Mkt 350 Flyer Spirit Presentation


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SEM and Google Adwords

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Mkt 350 Flyer Spirit Presentation

  1. 1. Flyer Spirit - SEM & Google Adwords - Allison Kroeger Josh Beitel Sergio Betancourt Amanda Boeke Peter Visceglia
  2. 2. Agenda <ul><li>Basics of Search Engine Marketing </li></ul><ul><li>Keywords/Adwords </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Paid listing </li></ul></ul><ul><li>Targeting </li></ul><ul><li>Linking Strategy </li></ul><ul><li>Recommendations </li></ul>
  3. 3. Search Engine Marketing <ul><li>SEM: </li></ul><ul><ul><li>a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (Serps). </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Get a high listing </li></ul></ul><ul><ul><li>Generate traffic to site & convert customers </li></ul></ul><ul><ul><li>Obtain a “high” volume of qualified visitors at a “low cost” </li></ul></ul>
  4. 4. What are Adwords? <ul><li>The advertiser specifies which words (Adwords) will trigger the ad to appear during a search </li></ul><ul><ul><li>Typically the words or phrases relate to the products or services you wish to advertise. </li></ul></ul><ul><li>When the user searches using one or more of the selected Adwords the related sites are displayed as &quot;sponsored links&quot; </li></ul><ul><ul><li>on the right side of the screen </li></ul></ul><ul><ul><li>sometimes above the main search results </li></ul></ul>
  5. 5. Sponsored links No Flyer Spirit!!
  6. 6. Pay-Per Click <ul><li>Advertiser pays a pre-set amount when the user clicks their ad </li></ul><ul><ul><li>Typical PPC start at $.05-.10 but can be as high as $100 for some search terms </li></ul></ul><ul><li>Can set the maximum amount they are willing to pay per click </li></ul><ul><ul><li>Maximum bid </li></ul></ul><ul><ul><ul><li>The max price you are willing to pay when your ad is clicked. </li></ul></ul></ul><ul><ul><ul><li>You will never be charged more than your maximum bid. </li></ul></ul></ul><ul><ul><ul><li>The actual cost-per-click can be lower than your maximum bid because your cost-per-click is automatically discounted to the lowest amount necessary to maintain your position on the page. </li></ul></ul></ul>
  7. 7. Paid Listing <ul><li>The ordering of the paid listings depends on other advertisers' bids (PPC) and the &quot;quality score&quot; of all ads shown for a given search </li></ul><ul><ul><li>The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google . </li></ul></ul><ul><ul><ul><li>Keyword placement and frequency </li></ul></ul></ul><ul><ul><ul><li>Linking Strategy </li></ul></ul></ul><ul><ul><ul><li>Click-thru rates </li></ul></ul></ul><ul><ul><ul><li>Title and meta tags </li></ul></ul></ul>
  8. 8. Targeting <ul><li>Can set target market by where the searcher is located </li></ul><ul><ul><li>By city or region </li></ul></ul><ul><li>Example </li></ul><ul><ul><li>Target cities where a high concentration of UD alumni reside </li></ul></ul><ul><ul><li>Target cities where the Dayton Flyers are playing </li></ul></ul><ul><ul><ul><li>Dayton basketball playing at Xavier, target people in the Cincinnati area </li></ul></ul></ul>
  9. 9. Flyer Spirit can target cities where a high volume of UD Grads live and work.
  10. 10. Linking Strategy <ul><li>Websites for Flyer Spirit to partner with to promote themselves </li></ul><ul><ul><li>Increases traffic to both sites </li></ul></ul><ul><li>Websites are typically related by products, interests, or viewers </li></ul><ul><li>Helps improve metrics for website performance </li></ul><ul><ul><li>Search Engines can determine what a page is about and whether it is deemed relevant by the site’s linking strategy </li></ul></ul><ul><li>As a website increases their links, their organic listing improves </li></ul>
  11. 11. Flyer Spirit Recommendations
  12. 12. Recommended Adwords <ul><li>University of Dayton </li></ul><ul><li>UD Basketball </li></ul><ul><li>Dayton Flyers Apparel </li></ul><ul><li>Dayton Flyers Merchandise </li></ul><ul><li>Flyer Faithful </li></ul><ul><li>University of Dayton Alumni </li></ul><ul><li>UD Athletics </li></ul><ul><li>Greek Apparel </li></ul><ul><li>University of Dayton Bookstore </li></ul><ul><li>Many, many more… </li></ul>
  13. 13. Recommended Links <ul><li>University sites </li></ul><ul><ul><li>UD bookstore </li></ul></ul><ul><ul><li>Athletics </li></ul></ul><ul><ul><li>Alumni </li></ul></ul><ul><li>National and local sites </li></ul><ul><ul><li>ESPN </li></ul></ul><ul><ul><li>WHIO TV </li></ul></ul><ul><ul><li>Dayton Daily News </li></ul></ul><ul><ul><li>Wikipedia? </li></ul></ul>
  14. 14. Recommended Promotions <ul><li>One-a-day super sale </li></ul><ul><ul><li>Choose a different product each day to put on sale </li></ul></ul><ul><ul><li>RSS feed the sale out to interested parties </li></ul></ul><ul><ul><li>Join twitter and tweet about the sale of the day </li></ul></ul><ul><ul><ul><li>Increases traffic </li></ul></ul></ul><ul><ul><ul><li>Increases online sales </li></ul></ul></ul>
  15. 15. Recommended Advertisements Express Your Flyer Spirit Find Dayton Flyers Merchandise and Apparel Shop at our Brown St. Location or Online!
  16. 16. Recommended Advertisements Show Your Dayton Flyer Pride Are You a Fan of the Dayton Flyers? Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website!
  17. 17. Recommended Advertisements Personalized Dayton Flyers Apparel Visit our Brown St./University Place Location or Website and View our Wide Assortment of Personalized UD Apparel University of Dayton Sports Merchandise Are You a Fan of the Dayton Flyers? Shop For Sports Merchandise & Apparel at our Brown St. Location or Our Website!
  18. 18. Recommended Timeline <ul><li>Immediate modifications </li></ul><ul><ul><li>Start SEM and add Google Adwords </li></ul></ul><ul><ul><li>Create targeted advertisements </li></ul></ul><ul><ul><li>Contact the suggested websites to build a linking strategy </li></ul></ul><ul><li>Seasonal strategies </li></ul><ul><ul><li>Increase advertisements and Adwords during prime seasons </li></ul></ul><ul><ul><li>Increase targeting during specific time periods </li></ul></ul><ul><ul><ul><li>Basketball season </li></ul></ul></ul><ul><ul><ul><li>Orientation weekend </li></ul></ul></ul><ul><ul><ul><li>Alumni Weekend </li></ul></ul></ul>
  19. 19. Questions?