1. SMX EAST 2013
ELIZABETH MARSTEN
PORTENT, INC.
What’s in Your SEM
Toolbox?
#smx#31B @ebkendo

2. ELIZABETH MARSTEN (ME)
• Senior Director 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