presents

Status Quo + Services

What is SEO, SEM & PPC?

Search Engine Optimisation – adjusting on web page elements, program code by BMD.

Search Engine Marketing – on/off-line research.

Pay Per Click – advertising vehicle, e.g. Google bid for keyword, pay for user click to drive traffic.

Pay Per Click

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

Social media optimisation

Identify the most suitable technology for your business: e.g. blogs, microblogs, social networks (facebook), media-sharing sites, social bookmarking & voting sites, article directories, review sites & forums.

Understand there are pro’s & cons of social media. E.g. Twitter – simple, immediate vs impersonal, non-targeted (no tags)

Facebook analytics – fine tuning page campaigns

Integratewith on/off-linemedia

A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers.

Online reputation management

Monitor & Moderate

Reverse SEO: - push negative listings down- identify content & keywords- press releases, competing sites, social profiles

Begin before it starts

Web Traffic Optimisation

Plan & define business objectives.

What tools will help towards those objectives?

Define your marketing strategy

Choose your tool(s)

Designing effective architecture

Focus on call to action

Web stats analysis

Sales conversion optimisation

Return on Investment – CPC

On-Site Metrics – Google Analytics, set goals, reports

The Destination WebsiteA sample AdWords ad

• Click: The action a user takes to select your ad and be taken to your website.

• Google charges the advertiser when a user clicks on your ad

• Help clients meet many objectives • Determining, measuring, & tracking

metrics to ensure success

Objective Example Success Metrics

Generate awareness Build brand Educate prospects

• Targeted impressions• Qualified visits your website• Depth of involvement

• Physician questions• Coupon downloads• Doctor locator requests• Newsletter registrations• Email address opt-ins

Generate leads Identify prospects

Customer acquisition Sales

• Sales conversions = £££• Lower cost per lead/sale

Basic Definition: CPC

CPC: cost-per-click

• Click: The action a user takes to select your ad and be taken to your website.

• Google charges the advertiser when a user clicks on your ad

The Destination WebsiteA sample AdWords ad