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SMX West 2018 #SMXInsights

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Key takeaways and search marketing insights from the expert speakers at SMX West 2018 in San Jose, California.

Publicada em: Marketing
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SMX West 2018 #SMXInsights

  1. 1. @SMX
  2. 2. @SMX
  3. 3. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin ▪ Create content around data and research valuable to your audience ▪ Add value to the webmaster and their readers Tactics: ▪ Link reclamation – reach out to those who already wrote about your brand ▪ Broken backlinks – use a backlink analysis tool, export links and filter out by status to discover broken backlinks ▪ Reach out to sites that have similar content that ranks highly #SMXInsights #11A
  4. 4. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin Evaluate your site’s page performance: • Chrome User Experience Report • PageSpeed Insights • Pingdom • LightHouse • GTMetrix – Get the right stakeholders involved and buy developers beer – Ensure your optimized for mobile #11A
  5. 5. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin AMP Validation: • Check Google Search Console for errors • Have content team download the Google Chrome AMP Validator extension https://chrome.google.com/webstore/detail/amp- validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en – Involve analytics teams throughout the process – Ensure your AMP pages support any monetization – Read the AMP roadmap - check for new AMP functionalities – Include top navigation on AMP page #SMXInsights #11A
  6. 6. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin Keyword Research: – Identify question search queries (what, when, where, why and how) related to your industry – Browse Google’s “People also ask” section to gain insight into questions related to a give topic – Identify queries that you already rank high for to optimize for featured snippets Answer the user: – Provide steps for the user to follow – Provide a direct answer to the question – Monitor questions asked on social #11A
  7. 7. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin – Identify what structured data works for your site – Structured data markup helper: https://www.google.com/webmasters/markup-helper/u/0/ – Test your structured data: https://search.google.com/structured-data/testing-tool – Diagnose and fix errors using Google Search Console Structured Data Report #11A
  8. 8. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @OlgaAndrienko Backlinks still matter for SEO Page speed is important Make sure your content is the best in your niche PR efforts will enhance your SEO #11A
  9. 9. @SMX SEO Ranking Factors In 2018: What's Important, What's Not! #SMXInsights @MarcusTober ▪ Traditional Ranking Factors: – DO reveal general information about online trends – DO NOT serve as a useful guide for optimizing any particular web page #11A
  10. 10. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @MarcusTober ▪ Niche Ranking Factors: – DO provide highly-specific information that can be used for concrete optimization measures – DO NOT bring us world peace #11A
  11. 11. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @MarcusTober ▪ To be successful online: – DO NOT rely on generic data and one-size-fits-all conclusions – DO understand the precise intent of your users and create highly specific, data-driven content to meet their needs #11A
  12. 12. @SMX
  13. 13. @SMX Thinking Outside the SEM Box! #SMXInsights @fangdigital ▪ Reducing churn & increasing customer value are part of your job as a marketer, too ▪ Email open rates stink – nobody should be happy with rates below 70-80%! #11B
  14. 14. @SMX Thinking Outside the SEM Box #SMXInsights @fangdigital ▪ Think outside of the “retargeting box” – Use Custom Lists/Audiences & Remarketing for more than cart chasing. – Use data-driven talking points for customer onboarding & retention. – Automating this process is already possible, with more on the way! #11B
  15. 15. @SMX Thinking Outside the SEM Box #SMXInsights @sskyllingstad ▪ Learn not just when, but how your seasonality occurs – Allows you to maximize revenue/reduce spend strategically ▪ Utilize bottom funnel keywords as a measuring stick for spend – Brand keywords – Keywords specific to product – Exact/phrase match keywords #11B
  16. 16. @SMX Thinking Outside the SEM Box #SMXInsights ▪ Plan for flexibility in your budgets! – Have a budget plan that allows for extra spend during surges – Don’t force things when traffic is light @sskyllingstad#11B
  17. 17. @SMX
