Steven Clayton

2 About Steven Clayton 21 Years in Information Systems Management –CIO public company for 8 years –VP for a fortune 500 public company for last 5 years Studied and experimented with Internet marketing for the last 7 years 1 year ago, made a decision to do Internet marketing full time Make a living doing affiliate marketing and marketing my own information products –Use SEO, Google, Yahoo, and MSN Lots of time and effort into SEO Spend $1,000s / day on advertising Put my own business’s money where my mouth is! –Other traffic opportunities –Pure marketing exercise! Saw an opportunity to take this specialized skill set and bring it to small business owners “If it’s Worth Doing…It’s Worth Overdoing”

3 What is Internet Marketing? Generating sales and/or capturing leads from customers that are searching on the Internet Traditionally it was “search engine optimization” –Build a site –Apply the black art of indexing, links, meta-tags, directories, etc. –Hope it shows up in Google someday –Hope it shows up with the right keywords (what people are typing in when they search) Grown to include Pay Per Click –Google’s Adwords (3 line ads that show up on the right of search engine results) –Microsoft’s Adcenter –Yahoo’s search marketing (Overture) –Build ads around keywords and pay for everyone that clicks the ad and visits your site The future is Social networking sites

4 Why Use Search Engine Optimization? Higher clicks for each search term Free traffic

5 What Causes Bad Experiences with Search Engine Optimization? Often sites are never even “indexed” at all! Google doesn’t even know they exist After sites get indexed, they are usually not indexed by the search terms the web site owner would like Web site owners have no idea what search terms would really be best to drive traffic Fresh content is important, but hard to keep up with and organize Backlinks are hard to come by Domain age It’s hard work, tedious and time consuming! No one really understands how Google decides who gets listed and in what order.

6 Why Use Pay Per Click? Very Fast –Search engine optimization can take weeks, months or even years to show results –You can be promoting your site, and getting targeted visitors in hours (sometimes minutes) Provides a path for search engine optimization –How do you know what terms you should optimize for? –Which searches are your money makers? When done correctly, can yield highly profitable results

7 Why Use Pay Per Click? (cont’d) Great testing platform and can be highly targeted –Time of day –Geographic area –Keywords and phrases –Content network –Placement campaigns Immediate feedback You know what you’re getting for your money – complete opposite of the yellow pages, tracking opportunities are plentiful Your competition is already using it

8 Why Do People Have Bad Experiences With PPC? They don’t do it for a living! –It’s very powerful, and doing it well is very complex Google’s rules, tips/tricks –Relevance –Keyword grouping 10 keywords in one big adgroup as opposed to thousands in individual adgroups –Quality score Landing pages are not targeted; often ads go right to the home page Click through rate –Initial tips and tricks (capitalization)

9 Keyword research –If you’re running 10 keywords, I would be running 3,000 Ad testing Conversion tracking Tools – too expensive Bid management Broad match Content Network Geographic Targeting Lead tracking and generation – effective opt-in’s etc. Ad scheduling (times of day) Why Do People Have Bad Experiences With PPC? (cont’d)

10 How Can We Solve Problems with Search Engine Optimization? After sites get indexed, they are usually not indexed by the search terms the web site owner would like Use traditional “on page” methods Use the one known way to influence search engine placement – link building (e.g. “click here” example) Web site owners have no idea what search terms would really be best to drive traffic Use PPC results Build landing pages for each keyword Often sites are never even “indexed” at all! Google doesn’t even know they exist Use well known and proven tricks to get indexed such as article marketing, craigslist, adsense placement, blog pinging etc.

11 How Can We Solve Problems with Search Engine Optimization? (cont’d) Backlinks are hard to come by Use management company that includes backlink services through article marketing and social bookmarking Must use a tool to be effective! Fresh content Set up blog Domain age Purchase domains (great tools for searching) No one really understands how Google decides who gets listed and in what order

12 How Can We Solve PPC Problems? Google’s rules, tips/tricks: –Relevance Overall site content Create targeted landing pages for each search term category Can build a silo site first (if appropriate) –Keyword grouping Only 3 Keywords per ad group (same KW, different match types) –Quality score Keyword density Content Links to privacy, disclosure, about us, contact us, and external authority links

13 How Can We Solve PPC Problems? (cont’d) Landing pages –Dynamic landing pages –Quality score guidelines –Target the customer’s conversation Click through rate –Capitalization “Get Your Free Trial Here” can get up to twice the number of clicks as “Get your free trial here” –Include search term in ad text –Change URL to reflect search term –TEST Keyword research – Tools and competitor research

