Alright. My name is Amanda Farley. I'm the chief marketing officer, at Aimclear, and we, innovate in this space. We live and breathe paid organic AI.I'm super excited to share with you all today, some of the latest things that we've been testing and some of my latest case studies and just, it's been a ton of fun, and I'm super excited to to share with you all. Alright. So, misfire siloed PPC and SEO. So the biggest thing that we see when we've got separate SEO and PPC teams or departments or agencies is money burning, essentially. So what we've got is, things like duplicating keyword, wasted ad spend, conversion rates not shared, inconsistent user experience, analytics that's separate or incomplete attribution, and everyone is just kind of running in different areas. Campaigns also, ignoring, intent signals or using the right content can just be another area where we're just seeing a lot of waste. And on top of that, we're also seeing this shifting environment right now where we really do have, SEO and organic. Right?

We it's so funny because it's always been more than just Google, but everyone, you know, always talks about Google. But, SEO is not dead, although they've been saying that for twenty years. But we are seeing another shift, which is normal. And we're seeing some of that traffic go to things like Reddit, zero click search, social channels, AI, so going to things like perplexity. And, also, Google is doing everything it can right right now to, like, keep the user experience, like, on Google itself. And so we've got this, kind of this fight for behavior right now, and attention. But keep calm, stay anchored. Even with all of the changes, we are seeing some amazing results.

So the case I'm gonna share with you today and the how, we have seen insane results with aligning PPC, SEO, AI into a full integrated orchestration and life cycle modeling. So that's what I'm gonna share. And it's a lot that I'm gonna cover in twenty minutes, so please feel free to reach out later with questions. And looking at some of the older school models with content, we have this, like, publish, distribute, drive, gain insights, and we had PPC and SEO that would run kinda two separate. Sometimes they talk, and then we'd get a unified outcome. But now what we're seeing is really this more of an integrated framework, and the baseline starts with content. So looking at things, and then five distribution anchors. So we'll talk a little bit more about that. But the integrated virality framework also is what compounds and expands on velocity.

So it's not just looking at, like, what's gonna work right now, and I know there are so many organizations that love to look at 30 windows of time or ninety day windows of time for results. But it's really about how do we build for the now that integrates and compounds over time. And evergreen campaigns that we're running, you know, that could be your top transactional search, seasonal event could be like back to school, Black Friday, looking at the FYP or microtrends. So things like, you know, we we see these, like, funny memes or soundtracks that get picked up in social. But all of those things matter based on that content framework. So it's not just looking at, like, where does it fit for today, but where does it fit for the long tail, and then how are we using our baseline seed content to expand.

So SEO, and AI discoverability. So what are we doing to help get in the LLM machines? How is paid gonna support that content and those initiatives? How are we, automizing that? Like, are we taking webinar content and breaking that into video content, which also supports into YouTube Shorts or paid campaigns that way? Not just looking at keywords and topics, but also looking at social and sound hashtag clusters and then human signal amplifiers. So when we think about Google Search even, we know that, Google search right now, they use things like likes, shares, comments, brand authority, right, mention as part of it. So it doesn't necessarily need to be a million views, but those human components do matter. And what you are hearing is that the baseline of this, how do you integrate, starts with content, integrating teams and content.

And so many teams are sitting on piles of old content that's great. Like, sales teams might have it or BDR teams might have it, business development teams might have it, and they're not really utilizing it to seed in new content. And what's winning right now in search, paid and organic, is authentic content. So, like, let's update it and let's push it out. So this new framework really is about push, don't wait, to always be testing, and looking at what is the, you know, human and authentic component, and then how are we building this into this life cycle model. So, and, again, I know I'm kinda running through quick, but I do think it's important to tee it up with them to get into the how. So right now, we are also building in AI agents and human readability to all of our content.