  18. 18. @SMX Man + Machine: The Exploding Brave New Universe For Today's Online Marketers #SMXInsights @KarenGAmundson BE A DECISION-AGENT ~ Listen and understand business goals 1. Identify critical business questions 2. Conduct analysis using existing tools, data, and skills 3. Gut-check and test before you invest #11C
  19. 19. @SMX
  20. 20. @SMX Keyword Research & Copywriting for Search Success #SMXInsights @chrischurchill ▪ Use keyword phrases, synonyms and related terms on the page, in schema code and in all digital assets ▪ Write to enhance the user experience. Compose quality content that satisfies user intent and answers questions ▪ Develop an editorial calendar and use it to maximize content’s potential #11D
  21. 21. @SMX
  22. 22. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Mobile-First Indexing is About Entity Understanding – Entities are Language-Agnostic – Entities Fit into One or More Micro-Moments • Know/Go/Do/Buy – Devices will All Access the Same Index with Different, Contextual Algorithms #12A
  23. 23. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Progressive Web Apps (PWAs) Are Awesome – Work like apps, with icons & offline functionality – Easier for Google to Crawl – if Built Correctly with a Good ServiceWorker • Everything you want Indexed must be catchable in the ServiceWorker. #12A
  24. 24. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Google Actions – Visual or ‘Eyes Free’ – Multiple Choice Questions to Execute a Task in the Cloud – No Website or App Required – Can Work with App or Web Execution Systems #12A
  25. 25. @SMX
  26. 26. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco What We Have Learned • Data without Insight is just … data • Insights NOT your org chart should drive content strategy • The World’s Largest Focus Group (search) is here to help us • Customers aren’t simply static personas or segments; intent and their moment in their journey are critical • Context is the forgotten “C” • Drop the SEO title; don’t let the title limit your value #12C1
  27. 27. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco Key Take Aways • Go beyond static Personas by using insights from Search that reveal behavior and intent that allow us to better Know Our Customer • Develop a Context Matrix to structure the keyword landscape to organize insights aligned to target Personas • Turn these Insights into Action that drives what content to create and when to create it to drive more and better engagements with the target Personas #12C1
  28. 28. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco For SEOs • Redefine the SEO box • Think user first. SEO will follow • Insights are the key to extending the value of SEO • Use the language of your customer and don’t forget internal customers #12C1
  29. 29. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco For Digital Marketers • SEO is much more than your biggest channel • Ask more of your SEO teams • Search Insights = Audience Insights #12C1
  30. 30. @SMX
  31. 31. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Once you decided to cover a trend, respond fast. Sometimes it means you’ll have to push other project to the sidelines ▪ Consider building a separate app for your next key trend #12C2
  32. 32. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Even if you are not the first to cover a topic: – You can still be relevant by offering unique value – There’s probably an opportunity to be first in specific countries #12C2
  33. 33. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ With new trends, journalists and influencers often won’t know everything at first. Help them, educate them. The efforts can be VERY worthwhile ▪ Local data for local journalists. You might already have it without even knowing #12C2
  34. 34. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Breaking stories can be great for content amplification, even if they aren’t great ▪ Be neutral - publish content for and against to attract both audiences ▪ Consider opening a separate Facebook page for your next key trend #12C2
  35. 35. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Sometimes user interest simply beats SEO best practices ▪ New trends aren't guaranteed to stay there forever #12C2
  36. 36. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ If the trend is big enough, it may be worth latching on to it, even if it's temporary #12C2
  37. 37. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ By looking at your competitors, you won't be the first to spot a trend, but you can still see it early enough to join in ▪ Watch your competitor's traffic regularly ▪ Traffic changes to competitor keywords/pages can tell the story of their current focus #12C2
