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  • SM Built this network around brand advertisers. So it’s a very brand safe environment. Transparent list No UGC Premium placements: above the fold, standard UAB sizes– SM buys on Upfront basis to safeguard against remnant runs Video Inventory Top tier sites across all vertical categories Sites you might be buying on already Option of opting out of sites Advertisers who appear on premium branded sites are associated with strong, valued brands and in turn, Viewers perceive ads as having greater value Again, Full disclosure of site list available upon request
  • Geo IP based technology Country – DMA – zip code level Target by domain – .edu or .sic

Transcript

  • 1. Search Engine Marketing
  • 2.
    • 1 st Automotive dedicated search marketing agency
    • Top 20 Search Marketing Agency in U.S.
    • Frequently selected as early alpha and beta testers of new products from
    • Google, Yahoo and MSN
    • Driving Results Through Thought Leadership & Innovation
    • Best of Breed Technologies Practices
    • 2007
    • Evolution to a full-service interactive agency
    • Shifting more dollars to online display advertising
    • 2008
    • Scale Online Video and Rich Media
    • Scale Social Media Marketing
    About Us
  • 3.
    • Dedicated Team
    • Account Executive
    • Project Manager
    • Discipline Experts
      • Search
      • Creative
      • Media Buyer/Planner
    PTMS Team Structure
  • 4. Fragmentation of Media Consumption
  • 5. A constellation of digital marketing options to evaluate and test.
  • 6. Media Consumption 2.0
    • TV + Internet = Turfing
    • 58% collectively
  • 7.
    • 360° Digital Marketing Elements
      • Paid Search Marketing Campaign
      • Behaviorally Targeted Banner Ad Campaign
      • Search Engine Optimization
      • Inventory Marketing
      • Social Media Marketing
      • Viral Marketing
      • Email Marketing
  • 8. Paid Search
    • Paid Search Defined
    • Visibility within “Paid” Listings
    • Ads tied to keywords
    • Instant Results
    • Sold on Cost Per Click Basis
    • Only pay when someone clicks on ad
    • Google One-Box
  • 9.
    • Search Synergy & The Long Tail
  • 10.
    • Paid Search Marketing Approach
    • Keyword Focus
        • Local Generic, Local Branded
        • Geo-Targeted Branded and Generic terms
        • National Competitor terms
        • Long Tail Keywords: 4,5 & 6 keyword phrases that have low click volume but typically convert better than high search volume keywords.
        • Target all phases of the Purchase Funnel
  • 11.
    • Paid Search Marketing Approach (continued)
    • Ad Copy
        • Unique ad creatives to support all brands
        • Both call-to-action and branding ad copy
        • Competitive conquest ad copy
        • Ongoing ad copy optimization
    • Contextual Targeting on Google Display Ad Network
        • Target vertical websites
        • Banners only. No text ads
        • Leverage Google’s new CPC banner ad network
  • 12. Criteria of Leading Search Engines
  • 13.
    • How does it work?
      • SEO365 is a Performance Based Search Engine Optimization service.
      • Specific keywords are chosen
      • Selected keywords are specifically optimized to obtain a 1 st or 2 nd page listing
      • Guaranteed: If your keyword does not show up in the Top 20 results for the month, your keyword is free for that month.
    SEO365 ™ Service
  • 14.
    • On-site
    • Title Optimization
    • Keyword Optimization
    • Description Optimization
    • Internal Link Check / Creation
    • Keyword Frequency % Optimization, per page.
    • Content Writing / Rewriting
    • Database Optimizing
    • E-Commerce system optimizing (shopping)
    •  
    • Off-site
    • Link building
    • Links = Directory, Forum, Relevant site, etc
    • Active monitoring of rank on major SE’s
    • Google PR monitor/building
    •  
    • Reports
    • Rank Analysis, then/now
    • Rank Check for keywords not on plan
    • Competition
    • Keyword Traffic
    • Enhanced Google Sitemap reports
    • Results
    • 100% performance driven results
    SEO365 ™ Services
  • 15. Why Display Advertising is Important
    • Reaches and influences consumers before they visit search engines.
    • Better reach
    • More targeting options
    • Brand association
    • Complements a search marketing campaign through retargeting
  • 16. Display Advertising Services Overview
    • Campaign Strategy
    • Online Media Planning
    • Online Media Buying
    • Ad Serving
    • Campaign Management and Optimization
    • Metrics & Reporting
      • CPM, CPC, CPA
  • 17.
    • SEO + PPC  Brand attracted 92% of the total clicks.
    • SEO without PPC  Brand only attracted only 60% of the clicks.
    Search Synergy Nielsen ReelResearch
  • 18. Display Advertising Approach
      • Leverage a mix of online media buying and targeting tactics:
        • Behavioral targeting
        • Behavioral re-targeting
        • Search re-targeting
        • Web site re-targeting
        • Contextual re-targeting
        • Demographic targeting
        • Persona targeting
  • 19.
    • Behavioral Targeting (BT) Defined
    • BT observes online consumer behaviors - such as web browsing patterns.
    • Groups them into interest segments.
    • Matches ads to interests indicated by recency and frequency of behaviors …anonymously .
    • For Example
    • A banner ad would only be delivered after a web user had met certain criteria that put him into the predefined "auto shopper" segment. Ads would not necessarily go into automotive content, but in some cases into the least-expensive ad space available.
  • 20. Display Advertising Retargeting Options
      • Behavioral re-targeting
      • Search re-targeting
      • Web site re-targeting
      • Contextual re-targeting
    • Retarget users based on their past behaviors on your website:
      • Home Page Visitors
      • Customers
      • Inventory Pages
      • Abandoned Lead Forms
  • 21. Display Advertising Platform
    • Quality - We partner with top tier ad networks and more than 1,000 name brand publishers
    • Reach - Our platform reaches 95% of the U.S. population
    • Broad and deep insight into anonymous consumer data makes our platform’s targeting capabilities highly accurate and scalable
  • 22. Geographic Targeting
    • Our Platform provides all standard geographic targeting options
      • Customize messages and creatives for different locations
      • Target users with the following geographic variables
        • Country
        • State
        • DMA
        • City
        • Zip Code
  • 23. Network versus channel…and websites
    • Advertisers are guessing where in-market auto buyers can be found with channel and site buys
    • Maximize Qualified Audience Reach and Campaign ROI
  • 24. The combined impact of Search and Display advertising
    • Search and Display together provide a 22% conversion rate lift over Search alone.
  • 25.
          • Cost-per-click
          • Page views/Visitor
          • Time on site
          • Cost Per Lead
            • e-leads
            • phone leads
          • Cost Per Sale
    Measuring online ROI
  • 26. Reporting Tools! Unparalleled Reporting Tools to Give you on Online Marketing Dashboard to determine your campaigns success and where to refine the campaign in real time!
  • 27.
    • Takeaway: 360° Digital Marketing Strategy
    • Leverage all relevant “digital media environments” to reach consumers online
    • Reach and engage consumers in their “digital environments” throughout the purchase funnel.
    • Create awareness of .com ‘s and its value proposition
    • Build Brand Preference
    • Drive Online/Offline Purchases
  • 28.
    • thank you!
    • Todd Swickard
    • People To My Site
    • 614.452.8179
    • [email_address]
    CONFIDENTIAL