Micro Share Web Seminar

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MicroShare LLC. Social Media Seminar

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  • 1.MicroShare LLC. Web Series Seminar
    Prepared for
    October 28th, 2009

2. MicroShare LLCs 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 clients expectations.
Mission Statement
3. Agenda
Introductions
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media
Q & A
4. What you will learn today?
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.
5. What is Search Engine Optimization?
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.
6. Statistics for Web Strategy
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.
7. SEO Best Practices
Link Exchange Campaign
Keyword Analysis
Competitive Analysis
Create a Related Links page
Create Link to us
Best sites to exchange links
Use standard E-Mail template
Use WordTracker to help come up with a list of two to four word phrases. 100 Keywords initially.
Search
Ranking
Who is your competition. What is your competitor doing? Where does he rank? Why?
Submit your site to;
Open Directory Project
Yahoo, Google, Bing, about.com etc. Plus industry specific.
Submit Site to SE
Include Keyword Where?
In the title
H1 and H2
First paragraph
Text of links
Link to each page from your Site-Map, and from each page to your home page. Also Crosslink same topics.
Links
Optimize every
page
8. Monitor your Progress
Monitor your site traffic It contains a wealth of information
Check to see that all new pages are indexed in google
Check your sites ranking on your chosen keywords once a month.
Regularly check your incoming links as part of your campaign.
9. SEO Tools
Google Alerts
Google Analytics
Adwords
Word Tracker
SEO Digger Hijack keywords your competitor uses
10. What is Search Engine Marketing?
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)
11. Adwords
Introduction to AdWords
Googles Ad Distribution Network
Benefits of AdWords
Online Advertising Stats and Trends
Basic AdWords Features
12. Introduction to Adwords
Typical search page
13. 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.
14. 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.
15. What Google Can do for advertisers
Advertising on Google can help an advertiser meet many objectives
Determining, measuring, and tracking metrics helps ensure success
16. 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
17. How PPC pricing typically works
Bid per click
Advertiser A $1.00 Rank 1
Advertiser B $0.75 Rank 2
Advertiser C $0.50 Rank 3
18. How Google Adwords refined the process
19. Quality Score
The quality score is determined by the keywords click through
rate (CTR), relevance of Ad text, historical keyword performance
and other relevancy factors
Quality score is critical to your ROI.
Therefore these 4 key factors are critical to your success.
1. CTR
2. Relevance of Ad text
3. Historical Keyword Performance
4. Other relevancy factors
Understand Googles 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 what
they deem good Web practice (relevance to keyword, Ad, lack of
pop-ups etc..).
20. Selecting Keywords
Brainstorm Keywords & Phrases Check your own server logs
Product names, brand names, model numbers, codes
Use Googles Keyword Suggestion Tool
Think laterally misspellings, hyphenated phrases, quirky phrases, even URLS!
Think problem and solution
Ask Customers
Check Competitor sites Meta data
21. 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 Googles guidelines for site layout in order to maximize
Quality Score
22. 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.
23. 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.
24. Online AdvertisingStats & Trends
25. 40%
Search
Search Advertising is Far More Cost Effective
Search Advertising is cheap and effective vs. other ad methods
Source: Piper Jeffery & Co.
26. Search Now the Largest Share of Online Ads
% Online Advertising Revenue
Growth of Search: Marketers are voting with their dollars
Other
Rich Media
Sponsorships

  • Search now the most dominant form of online advertising

27. Nearly 3x growth in since start of 2003 28. 35 searches per user per month in U.S. 29. 73% search penetrationClassifieds
Banners
Search
Source: Interactive Advertising Bureau, PricewaterhouseCoopers
30. Benefits of AdWords:High ROI
Sample Budget
A business may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, but for this example, well 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.
31. Basic Features of AdWords
Cost-per-click pricing
Ad impressions & click-through rates
Language & location targeting
32. Basic Definition: CPC
CPC: cost-per-click

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

33. Google charges the advertiser when a user clicks on your adA sample AdWords ad
The Destination Website
34. Basic Definition: CTR
Clicks
Impressions
=CTR (expressed as %)
CTR: clickthrough rate
Impression:The appearance of your ad on Google or one of our partner sites
35. CTR Examples
20 clicks
1000 impressions
Example Advertiser A:
= 0.02 = 2%
3 clicks
100 impressions
Example Advertiser B:
= 0.03 = 3%
CTR is how Google measures relevance
36. Benefits of AdWords Location & Language Targeting
Targeting options:you can target ads by location and language

  • Regional/Local, Country, Global & Customized Targeting

37. Roughly 40 different language targeting options to choose from