Flyer SpiritFlyer Spirit- SEM & Google Adwords -

Allison KroegerJosh Beitel

Sergio BetancourtAmanda BoekePeter Visceglia

Agenda

• Basics of Search Engine Marketing

• Keywords/Adwords– Pay-per-click – Paid listing

• Targeting

• Linking Strategy

• Recommendations

Search Engine Marketing

• SEM: – a form of Internet marketing that seeks to promote

websites by increasing their visibility in search engine result pages (Serps).

• Goals:– Get a high listing– Generate traffic to site & convert customers– Obtain a “high” volume of qualified visitors at a “low

cost”

What are Adwords?

• The advertiser specifies which words (Adwords) will trigger the ad to appear during a search– Typically the words or phrases relate to the products

or services you wish to advertise.

• When the user searches using one or more of the selected Adwords the related sites are displayed as "sponsored links" – on the right side of the screen– sometimes above the main search results

Sponsored

links

No Flyer

Spirit!!

Pay-Per Click• Advertiser pays a pre-set amount when the user clicks

their ad – Typical PPC start at $.05-.10 but can be as high as $100 for some

search terms

• Can set the maximum amount they are willing to pay per click– Maximum bid

• The max price you are willing to pay when your ad is clicked. • You will never be charged more than your maximum bid. • The actual cost-per-click can be lower than your maximum bid

because your cost-per-click is automatically discounted to the lowest amount necessary to maintain your position on the page.

Paid Listing

• The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search– The quality score is calculated by historical click-

through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google.

• Keyword placement and frequency• Linking Strategy• Click-thru rates• Title and meta tags

Targeting

• Can set target market by where the searcher is located – By city or region

• Example– Target cities where a high concentration of UD alumni

reside– Target cities where the Dayton Flyers are playing

• Dayton basketball playing at Xavier, target people in the Cincinnati area

Flyer Spirit can target cities where a high volume of UD Grads live and work.

Linking Strategy

• Websites for Flyer Spirit to partner with to promote themselves– Increases traffic to both sites

• Websites are typically related by products, interests, or viewers

• Helps improve metrics for website performance – Search Engines can determine what a page is about

and whether it is deemed relevant by the site’s linking strategy

• As a website increases their links, their organic listing improves

Flyer SpiritFlyer Spirit Recommendations

Recommended Adwords

• University of Dayton• UD Basketball • Dayton Flyers Apparel • Dayton Flyers

Merchandise • Flyer Faithful

• University of Dayton Alumni

• UD Athletics • Greek Apparel• University of Dayton

Bookstore • Many, many more…

Recommended Links

• University sites– UD bookstore – Athletics– Alumni

• National and local sites– ESPN– WHIO TV– Dayton Daily News– Wikipedia?

Recommended Promotions

• One-a-day super sale– Choose a different product each day to put on sale– RSS feed the sale out to interested parties– Join twitter and tweet about the sale of the day

• Increases traffic • Increases online sales

Recommended Advertisements

Find Dayton Flyers Merchandise and Apparel

Shop at our Brown St. Location or Online! www.FlyerSpirit.com

Recommended Advertisements

Are You a Fan of the Dayton Flyers?Shop For Sports Merchandise &

Apparel at ourBrown St. Location or Our Website!

www.FlyerSpirit.com

Recommended Advertisements

Personalized Dayton Personalized Dayton Flyers Apparel Flyers Apparel

Visit our Brown St./University Place Location or Website

and View our Wide Assortment of Personalized UD Apparel

www.FlyerSpirit.com University of Dayton University of Dayton Sports Merchandise Sports Merchandise

Are You a Fan of the Dayton Flyers?

Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website!

www.FlyerSpirit.com

Recommended Timeline

• Immediate modifications – Start SEM and add Google Adwords – Create targeted advertisements – Contact the suggested websites to build a linking

strategy • Seasonal strategies

– Increase advertisements and Adwords during prime seasons

– Increase targeting during specific time periods• Basketball season• Orientation weekend • Alumni Weekend

Questions?