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Effective Marketing & Branding Thru Your Website<br />
A great website can change everything.<br />
Cold, Hard Facts.<br />57% of Americans use the Internet every day<br />33% of US consumers spend ≥ 3 hours online every d...
Is your business being found online?<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Your website is useless if people can’t find it.<br />
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Throw it in the trash.<br />
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that go...
Design with the user in mind.<br />
Start by asking yourself some basic questions:<br />What is the #1 thing users need to get from the site?<br />How am I go...
Start by asking yourself some basic questions:<br />What is the #1 thing users need to get from the site?<br />How am I go...
The more you get to know your customers, the better you will be at meeting their needs.<br />What is the age range of my c...
1) How they search 2) How they buy<br />
1) How customers search <br />
Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigit...
Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigit...
Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigit...
Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<...
Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<...
Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<...
Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<...
Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<b...
Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<b...
Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<b...
Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<b...
We talked about 4 main user search habits:<br />“Just browsing”<br />“Preliminary research”<br />“Comparison search”<br />...
2) How customers buy<br />
Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Can your product...
Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Might users want...
Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Can your service...
Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Reviews. Reviews...
Consumer insights are the key to your content.<br />
Let’s look at some examples.<br />
Air Conditioners. <br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Natural, Seamless Brand Integration<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital...
Notice How The Colors Work Together?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigita...
Icons Are Great For Simplifying Content.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodi...
Same Product. Much Different Feel.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<...
Good Branding, Although Inconsistent.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigit...
Nice, Consistent Colors.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Navigation Is Not As Intuitive…<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Where Does The User Start?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
See The Difference?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Next step: optimize<br />
Let’s Talk Patio Furniture.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Got Title Tags?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Make Headlines.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Keywords Are Key.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
More Than Meets The Eye…<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Don’t Forget The URL.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Have a Clear Call-To-Action.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Once you have traffic, it’s time to analyze<br />
Step 1: Grab The Code.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
The Dashboard Is Your Friend.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Traffic Reports You Will Actually Like.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodig...
Geographic Data? Yes Please!<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Find Out How They Found You.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Challenge Yourself With Goals.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Ready to take it up a notch? Paid search can help<br />
Let’s Revisit Google.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Let’s Revisit Google.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
Often referred to as PPC, or Pay-Per-Click<br />You can choose to pay for clicks or impressions<br />Your ads are triggere...
See results with any budget<br />No long-term commitment: stop/start whenever<br />Target users who are looking to buy<br ...
Setup a free Google AdWords account<br />Start a new ad campaign<br />Specify your:<br />Desired daily budget & ad schedul...
Keyword: Term or phrase that triggers your ad<br />Cost-per-Click (CPC): Payment method where you only pay when a user cli...
Track Your Leads!<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />A contact fo...
And finally…<br />
Keep it current!<br />
Questions?<br />
Thank You!Ryan CormierRatio Digital Mediafacebook.com/ratiodigitaltwitter.com/ratiodigital<br />
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Ryan Cormier's "Effective Marketing & Branding Thru Your Website" presentation from the June 14, 2011 Impact Your Business breakfast at Colonial Country Club.

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  1. 1. Effective Marketing & Branding Thru Your Website<br />
  2. 2. A great website can change everything.<br />
  3. 3. Cold, Hard Facts.<br />57% of Americans use the Internet every day<br />33% of US consumers spend ≥ 3 hours online every day<br />46% of daily searches are on products & services<br />20% of monthly Google searches are for local businesses<br />60% of clicks go to the top 3 search results<br />(Stats taken from HubSpot)<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  4. 4. Is your business being found online?<br />
  5. 5. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  6. 6. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  7. 7. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  8. 8. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  9. 9. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  10. 10. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  11. 11. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  12. 12. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  13. 13. Let’s Talk Anatomy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  14. 14. Your website is useless if people can’t find it.<br />
  15. 15. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Write down these questions and your answers.<br />Then, take that piece of paper and…<br />It All Starts With Strategy.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  16. 16. Throw it in the trash.<br />
  17. 17. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  18. 18. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do Ineed my customers to know?<br />How am Igoing to measure my ROI?<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  19. 19. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  20. 20. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  21. 21. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  22. 22. Start by asking yourself some basic questions:<br />What is my #1 goal for this site?<br />How am I going to reach that goal?<br />What do I need my customers to know?<br />How am I going to measure my ROI?<br />Avoid your needs at all costs. Users don’t care.<br />Let’s Have Another Look.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  23. 23. Design with the user in mind.<br />
