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Avenue180 Nalto Digital Marketing Deck

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  • 1. Paid Search Marketing 1 Paid Search Marketing
  • 2. 2 Paid Search Marketing
  • 3. 3 Online Advertising Spending Worldwide, 2008-2014 billions and % change 2008 2009 2010 2011 2012 2013 2014 $54.2 $55.2 (2.0%) $61.8 (11.9%) $68.7 (11.1%) $79.0 (15.0%) $87.4 (10.6%) $96.8 (10.8%) Note: includes banner ads, search, rich media, video, classifieds, sponsorships, lead generation and e-mail; excludes mobile ad spending Source: eMarketer, June 2010 Paid Search Marketing
  • 4. Paid Search MarketingPaid Search Marketing 4
  • 5. Paid Search MarketingPaid Search Marketing 5
  • 6. Paid Search MarketingPaid Search Marketing 6
  • 7. 7 By showing ads on searches for general keywords and keywords in between you have a better opportunity to be considered as an option and drive people to your website. Full Funnel Marketing Paid Search Marketing Doctor Staffing Locum Tenens Your Company Website
  • 8. 8 Possibility For Premium Position  Paid Search allows smaller, lesser known companies to get considered and larger companies to maintain dominance. Buy An Audience, Not Just Visitors  You can show ads to people based on when they search, where they are searching, and what they are searching for. Test, Learn, Then Roll Out All Over  Messaging that works with online audiences may also help improve the performance of your offline direct marketing. Why Pay for Clicks? Paid Search Marketing
  • 9. 9 Plan To Fail, Don’t Fail To Plan  Before anyone sees an ad you have to create keyword lists, write ad copy, and determine your budget Go Google  Google is currently the #1 search engine, this allows your ads to reach a wide range of people searching for almost anything Don’t Fall Asleep At The Wheel  Setting everything up is the first step. Understanding performance and how to improve it is the next step Getting Started Paid Search Marketing
  • 10. 10 Always Be Testing  Constantly refreshing your approach will help you learn about what people respond to the most and the most effectively Have A Short Memory  Every day may not be a good day, but continuing to be in-market will help get you connect with more people over time Make Sure You Measure  By having metrics and key performance indicators (KPIs) you will know the difference between a good day and bad day Keys to Success Paid Search Marketing
  • 11. 11 Paid Search Marketing
  • 12. 12 Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results SEO: What Is It? Search Engine Optimization
  • 13. 13 The most efficient way to | invest marketing dollars Provides the best Return on investment Why is SEO Important? Search Engine Optimization
  • 14. 14 Why is SEO Important? Track Results Know how many people are clicking through to your website. Ability to gather data Geographic & Demographic Data Learn from user behavior Is a certain image driving users to sign up for your services. Search engines are the most important source of “new” visitors to your website. SEO delivers qualified leads 80% of internet user sessions begin at search engines Search Engine Optimization
  • 15. 15 Search Engine Optimization
  • 16. 16 Search Engine Optimization
  • 17. 17 Search Engine Optimization
  • 18. 18 Search Engine Optimization
  • 19. 19 There are about 25-30 factors that you as a business owner / web designer have control over Search Engine Optimization
  • 20. 20 Search Engine Optimization
  • 21. 21 Find out what words users use while searching for your services. Do not attempt to rank for broad terms i.e physicians, hospitals Use more targeted terms such as Physician Staffing, hospital jobs Search Engine Optimization
  • 22. 22 Most Web Designers Design websites for Humans not for Search Spiders Web Design is more than just pretty pictures and Videos Search Engine Spiders can’t read most multimedia content Search Engine Optimization
  • 23. 23 Search Engine Optimization
  • 24. 24 Search Engine Optimization
  • 25. 25 On-Site User Engagement Features Social Media & Viral Marketing Manual Requests & Link Creation Scalable, Content-Based Link Strategies Keyword Brainstorming Term/Phrase Searching On-Page Targeting – Titles, Metas, URLs, H1s, Text, Internal Anchor Text Unique Text Content Bot Accessibility URL Structure Internal Link Architecture Sitemaps Server Response Codes For optimal results, start with a strong base, and build your way up. Search Engine Optimization
  • 26. Paid Search MarketingSocial Media! 25
  • 27. Paid Search MarketingSocial Media! 26 People’s Republic of China 1.34B 1.19B India Facebook 500M 310M United States Indonesia 238M Brazil 194M 170M Pakistan 164M Bangladesh 158M Nigeria 145M Twitter
  • 28. Paid Search MarketingSocial Media! 27 Members of social networking sites spend 1.5x more online than the average internet user. (comScore)
  • 29. Paid Search MarketingSocial Media! 28 Number of Mobile Subscribers Accessing Facebook, MySpace and Twitter via Mobile Browser 3 month average ending Jan. 2010 vs. Jan. 2009 Total U.S. Age 13+ Source: comScore MobiLens Total Audience (000) Jan-09 Jan-10 % Change Facebook.com 11,874 25,137 112 MySpace.com 12,338 11,439 -7 Twitter.com 1,051 4,700 347
  • 30. 29 Social Media!
  • 31. Paid Search MarketingSocial Media! 30 How Do I Start? Determine Your Goals Find Your Channels  Decide what works best for you: twitter, Facebook, podcasts, forums, newsletters, YouTube, SlideShare, LinkedIn, Flickr, white paper, etc.  Experiment. Evaluate. Adapt. Monitor & Listen to the Conversation  Conversations are happening in real time.  The average Twitter user expects companies to reply to their complaints within the hour.  DO NOT SPAM!
  • 32. Paid Search MarketingSocial Media! 31 Engage your Audience
  • 33. Paid Search MarketingSocial Media! 32 Building Relationships It’s about trust & real relationships  Brands need personality (people like to work with people)  Offer sincere one-on-one help  Sales is a by-product of participation
  • 34. Paid Search MarketingSocial Media! 33 Remember to Measure Goals:  Awareness? Sales? Loyalty?  Keep in mind results may not be immediate ROI?  What’s the return on ignoring?  Social is “answering the new telephone.”
  • 35. Avenue180 LLC. 8343 Roswell Rd. Suite 402 Atlanta Ga. 30350 Phone: 1.877.486.5240 Web: www.avenue180.com

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