In every industry there are plenty of opportunities to pay to rank for competitive keywords. Not in the sense of paying for links, but in placing ones self on lists & review sites for competitive queries to drive more market share. It is not enough to be one of 10 results. It is time to think about how many SERP positions one can take to maximize overall market share. With a little guidance, you can often experience lower CPC's thn traditional text ads with conversion rates that mimic those of organic. This session will be filled with case studies, free spreadsheets, analysis on how to determine what’s a good or bad ad buy, and lot’s of live examples.

1. @gmehrguth
Paying for SEO:
A Blueprint for Determining
Good Review Sites and Paid Lists

2. The practice of leveraging
paid lists and review sites
to take SERP market share and
gain visibility.
Paying for SEO?
@gmehrguth

3. A collection of websites that offer
a particular product or service.
What is a Review Site
or a Paid List?
@gmehrguth

4. Are These
Sites Misleading?
@gmehrguth

5. Are These
Sites Misleading?
@gmehrguth
YES

6. Are These
Sites Misleading?
@gmehrguth
YES and no

7. 1 of 4
AdWords listings is an ad buy
B2C SERP
“DC Therapists”
Adwords
@gmehrguth

8. @gmehrguth
1 of 4
AdWords
listings
is an ad buy

9. 7 of 10
Organic listings are review
sites or paid lists
B2C SERP
“DC Therapists”
Organic
@gmehrguth

10. @gmehrguth
7 of 10
Organic listings
are review sites
or paid lists

11. 1 of 4
AdWords listings is an ad buy
Usually at the #1 spot
B2B SERP
“MES Software”
Adwords
@gmehrguth

12. @gmehrguth
1 of 4
AdWords
listings
is an ad buy &
usually at the
#1 spot

13. 2 of 10
Results are ad buys
B2B SERP
“MES Software”
Organic
@gmehrguth

14. @gmehrguth
2 of 10
Results are
ad buys

15. 01.
Analyze SERP for Primary
Keywords & Identify Opportunities
The Process
@gmehrguth

16. 02.
Check Competitive Landscape :
Do businesses with similar cost
structures advertise here?
@gmehrguth
The Process

17. 03.
How much does it cost
for which spot?
@gmehrguth
The Process

18. 04.
What can I do to increase
my position or CTR?
@gmehrguth
The Process

19. 05.
What is my conversion rate,
CPC, and CPA?
@gmehrguth
The Process

20. 06.
Analyzing the ROI
@gmehrguth
The Process

21. Look at queries that have
your most expensive CPCs
@gmehrguth
01.
Analyze SERP for Keywords
& Opportunities

22. Purchase related queries are
going to deliver your most ROI
on the ad buys
Analyze SERP for Keywords
& Opportunities
@gmehrguth
01.

23. @gmehrguth
Want to buy
SEO? You
search “best”

24. Check Competitive
Landscape
Do Businesses with
Similar Cost Structures
Advertise Here?
@gmehrguth
02.

25. @gmehrguth
We Don’t
Do SEO for
$75...

26. Paid lists are similar to organic…
you want to be above the fold!
How Much Does It Cost for
Which Spot?
@gmehrguth
03.

27. Reviews.
Lot’s of Awesome Reviews.
@gmehrguth
What Can I Do to Increase
My Position
or CTR?
04.

28. @gmehrguth
Positive
Reviews Will
Boost CTR

29. http://bit.ly/1TGuEYu
@gmehrguth
61% of B2B buyers look to third-party sources
like reviews

30. @gmehrguth

31. Paid lists and review sites often
have a fixed monthly rate
What is My Conversion
Rate, CPC, or CPA?
@gmehrguth
05.

32. Use Google Analytics > Acquisition >
Channels > Referral Traffic
What is My Conversion
Rate, CPC, or CPA?
@gmehrguth

33. We built a handy tool to
compare your paid lists &
review sites CPC & ROI
Analyzing the ROI
@gmehrguth
06.

34. @gmehrguth
ROI for Channels
https://docs.google.com/spreadsheets/d/16OnrmyAfilelDtLNQ57T
wjmvRrdOkZ6vLz6be7aPEB4/edit?usp=sharing

35. List of B2B Paid Lists
for Software
@gmehrguth

36. Scoring Model: 1-5
1 = Poor
5 = HOLY AWESOMENESS
My Analysis of Ad Buys for
Agencies
@gmehrguth

37. Quality of Lead : 1
Volume of Traffic Referred : 1
Conversion Rate : 1
Value : 1
@gmehrguth

38. @gmehrguth

39. Quality of Lead : 2
Volume of Traffic Referred : 4
Conversion Rate : 1
Value : 2
@gmehrguth

40. Quality of Lead : 3
Volume of Traffic Referred : 1
Conversion Rate : 2
Value : 4
@gmehrguth

41. @gmehrguth

42. Quality of Lead : 5
Volume of Traffic Referred : 4
Conversion Rate : 5
Value : 5
@gmehrguth

43. @gmehrguth

44. Quality of Lead : 1
Volume of Traffic Referred : 3
Conversion Rate : 1
Value : 1
@gmehrguth

45. @gmehrguth

46. Quality of Lead : 4
Volume of Traffic Referred : 4
Conversion Rate : 4
Value : 4
@gmehrguth

47. @gmehrguth

48. Expert Tactics
To Make You & Your Client’s Paid
Lists & Review Sites go
the Extra Mile
@gmehrguth

49. Build Brand Awareness
with Facebook Ads
#1
@gmehrguth

50. @gmehrguth

51. Utilizing Retargeting
#2
@gmehrguth

52. @gmehrguth

53. > Send to Website
> Learn Intent w/ HotJar
> Build Landing Page
#3
@gmehrguth

54. @gmehrguth

55. Make Sure Visitors Query Expectation
& Needs Match What You Offer!
#4
@gmehrguth

56. @gmehrguth
Via http://urban-barbarian.deviantart.com/

57. Win the reviews war!
#5
@gmehrguth

58. @gmehrguth

59. Build Custom Landing Pages that
Demonstrate : You + Review Site
#6
@gmehrguth

60. @gmehrguth

61. Don’t Be a Demo in a Sea of White
Papers...
#7
@gmehrguth

62. @gmehrguth

63. @gmehrguth
Thank You