SEM: PART DEUX KEEPING YOUR BUSINESS OUT OF DEEP DEUX

SEM: PART

DEUX

KE

EP

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YO

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BU

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S O

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The Mission: if you choose to accept it

•Content Marketing•Anatomy of a good post•PPC•Conversion Metrics•Google Analytics & conversions

CONTENT

MARKETING

TE

L L YO

UR

ST

OR

Y

Content Marketing

IS: the creation and sharing of content - In order to acquire customers.

IS NOT: Infrequent

Content Marketing

Everyone’s favorite subject is…

Themselves

Therefore, they expect you to talk about yourself

Content Marketing

It’s a numbers game

Content Marketing

Content Marketing

The good news is: It’s not 100% social media

Regular old stuff still works for SEO if you amplify it with Social.

ANATOMY

OF A G

OOD

POST

HO

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AL K

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WI T

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Anatomy of a Good Post

Few things are harder than beginning a content campaign, especially when it is also intended to boost SEO.

Anatomy of a Good Post

Anatomy of a Good Post

Anatomy of a Good Post

Microblogging:

1) Use a Keyword2) Link to your site3) Use a hash tag on #Twitter

Frequency is the key.

PPC

SO

ME

TI M

ES

IT

’ S E

AS

I ER

TO

PA

Y F

OR

IT

PPC – Let’s Talk Money

Adwords - a big tool that works for you thusly:Spend moneyThen make money

PPC – Let’s talk Money

It ain’t your Grandma’s PPC anymore

PPC – Let’s talk Money

It ain’t your Grandma’s PPC anymore

PPC – Let’s talk Money

Google Content Network -The largest ad network in the world.

PPC – Let’s talk Money

Use Adwords wisely and save deux (Settings)

• Geotarget• Day Part• Device target• Network target (Content Network? Search Network?)

PPC – Let’s talk Money

Use Adwords wisely and save deux (Budget)

• Auto targets for ad spend• Auto-optimized ad creative display• Maximum bid (have courage)• Conversion optimization

CONVERSION M

ETRIC

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QU

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Conversion Metrics

First, define your conversion behavior (goal), and be specific.

Second, stick with it.

Conversion Metrics

Conversion Metrics

Things that are measured only by Conversion Rate:• Display Ads & Adwords• SEO• Direct mail• Telemarketing

Things that use other metrics:• Social Media

GOOGLE A

NALYTI

CS &

CONVERSION

GE

T TI N

G T

HE

FU

L L PI C

TU

RE

Conversion Metrics

Conversion Metrics

Conversion Metrics

Conversion Metrics

Conversion Metrics

NEXT STE

PS

GE

T TI N

G Y

OU

R S

HA

RE

OF T

HE

DE

UX

Next StepsWork backwards:

1) Create Goals2) Develop a measurement

system for the goals

Next StepsWork backwards:

3) Set up your measurement tools to fit your system

4) Once you know what you are measuring, build a plan to populate the content

Next StepsWork backwards:

3) Develop your SEO Keyword strategy

4) Start writing

Next StepsWork backwards:

5) Once you see success with key phrases, go to SEM, and vice versa

6) Measure against your goals for spikes, dips, changes over time

7) Make some sweet cash.

THANK YO

U

Y OU

’ VE

BE

EN

A G

RE

AT

AU

DI E

NC

E

Marci De Vriesmarci@mdvinteractive.com@marcidevries443-858-7392