centurion miami

Shane O’Neill - Vice President - Fruchtman Marketing

Building Your Digital Traffic Through SEO, SEM, PPC, Social Media and More.

BREAK OUT SESSIONS

Get Serious About Your Online Presence

Facebook & Other Social ChannelsUnderstand that social media opportunities typically revolve around branding and that’s why message is important.

• What does the social channel do and who does it reach? • Focus on most effective channels.

• Very similar to print or billboard advertising... eyeballs. • Think about moving categories. Consistency of message.

• Realize success usually involves media buys. • Understand buying cycles and capitalizing on message.


Choose your platform(s)When choosing your social media platforms, you most likely can’t do everything and do it well. Consider this formula:

time+strategy+audience = effort /money

Which is to say, How much time do I need to dedicate to properly maintain the social channel?

What is my strategic usage for the channel? And, is the user base valid and large enough?


Paid Search

Campaign 3 Campaign 4CustomCampaign 1

Ad Group 1

Ad 2

Ad 2

Fashion

Ad 2

Ad 2

Engagement

Ad 2

Ad 2

Ad Group 1

Ad 2

Ad 2

Ad Group 1

Ad 2

Ad 2


Paid Search Phrase match "custom jewelry design"your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.local custom jewelry design

Exact match [custom jewelry design]your ads can appear when someone searches for your exact keyword, without any other terms in the search.custom jewelry design

Negative match -costumePrevents your ad from showing to people searching for unwanted terms.costume jewelry

More than just keywords Broad match custom jewelry designYour ad may show if a search term contains your keyword terms in any order, possibly along with otherslost jewelry was custom design

Broad match modifier custom +jewelry +designYour ads can only show when someone's search contains those modified terms, or close variations of the modified termslocal jeweler custom design


Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.


Big Change in AdWords


A Word on Local SEOEach year, Google changes its search algorithm around 500–600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on.

• Starts with a well built site.

•Create Original, Quality Content. • Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools

• Mobile optimization.


Retargeting98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.


Geo-FencingUses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries and deliver messaging.

Thank You for Attending!

See what we can do for you at: fruchtman.com