  38. 38. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ The next big trend could be inside your internal site search data or even your Search Console branded queries report ▪ Your customers might be asking for a new product when it just starts trending ▪ A company wide Slack channel could be a good idea, including for spotting new trends #12C2
  39. 39. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ You can tailor your own Google News sections ▪ A new trend, relevant to you, was probably already mentioned on Reddit ▪ By checking HARO's emails daily, you can spot new trends, before they become mainstream #12C2
  40. 40. @SMX
  41. 41. @SMX Link Building Fundamentals #SMXInsights @debramastaler Use anchor text wisely…. Hyperlink when it makes sense, don’t over do it Make your anchor text conversational #12D
  42. 42. @SMX Link Building Fundamentals #SMXInsights • It is less about what you do and more about where • Links help get you ranked but clicks show you deserve to be there. • Have something worth linking to and the links will come. • Let the search engine tell you what works. @debramastaler#12D
  43. 43. @SMX Link Building Fundamentals #SMXInsights @debramastaler • Keep the key components of link popularity in mind when building links. • Don’t scrimp on a copywriter. • Invest in SEO/link tools after using free trials. • Create evergreen content that has been personalized for your target audience. • Add email capture to everything, • Lessen dependency on Google, look into search verticals like Trip Advisor and Yelp. #12D
  44. 44. @SMX
  45. 45. @SMX Going All-In On AMP #SMXInsights @BenuAggarwal Stay on top of AMP development – It is becoming mainstream - PWA and AMP together can be amazing combination Test and Validate – Leverage tools to test before, while and after Analytics and Impact – Sessions, Ranking, Impressions, Engagement, Transactions #13A
  46. 46. @SMX Going All-In On AMP #SMXInsights @EricEnge ▪ AMP is no longer just for media sites ▪ It works well for e-commerce and lead gen sites too ▪ Sites see conversion rate gains as high as 77% ▪ AMP sites can be made to look identical to mobile responsive sites #13A
  47. 47. @SMX Going All-In On AMP #SMXInsights @fighto ▪ Despite lacking 3rd party JavaScipt, with all the extended components, especially ones like amp-bind, you should be able to mimic your standard mobile UX #13A
  48. 48. @SMX
  49. 49. @SMX Beyond Text: Mastering Other Ad Formats #SMXInsights ▪ URL targets for DSA are great when your site has a clean structure ▪ Use DSA feeds when URL structure is messy ▪ Easily export URLs and labels from Editor to help create DSA feeds ▪ Use business data feeds to customize DSA ads even further @MilwaukeePPC#13B
  50. 50. @SMX Share Beyond Text: Mastering Other Ad Formats #SMXInsights @Adwerx ▪ Why am I seeing this? Address Tribe ▪ What is it? Say what you do ▪ Why now? Create Urgency Three Key Questions for Every Display Ad #13B
  51. 51. @SMX
  52. 52. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch #SMXInsights @WilcoxAJ 1. Exclude competitors from seeing your ads w/ negative Company Name targeting 2. Use gated content as your offer for LinkedIn Ads (whitepaper, webinar, guide, etc.) 3. Retarget your LI traffic with FB/AdWords for cheap, effective retargeting 4. Always bid CPC until >3X the average CTR #13C
  53. 53. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch! #SMXInsights @QCait ▪ Launch every campaign with a testing plan. From there: Fail fast + fail forward. ▪ Build in room to experiment. Chart your course with data, but let your heart lead the way. ▪ Hire the right people, set their expectations & set them up for success. ▪ Make integration a priority. Say it out loud as often as you can. #13C
  54. 54. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch #SMXInsights @AFriedt Integrated campaign strategies should include customer journey maps and niche buyer personas Collaborate and align your sales and marketing teams before beginning campaign strategies Increase conversion rates by utilizing personalization and drilling down on your most qualified audiences using Facebook and Google #13C
  55. 55. @SMX
  56. 56. @SMX AMP: Do Or Die? #SMXInsights @DaveMcAnally To Be an AMP Evangelist ▶Don’t Boil the Ocean – Baby Steps are a Battering Ram ▶Understand what challenges AMP can solve for key stakeholders on their terms ▶Ensure next steps are actionable and aligned with business priorities #14A
  57. 57. @SMX AMP: Do Or Die? #SMXInsights Pete Dainty ▪ The faster the site speed, the better the conversion ▪ It takes a lot of effort to set up AMP for analytics ▪ Overall the effort is worth it ▪ Use AMP to move from average, to fastest load times ▪ Site speed gains from Google by 68% ▪ AMP is essentially a free CDN #14A
  58. 58. @SMX AMP: Do Or Die? #SMXInsights There is ~1 second avg. difference from the prerendering vs direct load of AMP pages. That’s speed you can’t make up and the perceived load time is even greater. @PatrickStox If you’re going to implement AMP on an enterprise site, hire more developers. #XX
