost Per
Conversion
Conversion Rate
Watched a
Video
2126 266 $18.47 12.5%
Abandoned
Cart
3481 637 $13.61 18.3%
Downloaded
Coupon
2547 374 $16.82 14.7%
High Session
Duration
2987 484 $15.24 16.2%
#SMX #13B @hoffman8
If Multiple Actions Are Taken, Does it Increase
Likelihood?
Audience Clicks Conversions
Cost Per
Conversion
Conversion Rate
Abandoned Cart 3874 666 $11.15 17.2%
Video + Abandoned
Cart
3256 466 $11.75 14.3%
Coupon +
Abandoned Cart
2845 604 $8.79 21.2%
Session Duration +
Abandoned Cart
2796 336 $10.24 12.0%
#SMX #13B @hoffman8
If Multiple Actions Are Taken, Does it Increase
Likelihood?
Audience Clicks Conversions
Cost Per
Conversion
Conversion Rate
Abandoned Cart 3874 666 $11.15 17.2%
Video + Abandoned
Cart
3256 466 $11.75 14.3%
Coupon +
Abandoned Cart
2845 604 $8.79 21.2%
Session Duration +
Abandoned Cart
2796 336 $10.24 12.0%
This information helps us to identify our one-two punches.
#SMX #13B @hoffman8
WorkFlows
#SMX #13B @hoffman8
• Cross-Selling
• Nurturing Leads & Existing Consumers
• Guiding Consumers to The Sale
Workflows
#SMX #13B @hoffman8
Site Action
Taken?
This Ad &
Landing Page
This Ad &
Landing Page
If Yes If No
#SMX #13B @hoffman8
Review your conversion paths to understand how visitors
interact with various channels
Conversion Paths By Channel
#SMX #13B @hoffman8
Begin to Organize Your Paths
Leadscoring
Efforts
Context &
Goals
#SMX #13B @hoffman8
Begin to Organize Your Paths
Leadscoring
Efforts
Context &
Goals
• On-Site Actions
• Engagement Metrics
• Sources
• Content Categories
• Items Purchased
• Previous LP Experiences
#SMX #13B @hoffman8
Use your audiences to line up actions already taken
with the next action most likely to result in a goal.
Use context to determine, specifically, which content
to deliver to connect the dots.
Create Your Paths
#SMX #13B @hoffman8
Watched a Video
Example Ecom Workflow
10%
Pushed to Coupon Pushed to Purchase
#SMX #13B @hoffman8
Visitors that watched a video
& downloaded a coupon are
50% more likely to purchase
than those who haven’t.
Example Ecom Workflow
10%
#SMX #13B @hoffman8
Deliver Ads With Intent & Context
Do: Use Previous Steps In the
Workflow To Inform Ad Content
Don’t: Use CTAs For Actions
Already Taken
#SMX #13B @hoffman8
Customize Ad & LP Content to Audiences
Visit Site Engage With Content Align Ads & LPs
#SMX #13B @hoffman8
Customize Ad & LP Content to Audiences
Visit Site Engage With Content Align Ads & LPs
75% CPA Decrease
#SMX #13B @hoffman8
Efficiency: Save Time & Money
#SMX #13B @hoffman8
Optimize Your Budget
Client Brief: Client Budget:
http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/
#SMX #13B @hoffman8
…Because there is
more value in
some visitors than
others…
Find Your 80/20
#SMX #13B @hoffman8
Build Workflows
Optimize Budgets
Identify Efficiencies Focus Budget
#SMX #13B @hoffman8
Focusing Budgets
1. Separate Campaigns For:
• Net New/Prospecting
• Funnel Progression
2. Determine Budget Allocation for Each, Based Upon Goals
3. Focus Funnel Progression On Only The Top Performing Data Sets With The
Highest Likelihood of Conversion Based Upon Your Work Flows (and the
leadscoring that went into creating them)
#SMX #13B @hoffman8
Funnel Progression Budget Allocation
Campaign 1
Campaign 2
Campaign 3
#SMX #13B @hoffman8
Setting Up & Testing
All of the Audiences
Can Be Time
Consuming…
#SMX #13B @hoffman8
… but once your
infrastructure is set up,
you can reap the
efficiencies of a
seamless funnel
experience.
#SMX #13B @hoffman8
• Determine Your Criteria
• Test & Rank Audience Performance Based Upon Criteria
• Build Workflows
• Align Ad & Landing Page Content
• Attribute Value, Individually and Holistically
• Shift Budgets to Create the Most Profitable Outcome
Action Items:
#SMX #13B @hoffman8
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

