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Anvil SEMA SEM Presentation

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Anvil SEMA SEM Presentation

  1. 1. Enhancing Your SEMCampaigns to Boost Revenues Presented by: Kent Lewis (@KentLewis) #SEMAOMC President & Founder Anvil & Formic Media, Inc. 503.260.6700 kent@anvilmediainc.com
  2. 2. About Anvil Media & FormicMediaAnvil Media, Inc. is digital marketing agency specializing in searchengine marketing services, including search engine optimization, pay-per-click management, social media marketing & online reputationmanagement services.
  3. 3. About AnvilFounded in 2000, currently 14 employees & 50+ clients100% of account team Google AdWords & Analyticscertified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI &WhartonInc. & Portland Business Journal Fastest GrowingCompanySister agency, Formic Media, is SEMA search marketingpartner
  4. 4. AgendaSearch Engine Optimization (SEO)Pay-per-Click (PPC)Local Search & SocialConversion OptimizationResourcesQ&A
  5. 5. Search Engine Optimization
  6. 6. 2011 Search Ranking Factors 6
  7. 7. Future Search Ranking Factors 7
  8. 8. The 3 Cs of SEO Content Code Credibility 8
  9. 9. Content: Media-agnostic 9
  10. 10. Content: User Experience Design 10
  11. 11. Code: Mobile 11
  12. 12. Code: Mobile• Optimizing for Mobile • No Flash & larger buttons (with spacing) • Contact information in footer • Map & driving directions• Building for Mobile • WordPress plug-ins • Use CSS (Handheld.css & iPhone.css) • Dedicated website (m.company.com) 12
  13. 13. Credibility: User Reviews 13
  14. 14. Credibility: Click-Thru Rates 14
  15. 15. Credibility: Website Traffic 15
  16. 16. Case Study: Race Ramps 16
  17. 17. Race Ramps: Domain Credibility 17
  18. 18. Race Ramps SEO Recommendations 18
  19. 19. Pay-per-Click Advertising
  20. 20. Popular PPC Platforms
  21. 21. The PPC Experience
  22. 22. Google Quality Score Ingredients• Matched keyword’s click-through rate (CTR) on Google• Relevance of the keyword and ad to the search query• Historical keyword performance on Google.com• Other relevancy factors that continually evolve
  23. 23. The PPC Process
  24. 24. PPC: Sample Text Ads 24
  25. 25. PPC: Sample Landing Page 1 25
  26. 26. PPC: Sample Landing Page 2 26
  27. 27. PPC: Sample Landing Page 3 27
  28. 28. Advanced PPC Strategies• Targeting • Geographic • Local listings• Enhanced/expanded listings • Navigation links, product feeds, location or click- to-call extensions & reviews• Dedicated mobile campaigns• Content network• AdCenter & social platforms• Display ad campaign• Retargeting/remarketing
  29. 29. Local Search & Social
  30. 30. Local Search: Game Changer• 20% of all searches have local intent (2B/mo)• 80% of all budgets are spent within 50 miles of the home (DMA)
  31. 31. Local Goes Mobile
  32. 32. Local Search Players
  33. 33. Local Search Ranking Factors
  34. 34. Sample Places Page: Race Ramps
  35. 35. Social Media Profiles: Localize? 35
  36. 36. Conversion Optimization
  37. 37. Testing: A/B vs. Multivariate
  38. 38. Testing: Key Page Components
  39. 39. Conversion Optimization Best Practices• Design • Template • Navigation • Images or videos• Copy • Headline • Format • Offer • Trust marks • Testimonials • Awards & recognition
  40. 40. Conversion Optimization Testing Cycle
  41. 41. Sample Page: Short Form
  42. 42. Sample Page: Long Form
  43. 43. Sample Page: Multi-step
  44. 44. SummaryOptimize your web presenceEvolve your paid search campaignsGet local with search & socialContinually test and refine website & landing pagesCreate a powerful online experienceIntegrate online and offline effortsConstantly measure and improve
  45. 45. ResourcesLinksHow Local Search Can Be Your Reputation ManagerDrive By Reviews & Online Reputation Terrorists Part 2Google+ Follow-up: A Cheat SheetWhy Google+ Business Profiles Will Trump Facebook PagesWhat’s Going on with the Hotels & Accommodations Industry in Search?ArticlesFive Reasons For Hospitality Brands Not To Outsource Social Media ManagementHow to Become a Social Media Guru in 3 Easy StepsTop Social Media Platforms for BusinessesAdvanced LinkedIn Strategies for MarketersOnline Reputation Management: The New PR6 Social Media Platforms At-a-GlanceWhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Getting Started with Social Media Marketing
  46. 46. Q&A & Next StepsRead our blog, articles & white papersSign up for our newsletter or follow @AnvilMediaContact @FormicMedia for search & social packagesVisit FormicMedia.com for more information Kent Lewis President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x223 M: 503.260.6700 kent@anvilmediainc.com Twitter & Skype: @kentjlewis LinkedIn: kentlewis

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