Utah DMC Presents: Dominating Paid Search - January 2019
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Presentation #1: Mark Gustafson, Founder of 900 Kings, Marketing Manager for Strala - Dominate Paid Search Results with Amazon's Help Mark Gustafson, Founder of 900 Kings and Marketing Manager for Strala, spoke to us on how to deal with Amazon’s paid ads in SERP’s. Other than being obsessed with digital marketing and sharing his knowledge across r/PPC, OnlineGeniuses or #PPCchat, he loves hiking, pickleball, and eating exquisite food. Presentation #2: Gil Hong, Director of Paid Media, NextLeft - Competitive PPC Intel. and Tools Next, we were able to hear from Gil Hong, who visited us from San Diego, California. Gil is the Director Paid Media at NextLeft. Gil is a very experienced marketer, who has helped countless businesses, including Fortune 15 companies, get the best out of their digital marketing. Mark also shares his knowledge through speaking to other professionals at marketing conferences and helping on #PPCchat. View the full recap here: http://www.utahdmc.org/blog/dominate-paid-search-january-2019
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Utah DMC Presents: Dominating Paid Search - January 2019
- 2. DARIN BERNTSONAKA “DOC” PRESIDENT OF THE BOARD UTAH DIGITAL MARKETING COLLECTIVE #UTAHDMC
- 4. TONIGHTS AGENDA ▸ Announcements ▸ Gil Hong ▸ Mark Gustafson ▸ Q&A w/ Both Presenters ▸ Giveaway #UTAHDMC
- 5. ✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL #UTAHDMC
- 6. WELCOME TO YOU ALL! #UTAHDMC
- 7. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 8. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 9. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 10. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
- 11. #UTAHDMC This applied learning 3-day data boot camp is designed to take someone with minimal data skills and teach them specific tools and processes that will establish them as a data leader within their organization. These processes including data project management, data prep, exploratory data analysis, descriptive statistics, and predictive data modeling. $399 - DMC MEMBERS $299 30 Person Maximum Seating
- 12. #UTAHDMC AUGUST 23, 2019 EARLY BIRD ANNOUNCEMENT IN FEBRUARY
- 14. #UTAHDMC MORE TO COME STAY TUNED
- 15. #UTAHDMC CODE UTDMC50 FOR $50 OFF SALTLAKECITY.DIGITALSUMMIT.COM EARLY BIRD PRICES END FRIDAY 1/18
- 16. MUST BE CHECKED IN AND PRESENT TO WIN GIVING AWAY AT THE END OF THE EVENING 1 FREE TICKET #UTAHDMC
- 17. UTAHDMC.ORG/SLACK JOIN US ON SLACK! #UTAHDMC
- 18. USE THE #UTAHDMC HASHTAG! SHARE YOUR EXPERIENCE #UTAHDMC
- 19. BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF #UTAHDMC
- 20. ANNUAL UTAH DMC SPONSORSHIP OPPORTUNITIES QUESTIONS? See Tiffany Rhodes tiffany@utahdmc.org #UTAHDMC
- 21. NETWORK: INSTRUCTUREGUEST PASSWORD: FOLLOW INSTRUCTIONS ENJOY FREE WIFI TONIGHT #UTAHDMC THANK YOU
- 22. UTAH DMC JOB BOARD WELCOME AJ WILCOX #UTAHDMC
- 23. JUMP, LEHI Digital Marketing Manager ‣ Paid Search, Display, Paid Social ‣ 3+ yrs exp ‣ https://www.linkedin.com/jobs/view/1009841688/ ‣ Unlimited PTO, medical/dental/vision, casual #UTAHDMC
- 24. SPROUT, LEHI Marketing and Communications Manager ‣ Copywriting, relationship building, social media ‣ Ability to research and familiarize with children’s furniture ‣ http://jobs.sprout-kids.com/available-positions/marketing #UTAHDMC
- 25. BIG LEAP, LEHI Director of SEO ‣ Guide and assist client strategies in support of the SEO managers ‣ 5-7 yrs of digital marketing experience ‣ https://bigleap.bamboohr.com/jobs/view.php?id=37 ‣ Large bonuses, 401k, medical, dental, vision, flexible schedule, and unlimited PTO! #UTAHDMC
- 26. EXTRA SPACE STORAGE, SLC SEO Manager ‣ Create strategies that improve the online presence of 1,600 locations ‣ 6+ yrs of SEO + bachelor’s degree ‣ https://extraspace.wd5.myworkdayjobs.com/ESS_External/job/ Salt-Lake-City-UT/SEO-Manager_R-09687 ‣ Best places to work on Glassdoor, part of the S&P 500 since 2016, great benefits #UTAHDMC