More Related Content

What's hot

Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...
Discover the 3 Key Elements of High Revenue-Generating  Digital Marketing Cam...Discover the 3 Key Elements of High Revenue-Generating  Digital Marketing Cam...
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...semrush_webinars
 
Management Friendly Alpha-Beta By Caitlin Halpert
Management Friendly Alpha-Beta By Caitlin HalpertManagement Friendly Alpha-Beta By Caitlin Halpert
Management Friendly Alpha-Beta By Caitlin HalpertSearch Marketing Expo - SMX
 
How to Report on Your Marketing Like HubSpot #INBOUND13
How to Report on Your Marketing Like HubSpot #INBOUND13How to Report on Your Marketing Like HubSpot #INBOUND13
How to Report on Your Marketing Like HubSpot #INBOUND13HubSpot
 
3 Tips for Creating Paid Social Campaigns that Convert
3 Tips for Creating Paid Social Campaigns that Convert3 Tips for Creating Paid Social Campaigns that Convert
3 Tips for Creating Paid Social Campaigns that ConvertSearch Engine Journal
 
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...How To Magically Remarket To People Who Have Never Been To Your Website By Jo...
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...Search Marketing Expo - SMX
 
BUILDING AN EFFECTIVE 1:1 MARKETING LOOP
BUILDING AN EFFECTIVE 1:1 MARKETING LOOPBUILDING AN EFFECTIVE 1:1 MARKETING LOOP
BUILDING AN EFFECTIVE 1:1 MARKETING LOOPTinuiti
 
Miss Cleo Sees the Future of Email Marketing By Cleo Hage
Miss Cleo Sees the Future of Email Marketing By Cleo HageMiss Cleo Sees the Future of Email Marketing By Cleo Hage
Miss Cleo Sees the Future of Email Marketing By Cleo HageSearch Marketing Expo - SMX
 
ABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageOptimizely
 
Why Omnichannel Selling Is Now Tablestakes In Ecommerce
Why Omnichannel Selling Is Now Tablestakes In EcommerceWhy Omnichannel Selling Is Now Tablestakes In Ecommerce
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
 
Linking Online Activity to Offline Sales
Linking Online Activity to Offline SalesLinking Online Activity to Offline Sales
Linking Online Activity to Offline SalesRakuten Marketing
 
The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingKissmetrics on SlideShare
 
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013HubSpot
 
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingAn Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
 
Bjoern Sjut - Highend CRM with low cost tools
Bjoern Sjut - Highend CRM with low cost toolsBjoern Sjut - Highend CRM with low cost tools
Bjoern Sjut - Highend CRM with low cost toolsMarketing Festival
 
Optimization Summer Games - Test Ideation
Optimization Summer Games - Test Ideation Optimization Summer Games - Test Ideation
Optimization Summer Games - Test Ideation Ella Quivooij
 
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for SuccessThe Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for SuccessKissmetrics on SlideShare
 
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...Turing Fest
 
How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13HubSpot
 
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
 
Kevin Hillstrom - How The Future of Retail is Like Professional Sports
Kevin Hillstrom - How The Future of Retail is Like Professional SportsKevin Hillstrom - How The Future of Retail is Like Professional Sports
Kevin Hillstrom - How The Future of Retail is Like Professional SportsMarketing Festival
 

What's hot (20)

Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...
Discover the 3 Key Elements of High Revenue-Generating  Digital Marketing Cam...Discover the 3 Key Elements of High Revenue-Generating  Digital Marketing Cam...
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...
 
Management Friendly Alpha-Beta By Caitlin Halpert
Management Friendly Alpha-Beta By Caitlin HalpertManagement Friendly Alpha-Beta By Caitlin Halpert
Management Friendly Alpha-Beta By Caitlin Halpert
 
How to Report on Your Marketing Like HubSpot #INBOUND13
How to Report on Your Marketing Like HubSpot #INBOUND13How to Report on Your Marketing Like HubSpot #INBOUND13
How to Report on Your Marketing Like HubSpot #INBOUND13
 
3 Tips for Creating Paid Social Campaigns that Convert
3 Tips for Creating Paid Social Campaigns that Convert3 Tips for Creating Paid Social Campaigns that Convert
3 Tips for Creating Paid Social Campaigns that Convert
 
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...How To Magically Remarket To People Who Have Never Been To Your Website By Jo...
How To Magically Remarket To People Who Have Never Been To Your Website By Jo...
 
