Speakers:

Justin Kistner – Webtrends

Kelly Feller – Citrix

Moderator:

Jessica Ward Amplify Interactive

Summary:

You’re a social marketing genius. Your Twitter Followers are up 900%. Your Facebook Fans are pushing 40,000. You have thousands of people subscribing to your RSS feed. Your efforts are successful right? Learn how to set goals and have your social strategy help to achieve those goals from our leading panel of experts.

Speaker: Kelly Feller

Social Media for Business

• Executives agree that social media is important, but priorities don’t reflect that. Why?
  • ROI is hard to calculate
  • Results are not often immediate
  • Focus on too many tools dilutes efforts
  • Infrastructure investments (hiring in-house) is often required
  • Marketers and Finance are accustomed to managing and funding short term campaigns, not long term programs
• Misaligned strategic model
  • Campaign approach; transactional, occasional, impersonal, short-term
  • Programmatic approach; interaction, constant, relationship, sustained
    • Metrics are measured different for each
  • Social campaign…
    • Awareness, can often be outsourced, finite time periods, specific budgets, specific success metrics, ROI easier to calculate, less head-count, often B2C, less risk, agency expertise
  • VS. Social program
    • Engagement, in-house, ongoing, various budgets, diverse success metrics, ROI difficult to calculate, head-count investment, often B2B, greater risk, consultant expertise
  • Campaign approach is good for..
    • Awareness building, elections, product or campaign launches, pledge drives, event/trade shows, social advertising, social contests, facebook fan builder
  • Program approach is good for..
    • Relationship building, communities, blogs, customer support, corporate facebook page
  • Social media proliferation is bad for companies, and leads to a fragmented brand experience
  • Focus on doing a couple things well;
    • Determine objectives; share messages, join conversations, learn from audience, acquire new fans
    • Choose one or two; listening, blog (when in doubt) twitter, LinkedIn
    • Test and Measure; set specific goals, engage at least daily, don’t give up, report results regularly
  • LinkedIn
    • People don’t mind talking about businesses on LinkedIn

Speaker: Justin Kistner        

Paid Social Campaigns

General

• Still at the infancy stage of social analytics
• Facebook’s ad network is growing 125% faster than Google’s did during same age in company
• The older Facebook users are, the more they click on Facebook ads

Building Facebook fans

• Engagement earns fans
• Built through friends
• Brand posts are not seen by the majority of fans; if a company has 1 million fans and posts something on their wall, this will only show up in about 3% of fan news feeds
• Edgerank – this is to Facebook as page rank is to Google
• Use content that is socially relevant for Facebook to build engagement; blog posts generally do poorly

Business purpose

• Facebook is more about customer loyalty than customer acquisition
• Give fans a reason to be fans (special offers)
• Fans of brands will spend more on those brands
• CTR is 7X higher for ads targeted to fans, rather than non fans

Measure and Optimize

• Use apps to create landing pages
• Track Facebook campaigns like a website

The post Searchfest 2012: Social Analytics appeared first on SEMpdx.

Speakers:

Dan Sundgren- Intelius

Tim Mayer-Heddle

Moderator:

Dane Wiseman- Ethology

Summary:

                Intermediate-to-advanced best practices for managing PPC campaigns. Learn to research with competitive tools, gain insights into search trends and achieve your performance goals through expert-tested strategies. Understand the key elements of any optimization and overarching performance tips that will lead to better return on ad spend, and ultimately: return on investment. a of your experience level, it’s important to remain flexible in your strategy.

Speaker: Dan Sundgren       

Foundation

• People
  • Need balance of right and left brain to be an effective at PPC
  • Technology
    •  Great analytics platform (in house and third party)
  • Resources (liquor and guessing sometimes works)
  • BHAG’s + Strategy + Tactics
    • Get your BHAG out there
  • Volume & ROI
    • Once your metrics are solid and put in place, volume and ROI are everything
    • Ad position is a big part of this
  • Budgets
    • SEM is a money making machine if you do it right
    • IF you are doing PPC right, budgets are for chumps
    • Budget should be 3 to 4 times daily spend

Advanced Tips                                                                                                                                                   

• Pull your own data out of Google/Bing, put them in an excel pivot table
• Manage your largest volume terms manually; don’t automate
• Use editor to pull mid tail terms, make mass bid changes
• Find out where your sweet spot is in the time of day, and use day parting
• If all match types are in same ad group
  • Exact Match, bid at least 40 cents
  • Phrase Match, bid 75% of exact match
  • Broad Match, bid 85% of exact match

Spearker: Tim Mayer

Advanced PPC Tactics: Maximize your PPC campaign by figuring out where to spend your time

• Where to Start
  • Do little tweaks every day, and one large task per day
  • Keep a schedule of large tasks to do (test new ads, delete underperforming keywords, landing pages etc), and stick to that schedule to ensure they get done
• Performers or Under performers?
  • Focus on under performing keywords in terms of quality score; try and move a keyword with a quality score of 3 up to 7, instead of a keyword with a quality score of 7 up to 10
  • Calculate impression share, and figure out where and how you are losing impressions
  • Fix your bids and focus on ROI
• Improve Quality and CTR
  • Increase CTR by using ad extensions, which also pushes your competitors down the page
  • Laziness in PPC management leads to low CTR ; don’t start something and then not go all the way, such as creating new keywords, but then not creating new ad groups and ads
  • Put the keyword on the left side of the ad
  • Use consistent messaging with custom landing pages
  • Ad diversity can work; take risks and don’t always follow best practices
  • Use punctuation at end of description line one, and use explanation points.
  • Use brand name in display URL
  • Offers and Discounts in Headlines
• Landing Pages
• Spend as much time optimizing landing pages as you do in your ppc account
• Landing Page A/B testing
• Be aggressive with the first test

• Heat maps and eye tracking- See what is getting the most attention on your landing page, move things around and experiment
• Speed
• Load time underrated factor in landing page optimization
• Use free page test service, and see what is making loading time slow

The post Searchfest 2012: Advanced PPC appeared first on SEMpdx.