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Welcome toUnderstanding online marketing Sam Shettysam@nettschool.com.au
Agenda ,[object Object]
Search engine optimisation
Search engine advertising
Social media marketing
Q & A,[object Object],[object Object]
  In 2012, Aussies are predicted to spend $32 billion online!*
  Nearly 80% of internet users have made a purchase online***
*  Source: Forrester research - B and T Magazine August 2009.
**  Source: APCA – B and T Magazine August 2009
*** Source: Neilsen Rating study - reported in Marketing Charts, November 2008,[object Object]
Japan			US$3175
South Korea		US$3027
India			US$2147
Hong Kong		US$1698* Visa e-Commerce Tracking Survey Nov 2008   
Research process
The last step
Better conversions
Common problems and concerns ,[object Object]
Too far down the search engine results?
Not getting enough online enquiries?
Unsure about keyword strategy?
Confused by link strategy?
Is your website hard to find?,[object Object]
SEA - Search Engine Advertising
SMM - Social Media Marketing,[object Object]
Sales conversions >55% More than 55% of online purchases come from a search engine.
How many sites will they visit? 52% of consumers visit only 1 or 2 sites when researching a product* ,[object Object]
Only 12 % visit 6 or more sites!* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09  
Avoiding the 15 second ‘bounce’ 15 seconds …before a potential customer hits the ‘Back’ button Make sure they stay! Tell them… ,[object Object]
What you do?
Why is it important to them?
What to do next?	,[object Object]
Send converting traffic
People don’t buy products! ,[object Object]
For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’
Identify what your target customers may be trying to achieve rather than what you are trying to sell
Then research the keywords they use to reach those goals,[object Object],[object Object]
Google analytics
Keyword research(Keyword research report)
Competition analysis
Site structure
Sitemap
Local business results
On-page optimisation
Directory submission
Article submission
Link building
Industry specific optimisation,[object Object]
Tag Length recommendations
Duplicate Content
Manual link submission request
Competitive link research /Acquisition
Links via embedded content
Links via Viral Campaigns
SEO limitations ,[object Object]
Google is always one step ahead
Flash websites are much harder to optimise
High competition for the best keywords
Difficult to rank high for generic keywords Is there something else I can use to get around these problems?
What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Wikipedia
Why should you consider?
Where should I advertise ?
Natural vs sponsored results
The process
Above the fold !!
Google adwords
Why AdWords ….
Setting up a PPC campaign ,[object Object]
Decide on a daily budget
Set your maximum cost per click (CPC)
Create a keyword list
Write an ad which attracts customers
Decide on a ‘call to action’
Track, monitor, modify and improve
Landing pages  ,[object Object]
Landing page,[object Object]
“The ads don’t appear like they’re supposed to”
“My company can afford more”
“It’s too expensive”
“‘Tyre-kickers’ waste my money”
“My ads have a high bounce rate”,[object Object]
Search marketing vs social media marketing ,[object Object]

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