# www.seerinteractive.com/full llms-full.txt
# How Can We Help?
Our Partnership Together Starts Here
Need help solving a problem? What are the digital marketing questions that keep you up at night? Tell us more and a member of our team will be in touch within one business day to schedule a discovery call.
Email\\*
First Name\\*
Last Name\\*
Company Website\\*
What problems are you trying to solve?\\*
- Customer Acquisition
- Improving Brand Awareness & Managing Reputation
- Aggressive Growth Goals
- Channel Alignment / Go-to-Market Approach
- Product, Brand, or Geographic Launch
- Monitoring Performance
- Competitive Market Threats
- Customer Retention & Maximizing Lifetime Value
- Digital Transformation & Adoption
- External Factors (Economy, Pricing, Acquisition)
- Other
Explain what solution you're looking for:
What channels are you interested in?\\*
- Analytics (GA4, GA360, etc.)
- Search Engine Optimization (SEO)
- Consumer Insights & Market Intelligence
- AI Marketing Consulting (Generative Engine Optimization (GEO), Gen AI Tracking, LLM Signals Score, etc)
- Paid Media (PPC, Paid Social, Display, etc.)
- Conversion Rate Optimization (CRO)
- Creative, UX & Digital Design
- Content Creation
- Performance Reporting / Dashboarding
- Client Services & Project Management
- Technology - SeerSignals
- Data Warehousing
- You tell me
- Other (none of the above)
What is your total annual marketing budget to solve those identified problems? _(including all channels, ad spend, agency fees, etc)_\\*
Please SelectUp to $50,000$50,000 - $250,000$250,000 - $1,000,000$1,000,000 - $5,000,000$5,000,000 - $10,000,000$10,000,000+I need help figuring that out.
How did you find us?\\*
Please SelectGoogle SearchConference / WebinarSeer Team MemberAgency ReferralReferralChat GPT/AISeer Email/SocialSeer Event/BlogPodcastOutreachOther
Career Opportunities
**[View Open Roles](https://jobs.lever.co/seerinteractive?_gl=1*107a83r*_gcl_au*MTkzOTM2MzI4My4xNzI0Mjc4ODE4&_ga=2.52111273.120794491.1724790720-1428182588.1724790720)**
Remote-first, Philadelphia-founded
Philadelphia
1033 N 2nd Street, 2nd Floor
Philadelphia, PA 19123
San Diego
1200 F Street
San Diego, CA 92101
# AI Is Changing Digital Marketing. So Are We.
Clicks are disappearing. Customers are finding answers in new places. AI is on every exec's mind. To stay ahead, you need an agency that embraces change. Experimentation and innovation are baked into Seer's culture. We're constantly testing, learning, and iterating, which means our clients get the benefit of cutting-edge, data-backed strategies across SEO, Paid Media, Analytics, and Creative Services.
[Let's Talk](https://www.seerinteractive.com/contact)
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Featured Work
## Making a Difference & Shaping the Future
[View Case Studies](https://www.seerinteractive.com/work/case-studies)
\\[ LATHAM POOL \\] •
[SEO](https://www.seerinteractive.com/work/case-studies/tag/seo) •
[PAID MEDIA](https://www.seerinteractive.com/work/case-studies/tag/paid-media) •
[DESIGN](https://www.seerinteractive.com/work/case-studies/tag/design) •
[CRO](https://www.seerinteractive.com/work/case-studies/tag/cro)
Paid Media Strategy Boosts Growth 12% YoY
[View Case Study](https://www.seerinteractive.com/work/case-studies/latham-march-2024/)
\\[ YOUTHBUILD PHILLY \\]
• [Paid Media](https://www.seerinteractive.com/work/case-studies/tag/paid%20media)
Paid Media Overhaul Increases Applications by 67%
[View Case Study](https://www.seerinteractive.com/work/case-studies/youthbuild-march-2024/)
\\[ HR ACUITY \\]
• [PAID MEDIA](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
Paid Media Test & Refresh Boosts Conversions
+171% MoM
[View Case Study](https://www.seerinteractive.com/work/case-studies/human-march-2024/)
INTEGRATED MARKETING
[SEO](https://www.seerinteractive.com/work/seo)
[Paid Media](https://www.seerinteractive.com/work/paid-media) [Analytics](https://www.seerinteractive.com/work/analytics) [Creative Services](https://www.seerinteractive.com/work/creative) [Conversion Rate Optimization (CRO)](https://www.seerinteractive.com/work/cro)
[Let's Talk](https://www.seerinteractive.com/contact)
Proud to Be a Certified B-Corporation
[Our Impact](https://www.seerinteractive.com/b-corp)
We’re Committed to Our Community
[Our Impact](https://www.seerinteractive.com/uplift-others)
$15 Million
given back to the community by 2032
$154,000
donated in 2023 to causes close to
heart
5,122
volunteer hours by our team members in
2023
$14,000
donated in 2023 to nonprofits on behalf
of Seer clients
Thoughts From Our Blog
[View Our Blog](https://www.seerinteractive.com/insights)
[](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[What is Generative Engine Optimization (GEO) & how does it impact SEO?](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[](https://www.seerinteractive.com/insights/why-2020s-seo-kpis-wont-work-in-2024-in-a-genai-data-scarce-world)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[Why 2020's SEO KPIs won't work in 2024 in a GenAI & Data Scarce world](https://www.seerinteractive.com/insights/why-2020s-seo-kpis-wont-work-in-2024-in-a-genai-data-scarce-world)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[STUDY: What Drives Brand Mentions in AI Answers?](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[View Our Blog](https://www.seerinteractive.com/%7Btype=EXTERNAL,%20content_id=null,%20href=/insights,%20href_with_scheme=/insights%7D)
[Let's Talk](https://www.seerinteractive.com/contact)# Helping Others is in Our DNA
Since day one, technology, innovation, a competitive spirit and a desire to help clients and communities has been hardcoded into Seer’s DNA.
[Learn More](https://www.seerinteractive.com/people#hac)
Seer’s Origin Story
In 2002, Wil Reynolds’ former employer gave him a hard time about taking time off to volunteer. Wil left that company to start Seer as a one-person operation out of his living room, compelled to make a positive difference in the lives of others and committed to revolutionizing SEO.
Today, Seer is recognized as an industry leader in digital marketing. Over the past two decades, we’ve built integrated strategies for brands spanning countless verticals, from finance to SaaS to education to niche offerings. From emerging businesses to Fortune 50 companies, they’ve trusted Seer to transform their business with expert insights.
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A Team of Seers
Though our 250+ full-time team members, contractors, part-timers, and interns defy generalization, it’s safe to say we’re people who question assumptions and approach every challenge with humility. We believe a collective vision gets built one person and one conversation at a time—that only by combining our talents and passions into one cooperative whole can we uncover the truest truths, sharpest insights, and boldest strategies.
[Meet the Team](https://www.seerinteractive.com/people/team)
## We Use Business As A Force for Good
### Purpose
Challenge the status quo by leading with our heart.
### Vision
A world where it’s easy to do the right thing.
### Values
Uplift others, pursue truth, and strive to be better than yesterday.
[See Our Community Impact](https://www.seerinteractive.com/uplift-others) [Read Our B-Corp Story](https://www.seerinteractive.com/b-corp)
\\[ DON’T JUST TAKE OUR WORD \\]
71 NPS
Net Promoter Score (NPS)
+18%
Points Higher Than Industry Average
Our Partnerships
We make meaningful connections. Our partners become your partners, giving you access to the latest technology and insights.
Seer is an original partner with Google Premier Partners and a founding partner with Microsoft Bing.
Learn More From Our Insights
Sign up for our newsletter to stay up-to-date with insights, tips, and
trends. Delivered once a week.
Subscribe to Seer's newsletter for forward-thinking marketers\\*
\\[MKTG\\] Subscription Type
[](https://www.seerinteractive.com/insights/volunteer-events-remote-first-company)
[Creating Impactful Group Volunteer Events in a Remote First Company](https://www.seerinteractive.com/insights/volunteer-events-remote-first-company)
[](https://www.seerinteractive.com/insights/tips-for-building-a-strong-team-rapport)
[Building A Strong Team Rapport: A People Leader’s POV](https://www.seerinteractive.com/insights/tips-for-building-a-strong-team-rapport)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/building-community-impact-program)
[How We Are Building Our Community Impact Program](https://www.seerinteractive.com/insights/building-community-impact-program)
[Explore All Insights](https://seerinteractive.com/insights)
[iframe](https://td.doubleclick.net/td/ga/rul?tid=G-BWE864G7ME&gacid=1776826792.1740602780>m=45je52o0v881984164z86952271za200zb6952271&dma=0&gcd=13l3l3l3l1l1&npa=0&pscdl=noapi&aip=1&fledge=1&frm=0&tag_exp=101732279~101732281~102067808~102482433~102539968~102558064~102587591~102605417~102640600~102658453&z=1909530739)[iframe](about:blank)
[iframe](https://seerinteractive-7982212.hs-sites.com/hs-web-interactive-7982212-127749777778?enableResponsiveStyles=true)
[Insights](https://www.seerinteractive.com/insights) / GA4
# GA4
Browse All GA4
Filter by Service
SEO
Paid Media
Analytics
Creative
CRO
Client Services
[](https://www.seerinteractive.com/insights/ai-driven-search-traffic-in-analytics)
[Use Google Analytics to Monitor AI Driven Search Traffic from ChatGPT, Gemini, and Perplexity](https://www.seerinteractive.com/insights/ai-driven-search-traffic-in-analytics)
[GA4](https://www.seerinteractive.com/insights/tag/ga4) /
[AI](https://www.seerinteractive.com/insights/tag/ai) /
[chatgpt](https://www.seerinteractive.com/insights/tag/chatgpt) /
[attribution](https://www.seerinteractive.com/insights/tag/attribution)
[](https://www.seerinteractive.com/insights/when-to-consider-ga4-alternatives)
[When Should I Consider GA4 Alternatives \\| Seer Interactive](https://www.seerinteractive.com/insights/when-to-consider-ga4-alternatives)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
[Google Analytics](https://www.seerinteractive.com/insights/tag/google-analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/debug-devices-in-ga4)
[Why Do I Have So Many Debug Devices In GA4?](https://www.seerinteractive.com/insights/debug-devices-in-ga4)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Google Tag Manager](https://www.seerinteractive.com/insights/tag/google-tag-manager) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/time-to-upgrade-to-new-ga360)
[When Should I Upgrade to New GA360?](https://www.seerinteractive.com/insights/time-to-upgrade-to-new-ga360)
[GA4](https://www.seerinteractive.com/insights/tag/ga4) /
[GA 360](https://www.seerinteractive.com/insights/tag/ga-360)
[](https://www.seerinteractive.com/insights/no-bounce-rate-in-ga4)
[Bounce Rate in Google Analytics 4 (GA4) \\| Seer Interactive](https://www.seerinteractive.com/insights/no-bounce-rate-in-ga4)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Industry Updates](https://www.seerinteractive.com/insights/tag/industry-updates) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4-auto-migration-guide)
[Google's GA4 Auto-Migration \\| Everything You Need To Know](https://www.seerinteractive.com/insights/ga4-auto-migration-guide)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4-migration-pitfalls)
[Mistakes to Avoid When Migrating to GA4 \\| Seer Interactive](https://www.seerinteractive.com/insights/ga4-migration-pitfalls)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/how-to-choose-ga360-reseller)
[Choosing Your GA360 Reseller \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-choose-ga360-reseller)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4) /
[GA 360](https://www.seerinteractive.com/insights/tag/ga-360)
[](https://www.seerinteractive.com/insights/risks-of-ga4-automatic-properties)
[The Risks of Using GA4's Automatic Property Creation](https://www.seerinteractive.com/insights/risks-of-ga4-automatic-properties)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4) /
[GA 360](https://www.seerinteractive.com/insights/tag/ga-360)
[](https://www.seerinteractive.com/insights/data-discrepancies-ga4-looker-studio)
[Understanding Data Discrepancies in GA4 and Looker Studio \\| Seer Interactive](https://www.seerinteractive.com/insights/data-discrepancies-ga4-looker-studio)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Google Data Studio](https://www.seerinteractive.com/insights/tag/google-data-studio) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4-admin-settings)
[GA4 Admin Settings You Don’t Want to Overlook](https://www.seerinteractive.com/insights/ga4-admin-settings)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/understanding-your-users-in-ga4)
[Understanding Your Users in GA4](https://www.seerinteractive.com/insights/understanding-your-users-in-ga4)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[Google Analytics](https://www.seerinteractive.com/insights/tag/google-analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4s-custom-dimension-parameter-data-model)
[GA4's Custom Dimension & Parameter Data Model \\| Seer Interactive](https://www.seerinteractive.com/insights/ga4s-custom-dimension-parameter-data-model)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[Google Analytics](https://www.seerinteractive.com/insights/tag/google-analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/google-analytics-4-ga4-faqs)
[Google Analytics 4 (GA4) FAQs: Your Key Questions Answered \\| Seer Interactive Insights](https://www.seerinteractive.com/insights/google-analytics-4-ga4-faqs)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[Google Analytics](https://www.seerinteractive.com/insights/tag/google-analytics) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4-and-bigquery-the-dynamic-duo)
[GA4 and BigQuery: The Dynamic Duo](https://www.seerinteractive.com/insights/ga4-and-bigquery-the-dynamic-duo)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
[](https://www.seerinteractive.com/insights/ga4-expanded-new-default-channel-groupings)
[GA4: Understanding Expanded and New Default Channel Groupings \\| Seer Interactive Insights](https://www.seerinteractive.com/insights/ga4-expanded-new-default-channel-groupings)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
[Industry Updates](https://www.seerinteractive.com/insights/tag/industry-updates) /
[GA4](https://www.seerinteractive.com/insights/tag/ga4)
Useful Insights and Tips, Delivered Once a Week
Sign up for our newsletter to stay up-to-date with digital marketing insights, tips, and trends.
Subscribe to Seer's newsletter for forward-thinking marketers\\*
\\[MKTG\\] Subscription Type
Browse by Category
[Integrated Marketing](https://www.seerinteractive.com/insights/tag/integrated-marketing) [AI + Tech](https://www.seerinteractive.com/insights/tag/ai) [Analytics and Data](https://www.seerinteractive.com/insights/tag/analytics) [Innovation and Data](https://www.seerinteractive.com/insights/tag/innovation)
[UX and Brand](https://www.seerinteractive.com/insights/tag/ux-ui) [Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer) [People and Culture](https://www.seerinteractive.com/insights/tag/people-of-seer) [Client Success](https://www.seerinteractive.com/insights/tag/client-services)
[Seer Guides](https://www.seerinteractive.com/insights/tag/guides) [Events & Webinars](https://www.seerinteractive.com/insights/tag/events-webinars)
Browse by Category
[Integrated Marketing](https://www.seerinteractive.com/insights/tag/integrated-marketing) [AI + Tech](https://www.seerinteractive.com/insights/tag/ai) [Analytics and Data](https://www.seerinteractive.com/insights/tag/analytics) [Innovation and Data](https://www.seerinteractive.com/insights/tag/innovation) [UX and Brand](https://www.seerinteractive.com/insights/tag/ux-ui)
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer) [People and Culture](https://www.seerinteractive.com/insights/tag/people-of-seer) [Client Success](https://www.seerinteractive.com/insights/tag/client-services) [Seer Guides](https://www.seerinteractive.com/insights/tag/guides) [Events & Webinars](https://www.seerinteractive.com/insights/tag/events-webinars)
[iframe](https://platform.twitter.com/widgets/widget_iframe.2f70fb173b9000da126c79afe2098f02.html?origin=https%3A%2F%2Fwww.seerinteractive.com)
[Insights](https://www.seerinteractive.com/insights) / POV
# POV
Browse All POV
Filter by Service
SEO
Paid Media
Analytics
Creative
CRO
Client Services
[](https://www.seerinteractive.com/insights/should-i-hire-an-seo-company)
[When Should I Hire an SEO Company?](https://www.seerinteractive.com/insights/should-i-hire-an-seo-company)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/local-seo-guide)
[Local SEO: A Guide to Local Search in 2024 \\| Seer Interactive](https://www.seerinteractive.com/insights/local-seo-guide)
[Guides](https://www.seerinteractive.com/insights/tag/guides) /
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[Resources](https://www.seerinteractive.com/insights/tag/resources) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/tips-for-building-a-strong-team-rapport)
[Building A Strong Team Rapport: A People Leader’s POV](https://www.seerinteractive.com/insights/tips-for-building-a-strong-team-rapport)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[People of Seer](https://www.seerinteractive.com/insights/tag/people-of-seer) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/how-to-get-your-pmp-while-working)
[Getting Your PMP Process with Study Template \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-get-your-pmp-while-working)
[Guides](https://www.seerinteractive.com/insights/tag/guides) /
[Templates](https://www.seerinteractive.com/insights/tag/templates) /
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
[POV](https://www.seerinteractive.com/insights/tag/pov) /
[Client Services](https://www.seerinteractive.com/insights/tag/client-services)
[](https://www.seerinteractive.com/insights/pitch-perfect)
[Pitch Perfect: The 9 Questions Every Successful Pitch Answers](https://www.seerinteractive.com/insights/pitch-perfect)
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer) /
[Career Growth](https://www.seerinteractive.com/insights/tag/career-growth) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/how-to-introduce-yourself-to-a-client)
[How to Introduce Yourself to a Client \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-introduce-yourself-to-a-client)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/how-to-get-hired-after-being-turned-down-from-a-job)
[Bouncing Back After Job Rejection \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-get-hired-after-being-turned-down-from-a-job)
[Career Growth](https://www.seerinteractive.com/insights/tag/career-growth) /
[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[Integrated Marketing](https://www.seerinteractive.com/insights/tag/integrated-marketing) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/seer-rebrand-our-journey)
[Re-Introducing Seer: Our Rebrand Journey](https://www.seerinteractive.com/insights/seer-rebrand-our-journey)
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer) /
[Industry Updates](https://www.seerinteractive.com/insights/tag/industry-updates) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/how-to-find-ecommerce-marketing-support)
[How To Find the Right SEO Ecommerce Agency for Your Business](https://www.seerinteractive.com/insights/how-to-find-ecommerce-marketing-support)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
[](https://www.seerinteractive.com/insights/helpful-content-update-analysis)
[Analysis of Google's Helpful Content Update: Don't Do Anything Yet.](https://www.seerinteractive.com/insights/helpful-content-update-analysis)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
[Industry Updates](https://www.seerinteractive.com/insights/tag/industry-updates) /
[POV](https://www.seerinteractive.com/insights/tag/pov)
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# Adapt or Be Left Behind: SEO in the Age of AI Answers
SEO isn’t going away, but it’s definitely not what it used to be. AI is shifting how your customers search, and if you’re still focused on rankings, you’re already behind.
**The real question:** How do you stay visible when AI delivers answers before anyone even clicks?
We’ll show you how to pivot your strategy, tighten up your KPIs, and thrive in this new world of search.
**Drop your email below to subscribe to our newsletter for the tips that’ll keep you winning ⬇️**
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##### FOLLOW ME
[Follow Wil on X](https://www.twitter.com/wilreynolds)[Follow Wil on LinkedIn](https://www.linkedin.com/in/wilreynolds/)[Follow Wil on Medium](https://wilreynolds.medium.com/)[Follow Wil on Threads](https://www.threads.net/@wilreynolds/)
# **Ready to gear up with the tools that matter?**
I didn’t just talk about the future of SEO—I’ve pulled together tons of actionable resources.
Whether it’s [tracking your visibility](https://www.seerinteractive.com/genai-answer-tracking?utm_campaign=GenAI%20Answer%20Tracking%202024&utm_source=Wil-MAICON2024-LP&utm_medium=LP) or rethinking your brand strategy, everything you need is linked here, expand the categories to grab all of my resources.
_Did you miss me at MAICON or want to rewatch my talk? [Click here to see the content below.](https://www.seerinteractive.com/maicon-2024#missed-me)_
#### Reads/Studies
- [SEO has been dead since 1997](https://www.searchenginejournal.com/many-deaths-seo-2015/123311/)
- [Gartner: SEO traffic will drop by 25% by 2026](https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents)
- Datos study on why [Gartner is wrong](https://datos.live/predicted-25-drop-in-search-volume-remains-unclear/) about SEO traffic taking such a big hit by 2026.
- Sparktoro study - is [Google search activity declining](https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/)....not according to their study.
- Bing - discussion of [chat vs search](https://searchengineland.com/ai-search-bing-fabrice-canel-406520) and which ones are best for which tasks.
#### Prototypes Without Devs
- [Google Colab](https://colab.research.google.com/)
- Code samples:
- [Wikipedia](https://cdn.seerinteractive.com/hubfs/Maicon%202024/wikipedia_traffic.txt)
- [Common Crawl](https://cdn.seerinteractive.com/hubfs/Maicon%202024/common_crawl.txt)
#### AI Overviews / Tracking AI Search Disruption
- [Looker dashboard](https://www.seerinteractive.com/insights/ai-driven-search-traffic-in-analytics) to track AI search referrals
- [Ziptie](https://ziptie.dev/) tool to track AI overviews
- [SEMRush](https://www.semrush.com/kb/1435-ai-overview) approach to tracking AI overviews
- [ChatGPT for Sheets](https://gptforwork.com/)
- [Video on how to build your own ChatGPT tracker for 10,000 questions](https://www.youtube.com/watch?v=DnhkYY7hVyU)
- [Nozzle](https://nozzle.io/) \\- rank tracker to get PAA questions & answers
- [Sparktoro](https://www.sparktoro.com/) \\- track your audience's use of ChatGPT against global benchmarks
- [Similarweb Tracker](https://www.similarweb.com/website/chatgpt.com/#overview) of OpenAI's popularity
- [AI overviews prevalence](https://dashboard.ziptie.dev/aio-monitor) data from ziptie
#### AI to Improve your Content
- [Vapi](https://vapi.ai/)
- [Synthflow](https://synthflow.ai/)
#### Level Up your AI Acumen:
- Run your prompt in multiple models - [Poe.com](https://poe.com/) & [Magai.co](https://magai.co/)
- [Survival Kit](https://www.seerinteractive.com/insights/survival-kit-for-marketers-career-path-in-an-ai-world) for Marketers in an AI world
- [Level up your KPIs](https://www.seerinteractive.com/insights/the-new-search-kpis-for-2024) for 2024
- Break out of the [sea of sameness](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
#### Brand Visibility in AI
- [GenAI Answer Tracking](https://www.seerinteractive.com/genai-answer-tracking?utm_campaign=GenAI%20Answer%20Tracking%202024&utm_source=Wil-MAICON2024-LP&utm_medium=LP)
- [Hubspot Grader](https://www.hubspot.com/ai-search-grader)
# [](https://hubs.la/Q02PfxSK0)
# **Are you starting to hear leads say, \"I found you in ChatGPT\"?**
I am. And now clients and managers are asking, _“We just got found on ChatGPT, but how do we know if we’re showing up there?”_
This video breaks it down—how to track unlimited questions in a spreadsheet and compare which brands show up on Google (PAAs) versus ChatGPT's answers.
How can you spot if your visibility is strong on Google but slipping on ChatGPT? That’s a potential threat if your customers are shifting to ChatGPT, and you may be invisible there.
[Watch the video to learn how to track and stay ahead.](https://hubs.la/Q02PfxSK0)
[Watch Now](https://hubs.la/Q02PfxSK0)
# **95% of today's marketing work will be \"handled\" by AI.**
That Sam Altman quote really stuck with me after hearing it on Mike Kaput and Paul Roetzer's podcast. Mike briefly mentioned an “AI survival kit,” and it got me thinking—what would that look like for marketers?
After talking to dozens of agencies and reflecting on my own, I’ve put together insights on where we are in the AI marketing journey, what skills we need, and how to build a career path that’s AI-enabled. Even if AI takes over just 10% or 30% of our work, that's still a big shift.
Ready to build your own AI marketing survival kit?
[Read More](https://www.seerinteractive.com/insights/survival-kit-for-marketers-career-path-in-an-ai-world)
# [](https://www.seerinteractive.com/insights/survival-kit-for-marketers-career-path-in-an-ai-world)
MAICON 2024 Walkthrough \\| HubSpot Video
# **Missed me at MAICON?**
Read the [transcript](https://cdn.seerinteractive.com/hubfs/MAICON2024%20Wil%20Reynolds%20-%20Seer%20Interactive.pdf) or watch my talk where I discuss:
- \\- Hard truths about SEO
- \\- Why Gen AI will beat search
- \\- Is my customer behavior shifting
- \\- KPIs - Gen AI vs SEO
- \\- Tracking visibility in a Gen AI world
- \\- How to get visible
> #### **More from Seer**
### The Sea of Sameness Problem in Content Marketing & SEO
[](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
### ChatGPT Tracking: AI Answer Monitoring for Marketers
[](https://www.seerinteractive.com/insights/chat-gpt-tracking)
### What is Generative Engine Optimization (GEO)
[](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)# Our Latest Thoughts and Innovations
Get the latest industry updates, tutorials, and insights from our team on everything from digital strategy to career growth.
[](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[STUDY: What Drives Brand Mentions in AI Answers?](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
By [Christina Blake](https://www.seerinteractive.com/insights/page/4)
[AI](https://www.seerinteractive.com/insights/tag/ai)
BlogPost 184632700231 STUDY: What Drives Brand Mentions in AI Answers?
[](https://www.seerinteractive.com/insights/are-ai-sites-like-chatgpt-sending-your-website-traffic)
INNOVATION AND DATA
[Deep Dive: Tracking How ChatGPT + Search & Others Send Users To Your Site](https://www.seerinteractive.com/insights/are-ai-sites-like-chatgpt-sending-your-website-traffic)
By
[Jonathan Wehausen](https://www.seerinteractive.com/people/team/jonathan-wehausen)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
[](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
AI
[What is Generative Engine Optimization (GEO) & how does it impact SEO?](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
By
[Wil Reynolds](https://www.seerinteractive.com/people/team/wil-reynolds)
By
[Cori Shirk](https://www.seerinteractive.com/people/team/cori-shirk)
By
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[AI](https://www.seerinteractive.com/insights/tag/ai)
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[](https://www.seerinteractive.com/insights/the-evolution-of-search-how-googles-multitask-unified-model-mum-impacts-seo)
[The Evolution of Search: How Google's Multitask Unified Model (MUM) Impacts SEO \\| Seer Interactive](https://www.seerinteractive.com/insights/the-evolution-of-search-how-googles-multitask-unified-model-mum-impacts-seo)
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[](https://www.seerinteractive.com/insights/how-to-up-your-audience-research-game-with-ai)
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[Making Sense of AI in Analytics: How AI Models are Powering Today’s Digital Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
[](https://www.seerinteractive.com/insights/google-ai)
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[Is Google Poised to Take the Lead in AI? \\| Seer Interactive](https://www.seerinteractive.com/insights/google-ai)
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# Getting Granular with YouTube Audience Targeting
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Nov 30, 2018
Not many people know this, but the second-largest search engine behind Google is actually YouTube. With 1.5 billion people watching over one billion hours of video a day, YouTube is gathering a _lot_ of data on its users. All of this data allows advertisers to target specific audiences with a high level of granularity. YouTube has developed an array of different audience types that provides advertisers with a degree of flexibility that isn’t found on other platforms.
## Diving into Audience Types
### Remarketing audiences
Running a remarketing audience on YouTube is similar to how these audiences are run across all other platforms. Advertisers have the ability to target users who have a visited a specific page on a website, create custom remarketing audiences in Google Analytics -- or more specifically to YouTube --and remarket to users that have previously viewed one of the account ads. Using remarketing audiences on YouTube can be as simple, or as complex, as a marketer needs, depending on the business goals associated with the campaign.
### Demographic Groups
Advertisers have had the ability to target demographic groups for a while now, however, this targeting option has seen some recent updates. Outside of some of the traditional segments like age and gender, YouTube campaigns can now use the [detailed demographics](https://support.google.com/youtube/answer/2454017?hl=en) option to target groups such as college students, homeowners, and new parents. Whether a client sells cribs or bulk orders of ramen, there’s an effective way to reach their target audience on YouTube.
_**💡 Pro Tip:** It’s best practice to use only one audience targeting type at a time. This means that different audience types shouldn’t be layered on top of one another. For example, a demographic targeting audience should not be used in conjunction with a life events audience. This keeps the size of that audience large enough for YouTube to effectively optimize the performance of these campaigns. ._
### Life Events
Similar to demographic targeting, YouTube has the ability to target users based on major life events. This targeting type incorporates a higher level of **intent** into the audience composition. For example, if a user is placed in the _getting married_ life event audience segment, then it’s likely that they’re going to search for a wedding planner or event venue.
YouTube is constantly updating its list of life events, but below is the most recent list:
- Business creation
- College graduation
- Home renovation
- Job change
- Marriage
- Moving
- New pet
- Purchasing a home
- Retirement
Within each of these categories are also sub-categories for even more granular levels of targeting.
YouTube even has dog vs. cat people down to a science.
### In-Market Segments and Affinity Audiences
YouTube has made it easy for advertisers to target more complex audiences with the platform’s proprietary affinity audiences offering. Affinity audiences have been around for a while in display advertising, but they are now more accurate and allow marketers to reach 15% more people than before on YouTube. The improvement in the performance of these audiences is the result of YouTube leveraging user signals across all of Google’s platforms.
Affinity audiences are structured buckets of users, and these buckets are created based on user behaviors and interests. When targeting users, advertisers have the option to select from a list of different affinity interests such as beauty and wellness or sports and fitness.
In-market segments are similar to affinity audiences in both composition and performance, however, the intent to make a purchase or take action in each interest category is stronger here. By using signals from platforms like Google search, these in-market audiences are better suited when targeting users who are lower in the funnel.
### 
### Consumer Patterns
Targeting audiences based off of consumer patterns is another new audience type available to YouTube campaigns. These pre-built audiences allow advertisers to target users based on their consumption habits. Some of the potential consumer patterns audience segments are:
- Grocery
- Big box
- Department
- Convenience store shoppers
- Frequent restaurant goers
YouTube is able to identify users who fall into these buckets by leveraging signals across all of Google’s different platforms. These audiences can be used in a number of different creative ways, such as tailoring messages and promotions differently between each audience. Convenience store shoppers may be more inclined to engage with ads that feature discounts or promotions, where department store shoppers may connect with more an ad that features specific brands.
### Custom Intent Audiences
One of the most powerful new audience types available to YouTube is the custom intent audience. This allows advertisers to target users based off of specific keywords they have searched on Google.
It is recommended best practice to create ad groups with a minimum of 50 related keywords. The process is simple: Just insert the desired keyword list, and YouTube will constantly refresh the audience to include all possible users who have used the targeting search terms in the custom intent audience list.
If you’d like to learn more about how to leverage any of the audience types in your YouTube campaigns, contact the Seer team today!
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# Why Isn't My Bidding Strategy Working?
[](https://www.seerinteractive.com/people/team/kyle-kull \"Kyle Kull\")[Kyle\\\\
\\\\
Kull](https://www.seerinteractive.com/people/team/kyle-kull \"Kyle Kull\")
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Jun 5, 2023
#### **How can this post on bidding strategies help me?**
In the fast-paced and ever-evolving world of business, staying ahead of the competition is crucial. Bidding strategies play a pivotal role in determining the success of your campaigns but sometimes making adjustments can cause bigger issues. In this blog post, we will explore common misconceptions around testing bid strategies, real world scenarios and overall best practices.
* * *
#### **Table of Contents**
[Bid Strategy Conflicts and Resolutions](https://www.seerinteractive.com/insights/bidding-strategy#testing-new-bid-strategies)
[Real World Scenarios](https://www.seerinteractive.com/insights/bidding-strategy#real-world-examples)
[Seer's Golden Rule](https://www.seerinteractive.com/insights/bidding-strategy#best-practices)
Trying to figure out why your bid adjustments and or bid strategies haven’t been working out for you? Maybe you’ve been so frustrated at the fact your hypothesis hasn’t been panning out, you went ahead and made an additional edit. Well, if you didn’t give the algorithm time to adjust, you may have restarted the whole process over again. Before making that next adjustment, let’s go over a scientific method to inform your bid strategy adjustments.
\\[FUN FACT\\] : Machine Learning algorithms utilize a large parameter set that influences performance on such a large scale that not one individual or team could calculate!
## **Testing into a new bid strategy**
There are two times you may run into bid strategy conflicts: One is that you may be trying to test a new bid strategy and the other is improving an already existing bid strategy.
In order to see your bid adjustments/bid strategy in full working order you need to have at least 20 conversions before making any adjustments or strategy adjustments. See this [blog post](https://www.seerinteractive.com/insights/testing-tips-paid-marketers) that further explains the logic on why.
At levels below 20 conversions, data sets often get too small for machine learning to respond accurately. Feeding the algorithm with a strong quantity of conversions allows machine learning to create a powerful snowball effect that drives more responsiveness to your bid changes.
\\[TIP\\] Microsoft recommends letting the bid strategy gather at least 30 conversions before evaluating performance on a more conservative note before making any other adjustments. Google also recommends the advertiser to gather at least 30 conversions unless you’re using a Target ROAS in which case you want to gather approximately 50 conversions.
## **Common scenarios**
Keeping in mind the above methodology of a 20 conversion threshold, let’s review some scenarios where you might want to adjust your bid strategy.
#### Scenario \\#1
“My campaign gets 100 conversions a month but I want to reduce the CPA; how do I do that?”
We use the same logic for tCPA adjustment and ROAS adjustments. So, let's say you have a campaign with 100 conversions a month and you want to improve the CPA or get more scale. This involves two potential optimizations:
1. Increase the tCPA by 20% to gain more scale
2. Decrease the tCPA by 20% to be more efficient Making +/- 20% adjustments with that CPA are well within reach and provide a very low risk to the campaign and will allow it to be very effective. The estimated reaction time for the campaign to see proper results will happen approximately two weeks or less from implementation.
#### Scenario \\#2
“If the campaign I want to test is already receiving a large volume of conversions, how long will it take to see any impact?”
Let's use another example with the same campaign above that has 100 campaigns and you want to go up or down by 30%. The reaction time will take Google a little longer to utilize its machine learning algorithm. But it still will prove to be very effective with that large amount of conversion data set.
#### Scenario \\#3
“I started with a tCPA of $40 which was too low so I moved it to $45 and within a week nothing happened so I moved it to $50. Why is it not optimizing to my tCPA?”
Adjusting your tCPA too frequently will cause various issues such as not allowing Google’s machine learning ample time to adjust to your previous bid adjustment. Consistently changing your bid adjustment will continually “shock the system” and furthermore delay your end goal in improving bid strategy performance.
\\[TIP\\] A good rule of thumb for how frequently you should adjust your tCPA is roughly 2 weeks according to the data set we’ve tested here at Seer.
Typically any bid adjustments made within 0-50% increments should typically see results within 2 weeks. If you have a campaign that has a larger number of conversions it may take longer to see any significant outcome. A campaign we tested that had 100+ conversions per month saw CPA improve within 1 week but took about 2-3 weeks for our goal to hit since it had such a high conversion volume.
When in doubt, less is more. Let the engine have time to learn.
## **Conclusion**
The golden rule for why your bid adjustments/bid strategies **aren’t** working tend to meet the following criteria:
1. Less than 40 conversions
2. Too frequent changes which doesn't allow Google’s machine learning to do its job
The above mentioned is what we’ve seen here at Seer being deep in the trenches on a daily basis optimizing our client’s campaigns. The question I’ll leave you with is if something is broken do you constantly keep fixing it every two minutes or would you rather wait two hours to see if your efforts made a difference?
* * *
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[iframe](https://platform.twitter.com/widgets/widget_iframe.2f70fb173b9000da126c79afe2098f02.html?origin=https%3A%2F%2Fwww.seerinteractive.com)searchlove san diego 2023
# Wil Reynolds puts Seer's Signals™ Cloud-Based Data Platform to the Test
Searchlove speakers inspired Wil to build analyses that support their strategies within a day of learning about them.
### [Sign-up to have Wil run this on your data](https://www.seerinteractive.com/searchlove-san-diego-2023\\#ten)
[Or Learn More about Supernova](https://www.seerinteractive.com/work/technology)
## SUPERNOVA™
The engine we use to power our client's strategy - Supernova is Seer Interactive's cloud-based data platform.
We use it to help clients make confident decisions that impact their bottom line.
## **Skip straight to the analyses**
### [AI Disrupted Keyword Analysis](https://www.seerinteractive.com/searchlove-san-diego-2023\\#keyword-disruption-ai)
Inspired by Dr. Pete
### [Buzzworthy Themes Analysis](https://www.seerinteractive.com/searchlove-san-diego-2023\\#digital-pr)
Inspired by Carrie Rose
## 3-Minute Overview of Analyses
Prefer to read it? Keep scrolling
wil searchlove speaker analyses \\| HubSpot Video
## What Keywords Will be Most Disrupted by Chat-Driven Search?
### Presentation Inspiration
[.jpg?width=800&height=450&name=SearchLove%20San%20Diego%202023%20(6).jpg)](https://moz.com/blog/nine-years-of-google-algorithm)
[Dr. Pete](https://moz.com/community/q/user/dr-pete), Marketing Scientist at [Moz](https://moz.com/), guides us on how to listen to Google when they announce algorithm changes, but without panicking! With all the disruptions rolling in - TikTok, Chat GPT-3, etc - Google is trying to keep up without tanking it's content creation engine.
Over the past 5 years, Google started giving more information on algo updates and rolling those updates out at a slower pace. This helps give businesses time to adjust and avoids major brand websites tanking when a full blown update goes from 0 to 100.
### Wil's Analysis
In Q&A, Wil asked Dr. Pete if he were going to attempt get ahead of the disruption of Chat GPT-3 on search, where would he start?
Dr. Pete's answer:
**Look at the trend over time of how often you're showing the knowledge graph**
Knowledge graphs are a similar search feature to Chat GPT-3 in that they both provide instant answers. So the hypothesis is that search queries that show a knowledge graph will be first up on the Chat GPT-3 disruption list.
So Wil built it inside Seer Interactive's Supernova cloud-based data platform and we now have it available for all Seer clients today:
Now we can plan with our clients instead of panic as Dr. Pete guided us to.
**For client #11, we'd likely advise:**
\\- 11% of your search terms show a knowledge graph
\\- 6% of your PPC spend is going towards those terms
\\- But only 5% of your conversions come from those terms
\\- What % of conversions would you start to get concerned about and want to tackle this? 10%? 20%
Then after we get that answer, we'll set-up an alert in Supernova™ to let us know when we're getting close and it's time to plan to tackle that shift.
**For client #9, we'd likely advise:**
\\- 5% of your search terms show a knowledge graph
\\- 42% of your PPC spend is going towards those terms
\\- A whopping 70% of your conversions come from those terms
We recommend we work together to create and execute on a strategy to live into that disruption.
## Digital PR: Find Buzzworthy Client Themes
### Presentation Inspiration
[.png?width=800&height=449&name=SearchLove%20San%20Diego%202023%20(2).png)](https://riseatseven.com/services/digital-pr/)
[Carrie Rose](https://riseatseven.com/team/carrie-rose), Founder and CEO of [Rise at Seven](https://riseatseven.com/), shared the 3 C's of Digital PR with us:
**Creativity:** Creating stories, not marketing or prospecting
**Commerciality:** Make your product relevant to the NOW - what trends are happening that you can attach onto?
**Clicks:** Focus on a 60 /40 follow to no follow profile
### Wil's Analysis
Commerciality was what inspired Wil here.
**How could I look at where daily mall, buzzfeed, etc are showing up for my clients to identify buzzworthy topics?**
So Wil built it inside Seer Interactive's Supernova cloud-based data platform and we now have it available for all Seer clients today:
This dashboard is now deployed to all Seer clients so their teams can understand how much we're spending on those search terms in paid (i.e. we now have a $ amount that we know the client is willing to spend to capture this traffic), and layering in titles and descriptions helps us understand the themes that are buzzworthy.
Now we can add to this, look at where we've been ranking in a stale position and try to improve that position.
- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report1024_8.jpg)
- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report1024_9.jpg)
- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report1024_10.jpg)
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- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report.pdf)[See Full Report](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report.pdf)
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- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report1024_13.jpg)
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- [](https://cdn.seerinteractive.com/hubfs/Seer%20Interactives%202022%20Community%20Impact%20Report1024_6.jpg)
## Wil Volunteered to Run 10 Free Custom Analyses on Your Data
Fill out the form below to be considered.
Please note, that these analyses work best with spends $10K+ per month. You will also need to provide Seer access to your Googles Ad Platform.
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## See Seer Signals in Action
Find inspiration on how to data-influence your next strategy.
[See more posts like these →](https://www.seerinteractive.com/cs/c/?cta_guid=fa6e5906-59b8-4ae6-b4d9-bd4389da2782&signature=AAH58kH64jDKF0hqDhmV084uw3qKUcozrg&portal_id=7982212&pageId=106390913426&placement_guid=816290e1-6923-445b-9621-e702e16103c2&click=8521ad81-5241-4bfd-af48-ad7923ad3442&redirect_url=APefjpH6wV4GT7lPoF-jZHaCrofVJTSjCtN81nWSbdX5GknefWsEaA29wvd1XYYksSfYAXCPFuwsVAR0JuLnCgyJv-CopwBgYqCGEfQ3sykrbu65wU8-3JS0yDxl93WCImCtMcfcNk49J6cxSrsszQColQlbYAUCCA&hsutk=&canon=https%3A%2F%2Fwww.seerinteractive.com%2Fsearchlove-san-diego-2023&ts=1740602791697 \"See more posts like these → \")
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## Are we right for you?
There’s only one way to find out.
[Contact us](https://www.seerinteractive.com/contact) [Explore careers](https://www.seerinteractive.com/careers)# Creative Services
We shape connected brand experiences, based on data and insights, to increase campaign performance, drive brand loyalty and create new opportunities for growth.
[Let's Talk](https://www.seerinteractive.com/contact) [See our Work](https://www.seerinteractive.com/work/case-studies/tag/creative-services)
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Facebook & Nielsen study
Data Changes Minds. Creative Changes Hearts. We Do Both.
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Where does your brand sit within the current landscape? We ask the right questions and do the research to take your brand to the next level.
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A website redesign future-proofed scalability alongside enhanced customer insights.
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A sound SEO content strategy is more than just keywords. It involves a combination of data-backed insights and nuanced content that accurately reflects your brand.
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SEO Strategy Drives +12k Sessions in One Month
SEO-backed content creation drives +12k organic sessions and Page One visibility.
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Understanding your customer journey is key to maximizing digital marketing ROI. We combine user research with search data to uncover unique insights and build holistic user-driven experiences for your audience.
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Analysis & Content Implementation Increases Purchases 50%
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[Insights](https://www.seerinteractive.com/insights) / Privacy
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[Salary Transparency](https://www.seerinteractive.com/insights/salary-transparency#salary-transparency) [Compensation Strategy](https://www.seerinteractive.com/insights/salary-transparency#compensation-strategy) [Compensation Structure](https://www.seerinteractive.com/insights/salary-transparency#compensation-structure) [What's Next?](https://www.seerinteractive.com/insights/salary-transparency#whats-next)
Insights
# Seer Salary Transparency & Compensation Strategy
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer)
Jun 30, 2022
## Salary Transparency
Transparency; a value that we consistently do our best to live into throughout every aspect of our business.
How companies choose to pay their people is typically a “behind the scenes” strategy that team members don’t have visibility into. That doesn’t jive with us, our values, or today’s job seeker’s market.
Over the past year, our People Team dove deep into [Payscale](https://www.payscale.com/) data, our industry, and our values to evolve our compensation strategy.
While we don’t have it perfect, we’ve done our best to create transparency surrounding how we look at compensation as an organization, how we make decisions about pay, and what we pay within each division and role level at the company in this guide.
```
[NOTE]
While we don’t have it perfect, we’ve done our best to create transparency surrounding how we look at compensation as an organization, how we make decisions about pay, and what we pay within each division and role level at the company in this guide.
```
## Compensation Strategy
At Seer, compensation strategy is driven by data and refined by our values.
Our values are a huge part of who we are, and it’s important our compensation reflects that. Here’s what to expect about total compensation [working at Seer](https://www.seerinteractive.com/careers/):
1. **Holistic** – Compensation includes more than just salary
2. **Competitive** – Relative to organizations like us in size, etc.
3. **Consistent & Equitable** – Built location agnostic
4. **Grounded in a Living Wage** – $65K minimum salary
> “Only one company is the best-paying company. That’s just math. You’re creating a package that runs across compensation, flexibility, culture, mission and team. ”
_— Dave Carhart; VP People, Lattice_
Holistic compensation is more than just salary. At Seer, it also includes:
- Profit Share and/or Phantom Equity
- Raises
- Discretionary and/or experience bonuses
- Employer Funded medical premiums and funds
- Wellness program
- Employer matched 401K
- Student Loan repayment
Outside of compensation and salary, we offer a total package with perks and flexible policies aligned to Seer values and culture, including:
- Unlimited PTO and Remote work flexibility
- Paid parental leave and domestic partner coverage
- Volunteer time off and donation matching
- _And more!_
## Compensation Structure
We have four core pillars that make up our compensation structure. Each pillar layers on external market data and/or internal factors that determine compensation ranges. All pillars are encompassed by Seer Interactive’s values:
To understand how competitive and equitable our compensation package is stacked up against companies like Seer Interactive, we measure ourselves against for-profit businesses in the Marketing, Advertising, and Media industry.
As we’ve grown in size (surpassing a headcount of 200), we are now positioning ourselves in a more competitive set — amongst companies with 500+ team members:
PayScale provides us with benchmarking and research on similar roles from other companies in our competitive set. This is how we align our job descriptions with the market. Now we have data that helps us understand how:
1. The market pays for certain roles, responsibilities, and skills
2. Other organizations account for inflation and market fluctuations
We use this data as a guiding light for how we structure compensation at Seer.
### Salary Ranges
```
+$14K increase in salary range midpoint since 2019
```
To live into our transparency values, [we share salary ranges in every job description](https://jobs.lever.co/seerinteractive?location=Remote&commitment=Full-time&_ga=2.157436346.1887385774.1667239135-1893998322.1660922462) and provide visibility internally through training and resources.
Across all divisions at Seer, here’s what salary ranges look like by role level:
#### Values-Based Liveable Wage
At Seer, a liveable wage is defined as the minimum someone is paid in their role.
We believe everyone (regardless of role level) deserves to make a liveable wage, EVEN if it’s higher than market ranges. This is why Seer’s liveable wage is 31% above market ranges ($65K minimum salary) for associate-level roles.
#### Market-Based Percentile
Given our competitive positioning and livable wage standard, manager-level roles at Seer and above are within the median 50th percentile of the market.
#### Location Agnostic
As a remote-first company, it is important for us to have a salary structure that is consistent across all team members no matter where it is they may call home.
While some companies will adjust your compensation if you move from a higher market to a lower market and vice versa — we don’t.
We use our founding city and HQ location, Philadelphia (which carries a cost of living 17% higher than national average) to calculate livable wage estimates. This ensures we remain competitive without the need to adjust compensation based on where a team member lives.
### Raises
```
+4-12% in annual salary growth on average
```
- **Annual Raise** – Every 365 days for all team members in good standing
- **Promotion & Raise** – For team members accepting a new role (~30% of our team promoted annually)
- **Off-cycle Raise** – For team members with exceptional performance or as a result of market rate adjustments
### Inflation
```
34% of our team received market increases in salary since 2021
```
As a response to inflation, the majority of organizations plan to increase average raises in 2021 from 2.5% (or lower) to 3% in 2022.
In the past 5 years, Seer consistently outpaces inflation and industry averages for raises. In 2021, Seer exceeded the industry by 5% (with a median raise of 8%).
All in all, we’re proud of our compensation strategy for the transparency it provides our team. It’s something we continuously work on and strive to improve each year.
## What's Next?
### We’re Hiring and We’d Love to Meet You!
Be a part of an organization that is passionate about its values and its people:
[Apply Now](https://jobs.lever.co/seerinteractive?location=Remote&_ga=2.101530817.1994057626.1668806752-1961355875.1668806752) [Explore Careers](https://www.seerinteractive.com/careers/?_ga=2.101530817.1994057626.1668806752-1961355875.1668806752)
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Be the first to hear about exciting opportunities at Seer and get advice, resources, etc. to support advancing your marketing career:
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Twitter Widget IframeInsights
# Why You Should Bid on Your Own Brand Terms
[](https://www.seerinteractive.com/people/team/ali-wilson \"Ali Wilson\")[Ali \\\\
\\\\
Wilson](https://www.seerinteractive.com/people/team/ali-wilson \"Ali Wilson\")
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Feb 19, 2021
_This post was originally published in May 2018 and last updated February 2021._
* * *
It’s a challenge for a business to achieve the performance and reach the goals you set for yourself in such a competitive PPC space. Who doesn’t want to increase ad performance and [see the most value possible for the money spent on paid search](https://www.seerinteractive.com/insights/tag/ppc/wasteful-wednesday)?
There are so many different strategies your business can use to get the biggest bang for your buck: Analyzing reports, refining ad copy, testing target audiences ... the list goes on. One of the most crucial (and controversial) strategies, though, is bidding on your own brand terms.
**In this post, you’ll learn:**
- Which brand terms to _always_ bid on
- Which brand terms to _avoid_ if they don’t fit your goals
- How to make your brand terms work best for your business
Read on for real, tangible ways you can make bidding on brand terms matter.
## Brand terms you should bid on:
- Your company name & URL
- Your product names
Bidding on these terms ensures you’re covering your core brand terms in all searches and protecting your brand against competitors trying to capitalize on your brand trademarks. Run [search query analyses](https://www.seerinteractive.com/insights/saving-benjamin-pro) periodically to make sure you’re still reaching the right audiences!
Use these analyses to discover additional relevant terms to add to your campaigns, or to find irrelevant terms to add as negative keywords.
### Brand terms to consider avoiding or adding as negative terms:
- Career- and job-related terms
- Finance/stocks terms, including ticker symbols
- Login terms
- Customer service/help desk terms
- Your products/services that you don’t want to promote
**💡 Did You Know? You can use Audiences to negate your current customers [(Seer has been testing this for a while)](https://www.seerinteractive.com/insights/rlsa-increases-brand-conversions-71-percent).**
**Example:** Some people search for a brand name and don’t necessarily include “log in” in their search, but still click on the login link. In order to better manage this, set up event tracking on your site and bucket people who have logged in multiple times into an audience, then negate that audience from your brand campaigns.
Check out [Seer's Negative Keyword Guide](https://www.seerinteractive.com/insights/how-to-use-negative-keywords-in-ppc-campaigns) for comprehensive support as you build out Exclusion Lists (don't forget to avoid [these common negative keyword fallacies](https://www.seerinteractive.com/insights/3-negative-keyword-fallacies-the-hallmarks-of-a-data-driven-strategy) too!)
Now that you know what you _should_ and _shouldn’t_ bid on, let’s get to the _why..._
## Reasons to bid on your brand:
### 1\\. Control the exact messaging a user sees when they search for you
**Customers are looking for you and expect you to provide a branded experience, even if it’s not directly on your website. Relying only on organic results means the message a person sees could be whichever organic description they hone in on, not necessarily what you want them to see. It may also take months for organic changes to be made. With a paid ad, you can ensure someone gets the right message at the right time based on their search.**
With PPC, you can push special features or unique value propositions in ad copy and extensions with high-performing content, all of which you might not be able to share in your general homepage meta descriptions (new products, updated services, sales and promotions, etc.) In addition, you have the ability to test what messaging works best for your brand. This can even help inform your content strategy.
### 2\\. Build better content and marketing strategies
**Paid search provides a high level of agility that other channels don’t. Avoid thousands of dollars in wasted spend on t-shirts with a slogan that your audience doesn’t care about. De-risk your strategy by testing messaging and content to see what actually resonates with your audience before investing time and resources into your site, merchandise, events, or other marketing channels.**
### 3\\. Control the SERP
Just because you’re the #1 organic result doesn’t mean you’re also #2-10. It also doesn’t mean that you’re prominent in other features on the SERP like maps, images, shopping, knowledge graphs, answer boxes, or anything Google will roll out next.
To combat this, you can _secure more space above these other results_ by bidding on your brand terms. The more coverage, the better! Especially on mobile, where the top spot (paid or organic) takes up the majority of the screen.
**Examples:**
- [Search for “basecamp project management” on desktop:](https://content.screencast.com/users/Ali_Wilson/folders/Jing/media/2050e552-eb62-4047-a09c-868e7add4da8/2018-02-09_1717.png) Monday, Smartsheet, Quickbase, and Asana show before Basecamp, even though they’re #1 organically.
- [Search for “basecamp project management” on mobile:](https://content.screencast.com/users/Ali_Wilson/folders/Jing/media/e9876f72-30d2-4732-8260-3c9796b18fcf/2018-02-09_1708.png) Capterra, Smartsheet, and LiquidPlanner paid results show up before Basecamp, even though they’re #1 organically.
