Your search data exists in silos, this presentation will arm you with ways to bust that data out of silos and unlock new insights.

1. 5 ways to visualize your search
data

2. Who has seen this?

3. Who has made a
report that looks like
this?

4. This, he
showed
this
last year!

5. I saw this
on
YouTube

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Pay attention!!!!
How did this get started?

7. Was never good at this

8. Or this

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I suck … at regex
I suck … at formulas
I REALLY suck … at nested formulas

10. Ever tried to edit this?

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Step back,
what am I trying to achieve?

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Own Excel
or
Get Insights

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Excel was slow
30 steps to get output

16. Then I
met
Power Bi

20. Just Type What You Want

22. Excel formulas
used to make
these slides

23. Major Motivators

24. Too Much Time HERE

25. In the same room
10% communication

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I became the integrated team

27. SEO Report

28. PPC
Report

29. 3rd
Party
Report

30. Unique
Insights!SEO
PPC 3rd
Party

31. 101
Unique keys

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Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword

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Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword
Data Set 2 (PPC+SEO)
Cost
Clicks
Conversions
Keyword
Ranking
URL
Domain
Snippet
Search Term

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Data Set 1 (Salesforce)
Lifetime Value
Repeat Purchases
Service Lines Engaged
City, State
Division
Account Team
Referral Source
Revenue
Keyword
Data Set 2 (PPC+SEO)
Cost
Clicks
Conversions
Keyword
Ranking
URL
Domain
Snippet
Search Term

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Someday some tool will
integrate all my data…

36. Big Data Promise

37. Magic Never Happened

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Tool providers – login to
our front end and…

39. NO THANKS!!

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Front ends suck because:
Product Roadmaps
Features for the majority
Every idea you have is like…

41. Really what they are saying is

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If you only use the front end, what is
your competitive advantage?

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22 Year Problem

44. Launched 1995

45. Launched 1997

46. 22 years silo’ed data

47. Which competitors are in
the top 20 for
keywords that
convert

48. What converting keywords
am I bidding on
that I don’t rank for?

49. How does
[Amazon]
ranking
in the #1
spot impact
MY CTR in PPC?

50. Just Getting Started

51. Sales
force
PPC
SEO
LTV of SEO

52. Sales
force
PPC
SEO
Utilization +
PPC Budget

53. Client starts to
ask
better
questions

54. Team Answers
In Real
Time

55. You don’t have your KW data side by side?

57. Start with a CLASSIC

58. Which Highly
Converting PPC
Search Terms Are
Ranking Poorly
In Organic?

65. Which competitors
beat us on converting
KWs?

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Analyze 70,493 competitors

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I said 5 NEW ways those 2 are old!

73. Local

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Different rankings
in different zip codes
(Healthcare, Banking, Education)

75. What zip codes
Or cities am I not
ranking well in for
highly converting
keywords

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How might you alter your strategy?

80. Client asks Mail Drops
TV
Outdoor

81. Client asks
Could you
Use my
Billboard
Latitude &
Longitude?

82. I can alter my offline
spend to zip codes
where I don’t show
up in map packs!

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Lay in Billboards

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Pro tip:
Bing Overlays Roads
ArcGIS does not

86. Ecommerce

87. PLA
PPC

88. Amazon

89. Where’s Amazon ranking
in the
Top 5
(Not my store)
for Converting KWs?

90. PLA
SEO AMZN
BOOOM!

95. Amazon
Effect???

96. If Amazon Ranks
organically how does
that impact my Paid
CTR?

101. When Amazon Drops to X organically,
how does my CTR in paid move?

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YOU CAN DO THIS FOR ANY
COMPETITOR
in ANY INDUSTRY!

104. Landing Page Mismatch

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Pro Tip:
If your client doesn’t have good
URL naming, use images or text
through a ML (like monkeylearn) to
learn what the page might be.

113. Ad Final
URL
Organic
Ranking
URL
Landing Pg
Disconnects

114. Different Intents

116. Adjectives Impact Content Fit

120. 0 mentions of durable or
synonyms of durable

121. Separate by Motivation

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Current Obsession!
Database of Adjectives

124. PPC
SEO 3rd
Party
BOOOM!

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Hospital Client
200k Competing Domains

131. Banking Example

136. Get Your Brain
Going On
The Possibilities

137. Unique keys
& CSVs