Wil Reynolds, Seer Interactive

Wil Reynolds

Founder & Director of Digital Strategy, Seer Interactive

Wil is founder of Seer Interactive, one of the most highly regarded digital marketing agencies in the US.

A man who likes helping people and businesses grow, Wil is a former teacher with a knack for advising, Wil been helping Fortune 500 companies develop SEO strategies since 1999. Seeing the need for an agency that does good by its team, clients and community, Wil started Seer Interactive in 2002 as a one-man operation out of his living room. Today, Seer is home to over 100 employees across Philadelphia and San Diego.

As Seer’s Director of Digital Strategy, Wil develops strategies and innovations to help clients build traffic and make money. His methods have shaped the search industry worldwide, and he speaks regularly at marketing conferences across the globe. In his free time, Wil hangs out with his wife Nora, son Rio and pup Coltrane. He also serves Philadelphia’s homeless and runaway youth at Covenant House, where he participates in a yearly sleep out.

What Happens When An ‘SEO Guy’ Starts Doing PPC?

What I learned about people, switching teams, and how to be a better marketer when I decided to solve SEO problems with PPC tools.

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Transcript

[00:00:00] I hear they record this. Just pay attention and wait for the videos to come. So what I'm going to talk about today is the the challenge of, kind of, breaking out of your silo in your area of expertise, and you'll see the value that comes from that. To kind of give you the background: like I started, my first day doing search, SEO, was in August — sometime in August, I don't remember the exact date — but August of 1999. So here I am in August of 2017, and it's like I spent 18 years of my life basically focused on, "how do I get ranked higher on Google?" And it wasn't until I actually started doing paid, and challenged myself to work as an intern on our paid search team, went and got my PPC certification like a good boy, that I actually started realizing, "wait, there's ways these things can work together", and I think because people have a hard time letting go of their expertise, and being new all over again — we stick to our area, we finally get good at it, and we never want to stop and become an intern all over again and go all the way back to start.

[00:00:59] So today what I'm hoping to do is to show you some things that are open your eyes to things that are sitting right in front of you that you can do. Let's rock and roll. So I don't care what kind of marketing you do. I don't care if you do email, paid, display, I don't care what you do at the end of the day if you're not following the money, you're a moron, because, like think about it right like, these guys: that's not a bad stock movement. These guys are not bad either. We spend like 80 percent of every digital dollar goes to one of those two companies. Yet how many of us in here are like you email. Why would I learn paid? Uh, because all the money is spent over there. Simple math. If a client works with Seer, and they spend a hundred thousand dollars a year on SEO, they spend a hundred thousand dollars a year. If I can find a way to get them 10 percent extra, you know, save them 10 percent on that, great, I save them ten thousand dollars. A client who gets charged ten thousand dollars a month on paid is probably spending one to one and a half million dollars a year all on paid. If I find a way to save them 10 percent on that — let's put it this way, if I'm doing your SEO and your paid would you rather me save 10 percent on a hundred thousand dollar fee to me on SEO, or 10 percent on a 100,000 dollar fee plus the 1.5 Million you're spending? Basic math. So I say, "well, if all the money's there, shouldn't I spend some time there so I don't become irrelevant, because God knows, ten years from now there will be no organic." So that's why I decided to spend more time on paid: the money was there.

[00:02:31] I watched in that room how clients would be, like, "I want to spend 50 minutes of this meeting talking about my paid campaigns and ten minutes talking about the SEO." And it was like, right, because they're like, "I spend 1.5 million dollars a year with you over here and a hundred thousand over here. Wouldn't you pay attention to things that way too?" And I'm like, "yup, you're right.".

