SMX Advanced 2016 recap: Harnessing SEM analytics for smarter automation
Columnist Christi Olson provides tips and advice from PPC experts on how search marketers can make SEM automation work for them.
Automation doesn’t devalue the work of marketers; it allows them to focus their time and efforts on more strategic aspects of paid search. In this SMX Advanced session, three industry experts — Steve Hammer, Amy Bishop and Caitlin Halpert — tackled SEM analytics and automation solutions that will help save time and improve account performance.
Amy Bishop, director at Clix Marketing
Bishop presented on looking at PPC through a marketing automation lens, based on understanding marketing funnels and evaluating the conversion path so you can spend your time and money more effectively.
No one likes to be pushed — so it’s important to learn how to lead customers down the right path.
Use lead scoring to identify your most valuable customer and the most impactful paths. Determine which criteria (actions and behaviors) are most important to your conversion path and assign them a value. Then, layer both actions and behaviors into your model to understand your higher-value customers and to build out your funnel progression.
For instance, a high-value customer might spend more than 30 seconds on the site, then view a video or download a coupon before taking the final goal action of filling out a lead form or making a purchase. By layering criteria together, you can create a hierarchy of values to understand which actions are most likely to result in your end goal and show intent.
In PPC marketing, automation is less about creating a point-valued score and more about developing the process so you can scale. Use the flow reports in Google Analytics (behaviors, events, goals and funnel visualization) to understand and create your paths.
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