Search Engine Marketing Campaign sample for California Fitness

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Search Engine Marketing Campaign sample for California Fitness

  1. 1. Measurement &Research IssuesLeo ConcepcionComm 455
  2. 2. California Fitness Hong Kong• http://www.californiafitness.com/California Fitness, a subsidiary of 24 HourFitness Worldwide, opened their first gymin Hong Kong in July 1996. Theypioneered the mega gym concept in theregion, and after the success of their firstgym in Lan Kwai Fong, they opened otherbranches in Hong Kong and in other citiesin Asia.California Fitness, a subsidiary of 24 HourFitness Worldwide, opened their first gymin Hong Kong in July 1996. Theypioneered the mega gym concept in theregion, and after the success of their firstgym in Lan Kwai Fong, they opened otherbranches in Hong Kong and in other citiesin Asia.
  3. 3. California Fitness Hong Kong
  4. 4. SEM Objectives• To increase the traffic of the website andanalyze the contents that keep the visitorsengaged• To increase lead generation throughwebsite online forms and online contacts
  5. 5. SEM METHODSCalifornia Fitness
  6. 6. SEM Methods• Keyword research and analysis – usekeyword tools• Optimize website content and assets(texts, images, etc.)• Search engine optimization throughwebsite coding (meta tag names)• Ad placement in a search engine’ssponsored links (pay per click)• Analysis of site visits and ads
  7. 7. • Find the terms that are the most relevantto the business. Don’t just look for themost searched general terms. Look for the“long tail keyword phrase”.• Meticulous keyword research can moveone ahead of competition, both for paidand organic search• Most important and crucial step for searchengine marketing campaignKeyword research & analysis
  8. 8. • Google AdWords Keyword ToolKeyword research & analysis
  9. 9. • Google AdWords Keyword ToolKeyword research & analysis
  10. 10. • Optimize and compete for the most searchedkeywords• Get number 1 for smaller termsKeyword research & analysis
  11. 11. Optimize contents on the webpagesURL structure, anchortext, title texts anddescriptive tagging arefactors for optimizingimages for searchengines; make sure toinclude keywords
  12. 12. Search engine optimizationthrough website codingEvery page can have an HTML title tag, but how thattag is used can vary. Most browsers will show the titlein the reverse bar at the top of the browser window.
  13. 13. Search engine optimizationthrough website codingUse meta tags on the html codesof each pageUse meta tags on the html codesof each page
  14. 14. Organic Search Results
  15. 15. Ad placement in a searchengine’s sponsored links (PPC)• used to direct traffic to websites, whereadvertisers pay the publisher (typically awebsite owner) when the ad is clicked• Advertisers bid on keywords where thebanner ad will appear as a keyword result
  16. 16. Ad placement in a searchengine’s sponsored links (PPC)• Top banner ads
  17. 17. Ad placement in a searchengine’s sponsored links (PPC)• Side banner ads
  18. 18. SEM MEASUREMENTSCalifornia Fitness
  19. 19. Web Traffic Analysis- a free or premium service offered by Google thatgenerates detailed statistics about the visitors to awebsite- aimed at marketers instead of to webmastersand technologists- most widely used website statistics service- currently in use on around 55% of the 10,000most popular websites- a free or premium service offered by Google thatgenerates detailed statistics about the visitors to awebsite- aimed at marketers instead of to webmastersand technologists- most widely used website statistics service- currently in use on around 55% of the 10,000most popular websites
  20. 20. Web Traffic Analysis
  21. 21. Web Audience Measures• Site centric data – through Google Analytics– Most frequently requested pages– Number of visits– Pages viewed per visit– Most popular visit times– Length of visit– Popular paths followed throughout the site– Browser used (Internet Explorer, Safari, Firefox, Chrome, etc.)– User Computer Platform (desktop or mobile)– Domain and Host of the User– Referring URL– User Entrance Page and Exit Page
  22. 22. Web Audience Measures
  23. 23. Web Audience Measures• Audience Centric data– Through Nielsen Online Measurement• analyze consumer behavior and trends, advertisingeffectiveness, brand advocacy, social media buzzand more to provide a 360 degree view of howconsumers engage with online media.
  24. 24. Web Audience Analysis
  25. 25. Exposure Based Measures• Exposure-based Measures– Number of site visits (Site impressions)– Number of Unique Users (Site Reach)– Number of Page Views (Page Impressions)– Number of Ad Views (Ad Impressions)– Average Frequency of Exposures to an ad vs. page
  26. 26. Interest/Interaction Measures• Interest/Interaction Measures– Click-through Rate - % of total impressions that resulted in click-through (Cost per Click)– Time spent interacting with the site or the ad - measure ofinterest generated by the advertisement
  27. 27. Response/Action-basedMeasures• Response/Action-based Measures– Subscription generated– Number of generated inquiries received online– Membership acquisition
  28. 28. Thank you!

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