SMX Advanced: Looking at PPC Through a Marketing Automation Lens

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Last week I had the honor and pleasure of speaking at SMX Advanced.  Our panel presented on “Harnessing Analytics For Smarter SEM Automation” and each of the three of us took a different tack.  My presentation was all about utilizing concepts and principles from marketing automation in order to guide consumers through the purchase funnel, using PPC.

First, I went over leadscoring and why it is important. Leadscoring doesn’t translate in it’s exact form from marketing automation to PPC. In PPC, scoring is less about creating actual values for the actions – at least in this case – and more about creating a heirarchy of values for different on-site actions, which will eventually help you begin to understand your most valuable repeat visit paths.

Once you have a good understanding of the roles in on-site actions as they pertain to future leads and sales, then you can start to build your workflows. Your workflows will help you to bid more effectively and, moreover, help you to ensure that you’re delivering the right content to the right people at the right time in their path to purchase.

Check out the slides below for more information, including data points and budget optimization suggestions for maximum efficiency.