Join presenters Kat Jenkins and Rob Bunting (of the Cincinnati i-Marketing Group)as they explore the world of pay-per-click search marketing, and how SEO and SEM come together to maximize your search results. Learn about the top pay-per-click search engines, how to write effective ads, and why and how to manage your campaign. Real-life examples and case studies bring this session to life for business marketers!
Social Media & Search: Tying It All Together for Increased ROIKat Jenkins
Social media becomes even more important for business as search engines begin indexing social media content—and it can affect the way your target market sees your business. Find out how search engines work, how they view and index social media, and what you can do to positively influence the conversation and your visibility online. Plus, you’ll learn about tracking tools (many of them free) that help you track, manage, and enhance your presence in the social mediasphere.
Advanced SEO Techniques: Putting It In PlayKat Jenkins
Understand search engine algorithms and how and why they change—and what this means for your search results over time. Get in depth with advanced SEO techniques, including keyword density, meta tags and page titles, alternate text, and how search engine optimization and website accessibility both complement and compete with one another. Understand link popularity and why it’s the most enduring way to build visibility over time, and learn the ins and outs of black hat versus white hat SEO.
Making Pay-Per-Click Search Marketing Work for Your BusinessSanger & Eby
Explore the world of pay-per-click search marketing, and how SEO and SEM come together to maximize your search results. Learn about the top pay-per-click search engines, how to write effective ads, and why and how to manage your campaign. Real-life examples and case studies bring this session to life for business marketers!
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
How seo became the essential digital marketing channel post covidAnna Rhea Teves
Webinar by Annelle Digital (https://www.annelledigital.com/) for Kaplan HK
The presentation includes topics about:
1) Intro to SEO
What is SEO?
Search Engine Process
3 Main SEO Strategies
2) Search Engine Listing Types
Regular web listing to Universal Search, Google Images, Videos, News and Top Stories, Maps and Local 3-Pack, Zero-click search results
3) 5 SEO Trends in 2021
Machine Learning (Google Hummingbird, Natural Language Processing, Rank Brain, BERT)
4) 4 Benefits of SEO to businesses post-covid
Social Media & Search: Tying It All Together for Increased ROIKat Jenkins
Social media becomes even more important for business as search engines begin indexing social media content—and it can affect the way your target market sees your business. Find out how search engines work, how they view and index social media, and what you can do to positively influence the conversation and your visibility online. Plus, you’ll learn about tracking tools (many of them free) that help you track, manage, and enhance your presence in the social mediasphere.
Advanced SEO Techniques: Putting It In PlayKat Jenkins
Understand search engine algorithms and how and why they change—and what this means for your search results over time. Get in depth with advanced SEO techniques, including keyword density, meta tags and page titles, alternate text, and how search engine optimization and website accessibility both complement and compete with one another. Understand link popularity and why it’s the most enduring way to build visibility over time, and learn the ins and outs of black hat versus white hat SEO.
Making Pay-Per-Click Search Marketing Work for Your BusinessSanger & Eby
Explore the world of pay-per-click search marketing, and how SEO and SEM come together to maximize your search results. Learn about the top pay-per-click search engines, how to write effective ads, and why and how to manage your campaign. Real-life examples and case studies bring this session to life for business marketers!
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
How seo became the essential digital marketing channel post covidAnna Rhea Teves
Webinar by Annelle Digital (https://www.annelledigital.com/) for Kaplan HK
The presentation includes topics about:
1) Intro to SEO
What is SEO?
Search Engine Process
3 Main SEO Strategies
2) Search Engine Listing Types
Regular web listing to Universal Search, Google Images, Videos, News and Top Stories, Maps and Local 3-Pack, Zero-click search results
3) 5 SEO Trends in 2021
Machine Learning (Google Hummingbird, Natural Language Processing, Rank Brain, BERT)
4) 4 Benefits of SEO to businesses post-covid
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Going through SEO practices to discern what still works and what does not. Also, many other disciplines are having an impact on results and how SEOs need to alter their approach to adjust
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
Successful Website Marketing - Buyer Personas, Google Analytics and Google We...Brian Bluff
Website marketing starts with good solid upfront planning. The buyer persona process enables site owners to better understand the needs and wants of visitors and therefore develop websites that better serve these visitors.
Once a site is launched, various data sources can be used to analyze performance. Google Analytics and Google Webmaster Tools are keys to effective performance measurement.