[00:02:51] Now, if you've ever seen me present I always start talking about people, because I think if I start going into, like, tools, I'm actually not setting you up for the reminder that there are people behind every single search that's being done, and even though many of us do searches to see what Google shows, everybody else, God bless you, doesn't. They actually are like, "I'm searching to solve a problem." So let's say that I'm searching for an SEO company. I did the search from our office in San Diego — much better weather in San Diego. We don't have a castle in San Diego, but we have sunshine! All day! All day! So I looked, I typed in 'SEO company'. You can see Google's already suggesting cities. This is in front of every search marketer on the planet. You're like, "this is nothing new," right? So why is it that in spite of seeing that, and also seeing local results, go ahead and search for 'SEO company' now: you do it on your phone, right now, you do it on your laptop, right now — it is a local result. It is like buying a pizza. So why would a paid search marketer who is 2,500 miles away from San Diego, bid on the keyword 'SEO agency'. These are search marketers. They're supposed to get this stuff.

[00:04:03] If they're not getting it as search marketers, my God, and not just search marketer, they are SEO and paid search companies who aren't going, "well, let me look at this... ooh, local. So if I'm 8,500 miles away from where that search was done, my conversion rate is probably going to be pretty shitty." Basics sitting right in front of us every day.

[00:04:24] My B2B friends, I got a lot of stuff for you today. So if you search for Looker, it's a software, you find that most B2B software platforms, pricing is one of the top queries after your brand name. So I search for Looker, it's a tool I'm wanting to use, and I'm looking for their pricing, this is their paid search page. Let's play a little game. Can you find pricing on this page? I don't have a lot of time today, the answer is no. So I said that the number one searched for phrase after your brand name is the word pricing, and you're bidding on that, why would you send me to this? Look at how much space is dedicated to getting me in the funnel and how much space is dedicated to answering my question. So I clicked on the second result, and you know these are just popping off at 15, 20 dollars a click, making Google money. Sorry Barry. And the second site, I search for the word "Looker" and "pricing." This isn't longtail. This isn't small search volume. This is the number one search phrase off of their brand. Can you find pricing? Nope, but you're telling me that you have graphs and charts. Yeah, so does Excel. But once again look how many pixels are given to the form. Get you in the funnel. Answer your question, no freakin way. Why would I want to give you pricing when I can get you my in funnel? So then I looked at clues for the third result, and look, really costs! Pricing! Pricing for Dummies! Pricing plans. How much does it cost? If you were to ask me how much does Seer cost and I were to say "Can I have your email address?" You'd be like "screw you, bro! Just tell me the number! Like that's what I'm asking you.".

[00:06:02] So I will get all these clues and I go, sweet! I found my oasis! I'm going to finally get the freaking answer that I want, because I want to figure out what the pricing is, right? Find the pricing game says no pricing. Form: tons of real estate! God! It's so disappointing. This is why the web feels like this. The Web just feels like a constant state of like, why don't you just give me what I fucking wanted? Why don't you just give me what I wanted? But that's why I'm focusing on paid because that happens to be every company out there. What's interesting though is Google is going to show you, let me go back a bit, they're going to give you an answer. Take a look at the one box result. Do you see pricing in the one box result? Interesting. So when you are willing to pay Google to mislead people they're like give me your money. That's how they build self-driving cars, off of dumb PPC marketers, but if you actually want to answer the question, oh we're not going to let you rank for that organically. Interesting. PC mags answer is a year old. This is what happens when you choose not to answer that person's question because "our pricing is complicated." Google never shows zero results. So now somebody who's not you is getting your space and misleading your customers with the wrong information that's a year old, because I only have two thousand dollars to spend and I see that, why would I go through your lead form to find out that I can't afford you, and get hounded by you for years.

[00:07:34] Let's keep going.

[00:07:35] So, let me go through the things that I've actually done, or have done, to start trying to bridge different silos in my own company. So, I've already started showing you some of these. So you can use IBM Watson to help you with this. So I started realizing that as a company of my size, we're about 145 people. You know if I were to pull our MCC down for yesterday, we might have bid on a million queries. I have to do everything at scale, so I started thinking about Watson, but you can use any tool to do this. The reason why I like Watson is because it lets regular marketers not have to learn JSON and code to play with their tools. So you click on 'view demo', that's CRO. It's actually not... you don't view a demo. When I click on view demo, what do you think you're going to get? Huh? What? Video. Wake up!

