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W h a t d o a l l th e s e s i t e s h a v e i n c o m m o n ?
They want to serve up the “best” content.
De f i n e “ Be s t ”
Most credibleMost sensational
Most accurateMost informativeMost interesting
+1sLikes
CommentsShares
Authority (Google Patent)
Google has given us some clues...
• “Within search results, information tied to verified online profiles will be ranked higher than content without such verification…”
Eric Schmidt, from his book “The New Digital Age” – published April 2013
• “Over time, Google will care more about identity and social reputation.”
Matt Cutts mentioned on day three of SMX – March 2013
Google has given us some clues...
Go o g l e Au th o r s h i pUp to 35% CTR
W h a t Go o g l e W a n t s , Go o g l e Ge t s …
• Google wants you to “own your content” (so far as tying your name and face to it)
• Remember, an effort to deliver the highest quality, most credible and sensational information
• Imagine how this will change as authors and identities “like”, “+1”, or share other authors content.
Th e s e Th i n g s Ch a n g e Fa s t
This is not a real screenshot.
Rather, a prototype of what could someday come?
Fa c e b o o k Gr a p h S e a r c h
Facebook has an agenda too…
Fa c e b o o k Gr a p h S e a r c h
Al l th e s e th i n g s a r e c o n n e c t e d …
• Everything is connected.• Your online reputation is important. It matters.• Actively engaged, responsive• Consistence• Provide high quality, accurate content
What is your business or brand doing to manage and
monitor your online reputation and authority?
O n l i n e Ad v e r t i s i n g h a s Ex p l o d e d
2011 – Internet advertising revenues surpassed cable television
2012 - Increased 15% over 2011
2013 – Another 13% increase seen in Q1
S o m e Ba s i c Te r m i n o l o g y
• Impressions – the # of times your ad has been displayed
• Clicks – the # of times your ad has been clicked
• CPC / PPC – cost per click or pay per click
• CPM / PPM – cost per impression or pay per impression
• CPA / PPA – cost per action or pay per action
Ad v e r t i s i n g Me d i u m s
Re m a r k e t i n g / Be h a v i o r a l Ta r g e t i n g
Reach customers based upon:•Their interests, topics•Past search / web history•Gender•Age
How did it know I am
losing my hair?
Go o g l e Ad W o r d s S EM
Highly Targeted Advertising
Fully measurable sales funnel
Very powerful when combined with Google Analytics
Less risky compared to other options (CPC)
Go o g l e Di s p l a y Ne tw o r k
Text, Image, Interactive, Video Advertisements
Highly targeted placement
Very detailed management, track budget and results as you go
Less risky compared to other options (CPC)
Y a h o o & Bi n g S EM
Fa c e b o o k Ad v e r t i s i n gCPA / PPA
Co n t e n t Ma r k e t i n g
Ca s e S tu d y
• Plumbing client spent $10,900 in Google Advertising over 5 months• 1,376 clicks through to the website (fully tracked)• 156,848 impressions• 75 click-to-calls directly from mobile device• 23 customers clicked an ad then filled out the website form• Phone traffic increased by 200-250 calls.• Average cost per click was $7.00• Avg. Service Ticket Cost is $225
Paid online advertising works.
Advanced analytics can help you follow your advertising dollar in
near real-time.
Attention to detail and adapting with optimizations can ensure ROI.