- [Search for “lush dirty hair cream” on desktop](https://www.screencast.com/t/4MLYlRTsQ1), same search on [mobile:](https://www.screencast.com/t/eo65mnhQa) Amazon shows up above organic results _and_ is the second organic result. [Lush doesn’t even sell on Amazon](https://www.amazon.com/s/?ie=UTF8&keywords=lush+dirty+hair+cream&tag=googhydr-20&index=aps&hvadid=153730900531&hvpos=1t1&hvnetw=g&hvrand=14731190694471617386&hvpone=&hvptwo=&hvqmt=e&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9007301&hvtargid=kwd-135955202244&ref=pd_sl_2o6v91bus_e) as of this post, and eBay is the number two shopping result. This may be pushing potential customers to purchase products from third party sellers that they don’t have control over (the products might even be used or fake). That may leave customers turned off to your brand.
### 4\\. If you don’t do it, your competitors will
**Although high-intent users are looking for your brand, this doesn’t mean a competitor can’t sway them away from your organic result with a great offer.**
**On mobile, having a competitor in the top paid spot of your brand search means a user doesn’t see your results until scrolling.**
Bidding on your brand terms is an important investment as a means of preventing competitors from poaching your users who are close enough to conversion that they’re actually looking for you by name! Whether you have stellar SEO or not, you’re likely to miss out on a large chunk of revenue.
**Although your competitors may not be there today, that’s no promise that they won’t be tomorrow.**
**💡 If you’re looking for a great way to track competitor investment and the impact on your performance, try this [Auction Insights Google Sheets](https://searchengineland.com/auction-insights-3-final-script-287148) script from Brainlabs.**
If one competitor poaches one lead per year from you on your brand terms, what would the impact be on business? If this is a major hit to your bottom line, consider bidding on your brand. Think about this relative to cost with questions such as: _H_ _ow many leads do I typically get per conversion?_ And _what’s my average revenue for a project?_ You’re willing to pay $X for a recruiter ... Are you also willing to pay for something online to work for you all the time?
### 5\\. Get incremental leads and traffic when you show for paid _and_ organic
**Although organic clicks are free, in reality, solely ranking well organically for branded terms does not mean that you will get all of the traffic for those queries. Why? Organic results can show below the fold even on desktop. Strategically bidding on branded terms can provide an incremental lift, bringing in highly-qualified traffic.**
- One of our clients tested pausing brand campaigns in Q4 of 2017.
- In 2017, showing for both organic and paid results on branded queries resulted in a 367% higher CTR than organic only. (Data Jan. 1 - Dec. 31, 2017, AdWords only)
- In Q3, brand search was only 2.1% of ad spend and 4.5% of revenue, but ROI of that spend was 3,688%
- Overall traffic to the site from branded terms actually decreased 18%
- There were an additional 74 clicks from paid search during the previous 28 days that were not recouped by organic search.
- Organic CTR did increase by 6%, however it was not enough to make up for the lost paid traffic.
Another client, a Fortune 500 company, performed a similar test of pausing brand keywords. They are a name that anyone would recognize, making them an immediate candidate for “why are you bidding on brand?” They did see up to 80% of their traffic recuperated by their organic listing, but the lifetime value revenue coming from that incremental 20% of traffic was well worth the investment. They have since reached their goal of increasing their brand impression share as much as possible.
### 6\\. Those less expensive clicks are worth the investment
**Brand terms are typically cheaper than non-brand terms, ROI is strong, and as represented in our last point, organic can’t recuperate 100% of paid clicks. Lost paid branded traffic can equate to a loss in bottom line.**
Just because you’re bidding on your brand terms doesn’t mean you have to spend a lot of money. Brand terms are likely to have a high quality score and high CTR, which helps decrease average CPC or increase your average position at a lower cost than with a low quality score. You can also run bid-down tests to find out how little you are able to pay for branded clicks while still getting the results you’re looking for. [We actually increased conversion volume for one of our clients after lowering brand bids.](https://www.seerinteractive.com/insights/lower-bid-increase-conversions)
Lastly, when competitors bid on your terms, they generally have lower quality score and thus have to bid higher, potentially resulting in lower competition for you if you’re there to set the baseline bid.
## To wrap it up...
### Stay ahead of the curve with this simple investment in your brand
Bidding on brand terms can be a controversial topic, but the benefits outweigh the negatives. By bidding on brand terms, you’re able to control the messaging people see about your brand, de-risk your marketing strategies, and control the SERP. Because, hey, even if you don’t bid on your own brand terms, your competitors will.
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# How Seer Handles A Client Breakup: An Agency Transition Checklist
[](https://www.seerinteractive.com/people/team/marissa-foster \"Marissa Foster\")[Marissa\\\\
\\\\
Foster](https://www.seerinteractive.com/people/team/marissa-foster \"Marissa Foster\")
[Agency Transition](https://www.seerinteractive.com/insights/tag/agency-transition)
Sep 18, 2023
#### **How will this post help me?**
If you've ever wondered about navigating the end of a client-agency relationship, then this post is for you.
Marissa runs you through the dynamics of agency partnerships, discussing the importance of planning for transitions, sharing practical tips for smooth handovers, and highlighting the value of retrospective discussions.
By the end, you'll gain insights into fostering transparent and positive endings while keeping the door open for potential future collaborations.
* * *
#### **Table of Contents**
[Getting Fired is OK](https://www.seerinteractive.com/insights/agency-transition-checklist#getting-fired-is-okay)
[Care About \"The End\" When Picking an Agency](https://www.seerinteractive.com/insights/agency-transition-checklist#caring-about-the-end)
[Our Client Transition Checklist](https://www.seerinteractive.com/insights/agency-transition-checklist#Client-Transition-Checklist)
[How to Transition Agencies](https://www.seerinteractive.com/insights/agency-transition-checklist#Transition-Agencies)
[Have a Partnership Retrospective](https://www.seerinteractive.com/insights/agency-transition-checklist#Partnership-Retrospective-Framework)
[What’s in it for us?](https://www.seerinteractive.com/insights/agency-transition-checklist#what-do-we-gain)
## We Get Fired Sometimes - And That’s Okay.
You don’t normally enter a relationship with an imminent breakup in mind. This blog post is meant to say that in the agency world, it’s **okay** to think about what happens if and when a partnership comes to its natural end. Honestly, I encourage it.
Client and agency relationships, unlike (some) personal relationships, tend to be fluid. They experience shifting needs and circumstances, and both go through periods of growth or decline. A client may undergo an acquisition, resulting in the emergence of the new marketing director, who happens to have a connection with a different agency. Or, someone knows someone that can deliver comparable results at a 20% lower cost. The reasons behind a client's decision to decide an agency is no longer a fit are vast and diverse.
We’ve seen (and heard) our fair share of horror stories, and are stunned at the way some organizations have been treated during the process of transitioning between agencies. My goal is to make you feel confident that Seer will have your back on the way out, as much as we do on the way in - and even provide some tips & resources for ensuring a smooth transition with any agency you work with.
In this article, I’ll share a few anecdotes and resources for clients and agencies alike.
#### _Want to get straight to the resources? Jump to:_
- [_Agency Transition Checklist_](https://www.seerinteractive.com/insights/agency-transition-checklist#Agency-Transition-Checklist)
- [_Partnership Retrospective Framework_](https://www.seerinteractive.com/insights/agency-transition-checklist#Partnership-Retrospective-Framework)
## **Why you should care about what “the end” would look like when picking an agency**
A quick story: we had a 5+ year partnership with a massive Fortune 500 brand. They shared with us that they were going through an RFP within the next year just as we were signing our contract renewal. Only about 3 months into the 12-month contract, we get a call from the clients to let us know that we wouldn’t have a shot. This group of clients gave us **9 months notice** that our engagement would be coming to an end.
How could you expect the best work from an agency when you inform them they aren't a long-term fit before it's necessary? Are you going to get the “B-team”? _What’s in it for you as the client?_ These questions a client might have are valid.
This client knew that Seer would have their back based on the deep trust and transparency that became the foundation of our partnership. They wanted to make sure they could set us up for the most success rather than going through an arduous RFP process, knowing they were ultimately looking for an AOR (agency of record) that could offer everything under one roof.
```
[TIP] When you’re evaluating an agency, ask them how they handled a recent client departure. Even better, ask if they can share any testimonials or references from former clients.
```
## Agency Checklist for Client Transitions
**.png?width=2400&height=1350&name=Our%20Client%20Transition%20Checklist%20(4).png)**
If you're thinking about switching agencies, here's a list of what we do to make sure our clients have a smooth transition.
### Use this as a framework for working with your agency through the transition:
#### Documentation of recent strategic and tactical deliverables that can be used to inform future strategy or implementation. This could include:
- Competitive or market analyses
- Audience research and personas
- Brand guidelines
- Content recommendations & content inventory
- Quarterly business reviews
- Strategic planning decks
- KPIs & performance projections
#### Paid Media campaign details:
- Account name(s)
- Overview of all campaigns broken down by platform
- Campaign naming conventions
- Keyword builds
- Audience targeting
- Bid strategy & budgeting documents
- Ad types
- Automations
#### Historical data access:
- The analytics platform property
- The analytics platform views and how they were used
- Data filters
- Instructions on KPI measurement within analytics platform
- Access to reporting dashboards and links to at least the last 6 months of reporting
#### Account access:
Align with your agency on a timeline to revoke account access for client owned properties such as web analytics, ad platforms, Google Search Console, Conductor, Similarweb, etc.
#### If you use Basecamp or another communication or project management tool, ask to keep the projects active at least 30 days after the contract so the clients can download deliverables and communicate for any lingering needs.
After that, we archive them so the clients can continue to have access if needed
For all projects, we give a run-down on our strategic areas of focus for the client or new agency to pick up where we left off. This is usually a list of the top priority items that we would have completed if we continued the partnership.
How we put this into practice: we recently put our all into winning an RFP for a client with whom we partnered for 3+ years. They decided to go in a different direction, but we were able to tie everything up neatly in a bow for them.
```
“Seer was dedicated to delivering exceptional results through their comprehensive and personalized approach to SEO until the very last day of our partnership together. Their team consistently stays up to date with the latest industry trends, ensuring their clients receive the highest level of service. It's rare to see this level of service from an agency when a contract is coming to a close, and we really appreciated how they were partners until the last day.”
— Briana Hernandez, Associate SEO Manager, Terminix/Rentokil
```
## **Client's Guide on How to Transition Agencies**
****
A crucial part of our transition process is transparently sharing our experience to ensure a seamless transition, enabling the new agency to pick up where we left off.
If you're transitioning to a new agency rather than handling the work internally, it's important to have a plan in place to connect the two.
We suggest a meeting with the new agency to talk them through all of the important details. This could include:
- Sharing strategy frameworks
- Presenting key deliverables
- Presenting audience findings
- Planning logistics of account access transfers
```
[TIP] Plan an agency meeting at least two weeks before the contract ends so there is time for your new agency to ask follow up questions or work together to transition some work over a period of time.
```
## **Why you should have a partnership retrospective with your former agency**
**.png?width=2400&height=1350&name=Our%20Client%20Transition%20Checklist%20(2).png)**
Nothing feels worse than a client relationship coming to an end without any clear understanding of why it happened.. Making time for a retrospective with your agency is beneficial to both parties (spoiler: I bet your agency has some really valuable feedback for you and your team too, which can make your next agency relationship even stronger).
### Here is a retrospective framework to use:
#### Set the time & explain the format
This is a critical element to any retrospective. The goal is for each party to feel comfortable sharing their perspective to lead to a constructive conversation. Make sure everyone is in the right mindset and open to feedback.
#### Recap the partnership & what we set out to do
This can come from either the client or the agency. I prefer it to come from the agency with the client validating that we possess the same understanding of what our work was meant to achieve.
#### Recap the outcome and where we stand today
Lead with did we or did we not meet the goals of the project objectively, with the understanding that everyone may have a different perspective on how the partnership went. This will ultimately lead into the discussion portion.
#### Begin the Q&A deep dive
Allow sufficient time for this part, as this is the main purpose of the retrospective. Ensure that everyone has the opportunity to contribute.
Here are some questions that both the agency and the client should be asking and open to receiving feedback:
01. Are you proud of the work we did together? If yes, what made it great? If not, what was missing?
02. Did we get the results we wanted and did it make an impact?
03. Which of our methods or processes worked well? Which presented inefficiencies?
04. What solutions do you recommend to optimize our processes in the future?
05. What strategies had the most impact? What elements of our strategy fell flat?
06. What solutions do you recommend for how we deliver strategy in the future?
07. What components of our go-to-market approach (launches, implementation, etc.) went well? What obstacles did we hit?
08. How would you recommend we improve our go-to-market approach?
09. What advice would you give to a \\[client or agency\\] new to working with us?
10. What could we have done differently to retain the partnership? (this should be a question the agency asks, or the client if the agency is the one who decided to part ways)
## **What Value Does a Solid Transition Plan Add to the Agency?**
****
Enablement is one of our core values, and that doesn’t stop when we come to the end of a partnership. We understand it’s the nature of the business, and we want to enable the brands we’re fortunate to work with to be as successful as possible, even after Seer.
We take the time to reflect on our role in driving that success and how we can do it better the next time. We see all client exits as learning opportunities for how to improve and really appreciate the clients who can help us grow. Plus, these situations help us understand who we’re up against, as that constantly changes.
The ideal though? Maybe our relationship came to an end with one brand but there is an opportunity to do cool shit together again in a different way, at a different time. We’ve been fortunate enough for that to happen once or twice ;)
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# Client Meetings: Separating Fear From Reality
[Career Growth](https://www.seerinteractive.com/insights/tag/career-growth)
Sep 30, 2014
We’ve all been there. You wake up at 5am, take a hot shower, throw on your shiny shoes and your nicest button down, and head into the office as early as possible. Armed with nothing but a slide deck, you prepare yourself to face the inevitable: it’s the day of your first client meeting, and you’re as green as an A-lister at the Kid’s Choice Awards. Yikes.
Now there are a thousand different variations of being “green”, and all of them come with their own fears and expectations when heading into a client meeting. While some fears are specific to the individual, there are just as many that are universal and are things a lot of people experience when reaching across a conference room table in person that first time:
### Fear \\#1: “I’m brand new - I don’t know anything!”
 Source: http://www.shockmansion.com/2011/11/06/the-vet-and-the-n00b-modern-warfare-3-live-action/
Whether you’re new to a company, an account, or an entire industry, it’s tough going into a client meeting as the newbie.
### How To Deal
When you’re the new kid on the block, pre-meeting preparation is absolutely crucial. Read up on their company, their campaigns, and become as knowledgeable as you can before heading into your meeting. While you may not need to discuss the latest account activity, being aware of what’s happening can boost your confidence and help you bring value to a conversation you may not have been a part of otherwise.
### Fear \\#2: “I’m going to say something stupid and lose our company a BILLION DOLLARS!”
 Source: http://www.quickmeme.com/meme/3sxqi9
If you don’t have an extensive history being client facing, meeting with a top-level executive for the first time can be daunting. The thought of losing your company money because you said the wrong thing is universal, because an action like that could have very serious consequences tied to it.
### How To Deal
While it oftentimes feels as if it’s you against the world when you head into a meeting with a client, more often than not you’re going in with a support system right by your side. Preparing with your team members beforehand and making sure you’re on the same page, prevents the possibility of a “glitter color” moment from ever happening.
Make sure you identify what your strengths are, show those strengths in the meeting, and let your team handle the areas you’re less competent in. If your entire team is only showing their best traits - if you only provide the intro and the closing, you’re still bringing value to the meeting - the client will only see a team that works cohesively and is of high quality from top to bottom.
### Fear \\#3: “They’re going to look me dead in the eye and ask the hardest question possible.”
 Source: http://hotmeme.net/page/1423/
“Hey you! Yeah, the newb! Why don’t you tell me what our 7th leading assisted conversion keyword in non-branded campaigns was and what was it’s CTR as of 2 minutes ago?” Obviously, the hyperbole is implied here, but the thought of being unable to answer a difficult question in a meeting is something that we’ve all felt before.
### How To Deal
No matter how much you prepare, there is still always the chance that you’ll be asked something you simply don’t have the answer to in a meeting. And that’s OK! Whether you’re able to rely on a team member to step in for you or you promise to follow-up once you’ve been able to find the answer they’re looking for, either approach is perfectly OK to take. What you don’t want to end up doing is talking yourself into a corner and not providing a response that’s accurate or valuable simply because you’re acting in the moment.
### Fear \\#4: “I won’t speak enough in the meeting.”
 Source: http://constitutiontimes.com/technological-terrorism-the-sounds-of-silence/
Silence is golden. If only things were truly that simple. Heading into my first several client meetings, I always felt self-conscious about not speaking or contributing enough. And as a result of that, I was constantly concerned about letting my team down or having my future ideas be under-valued by our clients because of how quiet I may have come across in person.
### How To Deal
Rather than worrying about what you aren’t speaking to in client meetings, focus on what you _are_ going to say. If you have two or two dozen slides and touch points, do everything possible to own that material and deliver it with poise to your client. As a new team member in a meeting, odds are you won’t be expected to do the heavy lifting within a meeting. Just make sure to bring your A game when it’s your time to shine and show your team and your client you bring value, even if it’s only in a small dose.
This all being said, there’s still no playbook to guarantee success in a client meeting when you’re a newbie. What these tips and pointers can do, is help you provide more value to your team, your client, and yourself.
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# AI Content & SEO Workflow: Mitigate the risk of AI Inaccuracies with P-A-R-S for E-E-A-T
[](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")[Alisa\\\\
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Scharf](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov)
Sep 6, 2023
#### **Table of Contents**
[The Great SEO Reset](https://www.seerinteractive.com/insights/pars-for-eeat#great-seo-reset)
[What is E-E-A-T?](https://www.seerinteractive.com/insights/pars-for-eeat#eeat-history)
[What is P-A-R-S?](https://www.seerinteractive.com/insights/pars-for-eeat#pars-define)
[P-A-R-S Example](https://www.seerinteractive.com/insights/pars-for-eeat#pars-example)
## The Great SEO Reset is here, and many will be left behind due to fear of the unknown
### Dramatic? Yes. Accurate? Also yes.
[Wil's 2023 MozCon presentation](https://www.seerinteractive.com/insights/wil-reynolds-mozcon-2023) highlighted the idea of The Great Reset: Yet another memorial of SEO brought on by the disruption of AI tools.
As many have pointed out, SEO is alive and well. But that doesn't mean your current search market share is safe.
As AI continues to disrupt all walks of life, we're confident a reset will take place that shakes up the current field of winners and losers in search. Those who come out on top will be the ones leveraging and embracing new ways to work and new discovery paths, all brought on by AI.
This post will highlight how we can embrace new ways to work.
Note: Throughout this post we'll be exclusively referencing ChatGPT-4. For simplicity and narrative flow, we'll consistently use the term ChatGPT.
### The race has begun and you may already be behind
Several clients have told us their organizations have chosen to block certain AI tools from use completely - the [AI gate keepers](https://www.seerinteractive.com/insights/mitigate-risk-ai-marketing#address-concerns) have arrived.
This aligns with [BlackBerry's recent survey of 2,000 IT decision-makers](https://content-na1.emarketer.com/generative-ai-creating-dilemma-corporate-risk-managers) which found 75% of organizations globally have banned or are considering banning ChatGPT and other generative AI apps.
Of those clients surveyed by Seer who said AI accuracy is a concern, 62% are in Senior to Executive marketing roles. This quote sums up their concerns well:
_\"How can we maintain accuracy and integrity in our messaging \\[leveraging AI Tools\\]\"_
As marketers, we rely on accuracy and brand consistency to help stitch together great experiences for our users. This is of critical importance, and no efficiency gains are worth the cost of risking the brand's integrity.
That said, if you aren't actively identifying how you can do both (gain efficiency and protect the brand's integrity) with AI, you're behind. There are competitors moving full speed ahead with AI generated content, AI driven analysis, and even direct AI integration into their products.
They're moving faster and working smarter while you ping your legal team for the 8th time on their input. Let us help by demystifying Generative AI with a concept everyone can understand: a human powered workflow.
## Mitigate the risk of AI inaccuracies with P-A-R-S for E-E-A-T
Just what you've been waiting for - more search marketing acronyms!
### Brief History of E-E-A-T
Previously, the north star for quality could be summed up by E-A-T:
Expertise
Authoritativeness
Trustworthiness
In December 2022, [Google released an update](https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t) to their quality rater guidelines to add Experience as a new core tenant.
```
In my opinion, Generative AI represents the most exciting opportunity in SEO since SEO friendly site crawlers like Screaming Frog were created.
```
But, with great power comes great responsibility. We need to ensure our approach stays true to our north star for all optimization efforts by demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness.
Simple prompts that rely on the existing training set data are not going to cut it.
To truly incorporate E-E-A-T into your ChatGPT process, you'll need one more acronym: P-A-R-S.
### What is P-A-R-S?
P-A-R-S is a AI content and SEO workflow that ensures we can meet the standards of E-E-A-T while gaining AI efficiencies. The acronym stands for:
Populate
Activate
Retrieve
Scrutinize
This approach can be leveraged for a wide variety of SEO activities. It can also serve as part of the [risk mitigation plan](https://www.seerinteractive.com/insights/mitigate-risk-ai-marketing) to help you get your stakeholders on board to use Generative AI.
### Use P-A-R-S as the base of all of your ChatGPT workflows to ensure:
1. Your prompts will create high quality outputs
2. Your review process will mitigate any marginal risk
Here is how we’ll be approaching this at Seer:
### **Breakdown of P-A-R-S to maximize E-E-A-T**
| | |
| --- | --- |
| Step | Action & Description |
| ### Populate | Populate unique inputs into ChatGPT. This ensures you're leveraging more than the data the model was trained on.
What unique inputs, you ask? This is the core way you'll integrate E-E-A-T into your approach. Some examples:
- **Transcripts** from conversations with SMEs can infuse experience into your dataset.
- Exports of **People Also Ask data** can help you ensure the expertise of your content is represented by speaking to the questions your audience has.
- Links to trusted sources of deep technical information, like our [Guide to Screaming Frog](https://www.seerinteractive.com/insights/screaming-frog-guide), can infuse trustworthiness
Import data directly via [Code Interpreter](https://direncinho.medium.com/embracing-the-future-with-gpt-4s-code-interpreter-feature-5913aac2832e), or instruct ChatGPT to visit a public webpage to learn more about a topic via a plugin like [WebPilot](https://gptstore.ai/plugins/webpilotai-com). |
| ### Activate | Activate your data + the power of ChatGPT with the right sequence of prompts and feedback.
Learn more than the right prompts to use, and instead focus on the anatomy of successful prompting and feedback loops. |
| ### Retrieve | Retrieve the output from ChatGPT by exporting into your desired file type using Code Interpreter.
In order to avoid too much manual intervention between retrieval and scrutiny, your first two steps need to produce high quality outputs. |
| ### Scrutinize | Review your output with a variety of pre-set acceptance criteria via a variety of individuals.
If you're agency-side you likely already operate with Acceptance Criteria or SOPs. If you're with a smaller team, you may need to create these. |
This workflow can be leveraged for all tactical execution, from metadata optimizations to content outlines. While the overall process isn't tremendously different than how you've approached tactical execution in the past, you're introducing many new steps and tools for your team to use.
Change management can be hard, especially for larger organizations. But, for those willing to do the hard work and have the hard conversations, the gains will be tremendous.
Here's more detail on each step.
## Example of P-A-R-S
### Populate
Let's start by populating the dataset with additional details.
ChatGPT-4 is an incredibly robust LLM and we're optimistic for how much better ChatGPT-5 will be.
But at the end of the day, it's a generalist. We're specialists. Our experience is robust and unique. Feeding that experience into ChatGPT is the first step towards leveraging P-A-R-S for E-E-A-T.
Work with ChatGPT the same way you'd work with a new hire.
Share training documentation or helpful links you have bookmarked on the web.
We'll illustrate the process with a very simple example. Let's say you want to add schema markup to a page. You can approach one of two ways:
1\\. You can assume ChatGPT knows everything it needs to know about schema markup, and ask:
2\\. Or, you can populate ChatGPT's dataset with additional information:
### Activate
Now, let's activate on that expanded data set with the right prompt.
Once you’ve uploaded the relevant data in a way that ChatGPT understands, you can activate by prompting ChatGPT with your desired output.
For more information on how to write great prompts:
- [Robust resource by Mike King](https://www.aiprm.com/blog/how-to-write-effective-chatgpt-prompts/)
- [Harvard Business Review's Claim that AI Prompt Engineering Isn't the Future](https://hbr.org/2023/06/ai-prompt-engineering-isnt-the-future)
Here are some basic considerations from the Harvard Business Review post, plus my own addition:
- **Diagnose the problem.** Make sure ChatGPT understands your main objective
- **Break down the problem functionally:** If your prompt requires multiple steps, consider the logical breakdown for how ChatGPT can approach it. This includes giving feedback on what they did right and what you want to see improved.
- **Reframe the problem:** Ensuring ChatGPT has the context needed to fully understand the task is critical, so it may help to provide different angles of the same view. For more simple tasks, this may be overkill.
- **Outline the constraints:** ChatGPT has to understand what success looks like, so feeding it acceptance criteria is critical to the final output. For example, if there are “must include” vs “nice to have” considerations, make sure that information is clearly organized in the Populate stage.
- **Pro Tip: Ask for more.** In my experience, you can engineer the perfect prompt, but ChatGPT won't ever leave it all out on the field. Follow up prompts that essentially ask \"what else?\" can help to round out your output.
Let's return to our example to share how this manifests into the exact prompt.
The addition of populated data and more thought around how we activated on the prompt is the difference between an output that's OK and useable:
To an output that's robust:
### Retrieve
Next we'll retrieve the output in your desired format
If you were successful in the first two steps, all you’ll need to do here is copy and paste your output.
Keep in mind there are a variety of ways ChatGPT can export it's findings for you.
Using the example of creating schema markup for Wil's bio page, we can ask ChatGPT to render it's recommendations in JSON-LD format.
Code Interpreter supports a variety of file types include text, document, image, audio, video, data, code, markup, pdf, and database.
### Scrutinize
Scrutinizing the out needs to be done using a consistent and rigorous approach.
Our goal is to end up with the highest possible quality work product, and review is a critical step in that process.
As such, we’ll want to scrutinize _everything_:
- Ensure the output is grammatically correct
- Ensure the output is informationally accurate
- Ensure the output aligns with the brand voice and tone, if working with content
- Ensure the output represents the SME accurately and conveys their experience and expertise
- Ensure the output is unique
In the example we used to illustrate the P-A-R-S process, we would use the following review process:
- Wil would review for accuracy
- A member of our Technical SEO team would review the schema markup to ensure it validates
Remember, this process can be leveraged for all types of SEO activities.
Time consuming tasks like content briefs and content audits could become more efficient using the same approach. That said, the scrutinize step for that work would need to be more robust. For example, the output is reviewed:
- By an SEO practitioner against formal acceptance criteria
- By a copy editor or run through a copy editing tool
- By an SME to confirm alignment with the experience and expertise they supplied
- By an SME or Account Person to confirm it’s aligned with brand guidelines
- By a plagiarism checker tool
The scrutiny may feel arduous, but this is also a critical part of optimizing your inputs in the P-A-R stages to improve further iterations.
You may now be wondering if all of these steps are really going to save you time. First, I’d venture that at the very least they won’t cost you additional time, unless the result is also a higher quality work product. Most of these checks and balances should already be a part of your process, so the additional time will be minimal. Additionally, it’s not hard to imagine a world where ChatGPT or other LLMs advance to a point in which they can be trusted to take on some of these steps.
## Where do we go from here?
[We previously shared guidance](https://www.seerinteractive.com/insights/mitigate-risk-ai-marketing) for how to make a case for how we can safely leverage Generative AI within our Content and SEO process. Leverage these workflows to help further that case to those concerned about the risks of leveraging Generative AI.
Stay tuned as we leverage the P-A-R-S process for more SEO and Content activities!
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[Categorize Keywords with Chat GPT \\| Seer Interactive](https://www.seerinteractive.com/insights/categorize-keywords-guide-with-chatgpt)
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[10 Signs a Paid Social Campaign is Right for You \\| Seer Interactive](https://www.seerinteractive.com/insights/10-signs-a-paid-social-campaign-is-right-for-your-business)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
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[Using AI to Produce Animated Ads 42% Faster Than Manual Processes \\| Seer Interactive](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
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[Making Sense of AI in Analytics: How AI Models are Powering Today’s Digital Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
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[CATEGORY](https://www.seerinteractive.com/insights/tag/category)
[STUDY: What Drives Brand Mentions in AI Answers?](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
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[](https://www.seerinteractive.com/insights/top-challenges-in-b2b-paid-media-and-how-to-solve-them)
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[Guide to Marketing, Inspired by Taylor Swift (Seer’s Version) \\| Seer Interactive](https://www.seerinteractive.com/insights/guide-to-marketing-inspired-by-taylor-swift-seers-version)
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[](https://www.seerinteractive.com/insights/6-ways-to-elevate-client-service-in-digital-marketing-through-ai)
[6 Ways to Elevate Client Service in Digital Marketing Through AI \\| Seer Interactive](https://www.seerinteractive.com/insights/6-ways-to-elevate-client-service-in-digital-marketing-through-ai)
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[](https://www.seerinteractive.com/insights/power-of-integrated-marketing-campaigns)
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[](https://www.seerinteractive.com/insights/beyond-the-impact)
[2023 Community Impact Report \\| Seer Interactive](https://www.seerinteractive.com/insights/beyond-the-impact)
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[](https://www.seerinteractive.com/insights/how-to-thrive-at-seer)
[Top 5 Traits of Successful Seer Team Members \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-thrive-at-seer)
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[Demystifying AI Concepts for Non-Technical Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/demystifying-ai-concepts-for-non-technical-marketers)
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[](https://www.seerinteractive.com/insights/8-charts-all-marketers-should-see-about-genai-and-search-marketing)
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[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[](https://www.seerinteractive.com/insights/how-to-optimize-your-website-for-branded-ai-chat-results)
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[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[](https://www.seerinteractive.com/insights/role-of-ai-in-content-creation-for-marketers)
[The Role of AI in Content Creation for Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/role-of-ai-in-content-creation-for-marketers)
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov) /
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[](https://www.seerinteractive.com/insights/all-in-on-ai-for-marketing)
[All-In on AI for Marketing in 2024? I'm 50/50 \\| Seer Interactive](https://www.seerinteractive.com/insights/all-in-on-ai-for-marketing)
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[Insights](https://www.seerinteractive.com/insights) / Reports
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[](https://www.seerinteractive.com/insights/how-to-use-google-ads-paid-and-organic-report)
[How To Use the Google Ads Paid & Organic Search Report](https://www.seerinteractive.com/insights/how-to-use-google-ads-paid-and-organic-report)
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[](https://www.seerinteractive.com/insights/2020-higher-education-industry-report-search-marketing-trends)
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[](https://www.seerinteractive.com/insights/2019-local-search-success-indicators-study-financial-industry)
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## Are you lost?
[Back home](https://www.seerinteractive.com/)Insights
# Beyond the Impact: Seer Interactive's 2023 Journey of Giving Back
[](https://www.seerinteractive.com/people/team/joanna-bowen \"Joanna Bowen\")[Joanna\\\\
\\\\
Bowen](https://www.seerinteractive.com/people/team/joanna-bowen \"Joanna Bowen\")
[Seer POV](https://www.seerinteractive.com/insights/tag/seer-pov)
Apr 1, 2024
If you're interested in how a commitment to community and sustainability can drive real impact, then this post is for you!
We'll run through our 2023 Community Impact Report, highlighting our journey to becoming a Certified B Corp, our successful team volunteer projects, and our ongoing efforts to increase our community contributions.
We are proud to share our [2023 Community Impact Report](https://cdn.seerinteractive.com/hubfs/2023%20Community%20Impact%20Report.pdf?_gl=1*p9v5vc*_gcl_au*MTcwMzUzNTM5Ni4xNzE4NDY0NTE3&_ga=2.77735188.1847581235.1719845380-775843281.1718464517), detailing our wins and places for growth. Join us as we delve into the insights and lessons learned from our endeavors this past year.
## We had some big wins!
There’s no doubt that the biggest win of 2023 was becoming a [Certified B Corp!](https://www.bcorporation.net/en-us/find-a-b-corp/company/seer-interactive/) Our certification was the culmination of 18 months of intense analysis of every aspect of our business. While we’re thrilled to be a Certified B Corp, [the journey was just as important as the destination](https://www.seerinteractive.com/insights/improvement-from-b-corp-assessment), teaching us ways that we continue to deepen our commitment to our team, our community, and the planet.
## We took a gamble and it
## paid off
```
Don't be afraid to think outside the box when it comes to planning new volunteer opportunities.
```
In early summer 2023, we had an idea for a new team volunteer opportunity. What if we did a three day Habitat for Humanity build local to Philadelphia?
- Would team members be able to step away from their work for a full day (at least) to participate?
- Would people travel to Philly from other parts of the country?
- Are people really going to want to spend a whole day doing something less than glamorous like digging holes?
The answer was a resounding yes to all, including the digging!
In October, we partnered with Habitat for Humanity of Montgomery and Delaware Counties to work on a 3 day build at their Lansdowne, PA location. 24 Seer team members participated, coming in from across the country to work shoulder to shoulder with team members they often see only on the computer screen. The event was unparalleled; allowing us to make a serious commitment to support our local Habitat affiliate but also giving our team members the opportunity to work cross divisionally with one another. This will not be the last time that you’ll find Seer team members on a Habitat site.
## We’ve Got Some Serious
## Work Ahead of Us
If you’ve been following along with Seer’s Community Impact work, you might be asking, “How are you pacing toward that $15 million dollar goal?” The reality is that we’re pacing behind, having given back $1.4MM to the community.
We've done this through volunteering, giving, pro bono work, and in kind donations. In 2023, we contributed $766, 137 back to the community.
So what does this mean? How are we going to meet this goal?
What we’ve learned from this report, is that we’ve cracked the code on volunteering. Our team volunteered 5,122 hours in 2023, an increase of 44 hours from 2022 despite having 56 less team members. While this is an impressive metric, it’s likely we are close to the peak of volunteer hours; it’s unlikely to think that this number could double or triple.
Instead, it seems the key lies with skilled pro bono work. In 2023, our pro bono work was valued at $131,018 for just 4 non profit clients.
We’ve got room to grow here. Scaling this work could easily accelerate the amount we are able to give back to the community in a year. Or even better, can we create a product to help our non profit partners level up their digital marketing work? Our Community Impact work over the last 2 years is something to be proud of, but it’s time for us to take the next step in this journey.
Do you have a success story with your Community Impact work? Or maybe you’ve created a product to support your community? Drop us a line! We’d love to hear from you.
## We love helping marketers like you.
Sign up for our newsletter for forward-thinking digital marketers.
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## Related Posts
[\\\\
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Community Services\\\\
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Empathy in Action: Sleeping Outside for a Greater Cause\\\\
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Jackie Schluth, Wil Reynolds, Eric Stowers, Joanna Bowen, Whitney Sartain\\\\
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Nov 15, 2024](https://www.seerinteractive.com/insights/empathy-in-action-sleeping-outside-for-a-greater-cause) [\\\\
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community\\\\
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Where to Start: A Post-Election Guide to Volunteering and Advocacy\\\\
\\\\
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Joanna Bowen\\\\
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Nov 15, 2024](https://www.seerinteractive.com/insights/where-to-start-a-post-election-guide-to-volunteering-and-advocacy)
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# Google Marketing Attribution (Finally!) Explained
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
Nov 6, 2018
Understanding where and why your users convert is important. Each and every user journeys through different channels and interacts with your brand both on- and offline before making a final decision. In this post, you'll learn all about Google's attribution models and how they can impact your marketing strategy.
* * *
## What is an Attribution Model?
Under the default Google attribution model ( **Last Non-Direct Click**), whichever channel a user touches on their last, non-Direct interaction before converting is assigned 100% attribution.
This is okay—but it’s not great. At the very least, this attribution model gives some insight into WHY a user converted. Although it is Google’s default model of choice, there are actually 7 other models of attribution that users can stack against it in the [Model Comparison Tool](https://support.google.com/analytics/answer/6148697?hl=en).
### Advanced Attribution and the Model Comparison Tool
In Google Analytics, navigate to **Conversions > Attribution > Model Comparison Tool**. Here you can directly compare these models of digital marketing attribution.
Applying any one of these different models to your data can only be done in the tool. It cannot be be applied to any of the other reports in Google Analytics (so if you think you’ve figured out the perfect model for your business, you will not be able to use that anywhere else in Google Analytics - which makes deriving holistic insights nearly impossible.
## What Are Google’s Attribution Models?
### Last Interaction Attribution
This attribution model assigns all conversion value to the final touchpoint before a conversion. This model is used by most analytics platforms—Google Analytics is an exception.
[This model is hardly informative](https://www.seerinteractive.com/insights/direct-traffic-is-dark-traffic-and-thats-ok). Using the example scenario above, Direct would get the full credit. This ignores 3 of the 4 touchpoints this user had! How can you attribute digital marketing value without insight into their full journey?
### Last AdWords Click Attribution
In this attribution model, all credit is assigned to the final AdWords click before a conversion.
If your user clicked through an Ad, then came back through Organic Search multiple times, submitted a lead generation form, and then ultimately converted through Email, none of the Organic or Email interactions would receive any credit. This model is generally only useful for ROI of AdWords itself, and neglects the value of all other channels.
### First Interaction Attribution
This method of attribution modeling assigns all conversion value to the first click in a user’s journey to eventual conversion. 
This is generally useful for companies with few advertising channels, and it helps by identifying which campaign or channel is driving brand awareness for your business. If your company uses a complex marketing strategy that reaches customers through a variety of channels (perhaps over a long sales cycle), this model won’t help identify the true value of your channels.
### Linear Attribution
This method of attribution modeling assigns credit to _each_ touchpoint along a customer’s journey to conversion, with each touchpoint receiving equal credit.
Yes, this model lets you see which models are repeatedly driving conversions, but where this model misses the mark is that not all channels are create equal. The whole point of attribution is understanding what’s working best, and where you should be investing more money. It is tough to do this acurately using a linear model.
### Time Decay Attribution
In this attribution model, the farther away a touchpoint is from a conversion, the less credit it receives. Therefore, the first click in a user’s journey to converting receives the least credit, and the last click receives the most. Additionally, a half-life for this decay can be selected. The touchpoint that occurs on this half life receives 50% of the credit that the final touchpoint receives.
This model can work well for businesses with longer sales cycles and frequent repeat customers. For instance, Organic Search may have originally brought a user to your website, but it is the email promotional campaign that keep driving that user to come back and shop your sales.
### Position Based Attribution
This model assigns conversion credit to touchpoints based on their position in the user’s journey. The first touchpoints and the final touchpoints are both assigned individual credit allocations. All interactions in between these two touchpoints are assigned a combined credit that is then equally distributed among the number of interactions. The default ratio is 40-20-40, which means that the first and last interactions each receive 40% of the conversion credit. If there were two touchpoints in between those two interactions, they would each receive 10% credit (20/2=10).
This model gives significant credit to the channel that first attracted a user and the channel that cemented the sale, and it does not ignore all those interactions in the middle. However, the percentage allocation is subjective and not unique to your individual business. At the end of the day, the first or last channel may not deserve more than double the value of all other initiatives.
### Custom Attribution Modelling
Once the above attribution models have been tested, you can customize your own attribution model. Using one of the methods above as a baseline for the model, you can then make decisions on a unique lookback window, user-engagement credit rules, and other custom credit rules. 
For instance, a lookback window from 0 to 90 days can be selected; this window should resemble a typical user journey. User engagement helps to assign credit based on page depth or time on site. Page depth is measured by how many pages the user actually clicks through on their journey to conversion. Custom credit rules assign credit to specific interaction types.
Of these available options, Custom attribution is optimal. However, this model still assigns the same predetermined percentages to every customer journey. Even if this setup is unique to your business, no customer journey is alike, thus, no two journeys should be weighted in the same way.
* * *
Ready to conquer your marketing attribution demons? Read about [Attribution 360](https://www.seerinteractive.com/insights/measure-marketing-attribution-360), a new Google product that allows for end-to-end user journey measurement, [here](https://www.seerinteractive.com/insights/measure-marketing-attribution-360).
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# Seer Team Member Spotlight: Q+A with Director of PPC Francis Shovlin
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Jun 7, 2016
A six year veteran of Seer, Francis was promoted to Director of PPC in April 2016. Starting in our Philly office, Francis moved out to our San Diego office last year to help grow the team and enjoy the weather. He’s probably too modest to share this, but Francis has an incredible eye for strategy and has been helping to grow our PPC division since his first day.
We recently caught up with Francis to learn more about him and his vision for Seer’s PPC division. Continue reading to find out which beer is currently serving as Francis’ go to brew, the # 1 concert on his bucket list, and what it’s like to progress in your career at Seer.
- **Name**: Francis Shovlin
- **Title**: Director of PPC
- **Location**: San Diego, CA
- **Education**: Bloomsburg University, BS in Mathematics
- **Fun Fact**: Driven across the country 3 times, the last being my move to San Diego in Sept. 2015
## **Who’s Francis Shovlin?**
### **Tell us a little about who you are**
Outside of paid search, I love attending concerts regularly. I also enjoy playing guitar, running/working out, and enjoying some fine beers.
### **What’s your go-to beer at the moment? Any good recommendations?**
Go-to beer at the moment is anything Modern Times, more specifically the Fortunate Islands. When in Philly, I’m always on the lookout for a few breweries: Tired Hands, Dogfish Head, Neshaminy Creek, and Weyerbacher.
### **What is the one concert that is \\#1 on your bucket list?**
More so looking to attend certain venues. Red Rocks and the Gorge are definitely on the top of that list.
### **What interested you most about PPC?**
With my background and natural curiosity in math, all the data that is provided on an hourly and daily basis was incredibly eye-opening. Being able to see how users behaved on a website and make data-driven decisions based on that information is what has kept me in the game for so long...along with all the killer people I’ve worked with throughout the years.
### **Where were you before you came to Seer? (If applicable)**
Worked at an agency based in Wilkes-Barre, PA. They were bought out by GSI Commerce prior to my departure, and eventually eBay. They recently broke away and revived their previous name, Pepperjam.
### **When and what brought you to Seer?**
I joined the Seer team in Dec 2010 to conquer more challenges and learn new skills as a PPC Account Manager.
### **What gets you most excited to come to work every day?**
The people and the challenge. I hate when I’m not learning something new and when things become routine. At Seer, there is always something to crack, whether it be for a client or a new internal process. Also, seeing how dedicated everyone is to helping solve issues provides the energy for me to consistently strive to be the best I can be.
### **What’s the biggest career achievement you’ve had and why?**
Without a doubt, jumping into my most recent role at Seer as Director of PPC. My focus has always been to provide a great service for my clients and collaborate with team members to help each other learn & grow. Now I can bring that same influence to all of our clients and team while finding new ways we can continue to improve as a company.
## **Leading Seer’s PPC Division**
### **What are your goals for your division?**
Continue to provide exceptional service, grow our clients because we’re exceeding their goals, and attract the talent that can live up to those expectations.
### **What is your ultimate vision for Seer’s PPC teams?**
Expand our paid services beyond our focus of search. We’ve been playing in the paid social market for many years now and I expect us to continue building that offering. But there is also great opportunity within display, outside of what’s available in the Google Display Network, and native advertising that we’ve just started to graze.
### **Describe the collaborative environment between you and your team**
We encourage all team members to level each other up. Some of Seer’s values tie directly to that (“Share what you learn”, “kaizen”, “grant the gift of failure”, etc.).
### **What are a few of the biggest learning experiences you’ve had at Seer?**
One of the biggest learning experiences I’ve had was “grant the gift of failure”. If you’re not failing periodically, you’re likely not trying hard enough. Or as Michael Scott once said, _“‘You miss 100% of the shots you don’t take’ - Wayne Gretzky”._
### **What is the most important piece of advice you could give in regards to PPC?**
Learn how to translate what you’re doing in a way any marketer can understand. You may be producing great results, but if you can’t explain the value of that to someone who doesn’t grasp digital, you’re missing out. As Einstein once said, _“If you can't explain it simply, you don't understand it well enough.”_ More tactically, always triple check your changes. One decimal place change can equate to a big mistake.
## **Life at Seer**
### **What’s it like to work at Seer?**
Fast-paced, always evolving.
### **What’s your career progression been like at Seer & what opportunities have helped you grow here?**
I’ve gone through a few positions since my time started at Seer in December 2010. I came in as a PPC Account Manager, working closely with Associates on a handful of projects to develop and execute strategies to hit our clients’ goals. Over the past three years, I was operating as a Team Lead overseeing a team ranging at times from 6-12 people. As Team Lead, I worked closely with Account Managers and Associates to ensure we were delivering on our promises, educating and mentoring folks to progress professionally, and developing long-lasting relationship with our clients. Most recently, I assumed the Director of PPC position.
### **You’ve been at Seer for awhile now, what’s been the biggest change you’ve seen since you’ve started?**
The biggest change has been the increase of emails. Kidding aside, the biggest changes have been our service offerings, and the opening of our San Diego office and new Philly offices.
When I started in the Philly office, we were in the same building we are in today but only ½ of a floor. Now we occupy 5 floors and have an office of 20+ in SD.
For offerings, we focused on only PPC and SEO. Those are still our bread & butter, but we have expanded to Analytics, Paid Social, Design/Creative, Content, Content Acceleration (Native Advertising)... with many more to come!
### **What are some of the things you’ve struggled with during your time at Seer?**
Time management. You are trusted to run with a lot, empowered more than any other place I’ve seen, and are given plenty of opportunities. Learning how to manage your time wisely, and understanding when you should or shouldn’t say ‘no’ was key for my own development, and others who may have felt the impact if I over-promised.
### **Any fun vacation plans this year using Seer’s unlimited PTO?**
Being a recent SD transplant, I’ll be using my time to go back home to visit family and celebrate me and my wife’s impromptu Vegas wedding with friends & family.
#### Interested in joining Francis on the [PPC team](https://www.seerinteractive.com/work/paid-media)?
#### [Check out some of our open positions](https://www.seerinteractive.com/careers)!
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[iframe](https://platform.twitter.com/widgets/widget_iframe.2f70fb173b9000da126c79afe2098f02.html?origin=https%3A%2F%2Fwww.seerinteractive.com)Insights
# Our New PPC Tool Saves Clients Money 24/7
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Aug 15, 2019
## The $17.4 Billion Problem
Google generated ~$116 Billion on ads alone in 2018.\\*
We mined through millions of data points across 30 paid search accounts. On average, we found that these companies were wasting 15% of their budget on irrelevant keywords. If this holds true across the industry, that means there’s a **$17.4 billion** business built on irrelevant keywords. That’s almost equal to Starbucks’ 2018 revenue.†
What would you do with 15% more marketing budget? [Contact us](https://www.seerinteractive.com/contact).
## How Does This Happen?
Pop culture and news references bring new meaning to existing words and new words into the SERPs everyday. [Like when a rapper dropped a song called \"Bank Account\" that cost the finance industry millions](https://www.seerinteractive.com/insights/how-a-rapper-cost-the-finance-industry-millions).
The problem gets worse with [Google's recent play to expand \"same meaning\" close variants to broad match modifier and phrase match keywords, in addition to the exact match close variants that rolled out late last year](https://www.seerinteractive.com/insights/bmm-phrase-match-keyword-pov).
We were bidding on \\[ [ga 360](https://www.seerinteractive.com/insights/google-analytics-partners-resellers)\\] and with this new update, Google matched us to [360 Georgia](https://vodka360.com/360-georgia-peach/). **People looking for a powerful web analytics tool are probably not going to have their questions answered by a site that sells peach flavored vodka.**
This is happening everyday, but Google is not giving us the tools to find it.
So we built our own...
## What is Saving Benjamin Pro?
Seer built a tool with the help of some outside developers called Saving Benjamin Pro, which pulls search query data directly from each client's Google Ads account using the Google Ads API. We then use [chi squared statistics](https://en.wikipedia.org/wiki/Chi-squared_test) to determine word relevancy, utilizing competitor rankings for our paid search terms as inputs. The tool lists out search query themes and how often they’ve been searched, then you can classify them based on whether they should be negated or not.
**Ultimately, Saving Ben Pro is a more efficient way to identify themes to negate at scale, or themes to dig into for keyword and content expansions.** That's why we use it on every one of our full-service PPC client accounts and in our [PPC Efficiency Audits](https://www.seerinteractive.com/work/paid-media).
_Clients go after search terms with high amounts of exact match_ in order to hit goals and avoid wasting money on high-ranking keywords.
As a result, they’re missing out on conversions.
But, as soon as you lean more toward Phrase or Broad Match keywords, your ads are triggered by [search queries that are less in line with the user's intent](https://www.seerinteractive.com/insights/bmm-phrase-match-keyword-pov), thus, wasting spend.
Saving Benjamin Pro allows search practitioners to confidently test broad or phrase match keywords because they can catch irrelevant search terms quickly and at scale.
**This automated tool allows us to save ad spend, increase conversions, and find additional opportunities, all while reducing the time it takes for account teams to run manual search query** **analyses** **.**
### Saving Spend
Implementing negative keywords at scale across a search account can save our clients some serious money over time.
For example, if a client was spending **$3K / quarter** in search terms that **never** converted, negating these terms would save that client **$12K / year**.
Finding this wasted spend decreases costs without hurting conversion volume, since these negative keywords have never produced conversions to begin with.
That extra $12,000 saved per year could be used for things like:
- Re-allocating to higher performing keywords
- Testing a new initiative, platform, or strategy
- Expanding into new keywords and content
### Improving Conversion Metrics
Continuing from the above example, the client now has an extra $12K a year back in their marketing budget, and decides to reinvest that budget more efficiently into their existing campaigns.
Let’s break that down further.
When negating irrelevant and/or poorly performing keywords in an account, it prevents a client’s ads from showing for queries containing those keywords, and allows that client’s ads to show for even more relevant queries than before.
Say this client has a campaign that is budget capped, in which the campaign is missing out on potentially relevant and valuable queries that could drive conversions. Now the client can re-invest that $12K here on more relevant search terms.
The result is an increase in conversion volume, and a decrease in CPA.
By reinvesting savings found from Saving Ben Pro, a client can increase the conversion impact of their existing budget-capped campaigns.
This increase in conversion metrics can be especially prevalent in branded campaigns. The negation of irrelevant keywords allows these campaigns to serve to more users with a significantly higher level of intent than those in non-brand campaigns.
### Saving Time For The Account Team
**1- 2 hours** is how long it takes to pull a standard Search Query Report and dig through hundreds to thousands of rows of data.
**10 minutes** is how long it takes to run Saving Ben Pro and review recommended negative keywords.
Similarly to how the tool saves clients money, it also saves time for Seer account teams.
Saving Ben Pro combs through millions of data points each night, essentially completing most of the work by the time our team wakes up. Wouldn’t you like to do an analysis in your sleep?!
With these extra two to four hours a month, an account team can reinvest their efforts in other optimizations to improve client performance. This is helping teams to accomplish larger tasks that would otherwise be delayed due to time constraints.
## How About Some Examples?
So now you’re thinking, “Well, Saving Ben Pro sounds cool, but does it actually work?” You tell us…
As we’ve been rolling out the tool across Seer, client teams have been utilizing Saving Ben Pro weekly to find wasted spend.
To measure the long-term impact, we have a running dashboard that measures the savings at a 1 and 3 year scale:
In total, on this day, our clients will have saved **$1,116,154 a year**, equating to **$3,348,464 over 3 years**.
As mentioned, the dashboard is running, so this number continuously grows as our teams utilize the tool to identify more and more irrelevant keywords for our clients.
### Client Highlights
One particular client is projecting to have $16.6k in yearly savings after looking at only two months of data from Saving Ben Pro. While the percentage of total savings to spend doesn’t seem significant at around 1%, this equated to roughly 75 incremental conversions when these savings were reinvested.
These are conversions that the client would not have had the budget to capture without the improved efficiency of the Saving Ben Pro negative keyword additions.
So let’s take this one-step further… let’s say that client’s conversion is worth $500 each.
75 Conversions x $500 = $37,500 in revenue
It’s not just about saving $16,600 - it’s about the ripple effect of then investing that properly and turning it into $37,500! Then continuing to invest that revenue and growing that number further. There’s a multiplier effect at play when you can save and re-invest at scale.
**In ~10 minutes over the span of two months, the Seer team was able to generate 75 additional yearly conversions for this client with the money saved from irrelevant queries.**
Another client saw conversion rate increase by 29% month over month after adding negative keyword recommendations from the SB Pro tool.
With only a few other minor optimizations made during that month, the SB Pro negatives had a significant impact on this increase in conversion rate.
