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How To Get More
  Leads, Prospects
     and Sales
Without Hiring New Employees
       or Going Broke!
Tim Cohn
           www.MarketingPrinciples.com
                1-866-TimWCohn


© Copyright 2005 Advanced Marketing Consu...
The Only 3 Ways To
   Grow Your Business

• Increase the number of customers.
• Increase the average dollar amount
  of ea...
Information Is The
Currency of Global Business

  Communication is how information is
   transferred from sender to receiv...
The Communication
   (Information) Cycle
The conventional wisdom definition of
         communication is:

    1. Message ...
The Communication
(Information) Cycle Defined

  1. Message (information) sent
  2. Message (information) received
  3. Me...
Communication
(Information) Messengers

      • Customers
      • Employees
      • Media
Which Media (Information)
      Platform Is The
Fastest, Cheapest and Best?
  • Delivers your sales message twenty four
  ...
Search Engines!
 Total Searches July-August, 2005

July             August                    Percent Change

2005        ...
5 Billion Searches
           Monthly!

• Across 65 search engines
• Average user carried out nearly 42
  searches (7% gai...
Top 5 Search Engines
  Ranked by Search
Share, August 2005 (%)
Provider/Vertical                          Market Share
  G...
Google Is The (Information)
      Search Leader

 • Google has 45.9% of the global
   search market

 • Google has more ma...
Do Search Engines
     Matter?

What happens when a prospect
  or customer carries out a
 search for what you sell and
   ...
If Searchers Don’t Find
  Your Company, They
Find Your Competitors!
• 76% SMBs look to the web to produce leads

• 57% mad...
If Searchers Don’t Find
  Your Company, They
Find Your Competitors!
• 54% deploy search engine optimization to
  make sure...
Search Engines:
  Is Your Business In The
      Lost or Found?
• Can your customers and prospects find your web site in
  ...
Search Engines:
Is Your Business In The
    Lost or Found?

• Are your competitors found under their
  company name, their...
Search Engine
Results Pages (SERPS)
• SERPS are the real estate of the new millennium

• Online search is where buyers beg...
Search Engine Results Pages
Are Defined by Keyword and
    Key Phrase Queries
Search Engine Results Pages
Are Defined by Keyword and
    Key Phrase Queries
Search Engine Results Pages
Are Defined by Keyword and
    Key Phrase Queries
Search Engine Results Pages
Are Defined by Keyword and
    Key Phrase Queries
Search Engine Results Pages
Are Defined by Keyword and
    Key Phrase Queries
Location! Location!
       Location!
• First page above the fold results (positions)
  receive the most clicks

• First pa...
Above The Fold Is Where The
  Keyword and Key Phrase
      Click Action Is.
Both Organic (Free) and Paid Search
Placements (Sponsored Ads) Require
   Knowledge and Skill to Trump
         Your Compe...
The Technology Buying Cycle
(Keyword & Key Phrase Search)
     More Often Than Not
      Begins With Google
•       Nearly...
The Technology Buying Cycle
(Keyword & Key Phrase Search)
     More Often Than Not
      Begins With Google
•       Google...
Google Search Is Used
Throughout The Buying Cycle
How To Identify and
Evaluate Keywords and
     Key Phrases

• Overture Keyword Selector Tool

• Google Keyword Suggestion ...
Overture Keyword
    Selector Tool

                                     Search For:
                                  Lab...
Overture Keyword
     Selector Tool

                                     Search For:
                                  La...
Google Keyword
    Suggestion Tool

                                  Search For:
                                   Labor...
Google Keyword
Suggestion Tool

            Search For:
             Laboratory
              Supplies
Overture Keyword
    Selector Tool

                                     Search For:
                                  Mar...
Overture Keyword
    Selector Tool

                                      Search For:
                                  Ma...
How To Appraise
 Keyword Market
Demand and Value
Not All Keywords Are
  Created Equally
How To Appraise
 Keyword Market
Demand and Value
Two Letters Difference
  Might As Well Be
    Two Hundred
Establish Keyword Inventory
 (Search Market Demand and
     Dollar Value) For All
      of Your Products
• Use these tools...
Search Economics
• Identify keyword demand (search volume)

• Identify keyword value (maximum bid)

• Identify market grow...
Grow Your Business
With Search Engines!

 Get more leads, prospects and
 sales by aligning your business
 communication st...
© Copyright 2005 Advanced Marketing Consultants All Rights Reserved
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Google Adwords Presentation

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Google Adwords Presentation

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Transcript of "Google Adwords Presentation"

