clicks and coffee
DESCRIPTION
Slideshow presented summer of 2010 to small business owners in the Memphis and mid south area.TRANSCRIPT
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Video Clips
• Next is Now
• How Search Works• Or our corporate video
Welcome
Follow us!
www.commercialappeal.com/camediablog
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Video Clips
• Next is Now
• How Search Works• Or our corporate video
Check out this video to get us started
Youtube.com
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The search universe
Search
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Who are the players?
www.comscore.com
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The Big Picture
4 Billion
Searches Daily
131 Billion
Searches
Monthly
1.5 Trillion Searche
s Annuall
y0
Time left to figure it
out
www.comscore.com
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What are people searching?
Search Activty VS Dollars Spent
95%
30%
5%
70%
0% 20% 40% 60% 80% 100%
SearchEngine Ad
Spend
ConsumerSearchActivity
Local
National
70% of searches are local in nature
Only 5% of Search Engine advertising dollars are local!
www.comscore.com
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Targeting users based on media interaction
Passive Active
HighCatalog Mail
Trade MagazinesOpt-in E-mailDirect Mail
INTERNET SEARCH
LowNetwork TV
RadioBillboards
Yellow Pages
L evel of
Targ
eti
ng
User/Consumer Level of Participation
Capture the consumer at a high level of targeting…
In a very active stage of their
search
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Why Search Engine Marketing?• An average of 85% of all traffic on the internet is referred from a search
engine
• 90% of all users don’t look past the first 30 results (most only view top 10)
• Many websites aren’t even indexed, most are poorly optimized and get very little traffic from the search engines
• Cost-effective advertising
• SEM has the ability to target markets
• Clear accountability and measurable ROI
• Operates under this assumption:More (relevant) traffic + Good Conv. Rate = More Sales/Leads
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The Two Faces of Search
SEM35%-45%
Click Activity
SEO55%-65%
Click Activity
Paid Listings (SEM)
Organic Listings (SEO)
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Search Engine Marketing
CPC Advertising
Impressions are FREE!
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Relevant Keywords
Keyword: “Pontoon Boats”
Keyword Phrase: “Pontoon Boat for sale”
Keyword Phrase w/ Geo-Modifier:
“Pontoon Boat for sale Knoxville”
Keywords- words that are typed in to Google’s search bar
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Relevant Ad Copy Ad Copy- Multiple versions to entice your consumers to click
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Relevant Landing PagesLanding Pages- Specific landing pages to keyword searched
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Relevant Geo-Targeting
• Radius• Cities• Regionally• Nationwide• Internationally
Geo-targeting keeps the quality in the search and allows advertisers to reach an audience outside of their local market
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What Can You Expect?
• Visibility – How much visibility and exposure can you expect?
• Maturity Phase – Establish credibility with search engines
• ROI – Is your website prepared to make the sale?
• Tracking – Ask your customers if they’ve visited your website
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How do you budget for SEM?
• Competitive Industry – Every industry will require a different budget to be competitive
• Search Demand – Every industry has a different level of search activity from consumers
• Geo-Targeted Area – The larger the targeted area, the larger the budget will need to be
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Case Study Adwords Vs. KNS
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Cust Adw ordsAUG
Cust Adw ordsSEPT
KNS SEM NOV KNS SEM DEC KNS SEM JAN KNS SEM FEB
Clicks
Cost$4,384
$1,412
1940 Keyword
s
$1.71 CPC
620 Keyword
s
$3.12 CPC
$3000 MONTHLY SAVINGS!!!
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Two Faces
Pay-Per-Click (SEM)• Most Visible• Immediate
Results• Customized
Campaigns
Organic/Natural (SEO)
• Rankings are “earned”
• Long Term Results
• The Big Prize
Two faces of marketing
your website
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Advantages of SEM• A Stronger Web Presence
– SEM works while you’re building your SEO
• Greater Measurability– SEM metrics are used to understand the consumer behavior
and your site relevance
• Market Penetration– Capture the consumer at
all stages of the buyers cycle
• Build Credibility– Research shows that the Top Ten Listings
are the industry leaders
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5 Easy Ways To Boost Your Rankings
1. Know what search words are valuable for your business
2. Ensure your pages cover a single focused topic
3. Use topic-focused descriptive page titles
4. Make sure there is static text on your pages
5. Use topic-focused words within your page content
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What can I take away TODAY?
• FREE COFFEE MUG!
• Sign up for a consultation with Tim today!& Receive the5 tips that your website needs to be successful
• Research your business – Where do you appear on Search Engines?
• Embrace the Web and Search Engine Marketing. Memphis is looking for Local Search Results.
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Video Clips
• Next is Now
• How Search Works• Or our corporate video
Questions ?
Follow us!
Blog
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Video Clips
• Next is Now
• How Search Works• Or our corporate video
Follow us!
Blog
$500 Search Engine Marketing Campaign Give Away!
Drawing on Thursday afternoon .Please leave your card or sign up to Win!