Best Paid Search Tools - Pubcon 2014

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PPC Tools

Presented by:Katie Lawler@kjkotowski

Barefoot Proximity

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PPC Tools

• Why to Use Tools• Choosing the Right Tools

– Gaining Additional Data– Improving Processes– Making Data More Actionable

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I Hate 3rd Party Tools for PPC Management

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Why?

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Significant decisions that combine logic and

experience can’t – and should not – be made by software or technology.

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3rd Party PPC Tools:

Eliminate opportunity for learningKeep us from actually being in the accountsRely on the data availableRemove decision-making and humanknowledge from the equations

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But, data is powerful and having access to more actionable data

faster can make the work better.

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How do you know when 3rd party tools are making the work better?

Technology is necessary to provide new insightProcesses are improved, efficiencies are

createdCurrent data becomes more actionable

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So, which tools should you choose?

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QuantcastAdditional Data:

AudiencesAdditional Data:

Audiences

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Audiences

Over indexing female

College educated

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Audiences

Food & Drink InfoIs Important

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Audiences

Specifically, healthy or light recipes

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Facebook AudiencesAdditional Data:


Audiences

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Audiences

Select “ads manager”

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Audiences

“audience insights”

Select an audience

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Audiences

See how your audience compares to Facebook

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Audiences

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Google SurveysAdditional Data:Additional Data:

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Pick your audience

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Filter & compare results

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What Runs WhereSpyfu, SEMRush, Moat.com

Additional Data:Competition


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See where they get traffic

Add a competitor


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Banner ads

Text ads

Top phrases used in ads

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Site Down AlertProcess

ImprovementProcess

Improvement

Link to sheet

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ImprovementProcess

Improvement

“website monitor will appear” – click to start

Add URLs to track & email

Link to sheet

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ImprovementProcess

Improvement

Email alert

Recorded on calendar

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Splittester.comMake Data More

ActionableMake Data More

Actionable

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Actionable

Adddata

Submit!

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Actionable

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SupermetricsMake Data More


Actionable

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Actionable

Select an account

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Actionable

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Actionable

Refresh all

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Actionable

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So, should you start using these tools tomorrow?

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Do you need an insight that isn’t provided by the basic UI? Do you need technology to provide new insight?

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Would you improve a process? Would you gain efficiencies – without decreasing quality?

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Would you improve a process? Would you gain efficiencies – without decreasing quality?

Are you overwhelmed with data? Is your current data hard to act on or pull insights from?

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But, don’t use tools willy-nilly. Remember what you are trying to

accomplish and get it done!

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Thank You!

Katie Lawler@kjkotowski

Best Paid Search Tools - Pubcon 2014

Marketing

Transcript of Best Paid Search Tools - Pubcon 2014