SMX Advanced 2016 presentation on astonishing search visitors with fresh content.

1. #SMX #22B @Mel66
Melissa Mackey, SMX Advanced 2016
IT’S THE CONTENT,
STUPID!

2. #SMX #22B @Mel66
ABOUT ME

3. #SMX #22B @Mel66
ABOUT ME

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FRESH IS BEST
Eww
Yum!

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CHANGE IT UP ONCE IN A WHILE
ASTONISH with new
content
• Especially on brand
terms that people might
search frequently

6. #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

7. #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

8. #SMX #22B @Mel66
MATCH CONTENT TO BUYER JOURNEY
Buyer journey
identifies needs of
the user at each
stage
©

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MAP CONTENT TO AD GROUPS
Ad 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

10. #SMX #22B @Mel66
MAP CONTENT TO AD GROUPS
Ad 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

11. #SMX #22B @Mel66
USE TIME-BASED REMARKETING
Time‐Based Remarketing works
great for longer sales cycles
without boring the user

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WHAT IT LOOKS LIKE IN THE WILD
Initial visit
2‐13 days
14‐59 days
60‐90 days

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MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
Minimums can throw off
your strategy – determine
these first!

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MAKE SURE YOUR AUDIENCE IS BIG ENOUGH

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TIME-BASED REMARKETING: AUDIENCE CREATION
What audiences do you need?
• Buyer journey
• Audience size
• Content themes
• User behavior

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TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers
think about audiences

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TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers
think about audiences

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TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers
think about audiences

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TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typical way marketers
think about audiences

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TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
How you want to set up
audiences

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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

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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‐Based
Remarketing
Unsegmented
remarketing
Cost Per Conversion
Cost Per Conversion

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RINSE & REPEAT WITH OTHER CHANNELS
Gather data to use for
other channels
Image Credit: 1SEO.com
COMING SOON!
• Custom Audiences
• Retargeting

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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

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MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS
• Measure performance by any
part of the content ID
• Slice and dice

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FINALLY… LANDING PAGES!
Your landing page must
astonish! In a good way

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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

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FOR MORE ON CONTENT MARKETING AND PPC
My blog series on content marketing:
http://www.beyondthepaid.com/ppc‐content‐marketing‐series/

29. #SMX #22B @Mel66
Melissa Mackey
Melissa.Mackey@gyro.com
@Mel66
www.beyondthepaid.com

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX