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Optimized Internet Marketing


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Presentation to IAMCP Boston Chapter on March 31, 2011.

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Optimized Internet Marketing

  1. 1. Optimized Internet Marketing International Association of Microsoft Channel Partners Hans Riemer Market Vantage LLC 274 Main Street Groton, MA 01450 (978) 482-0130
  2. 2. “ Chief Complaints” <ul><li>“ My site’s not showing up in Google when I type ___.” </li></ul><ul><li>“ We need more visitors to our website.” </li></ul><ul><li>“ We should get more leads from our website.” </li></ul><ul><li>“ Our competitors have better search engine position.” </li></ul><ul><li>“ We know how much we’re spending on-line – but we don’t know what it’s producing.” </li></ul><ul><li>“ Our Pay-Per-Click program isn’t working.” </li></ul><ul><li>The Bottom Line : </li></ul><ul><ul><li>We need to generate more sales / leads from our website and do it cost-effectively! </li></ul></ul>
  3. 3. Agenda / Topics <ul><li>Common online marketing mistakes that are guaranteed to waste your money </li></ul><ul><li>How to get targeted traffic to your website </li></ul><ul><li>What to do once you get them there </li></ul><ul><li>Measuring success - how to tell what’s working and what needs fixing </li></ul>
  4. 4. #1 Mistake We See: <ul><li>Investing money and time on driving traffic to a poor quality website </li></ul>
  5. 5. #2 Mistake We See: <ul><li>Wasting money on the wrong traffic </li></ul><ul><ul><li>Poor keyword selection </li></ul></ul><ul><ul><li>AdWords “gotchas” </li></ul></ul><ul><ul><li>Incorrect targeting </li></ul></ul><ul><ul><ul><li>Geography </li></ul></ul></ul><ul><ul><ul><li>Demographics / contextual </li></ul></ul></ul><ul><ul><ul><li>Dayparting </li></ul></ul></ul>
  6. 6. What We Do: <ul><li>Attract targeted website traffic </li></ul><ul><ul><li>SEO & Online Advertising </li></ul></ul><ul><li>Increase conversions on their website </li></ul><ul><li>Analyze website visitor traffic and behavior </li></ul><ul><li>Improve visitor experience and ROI </li></ul>
  7. 7. Sources of Website Traffic Website Traffic On-Line Advertising Referrals Brand Awareness (Bookmark or Direct) Pay-Per Click Banners & Text Ads Sponsor- ships Contextual Ads On-Line Pubs Organic Search Referring Links PR (Online / Offline) Ads (Radio/TV/Print) Related Sites E-Newsletters Portals Viral Marketing Paid Search
  8. 8. Attracting Targeted Website Traffic <ul><li>SEO - S earch E ngine O ptimization </li></ul><ul><li>PPC – P ay P er C lick Advertising </li></ul><ul><ul><li>Sponsored Search </li></ul></ul><ul><ul><li>Contextual Advertising </li></ul></ul><ul><li>Directory listings / inbound-links </li></ul><ul><li>SMM - Social Media Marketing </li></ul>
  9. 9. Concepts and Definitions Pay-Per-Click SEO
  10. 10. What is SEO? <ul><li>Helping the Search Engines do the “right thing” </li></ul><ul><ul><li>On-Page SEO </li></ul></ul><ul><ul><ul><li>Search-engine-friendly website </li></ul></ul></ul><ul><ul><ul><li>Selecting the RIGHT keywords </li></ul></ul></ul><ul><ul><ul><li>Proper keyword placement </li></ul></ul></ul><ul><ul><ul><li>Visitor engagement </li></ul></ul></ul><ul><ul><li>Off-Page SEO </li></ul></ul><ul><ul><ul><li>Quantity and quality of in-bound links </li></ul></ul></ul>
  11. 11. How does Google determine Rank? <ul><li>Site crawls / content authority </li></ul><ul><li>Inbound links & anchor text </li></ul><ul><li>Traffic (how do they know???) </li></ul><ul><li>Search results clicks </li></ul><ul><li>Stickiness – time on site </li></ul><ul><li>Domain age & hosting longevity </li></ul><ul><li>… and about 200 other factors </li></ul>
  12. 12. SEO Rule #1 <ul><li>Your site must be search engine friendly </li></ul><ul><ul><li>Check using Google’s “site” command </li></ul></ul>
  13. 13. SEO Rule #2 <ul><li>Choose your keywords carefully </li></ul><ul><ul><li>Quality, not quantity </li></ul></ul><ul><ul><li>CEO ego should not be a factor </li></ul></ul><ul><ul><li>Search frequency and relevance are key </li></ul></ul><ul><ul><li>Be sober about competitor strengths </li></ul></ul><ul><ul><li>Better to rank well for a small number of important keywords than try to rank for lots of low-traffic, low-relevance terms </li></ul></ul>
  14. 14. <ul><ul><li>Lateral search using software tools </li></ul></ul><ul><ul><li>Evaluate each term across three axes </li></ul></ul><ul><ul><li>Group by theme </li></ul></ul><ul><ul><li>For SEO: Assign to pages </li></ul></ul><ul><ul><li>For PPC: Assign to ads </li></ul></ul>Keyword Research Search Frequency Competition Relevance