The total savings for this client came out to be even greater at around $17.7k per year which equated to over 9% of monthly spend.
**In total, this client could potentially see 93 additional conversions as a result of 5 minutes of work using Saving Benjamin Pro.**
We experienced a 29% increase in MoM conversions, with a -22% lower avg. CPC after negating irrelevant search traffic identified by Saving Ben Pro from another client.
And that’s just to name a few...
### Save Some Benjamins On Us With Saving Ben Lite
Our team is constantly evolving Saving Benjamin Pro to further enhance speed and efficiency, which allows us to keep saving at scale for our clients!
But this is also about advancing our industry. Our industry helps curate searches, and our goal is to make that experience as easy as possible. We don’t want users clicking on irrelevant ads -- it doesn’t help them!
_\\* [Source](https://abc.xyz/investor/static/pdf/20180204_alphabet_10K.pdf?cache=11336e3); † [Source](https://s22.q4cdn.com/869488222/files/doc_financials/annual/2018/2018-Annual-Report.pdf)_
* * *
## Keep Up With The Innovation
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[Insights](https://www.seerinteractive.com/insights) / Paid Social
# Paid Social
Browse All Paid Social
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[](https://www.seerinteractive.com/insights/what-non-retail-brands-should-consider-for-their-q4-strategy)
[What Non-Retail Brands Should Consider for their Q4 Strategy \\| Seer Interactive](https://www.seerinteractive.com/insights/what-non-retail-brands-should-consider-for-their-q4-strategy)
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[Top Challenges In B2B Paid Media & How To Solve Them \\| Seer Interactive](https://www.seerinteractive.com/insights/top-challenges-in-b2b-paid-media-and-how-to-solve-them)
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[](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
[How Do You Advertise On Reddit? \\| Seer Interactive](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
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[](https://www.seerinteractive.com/insights/10-signs-a-paid-social-campaign-is-right-for-your-business)
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[](https://www.seerinteractive.com/insights/paid-social-creative-best-practices-guide)
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[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media) /
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[](https://www.seerinteractive.com/insights/7-pinterest-ad-types)
[7 Pinterest Ad Types & How To Use Them](https://www.seerinteractive.com/insights/7-pinterest-ad-types)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media) /
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CRO Solutions Convert Clicks to Customers
Data-Driven Experimentation Drives Growth
We maximize conversions by testing and optimizing every customer interaction through data-driven insights and innovative strategies.
- CRO Consultancy
- CRO Audits
- Hypothesis Development & Prioritization
- A/B Testing Program Managed Service
CRO Audit Drives +124% in New User Registrations
A CRO Audit for our ecommerce client drove higher conversion rates, informed A/B testing, and enhanced understanding of user behaviors.
[View Case Study](https://www.seerinteractive.com/work/case-studies/cro-audit-drives-124-in-new-user-registrations)
Data-Backed Insights Reveal Customer Challenges
We use a combination of qualitative and quantitative data to get to the core of user problems, with the added benefit of UX and design expertise to address those challenges.
- Qualitative & Quantitative Research
- Copy & UX Optimizations
- Wireframe Design
CRO Strategies Drive $1.57M Increase in Revenue
We drove a 15% uptick in conversions by testing key property details and copy placement to remove barriers to conversion.
[View Case Study](https://www.seerinteractive.com/work/case-studies/cro-strategies-drive-1-575m-increase-revenue)
CRO Happens with Structure. Not Silos.
We don’t do CRO in a vacuum. We tap into synergies across marketing workstreams – from SEO to Paid Media – to leverage traffic for rapid A/B testing and optimal experimentation scenarios.
- CRO Consultancy & Training
Optimization Boosts Conversion Rates by 43.29%
A CRO overhaul of our financial client’s landing page made it easier to highlight benefits to customers, converting visitors into qualified leads.
[View Case Study](https://www.seerinteractive.com/work/case-studies/landing-page-analysis-boosts-conversion-rate-467)
The Crossroads of Data, Design & Performance
Where Data Meets Disciplinary Expertise
Our focus extends beyond data analysis; we integrate UX/UI skills and Creative insights into our methodology, crafting high-converting experiences that resonate with your audience.
Obsessed with Performance
We blend qualitative and quantitative data points to gain a deeper understanding of the customer journey, meticulously designing experiments aimed at enhancing your digital experience.
Cross-Seer Capabilities
We harness the power of SEO, Paid Media, and Analytics to extract deeper insights into your business, for better, more effective experiments. Our comprehensive in-house services encompass everything from test strategy to design and development, tailored to meet your specific needs.
We Work With Clients Who Use All Major CRO Experimentation Tools
Core CRO Deliverables
A/B Testing
Copy & UX Optimizations
Quantitative & Qualitative Research
CRO Audits
Consultancy & Training
Hypothesis Development & Prioritization
[Explore All Case Studies](https://www.seerinteractive.com/work/case-studies/tag/conversion-rate-optimization)
[](https://www.seerinteractive.com/work/case-studies/cro-strategies-drive-1-575m-increase-revenue)
[CRO Strategies Drive $1.575M Increase in Revenue](https://www.seerinteractive.com/work/case-studies/cro-strategies-drive-1-575m-increase-revenue)
[Conversion Rate Optimization](https://www.seerinteractive.com/work/case-studies/tag/conversion-rate-optimization)
[](https://www.seerinteractive.com/work/case-studies/70-increase-ppc-conversion-rate)
[70% Lift in PPC Conversion Rate: CRO, Creative, & PPC](https://www.seerinteractive.com/work/case-studies/70-increase-ppc-conversion-rate)
[Conversion Rate Optimization](https://www.seerinteractive.com/work/case-studies/tag/conversion-rate-optimization) /
[Creative Services](https://www.seerinteractive.com/work/case-studies/tag/creative-services)
[](https://www.seerinteractive.com/work/case-studies/cro-audit-drives-124-in-new-user-registrations)
[CRO Audit Drives +124% in New User Registrations](https://www.seerinteractive.com/work/case-studies/cro-audit-drives-124-in-new-user-registrations)
[Conversion Rate Optimization](https://www.seerinteractive.com/work/case-studies/tag/conversion-rate-optimization)
I cannot stress enough the importance of conversion rate optimization for your online marketing efforts.... It improves your marketing campaigns, tells you more about your visitors and customers, and can lift an entire business.”
Rick Perreault, Executive Chair, Unbounce
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# ImportXML Cookbook
[SEO](https://www.seerinteractive.com/insights/tag/seo)
Sep 17, 2011
#### UPDATE:
(May 9, 2012) Added more here: [More ImportXML Cookbooks](https://www.seerinteractive.com/insights/more-importxml-cookbooks \"More ImportXML Cookbooks\")
Here's a collection of ImportXML functions that I've collected over the past few months. Some of them I grabbed from other folks, others I've made myself.
This post won't introduce you to ImportXML. If you don't know what ImportXML is go read this EPIC post by the guys at Distilled: [\"The ImportXML Guide for Google Docs\"](https://www.distilled.net/blog/distilled/guide-to-google-docs-importxml/). If you do know how to use ImportXML then this will be a fun Sunday afternoon project!
## Google Search
* * *
### How to use:
Update 2/15/12: [Google Scraper in Google Docs Update](https://www.seerinteractive.com/insights/google-scraper-in-google-docs-update) \\- Update to getting SERPs in Google Docs.
Update 2/14/12: Seems that Google changed how they display the results. I'm working with this formula right now. `=ImportXML(\"https://www.google.com/search?q=test&num=10\", \"//cite\")`
Replace {KEYWORD} with the search term you're looking for. Example, if you want the search results for the keyword \"philadelphia seo company\" your formula should look like:
` =ImportXML(\"https://www.google.com/search?q=philadelphia seo company&num=100\", \"//h3[@class='r']/a/@href\") `
#### Getting The Top 100 Search Result Links
` =ImportXML(\"https://www.google.com/search?q={KEYWORD}&num=100\", \"//h3[@class='r']/a/@href\") `
#### Getting the Top 100 Search Result Titles
`=ImportXML(\"https://www.google.com/search?q={KEYWORD}&num=100\", \"//h3\")`
## Google Products
* * *
### How to use:
Replace {KEYWORD} with the keyword your looking for.
#### Getting All The Product Names
`=ImportXML(\"www.google.com/products?q={KEYWORD}\", \"//h3[@class='result-title']\")`
#### Getting The Product Descriptions
`=ImportXML(\"www.google.com/products?q={KEYWORD}\",\"//h3[@class='result-desc']\") `
#### Prices For a Given Product
`=ImportXML(\"https://www.google.com/products?q={KEYWORD}\",\"//span[@class='main-price']\")`
## Twitter
* * *
### How to use:
Update 2/15/12: This doesn't work since they now changed their website. I haven't gotten around to figuring out a fix. If you have one I would love to know. Tweet me [@djchrisle](https://twitter.com/djchrisle)
Replace {SCREEN\\_NAME} with the target's Twitter name without the \"@\". Example, if the Twitter name you want to use is @djchrisle then your formula should be:
`=ImportXML(\"https://twitter.com/djchrisle\", \"//span[@id='follower_count']\")`
#### Getting a Twitter Account's Follower Count
`=ImportXML(\"https://twitter.com/{SCREEN_NAME}\", \"//span[@id='follower_count']\")`
#### Getting a Twitter Account's Following Count
`=ImportXML(\"https://twitter.com/{SCREEN_NAME}\", \"//span[@id='following_count']\")`
#### Getting The Number Of Lists a Twitter Account Is On
`=ImportXML(\"https://twitter.com/{SCREEN_NAME}\", \"//span[@id='lists_count']\")`
#### Getting The Number of Tweets An Account Has Made
`=ImportXML(\"https://twitter.com/{SCREEN_NAME}\", \"//span[@id='update_count']\")`
#### Getting A Twitter Account's Last Tweet
`=ImportXML(\"https://twitter.com/{SCREEN_NAME}\", \"string(//*[@class='entry-content'])\")`
## LinkedIn
* * *
### How to use:
Replace {USERNAME} with the target person's username. It's usually the person's name without any spaces. You can try automatically removing spaces from a person's name by using the Dewhitespace() function found in the Helper Functions section. For example:
`=ImportXML(\"www.linkedin.com/in/\" & Dewhitespace({USERNAME}), \"//dd[@class='overview-connections']/p/strong\")`
#### Getting the Number Of Connections
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//dd[@class='overview-connections']/p/strong\")`
#### Getting the Number Of Recommendations
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//dt[text()='Recommendations']/../dd/p/strong\")`
#### Getting a Person's Profile Summary
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"string(//div[@id='profile-summary']/div[@class='content']/p)\")`
#### Finding the Locality of a Person
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//span[@class='locality']\")`
#### Finding the Industry a Person Defined Themselves In
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//span[@class='industry']\")`
#### Finding What the Person Wants to be Contacted For
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//div[@id='profile-contact']/div[@class='content']/div[@class='interested']/ul/li\")`
#### Getting a List Of This Person's Interest
`=ImportXML(\"www.linkedin.com/in/{USERNAME}\", \"//div[@id='profile-additional']/div[@class='content']/dl/dd[@id='interests']/p\")`
## Blekko
* * *
### How to use:
Replace {URL} with the URL you're looking for.
#### Getting The Host Rank
`=ImportXML(\"https://blekko.com/ws/{URL}\"`
#### Getting The Number Of Pages a Site Has
`=ImportXML(\"https://blekko.com/ws/{URL}\", \"//div[@class='subMenu']/span[2]/a\")`
#### Getting The Number of Inbound Links
`=ImportXML(\"https://blekko.com/ws/{URL}\", \"//a[@class='link']\")`
#### Getting Domains that Duplicate Content
`=ImportXML(\"https://blekko.com/ws/{URL}\", \"//a[name='duplicate']../table/td/a\")`
#### Getting The Entire Crawl Stats Table
`=importhtml(\"https://blekko.com/ws/{URL}\", \"table\", 2)`
#### Getting the SERPs
Note: The columns will come out in this order: Title, Link, GUID, and Site Description
`=ImportXML(\"https://blekko.com/ws/{URL}/+/links+/rss\")`
## Alexa
* * *
### How to use:
Replace {URL} with the URL you want to get the traffic ranking from.
#### Getting the Global Traffic Rank
`=ImportXML(\"https://www.alexa.com/search?q={URL}\", \"(//ul[@class='traffic-stats']/li/a[@href][1])[1]\")`
#### Getting the US Traffic Rank
`=ImportXML(\"https://www.alexa.com/search?q={URL}\", \"substring-after(//ul[@class='traffic-stats']/li[2], ':')\")`
#### Getting the Number of Sites Linking In
`=ImportXML(\"https://www.alexa.com/search?q={URL}\", \"substring-after(//ul[@class='traffic-stats']/li[3], ':')\")`
#### Getting a Site's Average Load Time
`=ImportXML(\"https://www.alexa.com/siteinfo/{URL}#\", \"substring-before(substring-after(//span[@class='Average']/.., '('), 'Seconds')\")`
#### Getting the Summary of a Site's Audience Snapshot
`=ImportXML(\"https://www.alexa.com/siteinfo/{URL}#\", \"string(//div[@id='trafficstats_div']/div[@class='content1 noborder'][3])\")`
#### Getting the Top Search Queries for a URL
`=ImportXML(\"https://www.alexa.com/siteinfo/{URL}#\", \"//div[@id='trafficstats_div']/div[@class='content1 noborder'][4]/div/table/tr\")`
## Websites
* * *
#### Getting the URLs from a website's Sitemap
`=ImportXML(\"{http://www.domain.com}/sitemap.xml\", \"//url/loc\")`
## Helper Functions
* * *
#### Remove spaces from something
You want to remove all the whitespaces from a string.
` function Dewhitespace(str) { return str.replace(/s+/, ''); } `
#### Formatting something for use in a URL
A term with spaces seems to be giving you trouble. Try using this function to change its format to a URL query string.
` function URLEncode(str) { return encodeURIComponent(str); } `
## **More resources**
[http://seogadget.co.uk/playing-around-with-ImportXML-in-google-spreadsheets/](https://seogadget.co.uk/playing-around-with-ImportXML-in-google-spreadsheets/) [http://bit.ly/9Fs7aF](https://bit.ly/9Fs7aF) [http://www.labnol.org/internet/monitor-web-pages-changes-with-google-docs/4536/](https://www.labnol.org/internet/monitor-web-pages-changes-with-google-docs/4536/) [http://blog.fosketts.net/2010/07/02/cool-google-spreadsheet-ImportXML-xpath/](https://blog.fosketts.net/2010/07/02/cool-google-spreadsheet-ImportXML-xpath/)
Shout out to [@dohertyjf](https://www.twitter.com/dohertyjf) who caught my accidental post, tweeted it, and made me get this out early. Now I know how Apple feels ;)
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/d501838e-4035-48d7-87f8-e2eaf2f0bc23)
## We love helping marketers like you.
Sign up for our newsletter for forward-thinking digital marketers.
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# The Biggest GA4 Migration Pitfalls
[](https://www.seerinteractive.com/people/team/jessica-propst \"Jessica Propst\")[Jessica\\\\
\\\\
Propst](https://www.seerinteractive.com/people/team/jessica-propst \"Jessica Propst\")
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
Mar 16, 2023
UPDATED 6/24/24
The deprecation for the standard version of Universal Analytics is quickly approaching. It is becoming a race to the end for many companies. As more and more companies are diving into GA4, we are often asked “What are the most common problems that people face when making the migration?”
It may be a surprise, but it’s not technical challenges that cause the biggest issues for organizations. So what is it you ask? Let’s dig in.
## Procrastination
Not starting is definitely the biggest problem. The deletion of all Universal Analytics properties on July 1, 2024 is a fast-approaching deadline. Our best advice is to start planning your migration now. Here’s why:
- You will not have historical data in the property until you create it. There is no option to import data from your UA properties to your GA4 properties.
- GA4 tracks data in a very different way than Universal Analytics. Even metrics with the same name like sessions and users will be measured differently. Seer recommends running the two platforms in tandem to better understand the delta in metrics between the two platforms.
```
[TIP] No, Google will not push this deadline back.
```
If you have not done this already and take nothing else from this blog, do this right now.
1. Create a property and a data stream.
2. Change your data retention settings to 14 months from two months.
3. Implement the datastream ID on your site through GTM or whatever tag management system you have.
There is very little risk in doing this and will allow you to start collecting pageviews, sessions, users, and acquisition data. This is something that can be done in an hour or less.
## Underestimating the Lift
This is not like any other Google update from the past 15 years. Migrating will require a substantial amount of effort. A single property could take months to fully migrate over from the start of the planning phase to the actual implementation. Seer recommends doing the following steps to not only reach parity but improve upon your current implementation:
1. Evaluate your current tracking and identify data points that are absolutely necessary and ones that are never used and do not need to be migrated.
2. Create a wishlist of things that weren’t tracked in UA but would be beneficial.
3. Document your implementation plan including all event names and parameters.
4. Work with your development team if there are data layer updates that need to be made to improve your tracking.
5. Create a reporting and a test property and [adjust the necessary settings](https://www.seerinteractive.com/insights/ga4-admin-settings).
6. Implement the tracking through the tag management system of your choice and send all events to the test property.
7. Do a round of QA in the test property and ensure that everything is pulling in as expected.
8. Send all events other than those going to dev or staging sites to the main reporting property.
9. Do one more round of QA.
After your GA4 property is collecting data, all of the reports that are pulling GA data will need to be rebuilt. The GA4 schema is drastically different from the UA schema, you will not be able to update the property ID and expect that it will automatically pull in data. Depending on how many reports you have and their complexity, this could take several more months.
### Not Having A Plan
You should not be winging your implementation. Careful planning is the key to success.
You will be starting with a clean slate. It is a great time to evaluate if your existing data structure is providing you with all of the data you need. On the flip side of that, ask yourself if there was excess data flowing into Universal Analytics. This is your time to right-size your tracking.
The new event-based tracking model allows for greater customization than what was available in Universal Analytics. But you know the saying “With great power comes great responsibility.” It is our responsibility to carefully plan the implementation so your organization is set up for success for years to come. Below are a couple of examples of things to consider in your measurement implementation plan:
- Make the most of the limited number of custom dimensions you have by reusing event parameter names.
- Reduce the noise and technical debt by removing events in UA that were never used for analyses. This will also result in cost savings if you need to upgrade to the new GA360.
- Ensure that your Google Analytics account is structured in a way that you can pull data in a way that is beneficial for your team.
### Not Understanding the Resources Needed
In most cases, one person will not be able to complete the migration alone. You may have to enlist the help of several different teams within the organization. Below are a couple of different resources that you will need to make the migration as smooth as possible:
- Preferably two analytics specialists to implement tags in GTM and adjust the necessary settings within the GA4 interface and one to QA the implementation
- A developer to update any data layer snippets required by the analytics specialist
- A BI specialist or a data architect to assist with rebuilding the reports depending on your data architecture
* * *
## [](https://www.seerinteractive.com/cs/c/?cta_guid=6436a91a-757d-46d9-8ef8-e9fa5975b3c9&signature=AAH58kGLYeopWgrKhT8YsmxqEsFFtR2d2Q&portal_id=7982212&pageId=104267276169&placement_guid=5bd292dd-35a8-4903-b9a2-fc96066b3a5f&click=bf04e8c6-aefe-45b4-9a44-b8949a625833&redirect_url=APefjpGTCze7w6pZZA3i9iZpucEAIJ2pjm46nmIPe3aE4auxrCl4wfjPuvr8QimU_ep0jUvpg0jKzSbZL4qkb3W6r4kb-umyPkSjNpKWQwx0stFeVWTA-1O-ProuAyZRkq8SM62oOB2gu9Oy9-U_GWqbc_7yCULK_6zBxq-uyRAByDLfNDRNWew&hsutk=&canon=https%3A%2F%2Fwww.seerinteractive.com%2Finsights%2Fga4-migration-pitfalls&ts=1740602817062)[](https://cta-redirect.hubspot.com/cta/redirect/7982212/5bd292dd-35a8-4903-b9a2-fc96066b3a5f)
## Not Considering User Adoption
Though the only thing certain in life is change, it can be a hard adjustment. GA4 definitely disrupts the status quo. One of the best change management techniques is to provide education to all stakeholders. Below are a couple of the topics that will need to be covered in the training.
### Tracking Differences
Some of the metrics that you use as KPIs, may not be available in GA4. Others may be available and named the same, but will have different definitions. For example, sessions will be available in both GA4 and UA but they will not match 1 for 1. Everyone from the CMO to subject matter experts will need to understand and be trained on these differences. The earlier that you can start these conversations, the better.
### Interface Differences
The GA4 interface does not resemble the UA interface. It does resemble the Firebase interface. Reports will look different. Segments are now comparisons that look a little different. The navigation will be different. Training on the interface will only need to be conducted for the individuals within the tool on a daily basis.
Seer recommends taking the [Google Analytics certification](https://skillshop.exceedlms.com/student/path/508845-google-analytics-certification) as a way to introduce yourself to the GA4 platform. While reviewing the content for the certification, feel free to check out Google’s demo account to see how real data is flowing into the property.
## Not Updating the Default Property Settings
The [default property settings](https://www.seerinteractive.com/insights/ga4-admin-settings) can often be overlooked. One of the most important settings is the [data retention setting](https://support.google.com/analytics/answer/7667196?hl=en). Without updating this, user-level data including conversions will be deleted after two months. This is the one semi-technical piece of advice in this blog, but honestly, it’s just flipping a switch. Updating your retention settings takes 30 seconds to do. Don’t forget to do it.
## 3 Things You Should Do Today
As I said at the top of the blog, the most impactful mistakes are not technical mistakes, they are planning mistakes. Here are the three things that you should do today to set your migration up for success.
1. Set up a GA4 property, create a data stream, and install it on your site using the tag management system of your choice.
2. Emphasize the importance of making this migration to leadership and all stakeholders. It is not optional. If you don’t migrate to a solution other than UA, you will not have web data on July 1, 2023.
3. Identify your core team that will be needed during the migration and reserve their time. Get them all in a room (a virtual or physical room), and start the
## The Bottom Line
The migration to GA4 is a big shift. It shouldn’t be taken lightly and the deadline to migrate is less than 4 months away. There’s no need to panic, but there should be a sense of urgency within your organization to migrate. Remember that careful planning is key. And as always, [Seer is here to help](https://www.seerinteractive.com/contact) if you want an agency partner to help with the heavy lifting.
[Get a free GA4 migration estimate](https://www.seerinteractive.com/cs/c/?cta_guid=cdad2b87-9d59-4414-952c-8ca145be35b0&signature=AAH58kGD5zswLL5CH7j5ZKb4OZBL70cENg&portal_id=7982212&pageId=104267276169&placement_guid=5d49d7ce-76fc-4937-910a-c40bea7cb592&click=4e3f907b-8950-47f7-b982-8e3a42fc7e2b&redirect_url=APefjpG1ieu0rphuLxGC6ww9xsx6TJ6R-Cho6jQ_D3v91PgJR_JpW7yPnC1EYjajo18CBVprG2gyqHHczhukpZuUwpLgxSbQetjHhZCIQ3Xjmg8EMXJLN0mItndFnkglWUMkCfUxEJEE&hsutk=&canon=https%3A%2F%2Fwww.seerinteractive.com%2Finsights%2Fga4-migration-pitfalls&ts=1740602817054 \"Get a free GA4 migration estimate\")
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# The Redesign Timeline: When and How to Engage Analytics, PPC, and SEO in Redesign Plans
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
Jan 9, 2014
What better way to start the new year than with plans for a new site? We all go through redesigns. Whatever the reason, a decision is made to go through an overhaul on the existing site.
Too often, companies reach out to their digital marketing team as a last minute thought, mentioning “oh guess what, we’ve decided to redesign… and it’s launching next week.” If you don't want to make your digital marketing team cry, DON’T DO THIS! You’ll get much more value if you can involve them early.
Your digital marketing teams can be an amazing help during this process, saving you time and resources when they’re brought in at the proper times.
So let’s run through this together to better define the redesign timeline and where you should bring in your Analytics, PPC, and SEO teams.
> It's Time to Redesign Our Site
The best time to alert your Analytics, PPC, and SEO teams of your redesign is the moment it hits the calendar. No time is too soon, as the more time you give them before, the better; plus, if developers have already been selected you can make the introduction right away.
### Reiterate or Define Current Site Goals
The first thing you should do before the redesign is understand the on-site goals. In order to measure the success of the redesign, it is critical to have accurate data to compare the new site against the original. You can do this by working with your Analytics team to define the Key Performance Indicators of the existing site and decipher which actions you want visitors to take and what ideal engagement should look like.
### Tracking and Benchmarking Current Site Goals
Don’t de-prioritize Analytics fixes! Once big questions are answered and gaps are identified, the Analytics team can recommend new tracking functionality that can help your current site. After making the recommendations, the Analytics team should verify the changes after implementation to confirm that everything works properly. To follow best practices and properly track, KPIs, they should set up Google Analytics (Note: This post assumes Google Analytics use, but the majority of the information applies to other platforms.)
Once data has been aggregated, benchmarks for KPIs can be established. At this point you will want to work with your Analytics team, and this should be done as early as possible.
### Defining Redesign Goals
The first internal step for any redesign is defining the “what” and the “why” so you can help guide changes. It is incredibly important to understand why the redesign is being done and what the current site fails to do.
The impetus for the redesign and the actual goals can run the gamut. A few goals could be:
- Keeping up with the competition
- Ready for a new look
- Improve site engagement
- Improve on-site sales
- Increase conversions
No matter the goal, it’s important to know what you’re trying to accomplish, and this is how you will define your success. This phase is called the research and discovery phase, and is when the Analytics team should be brought in to discuss business objectives and information on proving the overall value. At this point KPIs for the actual redesign should be defined and partially tie into current site goals.
Remember: a redesign will not magically increase traffic, so don’t make this a goal. Increases in traffic will likely be a result of additional marketing efforts whether PPC, SEO, social, or anything else, making it a function of marketing and not the redesign. However, if a site isn’t built with SEO in mind, traffic could take a dive, so a full SEO redesign strategy should be developed to protect the current site and provide a smooth transition into the new one.
### Current Site Analysis
Once the existing site data is trustworthy, it’s time for a deeper analysis. Ideally this should be done very early in the process and before any coding is done so that plans can be formed and altered based on the results. This is the time to understand which pages, templates, or sections of the site perform best from an engagement and conversion perspective. Segmentation is also vital here in looking at sections of the site segmented by marketing efforts or visits behavior. A deep dive could also uncover a list of which assets are currently underutilized.
Redesign analyses are recommended in order to quantify the investment of resources in the new website and identify portions of the site that need to be protected.
The end result should be a high-level protection and creation plan that can be shared with your internal team and developers.
### Content and Page Planning - Involve Your SEO and PPC Teams
The redesign process can be the perfect time to create new content, but you’ll want to be sure the right language is used on the pages. This is where your SEO and PPC teams should get involved to help with keyword research by conducting extensive research to evaluate the best terms to use based on intent, competitiveness, and overall quality of traffic. The SEO team will start tracking and benchmarking existing term rankings for future analysis and a keyword matrix that can be used as a guide for content.
Unfortunately SEO could take months to work; if you start ranking for terms 6 months in but they don’t drive traffic or convert, this is where your PPC team is a huge asset. The PPC team could bid on the terms on the keyword matrix (sending traffic to relevant landing pages) and inform value of the terms prior to new site content creation. This is the chance to find out if terms and perform as expected and if they are worth the investment.
As plans are finalized for which pages will be kept and elimited, the SEO team can develop a redesign strategy to identify which existing pages will redirect to new counterparts, keeping the content similar and logical. They should also reference analytics data to prevent any valuable pages from being elimiated without the creation of a replacement.
### Wireframes Completed
Each iteration of wireframes gets more complex, and there’s more that your digital marketing team can do to help each time.
With the first round of wireframes, expect your SEO and Analytics teams to perform an in-depth review and come back with a series of questions and basic recommendations. Since the wireframes are just a basic sketch of the site plan, they won’t know exactly what the plan is for how to build everything out; this is the time to get that information and make high-level recommendations. The SEO and Analytics teams will likely provide a marked up version of the wireframes, complete with their questions, recommendations, and concerns.
The Analytics team will also look for the on-site conversion actions in the wireframes. They will want to confirm that these actions are still in place on the site, see how the flow has changed, and look for any potential barriers to tracking. They will also look for any new actions on the site that should be tracked and added to the redesign analysis.
The SEO team will look for any issues that could potentially affect the spiderability of the site. Since nothing has been built yet, recommendations will be made for how to code different parts of the site, features to include or omit, or new ways to structure assets on the site. This is when the SEO team will be able to provide feedback on the CMS being considered, like finding limitations or shortcomings, or provide best practices from an architecture perspective.
Expect the developers, SEO, and Analytics teams to meet to review this feedback, answer questions, and clarify any points that were unclear. Following these meetings, final recommendations will be shared that will help ensure the site is on the right path for long-term success.
### Measurement Plan Created - Analytics Team
Now armed with the full list of on-site actions to track, a detailed measurement plan that outlines steps, needs, and values of each action should be created along with a tracking matrix.
The Analytics team should also make recommendations for the based code to use on the dev site (ideally a different propert in Google Analytics so live data is not affected.) At this stage, a complete analytics testing plan will be developed with the goal to ensure the on-site actions are sending data to Google Analytics and that the new goals function properly.
### Dev Site Live
Expect a flurry of activity once the dev site goes live. The SEO team should conduct a thorough review of the site, starting with the verification of the items listed in the wireframe review recommendations. This will be the point when tools could be use to spider the new site. The SEO team can also make recommendations to prevent the dev site from being indexed by the search engines if it isn’t behind a login, as you don’t want your new site to become public sooner than you would like.
To properly track through AdWords, the PPC team will share all of the codes needed, will start to rebuild retargeting audiences and planning new destination URLs for ads.
The Analytics team will verify the wireframe review recommendations and will run through each action on the site to create the full URL inventory and any areas of the site that pose tracking challenges will be identified. These could include pages with missing or misplaced code, incorrect code, missing event tracking, etc.
At this time the test Google Analytics property should be used to verify that information is flowing in properly, using real-time data a reports to confirm. The Analytics team will also set up all of the agreed-upon goals in Google ANalytics to capture on-site actions, and any kinks can be worked out ahead of time.
### An Alternate Launch Plan
Rather than launching the entire site at once, you may want to test and experiment with how people react to the new site. This can be done via A/B or multivariate testing and user behavior testing. Paid search could also be used to test new site concepts via landing pages before the launch.
## Prior to Re-Launch
If the site is going to be down for any period of time, the PPC team should pause their ads from showing since there is no sense in spending money when visitors won’t be able to access the site. They may recommend enabling access to the site or pausing for a few days. The Analytics team needs to jump into pre-launch work immediately prior to the new site work to copy new goals from the test to the live property’s profiles.
## Day of Re-Launch
Definitely let the entire team know of the launch date as soon as it’s determined, and the launch should occur early in the week to allow time for final review and recommendations.
The SEO team should run through the verification process again and utilize tools that can only access live sites. They can examine the robots.txt to make sure the site isn’t being blocked and changes to Google Webmaster Tools may be recommended. The SEO team can run queries on Google to see which pages are being picked up, how quickly they are getting cached, and how Google is interpreting the content. They shoiuld also run through the redirect recommendations to verify implementation. Analytics and PPC teams should also want to review the redirects to make sure campaign tracking isn’t stripped.
The PPC team should verify that all of their codes are in place, landing pages and calls-to-action look good, then turning the ads back on once they feel confident that everything is working properly.
The Analytics team will also re-verify everything from the dev site and throughout the re-launch, real-time data will be used to confirm that data is flowing in properly. Data should be closely monitored in the first week following launch for any issues or anomalies. Both the SEO and Analytics teams should monitor the 404 pages and the traffic to each page to find any that either didn’t redirect properly or that should be re-created.
## Post Re-Launch
You will experience a lull in the redesign work for a short time while your analytics team keeps watch of the data. Here you will have to let enough time pass to get a more comprehensive view of how the site is performing and also understand that there will be irregularities in the traffic due to search engines picking up the new pages.
The final step in the redesign analysis consists of a wrap-up analysis by the Analytics team. This is the time to evaluate the performaance of the site against the redesign goals and data will be reviewed from before and after the launch of the new site; the redesign benchmark will be established. You’ll want to address any performance drops and identify any goals or areas that are underperforming and detail the impact of the redesign.
After the launch of the new site, it will take some time before the search engines fully crawl the new structure. Allowing the search engines time to crawl the pages is necessary to ensuring the SEO team uses information from the most recent version of the site for the Architecture Audit. SEO data will also be aggregated so that in-depth analysis can be conducted that compares the old site to the new one. The SEO team will monitor trends and provide updates; once the new site has been crawled and indexed, they can provide a more comprehensive analysis of these trends.
**NOTE:** This post was intended to be a high level overview of when to involve members of the digital marketing team. For additional information on the SEO website redesign process or the impact of the redesign on SEO pages, try [https://www.seerinteractive.com/blog/seo-website-redesign-checklist](https://www.seerinteractive.com/insights/seo-website-redesign-checklist) and [https://www.seerinteractive.com/blog/301-redirect-test-how-much-link-juice-are-you-losing/](https://www.seerinteractive.com/insights/301-redirect-test-how-much-link-juice-are-you-losing).
### Moving Forward
There’s no such thing as too much communication during a site redesign, and everyone involved puts a lot of time into it. If a quick (or thorough) review of even the smallest planned change could save hours of development time and expense while leading to a better site, it’s absolutely worth it to over-inform throughout the process.
In the end, we’re all working toward the same goal – a new site that performs better than the last.
### Looking for help evaluating or preparing for a redesign?
[](https://www.seerinteractive.com/work/analytics \"Analytics\")
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# Types of Snapchat Ads & How to Use Them
[](https://www.seerinteractive.com/people/team/nicole-velasco \"Nicole Velasco\")[Nicole\\\\
\\\\
Velasco](https://www.seerinteractive.com/people/team/nicole-velasco \"Nicole Velasco\")
[Paid Social](https://www.seerinteractive.com/insights/tag/paid-social)
Mar 31, 2022
## Why Use Snapchat Ads?
Since its 2011 release, Snapchat has empowered users to express themselves and share stories without public-facing comments or likes.
The amount of Snapchat users have been increasing every year and as of 2021, there are more than 180 million Snapchat Users in the United States alone.
Whether you’re a Marketing Manager at an established brand or the Founder of an up-and-coming business, Snapchat offers many different ad types that will allow you to interact with its growing audience around the world.
## Types of Ads on Snapchat (with Examples)
Snapchat provides six ad types brands can utilize to interact with users:
1. [Snap Ads](https://www.seerinteractive.com/insights/snapchat-ads-types#1)
2. [Story Ads](https://www.seerinteractive.com/insights/snapchat-ads-types#2)
3. [Collection Ads](https://www.seerinteractive.com/insights/snapchat-ads-types#3)
4. [Commercial Ads](https://www.seerinteractive.com/insights/snapchat-ads-types#4)
5. [Filters](https://www.seerinteractive.com/insights/snapchat-ads-types#5)
6. [Lens AR Experiences](https://www.seerinteractive.com/insights/snapchat-ads-types#6)
### 1\\. Snap Ads
[Snap Ads](https://forbusiness.snapchat.com/advertising/ad-formats/single-image-or-video-ads) appear in between Publisher content in ‘Discover’ and Friends’s stories. This is a great option for awareness. Snap Ads can be a static image or videos.
### 2\\. Story Ads
[Story Ads](https://forbusiness.snapchat.com/advertising/ad-formats/story-ads) appear in ‘Discover.’ Users can click the Story Ad to view up to 20 sequential Snap Ads. This is a great option for brands who want to increase awareness and engagement.
### 3\\. Collection Ads
Brands have two different options with [Collection Ads](https://forbusiness.snapchat.com/advertising/ad-formats/collection-ads).
A standard collection ad features an image or video that features four products in tappable tiles. The products featured are specific SKU’s selected by the advertiser. A Dynamic Collection ad functions the same way as a standard collection ad except that the product feed is dynamically generated from the catalog based on a product set.
Both types appear in between Friends’ stories and Publisher content.
### 4\\. Commercial Ads
As with Collection Ads, advertisers have two different options for [Commercials](https://forbusiness.snapchat.com/advertising/ad-formats/commercials).
Standard commercials are non-skippable 3-6 second ads and Extended Play Commercials can be anywhere from 3 - 180 seconds. Note, only the first 6 seconds are not skippable.
Commercial ads appear in 'Shows' and 'Games'.
### 5\\. Lens AR Experiences
According to one of Snapchat’s Global reports, an average 200 million+ users engage with AR in-platform everyday. The report also highlighted that 94% of people plan to use AR shopping the same or more in 2022.
[Lenses](https://forbusiness.snapchat.com/advertising/ad-formats/lenses) are great ad types to utilize because they can help drive engagement and help users connect with a brand in unique and impactful ways. Brands can even create shoppable Lenses where users can virtually try and purchase products.
These ads can appear in Lenses, in friends’ stories, 'Our Story' or 'Spotlight'.
## Final Thoughts for Businesses Considering Snapchat Ads
In a 2019 study, 95% of users said [Snapchat makes them feel happy](https://forbusiness.snapchat.com/blog/apposphere-how-the-apps-you-use-impact-your-daily-life-and-emotions) and as an avid Snapchat user, I relate to that 100%.
At the end of the day, who wouldn’t want to interact with happy users?
**Want to learn about other types of social media ads across platforms? Keep reading:**
- [TikTok Ads](https://www.seerinteractive.com/insights/tiktok-ad-formats-2021)
- [LinkedIn Ads](https://www.seerinteractive.com/insights/types-of-linkedin-ads-how-to-use-them)
- [Facebook and Instagram Ads](https://www.seerinteractive.com/insights/the-ultimate-guide-to-facebook-instagram-ad-types)
- [Twitter Ads](https://www.seerinteractive.com/insights/types-of-twitter-ads-when-to-use-them)
- [YouTube Ads](https://www.seerinteractive.com/insights/youtube-marketing)
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# Keyword Research Mantras for the Beginner
[SEO](https://www.seerinteractive.com/insights/tag/seo)
May 4, 2015
Performing keyword research is one of the most fundamental tasks I’ve performed as a SEO Associate at Seer. At first, the process seemed super basic and simple, but after amassing a couple hundred thousand keywords I lost sight of the main goal and started making unfocused recommendations.
I was given all the tools, tutorials, trainings, yet I still felt unsure.
How was I going to properly pair all of these queries and pages? How was I going to be able to execute my research quickly and efficiently?
Thankfully the support system at Seer is amazing and a few people were kind enough to pass on some of their basic keyword research gems.
So, here it is. Below are some of the, somewhat obvious, but most helpful keyword research tips for the beginner:
### Find keywords that fit the particular page you are optimizing:
This seems stupid obvious, but it’s a helpful mantra to revist throughout your research process.
Get a solid understanding of each page’s main topic _before_ you dive into your research.
The goal is to create content that returns the most relevant result possible for the user's query.
### The conversion funnel can be a great compass:
Understand where the page you are optimizing falls within the conversion funnel.
Top of the funnel keywords may center around brand awareness, general information about the product / service, etc. If the page is towards the bottom of the funnel it might be helpful to find keywords that are more specific / long tail / product SKUs.
Find keywords that are relevant to where the user stands in their research or buying process.
### Automation can only take you so far:
It’s great to use Mergewords, Ubersuggest, or RegEx for keyword categorization during your initial process, but if you’re finding there are a bunch of related keywords to your main head term it's probably worth a deeper dive. Look at Google auto complete, customer reviews, forums, the keywords that are bringing your competitors organic traffic in SEMRush, or ask the client.
### Search volume isn't always everything:
Keywords with higher search volume don’t always mean best.
Clients can be search volume oriented, so it might be helpful to remind them that lower search volume keywords (long tail, question based phrases) might better represent the intentions of people that are closer to a conversion.
If you need to build a case, focus on the _total_ search volume for a _group_ of related keywords, rather than MSV for just one query.
### Take note from PPC:
Sometimes the keywords with higher CPC can be a good indicator of a keyword that can bring traffic, are more competitive and can convert. Use your best judgement with this one (see first tip).
### Take a break and come back to your work:
Keyword gold can be missed, irrelevant keywords can be added in haste, or you may have lost sight of the main topic / goal of the page you're optimizing. When the rows in Excel are looking like they’re running together, you probably shouldn't try and power through. Take a break and come back to your project with fresh eyes.
### Want to take your keyword research to the next level?
Check out Ethan’s amazing post on [identifying search trends and seasonality](https://www.seerinteractive.com/insights/what-when-publish-content) for content creation.
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# What Is Target CPA and How Does It Work?
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Jun 15, 2018
Target CPA is a smart bidding strategy offered by both Google & Bing that optimizes data to get as many conversions as possible within the set goal of cost per acquisition. For example, if you set your target CPA (tCPA) to $100, the engines will make optimizations to get as many conversions that have a CPA of $100 or less. One thing to note is that even if you set your tCPA to $100, that does not guarantee that your CPA is going to be $100 since there are other factors that could impact this number. We have found in past tests that it can be under, over, or spot on.
Google states on its support page that when making optimizations, it uses historical data and contextual signals at each auction to find an optimal bid.
## Things to consider before you launch target CPA
- It is recommended to have at least 15 conversions in the last 30 days. This allows Google and Bing more data to optimize. If you have less than that, the engines have a more difficulty deciphering when to make adjustments.
- Is it your busy season? If so, it is best to wait until after that is over so that you don't take a risk that may negatively hurt your main KPIs. With Target CPA it is recommended to let it run for around 30 days before making adjustments to the set CPA. If it is your busy season, and the Target CPA test is not working well, you could have a serious impact on your bottom line.
- Are you about to make major changes to your landing pages? If so, this could play a large role in both CPA and conversion volume. It is important when reporting on performance on Target CPA to note any other major changes made to those campaigns.
- Don't make the Target CPA unrealistic. If your average CPA over the last month is $200, setting the Target CPA to $50 could be detrimental to conversion volume. The hope with Target CPA is that it doesn't have a major negative impact on conversion volume.
## What campaigns should you test target CPA with?
The first recommendation would be to test on your highest conversion driver campaigns. The more historical data and previous contextual signals the engines have to use for optimizations, the better they are at making those adjustments.
We tested Target CPA in a campaign that had 90 conversions in the last 30 days. We set the CPA 20% below the last 30 days CPA. After running the test for 30 days CPA declined 30%, conversions increased 19% and CVR increased 8%.
You should also test it on campaigns that have an ROI below goal but sufficient conversion volume. For example, one of our clients had a strict 2.0 ROI goal. There were campaigns in the account that generated strong conversion volume but were consistently missing the mark on the 2.0 ROI goal. For one month Target CPA was run 20% lower than what CPA had been in an experiment against the campaign running Manual CPC at a 50/50 split. At the end of the 30 days the experiment had a CPA $30 lower than the campaign not running Target CPA and it drove 94% more conversion volume. This resulted in a 2.0 ROI
## When should you not use target CPA?
It is best to not test it on campaigns that have less than 15 conversions in the last 30 days. With less than 15 conversions, you are not providing the engines with enough data to make the most informed decisions and optimizations. We tested Target CPA in a campaign that received 11 conversions in the last 30 days and set the CPA 20% below what it had been in the last 30 days. After the 30 days test, CPA increased 64%, conversion volume declined 55% and CVR declined 58%. The 11 previous conversions were not sufficient enough in providing Google data to make the optimal adjustments.
This is a reminder to not use the set-it-and-forget-it tactic with tCPA. Complete a 30 day test and follow up with a check-in. That way you can easily check to see if the smart bidding strategy is not working.
If you receive low conversion volume but still want to use a smart bidding option, we would recommend testing eCPC on the low volume campaigns in an effort to lift monthly conversion volume.
To put it simply, we recommend testing tCPA if you have over 30 conversions in the last 30 days. It works sometimes but not every time. If it doesn't, you should test other automated bidding strategies.
Want to know if you campaign would be a good fit for tCPA? Seer's [PPC Efficiency Audit](https://www.seerinteractive.com/work/ppc/efficiency-audits) harnesses the power of big data to not only tell you exactly which keywords to negate to maximize your ad budget, but also puts checks and balances on Google's smart bidding features to help you pick the right bidding strategy.
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/d501838e-4035-48d7-87f8-e2eaf2f0bc23)
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# Quitting Seer - 2 stories, 2 paths, 2 different outcomes
[Seer Interactive](https://www.youtube.com/@seerinteractive)
Seer Interactive
2.8K subscribers
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3.3K views7 years ago
3,366 views • Aug 10, 2017
Show less
Trust is one of our cornerstones. As are Transparency and enablement. So we wanted to share 2 stories that happened this month to live out those values and show how we try to every day.
We have two amazing co-workers decide it was time to make a change. Both told us far in advance and one we helped find interviews and she today is somewhere else :( the other...is going to sta…...more
...more
[**Should you tell your boss you are THINKING of quitting?** **Should you tell your boss you are THINKING of quitting?** \\\\
\\\\
0:13](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
[**Should you tell your boss you are THINKING of quitting?**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
0:13
[**Leaving Seer to travel** **Leaving Seer to travel** \\\\
\\\\
0:50](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
[**Leaving Seer to travel**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
0:50
[**Leaving to pursue new opportunities** **Leaving to pursue new opportunities** \\\\
\\\\
1:12](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
[**Leaving to pursue new opportunities**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
1:12
Follow along using the transcript.
Show transcript
[Videos](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/videos \"\")
[About](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/about \"\")
[Videos](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/videos \"\")[About](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/about \"\")[Follow Us \\| LinkedIn](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbGtJVUwtMl93b1ktQVRzOFp0aW8xVGN5TzJoZ3xBQ3Jtc0ttUnA1SjVqcUFRazNfT05obkVCeWpZVXdJVWVaR2tua1M4bnczclI5bnp4UnNzeXczOWF3RlU5dkRGVjZ0NlhaOFpEMFRHbWluMF9vZlBpdFptNlBaUWY1Ync1S0M1emVaczNMdGMtZ3ZRVFIydlFZUQ&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fseer-interactive%2F \"\")[Follow Us \\| Twitter](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqa0M3QURWaGRtNmhmVnQwZE84N0JpLUhJYzFIUXxBQ3Jtc0tueVM1WDFtU2JSbU93QWNubVJ2LTZkZDYtSDlvWjlMVFRuZ3gtWGZ2M3R6N0cyN1hFMExxOXJMTGliV2JzYWNoMElxNVpvUXJUOXFYbmZfMHBXVjA5QVF6Wk1SOTJLb2ZEd2F3MEh1RDZJZ0p6dWZmSQ&q=https%3A%2F%2Ftwitter.com%2Fseerinteractive \"\")[Follow Us \\| Facebook](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbmJ2T3VMRkFybzFRTHdUdXg4VFdrb3k5U0dYd3xBQ3Jtc0tuUWxNYzNrOWx6YXRkVVo0UWkyNDJfSXVDcDJnbDZ5MU44RWxPbTlsVng2ZlJpc3lvdlpBVWo5cnlMM21wV0ZjMVE2UlhyLTBNR3V6dWdTcGlxQUd4VlQ0bGpNZzc1Ty1WaHVnU0ZtdEFBejIzczR2OA&q=https%3A%2F%2Fwww.facebook.com%2Fseerinteractive%2F \"\")[Follow Us \\| Instagram](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbmc3ZHdkbTMyd2JxMTUxYmhGTGpyQTB6U25nQXxBQ3Jtc0ttLXNBcmZQeXM3WjNkTjlTX0p5R1V4T0NVVnN0U0RQeDZPalNXcmhXZ3c2RmY0MExKbXhiOHdkNVpDVGRTMC03LTE2b1M5Z0JVQ2RYdVRFcDJpQzVlWlNSelVaQ21KTVBrNUU5UDh2ZzI4VFN2dG5Dcw&q=https%3A%2F%2Fwww.instagram.com%2Fseerinteractive%2F \"\")
Show less
# Quitting Seer - 2 stories, 2 paths, 2 different outcomes
3,366 views3.3K views
Aug 10, 2017
32
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Download
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[**Should you tell your boss you are THINKING of quitting?** **Should you tell your boss you are THINKING of quitting?** \\\\
\\\\
0:13](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
[**Should you tell your boss you are THINKING of quitting?**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
0:13
[**Leaving Seer to travel** **Leaving Seer to travel** \\\\
\\\\
0:50](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
[**Leaving Seer to travel**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
0:50
[**Leaving to pursue new opportunities** **Leaving to pursue new opportunities** \\\\
\\\\
1:12](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
[**Leaving to pursue new opportunities**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
1:12
Sync to video time
Sync to video time
Quitting Seer - 2 stories, 2 paths, 2 different outcomes
32Likes
3,366Views
2017Aug 10
Trust is one of our cornerstones. As are Transparency and enablement. So we wanted to share 2 stories that happened this month to live out those values and show how we try to every day.
We have two amazing co-workers decide it was time to make a change. Both told us far in advance and one we helped find interviews and she today is somewhere else :( the other...is going to start working form somewhere in the world, with Seer still. Congrats to both.…...more
...more
Show less
[**Should you tell your boss you are THINKING of quitting?** **Should you tell your boss you are THINKING of quitting?** \\\\
\\\\
0:13](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
[**Should you tell your boss you are THINKING of quitting?**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=13s)
0:13
[**Leaving Seer to travel** **Leaving Seer to travel** \\\\
\\\\
0:50](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
[**Leaving Seer to travel**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=50s)
0:50
[**Leaving to pursue new opportunities** **Leaving to pursue new opportunities** \\\\
\\\\
1:12](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
[**Leaving to pursue new opportunities**](https://www.youtube.com/watch?v=aSpA99aUhwo&t=72s)
1:12
Follow along using the transcript.
Show transcript
[Videos](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/videos \"\")
[About](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/about \"\")
[Videos](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/videos \"\")[About](https://www.youtube.com/channel/UCUGtXzpyE-HtDjgCPcXrbyQ/about \"\")[Follow Us \\| LinkedIn](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbGtJVUwtMl93b1ktQVRzOFp0aW8xVGN5TzJoZ3xBQ3Jtc0ttUnA1SjVqcUFRazNfT05obkVCeWpZVXdJVWVaR2tua1M4bnczclI5bnp4UnNzeXczOWF3RlU5dkRGVjZ0NlhaOFpEMFRHbWluMF9vZlBpdFptNlBaUWY1Ync1S0M1emVaczNMdGMtZ3ZRVFIydlFZUQ&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fseer-interactive%2F \"\")[Follow Us \\| Twitter](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqa0M3QURWaGRtNmhmVnQwZE84N0JpLUhJYzFIUXxBQ3Jtc0tueVM1WDFtU2JSbU93QWNubVJ2LTZkZDYtSDlvWjlMVFRuZ3gtWGZ2M3R6N0cyN1hFMExxOXJMTGliV2JzYWNoMElxNVpvUXJUOXFYbmZfMHBXVjA5QVF6Wk1SOTJLb2ZEd2F3MEh1RDZJZ0p6dWZmSQ&q=https%3A%2F%2Ftwitter.com%2Fseerinteractive \"\")[Follow Us \\| Facebook](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbmJ2T3VMRkFybzFRTHdUdXg4VFdrb3k5U0dYd3xBQ3Jtc0tuUWxNYzNrOWx6YXRkVVo0UWkyNDJfSXVDcDJnbDZ5MU44RWxPbTlsVng2ZlJpc3lvdlpBVWo5cnlMM21wV0ZjMVE2UlhyLTBNR3V6dWdTcGlxQUd4VlQ0bGpNZzc1Ty1WaHVnU0ZtdEFBejIzczR2OA&q=https%3A%2F%2Fwww.facebook.com%2Fseerinteractive%2F \"\")[Follow Us \\| Instagram](https://www.youtube.com/redirect?event=Watch_SD_EP&redir_token=QUFFLUhqbmc3ZHdkbTMyd2JxMTUxYmhGTGpyQTB6U25nQXxBQ3Jtc0ttLXNBcmZQeXM3WjNkTjlTX0p5R1V4T0NVVnN0U0RQeDZPalNXcmhXZ3c2RmY0MExKbXhiOHdkNVpDVGRTMC03LTE2b1M5Z0JVQ2RYdVRFcDJpQzVlWlNSelVaQ21KTVBrNUU5UDh2ZzI4VFN2dG5Dcw&q=https%3A%2F%2Fwww.instagram.com%2Fseerinteractive%2F \"\")
[**Brooks and Capehart on Republicans facing backlash over federal cuts**\\\\
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PBS NewsHour\\\\
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# How to Use Google Ads Campaign Experiments
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
May 6, 2019
Have you ever wanted to test a new bidding strategy, setting, or other element of your campaign with a fixed budget or duration? Campaign drafts and experiments in Google Ads let advertisers do just that.
Experiments allow you to easily control and monitor a change without fully launching it across the whole campaign. This is achieved by:
- **Budget allocation:** Choose what percentage of the campaign’s daily budget goes towards the experiment. If you want to play it safe and only give 25% of the budget to the experiment, you can do that!
