Jacksonville SEO Company | Search Engine Optimization Services

1. An Introduction To Digital Marketing

2. Who Am I? Richard Briddock: Media Director As the Media Director, Rich leads Cardinal’s SEM practice, which includes oversight of the search, display, analytics and reporting disciplines. He also serves as the strategic advisor for all of Cardinal’s top SEM clients. Richard’s digital marketing experience includes working on multi-million dollar media accounts for a number of fortune 500 companies including Verizon, H&R Block and Equifax. He is a specialist in holistic SEM strategy, paid search optimization, mobile optimization, conversion and analytics and is always looking to develop innovative approaches to improve client performance. 2 Proprietary and Confidential

3. A Changing Market 3 Proprietary and Confidential

4. The New Path To A Sale 4 Proprietary and Confidential

5. Traditional Advertising On The Decline PRINT ADVERTISING REVENUE ↓62% IN THE LAST 10 YEARS RADIO ADVERTISING SPEND FELL BY 2% FROM 2010 TO 2013 5 Proprietary and Confidential

6. Digital Advertising Growing Exponentially ONLINE ADVERTISING REVENUE ↑ 36% IN THE LAST 2 YEARS ONLINE AD SPEND ESTIMATED TO DOUBLE FROM 2011- 2016 6 Proprietary and Confidential

7. Digital Advertising Growing Exponentially 83% OF PEOPLE IN THE US HAVE PURCHASED SOMETHING ONLINE WHILE AN EVEN HIGHER % HAVE RESEARCHED A PRODUCT. 7 Proprietary and Confidential

8. Digital Advertising Growing Exponentially SALES ON MOBILE DEVICES WILL ↑ FROM 15% TO 25% BY 2017 8 Proprietary and Confidential

9. B2B Advertising 1.3 Million Businesses Currently Advertise on Google 9 Proprietary and Confidential

10. B2B Advertising: The Challenge Generating high-quality leads is by far the number one challenge for B2B marketers (61%). 10 Proprietary and Confidential

11. B2B Advertising: The Solution The most effective lead generation tactic used by B2B marketers is the company website followed by email marketing and SEO/PPC (digital marketing). 11 Proprietary and Confidential

12. B2B Advertising Lead generation budgets are going up for about 50% of B2B marketers. Budgets will stay flat for 44%. Only a small number of marketers (7%) expect lead generation budgets to shrink. 12 Proprietary and Confidential

13. B2B Advertising 3 Main differentiators of B2B 13 Proprietary and Confidential

14. B2B Advertising 1. Your B2B buyer could be one of many people from various departments at a company. 14 Proprietary and Confidential

15. B2B Advertising 2. B2B buyers tend to do a lot of comparison shopping. 15 Proprietary and Confidential

16. B2B Advertising 3. The sales cycle is generally longer in B2B. 16 Proprietary and Confidential

17. Paid Search 17 Proprietary and Confidential

18. Paid Search: Understanding Interactions On The Purchase Funnel Customer Purchase Funnel Display Paid Search Remarketing/RLSA 18 Proprietary and Confidential

19. Paid Search: The Value Proposition Reach Real-time distribution at massive scale Relevance Your ad is seen only by customers who are looking for what you have to offer ROI Pay-per-click model ensure that you are paying for qualified leads 19 Proprietary and Confidential

20. Paid Search: The Value Proposition 20 Proprietary and Confidential

21. Paid Search: How It Works 1. Advertiser bids on a keyword related to their business 2. User searches with that keyword on Google 3. Advertiser’s ad appears above a list of search results4 5 4. User clicks on the ad and goes to the advertiser’s website 5. Advertiser pays Google for click based on bid 21 Proprietary and Confidential

22. Paid Search: Where Do Your Ads Show? 22 Proprietary and Confidential

23. Paid Search: Where Do Your Ads Show? Ads show across multiple devices 23 Proprietary and Confidential

24. Paid Search: Where Do Your Ads Show? The Anatomy of the SERP 24 Proprietary and Confidential

25. Paid Search: Relevancy Matters 25 Proprietary and Confidential

26. Paid Search: Targeting Options 26 Proprietary and Confidential

27. Paid Search: Your Goals Your Goal is Simple: Convert Site Visitors 27 Proprietary and Confidential

28. Paid Search: Multiple Touch Points One visit is not enough, especially in B2B 28 Proprietary and Confidential

29. Paid Search: Remarketing Remarketing Gives You That Second Chance - Stay top of mind throughout the sales cycle - Bring past visitors back to your site to convert 29 Proprietary and Confidential

30. Paid Search: Remarketing Helps Close The Lead Re-engage Interested Users with Display 30

31. Paid Search: Remarketing Helps Close The Lead 3 Advantages of Remarketing 31

32. Display 32 Proprietary and Confidential

33. Display: The Other 79% 79% of time online is spent outside search Search is important, but is only part of the story 21% of time online is spent searching Use highly-targeted Display to reach your customers when they aren’t searching. 33

34. Display: Multiple Interactions Are Needed Multiple interactions needed before converting 78% of luxury buyers do online research before making a purchase* 70% of people don’t know where they want to go before booking a trip of mobile phone shoppers use 4 digital sources before making a purchase is the average number of sources shoppers consult before making a purchase 80% 10.4 34

