Download - Search Engine Marketing for Small Business
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Presented by Mike Reddy CA
Search Engine Marketing for Small
Business
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What Is Search Engine Marketing?
o Marketing is about creating an awareness
o Any online marketing activity– Organic listings– Pay per click
o This presentation will focus on the pay per click area
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The Importance Of Being Online
o If you are not online you are out of sight
o More demand means more opportunity
o More people than ever before are searching online to solve their problems
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Google Focus
Google will determine your level of success
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Know Your Market
Know these three things about your A-type customers:
o Their location
o Their problems
o Their pain points
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Location
o Only pay for where you do business
o Great news if you rely on local traffic
o Focus initial marketing on your key geographic area
– Suburbs or postcodes that are most likely to contain your A-type prospects
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Think Problems
o Prospects are thinking about their problem
o Consider words that describe their problem
o "Dealing with back pain" is likely to be effective yet cheaper than "chiropractor”
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Customer Pain Points
o Consequences of not acting on their pain
o People move away from pain faster than they will move toward pleasure
o “You may be paying $500 too much" gets more than twice the response of "save $500"
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Understanding An AdWords Campaign
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Understanding An AdWords Campaigno Number of clicks refers to the number of
times someone clicks on an ad
o Cost per click determined by a number of important factors
– An auction– Relevance– Bounce rate
o Don’t mislead visitors
o Average position shows how far down the list your ad is
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The Landing Page
o "Roses for Valentine's Day" more costly if directed to abc.com.au/home than abc.com.au/valentines_day
o Ensure keywords relate to the URL
o Include the term in your main headline
o Common mistake is to direct all enquiries to home page
o Relevance of your URL
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The Landing Page
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Why Use Paid Advertising
o Immediate
o Warmer prospects
o Location
o Scheduling
o Flexible
o Track your “Return on Investment”
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Learn From Your Competitorso Software can provide a lot of information about
competitors
o http://www.SEMrush.com
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Eg. Florist
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http://www.semrush.com
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Positioning Of Your Ad
o Google's research used to show little difference in position of ad
o “Site links" is changing that
o Select additional keywords and link them to particular landing pages
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Eg. Florist
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Remarketing
o Visit a website and receive a cookie
o Appear for pre-determined time
o Dealing with a prospect who knows a bit about you
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Remarketing
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Remarketing
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Google Places
o Businesses are conveniently marked on a map
o Option to payo Great if you rely on foot traffico Must deserve to be thereo Google+ pageo Google reviewo Same address and phone
number everywhere
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The Importance Of Directories
o Linking is good
o “Link farming“ is bad
o Have quality links
o List with reputable directories
o Consider paid-directories
o Include contact details
o Don't underestimate the value of paying for something
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Tracking Codes
o Google analytics and Google Adwords provide you with information
o Click-through isn’t always enough
o Tracking codes are free
o Insert tracking code on a webpage that confirms desired action
o Best evidence that marketing worked
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Long Tailed And Negative Keywordso Include "buy" words
– Use "cheap Fiji holidays" as well as just "Fiji holidays"
o “Valentine days special” include misspelt words such as “Vallentine”
o Include negative keywords– "DIY" or "how do I install"
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Responsive Websiteso Recognise the type of
device and render website to fit
o Visitors won't pinch and squeeze to read
o Inexpensive to upgrade
o Easily navigated
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Readability
o Use friendly fonts
o Many use smaller screens
o Baby boomers need larger fonts
o Use various media
o Bullet points and bolding
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o Can be cost-effective
o Very focused
o Use your own emailing list
o Present your message to customers
o Powerful way of marketing
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All Marketing Needs A Plan
o Best results come from planning
o Understand customers, competitors and your Unique Core Differentiator(s)
o Marketing strategies need to be integrated
o Invest the time in a planning session
o Involve experts – It pays off
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Continuing Improvement
o No holy grail
o Create content
o Analyse
o Research keywords
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Summary
o SEM is fast
o Know your value proposition
o Resourcing
o Know your goal
o Decide a budget
o Keywords
o Increase your reach
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o We will analyse your top performing competitors:
– their keywords
– how much they are spending
– how many clicks they are receiving
– their most effective ads
– our recommendations
Special Offer
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Next Steps
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