The document is a seminar outline by Sean Riley, CEO of ad:dynamo, covering online marketing strategies including SEO, PPC, and social media. It emphasizes the importance of tracking performance, optimizing ad quality, and creating content that resonates with audiences. Key topics include the advertising lifecycle, managing digital footprints, and using technology to enhance SEO efforts.

1. Advertisers SeminarOnline MarketingSean Riley, CEO of AD:DYNAMO

2. Online Marketing 101Search Engine Optimization (SEO)AdvertisingCPC: SearchCPC: ContextualCPMViral MarketingDirect MessagingDigital FootprintSocial Media

3. Promoting a websiteOrganic TrafficPaid TrafficDirectSources of TrafficWebsiteMonetization of Traffic

4. Organic TrafficSearch Engine Optimization (SEO)Viral MarketingDigital Footprint: Links + Microsites

5. Paid TrafficSearch Engine MarketingPay Per ClickDisplay Advertising / Pay Per ImpressionAffiliate Programmes

6. Paid Traffic

8. Anatomy of a Digital Campaign

9. Advertising Lifecycle

10. Campaign BasicsCreative MattersBigger Ads Perform BetterDeep Link the ad to the relevant destinationTrack conversions wherever possibleIn PPC campaigns, Click Through Rate indicates (a) quality of your creative and (b) accuracy of the ad placement. It does NOT represent any value or lack of value the advertiser: You only Pay Per Click

11. Don’t…Assign budgets more than a month in advanceForget to track & measure performanceAllow the same creative to run for more than a month

13. ExamplesBreasts (note to audience stop me after 10 minutes)AcneRugbyYellow Pages

14. AdvancedAd QualityMicro TrendsPre Qualify TrafficA/B TestsDigital Footprint

15. Ad QualitySince you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 keywords in an AdGroup, you have too many.The higher the ad quality, the less you will pay per click.

16. AdvancedAd QualityMicro TrendsPre Qualify TrafficA/B TestsHeatmapsDigital Footprint

18. Digital FootprintMicro sitesContentInbound linksSocial MediaWidgets

22. Cart Whisperer

23. Social Media

25. Social Media Rule #1 Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.

26. SEO

27. SEO: ContentYou have complete control of your content.Establish targeted keywords & rank them in order of important.Ensure that targeted keywords appear within content.Understand content hierarchyHelp search engines know about all your content:Hyperlinks, Site Maps, Google Site MapSearch engines do not interact with formVolume + Age

28. SEO

29. SEO: TechnologySearch engines are evolving. This is becoming a small issue.No FramesUse tech to help:Dynamic site map creationDynamic creation of logical page namesKeyword MapsHosting speed + uptime affects your rankingsEnsure you have the ability to manage ALL content through your CMS

30. SEO

31. SEO: CompetitorsYou are affected by what others do. If your competition has been around longer, has more content, good SEO techniques, and more inbound links than you, you have your work cut out.

32. SEO

33. SEO: SaturationYou have complete control of your content.Establish targeted keywords & rank them in order of important.Ensure that targeted keywords appear within content.Understand content hierarchyHelp search engines know about all your content:Hyperlinks, Site Maps, Google Site MapSearch engines do not interact with formVolume + Age

35. Toolshttps://adwords.google.com/select/KeywordToolExternal

36. MobileMXit, AdMob, Buzz City, MibliAD:DYNAMOTargeted, Demographics, Location

37. AD:DYNAMO 10 Million ads per day in SA

38. Complements any other campaign: broadens your reach

39. Pay Per Click

40. No budget constraints