- **Duration:** Only want the give the experiment two weeks to run? You can set an end date, or let the experiment run until you end it manually.
- **Performance monitoring:** You can easily view performance for the control and experiment in the Google Ads UI. Use this data to pause your experiment, keep it running, or apply it to the campaign.
## Why use experiments over traditional ad rotation or period comparisons?
If you’ve ever tested landing pages, setting changes, or advanced bid adjustments in a campaign, you may have done a period test or used Google’s ad rotation settings to give you a clean comparison. While these strategies let you quickly test a change on the fly, they often lead to inaccurate data, poor performance, or lots of manual analysis. Here’s why:
### Period comparisons
We’ve all done period comparisons before. You make a settings change, wait a few weeks, then compare performance period over period. As long as you know your start and end dates, you can usually get a good idea of whether the change was impactful or not. But things can get complicated...
**Seasonality**
If your business is seasonal and your experiment is running for 1-2 months, you won’t have an apples-to-apples comparison unless you adjust your results for seasonality. That adds an extra level of complexity to the experiment that many don’t think about. If you’re a seasonality adjustment pro, go for it, but it’ll take some time!
**Uncertainty of results**
There are some account changes that you might not want to commit to with your full budget if you’re doing a period comparison. For example, if you want to test out target CPA bidding in a campaign but are unsure of the results you’ll get, you might not want to switch the campaign to that bidding strategy right away. If it ends up underperforming, your account could be in rough shape and you might be pressured to end the experiment early. We’ll get into how to manage this uncertainty later!
💡 Check out [this post](https://www.seerinteractive.com/insights/target-cpa-work) for tips on target CPA if you’re interested!
### Ad rotation settings
A common and easy way to test creative in a campaign is by tweaking your ad rotation settings -- _rotate indefinitely_ and _optimize_. If you’re testing some new ad copy headlines, this can definitely work, but you might want to have more control if you’re doing a larger landing page test. Below are the pitfalls of relying on Google’s ad rotation settings.
**Skewed data**
If your ad rotation is set to _optimize_, you’ll likely run into skewed data since Google’s machine learning will determine the “best” ad to enter the auction based on historical data or other signals. In this case, your control might have more data than the experiment which could lead to a long testing period and difficulty achieving statistical significance -- basically, the numbers don’t match up well and you’re waiting forever.
**Poor performance and lower ad rank**
On the other hand, using _rotate indefinitely_ could hurt performance across the whole campaign. If the landing page you’re testing isn’t performing well, isn’t relevant, or has a slow load time, that could hurt quality score for your keywords. In turn, you could receive less traffic and conversions across the whole campaign due to low ad rank.
### How do experiments resolve these issues?
**Seasonality:** Both the control and experiment run at the same time, so you get a clean comparison during the testing period. No seasonality adjustments necessary.
**Uncertainty of results:** If you’re skeptical about what you’re testing, you can allocate a small percentage of your budget to the experiment. Additionally, you can end the experiment and move your whole budget back to the control with the click of a button.
**Skewed data:** Experiments ensure clean and even delivery of ads as long your budget split is fairly even.
**Poor performance and lower ad rank:** While overall campaign performance may still decline when running an experiment that doesn’t pan out, your original campaign won’t be impacted and your data will be clean.
## How to set up and analyze a campaign experiment
Before you set up any kind of experiment, have a clear hypothesis and goal in mind. This helps you get buy-in from teammates and managers, and also makes analysis easier when it’s time to conclude the experiment. One of our analytics team members, Kevin Rutter, walks through this [here](https://www.seerinteractive.com/insights/data-driven-approach-to-ab-testing).
**_Example:_** We’re testing a maximize conversions bidding strategy against manual bidding in our campaign to achieve a statistically significant decrease in CPA.
**Alright, let’s walk through the steps.**
### Step 1: Create a draft of your campaign
Creating a draft essentially copies your campaign and allows you to tweak your landing pages, settings, and other elements. In the screenshots below, we’re creating a draft of “Test Campaign” that uses the maximize conversions bidding strategy.
💡 **Tip:** You should only be changing one variable so that you can easily identify why performance improves or not. If you test a new landing page **and** a different bidding strategy, you won’t really know which change is responsible for a possible improvement in performance.
### Step 2: Apply your draft as an experiment
Once you’ve created the draft and set up what you’d like to test, apply it as an experiment. This is where you can choose an end date, budget allocation, and name the experiment.
Keep in mind that you can’t re-enable your experiment if the end date has passed, so it might be better to leave the end date open. This is a good option if your campaign has low conversion volume and you’re expecting the test to run for a while.
**_Note about experiment split options:_** If you want users to **only** see one one version of the campaign, select a cookie-based split. If you’re testing out two landing pages, for example, this ensures that the user only sees one of those if they search and click multiple times. A search-based split randomly assigns users to either campaign.
💡 **Tip:** If you’re hesitant about what you’re testing, allocate a smaller percentage of your budget towards the experiment. It might take longer to achieve statistical significance if you do this, though.
### Step 3: Monitor, analyze, and conclude
Don’t worry about period comparisons or other manual analyses -- Google handles the hard work for you. If you want to view performance, jump into the campaign experiment and check out the comparison metrics at the top.
Google provides a simple view of your key metrics during your experiment date range and notes when a metric change is statistically significant (note the little blue asterisk next to impressions). Hover over the metrics to see how each campaign version is performing.
If you’re ready to finish up the test, whether it’s successful or not, you can end it or apply it to the full campaign.
## Use cases for campaign experiments
### Landing page and creative testing ( [Seer helps with this, FYI](https://www.seerinteractive.com/work/creative))
Trying to test a shorter lead generation form or a different product page on your site? Create an experiment to get a clean split test going and optimize towards post-click actions.
### Bidding strategies
Allocate a percentage of your campaign budget towards [smart bidding](https://www.seerinteractive.com/insights/adwords-automated-bidding-strategy) to see which automated bidding strategy works best for your campaign.
### Bid modifiers
Create an experiment to test out device bid adjustments, dayparting, and other more advanced bid modifiers without having to compare performance period over period.
## Takeaways
Campaign experiments allow advertisers to easily test changes in an account without the hassles of skewed data, time-consuming analyses, and inconsistent ad delivery. Control your budget, duration, and create a clean experiment for your new bidding strategy, landing page, or setting, and let Google do the number crunching for you.
If you’re looking for more PPC tips, check out some of our [recent blog posts](https://www.seerinteractive.com/insights/tag/ppc) or [get in touch](https://www.seerinteractive.com/contact) with us!
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At Seer, we have a collective vision and shared mission – but don’t mistake it for a hive mind. It takes all kinds of personalities and skills to come together and create something extraordinary. Our team is a unique collective of individuals who are damn good at their respective disciplines, but share common values of kindness, generosity of spirit and a burning drive to do right by our clients, colleagues and communities.
As an organization, we strive to uplift others, challenge our egos, commit to truth, and continue to improve every day. These values aren't just words on paper. They're embedded into every facet of our business and in every member of our team.
[Meet the Team](https://www.seerinteractive.com/people/team#member-listing) [More About Seer](https://www.seerinteractive.com/people)
Our Latest Thoughts & Experiments
1 of
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[](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
[Content Marketing](https://www.seerinteractive.com/insights/tag/content-marketing)
[The Sea of Sameness Problem in Content Marketing & SEO](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
Wil
Reynolds
[](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
[Consumer Insights](https://www.seerinteractive.com/insights/tag/consumer-insights)
[Using AI to Produce Animated Ads 42% Faster](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
Robert
Corso
[](https://www.seerinteractive.com/insights/what-is-search-intent)
[What is Search Intent?](https://www.seerinteractive.com/insights/what-is-search-intent)
Anthony
Schultes
[](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[How Do You Advertise On Reddit?](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
Nicole
Velasco
[](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
[Content Marketing](https://www.seerinteractive.com/insights/tag/content-marketing)
[The Sea of Sameness Problem in Content Marketing & SEO](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
Wil
Reynolds
[](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
[Consumer Insights](https://www.seerinteractive.com/insights/tag/consumer-insights)
[Using AI to Produce Animated Ads 42% Faster](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
Robert
Corso
[](https://www.seerinteractive.com/insights/what-is-search-intent)
[What is Search Intent?](https://www.seerinteractive.com/insights/what-is-search-intent)
Anthony
Schultes
[](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[How Do You Advertise On Reddit?](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
Nicole
Velasco
[](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
[Content Marketing](https://www.seerinteractive.com/insights/tag/content-marketing)
[The Sea of Sameness Problem in Content Marketing & SEO](https://www.seerinteractive.com/insights/the-sea-of-sameness-problem-in-content-marketing-seo)
Wil
Reynolds
[](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
[Consumer Insights](https://www.seerinteractive.com/insights/tag/consumer-insights)
[Using AI to Produce Animated Ads 42% Faster](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
Robert
Corso
[](https://www.seerinteractive.com/insights/what-is-search-intent)
[What is Search Intent?](https://www.seerinteractive.com/insights/what-is-search-intent)
Anthony
Schultes
[](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[How Do You Advertise On Reddit?](https://www.seerinteractive.com/insights/how-do-you-advertise-on-reddit)
Nicole
Velasco
1 of
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Meet the Team
Agency OperationsAnalyticsBusiness DevelopmentClient EngagementClient Services + PMCreativeCreative + CROFinance + ITInnovationLeadershipMarketingOpsPaid MediaPeople OperationsProject ManagementSEO
All DivisionsAgency OperationsAnalyticsBusiness DevelopmentClient EngagementClient Services + PMCreativeCreative + CROFinance + ITInnovationLeadershipMarketingOpsPaid MediaPeople OperationsProject ManagementSEO
[\\\\
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Emily Allen\\\\
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Vice President, People Team](https://www.seerinteractive.com/people/team/emily-allen) [\\\\
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Christina Avino\\\\
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Associate Director, Project Management](https://www.seerinteractive.com/people/team/christina-avino) [\\\\
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Denise Baginski\\\\
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Lead, UX](https://www.seerinteractive.com/people/team/denise-baginski) [\\\\
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Chris Baker\\\\
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Lead, Analytics](https://www.seerinteractive.com/people/team/chris-baker) [\\\\
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Ana Barreto\\\\
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Associate, Office Management](https://www.seerinteractive.com/people/team/ana-barreto) [\\\\
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Kirsten Baumert\\\\
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Manager, SEO](https://www.seerinteractive.com/people/team/kirsten-bowers) [\\\\
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Christina Blake\\\\
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Director, Product](https://www.seerinteractive.com/people/team/christina-blake) [\\\\
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Jacob Bodnar\\\\
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Director, Agency Operations](https://www.seerinteractive.com/people/team/jacob-bodnar) [\\\\
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Joanna Bowen\\\\
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Team Lead, Community](https://www.seerinteractive.com/people/team/joanna-bowen) [\\\\
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Grace Branscome\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/grace-branscome) [Nisha Brijesh\\\\
\\\\
Sr Associate, Paid Media](https://www.seerinteractive.com/people/team/brijesh-nisha) [\\\\
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Neal Brown \\\\
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Manager, Executive Operations Assistant](https://www.seerinteractive.com/people/team/neal-brown) [\\\\
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Roderick Brownridge\\\\
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Sr. Associate, Analytics](https://www.seerinteractive.com/people/team/roderick-brownridge) [\\\\
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Michelle Cangialosi\\\\
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Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/michelle-cangialosi) [\\\\
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Emily Capuano\\\\
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Sr. Manager, Account Director](https://www.seerinteractive.com/people/team/emily-capuano) [\\\\
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Ed Caraballo\\\\
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Sr. Manager, Technical SEO](https://www.seerinteractive.com/people/team/ed-caraballo) [\\\\
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Claire Cargill\\\\
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Sr. Associate, Product Management](https://www.seerinteractive.com/people/team/claire-cargill) [\\\\
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Suzanne Carroll\\\\
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Manager, Project Management](https://www.seerinteractive.com/people/team/suzanne-carroll) [\\\\
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Garman Chan\\\\
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Associate, Analytics](https://www.seerinteractive.com/people/team/garman-chan) [\\\\
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Lauren Chapman\\\\
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Lead, Creative](https://www.seerinteractive.com/people/team/chapman-lauren) [\\\\
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Katelyn Cheesman\\\\
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Sr. Manager, Technical SEO](https://www.seerinteractive.com/people/team/katelyn-cheesman) [\\\\
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Stephanie Chen\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/stephanie-chen) [\\\\
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Renee Cherry\\\\
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Lead, Paid Media](https://www.seerinteractive.com/people/team/renee-cherry) [\\\\
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Brien Coghlan\\\\
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Associate, Analytics](https://www.seerinteractive.com/people/team/brien-coghlan) [\\\\
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Geneile Cole\\\\
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Sr. Manager, Finance](https://www.seerinteractive.com/people/team/geneile-cole) [\\\\
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Maureen Commisso\\\\
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Lead, Paid Media](https://www.seerinteractive.com/people/team/maureen-commisso) [\\\\
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Hannah Cooley\\\\
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Sr. Lead, SEO](https://www.seerinteractive.com/people/team/hannah-cooley) [\\\\
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Lana Cooper\\\\
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Sr. Manager, Content](https://www.seerinteractive.com/people/team/lana-cooper) [\\\\
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Hayley Cornelius\\\\
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Manager, Premier](https://www.seerinteractive.com/people/team/hayley-cornelius) [\\\\
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Robert Corso\\\\
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Manager, Creative](https://www.seerinteractive.com/people/team/robert-corso) [\\\\
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Brendon Cottreau\\\\
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Sr. Manager, Business Strategy](https://www.seerinteractive.com/people/team/brendon-cottreau) [\\\\
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John Coyle\\\\
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Sr. Manager, Content](https://www.seerinteractive.com/people/team/john-coyle) [\\\\
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Anna Crabill\\\\
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Sr. Manager, Account Director](https://www.seerinteractive.com/people/team/anna-crabill) [\\\\
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Emily Dann\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/dann-emily) [\\\\
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Kendall Davies\\\\
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Manager, Account Supervisor](https://www.seerinteractive.com/people/team/kendall-davies) [\\\\
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Sara Doubleday\\\\
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Lead, Creative](https://www.seerinteractive.com/people/team/sara-doubleday) [\\\\
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Kimberly Dougherty\\\\
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Lead (People), SEO](https://www.seerinteractive.com/people/team/kimberly-dougherty) [\\\\
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Sara Dowd\\\\
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Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/sara-dowd) [\\\\
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Bethany Driskill\\\\
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Team Lead, Paid Media](https://www.seerinteractive.com/people/team/bethany-driskill) [\\\\
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Annie Ermanis\\\\
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Sr. Lead, Talent Acquisition](https://www.seerinteractive.com/people/team/annie-ermanis) [\\\\
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Chris Evans\\\\
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Sr. Lead, Paid Media](https://www.seerinteractive.com/people/team/chris-evans) [\\\\
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Meghan Evans\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/meghan-evans) [\\\\
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Angelica Finney\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/angelica-finney) [\\\\
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Dana Forman\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/dana-forman) [\\\\
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Marissa Foster\\\\
\\\\
Director, Client Engagement](https://www.seerinteractive.com/people/team/marissa-foster) [\\\\
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Chase Freezman\\\\
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Manager, Marketing](https://www.seerinteractive.com/people/team/chase-freezman) [\\\\
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Jenaé Frick\\\\
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Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/jena%C3%A9-frick) [\\\\
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Chad Gingrich\\\\
\\\\
Sr. Manager, SEO](https://www.seerinteractive.com/people/team/chad-gingrich) [\\\\
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Michael Girard\\\\
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Sr. Manager, Information Technology](https://www.seerinteractive.com/people/team/michael-girard) [\\\\
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Jamie Gomez\\\\
\\\\
Sr. Manager, Project Management](https://www.seerinteractive.com/people/team/jamie-gomez) [\\\\
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Lauren Grabowski\\\\
\\\\
Manager, SEO](https://www.seerinteractive.com/people/team/lauren-grabowski) [\\\\
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Devonte Grant\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/devonte-grant) [\\\\
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Sandi Griffin\\\\
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Manager, SEO](https://www.seerinteractive.com/people/team/sandi-griffin) [\\\\
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Jeff Haas\\\\
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COO](https://www.seerinteractive.com/people/team/jeff-haas) [\\\\
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Emily Hagan\\\\
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Associate, Project Management](https://www.seerinteractive.com/people/team/emily-hagan) [\\\\
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Allison Hahn\\\\
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Sr. Lead, Technical SEO](https://www.seerinteractive.com/people/team/allison-hahn) [\\\\
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Nick Haigler\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/nick-haigler) [\\\\
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Andrea Haley\\\\
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Manager, Creative](https://www.seerinteractive.com/people/team/andrea-haley) [\\\\
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Sasha Helms\\\\
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Sr. Associate, Analytics](https://www.seerinteractive.com/people/team/sasha-helms) [\\\\
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Brittani Hunsaker\\\\
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Director, Paid Media](https://www.seerinteractive.com/people/team/brittani-hunsaker) [\\\\
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Liza Hwang\\\\
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Manager, Project Management](https://www.seerinteractive.com/people/team/liza-hwang) [\\\\
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Emily Johnson\\\\
\\\\
Associate, Paid Media](https://www.seerinteractive.com/people/team/emily-johnson) [\\\\
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Alyssa Joyal\\\\
\\\\
Manager, Ops](https://www.seerinteractive.com/people/team/joyal-alyssa) [\\\\
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Meagan Jubb\\\\
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Assoc. Director, Client Engagement](https://www.seerinteractive.com/people/team/meagan-jubb) [\\\\
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Sierra Karst\\\\
\\\\
Associate, SEO](https://www.seerinteractive.com/people/team/karst-sierra) [\\\\
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Olivia Kaufman\\\\
\\\\
Sr. Manager, Paid Social](https://www.seerinteractive.com/people/team/olivia-kaufman) [\\\\
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Ian Keir\\\\
\\\\
Manager, SEO](https://www.seerinteractive.com/people/team/keir-ian) [\\\\
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Steve Kennard\\\\
\\\\
Vice President, Finance](https://www.seerinteractive.com/people/team/steven-kennard) [\\\\
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Lauren Konyves\\\\
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Lead, Business Strategy & Client Strategy-Operations](https://www.seerinteractive.com/people/team/lauren-konyves) [\\\\
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Amanda Korth\\\\
\\\\
Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/korth-amanda) [\\\\
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Rebecca Krause\\\\
\\\\
Team Lead, SEO](https://www.seerinteractive.com/people/team/rebecca-krause) [\\\\
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David Lacamera\\\\
\\\\
Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/david-lacamera) [\\\\
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Alex Landro\\\\
\\\\
Associate Director, SEO](https://www.seerinteractive.com/people/team/alex-landro) [\\\\
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Lindsay Lewandowski\\\\
\\\\
Sr. Manager, SEO](https://www.seerinteractive.com/people/team/lindsay-lewandowski) [\\\\
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Jake Lewis\\\\
\\\\
Sr. Associate, Paid Media](https://www.seerinteractive.com/people/team/jake-lewis) [\\\\
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Teresa Lopez\\\\
\\\\
Associate Director, SEO](https://www.seerinteractive.com/people/team/teresa-lopez) [\\\\
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John Lovett\\\\
\\\\
Vice President, Analytics](https://www.seerinteractive.com/people/team/john-lovett) [\\\\
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Sharon Lunny\\\\
\\\\
Team Lead, SEO](https://www.seerinteractive.com/people/team/sharon-lunny) [\\\\
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Ethan Lyon\\\\
\\\\
Director, Innovation](https://www.seerinteractive.com/people/team/ethan-lyon) [.png)\\\\
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Lydia Marasa-Scafidi\\\\
\\\\
Manager, Product](https://www.seerinteractive.com/people/team/lydia-marasa-scafidi) [.png)\\\\
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Tracy McDonald\\\\
\\\\
Lead, Product Development](https://www.seerinteractive.com/people/team/tracy-mcdonald) [\\\\
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Bryan McKeon\\\\
\\\\
Manager, SEO](https://www.seerinteractive.com/people/team/bryan-mckeon) [\\\\
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Andrew Meyer\\\\
\\\\
Director, Business Strategy](https://www.seerinteractive.com/people/team/andrew-meyer) [\\\\
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Amanda Miller\\\\
\\\\
Associate, Paid Media](https://www.seerinteractive.com/people/team/amanda-miller) [\\\\
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Alyssa Miller\\\\
\\\\
Manager, Project Management](https://www.seerinteractive.com/people/team/alyssa-miller) [\\\\
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Kylie Moore\\\\
\\\\
Manager, SEO](https://www.seerinteractive.com/people/team/kylie-moore) [\\\\
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Marianna Morris\\\\
\\\\
Sr. Lead, Client Engagement](https://www.seerinteractive.com/people/team/marianna-morris) [\\\\
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Rose Neukam\\\\
\\\\
Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/rose-neukam) [\\\\
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Cassie Neville\\\\
\\\\
Sr. Associate, SEO](https://www.seerinteractive.com/people/team/neville-cassie) [\\\\
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Randy Nguyen\\\\
\\\\
Associate, SEO](https://www.seerinteractive.com/people/team/nguyen-randy) [\\\\
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Sara Niemiec\\\\
\\\\
Manager, SEO](https://www.seerinteractive.com/people/team/sara-niemiec) [\\\\
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Hillary Nussbaum\\\\
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Director, Marketing](https://www.seerinteractive.com/people/team/nussbaum-hillary) [\\\\
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Kurtis Nysmith\\\\
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Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/kurtis-nysmith) [\\\\
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Crystal ONeill\\\\
\\\\
President](https://www.seerinteractive.com/people/team/crystal-oneill) [\\\\
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Theresa Partin\\\\
\\\\
Manager, Finance](https://www.seerinteractive.com/people/team/theresa-partin) [\\\\
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Riley Paskach\\\\
\\\\
Sr. Associate, Paid Media](https://www.seerinteractive.com/people/team/riley-paskach) [\\\\
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Olivya Pastis\\\\
\\\\
Associate, SEO](https://www.seerinteractive.com/people/team/olivya-pastis) [.png)\\\\
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Elise Paulino\\\\
\\\\
Sr. Manager, People Partner](https://www.seerinteractive.com/people/team/elise-paulino) [\\\\
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Katie Perkins\\\\
\\\\
Sr. Manager, Client Engagement](https://www.seerinteractive.com/people/team/perkins-katie) [\\\\
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Chellsea Petri\\\\
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Sr. Associate, SEO / Paid Media](https://www.seerinteractive.com/people/team/chellsea-petri) [\\\\
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Katherine Pietrangelo\\\\
\\\\
Sr. Associate, SEO](https://www.seerinteractive.com/people/team/katherine-pietrangelo) [\\\\
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Jacqueline Placido\\\\
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Sr. Lead, People Operations](https://www.seerinteractive.com/people/team/jacqueline-placido) [\\\\
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Sam Poelstra\\\\
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Manager, Data Engineering](https://www.seerinteractive.com/people/team/sam-poelstra) [\\\\
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Brice Praslicka\\\\
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Manager, Analytics](https://www.seerinteractive.com/people/team/brice-praslicka) [\\\\
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Natalie Price\\\\
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Director, Creative Services](https://www.seerinteractive.com/people/team/natalie-price) [\\\\
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Tom Price\\\\
\\\\
Manager, Paid Media](https://www.seerinteractive.com/people/team/tom-price) [\\\\
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Jessica Propst\\\\
\\\\
Sr. Manager, Analytics](https://www.seerinteractive.com/people/team/jessica-propst) [\\\\
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Alexis Pyne\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/alexis-pyne) [\\\\
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Rene Radloff\\\\
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Lead, Paid Media](https://www.seerinteractive.com/people/team/rene-radloff) [\\\\
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Alex Ramadan\\\\
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Sr. Manager, Technical SEO](https://www.seerinteractive.com/people/team/alex-ramadan) [\\\\
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Julia Ramsey\\\\
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Manager, Project Management](https://www.seerinteractive.com/people/team/julia-ramsey) [\\\\
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Wil Reynolds\\\\
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CEO & Vice President](https://www.seerinteractive.com/people/team/wil-reynolds) [\\\\
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Elizabeth Rohling\\\\
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Associate, Project Management](https://www.seerinteractive.com/people/team/elizabeth-rohling) [\\\\
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Marisa Rosso\\\\
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Sr. Associate, Paid Media](https://www.seerinteractive.com/people/team/marisa-rosso) [\\\\
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Brittany Sager\\\\
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Sr. Lead, Paid Media](https://www.seerinteractive.com/people/team/brittany-sager) [\\\\
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Whitney Sartain\\\\
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Sr. Manager, Marketing](https://www.seerinteractive.com/people/team/whitney-sartain) [\\\\
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Alisa Scharf\\\\
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VP, SEO + Generative AI](https://www.seerinteractive.com/people/team/alisa-scharf) [\\\\
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Jackie Schluth\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/jackie-schluth) [\\\\
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Anthony Schultes\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/anthony-schultes) [\\\\
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Lindsey Scott\\\\
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Manager, Project Management](https://www.seerinteractive.com/people/team/scott-lindsey) [\\\\
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Cori Shirk\\\\
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Director, SEO](https://www.seerinteractive.com/people/team/cori-shirk) [\\\\
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Francis Shovlin\\\\
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Sr. Manager, Account Director](https://www.seerinteractive.com/people/team/francis-shovlin) [\\\\
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Anthony Skinner\\\\
\\\\
VP, Product Development](https://www.seerinteractive.com/people/team/anthony-skinner) [\\\\
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Deante Smith\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/deante-smith) [-1.png)\\\\
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Heather Smith\\\\
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Sr. Manager, Paid Media](https://www.seerinteractive.com/people/team/heather-smith) [\\\\
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Gregory Smolarski\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/greg-smolarski) [\\\\
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Nicole Soll\\\\
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Manager, SEO](https://www.seerinteractive.com/people/team/nicole-soll) [\\\\
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Ren Soto\\\\
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Manager, Paid Media](https://www.seerinteractive.com/people/team/ren-soto) [\\\\
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Clint Spaulding\\\\
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Sr. Manager, SEO](https://www.seerinteractive.com/people/team/spaulding-clint) [\\\\
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Sydnee Stevenson\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/sydnee-stevenson) [\\\\
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Jason Stinnett\\\\
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Lead, Data Engineering](https://www.seerinteractive.com/people/team/jason-stinnett) [\\\\
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Eric Stowers\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/eric-stowers) [\\\\
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Jordan Strauss\\\\
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Lead, Strategy & Generative AI](https://www.seerinteractive.com/people/team/jordan-strauss) [\\\\
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Dave Sullivan\\\\
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Sr. Lead, SEO](https://www.seerinteractive.com/people/team/dave-sullivan) [\\\\
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Leah Sulyok\\\\
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Sr. Associate, SEO](https://www.seerinteractive.com/people/team/leah-sulyok) [\\\\
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Scott Taft\\\\
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Sr. Lead, Operations](https://www.seerinteractive.com/people/team/scott-taft) [\\\\
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Natasha Taylor\\\\
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Sr. Associate, Project Management](https://www.seerinteractive.com/people/team/natasha-taylor) [.png)\\\\
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Alex Thayer\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/alex-thayer) [\\\\
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Alex Thayer\\\\
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Associate, SEO](https://www.seerinteractive.com/people/team/thayer-alex) [\\\\
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Scott Thomas\\\\
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Manager, Paid Media](https://www.seerinteractive.com/people/team/scott-thomas) [\\\\
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Tamra Thompson\\\\
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Manager, Project Management](https://www.seerinteractive.com/people/team/tamra-thompson) [\\\\
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Max Trotter\\\\
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Manager, Paid Media](https://www.seerinteractive.com/people/team/trotter-max) [\\\\
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Chelsea Tyler\\\\
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Sr. Manager, Business Strategy](https://www.seerinteractive.com/people/team/chelsea-tyler) [\\\\
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John Varghese\\\\
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Sr. Manager, Technical SEO](https://www.seerinteractive.com/people/team/john-varghese) [\\\\
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Sonny Vasquez\\\\
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Manager, SEO](https://www.seerinteractive.com/people/team/sonny-vasquez) [\\\\
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Nicole Velasco\\\\
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Lead, Analytics](https://www.seerinteractive.com/people/team/patrick-wonaszek) [\\\\
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Lead, Project Management](https://www.seerinteractive.com/people/team/allison-worms)
Looking to join our team?
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# Beginner’s Guide to Paid Social Media Advertising
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Oct 9, 2018
We’ve all been there -- You have a client who wants to run on a channel you’re unfamiliar with. You do what we all do and start to dig in to learn the ins and outs the best you can. There’s A LOT to take in with all the various Paid Social engines, creative platforms, and reporting tools, so here’s a quick rundown of where you can start.
* * *
## 1) Goals & KPIs
Sit with your client and establish your main goals and KPIs. This should really be the foundation for everything you do going forward, from audience to channel to messaging. You need to establish your goals and KPIs first. Be as specific as you can be!
### Example Goals:
- “I need to drive 500 event registrations for my upcoming Auto Show in the next six weeks.”
- “Blog traffic has been slumping and I need to get 5,000 net new visitors to our blog page by end-of-year.”
- “Boot sales have been stagnant over the last few months and we need to drive an additional $25k in boot sales in Q4.”
## 2) Determine your budget
This isn’t the fun part, but it’s important to be realistic. If you only have a $5,000 testing budget, it’s going to impact the steps further down this list as you’ll need to pare down the number of audiences or channels in your marketing plan. You can use your KPIs to help determine budget.
### Client Example:
Joan Smith needs to gain 500 new gym member sign-ups, but each sign-up can’t cost her company more than $90 to see a positive return.
This tells us:
- Goal: 500 new sign-ups
- Target CPA: $90
We know from Seer’s own Facebook industry averages that we can expect around a .78% conversion rate, and we expect a CPC of around $0.62 on Facebook for this audience. From there, we determine that in order to reach 500 sign-ups, we need a project spend of $39,744. With this budget, we could expect to see a CPA of $79.49.
**If you don’t have your own first-party performance data to use as benchmarks, using an industry average from reputable resources like [nanigans.com](https://www.nanigans.com/resource/fb/usu/q1-2018-global-facebook-advertising-benchmark-report) is a solid alternative! Once you do run enough campaigns to establish your own benchmarks, we recommend replacing with your own.**
Now you know:
- Goal: 500 new Sign-Ups
- Target CPA: $90
- Projected Budget: $39,744
- Projected CPA: $79.49
Most platforms give the option of either Lifetime or Daily Budgets.
Daily budgets allow for more concise control of spend, however, you may lose out on volume should there be a time or day for the engine to spend more at a cheaper cost to achieve your goal.
Rule of thumb: If you want to ensure you spend for a set duration _and_ at a set amount, choose daily budgeting. If you have a bit more flexibility in your budget and are comfortable with some days spending more and some days spending less, you’ll get more bang for your buck with the Lifetime option.
_**💡 Pro Tip:** Some platforms, like LinkedIn, will spend up to 20% over your Daily Budget. If you have a strict budget to keep to, you should provide a cap lower than your intended target._
## 3) Who’s your audience?
Who are you looking to target to achieve these goals? Do you have different audiences for different goals? We’re not going to spend much time here in this post, but targeting the right audience is important whether you’re looking to prospect new customers or reach current ones. Here’s a high-level audience breakdown to get you started:
- _Retargeting_: Available on all the major platforms. This is marketing to an audience already familiar with your brand through pixel segmentation, uploading a customer or email list, or people who have otherwise engaged with you through an app or ad.
- _Lookalike Audiences_: Available on Facebook and somewhat on LinkedIn, this is an audience built to mimic the demographics from a seed audience you provide. This could be your most valuable customers, email non-responders, or a list of event attendees.
- _Persona Audiences_: This is where you create net-new audience targeting using targeting data provided by the engine. This varies from engine to engine.
Interested in learning more about audience capabilities? Dig deeper on the subject here:
- [Facebook Custom Audiences](https://www.seerinteractive.com/insights/facebooks-custom-audience-lists-oh-people-youll-reach)
- [Catering to Your Audience’s Interests Through Tangential Content](https://www.seerinteractive.com/insights/interests-data-tangential-content-seo)
## 4) Determine your channels
Establish your channel by looking at your goals and audience, and aligning to the platform that makes the most sense for your needs.
I’m not here to advocate one channel over another, but I will say that most businesses approaching Social Media Advertising for the first time could benefit from testing the waters on Facebook before more costly platforms like LinkedIn. _But like everything, this would depend on your goals, budget, and audience._
Questions to ask yourself: Where does my client’s business have a strong presence? Organically, which platforms are working best for them? Who is their target audience and where are they spending their time? What are their goals? Are they looking to drive traffic to technical blog posts where a more highly targeted professional audience is needed, or are they looking to target young parents for pre-school registration?
**Not running organic yet? Typically a paid program will see higher engagement rates if you run alongside organic promotion, strengthening your messaging and overall reach.**
## 5) Set up your conversion pixel
Even if your goal isn’t conversion focused, we still strongly recommend installing conversion tracking prior to launching any campaign on any engine. This not only allows for you to gather additional performance insights, allowing you to make more informed optimizations, but it will also help gather key audience insights and the chance to build retargeting audiences.
## 6) Dive into messaging and creative
There are several important action items here. Most importantly, you want to make sure you’re speaking to the audience in a way that will resonate. Keep in mind whether or not they are familiar with the brand, what their pain points may be, and the value prop. You only have a small amount of wiggle room to catch their attention so short and to-the-point is key.
[https://www.seerinteractive.com/wp-content/uploads/2018/09/chubbies-carousel-video.mp4](https://www.seerinteractive.com/wp-content/uploads/2018/09/chubbies-carousel-video.mp4)
Parallel to this, you want eye-catching and thoughtful images, gifs, or videos to accompany your messaging. You’ll want to test your imagery and messaging to see what resonates most with the audience and product. Keep in mind that many users will be viewing on their mobile device and their experience may be different than those viewing on desktop. You can separate placements to tailor messaging, creative, and budget by device, but we recommend that as a future step in your Paid Social management journey.
Create a testing matrix as this will be important for your future campaigns. You might have two distinct CTAs you are looking to use, or are promoting a sale and want to know how mentioning a specific time and place may impact your ad. It’s important to have a clear understanding of what you would like to know at the end of your testing period before setting out to create your testing matrix. Personally, one test I always recommend people do is testing Facebook’s built-in Call-to-Action button types. You may have some messaging & offers where people respond better to the ‘Sign Up’ CTA than ‘Learn More’ or vice-versa. These are all things you should test as it may vary by product, audience, or even just by device.
[https://www.seerinteractive.com/wp-content/uploads/2018/09/Capital-One-Superman.mp4](https://www.seerinteractive.com/wp-content/uploads/2018/09/Capital-One-Superman.mp4)
Below is an example Testing Matrix. On the left side, we’re testing two different headlines, two ad copy types, and two image variations. On the right side, we’re limiting the test to A/B Headline, but with four different images.
Ad type is a whole other conversation and trust us, there’s a lot to talk about. From image ads to lead gen forms to dynamic product ads - there’s a myriad of options. For this post, we’re sticking to the basics, but we encourage you to test different ad types as you become more familiar with your performance.
_**💡 Pro Tip:** Standard image size that works across engines is 1200 x 628. As your Paid Social campaigns grow, we suggest creating and testing different images, videos, and animated images to see what resonates best with the audience. There are many tools available online that can help you this, as well as native tools directly within Facebook._
## 7) Determine the landing page
This is a step that a lot of PPC Marketers overlook, but providing your audience an enjoyable landing page experience is key to off-engine conversion. Align your landing page to the goal of your campaign. If it’s conversions, make sure you’re providing a simple conversion point on the site you’re sending users. If not, they may click off and you’ll lose the conversion. If the goal is to drive event registrations or eBook downloads, have this be front and center. Don’t make your user search for it!
If your landing page is not mobile-optimized and provides a poor user experience, negate mobile from your Paid Social campaigns. It’s worth losing out on potential traffic by ensuring you’re providing the best user experience to your potential customer. With that in mind, mobile is on the rise and should absolutely be part of your strategy should you be able! There’s more inventory available on mobile as more users access through their devices, meaning costs will be lower and impressions higher.
**Testing mobile vs. desktop on social is a great way to determine which landing page formats you need to focus on optimizing depending on where you see the volume.**
## 8) Configure your campaign/ad set settings
This varies between engines, but typically you have a few options that remain consistent across platforms:
- _Automatic vs. Manual Bidding_
- As a marketer starting out, we recommend you first use automatic bidding to set a foundation for your performance metrics. From there, you can test manual bidding once you establish a baseline.
- _Billing Event_
- Determines whether you get billed per click or impressions. This is a preference, but we recommend you choose what most relates to your goal.
- _Optimization Event (Facebook)_
- This is a much more nuanced topic than we’re covering today, but as a rule of thumb, you should choose the optimization event most related to your goal.
- If your goal is conversions no matter the CPC, choose conversions as the goal. If you’re looking for website traffic and value that over impressions or conversions, choose that website traffic!
## 9) Create a reporting template
Using Facebook as an example, this can be done through Ads Manager → Ads Reporting, where you can create a reporting template that makes for easy export. From here, you could slice and dice the data into an Excel Dashboard, automate into a [Google Data Studio Report](https://www.seerinteractive.com/insights/google-data-studio-tutorial), or simply share this file with your client if their reporting needs are simple.
## 10) Launch!
There’s not a hard and fast rule to how frequently you should update your campaign or how long to wait before doing an initial analysis, but here are some tips we’ve learned from millions of dollars of Social Media Advertising.
1. Be patient and don’t optimize too quickly: Give the engines a chance to optimize towards your goal and audience.
2. Keep an eye out for your ad frequency. Keep the number in the single digits and start to think about refreshing your ad variations once frequency trends above 5, or every 4-6 weeks as a rule of thumb. Anything more than that and you run the risk of seeing diminishing returns as your audience wears on the ads.
3. There’s not a one-size-fits all solution!
There’s a lot to cover when it comes to Social Media Advertising; Many different engines, audiences, tools, and reporting methods. This is definitely just the tip of the iceberg, but our goal is that it enables you to feel more confident in launching your own paid social campaign.
If you’d like to chat with us about Social Media Advertising,[contact us today!](https://www.seerinteractive.com/contact)
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[STUDY: What Drives Brand Mentions in AI Answers?](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
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BlogPost 184632700231 STUDY: What Drives Brand Mentions in AI Answers?
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# Cancelling One on Ones
[](https://www.seerinteractive.com/people/team/wil-reynolds \"Wil Reynolds\")[Wil\\\\
\\\\
Reynolds](https://www.seerinteractive.com/people/team/wil-reynolds \"Wil Reynolds\")
[POV](https://www.seerinteractive.com/insights/tag/pov)
May 8, 2015
As a company grows one on ones are critical, show me a manager who doesn’t schedule regular one on one’s with her direct reports and I’ll show you a bad manager. I am a BIG student of one on one cadence, questions, etc because I suck at them. I’ve done them because I realize their importance, but I’m not good at structured systems.
Here are some of my [favorite](https://popforms.com/30-minutes-one-on-one/%20Medium%20-) [reads](https://medium.com/technology-leadership/great-questions-for-managers-to-ask-in-one-one-meetings-aafb855f87c3) on one on ones:
As a growing company you’ll find yourself wearing many hats that don’t involve your people, manager, consultant, financial analyst, etc, and as such you will feel the pull of those multiple hats at some point, and something will have to give somewhere. Your other option is to not do regular one on ones, and watch your people feel under-invested in, so what’s a gal to do when she feels the stretch of having to wear multiple hats and do one on ones with her direct reports?
I have always had regular one on one’s scheduled, I have struggled with the format, but I’ve tried to make sure they were all scheduled. I started realizing an issue, even though I had cadence for my one on ones, the other hats often resulted in me cancelling or rescheduling them.
My other hats were mostly travel, visiting clients, etc. I tried to do my one on ones from hotels, but when you are in a time zone 6 hours off of HQ, you don’t want to have your managers waking up at 5AM for their one one one. When I did get back to the office for the rescheduled one on ones, my days were so packed that I would not be well prepared for them them less effective than I would like, and my team would have liked.
So what is a manager to do? Data is the key.
My recommendation is to **keep track of cancelled one on ones**, they are going to happen sometimes, that is OK. If it occasionally, use something like a trello board, I update mine every 7-14 days for my one on one’s with my manager, Crystal. In that way even if we have to cancel I can still keep her looped in.
However if you are finding yourself canceling or rescheduling frequently, stop! Here are some steps you can take to address this:
- **Talk**. Create a comfort level between you and your direct reports on rescheduling (do this as a group, so they agree together vs you creating individual cadence for each person, I have found separate systems for separate people is a sure fire way to fail at scaling. Remind them that you are pulled in multiple directions, and that spending time with them matters to you.
- **Be inclusive**. Make your direct reports part of the solution. This is time set aside for them, so they should help to develop the solution.
- **Set Boundaries**. Make the goal to mutually walk out of this conversation with a promise, maybe its “I’ll make 80% of our scheduled one on ones next quarter”
- **Plan to fail**. Decide that if you dip below the agreed upon % of attended one on ones for more than “X” months in a row (or some level you are all comfortable with), be open to restructuring your team, adding in another manager, or step aside all together and focus on the other areas that you must.
Where I failed was on having hard numbers (data) and communicating this was a concern to the team. I was looking at my cancelled meetings on my calendar and kept track, but never **communicated** that I was looking at this to my team.
I found that I was rescheduling approximately 30% of my one on one’s. Of my many hats, one required a lot of travel and a lot of client meetings that were happening while I was supposed to be doing one on ones. That was a big part of why I realized that as the company grew, it was only going to get “worse” with demands on my time traveling, speaking, [funding people’s ideas in labs](https://www.seerinteractive.com/insights/tag/resources?via=Labs+Listing) \\- etc - so we have a director of SEO who will have higher availability & accountability to my former direct reports. Not to mention, a different approach to tackling the problems I faced. At this point all my direct reports worked with me so long, that they kinda knew how I’d approach things, getting a new manager will help them learn new ways to tackle issue. So that is an upside as well.
How many one on one’s have you cancelled or rescheduled? Is it too many or just right? Only you will know, but communicate that its an issue early and often.
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# Do More with Less: Can Content Consolidation Help Drive Performance?
[](https://www.seerinteractive.com/people/team/dave-sullivan \"Dave Sullivan\")[Dave\\\\
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Sullivan](https://www.seerinteractive.com/people/team/dave-sullivan \"Dave Sullivan\")
[SEO](https://www.seerinteractive.com/insights/tag/seo)
Mar 27, 2023
## Why content consolidation is more important than ever
Content consolidation is the reduction of web pages across a single website in order to reduce overlap. The end goal is to reduce the number of pages that you're maintaining while also consolidating the value of the pages that remain on the website for increased SEO visibility.
This strategy has become more of a hot topic in recent years as the shift from quantity to quality has been embraced. It’s also becoming more important in 2023 as budgets get tighter and economic trends point towards a recession. Everyone is being asked to do a lot more with less.
This may be a good time to check in to see if your content is still working hard or hardly working
### What are the benefits of content consolidation?
- Content consolidation can increase your keyword rankings by sending clearer signals to search engines. When there are multiple “okay” landing pages for a search engine to choose from, the odds of it choosing none are higher than ever.
- Content consolidation also aligns with an improved user experience. If your audience searches for a query and arrives at a location that answers that query very well, they are of course far more likely to take the next desired step in the user journey.
- For some sights, content consolidation is a must-do vs a nice-to-have. Seer has worked with some websites that embraced the “more is more” philosophy for years, resulting in a totally convoluted content strategy for both users and search engines. At a certain scale, this becomes an issue for search engines to navigate your website and effectively crawl and index your content.
### How to approach content consolidation
- Your starting point will be to gather the following data: A list of overlapping terms and URLs on your website ranking for the same search.
- You may also look for similar titles across multiple pages via a Screaming Frog crawl to identify additional overlap.
- You’ll benefit by taking this output and pulling the following metrics to determine next steps: Page Sessions (Organic and Overall), Page Conversions (Organic and Overall), # Ranking Keywords, # of Page 1 Ranking Keywords, # of Linking Domains, # of Links
- Lastly, you’ll want to develop some criteria for decision making. Generally, you’ll be sorting all analyzed pages and categorizing by: Keep, Redirect, Consolidate Copy + Redirect, and Cut
### How do I know if content consolidation is right for my website?
At Seer, we understand that there are many levers to pull to impact SEO performance. The key is understanding which lever to pull when, in order to ensure we are making the right strategic bets for our clients. To that end, content consolidation may or may not be a priority for you. Here are some considerations to help you make that decision.
- #### You’re experiencing a reduction in resources to create new content
One area we've seen opportunities for consolidating content is on projects where we are running out of resources to continue the development of brand new pages. These are projects where in the past we were very focused on developing new content targeting new categories for broad reaching audiences. And now, we find ourselves without resources to continue creating and launching new content. So, how do we continue to move the needle for the client?
Pause to take stock of the overall content strategy of the website. Perhaps there are opportunities to consolidate, redirect, and even test cutting content in order to drive performance.
- #### You’re seeing a diminishing return on your content investment
With some partners, we’ve found that performance was starting to slow over time. Perhaps we had a very successful rinse, wash, repeat cadence of content publication that isn’t yielding the same return as it once was.
From here, the goal is to diagnose why this is happening. It could be a perfect time to conduct a content consolidation analysis to revisit all of that great content we've done in the past.
- #### Finding that content that is getting in its own way
On other accounts, we’ve found that there’s less of a systemic issue to address and more of a need for one-off troubleshooting. Content can be created for multiple audiences, and those audiences can mature over time. For example, a prospect may be asking the same questions a customer is asking, and they require two different responses.
Another angle to consider is [Content Decay](https://twitter.com/JHTScherck/status/1636535154809409539), a concept introduced by JH Scherck of [GrowthPlays](https://growthplays.com/). This concept states that for all content, eventually “links break, redirect chains get created, old forms that are campaign specific stop working, etc.” These instances are hard to identify, but can be sussed out and addressed with a good content consolidation effort.
- #### You’re finding that your SEO Strategy has lost direction
It happens to us all. We get into the groove and turn out content that might lose sight of the initial strategy objectives and goals. This can be a good moment to pause and ask yourself are the pages that we've created providing the best user experience and ultimately the best investment we can be making to leverage SEO to reach your business goals.
## Where do I go from here?
It can feel like all of your hard work is lost when you decide to remove and consolidate content. The good news is that it isn’t true! You’ve tested various experiences and determined what is most important for your audience. Whether you’re agency-side or in-house, you’ve likely made the case at one point for the creation of the content you’re now seeking to consolidate. Go into these conversations with your stakeholders with data, empathy, and easy-to-consume education.
When successfully implemented, a content consolidation analysis is a powerful tool to find efficiencies and reduce the number of assets you need to maintain while improving traffic and conversions. Whether you are running out of resources to create new content, finding that your content is getting in its own way, or realizing that your strategy has lost direction, a content consolidation analysis can help you get back on track and achieve your goals. So why wait? Start exploring the benefits of content consolidation today and see what it can do for your website!
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# Programmatic Advertising 101: A Guide for PPC Managers
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Mar 31, 2021
_This post was originally published in 2015, and last updated April 2021._
* * *
Focusing my day-to-day solely on paid search practices is fairly new to me as I have recently started as a PPC Associate here at Seer Interactive. Of course, coming from a full-service agency, I assisted with the PPC campaigns but my background primarily comes from traditional and programmatic advertising.
Programmatic advertising is a large buzzword in the marketing world. Soon, we will see it as a full capability within the mobile ad space. Some companies may offer in-app targeting while other companies only offer within the mobile site.
This idea of how companies grow and evolve to get ahead of their competition and the next trend fascinates me. I want to understand which company is the best and for which vertical would I see the best results. I always strove to build the ultimate campaign; whether it was increasing visibility for a branding initiative or driving leads to push a consumer further down the purchasing funnel.
## What is Programmatic Advertising?
If you aren’t familiar with programmatic advertising, the automated process of buying ads online, [this post](https://www.seerinteractive.com/insights/programmatic-advertising-101-works) will get you up to speed. There are a million different consumer datasets that companies study to create their own targeting capabilities. Programmatic allows marketers to move away from a broad website-based campaign to a more strategically segmented campaign reaching consumers who are more likely to show interest in the brand. It is the idea that we, as marketers, can reach the right audience at the right time resulting in higher quality leads and conversions.
[Nestlé](https://adexchanger.com/brand-aware/nestles-programmatic-branding-campaign-brews-strong-results/) ran a programmatic branding campaign and saw strong results from their efforts. According to [Google success stories](https://www.thinkwithgoogle.com/intl/en-gb/case-study/nescafe-dolce-gusto-drives-sales-with-audience-signals/), Nestl _é_ had the goal to maximize the sale of coffee machines. They optimized based on viewability of ads and brand safety (made possible with [Doubleclick](https://doubleclickadvertisers.blogspot.com/2014/07/introducing-active-view-reporting-in-doubleclick.html) reporting capabilities). They also wanted to reach a brand new audience.
Their results showed **91%** of their ads delivered to new visitors, **7x** improved brand safety and saw **21** points more viewable impressions than the IAB standards.
With technology ever-evolving, marketers can now improve the quality of their campaign in real-time. This is the big draw to programmatic advertising. Due to real-time bidding (RTB), advertisers pay for the consumers they want to reach rather than hoping to reach them, giving you complete control over your campaign.
Think with paid search, a news article comes out that Beyonce just released her new album (yes, I know. She already did this) and you are a local music store selling cd’s… you might want to capitalize on that opportunity. You may start by increasing bids on related terms to beat the competition or by adjusting ad copy to focus on the trending news to be more relevant.
_**With programmatic, you have the same control.**_
You can increase rotation more heavily on relevant banner ads, adjust CPM bids to blast more impressions, and hand pick the site placements in which you want to run on during the buzz ultimately creating more awareness of your music store leading to more sales.
As mentioned previously, Programmatic advertising is a top buzzword in today’s media market and there are statistics to show why. [eMarketer](https://www.emarketer.com/Article.aspx?R=1011312) states that digital display ad spending will reach $20.41 billion, or 63% of US digital display ad spending by 2016.
Mobile has been projected to take up 69.3% of the total programmatic digital display ad spending by 2016. ( [eMarketer](https://www.emarketer.com/Article.aspx?R=1011312))
### How to Get Started with Programmatic Advertising
To ensure you craft the ultimate campaign, it’s important to make a list of the type of campaign you are looking to run. Here are some questions to know before starting the conversation with potential programmatic advertising partners:
1. **Determine campaign goal**
- Branding initiative?
- Lead-based?
- Conversion-based?
2. **Determine budget**
- Since many programmatic advertising partners have a minimum, it’s beneficial to understand if you can meet their minimums dependent upon how many partners you are looking to bring on.
3. **Set campaign flight dates**
- By providing flight dates, you give the sales rep and understanding of how much you are willing to pay across ‘X’ amount of months/weeks.
4. **Have a CPM in mind that you are willing to pay**
- Having a CPM in mind will help with your negotiation tactics, don’t be afraid to negotiate. They are new to the partnership, so are you. Companies want to win your business.
5. **Determine target audience**
- You want to make sure the partner you are vetting has the targeting capabilities and segments to reach your target audience.
6. **Determine target location**
- Location targeting is very important as it may vary the pricing structure for the partner. Make sure you have an idea of how segmented you want your campaign to be.
### Now what?
Don’t know what questions to ask? Below are a couple of questions to keep in mind and how why they are important to understand.
1. **How do you source your inventory?**
- Understanding how a partner sources inventory is important to understand what type of inventory you will be receiving. You want to ensure your campaign will achieve the scale needed to drive the best outcome for your campaign.
2. **What are your targeting capabilities?**
- This is an especially important question when you have a client that has a specific target audience. If a partner you are vetting doesn’t have the ability to target age and gender but you specifically want to reach those 40-60-year-old males, then they wouldn’t be the correct partner to drive the best results.
3. **Do you offer retargeting?**
- Retargeting is an important way to drive leads and sales from any type of campaign. If a consumer continues to see your ad over and over, and they already showed interest in your product, you can continue to push them further down the funnel.
- Another idea to keep in mind during the conversation is if the partner has the ability to exclude an already converted consumer. This becomes important with a membership-type sale. If the consumer is already a member, you wouldn’t want to keep serving impressions to them when you could utilizing those impressions towards a brand new audience.
- According to [Digital Information World](https://www.digitalinformationworld.com/2014/09/infographic-retargeting-advertising-statistics.html), website visitors who are retargeted by your display ad are 70% more likely to convert. Retargeted display ads also led to a 1046% increase in branded search.
4. **What verticals do you typically see the best results from?**
- I tend to not be candid with the type of client I may want to use the company for. This allows for a more open conversation where the sales rep has to answer this question honestly. Many programmatic advertising companies focus on a specific vertical, which is a good thing to know when bringing on new clients within numerous verticals.
