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Mkt 350 Flyer Spirit Presentation

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SEM and Google Adwords

SEM and Google Adwords

Published in: Technology, Design

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  • 1. Flyer Spirit - SEM & Google Adwords - Allison Kroeger Josh Beitel Sergio Betancourt Amanda Boeke Peter Visceglia
  • 2. Agenda
    • Basics of Search Engine Marketing
    • Keywords/Adwords
      • Pay-per-click
      • Paid listing
    • Targeting
    • Linking Strategy
    • Recommendations
  • 3. Search Engine Marketing
    • SEM:
      • a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (Serps).
    • Goals:
      • Get a high listing
      • Generate traffic to site & convert customers
      • Obtain a “high” volume of qualified visitors at a “low cost”
  • 4. What are Adwords?
    • The advertiser specifies which words (Adwords) will trigger the ad to appear during a search
      • Typically the words or phrases relate to the products or services you wish to advertise.
    • When the user searches using one or more of the selected Adwords the related sites are displayed as "sponsored links"
      • on the right side of the screen
      • sometimes above the main search results
  • 5. Sponsored links No Flyer Spirit!!
  • 6. Pay-Per Click
    • Advertiser pays a pre-set amount when the user clicks their ad
      • Typical PPC start at $.05-.10 but can be as high as $100 for some search terms
    • Can set the maximum amount they are willing to pay per click
      • Maximum bid
        • The max price you are willing to pay when your ad is clicked.
        • You will never be charged more than your maximum bid.
        • The actual cost-per-click can be lower than your maximum bid because your cost-per-click is automatically discounted to the lowest amount necessary to maintain your position on the page.
  • 7. Paid Listing
    • The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search
      • The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google .
        • Keyword placement and frequency
        • Linking Strategy
        • Click-thru rates
        • Title and meta tags
  • 8. Targeting
    • Can set target market by where the searcher is located
      • By city or region
    • Example
      • Target cities where a high concentration of UD alumni reside
      • Target cities where the Dayton Flyers are playing
        • Dayton basketball playing at Xavier, target people in the Cincinnati area
  • 9. Flyer Spirit can target cities where a high volume of UD Grads live and work.
  • 10. Linking Strategy
    • Websites for Flyer Spirit to partner with to promote themselves
      • Increases traffic to both sites
    • Websites are typically related by products, interests, or viewers
    • Helps improve metrics for website performance
      • Search Engines can determine what a page is about and whether it is deemed relevant by the site’s linking strategy
    • As a website increases their links, their organic listing improves
  • 11. Flyer Spirit Recommendations
  • 12. Recommended Adwords
    • University of Dayton
    • UD Basketball
    • Dayton Flyers Apparel
    • Dayton Flyers Merchandise
    • Flyer Faithful
    • University of Dayton Alumni
    • UD Athletics
    • Greek Apparel
    • University of Dayton Bookstore
    • Many, many more…
  • 13. Recommended Links
    • University sites
      • UD bookstore
      • Athletics
      • Alumni
    • National and local sites
      • ESPN
      • WHIO TV
      • Dayton Daily News
      • Wikipedia?
  • 14. Recommended Promotions
    • One-a-day super sale
      • Choose a different product each day to put on sale
      • RSS feed the sale out to interested parties
      • Join twitter and tweet about the sale of the day
        • Increases traffic
        • Increases online sales
  • 15. Recommended Advertisements Express Your Flyer Spirit Find Dayton Flyers Merchandise and Apparel Shop at our Brown St. Location or Online! www.FlyerSpirit.com
  • 16. Recommended Advertisements Show Your Dayton Flyer Pride Are You a Fan of the Dayton Flyers? Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website! www.FlyerSpirit.com
  • 17. Recommended Advertisements Personalized Dayton Flyers Apparel Visit our Brown St./University Place Location or Website and View our Wide Assortment of Personalized UD Apparel www.FlyerSpirit.com University of Dayton Sports Merchandise Are You a Fan of the Dayton Flyers? Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website! www.FlyerSpirit.com
  • 18. Recommended Timeline
    • Immediate modifications
      • Start SEM and add Google Adwords
      • Create targeted advertisements
      • Contact the suggested websites to build a linking strategy
    • Seasonal strategies
      • Increase advertisements and Adwords during prime seasons
      • Increase targeting during specific time periods
        • Basketball season
        • Orientation weekend
        • Alumni Weekend
  • 19. Questions?