sem training
TRANSCRIPT
MILWAUKEE JOURNAL SENTINEL DIGITAL TRAINING SESSION | DECEMBER 10TH 2015
LET’S GET STARTED
Search Engine Marketing
SEM Overview
• What is SEM?
• Why is SEM Important?
• Why are we the ones selling this?
Why MJS?
• What are the benefits of us over Digital Agencies?
• Why not just bring it in house?
• Overcoming more objections
Our Process
• Kira, Richard & Catherine
• Salesforce
• The SEM profit breakdown
Our Gameplan
• How can your clients use SEM?
• Why us? Elevator Pitch
• Role play anyone?
• Give us your prospects today
• Putting it in the presentation
Search Engine Marketing (SEM) is the process of
gaining traffic and visibility from search engines
through paid efforts. Search Engine Marketing
simply refers to buying traffic via paid search
listings.
VIEW EXAMPLES
SEM (SEARCH ENGINE MARKETING
76%Of consumers use search
engines to find local business information.
90%Google sends 90.62% of overall
search traffic. Yahoo & Bing send a combined 7.5%
41%The top 3 paid as positions on
Google receive on average 41% of the clicks on the page.
50%50% of consumers who arrive at a retailers site are more likely to buy than those who came from
clicking on an organic link.
85%85% of Business using ppc said that they are going to focus on conversion rate optimization.
WHY IS THIS IMPORTANT?
“I’m really focusing on converting site visitors into leads in 2016…”
Easy to use, convenient, mobile friendly site…
• Website development• Live Chat• SEO Bundles (traffic)
Speaking of traffic…I can bring you more of it…
• Search Engine Marketing• Retargeting Banner Ads• Mobile Location Geo• Email Blast• Audience Behavior Targeting
Consumers click and buy from BRANDS they trust…
• MJS & JSOnline• Video & E-Newsletters• Power Reach, MP, CN, Tap
Allen ThompsonMarketing –
Wisconsin Sports Apparel
WEBSITE DESIGN
• Colors, ease of use, mobile friendly
• A/B Testing, Decreasing Bounce Rates
• Different measurements for defining conversions
USER EXPERIENCE
• What consumers want to see quickly
• Access to information, beginning to end processes are quick
• Guarding against irritation and complexity
Brand
NO MEDIA is better at promoting and advertising a
brand than MJS. SEM is a prime digital opportunity
for MJS to sell because it is already positioned to
perform based on how we already do business.
WHY IS THIS TRUE?
BRAND
BUDGETS ARE CONTROLLED & COMPETITIVE
• Like print – budget are subject to each clients discretion
• Like print – SEM is competitive – fighting for SOV
• Make the proper recommendation that gives them a completive advantage. There Conversion and ROI is on the line.
DRIVES IMMEDIATE TRAFFIC
• Like print, SEM gives access to a large audience
• Short & simple works and print and also with SEM
• Driving traffic is important but pay attention to “tangibles”
MORE COMPELLING ADS PERFORM BETTER
• Like print, stronger call to actions yield results
• Similar to print, strong ROI when asking for action
• Consumers who click on search ads are likely to buy
Vs.
A.
A.
B. B.
WHAT IS SEM?
WHY IS SEM IMPORTANT?
WHY US OVER ANYONE ELSE?
HOW MUCH SEARCH TRAFFIC DOES GOOGLE ACCOUNT FOR?
Allen ThompsonMarketing –
Wisconsin Sports Apparel
I HAVE A GUY, GAL, TECHNICIAN…
• They’ve been my SEM consultant for a year
• I’m getting traffic to my site
• My cost each month is about $2K
Team – Kira, Richard, Catherine, Contractors, In-person Sales Executive, Cohen
• Monthly Optimization• Guidance & Support
Real Time reporting & Cohesive brand and advertising messaging
• SEM is only scratching the surface of so many opportunities that we offer.
Call Tracking and analytics.
• Not many other companies (in particular digital agencies can offer this service.
Cost Savings. Hiring / Contracting someone for SEM full time is expensive
• The average annual salary for an SEM campaign manager in Milwaukee is $50K vs. 35% fee.
“I’m really focusing on converting site visitors into leads in 2016…”
Why should I care that you’re MJS…This SEM company has been doing SEM for years…
What can you provide that different than what they provide…Isn’t all SEM the same no matter what company you are with?...
