it's the content, stupid!
TRANSCRIPT
#SMX #22B @Mel66
Melissa Mackey, SMX Advanced 2016
IT’S THE CONTENT, STUPID!
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
FRESH IS BEST
Eww
Yum!
#SMX #22B @Mel66
CHANGE IT UP ONCE IN A WHILE
ASTONISH with new content
• Especially on brand terms that people might search frequently
#SMX #22B @Mel66
REMARKETING & RLSA ARE YOUR FRIENDS
Don’t show repeat searchers the same old thing! ASTONISH with new ads & offers!
Visit 1 – free trial Visit 2 – white paper
#SMX #22B @Mel66
REMARKETING ≠ PESTERING
ASTONISH users with new content that meets them on their journey
• Not the same old pestering thing
• 40% of B2B marketers aren’t targeting content at all!
• Source: Conductor
#SMX #22B @Mel66
MATCH CONTENT TO BUYER JOURNEY
Buyer journey identifies needs of the user at each stage
©
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPSAd Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐90
Ad Group 1 Free Security Review Business Owner's Security Buyer's Guide White Paper: Reliable, Easy to Use Security Technology Video Surveillance ‐ $149 Down
Ad Group 2"Considering Access Control for Your Business?” and "Easy‐to‐Use Solutions for Controlling Access
to Your Facilities"
White Paper: Reliable, Easy to Use Security Technology (switch to new Core Access guide
when ready)
White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down
Ad Group 3 Reliable, Easy To Use Security Technology Can Help Protect Small Businesses "How Secure Is Your Business?" Infographic White Paper: Security Tools and Their Unexpected
Uses MSM ‐ $199 Down
Ad Group 4 “Experienced Security Partner” and “Three Steps to Help Prevent Workplace Crime” Employee Theft Infographic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down
Ad Group 5 The Visible Store: Data Platform for Retail Excellence Restaurant/Retail Checklist Video Landing Page: LA Sweetz MSM ‐ $199 Down
Ad Group 6 The Risks of One‐Size‐Fits‐All Security White Paper: Reliable, Easy to Use Security Technology Business Owner's Security Buyer's Guide Video Surveillance ‐ $149 Down
Ad Group 7 Five Simple Ways Video Can Help Your Business Business Owner's Security Buyer's Guide Video Landing Page: Elite Surgical Access Control ‐ $149 Down
Ad Group 8"Considering Access Control for Your Business?” and "Easy‐to‐Use Solutions for Controlling Access
to Your Facilities"
White Paper: Reliable, Easy to Use Security Technology
White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down
Ad Group 9 “Experienced Security Partner” and “Three Steps to Help Prevent Workplace Crime” Don't Let Your Business Become a Crime Statistic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down
Ad Group 10 Control and Freedom At The Same Time The Control Is Yours: 5 Reasons to Use MSM MSM eBook/Business Guide Video Surveillance ‐ $149 Down
Ad Group 11 “Experienced Security Partner” and “A Checklist: Protecting Your Business” Top 5 Vulnerabilities for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion Detection ‐ $99 Down
Ad Group 12 Security Expertise for Businesses Like Mine Checklist: Protecting Your Business MSM eBook/Business Guide MSM ‐ $199 Down
Ad Group 13 Fighting Back Against Workplace Violence "How Secure Is Your Business?" Infographic White Paper: Reliable, Easy to Use Security Technology
Wireless Intrusion Detection ‐ $99 Down
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPSAd Group Current Offer Asset 1 ‐ Day 3‐13 Asset 2 ‐ Day 14‐59 Asset 3 ‐ Day 60‐90
Ad Group 1 Free Security Review Business Owner's Security Buyer's Guide White Paper: Reliable, Easy to Use Security Technology Video Surveillance ‐ $149 Down
Ad Group 2 "Considering Access Control for Your Business?” and "Easy‐to‐Use Solutions for Controlling Access to Your Facilities" White Paper: Reliable, Easy to Use Security Technology White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down
Ad Group 3 Reliable, Easy To Use Security Technology "How Secure Is Your Business?" Infographic White Paper: Security Tools and Their Unexpected Uses MSM ‐ $199 Down