  24. 24. Start by asking yourself some basic questions:<br />What is the #1 thing users need to get from the site?<br />How am I going to fulfill that need?<br />What do I need to know about users of the site?<br />How am Igoing to make sure I’m on the right track?<br />Let’s Try This Again.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  25. 25. Start by asking yourself some basic questions:<br />What is the #1 thing users need to get from the site?<br />How am I going to fulfill that need?<br />What do I need to know about users of the site?<br />How am Igoing to make sure I’m on the right track?<br />Now you’re focusing on the needs of the end user.<br />Let’s Try This Again.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  26. 26. The more you get to know your customers, the better you will be at meeting their needs.<br />What is the age range of my customers?<br />Are they mostly male? Female? Evenly mixed?<br />Where are they located?<br />What are they interested in?<br />Knowing these basics will allow you to visually appeal to customers’ tastes. That being said, 2 things you absolutely must know about them are…<br />Get To Know Your Customers.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  27. 27. 1) How they search 2) How they buy<br />
  28. 28. 1) How customers search <br />
  29. 29. Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  30. 30. Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  31. 31. Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  32. 32. Search Habits: “Just Browsing”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  33. 33. Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  34. 34. Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  35. 35. Search Habits: “Preliminary Research”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  36. 36. Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  37. 37. Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  38. 38. Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  39. 39. Search Habits: “Comparison Search”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  40. 40. Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  41. 41. Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  42. 42. Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  43. 43. Search Habits: “I’m Ready To Buy”<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  44. 44. We talked about 4 main user search habits:<br />“Just browsing”<br />“Preliminary research”<br />“Comparison search”<br />“I’m ready to buy”<br />Knowing where your customers fit in this purchase cycle is crucial to your online success!<br />To Recap:<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  45. 45. 2) How customers buy<br />
  46. 46. Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Can your product be purchased online?<br />
  47. 47. Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Might users want to test the product in person?<br />
  48. 48. Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Can your service even be purchased online?<br />
  49. 49. Buying Habits<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />Reviews. Reviews. Reviews.<br />
  50. 50. Consumer insights are the key to your content.<br />
  51. 51. Let’s look at some examples.<br />
  52. 52. Air Conditioners. <br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  53. 53. Natural, Seamless Brand Integration<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  54. 54. Notice How The Colors Work Together?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  55. 55. Icons Are Great For Simplifying Content.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  56. 56. Same Product. Much Different Feel.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  57. 57. Good Branding, Although Inconsistent.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  58. 58. Nice, Consistent Colors.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  59. 59. Navigation Is Not As Intuitive…<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  60. 60. Where Does The User Start?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  61. 61. See The Difference?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  62. 62. Next step: optimize<br />
  63. 63. Let’s Talk Patio Furniture.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  64. 64. Got Title Tags?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  65. 65. Make Headlines.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  66. 66. Keywords Are Key.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  67. 67. More Than Meets The Eye…<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  68. 68. Don’t Forget The URL.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  69. 69. Have a Clear Call-To-Action.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  70. 70. Once you have traffic, it’s time to analyze<br />
  71. 71. Step 1: Grab The Code.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  72. 72. The Dashboard Is Your Friend.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  73. 73. Traffic Reports You Will Actually Like.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  74. 74. Geographic Data? Yes Please!<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  75. 75. Find Out How They Found You.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  76. 76. Challenge Yourself With Goals.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  77. 77. Ready to take it up a notch? Paid search can help<br />
  78. 78. Let’s Revisit Google.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  79. 79. Let’s Revisit Google.<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  80. 80. Often referred to as PPC, or Pay-Per-Click<br />You can choose to pay for clicks or impressions<br />Your ads are triggered by keywords in searches<br />You can set & maintain a daily budget<br />Available on major search engines:<br />Google<br />Yahoo<br />Bing<br />What Exactly Is Paid Search?<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  81. 81. See results with any budget<br />No long-term commitment: stop/start whenever<br />Target users who are looking to buy<br />Extremely measurable results<br />Make changes/adjustments instantly<br />Why You Should Consider Paid Search:<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  82. 82. Setup a free Google AdWords account<br />Start a new ad campaign<br />Specify your:<br />Desired daily budget & ad schedule<br />Desired geographic reach<br />Payment/bidding options<br />Ad copy: headline, 2 description lines, display URL<br />Desired keywords (ad triggers)<br />All It Takes (Using Google For Example):<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  83. 83. Keyword: Term or phrase that triggers your ad<br />Cost-per-Click (CPC): Payment method where you only pay when a user clicks your ad<br />Cost-per-Impression (CPI): Payment method where you pay any time your ad is seen<br />Clickthrough Rate (CTR): # clicks your ad receives divided by its total # of impressions<br />Quality Score: A measure of how relevant your ad, keyword or Web page is<br />Terminology To Know:<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />
  84. 84. Track Your Leads!<br />www.ratiodigital.com<br />facebook.com/ratiodigital<br />twitter.com/ratiodigital<br />A contact form will allow you to measure how many leads you are getting via paid search.<br />
  85. 85. And finally…<br />
  86. 86. Keep it current!<br />
  87. 87. Questions?<br />
  88. 88. Thank You!Ryan CormierRatio Digital Mediafacebook.com/ratiodigitaltwitter.com/ratiodigital<br />

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