So every time that we create content or campaigns, we have a human who's scrolling, searching, watching, reading, but also AI agents who are scraping, parsing, synthesizing, and scoring. So when we look at how do we set ourselves up for success, we need to look at how we're setting up the content from a technical perspective. So on the LLM side, the bots like things like bullets, fax snaps, like they're like table formats. Like, the more that we can kind of micro size the content into their language, the better it's gonna perform in AI, which also then influences how your campaigns are gonna do. And then that human component, so trust at scale. So what are the things that are also happening on LinkedIn? Do we have testimonials? Do we have podcast clips and reviews? Do we have what are all of those pieces that we should be injecting into the content?

So if we're creating a new blog or a webinar, how do we take our other human pieces to do that? And then how do we collaborate across the team? So share the data between SEO and PPC, AI, your PR team, reuse the right language, also customize for your audience, and then have that life cycle alignment. So I'm gonna get into the how and I'm gonna start sharing into the case study. So, it starts with really training the g the GPT to think like a life cycle and a content and a growth marketer and also understanding PPC and SEO. So the first thing I like to do is train the bot, and I give it all the data I would normally give it. So in this example, I had a client request that came in for a specific campaign. I uploaded SparkToro audience data, based on that request. I had SEMrush data.

I also uploaded PPC data. And I also have been working to train, AI into the framework. So I want to create content that is gonna fit in this model, and that is also going to help my paid in SEO and creative, all those things. So as I start to train it even on the model, I'm looking at, hey. Can you please make sure that you're customizing out my strategy, looking at the latest data? Here's all the things. Also, here's the trends, this evergreen seasonal repurposing that we're using, and I can even upload and say, hey. Reference these three content documents I already had. Right? What are those, what I think is seasonal. You know, ecommerce is always like back to school, Black Friday, but seasonal can also be buying behavior based.

So, like, b two b buying behavior could also be a seasonal factor in your campaign creative. But I like to give it the more information, the better at this point. And what happens at this level is it starts to kinda map, just high level, like, core objectives. When do we need to have deliverables by? And then looking at, like, okay. What are the formatting that we're gonna need? So for example, we're gonna need blogs. We're gonna need video. There's gonna be a real style. We also are gonna inject page. So, really, again, this is a full integrated campaign, and we're looking at life cycling with AI usage. Right? And then also how do we use everything we already have to create something new and meaningful. And then those distribution anchors. So things like SEO and AI discoverability.

What are those main evergreen posts that we want to target for zero click search? What are those, you know, top trending social hashtag clusters? And this is just the initial run that comes through when I start this process. So, and even looking at, like, measurement testing, and just that overall, like, what are the types of things we wanna report back on or we think that matters. And, obviously, this will determine based on your, stakeholders. So I take that as the base, but then we go deeper. And so what we do is we do deep research. And with deep research, the biggest thing takeaway I could give you for today is make sure you're using GPT to actually craft your deep research prompt before you actually do deep research.

So I uploaded the initial campaign strategy output, background data, uploaded the integrated framework, and then I have GPT create the deep research prompt before running it. And this really helps to make sure I'm not missing anything before I use my credits for running deep research. And then so this is an example of, like, how I did that. So it's like now plea and, like, I also asked for I want a deep level in hashtags, influencers, and I was really looking for, like, the more the better. And then, prompt structure. So you you'll see it'll start to build the prompt structure. What's also cool about this is you can start to create it too for other AI engines. So this is GPT, but you could do this elsewhere as well.

And you can have the steep research prompt created, and you can even cross those results. So the findings. So what was really cool about this example, and this is for the b two b safety tech campaign, is we start to find out, and this is for gun detection technology. So we're coming up with, like, hey. Point of view drills and storytelling are what matters, and it gives actual examples of videos that have had good results. And in this space, you know, it's obviously a really sensitive topic, so it's part of our thinking and strategy as well. But then we also see in this space things like educational safety tips. I don't know if any of y'all know mister Williams in TikTok. He's great, but he actually came up in the deep research field. Why would politicians fight? Which is super cool.

