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Avenue180 Nalto Digital Marketing Deck

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Avenue180 Nalto Digital Marketing Deck Presentation Transcript

  • 1. Paid Search Marketing 1
  • 2. Paid Search Marketing 2
  • 3. Paid Search Marketing Online Advertising Spending Worldwide, 2008-2014 billions and % change $96.8 $87.4 (10.8%) $79.0 (10.6%) $68.7 (15.0%) $61.8 (11.1%) $55.2 (11.9%) $54.2 (2.0%) 2008 2009 2010 2011 2012 2013 2014 Note: includes banner ads, search, rich media, video, classifieds, sponsorships, lead generation and e-mail; excludes mobile ad spending Source: eMarketer, June 2010 3
  • 4. Paid Search Marketing 4
  • 5. Paid Search Marketing 5
  • 6. Paid Search Marketing 6
  • 7. Paid Search Marketing Full Funnel Marketing By showing ads on searches for general keywords and Doctor Staffing keywords in between you have a better opportunity to be considered as an option Locum Tenens and drive people to your website. Your Company Website 7
  • 8. Paid Search Marketing Why Pay for Clicks? 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. 8
  • 9. Paid Search Marketing Getting Started 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 9
  • 10. Paid Search Marketing Keys to Success 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 10
  • 11. Paid Search Marketing 11
  • 12. Search Engine Optimization SEO: What Is It? 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 12
  • 13. Search Engine Optimization Why is SEO Important? The most efficient way to | invest marketing dollars Provides the best Return on investment 13
  • 14. Search Engine Optimization 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 14
  • 15. Search Engine Optimization 15
  • 16. Search Engine Optimization 16
  • 17. Search Engine Optimization 17
  • 18. Search Engine Optimization 18
  • 19. Search Engine Optimization There are about 25-30 factors that you as a business owner / web designer have control over 19
  • 20. Search Engine Optimization 20
  • 21. Search Engine Optimization 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 21
  • 22. Search Engine Optimization 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 22
  • 23. Search Engine Optimization 23
  • 24. Search Engine Optimization 24
  • 25. Search Engine Optimization On-Site User Engagement Features Social Media & Viral For optimal results, Marketing start with a strong base, and build your way up. 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 25
  • 26. Paid Social Media! Search Marketing 25
  • 27. Paid Social Media! Search Marketing 1.34B 1.19B 500M 310M 238M 194M 170M People’s 164M Republic 158M 145M United of China India Facebook States Indonesia Brazil Pakistan Bangladesh Nigeria Twitter 26
  • 28. Paid Social Media! Search Marketing Members of social networking sites spend 1.5x more online than the average internet user. (comScore) 27
  • 29. Paid Social Media! Search Marketing 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 28
  • 30. Social Media! 29
  • 31. Paid Social Media! Search Marketing 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! 30
  • 32. Paid Social Media! Search Marketing Engage your Audience 31
  • 33. Paid Social Media! Search Marketing 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 32
  • 34. Paid Social Media! Search Marketing 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.” 33
  • 35. Avenue180 LLC. 8343 Roswell Rd. Suite 402 Atlanta Ga. 30350 Phone: 1.877.486.5240 Web: www.avenue180.com