The final act of this year’s SearchFest was to announce that SearchFest as we know it would be ending. This was a dramatic jest as the event will continue in 2017, but under another name. However, the event as we know it is changing. SearchFest is no longer. Why? The industry is changing and you either change or die, right Alan (Deutschman or George take your pick)?

Why change the name?

SearchFest is so much more than search. We can justify using “search” in just about every digital marketing activity. That’s what the internet is for! Your search doesn’t even have to be on a search engine (Google) or social media site (Facebook, Twitter)…one may be searching for something to do, or someone to interact with or an opinion to confirm.

However, having search in the title was becoming restrictive. We’ve heard that many people automatically disregard the conference because they think it is “just” a search conference and not applicable to them. Once they looked at our agenda and speaker lineup, the issue typically shifted to “how do I attend more than one session at a time,” a problem we remedied with the video bundle…

SearchFest sold-out again, what the hell are you thinking? It has been a great run!

This year marked the 10th anniversary of SearchFest, it was a good great run. Could we continue to put on a world-class search conference that features the same speakers as international conferences do at a fraction of the cost to attend? Absolutely and we will continue to do that! Along with continuing to add additional content across the marketing spectrum. Expect more cross-functional and cross-device programming. Expect more on content and mobile and branding and strategy and whatever comes up between now and next year.

How will the programming change? We aren’t entirely sure yet. We may add another track or change one or more of the tracks. Add a second day. We’d love your ideas, please leave them in the comments.

Why Engage? How did you get there?

Not only did we want to get away from specifically being branded as a “search” conference, we simply believe this is where marketing is headed. It’s not all about shouting from the rooftops (or billboards or even the top of the SERPs), but increasingly more about what you do once you have an impression. How do you move that potential customer down the funnel? What about micro-conversions, attribution, advocates and influencers? All of these are a vital part of today’s marketing landscape and we feel that Engage much better encompasses it.

Of course it started with a few whiteboard sessions, some internet research (yes, we did a lot of searching to rename SearchFest) and, of course, quite a few emails among the board. Once we had an initial list we got feedback from SEMpdx members, past SearchFest attendees and some branding and event folks we know. We wanted a name the was distinctive over descriptive (although Engage is kind of both).

Engaging with target markets is what digital marketing is all about.

What’s Next?

Be sure to join us at the Rooftop Networking Party in August. We’ll have the new name and logo ready by then, along with the date for Engage 2017 and a special ticket offer. We are excited to announce we are partnering with Watson Creative to guide us through this next phase and can’t wait to share what we come up with!

Special thanks to the renaming committee, specifically Alan George, Anna Hutson, Darin Fenn, Kevin Getch, Robert Frost, Scott Hendison and Trish Carey!

The post It is time to Engage! appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I graduated in 2005 with dual degrees in English and Marketing; as I entered the workplace I quickly learned how fickle companies were with their marketing dollars and was immediately attracted to digital marketing as a way to quantify efforts. I poured myself into SEM, working both in-house and as a consultant for a variety of companies for many years. I had the opportunity to work with 3QDigital (then PPC Associates) first as a client while consulting. I joined 3Q in 2011 after that contract ended and David pursued me to work remotely for 3Q. Since then, 3Q has grown to close to 200 people and we service an incredible portfolio of clients.

In my current role as the VP of Client services, its my responsibility to ensure that my teams (my umbrella has 35 people in it) have all the training, support and collaboration required to the best work possible for our clients, and that our clients’ expectations are exceeded at every opportunity. Beyond team management, I focus on delivering cross channel strategies to support the growth and efficiency goals of our clients and lead paid search, SEO, social, display and creative resources to that end.

2) As the head of Client Services, how can you positively impact an account on which you’re not part of the day to day relationship?

The greatest value I provide is taking the learnings from hundreds accounts across the agency, and applying those strategies or problem solving where needed. I also take a step back on higher level client goals and encourage teams to step out of the weeds with their perspective to problem solving. Disseminating information, enabling collaboration and providing a seasoned, objective set of eyes when needed is the best way I add value without day to day context.

3) You manage a large number of disparate individuals with different skill levels at different locations. What skills and tactics do you use to get people to act cohesively as a team and be supportive of one another?