[00:08:30] So I click on "view demo" thinking I'm going to get a video. I don't want to click on "view demo." But when you click on it you actually get the ability to put your URL in and have the machine learning tell you what they think the topic of your site is. So what you do is you drop in one URL of your organic page that ranks well, or an organic page that ranks well, and then you put in your paid search page, and you can see how confused or how confident Watson is on what that page is about. This is the discrepancy between a paid search page, and an organic page for the same keyword. Then I can do that, because I have millions of queries, I can do that at scale. I can then, say "do this for all these URLs, Watson, and show me where there's the big discrepancy between the two, and then let's start working on fixing those things." I guarantee if this was the pricing query, what you would find out is: oh, you're not getting people what they want, Watson is more likely to be a little confused about this. There's a bigger discrepancy. So, you can also get keywords, and entities, and all that from Watson's by clicking across the things at the top. Super fun tool to play with.

[00:09:27] If you assume that organic is going to always give you a better answer, because you have to earn your ranking, it's great place to start by saying, what does Watson think the organic page is about, because it's going to be much more likely as a baseline, to be what people actually want, and then compare your paid search landing pages to the pages that Google's ranking. You'll see some pretty big discrepancies and then just start working on fixing them. Something else that's really cool is, when you're writing content, if you want to get a feel for what this a search engine might think that page is about, you can actually copy and paste your text in a box and it'll categorize it that same way. So before you hit publish, copy, paste, in this tool that sits around free for all of us to use, and see what Watson says it's about. If you start seeing that as Watson categorizes your content inappropriately, compared to who's actually ranking in the top 10, it's a trigger to be like, man, my content is not looking like the other content that Google's currently ranking. Watch your footers if you use the tool. Copy and paste your content in because footers throw it off significantly. So another thing you can do is look up related searches. So I did a search for small business CRM. Now look at the word "best." Look at how often these related searches show up here. The bottom of Google gives you clues. Best. What does somebody want when they say "best?" Do they want a singular answer or do they want a comparison of multiple ones? They probably want a comparison of multiple ones. So you start to see that you also see things like open source. You see brands there, TiVo, and Insightly.

[00:11:02] Ah, so Google thinks those things are highly correlated. 'Small business CRM', highly correlated with Salesforce Small Business, not just Salesforce at TiVo and Insightly. These are clues that you can use to start to create better content that actually connects with people, and it's been sitting right in front of you. For the last eight years. If you have to do this at scale there's a tool called Stat. It's at getstat.com. They will let you export the top 20 for a million keywords in your vertical if you want it to. You drop in a million keywords. You run it for a week or two. You then say, "Give me all the "people also asks. Give me all of the suggested results," and then you can do some analysis on those, which I'll also show you how to do.

[00:11:41] Keep in mind that when I search for a "Best Software," notice that you don't see any companies here, because the word "best" means I want advice. The average company is going to be like, "well, we're the best; you want to hire us. We're the best. There are no others' CRM softwares." So Google can see that the user behavior on companies who put in "best! We're The best! We're best!" They are pushing them out for the most part. And I'll show you an example of an outlier because no company is going to say here's some other people that are good too. Never. Everybody sucks but us. So best as a comparison query. Which means you have to get in the mindset that my B2B folks of guidance. How do I guide somebody to an answer. Now look at the paid. Everyone is a company.

[00:12:27] This makes sense. You're paying advertising. I get it, but what I really like here is Salesforce. Notice Salesforce is saying if you put in the word "best" on a CRM query, I'm going to use my site links to be like are you comparing vendors online? Why yes I am! That's why I typed in "best." Nobody else gets that. Nobody else is even using Review Extensions... Wait... yep, no, they're using PC Mag. Right, so Pipeline's using a review extension — stuff I didn't know anything about six or seven months ago, to be honest. But here's the problem with that comparing vendors link. So, are you comparing vendors? Yes. Hey, can you help me compare vendors? Get in my funnel! Get in my funnel! Get in my funnel! Don't compare any vendors! Just get in my funnel please! Why would I show you other people to compare to, when you can get in my funnel. Wait, don't you want be in my funnel? Look at it! I want to compare! Companies: write me a freaking comparison! They're paying money for that click. 20, 30 dollars a click to piss people off.

