Micro Share Web Seminar

MicroShare LLC. Web Series Seminar

Prepared forOctober 28th, 2009

MicroShare LLC’s mission is to provide our customers with the most functional solution to fulfill their organizational goals. Through client interaction and attention to detail, we ensure that our consulting efforts provide tangible value to our customers by aligning information technology with their business strategies. We strive to exceed our client’s expectations.

Mission Statement

Introductions

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

Social Media

Q & A

Agenda

An understanding of different methods for driving traffic to your Web-Site.

SEO / SEM tools available to you.

Which strategy is appropriate for you.

How Social Media fits into your Web-Marketing Strategy.

What you will learn today?

SEO is the process of improving organic rankings in search engine results.

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being adverts.

SEO is not based on a pay per visitor or click model.

What is Search Engine Optimization?

42% of search users click the top-ranking link. 8% click second-ranking link 62% of search users click a link on the first page 77% of search users choose organic over paid

listing when searching, 67% choose organic search when purchasing.

When the searcher is purchasing, organic click-through generates 25% higher conversion rates than equivalent Pay-Per-Click click-through.

40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.

Statistics for Web Strategy

SEO Best Practices

Use WordTracker to help come up with a list of two to four word

phrases. 100 Keywords initially.

Keyword Analysis

Link Exchange Campaign

Competitive Analysis

Who is your competition. What is

your competitor doing? Where does he rank?

Why?

Include Keyword Where?In the title

H1 and H2First paragraph

Text of links

Submit your site to;Open Directory ProjectYahoo, Google, Bing, about.com etc. Plus industry specific.

Create a “Related Links” pageCreate “Link to us”Best sites to exchange linksUse standard E-Mail template

Link to each page from your Site-Map, and from each page to your home page. Also Crosslink same topics.

Submit Site to SE

Optimize every page

Links

SearchRanking

1. Monitor your site traffic – It contains a wealth of information

2. Check to see that all new pages are indexed in google3. Check your sites ranking on your chosen keywords once a

month.4. Regularly check your incoming links as part of your

campaign.

Monitor your Progress

1. Google Alerts2. Google Analytics3. Adwords4. Word Tracker5. SEO Digger – Hijack keywords your competitor uses

SEO Tools

SEM is the process of promoting websites by increasing their visibility in search engines through the use of paid placement, contextual advertising, and or paid inclusion.

Popular SEM Pay Per Click (PPC) Providers;◦Google Adwords◦Yahoo Search Marketing◦Bing (Microsoft AD Center)

What is Search Engine Marketing?

Adwords

◦ Introduction to AdWords◦ Google’s Ad Distribution Network◦ Benefits of AdWords◦ Online Advertising Stats and Trends◦ Basic AdWords Features

Introduction to Adwords

Typical search page

What can Adwords do my business Get you found by the largest search engine

audience in the world. Deliver low cost lead generation/ customer

acquisition. Complement your “Organic” search engine

results. Generate near instant results. Help you launch a new site or previously un-

marketed site. Opportunistic marketing and product

promotions. Deliver an outstanding return on

investment.

How do I use Adwords? Choose the Keywords or Key phrases to

sponsor. Write Ads. Control where and to whom your Ads are

delivered. Get almost instant feedback on how your

Ads are received. Monitor conversion rates. Adjust and fine tune based upon results. Control budgets.

What Google Can do for advertisers

Advertising on Google can help an advertiser meet many objectives Determining, measuring, and tracking metrics helps ensure success

Objectives Success Metrics

Generate awareness Targeted Impressions

Build brand Qualified visit your website

Educate Prospects Depth of involvement

Generate Leads Request for proposals

Identify Prospects Brochure Downloads

Newsletter registrations

Email address opt-ins

Customer acquisition Sales conversion = $$$

Sales Lower cost per lead/sale

Benefits of Adwords No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to pay per click for every keyword Pay Google for users who click on your ad More cost-effective than Yellow Pages, Banner Ads & Direct Mail* Conversion tracking = real-time return-on-investment data

How PPC pricing typically works

Bid per clickAdvertiser A $1.00 Rank 1Advertiser B $0.75 Rank 2Advertiser C $0.50 Rank 3

How Google Adwords refined the process

Bid Per Click CTR Score Ranking

Advertiser A $1.00 4% 40 1

Advertiser B $0.75 2% 30 2

Advertiser C $0.50 1% 10 3

Quality Score“The quality score is determined by the keyword’s click throughrate (CTR), relevance of Ad text, historical keyword performanceand other relevancy factors”

Quality score is critical to your ROI.

Therefore these 4 key factors are critical to your success.1. CTR2. Relevance of Ad text3. Historical Keyword Performance4. “Other relevancy factors…”

Understand Google’s passion for relevancy.

A Googlebot will visit your site within 30 seconds of placing an Ad,so it would seem that they are checking landing pages for whatthey deem good Web practice (relevance to keyword, Ad, lack ofpop-ups etc..).

Selecting Keywords Brainstorm Keywords & Phrases – Check

your own server logs Product names, brand names, model

numbers, codes Use Google’s Keyword Suggestion Tool Think laterally – misspellings, hyphenated

phrases, quirky phrases, even URLS! Think problem and solution Ask Customers Check Competitor sites Meta data

Landing Pages Should be designed for Keywords/ Ad

groups/ Ads Content should match the promise of the Ad Should contain “substantial relevant

content” Can you rapidly build and tweak these

pages in order to fine-tune results? Should be easily navigable Should conform with Google’s guidelines for

site layout in order to maximize Quality Score

Bidding Strategy Beware “Happy clickers”! Ignore your ego. You need a good CTR so bid high enough to

achieve it. As your Quality Score rises you can

probably reduce your bid.