BUILDING AN EFFECTIVE 1:1 MARKETING LOOP
BUILDING AN EFFECTIVE 1:1 MARKETING LOOPBUILDING AN EFFECTIVE 1:1 MARKETING LOOP
BUILDING AN EFFECTIVE 1:1 MARKETING LOOP
 
Miss Cleo Sees the Future of Email Marketing By Cleo Hage
Miss Cleo Sees the Future of Email Marketing By Cleo HageMiss Cleo Sees the Future of Email Marketing By Cleo Hage
Miss Cleo Sees the Future of Email Marketing By Cleo Hage
 
ABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your Homepage
 
Why Omnichannel Selling Is Now Tablestakes In Ecommerce
Why Omnichannel Selling Is Now Tablestakes In EcommerceWhy Omnichannel Selling Is Now Tablestakes In Ecommerce
Why Omnichannel Selling Is Now Tablestakes In Ecommerce
 
Linking Online Activity to Offline Sales
Linking Online Activity to Offline SalesLinking Online Activity to Offline Sales
Linking Online Activity to Offline Sales
 
The top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketingThe top 3 ingredients to drive more sales through video marketing
The top 3 ingredients to drive more sales through video marketing
 
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
Harnessing the Power of Segmentation for Marketing Results #INBOUND2013
 
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingAn Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
 
Bjoern Sjut - Highend CRM with low cost tools
Bjoern Sjut - Highend CRM with low cost toolsBjoern Sjut - Highend CRM with low cost tools
Bjoern Sjut - Highend CRM with low cost tools
 
Optimization Summer Games - Test Ideation
Optimization Summer Games - Test Ideation Optimization Summer Games - Test Ideation
Optimization Summer Games - Test Ideation
 
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for SuccessThe Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
 
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...
Samantha Noble — Paid Media: It's Not All About the Endgame (Turing Festival ...
 
How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13
 
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...
 
Kevin Hillstrom - How The Future of Retail is Like Professional Sports
Kevin Hillstrom - How The Future of Retail is Like Professional SportsKevin Hillstrom - How The Future of Retail is Like Professional Sports
Kevin Hillstrom - How The Future of Retail is Like Professional Sports
 

Viewers also liked

Smx West 2011 Competing In Local Search
Smx West 2011 Competing In Local SearchSmx West 2011 Competing In Local Search
Smx West 2011 Competing In Local SearchInflow
 
4 Underutilized Google Analytics Features For Your PPC Accounts
4 Underutilized Google Analytics Features For Your PPC Accounts4 Underutilized Google Analytics Features For Your PPC Accounts
4 Underutilized Google Analytics Features For Your PPC AccountsHanapin Marketing
 
Resultados, clasificaciones y programación ci
Resultados, clasificaciones y programación ciResultados, clasificaciones y programación ci
Resultados, clasificaciones y programación ciWeb Futbolaragones
 
Embutidos frios e defumados
Embutidos frios e defumadosEmbutidos frios e defumados
Embutidos frios e defumadoslrribeiro
 
Big Data Services – die Herausforderungen einer innovativen Stadtverwaltung
Big Data Services – die  Herausforderungen einer innovativen  StadtverwaltungBig Data Services – die  Herausforderungen einer innovativen  Stadtverwaltung
Big Data Services – die Herausforderungen einer innovativen StadtverwaltungData Market Austria
 
Kjbgjkgjk
KjbgjkgjkKjbgjkgjk
Kjbgjkgjktls7
 
Local Drug Delivery Modalities in Treatment of Periodontitis: A Review
Local Drug Delivery Modalities in Treatment of Periodontitis: A ReviewLocal Drug Delivery Modalities in Treatment of Periodontitis: A Review
Local Drug Delivery Modalities in Treatment of Periodontitis: A ReviewDr. Anuj S Parihar
 
Employee Journey Notes V1
Employee Journey Notes V1Employee Journey Notes V1
Employee Journey Notes V1waqueau
 
Advanced Ways To Do More with Facebook Custom Audiences
Advanced Ways To Do More with Facebook Custom AudiencesAdvanced Ways To Do More with Facebook Custom Audiences
Advanced Ways To Do More with Facebook Custom AudiencesAdStage
 