In addition to the way I structure account teams and channel teams, I try to lead by example as much as possible by asking a lot of questions and dedicating time to collaborate. We have a unique culture at 3Q in that we are eager to innovate- so much of that is dependant on problem solving with others, being open to new ideas and a willingness to learn new things. Perpetuating that culture starts with hiring the right people, facilitating Q & A, and ends with creating mentorship opportunities and empowering collaborators.

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1) Please give us your background and tell us what you do for a living.

I am a marketing technologist, founder, and managing director of a performance marketing agency called iPullRank. We do Content Strategy, Solutions Architecture, Market Research, Earned, Owned and Paid Media for INC500 and Fortune 500 companies. I have a background in computer science, music, and working at network agencies and some search-focused firms doing digital marketing.

2) How has your background in music influenced your search marketing work?

I like to believe I approach things more creatively than average. I question all of the best practices and what the industry believes. As an emcee I was always very interested in the technical side of the rapping which of course translates to my deep interest in the technical components of search. All in all, I’d say that I my need to understand and capitalize on every possibility is very much what drives my approach to marketing in general and of course search marketing.

3) When you meet with new clients, what do they typically ask for and how does that differ from what they typically need?

Because I’m mostly known for being in the SEO space, that’s generally what people ask me for, but it’s rarely what or all they need. Moreoften than not people asking me to get them more traffic need CRO more than they need more traffic. So no matter what the lead is that comes through my inbox, I always ask them what their goal is first before we discuss a proposal. We’re all about solving business problems strategically.

4) You’re very visible in the search marketing community. What personal and professional benefits have you derived from your participation?

Personally, I’ve made a lot of great friends. I’ve been able to go to most of the places I’ve been on tour as a musician and really get the chance to experience them. Professionally, it’s created numerous opportunities and when I started iPullRank as an agency, the reputation I’d built made it easy for us to get great clients.

5) I remember you saying somewhere (not an exact quote) that musicians need to get creative in order to monetize their art in today’s marketplace. Can you expand upon that?

Sure, the record label used to be the business equivalent of a patron. It used to be that they could provide the infrastructure to create a success. At this point it’s no longer a guarantee or a requirement that a record label can get you there. It’s really about making the art stand out amongst the noise on your own, building an audience for yourself, and finding ways to keep that audience engaged. Then you can monetize accordingly. I feel like Tidal was a huge missed opportunity where a guy with influence like Jay Z could have really made that model into something.

6) What are the top 3 SEO mistakes that big brands make?

Internal Links – Big brand sites are so big, but they usually do not make it a priority to keep their internal linking structure clean. Too broken links or links to redirects. Those losses in link equity add up tremendously.

External Links – Big brands think of pages as campaigns and so they don’t recognize or maintain those links once things are sunsetted. I’ve seen clients with tens of millions of links pointing to broken targets and fixing that improves rankings pretty much overnight.

Too Many Cooks in the Content Kitchen – Content is one of those things where everyone owns it, so no one owns it. As a result much of the stuff coming out is not meeting the min spec for optimization.

The post SearchFest 2016 Keynote Interview: Michael King appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I joined Google in 2002 when there were about 400 employees to translate AdWords into Dutch (I was born in Belgium). I was one of the founders of the AdWords Editor, worked on Quality Score for many years, and helped acquire Urchin (now Google Analytics).

In 2012 when there were about 40,000 employees, I decided it was time for a change so I left Google and started doing AdWords consulting. I quickly found there weren’t enough hours in my day to do all the housekeeping work necessary to keep an AdWords account healthy so I started to look for ways to automate. I found the existing tools to be too expensive or too limited in their capabilities so I leveraged my engineering background to build my own automations with Scripts.

That led me to cofound Optmyzr, where we offer our customers prebuilt AdWords Scripts as well as many other time-saving tools to manage PPC accounts.

2) What would you tell people who say, “AdWords Scripting looks really useful but I’ve never done any coding before”?

If you know how to copy-and-paste, you can use AdWords Scripts. But the real power of Scripts is that you can make your own edits to the code to make it do exactly what you want. It’s custom automation without all the overhead and complexity of the Ads API.

You can make very simple changes like add a new metric to a report, or do some very advanced things like build complex bidding rules. In most cases, you can leverage the code someone else has already written so that you save yourself many hours of coding. And if you don’t know how to program, you can still customize the code with a find-and-replace action for example.

