Not Provided Podcast: The Future of SEO as a Revenue Opportunity

This week, Derek was excited to join the guys on the Not Provided Podcast, a podcast covering social media, SEO, and all things digital marketing. We met Damon Gochneaur, one of the hosts, at State of Search 2013.

The topic of the podcast, The Future of SEO as a Revenue Opportunity, expanded on our presentation at State of Search and focused on several things including the evolution of SEO as an industry.

The podcast covers:

  • What to expect after clients rank #1 for their search terms a where does the relationship go from there? Learn why SEO as an industry must evolve and how Evolve Digital Labs transitioned to become a partner to our clients a focusing on business objectives such as outcomes and growth, rather than rankings.
  • How to create a common language between online marketing and business operations, and how to apply the tactics of SEO for business growth.
  • Why Evolve focuses on health care as an industry, and the specific challenges and opportunities that come with health care marketing.

Check out the podcast to learn all these things and more a and a special thanks to Not Provided for inviting us to join the show this week.

Follow Not Provided on Twitter for updates on future shows.

Meet Morgan, Director of Business Solutions

We are pleased to introduce you to the newest member of Team Evolve. Morgan Wallace joined us this week as Director of Business Solutions.

Morgan has more than 10 years experience in marketing, both in corporate and consulting roles. Prior to coming to Evolve Digital Labs, Morgan worked for Turtle Beach where he developed and executed on product and marketing partnerships with companies such as Disney, Microsoft, Activision, and Major League Gaming. As a consultant, Morgan developed marketing and commercialization strategies to help clients, such as Merck, Johnson & Johnson, Pfizer, and DaiichiaSankyo, maximize value from their brands and products.

Morgan holds an MBA from the New York University Stern School of Business and a BA in Philosophy from the University of Chicago.

At Evolve, Morgan assumes the role of Director, Business Solutions, where he will provide insight into how Evolve’s products and services can best create success for clients’ specific needs within their specific industries.

What’s your favorite web site?
Jalopnik.com a first and foremost, I’m a car guy, so I love the community of car people on the site. Also I like how a car blog has upended the traditional automobile media outlets in terms of the tone and frequency of editorial content.

On a given weekend, you’ll probably be:
In a park on my mountain bike. I’m looking forward to when all of this snow melts, and I can hit the trails.

What draws you to this industry?
Technology has always been a driver of change for marketing, and each new generation of technology in media and communication has created a transformation across sectors. These technological shifts impact both how consumers find and experience brands as well as how corporations craft their product and service offerings. Iam drawn to this industry in order to help companies create strategies that maximize the opportunities inherent in new technology platforms.

Mac or PC?
I’m using a Mac now, although my last computer was a PC.

What’s the last book you read?
Thinking, Fast and Slow by Daniel Kahneman. In the book, Kahneman describes his research of behavioral economics in a way that a lay-person can understand.

If you could have a beer with anyone in the world, who would it be?
Bill Gates. Ever since I read The Road Ahead in high school, I’ve wanted to have a conversation with him about technology’s impact on our lives.

Let’s say we assign you Office DJ duty (and that day will come). What 3 artists would you be sure to play?
U2, David Bowie, and Handel

Evolve Digital Labs is elated to have Morgan as a part of the team. His proficiency will tremendously advance the way we lead our clients to success online. Find Morgan on Twitter and LinkedIn.

 

Effective Budget Flighting

One of the most evident advantages of pay-per-click advertising is the ability to control how much of a budget is spent over short periods. If your campaign or ad messaging fails to deliver the expected volume of clicks, you can easily pause a campaign or adjust the spend to prevent wasting more dollars on ineffective marketing.

One means of regulating your media spend is effective budget flighting. Budget flighting simply means you allocate more media dollars in specific time frames than others. The strategy behind flighting is often based on seasonality or product offerings a such as special pricing or promotions. By matching the volume of advertising spend to reflect the fluctuation of searches, you can control the effectiveness of your budget.

When should you flight your budget?

You probably are already aware of which months make up your “busy season.” But how can you know if there are other opportunities for you to take advantage of? Often times, keyword research can provide insight into the patterns of search volume for a topic or term.

The health care sector, can serve as a good flighting advertising example. Advertisers often encounter seasonality for certain treatments or procedures. Last year, the American Journal of Preventative Medicine found that searches related to mental illnesses follow seasonal patterns, indicating the severity of seasonal affective disorder. Industry research and knowledge such as this should be applied to online strategy.

How to strategically flight your media budget

To learn how you should flight your budget, it is important to look at a few different metrics in analytics.

  • Return on Investment: The months of the year that yield the highest return on investment for products or services should direct how you flight the budget. Your brand should invest the highest amounts of budget in months where the ROI is at the highest. Always look at the big picture before finalizing a flighting plan. Some months may deliver a high lead volume, for instance, but the leads convert at a lower rate than other months. This example indicates that though interest is high in these months, the purchase intent is low.
  • Lead to Acquisition (LTA): The rate at which you convert leads into acquisitions is another key metric to digest and factor into budget flighting. If this rate is low, you may be driving unqualified leads to your site and adjustments should be made. This will also help you understand how many leads you need to drive in order to hit acquisition and revenue goals.
  • Cost Per Lead (CPL): To weigh the effectiveness of your campaign, you need to divide the number of leads you acquired by the amount you’ve spent. You will probably notice that some months yield much higher CPLs than others. With this information in mind, you should reallocate your PPC budget.
  • Cost Per Acquisition (CPA): Similar to CPL, look at how much are you spending to acquire a new customer. This number will probably fluctuate throughout the year, so a best practice is to flight your budget to ensure you arenat overspending media dollars during periods of slow acquisition. You must also understand what your LTV (lifetime value of a customer) is in order to determine what an acceptable CPA is for your organization.

Understanding how these metrics can play into budget flighting will improve the abottom linea numbers that mean the most to the C-Suite: Increased revenue and reduced wasteful spending.