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					Search Engine Marketing
For Small Businesses

Max Kalehoff
VP - Marketing
  Overview

  Introduction
  Search Engine Marketplace
  Search Engine Marketing
  How To Engage With SEM




CONFIDENTIAL                  3
  Search Engine Marketplace



                    1.4 trillion
                              global
                       80%
                    300 billion
                       north america



CONFIDENTIAL                           4
  Search Engine Audience




      74%                    95%                  120
      of Americans use the   of internet users    searches per user
      internet               engage with search   per month


CONFIDENTIAL                                                          5
  Search Engine Audience




      52%                     40%
      of all internet views   of internet users use search as their primary
      are search pages        source for service providers and purchases


CONFIDENTIAL                                                                  6
CONFIDENTIAL   7
  Search Results                        Paid Search Results




               Organic Search Results

CONFIDENTIAL                                                  8
  Organic vs. Paid Search
  Organic Search Results
  • ranking (relevancy) determined by search engines
  • algorithms change constantly and without notice
  • competing against millions of ‘like’ businesses

  Paid Search Results
  • ranking determined by auction (your bids) and ad
    performance
  • placement & messaging is controlled by advertiser
  • pay only when someone clicks on your ad

CONFIDENTIAL                                            9
  Search Engine Marketing



              controlled
      performance based
             measurable
CONFIDENTIAL                10
  It Works




CONFIDENTIAL   11
  Search Engine Marketing

                                                   23 bn
   Successful Search Engine Marketing will put
   you in front of people who are ready to buy

                                                 number of NA keyword
                                                  searches in April 2010




                                                   25 bn
                                                 dollars spent on SEM in
                                                  North America in 2010
                                                                 (projected)




CONFIDENTIAL                                                                   12
  Steps to Successful SEM
       1.      Business assessment and goals
       2.      Develop keyword strategy
       3.      Determine SEM tactics
       4.      Create landing pages for keywords
       5.      Develop ad copy and headlines
       6.      Establish keyword budgets and bids
       7.      Determine geo location
       8.      Determine day parting
       9.      Create account
       10.     Data mining and analysis

CONFIDENTIAL                                        13
  Now Repeat …




               +
CONFIDENTIAL       14
  Search Advertising Campaign Lifecycle

                                        Beyond

                              Month 3


                    Month 2




          Month 1




CONFIDENTIAL                                     3/8/2012   15
  If You Remember Only Three Things…
       1.      Clearly Define Your Goal
       2.      Establish Proper Tracking & Analytics
       3.      Do It Right, Or Hire Someone To Do It Right For You




CONFIDENTIAL                                                         16
  Ways To Get Started




          Self-Manage   Self-Manage   Outsource
             Direct         Tools




CONFIDENTIAL                                      17

				
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