3) My biggest fear about scripts is the nagging feeling that making everything automatic causes me to lose my “feel” for the account and that something important might not get done due to an imperfect understanding of what the script is supposed to do. How do you respond?

That’s a legitimate fear so I recommend you use automation as a tool to assist you rather than a tool to replace you. In fact, if you leverage the right type of automation, you can save many hours that you’d otherwise be stuck doing repetitive tasks and use this newfound time to work on new strategies, run experiments, etc.

Here’s an example, if you were to manually do A/B testing for ads or calculating account level Quality Scores, you’d spend hours just downloading the data, putting into Excel, and processing it before you got something useful. With Scripts, you can offload all the processing so that when you arrive at the office, the spreadsheets are ready for your review and then you can spend the whole day acting on your findings rather than waiting for reports to download.

The post SearchFest 2016 Mini-Interview: Frederick Vallaeys appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I’m the founder of Content Harmony, a content marketing agency based in Seattle. We have a strategy & creative team that help our clients with content marketing strategy, content creation projects, content promotion, and the analytics that tie it all together. We work with a fairly wide variety of clients, but in particular with mid-sized e-commerce and tech companies.

I got started in web marketing through blogging and WordPress around 2005. I made a career jump into a marketing role in 2009 shortly after I started learning SEO, and have been focused on content & search since then.

Now I spend my time overseeing our creative time and handling new business and marketing for the agency. I also get to do a lot of the “research & development” that comes with improving our services. A good example for the past year has been our focus on how we can best promote content to tightly targeted audiences with Facebook Ads.

2) Why do you have to market “excellent” content?

Like search, content is often a zero-sum game. For your organization to be the best resource on a topic online, you typically need to be better than someone else’s content for that same topic. So, the more key a topic is to your business, the more incentive you have to produce the best possible resource you can around that topic. You can take the approach of improving content so that it’s, say, 20% better than anything else out there, and sometimes that will work fine for a long time. But, it’s often not hard for someone to come along and make something slightly better or slightly newer than yours.

It’s also possible to go above and beyond, and cover a topic so well that nobody dares attempt to improve on your version. Rand Fishkin has described this content approach recently as 10x content and I think that’s a good concept to teach to other marketers when we’re trying to compete for a big topic.

With all of that said, I think that the most cost effective strategy is a combination of producing 10x content alongside a decent quantity of less substantial content that is ‘good enough’. For example, a Q&A section of a site with tons of long tail content is a great way to saturate a market for a topic and make sure your brand is always visible. But, it works much better on a site with decent domain authority, and that domain authority often has to be built with large 10x content types of projects that can be used for building audiences and links.

Above all else, I think producing ‘excellent’ content is the table stakes for creating brand awareness and earning the attention of customers when they’re not in purchase mode, regardless of SEO considerations and benefits.

3) How well can you tie content marketing to traditional business metrics?

Extremely well, if proper measurement is in place. We typically teach a model of aligning content marketing goals with 1 to 2 broad sales funnel stages: brand awareness, engagement, consideration/conversion, or retention.

Content marketing can drive goals in all of those categories. But, if you start a campaign or content program expecting to hit home runs on all of those – “we’re going to build links, gain lots of traffic, sell lots of stuff, and cut customer support calls” – you’ll often fall short.

When we can get a project to really hone in on which one of these is the primary goal for a program, and then set specific and reasonable goals in each area, then we have a much better chance of showing success.

I think the second aspect to actually connecting content marketing efforts back to results is having the right measurement in place, and that requires buy-in from multiple teams, plus a strong understanding where content fits into that model. If you’re running a B2B service company, content is always going to serve an awareness and engagement role, but you may not be able to track its affect on sales if that’s being done offline with an inside sales team. So, you need to credit content with the lead generation using multi-touch attribution, and you also need to track whether sales conversion rates improve as website leads show increased content engagement, and you need to train your sales team to use content as a sales tool, and you need to implement about 10 other ways of measuring content’s indirect effect on sales. That all takes a lot of effort that doesn’t happen unless marketing and sales leadership is on the same page. If they’re not on the same page, then it’s unlikely that all of the measurement will be in place that allows you to properly connect all the dots.

In other organizations, like e-commerce, it can be much more simple to demonstrate the direct connection between content-driven traffic and conversions, so it differs quite a bit for every business.

