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SEARCH & DISPLAY GENERATE HIGH QUALITY LEADS ONLINE

SEARCH & DISPLAY GENERATE HIGH QUALITY LEADS ONLINE. Presented By Matt Stormoen - Pure Focus info@purefocus.com | 310.341.2100 | www.purefocus.com. Agenda. Traditional VS. New Marketing Why SEM & Display What Is Search Engine Marketing Marketing Goals, Keywords, Ad Copy

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SEARCH & DISPLAY GENERATE HIGH QUALITY LEADS ONLINE

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  1. SEARCH & DISPLAYGENERATE HIGH QUALITY LEADS ONLINE Presented By Matt Stormoen - Pure Focus info@purefocus.com | 310.341.2100 | www.purefocus.com

  2. Agenda • Traditional VS. New Marketing • Why SEM & Display • What Is Search Engine Marketing • Marketing Goals, Keywords, Ad Copy • What Is Display Advertising • Contextual, Placement Targeting, and Remarketing • Landing Pages • Budgets & Bids • Analyze, Monitor, Measure

  3. Traditional Marketing - Print - TV - Radio - PR - Events - Direct Mail

  4. Stats • 86% Skip TV ads • 44% of Direct Mail is never opened • 91% Unsubscribe • 200m say Do Not Call *Hubspot State Of Marketing 2012

  5. New Marketing • SEO • Pay Per Click • Display • Remarketing • Social • Video • Email

  6. Connected World 73% of New Website Visitors Start with Search Engines 2012 Internet Users 2.1 Billion representing 75.6% of the North American Population (hubspot) 300 Million Websites Added in 2011

  7. Why PPC & Display Quick Start / Instant Access Attract Millions Easy, Flexible, Customizable Specific Communication Accountability – Track ROI

  8. The State Of Search • SEM Delivers Low Cost Leads • More Dollars Shifting To SEM • Increasing Interest In Display Q4 2011 vs Q4 2010 • Paid Search Spend Increased 35% • Click Volume Increased 56% • CTR Increased 23%

  9. Where do B2B buyers Get Information 37% Catalogs 35% Seminars 39% Tradeshows 41% Trade groups 71% Internet * Google & Compete October 2011

  10. Lower Cost B2B Leads

  11. 89% are Maintaining or Increasing their Inbound Budgets

  12. Why Businesses Are Increasing SEM Budgets

  13. Follow the Money 85% of 2012’s total online ad spend will go to search and display

  14. WHAT IS SEARCH ENGINE MARKETING?

  15. SEM – Pay Per Click “Pay Per Click is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay only when their ad is clicked.” --Wikipedia

  16. How It Works

  17. GET FOUND. Setup Process Determine Your Marketing Goals Research and Select Keywords Design and Create Ads Select and Optimize Landing Pages Set Budget and Bids Install Tracking Codes Monitor and Measure Results Adjust and Optimize as needed

  18. MARKETING GOALS

  19. GET FOUND. Marketing Goals • Budget Allocation • Average Lifetime Customer Value • Cost Per Acquisition / Lead • Brand Authority & Recall • Define Conversion Events: • Subscribe to Newsletter • Fill Out a Form • Visit a Specific Page • Download a White Paper

  20. GET FOUND. Picture Your Customer Words and phrases they use to search online Type of devices they use to browse the web Favorite websites Geographical location Preferred Contact Method (email, call, or submit a form)

  21. GET FOUND. Campaign Objectives To drive high volume of desired actions (fill in the blank) at an efficient cost-per-acquisition To secure new (leads, sales, sign-ups, etc…) for less than $x.xx To determine which keywords, placements, and categories result in the highest ROI

  22. KEYWORDS

  23. GET FOUND. What Are Keywords? A Word or Phrase that people would employ to locate information on products, services, or topics they are interested in learning more about.

  24. GET FOUND. Keyword Example Example: Jim is interested in purchasing new golf shoes. He visits a search engine and enters the keyword “Golf Shoes”.

  25. GET FOUND. Keyword Example Example: Jim is interested in purchasing new golf shoes. He visits a search engine and enters the keyword “Golf Shoes”. • Men’s Golf Shoes • Soft Spike Golf Shoes • Nike Golf Shoes • Discount Men’s Golf Shoes

  26. GET FOUND. Keyword Tool

  27. GET FOUND. Keyword Analysis • Monthly Search Volume • Average CPC • Estimated Monthly Investment • Advertiser Competition • Estimate Ad Position

  28. GET FOUND. Selecting Keywords • Specific Keywords Perform Better • Include Company Brand as Keyword • Keyword Tools Google Keyword Tool (Free) Word Tracker (Paid) Microsoft Advertising Intelligence Tool • Tip: Use Zip Codes, City, State for location based products • Common Mistake: Going too Broad

  29. AD COPY

  30. INFORM. Elements Of An Ad • 25 characters for the headline • 35 characters per text row • 4 rows per ad (destination URL included)

  31. INFORM. Where SEM Ads Displayed

  32. INFORM. Design and Create Ads Include a call to action Include keywords Include information to discourage bad clicks Review competitor ads and then differentiate Know the editorial guidelines and restrictions Common Mistake: Leaving Keyword out of the Ad

  33. INFORM. Ad Copy Is Important Ad copy prepares the customer Set’s expectations Encourages or discourages action (click) Good Ads = Lower Cost Per Click Stronger CTR means lower bids to reach same ad position

  34. INFORM. Ad Examples Good:

  35. INFORM. Ad Examples Good: Bad:

  36. INFORM. Good Ad Copy • Focus on benefits • What’s in it for them • Conversational Tone • Not used to ‘sell’ your product • Revise & Test

  37. WHAT IS DISPLAYADVERTISING?

  38. SEM – Display “Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio or video elements.” “Display advertising on the internet is widely used for branding” --Wikipedia

  39. GET FOUND. Display Advertising Options Contextual Targeting Targeting an individual based on a subject of particular interest to them; displaying ads on sites related specifically to the content the individual is viewing on a webpage. Placement Targeting Allows advertisers to choose specific ad placements (websites, feeds, mobile) where they’d like their ads to appear. Remarketing Observing consumers behaviors while they are visiting your website and then targeting messages to those consumers after they leave your site based on whether or not they completed a desired action.

  40. GET FOUND. Contextual Targeting Keyword Theme Driven Matching Words on a page Frequency of words Linguistics Page structure

  41. GET FOUND. Contextual Tool

  42. GET FOUND. Contextual Targeting When To Use Building Brand Awareness High Level Of Impressions Low Click Thru Rate Identify New Placements

  43. GET FOUND. Placement Targeting Advertiser selected sites Greater control over location of ads Higher quality traffic Higher conversion rates

  44. GET FOUND. Placement Targeting Identify Placement Type Site, Video, Feed, Mobile, etc Placement Location Words or Phrases, Sites of Interest, or select a category related to your products or services Review Results Click through to see the sites listed in the results to review potential placements

  45. GET FOUND. Placement Tool

  46. GET FOUND. Placement Tool

  47. GET FOUND. DoubleClick Ad Planner

  48. GET FOUND. DoubleClick Ad Planner www.GolfMagic.com 77K Unique Visitors 10K-100K Impressions/Day 100% Male Audience 72% Between 35-44 Years Old 68% Some College, 32% Bachelors Degree

  49. GET FOUND. DoubleClick Ad Planner

  50. GET FOUND. Placement Targeting When To Use: Specific Sites Tailored To Your Audience High Performing Contextual Sites Managing Bids On “Site” Level

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