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Confidential & Proprietary
Growing Your
Business
With Smart
Digital Marketing
Confidential & Proprietary
About Searchsmart
Founded in 2000 as an SEO company
Changed direction in 2004 to primarily focu...
Confidential & Proprietary
Our Core Expertise is Digital Marketing
Website
Development
Search Engine
Marketing
Search Engi...
Confidential & Proprietary
A Brief History of Online Marketing
1993
• 1ST Ever internet advert sold
1995
• 16 Million inte...
Confidential & Proprietary
Marketing – It
Starts & Ends
with your
website
YOUR
WEBSITE
AdWords
Search
AdWords
Display
Rema...
Confidential & Proprietary
What Your Website Needs
In this modern age of ‘Always on’ computing your
company website needs ...
Confidential & Proprietary
Mobile Friendly – Responsive Website
BAD
Confidential & Proprietary
Mobile Friendly – Responsive Website
GOOD
Confidential & Proprietary
Does it Really Matter?
Confidential & Proprietary
How To Get The Right Traffic To Your Website
The good old days of ‘build it and they will come’...
Confidential & Proprietary
Google AdWords Search
LOCAL SEARCH RESULTS
GOOGLE ADWORDS SEARCH ADS
ORGANIC SEARCH RESULTS
Confidential & Proprietary
Why Google AdWords Search?
Great Return On Investment
Immediate
Pin-Point Targeting
Flexible Bu...
Confidential & Proprietary
How Will AdWords Search Help You?
• We’re all spending more time online and Google knows 95% of...
Confidential & Proprietary
Google AdWords Display
• 73% of Australians use the Google Display Network each month
• A recen...
Confidential & Proprietary
Why Google AdWords Display?
Reach ‘Top of The Funnel’ Customers
Niche Products / Services
Brand...
Confidential & Proprietary
How Will AdWords Display Help You?
• A large collection of websites, news pages, blogs, apps
an...
Confidential & Proprietary
Google AdWords Animated Adverts
Confidential & Proprietary
Google AdWords Remarketing
• A consumer visits your website and is has a ‘cookie’
attached to t...
Confidential & Proprietary
Why Remarketing Works
• It’s an extremely logical and targeted marketing tactic
compared to sta...
Confidential & Proprietary
AdWords / YouTube Video Marketing
• #1 online video site.
• #2 largest search engine (behind Go...
Confidential & Proprietary
Why Use AdWords for Video?
• You can reach people on YouTube and the
Google Display Network.
• ...
Confidential & Proprietary
The Benefits of AdWords for Video
• Reach a highly engaged audience with online
video.
• People...
Confidential & Proprietary
Social Media Marketing
• Search Engines consider social media as a
factor when ranking websites...
Confidential & Proprietary
Search Engine Optimisation
• SEO is the application of various strategies to
improve the organi...
Confidential & Proprietary
Google Analytics
• You Can’t Manage That Which You Can’t Measure
• The most important tool in y...
Confidential & Proprietary
Why Is Searchsmart Different
• We care about your business
• We are ‘hands-on’ – and do not use...
Confidential & Proprietary
Research Drives Everything We Do
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Growing your business with digital marketing

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An introduction to the world of digital marketing, and the tools available to SMBs

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Growing your business with digital marketing

  1. 1. Confidential & Proprietary Growing Your Business With Smart Digital Marketing
  2. 2. Confidential & Proprietary About Searchsmart Founded in 2000 as an SEO company Changed direction in 2004 to primarily focus on Google AdWords 1st company in WA to provide managed AdWords advertising 1st WA company to be awarded Google AdWords partnership One of the 1st marketing companies in Australia to use Google Analytics Our key values are focussed on customer service and real relationships – We are not a ‘faceless machine’ “Our success is measured by our customers success” Chris Poulson – Founder &Managing Director
  3. 3. Confidential & Proprietary Our Core Expertise is Digital Marketing Website Development Search Engine Marketing Search Engine Optimisation Website Analytics Social Media No Matter What Your Online marketing Needs Are, We Can Take Care Of It For You
  4. 4. Confidential & Proprietary A Brief History of Online Marketing 1993 • 1ST Ever internet advert sold 1995 • 16 Million internet users worldwide 1998 • GoTo.com creates the 1st search advertising keyword auction 2000 • Google Launches AdWords with a mere 350 customers 2002 • 558 million internet users – More than77Million/year since 1995 2004 • Facebook launches 2006 • Facebooks launches advertising 2009 • Google launches interest based advertising on YouTube & partner sites 2010 • Internet advertising overtakes television for the first time 2012 • 1.2 Billion internet users worldwide 2013 • Google Launches the Merchant Centre 2015 • What’s the next big thing?
  5. 5. Confidential & Proprietary Marketing – It Starts & Ends with your website YOUR WEBSITE AdWords Search AdWords Display Remarketing YouTube Email Offline SEO Social Media No matter what marketing channels you use, you rely on your company website to convert visitors into paying customers. Is your website doing it’s job efficiently?
  6. 6. Confidential & Proprietary What Your Website Needs In this modern age of ‘Always on’ computing your company website needs to be… • Mobile friendly – preferably responsive • Fast loading • Logically structured • Simple & intuitive to navigate • Strong in semantic content & provide answers to visitors questions • Have a clear call to action
  7. 7. Confidential & Proprietary Mobile Friendly – Responsive Website BAD
  8. 8. Confidential & Proprietary Mobile Friendly – Responsive Website GOOD
  9. 9. Confidential & Proprietary Does it Really Matter?
  10. 10. Confidential & Proprietary How To Get The Right Traffic To Your Website The good old days of ‘build it and they will come’ are long gone. To succeed online you need to market your website to the most relevant customers. • Google AdWords Search • Google AdWords Display • Google AdWords Remarketing • YouTube • Search Engine Optimisation • Social Media • Take a unified & consistent approach
  11. 11. Confidential & Proprietary Google AdWords Search LOCAL SEARCH RESULTS GOOGLE ADWORDS SEARCH ADS ORGANIC SEARCH RESULTS
  12. 12. Confidential & Proprietary Why Google AdWords Search? Great Return On Investment Immediate Pin-Point Targeting Flexible Budget Test Messages Measurable
  13. 13. Confidential & Proprietary How Will AdWords Search Help You? • We’re all spending more time online and Google knows 95% of that time is spent reading and engaging with content on websites • We know from experience that the Google Adwords is the top performing paid search engine marketing service that help our clients reach their potential customers • Google AdWords advertising helps you to: Get your business found Attract more customers Advertise locally or globally Reach the right people at the right time
  14. 14. Confidential & Proprietary Google AdWords Display • 73% of Australians use the Google Display Network each month • A recent study found that consumers exposed to display ads were, on average, 155% more likely to search for brand and segment specific terms later. Reach New Customers – Even When They Are Not Searching
  15. 15. Confidential & Proprietary Why Google AdWords Display? Reach ‘Top of The Funnel’ Customers Niche Products / Services Branding / Brand Awareness Can Use a Variety of Media (Images, Animation, Video, Etc) Flexible Budget Pin-Point Targeting Measurable
  16. 16. Confidential & Proprietary How Will AdWords Display Help You? • A large collection of websites, news pages, blogs, apps and mobile sites, who have partnered with Google to display AdWords ‘image ads’ • There are literally millions of websites - Comscore research has revealed that the Display Network now reaches 90% of Internet users worldwide • Within the Display Network you can choose more specifically where you want your ads to appear - you can select types of pages or specific websites for your ads, as well as audiences to show your ads to
  17. 17. Confidential & Proprietary Google AdWords Animated Adverts
  18. 18. Confidential & Proprietary Google AdWords Remarketing • A consumer visits your website and is has a ‘cookie’ attached to their browser – This basically means that the individual’s browser is ‘tagged’ so that other websites will know that this person has previously visited your website. • As the consumer continues to browse the Web, comparison shop, etc., your ads will ‘follow’ the individual – As your former website visitors go to other websites within your remarketing ad network (ie. Google AdWords), they will see your ads. • Users can click on your ads and return to your landing page.
  19. 19. Confidential & Proprietary Why Remarketing Works • It’s an extremely logical and targeted marketing tactic compared to standard banner advertising. • It’s an effective branding and sales tool • It helps Web businesses to build a relationship with a website visitor beyond their initial visit. • Many visitors will come to your website and never return again, remarketing helps to bring them back and allow you to improve your conversions and branding.
  20. 20. Confidential & Proprietary AdWords / YouTube Video Marketing • #1 online video site. • #2 largest search engine (behind Google). • #3 largest site. • 4 billion+ video streams per day. • 60 hours of video uploaded every minute. • 70% of YouTube’s traffic comes from outside the US. • 52% of people took action as result of watching a video online
  21. 21. Confidential & Proprietary Why Use AdWords for Video? • You can reach people on YouTube and the Google Display Network. • YouTube is the largest video site on the web. • Online visual and audio ads are more engaging than print or radio. • It’s pay-per-view advertising with various options for placements. • You can use analytics to track campaign performance.
  22. 22. Confidential & Proprietary The Benefits of AdWords for Video • Reach a highly engaged audience with online video. • People who choose to watch your ads are more engaged. • Control your budget with pay-per-view ads – you only pay when someone views your ad. • Grow your corporate YouTube account’s views when users watch your ads. • Use remarketing to follow up on people’s interest.
  23. 23. Confidential & Proprietary Social Media Marketing • Search Engines consider social media as a factor when ranking websites and brands. • By using Facebook advertising to increase page likes and post engagement, your brand is more likely to be ranked highly by search engines. • Reach people before they’re ready to buy • Build trust to increase conversion rates
  24. 24. Confidential & Proprietary Search Engine Optimisation • SEO is the application of various strategies to improve the organic search rankings of a website. • These strategies range from on-page content optimization to quality link building. • SEO is an important piece to any online marketing plan • With a well-rounded strategy; most websites will see improved rankings.
  25. 25. Confidential & Proprietary Google Analytics • You Can’t Manage That Which You Can’t Measure • The most important tool in your marketing arsenal • Business Benefits – The ABC of Marketing Measurement • Audience, Behaviour, Conversions • Build your audience with valuable insights • Provides a cohesive view of your website • Plays nicely with it’s Google siblings (AdWords, Search Console, Tag Manager) • View reports on data that matters to you – Customise to suit other stakeholders
  26. 26. Confidential & Proprietary Why Is Searchsmart Different • We care about your business • We are ‘hands-on’ – and do not use automated systems • Highly trained and experienced staff • Decisions made on facts and research – not by algorythms • Team members have extensive knowledge across a broad range of industries • Transparent billing & reporting
  27. 27. Confidential & Proprietary Research Drives Everything We Do

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