Quick Facts About Digital
• 240 million internet users in the United States
• 16 billion searches conducted monthly
• 85% of customers believe the top businesses
on SERPs are the best businesses
• 58% of customers start the buying process
• 20% of all searches have local intent
• Digital advertising is completely granular
SEM is the quickest way to reach
new customers looking for your
Search Engine Optimization
Search Engine Optimization (SEO)
is the process of improving the
visibility of a web site or a web
page in search engines via the
"natural" or un-paid ("organic" or
"algorithmic") search results.
Claim Your Local Listings
Name, Address, Phone Number
The quickest way to
tell Search Engines
that you’re local and
your content matters
to your target area
Define Target Keywords
• What type of words would you like to show
up for when you search for your business?
(Your Company Name Doesn’t Count)
• Do you show up for these terms?
• Does the competition?
• Phone Services
• Business VoIP
• SIP Trunking
• Internet Telephony
• Broadband Companies
• Phone Companies
• VoIP Companies
Define Target Market
• Where do you conduct 80% of your business?
• Where do you conduct the rest?
• Are there areas experiencing rapid growth?
• Rapid Decline?
Refine Keyword List Example
• Dallas Phone Services
• Plano Phone Companies
• VoIP Dallas, TX
• SIP Services DFW
• Broadband, Richardson TX
• Business Phones in the Metroplex
Save Your Keyword List!
This list will be used for
• Other Marketing
Content is KING
Keywords Rich Content includes
• Product Pages
• Social Media
The Keywords you’ve defined are vital to the content you create
Don’t Forget Usability
– Easy to read and
– Clear Messaging
– Pass the “blur” test
– Site Speed
– W3C compliant
– Cross-Browser functionality
– Page Errors
PPC allows advertisers to
reach target customers by
placing ads in sponsored
sections of a website.
A transaction only occurs
if the ad is actually clicked
Break out the Keyword List!
Start creating your first
based on the keyword list
you have created.
Use the tools Google
provides to gauge a
starting point for your
• Create your first text ad
• The headline should grab users’ attention and
make them aware of your offering.
• Description line 1 should spark users’ interest in
• Description line 2 should develop a desire to
obtain your product or service.
• And finally, the Display URL should consolidate a
user’s decision to take action.
Landing pages allow you to provide
consistent messaging to drive leads down
the funnel while minimizing abandonment
Google and the other
major search engines use
a proprietary score to
measure and display ads
• Click Through Rate
• Ad Relevance
• Landing Page
What is your Cost-Per-Lead on other forms of
Are you comfortable with that amount?
PPC Advertising offers 100% Granular
tracking of your budget including
clicks and conversions