- 27. BOOSTABILITY, LEHI Product Manager ‣ Define goals, create roadmap, set priorities, and manage features in the product lifecycle ‣ 5+ yrs of product management experience ‣ https://boostability.applytojob.com/apply/MgJZYoSE4o/Product- Manager?source=DMC ‣ Great culture, competitive pay and benefits with frequent learning opportunities, etc #UTAHDMC
- 28. BOOSTABILITY, LEHI Backend Senior Software Developer ‣ Develop! ‣ 6+ yrs of C# and .NET experience ‣ https://boostability.applytojob.com/apply/cnWBlQ1F7d/ Backend-Senior-Software-Developer?source=DMC ‣ Great culture, competitive pay and benefits with frequent learning opportunities, etc #UTAHDMC
- 29. HELIX EDUCATION, SLC Senior Paid Search Specialist ‣ Multi-channel media buys ‣ Drive strategic growth ‣ https://workforcenow.adp.com/mascsr/default/mdf/ recruitment/recruitment.html?cid=6078c764- cb31-4e92-82fc-02ac49c2a431 ‣ Great culture, competitive pay and benefits with frequent learning opportunities, etc #UTAHDMC
- 30. NP ACCEL, LEHI Digital Marketing Sales Consultant ‣ Handle exclusively inbound sales calls for Neil Patel Accel ‣ https://www.indeed.com/viewjob? t=digital+marketing+sales+consultant&jk=477f660e35cb37b 7&_ga=2.8114866.1611126176.1547488924-1655163638.1547 343645 ‣ $50-60k/yr salary, work for one of the biggest names in online marketing! #UTAHDMC
- 31. NP ACCEL, LEHI Director of Talent Acquisition ‣ Make our company one of the most desirable to work for ‣ 7-10 yrs of HR experience ‣ https://www.indeedjobs.com/np-accel/jobs/ 632a372fa19428a08e97 ‣ Work for one of the biggest names in online marketing! #UTAHDMC
- 32. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG #UTAHDMC
- 34. MARK GUSTAFSON DOMINATE PAID SEARCH RESULTS WITH AMAZON'S HELP FOUNDER 900 KINGS SALT LAKE CITY, UTAH TONIGHTS 1ST PRESENTER: #UTAHDMC
- 35. @MARKPGUS DOMINATE PAID SEARCH WITH AMAZON’S HELP
- 36. @MARKPGUS MARK GUSTAFSON WORK ● Founder of 900 KINGS ● Marketing Manager at STRALA INTERESTS ● Pickleball ● Hiking ● Working Out ● Eating Delicious Food
- 37. @MARKPGUS HOW OFTEN DO YOU CHECK YOUR AUCTION INSIGHTS REPORT?
- 38. @MARKPGUS
- 39. @MARKPGUS
- 41. @MARKPGUS
- 42. @MARKPGUS
- 43. @MARKPGUS
- 44. @MARKPGUS BUT THESE ARE BRAND TERMS???
- 45. @MARKPGUS
- 46. @MARKPGUS GARTNER RESEARCH Analyzed 1,353 Branded Keywords
- 47. @MARKPGUS Amazon Was Bidding On 15%
- 48. @MARKPGUS 23% of Ethan Allen's Branded Terms
- 49. @MARKPGUS 32% of Ashley Furniture's Branded Terms
- 50. @MARKPGUS 47% of Home Good's Branded Terms
- 51. @MARKPGUS
- 53. @MARKPGUS STEP 1 Find Their Ads
- 55. @MARKPGUS
- 56. @MARKPGUS
- 57. @MARKPGUS
- 58. @MARKPGUS
- 60. @MARKPGUS MORE CLICKS FOR YOU No Trademark = Lower Quality Score = More Expensive For Same Results Less Relevant Ad = Fewer Clicks In General
- 62. @MARKPGUS BUT WAIT Amazon Is Still On Your SERP
- 63. @MARKPGUS STEP 2 Click Their Ads
- 64. @MARKPGUS SO LET’S CLICK THE AD
- 65. @MARKPGUS
- 66. @MARKPGUS
- 67. @MARKPGUS 2 AD TYPES TO COMBAT THIS
- 69. @MARKPGUS
- 70. @MARKPGUS
- 71. @MARKPGUS
- 74. @MARKPGUS
- 75. @MARKPGUS A LITTLE TRICKY Only One Ad Can Go to Auction From Your Ad Account
- 76. @MARKPGUS
- 77. @MARKPGUS NOW JUST COPY & PASTE YOUR CAMPAIGNS
- 78. @MARKPGUS #1 LIMITED ATTRIBUTION Amazon Is A Black Box
- 79. @MARKPGUS #2 DON’T USE A BID STRATEGY You will drive up the CPC
- 80. @MARKPGUS YOU NOW OWN THE SERP
- 81. @MARKPGUS EXTENDED APPLICATIONS ● Other Marketplaces ● Other Campaign Types ○ Competitor ○ Non-Branded
- 82. @MARKPGUS
- 83. @MARKPGUS
- 84. @MARKPGUS FLY UNDER THE RADAR
- 86. READY FOR OUR SECOND PRESENTER? #UTAHDMC
- 87. GIL HONG COMPETITIVE PPC INTEL. AND TOOLS PAID MEDIA DIRECTOR NEXTLEFT SAN DIEGO, CA TONIGHTS 2ND PRESENTER: #UTAHDMC
- 88. Competitive PPC Intel & Tools January 16, 2019
- 89. Greetings from sunny San Diego! Gil Hong Director, Paid Media @ NextLeft @_GilHong linkedin.com/in/sghong
- 93. Let’s Start with the Basics Competitor Tools
- 96. First Party Data Auction Insights
- 97. Beware of Sampled Data Auction Insights
- 98. Pro Tip 1: Unsampled Shopping Data Auction Insights
- 99. Pro Tip 1: Unsampled Shopping Data Auction Insights
- 100. Pro Tip 1: Unsampled Shopping Data Auction Insights 3+ YEARS UNSAMPLED!
