The Overlap of Organic Search / Social + Paid Search / Social By Travis Wright

#SMX #13C @teedubya

Search and Social, Let’s

Dance.

The Overlap of Organic Search / Social + Paid Search / Social

#SMX #13C @teedubya

#SMX #13C @teedubya

Who is this Travis Wright dude?

• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since

1998.• Former Global Social Media Strategist – Norton /

Symantec• Chief Marketing Technologist – CCP Digital • Tech Blogger for MarketingLand, CMO.com, Business.com

& others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Host of Venture Beat’s “VB Engage” podcast each

Tuesday.

#SMX #13C @teedubya@teedubya#SMX #13C @teedubya

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this is a social event

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MARTECHWOMEN

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@teedubya’s Tools – ccpdigital.com/smx

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#SMX #13C @teedubya

• Ask & Answer the right questions

• Integrate marketing strategies

• Optimize your marketing mix

• Know your audience

• Recognize your customer

• Personalize customer journey

• Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions

#SMX #13C @teedubya

Silos and Silos of Data

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Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

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Look at your assets as Layers, Dimensions & Decisions

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Content

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Help us Obiwan Contentobi – You’re our only hope.

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#SMX #13C @teedubyaccpglobal.com/cmworld @teedubya#SMX #13C @teedubya

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Google Buy Button on SERPS

ccpdigital.com/pardot @teedubya

The Periodic Table of SEO Success Factors – Search Engine Land

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#SMX #13C @teedubyaccpglobal.com/cmworld @teedubya

Moz SEO Cheat Sheet 3.0 – Moz

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Harness data explosion for better ad predictions

Yesterday’s data

5 – 8 data points Every possible data point about a clickvs

Premature relationship of page views to

purchase probability

15

10

5

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

15

10

5

-20 -10 10 20 30 40 50 60

PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,

UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar

Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search

Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google

ADVERTISER SEASONALITYSCALING FACTORS USER

Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions

Today’s data

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Quantic Mind @quanticmind http://quanticmind.com

Week 3 4 5 6

31%

63%70%

105%

Not QuanticMind QuanticMind

Gross Margin% Lift

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#SMX #13C @teedubya

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CON

FUSI

NG

?

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CONTENT PAID AMPLIFICATION

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Interest Graph Actions on Content

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Facebook Graph Search opens up many different opportunities.

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$240 billion

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Impact of Targeted Social AdvertisingBy targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.

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$240 billionAdvanced Ad Targeting

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Keywords Yes NoLikes No Yes

Demographics Limited ExtensivePsychographics No Yes

Geography Yes YesInternal URL No YesExternal URL Yes Yes

Purchase Intent Learn, Research NoneSales Cycle Short Long

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#SMX #13C @teedubyaccpdigital.com/vb @teedubya#SMX #13C @teedubya

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Advanced Targeting

ccpdigital.com/vb @teedubya#SMX #13C @teedubya

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Third-Party Databases

Combine Facebook data and interest targeting

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Workforce Targeting

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Social Affinity TargetingWomen aged 50+ who liked “American Doll” proved to be an ideal correlation for a children’s specialty furniture manufacturer.

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#SMX #13C @teedubya$0.00045209 / per video view

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Facebook Lead Ads

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Twitter Advertising#SMX #13C @teedubya

#SMX #13C @teedubya

Geo

Target users based on

geographic location

Narrow in on key markets

Search

Target users who are

searching on relevant keywords

Ensure relevancy

Followers

Target your Followers

Leverage brand advocates

Interest

Target users based on their

interests

Resonate with users

Mobile

Target users on the go

Reach at point-of-purchase

Look-a-likes

Target users who are similar

to your followers

Increase potential reach

Gender

Target users based on gender

Ensure Interest relevancy

Twitter Targeting Tools

@teedubya

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YouTube Ads


Pinterest Advertising#SMX #13C @teedubya


Reddit Advertising#SMX #13C @teedubya

#SMX #13C @teedubyaWaze @waze http://waze.com/ads

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#SMX #13C @teedubyaGoogle Map Ads

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Snapchat Geofilters https://www.snapchat.com/on-demand#SMX #13C @teedubya

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Snapchat Geofilters

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#SMX #13C @teedubyaOutbrain @Outbrain http://outbrain.com

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#SMX #13C @teedubyaTaboola @Taboola http://taboola.com

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Account Based Social Selling

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Snip.ly @sniply http://snip.ly


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Starbucks Inception

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

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@teedubya’s Tools – ccpdigital.com/smx

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Connect on Microsoft/LinkedIn:

http://linkedin.com/in/teedubya#SMX #13C @teedubya

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THANK YOU! SEE YOU AT THE NEXT #SMX

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The Overlap of Organic Search / Social + Paid Search / Social By Travis Wright

Marketing

Transcript of The Overlap of Organic Search / Social + Paid Search / Social By Travis Wright