  59. 59. @SMX
  60. 60. @SMX Share these #SMXInsights on your social channels! #SMXInsights @jared_stier ▪ Hack significance by analyzing: – Micro-Conversions – Pattern Recognition ▪ The remaining funnel after your micro- conversion must be predictable and consistent with your primary conversion metric ▪ If you break out a test into its smallest components, the remaining differences in performance is just variance! #22D
  61. 61. @SMX Share these #SMXInsights on your social channels! #SMXInsights @caitlin_halpert ▪ You can’t afford NOT to use Google’s “Optimize” ad rotation setting ▪ You can’t compare performance metrics across ads when using “Optimize” ▪ Ad Variations are your ONLY options for getting close to a controlled A/B ad test in Google #22D
  62. 62. @SMX Share these #SMXInsights on your social channels! #SMXInsights @PPCmath ▪ Hypotheses are not for you. – Write a hypothesis for anyone who reads them (within your company) and can understand the change, without further explanation. ▪ Failing is still learning – If executed correctly, a failed test showcases that the test was not meaningful to the business. #22D
  63. 63. @SMX
  64. 64. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track your knowledge panel features – When you’re at the location, check your Google timeline – Is it showing you at the correct business? – If not, you’re missing credit for real store visits! #14C
  65. 65. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track your Google Posts – Use UTM Tracking utm_source=gmbpost utm_medium=organic – Check Posts impression data against Google Search Console data #14C
  66. 66. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track schema uptake – Use Google Search Console to find instances of when you may have come up as a result of schema #14C
  67. 67. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for a strong brand presence – Sponsor an event or a sports team – Be the go-to media person in your area for what you do – Provide useful resources when actual resources are lacking #14C
  68. 68. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for improving email – Always be building your lists – Send regularly and often – Make your emails short and interesting #14C
  69. 69. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for improving map signals – Make a custom driving directions link & track how often it’s used https://kickpoint.ca/driving – Can you encourage visitors to save your location on Maps? #14C
  70. 70. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for rank tracking – What types of search features are coming up in your competitive landscape? – What features do you need to start using and which can you ignore? #14C
  71. 71. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for reporting – Some of this data collection is manual – Use Google Sheets, then pull together a report using Google Data Studio #14C
  72. 72. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @davidmihm ▪ Local search at Google – Fewer webpage results – Fewer organic results – Fewer clickthroughs* – MORE time on Google SERPs *except to advertisers #14C
  73. 73. @SMX Local Search: Significant Changes On The Horizon #SMXInsights ▪ High organic competition + fewer winners = churn ▪ DIY ad format + Machine learning = zero reseller margin ▪ Evolve your business or else! @davidmihm#14C
  74. 74. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @PronouncedAhndy ▪ Google Maps Ads are growing – Enable location extensions to take advantage – Be on the look out for keywordless targeting and don’t be afraid – this might be an upgrade! #14C
  75. 75. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @PronouncedAhndy ▪ Local Inventory Ads are growing – Work on getting local feeds up and running – Consider the pros and cons of splitting LIAs and PLAs into separate campaigns vs consolidating – Be smart about potential LIA optimizations around clearance sales, holidays, and inventory concerns #14C
  76. 76. @SMX
  77. 77. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights @Drigotti B2B SEM is about growing the company. The best metric for that outcome is revenue and ROI. #21B
  78. 78. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ Build awareness with a strong paid social media mix ▪ Leverage LinkedIn to cookie highly relevant audiences, then use cheaper channels to nurture ▪ Deliver content that corresponds to the specific audience segment and intent ▪ Tie campaign optimizations to back-end CRM data @3QDigital#21B
