2. Alternative Internet Marketing Techniques
David J. Sullivan

3. Leads Across the Country

4. Leads Across the Country

5. Online Newsletter Subscribers

6. Google Adwords

7. Benefits of Adwords
Reach – Strong Internet Presence
Cost – Control over your budget
Timing – Connects users at the right moment
Flexibility – Make changes at any time

8. Adwords - Reach
Access to ~80% of U.S. Internet Viewers
Instant results
Thousands of websites where your ad can appear

9. Adwords - Reach

10. Adwords - Reach

11. Adwords - Reach

12. Adwords - Cost
No minimum spending amount
Choose your own maximum spending budget
Pay only when users click on your ad

13. Adwords - Flexibility
See your ads on Google in 15 minutes
Change your ads whenever you like
Unlimited changes

14. Benefits of Adwords Summary
Reach – Cost
Timing - Flexiblity
Access to 80% of Internet users across the world
Costs nothing to start new ads
Pay only when users click on your ads
Ads are seen by users looking to purchase
Start your advertising in 15 minutes
Unlimited changes, whenever you want

15. Keyword Matching Options
Enables you to increase the likelihood that your ad is shown to your desired audience.
Potentially decrease your cost
Keyword match types:
Broad
Phrase
Exact
Negative

16. Keyword Matching Options – Broad Match
Broad match keywords reach the widest audience
Your ad appears if:
Other words are included
Dance Lessons = ballroom dance lessons
A user types in similar words:
Dance = dances
All terms must be present
‘dance lessons’ does not equal ‘tap lessons’

17. Keyword Matching Options – Broad Match
Default setting for your ads
Terms do not have to be in the same order:
dance studio = studio dance
Ballroom dancing = dancing ballroom

18. Keyword Matching Options – Phrase Match
Triggers your ad only when the user types in your keyword in the exact sequence you specified
Prevents your ad from showing on irrelevant variations of your keyword
To enable phrase matching for a particular keyword, enclose it in quotation marks
“dance lessons”

19. Keyword Matching Options – Exact Match
The most precise method for matching your keywords
Trigger the ad only when the query contains the keyword, exactly as you typed it into the keyword list
Exact matched keywords are enclosed in square brackets.
[dance lessons]

20. Keyword Matching Options – Negative Match
Prevent the ad from appearing when the search includes a word that isn’t relevant to your ad.
To create a negative keyword add a minus sign (-) before the word or phrase you want to exclude
- tap
- ballet
Scour the search results for negatives
Use the keyword tool

21. Keyword Matching Options – Choose Wisely
Broad match keywords should be at least 2 word phrases
Keywords with 4 or more terms get little traffic
The more restrictive your matching options the less clicks you will receive, but higher productivity.

22. Optimization – What is it? Do I need it?
Optimization is the process of adjusting parts of your account to increase your return on investment
Optimization makes your ads more effective:
increasing the rate at which you connect with students
raising your ad’s position on the page
increasing your click through rate
decreasing your costs.

23. Optimization – How to Begin
Review all the areas of your online campaigns
Evaluate your website:
Get feedback from users
Can they easily find what they want?
Is the site well organized?
Is the information comprehensive and useful?
Do your ads go to the most relevant landing page?

24. Optimization – Your Competitors
How does your site compare to your competitors?
What do they have that you don’t?
What can you add to your site.
Are you highlighting key differences?
Why is your studio the best in the area?
What do your teachers offer that others don’t?
Highlight the size of your studio and the awards your teachers have won.

25. Getting Started with Google Maps
See if you have an existing listing on Google Maps
Go to
Click on ‘find businesses’
Search for your business
If not listed click on Add business in the left hand column

26. Google Maps – Edit Business Listing

27. Google Maps – Required Information

28. Google Maps - Category

29. Google Maps – Hours and Payment

30. Google Maps - Photos

31. Google Maps – Custom Attributes

32. Google Maps - Validation

33. Google Maps - Coupons

34. Optimizing Your Local Ad Performance
On Page Local Search Optimization
Local phone and address displayed in text on every page.
Have a good title tag on your page using popular, geo targeted terms.
Put your zip code in at least ONE of your page’s title tags.

35. Optimizing Your Local Ad Performance
Off Page Optimization
Upgrade local listings in Google and Yahoo
Have an accurate Yellow Pages listing
Search for local business guides and COC sites.
Local charities
Find local blogs

36. Blogging For Business
What is a blog?
Blogging Tips
Blog Regularly
Be Entertaining
Short Entries
Be Transparent
Student blogging
Linking
Images

37. Blogging For Business
Blogging Tips
Reward inbound links
Permanent links
RSS feeds
Tagging and bookmarking
Have fun!!

38. Social Networking - Myspace

39. Myspace Tips
Brainstorm
Sign up
Create your page
Use the Myspace Blog
Add your studio events
Keep adding friends
Use the classifieds
Join groups

40. Social Networking - Facebook

41. FaceBook Tips
Sign Up –
Find friends
Create a facebook group for your studio
Upload and share photos
Join other groups
Encourage your staff to participate
Keep track of changes

42. Social Networking - Continued
Flikr
Photo sharing website
Results viewable in Yahoo and Google searches
Links to your website
You Tube
Movie sharing website
Results viewable in Google searches
Subscribers

43. Summary
Increased Visitors
Google Adwords
Google Local and Yahoo Local
Blogging
Social Networking

44. Studio Management Program
Web Based Software – Nothing to Download
Available Everywhere
Online Reports