This document discusses problems with current keyword research practices and the benefits of using large-scale data and analytics. It notes that traditional keyword data is often too small, siloed between different data sources, and prone to biases. This limits marketers' ability to identify opportunities and waste. The document promotes the idea that using a single, unified data platform can provide marketers insights by analyzing millions of keywords and queries across different sources on a daily basis to inform strategies and optimize performance.

1. Hate Me Now????

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What I showed last year
Helped Me Find…

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$97,350 in waste
in 52 min

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$43,500 in waste
in 2 hours,
paid for ½ GA 360 install

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Wanna Do That?

6. Subscribe!!!!!!!!!!!!

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Finding A Client Outlier
With Big Data

9. Cut Through My Bias

10. Old Ad

11. New Ad

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174% Increase In
CTR

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EVERY CLIENT
DESERVES THAT ANALYSIS

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Companies act in their
best interests.

16. We’re
Getting
Clowned
By

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7th.
Freaking.
MozCon.

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1000’s Websites
Millions of Keywords

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That Experience Means
NOTHING!

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Wrong or Lucky

22. Best Practices
Change By
Vertical

23. Finance vs Travel

24. Best Practices
Change By
Vertical
Me

25. Best Practices Sucker Hole

26. TODAY!
What do you think about?

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Click Through Rates?

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Page Speed

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Voice Search

30. What do you think about
Pulling your own data?

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Keyword Difficulty
Keyword Value

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You know what makes a keyword
difficult

34. Loss of TRUST

35. Easier?
Being Trusted

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Suggest Makes
Keywords More
Difficult

38. How Much Do I Really Know

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STAY IN HYPOTHESIS MODE:
Watch the word WITH

41. “With” = Dangerous

42. 4 Problems w/ Current State
Of Keyword Research

43. Problem #1
Your Data is Too Small

44. Client:
“We Track 5,000 Words”

45. “We Now Look @ 2,100,000”

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“I’m going to target
ZERO VOLUME
Searches”

47. Bad Idea
Wil!

48. Me

51. PPC Client
____________
Biz Hasn’t
Changed

53. Serious Decrease in
Interest in the Topic

54. Guess what is up
1,271%?

55. Unique Search Terms

56. Imagine The # of Queries?

57. This is Why Small Data is
Dangerous

58. Problem #2
Your Data is Too Siloed

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Great Marketers Have Hypotheses
DAILY

60. Me to my team…
Bring your hypotheses

61. Hypothesis:
Qualify SEO
opportunities
with PPC Data

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Vendors Are Like
“We Bring Your PPC & SEO Data into Big Query”

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YOUR LAST STOP FOR
MARKETING ANALYTICS
A platform you can’t outgrow.
A team of analytics experts you can trust.
Finally, a complete solution to the marketing data problem

65. Can I see which PPC keywords
have high conversions
but no Rankings
in SEO?

66. Best Practices
Change By
Vertical
Them

67. Who Has
Felt My
pain?

68. Current
Hypothesis:
Scandal
Impacts PPC

69. Ingredients:
PPC (daily)
News (daily)

71. Our Account Rebuild, Crushed IT!

73. I see a correlation w/ scandal

74. Current
Hypothesis:
State Targeting
Fortune 1000 =
Better Results

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Overlaying Data By State
Medicare
Salesforce/CRM
Inventory

81. Problem #3
You have bias

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My Bias / Experience / Ratings
all told me I know to do
keyword research

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Bias + Small Data
Costs MY client $$$

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I NOW HAVE an instant feedback loop
to check bias across each of the 50+
Million search terms

89. Problem #4
Your Data is Slow

93. Makes Google Money

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Google Revenue From Ads
$116 BILLION

95. We Gotchu!

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Why spend your time reviewing
100,000 unique keywords
when you could…

100. 30 PPC
account
reviews
15% is
wasted
inefficient

101. Google has built
A $17.4 Billion
Business On
Questionable
Clicks

103. Turkey

104. Also Turkey

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$500 spent on “turkish” keywords
They were hitting goals overall.

113. bit.ly/savingben

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Google A/B Tests to improve
yield too…

121. I use
adwords
To police
adwords

122. Lets Talk About
Google Machine Learning

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Willful Ignorance
(Will Not Use Close Variant for Negatives)

130. Window Shopping
GOT EXPENSIVE
for Advertisers

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Who Pays For That Curious Click?

137. You!

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Who has a limit on the # of negatives
they can add to a campaign?

139. You!

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Who has to upload a feed and “Trust
Google”
to match you
vs
Picking Keywords

141. You!

146. 50% Right

147. 100% Right

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Wil,
People know the ads are
paid…

149. Put
On
The
Mask
Clown!

150. @dan_shure

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What Stop Guessing Looks
Like…

154. @dan_shure

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When it comes to Google
Taking
My Clients Money

157. Homie Don’t Play That

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Stop Guessing,
Get Data!