This presentation provides real life examples of how Site-Seeker used these tools to first build and then improve website performance.
The Future of SEO (in conjunction with SEMPO)Conductor
Technology is fundamentally changing the way SEO is practiced. Download Conductor’s webinar with Nathan Safran, Senior Research Analyst, to learn:
View the replay and download this presentation to learn:
-What are marketers' attitudes towards SEO in terms of budget, metrics and keyword management?
-What are the key stumbling blocks that keep the SEO from scaling their keywords and achieving success in natural search?
-How is technology enabling the SEO to focus on high-impact revenue producing activities?
SEO + Content Marketing Presentation_Tahoe Production HouseBrandianne Brown
Tahoe Production House's Brandi Brown was invited to participate in the Small Business Seminar's put on by the NTBA, NLTRA, and Tahoe City Downtown Association. She put together a great presentation that scratches the surface of SEO or Search Engine Optimization as well as Content Marketing and how to use this information in your current marketing plan. Learn more at www.tahoeproductionhouse.com
Your Website. What's Possible and What Should You Strive to Achieve? A Case S...Site-Seeker, Inc.
Learn actionable tips about what works, what doesn't and where you can get the biggest bang for your marketing buck. Topics discussed will include: search engine optimization, pay per click advertising, website design and more.
Climate and potential habitat suitability for cultivation and in situ conserv...Innspub Net
Sustainable management actions are needed for several indigenous agro forestry plant species like the black plum (Vitex doniana Sweet) because they are facing increasing pressures due to the rapid human growth and threats such as climate change. By combining species distribution modelling using the Maximum Entropy Algorithm (Max Ent) and representation gap analysis, this study accessed the impacts of current and future (2050) climates on the potential distribution of Vitex doniana in Benin with insight on the protected areas network (PAN). The model showed a high goodness-of-fit (AUC = 0.92 ± 0.02) and a very good predictive power (TSS = 0.72 ± 0.01). Our findings indicated annual mean rainfall, annual mean diurnal range of temperature and mean temperature of the driest quarter as the most important predictors driving the distribution of V. doniana. Under current climate, about 85 % of Benin area is potentially suitable for its cultivation. This potential suitable area is projected to increase by 3 to 12 % under future climatic conditions. A large proportion (76.28 %) of the national PAN was reported as potentially suitable for the conservation of the species under current climate with increase projections of 14 to 23 % under future climate. The study showed that V. doniana can be cultivated in several areas of Benin and that the PAN is potentially suitable for its conservation. These findings highlighted some of the opportunities of integrating V. doniana in the formal production systems of Benin and also its potentialities in ecosystems restoration under the changing climate. Get the full articles at: http://www.innspub.net/ijaar/climate-and-potential-habitat-suitability-for-cultivation-and-in-situ-conservation-of-the-black-plum-vitex-doniana-sweet-in-benin-west-africa/
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Going through SEO practices to discern what still works and what does not. Also, many other disciplines are having an impact on results and how SEOs need to alter their approach to adjust
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
Successful Website Marketing - Buyer Personas, Google Analytics and Google We...Brian Bluff
Website marketing starts with good solid upfront planning. The buyer persona process enables site owners to better understand the needs and wants of visitors and therefore develop websites that better serve these visitors.
Once a site is launched, various data sources can be used to analyze performance. Google Analytics and Google Webmaster Tools are keys to effective performance measurement.
This presentation provides real life examples of how Site-Seeker used these tools to first build and then improve website performance.
The Future of SEO (in conjunction with SEMPO)Conductor
Technology is fundamentally changing the way SEO is practiced. Download Conductor’s webinar with Nathan Safran, Senior Research Analyst, to learn:
View the replay and download this presentation to learn:
-What are marketers' attitudes towards SEO in terms of budget, metrics and keyword management?
-What are the key stumbling blocks that keep the SEO from scaling their keywords and achieving success in natural search?
-How is technology enabling the SEO to focus on high-impact revenue producing activities?
SEO + Content Marketing Presentation_Tahoe Production HouseBrandianne Brown
Tahoe Production House's Brandi Brown was invited to participate in the Small Business Seminar's put on by the NTBA, NLTRA, and Tahoe City Downtown Association. She put together a great presentation that scratches the surface of SEO or Search Engine Optimization as well as Content Marketing and how to use this information in your current marketing plan. Learn more at www.tahoeproductionhouse.com
Your Website. What's Possible and What Should You Strive to Achieve? A Case S...Site-Seeker, Inc.