[00:13:32] Look for other things like disconnects between... Look for results that only show, or that mostly show review sites. So I typed in the word "photo editing app." Notice that they don't show me any individual photo editing apps until the very bottom. Sorry, not even the bottom... None of these are actual companies that have photo editing apps. Why? Because Google's realised that people who type in "photo editing app" want guidance on which ones the best for me. They don't just want to click and install one, they actually want to get guidance. Look for times like this, and start categorizing content to look at the difference between publishers and companies. And what you'll start to find is where there's a lot of publishers, you might need a different strategy to get in front of those searchers, and I'm going to show you some of those strategies. Look at this company. I typed in the word like "rent to own laptop" for some research I was doing for a competitor of Fingerhut. Look at the paid search ad: "Easy monthly payments." That's marketing. "Huge selection." "50 dollars off." All that's great marketing. They also rank number 3. Average SEO is like, "my job's done, I rank number three for that keyword." Items 1 through 24 of ninety-nine: aqua blue violet purple stream fourteen inch, HD four gigabyte Windows 10 Laptop Computer 14 a x 0 1 0 N R period dollars sign 23 99 / Mon * 30. That doesn't sound like a marketer wrote that, but the average search professional is going, average SEOs going like: "well crushed it! Number three! Give me another keyword to crush!" And it's like, well wait a second, like might we want to talk to people like they're humans? Because what we have found is that we've gotten as high as a 300 percent increase in click through rate without improving rankings at all by comparing the paid search ads for our clients to the natural organic results that are already ranking. Three times the traffic. Same exact ranking. Why can't people read it, and we're like Oh that is how I want to feel on my wedding day. Gotcha! Get in my funnel.

[00:15:29] Alright. So when you look at the word "best small business CRM," You go, "Well wait! Well I thought you said earlier that companies don't typically show?" And they don't typically. Really simple systems, I don't know what they're doing. HubSpot showing up. The reason why HubSpot's able to show up for a Best query, is because they actually did a comparison. And what's really cool is they rated themselves the second highest company, and that's what we're all like, "Oh we love HubSpot. They're so trusting. They're so transparent." Well this is how they continue to make you feel that way, and how you feel about shit is whether or not you click and buy. All right here's the results they have as as a result of writing content that actually solve people's problems, here they are. Tons of rankings. Tons of search volume, because they're actually solving the user's queries. They're not frustrating users. The other thing I want to chat with you all about is the emotional connection.

[00:16:24] See, PPCs and SEOs, they look at the world differently. Let's say you're leaving here, and it's your last day of work, and you come up to my desk, which a lot of people do on their last day, and they're like, "I don't know; Thanks for the opportunity, and blah blah blah blah." And at that moment I had a chance to say a lot of different things to them as they were leaving my company. Imagine it's you, and you just told me you're leaving. You stop by my desk to thank me, and I said this to you: Get the fuck out! All right. So why do I show you that? Because PPC marketers and SEO marketers can have different roots. SEOs go: well you want to rank for "Get the fuck out" so I need to put "get the fuck out in" a bunch of times, get a bunch of links that say "get the fuck out," and like what other words around "get the fuck out" are highly likely to be used, like "you are an ass," or whatever other word you use around "get the fuck out," and in the end my job is done. But in actuality you can tell if you said "well I'm leaving today," and the first one with "get the fuck out." The first one. The Arri version. You'd be like, "wow! He's really happy to see me go. I guess I sucked." The second one is like "I wish I didn't know you were leaving today. Get the fuck out! Man, I love you! Common! Thank you so much." And the last ones like, "I might get stabbed in the neck with a pencil if I don't get out of here tomorrow." But it's all the same word. There's a different emotion behind those words and that's why you gotta look at the PPC ad copy, because PPC people definitely stoke the emotion because that's what they get clickthrough. And that's when they get more conversions. SEOs are like, number three for the word "rent to own laptop." Why would I need to do any more work?

