1. Everyday, New Customers
Everyday, New Customers
are are Looking youyouLeads
Looking for forBuilding Online.
Online.
Building Traffic &
We can help them find
We can help them find you. you.

2. How is Bullseye Different?
• ROI Based
– Measurable results… beyond the usual metrics
• IP Targeting to the individual user
– Capture the exact query of the user / intent
SEM
SEM
Display
Display
Calls
Calls
Atlantic
Atlantic
Health.
Health.
ORG
ORG
Content
Content
• Path / Item Ordered and Why / Geo / Phone Conversation = Search Term
• Reallocation of funds from actionable items in REAL
TIME
– Search / Content / Display / Social / Mobile
• Targeting and evaluation to the site level
– Like sites / Negative sites / Remarketing beyond the individual users
• Real time reporting
– Better Business Decisions / Measure Offline Media / Media Plans
• Extension of your Marketing efforts – Client Support
– Not Just Another Vendor
–
Order
Order
User
User

3. Understanding YOUR Customers
Genetic testing morris county
Pediatric neurologist
Best cardiac center nj
Atlantic
Health.org
Atlantic
Health.orgcancer specialists
Prostate
Atlantic
Orthopedic surgeons near essex county
Health.org
Heart hospitals
Atlantic
Health.org
Atlantic
Health.org
Atlantic
Health.org
Best cardiac center nj
*Application Programming Interface

4. Challenge # 1
•
There are literally m illio ns of potential search results to choose from…
Millions of links,
thousands of pages.

5. Our Solution
•
Sponsored Results – Targeting First Page
Sponsored Links
FAST, ACCOUNTABLE
RESULTS
* Ultimately, campaign management and advertising budget determines placement.

6. Evolvement of SEM
High Visibility
(Algorithmically)
• Proper Placement
• Directed ad copy
•
Managed CPC
Use of latest technology / Site Links
Securing more screen real estate

7. Organic Optimization
SEO Based on Statistically Significant
Results…
Pediatric neurologist
Best cardiac center nj
• Use of actual campaign data.
Pediatric
neurologist
– s p e c ific d o wn to I A d re s s a c tivity
P d
Genetic testing center
Best hospital
In essex cty
• Complete analysis delivered to you.
Physical rehabilitation
Physical
rehab
– Laser specific keywords for individual site
pages
Prostate
cancer
Stroke centers somerset nj
Cardiac
centers
Genetic
Testing nj
• On going SEO management.
Home health care
Stroke
centers
Top nj
Oncolgist

8. SEM / SEO Working Together
* Ultimately, campaign management and advertising budget determines placement.

9. Copy based on Results
•
Specific copy with Phone numbers in ads
– Increase in Calls
– Reduction in cost
– Less opportunity to lose client
Top Ranked Cardiac Care NJ
Make an Appt. with a Premier Cardiac
Specialist. Call Today: 888-494-2177.
AtlanticHealth.org/Gagnon
•
Local Business Listing
•
Local Business Ads
•
The Special After Hours campaign, when funded properly, adds
significant order volume. (significantly decreases all other ads)
– Copy directed to online ordering after call center is closed
•
Continue to monitor real time conditions / events
– Sunny Saturdays tend to yield fewer orders than rainy Sundays
– Spend and ads adjusted accordingly
•
These ads are in queue and will rotate when conditions are appropriate
Top Ranked Cardiac Care NJ
Make an Appt. with a Leading Cardiac
Specialist. 24 Hours: 888-494-2177
AtlanticHealth.org/Gagnon

10. Challenge # 2
There are numerous places to search Online…

11. An Evolving Local Marketplace
Today, numerous search engines & directories
provide local results.
Source: Nielson NetRankings, 2006

12. All Properties Are Targeted
Our Solution: Total Saturation…Reach 95% of Your Market
Locally, Regionally or Nationally

13. Content Networks
Users spend
nearly half of their
time viewing
content

14. Targeted Ads
•P
oorly Targeted ad
• Low Relevancy
• Higher CPC
•H
ighly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
Gifts
Insert vague heading
Local service in your area
Call today
www.local.com
Jewelry
Accessories
Designs
Insert Specific Heading
Relevant Inspiring Copy
Call to Action that Pops!
CompanyURL.com/Category
Designer Watches
Valentine’s Gifts for Her
Art Inspired Jewelry
Fine Women’s Timepieces