Will investing more into SEM help with my SEO efforts?...
Sold!
Allen ThompsonMarketing –
Wisconsin Sports Apparel
COMBINING SEM & SEO
• Organic CTR%’s have shown to increase by 17% according to Google when displayed in combination with a paid search ad
• Illustrates legitimacy – When a business has done the work to get to the first page / top of Google SERP and is also paying it showcases professionalism and dedication to brand.
• Everyone uses search
• Self perpetuation advertising. WOM isn’t automatic.
SEARCH ENGINE OPTIMIZATION (SEO)
• Benefits of SEO will continue to climb event after PPC has peaked. (Efforts don’t go away)
• 50% of web search users are aware of organic vs. paid results
• 86% of web searchers trust organic clicks.
• Benefits of SEO will have higher rate long term performance
SEARCH ENGINE MARKETING (SEM / PPC)
• Yields instant results
• 50% of web traffic of paid search are more likely to buy
• Dictating & managing a budget is easier with PPC – ROI is easier to prove because of CTR% and tracking.
VIEW SEM COST STRUCTURE
IMPLEMENTATION OF CAMPAIGN• Implementation of campaign usually takes an approximate 5 (five)
business days.
IF SOLD – FILL OUT SEM FORM IN SALES FORCE
• Fill out SEM form in Sales Force (Drop Down in Opportunity)
• Get signed IO from client and RB
GOES INTO THE PRESENTATION WITH MJS MARGINS
• Margins for MJS will vary between 25% - 40% (contingent on spend level for the month)
• This model allows us to be more flexible and transparent with campaigns and clients.
GET A QUOTE FROM KIRA OR RICHARD
• Give us an approximate 1 day turn around for quick quotes
• 2 days for multiple options.
SEM CAMPAIGN SALES FOR:
$1,00035% TO MJS
$35065% TO SEM
$650
ESTIMATE OF100 CLICKS
$10CPC
(COST PER CLICK)
SEM PROFIT BREAKDOWN
HOW WOULD YOU USE SEM?
HOW WOULD YOU PROSPECT FOR AN SEM CLIENT?
HOW WOULD YOU SELL SEM IN 15 SECONDS?
What are 5 advertising services / products that you would recommend…
“I’ve been in business for a while
now and keep hearing how I need
to get into the digital age. I have a
website, it’s not the greatest and
could really use some work. I’ve
been around for a while now and
could use some new customers
but I have a loyal base of people
who come in every week”
Phill MinyonOwner –
Milwaukee Steak House
1.
2.
3.
4.
5.
What are 5 advertising services / products that you would recommend…
“I’m really interested in getting
into SEM. I have a ton of
competition that I see on google
constantly and would love to get
my business listed their both
organically and with paid search.
I could really use some new
clients immediately and really
need to have a great start to Q1 of
2016, what do you have?”
1.
2.
3.
4.
5.
Eugene McDonaldOwner –
Wisconsin Heating & Cooling
GIVE YOUR DIGITAL LEAD 2 SEM PROSPECTS
• We’re going to take those prospects and make quick
recommendations for each of you that you can put into a
presentation for 2016.
PUTTING IT ALL TOGETHER
• You’re well equipped with a variety of marketing products and
services to help you achieve and exceed goals for 2016. Get
out and get busy now and get ahead of Q1 of 2016!
SOURCES / CITATIONS
• MOZ – How people Interact with Search Engines:https://moz.com/beginners-guide-to-seo/how-people-interact-with-search-engines
• Search Engine Land – 5 Incredibly Practical Reasons PPC: http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611
• Search Engine Land – 72 Percent of PPC Marketers Plan:http://searchengineland.com/72-percent-of-ppc-marketers-plan-to-spend-even-more-in-2014-ppchero-study-169849
• Blue Fountain Media – 4 ways PPC marketing is changing:http://www.bluefountainmedia.com/blog/4-ways-ppc-marketing-is-changing-in-2014/
• Qualaroo – Beginners Guide to Conversation Rate Optim..:https://qualaroo.com/beginners-guide-to-cro/
• Bigcommerce – How Site Design Affects Your Conversion…:http://blog.bigcommerce.com/conversion-rate-bite-sized-best-practices/