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Wil Reynolds - What Happens When An ‘SEO Guy’ Starts Doing PPC?

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What I learned about people, switching teams, and how to be a better marketer when I decided to solve SEO problems with PPC tools.

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Wil Reynolds - What Happens When An ‘SEO Guy’ Starts Doing PPC?

  1. 1. Breaking out of my own Silo @wilreynolds
  2. 2. ©2016 Seer Interactive • p2 Regardless of what part of Marketing you do…
  3. 3. Follow The Money
  4. 4. ©2016 Seer Interactive • p6 That’s why I started spending more time on paid
  5. 5. ©2016 Seer Interactive • p7 Starts With The Searchers, Understand Where Marketing is Failing
  6. 6. SEO Company
  7. 7. ©2016 Seer Interactive • p17 HMMMMMMThat is Lots of waste in paid!
  8. 8. Seek out major disconnects between PPC landing pages and organic ones
  9. 9. Tool: IBM Watson (Bluemix)
  10. 10. ©2016 Seer Interactive • p23 Assume Organic = Better Answer :)
  11. 11. Compare the Related Searches to Searcher Intent
  12. 12. ©2016 Seer Interactive • p26 Small Business CRM Related “BEST”
  13. 13. ©2016 Seer Interactive • p29 Best = Comparison Query Guide me to an answer, Paid…
  14. 14. AD COPY DISCONNECTS
  15. 15. ©2016 Seer Interactive • p36 Best Small Business CRM
  16. 16. ©2016 Seer Interactive • p39 Built a Page that provides guidance, Get rewarded!
  17. 17. PPC vs SEO Emotional Connection
  18. 18. ©2016 Seer Interactive • p42 3 examples Where feeling matters more than the word.
  19. 19. Different Roots!
  20. 20. Get data on your content performance, use it for smarter targeting.
  21. 21. 25% Viewed
  22. 22. 100% Viewed
  23. 23. SCROLL DEPTH, WHICH CONTENT IS WORTH BOOSTING?
  24. 24. Scroll Depth by source
  25. 25. STOP With The… OMG MOBILE INDEX!
  26. 26. ©2016 Seer Interactive • p54 Before you pay, check interaction / conversions on mobile
  27. 27. Influencer Targeting
  28. 28. ©2016 Seer Interactive • p59 Targeted Moz, Hubspot, employees who might curate
  29. 29. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
  30. 30. ©2016 Seer Interactive • p65 Cost $75.12!
  31. 31. Build Lists (Buzzsumo) for Twitter Ads
  32. 32. LOOK-A-LIKEAudience
  33. 33. Learn Tableau, Data Studio, Power BI, combine data sets
  34. 34. ©2016 Seer Interactive • p73 4 axis instead of 2
  35. 35. ©2016 Seer Interactive • p77 Just Keep Dumping The Data In…
  36. 36. PAA Results, = high funnel sites your customers will be on at SOME point.
  37. 37. ©2016 Seer Interactive • p80 Get every keyword you care about ranking for and pull the PAA’s for all
  38. 38. ©2016 Seer Interactive • p82 Display Partner (email) Target those writers
  39. 39. Search Query Reports + Word Clouds
  40. 40. ©2016 Seer Interactive • p86 “Best Photo Editing Software” or “Get rid of those minor flaws” “Your Touchup Secret is Safe With Us”
  41. 41. Go Deep w/ Event Triggers On organic assets
  42. 42. ©2016 Seer Interactive • p91 Remarket to peoplewho clicked on Military with different creative, copy, bids Exclude people who have less than 2 executiveoffices
  43. 43. Use Analytics to Better Qualify Expensive Keywords
  44. 44. Thank You! @wilreynolds

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