SMX East 2013 - What's in Your SEM Toolbox by Elizabeth Marsten

SMX EAST 2013ELIZABETH MARSTEN

PORTENT, INC.

What’s in Your SEM

Toolbox?

#smx#31B @ebkendo

ELIZABETH MARSTEN (ME)

• Senior Director of Search Marketing

• Pay-Per-Clip Marketer

• SEO, Social, PPC

• @ebkendo

• http://bitly.com/bundles/ebkendo/5

2

WHERE'S PORTENT? 3

Technically speaking,

More specifically,

here.

here.

DESTROY YOUR COMPETITORS

COMPETITIVE REPORT 5

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SEMRUSH 6

SEMRUSH + PORTENT 7

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INTERNAL METRICS 8

FOLLOWERWONK

SAY WHA? WONK?

Twitter Follower Tool

Search biographies, interests, fellow followers

10

TWITTER ADS, DUH

Promoted Tweets, Profiles & Lead Capture

Social PPC or Paid Social, whatever you call it. It’s totally becoming a

“thing” you see…

• Compare competitors

• Find new followers or lookalikes to target

• Find out who dumped you

11

http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/

TWITTER BIOS 12

TWITTER BIOS 13

COMPARE COMPETITORS 14

#smx#31B @ebkendo

REKINDLE LOST FOLLOWERS

You can run, but you can’t hide

15

WHEN TO TWEET VS. AD SCHEDULING

Why not match up?

Have a special promotion or deal this holiday season going up?

• Check your top tweet response times against your ad schedule

• Bid modifier adjustment needed?

• Maybe even tie the two together: Offers/Promotions/Hashtags/Usernames

• Check out Sproutsocial.com

16

#smx#31B @ebkendo

PERSONAS

WHO’S BUYING?

• Look at your keyword list.

• Look in your analytics package on what is bringing

organic traffic.

• Write down 3-4 per product/service.

18

http://www.slideshare.net/ebkendo/ad-copy-with-personality-ppc-hero-conference-2012

WHERE THEY BE AT? 19

WHEN ARE THEY BUYING? 20

• Are these keywords early buying cycle or later?

How specific?

• Depending on how your account is structured, you

could do small personas on the product, campaign,

buying cycle.

#smx#31B @ebkendo

GET CREATIVE 21

• Give your person a name (doesn’t have to rhyme, but it

helps)

• Pick out a picture (use a stockphoto)

• Settle on some likes/dislikes (long walks on the beach,

mimosas, getting caught in the rain.)

TALK TO ME 22

PERSONA SPECIFIC TOOLS 23

• Facebook demographics

• Ubersuggest

• Google Search Suggest

• Google Analytics

• Customer Reviews

• Forums

• US Census Data

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THE US CENSUS

SWEET, SWEET DATA 25

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ARE YOU SMARTER THAN A WASHINGTONIAN? 26

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INTERACTIVE MUCH? 27

INFOGRAPHICS 28

FUN FACTS 29

GOOGLE ANALYTICS DASHBOARDS

STANDARD SHARING ON HAND 31

PPC DASHBOARDS FOR CLIENTS 32

Answer 3 Things with Your Dashboard

Don’t just add widgets to add widgets! Make sure you’re addressing the

cardinal milestones.

• Acquisition

• Behavior

• Outcome

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

PRODUCT LISTING ADS 33

http://www.portent.com/blog/ppc/new-product-listing-ads-dashboad.htm

REAL TIME 34

NETWORKING

PLA REPEAT CLICKERS? 36

http://www.ppchero.com/plas-and-repeat-clickers/

SCRIPT FOR WEATHER? 37

http://searchenginewatch.com/article/2292508/Google-AdWords-Geo-Targeting-5-Jaw-Dropping-Techniques https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather

ADWORDS SCRIPTS 38

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I CAN HAZ PPC MAJOR? 39

http://www.portent.com/blog/ppc/so-you-want-to-do-ppc-when-you-grow-up.htm

INTRODUCE YOURSELF TO YOUR NEIGHBOR 40

#smx#31B @ebkendo

THE END ...

I”LL SEE YOU AT QUESTIONS TIME

@ebkendo

Bit.ly bundle for today: http://bit.ly/1aFMHNp