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
Evolution to a full-service interactive agency
Shifting more dollars to online display advertising
Scale Online Video and Rich Media
Scale Social Media Marketing
PTMS Team Structure
Fragmentation of Media Consumption
A constellation of digital marketing options to evaluate and test.
Media Consumption 2.0
TV + Internet = Turfing
360° Digital Marketing Elements
Paid Search Marketing Campaign
Behaviorally Targeted Banner Ad Campaign
Search Engine Optimization
Social Media Marketing
Paid Search Defined
Visibility within “Paid” Listings
Ads tied to keywords
Sold on Cost Per Click Basis
Only pay when someone clicks on ad
Search Synergy & The Long Tail
Paid Search Marketing Approach
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
Paid Search Marketing Approach (continued)
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
Criteria of Leading Search Engines
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
Internal Link Check / Creation
Keyword Frequency % Optimization, per page.
Content Writing / Rewriting
E-Commerce system optimizing (shopping)
Links = Directory, Forum, Relevant site, etc
Active monitoring of rank on major SE’s
Google PR monitor/building
Rank Analysis, then/now
Rank Check for keywords not on plan
Enhanced Google Sitemap reports
100% performance driven results
SEO365 ™ Services
Why Display Advertising is Important
Reaches and influences consumers before they visit search engines.
More targeting options
Complements a search marketing campaign through retargeting
Display Advertising Services Overview
Online Media Planning
Online Media Buying
Campaign Management and Optimization
Metrics & Reporting
CPM, CPC, CPA
SEO + PPC Brand attracted 92% of the total clicks.
SEO without PPC Brand only attracted only 60% of the clicks.
Search Synergy Nielsen ReelResearch
Display Advertising Approach
Leverage a mix of online media buying and targeting tactics:
Web site re-targeting
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 .
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.
Display Advertising Retargeting Options
Web site re-targeting
Retarget users based on their past behaviors on your website:
Home Page Visitors
Abandoned Lead Forms
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
Our Platform provides all standard geographic targeting options
Customize messages and creatives for different locations
Target users with the following geographic variables
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
The combined impact of Search and Display advertising
Search and Display together provide a 22% conversion rate lift over Search alone.
Time on site
Cost Per Lead
Cost Per Sale
Measuring online ROI
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!
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