Tracking & Managing Campaigns

CTR does not equal ROI. Conversions must be measured (Sales,

Leads, Sign-ups, Page Views & “Others”). All conversions can be assigned values. Actual Sales Values can also be tracked. How Google tracks conversions.

Online Advertising Stats & Trends

40%Search

Search Advertising is Far More Cost Effective

Search Advertising is cheap and effective vs. other ad methods

Source: Piper Jeffery & Co.

Search Now the Largest Share of Online Ads

Growth of Search: Marketers are voting with their dollars

• Search now the most dominant form of online advertising

• Nearly 3x growth in since start of 2003

• 35 searches per user per month in U.S.

• 73% search penetration

Source: Interactive Advertising Bureau, PricewaterhouseCoopers

% Online Advertising Revenue

40%

20%

17%

9%

8%

6%

0%

20%

40%

60%

80%

100%

Type of Online Media

Search

Banners

Classifieds

Sponsorships

Rich Media

Other

Benefits of AdWords: High ROISample BudgetA business may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, but for this example, we’ll assume they get exactly one thousand clicks for their budget.If 10% of these clicks convert into sales, this would produce 100 sales. If the average sale amount is one hundred dollars, the initial one thousand dollar investment will have returned ten thousand dollars in sales.

Basic Features of AdWords

Cost-per-click pricing Ad impressions & click-through rates Language & location targeting

Basic Definition: CPCCPC: cost-per-click

• Click: The action a user takes to select your ad and be taken to your website.

• Google charges the advertiser when a user clicks on your ad

The Destination Website

A sample AdWords ad

Basic Definition: CTR

Impression: The appearance of your ad on Google or one of our partner sites

Clicks

Impressions

= CTR (expressed as %)

CTR: clickthrough rate

CTR Examples

20 clicks

1000 impressions = 0.02 = 2%Example Advertiser A:

CTR is how Google measures relevance

3 clicks

100 impressions = 0.03 = 3%Example Advertiser B:

Benefits of AdWords – Location & Language Targeting

Targeting options: you can target ads by location and language

• Regional/Local, Country, Global & Customized Targeting

• Roughly 40 different language targeting options to choose from

Example: you have local flower shops in the San Francisco Bay Area

Example: you run a restaurant in Chicago

Region/City Targeting Examples

When should you use regional targeting?

Country Targeting

When should you use country targeting? • Use if you have national or global customers• Example: you ship to the U.S. only. Target your campaign to the U.S.

If you have a global business, give your campaigns global exposure

Example: If you sell DVDs and have worldwide distribution, you should target your campaign to all countries

Global Targeting

Customized Targeting

Use Customized Targeting to target highly specific areas

For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting

Example: pizza delivery service

10 Step Success Plan Evaluate the potential and likely costs, competition and set realistic

goals and targets Think like a customer and come up with a big list of Keywords/Key

phrases break down your keywords into small, tightly focused clusters (Ad groups) and match to highly relevant Ads

Brainstorm Ads Choose or create landing pages that match keywords/ groups / Ad Set up a tracking system Split-test Ads, refine constantly – apply lessons learned (not just to

the Web) Delete keywords that don’t perform / recreate with new Ad before

forgetting Keep brainstorming new keywords Keep monitoring your conversation rates at every stage – including

repeat Visitors – keep improving – have I mentioned ROI yet? (Perrymarshall.com - contains a wealth of PPC information)

1. Why2. How3. Where4. The 4 Cs

SMM: Social Media Marketing

With the right tools… your just making notes!◦ Ping.fm: visit 1 website to update social networks

of your choice including Twitter, Myspace, Linkedin, etc.

◦ Tweetlater: schedule your tweets◦ Social Oomph: schedule your tweets & social

media monitoring via email.

HOW can I fit more into my day?

High search engine rankings Connect with customers & separate yourself

from the competition (engagement). Improve your website: Add urgency & “now”

with daily specials, upcoming events, etc. Get found by Social Media Searchers EASY! Most of this stuff can be done from

your phone. FREE!

WHY Social Media Marketing?

Social Media Strategy

Twitter & Youtube are “location based”

Relevant

Search

GoogleSearch

Local

Search

When was the last time you got out a phone

book? New customers are searching for you and

don’t know it!

Separate your biz from the competition! Tell your story in your

words (video)!

Give your regular customers reasons to

keep you front of mind!Today’s specials are…

Wordpress, Youtube videos & Linkedin get preferred treatment

in Google!

Widgets display your Twitter “tweets” on your website’s homepage! Embed Youtube

videos right on your site or blog!

CRM

“Regulars”

CRM New Customers

Improvedwebsite!

TwitterFacebookLinkedINYoutube

Etc.

SMM Spike: Blog stats example

SMM Spike: Tagging

Commit: Expect to keep this up for a long time! KEY: Make it part of your routine!

Communicate: 2 ways, don’t just broadcast interact!

Concise: keep it short & sweet! Move discussions to email or phone.

Consistent: regular updates work best! Once a day (up to 4 times?) for Twitter & Facebook, Update blogs once a week.

4 Cs to successful SMM

Questions….