Presentation from SMX West on tools for SEM outside of the Google array, including Followerwonk, log file analysis, the US census data, personas and SEMrush. Given March 13, 2014. San Jose, CA

1. SMX WEST 2014
ELIZABETH MARSTEN
PORTENT, INC.
What’s in Your SEM
Toolbox?
#smx#33C @ebkendo

2. ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• Pay-Per-Clip Marketer
• SEO, Social, PPC
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
2

3. WHERE'S PORTENT? 3
Technically speaking,
More specifically,
here.
here.

4. DESTROY YOUR COMPETITORS

5. COMPETITIVE REPORT 5
#smx#31B @ebkendo

6. SEMRUSH 6

7. SEMRUSH + PORTENT 7
#smx#31B @ebkendo

8. INTERNAL METRICS 8

9. FOLLOWERWONK

10. SAY WHA? WONK?
Twitter Follower Tool
Search biographies, interests, fellow followers
10

11. TWITTER ADS, DUH
Promoted Tweets, Profiles & Lead Capture
Social PPC or Paid Social, whatever you call it. It’s totally becoming a
“thing” you see…
• Compare competitors
• Find new followers or lookalikes to target
• Find out who dumped you
11
http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/

12. TWITTER BIOS 12

13. TWITTER BIOS 13

14. COMPARE COMPETITORS 14
#smx#31B @ebkendo

15. REKINDLE LOST FOLLOWERS
You can run, but you can’t hide
15

16. WHEN TO TWEET VS. AD SCHEDULING
Why not match up?
Have a special promotion or deal this holiday season going up?
• Check your top tweet response times against your ad schedule
• Bid modifier adjustment needed?
• Maybe even tie the two together: Offers/Promotions/Hashtags/Usernames
• Check out Sproutsocial.com
16
#smx#31B @ebkendo

17. PERSONAS

18. WHO’S BUYING?
• Look at your keyword list.
• Look in your analytics package on what is bringing
organic traffic.
• Write down 3-4 per product/service.
18
http://www.slideshare.net/ebkendo/ad-copy-with-personality-ppc-hero-conference-2012

19. WHERE THEY BE AT? 19

20. WHEN ARE THEY BUYING? 20
• Are these keywords early buying cycle or later?
How specific?
• Depending on how your account is structured, you
could do small personas on the product, campaign,
buying cycle.
#smx#31B @ebkendo

21. GET CREATIVE 21
• Give your person a name (doesn’t have to rhyme, but it
helps)
• Pick out a picture (use a stockphoto)
• Settle on some likes/dislikes (long walks on the beach,
mimosas, getting caught in the rain.)

22. TALK TO ME 22

23. PERSONA SPECIFIC TOOLS 23
• Facebook demographics
• Ubersuggest
• Google Search Suggest
• Google Analytics
• Customer Reviews
• Forums
• US Census Data
#smx#31B @ebkendo

24. THE US CENSUS

25. SWEET, SWEET DATA 25
#smx#31B @ebkendo

26. ARE YOU SMARTER THAN A WASHINGTONIAN? 26
#smx#31B @ebkendo

27. INTERACTIVE MUCH? 27

28. INFOGRAPHICS 28

29. FUN FACTS 29

30. GOOGLE ANALYTICS DASHBOARDS

31. STANDARD SHARING ON HAND 31

32. PPC DASHBOARDS FOR CLIENTS 32
Answer 3 Things with Your Dashboard
Don’t just add widgets to add widgets! Make sure you’re addressing the
cardinal milestones.
• Acquisition
• Behavior
• Outcome
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

33. PRODUCT LISTING ADS 33
http://www.portent.com/blog/ppc/new-product-listing-ads-dashboad.htm

34. REAL TIME 34

35. NETWORKING

36. PLA REPEAT CLICKERS? 36
http://www.ppchero.com/plas-and-repeat-clickers/

37. SCRIPT FOR WEATHER? 37
http://searchenginewatch.com/article/2292508/Google-AdWords-Geo-Targeting-5-Jaw-Dropping-Techniques
https://developers.google.com/adwords/scripts/docs/solutions/bid-by-weather

38. ADWORDS SCRIPTS 38
#smx#31B @ebkendo

39. I CAN HAZ PPC MAJOR? 39
http://www.portent.com/blog/ppc/so-you-want-to-do-ppc-when-you-grow-up.htm

40. INTRODUCE YOURSELF TO YOUR NEIGHBOR 40
#smx#31B @ebkendo

41. THE END ...
I”LL SEE YOU AT QUESTIONS TIME
@ebkendo
Bit.ly bundle for today: http://bit.ly/1aFMHNp