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Centurion Miami

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Building Your Digital Traffic Through SEO, SEM, PPC, Social Media and More

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Centurion Miami

  1. 1. Shane O’Neill - Vice President - Fruchtman Marketing Building Your Digital Traffic Through SEO, SEM, PPC, Social Media and More. BREAK OUT SESSIONS
  2. 2. Get Serious About Your Online Presence Facebook & Other Social Channels Understand that social media opportunities typically revolve around branding and that’s why message is important. • What does the social channel do and who does it reach? • Focus on most effective channels. • Very similar to print or billboard advertising... eyeballs. • Think about moving categories. Consistency of message. • Realize success usually involves media buys. • Understand buying cycles and capitalizing on message.
  3. 3. Get Serious About Your Online Presence Choose your platform(s) When choosing your social media platforms, you most likely can’t do everything and do it well. Consider this formula: time+strategy+audience = effort /money Which is to say, How much time do I need to dedicate to properly maintain the social channel? What is my strategic usage for the channel? And, is the user base valid and large enough?
  4. 4. Get Serious About Your Online Presence Paid Search Campaign 3 Campaign 4CustomCampaign 1 Ad Group 1 Ad 2 Ad 2 Fashion Ad 2 Ad 2 Engagement Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2 Ad Group 1 Ad 2 Ad 2
  5. 5. Get Serious About Your Online Presence Paid Search Phrase match "custom jewelry design" your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. local custom jewelry design Exact match [custom jewelry design] your ads can appear when someone searches for your exact keyword, without any other terms in the search. custom jewelry design Negative match -costume Prevents your ad from showing to people searching for unwanted terms. costume jewelry More than just keywords Broad match custom jewelry design Your ad may show if a search term contains your keyword terms in any order, possibly along with others lost jewelry was custom design Broad match modifier custom +jewelry +design Your ads can only show when someone's search contains those modified terms, or close variations of the modified terms local jeweler custom design
  6. 6. Get Serious About Your Online Presence Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
  7. 7. Get Serious About Your Online Presence Big Change in AdWords
  8. 8. Get Serious About Your Online Presence A Word on Local SEO Each year, Google changes its search algorithm around 500– 600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on. • Starts with a well built site. •Create Original, Quality Content. • Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools • Mobile optimization.
  9. 9. Get Serious About Your Online Presence
  10. 10. Get Serious About Your Online Presence Retargeting 98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.
  11. 11. Get Serious About Your Online Presence Geo-Fencing Uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries and deliver messaging.
  12. 12. Thank You for Attending! See what we can do for you at: fruchtman.com

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