Adt Capabilites Presentation Final


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Adt Capabilites Presentation Final

  1. 1. CAPABILITIES PRESENTATION Jeff Barnard Corporate Accounts Manager 614.452.8184 [email_address]
  2. 2. :: About Us <ul><li>Auto Dealer Traffic / People To My Site </li></ul><ul><li>Founded 2001 – Pre AdWords </li></ul><ul><li>400+ Clients </li></ul><ul><li>Top 20 Search Marketing Agency in U.S. (2006) </li></ul><ul><li>Columbus Business First – Fast Fifty (2008) </li></ul><ul><li>Alpha and beta testers of new products </li></ul><ul><li>from Google, Yahoo and MSN </li></ul><ul><li>SEO Innovator </li></ul><ul><li>Driving Results Through Thought Leadership & Innovation </li></ul><ul><li>Best of Breed Technologies & Methodologies </li></ul><ul><li>2008 Evolution to a Full Service Agency </li></ul><ul><li>Acquisition of Young Isaac and Jim Hern Productions </li></ul><ul><li>Deliver 360° Digital Marketing Solutions </li></ul><ul><li>Paid Search Marketing Campaign </li></ul><ul><li>Display Ads </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Emerging media </li></ul>08/27/09 , Page
  3. 3. Campaign Strategy Media Planning Media Buying Trafficking Search Engine Marketing Search Engine Optimization Keyword Development Test & Optimization Bid Management Campaign Management Metrics and Reporting Rich Media Integration Ad Serving Metric & Reporting Digital Ad Production Media / Creative Search Emerging :: Enterprise Products and Services Inventory Marketing Mobile Marketing Pay-Per-Call Social Media Marketing 08/27/09 , Page
  4. 4. <ul><li>Campaign Design & Architecture </li></ul><ul><li>Landing Page Management & Optimization </li></ul><ul><li>Copy & Creative Development </li></ul><ul><li>Technology Assisted Bid Management </li></ul><ul><li>Keyword Research & Development with KeywordIQ™ </li></ul><ul><li> Reporting </li></ul><ul><li>Full-Service Account Management </li></ul>:: Paid Search Marketing Services 08/27/09 , Page
  5. 5. :: Paid Search Methodology 08/27/09 , Page
  6. 6. Campaign Goals and Objectives should line up with the profile of the searcher. :: Paid Search Marketing Approach 08/27/09 , Page
  7. 7. <ul><li>Keyword Approach </li></ul><ul><ul><li>Local generic, geo-targeted Generic terms, national and local competitor terms, seasonal Keywords </li></ul></ul><ul><ul><li>Long Tail Keywords: 4,5 & 6 keyword phrases that have low click volume but typically convert better than high search volume keywords. </li></ul></ul><ul><ul><li>Target all phases of a Purchase Funnel </li></ul></ul><ul><li>Ad Copy </li></ul><ul><ul><li>Call-to-action, incentive and branding ad copy </li></ul></ul><ul><li>Landing Page Optimization </li></ul><ul><li>Real-Time Bid Management </li></ul>:: Paid Search Marketing Approach 08/27/09 , Page
  8. 8. <ul><ul><ul><li>SEO Approach </li></ul></ul></ul><ul><ul><ul><li>Search Engine Friendliness Analysis </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Identify major issues that may impact how the search engines are able to </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>crawl, index and rank your website for targeted keywords. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Keyword Research and Development </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Leverage our proprietary KeywordIQ™ technology to identify ALL the </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>keywords your competitors are bidding and indexed and develop an </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>additional 100,000+ keywords for the campaign </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Keyword ROI Testing and Analysis </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Use your paid search marketing campaign to test and identify keywords that </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>are producing great ROI. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>SEO+ and SEO Overdrive™ </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Select and begin SEO+ and SEO Overdrive program for the keywords that are converting well in paid search campaigns and delivering a high ROI. </li></ul></ul></ul></ul></ul><ul><ul><li>:: SEO Services </li></ul></ul>08/27/09 , Page