5. **Do you offer fraud protection, brand safety, and have the ability to ensure ad viewability?**
- Brand safety and fraud protection have been a large topic within display media for quite some time now. It’s important to understand if the potential partner has the ability to blacklist certain sites or block certain categories to maintain the safety of your brand.
- You also may not want to pay for a large number of impressions that are not visible to the consumer. [Adage](https://adage.com/article/digitalnext/fix-ad-fraud-publishers-pay/293433/) states that more than 1/3 of online ad traffic is fraudulent. You want to ensure that the partner you are bringing on-board has the ability to prevent fraudulent traffic, ensure consumer visibility, and offer the best inventory for your brand.
6. **Do you offer mobile targeting capability?**
- According to [Comscore](https://www.comscore.com/Insights/Blog/Number-of-Mobile-Only-Internet-Users-Now-Exceeds-Desktop-Only-in-the-U.S), mobile-only internet 18+ users exceeds the number of desktop-only internet users. In March 2015, mobile-only users accounted for 11.3% while desktop saw a 10.6%. This is important to understand the convenience of mobile devices and how you, as an advertiser, can reach your consumer every minute of every day. If a partner doesn’t have the capability to target mobile inventory, then you may want to re-think your strategy (given you have a mobile-friendly site...which you should).
7. **Do you offer a managed support team or are you self-service platform?**
- This is an important question to know if you have a small marketing team. You would want to know if the company has the capability to support you and your client. If you don’t have the capacity to run a self-serve campaign, you may want to reconsider.
8. **What ad sizes does your system support? Does your system support static, flash, and video ad units?**
- Understanding the type of ad unit support that the company's platform offers ensures that you have the ability to run any type of campaign that you develop the assets for in the future.
- [Google](https://www.richmediagallery.com/tools/benchmarks) offers a free tool to see vertical-specific benchmarks for differentiating ad units and formats. This can give you a better idea on what may be beneficial for your display campaign to ensure strong performance.
9. **What’s your CPM?**
- This is an important question to ask or negotiate to ensure your client gets the impression visibility needed to drive the strongest results for the campaign.
10. **Do you utilize any 3** **rd** **party data providers or is your audience based on your own 1** **st** **party data?**
- This question will give you an idea of how large their data segments may be. It’s important to keep in mind the type of audience you want to reach and if those data segments are available. You also might want to ask how they collect the data. Is it cookie-based data? Do they have offline data?
- With the audience insights that is gathered from programmatic advertising partners, you can then share findings across channels (PPC, email, affiliate) to then target more accurately creating a more holistic marketing campaign.
Although there are many more questions to ask, these starting-point questions will allow you to better understand the company’s capabilities. This will give you an idea of the type of campaigns you can create and how you can integrate across different marketing initiatives.
After you talk with the programmatic advertising companies and choose who to run with for your campaign, you can start the execution of the campaigns. With the correct questions and [trusted partners](https://www.seerinteractive.com/work/paid-media), you can build a campaign to drive the best results for your client's goals.
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What Pinterest’s New Update Means for Fashion Brands\\\\
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[Optimize YouTube Videos for Organic Search](https://www.seerinteractive.com/insights/youtube-marketing#optimize-youtube-videos-for-organic-search) [YouTube Advertising and Video Campaigns](https://www.seerinteractive.com/insights/youtube-marketing#youtube-advertising-and-video-campaigns) [YouTube Analytics and Reporting](https://www.seerinteractive.com/insights/youtube-marketing#youtube-analytics-and-reporting)
Insights
# The Seer YouTube Video Marketing Guide
[](https://www.seerinteractive.com/people/team/evan-cohen \"Evan Cohen\")[Evan\\\\
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Cohen](https://www.seerinteractive.com/people/team/evan-cohen \"Evan Cohen\")
[Guides](https://www.seerinteractive.com/insights/tag/guides)
May 2, 2021
Seer YouTube Video Marketing Guide: How can you be sure you’re reaching your target audience? How can you better understand how your audience is interacting with your YouTube content and marketing efforts? How do you know if the content you’ve created is resonating with your audience?
From music videos to cooking tutorials to yoga and more, YouTube has a video and channel for nearly every interest. The platform offers an easily-accessible way for creators to connect with influencers, fans, and target audiences alike.
Brands and businesses are also getting in on the act now and setting aside budgets for YouTube video and ads, hoping to harness the power of YouTube and capture its vast viewing audience. And with predictions indicating that [watching videos online will account for 72% of all internet use by 2019](http://www.reelseo.com/2019-mobile-video-traffic/), budget for mobile video ads is expected to increase by 70% as a direct result.
This YouTube Video Marketing Guide covers [everything you need to know about video](https://biteable.com/blog/video-marketing/) optimization, video advertising, and understanding the ROI of these efforts.
## Optimize YouTube Videos for Organic Search
Lights, Camera, Action! When creating a video for YouTube, it’s easy to get caught up in the production stage of content creation. Where the true value lies is creating content with users in mind.
Unlike Google search, which takes many signals into account when ranking websites, YouTube measures content quality based predominantly on user experience signals. The more time that users spend watching and interacting with your videos, the higher quality YouTube deems your videos to be.
Want to set your channel up for success and give users the experience they desire? Awesome, that’s what we like to hear!
In this section, we’ll cover:
- What are the YouTube Search Ranking Factors?
- How to Perform YouTube Keyword Research & Understanding YouTube Keywords
- YouTube SEO Best Practices & Metadata Optimization
- Interactive Features
- How to Embed a YouTube Video
### What are the YouTube Search Ranking Factors?
#### Watch Time
- Watch time, i.e. the amount of time users spend watching your video is the #1 ranking factor in the YouTube algorithm. Videos with the highest retention rate consistently perform better on YouTube.
- YouTube’s Creator Academy states:
- _Watch time benefits don’t evaporate when viewers stop watching your content. The total amount of time a viewer spends on YouTube in a single visit is called a watch session. If a video on your brand’s channel drives them to watch more videos, the channel earns some watch time credits for the cumulative minutes accrued._
- You can view each video’s individual performance for watch time and retention rate in the YouTube Analytics dashboard.
- Videos should be created in a way that encourages users to watch the majority of the video. Tell them a story! Keep them engaged and wanting more!
- The analytics dashboard can be used to identify the specific moment where users bounce, adding clickable CTA’s or annotations at this moment is a test that can be performed to check for greater user retention.
- **Engagement Reports** can be accessed in the the **YouTube Analytics dashboard** under **Audience Retention**.
#### Channel Activity
- Channel activity encompasses the number of comments on a video, audience interaction in the comments, and creator interaction in the comments. YouTube’s algorithm caters to channels that consistently interact with their audience.
- New comments will appear as notifications in the Bell directly adjacent to the YouTube profile. This makes creators aware of new comments so they can quickly respond to viewers.
- **Comment Engagement Reports** can be found in the **YouTube Analytics Dashboard** under **Comments**.
#### Number of Views
- Views are no longer the main ranking factor for Videos. However, views can be used as a metric to measure the overall performance and visibility of a video.
- **Views** can be found in the **YouTube Analytics Dashboard** under **Overview**.
#### Likes & Dislikes (Thumbs Up & Thumbs Down)
- Likes and Dislikes are a measure of a user’s satisfaction with the content provided in any particular video. These are selected solely by the user.
- Encourage users to give a video “Thumbs Up” when appropriate. Create content with titles that accurately describe the content of the video to avoid disappointing the user.
- **Likes and Dislikes Reports** can be found in the **YouTube Analytics Dashboard** under **Likes and Dislikes** _._
#### Playlists & Favorites
- Encourage users to “Favorite” a video when appropriate or it add it to their playlists. Create content that is exceptional enough to encourage repeat viewing.
- **Favorites Reports** can be found in the **YouTube Analytics Dashboard** under **Videos In Playlists (Videos in Favorites).**
### How to Perform YouTube Keyword Research & Understanding YouTube Keywords
Conducting keyword research for YouTube videos varies slightly from conventional search, since the intent of a video query may vary from that of the intent of your run-of-the mill search.
For example, if a user types the keyword “Nike air” into Google, they might be looking to solve an information need or buy a new pair of shoes, and the results reflect this. Typing that same query into YouTube will yield reviews, marketing materials, sponsored content, and (sometimes) [interesting educational videos](https://www.youtube.com/watch?v=DbCHxSF67mA).
When we conduct keyword research for videos, we should always consider the implicit need of the search, and if the video we are optimizing helps users find the content they’re looking for on YouTube.
#### YouTube Suggest
If you’ve ever used Google’s auto suggested terms to perform keyword research, you’ll be familiar with this method of research. Typing a keyword into YouTube’s “search” field will auto-populate with related searches. This is a simple way to see which terms are being used in the platform and allows us to better understand the intent of YouTube related searches.
#### YouTube Search Analytics
If you Navigate to YouTube’s analytics platform, select **Traffic Sources**, and then select **YouTube Search** as your traffic source, you’ll be able to see the specific terms being typed into YouTube’s search bar that are bringing users to your videos.
Incorporating frequently searched terms into your video’s metadata will allow users to more easily discover your content and help you to better understand what, specifically, users are looking for on their path to finding your videos.
#### Keywordtool.io
[Keywordtool.io](https://keywordtool.io/youtube) leverages the YouTube autocomplete feature to generate relevant long-tail keywords about your query. Similar to the manual process described above, this tool allows you to export a large number of onsite YouTube search queries. With the free version, you can set negatives, export a CSV of the listed keywords, and filter results within the page itself.
Keyword Tool.io For YouTube \\| Seer Interactive - YouTube
Seer Interactive
2.8K subscribers
[Keyword Tool.io For YouTube \\| Seer Interactive](https://www.youtube.com/watch?v=8N3CZdLOIu0)
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[Watch on YouTube](https://www.youtube.com/watch?v=8N3CZdLOIu0 \"Watch on YouTube\")
#### SEO Tools for YouTube & Competitive Tag Analysis
There are several YouTube SEO tools out there (like [TubeBuddy](https://www.tubebuddy.com/) & [vidIQ](https://vidiq.com/)) that let you access video metadata that’s normally hidden. These tools exist as browser extensions that plug directly into YouTube and appear alongside videos when you watch them.
There’s a ton of great information in here, but what we’re specifically trying to see is what the videos have been tagged for. TubeBuddy and vidIQ both allow you to see what a video has been tagged with, and how these tags are performing in the platform. In the example below, our Power BI for Digital Marketers video is ranking in position 8 on YouTube for the term “Power BI”.
> 💡
>
> If you find that a competitor has a poorly optimized video that ranks for a keyword you’re pursuing, you may be able to outrank that video by creating new, highly optimized content or by updating older, high performing content to include the term.
#### YouTube Trends
[Google Trends](https://trends.google.com/trends/) is another tool that allows you to quickly uncover keyword and search demand insights. There’s a separate function built into Google Trends that allows you to see YouTube specific insights that can be accessed by switching the web search functionality over to YouTube Search.
This not only allows you to see the YouTube Specific search trends that are happening, but also the related and most highly searched queries for that topic.
Using this research method can help you find the topics users are searching for most often, and will give you insight into when it might make sense to launch a new series of videos based on search demand.
Using Google Trends for YouTube \\| Seer Interactive - YouTube
Seer Interactive
2.8K subscribers
[Using Google Trends for YouTube \\| Seer Interactive](https://www.youtube.com/watch?v=TRGUPfUPikA)
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0:00
0:00 / 0:47•Live
•
[Watch on YouTube](https://www.youtube.com/watch?v=TRGUPfUPikA \"Watch on YouTube\")
### YouTube SEO Best Practices & Metadata Optimization
So you’ve made a killer video, optimized your script to address audience desires, and are ready to share your content with the world. What’s stopping you?! Before pressing the big red “upload” button, there are a few more YouTube SEO considerations to keep in mind!
One step that has the potential to make or break the future success of your YouTube video is making sure it has a title and description that will not only stand out to users, but search engines, as well. By following the steps outlined below and understanding the YouTube search ranking factors, you can set your video up for success!
#### Categorization
YouTube breaks videos into one of 15 Categories, these can be selected during or after the upload process of the video. It’s important to select the category most relevant to the topic of each video.
Sometimes it can be difficult to determine which category your video falls into. In cases where you cannot determine the most relevant selection, try to match your video to a category that makes sense from a semantic standpoint.
If you decide later that your video better fits into a different category, these categories can be switched in the **Video Manager**, under the **Info & Settings** tab, under **Advanced Settings**.
#### Video Title Tips
Always create your YouTube titles with search in mind. Use keywords that describe the important elements of each video and that offer a glimpse into what your video is about.
Video titles should always contain your target keyword at least once. In addition, the title should be created in a way that maximizes the click-through rate for that particular video—don’t be afraid to challenge, surprise, or shock your viewers! However, it’s important to note that you should never mislead viewers. If you’re creating an interesting title, be sure you have a way to back it up.
In the example above, our video’s title challenges users not to apply for a job with Seer in an effort to grab the attention of prospective applicants.
Video titles should remain within 60 to 70 characters to avoid truncation and being cut off.
**Titles** can be edited in the **Video Manager** under the **Info & Settings** tab.
#### YouTube Tags
Adding video tags to your YouTube video is one of the most important steps in getting your video to rank in YouTube search results. These tags help users find your video. When users type words related to your tags, your video has a higher likelihood of being shown, clicked on, and ultimately, viewed by an audience.
The best tags for your YouTube video will be determined during the keyword research phase of the project as the target keywords.
> **💡**
>
> **As your content ages, don’t be afraid to update your tagging structure to reflect current search trends.**
There is a 270-character limit on Tags. Make sure that yours fit within this constraint.
These can be accessed and added via the **Video Manager** in the **Info & Settings** tab.
#### Video Description
Like the Video Title, the Video Description should always be keyword-rich without wandering into the dreaded “keyword stuffing” territory. The introduction should function similarly to a meta description, including your target keyword and the general idea of your video in a way that entices the user to continue reading.
Currently on YouTube, the description box breaks into two different portions: the **condensed section** and the **enlarged description box**, where all of the “additional” information should go.
The following is borrowed from YouTube’s Creator academy for [writing smart descriptions](https://creatoracademy.youtube.com/page/lesson/descriptions#strategies-zippy-link-2):
_“The outlined area…above “Show more” can be seen in search results, on the watch page, and when your video appears on user’s feeds. It’s good to include keywords here that describe what your video is about. Viewers must click “Show more” to see the rest of the description below.”_
Optimize the additional space (show more) with consistent branded information.
**Include:**
- Social links
- Links to your main site
- Background information for your brand
**If relevant, also include:**
- Subscription links
- Timestamps
- Creator credits
- Links to playlists
> 💡
>
> For YouTube in particular, remember to include the “http://” for all links in order to make them clickable.
These can be edited in the **Video Manager** under the **Info & Settings** tab.
#### YouTube Transcripts
Transcripts should be uploaded along with each video. Why? The benefits of doing so are twofold!
1. **Your video will reach a larger audience.** Closed captioning is only available for videos that have transcripts uploaded with them. In doing this, you are ensuring that your content can be enjoyed by those with impaired hearing as well, thereby increasing your brand reach to your complete audience.
2. When you upload a transcript alongside your video, this **enables Google to crawl your video for keywords and additional context** about your video to rank better. Not only will it be easier for others to find your video in their search engine, but it’s easier to find for others searching on YouTube, too.
YouTube has an integrated caption functionality, meaning that it can provide auto generated subtitles. However, it’s best to have a .SRT file (YouTube’s Preferred Basic Caption File). Including full transcripts can raise the likelihood of your video appearing for a [Google Suggested Clip](https://www.seerinteractive.com/insights/what-googles-suggested-clip-feature-means-for-you).
These files can be uploaded via the **Video Manager** in the **Subtitles/CC** tab.
Seer has used websites like [SpeechPad.com](https://www.speechpad.com/) in the past but there are a variety of services that provide similar offerings.
#### Custom Thumbnails
Thumbnails and titles are the first things a prospective viewer will see upon finding your video. If your thumbnails and titles are misleading, users will not likely watch your content for long. YouTube encourages creating thumbnails that give an interesting sneak peak into your video without falling into clickbait territory.
YouTube has built-in functionality that allows you to create [custom thumbnails](https://support.google.com/youtube/answer/72431) within the creator studio. YouTube provides instructions and guidelines for creating good thumbnails with the main points, such as:
- Format your thumbnail to have resolution of 1280×720 with a minimum width of 640 pixels
- Upload your image in formats like .JPG, .GIF, .BMP, or .PNG.
- Keep your file size under the 2MB limit
- If possible, use a 16:9 aspect ratio since it’s the most used format in YouTube players and previews
Here’s an example of an interesting custom thumbnail:
Once your video has been uploaded, you can check the **Audience Retention Report** in **YouTube Analytics**. If there is a sharp decline in viewership in the first few moments of a video, your thumbnail or title may be misleading to viewers. Try updating your title and thumbnail if you observe this to see if it makes a difference.
#### To Sum Up Optimization
### Interactive Features
#### How to Create Link Cards
Cards are created in the **YouTube Video Manager** and allow you to link your video to to an approved URL or to your own website. Cards can be customized with an image, title, and call-to-action. Cards are generally used to showcase a product from a video, drive users to your website, or to promote playlists or other videos from your channel.
How to Create a Link Card \\| Seer Interactive - YouTube
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[How to Create a Link Card \\| Seer Interactive](https://www.youtube.com/watch?v=gVDCGV1A0Rw)
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[Watch on YouTube](https://www.youtube.com/watch?v=gVDCGV1A0Rw \"Watch on YouTube\")
- On a computer signed into a YouTube account linked with your target website, go to your **[Video Manager.](https://www.youtube.com/my_videos)**
- Find the video you want to add cards to and select **Edit**.
- Select **Cards** in the navigation above the video and choose what type of card you want and click **Create.**
- Add your target URL to the **Link URL** bar. _(Hint: See Chapter 3 of this guide fortips on tracking clicksfrom these links with UTM parameters)_
- Fill out your **Card Title**, **CTA**, and **Teaser Text**, and **Start Time**.
- Upload an image or select one of the suggestions from the site if applicable. Uploads need to be in .jpg, .gif, or .png format and no larger than 5MB. Keep in mind that this image will be cropped to be square.
- Select **Create Card.**
### How to Embed a YouTube Video
Inbound links (links from other websites to your website or video) are important in terms of traditional SEO. They are also important for YouTube SEO since an embedded video (when a YouTube video’s code is added to a website, displaying the video outside of YouTube) functions like an inbound link.
#### Video Transcripts for Embedding
When embedding videos on web pages, add your transcript to the page if there isn’t other relevant content. Avoid creating pages with just an embedded video.
- Similar to including them on YouTube itself, transcripts help search engines decipher the contents of a video.
- Consider creating the video into a blog post if relevant, giving users another medium to consume the same content (this may include screenshots or relevant images embedded on the page).
- Having a video and a web page targeting the same keywords may help a brand rank more than once for relevant keywords.
#### Video Sharing
Every time you post a video that’s relevant for general sharing, blog about it, tweet it or add it to your Facebook page. Strong social signals help add authority.
- Engage with the YouTube Community or with other companies that are relatable to yours.
- Include a call to action within your video, such as an annotation added to the video or in the description that tells viewers to “like” or share.
#### Allow Embedding from Others
Embed your most recent videos onto your website or within a blog post.
- Embedding videos within websites or a blog post will create a valuable way for other visitors to see the content. It can also increase your organic page results for those sites in search engines.
- Allow others to embed your videos within their sites by allowing the code to be shared from the video’s page (turn on embed option under Advanced Settings in the video editor).
- Within your YouTube analytics, you can see how many views each embedded video gets per site.
#### Schema (Structured Data) Markup
When YouTube videos are embedded on a web page, add [Schema markup](https://schema.org/VideoObject) to help Google determine the content of the video.
- Relevant markup includes: URL, length, name, description, thumbnail, and upload date.
- For implementation instructions, Seer suggests visiting Google’s Webmaster [blog](https://developers.google.com/webmasters/videosearch/schema) for a step-by-step guide.
### Video SEO Optimization Conclusion
Phew! You’ve officially optimized your YouTube video for SEO. Ready to learn more about promoting your video and tracking its performance? Let’s keep the lessons rolling.
* * *
## YouTube Advertising and Video Campaigns
YouTube advertising allows you to promote your brand on YouTube, giving you the opportunity to differentiate yourself from the competition and find an audience that’s seriously interested in what your business has to offer. Through the magic of a well-done YouTube video, the advertiser is able to connect with their audience in a unique way by showing viewers why they should care about your brand.
When running ads on YouTube, an advertiser only pays when someone watches at least 30 seconds or clicks on the video. This is advantageous because it conveys that this viewer is genuinely interested in your brand, making him or her more likely to convert by either visiting your website, subscribing to your YouTube channel or purchasing your product.
YouTube Ads are run through Google so businesses are able to track their ads’ progress and make optimizations according to performance along the way. Advertisers are able to measure success by viewing detailed analytics and optimizing from there.
**In this section, we’ll cover:**
- Why Advertise on YouTube?
- How to Know Your Brand Needs YouTube Advertising
- Tying Your Business Goals to YouTube Metrics
- Video Ad Destinations
- Video Ad Types
- How to Set Up YouTube Advertising
- CPVs & Budget
### Why Advertise on YouTube?
As of 2018, YouTube has [1.3 billion users](https://fortunelords.com/youtube-statistics/). That’s almost [1/3rd of the 4 billion](https://wearesocial.com/blog/2018/01/global-digital-report-2018) Internet users around the world! The volume of people you can reach is astounding.
In addition to being able to reach a massive volume of people, you’re able to reach the **right** audience, reaching potential customers by targeting topics, demographics, keywords, and even [contextual placements](https://support.google.com/adwords/answer/2470108) in order to ensure your ad is showing up anywhere your target audience might see. Not to mention, you can navigate YouTube in 88 countries and 76 different languages.
“You know, you say a picture is worth a thousand words? Video is worth a million,” raves Njord Rota, owner of [Majestic Heli Ski](https://www.youtube.com/yt/advertise/success-story/majestic-heli-ski/) and strong believer in YouTube ads. The viewer is able to see not just your product, but what it represents: Happy customers, memories created, and solutions to problems realized. Brands are able to tell their business story with YouTube ads in a way that connects with the viewer and feels personal.
Another huge benefit to advertising on YouTube is the platform’s massive potential for interaction between audience and brand. YouTube allows for a mix of accessing, sharing, and engaging with videos that create emotional connections with a community.
YouTube is where [30 million daily visitors](https://fortunelords.com/youtube-statistics/) turn to be entertained, educated, and expressive. So, why advertise on YouTube? Reach your audience so you can connect with them in a more meaningful way.
### How to Know Your Brand Needs YouTube Advertising
With all the technology and marketing tools available today, it’s hard to know not only which tool to use to reach your marketing goals, but also _when_ it’s time for your brand to use that tool.
Below are a variety of scenarios businesses often encounter that signal it may be time to try advertising on YouTube.
**Your business needs to:**
- Highlight product features
- Increase brand awareness
- Increase reach and effectiveness of offline media initiatives
- Promote the brand with a story
- Promote visual “How To” content
- Increase YouTube subscribers
- Reach potential customers and push them further to your conversion point
The most successful YouTube campaigns involve an organized approach: Setting clear-cut goals, monitoring performance, and pivoting in order to generate a meaningful ROI. YouTube gives advertisers a vast range of tools to measure performance in order to stay on track to meet goals. Use YouTube Analytics and Google Ads to track metrics relevant to your end goals.
We’re going to share some “recipes” for aligning goals and metrics for success, but to help you keep things straight, we’ve put together a glossary of terms to help you make sense of your metrics before putting them to work for your YouTube ad campaigns.
#### Definitions of YouTube Metrics
- **Max Cost-Per-View (Max CPV):** the most your brand is willing to pay for someone to view your video. This bid is similar to Max CPC (Cost Per Click).
- **Average Cost-Per-View (Avg. CPV):** the average amount you will pay for someone to view your video ad. This metric is similar to the Avg. CPC and is calculated in the exact same way.
- **View:** happens when someone either watches at least 30 seconds of your video ad or interacts with your video. To note, this is different than an impression.
- **View Rate:** shows the number of views or engagements your video ad receives divided by the number of times your ad is shown (video and thumbnail impressions).
- **Engagements**: show the number of clicks on interactive elements, such as on teasers or icons to expand any cards on your video, that don’t take people to a website or other external destination.
- **Engagement Rate:** is the number of engagements that your ad receives divided by the number of times your ad is shown, expressed as a percentage.
- **Video Played to (25%, 50%, 75%, 100%):** measures what percentage of viewers watched to that point in the video. For example, “video played to: 25%” shows how often a video is played to 25% of its length.
- **Earned YouTube Metrics:** earned actions happen when a viewer watches a video ad and then takes a related action on YouTube. The following are different types of earned actions:
- **Earned Views:** this type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel.
- **Earned Subscribes:** happen when a viewer subscribes to your channel.
- **Earned Playlist Additions:** happen when a viewer adds the video to a playlist.
- **Earned Likes:** happen when a viewer likes the video.
- **Earned shares** happen when a viewer shares the video.
### Tying Your Business Goals to YouTube Metrics
Not quite sure where to start? Although all businesses are different, there are some common goals that YouTube ads can help brands reach.
A successful YouTube advertising approach requires aligning with the brand’s goals while also engaging the target audience. Strategize this initiative with your brand’s goals in mind: Are you trying to get people to hear about your brand for the first time? Are you hoping to increase website traffic? Maybe you’re aiming to increase YouTube subscribers. Whatever your end goal is, it is important to align it with your advertising methods in order to share the most relevant video ad with your target audience.
Depending on your brand’s goals, there are a variety of metrics that can be analyzed when reviewing performance of your video campaign. It’s important to monitor metrics that track campaign success beyond just view counts. Look to other metrics, such as engagement rate and click through rate. Assess if your campaign is achieving your goals by reviewing the performance metrics listed below.
Here are a few common goals of YouTube ads and the corresponding metrics that can help you measure and achieve those goals:
| | |
| --- | --- |
| **Goals** | **Key metrics** |
| **Increase Brand Awareness**
- Want to generate buzz for your brand? One of the best ways to raise brand awareness is by hammering out a [“quick, actionable message”](http://www.masslivemedia.com/youtube-video-advertising-improve-brand-awareness-bumper-ads/) establishing your brand in the user’s mind. These ads are typically unique and memorable, yet to the point.
- Use Bumper Ads or TrueView In-Stream Ads. | **Key Metrics:** Impressions, Views, Earned Views, View Rate, Watch Time, Video Played to, Engagements, Engagement Rate
**Secondary Metrics:** CPV, Free Brand Lift Study from Google Ads, Earned Subscribers |
| **Increase Transactions & Revenue**
- If your brand’s website is eCommerce enabled, it’s likely that you hope to drive traffic to the site in order to increase transactions and revenue.
- With YouTube ads, you can drive users to specific product pages to purchase the product featured in the ad.
- Use Trueview In-Stream Ads or TrueView Discovery Ads for product and brand consideration. Within these YouTube ad formats, you can utilize TrueView for Shopping. | **Key Metrics:** Conversions, View-Through Conversions, Revenue, ROAS
**Secondary Metrics:** View-Through Conversions |
| **Generate Leads**
- Is your goal to pinpoint and develop prospective customers? Attract those individuals interested in your business with YouTube ads, starting them out in the sales pipeline (top of the funnel marketing). Below are several examples of possible lead generation sub goals, and our recommendation on YouTube Ad Formats to use if your focus is lead generation.
- Use YouTube as a nurturing tactic to educate and gain future customers
- Registrations
- Phone calls
- Download a PDF
- Request a Project Quote
- Complete a form
- Use TrueView Discovery or TrueView for Action | **Key Metrics:** Lead Completions, View-Through Lead Completions
**Secondary Metrics:** CVR, CPA |
| **Increase YouTube Subscribers**
- Do you want to grow your YouTube presence? Reach new audiences who might not have otherwise known about your channel by using YouTube ads, and establish a loyal audience that will engage with your content consistently over time. Including a Call to Action like “Learn how to make my lasagna on my channel” will entice viewers to click through to your YouTube.
- Use TrueView In-Stream, TrueView Discovery, or Bumper Ads, especially as remarketing to viewers of past videos. | **Key Metrics:** Earned Subscribers
**Secondary metrics:** Earned Views, Engagement Rate |
### Video Ad Destinations
Once you have determined the goals your brand wants to achieve with YouTube video advertising, you can decide where you want to drive people once they click on your video ad. You can direct users to one of three destinations:
- **Brand’s Website****:** direct users to a website URL that’s relevant to the video ad.
- Choose this destination if you want users to take action on your website.
- **Brand’s YouTube Channel:** direct users to your YouTube Channel.
- Choose this destination if you want to grow your audience and drive engagement on YouTube.
- **Specific Product Description Pages**, with TrueView for Shopping
- Choose this destination if you want to encourage users to make a purchase.
Whether you direct users to your brand’s website or your YouTube channel, the destination should be related to the goals for your YouTube video advertising strategy. For example, if your video is advertising a new product, you’ll want to direct users to a relevant URL on your website that contains details about this new product so the user can learn more or purchase the product. If you want to grow your brand’s audience on YouTube, send users to your YouTube channel.
### Video Ad Types
Within Google Ads, advertisers can build video campaigns with several different YouTube ad formats to choose from. It’s important to choose a format that best aligns with your end goals. Keep reading to learn about each format and when to use each.
#### TrueView Video Ads
With [TrueView Ads](https://support.google.com/adwords/answer/2375464?ctx=tltp&authuser=0), the advertiser is only charged when viewers watch or interact with certain parts of your video. You can choose from two overarching types of TrueView Ads: In-Stream or Video Discovery.
#### TrueView In-stream Video Ads
- **Description:** Run before, during, or after feature videos on YouTube or on partner sites and apps. They give viewers the option to skip the ad after 5 seconds.
- **When to use this** **YouTube ad format:** Use TrueView In-Stream (with a static companion banner) when you want raise brand awareness and advertise to your target market where they are already engaging and watching videos.
- **When you’re charged:** When a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, or companion banners.
- **Where the ads appear:** TrueView In-Stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network. However, you can adjust settings to only show ads on www.youtube.com, as well as apply content exclusions for brand safety.
#### TrueView In-Stream for Shopping Ads
- **Description:** TrueView for Shopping ads are the same as TrueView In-Stream ads, but with one important difference: Instead of using a static image as a companion banner, an advertiser can utilize its Google Merchant Center product feed to show relevant PLA ads alongside the video ad.
- **When to use this** **YouTube ad format:** Use TrueView for Shopping when you want to highlight products shown in the video via PLA, making it easier to users to buy that product. Additionally, this tactic works well with dynamic remarketing to remind users of items they have browsed before or may even have sitting in their cart!
- **When you’re charged:** When a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, or PLA.
- **Where the ads appear:** TrueView In-Stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network. However, you can adjust settings to only show ads on www.youtube.com, as well as apply content exclusions for brand safety.
#### TrueView In-Stream for Action Ads
- **Description:** TrueView for Action ads are also the same as TrueView In-Stream ads, but with one important difference: Instead of using a static image as a companion banner, an advertiser can add a 10-character call-to-action button to the companion banner, making it more prominent for users to click.
- **When to use this** **YouTube ad format** **:** Use TrueView for Action when you have a very specific call to action you want your potential customers to make, such as fill out a form, book a room, etc.
- **When you’re charged:** When a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, or call-to-action button.
- **Where the ads appear:** TrueView In-Stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network. TrueView for Action is particularly effective on mobile, where the call-to-action button is featured more prominently than a static companion banner. However, you can adjust settings to only show ads on www.youtube.com, as well as apply content exclusions for brand safety.
#### TrueView In-Stream Bumper Ads
- **Description:** A bumper ad is a short video ad that plays before, during, or after another video on YouTube or the Display Network. The video must be six seconds or less and viewers don’t have the option to skip your ad.
- **When to use this** **YouTube ad format:** Bumper ads are best used to compliment a TrueView campaign or as a remarketing tactic to provide a brief reminder to existing and potential customers to put your brand at the top of mind.
- **When you’re charged**: You pay based on impressions, which is the number of times your ad is shown
- **Where the ads appear:** Before, during, or after feature videos on YouTube and the Display network.
#### TrueView Video Discovery Ads
- **Description:** TrueView Discovery ads do not appear before a feature video, but rather are placed around YouTube based on keyword or demographic targeting, that a user can choose to view.
- [**When to use this** **YouTube ad format**](http://www.cpcstrategy.com/blog/2016/08/youtube-revamps-trueview-discovery-ads/) **:** When your brand wants to capitalize on the naturally occurring discovery process that happens millions of times per day. Since the placement of TrueView Discovery ads can be dependent on the keywords of a user’s search query, it is easier to target your ads to more relevant users.
- Google reports that YouTube discovery ads drive nearly five times more clicks on CTA’s than in-stream advertisements.
- **When you’re charged**: You’ll be charged when a viewer clicks your ad and begins watching your video, no matter how much of the video they watch or what further actions are taken.
- **Where the ads appear:** TrueView Discovery ads can appear on YouTube search results, next to related videos, and on the YouTube mobile homepage.
### Video Ads Best Practices
- Seer best practice is to create campaigns by ad type to control budgets and performance.
- Video ads provide much different user experiences on mobile vs. desktop, so Seer also recommends segmenting campaigns by mobile device to optimize for these differences.
- [Read more about video ad performance here.](https://support.google.com/adwords/answer/2375431?hl=en)
### How to Set Up YouTube Advertising
Before your video campaign goes live, make sure you’re set up for success and ready to properly measure conversions, performance, and gain audience insights, In Google Ads, advertisers are able to view a [summary](https://support.google.com/youtube/answer/2375431?hl=en) of the video campaign’s performance, which will help you to optimize according to what’s working and what’s not. This summary includes metrics such as View Rate, Clicks, CTR, and even view completion percentages.
#### Conversion Tracking
Before your brand runs a video ad, you want to ensure that you have Google Ads conversion tracking implemented correctly to accurately measure performance. Conversion tracking will also help you stay on top of whether you’re achieving your goals. You can use Google Ads [conversion tracking](https://support.google.com/adwords/bin/answer.py?answer=142348) to track the people who click on your video ad and ultimately perform the desired conversion action.
**Why is conversion tracking important? It allows you to:**
- Improve campaign performance because you are able to understand what strategies perform well.
- Prove the ROAS (Return on Ad Spend) for YouTube Paid Advertising efforts.
- Better understand which content resonates with your audience so you can further promote it and create new content later that is similar.
- Understand how you should be allocating budget to specific videos, ad groups or campaigns.
### How to Create a YouTube Ad Campaign
So you’ve decided that it’s time for your brand to leverage YouTube ads. You’ve set your goals and figured out which metrics to track success with. Now what? You need to learn how to create a YouTube ad campaign!
We thought about listing out a whole bunch of steps on creating a compelling YouTube ad but then decided, why not create a How To video ourselves and share our tutorial with you? Follow our step-by-step tutorial video and learn how to bring your story to life:
PPC \\| How to Create a YouTube Campaign - YouTube
Seer Interactive
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[PPC \\| How to Create a YouTube Campaign](https://www.youtube.com/watch?v=D72Q-WQPWnc)
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[Watch on YouTube](https://www.youtube.com/watch?v=D72Q-WQPWnc \"Watch on YouTube\")
**Note:** Google Ads updates their UI and settings options often, so some settings or features may change when you go to create your own video campaign.
Also, keep in mind that this is just one approach to create a video campaign since YouTube and Google Ads offer countless possibilities to target and optimize your ads. So, play around with it and find the best combination for your brand!\\*
#### Reach Your Target Audience
YouTube provides the opportunity to reach your brand’s target audience through an array of audience targeting capabilities. In addition to the standard Google Ads targeting settings, like language, location, and device, you can also reach people by targeting specific demographics and interests.
#### Audience Targeting Capabilities
YouTube and the Display Network offer a variety of ways to reach particular audiences.
- **Demographic:** Reach people by age, gender, parental status, and household income.
- **Keyword Contextual Targeting:** Target keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network.
- **Topics:** Reach people based on certain topics of the feature videos they are watching
- **Affinity Audiences:** Select from interest-based groups to reach potential customers at scale and make them aware of your brand.
- **Custom Affinity Audiences:** Your brand can create audiences that are more tailored to your brand, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
- **In-Market Audiences:** Find customers who are researching products or services and actively considering buying something like what you offer.
- **Remarketing:** Reach viewers based on their past interactions with your website, videos, or YouTube channel. If you’ve linked a YouTube account to a Google Ads account already, we’ll create custom ones for you automatically.
- **Life Event Targeting:** Target users identified via their search & browsing behavior as going through a major life event such as graduating, moving, or getting married.
> **💡**
>
> **To choose the right audience, use Google Analytics and Google Ads audience data to see what interests and demographics are most highly associated with viewers of your website.**
>
> **Layer multiple targeting methods together to get the most highly relevant audience.**
### CPVs & Budget
#### Bidding
Unlike search or display campaigns, video campaigns rely on a **Max CPV** instead of a **Max CPC**. As mentioned before, a Max Cost-Per-View (Max CPV) is the most your brand is willing to pay for someone to view your video. According to Google, a **view** happens when someone either watches at least 30 seconds of your video ad (or the duration if it’s less than 30 seconds) or interacts (such as clicks on overlays, companion banners, etc.) with your video.
Often, your brand will pay less than the full Max CPV, due to theGoogle Ads Auction, and pay the **Actual CPV**. An Actual Cost-Per-View (Actual CPV) is the actual amount your brand actually pays for a view. Google Ads will only charge enough to get the ad to appear on the page. Whereas the **Average CPV** is the average amount your brand will pay for a view.
At a minimum, your brand’s [Max. CPV](https://support.google.com/adwords/answer/2472735?hl=en) must be $0.01. You can determine your Max CPV based on the reach estimates that Google provides as you select targeting settings and a max. CPV when building a new campaign. You can also base this on what you know about your business and the value of a view.
For example, we saw an Avg. CPV of $0.05 and the highest Max CPV was $3.11 across all of the video campaigns for Seer’s clients from January 1st, 2018 – May 29th, 2018.
#### Popular VideosBid Adjustment
When creating a campaign, you also have the option of setting a Popular videos bid adjustment. This optional bid ranges from +0% to +500%. It can increase your chances of being shown alongside popular content, but at a greater price. Top Content is leftover inventory from guaranteed buys on YouTube’s [most popular 5% of channels](https://www.thinkwithgoogle.com/products/google-preferred/) among U.S. 18-34 year olds, including creators like Michelle Phan.
#### Campaign Budget
Your video campaign’s daily budget is the most your brand is willing to pay per day for your video campaign to run. There will be many factors to consider when determining your budget, such as:
- **Campaign Goals**: What goals are you trying to achieve with this video campaign?
- **Max CPV:** How much are you willing to spend for someone to view your video ad?
- **Views:** How many views do you want on your video?
- **Campaign Duration:** How long is the campaign running?
Your total budget should be determined by your daily budget times the amount of days your campaign will be running.
> 💡
>
> For more tips on optimizing your video campaign and maximizing budget, check out [this section](https://support.google.com/partners/answer/3013684?hl=en) of Google’s Video Advertising assessment study guide.
### YouTube Advertising Conclusion
Alright! Now that you’ve finished learning about how to promote your video, it’s time to take a look at analyzing your video’s performance or pop back and compare your YouTube PPC know-how against some best practices for optimizing your video.
* * *
## YouTube Analytics and Reporting
### What types of decisions can I make by monitoring video performance?
So, you’re thinking of monitoring video performance. And you should. Video is a strong channel that fulfills a variety of functions, starting from raising awareness all the way to generating conversions by driving users to your site.
Users who come to your site from video may prove to be a valuable consumer base. And, with that base in mind, it’s important to think about how to leverage video data to implement actionable changes to your site and strategy. For instance, you may want to include a CTA at specific drop-off points to drive visitors to your site before they may have left the platform. By optimizing with a CTA in such a way, you encourage these viewers to explore your website and possibly convert.
Certain types of video may resonate more strongly than others, and it’s important to be able to understand what’s driving video performance to be able to apply these learnings appropriately.
**In this section, we’ll cover:**
- How to Setup and Collect YouTube Data
- Measurement & Analysis of YouTube Data
- YouTube Analytics Features
### How to Setup and Collect YouTube Data
In this article, we’ll review three ways of collecting YouTube video information in Google Analytics:
1. Tracking visits to youtube.com via the YouTube/Google Analytics integration
2. Tracking click-throughs from youtube.com by use of [UTM parameters](https://support.google.com/analytics/answer/1033867?hl=en)
3. Tracking engagement with embedded videos on your website
#### Step 1. Track Visits via YouTube / Google Analytics Integration
The YouTube/Google Analytics integration consists of creating a new Property in Google Analytics for your YouTube account, and then [connecting](https://support.google.com/youtube/answer/2976814?hl=en) the Tracking ID to your YouTube Account.
This will allow you to gain an understanding of what traffic channels are driving users to your YouTube channel, how often users are visiting your channel, information on return visits and visitors, which pages and videos are most popular as well as which geography related data.
You can access this information in the view for your YouTube Google Analytics property, and the report functions like any other Google Analytics report.
#### Step 2. Track Click-Throughs via UTM Parameters
A more complex and nuanced way of collecting data for YouTube videos is by way of UTM parameters. **We’re big fans of this approach here at Seer!**
UTM parameters are tags that can be added to the end of a URL that allows the URL to be tracked whenever someone clicks on it—for example, the URL card in the video below that drives to seerinteractive.com. The data is then passed along to Google Analytics and can then be viewed within the platform and analyzed.
Simply put, UTM parameters allow for brands to track their video and marketing efforts within Google Analytics, giving them the opportunity to drill down to do a deeper analysis of performance between different videos and content.
According to Google, there are [five parameters](https://support.google.com/analytics/answer/1033863#parameters) you can add to your URLs and each parameter must contain a value that you assign (e.g. utm\\_source=”parameter value”). It is not necessary to use all five parameters. Seer recommends using them strategically to collect as much meaningful information as possible. Here’s a quick overview of each of these five parameters:
1. **utm\\_source**: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter, billboard. The utm\\_source for a YouTube video campaign would contain “youtube”, for example, or something that identifies that the click is from a YouTube video, specifically.
2. **utm\\_medium**: The advertising or marketing medium, for example: cpc, banner, email newsletter. An example utm\\_medium for a YouTube video would be “video” for clicks coming from an actual YouTube video, versus an example utm\\_medium for clicks coming from elsewhere in YouTube, such as description cards could be “referral”.
3. **utm\\_campaign**: The individual campaign name, slogan, promo code, etc. for a product, e.g. “summer\\_youtube\\_campaign”
4. **utm\\_term**: Identify paid search keywords. If you’re manually tagging paid keyword campaigns, you could use utm\\_term to specify the keywords that the user is coming in through. However, this field is flexible and you should use whatever data point you think will help you make a better analysis. In some cases, we’ve used the link location as the parameter here to specify where a user is clicking from if there are multiple links on the same page. Think through what you might want to track and leverage it in these more flexible parameters. For instance, if you have a link in your description and a link in your video, you would have two URLs with two separate utm\\_terms, e.g. utm\\_term=descriptionlink and utm\\_term=videolink.
5. **utm\\_content**: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm\\_content and set different values for each so you can tell which version is more effective. For instance, if you have two different CTA’s in the same video you could put the CTA in the parameter to analyze which is more effective.
Once your parameters are set, they can then be analyzed in Google Analytics in the campaigns reports by looking at Source, Medium, Source/Medium, Ad Content, Ad Term.
YouTube ANA Video - Track Click-throughs via UTM Parameters - YouTube
Seer Interactive
2.8K subscribers
[YouTube ANA Video - Track Click-throughs via UTM Parameters](https://www.youtube.com/watch?v=BeJIqs8czHs)
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[Watch on YouTube](https://www.youtube.com/watch?v=BeJIqs8czHs \"Watch on YouTube\")
#### Step 3. Track Engagement via Embedded YouTube Videos
Aside from having video content directly on YouTube, there is an option to [embed YouTube videos](https://support.google.com/youtube/answer/171780?hl=en) on your website. However, you’ll want to make sure you’re adding the appropriate tracking to collect data on YouTube video interactions on your own website. Google Tag Manager contains a built-in YouTube video tracking trigger and accompanying variables. These variables allow you to tag video interactions for embedded YouTube videos with no custom coding required.
Well, almost. GTM’s built-in YouTube tagging only partially supports embedded videos and it’s a slightly more complicated process. Seer created an easy-to-implement small script that can be loaded via GTM on pages with embedded videos (for more information on GTM, read our beginner’s guide to GTM [here](https://www.seerinteractive.com/insights/what-is-gtm-what-does-it-do)).
### Measurement & Analysis of YouTube Data
In terms of reporting, Google Analytics advanced segments provide a powerful way to report on YouTube performance and how it translates to on-site behavior.
YouTube data can be identified by going to **Acquisition > All Traffic > Source/Medium** and then searching for YouTube as the source (or however you have chosen to identify YouTube through the utm\\_source parameter).
YouTube Analytics Video - Measurement & Analysis of YouTube Data - YouTube
Seer Interactive
2.8K subscribers
[YouTube Analytics Video - Measurement & Analysis of YouTube Data](https://www.youtube.com/watch?v=eUNDTiE9oUg)
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0:00
0:00 / 0:59•Live
•
[Watch on YouTube](https://www.youtube.com/watch?v=eUNDTiE9oUg \"Watch on YouTube\")
Using this source/medium, you can build a custom segment in Google Analytics that lets you analyze on-site behavior of users coming in through YouTube.
Additionally, you can also filter down to individual videos by adding in conditions for the remaining 4 utm parameters, isolating specific content, and analyzing performance for each individual video.
The YouTube segment can be applied to all of GA’s standard reporting capabilities to understand what page paths users are taking, what their on-site interactions are (depending on the type of event tracking you have set up), and where they’re leaving the site. You can get even more granular and drill all the way down to lower funnel conversions, including goal completions and ecommerce transactions if your website has Enhanced Ecommerce enabled (something else Seer can help with).
### YouTube Analytics Features
Combined with UTM parameters, as well as GA’s advanced segments, you can unearth significant, actionable information about your YouTube visitors that can lead to on site optimizations, content ideas, and audience insights.
Aside from GA’s reporting, there are a couple of elements that are especially interesting within the YouTube Analytics platform itself that we’d like to call out.
#### Audience Retention Reports
These reports provide data regarding user watchtime—right down to the specific minute so you can see where users are dropping off in your video. You can then use specific CTAs to keep them engaged or drive them to the site **before they drop off**. It’s a powerful way to keep your users engaged or drive them further down the funnel.
#### Playback Locations
This shows you whether users are viewing your video on the YouTube page itself or via embedded videos on other pages. ( **Note:** If they’re viewing embedded videos on your site more often—that’s an indication to implement YouTube tracking on your page through Google Tag Manager.)
#### Traffic Sources
This tells you where users are coming to your site from and can be a useful indicator of whether they’re searching for your video or finding it organically through related content. If they’re coming to your video through related content, that can be used to generate additional content ideas.
### YouTube Analytics and Reporting Conclusion
Now that you’ve learned more about tracking and analytics best practices for your YouTube videos, you can use it to bolster your knowledge of optimizing current and future videos and gaining a deeper understanding of goals and KPIs to look for when promoting your YouTube video ads.
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# Pitch Perfect: The 9 Questions Every Successful Pitch Answers
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer)
Feb 22, 2023
### Prefer to listen instead of read?
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# Escute o que você não pode ler
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* * *
[QUERO ÁUDIO NO MEU BLOG](https://vooozer.com/?utm_source=seerinteractive.com&utm_medium=player&utm_campaign=segmentado&utm_content=03670a50)
_Post originally written on 3/15/2018 Updated and audio added on 2/22/2023._
* * *
Many curious co-workers and friends have asked me, “How did you manage to convince your company to let you work part-time, anywhere in the world, in a role you built for yourself?” I typically answer it was a combination of hard work and luck _—_ being in the right place, at the right time, with the right people.
This has proved an unsatisfactory answer for many, which has led me to share this guide on how to pitch.
In order to successfully pitch a custom role, nine crucial questions need to be answered.
My goal is to give you the tools you need to empower you to build a pitch that’s best for your unique situation
## Before You Begin
### Determine
Before answering questions for your decision makers, there are some questions you need to ask yourself that will frame your pitch.
- What do you want?
- What are you not willing to compromise?
In my case, I wanted to be able to work from any time zone, approximately 20 hours a week, in a role that contributed to my career objectives.
### Set Yourself Up For Success
How can you set yourself up for success from the beginning of the pitch to ensure that you have the best odds at a positive outcome? There are three key ways:
#### Set Expectations
Let decision makers know what you’re working on and when they should expect updates. What are the expectations in the role that you’re pitching? Can you execute on these during the pitching process as a case study of the work they will receive if they accept the role?
For example, I knew one of Seer’s greatest concerns was communication when I am not in the office and in many different time zones. I ensured during the three months of the pitch process that I was over communicating, incredibly responsive to emails, and ensuring decision makers felt involved and informed.
#### Identify Your Allies
Having allies is invaluable during this process. With the questions below, determine who the allies are that you can consult with during this process. They can be both inside or outside your company or a combination of both.
- Who wants you to succeed?
- Who is invested in you enough to make the time to help you through the process?
- Who will give you the most valuable feedback?
Learn who cares and leverage their expertise. You’re stronger as a team than you are alone.
#### Take Initiative and Hustle
Nobody cares as much as you do. Show that you’re willing to work hard and put in the time. Decision makers can see how much work went into the pitch and you want it to shine.
## The 9 Questions All Pitches Need to Answer
These nine questions were formulated based on several of Seer’s team members pitches. They are the top considerations that decision makers are looking for. The overarching goal of all these questions is to: _Make it as easy as possible to say yes & as challenging as possible to say no._
1. [What is the need?](https://www.seerinteractive.com/insights/pitch-perfect#what-is-need)
2. [Who does this effect?](https://www.seerinteractive.com/insights/pitch-perfect#who-effect)
3. [How does this help accomplish set goals?](https://www.seerinteractive.com/insights/pitch-perfect#help)
4. [What is the plan to accomplish these goals?](https://www.seerinteractive.com/insights/pitch-perfect#plan)
5. [How will it be measured?](https://www.seerinteractive.com/insights/pitch-perfect#measured)
6. [What are the risks?](https://www.seerinteractive.com/insights/pitch-perfect#risks)
7. [How will we overcome or mitigate the risks?](https://www.seerinteractive.com/insights/pitch-perfect#overcome)
8. [How can I best present this?](https://www.seerinteractive.com/insights/pitch-perfect#present)
9. [What are the next steps?](https://www.seerinteractive.com/insights/pitch-perfect#next)
### \\#1\\. What is the need?
By asking this you will begin to build a foundation of data and research. It gives the lay of the land of what is being worked on and what needs more resources. This should help you determine where to research further and different ways you can integrate within these needs.
- What problems need to be solved?
- What problems are currently being solved?
- What would we accomplish if we put more resources in some areas?
- Where can you contribute your skill sets?
- Where is opportunity arising in the industry? In new technology?
Below is an example of one of the ways I addressed this within my pitch deck and how I began foundational research.
### \\#2\\. Who does this effect?
To find out how your role affects others, conduct audience research to figure out the concerns and opportunities for those team members. Data collection can include audience interviews (coffee chats), recent blog posts and social media, company research, and established goals.
Audience research leads to increased buy-in. When people are able to express their risks and concerns before the pitch they are more likely to be excited about what you’re working towards and less anxious about change. People want to be heard and know their opinion matters
The key questions to answer in ‘Who does this effect’:
- How much will this cost decision makers?
- Time? Money? Culture?
- What do you need from the team to be successful?
- Do other people need to change for you to be successful?
- How will this benefit the decision makers? Their teams? The company?
How will this benefit or detract from the people you’re working with?
Below are a few examples from mine and Lauren B’s pitch decks, with different approaches to answering the questions.
| |
| --- |
| This slide was the turning point that convinced Wil, our CEO, to accept the pitch.
It outlined all the audience research conducted to understand leadership's perspective on types of opportunities to evaluate and concerns, risks, and benefits. |
| |
| --- |
| This slide was the direct result of the audience interviews and research that was conducted and identified all the success and risk metrics for measuring a role. This research made it easy for the role to be successful. |
| |
| --- |
| This is an excellent slide from Lauren’s deck that outlines all the people that need to be involved to make her role a success. The visual and ease of reading add to its strength.
Also, note that she links out to full role information giving decision makers more if they want to explore further. |
### \\#3\\. How does this help accomplish set goals?
In the first two questions, you should have a firm understanding of what your company’s goals are and determine how you want to contribute to them. These next several steps are building the role, what it entails, and how it contributes to goals.
Ask yourself the following to frame your pitch:
- Which goals does your pitch contribute to? One? Multiple?
