New Year Resolutions


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Learn how to make (and keep!) search engine marketing New Year's Resolutions in this free Webinar!

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New Year Resolutions

  1. 1. Making & Keeping Search Marketing Resolutions in 2010<br />Larry Kim, <br />Founder, WordStream, Inc.<br />
  2. 2. A Search Marketer’s New Years Resolutions<br />Tools & Technologies to achieve your online marketing goals this year<br />About WordStream<br />Q & A<br />Agenda<br />
  3. 3. Keywords and Keyword Organization is Foundational for Search Marketing<br />Do a bad job and nothing else works quite right!<br />1. Get More Organized<br />
  4. 4. Select specific keywords<br />Group together closely related keywords<br />Write relevant ads and landing pages that speak to the intent of the searcher!<br />How Organization is Critical for Paid Search<br />Awful: Too Broad!<br />OK: Somewhat Related<br />Better: Reflects Intent<br />
  5. 5. Single Point of Leverage Affecting your Entire PPC Account!<br />Relevancy of Keywords to Ad Group, Text Ad, Landing Page<br />Click Through Rate<br />Quality Score<br />Ad Position<br />Minimum Bid Estimate<br />Actual Cost Per Click<br />Impression Share<br />Conversion Rates<br />How Effective Campaign Organization Benefits PPC<br />ROI<br />Keyword Organization<br />
  6. 6. Author web content that is...<br />Specifically themed around narrow subjects<br />Includes long-tail keyword variations in the page copy<br />Organize content with relevant intelligent information architecture!<br />How Organization is Critical for Organic Search<br />
  7. 7. Wow. This is a lot of theory and sounds pretty hard. How do you actually implement an effective keyword organization plan??<br />But How Do I Actually Get Organized?<br />
  8. 8. Keyword Research also includes NEGATIVE Keyword Research<br />Be on the Lookout for Negatives as you research – Tools give you suggestions: the suggestion could be right or wrong (a positive or negative keyword!) <br />Constantly mine your own traffic: See how people are coming to your site (historically and dynamically) and ruthlessly weed out bad keywords<br />Use a Negative Keyword Tool!<br />2. Lose Weight<br />
  9. 9. Pay attention to Search Query “Modifiers” which reveal the searcher’s intent.<br />WordStream Negative Keyword Tools<br />
  10. 10. Your Keyword Taxonomy is a proprietary, valuable asset<br />Don’t let your valuable search marketing asset go up in smoke!<br />Profitable insights can be gleaned by analyzing PPC and SEO keyword data side-by-side. <br />Aggregate your SEO and PPC data so you can incorporate learning&apos;s from one medium to the other.<br />3. Quit Smoking<br />
  11. 11. With every search and goal conversion on your site, your customers (and potential customers) are telling you something—are you listening?<br />Traditional keyword suggestion tools provide keywords that might be relevant to your business.<br />Web analytics applications provide valuable keyword research insights because the data is based on real searches and actual outcomes on your site.<br />For best results, leverage both!<br />4. Listen & Learn<br />
  12. 12. Your BEST Keyword Opportunities comes from Your Own Website!<br />WordStream combines Web analytics data with Keyword Suggestion tool Data!<br />The more expansive your keyword vault, the more you can leverage this valuable information in your PPC & SEO campaigns!<br />WordStream’s Approach to Keyword Discovery<br />
  13. 13. Our Continuous Approach to Keyword Research<br />Obtain More/Better Keyword Data <br />Keyword Research & Analysis<br />Publish Ads for PPC and/or Landing Pages<br />Group, Organize, Find Negatives, Prioritize Work<br />Continuously re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize!<br />
  14. 14. Automate mindless repetitive tasks<br />Instead focus on more meaningful Search Marketing tasks such as:<br />Content / Ad / Landing Page Creation<br />Plotting Search Marketing Strategies<br />Etc. <br />5. Spend More Time with Family<br />
  15. 15. There are an endless number of things you can tweak and optimize in a search marketing campaign. <br />Plan a series of actions (i.e., a workflow) that will provide the biggest returns for time spent.<br />Make sure that whatever key performance indicators you&apos;re tracking are actionable, and that the actions that you take are informed by your data.<br />6. Better Manage Your Time<br />
  16. 16. Stop paying for old-school keyword discovery tools! <br />Check out WordStream’s Free Tools<br />The Free Keyword Tool<br />Keyword Niche Finder<br />Keyword Grouper<br />7. Save Money<br />
  17. 17. Check out our Free Search Marketing Learning Resources<br />WordStream Internet Marketing Blog<br /><br />WordStream on Twitter<br /><br />8. Get a Better Education<br />
  18. 18. Donate a portion of your savings from WordStream’s free tools & education, and increased profits to a worthy cause!<br />:P<br />9. Support the Arts<br />
  19. 19. Create an environment where all parties involved (copywriters, marketers, developers, etc.) are aware of search marketing best practices, and have the resources available to implement those best practices. <br />Adopt tools and processes across your entire workforce to enable coordination and collaboration of PPC and SEO efforts<br />Get help!<br />10. Reduce Stress!<br />
  20. 20. Product Launched in 2009<br />Based in Boston & Venture Backed (Sigma Partners)<br />Sample Clients: <br />About WordStream<br />
  21. 21. Industry Buzz: Press & Influencers<br />Use WordStream Free Keyword Tool to supercharge the SEO content of your marketing materials.<br /> “There is now a better way to manage huge keywords lists and this tool is called WordStream.”<br /> “WordStream specifically helps raise productivity … SEMs will be using WordStream to strategically direct search marketing efforts in a collaborative way across entire organizations...”<br />“Comparing existing keyword management software to WordStream is like comparing a paper airplane with a supersonic fighter bomber. WordStream is intelligent, dynamic, fast and versatile.”<br />“The staff at WordStream is highly dedicated to their product…. and [it]is very valuable to the search marketer.” – Kate Morris<br /> “Every time I talk to someone at WordStream the more impressed I am with the people. There are some smart, and very curious people who are trying to solve some interesting issues around keywords.” – Brad Geddes<br />Kate Morris<br /> Search Marketing with Attitude<br />
  22. 22. Thank you for attending our Webinar!<br />Questions?<br />How to contact Larry:<br />Email:<br />Twitter:<br />Web:<br />Tel: (617) 963-0555<br />Q & A – Thank you!<br />