(SEM) SEARCH ENGINE MARKETING Build Your Brand & Maximize Revenue

HOW WE SEaRCH SEARCH ENGINES PAY-PER-CLICK (PPC)

HOW WE SEARCH THE INTUITIVE NATURE OF SEARCH Search Terms Didn’t User Ad-Hoc Known-Item Named Page Search Terms Didn’t Find You -$ User Search Search Results Found You $+

SEARCH ENGINE OPTIMIZATION (SEO) SEARCH ENGINES THE NATURE OF SEARCH ENGINES Meta Tags Content Optimization On-Page Keyword Research CONTROL SEARCH ENGINE OPTIMIZATION (SEO) Site Structure Structure your site to be relevant Incoming Links Site visibility programmed to be “natural” / “organic” Social Media LIMITED CONTROL Develop “off-page” and “on-page” optimization strategy Off-Page Directories

SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS : THE NATURE OF SEARCH ENGINES Data Center Data Center STORAGE of Information Data Center SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS : 1. Crawling & building an index of a site / pages Incoming Links Relevant Information Answers Popularity = Importance 2. Serve up answers by calculating relevancy & serving results. Keywords Efficient Complicated Algorithms 1,000’s of factors

SEARCH ENGINES ROADMAP TO SUCCESS KEEP IT CLEAN BE RELEVANT Keyword-rich content based on what users are searching for but don’t overdo it. Make the site for the user not for the search engine exclusively. Create a useful site rich with information and easily digestible. Use long-tail & short-tail keywords appropriately. Clean code with correct hierarchy. Update site often with useful information. Rich media is nice but not that nice for SEO. Be descriptive, be honest, create human friendly URL’s.

SEARCH ENGINES ROADMAP TO SUCCESS RESOURCES Google Analytics www.google.com/analytics Google Webmaster Tools www.google.com/webmasters/tools Google Website Optimizer (Content Experiments) Now in Google Analytics

PAY-PER-CLICK (PPC) HOW IT WORKS PAY-PER-CLICK (PPC) Paid Placement Based on Clicks Networks & Individual Sites Varying Ad positions and Sizes

4 1 2 3 3 PAY-PER-CLICK (PPC) IMPROVING CONVERSIONS-CTR’S Determine Budget Test / Launch Analyze Research Google Analytics 2-5% toward marketing Google Keywords Create a Campaign Set-up Account Create AdGroups Conversions Audit Website Competitor Keywords Set Budgets Make Changes 3 Optimize Landing Pages Test / Launch

PAY-PER-CLICK (PPC) SAMPLE ADS AND PLACEMENTS Google Adword Ad Google Sponsored Links

PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESEARCH TEST / RE-TEST Research long-tail keyword and short-tail keywords. Create 2 (two) ads & run test. Set campaign length & daily budget. Product specific keywords. Optimize landing pages with AdWords campaign ads. Network vs. Search Determine budget and cpc spend for the product. Monitor campaign & make changes.

PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESOURCES Google AdWords adwords.google.com Google Analytics www.google.com/analytics Google Webmaster Tools www.google.com/webmasters/tools Wordstream - PPC Analyzer www.wordstream.com

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