Reunião Mentor
Reunião MentorReunião Mentor
Reunião MentorOutWorks
 
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStage
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStageSMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStage
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStageAdStage
 
Ultrasonic machining
Ultrasonic machiningUltrasonic machining
Ultrasonic machiningmohit99033
 
Local drug delivery system
Local drug delivery systemLocal drug delivery system
Local drug delivery systemDr Sharma
 
The Best Measure Of Employee Experience
The Best Measure Of Employee ExperienceThe Best Measure Of Employee Experience
The Best Measure Of Employee ExperienceResilienceMentor.com
 

Viewers also liked (18)

Biomimetics for Teams
Biomimetics for TeamsBiomimetics for Teams
Biomimetics for Teams
 
Smx West 2011 Competing In Local Search
Smx West 2011 Competing In Local SearchSmx West 2011 Competing In Local Search
Smx West 2011 Competing In Local Search
 
4 Underutilized Google Analytics Features For Your PPC Accounts
4 Underutilized Google Analytics Features For Your PPC Accounts4 Underutilized Google Analytics Features For Your PPC Accounts
4 Underutilized Google Analytics Features For Your PPC Accounts
 
Resultados, clasificaciones y programación ci
Resultados, clasificaciones y programación ciResultados, clasificaciones y programación ci
Resultados, clasificaciones y programación ci
 
Embutidos frios e defumados
Embutidos frios e defumadosEmbutidos frios e defumados
Embutidos frios e defumados
 
Big Data Services – die Herausforderungen einer innovativen Stadtverwaltung
Big Data Services – die  Herausforderungen einer innovativen  StadtverwaltungBig Data Services – die  Herausforderungen einer innovativen  Stadtverwaltung
Big Data Services – die Herausforderungen einer innovativen Stadtverwaltung
 
Kjbgjkgjk
KjbgjkgjkKjbgjkgjk
Kjbgjkgjk
 
Local Drug Delivery Modalities in Treatment of Periodontitis: A Review
Local Drug Delivery Modalities in Treatment of Periodontitis: A ReviewLocal Drug Delivery Modalities in Treatment of Periodontitis: A Review
Local Drug Delivery Modalities in Treatment of Periodontitis: A Review
 
Mission impossible
Mission impossibleMission impossible
Mission impossible
 
Employee Journey Notes V1
Employee Journey Notes V1Employee Journey Notes V1
Employee Journey Notes V1
 
Advanced Ways To Do More with Facebook Custom Audiences
Advanced Ways To Do More with Facebook Custom AudiencesAdvanced Ways To Do More with Facebook Custom Audiences
Advanced Ways To Do More with Facebook Custom Audiences
 
Reunião Mentor
Reunião MentorReunião Mentor
Reunião Mentor
 
Manual brasileiro de cortes suinos
Manual brasileiro de cortes suinosManual brasileiro de cortes suinos
Manual brasileiro de cortes suinos
 
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStage
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStageSMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStage
SMX East: Updating Your SEM Toolbox with Sahil Jain, CEO of AdStage
 
Irrigation techniques
Irrigation techniques Irrigation techniques
Irrigation techniques
 
Ultrasonic machining
Ultrasonic machiningUltrasonic machining
Ultrasonic machining
 
Local drug delivery system
Local drug delivery systemLocal drug delivery system
Local drug delivery system
 
The Best Measure Of Employee Experience
The Best Measure Of Employee ExperienceThe Best Measure Of Employee Experience
The Best Measure Of Employee Experience
 

Similar to Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop

The Ultimate Search Benchmark Webinar
The Ultimate Search Benchmark WebinarThe Ultimate Search Benchmark Webinar
The Ultimate Search Benchmark WebinarDemandWave
 
The Definitive B2B SEO Playbook
The Definitive B2B SEO PlaybookThe Definitive B2B SEO Playbook
The Definitive B2B SEO PlaybookDemandWave
 
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...Conductor
 
SEO Habits of World Class Companies - 12/03/13 slides
SEO Habits of World Class Companies -  12/03/13 slidesSEO Habits of World Class Companies -  12/03/13 slides
SEO Habits of World Class Companies - 12/03/13 slidesDemandWave
 
SEO Habits of World Class Companies - May 13, 2014
SEO Habits of World Class Companies - May 13, 2014SEO Habits of World Class Companies - May 13, 2014
SEO Habits of World Class Companies - May 13, 2014DemandWave
 
