Generating New Customers Online

An Introduction To Search Marketing and Tools

Presented by:

Glenn Walker, B.Comm, AIT, Google Adwords Professional Internet Marketing Consultant Tiko Digital Ltd.

Takeaways

Are your customers really using the Internet?

How are others using the Internet to advertise?

What is search marketing?

How you may find search marketing effective?

How do you get started?

Private Business Internet Usage (2007) 86.6%

STATS CANADA

Public Sector Internet Usage (2007) 99.8%Internet usage by individuals aged 18 + (2007)

73.2%

2005

$562M

(Actual)

2006

$1.01B (Actual)

2007

$1.31B(Forecast)

2004

$364M

(Actual)

Interactive Advertising Bureau of Canada

Canadian Online Advertising Spending

2006Display (banners) $364MSearch (Google ads) $353MDirectories (yellowpages.ca)

$273M

Email (House Email Lists)

$20M

$1.01B

Interactive Advertising Bureau of Canada

January 2008 Search Engine Market Share

Market Share

Query Volume

68.6% 5.9 Billion

16.7% 1.4 Billion

9.1% 743 Million

3.7% 322 Million

Compete.com

100,000,000,000+Worldwide Searches in 2008

NATURAL SEARCH LISTINGS(SEO)

PAID RESULTS(PPC)

4 Easy Steps To Make AGoogle Adwords Campaign

1 2

34

Create Test

MeasureRefine

1 Create Set A Goal

Objective Success Measure

Build Awareness or

Educate Prospects

Generate Leads and

Identify Prospects

Targeted Impressions

Qualified Visitors To Your Site

Event Registrations

Newsletter Registrations

Sales Conversions

Catalog Requests

Generate Sales and Acquire New Customers

1 Create

2 Test

Keyword Mining

Find More Than One Word Related to Your Business (Maybe 1,000 Or 10,000!)

Try Many Different Sales Messages and Targeting

Group Keywords By Goal

2 Test

What is CRM Microsoft CRM MaximizerKeyword

Ad

Educate Competitive AwarenessGoal

Geo-Targeting

Alberta

3Measure

Adwords Reporting

Web Analytics

Outcomes Behavior

3Measure

Heat Maps

Experience

Survey

Experience

4 Refine

Behavior

Experience

Outcomes

Understanding Customer Experience

To Influence Optimal Behavior

Leading To win-win Outcomes

4 Refine

Behavior

Experience

Outcomes

Understanding Customer Experience

To Influence Optimal Behavior

Leading To win-win Outcomes

Win –Win Outcome

http://adwords.google.com

$100 FreeAdWords

Is Here To Help

Customers Are Looking

For You