The document discusses key aspects of digital marketing including search engine optimization (SEO), pay-per-click (PPC) advertising, and mobile marketing. It provides an overview of SEO and PPC strategies, explaining how they differ and can both be used to achieve high search engine rankings. The document also emphasizes analyzing keyword phrases, optimizing webpages, monitoring campaign performance, and controlling advertising budgets. Additionally, it stresses the growing importance of mobile marketing and detecting mobile users to provide optimized content.

1. DESIGN MARKETING TECHNOLOGY
Digital Marketing
Search and Mobile

2. About

3. BEM Facts

4. Partnerships and Certifications

5. The Company We Keep

6. The Evolution of Marketing Channels
Courtesy of Exact Target

7. “Building the web site is not the first
step, nor the last, to a successful web
strategy”
“A website without marketing is like a
billboard on the internet highway –
facing the trees.”

8. Why Are We Here??!!
What key phrases do I I’m a small company. How
want our site to come up can I compete with the Big
under in the Search Boys at the top of the
Engines? How can I measure search results?
my success?
Now that we finally have
Which is more important…
good position on the
Google, Bing or yahoo
Search Engines, will it
??
stay that way forever?
PPC sounds
I’m a local company. expensive. How can
Can the search I control the budget?
engines really do
anything for me?
Can you really control
What are these the position your site
terms SEO gets in the major
and PPC? search engines?

9. We’ll answer all this and more
Let’s get started !

10. Pillars of Success

11. Elements of Digital Marketing
Search Marketing – “Sugar Free Gifts”
PPC
SEO

12. Google SEO Regional Example
Search Marketing – “HVAC Winston Salem”
PPC
SEO

13. SEO vs PPC
 SEO & PPC can both get you in the TOP
10 of the major search engines
 The real estate they take up on the
search results screens is different
 The strategy, thought process and
steps you take to implement PPC
versus SEO are very different

14. SEO
• The process of making your web site “search engine friendly”
and “popular” by optimizing site content, structure and link
tactics.
• Advantage
– Long ―shelf-life‖
– No recurring advertising fees
– Better screen placement
– Better conversions
• Disadvantage
– No guaranteed position
– Takes significant time to get results & monitor
– Requires a lot of energy for highly competitive markets

15. PPC
• The process of bidding on target key phrases for ranking in
major search engines.
• Advantage
– Immediate results
– Highly effective
– Guaranteed placement
– Effective for sites not designed SEO Friendly
– Great for seasonality or time specific campaigns
• Disadvantage
– Recurring advertising expenses
– Complex to manage
– ―they’re just paying for it‖ perception = lower clicks

16. Which Engines to Target?
• The major Search Engines for
SEO/PPC engines are:
70%+/-
20%+/-

17. Key Phrase Analysis
• It’s the MOST important part. Use internal and external
resources.
• Key phrase: one or more words grouped together in a
search
• Most searches are done with 3 or more words (example:
instead of “games”, people would search for “family
games” or “board games for children”
• Key phrases that are too broad will cost $$$$ in
advertising spend and often don’t convert well
• Key phrases that are more specific are more budget
friendly and convert better

18. A word about “Long Tail Keywords”
• Uses more words in the phrase
– ―Board games‖ vs. ―Board games for family night‖ or
―board games for young children‖
• Generally less competitive and may
deliver better results and take less
time for SEO.
• In PPC campaigns, long tail will
typically be less expensive

19. Consideration for Key Phrases
Company Name Services/Products
(Are you Game, LLC) (Board Games)
Brands Uses / activities
(Monopoly, Risk, Scrabble) (Family game night, travel games)
Whatch speeling
Different versions of words
(plurals, gender variations,
regional variations, abbreviations)

20. Now that we have are target
key phrases….
What are we going to do with
them?

21. Search Engine Optimization
“SEO” 101

22. What Impacts SEO?
On Page Factors Off Page Factors
Tag structure
Back links
Headings
Page Names
Popularity
Page Titles $$$$$
Fresh Content Domain Name
Social Marketing
Strategic Placement of Footprint
Key Phrases

23. On Page Factors
Domain name Page name
Page Title Example: www.shorescleaners.com/bridal-gowns.html
Header
Overall
Content

24. What To Expect
You won’t obtain top position on all your
target key phrases across all the
engines.
If you do, visit www.BEMinteractive.com and select the
employment link or CALL ME personally. 
You will see gradual increase in ranking
across several of your keywords and
several of the engines.

