Search Engine Marketing For Businesses

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Presentation made in 2010, showcasing online marketing and Google Adwords for business success!

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Search Engine Marketing For Businesses

  1. 1. Search Engine Marketing For Small Business Presented by: V R Krishna Lakkineni, ROI Media Works Corporation Dr. Ravi.S.Prasad, Thompson Rivers University
  2. 2. What is search engine marketing? Why a business needs a website? Traditional marketing cost & Return On Investment(ROI) Challenges faced by Small and Medium Enterprises (SMEs) Search engine marketing solutions Case: Google Adwords Program Case Studies from Small and medium businesses Search Engine Marketing For Small Business
  3. 3. What is search engine marketing? Search engine marketing, or SEM, is a form of Internet marketing that promotes websites by increasing their visibility in search engine result pages (SERPs) Search engine optimization (SEO) Pay per click campaigns (paid placement ) Google Adwords Yahoo Search Marketing MSN Ad Centre (Microsoft Advertising) Contextual advertising Paid inclusion. (Source:Wiki, 2010)
  4. 4. Why a business needs a website? 94% of the well populated areas (10,000) has a high speed internet or cable, 75% Canadians using internet everyday 80% of Canadians aged 16 and older, or 21.7 million people, used the Internet for personal reasons British Columbia, Alberta has 85% internet coverage Permanent online brochure – easy to make any changes Products available 24 x 7 hrs a day and 365 days a year (Source: Canadian Internet Use Survey, 2009)
  5. 5. Why a business needs a website? Canadians are spending at least 18.1 hrs per week online Time spent reading newspapers, magazines and listening to the radio remained relatively stable over the same period ( Inter@ctive Reid Report, a syndicated Ipsos Reid study, 2010)
  6. 6. Traditional Marketing: Cost, ROI, Measurement Generally Large budgets $$$$ Takes time to implement campaigns Billboard Campaigns Radio Campaigns TV Campaigns New Paper, Magazine Ads Limited time exposure – Campaign ends after certain time. Relevancy of products – product or service advertised may not be necessarily what consumer is looking for. Effectiveness of Ads – Mostly inaccurate to measure the effectiveness and difficult to try new ads when the initial ads doesn’t work.
  7. 7. Assumed high start up costs $$$$ Technology Barriers – Age, education, willingness Do not want to expand the business. Enough business and can’t handle the excessive sales Human resources - Shortage of well trained staff Time to manage website or marketing campaigns Economy SMEs challenges
  8. 8. Search engine Optimization (SEO) Search engine optimization is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic“) search results. Pay Per Click Advertising PPC is a model of advertising where the advertiser buy advertising inventory on search engines Bidding system Contextual Advertising Targeted advertising contextually matches the web page content with the Ads available example: Gmail, Kijiji, New York times Paid inclusion Include website results in search engine index Search Engine Marketing Solutions (Source:Wiki, 2010)
  9. 9. Top Search Engines Top Social media websites Search Engine Marketing Solutions (Source: Hitwise 2010)
  10. 10. Auction system, only pay for clicks Simple, efficient and cost effective solution Performance based advertising program Show products only to prospective buyers Measure interactions through analytics tools like Google analytics Yahoo and MSN offers similar systems Advertise locally Simple process Full control in Ad spend Google Adwords Create products / services Ads. Use Google Keyword tool to find key words Google shows ads on search engine & content network. Consumer visits website Create Google Adwords account, set up payment details
  11. 11. Twiddy & Company realtors, is a beach property rental company started with 1 employee and now grown to 85. They boost its percentage of bookings made online by 50% in the past year. Located in Outer Banks, NC, USA. Since 1978 they have grown to over 865 homes Case Study: Twiddy & Company (Google success stories, 2010)
  12. 12. Started with two dogs in a huge warehouse Happy Hound is a dog daycare and boarding facility gets 90% of its business through Google Adwords. Happy Hound on the average they receives 40 new clients every month through Google Adwords Case Study: Happy Hound (Google success stories, 2010)
  13. 13. For over 23 years, 1-800-DENTIST have been matching patients with great dentists and advertising the importance of regular dental care to millions of consumers nationwide. They have grown from 50 clients in 2002 to 3000 clients today. A Los Angeles company expanded to nationwide services Case Study: 1-800-Dentist (Google success stories, 2010)
  14. 14. Search Engine Marketing For Small Business Presented by: V R Krishna Lakkineni, ROI Media Works Corporation Dr. Ravi.S.Prasad, Thompson Rivers University

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