Learn actionable tips about what works, what doesn't and where you can get the biggest bang for your marketing buck. Topics discussed will include: search engine optimization, pay per click advertising, website design and more.
Climate and potential habitat suitability for cultivation and in situ conserv...Innspub Net
Sustainable management actions are needed for several indigenous agro forestry plant species like the black plum (Vitex doniana Sweet) because they are facing increasing pressures due to the rapid human growth and threats such as climate change. By combining species distribution modelling using the Maximum Entropy Algorithm (Max Ent) and representation gap analysis, this study accessed the impacts of current and future (2050) climates on the potential distribution of Vitex doniana in Benin with insight on the protected areas network (PAN). The model showed a high goodness-of-fit (AUC = 0.92 ± 0.02) and a very good predictive power (TSS = 0.72 ± 0.01). Our findings indicated annual mean rainfall, annual mean diurnal range of temperature and mean temperature of the driest quarter as the most important predictors driving the distribution of V. doniana. Under current climate, about 85 % of Benin area is potentially suitable for its cultivation. This potential suitable area is projected to increase by 3 to 12 % under future climatic conditions. A large proportion (76.28 %) of the national PAN was reported as potentially suitable for the conservation of the species under current climate with increase projections of 14 to 23 % under future climate. The study showed that V. doniana can be cultivated in several areas of Benin and that the PAN is potentially suitable for its conservation. These findings highlighted some of the opportunities of integrating V. doniana in the formal production systems of Benin and also its potentialities in ecosystems restoration under the changing climate. Get the full articles at: http://www.innspub.net/ijaar/climate-and-potential-habitat-suitability-for-cultivation-and-in-situ-conservation-of-the-black-plum-vitex-doniana-sweet-in-benin-west-africa/
FACT: You do not know where half of your paid search conversions are coming from.
It’s true! 43% of all search conversions come from a phone call, not a click, an action which cannot be tracked through your search engine’s analytics! Thankfully phone calls make great leads – they are worth 3x more than clicks. But if you can’t track the origin of your calls, you will never know how to structure your campaigns to generate the most leads and conversions!
Join call tracking and mobile optimization experts from Marchex and WordStream and learn how to:
-Unlock the full value of PPC by tracking phone call leads and conversions
-Attribute phone call conversions down to the exact keyword
-Reduce the number of spam and accidental calls freeing up PPC budget
-Edge out your competitors’ ads on mobile to boost your conversion rate
For more information, visit www.wordstream.com
With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.
Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign
Your brand is under threat from customers, competitors and hackers, who can easily damage your reputation. In this presentation we examine how this damage can occur and what you can do to protect and manage your reputation.
For more on this topic visit http://www.koozai.com/brand/
Time is money - how much of both are you wasting while managing your PPC account?
WordStream has mastered a PPC management strategy that can optimize your paid search campaigns for increased ROI in just 20 minutes each week!
Tune in to hear our Google AdWords experts explain how you can make a huge difference in a small amount of time.
Join our free webinar to learn:
- A proven weekly routine to help you achieve better PPC results
- How much time you should be dedicating to each task
- How our helpful tools can reduce the time you spend on account maintenance
Understand search engine algorithms and how and why they change—and what this means for your search results over time. Get in depth with advanced SEO techniques, including keyword density, meta tags and page titles, alternate text, and how search engine optimization and website accessibility both complement and compete with one another. Understand link popularity and why it’s the most enduring way to build visibility over time, and learn the ins and outs of black hat versus white hat SEO.
Social Media & Search - Tying It All Together for Increased ROISanger & Eby
Social media becomes even more important for business as search engines begin indexing social media content—and it can affect the way your target market sees your business. Find out how search engines work, how they view and index social media, and what you can do to positively influence the conversation and your visibility online. Plus, you’ll learn about tracking tools (many of them free) that help you track, manage, and enhance your presence in the social mediasphere.
Negeninfotech is one of the Leading Website Designing Company in India specialized in innovative website designing,Web Development Company India, search engine optimization, Website Design Bangalore,India
Get an overview of the impact search marketing can have on your business, learn the difference between SEO, SEM, and PPC search marketing, and learn the ins and outs of how search engines work and why. Plus, learn the basics of effectively optimizing your website for search: how to identify strategic keywords, optimize your pages, register your site with search engines, and build link popularity. Finally, learn the basics of pay-per-click search marketing and why it matters to you and to your bottom line.
