Marty Collins

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About Marty Collins

• 21 Years in Business Ownership and Management– Former CEO of Regional Merger and Acquisition Firm– Former Division Manager of Fortune 500 Company

• Studied and experimented with Internet marketing for the last 15 years

• 2 years ago, made a decision to do Internet marketing full time• Make a living doing affiliate marketing and marketing my own

information products Use SEO Google Yahoo and MSN– Use SEO, Google, Yahoo, and MSN

• Lots of time and effort into SEO• Spend $1,000s / day on advertising• Put my own business’s money where my mouth is!

Oth t ffi t iti– Other traffic opportunities– Pure marketing exercise!

• Saw an opportunity to take this specialized skill set and bring it to small business ownersto small business owners

• “If it’s Worth Doing…It’s Worth Overdoing”

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What is Internet Marketing?

• Generating sales and/or capturing leads from customers that are searching on the Internet

• Traditionally it was “search engine optimization”– Build a site– Apply the black art of indexing, links, meta-tags, directories, etc.

Hope it shows up in Google someday– Hope it shows up in Google someday– Hope it shows up with the right keywords (what people are

typing in when they search)• Grown to include Pay Per Clicky

– Google’s Adwords (3 line ads that show up on the right of search engine results)

– Microsoft’s Adcenter– Yahoo’s search marketing (Overture)Yahoo s search marketing (Overture)– Build ads around keywords and pay for

everyone that clicks the ad and visits your site• The future is Social networking sites

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Why Use Search Engine Optimization?

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70

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90

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Num

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f Clic

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Higher clicks for each search term

Free traffic

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each search term

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What Causes Bad Experiences with Search Engine Optimization?Search Engine Optimization?• Often sites are never even “indexed” at all! Google

doesn’t even know they exist• After sites get indexed, they are usually not indexed by

the search terms the web site owner would like• Web site owners have no idea what search terms wouldWeb site owners have no idea what search terms would

really be best to drive traffic• Fresh content is important, but hard to keep up with

and organizeg• Backlinks are hard to come by• Domain age• It’s hard work, tedious and time

consuming!• No one really understands how Google decides who

t li t d d i h t dgets listed and in what order.

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Why Use Pay Per Click?

• Very Fast– Search engine optimization can take weeks months orSearch engine optimization can take weeks, months or

even years to show results– You can be promoting your site, and getting targeted

visitors in hours (sometimes minutes)

• Provides a path for search engine optimization– How do you know what terms you should optimize for?– Which searches are your money makers?– Which searches are your money makers?

• When done correctly, can yield highly profitable results

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Why Use Pay Per Click? (cont’d)

• Great testing platform and can be highly targeted– Time of day– Geographic area– Keywords and phrases– Content network– Placement campaignsPlacement campaigns

• Immediate feedback• You know what you’re getting for your money – complete

opposite of the yellow pages tracking opportunitiesopposite of the yellow pages, tracking opportunities are plentiful

• Your competition is already using it

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Why Do People Have Bad Experiences With PPC?Experiences With PPC?• They don’t do it for a living!

– It’s very powerful and doing it well is very complexIt s very powerful, and doing it well is very complex

• Google’s rules, tips/tricks– Relevance

K d i– Keyword grouping• 10 keywords in one big adgroup as opposed to thousands in

individual adgroups– Quality score– Quality score

• Landing pages are not targeted; often ads go right to the home page

• Click through rate– Initial tips and tricks (capitalization)

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Why Do People Have Bad Experiences With PPC? (cont’d)

• Keyword research– If you’re running 10 keywords I would be running 3 000

Experiences With PPC? (cont d)

If you re running 10 keywords, I would be running 3,000

• Ad testing• Conversion tracking• Tools – too expensive• Bid management• Broad match• Content Network

Geographic Targeting• Geographic Targeting• Lead tracking and generation – effective opt-in’s etc.• Ad scheduling (times of day)Ad scheduling (times of day)

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How Can We Solve Problems with Search Engine Optimization?Search Engine Optimization?

Often sites are never even “indexed” at all!

• Use well known and proven tricks to get indexed such as article

• Use traditional “on page” methods

even indexed at all! Google doesn’t even know they exist

to get indexed such as article marketing, craigslist, adsense placement, blog pinging etc.

After sites get indexed, they are usually not indexed by the search terms the web site owner would like

• Use traditional on page methods• Use the one known way to

influence search engine placement – link building (e.g. “click here” g ( gexample)

• Web site owners have no idea what search terms would really be best to drive trafficbest to drive traffic

• Use PPC results• Build landing pages for each

keywordkeyword

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How Can We Solve Problems with Search Engine Optimization? (cont’d)Search Engine Optimization? (cont d)

Fresh content • Set up blog

Backlinks are hard to come by

• Use management company that includes backlink services through

ti l k ti d i ly

article marketing and social bookmarking

• Must use a tool to be effective!

Domain age • Purchase domains (great tools for searching)

No one really understands how Google d id h t li t d d i h t ddecides who gets listed and in what order

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How Can We Solve PPC Problems?

• Google’s rules, tips/tricks:– RelevanceRelevance

• Overall site content • Create targeted landing pages for each search term

category• Can build a silo site first (if appropriate)

– Keyword grouping• Only 3 Keywords per ad group (same KW, different match

t )types)– Quality score

• Keyword density• Content• Content• Links to privacy, disclosure, about us,

contact us, and external authority links

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How Can We Solve PPC Problems? (cont’d)Problems? (cont d)

• Landing pages– Dynamic landing pages– Quality score guidelines– Target the customer’s conversation

• Click through rateC it li ti– Capitalization

• “Get Your Free Trial Here” can get up to twice the number of clicks as “Get your free trial here”

– Include search term in ad textCh URL t fl t h t– Change URL to reflect search term

– TEST• Keyword research – Tools and competitor research

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How Can We Solve PPC Problems? (cont’d)

• Ad testing – split test every adgroup every day– What’s the one thing you know for certain about these two

d titl ?