7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
7 Brilliant Paid Search Ideas That Drive Revenue - slides 0211147 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114DemandWave
 
Content marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingContent marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingDaniel Smulevich
 
Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...DigitalMarketingShow
 
Digital Demand from Click to Close: A Search Marketing Guide for the CXO
Digital Demand from Click to Close: A Search Marketing Guide for the CXODigital Demand from Click to Close: A Search Marketing Guide for the CXO
Digital Demand from Click to Close: A Search Marketing Guide for the CXODemandWave
 
eComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationeComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationNikolay Nekov
 
How to Shop for a Search Agency - Slides
How to Shop for a Search Agency - SlidesHow to Shop for a Search Agency - Slides
How to Shop for a Search Agency - SlidesDemandWave
 
Marketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke StarbuckMarketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke StarbuckMarketo
 
B2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at MobifyB2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at MobifyLuke Starbuck
 
Stop Guessing & Get Smart with Lead Attribution
Stop Guessing & Get Smart with Lead AttributionStop Guessing & Get Smart with Lead Attribution
Stop Guessing & Get Smart with Lead AttributionDemandWave
 
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...Search Marketing Expo - SMX
 
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message MappingNavah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message MappingSemrush
 

Similar to Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop (20)

The Ultimate Search Benchmark Webinar
The Ultimate Search Benchmark WebinarThe Ultimate Search Benchmark Webinar
The Ultimate Search Benchmark Webinar
 
The Definitive B2B SEO Playbook
The Definitive B2B SEO PlaybookThe Definitive B2B SEO Playbook
The Definitive B2B SEO Playbook
 
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...
Building Custom Experiences with the Conductor API | Brian Pasch – CEO & Foun...
 
SEO Habits of World Class Companies - 12/03/13 slides
SEO Habits of World Class Companies -  12/03/13 slidesSEO Habits of World Class Companies -  12/03/13 slides
SEO Habits of World Class Companies - 12/03/13 slides
 
SEO Habits of World Class Companies - May 13, 2014
SEO Habits of World Class Companies - May 13, 2014SEO Habits of World Class Companies - May 13, 2014
SEO Habits of World Class Companies - May 13, 2014
 
7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
7 Brilliant Paid Search Ideas That Drive Revenue - slides 0211147 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
 
WordStream & SEMrush: How to Beat the Odds in AdWords [Webinar]
WordStream & SEMrush: How to Beat the Odds in AdWords [Webinar]WordStream & SEMrush: How to Beat the Odds in AdWords [Webinar]
WordStream & SEMrush: How to Beat the Odds in AdWords [Webinar]
 
Content marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingContent marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doing
 
Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...
 
Digital Demand from Click to Close: A Search Marketing Guide for the CXO
Digital Demand from Click to Close: A Search Marketing Guide for the CXODigital Demand from Click to Close: A Search Marketing Guide for the CXO
Digital Demand from Click to Close: A Search Marketing Guide for the CXO
 
eComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationeComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisation
 
How to Shop for a Search Agency - Slides
How to Shop for a Search Agency - SlidesHow to Shop for a Search Agency - Slides
How to Shop for a Search Agency - Slides
 
Marketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke StarbuckMarketing Automation at Mobify - Luke Starbuck
Marketing Automation at Mobify - Luke Starbuck
 
B2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at MobifyB2B Marketing Automation Case Study - Marketo implementation at Mobify
B2B Marketing Automation Case Study - Marketo implementation at Mobify
 
SLCHUG Presents: Data, KPI's, Oh My! February 28, 2019
SLCHUG Presents: Data, KPI's, Oh My!  February 28, 2019SLCHUG Presents: Data, KPI's, Oh My!  February 28, 2019
SLCHUG Presents: Data, KPI's, Oh My! February 28, 2019
 
Stop Guessing & Get Smart with Lead Attribution
Stop Guessing & Get Smart with Lead AttributionStop Guessing & Get Smart with Lead Attribution
Stop Guessing & Get Smart with Lead Attribution
 
Daniel smulevich content analytics
Daniel smulevich   content analyticsDaniel smulevich   content analytics
Daniel smulevich content analytics
 
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...
What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...
 