- What data can you show for how specifically this will contribute to goals?
- What is the opportunity cost of not doing what you’re proposing?
#### **_Good goals vs. bad goals_**
Good goals provide specific data (%, $, etc.) of the contributions that will be made. A good guess backed by data is better than no guess at all.
Bad goals are general. For example, I’ll help bring additional revenue to the company. Okay, but how much? How? Why?
Below are three different examples of how three different Seer team members approached their pitch around goals.
| |
| --- |
| This overview slide outlines five different role possibilities and the opportunity cost of not providing resources to each role.
The opportunity costs lead into goal setting on a “Good, Better, Best\" model. This was a concise way to show all of the information in one page. |
| |
| --- |
| Another team member recently pitched a dual role in SEO & Marketing. His pitch was concise and fit within three pages.
His goals included the specific revenue he would bring into Seer per month from his marketing initiative. |
#### \\#4\\. What is the plan to accomplish these goals?
Challenging yourself to get to the specifics is the most difficult part. This is where the theoretical becomes tangible. You have to push yourself to get to the projected output or make an educated guess with the available data.
The following questions provide a starting point:
- How is this going to work?
- What is the project plan?
- What are the deliverables?
- How much will this cost?
- How much revenue will it bring?
- How many hours per week? Per month? Per Year?
The following examples are snippets from each of our pitches. The full pitch consisted of many slides both within the portion presented and as an additional context within the appendix. The length should be as long as needed to answer the most pertinent questions.
| |
| --- |
| This project plan was created to give a visual of what was to be accomplished in the first phase of the project plan.
This outlined all of the deliverables, what was going to be researched, shared, and developed during this time. |
| |
| --- |
| Eric’s pitch stated what was to be accomplished during this time. It included two main projects: website testing and quarterly write-ups around the initiative.
These were further outlined with what it would entail and why it would be useful. |
| |
| --- |
| Lauren’s slide here is a high-level overview of the specifics. Inside of her pitch, she elaborates on each of these components and provides additional links to more context. |
#### \\#5\\. How will it be measured?
We want to ensure our decision makers know what success looks like and at what points we are reaching or not reaching our goals. The two questions we need to answer this are:
- What are the KPIs?
- On what cadence will we measure?
| |
| --- |
| Eric’s pitch includes specific information on what the goal is and the time frame.
The highlighted portion is where Wil (the decision maker) included feedback based on these numbers. |
| |
| --- |
| Lauren’s pitch outlines two business goals and the KPIs associated for each.
These provide a high-level overview, but she has linked another document that includes in-depth information on how this will be accomplished for each goal. |
#### \\#6\\. What are the risks?
There are many ways to present these. We can either outline all the risks and then show how we will overcome them, or group them together. At Seer, we’ve had successful pitches do both. The important thing is that the research has been done and we understand the concerns.
- What are team members’ concerns?
- What do you foresee being the biggest challenges?
- What are the different ways in which this could fail?
| |
| --- |
| A rubric was created to assess risk, based on the foreseen challenges and team members' concerns.
The role was built specifically to mitigate the outlined risks. |
#### \\#7\\. How will we overcome or mitigate the risks?
Now that we’ve outlined all of the risks, here is the time to show decision makers that we’ve determined what the risks are and how we can both overcome and mitigate them.
- What are we able to do to mitigate risks?
- What is the plan of action when we experience challenges?
- How will we communicate when there are challenges?
- At what point is the project worth discontinuing?
- Who is able to support us during any challenges?
| |
| --- |
| Eric’s pitch outlines the risks associated with taking on a client role. He simply lays out his plan to mitigate these risks and when the role would be considered failing based on Seer’s priorities. |
#### \\#8\\. How can I best present this?
Before you can begin formulating your pitch, you need to do research to understand what is the best format for your decision makers. Pitches can be in different formats from decks and a presentation to a word document with email delivery. This will depend on your pitch and who the decision makers are.
- Who are the decision makers?
- How much information is needed to answer the questions?
- How big is the ask?
- Is there existing information about successful pitches?
- How are decision makers communicating?
- How can I make this as concise as possible?
#### **Tips for Keeping it Concise**
Albert Einstein said it best: “Everything should be as simple as possible, but no simpler”. This philosophy should be applied to your pitch.
One tactical way that both myself and other Seer team members have been able to include everything but show only the most pertinent information to decision makers is through a lengthy appendix and linking out to additional information.
In this way, decision makers know that there is supporting information to the claims being made and can dig in deeper where they want additional information.
| |
| --- |
| This was the appendix from my pitch for the part-time, remote role initiative. The appendix was longer than the pitch deck and allowed decision makers to look in depth at the different data and analyses assembled. |
| |
| --- |
| Eric’s pitch for dedicated time on the marketing team was able to fit into a three-page word document that answered all of the questions above. |
#### \\#9\\. What are the next steps?
To keep the momentum rolling on the pitch and add a sense of urgency for decision makers, you should establish next steps and a timeline. Make it as simple as possible for decision makers to know what is needed from them.
- What needs to happen next?
- What follow up items do you have?
- What do you need from decision makers?
- What is the timeline?
| |
| --- |
| My next steps included a full list and timeline of what needed to be approved and accomplished prior to departure date.
Timelines can change based on leadership feedback, but provide a starting point and framework to work off of. |
| |
| --- |
| This email that Eric sent to Wil is a great example of next steps and shows that pitches can be simple.
It also gives the decision maker an opportunity to propose additional next steps based on their thoughts. |
### You Did It!
Once you have answered these nine questions you should feel confident and ready to present your pitch. Don't forget to ask your internal advocates for their feedback once it's complete. From here, take a deep breath, know you've done your research, and kick ass!
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# Approaching AI Search Logically: The SWIM Framework
[](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")[Alisa\\\\
\\\\
Scharf](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")
[Author: Alisa Scharf](https://www.seerinteractive.com/insights/tag/author-alisa-scharf)
Nov 21, 2024
### AI and search is on everyone’s mind. Clients and prospects alike have been asking us:
- #### Am I losing [organic search traffic to AI](https://www.seerinteractive.com/insights/why-2020s-seo-kpis-wont-work-in-2024-in-a-genai-data-scarce-world)?
- #### How do I [optimize for GEO](https://www.seerinteractive.com/insights/optimizing-content-for-generative-search-engines) (Generative Engine Optimization)?
- #### What do I need to do to be ready for AEO (Answer Engine Optimization)?
- #### What do we need to do to prepare for how search is changing?
* * *
The motivation behind these questions ranges from genuine curiosity to fear and uncertainty. I get it. Many of us see something moving very quickly towards us in the distance and we’re trying to clock exactly when it gets here and what it will feel like when it does.
## Why Going All-In on AI Search Is Premature
While there’s still so much exciting research ahead of us with GEO and AEO, I don’t believe that’s where the majority of brands should be focused today. I have a few concerns with the concept of going ‘all in’ on AI search platforms.
Google’s market share is likely to shrink, but the vast majority of people using the internet today are still searching on Google. ( [source](https://explodingtopics.com/blog/chatgpt-users))
The evolution of LLMs has been staggeringly good. I worry for individuals who are attempting to reverse engineer a system that the most brilliant minds in the world don’t fully understand.
* * *
### Even if they luck out with some hacks, who’s to say those hacks still work with the next iteration of these LLMs?
* * *
The most logical observations for how to get your brand to appear in LLMs largely align with best practices for how to get your brand to appear in traditional search engines: Become a popular brand within your audience, be mentioned in sources your audience trusts, structure your content clearly, and focus on creating value for your audience.
All that said, I also have concerns with the marketers who are taking the ‘ostrich approach’ to change. Shouting into the LinkedIn void about why LLMs actually aren’t good or useful is beyond unproductive. And those with their eyes on the horizon are quite right to be looking ahead.
* * *
## Change is coming, and it will be incredibly disruptive.
* * *
1. ChatGPT’s usage still pales in comparison to Google (and YouTube, and Facebook, and Instagram, and X…), but it’s growing far more rapidly. In fact, ChatGPT doubled the amount of weekly active users YoY and as of August 29, 2024 had 200 million weekly active users. ( [source](https://www.reuters.com/technology/artificial-intelligence/openai-says-chatgpts-weekly-users-have-grown-200-million-2024-08-29/?utm_source=chatgpt.com))
2. ChatGPT is a very useful tool. SearchGPT is a very useful tool. There are many cohorts who have largely bought into the value of generative engines, and those cohorts have problems they seek to solve with content found online.
3. Students, software developers, marketers, and sales professionals are among those cohorts. So, while overall traffic and engagement is minimal, if you are trying to attract marketers or software engineering students, the time to prioritize GEO may actually be now.
4. Those who were slow to adopt digital or attempting to disrupt an industry should understand **the importance of establishing a moat early, and the opportunity cost of delaying** until they’re following their competitors there.
* * *
So, what do we do about it? I believe the most important step every brand can take today is to benchmark as much data as possible. We cannot optimize what we cannot measure. As such, [ChatGPT Tracking](https://www.seerinteractive.com/insights/chat-gpt-tracking) is a critical step to take.
Let’s not stop at benchmarking our visibility in generative engines. Let’s keep pushing to establish benchmarks of how those users are engaging with our brand online.
To that end, I’m sharing a 4-step framework any brand marketer can take to identify how close (or far) they are to the tipping point of traffic transitioning from traditional search engines to generative engines.
* * *
## That framework is called **S.W.I.M.**
## **1\\. Sparktoro - Find Your audience's usage of AI vs the general population**
[Sparktoro](https://sparktoro.com/) is the first step to take to get an idea of what your audience is doing online. More specifically, Sparktoro aggregates clickstream data to illustrate what users who search specific keywords or visit specific websites do online. At least, that’s how I think of it.
Sparktoro is a great resource for this exercise because you can analyze data for your domain, your brand name, or your most popular non-brand keywords. The data will suggest what other websites these audiences engage with.
### Within Sparktoro.com, follow these steps:
1. Within the Dashboard tab, you’ll want to configure the search bar to read: Analyze this **website’s** audience in **(insert your geo).** And, type in your domain.
2. Navigate to Websites > All Websites in the left-hand navigation
3. Use Ctrl-F to search for OpenAI and any other AI platforms you suspect your audience is using.
4. Review your **Audience Affinity** score and compare it to your selected geo’s **Overall Affinity** score (i.e. US Affinity). You can see the relative percent change between your audience and the overall audience in the 3rd column.
* * *
#### 
### Applying this in the real world:
Other notably high ranking sites within our audience include Nytimes.com, Zapier.com, Youtube.com, and Udemy.com. This suggests to me that if we _were_ to invest in marketing efforts outside of where the largest volume of audience exists (Google and Youtube), it wouldn’t necessarily make sense to prioritize ChatGPT yet.
* * *
## **2\\. Web Analytics**
The next step in the S.W.I.M Framework is Web Analytics. These AI platforms are hit and miss in the referral data they send, and we expect this will continue to changeover time. If you haven’t already, check out [our post on how to use GA to monitor AI Search Traffic](https://www.seerinteractive.com/insights/ai-driven-search-traffic-in-analytics). This will get you fully set up to not only benchmark your data, but also monitor it over time.
Here is an example of our growth in traffic from ChatGPT by week:
### Applying this in the real world:
Slope matters. As you can see our traffic, while small, is growing at a decent pace. This could be a great use of ChatGPT o1 Preview to have it walk you through the steps of predicting at this current growth rate, how long would it take to have this be \"meaningful\" traffic?
* * *
## **3\\. Industry Insights**
Another great source of information is within qualitative survey data conducted by trusted resources. I really like [this breakdown from the Washington Post](https://www.washingtonpost.com/technology/2024/08/04/chatgpt-use-real-ai-chatbot-conversations/), which reviewed 200,000 English-language conversations from the research dataset WildChat. This data includes messages from two AI chatbots built on the same tech as ChatGPT. In other words, this is more of a proxy than a definitive dataset on how people are using ChatGPT. Still, we found it valuable.
The key here is to use the data to create hypotheses.
### Applying this in the real world:
If I am running brand marketing for a national insurance brand that is preparing to target Gen Alpha hard as part of their 5 year roadmap, I may hypothesize that the students using ChatGPT for help today will soon become young adults.
I believe these young adults will continue to use ChatGPT to find solutions for their problems and discover information.
If I am right, my brand must have visibility within ChatGPT for relevant queries. To prove this theory, I may invest a moderate amount of testing budget to conduct initial research around the viability of optimizing ChatGPT and the investments required to do so.
[_HT to Tim Wilson for this framework._](https://www.linkedin.com/in/tgwilson/)
* * *
## **4\\. Moderated User Testing**
This is by far the most under-utilized SEO strategy that exists today. It’s simple, it’s effective, and it resonates with the c-suite.
Through an agency partner or in collaboration with your customer success team, identify individuals who represent your audience. Conduct a moderated session with those individuals where you prompt them to conduct activities online.
### Applying this in the real world:
We may ask an individual what steps they would take if they needed to change auto insurance providers today.
From there, watch and learn.
- Where do they navigate?
- What websites do they visit and what do they do on those websites?
- Along the way moderators can ask questions to understand why they’re making the choices they are making.
This can be invaluable research to identify a wide range of pain points ranging from content gaps to user experience issues.
## **In Conclusion**
By taking some or all of these steps, I believe marketers can identify where their audience is today, and track them as they venture towards new ways to discover information online. We’re moving towards uncharted territory. It’s an exciting time to work in digital marketing, and with the right attitude and the right tools we can all go very far together.
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# Guide to Client Service: Volume II, Relationships
[](https://www.seerinteractive.com/people/team/marissa-foster \"Marissa Foster\")[Marissa\\\\
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Oct 19, 2017
Great relationships are the foundation for any successful business partnership. And in order to truly be great partners in a service-oriented industry (we get paid to provide a service), it’s crucial to establish strong relationships with clients, and other key stakeholders such as other agency partners. Yep, it’s just as important to have relationships with other agencies in the mix as with your clients in order to truly achieve client relationship management success.
In this volume we’ll cover a series of client relationship management tips spanning building trust and rapport, making connections during meeting breaks, navigating difficult situations and more to help you start building (or deepen) meaningful business and client relationships.
The most important thing to remember is that clients are people too. It’s easy for some to get caught up in the day-to-day transactions, but when you take a step back to remember that the voice on the other side of the phone, or author of that email, is just another person – the more successful you will become with creating, strengthening, and managing client relationships.
## Managing Client Requests
Have you ever found yourself in a situation where it seems you’ve received a flood of ad-hoc requests at one time? Yeah, that can be tough! When there are a lot of requests or questions that come in simultaneously, it’s easy for both us and the client to lose track of them. Plus, oftentimes the requests are specific to different people working on a project.
In order to help manage these requests, it’s beneficial to consolidate all requests into one message for the client to ensure that we’ve captured everything they’re looking for. Plus, you can use this to help reinforce when you’ll be able to address requests. Here’s an example:
_Hi Client,_
_We received a few requests from you this week and wanted to confirm we’ve captured everything accurately, please see below:_
- _X_
- _Y_
- _Z_
_Is there anything that we’re missing? Based on the above, we’ll be able to get everything back to you by the end of the week. However, we understand that X is the most time-sensitive, so we’ll aim to address that by tomorrow._
_Thanks!_ _Team_
On the same note, when a client sends a request and you know you won’t be able to get to it right away, it’s still helpful to follow up with a note confirming receipt so they know it was received. You can also use this opportunity to set the expectation upfront about when you can address the request. For example:
_Hi Client,_
_Thanks for bringing this up – confirming receipt. We’ll be able to get you this analysis by Thursday end of day. Will that work for you?_
_Thanks!_ _Team_
Moral of the story, if you set expectations for the deadline when a request comes through, you’re able to prioritize it accordingly instead of getting off-track with ad hoc requests.
* * *
## Building Trust and Rapport with Clients
In any professional partnership, internal or external, it’s important that a foundation of trust and respect is built. With a solid foundation, deliverables will move through with ease, recommendations will receive less pointed questions and the potential for renewals and extra scope increases.
Here’s three key ways to up that trust meter with your clients:
### 1\\. Be Mindful of Partners’ Time, Processes & Work Style
This isn’t just a matter of minding your P’s and Q’s. It’s important to be mindful of a partner’s time, processes, and work style.
#### Calls and Meetings
- Start the meeting on time – don’t be late – bonus points for even being 3-5 minutes early so that you can be prepared to hit the ground running.
- If you know you’re going to be late, shoot the meeting leaders a quick note letting them know you’re going to be late, your anticipated arrival time, and directives whether or not to proceed without you.
- During that meeting, keep an eye on the time.
- If you think the meeting is going to run long, stop and ask if anyone has any time restrictions. If there are some, suggest to pick up the call at another date/time, or condense what was to be said and provide an outline of the final call details in an email for comment.
- Try not to schedule or cancel meetings at the last minute without the client knowing.
- They may miss either the invite or the cancellation, and either not make the meeting, wasting your time, or could be sitting on the line, wasting theirs.
- If you REALLY need to talk to the client, pick up the phone and give them a call. They don’t answer? Leave a message. Call us old fashioned, but sometimes quick, direct action is needed, and is more often than not, is appreciated by the client.
#### Partnership Work Style: Pay Attention to Who They Are and What They Say
- Speak their language.
- Do they use “Plum” instead of “Purple” for their brand color? Do they call their “Service Lines” within their organization their ”clients”. When everyone is speaking the same language, it shows that you listen and avoids any misinterpretations. Both inspire trust and confidence.
- Write to illicit a response.
- Do you notice that when you write crazy-long explanations, you get no answer, but short, quick notes are responded to right away? Coordinate your writing style to what gets answered, and follow up with an explanation where needed to ensure all of the details have been covered.
- One particular partner is to the contrary, and needs all of the deets up front, lest you get a million questions afterwards? Get into the nitty gritty and educate them—this can only add value to the partnership and allows them to speak-up-the-chain the details that may have been initially fuzzy to them.
- Listen “between the lines” for their pain points, and ensure that the work you do helps with alleviating them.
- Does a client have a hard time with development? Can you batch our requests to move them along? Are they asking a particularly annoying question because they have to talk something up the chain? Can you provide them with more information on something in particular? Alleviating pain points makes them look like a rock-star internally, which can only help you.
### 2\\. Do What You Said You’d Do, and Then Some.
- If you said you were going to deliver something on a certain date, deliver it on that date.
- If you know you’re not going to make a deadline, communicate it as soon as possible along with when the partner can expect to see the deliverable.
- Always offer quality. Put your best into every deliverable, every email, every phone call. Quality shines, and will show in your client relationships. Exceed expectations and go the extra mile, clients often recognize and recommend partners that are looking out for their business.
### 3\\. Be Yourself. Be Authentic.
- When you are your authentic self on a call or a meeting, your genuine tone comes through. This puts the partners at ease, and helps your words become facts, not guesses.
- Be honest and transparent. If a deadline will be missed, notify the client as soon as possible; if a mistake was made, let the client know as soon as possible. In both cases, also let them know how you’ve taken steps so that it won’t happen again. Showing that you’re honest and proactive furthers relationship trust.
At the end of the day it’s all about treating people like people, and remembering that clients are people too.
* * *
## Managing an Unhappy Client
One of the most difficult situations you can be in with a client is one where they are unhappy or expressing concern. It might go against conventional wisdom, but these situations can often be viewed as an opportunity: an opportunity to shine in the eyes of the client by helping to solve a problem for them, regardless of the reason for the issue.
Let’s set the stage: you get an email or a call from a client and all of a sudden you are thrown into a panic because the client seems unhappy, they are upset, or something has gone amiss. “Oh no! We are going to lose them as a client!” Enter Crisis Mode!
While those moments can certainly put your stomach in knots, there are effective methods to navigating these situations in a way that minimizes stress and can even benefit all parties involved.
In a perfect world, the best way to deal with a client concern is to be proactive and resolve potential issues before they ever occur.
### 6 Steps to Managing an Unhappy Client:
#### 1\\. Pause & Listen
Relax and pause. Always let the client speak and [listen until they are done](https://www.seerinteractive.com/labs/consulting-clients/how-when-interrupt-client/) expressing the concern. Take a moment to realize that you don’t have to have an answer right away and present a solution immediately. Take the extra time to listen and really learn what is causing their concern.
#### 2\\. Empathize and Understand
Put on your client hat and look at how the issue impacts them. Really understand their perspective by getting as much information as possible by asking questions.
#### 3\\. Own It
Acknowledge that the client is experiencing frustration and immediately assure them that your team will offer a solution, but resist the initial urge to seek out who’s to blame. Sincerity is key here—it can usually help to diffuse a situation.
This also works well when you have to deliver bad news to a client. The best way to get a resolution in motion is to tackle it head on and move to the next step.
Keep in mind the difference between admitting fault and apologizing for the circumstances of the situation. Do not admit fault unless you know the reason for the problem. You can aim to extend an apology for how the situation is impacting the client, without apologizing for the issue and admitting to a fault.
#### 4\\. Present a Solution
Identify what happened and the cause. Be sure to gather the client’s perspective on the cause of the problem and align with them to create a solution. Present the steps that will be taken to ensure that the issue is resolved and does not happen again. Use the opportunity to learn from any mistakes or errors in a process and fine tune it for the future.
#### 5\\. Set the Solution in Motion
After the issue has been addressed and a solution is in place, it is vital to make sure that it is implemented. Confidence can be regained with swift execution of the proposed solution.
#### 6\\. Follow-Up
Err on the side of over-communicating when it comes to following up with the client. Make sure the solution has corrected the problem and communicate with the client regularly to ensure the same issues aren’t creeping back up.. Make the concern a high priority and address it until it no longer needs any more attention.
A few examples of over communication are:
- Sending out a daily/weekly priority plan that outlines the steps being taken
- Add it to any recurring meeting agenda as a high priority item for discussion
- Set up a call with the main point of contact after the issue is resolved
With this type of game plan, you have a great chance at creating a win/win for everyone.
* * *
## Using Meeting Breaks Efficiently
Sometimes it’s easy to get caught up in the day-to-day and forget that clients are people too; people with opinions, motivations, feelings, and lives outside the boardroom.
A great way to strengthen client relationships in meetings is to use the downtime or a break as an opportunity to connect with them on a deeper level. You’ll be surprised what might be revealed away from the structured agendas, large-team conversations, and go-go-go mentality.
Whether it’s during a five or ten minute break or side conversations over lunch or coffee, asking clients simple questions can help them feel important as people (not just clients), while often providing you more insight into their business and motivations.
### How to Make the Most of Lulls During Meetings:
Ask questions! Here are some same questions to ask when making the most of breaks in meetings:
#### 1\\. How do you feel the meeting is going? Is the content meeting your expectations? Anything you should dial up/down for the next part?
Most times a client will be honest about this when asked outside of a large group. The goal here is to either get confirmation that your team is on the right track, or get quick input if you need to shift the conversation approach for any reason.
_Example_: Someone unexpected joined the meeting from the client’s team so it would be great for the team to dial up any information you have relative to that person.
_Example_: The client could have had a meeting earlier that day where they learned a business update that is relevant to what you’ll be discussing later that afternoon. This allows you to shift conversation to support the update in a timely manner.
#### 2\\. You mentioned you did \\[vacation, concert, sports game, etc.\\] last week. How was it? What was the best part?
The goal here is to connect on something personal that was already mentioned and invite the client to talk about themselves a bit more over something non-business. Remember, clients are people, too!
#### 3\\. We just talked about \\[X\\] and based on your comment about \\[Y\\], I think we should dig deeper into \\[Z\\]. What do you think?
Sometimes, asking an opinion outside of the larger group can make the client feel less on the spot, and could help them open up about things that will make your meeting more successful.
Meeting breaks are a great opportunity to connect with clients (and other stakeholders) as people. Hopefully you found these prompts helpful, and are able to try them out for yourself!
* * *
## Collaborating with Other Agencies
### Agency Integration Best Practices
\\*IAT = Integrated Agency Team
In most cases, it’s rare that you’re the only agency (or vendor) that client has hired to help them achieve their business goals. And in some partnerships, clients will bring all their partners to the same table to help them collaborate on objectives & goals attainment.
For any great client relationship it’s important to know who else is involved, what is their role or objective, what do they care about, and how can better connect with them on the side. Below are some recommendations for how to build relationships with other non-client stakeholders to build strong relationships across the client’s partnerships.
#### Understand the Players
- Who are the different agencies (aka “partners”) in the room (and not in the room)?
- What are the other partners engaged/scoped for?
- What is the role of each person on the partner’s team. Is there someone who is the clear relationship owner / decision maker? Is there someone who clearly drives the partnership? If so, understand how they work. Determine your counterparts and the account structure within the IAT so you know your “go-to” people.
- Be mindful of the partners’ lines of business and capabilities to understand if there’s a risk of competition to keep a pulse on.
#### Relationship Building
Take the time to get to know your main agency Points of Contact and what they do for your mutual client.
- If they’re local, recommend a face to face introduction over coffee. If they’re not local but near your client then make a point to meet up with them on your next visit.
- Having a casual meet-up before you’re in an important client meeting together helps to break the ice and have common ground.
- Learn from each other by sharing your perspective on your relationship, ways of working, and opportunities/roadblocks with the client.
\\*\\*IMPORTANT\\*\\* Do not to divulge confidential or sensitive information that the client wouldn’t be happy with if it got back to them! Make sure they know that you’re working _together_, and that the success of your relationship is vital to the health of the client.
#### Communication + Sharing Deliverables
A regular meeting with the IAT (just the agency partners, and not the client) has proven to be beneficial.
- Depending on how closely you work together, a monthly or biweekly cadence is recommended.
- Regular communication ensures alignment on your strategies and can determine efficiencies if there’s any overlap in your deliverables.
- This shows your client that you’re proactively collaborating without them needing to hold your hand.
- Ask for feedback: don’t be shy to ask for or recommend better ways to work together or with the client. Other agencies are an extension of our team and we can learn a lot from each other.
### What Should We Be Sharing?
#### Do Share
- Reporting
- Findings that would impact their work
- New strategies/major updates to current strategies
- Project plans/timelines (if applicable)
- Important client updates we receive that should be shared amongst all agencies
- Industry updates
#### What to Ask Them to Share
- Marketing plans
- **Why?** We can see holistically what’s slated for the year and not just what we have planned.
- Media/PR calendars
- **Why?** We know when things are going to market which could provide good insight into marketing strategies and reporting nuances.
- Creative concepts/deliverables (if it’s an advertising/creative agency).
- **Why?** If you’re working with an agency that generates content, see if you could offer support for new initiatives.
- **Why #2?** There may be opportunities to connect better to advertising campaigns and allows us to be aware of changes in brand messaging/priorities.
- Reporting (if you’re working with a media team or social media team)
- **Why?** See if there’s any inconsistencies between our reporting or uncover insights we wouldn’t normally know about.
- If you don’t already regularly send reporting to agency partners, it’s best to first get your client’s permission to share this information. Sometimes there may be information in our reports that a client may not want shared outside of the immediate partnership.
### Presenting Together
- If you’re working on a larger strategic presentation together, open lines of communication are essential so it doesn’t feel siloed to the client.
- Align on content and responsibilities from the onset. Determine who the “lead” agency is if the client didn’t decide that for you (lead = main client contact for questions, scheduling, presenting logistics, etc.).
- If possible, use a shared G-slides document (avoids formatting inconsistencies, can collaborate in real-time). IF sharing documents, refrain from having any confidential information in slides’ notes sections.
- Just like you would have a presentation run-through with the internal team, have one with the IAT.
- If agencies are local, try to meet face to face at least once during the creation of the presentation. It will better prepare you for the client meeting.
- Align on roles and responsibilities of how you’re presenting: who’s introducing, who’s taking which slides, who’s wrapping up, etc.
As you can see, building relationships with agency partners is very similar to building relationships with clients or even other internal stakeholders at your company. It’s important to clearly understand who is doing what to help manage expectations across agencies, and for clients.
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## Dial in your data.
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### Market Insights
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# SEO
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[](https://www.seerinteractive.com/insights/identify-regional-opportunities-for-international-seo-with-seersignals)
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[Maximizing Your ROI: How Strategic Preparation Led to My Successful Internship \\| Seer Interactive](https://www.seerinteractive.com/insights/maximizing-your-roi-how-strategic-preparation-led-to-my-successful-internship)
[SEO](https://www.seerinteractive.com/insights/tag/seo)
[](https://www.seerinteractive.com/insights/preparing-for-the-next-wave-of-google-algorithm-updates-predictive-seo-strategies)
[Preparing for the Next Wave of Google Algorithm Updates: Predictive SEO Strategies \\| Seer Interactive](https://www.seerinteractive.com/insights/preparing-for-the-next-wave-of-google-algorithm-updates-predictive-seo-strategies)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
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[](https://www.seerinteractive.com/insights/how-generative-ai-is-transforming-seo-content-creation-in-2024)
[How Generative AI is Transforming SEO Content Creation in 2024 \\| Seer Interactive](https://www.seerinteractive.com/insights/how-generative-ai-is-transforming-seo-content-creation-in-2024)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
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[](https://www.seerinteractive.com/insights/optimizing-for-bings-ai-powered-search)
[Optimizing for Bing’s AI-Powered Search \\| Seer Interactive](https://www.seerinteractive.com/insights/optimizing-for-bings-ai-powered-search)
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[](https://www.seerinteractive.com/insights/how-seer-is-integrating-ai-into-our-seo-paid-search-analytics-and-creative-offering)
[Making AI Work for Marketing Teams: What We’ve Learned (So Far)](https://www.seerinteractive.com/insights/how-seer-is-integrating-ai-into-our-seo-paid-search-analytics-and-creative-offering)
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[](https://www.seerinteractive.com/insights/voice-search-optimization-3-ai-driven-opportunities-for-2025)
[Voice Search Optimization: 3 AI Driven Opportunities for 2025](https://www.seerinteractive.com/insights/voice-search-optimization-3-ai-driven-opportunities-for-2025)
[SEO](https://www.seerinteractive.com/insights/tag/seo) /
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[](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
[What is Generative Engine Optimization (GEO) & how does it impact SEO?](https://www.seerinteractive.com/insights/what-is-generative-engine-optimization-geo)
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[](https://www.seerinteractive.com/insights/what-is-google-discover-how-do-you-optimize-for-it)
[What is Google Discover & How Do I Optimize for it? \\| Seer Interactive Insights](https://www.seerinteractive.com/insights/what-is-google-discover-how-do-you-optimize-for-it)
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[](https://www.seerinteractive.com/insights/what-is-search-intent)
[What is Search Intent? \\| Seer Interactive](https://www.seerinteractive.com/insights/what-is-search-intent)
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[](https://www.seerinteractive.com/insights/why-the-google-algorithm-leak-ai-arent-changing-my-seo-strategy)
[Why the Google Algorithm Leak & AI Aren’t Changing My SEO Strategy](https://www.seerinteractive.com/insights/why-the-google-algorithm-leak-ai-arent-changing-my-seo-strategy)
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[](https://www.seerinteractive.com/insights/customgpts-for-content-review)
[Using CustomGPTs for Content Review \\| Seer Interactive](https://www.seerinteractive.com/insights/customgpts-for-content-review)
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# innovation
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[](https://www.seerinteractive.com/insights/how-to-build-an-innovative-marketing-team)
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[innovation](https://www.seerinteractive.com/insights/tag/innovation)
[](https://www.seerinteractive.com/insights/reinstituting-culture-of-seo-testing-and-innovation)
[Reinstituting a Culture of SEO Testing & Innovation \\| Seer Interactive](https://www.seerinteractive.com/insights/reinstituting-culture-of-seo-testing-and-innovation)
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[Is Your eCommerce Strategy Ready for Visual Search? \\| Seer Interactive](https://www.seerinteractive.com/insights/is-your-ecommerce-strategy-ready-for-visual-search)
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[](https://www.seerinteractive.com/insights/product-knowledge-panel-optimization)
[Product Knowledge Panels & How to Optimize for Them \\| Seer Interactive](https://www.seerinteractive.com/insights/product-knowledge-panel-optimization)
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# More ImportXML Cookbooks
[SEO](https://www.seerinteractive.com/insights/tag/seo)
May 9, 2012
**5 Scrapers for the price of 1 blog post!** Here's a new collection of _**64**_ new ImportXML formulas and 5 spreadsheets to jump start your scrape-fest.
I wanted to update my original [ImportXML Cookbook](https://www.seerinteractive.com/insights/importxml-cookbook \"ImportXML Cookbook\") post so I recently [asked twitter](https://twitter.com/#!/djchrisle/status/198795240243601409) for requests (DJ Chris Le.. get it?! HAhaha ah h ... ok, nevermind.) The majority of requests were for social. No surprise, right? Well, here they all are! **Let's get cooking!**
## Preparations
1\\. You'll need a new [Google Docs Spreadsheet](https://docs.google.com/ \"Google Docs\")
2\\. In cell A1, type in the URL you want to scrape.
3\\. In any other cell copy-and-paste the recipe. Press enter.
**Noob tip**: Use the example sheets as your starting point. **Pro tip**: Use these recipes on any existing Google Doc! No code. Made with 100% pure formulas.
## Quora: Followers of a Topic
[Try the Quora starter spreadsheet](https://docs.google.com/spreadsheet/ccc?key=0Aim8AmgfOwzDdDJ1UUQ5bUdycVVWSkk1VzEwejV4Zmc&usp=sharing)
First up, by request (@dan\\_shure): Quora! The best way to get this URL is simply to find the topic on Quora, clicking on to followers and then cutting and pasting that URL into A1.
**Example URL for cell A1:** `http://www.quora.com/Search-Engine-Optimization-SEO/followers`
**User's name** `=ImportXML(A1, \"//a[@class='user']\")`
**URL to user's profile** `=ImportXML(A1, \"//a[@class='user']/@href\")`
**Number of answers** `=ImportXML(A1, \"//a[contains(@href, 'answers')]\")`
**(Pro tip):** **To get around Google Doc's 50 ImportXML limit** convert cells into values. First, select a bunch of cells, then hit copy, and then \"paste as values.\"
This will permanently record the result into the cell and free up some ImportXMLs for you. I usually leave one row untouched so that I can use it later to get more data before converting those into data.
## Quora: User Profiles
**Example URL for cell A1** `http://www.quora.com/Ian-Lurie`
**Photo** `=ImportXML(A1, \"//meta[@property='og:image']/@content\")`
**Name** `=ImportXML(A1, \"//meta[@property='og:title']/@content\")`
**Twitter profile** `=ImportXML(A1, \"//a[@class='sn_icon' and contains(@href, 'twitter.com')]/@href\")`
**Facebook profile** `=ImportXML(A1, \"//a[@class='sn_icon' and contains(@href, 'facebook.com')]/@href\")`
**Self description** `=ImportXML(A1, \"//meta[@property='og:description']/@content\")`
**Canonical URL on Quora** `=ImportXML(A1, \"//link[@rel='canonical']/@href\")`
**RSS feed on Quora** `=ImportXML(A1, \"//link[@rel='alternate']/@href\")`
**Topics** `=ImportXML(A1, \"//a[@class='topic_name']//span[@class='name_text']/span\")`
**Number of followers** `=ImportXML(A1, \"//a[@class='link_label' and contains(@href, 'followers')]/span\")`
**Number of topics** `=ImportXML(A1, \"//a[@class='link_label' and contains(@href, 'topics')]/span\")`
**Number of questions** `=ImportXML(A1, \"//a[@class='link_label' and contains(@href, 'questions')]/span\")`
**Number of answers** `=ImportXML(A1, \"//a[@class='link_label' and contains(@href, 'answers')]/span\")`
**Number of edits** `=ImportXML(A1, \"//a[@class='link_label' and contains(@href, 'log')]/span\")`
## Quora: User's Followers
**Example URL for cell A1** `http://www.quora.com/Ian-Lurie/followers`
**User's name** `=ImportXML(A1, \"//a[@class='user']\")`
**URL to user's profile** `=ImportXML(A1, \"//a[@class='user']/@href\")`
**Number of answers** `=ImportXML(A1, \"//a[contains(@href, 'answers')]\")`
## Reddit
[Reddit scraper starter spreadsheet](https://docs.google.com/spreadsheet/ccc?key=0Apam75iNJI9idDliWDU2dXRJN09DQTQ0VE9JSUZNUFE)
The URL for Reddit is best typed in manually instead of copying what you see in your browser. Replace \"importxml\" in the URL with your own search term.
**Example URL for cell A1** `http://www.reddit.com/search?q=importxml&sort=new`
**Title** `=ImportXML(A1, \"//p[@class='title']/a\")`
**URL** `=ImportXML(A1, \"//p[@class='title']/a/@href\")`
**Submitted on (as UTC)** `=ImportXML(A1, \"//p[@class='title']/../p[@class='tagline']/time/@title\")`
**Author URL** `=ImportXML(A1, \"//p[@class='title']/../p[@class='tagline']/a[@href][1]/@href\")`
**Posted to** `=ImportXML(A1, \"//p[@class='title']/../p[@class='tagline']/a[@href][2]/@href\")`
## Topsy
[Topsy scraper starter spreadsheet](https://docs.google.com/a/seerinteractive.com/spreadsheet/ccc?key=0Apam75iNJI9idHByeldMX2xPOFhJaVJuSHQzMlBQVlE#gid=0)
**Example URL for cell A1** `http://topsy.com/s?q=importxml`
**Title** `=ImportXML(A1, \"//h3[@class='title']\")`
**URL** `=ImportXML(A1, \"//h3[@class='title']/a/@href\")`
**Tweeted by name** `=ImportXML(A1, \"//div[@class='author-bar']/a\")`
**Tweet** `=ImportXML(A1, \"//span[contains(@class, 'twitter-post-text')]\")`
**Original tweet URL** `=ImportXML(A1, \"//div[@class='actions']/a[contains(@class, 'date-link')]/@href[1]\")`
**Trackback count** `=ImportXML(A1, \"//div[@class='actions']/a[contains(@class, 'trackback-link')]\")`
## Topsy: Twitter Trackback
[Stats on Influential people who RT'ed you spreadsheet](https://docs.google.com/a/seerinteractive.com/spreadsheet/ccc?key=0Apam75iNJI9idGJTLXlhdWUwMlg2UHp0YkxKdm9JcEE#gid=0)
This is where the fun really is. Combine lots of these ImportXML's to make some really great spreadsheets. This was fun. First, find the page you want to get trackbacks on, copy that URL into A1 and get going!
**Example URL for cell A1** `http://topsy.com/www.seerinteractive.com/blog/importxml-cookbook`
**Posts count** `=ImportXML(A1, \"//div[@class='retweet-button-box']/span[@class='count']\")`
**Tags list** `=ImportXML(A1, \"//ul[@class='tags-list']/li[@class='tag']\")`
**Related (influential): twitter name** `=ImportXML(A1, \"//span[@class='author-bar']/*[contains(text(), 'Influential')]/../a\")`
**Related (influential): tweet** `=ImportXML(A1, \"//span[@class='author-bar']/*[contains(text(), 'Influential')]/../../span[@class='twitter-post-text']\")`
**Related (influential): tweet date** `=ImportXML(A1, \"//span[@class='author-bar']/*[contains(text(), 'Influential')]/../../../div[@class='actions']/a[contains(@class, 'date-link')]\")`
**Related (influential): tweet URL** `=ImportXML(A1, \"//span[@class='author-bar']/*[contains(text(), 'Influential')]/../../../div[@class='actions']/a[contains(@class, 'date-link')]/@href\")`
**Related posts: twitter name** `=ImportXML(A1, \"//div[@class='twitter-post-big']//a[contains(@class, 'author-link')]\")`
**Related posts: tweet** `=ImportXML(A1, \"//div[@class='twitter-post-big']//span[contains(@class, 'twitter-post-text')]\")`
**Related posts: tweet date** `=ImportXML(A1, \"//div[@class='twitter-post-big']//div[contains(@class, 'actions')]/a[contains(@class, 'date-link')]\")`
**Related posts: tweet URL** `=ImportXML(A1, \"//div[@class='twitter-post-big']//div[contains(@class, 'actions')]/a[contains(@class, 'date-link')]/@href\")`
**(Pro tip)**: **Interested in [stalking people for links](https://www.slideshare.net/wilreynolds/stalking-for-links)?**(Links to slide deck by [@wilreynolds](https://www.twitter.com/wilreynolds))
Combine these ones with ImportXMLs from Twitter to devastating effect. Use Google Docs automate your hit list. You can be creepy _and_ efficient!
## LinkedIn: User's profile
Here are some updates to the original LinkedIn ImportXML formulas from the first ImportXML Cookbook.
**Example URL for cell A1** `http://www.linkedin.com/in/wilreynolds`
**Current** `=ImportXML(A1, \"//dd[@class='summary-current']//ul[@class='current']/*\")`
**Number of connections** `=ImportXML(A1, \"//dd[@class='overview-connections']//strong\")`
**Profile summary** `=ImportXML(A1, \"//p[@class=' description summary']\")`
## Twitter
Again are some more updates and additions to the original formulas from the first ImportXML Cookbook.
**Example URL for cell A1** `http://www.twitter.com/djchrisle`
**Bio** `=ImportXML(A1, \"//span[@class='bio']\")`
**Location** `=ImportXML(A1, \"//span[@class='adr']\")`
**Website** `=ImportXML(A1, \"//a[@class='url' and @rel='me nofollow']/@href\")`
**Following** `=ImportXML(A1, \"//span[@id='following_count']\")`
**Following** `=ImportXML(A1, \"//span[@id='follower_count']\")`
**Lists count** `=ImportXML(A1, \"//span[@id='lists_count']\")`
**Number of Tweets** `=ImportXML(A1, \"//span[@id='update_count']\")`
**Randomly selected followed names** `=ImportXML(A1, \"//div[@id='following_list']/span/a/@title\")`
**Randomly selected followed URLs (add http://twitter.com)** `=ImportXML(A1, \"//div[@id='following_list']/span/a/@href\")`
**RSS Feed of tweets** `=ImportXML(A1, \"//div[@id='rssfeed']/*[contains(@href, 'statuses')]/@href\")`
**RSS Feed of favorites** `=ImportXML(A1, \"//div[@id='rssfeed']/*[contains(@href, 'favorites')]/@href\")`
**Tweets (recent)** `=ImportXML(A1, \"//span[@class='status-body']//span[@class='status-content']\")`
**Tweets (timestamp)** `=ImportXML(A1, \"//span[@class='status-body']//span[@class='published timestamp']/@data\")`
**Users recently mentioned in tweets** `=ImportXML(A1, \"//span[@class='entry-content']/a[@class='tweet-url username']\")`
## Google Insights
[Google Insights scraper starter spreadsheet](https://docs.google.com/a/seerinteractive.com/spreadsheet/ccc?key=0Apam75iNJI9idGdHbTdUUDgxSVZGZnQydU5lZ2JBdVE#gid=0) (say that 3 times fast)
And the last song for tonight, this one goes out to @dsottimano and @dohertyjf! Google Insights!
**Example URL for cell A1** `http://www.google.com/insights/search/overviewReport?q=seo%20company&content=1`
**Headline Trends** `=ImportXML(A1, \"//td[@class='trends-headline-headline']/a\")`
**Headline Trends URLs** `=ImportXML(A1, \"//td[@class='trends-headline-headline']/a/@href\")`
**Rising search terms** `=ImportXML(A1, \"//div[@id='overviewRisingSearchesDiv']/table/tr[2]//table[@class='trends-table-data']/tr/td[2]/a[1]\")`
**Rising search percent** `=ImportXML(A1, \"//div[@id='overviewRisingSearchesDiv']/table/tr[2]//table[@class='trends-table-data']/tr/td[3]\")`
**Top search terms** `=ImportXML(A1, \"//div[@id='overviewTopSearchesDiv']/table/tr[2]//table[@class='trends-table-data']/tr/td[2]/a[1]\")`
Trivia: The trick to finding this one is that the content is loaded when you specify the query string \"content=1.\" By turning on \"Log XMLHttpRequests\" in Chrome's Inspect Elements window, you can watch JavaScript make AJAX calls and then start figuring out the right URLs to make calls to.
### OMG! Epic! Here's more Google Docs insanity from SEER:
[Visualize Your Backlinks with Google Fusion Tables](https://www.seerinteractive.com/insights/visualize-your-backlinks-with-google-fusion-tables \"Visualize Your Backlinks with Google Fusion Tables\") (May, 2012) [Google Search Scraper](https://www.seerinteractive.com/insights/google-scraper-in-google-docs-update \"Google Scraper in Google Docs (Update)\") (February, 2012) [SEOmoz Data for Google Docs](https://www.seerinteractive.com/insights/seomoz-data-for-google-docs \"SEOmoz data for Google Docs\") (February, 2012) [(Not Provided) Report in Google Docs](https://www.seerinteractive.com/insights/not-provided-report \"(Not Provided) Report In Google Docs\") (November, 2011) [ImportXML Cookbook 1](https://www.seerinteractive.com/insights/importxml-cookbook \"ImportXML Cookbook\") (September, 2011)
### Want more?
(Shameless plug) Talk to me on Twitter [@djchrisle](https://www.twitter.com/djchrisle). I take requests and birthday shout-outs :-D
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# Coronavirus’ Impact on Digital Analytics
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
Mar 9, 2020
With [coronavirus’ spread increasing](https://www.washingtonpost.com/world/2020/03/06/coronavirus-live-updates/), it is truly having an impact on multiple facets of life for people, and digital analytics is no exception. With this post, I’ll give you a few examples of quick tips you can use to ensure your data is as accurate as possible, and you are well prepared to maintain an accurate view of your data at this time.
_If you are more interested in the impact on search (SEO/PPC), check out [Seer’s blog post here](https://www.seerinteractive.com/insights/news-trend-serp-shifter-coronavirus)._
* * *
### Quick Tip \\#1 - Regional Benchmarking
As the situation [continues to shift](https://gisanddata.maps.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6), an important thing to keep an eye on is any type of regional impact. We would naturally expect any type of international targeting, or regional data to shift along with the situation.
Given this, it’s important to be cognizant of:
1. The most important regional areas for your business
2. What current targeting you have set regionally
3. Keeping an eye on regional data to see any notable traffic, engagement and conversion shifts
Using a data visualization tool like [Data Studio](https://www.seerinteractive.com/insights/google-data-studio-tutorial), you could easily set-up some regional data visualizations to benchmark country, region, and city data at a period over period, and year over year perspective.
Theoretically, you could also use [custom dimensions](https://www.seerinteractive.com/insights/custom-dimensions-ga360) to send a “coronavirus location-based status” custom dimension based on regional-data for the user’s session, but this would require some type of tool in look-up location information in [Google Tag Manager](https://www.seerinteractive.com/insights/what-is-gtm-what-does-it-do), so this is mainly an idea in theory right now.
**Takeaway: Set-up a quick system to begin benchmarking your regional data depending on how the status of the situation shifts.**
### Quick Tip \\#2 - In-Person Event-Based Benchmarking
Coronavirus is forcing companies to [cancel events](https://www.barrons.com/articles/coronavirus-is-forcing-companies-to-cancel-conferences-51583147701) all over the country, and perhaps even [2020’s Olympics](https://www.washingtonpost.com/outlook/2020/03/05/will-coronavirus-cancel-olympics-other-big-sporting-events/).
So, if your company has had to cancel events in a similar fashion, what can you do to estimate impact?
The best way to be able to measure the impact would be if you have historical data if this event was run in the past (this assumes that the event is recurring, perhaps on an annual or quarterly basis, and not a one-off event). Given this, the best bet if you have this historical data would be to:
1. Pull the full historical data for as many years as possible based on traffic, engagement and conversion/revenue/etc.
2. Average out this information, unless more recent years are a truer projected picture of the cancelled 2020 event.
3. Use this information to _estimate the projected loss of traffic, engagement, conversions/revenue_ based on the impact.
If you historically haven’t had a good benchmark of in-person event data, ensure you are [set-up to properly measure this data](https://www.seerinteractive.com/insights/how-to-measure-offline-advertising-with-google-analytics) in the first place.
**Takeaway: If you’ve had an event canceled, or think you may - use this data to have a clear view of the impact (or potential) on your data.**
### Quick Tip \\#3 - Increased Work from Home = Update Your IP Filters!
As [work from home becomes more prominent](https://www.buzzfeednews.com/article/alexkantrowitz/the-coronavirus-is-forcing-techies-to-work-from-home-some) given precautions and potential isolation, it’s important to maintain an accurate view of your data, and update your [IP-based filters](https://www.seerinteractive.com/insights/excluding-internal-traffic-from-ga) (also recommended as a result of Google Analytics' [recent service provider change](https://www.seerinteractive.com/insights/deprecating-network-domain-service-provider)).
This will ensure that you have the most accurate view of your data possible. If your colleagues (or vendors you work with!) aren’t sure how to find their home IP address, they can simply [visit this site](https://whatismyipaddress.com/) to provide you with their IP address.
**Takeaway: IP-based filtering in Google Analytics views is always recommended. The current location-based situation of the coronavirus will inherently become more unpredictable as the location of users working shifts.**
## Recap: Quick Tips 1-3
To again emphasize, this is a quickly shifting situation, but as some immediate next steps, you can:
1. Benchmark your regional data
2. Benchmark any impact against cancelled events
3. Set-up additional work from home based IP filters for your data
These three steps will put you in an improved situation to have cleaner data and a better view of the current impact of coronavirus on your digital analytics overall.
If you have any additional thoughts or questions, please feel free to add them below.
* * *
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[\\[SEER Event\\] Marketing Analytics: Proving and Improving Online Performance](https://www.seerinteractive.com/insights/seer-event-marketing-analytics-proving-and-improving-online-performance)
[Analytics](https://www.seerinteractive.com/insights/tag/analytics) /
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[](https://www.seerinteractive.com/insights/book-report-quiet-the-power-of-introverts)
[Book Report: Quiet ,The Power of Introverts…](https://www.seerinteractive.com/insights/book-report-quiet-the-power-of-introverts)
[SEO](https://www.seerinteractive.com/insights/tag/seo)
[](https://www.seerinteractive.com/insights/best-ways-to-exclude-internal-traffic-in-google-analytics)
[Best Ways to Exclude Internal Traffic in Google Analytics](https://www.seerinteractive.com/insights/best-ways-to-exclude-internal-traffic-in-google-analytics)
[SEO](https://www.seerinteractive.com/insights/tag/seo)
[](https://www.seerinteractive.com/insights/mastering-ppc-make-the-case-for-mobile-ppc)
[Mastering PPC: Make The Case For Mobile PPC](https://www.seerinteractive.com/insights/mastering-ppc-make-the-case-for-mobile-ppc)
[SEO](https://www.seerinteractive.com/insights/tag/seo)
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[](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
[INTEGRATED MARKETING](https://www.seerinteractive.com/insights/tag/integrated-marketing)
[Making Sense of AI in Analytics: How AI Models are Powering Today’s Digital Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
[](https://www.seerinteractive.com/insights/google-ai)
[AI](https://www.seerinteractive.com/insights/tag/ai)
[Is Google Poised to Take the Lead in AI? \\| Seer Interactive](https://www.seerinteractive.com/insights/google-ai)
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[](https://www.seerinteractive.com/insights/categorize-keywords-guide-with-chatgpt)
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[Categorize Keywords with Chat GPT \\| Seer Interactive](https://www.seerinteractive.com/insights/categorize-keywords-guide-with-chatgpt)
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[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[10 Signs a Paid Social Campaign is Right for You \\| Seer Interactive](https://www.seerinteractive.com/insights/10-signs-a-paid-social-campaign-is-right-for-your-business)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
[Using AI to Produce Animated Ads 42% Faster Than Manual Processes \\| Seer Interactive](https://www.seerinteractive.com/insights/using-ai-to-produce-animated-ads-42-percent-faster-than-manual-processes)
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media) /
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[](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
[AI + TECH](https://www.seerinteractive.com/insights/tag/ai-+-tech)
[Making Sense of AI in Analytics: How AI Models are Powering Today’s Digital Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/making-sense-of-ai-in-analytics-how-ai-models-are-powering-todays-digital-marketers)
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[CATEGORY](https://www.seerinteractive.com/insights/tag/category)
[STUDY: What Drives Brand Mentions in AI Answers?](https://www.seerinteractive.com/insights/what-drives-brand-mentions-in-ai-answers)
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[iframe](about:blank)[iframe](https://platform.twitter.com/widgets/widget_iframe.2f70fb173b9000da126c79afe2098f02.html?origin=https%3A%2F%2Fwww.seerinteractive.com)# Paid Media
Market-savvy strategists leverage leading technology to build integrated media plans that drive revenue growth.
[Let's Talk](https://www.seerinteractive.com/contact) [See our Work](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
\\[ WE GET RESULTS \\]
+20%
Average growth in conversion volume within first 6 months\\*
-15%
Average improvement in cost-per-action (CPA) within first 6 months
95%
Client retention rate
\\*factoring out any supplemental ad spend impact
Drive Performance from Your Paid Media
Maximize Marketing ROI with Analytics & AI
We harness the power of advanced data analytics and AI to optimize your marketing strategies. Seer ensures that clients can maximize their ad spend and improve overall campaign performance.