  9. 9. <ul><ul><li>SEO Overdrive ™ </li></ul></ul><ul><ul><ul><li>SEO Overdrive is People To My Site’s Performance Based Search Engine Optimization service. </li></ul></ul></ul><ul><ul><ul><li>Selected keywords are optimized to obtain a 1 st page listing. </li></ul></ul></ul><ul><ul><ul><li>Guaranteed Results: If a given keyword does not show up in the 1 st page of results for the month, your keyword is free for that month. </li></ul></ul></ul><ul><ul><li>:: SEO Services </li></ul></ul>08/27/09 , Page
  10. 10. <ul><li>On-site </li></ul><ul><li>Title Optimization </li></ul><ul><li>Keyword Optimization </li></ul><ul><li>Description Optimization </li></ul><ul><li>SE Spider Navigability </li></ul><ul><li>Internal Link Check / Creation </li></ul><ul><li>Keyword Frequency % Optimization, per page. </li></ul><ul><li>Content Writing / Rewriting </li></ul><ul><li>Database Optimizing </li></ul><ul><li>  </li></ul><ul><li>Off-site </li></ul><ul><li>Link building </li></ul><ul><li>Links = Directory, Forum, Relevant site, etc </li></ul><ul><li>Active monitoring of rank on major SE’s </li></ul><ul><li>Google PR monitor/building </li></ul><ul><li>  </li></ul><ul><li>Reports </li></ul><ul><li>Rank Analysis, then/now </li></ul><ul><li>Rank Check for keywords not on plan </li></ul><ul><li>Competition </li></ul><ul><li>Keyword Traffic </li></ul><ul><li>Enhanced Google Sitemap reports </li></ul><ul><li>Results </li></ul><ul><li>100% performance driven results </li></ul>SEO Platform and SEO Overdrive™ Services <ul><ul><li>:: SEO Services </li></ul></ul>08/27/09 , Page
  11. 11. :: Display Advertising Services Overview <ul><li>Campaign Strategy </li></ul><ul><li>Online Media Planning </li></ul><ul><li>Online Media Buying </li></ul><ul><li>Ad Serving </li></ul><ul><li>Campaign Management and Optimization </li></ul><ul><li>Metrics & Reporting </li></ul><ul><ul><li>CPM, CPC, CPA </li></ul></ul>08/27/09 , Page
  12. 12. Benefits of Online Display Advertising <ul><li>Dynamic Visuals Get More Attention </li></ul><ul><li>People spend 95% of online time browsing websites with display ads 1 </li></ul><ul><li>Only 5% of time is spent on search engines 1 </li></ul><ul><li>Can reach, influence and engage your target audience before they start “searching” for a solution. </li></ul>1 Source: 2007 Nielsen//NetRatings 08/27/09 , Page
  13. 13. Leveraging Behavioral Targeting and Retargeting to Reach In-Market Consumers 08/27/09 , Page
  14. 14. <ul><li>BT observes online consumer behaviors - such as web browsing patterns. </li></ul><ul><li>Groups them into interest segments. </li></ul><ul><li>Matches ads to interests indicated by recency and frequency of behaviors …anonymously . </li></ul><ul><li>Auto Intender </li></ul><ul><li>In-market car or truck shoppers who are looking for specific makes and models. They read reviews, look at pricing & features, and research financing options. </li></ul><ul><li>Auto Enthusiast </li></ul><ul><li>Car hobbyists who read about the latest models, look for car parts and accessories, or have a keen interest in vintage or high performance automobiles. </li></ul>What is Behavioral Targeting? 08/27/09 , Page
  15. 15. Behavioral Targeting End Result The Right Message to the Right User at the Right Time Behavioral Targeting offers many unique targeting capabilities to find an advertiser’s most valued customers, eliminate waste and improve return on investment. 08/27/09 , Page