Overview of Search Marketing - SEO & SEMSanger & Eby
Get an overview of the impact search marketing can have on your business, learn the difference between SEO, SEM, and PPC search marketing, and learn the ins and outs of how search engines work and why. Plus, learn the basics of effectively optimizing your website for search: how to identify strategic keywords, optimize your pages, register your site with search engines, and build link popularity. Finally, learn the basics of pay-per-click search marketing and why it matters to you and to your bottom line.
This webinar was presented by Blueliner CEO, Arman Rousta on October 27th, 2010. It features Blueliner Marketing's methodology and digital strategy. Information on future webinar events can be viewed on http://www.bluelinerny.com/events
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
LSA Bootcamp Charlotte: SEO Fundamentals for Business Owners (Command Partners)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
A professional PPC and SEO company, specialising in Pay Per Click Management, Search Engine Optimisation & Social Media Optimisation. We make your ROI our focus & provide a tailored Search Engine Marketing solution for all.
A web search engine is a software system that is designed to search for information on the World Wide Web. Search engines are the indexed systems of millions of websites and their pages. Based on the keyword, the search results are generally presented to end users while searching for their keyword phrases.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Making Pay-Per-Click Search Marketing Work For Your Business
1. Making Pay-Per-Click Search Marketing
Work for Your Business
Sanger & Eby
Cincinnati I-Marketing Group
20 July 2011
2. About Sanger & Eby
• Strategic design & technology firm focused on specialized business
communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development, custom business and web applications
– Mobile applications & sites
• 700+ Sites designed and developed in 15 years
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– AT&T
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 2
Group All Rights Reserved
3. About The Cincinnati I-Marketing Group
• Internet marketing agency founded in 2004 to serve both small firms not large enough
to take on a full-time Internet marketing manager and other marketing agencies.
• Online Marketing Services Include:
– PPC Advertising Campaign Management (Google AdWords, Microsoft AdCenter)
– Online Marketing Strategy Development Consulting
– Search Engine Optimization (SEO) Programs and Consulting
– Website Traffic Analysis
• Clients include:
– Jones The Florist
– Brooklyn Battery Works
– Cincinnati USA Regional Chamber
– NuVo Technologies
– Nixco Plumbing
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 3
Group All Rights Reserved
4. What Is Search Marketing?
• Search marketing is leveraging search engines such as Google,
Bing, and Yahoo to market your company, brand, or product
via paid and editorial search engine results
• Ensuring your company is featured prominently in search
results when people enter keywords or phrases related to your
business.
• Two Primary Components
– Search Engine Optimization (SEO)
– Pay-per-Click (PPC)
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 4
Group All Rights Reserved
5. SEO, Defined
• The process of improving the visibility of a website or specific
page in search engines through natural or organic search
• Uses search engine algorithms to elevate sites to top rankings
• Considers how search engines work and what people search for
• Thousands of criteria in algorithms, with constant change
• Trend toward more human-oriented results
• Key techniques include:
– Editing content and HTML within a site
– Increasing relevance for specific keywords and phrases
– Removing barriers to search engine indexing
– Building inbound links
• What NOT to do: Black Hat SEO
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 5
Group All Rights Reserved
6. PPC, Defined
• Search advertising model in which advertisers pay the search
engine when a featured ad is clicked.
• Advertisers bid on keywords and phrases relevant to their
business to achieve visibility within paid search results.
• Search engines display an ad when a user keyword query
matches the advertiser’s keyword list.
• Ads are called sponsored links or sponsored ads
• Appear separately from organic search results
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 6
Group All Rights Reserved
7. Why Search Marketing Matters
• 57% of Internet users search the web every day
• 46% of daily searches are for info on products or services
• 20% of Google searches are for local companies
• 50% of consumers start purchase with online research
• 63% of B2B buyers start with online research
• 85% of B2B buyers do online research during purchase cycle
• To buy from you, they have to find you
• 1 trillion+ websites
• 75% don’t look beyond the first page of results
• Rankings 1-5 10 times more likely to be clicked on than 6 & 7
• 70% of links clicked on are on organic (natural) links
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 7
Group All Rights Reserved
8. If 70% of clicks are on organic links…
…why use Pay-Per-Click?