25. Paid Per Click
“PPC” 101
(aka Google Ad Words)

26. Most Popular PPC Engines

27. Bidding Logic
• Each engine uses different logic to
determine which ads get the highest
listing.
• Google uses a combination of:
– Bid amount
– Ad popularity (clicks)
– Ad quality
NOTE: (so in Google, if your ad is getting a lot of click thru, you
can actually be positioned before a competitor that has a
higher bid amount.)

28. Budgeting
• Using a PPC strategy, you will bid for the listing position
you want.
• Target for 2nd position (but definitely stay in the top 3)
by finding the going rate for bids.
• You can have a different bid for each phrase
• Decide on your monthly budget. Then divide among
the engines you will target. Some PPC engines work
with a DAILY budget, others work with a MONTHLY
budget

29. In PPC you have complete
control of what your ads say.

30. Sample Google PPC Listings
TIP: Make sure your ad has the same
meaning if it is in 1 line or 2.

31. Corporate software
Upgrading your software? Don’t Ask for help from our team.
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Corporate software
Upgrading your software? Don’t
Ask for help from our team.
www.softwareupgrades.com

32. About your Listings
• Craft your titles, descriptions and ads carefully
• Ad title should have the target key phrase in it
• Use suggestions by each engine
• Ad should “self-qualify” visitors….remember, it’s
PPC. Go for quality traffic, not quantity!
• Run different campaigns (use A/B testing
techniques)
• Use landing pages very specific to the key phrase

33. Reporting and Results
• Monitor the following for each campaign / phrase
– # of impressions: # times ad displayed
– Click thru rate: # times displayed vs # times clicked
– Conversion rate: # times visitors converted
– Return on ad spend: $ sales / $ advertising cost
• Monitor daily, track weekly or monthly (spreadsheet)
• Use all the tools in Google Analytics to monitor your
campaigns

34. …and a word about mobile marketing

35. Mobile Marketing
Mobile Marketing
…and a word about mobile marketing

36. A few Words About Mobile
• Mobile Marketing is Coming - FAST
– Smart phones users are growing and mobile
web access is climbing.
– Mobile site traffic and sales rose during the 2011
holiday season, Coremetrics Benchmark data
shows from 6% to 9% of traffic.

37. A few Words About Mobile
2011 was the year Marketers experimented with
Mobile

38. A few Words About Mobile
2012 Things Need to Get Organized

39. Web Goes Mobile

40. Web Goes Mobile

41. Detect Mobile Users
• Automatic detection:
– Add a ―browser sniffer‖ to your web site
– If user is NOT mobile, deliver regular content
– If detect user is Mobile, deliver mobile
content
– Expect about 85% accuracy in detection
– What exactly is considered ―mobile‖ (Beware
the iPad!)
• Manual delivery:
– Add navigation (top left) to allow user to go
to mobile version of your site or ―view full
site.‖
– Good ―fail proof‖ option

42. A few Words About Mobile
2012 Things Need to Get Organized
• This means Strategy must precede technology
• Don’t be a new, shiny technology in search of a
reason to live!
So…
• If 2011 was the year marketers tested
mobile, 2012 will be the year businesses take a
serious look at what they — and their
competitors — have learned and make steps
toward creating cohesive mobile strategies.

43. Final Thoughts on Mobile…
 People. Asking yourself who your target audience is and how they use their
mobile phones will provide necessary clarity for the rest of the process.
 Objectives. Start with your overall marketing objective: What do you want to
accomplish with this marketing program? Are you conducting customer
acquisition campaigns or brand awareness? Do you want to increase sales?
Once you have established your overall objective, ask yourself how mobile
can support your larger goals.
 Strategy. Once you define your goal, you have to create a plan for how to
accomplish it. This plan is your strategy. Types of questions you want to answer
here are: What is my budget? What resources exist today? What resources will I
need to execute this new vision?
 Technology. Technology decisions are made last, not first, so you have all
the inputs to make an informed decision. (source: Forrester Research, Inc., 400 Technology
Square, Cambridge, MA 02139 USA)

44. DESIGN MARKETING TECHNOLOGY
Questions

45. Stay In Touch
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