35. Display: Tactical Mix Focusing on performance Demographics Placement Awareness Business Awareness Affinity Segments Topic Targeting Influence consideration consideration Influence Expected CPA In-Market Keyword Contextual Targeting Similar Audiences Dynamic & Static Remarketing Drive sales SNDS/DSK Advocacy Note: these positioning are indicative and can change according to the optimisation and campaign set up Gmail Sponsored Promotions All steps of the funnel 35

36. SNDS and DSK - the power of Contextual targeting. Business Awareness Influence consideration consideration Influence Drive sales SNDS/DSK Advocacy 37

37. Search Network with Display Select A simple new way to reach more customers at the moments that matter How it Works Expands an advertiser’s search keywords to target the Google Display Network allowing advertisers incremental volume while maintaining on average the same performance. Reach more customers Reach 15% more potential customers at a CPA similar to Search to achieve Easy Setup Built for search advertisers, you manage the campaign the same way as a search-only campaign New signals select only the best places to show your ads Improved signals predict where your ads are likely to perform best 38

38. Display Select Keywords Display Select Keywords is the ideal Display “gateway” product for Search-only advertisers who are heavily CPA focused who want a dedicated Display budget. Control & Predictability Effectively manage your bids and placements to fit the value you get from your ads Contextual relevance Full contextual relevance to the page the user is browsing* Selective targeting Only shows your ads on pages with a high likelihood of driving conversions Keep in Mind: Expect volume around 10-15% of potential KCT when running on this product Easy Set Up / Opt In - Just use Search keywords, bids and creatives Dedicated budget and dedicated ad creatives are the main difference with an SNDS campaign ● ● ● * As opposed to contextual relevance to the users past browsing 39

39. Display Select Keywords: Key Benefits Highly Relevant Targeting Our Selective Contextual Matching matches your keywords to a subset of highly relevant pages that have been earmarked as "high intent". We use common search keywords that led users to the page, page visitor analysis, ad clicks, and conversions. Efficient Performance Before making the match, our predictive conversion models calculate the likelihood the visitor will convert, and only complete the match if we believe there is a high likelihood of conversion. Enhanced Control & Predictability Tighter contextual match between keyword and page makes optimization of bids and placements more predictable. So you can effectively manage your bids and placements to fit the value you get from your ads 40

40. Similar Audiences Business Awareness Influence consideration consideration Influence Similar Audiences Drive sales Advocacy 41

41. Find new audiences similar to your best website visitors Seed Remarketing lists Similar Audiences uses the same cookie as Remarketing to find new users 42

42. Find new audiences similar to your best website visitors Scale Free to use Simplicity Performance By using Similar Audiences in conjunction with Remarketing, advertisers typically see the following uplift*: + 60% + 48% + 41% Impressions Clicks Conversions 43

43. In-Market audiences Business Awareness Influence consideration consideration In-Market audiences Influence Drive sales Advocacy 44

44. Introduction to In-Market audiences Business Awareness Influence consideration consideration Influence Highly qualified users ● Drive higher consideration among people actively researching and intending to buy products and services you offer Next generation of audience targeting for performance advertisers Drive sales ● Advocacy 45

45. Intent-based signals to spot In-market customers Watch Video Email friend about car reviews Log into email Consumer Visit blog discussing electric cars research Click ad for hybrid to see interior on manufacturer site on related ads Check back into email to share reviews with spouse Car safety site for electric cars service listings Product or Views and clicks Log into social network Visits Revisit manufacturer site to read pricing options conversion history to related segment Content with strong Recency and frequency of site to see options for car financing visits 46

46. Key benefits from In-Market Real Time Reach intenders, not interest Scale Transparency & Control Always relevant with cookies updated real time Lookout window customized to different verticals with varied conversion cycles e.g. Auto vs. Consumer Electronics Algorithm identifies “intent” vs. “interest” Frequency / duration of visits Dedicated linguist team categorizes page types that indicate intent 94% of internet users Global reach: Over 200M in-market users weekly in the US or 800M globally 300B+ impressions per day Full transparency and control to adjust bids, budget, creatives and sites based on campaign performance Learn about what segments your audience falls into through Google Analytics Audience reporting • • • • • • • • • • 47

47. KCT - capture customers for more conversions Business Awareness Influence consideration consideration Influence Keyword Contextual Targeting Drive sales Advocacy 48

48. Keyword Contextual Match Keyword Targeting uses the keywords you’ve chosen to match ads with users who have visited contextually relevant content Extended Keyword Match (how it works) The “Extended segment means the placement was relevant to the keywords you chose and related factors, such as the content of the web pages a person seeing your ad has recently browsed. keyword match” 49

49. Gmail Sponsored Promotions Business Awareness Influence consideration consideration Gmail Sponsored Promotions All steps of the funnel according to targeting and creative. Influence Drive sales Advocacy 50

50. Best In Class Creative Example: Standard HTML Teaser Expanded Ad 2 Why this works: Perks (free delivery, $10 credit) highlighted in teaser and expanded ad 1 1 Colorful image in line with brand 2 Clear CTA 3 Clear step-by-step instructions to illustrate visually how the product works 4 1 3 4 51