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message MappingNavah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping
Navah Hopkins and Amy Bishop — Increase ROI With Intelligent Message Mapping
 
SEO & PPC CAMPAIGN STRATEGY
SEO & PPC CAMPAIGN STRATEGYSEO & PPC CAMPAIGN STRATEGY
SEO & PPC CAMPAIGN STRATEGY
 

More from Amy Bishop

BrightonSEO Remarketing Strategies for Every Business by Amy Bishop
BrightonSEO Remarketing Strategies for Every Business by Amy BishopBrightonSEO Remarketing Strategies for Every Business by Amy Bishop
BrightonSEO Remarketing Strategies for Every Business by Amy BishopAmy Bishop
 
HeroConf 2019 Using Google Analytics to Supercharge Audience Performance
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceHeroConf 2019 Using Google Analytics to Supercharge Audience Performance
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
 
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...Amy Bishop
 
SMX East 2018 Aligning Marketing With the Customer Journey
SMX East 2018 Aligning Marketing With the Customer JourneySMX East 2018 Aligning Marketing With the Customer Journey
SMX East 2018 Aligning Marketing With the Customer JourneyAmy Bishop
 
Building Excel Tools - Utah DMC 2018 - Amy Bishop
Building Excel Tools - Utah DMC 2018 - Amy BishopBuilding Excel Tools - Utah DMC 2018 - Amy Bishop
Building Excel Tools - Utah DMC 2018 - Amy BishopAmy Bishop
 
HeroConf: Taking a Full Funnel Approach to Digital Marketing
HeroConf: Taking a Full Funnel Approach to Digital MarketingHeroConf: Taking a Full Funnel Approach to Digital Marketing
HeroConf: Taking a Full Funnel Approach to Digital MarketingAmy Bishop
 
Advanced Excel - HeroConf Philadelphia
Advanced Excel - HeroConf Philadelphia  Advanced Excel - HeroConf Philadelphia
Advanced Excel - HeroConf Philadelphia Amy Bishop
 
The Great Structure Debate - SMX West - Amy Bishop
The Great Structure Debate - SMX West - Amy BishopThe Great Structure Debate - SMX West - Amy Bishop
The Great Structure Debate - SMX West - Amy BishopAmy Bishop
 
4 Keys To Effective Remarketing
4 Keys To Effective Remarketing4 Keys To Effective Remarketing
4 Keys To Effective RemarketingAmy Bishop
 
Getting Started with Scripts #HeroConf London 2015
Getting Started with Scripts #HeroConf London 2015Getting Started with Scripts #HeroConf London 2015
Getting Started with Scripts #HeroConf London 2015Amy Bishop
 

More from Amy Bishop (10)

BrightonSEO Remarketing Strategies for Every Business by Amy Bishop
BrightonSEO Remarketing Strategies for Every Business by Amy BishopBrightonSEO Remarketing Strategies for Every Business by Amy Bishop
BrightonSEO Remarketing Strategies for Every Business by Amy Bishop
 
HeroConf 2019 Using Google Analytics to Supercharge Audience Performance
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceHeroConf 2019 Using Google Analytics to Supercharge Audience Performance
HeroConf 2019 Using Google Analytics to Supercharge Audience Performance
 
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...
How to Integrate Paid Social Into Your Multi-Channel Strategy - Amy Bishop - ...
 
SMX East 2018 Aligning Marketing With the Customer Journey
SMX East 2018 Aligning Marketing With the Customer JourneySMX East 2018 Aligning Marketing With the Customer Journey
SMX East 2018 Aligning Marketing With the Customer Journey
 
Building Excel Tools - Utah DMC 2018 - Amy Bishop
Building Excel Tools - Utah DMC 2018 - Amy BishopBuilding Excel Tools - Utah DMC 2018 - Amy Bishop
Building Excel Tools - Utah DMC 2018 - Amy Bishop
 
HeroConf: Taking a Full Funnel Approach to Digital Marketing
HeroConf: Taking a Full Funnel Approach to Digital MarketingHeroConf: Taking a Full Funnel Approach to Digital Marketing
HeroConf: Taking a Full Funnel Approach to Digital Marketing
 
Advanced Excel - HeroConf Philadelphia
Advanced Excel - HeroConf Philadelphia  Advanced Excel - HeroConf Philadelphia
Advanced Excel - HeroConf Philadelphia
 
The Great Structure Debate - SMX West - Amy Bishop
The Great Structure Debate - SMX West - Amy BishopThe Great Structure Debate - SMX West - Amy Bishop
The Great Structure Debate - SMX West - Amy Bishop
 
4 Keys To Effective Remarketing
4 Keys To Effective Remarketing4 Keys To Effective Remarketing
4 Keys To Effective Remarketing
 
Getting Started with Scripts #HeroConf London 2015
Getting Started with Scripts #HeroConf London 2015Getting Started with Scripts #HeroConf London 2015
Getting Started with Scripts #HeroConf London 2015
 

Recently uploaded

Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxayush20231
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfatinukehassan87
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationnoufiraahmd
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignMartal Group
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industryjesse Saez
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationJoseph Lewis Aguirre
 
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfSAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfJaveed khawaja
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingJessieGoodrum1
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.Stacey Cost
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsClearVoice
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfChristopher Ross
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsMunene Kelvin
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfBryan Philips
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...Stk-Interlining
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleSimilarweb
 

Recently uploaded (20)

Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfSAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 

Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy Bishop

  • 1. #SMX #13B @hoffman8 Looking at PPC Through a Marketing Automation Lens
  • 2. #SMX #13B @hoffman8 What Does Marketing Automation Consist Of
  • 3. #SMX #13B @hoffman8 Monitor Data Set Up Campaigns Automate
  • 4. #SMX #13B @hoffman8 • Leadscoring • Feedback Loops & Workflows • Spending Money (& Time) More Effectively Principles of Marketing Automation
  • 5. #SMX #13B @hoffman8 Applying Marketing Automation Principles to PPC
  • 7. #SMX #13B @hoffman8 Lead Scoring: 1. Attach value to certain behaviors 2. Determine the next marketing action
  • 8. #SMX #13B @hoffman8 Good Experience Bad Experience But Why Bother?
  • 9. #SMX #13B @hoffman8 The Benefits of Leadscoring 1. Identify high & low value consumers 2. Determine the most impactful paths 3. Plan media to support paths 4. Test Assumptions 5. Refine & Standardize Experience 6. Determine Bidding Levels 7. Determine Which Paths to Circumvent
  • 10. #SMX #13B @hoffman8 Leadscoring Criteria Generally Comes in 3 Forms: Implicit Criteria Derived by Analysis of Data Explicit Criteria Provided By the Consumer Negative Criteria Red Flags
  • 11. #SMX #13B @hoffman8 Establish Your Criteria • How Will You Distinguish One Visitor From Another? • What Makes a Visitor More Or Less Valuable? • What On-Site Actions Show Intent? • How Can You Use Source Information To Understand Intent?
  • 12. #SMX #13B @hoffman8 Potential Implicit Criteria Made a Purchase Or Abandoned the Cart Downloaded Information Viewed Specific Content Signed Up For Email Newsletter Time On SiteDownloaded a CouponWatched aVideoFavorited or Saved a Product
  • 13. #SMX #13B @hoffman8 Layer Actions & Behaviors To Create Higher Value Systems Abandoned the Cart Time On Site
  • 14. #SMX #13B @hoffman8 In the PPC realm, it’s less about coming up with a point-value and more about the process of creating a scale.
  • 15. #SMX #13B @hoffman8 Ideally, we want to start building a funnel progression. Spends 30s On Site WatchesVideo + Downloads Coupon Makes Purchase
  • 16. #SMX #13B @hoffman8 Flow Reports In Google Analytics • Behavior Flow • Event Flow • Goal Flow & FunnelVisualization
  • 17. #SMX #13B @hoffman8 Organize Your Event Tracking • Create an Organized Structure • Easily Identifiable Nomenclature • Create Events For Everything Important • Don’t Create Events for Unimportant Actions
  • 18. #SMX #13B @hoffman8 Event Flow In Google Analytics • Paths Can Be Messy & Redundant • Often Aren’t Ideal • Track Sessions, Not Users
  • 19. #SMX #13B @hoffman8 1. Create the leadscoring criteria as audiences 2. Add them to campaigns as bid only – without a modifier Identifying Ideal Paths
  • 20. #SMX #13B @hoffman8 This will help to create a hierarchy of values, your “scores”, which will help you to better understand which on-site actions truly show intent.
  • 21. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded a Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
