Wil Reynolds – What Happens When an 'SEO Guy' Starts Doing PPC? (Turing Fest 2017)

Transcript

1. Breaking out of my own Silo @wilreynolds
2. ©2016 Seer Interactive • p2 Regardless of what part of Marketing you do…
3. Follow The Money
6. ©2016 Seer Interactive • p6 That’s why I started spending more time on paid
7. ©2016 Seer Interactive • p7 Starts With The Searchers, Understand Where Marketing is Failing
8. SEO Company
17. ©2016 Seer Interactive • p17 HMMMMMM That is Lots of waste in paid!
18. Seek out major disconnects between PPC landing pages and organic ones
19. Tool: IBM Watson (Bluemix)
23. ©2016 Seer Interactive • p23 Assume Organic = Better Answer :)
25. Compare the Related Searches to Searcher Intent
26. ©2016 Seer Interactive • p26 Small Business CRM Related “BEST”
29. ©2016 Seer Interactive • p29 Best = Comparison Query Guide me to an answer, Paid…
33. AD COPY DISCONNECTS
36. ©2016 Seer Interactive • p36 Best Small Business CRM
39. ©2016 Seer Interactive • p39 Built a Page that provides guidance, Get rewarded!
41. PPC vs SEO Emotional Connection
42. ©2016 Seer Interactive • p42 3 examples Where feeling matters more than the word.
46. Different Roots!
47. Get data on your content performance, use it for smarter targeting.
48. 25% Viewed
49. 100% Viewed
51. SCROLL DEPTH, WHICH CONTENT IS WORTH BOOSTING?
52. Scroll Depth by source
53. STOP With The… OMG MOBILE INDEX!
54. ©2016 Seer Interactive • p54 Before you pay, check interaction / conversions on mobile
58. Influencer Targeting
59. ©2016 Seer Interactive • p59 Targeted Moz, Hubspot, employees who might curate
60. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
65. ©2016 Seer Interactive • p65 Cost $75.12!
66. Build Lists (Buzzsumo) for Twitter Ads
69. LOOK-A-LIKE Audience
70. Learn Tableau, Data Studio, Power BI, combine data sets
73. ©2016 Seer Interactive • p73 4 axis instead of 2
77. ©2016 Seer Interactive • p77 Just Keep Dumping The Data In…
78. PAA Results, = high funnel sites your customers will be on at SOME point.
80. ©2016 Seer Interactive • p80 Get every keyword you care about ranking for and pull the PAA’s for all
82. ©2016 Seer Interactive • p82 Display Partner (email) Target those writers
83. Search Query Reports + Word Clouds
86. ©2016 Seer Interactive • p86 “Best Photo Editing Software” or “Get rid of those minor flaws” “Your Touchup Secret is Safe With Us”
87. Go Deep w/ Event Triggers On organic assets
91. ©2016 Seer Interactive • p91 Remarket to people who clicked on Military with different creative, copy, bids Exclude people who have less than 2 executive offices
92. Use Analytics to Better Qualify Expensive Keywords
94. Thank You! @wilreynolds