14 Ad testing – split test every adgroup every day –What’s the one thing you know for certain about these two ad titles? Conversion tracking Tools – use a ppc management service like us! (tool cost spread among clients) –$1,000’s /year in tool costs Bid management – Mass adjustments using tools Broad match – Use and track every match type Content Network – Tracking, site targeted placement Geographic targeting – USE IT How Can We Solve PPC Problems? (cont’d) Bronchitis Problems? Learn how to quickly get over your Bronchitis naturally & safely. Bronchitis Problems? Learn how to quickly get over your Bronchitis naturally & safely. Bronchitis Problems Advice and information to help Bronchitis sufferers. Bronchitis Problems Advice and information to help Bronchitis sufferers.

15 Social Networking Sites Sites where users dictate the content and/or the popularity/ visibility of that content Number of daily visitors is skyrocketing MySpace had more traffic in 2007 than Google Already, FaceBook has reached Google traffic levels YouTube gets twice as much traffic as Google These sites are DOUBLING every 6 months; FaceBook adds 1 million visitors/week In a typical month –30% of everyone that goes online worldwide visits MySpace –29% visit FaceBook –35% visit YouTube

16 Social Networking Sites (cont’d) It’s not just kids discussing what they’re going to wear to the prom –Over 50% of MySpace users are older than 35 –FaceBook even has 100k users older than 64 This is the new frontier Traditional marketing will not survive here Incredible opportunities for first mover advantage

17 How to Dominate Your Market Understand your customer’s searching behavior –What problem are they trying to solve –What’s the conversation they’re having with themselves? Decide how to track conversions (leads, sales etc.) Decide on autoresponders and set them up Keyword research –Brainstorm core ones –“Spy” on competition –Let loose the tools Group keywords by landing page (conversation type) Build landing pages following quality score criteria closely, or use silo site

18 How to Dominate Your Market (cont’d) Set up a blog Set up Adwords campaign Monitor, test etc. –Split test every day –Adjust bids every day –Delete non-performing keywords every day As soon as we find a “money term” start search engine optimization process –Examine domain name –Market 2-3 articles per week (or even more!) –Blog postings at least 3 times per week (outsource) –Forum postings –Yahoo answers –Blog postings (other people’s) Possibly move most successful terms to Yahoo and MSN 90 days, then repeat

19 Services Offered Initial consultation –Build a plan to dominate your market PPC Services –Manage your web designer to implement plan (or provide one at extra cost) –Keyword research – both general and competitor analysis – using all tools –Ad groups set up with no more than 3 keywords in each ad group, and all keywords categorized by “customer conversation” –Initial ads set up with keywords in the ad text, correct capitalization etc. –Split testing ads for EVERY ad group, EVERY day –Content network campaign set up and tracking –Site placement campaign set up and tracking –Daily bid optimization –Your campaign reviewed and tweaked EVERY day –Autoresponder set up

20 Services Offered – SEO SEO Services –4 articles (500–750 words)/month written (more can be added at $50 per article) –Article submission to 200–1000 article directories for every article – Builds thousands of links with optimized “anchor text” Highly specialized, no duplicate content penalties! –Link building in forums, blogs and Yahoo answers EVERY day –Social bookmarking of articles and blog posts EVERY day –Monthly consultation with web designer to insure appropriate on page elements. –Set up your blog –2–4 blog posts per week (your blog)

21 Services Offered – Other For every customer: –Weekly and monthly status reports –Auto responder set up and maintenance ($50/month value) –Free web hosting for up to 3 sites ($30–100/month value) –Unlimited phone and consultations –Continuously updated expertise – coming soon… Facebook and the new Internet! Within 3 months, Facebook will be included with SEO services –100% money back guarantee –Month to month – no long-term contract

22 What Will This Cost? Initial ConsultationFREE Initial set-up fee paid to Worth Overdoing – Building your plan to dominate your market $500–750 PPC charges paid to Google, MSN, Yahoo – ROI tracking; theoretically, you pay only for clicks that bring you sales or leads Variable (Range: $.05–1.00; average $.25–.50) Monthly fees paid to Worth Overdoing Manage pay-per-click: Under $1500/month in Adwords spending From $1501–3000/month in Adwords spending From $3001–6000/month in Adwords spending > $6000/month in Adwords spending Manage search engine optimization: $199/month $350/month $600/month Ask for quote $299 monthly add-on For both PPC and SEO services10% discount

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