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SEM: PART
DEUX
KE
EP
I NG
YO
UR
BU
SI N
ES
S O
UT
OF D
EE
P D
EU
X
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
W T
O T
AL K
ON
L I NE
WI T
HO
UT
BE
I NG
A D
EU
X
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
S
QU
AN
TI F
YI N
G Y
OU
R A
WE
SO
ME
NE
SS
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 [email protected]@marcidevries443-858-7392