Learning how to see We don't need to go into all the detail. But then even you could go into, like, school hashtags. What are these, articles that are running different, topics on this? And then I use programmatic providers to actually do placement based targeting. So not just on, oh, I wanna target fast company, but I'll actually send this URL to my programmatic provider to buy display ads just on this URL because I know it's part of kinda what's trending in viral. So, again, it's back to that, like, integration component. And then I look at, like, okay, what keyword ranking. Right? AI search insights. And I always cross check this with, like, what our SEO or paid team has, but, like, it is cool to see, like, this is what we're seeing. This is the type of trends. Ad formatting. So when we get into paid, it's always like, what's gonna perform better? What should we test first?

Like, you can't do everything all at once. And a lot of times, we're under the gun on timeline. Right? So because it's like, hey. We need to get this out. Like, we need it done by Friday. And it's like, okay. Can't do everything at once, but maybe I can do a short video ad or maybe I can do, something on LinkedIn. And then even targeting options. So this is continuing to get better. I think that's what's been really cool about this part is I'm starting to see way more, detailed, like, what targeting exists that would be recommended that fit in your audience. And remember, I gave it a bunch of audience data. I gave it a bunch of campaign and previous stuff.

So, like, it knows now, like, this is really who I'm going after and, like, what is gonna make a difference. And with this, and this is all about safety back to school, so that's why that was the example. But I have had it a lot too and even, like, how are we gonna use lookalikes? So, again, that goes back with, like, the cross data component. And then I start telling, GPT to draft me a complete strategy and execution road map based on the core context that basically I've already given it. And I start to do it by team and by stakeholder because I realized, hey. I've gotta go to the PR team. I've gotta go to sales and PDR. I've gotta talk with leadership. Right?

So it's not even just PPC, but it starts to kinda craft the road map, and you'll kinda see too, like, in this CSV output. It's a little small on here. I know. But it goes into, like, content, paid campaigns, SEO, but it starts breaking it out. So now I've used all of the materials, previous data, research, the framework, and then now I can start building it out by team as I'm crafting these strategies and execution guides. And I like to go super deep so I can give my team, like, very specific, like, hey. This is what I'm seeing and, what channel's working or these hashtags or I'm really into micro influencers right now. It's not so much more about, like, a million followers. It's like, do you have a thousand of the right followers, and how many of those micro influencers can you capture? So I love getting deep into that.

But then I start looking at, like so as I'm giving this information to my team, I'm like, here's the category. Here's the element. Here's the tech. So, again, it kinda starts at that top frame of, like, what's the content? What's the campaign that we're doing? But then how does this then translate down into the social media manager that needs to run their component? Or how does this go to the Google search team? Right? Like, all those or if you're one person and you're like, where do I start? Like, this also would give you the things that you need. Okay. So I'm still doing good on timing, so that's good news. I know I've done a lot in a little bit of time. So this is actually showing to, like, real build time. Let's see if it's actually running. Okay. Well, this was a live prompt. I think it might export a PowerPoint.

I broke it. But, essentially, you can search, like, the integrated Verality recommendations. Like, it will custom build this in real time for you. And then I start extracting and bite sizing it out. And then I create guides and briefs. So agency world, we love briefs. Right? But even internal, like, what is the overall campaign guide? What so in this example, it was, like, objectives, educate, build urgency, and generate inbound interest. We had three kind of pillars that we wanted to go after. We had some core content assets, which, by the way, we were repurposing content for this. And then, hey. We want an infographic. We also were gonna do a blog series. This is what we're thinking with paid campaigns. So we're gonna do Google search based on this. We're gonna do retargeting, based on some of the site visitors, custom audiences, and even some of the education content.

We're gonna do LinkedIn predominantly, and we've got job titles because we really wanna talk to superintendents and directors of safety, things like that. And the real magic in all of this and I know it's like, well, like, why does this really matter long term if SEO traffic's going down or if paid costs are inflating. Right? Because when you do this integrated, we see paid plus SEO plus social equal AI brand authority. And in this example, this is perplexity. And I ran this a few different ways as I was just trying to look at how our brand influence was, happening. And the it was consistently, like, there was 16 mentions of our brand on this topic within AI, which means we are on the list of consideration. If you are in this search interest, like, we're on the list.