The post SearchFest 2016 Mini-Interview: Kane Jamison appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I sort of fell into the digital space when I was 20; thanks to pressure from mamabear I started scouting out summer internships FAR too early (we’re talking mid November), so I was getting a lot of “uhhh, what are you doing” responses. At the time, DuPont was building a co-op program, and had a last second drop out from another school. I happened to be at the right place at the right time, and wound up working full time for about 7 months there. I was largely responsible for Analytics there, but also ran a 6 figure search campaign. I worked at a few agencies around the Philly area (and ran my own for a very short period), so I gained experience working in a ton of different verticals, channels and with various sized teams.

I’ve been with Elite for about a year and a half, and oversee team “Northeast-but-not-in-NYC.” The team is about a dozen strong, with experience levels ranging from just a few months to 10+ years. My title (aren’t they fun?) is Manager of Client Strategy; In our world that means I’m both in charge of the team (though our model doesn’t fit the traditional boss mold), and for driving big picture strategy among clients.

2) You’re sharing the stage with Purna from Bing. How does AdCenter stack up against AdWords and where do you think AdCenter needs to improve most?

Bing Ads (AdCenter’s dead!) and AdWords are looked at as big and little siblings far too often in my opinion. Pretty much everyone follows the same mindset; I’ll build my campaigns on Google, port them over to Bing and never look at them again. Problem is they’re fundamentally different audiences. Bing and Google’s ad products share many of the same features, but the user behavior varies, techniques/tricks vary and a lot of the core features like match types and targeting are a good deal different.

Bing needs to work the most on usability, particularly for bulk changes. They’ve made huge strides in the editor they’ve developed, but it’s still painfully sluggish relative to AdWords. That and volume, but that’s where Windows 10 comes in.

3) What are the top 3 PPC metrics that you feel many search managers overlook?

Oh man, loaded question here but one that comes up a LOT. I’m gonna give two answers, one true metrics and one “alternative” metrics.

Conversion Rate: I feel like this one is gaining popularity as there’s more and more discussions around CRO, but it’s not just about “ooh move this button,” or “hey re-arrange the cart.” We need to start looking at the full customer journey around message match from keyword-to-ad-to-landing page. We can’t look at CVR and blame it on just one tool.
Impression share (both for you and competitors). You can pretty quickly spot shifts in competitive strategy if you monitor this over time, but most people look at it on a one time basis, catching changes before it’s too late.
CPC’s: Shocker, right? A lot of CPC is in our control, but a lot of it isn’t. We need to keep a close eye both on what we do (bid changes, effect of copy changes, match type swaps), and the overall dynamics of the marketplace. We can’t control everything!

….but that said, we need to break OUT of PPC from time to time to see how we effect broader businesses. Here’s a post I put together a few years back on digging deeper that still holds true. https://acquisio.com/blog/ppc-marketing/alternative-ppc-success-metrics-you-should-be-using/

The post SearchFest 2016 Mini-Interview: Aaron Levy appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

First off, this is my third straight year speaking at SearchFest, and my fourth attending, and it is always one of my favorite places in the country to go. The weather reminds me of my home in Mexico, and the food in this town is amazing. If I was ever to move back to the US, Portland would be at the top of my list (if I can still afford it then!).

I’m so thankful for the opportunity to come back to this conference again, and am really excited about my presentation, as the topic is super interesting, and way out of my comfort zone!

My background? I’m a bilingual, bi-cultural entrepreneur who is attempting to run two businesses at the same time. The first is a digital agency called Altura Interactive, that works with US companies (usually in the SaaS or virtual products space) reach Spanish speakers in the US and LATAM. The second is a startup project called Altura Auto, aimed help US Auto Dealers translate their websites (including their inventory) into Spanish in real time.

In my “spare” time I like to watch the Spurs play basketball, especially this new guy we have named LaMarcus Aldridge, who is just a great post player, defender, and overall a joy to watch (too soon?).

2) I’ve read stats about the large amount of mobile time spent within the app environment. Should non-app businesses be worried?

This is such an interesting question. Before I answer it directly, I absolutely think that digital agencies should be concerned. Creating content for the SERP’s, optimizing for search engines and the like have been our bread and butter for years. There are companies that I know of who are specializing in optimizing for the App store, and in app advertising, but some of us will not adapt, and that will eventually be very, very bad for business.