- Predictive Models for Market Trends
- Automated Bid & Budget Management
- Offline Conversion Tracking
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Paid Media Strategy Boosts Conversions + 171% MoM
A series of paid media tests, creative refresh and Smart Bidding exceeded conversions by +171% MoM.
[View Case Study](https://www.seerinteractive.com/work/case-studies/human-march-2024/)
Unify Your Marketing for Stronger Impact Across All Channels
An integrated approach makes sure all of your marketing efforts deliver your message loud and clear. We create greater alignment across all channels to amplify campaign performance, driving revenue growth. We develop integrated strategies with a holistic approach:
- Goal Alignment
- Market & Audience Research
- Creative Strategy & Journey Mapping
- Media and Channel Planning
- Multi-Channel Reporting:
- Optimization & A/B Testing
Paid Media Strategy Boosts Growth 12% YoY
An innovative approach boosted leads by 103% exceeding aggressive goals.
[View Case Study](https://www.seerinteractive.com/work/case-studies/latham-march-2024/)
Innovation Staves Off Stagnation with Refreshing Results
A technology-forward approach not only revitalizes campaigns, but offers a competitive advantage, helping you pull ahead in a crowded market.
- Creative / Strategic Refresh
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TV Impact Test Leads to 69% Increase in Paid Media Conversions
A strategic look at real-time TV ad insights paved a path to optimize Paid campaigns, boosting conversions, search performance and maximizing spend.
[View Case Study](https://www.seerinteractive.com/work/case-studies/analytics-ppc-tv-test-leads-to-69-increase-in-conversions)
Full Spectrum Strategies, Full Throttle Results
Obsessed with Performance
We leverage advanced data analytics and AI-driven predictive models for continuous campaign optimization.
Integrated Marketing Approach
We offer a full spectrum of paid media services, including search, social, display, video programmatic ads, and more. The result is a cohesive media plan that drives revenue growth. We can support your needs as you grow.
Challenge the Status Quo
Innovative strategies and cutting-edge technology deliver undeniable results. By embracing new methodologies, we help you stay ahead of industry trends and sustain success.
Our Partners and Platforms Help Us Provide Top Tier Paid Media Services
Core Paid Media Deliverables
Feed Optimization
Account Audits
KPI Benchmarking
A/B Testing
Competitive Analysis
Keyword, Ad, Audience & Landing Page Analyses
Fatigue Analysis
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[Explore All Case Studies](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
[](https://www.seerinteractive.com/work/case-studies/youthbuild-march-2024/)
[Paid Media Overhaul Increases Applications by 67%](https://www.seerinteractive.com/work/case-studies/youthbuild-march-2024/)
[Paid Media](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
[](https://www.seerinteractive.com/work/case-studies/human-march-2024/)
[Paid Media Test & Refresh Boosts Conversions +171% MoM](https://www.seerinteractive.com/work/case-studies/human-march-2024/)
[Paid Media](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
[](https://www.seerinteractive.com/work/case-studies/latham-march-2024/)
[Paid Media Strategy Boosts Growth 12% YoY](https://www.seerinteractive.com/work/case-studies/latham-march-2024/)
[Paid Media](https://www.seerinteractive.com/work/case-studies/tag/paid-media)
As a client, the most fruitful results are those which allow you to get more bang for the buck—leverage your precious spend for greater efficiency and results… Seer did exactly that.
Leslie Adkins, Vice President of Marketing, Trex Company Inc.
Got a problem to solve?
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[](https://www.seerinteractive.com/insights/looking-back-on-year-one-as-seers-community-impact-manager)
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[Organizing Volunteer Events for a Remote Company \\| Seer Interactive](https://www.seerinteractive.com/insights/volunteer-events-remote-first-company)
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[](https://www.seerinteractive.com/insights/building-community-impact-program)
[Building a Community Impact Program \\| Seer Interactive](https://www.seerinteractive.com/insights/building-community-impact-program)
[Inside Seer](https://www.seerinteractive.com/insights/tag/inside-seer) /
[community](https://www.seerinteractive.com/insights/tag/community)
[](https://www.seerinteractive.com/insights/skills-based-volunteering)
[10 Ways to Give Back & Gain Experience with Skills-Based Volunteering \\| Seer Interactive Insights](https://www.seerinteractive.com/insights/skills-based-volunteering)
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[](https://www.seerinteractive.com/insights/4-seo-tips-for-small-nonprofits)
[4 SEO Tips for Small Nonprofits](https://www.seerinteractive.com/insights/4-seo-tips-for-small-nonprofits)
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[Tutorials](https://www.seerinteractive.com/insights/tag/tutorials) /
[community](https://www.seerinteractive.com/insights/tag/community)
[](https://www.seerinteractive.com/insights/announcing-seerfest-2019)
[Seerfest 2019: We’re Coming for You, Philly](https://www.seerinteractive.com/insights/announcing-seerfest-2019)
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[Insights](https://www.seerinteractive.com/insights) / Consulting
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[](https://www.seerinteractive.com/insights/why-the-google-algorithm-leak-ai-arent-changing-my-seo-strategy)
[Why the Google Algorithm Leak & AI Aren’t Changing My SEO Strategy](https://www.seerinteractive.com/insights/why-the-google-algorithm-leak-ai-arent-changing-my-seo-strategy)
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[](https://www.seerinteractive.com/insights/were-not-experts-were-collaborators)
[We’re not Experts - We’re Collaborators](https://www.seerinteractive.com/insights/were-not-experts-were-collaborators)
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[](https://www.seerinteractive.com/insights/consulting-skills-how-to-build-rapport-in-the-workplace)
[Consulting Skills: How to Build Rapport in the Workplace](https://www.seerinteractive.com/insights/consulting-skills-how-to-build-rapport-in-the-workplace)
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[](https://www.seerinteractive.com/insights/driving-ai-innovation-via-learning-anddevelopment-seers-ai-policy)
[Driving AI Innovation via Learning & Development: Seer’s AI Policy \\| Seer Interactive](https://www.seerinteractive.com/insights/driving-ai-innovation-via-learning-anddevelopment-seers-ai-policy)
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# 40 Ways to Use SEMrush to Get the SEO Data You Need
[SEO](https://www.seerinteractive.com/insights/tag/seo)
Mar 17, 2016
SEMrush is powerful, versatile and all things considered, remarkably accurate. With that being said, SEMrush’s advanced features can be both a gift and a curse. With advanced functionality often comes complexity and it’s fairly easy to get lost in SEMrush’s broad array of features.
This guide will serve as a walk through of SEMrush’s most useful ones. I’ve broken the guide into five parts: organic rankings, keyword research, mobile user experience, competitor insights, and backlink data. Under these five topics, I’ve included how-tos on features in SEMrush to use in relation topic for your SEO endeavors.
### [Organic Rankings](https://www.seerinteractive.com/insights/semrush\\#organicrankings):
- [Find all of a website’s rankings](https://www.seerinteractive.com/insights/semrush#findallofawebsitesrankings)
- [Find all of a subdomain’s rankings](https://www.seerinteractive.com/insights/semrush#findallofasubdomainrankings)
- [Find all of a specific page’s rankings](https://www.seerinteractive.com/insights/semrush#findallofaspecificpagesrankings)
- [Find all of a subfolder’s rankings](https://www.seerinteractive.com/insights/semrush#findallasubfoldersrankings)
- [Find rankings for all URLs with a specific word/phrase in them](https://www.seerinteractive.com/insights/semrush#URLphrase)
- [Find HTTPS pages that are ranking](https://www.seerinteractive.com/insights/semrush#HTTPSrankings)
- [Find pages ending with a specific file type suffix](https://www.seerinteractive.com/insights/semrush#pagessuffix)
- [Find pages ranking in a certain position](https://www.seerinteractive.com/insights/semrush#pagesrankingsposition)
- [Find pages ranking in a range of positions](https://www.seerinteractive.com/insights/semrush#pagesrange)
- [Find ranking and all of the above information in another country](https://www.seerinteractive.com/insights/semrush#international)
- [Find US-based Bing rankings](https://www.seerinteractive.com/insights/semrush#Bing)
- [Find historical ranking data](https://www.seerinteractive.com/insights/semrush#historicalrankings)
### Keyword Research:
- [Find rankings for a specific keyword](https://www.seerinteractive.com/insights/semrush#KWresearch)
- [Find keyword suggestions for keyword research](https://www.seerinteractive.com/insights/semrush#KWsuggestions)
- [Find keywords with a specific number of search results](https://www.seerinteractive.com/insights/semrush#specificnumber)
- [Find keywords with/without a specific word in them](https://www.seerinteractive.com/insights/semrush#word)
- [Find keywords with a specific MSV](https://www.seerinteractive.com/insights/semrush#MSV)
- [Find keywords with a specific range of MSVs](https://www.seerinteractive.com/insights/semrush#range)
- [Find keywords with a specific word count](https://www.seerinteractive.com/insights/semrush#wordcount)
- [Find a site’s estimated organic traffic history](https://www.seerinteractive.com/insights/semrush#estimatedtraffic)
### Competitor Insights:
- [Find out who your search competitors are](https://www.seerinteractive.com/insights/semrush#competitorsare)
- [Compare rankings for 5 domains at once](https://www.seerinteractive.com/insights/semrush#5domains)
### Mobile User Experience:
- [Find out how many of a domain’s pages are not mobile-friendly](https://www.seerinteractive.com/insights/semrush#mobilefriendly)
- [Mobile Data](https://www.seerinteractive.com/insights/semrush#mobiledata)
### Backlink Data:
- [Find all backlinks to an entire site (root domain, including all subdomains)](https://www.seerinteractive.com/insights/semrush#bentiresite)
- [Find all backlinks to a domain (excluding all subdomains)](https://www.seerinteractive.com/insights/semrush#bdomain)
- [Find all backlinks to a specific subdomain](https://www.seerinteractive.com/insights/semrush#bspecificdomain)
- [Find all backlinks to a specific URL](https://www.seerinteractive.com/insights/semrush#URLb)
- [Find how many other internal/external links (to any site/page) are on a source URL](https://www.seerinteractive.com/insights/semrush#21)
- [Find the estimated age of a backlink](https://www.seerinteractive.com/insights/semrush#22)
- [Find backlinks with specific anchor text](https://www.seerinteractive.com/insights/semrush#23)
- [Include/Exclude just image backlinks](https://www.seerinteractive.com/insights/semrush#24)
- [Include/Exclude just nofollow backlinks](https://www.seerinteractive.com/insights/semrush#25)
- [Include/Exclude backlinks from a specific referring domain](https://www.seerinteractive.com/insights/semrush#26)
- [Include/Exclude from a specific domain suffix (ex: .edu)](https://www.seerinteractive.com/insights/semrush#27)
- [Analyze backlinks by IP address](https://www.seerinteractive.com/insights/semrush#28)
- [Find backlinks from a specific IP address](https://www.seerinteractive.com/insights/semrush#29)
- [Include/Exclude sitewide links (ex: footer or header placements)](https://www.seerinteractive.com/insights/semrush#29)
- [Find Backlink Anchor information](https://www.seerinteractive.com/insights/semrush#30)
- [Compare backlinks for up to 5 domains at once](https://www.seerinteractive.com/insights/semrush#31)
**_A couple tips before you get started:_**
Many of the following processes rely on adding filters in SEMrush and many of these filters can be combined to achieve much more specific results. Filters are added on top of each other, so if two filters are applied, the results will meet the criteria for Filter 1 AND Filter 2, not Filter 1 OR Filter 2.
In most cases you can change a filter from “include” to “exclude” and find the opposite of what you’re looking for. Any of this can be performed in Excel, but using SEMrush’s built-in functionality saves time and saves you from downloading enormous Excel files (which also preserves your download limit).
**_Want content like this delivered to your inbox? [Sign up](https://seer.is/1WtsIoJ) for Seer's newsletter_**
## Organic Rankings
This section uses resources from SEMrush’s Organic Research tab.
### Find all of a website’s rankings
Enter the root domain into SEMrush’s search bar. Do not include “http://” or “www.” else SEMrush will default to rankings for that specific page (more on this in a bit). Click on the Organic Research sidebar, which defaults to the ‘Positions’ submenu.
Scroll down to “Organic Search Positions” where you’ll see a comprehensive list of keywords, their search volumes, which of your pages rank and in what position (plus other relevant details).
### Find all of a subdomain’s rankings
Start with the same process as above. Under “Organic Search Positions” create a filter. To find out what pages on rcs.seerinteractive.com, a sub-domain of our main website, are ranking, we’ll select Include > URL > Containing > rcs.seerinteractive.com
You could also create the filter Include > URL > Begins with > rcs. This would be less specific, but helpful if you wanted to find rankings for multiple subdomains that began with the same string of text.
If your blog is located by itself on a subdomain, this is how you can find where your blog pages rank.
### Find all of a specific page’s rankings
In the search bar, enter the full page URL, including the HTTP prefix. SEMrush will recognize that you’ve entered a page URL and only show keywords/rankings for that URL.
### Find all a subfolder’s rankings (ex: blog, language)
Enter a root domain (ex: seerinteractive.com) into the search bar, then create a filter to find subfolders. There are a few ways to do this. If the subfolder is immediately after the root domain (Seer’s blog, for example), use Include > URL > Containing > seerinteractive.com/blog
If your subfolder is a level deeper, you can be more specific, such as Include > URL > Containing > seerinteractive.com/blog/seo
This is especially helpful for sites with blogs located in subfolders, or where localization occurs via language-based subfolders. (ex: seerinteractive.com/en/)
### Find rankings for all URLs with a specific word/phrase in them
Let’s say you want to find all URLs with a specific word in them, such as “seo.”
Create the filter: Include > URL > Containing > seo
If you have multiple subfolders across different URL structures, you can use this method to find their rankings. Say you have seerinteractive.com/philly/seo/ and seerinteractive.com/san-diego/seo/ and you want to find rankings for pages in those seo subfolders, but you don’t want to include pages outside those folders that might have seo in the URL (such as seerinteractive.com/blog/seo-tips/).
Create the filter: Include > URL > Containing > /seo/
### Find HTTPS pages that are ranking (cannot be done in SEMrush - must be done in Excel)
Unfortunately, SEMrush doesn’t display the HTTP prefix in their position results, and doesn’t allow you to filter via HTTP or HTTPS. However, when you export rankings into an Excel file, the URLs contain the HTTP header.
If you have a domain with some HTTP and some HTTPS pages you’ll need to export into a spreadsheet and sort/filter by URL.
### Find pages ending with a specific file type suffix
Say you want to find URLs that in a specific file type suffix, such as .html or .aspx. Create the filter: Include > URL > Ends with > .aspx
### Find pages ranking in a certain position
Maybe you’re interested in finding pages ranking in a certain position. Create the filter: Include > Pos. > Equals > 1
### Find pages ranking in a range of positions
Very often, I want to know where a site is ranking on page 1. Create the filter: Include > Pos. > Less than > 11
...or maybe on page 2…
Create two filters: Include > Pos. > Greater than > 10 and also Include > Pos. > Less than > 21.
### Find all this information in another country
What’s VERY cool about SEMrush is that for international SEO, you can find any of this information for different Google databases. Up top, select one of 28 different countries to see different results.
### Find US-based Bing rankings
SEMrush also lets you find US-based Bing rankings, although I’m inclined to believe their Bing index pales in comparison to their Google index (understandable). Per SEMrush, seerinteractive.com ranks for 10,781 keywords with Google US selected. Choosing Bing US indicates that it only ranks for 11 keywords. Suspect, indeed.
### Find historical ranking data
In addition to current rankings, SEMrush will show you historical rankings as well. In the top right corner, click the drop down next to the date and pick any one of the last six months to see historical rankings. You can then easily export this data into a spreadsheet and use VLOOKUP to evaluate historical position changes.
### Find a site’s estimated organic traffic history
SEMrush will show you a site’s estimated organic traffic based on rankings, but I take this metric with a grain of salt. It is, at best, an approximation given the available data and should be treated as such. You can use this to evaluate a competitor’s potential traffic, but it’s more useful in terms of traffic trends - a big drop could indicate that a site was affected by an algorithm change. Gains could suggest that a site has put greater emphasis on their SEO efforts or launched new campaigns to rank higher or rank for more keywords.
## Keyword Research
### Find rankings for a specific keyword
Type your desired keyword into the search bar up top and SEMrush will present detailed information about that keyword, including results 1-100.
### Find keyword suggestions for keyword research
Type your starting keyword into the search bar, scroll down to the “Phrase Match Keywords” section and click “View full report.”
This will show you other keywords containing the keyword you entered. This is by no means highly conclusive, but can give you a good starting point.
### Find keywords with a specific number of search results
This is probably one of SEMrush’s least used features, but it’s easy to find keywords with a certain number of total search results. Create the filter: Include > Results > (Greater than\\|Less than\\|Equal) > 6,000,000 (or whatever number you want).
### Find keywords with/without a specific word in them
Similar to URL, you can filter by keyword contents. You might want to find where a site ranks for queries containing the keyword “seo.” Create the filter: Include > Keyword > Word matching > seo.
This ensures the results will only include strings where “seo” is present as its own word, and not as part of another word. If you want to be less specific, you can create the filter: Include > Keyword > Containing > seo.
Other options include “Begins with” and “Ends with”
### Find keywords with a specific MSV
If you’re only interested in keywords with a certain monthly search volume, you can find those easily. Create the filter: Include > Volume > Equal > 18100.
### Find keywords with a specific range of MSVs
More realistically, you’re probably interested in keywords above a certain search volume. Create the filter: Include > Volume > Greater than > 50
You may also be interested in a range of search volumes. Create two filters:
Include > Volume > Greater than > 50
and
Include > Volume > Less than > 500
### Find keywords with a specific word count
All about those long-tail keywords, huh? Did you know you can sort by word length? Create the filter: Include > Number of words > Greater than > 3
## Competitor Insights
### Find out who your competitors are
By selecting the “Competitors” tab under “Organic Research” you can find all kinds of information about search competitors. If you’ve done your due diligence, you probably already know who a site’s competitors are. A college for example, might say “our competitors are University X, University Y and University Z.”
That’s great, and you could compare just those four sites, but looking at competitor data from SEMrush might also reveal that non-university websites such as U.S. News & World Report rank highly for education-related keywords. SEMrush will provide such data as:
- What other websites share common keywords.
- The percentage (and raw number) of keywords these other sites have in common.
- The total number of keywords other competitors rank for (including non-mutual keywords).
Clicking on any of these results will take you to SEMrush’s Domain vs. Domain analysis tool.
### Compare rankings for 5 domains at once
If you want to compare a website’s rankings to that of its competitors, Domain vs. Domain makes it very easy. This varies from the “Competitors” tab in that it allows you to select specific domains to compare.
First make sure you’ve selected “Advanced Mode” otherwise you’re limited to 3 domains. Next, enter the different domains into each box and click “Go.”
SEMrush will essentially perform a very basic gap analysis, identifying keywords where all of the domains rank, and reporting on what position each domain ranks in. It does not, however, tell you what URL is ranking for each domain, which makes it difficult to manually compare pages.
In order to get a more in depth look, you can still use SEMrush but will need to export rankings for each of the domains and use spreadsheets and VLOOKUP to compare URLs.
## Mobile User Experience
### Find out how many of a domain’s pages are not mobile-friendly.
Up top, next to the domain you’ve selected, you can switch between desktop and mobile rankings. Click on the mobile tab, which now presents several additional filter features. Create the following filter to find mobile-friendly pages: Include > URL type > mobile-unfriendly
\\*\\*At the time of this publishing, SEMrush was only able to report URLs that are mobile-unfriendly.\\*\\*
### Mobile Data
With the mobile tab, you can find all the same data as desktop EXCEPT number of results, keyword type and category. The mobile tab adds one additional feature, which is the mobile-friendly designation.
## Backlinks
All of the following features are located under SEMrush’s Backlinks tab.
### Find all backlinks to an entire site (root domain, including all subdomains)
Enter a site’s root domain into the search box and make sure the Root Domain box is selected below the search box. SEMrush will default to a snapshot overview page but by selecting the Backlinks submenu on the Backlinks sidebar you can see a full list of backlinks. This list operates similar to the Positions database and will find all of the backlinks to the root domain that SEMrush has in its index.
### Find all backlinks to a domain (excluding all subdomains)
By selecting the Domain box below the search bar, you can instruct SEMrush to exclude all subdomain backlinks. A word of caution: this will exclude backlinks to www. pages (since www. is a technically a subdomain).
### Find all backlinks to a specific subdomain
If you want to look at to a specific n subdomain, select the Domain box and enter that subdomain into the search bar. Do not include the HTTP header or SEMrush will default to backlinks for that specific page.
### Find all backlinks to a specific URL
Enter a specific page URL into the search bar. Including the HTTP header will instruct SEMrush to look at page-specific metrics.
### Find how many other internal/external links (to any site/page) are on a source URL
Within its list of backlinks, an interesting metric SEMrush provides is the number of internal and external links present on the source URL. A high volume of external links could be an indicator that the site is low-quality or directory-focused.
### Find the estimated age of a backlink
A common obstacle with backlink indexes is that they’re sometimes out of date. The First Seen and Last Seen columns can be useful to determine the estimated age of a backlink, although it’s still wise to use Screaming Frog’s custom search feature to crawl a list of backlink source pages and see if they’re still present.
### Find backlinks with specific anchor text
Say I want to find instances where external sites use specific anchor text. Create the filter: Include > Anchor > Exactly Matching > seo company
Unfortunately SEMrush does not allow you to sort anchor text using a “Containing” parameter, as that would be more useful than an exact match in most cases. The best bet here is to export a full list of backlinks and sort/filter using Excel.
### Include/Exclude just image backlinks
If you want to evaluate image backlinks only, create the filter: Include > Type > Image
### Include/Exclude just nofollow backlinks
Similar to image backlinks, you can create a filter for nofollow links, although you’ll probably want to exclude them. Create the filter: Exclude: Type > Nofollow.
### Include/Exclude backlinks from a specific referring domain
If you want to evaluate backlinks from a specific domain, create the filter: Include > Referring Domain > Exactly Matching > moz.com.
### Include/Exclude from a specific domain suffix (ex: .edu)
This is one of my very favorite backlink filters and has a ton of uses. Maybe you want to see how many backlinks a site has from .edu domains. Create the filter: Include > Zone > .edu
You might also want to find backlinks from foreign sites for international SEO. Create the same filter and choose the country-based suffix of your choice!
### Analyze backlinks by IP address
SEMrush will let you get very technical and analyze backlinks by IP address. While this isn’t something that most of us do on a regular basis, it does show you:
- What IP addresses backlinks are coming from
- How many backlinks come from each IP address
- The number of total backlinks from each IP address
- The country where the IP address is located (plus an overview of how many referring domains are in each country).
### Find backlinks from a specific IP address
In the Referring IPs report, you can click on a specific IP address which will take you back to the general Backlinks report, with a preset filter for that IP address.
You can also head directly to the Backlinks report and create the filter: Include > IP address > Exactly matching > \\[IP address of your choice\\]
### Include/Exclude sitewide links (ex: footer or header placements)
Here’s another very helpful feature. Sitewide (header, footer or sidebar placed) backlinks are going to clog up your backlink report if you export every single instance of them. Opt to exclude them using this filter: Exclude > Type > Sitewide.
### Find Backlink Anchor information
I don’t have a lot of love for the Backlink Anchors submenu, mostly because it’s incredibly limited in what it tells you, and has no filtering option. It’s different in that it looks at anchor text as the primary dimension and with that being said, here are a few things you can do with it:
- See how many domains are using a specific anchor text
- See how many backlinks use a specific anchor text
- Find out when anchor text was first/last used
### Compare backlinks for up to 5 domains at once
Under the “Backlinks Comparison” tab you can again enter 5 domains of your choosing and compare basic metrics about their backlink profiles. This will give you a quick overview of how competitors stack up according to SEMrush’s pre-selected metrics (it’s even color-coded red and green to show you the winners and losers in each category).
However, if you really want to produce a comprehensive analysis, you’re better off to export backlink full data for each competitor and use spreadsheets and VLOOKUP to dig deeper.
What are your favorite features in SEMrush? Share in the comments below, or send me a tweet [@BerkleyBikes](https://twitter.com/BerkleyBikes).
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[](https://www.seerinteractive.com/insights/ux-foundation-for-redesign)
[Laying the UX Foundation for Your Next Redesign \\| Seer Interactive](https://www.seerinteractive.com/insights/ux-foundation-for-redesign)
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[](https://www.seerinteractive.com/insights/mozcon-2022-recap-day-two)
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[](https://www.seerinteractive.com/insights/seerfest-2022-session-recap-practical-tips-to-improve-landing-page-cvr)
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# A Comprehensive Guide to Google Analytics Campaign Tagging
[](https://www.seerinteractive.com/people/team/michelle-noonan \"Michelle Noonan\")[Michelle\\\\
\\\\
Noonan](https://www.seerinteractive.com/people/team/michelle-noonan \"Michelle Noonan\")
[Analytics](https://www.seerinteractive.com/insights/tag/analytics)
May 18, 2023
#### **How will this Campaign Tagging post help me?**
If you know basic campaign tags and want to optimize your tagging strategies and get the most out of your GA4, this post is for you. We'll delve into overlooked areas where you can add tags to maximize your data-driven attribution model. By the end, you'll know how to apply tags for maximum benefit and have a downloadable checklist to use as an implementation guide.
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/57a6910d-afe2-4812-8a8f-e9860ab4affb)
* * *
#### **Table of Contents**
[Digital Paid Advertisement](https://www.seerinteractive.com/insights/campaign-tagging-checklist#paid-campaign-tagging)
[Offline Advertisement](https://www.seerinteractive.com/insights/campaign-tagging-checklist#offline-campaign-tagging)
[Natural PR and Marketing Links](https://www.seerinteractive.com/insights/campaign-tagging-checklist#pr-campaign-tagging)
[Email Marketing and CRM](https://www.seerinteractive.com/insights/campaign-tagging-checklist#email-campaign-tagging)
[Employee Communication](https://www.seerinteractive.com/insights/campaign-tagging-checklist#employee-communication-campaign-tagging)
Hopefully by now, if you work in marketing, you know that you need to be using [campaign tags](https://support.google.com/analytics/answer/1033863) on all your marketing urls.
They help us [reduce dark traffic](https://www.seerinteractive.com/insights/direct-traffic-is-dark-traffic-and-thats-ok) and provide insight into the value of all those wonderful marketing efforts.
And fortunately, campaign tags are one of the few things that didn't change with [Google Analytics 4](https://www.seerinteractive.com/insights/google-analytics-4-for-new-marketers)!
The same parameters work: utm\\_source, utm\\_medium, utm\\_campaign, utm\\_term, and utm\\_content.
But even companies who are completely on the [campaign tagging](https://ga-dev-tools.appspot.com/campaign-url-builder/) train, miss spots to put links. This is a huge miss because the better tagged your links, the more campaign data, the more value you'll get out of GA4's Data-Driven Attribution model.
Maybe you didn’t think to add them because you aren’t responsible for them. Maybe you _did_ think of them but found it was just too hard. Maybe you would tag more links if you just had a simple checklist to make sure you built them all.
Look no further than below for the ultimate guide to Google Analytics campaign tagging.
You can also download it in a checklist format below.
### Download Your Interactive Google Analytics Campaign Tagging Checklist:
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/36b0bd94-8b91-4a6b-9f81-803a2492437c)
Now, go find your untagged links and tag ‘em!
* * *
## Digital Paid Advertisement Campaign Tags
Most of these you probably already tag, paid marketing is the easiest to remember to tag because you’re held accountable for it. The most common deficit seen in digital paid media tagging is granularity, be sure to make full use of the optional utm\\_content and utm\\_term parameters. Also note that with GA4, we have another campaign tag, utm\\_source\\_platform that allows you to also track the buying platform used.
- Google AdWords
- autotag or manual tag
- Bing Ads
- autotag or manual tag
- Other search engine ads
- Full page takeover ads
- Tag different elements of the takeover if you can, varying the content
- Social media ads
- Examples: Facebook, TikTok, Twitter, Instagram, Pinterest
- Use utm\\_content to distinguish ad types
- Promoted social media posts
- Make sure to distinguish from natural posts, [here’s one method to help](https://www.seerinteractive.com/insights/how-to-alter-your-campaign-values-using-google-tag-manager)
- Examples: Facebook promoted posts, Twitter promoted tweets
- Native Ad networks
- Examples: Taboola, Outbrain
- Display networks
- Examples: Google Display, AdRoll
- Comparison Shopping Engines
- Streaming video ads
- Examples: YouTube, Network TV
- Streaming audio ads
- Examples: Pandora, Spotify
- Consider using a vanity url in the audio, and a different tagged url for clicks on the digital ad
- Mobile/App ads
- Some additional considerations/limitations if you’re linking to app store vs website
- Hyperlocal or niche website advertising
- Other digital advertising
## Offline Advertisement Campaign Tags
Any tagging on [offline materials requires vanity urls](https://www.seerinteractive.com/insights/how-to-measure-offline-advertising-with-google-analytics) that redirect to pages with campaign tagging, or a scannable link, such as a QR code, leading to a tagged url. The level of granularity you want vs the stickiness of remembering a vanity url is something you’ll need to consider.
There’s a lot of print options out there, so I’m not considering this a comprehensive list, but I hit the highlights. Consider tying a special offer into the vanity url to encourage use of that url instead of your root domain.
- Billboards
- Brochures
- Business cards
- Consider a vanity url for the individual’s name that redirects to their about page
- Print mailings
- Postcards
- Offer letters
- Newsletters
- Other print/direct mail
- Print advertisement
- Magazine spreads
- Newspaper ads ( **including job listings**)
- Placemat ads
- Printed map ads
- Program ads
- Other print advertisements
- Tradeshow handouts
- Other print materials
- Television ads
- Radio ads
- Podcast ads
- QR code
- May be found on many materials, or used to provide the link to any of the above listed in lieu of a vanity url
## Natural PR and Marketing Links Campaign Tags
These may or may not be considered part of your paid efforts, but usually are under enough of your control that you can add tags.
- Social media profile links
- Examples: Facebook, LinkedIn, TikTok, Twitter, Yelp
- Natural social media posts (the ones you **don’t** pay to promote)
- Some social media management tools allow you to set automatic campaign tagging
- Sponsorships
- Examples: Links to events you sponsor or charities you support
- Guest blog posts
- You can’t always rely on the referral, especially if viewers read the blog post through a mobile app so tag the links if you can.
- Social cross-promotion
- Be sure to ask the company you're cross-promoting with how they want their links tagged as well so they can see the value you’re bringing them.
- Local listings
- Yellow Page listings
- Google Business listings
- Other local listings
- Slideshare
- Links within your slides should have campaign tags.
- Job listings
- If possible, update the source based on the job board, listing distribution services will limit the granularity with which you can tag, but use the distribution service as a source instead.
- PDF documents, such as white papers
- Have PDFs that you email or that visitors may land on directly, tag the links to see if those PDFs lead to web visits.
- eBooks
- Whether you’re providing for free or paid, include a tagged link back to your website.
- Affiliate links
- You may want to do some [adjustments in Google Tag Manager](https://www.seerinteractive.com/insights/how-to-alter-your-campaign-values-using-google-tag-manager) to use affiliate link tags to set campaign data, rather than adding additional parameters to affiliate links you provide out
- Feeds
- Be careful not to link within your own site, this should be for external feeds, if you have the feed on your own site, adding tags will cause breaks in sessions.
- Press releases
- Add campaign tags to your boilerplate links.
- Add campaign tags to individual links in the press release.
- Other controlled web links
## Email Marketing and CRM Campaign Tags
Marketing emails should definitely be tagged, but remember most people at your company probably send email externally too; make sure links in those emails are tagged! Your customer service team may not be in the marketing department, but they have a major impact on your business and website traffic.
Set the team up with templates with bit.ly campaign tags, as well as standards to add campaign tags on the fly to their responses.
- Email auto-responders
- Examples: Responses after filling out a support ticket, order confirmation emails
- Template responses
- Canned responses your team uses as the base to respond to common questions, if they link back to pages on your website, tag those links!
- Customer service general email responses
- Give each customer service team their own tag to add to the end of each link they set in a communication. Use plugins or spreadsheets to help automate this process.
- Email signatures
- Go as simple as one campaign tag for all, or break campaign apart by department, role, or individual.
- Email marketing & newsletters
- Be sure to add granularity as to which link is clicked if there is more than one of the same link.
- Different departments may have regular email newsletters, make sure they are tagged in a way that allows you to both group and separate them easily in your analysis.
- Other emails
## Employee Communication Campaign Tags
It can be harder to get them on board, but your employees would probably love to know that their LinkedIn post led to a job applicant or new business.
Help them with suggested campaign tags that will give them credit, using their name for utm\\_campaign. This also allows you to see how employees are interacting with your site directly.
- Job listings
- When you announce new job listings, add campaign parameters to the link sent to employees to share, and give them the option to customize it.
- Blog posts
- Promoting their own blog posts, provide a tagged link to them when it goes live.
- Internal email communication/announcements
- When providing link references to your website, add tags to track employee visits (but remember they might get shared by employees externally as well.)
- Add campaign tags for intranet links as well (assuming you’re tracking your intranet traffic as well.)
- Intranet links to main website
- Though be careful not to tag internal links of websites tracked together if you track your intranet with your client facing site. You may also be able to rely on natural referral data, but test it!
- Other employee communication links
Don’t forget to take this campaign tagging checklist to-go, [download your PDF](https://www.seerinteractive.com/hubfs/our-campaign-tagging-checklist-for-google-analytics.pdf) version here. Thanks to the rest of the Seer team for helping make this list as comprehensive as possible.
## We love helping marketers like you.
Sign up for our newsletter for forward-thinking digital marketers.
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# Seerfest 2019: We’re Coming for You, Philly
[](https://www.seerinteractive.com/people/team/erin-simmons \"Erin Simmons\")[Erin\\\\
\\\\
Simmons](https://www.seerinteractive.com/people/team/erin-simmons \"Erin Simmons\")
[Events & Webinars](https://www.seerinteractive.com/insights/tag/events-webinars)
May 1, 2019
### [GET YOUR TICKETS](https://seerinteractive.ticketleap.com/seerfest-2019/dates/Oct-03-2019_at_0815AM)
## Seerfest 2019: Philly In The Fall
### Your charity-driven, 1-day marketing conference
**In Partnership with Google**
Early Bird sold out! Regular tickets on sale 6/21/2019 ****
**WHEN:** Thursday, October 3, 2019 \\| 8:15 AM -- 6:30 PM
**WHERE:** Seer Interactive HQ -- 1033 N. 2nd St, Philadelphia PA
**COST:** $250 (all of which is donated to [Hopeworks Camden](https://hopeworks.org/))
## $250 Ticket Includes:
 1-Day Marketing Conference: 10/3/2019 @ Seer HQ in Philly
 8 Speakers Focused on Where People & Data Intersect
 100% of Ticket Sales Go To Charity
 Network with other data & people focused marketers
 Refreshments and food throughout the day
 Evening networking event
### [GET YOUR TICKETS](https://seerinteractive.ticketleap.com/seerfest-2019/dates/Oct-03-2019_at_0815AM)
## Our Charity Partner:
With a focus on education, technology, and entrepreneurship, [Hopeworks](https://hopeworks.org/) provides a positive, healing atmosphere that propels young people to build strong futures and break the cycle of violence and poverty in Camden, New Jersey.
[Hopeworks](https://hopeworks.org/) connects youth to life-changing opportunities where their growing technology skills go to work for enterprising businesses within our community. The real-world, on-the-job experience they gain raises their potential and benefits our partners.
## Speakers:
Announcing our first 6 of 8 speakers:
###  April Dunford
CEO \\| [Ambient Strategy](https://aprildunford.com/) Charity April Thinks You Should Know About: [Daily Bread Food Bank](https://www.dailybread.ca/)
###  Courtney Cox Wakefield
Group Manager, Consumer Digital Marketing \\| [Children's Health](https://www.childrens.com/) Charity Courtney Thinks You Should Know About: [The Trevor Project](https://www.thetrevorproject.org/about/)
###  Purna Virji
Senior Manager of Global Engagement \\| [Microsoft Advertising](https://ads.microsoft.com/) Charity Purna Thinks You Should Know About: [Humane Society](https://www.humanesociety.org/)
###  Rand Fishkin
CEO & Co-Founder \\| Sparktoro Charity Rand Thinks You Should Know About: [Give Directly](https://givedirectly.org/)
###  Ross Simmonds
Founder \\| [Foundation Marketing](https://foundationinc.co/) Charity Ross Thinks You Should Know About: [Detroit Water Project](https://www.detroitwaterproject.org/)
###  Wil Reynolds
Founder & Director of Digital Strategy \\| [Seer Interactive](https://www.seerinteractive.com/people) Charity Wil Thinks You Should Know About: [Covenant House](https://www.covenanthouse.org/homeless-shelters/philadelphia-pennsylvania)
## 2018 San Diego Recap:
Looking forward to bringing this excitement to our HQ in Philadelphia this fall...
YouTube
Shout out to [last year's 18 speakers](https://www.seerinteractive.com/insights/seerfest-by-the-numbers#what-did-you-think) and our [175 attendees](https://www.seerinteractive.com/insights/seerfest-by-the-numbers) who donated their time, content, and hard earned dollars to help us raise [$15K for Think Dignity](https://thinkdignity.org/).
## Sign-Up to Always Know About Seer Happenings
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Twitter Widget IframeJump To
[Hotjar Capabilities](https://www.seerinteractive.com/insights/how-hotjar-works#hotjar-capabilities) [Hotjar Case Study](https://www.seerinteractive.com/insights/how-hotjar-works#hotjar-case-study) [In Conclusion](https://www.seerinteractive.com/insights/how-hotjar-works#in-conclusion)
Insights
# What is Hotjar and How Does it Work?
[Guides](https://www.seerinteractive.com/insights/tag/guides)
May 5, 2023
#### Hotjar is a tool that allows you to visualize and map how users engage with your site with interactive heatmaps of their clicks and actions, recordings of their sessions, gathering of their feedback, and more.
[Hotjar](https://www.hotjar.com/) has incredible functionality, with tons of ways to get to know the people who are using your website better.
In this post, we'll help you get a Hotjar account set up to optimize your pages for conversion, while gleaning insights into the behavior of your most important users.
- [What is Hotjar?](https://www.seerinteractive.com/insights/how-hotjar-works#what-is-hotjar)
- Hotjar Capabilities
- [Heatmaps](https://www.seerinteractive.com/insights/how-hotjar-works#capabilities-heatmaps)
- [Visitor Recordings](https://www.seerinteractive.com/insights/how-hotjar-works#capabilities-visitor-recordings)
- [Conversion Funnels, Feedback Polls, Survey](https://www.seerinteractive.com/insights/how-hotjar-works#capabilities-conversions)
- [Case Study](https://www.seerinteractive.com/insights/how-hotjar-works#case-study)
What is Hotjar?
#### Purpose
To provide background information on how Hotjar can be used to increase admissions and improve the website experience.
#### Background
[Hotjar](https://www.hotjar.com/) is a website visualization software that let's us gain insights from:
- Heatmaps
- Visitor recordings
- Conversion funnel reports
- Form analysis
- Feedback polls
- Surveys
```
[TIP] Hotjar analytics provide the data-driven basis for our recommendations to improve conversion rates and website user experience.
```
### Account Creation
You can sign up for a free account at [www.hotjar.com](https://www.hotjar.com/).
[Here's the reference for Hotjar plans.](https://docs.hotjar.com/v1.0/docs/hotjar-plans-basic-plus-business)
**User permission options:**
- **Read access:** View reports only
- **Read & write access:** Allows user to make adjustments
- **Admin access:** Do more account setup such as managing users, add/deleting sites
### Installing Hotjar
Hotjar can be installed simply via Google Tag Manager or any modern tag management system. You will need the Site ID, which should be right on the dashboard when you log into the new account.
When you log into the Hotjar interface, you land on a dashboard:
- On the left navigation, you can click to explore the various reports that are running, including heatmaps and recordings.
- At the top right of the screen, you will find an indicator showing that your IP address is blocked and tracking is active.
- If your IP address is _not_ blocked or tracking is _not_ active, Seer should be alerted as soon as possible. Recent user activity is shown on the right side of the screen, with the ability to click directly into specific reports.
## Hotjar Capabilities
### Heatmaps
**Why heatmaps matter to your business**
Heatmaps show a variety of insights into user behavior on your site. They show what areas of your pages are getting lots of attention, and which are getting less. By showing where people are clicking, scrolling, tapping, and hovering, they display user behavior in a way you wouldn’t have otherwise seen.
**Setting Up: Heatmaps**
- [Hotjar heatmap documentation](https://docs.hotjar.com/v1.0/docs/how-do-hotjar-heatmaps-work)
- **Baseline:** Home page, main conversion page(s)
- Select the pages for heatmaps based on pages identified from prior analysis or high-impact pages. Some examples may be:
- Home page
- Pages with conversion forms
- Pages that are higher or lower than average likely part of a conversion
- Pages with higher bounce rates than expected
- Pages with lower bounce rate than expected
- Check Google Analytics to get a sense of how much traffic hits that page in an average day; depending on the amount of traffic, be aware that [sampling comes into play](https://docs.hotjar.com/v1.0/docs/sampling-in-hotjar). If your pageviews are particularly high compared to the plan allotment, you may want to upgrade to get a more substantial sample size, which will increase the accuracy of the data.
- Match type in matching the URL. Consider if you want to capture variations with or without parameters and write the match rules as applies.
- Analysis guidance: [8 heatmap tests that reveal visitor behavior](https://www.hotjar.com/heatmaps)
**Navigating to your heatmaps**
Heatmaps let you visually see how users are interacting with the site. Before viewing a heatmap, you will see the heatmaps dashboard, which displays all of the heatmaps that are currently recording, paused, or finished recording. Currently, we are tracking two pages.
**Example of open heatmap**
When you click into a heatmap, you are presented with several options at the top of your screen. You can view the heatmap on desktop, mobile or tablet; toggle your heatmap by clicks, mouse movement, or scroll; and download your heatmap as a .jpg file.
#### Types of Heatmaps
**Click heatmaps**
- This heatmap of the homepage shows where users are clicking on the page
- The “hotter” (more red) a section is, the more often that section gets clicked on
- This heatmap shows you that users are frequently clicking on the products tab, the search bar, and to advance the image slider
When you hover your mouse over a particular section, Hotjar will tell you the number of clicks that the section received and the percentage of all users on that page that clicked on the section. This particular heatmap shows that 38% of homepage visitors clicked on the hamburger-style menu in the top navigation.
**Move heatmaps**
Move heatmaps show us where users are hovering their mouse but may or may not be clicking. This heatmap naturally follows a similar pattern to the click heatmap, but also shows us that users are frequently hovering over certain areas before clicking elsewhere.
**Scrollmaps**
- Scrollmaps show us how far down users are scrolling on pages
- Red means that a section of a page is seen by everyone, and dark blue means that a section is seen by less than 25% of users
- Hotjar also shows us where the average page fold is on each page
- A page fold is the area of a page that is visible when a page first loads. This means that anything below the fold can only be seen when a user scrolls down. Scroll maps will be especially useful when prioritizing information on a page. We’ll want to show the most important information first so that we ensure the audience sees it before scrolling.
**Mobile heat and scroll maps**
- Hotjar allows you to view heat and scroll maps for all pages on mobile and tablet, as well as desktop
### Visitor Recordings
**Why visitor recordings matter to your business**
Visitor recordings are a glance into your users’ true experience on your site. You can watch recordings to see how users truly utilize your website, as well as identifying friction points that can be optimized.
**Setting Up: Recordings**
- **Baseline:** Record 100 sessions, only click & scroll sessions
- [Hotjar recordings documentation](https://docs.hotjar.com/v1.0/docs/how-does-hotjar-record-visitors)
- Snapshot minimum 100
- Targeting:
- A key feature at the Plus level is the ability to record only visitors who visit a specific page or when a JavaScript trigger fires. This will greatly reduce irrelevant sessions as you get more targeted in the behaviors you want to track.
- Recording options _**(** **important):**_
- **Capture keystroke data:** If your visitors may be entering sensitive information, this should be turned _OFF_. You may also want to turn this off at the site settings level to avoid someone accidentally leaving this checked on in the future. [Before turning keystroke data on, be sure to read Hotjar’s documentation.](https://docs.hotjar.com/docs/masking-elements-in-recordings-and-heatmaps)
- **Only click & scroll sessions:** This should generally be turned _ON_ to ensure you only capture sessions with activity. There is nothing to review if they aren’t active.
- **Only 30s+ sessions:** This is default _OFF_, but turning it on will depend on the site and what you’re looking at.
Within Hotjar, we are able to capture videos of real users using the site. Within the interface, we are able to filter by pages visited, number of pages visited, time on site, device type, browser, operating system, date, and more.
Recordings are an extremely valuable tool to understand how users are interacting with areas of the site. With the ability to filter by pages viewed, browsers, and device type, we can dig deep and analyze how specific types of users are interacting with specific pages on site.
### Conversion Funnels, Feedback Polls, Surveys
Conversion funnel reports, form analysis, feedback polls and surveys are advanced features within Hotjar. These can also be useful for determining whether or not users are finding what they need on the site, where drop offs occur during form completion, and more.
**Why user input options matter to your business**
This is where you can get honest feedback from your users. It’s a direct line to your users where you can hear it from their own words what they like / dislike about your site, why they come there, what they think needs improvement. The Hotjar input options are an easy, direct way to communicate with and understand your users.
**Setting Up: Incoming feedback**
- **Baseline:** Turn on for 2-4 weeks
- [Hotjar incoming feedback documentation](https://docs.hotjar.com/v1.0/docs/how-does-hotjar-incoming-feedback-work)
- Appearance settings:
- Decide upon any baseline color scheme to select an accent color
- Use the default middle right position, unless this conflicts with the design of your site
- If a design team is on the project, consult with them on these selections
- Messaging:
- Default message, “How would you rate your experience?” is a good baseline. Slight modifications are fine, but keep the questions general & open ended.
- Email request to receive a follow up: **Only turn this on if you can staff and commit to responding.**
- Default thank you message is good to use but can be modified
- Targeting:
- For first-time setup, recommend running on all pages, all devices
- For later runs, run on specific devices types where you may have lower interaction rates
- For later runs, may specify specific pages, especially if you find you’re getting more feedback than you can work with applying on all pages
- Forward feedback:
- Send feedback directly to your support system
- This is recommended to include on all setups. It is critical if you have the email request to receive a follow up setting on
**Interface: Incoming feedback**
**Setting up: Polls**
- [Hotjar polls documentation](https://docs.hotjar.com/v1.0/docs/how-do-hotjar-polls-work)
- These are direct on-site polls, asking questions about your site in real time
- Polls are ideal for quick, direct feedback about the site experience
- Targeting:
- If you have questions about experience specific to mobile/desktop, modify your settings in this section
- If your questions are general, you can have this on all pages, but often the questions you want from someone on the home page may be different than questions you want to ask on a conversion page. Avoid overlapping different polls targeted to the same pages.
- Questions:
- Add questions in this section, use the question bank for ideas directly in the tool, or take a look at these [common questions suggestions](https://www.hotjar.com/blog/2016/03/05/questions-love-to-ask-users/).
- Polls are best kept brief, as they are directly on the page. Keep your first polls to a few select questions.
- Appearance:
- Decide upon any baseline color scheme to select an accent or complementary color
- Behavior:
- Target this poll based on user actions:
- Immediately after the page loads ( _best for general polls)_
- After a delay of X seconds ( _if you want to make sure they’ve had a chance to review the page before the poll pops up)_
- When a user is about to abandon the page on a desktop device ( _abandonment specific questions)_
- When user scrolls halfway down the page ( _if you want to make sure they’ve gotten through some of the page content before the poll pops up)_
- Visitors will see this poll:
- Until they submit a response ( _default and typically best option for higher response rate)_
- Only once, even if they did not respond ( _less invasive, may result in fewer responses)_
- Over and over, even if they submit a response ( _only valuable if the user is likely to want to respond differently to the poll questions on different pages and visits)_
**Interface: Polls**
**Setting up: Surveys**
- [Hotjar surveys documentation](https://docs.hotjar.com/v1.0/docs/how-do-hotjar-surveys-work)
- Surveys are better for larger sets of questions than quick polls
- Surveys may be sent to existing client base, or you can invite people to fill out the survey via a site popup
- Surveys are best for more general feedback about the site or customer experience overall
**Interface: Surveys**
## Hotjar Case Study
```
Using Hotjar, the Seer Analytics team boosted leads for a client in the business services industry by over 400%. Get the full story.
```
## In Conclusion
If you are interested in learning more about Hotjar's capabilities, or are generally curious as to what insights can be gained from a tool like this - subscribe for more UX content:
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# 3 Tips When Onboarding a B2B Client
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Mar 6, 2020
### Tip 1 **:** Learn the Industry’s Acronyms
Regardless of what industry the client’s business is in, it’s important to be familiar with their commonly used acronyms. Take the time to research the business by reviewing blogs, content on their website, or industry news. By reviewing multiple sources, there will be themed abbreviations/acronyms that will be mentioned. After doing some research, do a quick search on the definition, as there may be multiple interpretations. In the event that there are multiple variations, don’t hesitate to clarify the meaning with the client during the onboarding process. Clients are typically very receptive to answering questions as it showcases the eagerness to get up to speed on the industry.
### Tip 2 **:** Understand the Competitiveness in the Search Space
B2B clients tend to be in a more lucrative and competitive industry which can make it extremely hard to rank and/or run ads without a heavy investment. Learning to face this reality and communicate transparently with the client, can make or break their marketing plan. If the client doesn’t know how expensive the search space is, and they decide to deprioritize budgets to allocate it elsewhere, this can cause wasted spend or make little to no impact on their overall goals.
### Tip 3 **:** Set Up Google Alerts
If the company is larger in size or has a strong brand presence, setting up Google Alerts is a simple way to understand their industry as well as if there are any changes that they plan to make that can potentially impact it. If there is negative news surrounding the company, you can negate any related search terms that may be appearing through your broad match keywords. Additionally, you can also rectify brand reputation efforts by creating ads that use contextual targeting to counter articles written in a negative light.
What else should you know about your client? Check out this [post](https://www.seerinteractive.com/insights/important-client-information-to-gather-at-kickoff) for tips when onboarding an SEO client.
### Summary
Applying these 3 tips should make the onboarding process a lot easier for both you and the client. Clients aren’t expecting agencies to have a mastery understanding of their industry, but rather basic knowledge of it that gives them the proper context to manage and implement their marketing strategies.
Looking for more guidance on B2B marketing? [Reach out!](https://www.seerinteractive.com/contact)
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Oct 31, 2024](https://www.seerinteractive.com/insights/new-pinterest-updates-for-improved-advertising)# Meet Wil Reynolds
**Wil Reynolds, Seer founder and CEO, is one of the world’s top speakers on SEO & digital marketing, averaging 10 to 20 keynotes every year.**
A former teacher with a knack for advising, Wil’s passion for innovation and ability to thrive in chaos has led to industry-defining insights that have helped thousands of businesses grow.
His kind spirit and commitment to humanity has allowed him to touch countless lives, inspiring others to lead with compassion and integrity while driving meaningful change in their communities.
HubSpot Video
FOLLOW WIL: [](https://www.youtube.com/user/wilreynolds)[](https://x.com/wilreynolds)[](https://wilreynolds.medium.com/)[](https://www.linkedin.com/in/wilreynolds/)
## What’s Wil Talking About Now?
Wil keynotes a variety of conferences a year around the world. Here’s a taste of topics he’s got a lot to say about.
Can’t make it to a conference to hear Wil speak? [Check out Wil’s latest thoughts](https://www.linkedin.com/authwall?trk=bf&trkInfo=AQGHe7NpibIPXQAAAZFrWIEA57RLcKEJX7woxi9_3pxnGf6ciqg9K_vYQXasRRPfMZKWMM-3ZQ2iHWhpkt-WBuvnglkAUqL1uqUSlW4PP_sJGioFHoSecXMqh4ZnFRAGX1JEK6E=&original_referer=&sessionRedirect=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fwilreynolds%2F).
### Embracing AI in Marketing
Stop fighting AI! Tap into its power to drive growth & success.
[See Our Approach to AI](https://www.seerinteractive.com/work/ai)
### Finding “Enough”
The old way wasn’t working. So it’s on us to change how we build businesses.
[Wil’s Take on Living a Life of “Enough”](https://wilreynolds.medium.com/day-1-living-a-life-of-enough-part-i-832bbbc96e19)
### Integrated Data Insights
Think beyond marketing silos. Use integrated search data to power your entire business strategy.
[Explore Our Proprietary Tech](https://www.seerinteractive.com/work/technology)
## Educator. Philanthropist. Rebel with a Cause.
In 2002, after his then-boss wouldn’t let him volunteer on his lunch break, Wil founded Seer with a mission. He set out to create a company driven to succeed for clients and communities.
