New Year Resolutions
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  • 1. Making & Keeping Search Marketing Resolutions in 2010
    Larry Kim,
    Founder, WordStream, Inc.
  • 2. A Search Marketer’s New Years Resolutions
    Tools & Technologies to achieve your online marketing goals this year
    About WordStream
    Q & A
    Agenda
  • 3. Keywords and Keyword Organization is Foundational for Search Marketing
    Do a bad job and nothing else works quite right!
    1. Get More Organized
  • 4. Select specific keywords
    Group together closely related keywords
    Write relevant ads and landing pages that speak to the intent of the searcher!
    How Organization is Critical for Paid Search
    Awful: Too Broad!
    OK: Somewhat Related
    Better: Reflects Intent
  • 5. Single Point of Leverage Affecting your Entire PPC Account!
    Relevancy of Keywords to Ad Group, Text Ad, Landing Page
    Click Through Rate
    Quality Score
    Ad Position
    Minimum Bid Estimate
    Actual Cost Per Click
    Impression Share
    Conversion Rates
    How Effective Campaign Organization Benefits PPC
    ROI
    Keyword Organization
  • 6. Author web content that is...
    Specifically themed around narrow subjects
    Includes long-tail keyword variations in the page copy
    Organize content with relevant intelligent information architecture!
    How Organization is Critical for Organic Search
  • 7. Wow. This is a lot of theory and sounds pretty hard. How do you actually implement an effective keyword organization plan??
    But How Do I Actually Get Organized?
  • 8. Keyword Research also includes NEGATIVE Keyword Research
    Be on the Lookout for Negatives as you research – Tools give you suggestions: the suggestion could be right or wrong (a positive or negative keyword!)
    Constantly mine your own traffic: See how people are coming to your site (historically and dynamically) and ruthlessly weed out bad keywords
    Use a Negative Keyword Tool!
    2. Lose Weight
  • 9. Pay attention to Search Query “Modifiers” which reveal the searcher’s intent.
    WordStream Negative Keyword Tools
  • 10. Your Keyword Taxonomy is a proprietary, valuable asset
    Don’t let your valuable search marketing asset go up in smoke!
    Profitable insights can be gleaned by analyzing PPC and SEO keyword data side-by-side.
    Aggregate your SEO and PPC data so you can incorporate learning's from one medium to the other.
    3. Quit Smoking
  • 11. With every search and goal conversion on your site, your customers (and potential customers) are telling you something—are you listening?
    Traditional keyword suggestion tools provide keywords that might be relevant to your business.
    Web analytics applications provide valuable keyword research insights because the data is based on real searches and actual outcomes on your site.
    For best results, leverage both!
    4. Listen & Learn
  • 12. Your BEST Keyword Opportunities comes from Your Own Website!
    WordStream combines Web analytics data with Keyword Suggestion tool Data!
    The more expansive your keyword vault, the more you can leverage this valuable information in your PPC & SEO campaigns!
    WordStream’s Approach to Keyword Discovery
  • 13. Our Continuous Approach to Keyword Research
    Obtain More/Better Keyword Data
    Keyword Research & Analysis
    Publish Ads for PPC and/or Landing Pages
    Group, Organize, Find Negatives, Prioritize Work
    Continuously re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize!
  • 14. Automate mindless repetitive tasks
    Instead focus on more meaningful Search Marketing tasks such as:
    Content / Ad / Landing Page Creation
    Plotting Search Marketing Strategies
    Etc.
    5. Spend More Time with Family
  • 15. There are an endless number of things you can tweak and optimize in a search marketing campaign.
    Plan a series of actions (i.e., a workflow) that will provide the biggest returns for time spent.
    Make sure that whatever key performance indicators you're tracking are actionable, and that the actions that you take are informed by your data.
    6. Better Manage Your Time
  • 16. Stop paying for old-school keyword discovery tools!
    Check out WordStream’s Free Tools
    The Free Keyword Tool
    Keyword Niche Finder
    Keyword Grouper
    7. Save Money
  • 17. Check out our Free Search Marketing Learning Resources
    WordStream Internet Marketing Blog
    http://www.wordstream.com/blog
    WordStream on Twitter
    http://twitter.com/WordStream
    8. Get a Better Education
  • 18. Donate a portion of your savings from WordStream’s free tools & education, and increased profits to a worthy cause!
    :P
    9. Support the Arts
  • 19. Create an environment where all parties involved (copywriters, marketers, developers, etc.) are aware of search marketing best practices, and have the resources available to implement those best practices.
    Adopt tools and processes across your entire workforce to enable coordination and collaboration of PPC and SEO efforts
    Get help!
    10. Reduce Stress!
  • 20. Product Launched in 2009
    Based in Boston & Venture Backed (Sigma Partners)
    Sample Clients:
    About WordStream
  • 21. Industry Buzz: Press & Influencers
    Use WordStream Free Keyword Tool to supercharge the SEO content of your marketing materials.
    “There is now a better way to manage huge keywords lists and this tool is called WordStream.”
    “WordStream specifically helps raise productivity … SEMs will be using WordStream to strategically direct search marketing efforts in a collaborative way across entire organizations...”
    “Comparing existing keyword management software to WordStream is like comparing a paper airplane with a supersonic fighter bomber. WordStream is intelligent, dynamic, fast and versatile.”
    “The staff at WordStream is highly dedicated to their product…. and [it]is very valuable to the search marketer.” – Kate Morris
    “Every time I talk to someone at WordStream the more impressed I am with the people. There are some smart, and very curious people who are trying to solve some interesting issues around keywords.” – Brad Geddes
    Kate Morris
    Search Marketing with Attitude
  • 22. Thank you for attending our Webinar!
    Questions?
    How to contact Larry:
    Email: lkim@wordstream.com
    Twitter: http://twitter.com/larrykim
    Web: http://www.wordstream.com
    Tel: (617) 963-0555
    Q & A – Thank you!