MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND

Attract Your Buyers with Search Engine Marketing Understanding the Basics of SEO and PPC

Joe DeMicco

http://www.linkedin.com/in/joedemicco

https://twitter.com/demicco

Cohort IV (February 2012)

Full service website design & internet marketing. ONE COMPANY, EVERY STEP OF THE WAY.

Successfully Partnering with Our Clients Since 1994

Who We Work With:

HOUSEKEEPING

• Varied Group at Various Stages of Online Presence & Marketing

• Feel Free to Ask Questions via Online Pane as Desired

• This Webinar Touches on a Variety of Elements that Work Together as a Baseline in Effective Search Engine Marketing

• Goal is to achieve a high level understanding of Concepts and Open a Path to Self Evaluation and Next Steps Planning

• Not crunching a ton of stats - working assumption is we all understand the opportunity the World Wide Web and Search Engines offer our businesses and growth.

A LOT TO COVER

CONGRATULATIONS!

What Is Search Engine Marketing?

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites and

web pages by increasing their visibility in Search Engine

Results Pages (SERPs) through optimization and advertising.

SEM may consist of: • Search Engine Optimization (SEO) which is often referred to as “Organic” or “ Natural” or

•Pay-Per-Click (PPC) listings such as Google Adwords

5,922,000,000 Searches performed in Google Properties alone DAILY

“Search” is the point of Monetization

A NEED has been established and the searcher queries for a solution using their own terminologies

Every time they click “Search” they get a SERP

(Search Engine Results Page) and have a choice of

websites (BUSINESSES) to visit for a solution

So where do I invest?

Organic SEO PPC Marketing

Organic SEO

Benefits of SEO

Long Term Search Engine Visibility and Brand Awareness

Increased Site Traffic

Cost Effective

Infinite ROI

Increase Site Usability

Increase Credibility

Remain Competitive

61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)

!44% of online shoppers begin by using a search engine.

(Interconnected World: Shopping and Personal Finance, 2012) !

70% of the links search users click on are organic, not paid. (Marketing Sherpa, February 2007)

!60% of all organic clicks go to the top three organic search results.

(MarketingSherpa, February 2007) !

75% of users never scroll past the first page of search results. (MarketShareHitsLink.com, October 2010)

!

Imagine You Are A Librarian

More and More Books

Many Seekers and More All The Time

Varied Terminologies

You Need a System

Need a systematic way to find what people need

Google and Bing are like librarians for the entire world

A Search Engines “secret sauce” system is their algorithm

And Googles Algorithm consists of over 200 variables and is “tweaked” several times DAILY in their effort to be the best

librarian in the history of mankind

Avg. 500 - 600 times annually

For a page on your website to organically rank well it

will need to weigh favorably within the criteria set within

the variables of the algorithm

Google Ranks Web PAGES not Web Sites

Organic SEO is driven by both on-site and Off Site Factors and weighed via a multitude of variables in determining

ranking

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

http://searchengineland.com/seotable

Got it Joe! Let’s Move On To PPC

Benefits of PPC (a.k.a. Paid Search)

Speed-to-Market

ReachMarket Research

Highly Targeted Traffic

Control of ROMI

Track-ability

Control of Exposure Geographically

Flexibility

Lots of Healthy Choices for Your Business

We are looking at a Select Segment of Google Pay-Per-Click (PPC) Opportunities

Google Ad Type

Compete with Trusted

Informational Resources

depending upon Search Term

Organic pushes down the fold to

commercial-/ buyer centric

terms

Sponsored Ads on Commercial KWPs dominate “above the fold”

real estate

Google Ad Type Options

Google Ad Type Options

Google Ad Type Options

Google Ad Type Options

Google Ad Type Options

Google Ad Type Options

More Coming all the time

Some Definitions

Campaign :Consists of one or more Ad Groups, a budget, language / location settings, (among other criteria)

Adwords

Women’s Sneakers Women’s Shoes

Ad Group:

Some Definitions

Groupings of Ads that are inline with your buyers intent. Ad Groups make up your campaigns

Women’s Sneakers Women’s Shoes

Dress Casual

Ad:

Some Definitions

Headline: Women’s Dress Shoes 25 Characters

Description Line 1: Summer Sales 35 Characters

Description Line 2: Save 15% 35 Characters

Display URLwww.shoes.com/womens-dress-

shoes35 Characters

A structured message that speaks to a buyers search intent and that links to a landing page that

is in-line with the ad.

Ad Group Ad Group Ad Group

KEYWORDS10-20

Ad Ad2-4

DIVIDE and CONQUER

Basic Campaign Structuring

Campaign #1 Campaign #2 Campaign #3

DRIVEN BY

YOUR BUYERS MIND

A Key To Success is…

Discovery of Buyers Key Word Phrases

Applying Weight to Their Value

Leveraging the Right Platform in SEM to Optimize ROMI

PPC

SEO

High Buyer Intent KWP

Informational Intent KWP

$$$

$$

$$$

$

Business Value

Keyword Phrases (KWP)“Head” Phrase

“Long Tail” Phrase

TV

60” 1080P Samsung Flat Panel TV

Challenge: Position

Challenge: Discovery

Buyer-centric content page already

meeting quality webpage standards

List Keyword Phrases that best

target page (Buyers Taxonomy)

Verify with tools to assist in triage of list

Confirm on-page SEO and content fits intended goal

PPC Campaign

Ad group with targeted KWP’s

1. Understand Your Customers Journey

2. Create Excellent and Engaging Content

3. Leverage Google Authorship on well written content

4. All Citations should have same N.A.P. info

5. Clean, clear and concise URL structuring

SEO TIPS

6. Use Clear Meta Data & Alt Attribute Tags

7. Check your page speed (It Counts)

8. Confirm Robots.txt file is correct and you have no penalties

10. Just like a physical, get a site audit every year (minimally)

9. Quality links NOT quantity

SEO TIPS

6. Target Geographically

4. Write Effective Ad Copy

5. Monitor Quality Score

PPC TIPS

1. Do Your Homework or Align with a Trusted Professional

3. Carefully Architect Your Campaigns

2. Target LP Per Ad Group that is Optimized to CONVERT

10. Analyze, Analyze, Analyze

7. Check Your Search Terms Report

9. Use Ad Extensions

11. Monitor Competitors

PPC TIPS

12. Explore Re-marketing and Ad Types

8. Use Negative Keyword Function

INTELLIGENT RISK TAKING MarketingPer Initiative / Campaign

Return on Marketing Investment

Marketing Spend ($)

Gross Profit (%)

Incremental Revenue &

Value Attributable

from Marketing

($)

Short Term ROMI Example

* - Marketing Spend ($)/

(From Month #1 Webinar)

INTELLIGENT RISK TAKING MarketingPer Initiative / Campaign

Short Term ROMI Example

$50030%$5000 * - $500/

$1500 - $500 / $500

$1000 $500/

Factor of 2

For Every 1$ Invested, You Saw $2 Back + INTANGIBLES

Begin To Map Your SEM Plan

Take Your Shot

DIY or Select a well-vetted partner

SEM is a PROCESS. It is NOT a Project.

Audit what is and is not working and adjust

accordingly

THANK YOUQ&A