(SEM)

Build Your Brand & Maximize Revenue

SEARCHENGINE MARKETING

HOW WE SEaRCH

PAY-PER-CLICK (PPC)

SEARCH ENGINES

HOW WE SEARCH

THE INTUITIVENATURE OF SEARCH

User

Search SearchResults

Didn’tFind You

-$

Found You$+

SearchTerms

Ad-Hoc

Known-Item

Named Page

SEARCH ENGINES

THE NATURE OFSEARCH ENGINES

SEARCH ENGINE OPTIMIZATION (SEO)

Structure your site to be relevant

Site visibility programmed to be “natural” / “organic”

Develop “off-page” and “on-page” optimization strategy

On-PageKeywordResearch

Meta Tags

ContentOptimization

Site Structure

CONTROL

Off-Page

Incoming Links

Social Media

Directories

LIMITEDCONTROL

SEARCH ENGINES

SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS :

1. Crawling & building an index of a site / pages

2. Serve up answers by calculating relevancy & serving results.

STORAGEof

Information

Data Center

Data Center

Data Center

AnswersPopularity

=Importance

Incoming Links

THE NATURE OFSEARCH ENGINES

Complicated Algorithms1,000’s of factors

Keywords

Relevant Information

Efficient

SEARCH ENGINES

KEEP IT CLEAN

ROADMAP TO SUCCESS

Keyword-rich content based on what users are searching for but

don’t overdo it.

Rich media is nice but not that nice for SEO.

Clean code with correct hierarchy.

BE RELEVANT

Create a useful site rich with information and easily digestible.

Make the site for the user not for the search engine exclusively.

Be descriptive, be honest, create human friendly URL’s.

Use long-tail & short-tail keywords appropriately.

Update site often with useful information.

SEARCH ENGINES

RESOURCES

ROADMAP TO SUCCESS

Google Analyticswww.google.com/analytics

Google Website Optimizer (Content Experiments)

Now in Google Analytics

Google Webmaster Toolswww.google.com/webmasters/tools

PAY-PER-CLICK (PPC)

HOW IT WORKS

PAY-PER-CLICK(PPC)

Paid Placement Based on Clicks

Networks & Individual Sites

Varying Ad positions and Sizes

PAY-PER-CLICK (PPC)

IMPROVINGCONVERSIONS-CTR’S

Determine Budget

2-5% toward marketing

1Research

Google Keywords

2

Audit Website

Test /Launch

Create a Campaign

3

Create AdGroups

Analyze

Google Analytics

4

ConversionsSet-upAccount

CompetitorKeywords

Set Budgets

Optimize Landing

Pages

Make Changes

Test /Launch

3

PAY-PER-CLICK (PPC)

SAMPLE ADS AND PLACEMENTS

Google Adword Ad

Google Sponsored

Links

PAY-PER-CLICK (PPC)

RESEARCH

ROADMAP TO SUCCESS

Research long-tail keyword and short-tail keywords.

Determine budget and cpc spend for the product.

Network vs. Search

TEST / RE-TEST

Set campaign length & daily budget.

Create 2 (two) ads & run test.

Monitor campaign & make changes.

Product specific keywords.

Optimize landing pages with AdWords campaign ads.

PAY-PER-CLICK (PPC)

ROADMAP TO SUCCESS

RESOURCES

Google Analyticswww.google.com/analytics

Google Webmaster Toolswww.google.com/webmasters/tools

Wordstream - PPC Analyzerwww.wordstream.com

Google AdWordsadwords.google.com

www.pumpedinc.com

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