(sem ) build your brand & maximize revenue search engine marketing
TRANSCRIPT
(SEM)
Build Your Brand & Maximize Revenue
SEARCHENGINE MARKETING
HOW WE SEaRCH
PAY-PER-CLICK (PPC)
SEARCH ENGINES
HOW WE SEARCH
THE INTUITIVENATURE OF SEARCH
User
Search SearchResults
Didn’tFind You
-$
Found You$+
SearchTerms
Ad-Hoc
Known-Item
Named Page
SEARCH ENGINES
THE NATURE OFSEARCH ENGINES
SEARCH ENGINE OPTIMIZATION (SEO)
Structure your site to be relevant
Site visibility programmed to be “natural” / “organic”
Develop “off-page” and “on-page” optimization strategy
On-PageKeywordResearch
Meta Tags
ContentOptimization
Site Structure
CONTROL
Off-Page
Incoming Links
Social Media
Directories
LIMITEDCONTROL
SEARCH ENGINES
SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS :
1. Crawling & building an index of a site / pages
2. Serve up answers by calculating relevancy & serving results.
STORAGEof
Information
Data Center
Data Center
Data Center
AnswersPopularity
=Importance
Incoming Links
THE NATURE OFSEARCH ENGINES
Complicated Algorithms1,000’s of factors
Keywords
Relevant Information
Efficient
SEARCH ENGINES
KEEP IT CLEAN
ROADMAP TO SUCCESS
Keyword-rich content based on what users are searching for but
don’t overdo it.
Rich media is nice but not that nice for SEO.
Clean code with correct hierarchy.
BE RELEVANT
Create a useful site rich with information and easily digestible.
Make the site for the user not for the search engine exclusively.
Be descriptive, be honest, create human friendly URL’s.
Use long-tail & short-tail keywords appropriately.
Update site often with useful information.
SEARCH ENGINES
RESOURCES
ROADMAP TO SUCCESS
Google Analyticswww.google.com/analytics
Google Website Optimizer (Content Experiments)
Now in Google Analytics
Google Webmaster Toolswww.google.com/webmasters/tools
PAY-PER-CLICK (PPC)
HOW IT WORKS
PAY-PER-CLICK(PPC)
Paid Placement Based on Clicks
Networks & Individual Sites
Varying Ad positions and Sizes
PAY-PER-CLICK (PPC)
IMPROVINGCONVERSIONS-CTR’S
Determine Budget
2-5% toward marketing
1Research
Google Keywords
2
Audit Website
Test /Launch
Create a Campaign
3
Create AdGroups
Analyze
Google Analytics
4
ConversionsSet-upAccount
CompetitorKeywords
Set Budgets
Optimize Landing
Pages
Make Changes
Test /Launch
3
PAY-PER-CLICK (PPC)
SAMPLE ADS AND PLACEMENTS
Google Adword Ad
Google Sponsored
Links
PAY-PER-CLICK (PPC)
RESEARCH
ROADMAP TO SUCCESS
Research long-tail keyword and short-tail keywords.
Determine budget and cpc spend for the product.
Network vs. Search
TEST / RE-TEST
Set campaign length & daily budget.
Create 2 (two) ads & run test.
Monitor campaign & make changes.
Product specific keywords.
Optimize landing pages with AdWords campaign ads.
PAY-PER-CLICK (PPC)
ROADMAP TO SUCCESS
RESOURCES
Google Analyticswww.google.com/analytics
Google Webmaster Toolswww.google.com/webmasters/tools
Wordstream - PPC Analyzerwww.wordstream.com
Google AdWordsadwords.google.com
www.pumpedinc.com
FOR HELP OR INFORMATIONVISIT US AT: