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SEM Training
The document provides an overview of search engine marketing (SEM) and discusses why it is an important opportunity for the Milwaukee Journal Sentinel to sell. It notes that Google accounts for over 90% of search traffic and that SEM can drive immediate traffic and compelling ads perform better. The document then discusses the SEM sales process, including implementation, profit breakdowns, and recommendations for prospects. It emphasizes that combining SEM with search engine optimization provides benefits like increased organic click-through rates.
SEM Training
- 1. MILWAUKEE JOURNAL SENTINELDIGITAL TRAINING SESSION | DECEMBER 10TH 2015 LET’S GET STARTED Search Engine Marketing
- 2. SEM Overview • Whatis SEM? • Why is SEM Important? • Why are we the ones selling this? Why MJS? • What are the benefits of us over Digital Agencies? • Why not just bring it in house? • Overcoming more objections Our Process • Kira, Richard & Catherine • Salesforce • The SEM profit breakdown Our Gameplan • How can your clients use SEM? • Why us? Elevator Pitch • Role play anyone? • Give us your prospects today • Putting it in the presentation
- 3. Search Engine Marketing(SEM) is the process of gaining traffic and visibility from search engines through paid efforts. Search Engine Marketing simply refers to buying traffic via paid search listings. VIEW EXAMPLES SEM (SEARCH ENGINE MARKETING
- 7. 76% Of consumers usesearch engines to find local business information. 90% Google sends 90.62% of overall search traffic. Yahoo & Bing send a combined 7.5% 41% The top 3 paid as positions on Google receive on average 41% of the clicks on the page. 50% 50% of consumers who arrive at a retailers site are more likely to buy than those who came from clicking on an organic link. 85% 85% of Business using ppc said that they are going to focus on conversion rate optimization. WHY IS THIS IMPORTANT?
- 8. “I’m really focusingon converting site visitors into leads in 2016…” Easy to use, convenient, mobile friendly site… • Website development • Live Chat • SEO Bundles (traffic) Speaking of traffic…I can bring you more of it… • Search Engine Marketing • Retargeting Banner Ads • Mobile Location Geo • Email Blast • Audience Behavior Targeting Consumers click and buy from BRANDS they trust… • MJS & JSOnline • Video & E-Newsletters • Power Reach, MP, CN, Tap Allen Thompson Marketing – Wisconsin Sports Apparel
- 9. WEBSITE DESIGN • Colors,ease of use, mobile friendly • A/B Testing, Decreasing Bounce Rates • Different measurements for defining conversions USER EXPERIENCE • What consumers want to see quickly • Access to information, beginning to end processes are quick • Guarding against irritation and complexity
- 10. NO MEDIA isbetter at promoting and advertising a brand than MJS. SEM is a prime digital opportunity for MJS to sell because it is already positioned to perform based on how we already do business. WHY IS THIS TRUE? BRAND
- 11. BUDGETS ARE CONTROLLED& COMPETITIVE • Like print – budget are subject to each clients discretion • Like print – SEM is competitive – fighting for SOV • Make the proper recommendation that gives them a completive advantage. There Conversion and ROI is on the line. DRIVES IMMEDIATE TRAFFIC • Like print, SEM gives access to a large audience • Short & simple works and print and also with SEM • Driving traffic is important but pay attention to “tangibles” MORE COMPELLING ADS PERFORM BETTER • Like print, stronger call to actions yield results • Similar to print, strong ROI when asking for action • Consumers who click on search ads are likely to buy
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- 13. WHAT IS SEM? WHYIS SEM IMPORTANT? WHY US OVER ANYONE ELSE? HOW MUCH SEARCH TRAFFIC DOES GOOGLE ACCOUNT FOR?
- 14. Allen Thompson Marketing – WisconsinSports Apparel I HAVE A GUY, GAL, TECHNICIAN… • They’ve been my SEM consultant for a year • I’m getting traffic to my site • My cost each month is about $2K Team – Kira, Richard, Catherine, Contractors, In-person Sales Executive, Cohen • Monthly Optimization • Guidance & Support Real Time reporting & Cohesive brand and advertising messaging • SEM is only scratching the surface of so many opportunities that we offer. Call Tracking and analytics. • Not many other companies (in particular digital agencies can offer this service. Cost Savings. Hiring / Contracting someone for SEM full time is expensive • The average annual salary for an SEM campaign manager in Milwaukee is $50K vs. 35% fee.
- 15. “I’m really focusingon converting site visitors into leads in 2016…” Why should I care that you’re MJS…This SEM company has been doing SEM for years… What can you provide that different than what they provide…Isn’t all SEM the same no matter what company you are with?... Will investing more into SEM help with my SEO efforts?... Allen Thompson Marketing – Wisconsin Sports Apparel
- 16. COMBINING SEM &SEO • Organic CTR%’s have shown to increase by 17% according to Google when displayed in combination with a paid search ad • Illustrates legitimacy – When a business has done the work to get to the first page / top of Google SERP and is also paying it showcases professionalism and dedication to brand. • Everyone uses search • Self perpetuation advertising. WOM isn’t automatic. SEARCH ENGINE OPTIMIZATION (SEO) • Benefits of SEO will continue to climb event after PPC has peaked. (Efforts don’t go away) • 50% of web search users are aware of organic vs. paid results • 86% of web searchers trust organic clicks. • Benefits of SEO will have higher rate long term performance SEARCH ENGINE MARKETING (SEM / PPC) • Yields instant results • 50% of web traffic of paid search are more likely to buy • Dictating & managing a budget is easier with PPC – ROI is easier to prove because of CTR% and tracking.
- 17. VIEW SEM COSTSTRUCTURE IMPLEMENTATION OF CAMPAIGN • Implementation of campaign usually takes an approximate 5 (five) business days. IF SOLD – FILL OUT SEM FORM IN SALES FORCE • Fill out SEM form in Sales Force (Drop Down in Opportunity) • Get signed IO from client and RB GOES INTO THE PRESENTATION WITH MJS MARGINS • Margins for MJS will vary between 25% - 40% (contingent on spend level for the month) • This model allows us to be more flexible and transparent with campaigns and clients. GET A QUOTE FROM KIRA OR RICHARD • Give us an approximate 1 day turn around for quick quotes • 2 days for multiple options.
- 18. SEM CAMPAIGN SALESFOR: $1,000 35% TO MJS $350 65% TO SEM $650 ESTIMATE OF 100 CLICKS $10 CPC (COST PER CLICK) SEM PROFIT BREAKDOWN
- 19. HOW WOULD YOUUSE SEM? HOW WOULD YOU PROSPECT FOR AN SEM CLIENT? HOW WOULD YOU SELL SEM IN 15 SECONDS?
- 20. What are5 advertising services / products that you would recommend… “I’ve been in business for a while now and keep hearing how I need to get into the digital age. I have a website, it’s not the greatest and could really use some work. I’ve been around for a while now and could use some new customers but I have a loyal base of people who come in every week” Phill Minyon Owner – Milwaukee Steak House 1. 2. 3. 4. 5.
- 21. What are5 advertising services / products that you would recommend… “I’m really interested in getting into SEM. I have a ton of competition that I see on google constantly and would love to get my business listed their both organically and with paid search. I could really use some new clients immediately and really need to have a great start to Q1 of 2016, what do you have?” 1. 2. 3. 4. 5. Eugene McDonald Owner – Wisconsin Heating & Cooling
- 22. GIVE YOUR DIGITALLEAD 2 SEM PROSPECTS • We’re going to take those prospects and make quick recommendations for each of you that you can put into a presentation for 2016. PUTTING IT ALL TOGETHER • You’re well equipped with a variety of marketing products and services to help you achieve and exceed goals for 2016. Get out and get busy now and get ahead of Q1 of 2016!
- 23. SOURCES / CITATIONS •MOZ – How people Interact with Search Engines: https://moz.com/beginners-guide-to-seo/how-people-interact-with-search-engines • Search Engine Land – 5 Incredibly Practical Reasons PPC: http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611 • Search Engine Land – 72 Percent of PPC Marketers Plan: http://searchengineland.com/72-percent-of-ppc-marketers-plan-to-spend-even-more- in-2014-ppchero-study-169849 • Blue Fountain Media – 4 ways PPC marketing is changing: http://www.bluefountainmedia.com/blog/4-ways-ppc-marketing-is-changing-in-2014/ • Qualaroo – Beginners Guide to Conversation Rate Optim..: https://qualaroo.com/beginners-guide-to-cro/ • Bigcommerce – How Site Design Affects Your Conversion…: http://blog.bigcommerce.com/conversion-rate-bite-sized-best-practices/