The drive to be better and do better is part of what fuels Wil’s approach to strategy, innovation and life, making him one of the most sought-after speakers in the industry with a perspective that puts humans at the heart of the digital experience.
\\[ Where’s Wil been as a speaker? \\]
100+
Conference stages worldwide, including MozCon, SearchLove & more
40+
Publications including Technical.ly, Forbes, Inc. & others
30+
Podcasts including MarketingProfs, The Apex Podcast & more
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# How to Identify & Optimize Paid Search Fluctuations
[Paid Media](https://www.seerinteractive.com/insights/tag/paid-media)
Aug 7, 2019
## Problem 1: How do I efficiently monitor campaign performance, and identify what caused changes over time?
One of the most common ways to keep a pulse on campaign performance is through regular reports. Unfortunately, reporting is a challenge that every digital marketer faces. With the ability to track data at every step of a user’s interaction, marketers strive to create regular reports that show the value of paid search, and how their efforts are improving the impact that investment has on the business.
The goal here seems simple enough: create and deliver reports that show the value of paid search, and the optimizations that I’m making to improve performance. While simple in concept, this goal is far more difficult in execution. There are often a few questions that arise right away:
- How do I streamline reporting so that I’m not spending hours putting together reports every week?
- Once I create my reports, how do I actually know what caused these changes over time?
### Solution 1: Automate your reporting and create a data flow chart
Automating paid search reports isn’t as scary as it sounds, especially with the help of [Google Data Studio](https://marketingplatform.google.com/about/data-studio/). This free tool from Google will help you to bring all of your data into one place, and allow you to refresh your reports in real time with it’s direct connectors to platforms like Google Ads and Bing. Setting up your regular reports in Data Studio can bring the time you spend on building weekly/monthly reports down from hours to minutes.
Leverage Data Studio to automatically build of trend lines like the ones found below:
Once you’ve got your data sources connected to Data Studio, it’s up to you to create a compelling report that tells the story of your campaign performance. There are many unique visuals built into Data Studio that you have at your disposal. While common visuals like bar charts and scatter plots provide value when used correctly, the goal of these reports is to not only reduce your time building the report, but also reduce the time you spend analyzing the performance data displayed within the report. This means you should easily be able to identify what changed every week, and why.
A great tool to present these insights in an easily digestible format is a flow chart. Below you can see an example of one of these flow charts that shows a hierarchy of data flow, and what some of the root causes might be behind changes in performance.
_(H/T to_ _[Adalysis](https://adalysis.com/data-studio/)_ _for the inspiration behind this flow chart!)_
_Example:_ Did you see a drop in conversion volume this week? Check out CVR; what does performance look like here? Maybe your ads were being triggered by irrelevant search terms, or there was a change made to some of the landing pages your ads are leading to.
Using a data flow chart can be a great way to diagnose performance fluctuations, and focus your tasks by identifying which component of your campaigns and strategy you’ll work on next.
## Problem 2: I’ve found out what caused the changes in performance, but what do I do next?
When you eventually get your automated report and flow chart setup, you can easily determine that the drop in conversions this week was the result of your campaigns capturing lower quality users, or providing a worse user experience than the week before. While the flow chart took you this far, the next steps can still be a little ambiguous.
You know you want to improve the quality of users that you’re targeting in your paid search campaigns, but you’re not quite sure how to go about doing that. There are a myriad of analyses to run, and rabbit holes to go down, and this is where your knowledge of the account will be important.
### Solution 2: Figure out what questions you want to answer, and perform an analysis with the goal of answering these questions
Continuing on with our example, the overarching goal coming out of your weekly report analysis could be to increase overall conversion volume by addressing the change in the pool of users that clicked on your ads. The change in the quality of these users is what caused CVR to decrease. Now all you have to do is determine what changed about these users. Easy right?
A good method of breaking this goal down is to determine what questions you want to ask about any potential root causes to a change in CVR. For example:
- Are my campaign ads being triggered by irrelevant search queries that don’t align with my business?
- Has there been a change to the landing pages of my campaigns recently?
Identifying the underlying questions you want to answer helps to streamline the analysis and optimization process.
Continuing with our example, let’s say you know that the landing pages in your campaigns haven’t changed recently, so it makes more sense to look at irrelevant search terms triggering your ads. Now you know that you’ll need to perform a search query analysis to find queries that are irrelevant to your business, and negatively affecting performance.
💡 **Pro Tip:** Templatize analyses that you perform more often, so that you can further streamline your work-flow. [Templatizing analyses](https://www.seerinteractive.com/insights/how-to-create-a-power-bi-template) can easily been done using tools like [Power BI](https://powerbi.microsoft.com/en-us/) \\-\\- check out our guide [here!](https://www.seerinteractive.com/insights/tag/resources?via=Labs+Listing/power-bi-guide-data-visualization-marketers/)
After completing your search query analysis, you’ll have a list of irrelevant search terms you’ll want to negate, and even some potential keyword additions to improve the quality score, volume, and efficiency of your campaigns.
**Bonus:** While this particular example walked you through one potential optimization, there are limitless analyses that can help to answer a variety of different questions. The table below gives some examples that might be more common in everyday paid search management.
## Problem 3: How do I tie it all together?
At this point you’ve spent quite a bit of time developing your streamlined process, but how do you know if it’s working? How do you know if any of this is actually helping to change performance?
Don’t worry, there aren’t any new reports or analyses to create at this point.
### Solution 3: Implement your optimizations and use the reports you’ve already created!
The last step in the process is where you get to display your value as a digital marketer. By keeping track of what type of optimizations you make, and when, you can easily tie these optimizations to changes in performance.
Using your existing Google Data Studio report, you can use the same flow chart to look for changes in performance _where you expect them to be_ **.** This means that if you implemented your findings from a search query analysis with the goal of improving CVR, that should be the first place you check the next time you run your report.
You can actually read the flow chart backwards in this instance. By narrowing down to the campaigns that were affected by your search query analysis, you can jump right to investigating changes in CVR. Did CVR improve? Great! Did this cause an increase in overall conversions volume? Ever better! It also always helps to include a time series graph somewhere in your report so that you can tie back your optimizations to changes in performance period over period.
💡 **Success Story** **:** Using an automated Data Studio report helped one account team at Seer to quickly flag a drop in conversion rate, and dig into landing page performance. From there, landing page updates were made that drove an increase in conversion rate of up to 55% in the updated campaigns over the next three weeks.
While this process may seem like a lot after running through this blog post, it’s actually quite simple and will save you countless hours once you have your system down. Soon enough you’ll be improving the performance of all of your paid search campaigns faster than you ever have before.
If you’ve got any other questions about paid search, or PPC in general, feel free to [reach out](https://marketing.seerinteractive.com/paid-media/) to the greater team here at Seer!
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# What We Learned From Losing Clients
[Career Growth](https://www.seerinteractive.com/insights/tag/career-growth)
Aug 30, 2017
At Seer, we’re the first to admit that we aren’t perfect.
While we strive to be better partners to our clients every day, we know that no matter how good we get at retention, losing clients is just the nature of being in the business.
When we do lose clients, regardless of our ability to control the outcome, it hurts. But, with hurt comes reflection, and with reflection comes growth. While we love celebrating client wins, we end up growing and becoming a better and stronger company by learning from the losses.
Here are a few things we learned from losing a significant client, as well as a plan for incorporating these learnings into our day-to-day to help move the rest of the team forward.
## Prioritize developing deep and broad relationships with your clients to be long term partners
Developing relationships that go beyond status calls and project plans is crucial. There can be a lot that’s lost in translation when sharing learnings with higher-ups.
If we aren’t able to demonstrate the value and reasoning behind **what** we are doing and **why**, it becomes more difficult to set ourselves up for success.
Keep in mind that your main point of contact can cherry-pick what he or she wants to share with his or her boss. If flags are being raised, get on a call early and with all parties. Make sure there are no surprises and that everyone is satisfied with an action plan to move forward.
## Be mindful of working with multiple time zones
At the end of the day, our goal is to make our clients’ lives easier.
In order for that to be achieved, we need to have empathy and put ourselves in their shoes. If you’re working with clients in multiple time zones, make it so that they don’t even notice the time difference between your office and theirs.
Let’s say they’re in Europe and you’re in the US, send them deliverables to review by your end of day, so they wake up to something before you get to work that day. Once the time difference becomes relevant, it will create inefficiencies and cause problems.
## Establish relationships with agencies working on the same project
If there are multiple agencies working with the client, make sure communication is streamlined. Ultimately, we’re all working together with the common goal of helping the client achieve their goals.
When multiple agencies get thrown in the mix, over-communication is critical. Set up a cadence of meetings to ensure that you’re top of mind when working together. For example, if deadlines are set that effect your team, make sure you’re part of that conversation.
Be mindful of the conversations that may be happening when you’re not there.
## Always over-communicate
At Seer, we always say that over-communication is better than the alternative. If a client sends an email and you’ve read it but don’t have an update, simply write them back! Let them know that you confirmed receipt and give them a date when you’ll get back to them.
This builds trusts and lets the client know you’ve got their back.
## Ensure expectations are constantly managed
From the beginning of your engagement with your client, make sure that you’re mutually aligned on expectations. For example:
- Client goals - Are they realistic and attainable? When will they be reached?
- Stages of your process. - For example, we’re not touching our paid campaigns for the next few weeks so we can develop a foundation to ultimately a/b test against to properly measure results and optimize most efficiently.
- Response times - At Seer, we’re jumping from meeting to meeting, and deliverable to deliverable. Some days it’s hard to answer emails in a timely manner. Make sure the client knows that they can expect for example, a response within 24 hours, or to label emails with URGENT for anything that needs immediate attention.
## Be proactive. Never make assumptions on your clients’ priorities
Priorities are constantly shifting, and it’s easy to make assumptions on what your clients’ priorities are. Check in with them every week to ask just that question, “What are your priorities this week?” You’ll be surprised to hear how often they change, and how much you learn by asking that simple question.
Be direct, ask questions, and offer solutions. Make sure we are on the same page and working together as a team, instead of doing just what we think is right for the client.
## If you’re a big team, make sure there’s one person who is responsible for owning the relationship
Establish monthly relationship meetings outside of your traditional status calls to touch base on the status of the partnership. Ask open ended questions that gets the client talking about what’s working well and what’s not.
Think of it as a client therapy session! If you ask thoughtful questions and let the client vent, you’re able to uncover surprises early on and work on a plan to resolve them. You’ve opened the door for feedback.
Trust is built when you’ve proven to the client that you’ve taken that feedback to the team and changes are made.
\\-\\-\\--
Have learnings that you’d like to share or experienced similar growing pains? We’d love to hear your feedback in the comments below, [directly](https://www.seerinteractive.com/contact), or [on Twitter](https://twitter.com/seerinteractive).
Digging what you’re reading? We’re building out [a whole library of client management tips in our LABS section.](https://www.seerinteractive.com/insights/tag/resources?via=Labs+Listing). Feel free to check 'em out, and let us know what you think.
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## We love helping marketers like you.
Sign up for our newsletter for forward-thinking digital marketers.
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© 2019-2023 Seer Interactive. All Rights Reserved.
Last Revised: \\[04/10/2020\\]
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Is TikTok Taking Over Google?\\\\
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Refreshing Old Content to be Relevant in 2023: From SEO 101 to 301\\\\
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Scaling Marketing Innovation to Empower Clients\\\\
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Marketing in a Recession: Budget Cuts – The Scalpel vs The ...\\\\
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## Are we right for you?
There’s only one way to find out.
[Contact us](https://www.seerinteractive.com/contact) [Explore careers](https://www.seerinteractive.com/careers)
[iframe](about:blank)Insights
# Increase Digital Revenue with UX Design
[](https://www.seerinteractive.com/people/team/sara-doubleday \"Sara Doubleday\")[Sara\\\\
\\\\
Doubleday](https://www.seerinteractive.com/people/team/sara-doubleday \"Sara Doubleday\")
[Creative Services](https://www.seerinteractive.com/insights/tag/creative-services)
Jun 2, 2022
## Solve Business Problems with User Experience (UX) Design
We’re constantly asked, _“what’s the silver bullet to solve my user experience needs?”_ I wish I had a simple answer. But the truth is, it's continuously evolving with digital trends, accessibility guidelines, and technological advancements.
### What is UX?
User experience (UX) design is a discipline within digital creative that focuses on the user. The goal is to help users solve a problem or take action in a frictionless way.
Good UX design enables streamlined and delightful visits to your site for everyone at every phase of their journey.
You might ask:
- _How do you get to a good user experience?_
- _How do you know where your site stands in regards to UX?_
- _How do you improve it?_
Rarely do we look at our own sites and think, _“this looks bad”._ Instead, we have business problems to solve. That’s why we all have websites in the first place, right? To support and grow our businesses.
Your business goals or pain points can reveal a lot about the experiences on your site.
In this post, we'll uncover how UX design can help your business:
- **[Generate More Sales or Qualified Leads](https://www.seerinteractive.com/insights/ux-roi#generate-more-sales-or-qualified-leads)**
- **[Grow Conversion Rate with the Same Traffic](https://www.seerinteractive.com/insights/ux-roi#grow-conversion-rate-with-the-same-traffic)**
- **[Expand Awareness & Improve Brand Strength](https://www.seerinteractive.com/insights/ux-roi#expand-awareness-improve-brand-strength)**
- **[Boost User Satisfaction](https://www.seerinteractive.com/insights/ux-roi#boost-user-satisfaction)**
- **[Maximize Site ROI](https://www.seerinteractive.com/insights/ux-roi#maximize-site-roi)**
### Generate More Sales or Qualified Leads
Are you asking:
- _Do I understand my site’s priority user journeys, and how I want users to interact with my site?_
- _Do I have the Analytics data to prove that’s what is actually happening?_
- _Does our website contribute directly to our primary KPIs?_
Regardless of the quality, when users visit your site -- they’re having an experience.
Meaningful UX increases your chances of convincing that user to take the actions that best serve your business, whether that’s filling out a form or making a purchase.
When an experience is designed properly, users should not have to actively think about the hoops they’re jumping through. Your site should have the common elements used across a majority of digital experiences.
_A site’s [main navigation bar](https://www.seerinteractive.com/insights/ux-checklist-series-navigation) is typically at the top of the page, rather than in the bottom left corner, and that’s where visitors expect it to be._
You need to understand your target audiences, what makes your users special, and how to create an intuitive UX for them.
💡 Consider this quote from _ZURB_ President, Bryan Zmijewski:
_“The designers that work on Amazon don’t create the experience— they’re responsible for building the system, product and service that allowed those different experiences to happen. The designers work to understand how the user interacts with the website to create the most desirable and profitable experiences.”_
Are the updates made to your site increasing logins, signups, purchases, or whatever it is that are your primary conversions? If not, you may consider investing in either:
1. **UX Competitive Analysis**
- See how others in your industry tackle similar problems and challenges
2. **UX Audit**
- [Review your site](https://www.seerinteractive.com/insights/why-ux-audits-cant-be-automated) to identify the sticking points that cause users to take actions outside of the journey you want them to take
****
_A sleek & useful top navigation, a clear core value proposition in the hero, and an automatically toggled-on “Available for Home Try-on” feature immediately streamline products presented to the user with minimal effort._
### Grow Conversion Rate with the Same Traffic
Are you asking:
- _Am I driving my upcoming paid campaigns to custom landing pages?_
- _Why is my bounce rate and % exit high on key pages of my site?_
- _How do I convert my current site visitors into prospects?_
Admittedly, these questions can fall into UX and/or CRO territory.
There are tactics that can be used to [conduct A/B tests with low traffic](https://www.seerinteractive.com/insights/not-enough-traffic-for-ab-testing) to optimize elements of your user experience and nudge your existing visitors lower down the funnel.
Utilizing tools like [Hotjar](https://www.seerinteractive.com/insights/how-hotjar-works) or [Audience interviews and polls](https://www.seerinteractive.com/insights/optimize-search-engines-people) can provide insight into why conversion metrics are remaining flat or decreasing. This data can lead to an iterative site-wide optimization strategy.
Maybe your site needs additional CTAs that are specific to educational or product/service pages. Maybe you need to rethink your user journeys by [cross-linking](https://www.seerinteractive.com/insights/internal-linking-guide-for-seo) awareness content with elements that lead users towards conversion to build experience bridges throughout your site. And so on.
#### UX Design in Action
[Seer’s Creative team](https://info.seerinteractive.com/creative) recently designed a cohesive UX/UI component library to pair with a blog launch for an ecommerce client.
💡 By scaling components with the same purpose across multiple pages (i.e. using the same product component layout twice on one page) -- our client saw:
- **38% decrease in homepage exits period-over-period**
- **19% increase in returning site visitors**
****
_Leveraging a variety of scalable yet consistent components creates a unified experience and empowers users to interact with content, imagery, and CTAs._
Taking a holistic UX approach, beyond just the element or page level, is key to increasing conversions. Your users have multiple touchpoints with your brand, from [clicking on an ad](https://www.seerinteractive.com/insights/paid-social-creative-playbook-guide) and [visiting a landing page,](https://www.seerinteractive.com/insights/seerfest-2022-session-recap-practical-tips-to-improve-landing-page-cvr) to viewing articles, reading frequently asked questions, or moving through a purchase flow.
### Expand Awareness & Improve Brand Strength
Are you asking:
- _What is high-value content on my site?_
- _Are users’ initial blockers easily resolved after viewing this content?_
- _How do I increase my organic traffic?_
Typically, [creating a resource hub](https://www.seerinteractive.com/insights/content-hubs-101-a-guide-to-seo-content-strategy) or blog can improve your [organic search rankings](https://www.seerinteractive.com/insights/10-ways-to-improve-organic-search-rankings-on-google) and drive brand awareness. Hubs should:
- **Encourage exploration**
- Frictionless offshoots from blog articles to product/service pages
- **Integrate into your larger existing site**
- Reuse content components when possible and create new components only when there is a strong use case
- **Champion your brand tone, voice & visuals**
- Imagery should support the content it surrounds, whether it’s an infographic, animation, or custom illustration
- **Support a variety of content lengths, categories, and formats**
- UX should be built to scale across content and device types
As you invest resources into increasing traffic, ensure that your site is properly optimized across multiple breakpoints to support desktop and mobile experiences.
Your organic landing pages should have minimal [interstitials and pop-ups](https://www.seerinteractive.com/insights/pop-ups-overlays-modals-interstitials-best-practices) \\- early-stage users’ natural reactions are to either quickly close a pop-up, or leave altogether.
User experience is not exempt from brand - for example, if you’re an ecommerce shoe company with a playful and bright tone and voice, your UX should reflect that.
_Prioritizing an easy-to-access variety of color swatches in your product views not only encourages browsability from a UX perspective, but it also reinforces your brand’s bright personality._
### Boost User Satisfaction
Are you asking:
- _How do I beat my competitors and become the go-to digital experience in my industry?_
- _Is it easy for me or our content managers to build new templatized pages as needed with intuitive content modules?_
💡 [Marketing Charts](https://www.marketingcharts.com/customer-centric/customer-experience-83707#:~:text=Almost%20half%20of%20the%20consumers,44%25)%20with%20a%20friend.) shows that:
_\"47% of consumers will tell others about a bad web experience they had and are less likely to return to the site. Conversely, quality UX provides an intuitive experience for users and it can delight them.\"_
Updated experience designs can address:
- **Walls of text:**
- Break up text blocks with custom imagery and video content that stimulates readers and encourages them to continue exploring your content. Text block components should be built to incorporate these visual elements.
- **CTA hierarchy:**
- Identify your primary, secondary, and tertiary CTAs and [design buttons](https://www.seerinteractive.com/insights/ux-checklist-series-button-design) and text links accordingly - consolidate button copy, use cases, and ensure links are optimized for mobile.
- **Trust signals:**
- Prioritize content and subsequent UX components that clearly define your unique value proposition or a page’s benefit to the user above the fold
- **Content Manager experience:**
- UX doesn’t end with your site visitors - it includes the people who manage and create new content for your site every day. Designing a flexible and scalable component library with clear use cases improves your employees’ site experience and increases productivity.
_Clearly-labeled quick links above the fold to popular resources allow users to find exactly what they’re looking for in a short amount of time._
### Maximize Site ROI
Are you asking:
- _Do I have an in-house design team?_
- _What are their strengths and weaknesses? And do those align with our top-priority initiatives?_
Regardless of whether you’re driving Paid Social and Search campaigns to your site, and your pages are all correctly tagged and tracking, and your content is optimized for organic search - if your experience is outdated or difficult to use, you'll lose people.
_UX elements are the building blocks of your company’s digital presence - optimizations should be made while keeping all layers of the experience in mind to ensure cohesion._
It’s imperative to protect your investments in digital marketing by continuously updating your user experience and interface.
#### UX is Key for Sustainable Success
UX can impact your revenue, brand positioning, and retention -- it should be given just as much thought, dedication, and time/resource investment as your Paid campaigns, Analytics setup, or SEO.
## What Now?
### See Our Work
🚀 If you’ve asked one or more of the questions in this post, or need your site to solve a business problem _(which every website should!)_ \\-\\- [Seer Creative can help](https://info.seerinteractive.com/creative/capabilities)!
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/db9f0c71-b0da-4827-9dd7-0ae405652574)
### Learn More
🧷 Keep exploring posts from Seer's UX Checklist Series:
- **[Landing Page Design](https://www.seerinteractive.com/insights/ux-checklist-landing-page-design)**
- **[Form Design](https://www.seerinteractive.com/insights/ux-checklist-series-form-design)**
- **[Button Design](https://www.seerinteractive.com/insights/ux-checklist-series-button-design)**
- **[Navigation Design](https://www.seerinteractive.com/insights/ux-checklist-series-navigation)**
- **[Accessible Design](https://www.seerinteractive.com/insights/ux-design-checklist-series-accessible-design)**
- **[Ecommerce Design](https://www.seerinteractive.com/insights/ux-checklist-series-ecommerce-design)**
- **[Display Ad Design](https://www.seerinteractive.com/insights/display-ads-best-practices)**
* * *
#### Sign up for our newsletter for more posts like this in your inbox:
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/d501838e-4035-48d7-87f8-e2eaf2f0bc23)
## We love helping marketers like you.
Sign up for our newsletter for forward-thinking digital marketers.
[Creative Services](https://www.seerinteractive.com/insights/tag/creative-services) [User Experience](https://www.seerinteractive.com/insights/tag/user-experience)
## Related Posts
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Making AI Work for Marketing Teams: What We’ve Learned (So Far)\\\\
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[iframe](https://platform.twitter.com/widgets/widget_iframe.2f70fb173b9000da126c79afe2098f02.html?origin=https%3A%2F%2Fwww.seerinteractive.com)[\\\\_\\\\_\\\\_](https://www.seerinteractive.com/genai-answer-tracking#)
# Generative AI Rankings & Answer Tracking
People are turning to AI for answers – do you know how your brand shows up?
You may be \"rank\" tracking on SEO, but visibility and market share today are about more than search engines.
As you strategize for 2025, you’ll need to understand how your brand is represented across all channels, including LLMs. GenAI Answer Tracking from Seer Interactive helps you gain critical insight into your brand’s GenAI Share of Voice, understand which other companies are represented in relevant answers, and spot opportunities to gain visibility. Tracking \"rankings\" and asking \"where do I rank\" are only part of the equation.
**Book a call with our team to review your custom report.**
[Learn How It Works](https://www.seerinteractive.com/genai-answer-tracking#FAQs)
# 
SHARE OF VOICE
# See What LLMs are Saying About Your Brand
Find out whether your AI brand presence aligns with expectations by monitoring the questions and topics you’re associated with across LLM answers. Our GenAI Answer Tracker offers clear visualizations and granular filters, so you can measure your AI Share of Voice, find out which conversations you’re a part of, and track changes over time.
## MAINTAIN YOUR EDGE
# Keep an Eye on the Competition
Find out which brands are getting attention across top LLM models with insights that help you understand your competitors, spot potential partners, and determine who owns specific topics or themes. By tracking over time, you can see how the conversation evolves, and explore strategies for staying top of mind.
# 
# 
TAKE UP SPACE
# Fill in the Gaps with AI Share of Voice by Topic
Zoom in on key themes across answers to see how your AI Share of Voice breaks down by the topics you care about. Spot critical gaps and potential opportunities, find out who else is in the conversation, and ensure your brand stays in the mix.
[Read More](https://www.seerinteractive.com/insights/chat-gpt-tracking)
## GenAI Answer Tracking - FAQs
**Q: Why does GenAI Answer Tracking matter to my marketing strategy?**
Gartner is predicting that traffic from search engines will drop 25% in the next year, and a recent report shared that ChatGPT usage is even overtaking usage of web browsers like Chrome.
Whether or not your audience is currently turning to GenAI for answers, the data indicates they’ll likely be there soon. Understanding how your brand shows up in AI search will be critical to maintaining visibility as search behaviors change.
Seer’s GenAI Answer Tracking gives you insight into your brand’s AI share of voice, as well as potential partner opportunities and topics to consider that might help boost your brand presence.
**Q: What is required to set up GenAI Answer Tracking?**
Your full name, work email address, and the brand you’d like to monitor.
**Q: What happens after you fill out the form?**
Once we have your name, email, and brand, we’ll generate relevant queries and create a custom report tailored to your brand’s goals.
From there, you can expect:
**1\\. Personalized Walkthrough** – We’ll schedule a 25-minute meeting with one of our team members to walk you through the report, showing you exactly how to understand the insights and touching on how they might inform your overall marketing strategy.
**2\\. Follow-Up & Next Steps** – You’ll receive a follow-up email recapping the details discussed and any insights gathered.
For non-clients, this is a complimentary one-time analysis. Existing clients can explore ongoing, customizable tracking options to meet their specific needs.
**Q: What happens after I receive my report? Will it be updated?**
Clients receive ongoing tracking to keep these insights fresh and actionable, while non-clients are provided a one-time run for a snapshot of their current positioning across monitored questions and themes.
**Q: What types of LLMs does GenAI Answer Tracking monitor?**
For non-clients, the default model used in GenAI Answer Tracking is GPT4o. For clients, we offer additional flexibility to monitor other models, including Gemini 1.5 Pro and GPT-3.5 turbo. If specific models are needed beyond these, custom engineering scopes can be arranged to meet unique tracking requirements.
**Q: Can GenAI Answer Tracking help identify my competitors' presence?**
Yes, our tracker allows you to see which competitors are mentioned in AI responses related to your industry or target topics. This helps you understand competitor strategies, spot potential partners, and assess who dominates key topics.
**Q: How much does Seer’s GenAI Answer Tracker cost?**
This page allows clients and non-clients to sign up for a free, one-time report. For clients, pricing beyond this initial report depends on the scope of your project and any custom elements.
**Book a call with our team to review your custom report**
[iframe](about:blank)Insights
# Why Beyonce is the Queen of SEO
[SEO](https://www.seerinteractive.com/insights/tag/seo)
Jun 2, 2016
When you think of authority and influence in SEO, who comes to mind? Rand Fishkin? Matt Cutts? Beyoncé?
Those first two are pretty typical responses. SEO consultants live and die by the information they share and rightfully so - they’re two of the top experts in the field. The truth remains however, that Beyoncé wields more SEO power than either of them. Beyoncé could be the foremost SEO influencer in the world. Say What?
On Saturday April 23rd, Beyoncé dropped her newest album, _Lemonade_. It’s typical Beyoncé: sexy but strong, entertaining but empowering. The title is inspired by a quote from husband Jay-Z’s grandmother at her 90th birthday in 2015:
#### _\"I had my ups and downs, but I always found the inner strength to pull myself up. I was served lemons, but I made lemonade.\"_
The album title is a metaphor for life, but is quite literally named after the delicious summer beverage. Up until recently, the SERPs for the keyword “lemonade” were mostly related to that beverage too. Then Beyoncé came along, named her album Lemonade, and changed everything. Let’s take a look how the search engine results page for the head term “lemonade” have changed over the last month since the Album's release.
## December 2015: Pre-Album Drop
SEMrush offers historical ranking data, so we can get an idea of what the SERPs used to look like. For some reason SEMrush is caching local results from Southern California, but that’s the best we can do in the pre- Beyoncé _Lemonade_ era.
Here’s what the SERP looked like:
- 7 results about the drink (3 local websites, 3 recipes, 1 Wikipedia page) plus local map pack (3 listings)
- 1 national result for Alex’s Lemonade Stand
- 1 result for Lemonade the movie
- 1 result for Lemonade the insurance company
The results here are varied and address queries of very different intent.
## April 28, 2016 (5 days post-release)
Here’s what the SERP looked like 5 days after the album launch:Look at the SERPs now:
- A knowledge graph for the drink.
- 3 news articles about the album.
- 2 recipes for the drink.
- 1 Wikipedia page about the drink.
- 1 insurance carrier named Lemonade (with the domain name Lemonade.com).
- 2 results where the album can be streamed.
- 5 reviews of the album.
Noticeably absent from these results: Beyoncé’s website and a Wikipedia page for the album.
## May 4, 2016 (11 days post-release)
The Wikipedia page for the album has entered the SERP, as well as Beyoncé's own website. We’re seeing a shift towards Beyoncé-dominated results, but there’s still a fair bit of diversity. Google is still showing a wide variety of results related to the drink including recipes, images, and a knowledge graph, albeit a much smaller one.
## June 2, 2016 (Over a month post-release)
Ten out of ten organic results are now related to the Beyoncé album, expect the image results which still show glasses of lemonade. The SERP includes links to her album on iTunes, the wikipedia page, and recent news stories on the topic.
In a month, the search results for this head term have completely changed. Sympathies go out to the sites that used to rank on page one. While the search intent is drastically different behind the album and the drink, websites banking on a high ranking for “lemonade” the drink have certainly seen a traffic loss as a result of the sudden and unexpected diversity of these search results.
Think about this for a minute:
> “Beyoncé is so influential she could have named her newest album ANYTHING and it would have commanded Google’s first three pages.”
Beyoncé and her associated web properties (iTunes, Tidal, etc.) naturally earn the highest-quality links available. The New York Times, Rolling Stone, Vulture, ABC News, The Daily Beast, People, Huffington Post - think of any major media outlet, and chances are they’ve linked to one or more of the pages appearing in the top of this SERP.
Links are certainly still important (there’s no better example of this than [Beyonce.com/album](https://www.beyonce.com/album/) which has virtually no text on the page and still ranks number one organically), but we know there are other factors that contribute to rankings. Engagement in the SERPs, for example: you can certainly expect that Tidal, iTunes and YouTube are seeing excellent click through, as people seek to stream, download or watch the album.
Over time, these search results may revert back to a state where the sugary beverage once again rules the roost but realistically, Beyoncé will have a long-lasting, fundamental impact and the SERPs will never be the same again. Beyoncé’s website, the album’s iTunes page and the [Wikipedia article about the album](https://en.wikipedia.org/wiki/Lemonade_(Beyonc%C3%A9_album)) will almost certainly retain their place on page one.
## What Beyonce's Album Teaches Marketers
_Hope that Beyoncé doesn’t name an album after a head term you’re earning revenue from._
### The SERPs will continue to change for most keywords - especially for head terms.
To prepare for this, always diversify the type of keywords you target. Head terms aren’t everything and if (and when) something like this were to happen, there’s not much you can do to recover from it if you haven’t prepare accordingly. Target a mix of mid-tail and long-tail keywords to ensure you have a wide range of ways users can find your content. For example, the websites that only targeted the head-term lemonade for their drink products, may be affected by user behavior in the long term. Mid-tail and long-tail keywords may see increases in search volume as users may being to shape their keywords differently by looking for information on lemonade _the drink_, or lemonade _to drink_, may increase in search volume.
### Brand and Clout will always win over tricks and short-term SEO optimizations.
Beyoncé had the power of permanently altering the search results. Why? Did you pay a team full of SEO hacks to do this? Nope, she didn’t need that. Beyoncé has build a long-lasting brand through traditional marketing tactics; she has a clear mission and gives people a unique offering that they can’t find anywhere else. Beyoncé doesn’t use tricks; instead she changes the way users search in the first place by creating a new product that people want. This is the gold rule of marketing that we should strive for.
[](https://cta-redirect.hubspot.com/cta/redirect/7982212/d501838e-4035-48d7-87f8-e2eaf2f0bc23)
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# 41 SEO RFP questions you should be asking that most templates miss
[](https://www.seerinteractive.com/people/team/wil-reynolds \"Wil Reynolds\")[Wil\\\\
\\\\
Reynolds](https://www.seerinteractive.com/people/team/wil-reynolds \"Wil Reynolds\")
[](https://www.seerinteractive.com/people/team/dave-sullivan \"Dave Sullivan\")[Dave\\\\
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Mar 16, 2024
## ****
## **This post isn't only for companies looking for RFP guidance for their upcoming SEO project.**
#### **If you run an in house team there's value here, if you are an agency, this helps you prepare for questions better. If you are a company with an SEO agency you are happy with, great, these questions will help you ask for future planning.**
## >>\\> [Take me right to the questions!](https://www.seerinteractive.com/insights/seo-rfp-guide\\#Questions) <<<
As the digital marketing world is becoming more and more fractured, companies have to manage all that complexity and find a partner who can lean into that complexity. TikTok, YouTube, Pinterest, and other sites with search boxes are showing up more and more. Artificial intelligence & Generative AI is reshaping the how SEO work gets done and how our customers get answers. Google is adjusting algorithms at an unprecedented pace, removing automated spam that is growing exponentially due to the AI content boom.
* * *
#### We manually reviewed 6 blog posts on this topic and most could be written by ChatGPT today, we checked, so we decided to blow ours up and write something completely unique.
* * *
If you are a company with questions around the future of search, and how AI plays into that, and more importantly – how to assess if a partner is keeping up, then I think you’ll like these questions you should ask an SEO Agency during the RFP process.
### A little background on typical RFPs and why I believe they fall short.
A well crafted SEO Request for Proposal (RFP) is more than just a template ( [here's our old one](https://docs.google.com/spreadsheets/d/1YHACBIgqIX9ssgyzyFmJ8MApZX-pJMTfoEJtRj4eLek/copy)), it needs to take into account this changing world, it deserves thoughtfulness. Most SEO projects are take some amount of time to show results, so you have to be super intentional about your process and whom you pick and how prepared they are to navigate the changing times ahead.
Traditional RFPs, often fall short in addressing the nuanced demands of the modern SEO realities / landscape in 2024. The importance of SEO RFPs extends beyond the basics:
- Budget
- Scope
- Goals
- Evaluation criteria
- Submission guidelines
#### When the world is changing this much, the RFP needs to go a level deeper and can be a critical tool in deciphering which SEO agencies offerings are “ [keeping up with the times](https://www.seerinteractive.com/insights/thought-exercise-what-if-people-stopped-using-search-engines-tomorrow)” & how “future-ready” is my current SEO team or agency given the changes on the horizon?
By reframing the conversation around SEO RFPs to focus on these advanced topics, we set the stage for a more meaningful evaluation of an agency's ability to not just react to changes, but to predict them & proactively lead the charge in the SEO space.
There is no doubt that Artificial Intelligence is changing the [SEO game](https://www.marketingaiinstitute.com/blog/google-sge-seo), we have new AI powered browsers like [ARC](https://arc.net/) and Google’s [doing that in Chrome](https://www.androidpolice.com/google-search-generative-experience-while-browsing/) too, and new places like [ChatGPT](https://chat.openai.com/), [Perplexity](https://www.perplexity.ai/), to find answers, we have AI tools to help us build content blazingly fast, and we’ve got Google issuing new penalties, [like this one in March](https://blog.google/products/search/google-search-update-march-2024/), for those who do.
* * *
## Here are the 41 new questions you should be asking your SEO agency during the RFP process in 2025.
### **AI questions to consider for your SEO RFP:**
* * *
01. Walk me through 1 example of an SEO process at your agency through a “pre-AI” and “post AI” lens. Why did you pick that process to change and what is next?
02. Gartner has predicted that searches will drop over the next 3 years, how does your agency view that assumption? & How do you validate / invalidate assumptions about changing search behavior.
03. How might your agency approach determining if **my customers** are starting to move over to sites like Gemini / ChatGPT / Perplexity for answers?
04. In an LLM world, how is the work you are doing for me today (Link Building, Technical SEO, Content, Internal Linking, EEAT signals, etc) also likely to pay dividends in an “AI search” world. Which ones will have the biggest crossover impact?
05. Walk me through a proposal from 2022 or 2023 and compare how you executed on the same tactics then, now, in an AI world...which areas are AI optimized and which are on your roadmap, and can we see it?
06. With the increasing role of AI in content creation, how do you ensure that our content strategy retains authenticity and genuinely engages our target audience?
07. We’ve considered blocking AI bots from crawling our site, as a way to protect our data from being used in answers, what are your thoughts on that?
08. What strategies do you recommend for optimizing content for language models, and how do these strategies differ from traditional SEO best practices?
09. What is your AI usage policy? What tools can your team use and not use?
10. Assuming your team is using AI to help with the project, how do you disclose what you are using AI for?
11. How do you track our visibility in Generative AI, and how do you evaluate our market share?
12. How have AIO overviews impacted click through rates, but also business impact?
13. Walk me through your methodology on discovering which types of content I have are most likely to be disrupted?
### **SEO agency ability to pivot / adapt questions**
* * *
14. Given these 5 changes in the last few months take 1 of these changes and articulate how your process as an agency has changed to keep up with that recent change for your clients.
15. Here is a new SERP layout in Google, how would you determine how widespread this issue is and how that layout impacts our business – bonus for any ideas on how we optimize for these.
16. Google makes changes to their layouts all the time. Those layouts can significantly impact where customers click, which may impact the value of a top ranking, how do you find those shifts and what do you do about those?
17. How does your agency catch new Google layouts, evaluate impact, and pivot strategy?
18. Take this query, notice how it is all (OTAs/Big E-commerce, Aggregators, Review sites etc ), how would you help us rank against those folks (detail is key).
19. There are penalties now for automating content with AI, how do you use AI in a way that doesn’t expose your clients to risk?
### **Integrated search across divisions questions**
* * *
20. What unique data can we provide to you that allows you to take a unique approach to our SEO strategy? (CRM, Calls, Partner Domains, Programmatic, etc)
21. We have data available in paid search, social, youtube, etc how would you use it to make our SEO better?
22. We see more YouTube & Reddit results showing up, given that how they have spiked, how do you believe that will help/hurt our SEO campaign?
23. How do you use SEO data to help us better understand our customer in ways that can help the SEO team, but also the entire enterprise?
24. When I get a top ranking, should I shut off my SEM bids for that keyword?
25. Where are other places other than Google where people go to get answers that your team is researching?
26. Our customers are starting to go to TikTok/G2/Private Groups more and more, what role, if any, do you play on their platform?
### **Hands on SEO research questions**
* * *
27. Here is a tactic that our existing SEO efforts has uncovered on a competitor site, what do you think, would you replicate it, stay away from it or take a different approach?
28. To the best you can, reverse engineer our last year of SEO efforts, what did we do more of or less of and how did that impact our current state?
29. Find something on our site that you believe is out of date, walk us through what you would do to revive it, outline how you picked the thing you did and how you think that would impact our goals?
### **Budgeting, Project Scope, Results, and ROI questions**
* * *
30. When predicting the impact of ranking better on search engines, how do you project results over 12 months? Do you revisit CTRs and projections in a project lifecycle?
31. CTR’s are declining, how do you help me to explain changing landscapes to our executives so they understand why rankings might be going up, but traffic is down, and why SEO should maintain its current level of investment.
32. What is a common thing SEO agencies typically do, that you question the value of and why?
33. If I told you that the leads coming from our SEO effort are low-quality, how would you tackle that response?
34. How do you reconcile the need for quick wins to demonstrate value with the necessity of implementing a long-term SEO strategy that may require patience before seeing significant results? How do you communicate this balance to stakeholders to ensure continued support and investment?
35. How do you tie your work to business impact beyond rankings?
36. Let’s say we have to cut half our budget 5 months into the project, walk us through how you would determine where to make those cuts?
37. How do you manage team member transitions, and can I speak to a client who has had a recent team member transition off their project to understand how you respond and react?
38. How do you help clients who have chosen to transition their work to another agency, in house, etc? May we talk to a client who has done this?
39. Lets imagine Google makes a massive change, and that change requires new work to hit our goals, you as an agency had no idea this change was coming, so how do you manage the scoped project against what our new needs are, what does that process look like?
## **Aligning stakeholders questions**
* * *
40. How do you navigate the complexities of multi-division collaboration (IT, Brand, PR, Technical) in SEO projects? How does your agency work to ensure that all stakeholders not only understand but also value SEO's impact on the broader business goals?
41. SEO success is frequently gauged by rankings, traffic, and (maybe) conversions. How would you involve stakeholders in defining and agreeing upon holistic success metrics that capture the full value of SEO to the organization, including brand visibility?
## Here are some of our thoughts on the basics of an SEO RFP
### What is the value of an SEO RFP?
You can learn more about the different types of SEO and some of the commonly used acronyms of the channel on our [SEO Acronyms and Terms](https://www.seerinteractive.com/insights/seo-101-digital-marketing-terms-acronyms) page.
Once you are more familiar with SEO, or if you already are, let’s explore how you can find the right partner.
An SEO Request for Proposal (RFP) is a document that invites formal bids from potential SEO providers to provide their services.
This step isn’t always necessary, but may be a procurement requirement at your organization. If it is, it is best to send the RFP to a number of providers, as this gives you a full range of SEO approaches to objectively evaluate the agency you will be working with.
Including 5 to 10 agencies should give you a diverse set of approaches to find the right fit for you. RFPs also create structure to open-ended challenges. Making the RFP clear is critical to the success of your SEO program going forward.
### What Should be Included in an SEO RFP?
Project scope and objectives: Outline specific tasks, deliverables, and goals to ensure alignment between the SEO strategy and business objectives. Include historical SEO efforts to prevent overlap.
Technical requirements: Highlight technical aspects needing attention, such as website architecture, page speed, mobile-friendliness, and structured data. This helps determine if the agency has experience with your tech stack.
Reporting: Define frequency, format, KPIs, and level of detail required in reporting. This ensures transparency, accountability, and facilitates communication.
Timelines: Provide a schedule with key milestones and deadlines, allowing for flexibility and regular performance evaluations. This helps agencies evaluate their capacity to meet deadlines.
Budget: Include a budget range or limitations to guide realistic recommendations. Focus on expected value in terms of revenue, profitability, or growth to determine the desired rate of return.
Selection criteria: Clearly define criteria such as experience, expertise, references, pricing, and methodology to streamline the evaluation process and ensure alignment with expectations.
### Common SEO RFP Mistakes:
- Being too specific limits creativity and potential strategies
- Asking too many questions = a lot of work for the agency, limiting responses. You can always ask for links to existing resources so they can focus their time on the questions that are more nuanced
- Blind RFPs, most agencies will believe they have no shot and might not participate, so some amount of outreach / past relationship matters
- Leaving too much to procurement may miss some of the nuance which highlights opportunities for agencies to show working styles, and allows you to get a feel for fit
Once responses are received, objectively evaluate them using a consistent scoring method. Share feedback with all respondents to maintain transparency and set the selected partner up for success.
**\\[TIP\\]** Need a scorecard to help with your evaluations? [Click here.](https://docs.google.com/spreadsheets/d/1YHACBIgqIX9ssgyzyFmJ8MApZX-pJMTfoEJtRj4eLek/copy)
## **What should you do once you have responses from potential providers?**
You’ve done all of the prep work, sent out the requests, and received responses to your RFP from a few potential providers. Now what?
Objectively evaluate all responses to make sure they are meeting your needs and expectations based on the criteria above. Using a consistent scoring method across all evaluations will keep the evaluations objective. Use this [agency evaluation](https://docs.google.com/spreadsheets/d/1YHACBIgqIX9ssgyzyFmJ8MApZX-pJMTfoEJtRj4eLek/copy) template if you don’t already have one.
Once the evaluation is complete, make sure you share feedback with all respondents, even the agencies that you do not select. This transparency is not only appreciated, but keeps the door open down the road if you decide to conduct another RFP in the future. Feedback also helps your selected partner make improvements from the start. This will set everyone up for success.
Interested in partnering with Seer as your digital marketing agency? [Let's talk!](https://www.seerinteractive.com/contact)
* * *
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# Is Google Poised to Take the Lead in AI?
[](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")[Alisa\\\\
\\\\
Scharf](https://www.seerinteractive.com/people/team/alisa-scharf \"Alisa Scharf\")
[Author: Alisa Scharf](https://www.seerinteractive.com/insights/tag/author-alisa-scharf)
Apr 19, 2024
I've been having a lot of convos at Seer over the past year that all start with the same question: Why isn't Google winning at AI? They have the data, the money, the talent, AND they invented many of the critical breakthroughs that got us where we are today. Yet, they aren't winning in AI. Why?
## Is Google “too big to succeed” in AI?
Organizational dysfunction is probably the biggest negative byproduct of their approach to market dominance. On one hand, it's hard to position Google's global presence as anything other than wildly successful. On the other hand, their path to power is paved with many ruthless decisions, acquiring countless products and organizations only to shut them down or haphazardly bury them within the business.
I can’t imagine the layers of complexity involved in trying to identify how and where to fit all of the M&A investments within Google as an organization. Individuals, teams, products, and organizations all contain multitudes, and organization methodology is subjective. In other words, there’s no “right” way to do it. Google must have realized this long ago and as a result, decided not to spend too much time worried about getting it “right.”
Their playbook was messy but worked for many of Google's cash cows. It won't work for AI. AI is moving too fast due to competitors combining brilliant, lean teams with billions in funding. Google has billions, but they are far from lean. Time for a new approach.
[Yesterday's announcement](https://blog.google/technology/ai/april-ai-update/) from Sundar Pichai can change all of that.
## Let’s pause to reflect on the past 12 months
In April of 2023, [Google & Alphabet’s CEO Sundar Pichai announced they'd merged their Brain team from Google Research and their DeepMind team](https://blog.google/technology/ai/april-ai-update/). Since then, we have heard a steady stream of quiet grumbles about how things aren't going so well. Most recently Demis Hassabis was [described as \"chafed\" by the Information](https://www.theinformation.com/articles/googles-demis-hassabis-chafes-under-new-ai-push). Whispers around a desire to exit were circulated. And yet, if you stop to consider where Google was this time last year, you’d find they’ve grown leaps and bounds.
Google isn’t leading the pack yet, but Gemini 1.5 is a GPT-4 class model. We’ve come a long way since their less-than-impressive Bard and Duet offerings. [Google’s recent Next event](https://blog.google/products/google-cloud/google-cloud-next-2024-recap-highlights/) illustrated the most cohesive vision to date of where within the vast AI space they plan to settle in: by integrating their offering into the tools their customers are using today.
This will be a new playbook for Google. Creating a cohesive user experience across their products has never been a strength. At the same time, with their current market share across search, cloud computing, mobile, and more - there has never been a more opportune time to figure it out.
Fast forward to April 2024. Almost exactly one year later, Pichai is back to announce more changes. [His announcement](https://blog.google/inside-google/company-announcements/building-ai-future-april-2024/) is worth reading in full here, but I’ve summarized the major changes below.
- **Further consolidation of Google Research teams:** All teams (previously in Google Research) that focus on building models will now sit in Google DeepMind. This likely should have happened sooner, but the fact that it’s happening now is what matters.
- **Improved focus for Google Research:** All of Google Research’s work will focus on computing systems, foundational ML and algorithms, and applied science & society. I’d imagine it’s hard to think about the future of computer science less anything related to AI, but ultimately focus is critical to all R&D.
- **Moving Responsible AI from Research to Google DeepMind:** Responsibility & safety are core to Google’s vision for AI. To me this feels akin to moving the Quality Assurance team to sit right next to the conveyor belt, if previously they were craning their necks to see what was happening from 50 feet away. A good move, but one certain to ruffle feathers.
- **Increased clarity of responsibility and accountability for AI testing and evals at every level.** When something is everyone’s responsibility, it’s no one’s responsibility. There are so many layers to testing and evaluating AI, we likely haven’t discovered the best approach yet. Until then, a new RACI should help.
- **Standardizing launch requirements for AI-powered features, including more ‘red team’ testing:** I’ll file this under “the stars are just like us,” as anyone testing innovation with AI knows that the process is a far cry from standard software deployment. One big advantage (and perhaps part of the plan all along?) is that Google has had a handful of teams running independently for the past year. Time for a show and tell so they can Frankenstein together the best approach.
- **Merging DSPA (Devices and Services Product Area) teams with the P&E (Platforms and Ecosystems) teams to create a new Platforms & Devices team**: Computing platforms are a key area Google can push their AI integration mission into existing owned market. Chrome, Pixel, Android teams will all work under “the same roof” for the first time. Things will be bumpy and grumpy but ultimately this is likely the path that takes Google the farthest.
Pichai closes his memo with a statement that I feel compelled to include verbatim, highlighting the sections that made me raise my eyebrows most:
_“One final note: All of the changes referenced above will help us work with greater focus and clarity towards our mission. However, we also need to be more focused in how we work, collaborate, discuss and even disagree. We have a culture of vibrant, open discussion that enables us to create amazing products and turn great ideas into action. That's important to preserve. But ultimately we are a workplace and our policies and expectations are clear: this is a business, and not a place to act in a way that disrupts coworkers or makes them feel unsafe, to attempt to use the company as a personal platform, or to fight over disruptive issues or debate politics. This is too important a moment as a company for us to be distracted._
_We have a duty to be an objective and trusted provider of information that serves all of our users globally. When we come to work, our goal is to organize the world’s information and make it universally accessible and useful. That supersedes everything else and I expect us to act with a focus that reflects that.”_
To me, the message is a clear warning, perhaps directly to those who have been feeling “chafed” lately: Dad is mad. It’s time to stop acting out and get back to work.
## Hypothesizing into 2025… where will Google AI be one year from now?
These changes are potentially monumental, and I think it would be fair to say that the stakes couldn’t be higher for Pichai professionally. If next year these bets pay off, I wonder what the tech landscape might look like? Here are some guesses:
1. **Google AI rivals Apple AI?** This time next year there will be a clear winner in the field of “AI Assitant that sits in your pocket.” As of now, Apple is most poised to win. They have been quiet about their work with AI but the clues we have seen (reorganizing their autonomous car division into their AI team, releasing research on a potentially GPT-4 class model) are promising. Google’s only chance to do so is with this newly formed P&D team
2. **Google Gemini’s next iteration matches GPT-5 within 2024?** Much ado has been made about how impressive, groundbreaking, and awe-inspiring GPT-5 will be. There’s very little chance Google is first to market with the next “oh shit” moment in AI. But with this reorganization, Google gives themselves a very good opportunity to catch up to GPT-5 quickly upon its release.
3. **Who is _actually_ winning the long game?** Google’s bet on integrating AI into the products people use today is an important one. OpenAI’s game has felt a bit like checkers over the past year. They’ve been quick to news jack AI achievements by dropping their new products, or clap back at competitors rising in the ‘LLM leaderboards’ with a freshly tuned model. That’s been fun to watch, but Google may be playing chess right now. This time next year they may not have “the best” AI on the planet, but they very likely will have the most used.
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[The Good, The Complex, and The Powerful: Utilizing GA4 for Marketing Insights \\| Seer Interactive](https://www.seerinteractive.com/insights/the-good-the-complex-and-the-powerful-utilizing-ga4-for-marketing-insights)
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[Optimize Forms on Finance Websites \\| Seer Interactive](https://www.seerinteractive.com/insights/how-to-optimize-forms-on-finance-websites)
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[](https://www.seerinteractive.com/insights/organize-tracked-keyword-list-for-maximum-seo-insights)
[Building a Keyword List for Maximum SEO Insights \\| Seer Interactive](https://www.seerinteractive.com/insights/organize-tracked-keyword-list-for-maximum-seo-insights)
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[](https://www.seerinteractive.com/insights/how-hotjar-works)
[What is Hotjar Heatmapping? \\| Seer Interactive](https://www.seerinteractive.com/insights/how-hotjar-works)
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[PPC Audit Checklist \\| Seer Interactive](https://www.seerinteractive.com/insights/ppc-account-audit-guide-2021-checklist)
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[Beginner SQL Concepts for Digital Marketers \\| Seer Interactive](https://www.seerinteractive.com/insights/beginner-sql-for-digital-marketers)
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[](https://www.seerinteractive.com/insights/titles-and-headings-guide-for-seo)
[Titles and Headings SEO Guide \\| Seer Interactive](https://www.seerinteractive.com/insights/titles-and-headings-guide-for-seo)
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[4 Steps for Positive ROI on your SEO Program \\| Seer Interactive](https://www.seerinteractive.com/insights/improve-roi-seo-engagement)
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[The Pattern of Privacy in Digital Marketing & Advertising](https://www.seerinteractive.com/insights/privacy-resource-hub)
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