  • 22. #SMX #13B @hoffman8 Which Action Is Most Likely To Result In a Purchase In a Return Visit? Audience Clicks Conversions Cost Per Conversion Conversion Rate Watched a Video 2126 266 $18.47 12.5% Abandoned Cart 3481 637 $13.61 18.3% Downloaded Coupon 2547 374 $16.82 14.7% High Session Duration 2987 484 $15.24 16.2%
  • 23. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0%
  • 24. #SMX #13B @hoffman8 If Multiple Actions Are Taken, Does it Increase Likelihood? Audience Clicks Conversions Cost Per Conversion Conversion Rate Abandoned Cart 3874 666 $11.15 17.2% Video + Abandoned Cart 3256 466 $11.75 14.3% Coupon + Abandoned Cart 2845 604 $8.79 21.2% Session Duration + Abandoned Cart 2796 336 $10.24 12.0% This information helps us to identify our one-two punches.
  • 26. #SMX #13B @hoffman8 • Cross-Selling • Nurturing Leads & Existing Consumers • Guiding Consumers to The Sale Workflows
  • 27. #SMX #13B @hoffman8 Site Action Taken? This Ad & Landing Page This Ad & Landing Page If Yes If No
  • 28. #SMX #13B @hoffman8 Review your conversion paths to understand how visitors interact with various channels Conversion Paths By Channel
  • 29. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals
  • 30. #SMX #13B @hoffman8 Begin to Organize Your Paths Leadscoring Efforts Context & Goals • On-Site Actions • Engagement Metrics • Sources • Content Categories • Items Purchased • Previous LP Experiences
  • 31. #SMX #13B @hoffman8 Use your audiences to line up actions already taken with the next action most likely to result in a goal. Use context to determine, specifically, which content to deliver to connect the dots. Create Your Paths
  • 32. #SMX #13B @hoffman8 Watched a Video Example Ecom Workflow 10% Pushed to Coupon Pushed to Purchase
  • 33. #SMX #13B @hoffman8 Visitors that watched a video & downloaded a coupon are 50% more likely to purchase than those who haven’t. Example Ecom Workflow 10%
  • 34. #SMX #13B @hoffman8 Deliver Ads With Intent & Context Do: Use Previous Steps In the Workflow To Inform Ad Content Don’t: Use CTAs For Actions Already Taken
  • 35. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs
  • 36. #SMX #13B @hoffman8 Customize Ad & LP Content to Audiences Visit Site Engage With Content Align Ads & LPs 75% CPA Decrease
  • 37. #SMX #13B @hoffman8 Efficiency: Save Time & Money
  • 38. #SMX #13B @hoffman8 Optimize Your Budget Client Brief: Client Budget: http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/
  • 39. #SMX #13B @hoffman8 …Because there is more value in some visitors than others… Find Your 80/20
  • 40. #SMX #13B @hoffman8 Build Workflows Optimize Budgets Identify Efficiencies Focus Budget
  • 41. #SMX #13B @hoffman8 Focusing Budgets 1. Separate Campaigns For: • Net New/Prospecting • Funnel Progression 2. Determine Budget Allocation for Each, Based Upon Goals 3. Focus Funnel Progression On Only The Top Performing Data Sets With The Highest Likelihood of Conversion Based Upon Your Work Flows (and the leadscoring that went into creating them)
  • 42. #SMX #13B @hoffman8 Funnel Progression Budget Allocation Campaign 1 Campaign 2 Campaign 3
  • 43. #SMX #13B @hoffman8 Setting Up & Testing All of the Audiences Can Be Time Consuming…
  • 44. #SMX #13B @hoffman8 … but once your infrastructure is set up, you can reap the efficiencies of a seamless funnel experience.
  • 45. #SMX #13B @hoffman8 • Determine Your Criteria • Test & Rank Audience Performance Based Upon Criteria • Build Workflows • Align Ad & Landing Page Content • Attribute Value, Individually and Holistically • Shift Budgets to Create the Most Profitable Outcome Action Items:
  • 46. #SMX #13B @hoffman8 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

Editor's Notes

  1. Attribution: Multi-channel attribution – u-shaped is the simplest (known as position based in Analytics), also like time decay Does it make sense to force multiple paths instead of going direct to the sale Which accounts does this make sense in Understand the flow reports Volume vs ROAS on the youtube/coupon How do conversion paths by channel/source come into play? How does this impact what you are doing from a net-new perspective? What does the automation typically look like?
  2. “Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads a receiving function (e.g. sales, partners, teleprospecting) will engage, in order of priority.”
  3. To monitor their performance against the average and against each other.
  4. Furthermore, beyond separating budgets between prospecting and funnel progression campaigns, I suggest creating separate campaigns for different funnel actions so that you can control budget at a granular level – spending the most on the lowest funnel pieces.