SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
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Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
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SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
- 3. Sharing Goals with the Company
- 4. Ā© 2015 Seer Interactive ā¢ All Rights Reserved ā¢ Page ā¹#āŗ Focus on the Wildly Important
- 5. Ā© 2015 Seer Interactive ā¢ All Rights Reserved ā¢ Page ā¹#āŗ Focus on the Wildly Important
- 6. Trickedā¦
- 7. PRACTICE WHAT I PREACH
- 8. Guess the CTR of that #4 spot? #1 SPOT aināt what It used to be
- 9. SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES
- 10. SEO = PULLING ONE LEVERREALITY = I FOCUSED ON ONE
- 11. Trickedā¦
- 12. Guess the CTR of that #1 spot?
- 13. 5% for #1!!!
- 15. Guess the CTR of that #4 spot?
- 16. 1.7% for #4
- 22. Change Direction
- 23. LEAD BY EXAMPLE
- 24. STILL ON THIS JOURNEY
- 27. TOO NARROW
- 28. If you canāt imagine someone saying āIām so glad I found thisā GET OUT OF THE GAME!
- 32. Ranks #3 for a highly shareable query 0 outreach 0 link building
- 33. This is what Delighting People w/ content Looks Like
- 34. PHASE I - Early Learnings
- 35. The Set up
- 36. Hands Up IFā¦
- 42. SCROLL DEPTH, NOT PERFECT!
- 43. Scroll Depth by source
- 44. Oh Shit, Iām paying for mobile users from FB and they no LIKEY.
- 47. Video View Lengths by Device
- 48. Lessons: More Expensive on mobile Question: Still worth it to get in front of āamplifiersā vs āgen popā?
- 49. Where to put your CTAs? Desktop vs Mobile? Donāt retarget on 100% scroll?
- 50. SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
- 51. Lesson: Donāt Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesnāt like video assets
- 52. Phase II ā Be honest with yourself
- 55. Am I really the best around?
- 56. Watch Diversity
- 59. Who was above us for that query?
- 69. Can we beat out pinterest with a better guide than their own?
- 72. Given Serp Diversity, Iām probably better spending time hereā¦
- 74. Phase III ā The crowd is friendly
- 75. Got a good ranking 0 outreach 0 link building The crowd took it over
- 76. Impact?
- 82. Did that email improve the ranking?
- 84. Social Hangover
- 88. Phase IV ā pay to play, SEO + Paid Social
- 90. PAID SOCIAL VS OUTREACH
- 91. Check Buzzsumo, do they share stuff from others often
- 93. Ā© 2015 Seer Interactive ā¢ All Rights Reserved ā¢ Page ā¹#āŗ Catch someone on a slow day
- 95. Iāve only spent $75.12 bux to get 57 clicks from people who work at companies with high amplification rates. Pace is 38/mo. Iāll do that in perpetuity.
- 97. Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
- 102. Keep in mind you get RTs from people and impressions / clicks you donāt pay for
- 105. Buzzsumo Part II who has āpushedā an asset recently?
- 106. This is where you build relationships & Do outreach!
- 107. Bloggers worth outreaching to
- 115. Too Small
- 117. Grow that Audience with Followerwonk
- 121. Efff outbrain / Taboola
- 122. TABOOLA & OUTBRAIN TARGETING
- 124. Why Audiences?
- 125. The Total audience for your content is Greater Than The searching audience for your content https://www.flickr.com/photos/kjten22
- 126. Need to hire again? Activate it.
- 127. Need to hire again? Activate it.
- 130. Need to sell again? Activate it.
- 131. 3000+ Leads
- 132. People who got to 50% on Screaming Frog Guide Fired off a pixel Retarget w/ GDN ads on technical wins
- 133. RE-THINKING OUTREACH
- 134. DO YOU WANT MY LINKS!!??
- 135. 40,000 * .30 = $52,000 Person, vacation, sick days, beer, ping pong, rent, HR RISK
- 136. Links = Output Growing a biz = Outcome
- 137. Ā© 2015 Seer Interactive ā¢ All Rights Reserved ā¢ Page ā¹#āŗ
- 138. Ā© 2015 Seer Interactive ā¢ All Rights Reserved ā¢ Page ā¹#āŗ Exclude too (cut 80%)
- 139. Wait till next year! Iām just getting started Jļ
- 140. Once you know the tool exists, you can achieve old goals in new ways.
- 141. Facebook > Google
- 143. The industry is moving to paid, how much time will you invest there tomorrow?
- 144. Hope,its Greater than Zero