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Reaching Boomers Online



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  • Revolutionary new ad model that has made Google billions and billions of dollars Auction format Pay per click


  • 1. Reaching Boomers Online Building Successful Campaigns Presented By: William Leake CEO, Apogee Search Marketing [email_address] March 19, 2009
  • 2. Why we *might* know something (aka shameless plug slide)
    • Apogee Search is the largest “pure-play” online marketing firm in the Southwest, and one of the 20 largest nationwide
      • 150+ clients, including Keller Williams, Golfsmith, Lance Armstrong Foundation, Olive Garden, PerkinElmer, SAP, HP, Gannett Digital, Shell, Olive Garden + numerous VC-backed technology firms. More Inc. 5000 clients than any other firm
      • Paid Search, Organic Search, Online Media, Website Effectiveness
    • Our management team built *the first* company to ever sell a million dollars of product on the internet
    • Our management team has been doing search engine optimization since 1995, and paid search since early 1998 (within 1 week of its start)
    • Founder’s background includes McKinsey & Co., Dell, and executive roles at successful, private-equity-backed firms
    • All programs are results-focused and metrics-based
  • 3. Why we *might* NOT know something (aka reality slide)
    • Once you have something figured out, it is probably about to change on you
    • There are many roads to Rome
    • Hubris is the beginning of humiliation
    • What works for someone else, might not work for you
  • 4. General Fundamentals
    • Online (and search) just a piece of overall Marketing
    • (Avoid online industry myopia)
    • Integrated usually works best
      • Both PPC and SEO together
      • Search plus other online
      • Online plus offline
      • Referral and word of mouth is always the best
    • Measure twice, cut once
  • 5. Internet Usage … Source: Pew
  • 6. Internet Behavior
    • younger generations …
    • more likely to view the Internet as a form of entertainment e.g. video sharing, gaming, downloading music and reading blogs
    • older generations …
    • More likely to utilize the Internet as more of a practical tool for banking, shopping, and researching their health.
  • 7. Methodical Competitive Spontaneous Logical Emotional Quick Decisions Slow Decisions
  • 8. Primary Conversion Approaches
    • 1. Heuristic (aka rules of thumb)
      • Top ten lists
      • Checklists
      • Best practices
    • 2. Persona-based
      • Determining Buyer Types
      • Based on MBTI, Disc, et. al.
    • 3. A/B & Analytics
    • 4. Multivariate
      • Google
      • Omniture Test & Target, others
  • 9. Online Marketing Trends
  • 10. "Last year advertisers spent $9.4 billion on SEM, up 63 percent over the $5.75 billion spent on search in 2005, and beating last year's estimate of $7.2 billion. Spending is projected to grow to $18.6 billion by 2011 in North America." - SEMPO, State of Search Engine Marketing report 2006. Search marketing is the largest and fastest growing online marketing channel!
  • 11. It’s a Google World United States | July 2008 Source: Net Applications, July 2008
  • 12.
    • point
    • point point
    • point point point
    What is Search Marketing – Natural vs. Paid Natural Search a.k.a. Search Engine Optimization (SEO)
  • 13. Natural Search Importance
    • Direct Response / Lead Generation (obvious)
    • Branding (large and growing, less obvious)
      • Brand Building
      • Brand Maintenance
      • Brand Defense (Online Reputation Management)
    • Important to manage and balance all aspects
  • 14. Steps to Optimizing your Site
    • 1. Help search engines find all pages of your site! (Indexing)
    • 2. Choose Keywords, and which pages you’ll be working to rank each of them
    • (Keyword Research & Selection)
    • 3. Tell the search engines what your site is about (Keyword Optimization)
    • 4. Link Acquisition (ongoing and never-ending)
  • 15. Search Engine Optimization (SEO) How We Do It – On-page Optimization Title Tags Alt Tags Page Text Meta Tags . . . And lots of other website components.
  • 16. Search Engine Optimization (SEO) How We Do It – Off-Page Optimization (Link Building)
    • What matters?