Ad Group 4 “Experienced Security Partner” and “Three Steps to Help Prevent Workplace Crime” Employee Theft Infographic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down
Ad Group 5 The Visible Store: Data Platform for Retail Excellence Restaurant/Retail Checklist Video Landing Page: LA Sweetz MSM ‐ $199 Down
Ad Group 6 The Risks of One‐Size‐Fits‐All Security White Paper: Reliable, Easy to Use Security Technology Business Owner's Security Buyer's Guide Video Surveillance ‐ $149 Down
Ad Group 7 Five Simple Ways Video Can Help Your Business Business Owner's Security Buyer's Guide Video Landing Page: Elite Surgical Access Control ‐ $149 Down
Ad Group 8 "Considering Access Control for Your Business?” and "Easy‐to‐Use Solutions for Controlling Access to Your Facilities" White Paper: Reliable, Easy to Use Security Technology White Paper: Fighting Back Against Workplace Violence Access Control ‐ $149 Down
Ad Group 9 “Experienced Security Partner” and “Three Steps to Help Prevent Workplace Crime” Don't Let Your Business Become a Crime Statistic White Paper: The Risks of One‐Size‐Fits‐All Video Surveillance ‐ $149 Down
Ad Group 10 Control and Freedom At The Same Time The Control Is Yours: 5 Reasons to Use MSM MSM eBook/Business Guide Video Surveillance ‐ $149 Down
Ad Group 11 “Experienced Security Partner” and “A Checklist: Protecting Your Business” Top 5 Vulnerabilities for Business Owners Business Owner's Security Buyer's Guide Wired Intrusion Detection ‐ $99 Down
Ad Group 12 Security Expertise for Businesses Like Mine Checklist: Protecting Your Business MSM eBook/Business Guide MSM ‐ $199 Down
Ad Group 13 Fighting Back Against Workplace Violence "How Secure Is Your Business?" Infographic Reliable, Easy to Use Security Technology Wireless Intrusion Detection ‐ $99 Down
#SMX #22B @Mel66
USE TIME-BASED REMARKETING
Time‐Based Remarketing works great for longer sales cycles without boring the user
#SMX #22B @Mel66
WHAT IT LOOKS LIKE IN THE WILD
Initial visit
2‐13 days
14‐59 days
60‐90 days
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
Minimums can throw off your strategy – determine these first!
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE CREATION
What audiences do you need?• Buyer journey
• Audience size
• Content themes
• User behavior
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers think about audiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
How you want to set up audiences
#SMX #22B @Mel66
SOME REAL RESULTS
$52.14
$30.57
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
Search Campaigns Time‐Based Remarketing
Cost Per Conversion
Cost Per Conversion
#SMX #22B @Mel66
SOME REAL RESULTS – UNSEGMENTED REMARKETING SUCKED
$52.14$30.57
$208.00
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Search Campaigns Time‐BasedRemarketing
Unsegmentedremarketing
Cost Per Conversion
Cost Per Conversion
#SMX #22B @Mel66
RINSE & REPEAT WITH OTHER CHANNELS
Gather data to use for other channels
Image Credit: 1SEO.com
COMING SOON!
• Custom Audiences
• Retargeting
#SMX #22B @Mel66
MEASURE RESULTS BY CONTENT TYPE
Create a content ID for each content asset:
• Include asset ID number, content type, buyer journey stage, and any other pertinent info
Example of a content ID:0251_WPR_csrd
#SMX #22B @Mel66
MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS
• Measure performance by any part of the content ID
• Slice and dice
#SMX #22B @Mel66
FINALLY… LANDING PAGES!
Your landing page must astonish! In a good way
#SMX #22B @Mel66
RECAP
• Astonish users with new content – keep it fresh• Remarketing ≠ pestering• Map content to buyer journey and ad groups• Use time‐based remarketing with custom combinations• Rinse & repeat with other channels• Use a content ID to track performance by asset type and buyer journey• Astonish with good landing pages
#SMX #22B @Mel66
FOR MORE ON CONTENT MARKETING AND PPC
My blog series on content marketing:
http://www.beyondthepaid.com/ppc‐content‐marketing‐series/
#SMX #22B @Mel66
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX