The document discusses search marketing strategies for generating online leads. It covers keyword research, paid search advertising on Google, optimizing websites for organic search rankings, generating leads from website visitors, and improving conversion rates. Specific topics include tracking click-through rates and costs for paid ads, on-page and off-page optimization techniques, using blogs and social media for lead generation, and doubling revenue through a 5% increase in conversion rates without extra expenses.

1. Search Marketing April 29, 2010

2. Background Mizzou graduate – Class of 2004 Dual Major in Advertising and Statistics First job in 2004 out of school was for ShowMeTickets.com Marketing team began work on VA Mortgage Center.com 5 employees Some web exposure Generating roughly 20 online leads per week Drive traffic to the Website How to Convert Visitors on your Website Enter Search Marketing & Lead Generation Fast Forward 5 Years … Number 1 provider of VA Loans Nationwide 300+ employees in 7 states Annual revenue over $30MM

3. What we will Lean Today Building a Search Marketing Campaign Keyword Research Google - Organic vs Paid Search Paid Search Optimization Organic Search Optimization Lead Generation Conversion Rate Optimization

4. Keyword Research It all starts here … Identify relevant keywords Quickly see demand and volume Very first step in site planning To an online marketer, this might be the first step in planning a new business https://adwords.google.com/select/KeywordToolExternal To a search marketer, every single phrase in an opportunity to acquire traffic and make money, from ‘textbooks’, to ‘tickets’ to ‘mortgage’

5. Google’s Anatomy Set up an account with Google Write ads and bid on keywords Set max bid Pay when someone clicks on your ad Paid Ads Pros & Cons Can be a way to quickly test interest Affordable Long term can get expensive

6. Advertisement Optimization Track, Tweak, Refine, Optimize Click Thru Rate (CTR) Cost Per Click (CPC) Conversion Rate Cost Per Acquisition (CPA) Keywords and negative keywords Annualized, Ad 1 will yield 576 more leads and cost $9,000 less! Ad 1 Ad 2

7. Google’s Anatomy Free-ish Determined by Algorithm age of website on the page factors back links Organic, Algorithmic Results Not Really Free Takes a long time to obtain Hard to obtain Often competing against established sites Pros & Cons

8. On Page Optimization – Source Code Actual words on the page Site architecture Page <title> Meta tags Spiders ignore images & Flash Spiders index content If it is not in the source code when you “View Source” a search engine can’t see it.

9. Off Page Optimization - Links Textbooks.com – 1094 links Half.com – 659 links BN.com – 140 links Abes – 660 links (poor quality) Yahoo Site Explorer http://siteexplorer.search.yahoo.com/ Ranking for “textbooks” Link text helps determine relevancy “Find Chuck Norris” To determine the importance of a page, we first need to know the importance of all the pages linking to it

10. Beyond Search … Build a Community Blog Social Networks Email Marketing Viral Marketing

11. Lead Generation Online Customer Acquisition Identified as one of the biggest growth areas in online marketing. “ Sign Ups” for Newsletters, Emails, More information. A request to be contacted

12. Lead Generation

13. Lead Generation – Lead Quality Can be referred to as Lead Score Determines Likelihood of Conversion “Home Loan” is much more likely to result in a profitable sale. Phrase - “Home Loan” Ave Credit: Good Ave Home Value: $300,000 When: Within a Month Phrase - “Loan” Ave Credit: Fair Ave Home Value: $120,000 When: Over 6 Months

14. Conversion Optimization What to do with visitors to your site. Improving your website conversion can exponentially increase your profits, with almost no added expenses. Give your visitors a path to find the information they need. Guide visitors into taking the desired action on your site.

15. Conversion Rate Optimization Converting at 5% 500 Visitors per month 25 Leads a Month A lead is worth $10 Revenue = $250 Profit = $100 Converting at 10% 500 Visitors per month 50 Leads a Month A lead is worth $10 Revenue = $500 Profit = $350 You’ve doubled your revenue with no additional expenses! Two Websites

16. Conversion Optimization Our website in 2005

17. Conversion Optimization Our website in 2007

18. Conversion Optimization Our website in 2010

19. What You’ve Learned Today Building an Online Campaign Keyword Research Google’s Anatomy - Organic vs Paid Paid Search Optimization Organic Search Optimization Lead Generation Conversion Rate Optimization

20. Open Discussion