Presentation to the 2014 NEPCA Winter Conference

1. Trends in Online
Marketing
January 28th, 2014
15th Annual Winter Conference
Presented by:
James Basbas & Tony Matos

2. A little about Altos…
• Located in Bedford, NH
• 11 years in business
• Degreed designers, developers, writers &
marketing professionals on staff
• Over 150 clients
• Broad portfolio of work
• Manage over $250,000 in online advertising

3. A few of our clients…

4. Where are we going today?
•
•
•
•
Online Marketing Trends
Email Marketing
Search Engine Marketing
Mobile

8. Vs. Traditional Advertising
• Qualified, interested customer
• Customer is in a “buy” mode
• Targeting
• Reporting
• Ability to Test/Modify

10. Search Advertising

11. Display Advertising

13. Search vs. Display
Search
• Target users while actively searching
• Highly targeted
• Geographically targeted
Display
• Visual advertising
• Demographically targeted

14. AdWords

15. Why
Google?

16. Who advertises on Google?

17. Building a targeted campaign

18. Key Steps
1. Keyword Analysis
2. Focused Landing Pages
3. Develop Advertising text/images
4. Monitor Campaigns, adjusting bid amounts,
keywords, ads to obtain maximum effectiveness
5. Optimize, Optimize, Optimize

19. Adwords Reporting

20. The value of a click…
Total
/
Cost
/
Total
=
Clicks
750
=
$2

21. The value of a conversion…
Total
/
Cost
/
Total
Conversion
=
75
=
$20

22. Mobile

23. Mobile Ad Spending

25. Benefits
•
•
•
•
•
•
Segment your list and target customers
Learn from your customers
Stay top of mind
Drive Sales
Build Loyalty
Metrics

26. Metrics

27. Search Engine Optimization

28. 5 Key Take-aways
1. Online advertising is growing.
2. Customers are looking for you online.
3. Tools are available to help those customers find you.
4. Online advertising = targeted & cost effective.
5. Online advertising = piece of your marketing plan.

29. Thank You
view presentation: AltosMarketing.com/nepca