- 101. Seasonal Auction Insights Auction Insights
- 102. Beware Limited Segment Options Auction Insights
- 103. Beware Limited Segment Options Auction Insights
- 104. Pro Tip 2: Seasonal Auction Insights Auction Insights
- 105. Pro Tip 2: Seasonal Auction Insights Auction Insights
- 106. Plotting the Competition Auction Insights
- 107. Look for the Gaps Auction Insights
- 108. There’s Always More Competition Auction Insights
- 109. There’s Always More Competition Auction Insights
- 110. There’s Always More Competition Auction Insights
- 111. Pro Tip 3: Google Data Studio Connector Auction Insights
- 112. Pro Tip 3: Google Data Studio Connector Auction Insights 1,262!
- 113. What GoogleAds Doesn’t Tell You
- 114. Google Auto Suggest Competitor Semantics
- 116. AnswerThePublic.com Competitor Semantics Questions ● When ● Will ● Can ● Where ● Are ● Who ● Which ● How ● Why ● What Prepositions ● Can ● Is ● With ● Without ● For ● To ● Near Comparison ● Like ● Versus ● Vs ● Or ● And
- 117. Google Merchant Center - Product Suggestions Competitor Pricing
- 118. PLA SERP Takeover Competitor Strategy ● Provides more information on your products ● Showcases pricing variety ● Only charges for 1 click ● Edges out competitors
- 119. PLA SERP Takeover Competitor Strategy
- 120. Search Partners: YouTube Competitor Strategy Video Content Types ● Review videos ● Influencers ● Unboxing ● How-to’s ● Troubleshooting
- 121. Benchmarking Shopping Ads Competitor Strategy - Image Testing 2018 2019 VS
- 122. Moat.com Competitor Strategy - Image Testing
- 123. Moat.com Competitor Strategy - Image Testing
- 124. VisualPing.io Competitor Strategy - Events
- 130. URL Tracking Competitor URLs https://monday.com/pm-visual-t/aw-software?marketing_so urce=adwordssearch&marketing_campaign=us-s-project_ management-e-desk-monday&aw_keyword=project management software reviews&aw_match_type=e&gclid=EAIaIQobChMIr62qwNn c3wIVleNkCh2lUQpsEAAYASAAEgJFS_D_BwE Secure Source Campaign Geo Device Keyword Matchtype
- 131. What’s on the Site Competitor Website
- 132. What’s Their Global Reach Competitor Website
- 133. What’s Their Global Plan Competitor Website
- 135. What’s Their Acquisition Funnel Look Like? Competitor Funnel Conversion Actions: ● Phone Calls ● Form Fills ● Sign-ups ● Chat ● Webinar ● Whitepapers
- 136. Competitors in the News
- 138. Google Alerts Competitor News Executive Shifts ● Former “competitor” ● Interim “competitor” ● New president/CEO/CMO/Director “competitor” Product/Service Updates ● “Competitor” new product/feature/service ● “Competitor” outage Events ● “Competitor” events/webinar ● “Competitor” lawsuit/settlement Profitability ● “Competitor” earnings report
- 139. Google Trends Competitor Viral Marketing
- 140. September 2018 - Colin Kaepernick Ad Competitor Viral Marketing
- 141. Google Shopping Insights Competitor Viral Marketing
- 143. Facebook, LinkedIn, Twitter, Snapchat, Pinterest, etc. Stalking Social Media
- 144. Facebook Ad Transparency Stalking Social Media
- 145. Facebook Ad Transparency Stalking Social Media https://monday.com/lp/fb/remrkt/pricing/coffee/? fbclid=IwAR08umtW-yFiO-LT427KjVVdlr_3pb97P BaeU1opTULyEZgMvUGr03KNrPM
- 146. Tracking Organic Ranking of Forums Stalking Forums
- 147. Competitor Email Lists + A/B Variants Stalking Newsletters gil.hong+utahdmc@nextleft.com gil.hong@nextleft.com GMail Address Modifier (works with G Suite)
- 148. Thank You! Gil Hong Director, Paid Media @ NextLeft @_GilHong linkedin.com/in/sghong
- 149. Q&A #UTAHDMC
- 150. UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC