Website Jungle Online Marketing Strategy Seminar

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This seminar by Website Jungle shares knowledge and tools to help plan, implement and monetize online marketing techniques.

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  • Personal
    Positive/Inspiring
    Interactive – ask questions
    Humor
    Thank you all for attending the seminar
    Intro of Website Jungle & Krishna Kumar by Rekha:
    -Name, Managing Director & Founder of WJ
    -Started WJ in 2007, and since then worked on several web/mobile/online marketing project – everything from the corner dance studio to Web strategy for multi-million dollar companies.
    -Before founding WJ worked in IT PM & Business analysis in Banking – GS, SG and
  • How of you run your own businesses?
    How many have a website?
    52% of Small Businesses do not have a website. So if you do, you are already one step ahead.
  • I grew up in India, where my father was a small business owner. Started his business in 1974 purchase Industrial acids & chemicals in large quantities and sold them in small quantities for a margin. He would knock on the doors and make cold calls to solicit business.
    Fast forward to 1981, he met with a train accident with 21 fractures in his leg. He was the only sales guy in the firm. Now that he was immobile and could actually go out to solicit business, he decided to advertise on yellow page. He purchased a premium ad. This was the biggest eureka moment. Not only did his business sustain but it increased multi folds without having to step outside the office. Since then every year for the last 30 years, yellow pages was his bigger lead generator.
    The biggest lesson here is that you could provide the best product or service in the market but if you can’t be found when people are looking, it does no good and does not drive revenue. Today the medium for marketing has changed but the rules remain the same. If you don’t have a website or if you don’t and cant be found when people are looking for you products and services, that’s just loss of potential revenue.
  • Most of the open source platforms are HTML/PHP based – contributed by community of developer – wisdom of crowd
    Commercial CMS – Expression engine (Ellis Labs) and IBM Websphere, better support.
    Wordpress most popular, user friendly and SEO friendly
    Overall Drupal and Joomla very scalable, but wordpress have restriction
    Drupal
    Good for data intensive website – whitehouse.gov and data.gov.uk
    Powerful/flexible/stable to build for hundreds/thousands of users.
    Strong version control makes a good choice for enterprise clients
    Steep learning curve
    Good plugins (modules) not free
    Lack of good themes
    Joomla (most popular 30 m downloads – cloud.com, linux.com)
    Relatively user friendly and easy to use – new users with find UI polished, flexible and powerful
    Strong Developer community
    Extension variability – components, plugins, modules, templates and languages
    Strong content management capabilities as it was originally designed for enterprise use
    Some learning involved
    Lack of SEO capability vs. Wordpress (simple plugin)
    Limited ACS (access level control), not suitable for enterprise solution
    Wordpress
    NYTimes, CNN, Forbes and Reuters, more than 68 million websites run on wordpress
    Flexible enough for fortune 500 companies as well as for small person websites
    Allows multiple authors
    Huge plugin library
    Highly intuitive
    Strong SEO
    Easy customization – anyone with little grasp of HTML/CSS can
    Easy to hack out of box, third party software to secure
    Incompatible with old plugins
    Limited design options
    Limited CMS capability because was originally introduced for blogging
  • Main advantages of Open source like Wordpress is that a lot of frequently used functionalities/features are either available as default or as plugins
    You will be able to easily modify/update pages – news/blogs etc.
    Lets say you want to have a events functionality, doctors office needs a appointment functionality – plugins – usually multiple are available.
  • Main advantages of Open source like Wordpress is that a lot of frequently used functionalities/features are either available as default or as plugins
    You will be able to easily modify/update pages – news/blogs etc.
    Lets say you want to have a events functionality, doctors office needs a appointment functionality – plugins – usually multiple are available.
  • 3 types of ecommerce platforms – open, custom and hosted
    Magento, Shopify, Volusion and BigCommerce big names.
    Magento
    Magento way (200k+ installations) ahead of them all – Nike, Paul Smith, Warby Parker
    Payment integration is seamless
    SEO friendly – keyword rich urls and generates meta data automatically
    Free
    Huge library of extensions
    Code base is difficult, thousands of file, need special hosting,
    Shopify
    Hosted solutions, Good for small retailers and start ups – great support 24/7, built in marketing features
    Unlimited plan $179/month and transaction fee, customization is a problem and if you cancel your account, all your data is lost.
    Volusion
    Hosted solutions, great design options,
    Great marketing features – daily deals, groupon, sell on facebook, email newsletters
    Mobile friendly
    Hosting is not the best
    Technical support average
    Hosting can get pricy - $159/mt
    BigCommerce
    Great for startups and small business
    Gold plan in $79/mt
    SEO friendly – automatic XML sitemap, seo friendly urls and site hierarchy
    Ease of use
    Mobile friendly
    Newsletter integration with icontact
    Not responsive, not lot of design options
    Limited 3rd party apps
    Customization difficult
  • 3 types of ecommerce platforms – open, custom and hosted
    Magento, Shopify, Volusion and BigCommerce big names.
    Magento
    Magento way (200k+ installations) ahead of them all – Nike, Paul Smith, Warby Parker
    Payment integration is seamless
    SEO friendly – keyword rich urls and generates meta data automatically
    Free
    Huge library of extensions
    Code base is difficult, thousands of file, need special hosting,
    Shopify
    Hosted solutions, Good for small retailers and start ups – great support 24/7, built in marketing features
    Unlimited plan $179/month and transaction fee, customization is a problem and if you cancel your account, all your data is lost.
    Volusion
    Hosted solutions, great design options,
    Great marketing features – daily deals, groupon, sell on facebook, email newsletters
    Mobile friendly
    Hosting is not the best
    Technical support average
    Hosting can get pricy - $159/mt
    BigCommerce
    Great for startups and small business
    Gold plan in $79/mt
    SEO friendly – automatic XML sitemap, seo friendly urls and site hierarchy
    Ease of use
    Mobile friendly
    Newsletter integration with icontact
    Not responsive, not lot of design options
    Limited 3rd party apps
    Customization difficult
  • 2 aspect to mobile readiness: Native app that you download from iphone app store or google play or Website or web app that are mobile friendly.
    Medium and Large size companies my create and app for either a specific functionality, lets say to supplement their online sales, For example Groupon has a website as well as a app, where you can see discounted products/ services. Large bank has an app where customer can view their account information, deposit checks etc
    Native Apps can be stand alone – for example a pedometer app can tell you how much distance you travelled, what speed etc.
    As an Entrepreneurs, the least you can do it make sure that you website is mobile friendly – visitors are able to view your website on their Mobile browser without difficulty (major devices like app iphone/ipad, android and microsoft drives OS).
    Responsive design – optimal viewing experience – easy reading and navigation across different devices with minimum resizing and scrolling. Achieved by proportion based grids, flexible image (% rather than pixels), CSS3 media queries.
  • What is SEO?
    Getting traffic from free, organic or natural listings on search engines.
    PPC – Pay per click
    Google its called Adwords
  • Top and right are paid advertisements
    Center left natural/organic search results
    Does having a paid advertisement affect your organic ranking? The answer is no. Adwords is independent from organic google search
  • This is not in any specific order. Each of these contribute in different ways to the website’s search ranking
    Lets briefly touch on each
    URL – If you own a furniture store in Jersey City, and if your url includes either the word furniture or jersey city in it, this will certainly assist rank better in search results (all else remaining the same).
    These days most popular names in .com are taken so if you cant find a domain name that included keywords, don’t be frustrated. You can use other strategies to boost your ranking
    Keyword phrases – same example, if you run a furniture store in JC, and people search for search for furniture store in google, make sure you website has those keywords in the content.
    This seems intuitive but how do you what keyword people are search for, because for you know it may not be furniture store, there might actually be more search for mattress stores, which you also sell.
    Will explain in detail in later slides exactly how to find out exactly what terms people are searching for
    Relevant and Unique content – does you website provide information about furniture design ideas, trends, videos and any other information that would be helpful to some looking to buy furniture
    Back links – how many quality websites have quote your website or web pages, are they in the same industry industry or same area. For example if your website is often quoted by the top interior designers or home design magazine or by lots of people on forums, better for ranking
    Social media provides legitimacy and enables engagement with existing and new clients – profiles in fb, linkedin, instagram, twittter. Want to stress that even thought google + may not be as popular as say fb or twitter, Google gives serious weightage to it. So get your google profile set up if you don’t have one
    Meta data is data about data, in case of websites, it tells search engines what this page is about. Meta Title, Meta Keywords and Meta Description or probably the most commonly used meta data. Header keyword. Google made a change to its algorithm where it does not look at meta keywords anymore. Title/description most important
    Image/Videos – will cover in detail in slides
  • Onsite vs offsite
    Onsite – what can you do on or to you website to improve ranking.
    If there is one thing that can positively affect ranking, its content! Single most powerful
    If it’s a blog, sure to tag them appropriately, if its an image – name it appropriately with alt tags, video – you tube now offer transcription options & tagging of course.
    Want to know what keywords people are searching for, sign up free for google adwords and use the keyword planner. Will come to it.
    Competitor analysis – inspiration/ideas/techniques
    Meta description – 155 characters recommended, unique for each page…focus on relevance to page and value for users and not search engines
  • Site map – search engine crawlers are able to better map out the website structure/navigation. XML sitemap is built, you need to upload the file to your site. This file should reside directly off the root, with a relevant page naming convention such as /sitemap.xml.
    404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
    404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
  • Site map – search engine crawlers are able to better map out the website structure/navigation. XML sitemap is built, you need to upload the file to your site. This file should reside directly off the root, with a relevant page naming convention such as /sitemap.xml.
    404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
    404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
  • Site map – search engine crawlers are able to better map out the website structure/navigation. XML sitemap is built, you need to upload the file to your site. This file should reside directly off the root, with a relevant page naming convention such as /sitemap.xml.
    404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
    404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
  • Site map – search engine crawlers are able to better map out the website structure/navigation. XML sitemap is built, you need to upload the file to your site. This file should reside directly off the root, with a relevant page naming convention such as /sitemap.xml.
    404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
    404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
  • Backlinking – video on youtube, articles on open sites like eartice.com, participate in forums in your industry, sign up for chamber of commerce and other professional associations. Depending on the industry you are in, there are free directories.
    Hootsuite where you can schedule postings.
    DMOZ – Directory Mozilla, database of websites by category, reviewed by humans, so better quality. Free. Considered legit when on it.
    Google patent says Valuable domains are usually registered for several years while doorway domains just for a year or less. The date when domain expires may be used as a factor in predicting legitimacy.
  • Tools.seobook.com – for keyword density
    This helps you to understand which keywords you should focus for content generation
    Also what keywords you should be generation ads for ppc
  • 2/3rd searches google, 1/3rd yahoo bing
    CPC lower for yahoo but the only category where yahoo is ahead of google in ctr is Financial services
  • How Adwords works?
    Keywords of the ad
    Placement - can choose to display next to regular google search/display network/combination
    Ad Rank - Bid and Quality Score (quality of ads, keywords and website especially landing page)
    Regardless of your bid amount, you only pay the minimum amount needed (rounded to the cent) more than the next competitors bid
    Adwords process
    Search phrases
    Campaigns - keywords, ads and target methods (locations/language etc)
    Impressions
    Avg CPC = Cost/Clicks
    Landing page
    Analytics
    Goal: Increase traffic
    Focus on Clicks and CTR
    Create highly relevant and compelling ads
    Monitor ad performance regularly
    Remove and replace keyword that are not working
    CTR of 1% or higher and Quality of Score of 5 or above indicates good performance
    Review search terms - Adwords lets you see list of customer searches that triggered your ad, can add them as your new keywords. Also if you notice keywords that are not relevant, you can ad them as negative keywords
    Search Term report will help distinguish general traffic to your ads vs. truly relevant traffic
    Goal: Increase sales or other type of conversion
    Focus on conversation data - whether its a purchase, newsletter sign up or request to receive more info.
    Focus on destination URL - webpage to be dedicated to that specific product or service
    Goal: Raise brand awareness
    Increase impressions
    Drive customer engagement - do they click on ad or view video etc? CTR for search network campaigns and Conversion rate for Display network to measure engagement
    Goal: ROI
    Focus on conversion
    How are cost calculated
    No minimum amount/budget
    Set daily budget and choose how you want to spend it
    Adwords runs an auction
    You can pay for:
    Impressions - CPM - recommended for brand awareness - available only Display Networks campaign only.
    Clicks - CPC - to drive traffic
    CPA - cost per acquisition
    Cost
    Max CPC
    Average daily budget
    Overdelivery - google spend more than 20% some days to compensate for days when traffic is slow
    In a given billing cycle - never charged more than average number of days in a month (30.4)
    Fine tuning - setting lower max CPC can lower where your ad shows. Automatic bidding option can be used to seek out the most number of bids within the average
    Creating more relevant ads, keywords and website will result in higher position without increasing costs. Ads with higher quality score may show higher event with a lower max CPC.
    Eg: max CPC of $2 with better Quality score may show higher thank lower Quality score ad with max CPC of $3.
    Ad position and Ad Rank
    Ad rank - depends on Bid and Quality Score
    In Display network average position is less important because of the diversity of websites. Conversion and ROI is a better metric for measuring.
    Ad Cycle
    Based on Ad Rank, ads show on the first page
    Subsequent pages:
    Top Placement (Top of the page): Upto 3 ads that have high Quality Score and CPC
    Other: Side and bottom ads are recorded as "Other" in AdWords statistics
    An ad will typically show only once in the "Other" spot and will not appear again in subsequent pages.
    You can find average position column when you click on campaign tab and look in the statistics. table. If you don't find, you can add by clicking on Columns button in the toolbar above the statistics table. Can see similar average position for ads or keywords. Segment you data to see how many times it ad appeared on top, side or bottom of page.
    Google Network
    Search network - Google search, Google Shopping, Maps, images, groups, search site partners like AOL.
    - mainly text ads
    - Google images can include image ads
    Display network - Google network (Youtube, Blogger and Gmail) and thousands of other partner websites.
    -Use Network setting to manage where you want to display ad
    -you can select types of pages or specific websites to display ads
    -text, image, rich media or video ads
    Google Instant - impression is considered when user clicks anywhere, on the screen, user hits search or 3 seconds on the page
    By adding 'managed placements' can show ads on specific web pages, online videos, games, RSS feeds, mobile apps & sites. Can also block ads from sites that may be irrelevant.
    Remarketing campaign to reach people who have visited you website before or by adding interest categories to reach groups having specific interests
    Adsense for Domain program for parked domains
    Ads for Error pages appear only when you have selected Display network ads option
    Ad types
    -Text
    -Image
    -Rich media: animation or motion
    -Video ads
    Common goals of display network
    -Sell more products
    -Customer engagement
    -Build customer loyalty
    -Increase brand awareness
    Display network option - All features, Mobile Apps and Remarketing
    Topics is the term for adwords specific theme or category
  • How many of you folks have a sales goal for the year? Biggest deterrent. When you don’t have goal you are just stuck in the rut of day to day operations. Set goals, think of unique ways to achieve it. Maybe 1 solid partnership will do more good than 20 customers or maybe that 1 viral video will increase your visibility more than 5 years of being in existence
    Anyone have stories on any unique ways they have achieved a goal?
    How do you think outside the box – once a week set a time on the calendar to just forget about you daily work and think of techniques
    Start your work with the most important and strategic thoughts
    Get involved in the community
    $50,000->$500,000
    $5000/customer
    $500/customer
    500,000/5,000 = 100 clients
    100x500 = $50,000 (10% of revenue), which is actually not bad.
  • Website Jungle Online Marketing Strategy Seminar

    1. 1. Online Marketing StrategyOnline Marketing Strategy Twitter:Twitter: @WebsiteJungle@WebsiteJungle Facebook:Facebook: Facebook.com/WebsiteJungleFacebook.com/WebsiteJungle LinkedIn:LinkedIn: Linkedin.com/company/website-jungle/Linkedin.com/company/website-jungle/ www.WebsiteJungle.comwww.WebsiteJungle.com
    2. 2. AgendaAgenda • Old school marketing vs. new school • Components of online marketing • Selecting a website platform • Selecting an Ecommerce platform • Mobile Readiness • Online marketing strategies • SEO fundamentals • PPC fundamentals • Organic vs. Paid Search • PPC strategy • Q&A
    3. 3. Old School vs. NewOld School vs. New School MarketingSchool Marketing • Old way of marketing: o Open a store and hope that it attracts customers o Push marketing – interrupt consumers at marketer’s discretion (tv, radio, telemarketing, direct mail, print, billboards) o Not very efficient and can be costly • New way: o People search for products and services through search engines, social media, referrals o If you are not found when consumers are searching, that is a loss of potential revenue