15. Deep Linking
Placement
Directed Ad copy
A/B Testing
Insert Specific Heading
Insert Specific Heading
Relevant Inspiring Copy
Call to Action that Pops!
CompanyURL.com/Category
Relevant Inspiring Copy
Call to Action that Pops!
CompanyURL.com/Category
Insert Specific Heading
Relevant Inspiring Copy
Call to Action that Pops!
CompanyURL.com/Category
Designer Watches
Valentine’s Gifts for Her
Art Inspired Jewelry
Fine Women’s Timepieces
Insert Specific Heading
Relevant Inspiring Copy
Call to Action that Pops!
CompanyURL.com/Category

16. Deep Linking
Twenty-Five Characters xx
Thirty-Five Characters xxxxxxxxxxxxx
Thirty-Five Characters xxxxxxxxxxxxx
CompanyURL.com/Category
Twenty-Five Characters xx
Thirty-Five Characters xxxxxxxxxxxxx
Thirty-Five Characters xxxxxxxxxxxxx
CompanyURL.com/Category
Twenty-Five Characters xx
Thirty-Five Characters xxxxxxxxxxxxx
Thirty-Five Characters xxxxxxxxxxxxx
CompanyURL.com/Category
• Less Clicks for the
consumer
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions

17. Challenge #3
Reaching only the lo c a l prospects, in y o ur market…
Our Solution:
A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target your Region,
City or Local Area.

18. Target Specific Areas

19. Target Specific Cities
Pediatric neurologist 07869

20. International Targeting
appartamenti ny

21. Remarketing Your Message
Someone Looking for a cardiac
surgeon in North Jersey
cardiac surgeon north jersey
They select Our Services
and Visit Gagnon...but
don’t make contact.
Top Ranked Cardiac Care NJ
Gagnon Cardiovascular Institute.
Leaders in Cardiac Care. Learn More.
www.AtlanticHealth.org/Gagnon
Bullseye saves user information.
User is recognized across content networks.
Bullseye shows your text ads to a targeted
user/audience.

22. Remarketing Your Message

23. Remarketing Your Message
State-of-the-Art Cancer Care
Highly Effective Treatments by the
Region’s Top Oncologists.
AtlanticHealth.org/Simon

24. Follow the User Deliver the Right
Message
Simon
Best oncology
Dept
oncolgist
Liver cancer doctor
Pediatric neurologist
Cardiac care 07869
Keyword
Best oncology dept
Vascular specialist
Seizure specialist
Physical rehab essex
Alzheimers care

25. Deliver the Right Message…
for THAT user

26. Appropriate Message for Specific Users

27. Drive Traffic With Local Business
Listings

28. Promote Business Locations
With Local Business Ads

29. Targeted Results on HTML Phones
I-phone, T-mobile G1 and others
-Mobile Isn't Just the Cell Phone Anymore-
• Ability to track mobile HTML web pages
Smartphones
– user path making a purchase from start to finish
• Mobile-specific calls-to-action
Portable multimedia devices
• Exclusive campaign creation
GPS-related devices
• Accountable results
E-readers
Gaming devices the iPhone drove more traffic to Google.com
“Last Christmas,
worldwide than any other mobile platform.”
Source Inside AdWords crew

30. Expand Your Reach With Image & Video Ads

31. Push to Social Networks

32. Social Networks Facts
• From 2007 to 2011, US adult usage will rise from
37% to 49%
– US teen usage will increase from 70% to 84%.
• Changes in technology are expanding social
networking experiences.
– User profiles offer highly targeted advertising
opportunities
• US social network advertising will rise from $920
million in 2007 to $2.7 billion in 2011

33. Social Networks

34. Challenge #4
No way to accurately track activity or results…
online sales
offline sales
walk-ins
clicks
phone calls
site activity
repeat clients
impressions
R.O.I.
conversions
new customers

35. The “Proxy” Process
How Is It Done?

36. The “Proxy” Process
Remote Call Forward Numbers
Automatically Assigned.
800-555-1212

37. Log In Access To Reports

38. Daily Reports Track All Activity And
Leads
BullsEye,
BullsEye,
Cardiac specialists

39. Statistics Per Network

40. User IP Address
Cardiac care center
Pediatric oncologist
Physical therapy
Home health care
Best neurologist nj
Sports medicine 07869
Seizure specialist

41. Phone Call Data
Atlantic
Health

42. Enhanced Call Reports

43. Detailed Caller Information

44. Call Activity

45. Caller Demographics

46. Site Activity

47. Conversion Based Optimization
Pediatric oncologist
Physical therapy somerset county
Alzheimers treatment center
Home health care
Best heart hospital nj
Genetic testing center

48. Conversion Based Optimization Path
Cardiologist nj

49. Click Fraud Alert / Prevention

50. Converting Demographic Keywords
Best heart hospital nj

51. Conversion Based Optimization
BullsEye’s

52. Thank You!