  1. 1. How To Get More Leads, Prospects and Sales Without Hiring New Employees or Going Broke!
  2. 2. Tim Cohn www.MarketingPrinciples.com 1-866-TimWCohn © Copyright 2005 Advanced Marketing Consultants All Rights Reserved
  3. 3. The Only 3 Ways To Grow Your Business • Increase the number of customers. • Increase the average dollar amount of each transaction. • Increase the frequency of repurchase.
  4. 4. Information Is The Currency of Global Business Communication is how information is transferred from sender to receiver Information is either transferred electronically or manually.
  5. 5. The Communication (Information) Cycle The conventional wisdom definition of communication is: 1. Message (information) sent 2. Message (information) received
  6. 6. The Communication (Information) Cycle Defined 1. Message (information) sent 2. Message (information) received 3. Message (information) acted on.
  7. 7. Communication (Information) Messengers • Customers • Employees • Media
  8. 8. Which Media (Information) Platform Is The Fastest, Cheapest and Best? • Delivers your sales message twenty four hours a day, seven days a week • Reaches 114 countries • Speaks 100 languages • Can target up to 250 markets in the US. • Is 100% accountable
  9. 9. Search Engines! Total Searches July-August, 2005 July August Percent Change 2005 2005 (000’s) (000’s) 4,604,161 5,047,101 10% Source: Nielson/NetRatings, September 2005
  10. 10. 5 Billion Searches Monthly! • Across 65 search engines • Average user carried out nearly 42 searches (7% gain over previous month) Source: Nielson/NetRatings, September 2005
  11. 11. Top 5 Search Engines Ranked by Search Share, August 2005 (%) Provider/Vertical Market Share Google 45.9 Yahoo 23.2 MSN 11.4 AOL 8.0 Ask Jeeves 2.1 Source: Nielson/NetRatings, September 2005
  12. 12. Google Is The (Information) Search Leader • Google has 45.9% of the global search market • Google has more market share than it’s four largest competitors (Yahoo, MSN, AOL and Ask Jeeves) combined - 44.7%
  13. 13. Do Search Engines Matter? What happens when a prospect or customer carries out a search for what you sell and they don’t find you?
  14. 14. If Searchers Don’t Find Your Company, They Find Your Competitors! • 76% SMBs look to the web to produce leads • 57% made money either directly or via offline purchases influenced by their web sites • 82% said adding online payment options generated revenue online Source: Interland Summer 2005 Small and Medium-sized Business Barometer
  15. 15. If Searchers Don’t Find Your Company, They Find Your Competitors! • 54% deploy search engine optimization to make sure they are found online • 20% use pay per click advertising as a marketing tool Source: Interland Summer 2005 Small and Medium-sized Business Barometer
  16. 16. Search Engines: Is Your Business In The Lost or Found? • Can your customers and prospects find your web site in the search engines under your company name? • Can your customers and prospects find your company under searches for the brands or product lines you stock, carry or represent? • Can your customers or potential customers find your company listed under generic searches for the product or service categories where they have multiple brand or company sourcing options?
  17. 17. Search Engines: Is Your Business In The Lost or Found? • Are your competitors found under their company name, their brands or product lines? • Are your competitors found under your company name or under your products lines or categories?
  18. 18. Search Engine Results Pages (SERPS) • SERPS are the real estate of the new millennium • Online search is where buyers begin their information gathering process. • Two types of results within a search engine page: – Organic (Free) – Paid (Sponsored Search)
  19. 19. Search Engine Results Pages Are Defined by Keyword and Key Phrase Queries
  20. 20. Search Engine Results Pages Are Defined by Keyword and Key Phrase Queries
  21. 21. Search Engine Results Pages Are Defined by Keyword and Key Phrase Queries
  22. 22. Search Engine Results Pages Are Defined by Keyword and Key Phrase Queries
  23. 23. Search Engine Results Pages Are Defined by Keyword and Key Phrase Queries
  24. 24. Location! Location! Location! • First page above the fold results (positions) receive the most clicks • First page below the fold results (positions) receive less clicks • Second page and beyond results (positions) receive significantly fewer views and clicks
  25. 25. Above The Fold Is Where The Keyword and Key Phrase Click Action Is.
  26. 26. Both Organic (Free) and Paid Search Placements (Sponsored Ads) Require Knowledge and Skill to Trump Your Competition
  27. 27. The Technology Buying Cycle (Keyword & Key Phrase Search) More Often Than Not Begins With Google • Nearly 8 out of 10 tech B to B users type keywords into a search engine to find manufacturer,content, and distributor sites. 1 • Google ranked as the #1 website used by nearly all business technology job functions — from CXOs to • IT professionals to developers — when making technology purchase decisions. 2 1. Source: Insight Express, September 2004 2 . IntellliQuest CIMS 2004 Online Business Study, November 2004
  28. 28. The Technology Buying Cycle (Keyword & Key Phrase Search) More Often Than Not Begins With Google • Google is #1 in tech site search referrals, sending more traffic to tech sites than all of the other search engines combined. 3 • 63.9 percent of B to B users make search their first stop over manufacturer sites, industry portals, consumer review sites, and e-commerce sites selling product. 4 3. StatMarket, November 2004 4. The Role of Search in BtoB Buying Decisions, Enquiro and Marketing Sherpa / October 2004
  29. 29. Google Search Is Used Throughout The Buying Cycle
  30. 30. How To Identify and Evaluate Keywords and Key Phrases • Overture Keyword Selector Tool • Google Keyword Suggestion Tool
  31. 31. Overture Keyword Selector Tool Search For: Laboratory Equipment QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  32. 32. Overture Keyword Selector Tool Search For: Laboratory Supplies QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  33. 33. Google Keyword Suggestion Tool Search For: Laboratory Equipment QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  34. 34. Google Keyword Suggestion Tool Search For: Laboratory Supplies
  35. 35. Overture Keyword Selector Tool Search For: Marketing Consultant QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  36. 36. Overture Keyword Selector Tool Search For: Marketing Consultancy QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture.
  37. 37. How To Appraise Keyword Market Demand and Value
  38. 38. Not All Keywords Are Created Equally
  39. 39. How To Appraise Keyword Market Demand and Value
  40. 40. Two Letters Difference Might As Well Be Two Hundred
  41. 41. Establish Keyword Inventory (Search Market Demand and Dollar Value) For All of Your Products • Use these tools to discover all of the keywords and key phrases that will most likely be used by searchers to describe your products • Organize and group keywords around their respective products. • Sort terms by estimated search volume and maximum bids to determine the communication (information) market place for your company
  42. 42. Search Economics • Identify keyword demand (search volume) • Identify keyword value (maximum bid) • Identify market growth potential for both your products and your company.
  43. 43. Grow Your Business With Search Engines! Get more leads, prospects and sales by aligning your business communication strategies with proven search demand and value.
  44. 44. © Copyright 2005 Advanced Marketing Consultants All Rights Reserved
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