mkt 350 flyer spirit presentation
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SEM and Google AdwordsTRANSCRIPT
Flyer SpiritFlyer Spirit- SEM & Google Adwords -
Allison KroegerJosh Beitel
Sergio BetancourtAmanda BoekePeter Visceglia
Agenda
• Basics of Search Engine Marketing
• Keywords/Adwords– Pay-per-click – Paid listing
• Targeting
• Linking Strategy
• Recommendations
Search Engine Marketing
• SEM: – a form of Internet marketing that seeks to promote
websites by increasing their visibility in search engine result pages (Serps).
• Goals:– Get a high listing– Generate traffic to site & convert customers– Obtain a “high” volume of qualified visitors at a “low
cost”
What are Adwords?
• The advertiser specifies which words (Adwords) will trigger the ad to appear during a search– Typically the words or phrases relate to the products
or services you wish to advertise.
• When the user searches using one or more of the selected Adwords the related sites are displayed as "sponsored links" – on the right side of the screen– sometimes above the main search results
Sponsored
links
No Flyer
Spirit!!
Pay-Per Click• Advertiser pays a pre-set amount when the user clicks
their ad – Typical PPC start at $.05-.10 but can be as high as $100 for some
search terms
• Can set the maximum amount they are willing to pay per click– Maximum bid
• The max price you are willing to pay when your ad is clicked. • You will never be charged more than your maximum bid. • The actual cost-per-click can be lower than your maximum bid
because your cost-per-click is automatically discounted to the lowest amount necessary to maintain your position on the page.
Paid Listing
• The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search– The quality score is calculated by historical click-
through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google.
• Keyword placement and frequency• Linking Strategy• Click-thru rates• Title and meta tags
Targeting
• Can set target market by where the searcher is located – By city or region
• Example– Target cities where a high concentration of UD alumni
reside– Target cities where the Dayton Flyers are playing
• Dayton basketball playing at Xavier, target people in the Cincinnati area
Flyer Spirit can target cities where a high volume of UD Grads live and work.
Linking Strategy
• Websites for Flyer Spirit to partner with to promote themselves– Increases traffic to both sites
• Websites are typically related by products, interests, or viewers
• Helps improve metrics for website performance – Search Engines can determine what a page is about
and whether it is deemed relevant by the site’s linking strategy
• As a website increases their links, their organic listing improves
Flyer SpiritFlyer Spirit Recommendations
Recommended Adwords
• University of Dayton• UD Basketball • Dayton Flyers Apparel • Dayton Flyers
Merchandise • Flyer Faithful
• University of Dayton Alumni
• UD Athletics • Greek Apparel• University of Dayton
Bookstore • Many, many more…
Recommended Links
• University sites– UD bookstore – Athletics– Alumni
• National and local sites– ESPN– WHIO TV– Dayton Daily News– Wikipedia?
Recommended Promotions
• One-a-day super sale– Choose a different product each day to put on sale– RSS feed the sale out to interested parties– Join twitter and tweet about the sale of the day
• Increases traffic • Increases online sales
Recommended Advertisements
Find Dayton Flyers Merchandise and Apparel
Shop at our Brown St. Location or Online! www.FlyerSpirit.com
Recommended Advertisements
Are You a Fan of the Dayton Flyers?Shop For Sports Merchandise &
Apparel at ourBrown St. Location or Our Website!
www.FlyerSpirit.com
Recommended Advertisements
Personalized Dayton Personalized Dayton Flyers Apparel Flyers Apparel
Visit our Brown St./University Place Location or Website
and View our Wide Assortment of Personalized UD Apparel
www.FlyerSpirit.com University of Dayton University of Dayton Sports Merchandise Sports Merchandise
Are You a Fan of the Dayton Flyers?
Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website!
www.FlyerSpirit.com
Recommended Timeline
• Immediate modifications – Start SEM and add Google Adwords – Create targeted advertisements – Contact the suggested websites to build a linking
strategy • Seasonal strategies
– Increase advertisements and Adwords during prime seasons
– Increase targeting during specific time periods• Basketball season• Orientation weekend • Alumni Weekend
Questions?