  79. 79. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ Build robust negative keyword lists BEFORE launching campaigns – Don’t wait for junk to show up in your search query reports @Robert_brady ▪ Plan ahead so you have your next 2-3 ad tests ready & approved – Approval takes time; design takes time; resources are hard to get #21B
  80. 80. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ If you target the right people, they’re still the right people on Facebook, Instagram, Twitter, Snapchat, Pinterest, Reddit, etc. @Robert_brady ▪ Be humble & realize that potential customers may not think of the problem/solution with the same vernacular you do – If the volume really doesn’t exist, maybe your business plan is the problem #21B
  81. 81. @SMX
  82. 82. @SMX Enterprise SEOs, Unite! #SMXInsights @LauraLippay ▪ SEO “best practices” aren’t always best ▪ Blanket statements can be dangerous ▪ One size does not fit all: Always consider the situation at hand #22A
  83. 83. @SMX Enterprise SEOs, Unite! #SMXInsights @KeithGoode ▪ A long history, a great product, and good PR can take you a long way in the SERPs, but we shouldn’t be satisfied with that alone. ▪ The Ideal State Enterprise SEO requires Organizational Awareness and Unified Effort from everyone, not just SEOs. #22A
  84. 84. @SMX Enterprise SEOs, Unite! #SMXInsights @KeithGoode ▪ True Organizational Change is a Top- Down Mandate edified and bolstered with data. ▪ Scaling is not an exercise in copying and pasting templates, but it requires a constant eye on the user’s wants and needs. #22A
  85. 85. @SMX Enterprise SEOs, Unite! #SMXInsights @5le ▪ Challenge everything you read – Don’t assume it is true even if Google says it is ▪ Melt into the background on SEO and let others take the win – Winning opens up the door to more winning ▪ Architects build buildings – Be the architect not the bricklayer #22A
  86. 86. @SMX
  87. 87. @SMX Unleashing The Power Of Online Video Ads #SMXInsights @JonKagan Anyone, on any budget can run YouTube and have it work for them, do not be scared There’s a fine line between doing it, and doing it intelligently: Targeting is the key. If your other media isn’t benefitting from the effort, then you’re missing something, and you need to regroup on your strategy #22B
  88. 88. @SMX Unleashing The Power Of Online Video Ads #SMXInsights @NobleDigitalOne Your video may be the first and ONLY thing a potential customer sees about your brand. Make it Count! #22B
  89. 89. @SMX
  90. 90. @SMX Must-Have Reports For Search Advertisers #SMXInsights @JDprater ▪ Know your audience ▪ Choose the metrics they care about (revenue, pipeline, leads) ▪ Structure and communicate your PPC report using Minto or Inverted Pyramid #22C
  91. 91. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris The future ain’t what it used to be –Yogi Berra Use a projection report to take steps to know what the future holds. #22C
  92. 92. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris Always keep your AdWords benchmarks handy. P.S. Wordstream is a great source: http://bit.ly/ws-benchmarks #22C
  93. 93. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris Remember that the Projection Report is a projection and not a promise. #22C
  94. 94. @SMX
  95. 95. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @VadimSupitskiy #Speed #ServerSideRendering #AMPtoPWA #23A
  96. 96. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @maxxeight ▪ SEO Best Practices For JavaScript Sites – Crawling: use clean URLs and proper <a href> elements – Rendering: avoid blocking resources and loading content upon user interaction – Indexing: make sure meta data in <head> is not duplicated across pages #23A
  97. 97. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @maxxeight ▪ The Rich Results Testing Tool is the only Google- provided tool showing the rendered code (DOM) #23A
  98. 98. @SMX
  99. 99. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @SPoulton ▪ Attribution Modeling is about looking forward to determine how to grow, not about looking back. ▪ Standard Position & Rules-Based Attribution Models: Still very useful, but inherently contain bias & limit actionable insights. ▪ Data-Driven Attribution: Uses Shapely Values & Counterfactual Gains to constantly adjust based on new information available. ▪ Facebook Attribution is coming! #23C
  100. 100. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @AdamProehl ▪ Too many marketers seek attribution as a CYA to justify their budgets or even their very existence. ▪ Success metrics will be very different depending on the medium. Finance & management often struggle with that fact. ▪ Customer behavior doesn’t fit comfortably into a single line item on an ROI spreadsheet. #23C
