Pubcon 2016 - How SEO's can Use PPC to hit their goals

5 year vision

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›

Focus on the Wildly Important


Focus on the Wildly Important

PRACTICE WHAT I PREACH

LEAD BY EXAMPLE

COMMON KNOWLEDGERANK = GET BIZ

SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES

©2016 Seer Interactive • p8

Search can be irrational & unpredictablebut we keep trying to put people

into defined boxes and paths


Impact of #’s enticed the clickNo other sites put a number#’s say this is comprehensive

Good Housekeeping Brand / ”Crowd” = value

ATTRIBUTION,NOT A STRAIGHT PATH


To succeed in marketing you have to study persuasion

Selling VW Rabbit. Write 12 words to go

along with this picture


The words you use when your focus is Google


No faster way to test what makes people click, than PPC.

The Easy


Impact:Edited 10 Meta Descriptions0 rankings improvements


Looked at PPC Ad Conversion Rates


New Description:2016Gorgeous


New Description:2016 - RECENTGorgeous – FEELING


Look for your “2016” modifiers

NOW!


Seer: 3 HoursClient: 15 Minutes

3 year Impact on 8 pages = $200k!!


About REVENUENOT

RANKING!The RANKINGS DIDN’T GO UP!

The Easy, Part II


SEO’s are looking at PPC’ers like…

You are actually worse!!

1 mention of popular modifiers!

Open Your Eyes!

Infinitesuggest.com

The Trust Leech


How does thatHAPPEN?


Little / no organic visibility on page 1?Buy ads on the sites

outranking you


Until YOU Rank for it!!Build Familiarity in the Brand

Hypothesis:Increase CTR when you finally do rank


Wil, I don’t control PPC

WhateverTalk about revenue!

The Hard

Get rankings, Naturally!

PHASE I - Early Learnings

The Set up

SCROLL DEPTH, NOT PERFECT!

Scroll Depth by source

Oh Shit, I’m paying for mobile users from FB and they no LIKEY.

Video View Lengths by Device

Where to put your CTAs?Desktop vs Mobile?Don’t retarget on 100% scroll?

Lesson:Don’t Pay to Drive Mobile Traffic to any kind of LongreadMobile traffic doesn’t like video assets

Phase II – Be honest with yourself

In love with mycontent

Am I really the best around?

WatchDiversity

Who was above us for that query?


Got a good ranking0 outreach

0 link buildingThe crowd took it over

Impact?

Did that email improve the ranking?

Social Hangover

Phase IV – pay to play, SEO + Paid Social

Doing Mass Outreach?

PAID SOCIAL VS OUTREACH

Check Buzzsumo, do they share stuff from others often


Catch someone on a slow day


Spent $75.12 Got 57 clicks

from people who workat companies with

high amplification rates.

I’ll do that in perpetuity.


Should I bid the minimum suggestion on Twitter? YES

More targeted = more $$$, others want to target them too

PHASE V – TARGETING


Keep in mind you get RTs from people and impressions / clicks you don’t pay for


Buzzsumo Part IIwho has “pushed” an asset recently?


This is where you build relationships&

Do outreach!

Bloggers worth outreaching to

Audiences

Too Small

Grow that Audience with Followerwonk

Need to hire again? Activate it.

Need to hire again? Activate it.

Once you know the tool exists, you can achieve

old goals in new ways.


Asset – CalculatorEvery field is a potential audience, know the

critical ones.


Audience ModifiersIf you spend over X on rent, modify my bids up

If your SqFt is under X, don’t show my ads


Use content / assets to help PPC better spend

Asset – Clients in custom audienceIf THEY ever search for your competitor increase bids or only bid on competitors when your client is searching for them

Look-a-like audiences from your highly satisfied customers


Thanks! @DepeshM

(follow him)

Go Makefriends with PPC!!

Pubcon 2016 - How SEO's can Use PPC to hit their goals

Marketing