    • Number sites linking to you
    • Quality of linking sites
    • Relevance of linking sites
    • Keywords around links
    • Keywords on top of links
    • . . . Among other variables
    High quality link example
  • 17. Search Engine Optimization (SEO) Google Rankings – The 80/20 Rule
    • On-page = 20%
      • In non-competitive markets, on-page optimization may be enough
    • Off-page = 80%
      • In competitive markets, off-page optimization (i.e. link building) is the primary factor determining top keyword rankings
  • 18.
  • 19. Reputation Management
    • “ Managing” search results on your company name, brands, trademarks, & executive officers’ names
    • How to best do it
      • Blog
      • Web optimized PR
      • Wikipedia (risky)
      • You Tube & other video sites
      • About.com
      • Web 2.0 (Facebook, MySpace, et. al.)
      • Secondary corporate web properties
      • Other currently ranking Google listings
  • 20. SEO Trends: Universal
  • 21. SEO Trends: Local
  • 22. Indexing
    • What coding language SHOULD I use? Are there any I should NOT use?
    • Focus on what you need your site to do and go with that solution
    • It is possible to build an SEO friendly site almost any language
    • HTML – it’s the oldest, and the best!
    • PHP, ASP – also good
  • 23. Indexing
    • Javascript
    • Not readable by search engines
    • Avoid using for Navigational Links & Content
    • Use it to make your page “smaller” to the search engines
    • Flash
    • Not fully indexable by search engines
    • Consider what exact page you want search engines to return for your different products & services
    • Avoid using for Navigational Links & Content
  • 24. Does it really matter?
  • 25. What is Search Marketing – Natural vs. Paid Paid Search Advertising
  • 26. PPC Trends #1
    • SITE TARGETING - try it, use it, possibly love it
      • YOU choose the sites
      • Very threatening to large ad firms
      • Can by CPM, and get an arbitrage benefit
      • Can buy WSJ.com ads today, through a Google log-in
      • Both Text and Display
    • More to come!!!
  • 27. PPC Trends #2 - Testing
    • A/B split testing
    • Keywords, Ads, and Landing Pages
    • Taguchi
    • Test Plan
    • LOTS OF COOL TOOLS (Omniture/Offermatica, Optimost, Google Optimizer)
  • 28. PPC Trends #3 - Other
    • “ Proctor & Gamble” strategy (own an unfair share of the shelf space)
    • Main page
    • Secondary sites
    • Captive affiliates
    • Channel/coop partners
    • Resource sites
  • 29. Exploiting Search Traffic with Post-web Follow-on Marketing
    • Search + Email is a powerful combination
    • Assign mailing list signup with a conversion value and factor into overall ROAS
    • Confirmation email immediately after lead capture
    • Lead nurturing with marketing automation tools Additional follow-on with direct mail or other integrated campaigns
  • 30. TIP: Event-Driven Search Marketing
    • How much do you spend on events per year?
    • Planning to exhibit at an important conference for your industry. . . Start running PPC search ads on the conference name to reach your target audience
    • Consider having a “virtual trade show” both pre-and post- your physical show, and also for shows you don’t attend
  • 31. Alternate Conversion Types
    • Conversion doesn’t have to occur on your website
    • Tracking phone calls from search
    • Integrating chat to drive conversions
    • Printing coupons for in-store purchase tracking
  • 32. Using Online to Inform Offline
    • Contrary to Conventional Wisdom
    • Email  Direct Mail
    • Online Video / Rich Media  TV and Broadcast
    • Online Display Advertising  Print Ads
    • Paid Search  All
  • 33. Q&A (aka additional resources)
    • Apogee Search Blog (www.apogee-search.com/Blog/)
    • Apogee Glossary (www.apogee-search.com/Resources/Glossary/)
    • Digital Point Forums (forums.digitalpoint.com)
    • Google Webmaster Central (www.google.com/webmasters/)
    • John Battelle’s Searchblog (battellemedia.com)
    • Daily SearchCast (dailysearchcast.com)
    • Sphinn (sphinn.com)
    • MarketingSherpa (marketingsherpa.com)
    • ClickZ (clickz.com)