    4. 4. Components of OnlineComponents of Online Marketing StrategyMarketing Strategy Mobile/cr oss browser friendly SEO PPC Social Media Analytics Optimized Website / E- commerce Content Strategy (blog, email marketing) Online Marketing Strategy Online Marketing Strategy
    5. 5. Selecting a websiteSelecting a website platformplatform • Open source platforms • Open source software is software whose source code is available for modification or enhancement by anyone. • Popular Open source CMS o Drupal o Joomla o Wordpress • Custom built • Hand coded
    6. 6. Pros and Cons: Web PlatformsPros and Cons: Web Platforms Platform Pros Cons Who is using it? Drupal -Good for data intensive website -Powerful/flexible/stable to build for hundreds/thousands of users -Strong version control makes a good choice for enterprise clients -Steep learning curve- -Good plugins (modules) not free -Lack of Good themes whitehouse.gov data.gov.uk Joomla -Relatively user friendly and easy to use – new users with find UI polished, flexible and Powerful -Strong Developer community -Extension variability – components, plugins, modules, templates and languages -Strong content management capabilities as it was originally designed for enterprise use -Some learning involved -Lack of SEO capability vs. Wordpress (simple plugin) -Limited ACS (access level control), not suitable for enterprise solution Cloud.com Linux.com Wordpress -Flexible enough for fortune 500 companies as well as for small person websites -Allows multiple authors -Huge plugin library -Highly intuitive -Strong SEO -Easy customization with little grasp of HTML/CSS -Easy to hack out of box, third party software to secure -Incompatible with old plugins -Limited design options -Limited CMS capability because was originally introduced for blogging NYTimes, CNN, Forbes and Reuters, more than 68 million websites run on wordpress
    7. 7. Pros and Cons:Pros and Cons: Open source vs. Custom BuiltOpen source vs. Custom Built Custom Built Pros Cons Can be tailor made to suite specific needs of user experience, layout, colors and overall personality Can be expensive and time consuming to build a CMS More secure in general Additional structuring required to make it SEO friendly Can be made lean and focused, avoiding 1 size fits all No plugins Open source Pros Cons Structure of the website is pre-built and plugins available Upgrade & Security when new versions/updates come out User friendly back-end to make changes to the site Slightly more prone to hacking because of being open source Free Requires advanced knowledge of coding to customize (php/mysql)
    8. 8. Ecommerce PlatformsEcommerce Platforms • Open source o Magento is the most popular open-source platform o Other examples: osCommerce, OpenCart, SpreeCommerce, PrestaShop, VirtueMart, Ubercart, Zeuscart, AFCommerce, Zen Cart, Simplecart js, Tomato Cart, CubeCart, RokQuickCart, StoreSprite • Custom – built from scratch o Customizable to suit your specific needs • Hosted o Shopify, BigCommerce o Many of the open source platforms listed above offer a hosted version and enterprise version o i.e. Mangento Go-Hosted version starts at $15/month; Enterprise version: $15,000/year
    9. 9. Ecommerce PlatformsEcommerce Platforms Platform Type Pros Cons Magento CE Open Source -Magento top (200k+ installations) – Nike, Paul Smith, Warby Parker -Payment integration is seamless -SEO friendly – keyword rich urls and generates meta data automatically -Free -Huge library of extensions -Code base is difficult and thousands of file -Needs special hosting, Shopify Hosted Solutions -Hosted solutions, Good for small retailers and start ups -Great support 24/7, built in marketing features -Unlimited plan $179/month and transaction fee -Customization is a problem -If you cancel your account, all your data is lost. Volusion Hosted Solutions -Great design options -Great marketing -Hosting is not the best -Technical support average -Hosting can get pricy - $159/mt Big Commerce Hosted Solutions -Great for startups and small business -Gold plan in $79/mt -SEO friendly – automatic XML sitemap, seo friendly urls and site hierarchy -Ease of use -Mobile friendly -Newsletter integration with icontact -Not responsive, not lot of design options -Limited 3rd party apps -Customization difficult
    10. 10. Mobile readinessMobile readiness • Mobile app use increased 115% in 2013 • In 2013, 17.4% of web traffic has come through mobile, representing more than a 6% increase since 2012
    11. 11. Online MarketingOnline Marketing StrategiesStrategies • 3 components: 1. SEO 1. PPC 1. Other – Newsletter, Viral Marketing etc.
    12. 12. SEOSEO • SEO is the process of improving the amount and quality of traffic to your website. SEO is organic (natural) search. Rank based on PPC bidding Rank based on google’s 200+ parameters
    13. 13. How Google RanksHow Google Ranks WebsitesWebsites Google Ranking of Website Backlinks Social Networking Search friendly graphics Meta Description200+ parameters Keyword density Keyword phrase Relevant & Unique content URL
    14. 14. SEO Strategies: On-siteSEO Strategies: On-site 1. Original Content o Content is KING – blogs, videos, case studies etc o Focus on content that is useful, information and unique 1. Keywords o Keyword research first step in successful SEO strategy o Use Google Adwords Keyword Planner to evaluate competitiveness of words 3. Competitor analysis 4. Meta description o Utilize key words + write compelling content o 155 characters o Should be unique for each page o Focus on value for users and not on search engine as much
    15. 15. Where to find Metadata?Where to find Metadata?
    16. 16. Meta Title and DescriptionMeta Title and Description
    17. 17. SEO Strategies: On-siteSEO Strategies: On-site Keyword search Description under 155 characters Title under 60 characters
    18. 18. SEO Strategies: On-siteSEO Strategies: On-site 5. Title – Meaningful and unique title for each page 6. Product image o Quality images for positive user experience o Image names (alt tags) should be relevant and descriptive (i.e. use RedSofaSpingCollection.jpg instead of image1.jpg) 7.Site Map o Lays out the inner structure of the websites content to the search engines o Site map on home page as well as XML site map inside the code 7.301 Redirect o Permanent redirect from one URL to another 7.Missing page (404 errors) redirect
    19. 19. SEO Strategies: On-siteSEO Strategies: On-site 5. Title – Meaningful and unique title for each page 6. Product image o Quality images for positive user experience o Image names (alt tags) should be relevant and descriptive (i.e. use RedSofaSpingCollection.jpg instead of image1.jpg) 7.Site Map o Lays out the inner structure of the websites content to the search engines o Site map on home page as well as XML site map inside the code 7.301 Redirect o Permanent redirect from one URL to another 7.Missing page (404 errors) redirect
    20. 20. SEO Strategies: Off-SiteSEO Strategies: Off-Site 1. Back-linking o Quality links pointing to your website o Build back links by submitting press releases, submit to popular blogs, good quality product images or graphics that will influence bloggers and websites to link to that content 1. Social Media o Strong social media presence – send search engines signals of influence and authority. o Add Google + to social media strategy 2. Consumer Reviews (Yelp, Trip Advisor, City Search) 3. Search engine submissions / directory listings (DMOZ)
    21. 21. Key Word AnalysisKey Word Analysis
    22. 22. Paid Search (PPC)Paid Search (PPC) • What is it? o It is the process of gaining traffic by purchasing ads on search engines results page (SERP) when someone types in specific keywords or phrases to the search engine. o Instant results, shows up next to organic search results. o Powerful targeted marketing and sales tool o Complements your other marketing strategies, not a replacement • What are the different kinds: o Ad Words (Google) – most popular o Yahoo Bing Marketing
    23. 23. Organic vs. Paid SearchOrganic vs. Paid Search Organic Paid (PPC) Pros: •Results are non-bias •Longer-term ROI - Natural results generate more traffic •Increase traffic without increasing budget Cons: • Top placement can take a long time (months or years) • Placement can fluctuate, so efforts must be continuously maintained • No guarantee results Pros: •Instant traffic – will notice traffic within hours of activating your account •Split testing – can test several ad copies to see which ones convert better •Better tracking Cons: •Can be expensive if not implemented properly •Requires regular monitoring of ad campaigns
    24. 24. Paid Search StrategyPaid Search Strategy 1. Keyword analysis o Create campaign 2. Set a budget o Set a daily budget maximum o Spread budget throughout the day 2. Create Campaign 3. Optimize Ad copy 4. Monitor 5. Review/adjust budget
    25. 25. Marketing BudgetMarketing Budget 1. Where do you want to be next year (set a goal)1. Where do you want to be next year (set a goal) 2. What is your average revenue on each client?2. What is your average revenue on each client? 3. What are you willing to pay to acquire each client? 3. What are you willing to pay to acquire each client? 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer. 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer.
    26. 26. Thank youThank you • This presentation will be made available on our website shortly • Like us on Facebook o https://www.facebook.com/websitejungle • Follow us on Twitter o https://twitter.com/websitejungle • Q&A • Website: www.websitejungle.com • Call us: 1-888-309-3292

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