Generating New Customers Online An Introduction To Search Marketing and Tools Presented by: Glenn Walker, B.Comm, AIT, Google Adwords Professional Internet Marketing Consultant Tiko Digital Ltd.

Takeaways Are your customers really using the Internet? How are others using the Internet to advertise? What is search marketing? How you may find search marketing effective? How do you get started?

Are your customers really using the Internet?

How are others using the Internet to advertise?

What is search marketing?

How you may find search marketing effective?

How do you get started?

Private Business Internet Usage (2007) 86.6% STATS CANADA Public Sector Internet Usage (2007) 99.8% Internet usage by individuals aged 18 + (2007) 73.2%

2005 $562M (Actual) 2006 $1.01B (Actual) 2007 $1.31B (Forecast) 2004 $364M (Actual) Interactive Advertising Bureau of Canada Canadian Online Advertising Spending

Interactive Advertising Bureau of Canada $1.01B $20M Email (House Email Lists) $273M Directories (yellowpages.ca) $353M Search (Google ads) $364M Display (banners) 2006

Marketing Tactics Compared Marketing Sherpa, Search Benchmark Survey, July 2007

January 2008 Search Engine Market Share Compete.com 322 Million 3.7% 743 Million 9.1% 1.4 Billion 16.7% 5.9 Billion 68.6% Query Volume Market Share

100,000,000,000+ Worldwide Searches in 2008

NATURAL SEARCH LISTINGS (SEO) PAID RESULTS (PPC)

4 Easy Steps To Make A Google Adwords Campaign 1 2 3 4 Create Test Measure Refine

1 Create Set A Goal Objective Success Measure Build Awareness or Educate Prospects Generate Leads and Identify Prospects Targeted Impressions Qualified Visitors To Your Site Event Registrations Newsletter Registrations Sales Conversions Catalog Requests Generate Sales and Acquire New Customers

1 Create

2 Test Keyword Mining Find More Than One Word Related to Your Business (Maybe 1,000 Or 10,000!) Try Many Different Sales Messages and Targeting Group Keywords By Goal

2 Test What is CRM Microsoft CRM Maximizer Keyword Ad Educate Competitive Awareness Goal Geo-Targeting Alberta

3 Measure Adwords Reporting Web Analytics Outcomes Behavior

3 Measure Heat Maps Experience Survey Experience

4 Refine Behavior Experience Outcomes Understanding Customer Experience To Influence Optimal Behavior Leading To win-win Outcomes

4 Refine Win –Win Outcome Behavior Experience Outcomes Understanding Customer Experience To Influence Optimal Behavior Leading To win-win Outcomes

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