As far as non-app businesses, It has become all the rage for every business to want to build an app. But the think is, regular folks generally only use five apps! So if you aren’t in someone’s top five, you are barely relevant at all. Now, if you are in a vertical where people will use your type of service sporadically, like a landscaping company or a plumber, you don’t need an app, but you do need to be controlling your image on the apps that people are most likely to use, like Yelp or Google Maps.

On the other hand, if you work in a vertical where people are more likely to use your app if you reduce friction (like a pizza chain), then an app can absolutely be an excellent strategic decision.

3) I have B to B clients where mobile is great for getting the lead but terrible for closing the sale because people don’t think to make a business purchase on a mobile phone. Do you think this will ever change?

Yes, because eventually mobile will be the majority of the web. It is just like the beginnings of eCommerce, where we were afraid to buy online. The more we become comfortable with buying things on our phones, the closer we will get to that moment.

The post SearchFest 2016 Mini-Interview: Zeph Snapp appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

My background continues to crack me up and frequently makes me wonder how the heck I got to where I am.

Back in the early 2000s, I a was just a punk rock kid with a mohawk who reluctantly went to college to get a degree in History. From there, I stumbled my way into a entry-level web development job, learned about this “SEO thing”, and the rest is, as they say, history. I was the lead SEO, then the SEO manager, and finally the agency director at SwellPath for years before I started my own company, UpBuild.

I’ve been working on UpBuild for the past year and it’s been an unbelievable journey. Our team is now five people strong and I’m doing a lot of things I never would have imagined being possible. As the founder & CEO, my challenge is making sure our team is able to do great things for our clients and ensuring that we’re doing what we need to do to grow into the company we want to be long-term. On top of that, I’m speaking at SearchFest for the second time (which will always be a homecoming for me, since I essentially “grew up” on SEMpdx events) and even teaching analytics at PSU.

2) What’s the current state of semantic markup for search and where do you think it’s headed?

The state of semantic markup on the web is really interesting right now. I think we’re at a place where it’s simultaneously more important than it’s ever been, and also something that’s potentially not going to be worth the effort of implementing in years to come.

Right now, search engines are incredibly motivated (dare I say, desperate) to understand the web on a semantic level. It’s been that way for years, really. We’re well past the point where it’s good enough to have search results that are based on keywords; we need truly entity-based search. On Google’s side, they’re working to decipher searcher intent based on when/where/how people are searching, and simultaneously seeking to understand the concepts and entities that web pages discuss (not simply looking at the words, but asking “what do the words mean?!”).

What semantic markup allows us to do as SEOs and webmasters (is that a term we’re all still using?) is assist Google (and other engines, of course) in gaining that understanding. Through applying semantic markup and linking it back to recognized vocabularies, we’re providing clues about the true nature of the entities that our webpages discuss and/or represent.

Most of the data on the websites that marketers are concerned with is already structured. We have navigation areas, footers, paragraphs of text,

The post SearchFest 2016 Mini-Interview: Mike Arnesen appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I am the Director of Paid Search for CommerceHub in Seattle, WA where I lead a team of paid search specialists and guide the overall best practices across our book of ecommerce clients. Before that I was at a full service digital marketing agency where I headed the service areas of PPC, SEO, social media, analytics and content. I also thought pay-per-click marketing was “paperclip” marketing when I got started back in 2006. Turns out, that’s not what it means.

2) What can a vendor do in creating a shopping feed to make it more likely to generate PPC sales?

Data quality is paramount- making sure the required attributes are being provided and updated regularly is key, but making sure that product titles, categorization/taxonomy are as specific as possible and that in stock vs. out of stock items are up to date, so that you don’t waste ad spend on clicks that can’t convert or lead searchers to the wrong product or variation of a product.

3) How can a niche vendor compete against the largest e-commerce monoliths?

Product titles- test them, get the best possible info in them and get the most important info up front. For example, you may not need the word “women’s” in the title of a dress, since it could be implied that’s what the product is, so instead that space in the title could be used for another descriptor term. Like instead of “Women’s Little Black Dress” go with “Little Black Dress – Knee Length” – you’ll need to experiment and find out what works for you, just make sure to do a split test and not change all products that the test could effect at the same time. Establish a control and experiment set of products. Another case where this makes sense to try is with brand names, technically you are submitting a brand name through the attributes in the feed, but a certain brand may carry more “weight” in the title as well.

