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  1. 4. <ul><li>PROS: </li></ul><ul><li>Clicks are Free </li></ul><ul><li>Most People Click on Top Organic Links </li></ul><ul><li>CONS: </li></ul><ul><li>Takes Time to See Results </li></ul><ul><li>Limited Control </li></ul><ul><li>Clicks are Free but SEO efforts are Not </li></ul><ul><li>PROS: </li></ul><ul><li>Immediate Results </li></ul><ul><li>Total Control of How and Where Displayed </li></ul><ul><li>Can Test and Change Daily </li></ul><ul><li>CONS: </li></ul><ul><li>Costs Money Each Time Someone Clicks </li></ul><ul><li>Very Competitive </li></ul><ul><li>Need Knowledge to Avoid Wasted Spending </li></ul>
  2. 5. <ul><li>Pay-Per-Click (PPC) Advertising </li></ul>
  3. 6. <ul><li>Total of 95 Characters Allowed: </li></ul><ul><ul><li>Title = 25 Characters </li></ul></ul><ul><ul><li>2nd line = 35 Characters </li></ul></ul><ul><ul><li>3rd line = 35 Characters </li></ul></ul><ul><li>Select a Landing Page URL that matches the product or service discussed in the ad. </li></ul><ul><li>Should be as Specific as Possible. </li></ul><ul><li>Include the Key Selling Points. Such as “No Signed Contract” </li></ul>
  4. 7. <ul><li>Keywords + Ad Text = Ad Group </li></ul><ul><li>Make your Ad Groups Very Focused </li></ul><ul><li>Each Group Should be About 1 product </li></ul><ul><ul><li>HP laptop in a different group than HP printer </li></ul></ul><ul><li>No More than 50 Keywords in Each Ad Group (can have up to 2,000) </li></ul><ul><li>Google Keywords Tool </li></ul>
  5. 8. <ul><li>Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches. </li></ul><ul><li>Google will Rank the Advertisers based on 2 things: </li></ul><ul><ul><li>The Amount of Money They Bid </li></ul></ul><ul><ul><li>Their Quality Score </li></ul></ul><ul><li>Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors </li></ul><ul><li>Bottom Line = The More You Pay the More You Show Up. </li></ul>
  6. 9. <ul><li>Search Engine Optimization (SEO) - Organic Listings </li></ul>
  7. 10. <ul><li>Page Title = Max of 66 Characters </li></ul><ul><li>Meta Description = Max of 160 characters. </li></ul><ul><li>Page Titles and Meta Descriptions should be different on each page of your website. </li></ul><ul><li>Clear Url with keywords in it. </li></ul><ul><li>K e y words Used in Ad Should Relate Directly to Product/Service Described on That Page </li></ul>
  8. 11. <ul><li>Combination of These Elements: </li></ul><ul><ul><li>Content on Your Website (Both Quantity and Quality) </li></ul></ul><ul><ul><li>Meta Description, Keywords & Titles </li></ul></ul><ul><ul><li>Number of Inbound Links </li></ul></ul><ul><ul><li>What Your Domain Name is and How Long it has Been Around </li></ul></ul>
  9. 12. <ul><li>Website & </li></ul><ul><li>Landing Page </li></ul><ul><li>Design </li></ul>
  10. 13. <ul><li>Consistency from start to finish is key </li></ul><ul><li>(a) Search Query (b) PPC Campaign (c) Landing Page </li></ul><ul><li>Customize your messaging so that it appeals to how the user is searching. </li></ul><ul><li>In the example below you can see the message “Digital Music Service” is used every step of the way </li></ul>(a) Search Query (c) Landing Page (b) PPC Campaign
  11. 14. <ul><li>You only have 2 seconds to tell your story. </li></ul><ul><li>Tell users they have found what they are looking for. </li></ul><ul><li>Always use clear, concise and relevant headline. </li></ul><ul><li>Include testimonials, awards, certification. </li></ul>
  12. 15. <ul><li>Have a clear call to action </li></ul><ul><li>No flash intros! Don’t be too creative! </li></ul><ul><li>Eliminate unnecessary navigation. </li></ul>
  13. 17. <ul><li>SEM is combination of SEO and PPC internet marketing types. </li></ul><ul><li>You are not forced to do them both at same time – it all depends on your goals and when we talking about ppc , your bugdet. </li></ul><ul><li>Best prictice is to measure seo and ppc to let them «work in team». </li></ul>
  14. 18. SEM : SERP: SEO : PPC : SEO vs PPC: SERP : Adwords : Meta Data : Bounce Rate :
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