  101. 101. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Use CRM campaign tracking to get more from your paid channels! ▪ Measure middle of funnel activities! ▪ Identify content + channel combinations that move the revenue needle! #23C
  102. 102. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Align Sales & Marketing by customizing lead source for more granular & holistic measurement! ▪ Audit ▪ Customize ▪ Expand #23C
  103. 103. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Take the time to deliberately design your campaign hierarchy. ▪ Think through measurement ▪ Ask questions of the data ▪ Utilize your marketing operations & systems experts #23C
  104. 104. @SMX
  105. 105. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders ▪ Google offers structured data documentation for +26 item types that enhance the SERP! ▪ For a majority of eCommerce sites with product rich results, rich results will outperform regular listing. #24A1
  106. 106. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders +25K eCommerce URLs populating with featured snippets: • Microdata: 76% • JSON-LD: 25% • OGP: 68% • Twitter Summary Cards: 27% #24A1
  107. 107. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders Top Occurring Microdata for eCom with Snippet: #24A1
  108. 108. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders Top Occurring JSON-LD for eCom with Snippets: #24A1
  109. 109. @SMX
  110. 110. @SMX All Google Manual Penalties Explained #SMXInsights @kas_tweets ▪ Shorter reconsideration rationale is better ▪ Any penalty can be fixed ▪ Algorithms are not penalties #24A2
  111. 111. @SMX
  112. 112. @SMX How To Maximize & Measure Performance On The Google Display Network #SMXInsights @michellemsem ▪ Understand how each targeting type works & match CTAs accordingly. ▪ Combine contextual & audience targets for highly focused campaigns. ▪ Structure campaigns with future optimizations and insights in mind. ▪ Smart Display can be a great tool, but isn’t for everyone. #24B
  113. 113. @SMX How To Maximize & Measure Performance On The Google Display Network #SMXInsights @MilwaukeePPC ▪ Display Planner is nice, but Google Analytics shows you what’s already working. ▪ Use referrals to find high-converting placements. ▪ Use in-market and affinity reports to get a head start on broadening reach. ▪ Use search term reports to know what’s important to your current visitors. ▪ Create audiences from Display campaigns. Attach them to every search campaign to see the impact on search. #24B
  114. 114. @SMX
  115. 115. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ User happiness wins. ▪ Focus on “quality indexation”. ▪ Nuke aggressive, disruptive, or deceptive advertising. ▪ Rid your site of technical SEO problems. #31A
  116. 116. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ Mobile page speed will become a ranking factor in July 2018. ▪ It will be a lightweight factor, just like desktop. ▪ At some point, your mobile pages and content will be used for ranking purposes (with Google’s mobile-first index). #31A
  117. 117. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ Migrate to https. ▪ View the ad experience report TODAY. ▪ Understand Above The Fold (ATF). ▪ Chrome is now taking action. #31A
  118. 118. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @Marie_Haynes 1) February 1, 2017 was a Penguin update. Google got better at figuring out which links to ignore. 2) Hit by “Fred” March 7/8, 2017? Google closed SEO tricks and loopholes such as “SEO Content” on the bottom of product pages. 3) February 7, 2017 had a LOT to do with E-A-T. Improve by getting the world talking about how awesome your business is. #31A
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  120. 120. @SMX Advanced Audience Targeting & Management Tactics #SMXInsights ▪ Takeaways: – Standard RLSAs can boost ROAS if used strategically – Facebook offers a higher level of audience targeting via personal data vs. AdWords – Combining Facebook Audiences with RLSAs is proven to decrease paid search CPA, and increase CTR and ROAS – Tactics to test when you get back to the office: 1. Increase AdWords search visibility for Facebook audience members 2. Using lookalike audiences to uncover new prospects for TOFU search campaigns 3. Using Gmail sponsored promos and FB Ads together to boost conversions 4. Target users via Job title and use Partner Data across Facebook & AdWords @iambenwood#31B
  121. 121. @SMX Advanced Audience Targeting & Management Tactics #SMXInsights ▪ The purchase funnel is rarely linear. Marketers should focus on reaching the right person at the right time with the right message @ChackaMarketing ▪ Constantly track audience interests and behaviors and continue to refine your strategy ▪ For best results leverage all audiences and tools that channels offer without diluting the size of your audience #21B