Problems? (cont d)

ad titles?

Bronchitis Problems?Learn how to quickly get over your Bronchitis naturally & safely.www bronchitis problems com

Bronchitis Problems?Learn how to quickly get over your Bronchitis naturally & safely.www bronchitis problems com

Bronchitis ProblemsAdvice and information to help Bronchitis sufferers.www bronchitis com

Bronchitis ProblemsAdvice and information to help Bronchitis sufferers.www bronchitis com

• Conversion trackingTools use a ppc management service like us! (tool cost

www.bronchitis_problems.comwww.bronchitis_problems.comwww.bronchitis.comwww.bronchitis.com

• Tools – use a ppc management service like us! (tool cost spread among clients)

– $1,000’s /year in tool costs• Bid management – Mass adjustments using toolsBid management Mass adjustments using tools• Broad match – Use and track every match type• Content Network – Tracking, site targeted placement

G hi t ti USE IT• Geographic targeting – USE IT

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Social Networking Sites

• Sites where users dictate the content and/or the popularity/ visibility of that contentpopu a ty/ s b ty o t at co te t

• Number of daily visitors is skyrocketing• MySpace had more traffic in 2007 than Google• Already, FaceBook has reached Google traffic levels• YouTube gets twice as much traffic as Google• These sites are DOUBLING every 6 months; FaceBook

adds 1 million visitors/week• In a typical monthyp

– 30% of everyone that goes online worldwide visits MySpace

– 29% visit FaceBook– 35% visit YouTube

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Social Networking Sites (cont’d)

• It’s not just kids discussing what they’re going to wear to the promto t e p o

– Over 50% of MySpace users are older than 35– FaceBook even has 100k users older than 64

• This is the new frontier• This is the new frontier• Traditional marketing will not survive here• Incredible opportunities for first mover advantageIncredible opportunities for first mover advantage

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How to Dominate Your Market

• Understand your customer’s searching behavior– What problem are they trying to solveWhat problem are they trying to solve– What’s the conversation they’re having with themselves?

• Decide how to track conversions (leads, sales etc.)• Decide on autoresponders and set them up• Keyword research

– Brainstorm core ones– Brainstorm core ones– “Spy” on competition– Let loose the tools

G k d b l di ( ti t )• Group keywords by landing page (conversation type)• Build landing pages following quality score criteria

closely, or use silo site

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How to Dominate Your Market (cont’d)

• Set up a blog• Set up Adwords campaignSet up Adwords campaign• Monitor, test etc.

– Split test every day– Adjust bids every dayj y y– Delete non-performing keywords every day

• As soon as we find a “money term” start search engine optimization process

E i d i– Examine domain name– Market 2-3 articles per week (or even more!)– Blog postings at least 3 times per week (outsource)– Forum postingsp g– Yahoo answers– Blog postings (other people’s)

• Possibly move most successful terms to Yahoo and MSN• 90 days, then repeat

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Services Offered

• Initial consultation– Build a plan to dominate your marketp y

• PPC Services– Manage your web designer to implement

plan (or provide one at extra cost)– Keyword research – both general and competitor analysis –

using all tools– Ad groups set up with no more than 3 keywords in each ad

group and all keywords categorized by “customer conversation”group, and all keywords categorized by customer conversation– Initial ads set up with keywords in the ad text, correct

capitalization etc.– Split testing ads for EVERY ad group, EVERY day– Content network campaign set up and tracking– Site placement campaign set up and tracking– Daily bid optimization– Your campaign reviewed and tweaked EVERY day– Autoresponder set up

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Services Offered – SEO

• SEO Services– 4 articles (500–750 words)/month ( )

written (more can be added at $60 per article)

– Article submission to 200–1000 article directories for every article –yBuilds thousands of links with optimized “anchor text”

• Highly specialized, no duplicate content penalties!

– Link building in forums, blogs and Yahoo answers EVERY day

– Social bookmarking of articles and blog posts EVERY dayg p y

– Monthly consultation with web designer to insure appropriate on page elements.

– Set up your blogSet up your blog– 2–4 blog posts per week (your blog)

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Services Offered – Other

• For every customer:– Weekly and monthly status reportsy y– Auto responder set up and maintenance ($75/month value)– Free web hosting for up to 3 sites ($40–100/month value)– Unlimited phone and email consultations

C ti l d t d ti i F b k– Continuously updated expertise – coming soon… Facebook and the new Internet! Within 3 months, Facebook will be included with SEO services

– 100% money back guarantee– Month to month – no long-term contract

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What Will This Cost?

Initial Consultation FREE

I iti l t f id t P O $750 2200Initial set-up fee paid to PageOne– Building your plan to dominate your market

$750–2200

PPC charges paid to Google, MSN, YahooROI tracking; theoretically you pay only for clicks

Variable (Range: $ 05 7 00;– ROI tracking; theoretically, you pay only for clicks

that bring you sales or leads(Range: $.05–7.00; average $.25–2.50)

Monthly fees paid to PageOneM li kManage pay-per-click:Under $1500/month in Adwords spendingFrom $1501–3000/month in Adwords spendingFrom $3001–6000/month in Adwords spending

$6000/ th i Ad d di

$399/month$550/month

$6-700/monthAsk for quote> $6000/month in Adwords spending

Manage search engine optimization:

Ask for quote$5-699+ monthly

add-on

For both PPC and SEO services 10% discount