Like, we're on the list because this is what's coming out in the AI output, and then that's where we're starting to see higher branded transactional traffic on the organic side because from a results perspective, we're seeing your organic traffic look down overall in number of visitors, but we're seeing transactions go up and the in meaning form fills, ecommerce transactions.

Right? And that's because we're building integrated brand authority. And although we might not be getting that search, you know, click out the gate, we're still serving the LLMs, the content to tell the story and then being that brand leader. So it is still helping influence overall, you know, search and organic. So in this case study so this was long tail. So I gave you, like, real time now example in the campaign, but this is what happens when you do do this style of strategy. So in this example, like, we've been running this model, even looking at, like, q three, q four last year, and, like, beyond. But we are continuing to see compounding results. So this is that velocity build up.

This is like and it's not like, oh, all of a sudden we tripled budget in one month or did now we had different pushes, but it was all integrated content. And this was also working across teams and even agencies. So, you know, working with their creative agencies saying, hey. I know you guys are working on this. Can I get bunch of bite sizes of this thing for this purpose? But really looking at some of those influencing touch points along the journey, how is organic influencing paid? I mean, our SEO traffic alone was up over 200%, which is crazy considering the AI overview component, and our SQLs are up eight like, 1800%. Sales qualified leads as in sales qualified opportunities, which means the demo was booked, which is huge. And then we also use, CRO testing in our content.

So we wanted to know things like, did this form work over this form? And we had methodologies included in that within our content planning. But just doing that and even how many form fields or how you know, verbiage. Right? And we are matching this to the life cycle stage, we saw 325% uplift. So when you think about conversion rates and why that matters and why integrating your team data matters and why sometimes running paid in SEO in the same landing page or content experience matters, this is why. That that little bit of integration, like, this doesn't have to do anything with the paid ads or organic track. This is the conversion experience. So, like, just integrating those pieces for the conversion experience had a huge uplift. So I am very impressed that I did that in eighteen minutes, by the way. I know that was a lot. So I am happy to take questions, even now and after, and, this is still being built out every day.

Like, I'm injecting new data, new agent development. It's been a lot it's been really fun, and it's been really cool to see the the clients that are succeeding using it. So, yeah, we are, yeah, we're transparent in that. So with I actually just did a research project. I just finished a market research project last week. And so we use our normal research tools, but then we also, like, integrated things like deep research and, it again, it's that human and machine integration. Like, it's not one versus the other. It's like, hey. We did this, then we also validated it. It's say like, what normally would have taken me a lot more time, like, was cut in half in that research project and was way more, like, thorough, I would say, in, like, the level of data, but it didn't mean that I didn't have to go and do research.

It just meant that I was able to, like, expand it, organize it, and, yeah, we absolutely disclose. And we never, we have very strict rules around, like, you know, just sending stuff that's, like, direct output out of AI anyways. But it's really about how you train it to help. Like, I told in this example of this integration, like, I trained AI on my framework to in to cross integrate. I trained it on the campaign data. I trained it on what my goals and audiences were. Like, I'll upload ICP data, you know, all these things, like, to help it get me to where I wanna go.

So you still need the human piece to do that. I'm just doing it in a way now where I can map and go deeper, and really execute a lot faster and grow businesses faster using it. So, yeah, it's really a, you know, it's the all things component. I think what's the the worst part for me is, like, when people are, like, copy and paste and it's, like, all emojis and they're like, oh, this is an AI? You're like, yes. It is. But, yeah, human preceptor scores are huge. Yeah. And I'd say some clients, you know, are less concerned too, with that. Like, I think there's a, like, some clients, like, care and wanna know a lot, and other clients are like, well, is this saving us time or money?

And that's about it. Any other questions, thoughts? Anybody else seeing, like, crazy cool results? I don't know if anyone else has tested a hashtag integration with, like, sounds, but that's been, like, a really fun component for me. Alright. Well, thanks y'all. Feel free to reach out, amanda amclear dot com. You can also look me up on LinkedIn. Feel free to reach out anytime. Thanks for having me, y'all.