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 8
Group All Rights Reserved
9. Why PPC?
• Flexibility
• Immediate results
• Control over when and where ads appear
• Google Content Network displays across multiple sites
• Test keywords for SEO
• Test call to action for landing pages
• Reduces need for content-rich sites
• Merit-based ranking (it’s not just about the bids)
– Quality score and relevance
– Clickthrough rate and relevance
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 9
Group All Rights Reserved
10. How SEO and PPC Work Together
• Test and leverage top-performing keywords
• Optimize for search terms you’re not bidding on
• A/B testing of landing pages
• Test response rates to various calls to action
• Multiple appearances on page increases credibility
• Appearance of PPC ads drives organic clicks (70%)
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 10
Group All Rights Reserved
11. PPC Overview
• Text ads on search engine pages as well as text, banner
and video ads on the Google Display Network
• Accounts are opened and managed via secure website.
Changes can be made 24/7
• Ad position based on bid * Quality Score, which is
made up of an ad’s click rate, account performance,
landing page optimization and other factors
• Advertisers only pay for clicks, not impressions
• A daily campaign budget is set to control costs
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 11
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12. PPC Overview
• Reports can be viewed online, downloaded in Excel and
emailed to specified recipients
• Campaigns can be geo-targeted by: country, state, city,
metro area, or radius around a ZIP code
• Campaigns can be targeted by device to: desktops &
laptops, cell phones / network or tablets
• New Call Metrics feature in Google AdWords enables
advertisers to track phone calls generated
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 12
Group All Rights Reserved
13. PPC Advertising “Pros”
• Very effective, ads are relevant and tend to convert well
• Easier to precisely measure traffic, sales, ROI, Cost Per
Sale (or Sales Lead)
• Reach: Place ads in search results & thousands of sites
• Higher level of control, more immediate than SEO
• Great data for refining your SEO effort
• Purchase content site advertising at a reduced rate
• Good way to help protect your brand, establish market
leadership & ensure people can find you
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 13
Group All Rights Reserved
14. PPC Advertising “Cons”
• Account management can be time consuming (writing
good ads for each group of keywords, evaluating
results, making changes, etc.)
• PPC works so differently than other forms of
advertising that “do it yourselfers” are often lost and
get poor results
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 14
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15. Keyword Research
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 15
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16. Setting an PPC Advertising Strategy
Establish your strategy by answering some key questions:
• What is the call to action going to be? / What do we
want people to do on our website?
• Does the landing page and the rest of the site direct
people to that action?
• How do we convey our benefits (Unique Selling
Proposition) and/or call to action in the ad copy?
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 16
Group All Rights Reserved
17. Setting an PPC Advertising Budget
Use Return on Investment Goals and
Research to Set the Budget
• How much is each sale or sales lead worth?
• Use the Google Keyword Tool to estimate the level of
search volume and cost per click
• Estimate your conversion rate and multiply by average
cost per click to get cost per sale/lead
Copyright 2011 Sanger & Eby and Cincinnati I-Marketing
20 July 2011 17
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18. Case Study: Macy’s Recruiting
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19. Case Study: Macy’s Recruiting
• PPC Search campaign started in October, 2010 to recruit
for District Planner Development Program
• Text ads running on relevant terms like “buyer jobs”,
“retail planner”, “fashion buyer job”
• Ads direct people to specially-designed landing page
with button to information request form
• Conversion tracking was added to the form to track
requests coming from the ad campaign
• Campaign is continuously optimized to maximize results
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20. Case Study: Macy’s Recruiting
Results
• Macy’s is reaching people interested in a retail planning
career when they are researching information
• Campaign is driving several hundred people to the
landing page each month
• Over 1,800 information requests generated thus far
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21. Combine SEO & PPC for Optimized Results
• Increased visibility and awareness
• Strengthened credibility and leadership perception
• Powerful branding
• Long-term visibility
• Increased targeted traffic
• Increased conversion rates for call to action
• Decreased cost per lead and cost per sale
• Increased sales
• Measurable
• Powerful testing and analytics
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22. Want to Know More?
Kat Jenkins Rob Bunting
Vice President, Strategic Planning Czar
Sanger & Eby Cincinnati I-Marketing Group
kjenkins@sangereby.com robbunting@gmail.com
www.sangereby.com www.CallTheCzar.com
Twitter.com/sangereby Twitter.com/robbunting
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