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  123. 123. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Use the 20 minute rule – Identify the tasks you do for 20 mins or more each day – If they’re repetitive see how it could be automated or if a Bot could do it – Weigh up the costs of continuing to do it manually (salary, desk space, sick leave etc) vs the cost of a bot and the time to implement #31C
  124. 124. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Practice building bots internally first – Use the Microsoft Bot Framework, it’s free, simple and lots of fun. – Pick the FAQ or HR functions first. – Train your bot to give the correct answers – Build them for your clients FAQ pages, etc. #31C
  125. 125. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Connect the dots between the bots – Look at RPA (Robotic Process Automation) solutions appropriate for your budget. – Map out the actions you take e.g. building reports, or that are performed between executing the bots. – The RPA will copy your actions between applications and build a macro to do it automatically. #31C
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  127. 127. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @PPCKirk ▪ DON’T stress about not having expensive bidding tools for Shopping Ads. ▪ DO create your own bidding rules with saved filters in the AdWords UI. ▪ DO organize your Shopping campaigns around the marketing funnel & track accordingly. #XX
  128. 128. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @Caitlin_halpert ▪You can segment brand from non- brand in Google Shopping, but be careful! #XX
  129. 129. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @Caitlin_halpert ▪Give Google as much info as possible! ▪Use 3+ levels in Product Type Postcards Office Supplies > Paper Products > Postcards #XX
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  131. 131. @SMX Competitive Research For SEM #SMXInsights @ayat ▪ Clearly define your goal when conducting a comp analysis. ▪ Never go in thinking you’re going to copy competitors. ▪ The ideas collected should first be evaluated prior to testing. #33B
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  133. 133. @SMX Driving Sales On Social Media #SMXInsights @Nate_Elliott ▪ Proper measurement leads to success. ▪ Test and learn and optimize. ▪ Optimize for business, not engagement. ▪ Don’t invest where you can’t improve. Free report: www.NineteenInsights.com. #33C
  134. 134. @SMX Driving Sales On Social Media #SMXInsights ▪ DPA Benefits: – Shared Feed Assets between Google/Bing & Facebook – Ability to Easily Upsell and Cross Sell – Reach new audiences based on their in-market signals @JenKiaba#33C
  135. 135. @SMX Driving Sales On Social Media #SMXInsights ▪ Research how the category is represented on Pinterest today ▪ Identify the “Eureka” moment ▪ Don’t let a limited organic presence hold you back ▪ Re-purpose existing PLA feeds ▪ Monitor site traffic to see if Pinterest is driving interest @LaurendeVlaming#33C
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  137. 137. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @Ayat ▪ CRO goes beyond changing the obvious elements. ▪ It’s not about quick wins either. ▪ It’s about consistent testing and the methodology behind the testing that leads to INNOVATION. #34C
  138. 138. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪Paid media favors stability. –switching creative to push a short term promotion? BETTER be good ▪Optimize to profit + ROI, not ROAS #34C
  139. 139. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪People can be numb. –The simpler the offer, the better the result –Make your promotions feel special #34C
  140. 140. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪ Understand what your best customers buy first. – Find where those purchases come from and get aggressive! #34C
  141. 141. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪ Identify which metrics really matter. Don’t chase revenue alone. ▪ Be smarter than your audience. ▪ Find and exploit your best customers’ habits. Don’t chase the 80% ▪ Your best customer may not be who you think they are! #34C
  142. 142. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @ebKendo ▪ Define e-Commerce or have the conversation ▪ Organize and track offers cross-channel ▪ Bake in the cost of shipping where you can ▪ Google Retail Promotions = meh on attributable lift ▪ Bundle stuff ▪ Have some exclusives #34C
  143. 143. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @ebKendo 3 quick ways to improve ROAS from Search: Ensure proper campaign location settings. Evaluate keywords for searcher intent. Leverage geographic data. #34C
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