  15. 15. Keyword Research Tools <ul><li>Google </li></ul><ul><ul><li> </li></ul></ul><ul><li>WordTracker </li></ul><ul><li>KeywordDiscovery </li></ul><ul><li>HitWise </li></ul>
  16. 16. Pay Per Click Advertising <ul><li>Two major platforms: </li></ul><ul><ul><li>AdWords (Google) </li></ul></ul><ul><ul><li>Microsoft adCenter (Bing, Yahoo) </li></ul></ul><ul><li>Two major channels: </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Contextual </li></ul></ul>
  17. 17. Revenue $ in millions
  18. 18. Challenges: <ul><li>Does your site convert visitors into leads? </li></ul><ul><li>Targeting the wrong keywords is costly </li></ul><ul><li>Google ranking algorithms change daily </li></ul><ul><li>AdWords: Very easy to set up, very hard to be profitable </li></ul><ul><ul><li>Competitors clicking your ads </li></ul></ul><ul><ul><li>Google maximizing ITS revenue </li></ul></ul><ul><ul><li>Amateurs playing against pros </li></ul></ul><ul><ul><li>Each click can cost you $1, $5, $20 or more! </li></ul></ul>
  19. 19. “ Typed” vs. “Matched” Keyword <ul><li>AdWords matching options </li></ul><ul><ul><li>Broad Match </li></ul></ul><ul><ul><li>Phrase Match </li></ul></ul><ul><ul><li>Exact Match </li></ul></ul><ul><li>Typed keyword is what they typed </li></ul><ul><li>Matched keyword is what you bid on using matching options </li></ul><ul><li>Important to track BOTH in web analytics and CRM </li></ul><ul><li>Use “Negative Match” to filter Broad and Phrase matched misfits </li></ul><ul><ul><li>Modified Broad Match (+) </li></ul></ul><ul><ul><li>Negative Match </li></ul></ul>
  20. 20. What is a “Parked Domain”?
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  24. 24. MFA (Made-For-AdSense) Example
  25. 25. Top 5 AdWords Mistakes <ul><li>Overusing Broad Match </li></ul><ul><li>Not separating Search and Content </li></ul><ul><li>Not blocking Parked Domains & MFA sites </li></ul><ul><ul><li>Content network </li></ul></ul><ul><ul><li>Search partners </li></ul></ul><ul><li>Bidding too low – especially at the beginning </li></ul><ul><li>Incorrect keyword segmentation </li></ul>
  26. 26. Opportunities: <ul><li>PPC ads can be targeted geographically </li></ul><ul><li>High organic rank increases the value of your business </li></ul><ul><li>Reporting tools have improved. Easier to see cause and effect. </li></ul><ul><li>Bottom line: what is the lifetime value of a new customer? </li></ul>
  27. 27. Conversion Rate is Crucial! <ul><li>Clicks are expensive </li></ul><ul><li>It can take many clicks to make one lead </li></ul><ul><li>If your conversion rate is 2x your competitor’s, then you can outspend your competitor 2:1 for clicks </li></ul>
  28. 28. <ul><ul><li>Each new lead requires an unbroken chain of events. </li></ul></ul><ul><ul><li>Any break in the chain means the entire process fails. </li></ul></ul>Steps to a High Conversion Rate Realization of Need Web Search Scan Results Select Candidate Land on Website Visual Impact and Messaging Develop Interest and Trust Decision to Respond Respond & Submit Receive Prompt Follow-Up
  29. 29. You Can’t Fix What You Can’t Measure <ul><li>Web Analytics Tools: </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>IVA </li></ul></ul><ul><ul><li>PhoneTracker </li></ul></ul><ul><li>Recommendation: </li></ul><ul><ul><li>Get the right tools, make sure they’re implemented properly, and learn to use them or find someone that can. </li></ul></ul>
  30. 30. Conversion Rate Example #1
  31. 31. Landing Page
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  33. 33. Conversion Rate Example #2
  34. 34. Landing Page
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  38. 38. Conversion Rate Results ? ?
  39. 39. Conversion Rate Results 11.4% 2%
  40. 40. Example: ROI of SEO
  41. 41. <ul><li>Overview: </li></ul><ul><ul><li>SMB networking, security & storage products sold on Dell website channel </li></ul></ul><ul><ul><li>Products virtually impossible to find on Dell site </li></ul></ul><ul><ul><li>Huge competition / noise </li></ul></ul><ul><ul><li>Very low sales volume </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Created attractive, informative microsite </li></ul></ul><ul><ul><li>Implemented AdWords PPC and SEO program & Web Analytics </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Hundreds of prospects per month landing directly on appropriate “price and buy” pages </li></ul></ul><ul><ul><li>Increased sales by 40% for one product line through channel </li></ul></ul>Case Study
  42. 42. Sample Clients
  43. 43. Thank YOU for Listening <ul><li>Hans Riemer </li></ul><ul><li>Market Vantage LLC </li></ul><ul><li>274 Main Street </li></ul><ul><li>Groton, MA 01450 </li></ul><ul><li>Direct: (978) 482-0131 </li></ul><ul><li> </li></ul>