[00:18:20] There's a lot more work to be done on your high rankings. So I'm going to skip this because I'm short on time; it's not as good as the other stuff.

[00:18:26] Facebook's like "Oh, You've got a lot of likes! Boost this post!" Bullshit. You need to start looking at your data a little bit more deeply. So we look at scroll depth for every piece of content on our site. So when Facebook says "hey, you got a lot of likes!" I'm like "yeah, but those people actually didn't do anything on the site that I want them to do so I'm not boosting that post." One piece of code you can get scroll depth every page on your site so you can see who's actually engaging with the things that you want to boost, see because when you do things like scroll depth and paying on Facebook for a campaign right now they've got 92 people to it and a bunch of likes, and then I said "well how many are even scrolling to the 25 percent point on this piece of content?" It's like, "yeah, maybe 3 percent?" Okay, not bidding on that keyword anymore. Boost your post cause you got likes? Stop it. Hey, anybody wants to be paid and likes, feel free. I'm more than willing to give you a salary and pay you in likes. Yeah, how does that feel? Our mobile index. Stop it! You're going to get schooled on mobile index later, but you are asking the wrong damn question! What does Google want? What does Google want me to do? What does Google want me to do? Sure. How about what people want you to do? So what I like to do is look at my scroll depth by by device type, because the people aren't engaging with my content on mobile. Well, that is a big signal that I might be able to fix something in their user experience to get more of them to actually convert or get in my phone.

[00:19:51] So what we're doing is across every client we're looking at the top conversions, and looking for the biggest discrepancies between mobile and desktop. Now you have to use your brain here. We have some clients that sell jet engines. You might research some things on your mobile, but you're not buying, you're not putting in a 2 billion dollar order on your phone, right? So I get it. You have to use your brain here. But where you have that big of a discrepancy, we've been finding that our SEOs are starting to turn into little CRO people. They're starting to be like "yeah, yeah, yeah, I can get you more links and stuff, but like all these people are disappointed. Why would I not start working on this?" Because with links nobody knows what it's going to do. When I go, "Shit, your mobile site is horrible." I'm going to improve the UX not the spiderability or crawlability. I'm going to make sure that people actually find what they want easily, and we're like "yeah, next month, boom! 24 percent more conversions as a result of making the lead form easier for people to go through.

[00:20:44] I like to target people that work at companies who are highly likely to curate and promote my content. So when I do paid posts, I do things like this, (I just turn this campaign off because it was running for two years), but I was basically targeting people with a piece of content that worked at places like HubSpot and Curalate and Tailwind and Moz. What is happening is that got us in the top 10. Somebody who curates it saw it, and I'm like, "well, yeah, I've been advertising to you, that's why you saw it." Like, "oh, that was a great piece from Seer. Click. Moz top 10." Sweet! The same day that that happened, boom! Bumped into the first page of Google, where before I was in the twenties, twenty-fives. Got the old Moz top ten shark fin. Thanks, Rand.

[00:21:21] I spent 75 bucks on that. 75 bucks! But you want to figure out how to get those influencers. So you go through BuzzSumo and you look for, you type in a keyword, like we have a Pinterest guide. You sort by Twitter shares and you export the sharers. You put that into an Excel sheet. You sort — for me, I sort by number of retweets, so it tells me that not only does this person actually post stuff, and they're a quote/unquote influencer, but what's the retweet ratio for them? Of all the things they post, how many people are retweeting? I sort by that, export out the people that I want, and then I just throw them into a lookalike audience. Great! Now I'm advertising to all the people who look like people who share the types of content that are highly influential at the places that have shared other content that is titled similarly to my piece of content. Hope that makes sense, the videos coming out in, like, two days?

