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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
  • Transcript

    • 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
      QUALITATIVE QUANTITATIVE
    • 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)