  16. 16. Large Sample for Modeling <ul><li>Huge audience. </li></ul><ul><li>Vast amounts of data. </li></ul>When 70% of the U.S. Internet population surfs across Tier 1 ad networks, they share a lot of data. Each one reveals likes, demographics, research and media consumption activities, all in real time. This data is then extrapolated from all this information to infer product interests and purchase intents. Why It Works 08/27/09 , Page
  17. 17. Demographics (Registration) Interests (Declared) Behavior (Clickstream) Interests (Inferred) Shopping (Research/Transactions) Search Interests (Keywords) Campaign Response (View/Click) Attitudinal (Survey) Geo-location (IP address, Inferred) Anonymous Data is Used to Pinpoint an Advertiser’s Most Valuable Prospects 08/27/09 , Page
  18. 18. What is it? Our proprietary technology, leveraging artificial intelligence to discover deep dynamic content on your website. Inventory Marketing™ 08/27/09 , Page
  19. 19. <ul><li>What it does! </li></ul><ul><li>Makes your inventory immediately “indexable” for the search engines to crawl  and consumers to find </li></ul><ul><li>Inventory pages are highly ranked in Search Engines </li></ul><ul><li>Auto-optimizes your inventory rapidly - no client resources required. </li></ul><ul><li>No need to change your web site - no costly web site redesigns or need to replace your website vendor. </li></ul><ul><li>Delivers a High Return On Investment </li></ul>Inventory Marketing™ 08/27/09 , Page
  20. 20. Inventory Marketing  2 Listings on Page 1! Result: Allows you to control 20% of 1 st page results on many searches 08/27/09 , Page
  21. 21. Inventory Marketing  2 Listings on Page 1! Result: Allows you to control 20% of 1 st page results on many searches ADT Out-Performing Major Portals! 08/27/09 , Page
  22. 22. Widget Conversion Tool 08/27/09 , Page <ul><li>The “Widget” tool is highlighted with the yellow outline. </li></ul><ul><li>This tool is completely compatible with any website provider. </li></ul><ul><li>It is a nonint4rusive conversion tool for the dealer. </li></ul><ul><li>The message and design can be completely customized to the brand, to the dealer, and to the message. </li></ul>CONVERSION IS KEY!
  23. 23. Widget Conversion Tool 08/27/09 , Page <ul><li>The “Widget” is outlined by the yellow box. </li></ul><ul><li>This tool is managed by a timer and pushes the website down when the website is loaded. </li></ul><ul><li>If there is no action by the visitor, the widget will collapse and show the original site. </li></ul><ul><li>The widget gives the dealer another opportunity to show the visitor incentives, specials, or any promotions that are currently available. </li></ul>CONVERSION IS KEY!
  24. 24. <ul><ul><ul><li>Total Clicks </li></ul></ul></ul><ul><ul><ul><li>Total Ad Views </li></ul></ul></ul><ul><ul><ul><li>Cost Per Phone Lead (Free Dynamic Call Tracking) </li></ul></ul></ul><ul><ul><ul><li>Cost Per e-Lead </li></ul></ul></ul><ul><ul><ul><li>Average CPC </li></ul></ul></ul><ul><ul><ul><li>Average CPM </li></ul></ul></ul><ul><ul><ul><li>View Through Conversions </li></ul></ul></ul><ul><ul><ul><li># of Retargeted Consumers </li></ul></ul></ul><ul><ul><ul><li>R/F Report </li></ul></ul></ul>Return On Investment Reporting 08/27/09 , Page
  25. 25. Tracking: Traffic Analysis :: – Enterprise Reporting 08/27/09 , Page Completely LIVE reporting which allows you to track your visitors and measure your ROI.
  26. 26. <ul><li>thank you! </li></ul><ul><li>Jeff Barnard </li></ul><ul><li>Corporate Accounts Manager </li></ul><ul><li>Auto Dealer Traffic </li></ul><ul><li>614.452.8184 </li></ul><ul><li>[email_address] </li></ul>CONFIDENTIAL 08/27/09 , Page