[00:22:11] Alright. This is what I wanted to show you guys. So I'm going to present this at SearchLove London in much more detail, but I'm having so much fun. I just download data sets when I'm on the plane. I don't even connect to WiFi anymore because I get to play around with data in Power BI. So what I'd like to do is take random datasets — not random, a series of data sets and connect them, which this tool lets you do very easily and it's free. So I took my top five thousand landing pages for analytics, took all my search queries out of PPC, and took all my ranking data out as SEO, and I'm also playing with some Moz stuff I'm not going to show you today. And I had to blur all this out because it's real client data, but you can see that two of the keywords... What I'm able to do is your first three columns are PPC, my next column is SEO. So right here I can say 'composite decking prices' – you've got 229 conversions, at a cost per conversion of 329 bucks, but you rank number 7 for that keyword. Maybe I should optimize that and try to bump that up so you don't have to spend as much money to get those conversions.

[00:23:06] And I'm doing this at scale, because I just... I found this because I dropped in 250,000 keywords from my paid search report. "Oh, we don't get it, 'not provided', we don't get the data anymore." Just get it from PPC. So I took these, but it at 250,000 words, if you're a client of mine, you don't want me scrolling through 250,000 things and filtering in front of you in Excel. That's for rookies. So instead I'm going to use Power BI, and be like, "hey, the big bubbles are the highest search volume." So you can already see in the top left that is the biggest search volume keyword; however, because my other axis is conversions, so position comes from an SEO report, conversions come from a PPC report, a search query report. You combine the two fuckers and you can do this. So now I see the top left, biggest circle, most search volume, lowest conversions, maybe not worth going after. Maybe it's a different strategy.

[00:23:54] So when I'm sitting in front of a client right now, I'm just clicking on bubbles. I click on this bubble when I say, "Okay, well anything in this top right quadrant means that you're getting a decent amount of conversions. If the bubbles are good size it means there's a lot of search volume, but your ranking is like — in this instance it's 19. Maybe I should optimise that?" And if I screengrab this this quarter and ask my team, "What did we do for this client?" Next quarter that little bubble better not be there. Why? Because it should have went down into the 5 to 10 range. That's the one thing we have to work on. As I go through this, I'm able to just click on bubble, after bubble, after bubble. "Hey client! The word 'deck,' you only got 17 conversions on that." So one, paid team, like are we looking for some kind of micro-conversion? Is this assisting other conversions? Because we're spending some money there, there's a lot of volume, but we're not getting conversions — helps me to see what kind of content might actually make sense. And then as you exclude these, you just exclude them it rewrites the graph, and then it shows you more, and you exclude, and you rewrite the graph, and I'm just sitting there going, "Alright, we're going to go after 'decks', we're going to go after 'deck builders.' Exclude, exclude. What else shows up? Exclude, exclude. What else shows up?" I'm building a strategy in Power BI... It's so easy, and clients feel like, "Damn! I'm with you!" Don't send your client an Excel sheet and expect them to sit there and watch you filtering 15 times in a pivot table. And then the beauty of Power BI is you just keeping being like, "dump the data in, dump the data in." It will just keep doing this every day for me. Every day it can be done.

[00:25:14] Let me... gotta get this last bit in! "People also asks." So I see "people also asks" as a gold mine, and I want you to take every keyword you care about ranking for, put in a tool like Stat and pull all the "people also asks" and you can pivot that — so I'm back to Excel here, remember I'm new with this Power BI shit, so I'm back to Excel where I'm totally comfortable — and then you look at the domains that are most likely to show up for people also asks. These are the sites that people are going to end up on before they end up on your bottom of funnel content. So, you want to be thinking of how do I partner with the companies that show up over, and over, and over again, for "people also ask" boxes, because very often when those publishers show up for those queries, remember how I showed you earlier best CRM was all publishers. The issue with that is, Google's like "I don't think a company is the right answer for this." So you can spend all your time trying to optimize for it and Google's like "we're never going to rank you because we don't actually think companies are the right answer." So instead you need to figure out, well, who are the people constantly showing up for those that are publishers, and maybe I should partner with them? Maybe I should put my ads, my display ads, on their sites. Maybe I should sign up for their email newsletters.