Timing – large ecommerce monoliths have lots of budget, but if you don’t, consider an ad schedule that saves budget for later in the day or during specific hours and bidding down during super peak hours and boosting in the periods right before or after to stretch that budget out during the day.

Take control of your Google Seller Ratings potential – as a non-monolith, one thing that can lead a shopper (besides price) to choose one advertiser over another is any kind of ratings info. At the very least, get started so that any 3rd party reviews you have (like with Price Grabber, Bazaar Voice) is being counted and if you have any bad reviews, make sure to address those. A little reputation management can go a long way.

The post SearchFest 2016 Mini-Interview: Elizabeth Marsten appeared first on SEMpdx.

1) Please give us your background and tell us what you do for a living.

I’m an entrepreneur, author, speaker, musician and founder of Aimclear®, a driven marketing agency dominant in audience targeting, customer acquisition and classic creative values. My job title is “Founder.”

Aimclear made the prestigious Inc. 500/5000 list in 2012, 2013, 2014 & 2015 (fastest growing privately held US companies) and should make it again for the fifth straight year. My job is to advise Aimclear’s agency vision, services, content, creative…hands-on and work directly with select clients. It’s my pride and joy that our little (34 people) company-that-can was thrice named a top 100 workplace by Minnesota Business Magazine. Because we have such a kick ass team, I got the credit and was thrice honored as a “Top 25 Most Influential PPC Expert” and 2013 US Search Personality Of The Year. One my favorite jobs is to judge and present at The US Search Awards and European Search Awards. Aimclear won multiple 2015 US Search Awards including “Best Use Of Social In A Search Campaign” for our work with Airbnb.

I get out of the office to speak a lot on the international conference circuit. Over the years I’ve had the pleasure of appearing in front of hundreds of search & social marketing conference audiences, from Jerusalem to Sydney. Aimclear’s credits include eBay, Airbnb, Dell, Eurail, Firestone, Amazon, Victaulic, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, SecondLife, Siemens, The Washington Post and numerous others.

I’ll be keynoting PPC Hero Conference, SMX Munich and others this year. I count SearchFest and the Portland community as a a total favorite, having a number of friends, clients and deep Oregon history…and then there’s the wine :).

With my team’s incredible support, I wrote two books: “Killer Facebook Ads”? and “The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success” on the Wiley/Sybex label. Aimclear gets a lot of ink, having been cited & quoted in respected publications including WSJ, Forbes, Inc., Entrepreneur, MediaPost, Adage and others.

My hobbies are food, wine, photography, travel, cooking and antique electronics. Aimclear hails from the great State of Minnesota.

2) If you were to explain what psychographic targeting is and why it is important to someone outside our industry, how would you do it?

Psychographics are about who people actually are at the deepest personal level. This includes interests, affinities, proclivities, biases, politics, issues, sexuality, occupations, habits, freaky shit, relationship status, income, net worth and just about any other aspect of a human, thousands upon thousands of attributes. Search marketers who also target psychographic sand merge the data, target both the inquiry and the credential. In other words, using psychographics we marry the identity and queries tendered by audiences.

One super cool evolution is that psychographics now include pretty radical “Intender” data. Essentially marketers can target users based on what big data says their GOING TO or ABOUT TO purchase. From cars to travel, cosmetics to clothing, Internet data rocks.

3) What are some of the top mistakes companies are making in social media and how should they correct them?

Here are some of the top mistakes we see:

Buying social pay per click and abandoning the program based on the CPA (cost per action) of the first touch. In reality, it often takes a retargeting pass after the first touch. Drive users into your site using social psychographics (Facebook Ads, LinkedIn Ads, Twitter Ads, Google Affinity Ads, etc.) and then run RLSA search to the audiences for the lowered CPA.

Creating amazing content that nobody sees. While there is some P2P organic visibility in social, it’s important to amplify organic success with paid (organic looking) social psychographic content amplification.

Not qualifying users based on ability to pay. Psychographic data includes a veritable bouquet of positive and negative financial qualification layers. These layers include net worth, liquid net worth (cash in the mattress), income, lines of credit, premium credit card usage, luxury brand affinities, etc.

The post SearchFest 2016 Mini-Interview: Marty Weintraub appeared first on SEMpdx.