This document summarizes trends in online marketing presented by James Basbas. Some key points covered include the growth of online advertising spending, especially on mobile. Tools like search advertising on Google AdWords and display advertising help businesses target customers online in a cost-effective manner. Proper keyword analysis, landing pages, and ongoing optimization are important to build successful search campaigns. Reporting and metrics help measure campaign performance and ROI.

1. Trends in Online
Marketing
January 21st, 2015
Coffee & Conversation
Presented by:
James Basbas

2. A little about Altos…
• Located in Bedford, NH
• 12 years in business
• Degreed designers, developers, writers &
marketing professionals on staff
• Over 150 clients
• Broad portfolio of work
• Manage over $400,000 in online advertising

3. A few of our clients…

4. Where are we going today?
• Online Marketing Trends
• Email Marketing
• Search Engine Marketing
• Mobile

7. • Qualified, interested customer
• Customer is in a “buy” mode
• Targeting
• Reporting
• Ability to Test/Modify
Vs. Traditional Advertising

9. Search Advertising

10. Display Advertising

12. Search
• Target users while actively searching
• Highly targeted
• Geographically targeted
Display
• Visual advertising
• Demographically targeted
Search vs. Display

13. AdWords

14. Why
Google?

15. Who advertises on Google?

16. Building a targeted campaign

17. 1. Keyword Analysis
2. Focused Landing Pages
3. Develop Advertising text/images
4. Monitor Campaigns, adjusting bid amounts,
keywords, ads to obtain maximum effectiveness
5. Optimize, Optimize, Optimize
Key Steps

18. Adwords Reporting

19. / =
$1,500 750/ $2=
The value of a click…
Total
Cost
Total
Clicks
Cost Per
Click

20. / =
$1,500 75/ $20=
The value of a conversion…
Total
Cost
Total
Conversions
Cost Per
Conversion

21. Mobile

22. Mobile Ad Spending

24. Benefits
• Segment your list and target customers
• Learn from your customers
• Stay top of mind
• Drive Sales
• Build Loyalty
• Metrics, metrics, metrics

25. Metrics

26. Search Engine Optimization

27. 1. Online advertising is growing.
2. Customers are looking for you online.
3. Tools are available to help those customers find
you.
4. Online advertising = targeted & cost effective.
5. Online advertising = piece of your marketing plan.
5 Key Take-aways

28. Thank You
view presentation: AltosMarketing.com/JCN