[00:26:17] Alright, and it's got me about on time, so I'm gonna wrap up a couple more things.

[00:26:22] I want you to understand people's why; the why behind the query. So what you can also do is take a search query report and dump it into a word cloud. When you do that you start to see words. This is for one of my app clients. They're a photo editing app, and like I could go after word like "photo editing app," and I could write ad copy like "edit your photos in our app." But look at the words being used: "blemish," "skinny," "wrinkle," "airbrushing," and "slimming," "easy," "eyes," "tan," "white," and beauty. The reason why people want photo editing apps is so they can look better on Tinder, but the average SEO thinks, "Well, I've got best photo editing; we're the best photo editing app, I mean just put the keyword in and get my linky links." The smart marketers are going "Wait! Now I understand people's why! So shouldn't my ad copy talk about getting rid of that little extra, little double chin you have?" And they're like, "yeah I would like to get rid of that, because I'm trying to get some swipe rights or whatever it is." I'm married. I don't do that swiping shit. But do you see the difference? What happens when you start taking search query reports from paid? You can just throw them into a word cloud. That is a copy and paste. If you don't know how to copy and paste, I can't help. Everything I've shown you is just look, and copy, and paste.

[00:27:38] Last thing I'm gonna show you is this — I saw you guys only have me for 25 minutes, and I got 30. So, take an asset you've built. A content marketer builds this great asset, helps you to figure out how to figure out your office size, because the average person, if you're moving into an office, like you're like, "man, how many offices do I need?" If you program this appropriately, you can actually say, "if somebody puts in one, I'm going to want to negative-match them every time they search for anything office on paid, I don't want to pay for them ever." Why? They're a small fish. They only have one executive in their company, and we do best with companies that have 20-plus executives. So if you code this appropriately, you can say, "any time it's a certain number, or higher, put them into a separate audience." I'm willing to bid differently. I'm willing to show you different ad copy, because now I know you're a freakin' whale. I want to go after you in a totally different way. I don't want to waste my budget on going after somebody that's got one executive office. I want the people that have 20 or more. So when you spend all that time building great content, what the content marketers don't ever tell you, because they never spent any time in paid, or analytics, is that if you can actually code this appropriately with event triggers, you can tell where people are actually putting in different numbers, and by those numbers they're putting in, you can totally change your paid search campaigns for all the keywords those people will ever search for. Change the ad copy. Change the bid. Change the display copy.

[00:28:55] We have a client that asks if you're affiliated with the military. When military people are doing online education, the reason, their why is because they might get deployed and they need to continue their studies. Right? Makes sense. So if I'm asking you are you affiliated with the military in a drop down. I can now change all my ad copy for you, to talk about the experience of being in the military, and why in your education that's actually really important that we allow you to travel still, or be remote, or be deployed, and still get things done.

[00:29:25] I'll show you the one last thing, and then I'm gonna let you guys go. Something I just found out that our team was doing, didn't even know they were doing this, if you've got a head keyword that's very expensive and you're like, "man, I want some people to see this, but not everybody cause it's too expensive." We're building a custom cookie that's giving a custom secondary dimension. So for this client the word is "propane." Commercial propane for them, huge. Residential, big but they don't make margins on it.

[00:29:51] So what we did is we built a custom cookie that depending on what pages you view the score keeps getting bigger and bigger and bigger. So if you show, that you hit commercial one time, we might bid and talk to you a certain way. You hit commercial two or three times, we might bid or talk to you differently. And if you're confused, and you're getting scores on both, we don't know who to advertise to. But now if you search for the word "propane" I know that your residential, and I know that I don't want to spend more than a certain amount to get you, but if you type in "propane," and you've been to my site, and I got you as a commercial flag, I'll spend ten times that amount per click for you. So if you build a custom secondary dimension, with a custom scoring cookie we're writing a blog post about this right now so you can figure out exactly how to do it — you'll be able to adjust all of your bids strategy based on scoring people on the site. Thank you so much for your time. I'll be around to chat later.

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