This is an old presentation from 2015 where I spoke at a High School Leadership program.

1. In the Year 2000
YEA!
January 2015

2. In the Year 2000
OLD MEDIA
• Newspaper
• Radio
• Television
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NEW MEDIA
• Search Engines
• Social Media
• Email

3. In the Year 2000
The Future or Advertising and
Marketing
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4. In the Year 2000
The Future or Advertising and
Marketing
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5. In the Year 2000
OLD MEDIA
Untargeted
• Newspaper
• Radio
• Television
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NEW MEDIA
Targeted
Advertising
• Search Engines
• Social Media
• Email

6. In the Year 2000
Gym Memberships
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• Women
• 35-40
• Single
• $35,000
• Has Children
• Divorced
• Likes Oprah
• Likes Dr. Oz
• Eating
• Foley

7. In the Year 2000
Targeted Advertising
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8. In the Year 2000
Search Engine Optimization

9. In the Year 2000
Search Engine Optimization
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10. In the Year 2000
Search Engine Optimization
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• Crawlabil
ity
• Indexabili
ty
• Relevanc
y

11. In the Year 2000
Search Engine Optimization
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12. In the Year 2000
Search Engine Optimization
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Crawlabilit
y
Spiders have to be able to crawl every page on your
site
Relevancy
Content: Page Titles – Headings – Keyword Usage –
Keyword Density – LSI
Relevancy determines what Google thinks your page
should rank for

13. In the Year 2000
Search Engine Optimization
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Authority
Google determines authority based on references
from other websites – Backlinks
The entire Internet is connected through backlinks,
or references from other sites

14. In the Year 2000
Search Engine Optimization
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15. In the Year 2000
Pay Per Click

16. In the Year 2000
CPC
• Pay only for
clicks
• Control Costs
• Television w w w . s q u e a k y d i n o . c o m
CPM
• Cost per 1000
impressions
• Branding
• High CTR
Banners

17. In the Year 2000
Pay Per Click
CTR = Clickthrough
Rate
Cost/Converted
Click = CPA
Conv. Value/Cost =
ROI
Calculate Conversions
(Conv%*.01) x Clicks
Calculate CPA
Cost/Converted Clicks
AOV = Average Order Value
Conv. Value/ Converted Clicks
= $74.26
Conv. Rate 5.34%
(5.34*.01) x
213725CPA
231800.04/11
413
AOV x Converted
Clicks
74.26 * 11413Conv Value/Cost
$847529.38/213
725