Enhancing Your SEM Campaigns to Boost Revenues

Presented by:Kent Lewis (@KentLewis) #SEMAOMCPresident & FounderAnvil & Formic Media, Inc.503.260.6700kent@anvilmediainc.com

About Anvil Media & Formic Media

Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including search engine optimization, pay-per-click management, social media marketing & online reputation management services.

Founded in 2000, currently 14 employees & 50+ clients100% of account team Google AdWords & Analytics certified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI & WhartonInc. & Portland Business Journal Fastest Growing CompanySister agency, Formic Media, is SEMA search marketing partner

About Anvil

Agenda

Search Engine Optimization (SEO)Pay-per-Click (PPC)Local Search & SocialConversion OptimizationResourcesQ&A

Search Engine Optimization

6

2011 Search Ranking Factors

7

Future Search Ranking Factors

8

Content

Code

Credibility

The 3 Cs of SEO

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Content: Media-agnostic

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Content: User Experience Design

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Code: Mobile

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Code: Mobile

• Optimizing for Mobile• No Flash & larger buttons (with spacing)• Contact information in footer• Map & driving directions

• Building for Mobile• WordPress plug-ins• Use CSS (Handheld.css & iPhone.css)• Dedicated website (m.company.com)

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Credibility: User Reviews

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Credibility: Click-Thru Rates

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Credibility: Website Traffic

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Case Study: Race Ramps

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Race Ramps: Domain Credibility

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Race Ramps SEO Recommendations

Pay-per-Click Advertising

Popular PPC Platforms

The PPC Experience

Google Quality Score Ingredients

• Matched keyword’s click-through rate (CTR) on Google• Relevance of the keyword and ad to the search query• Historical keyword performance on Google.com• Other relevancy factors that continually evolve

The PPC Process

PPC: Sample Text Ads

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PPC: Sample Landing Page 1

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PPC: Sample Landing Page 2

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PPC: Sample Landing Page 3

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Advanced PPC Strategies

• Targeting• Geographic • Local listings

• Enhanced/expanded listings• Navigation links, product feeds, location or click-

to-call extensions & reviews• Dedicated mobile campaigns• Content network• AdCenter & social platforms• Display ad campaign• Retargeting/remarketing

Local Search & Social

Local Search: Game Changer

• 20% of all searches have local intent (2B/mo)• 80% of all budgets are spent within 50 miles

of the home (DMA)

Local Goes Mobile

Local Search Players

Local Search Ranking Factors

Sample Places Page: Race Ramps

35

Social Media Profiles: Localize?

Conversion Optimization

Testing: A/B vs. Multivariate

Testing: Key Page Components

Conversion Optimization Best Practices

• Design• Template • Navigation• Images or videos

• Copy• Headline• Format• Offer• Trust marks• Testimonials• Awards & recognition

Conversion Optimization Testing Cycle

Sample Page: Short Form

Sample Page: Long Form

Sample Page: Multi-step

Summary

Optimize your web presenceEvolve your paid search campaignsGet local with search & socialContinually test and refine website &

landing pagesCreate a powerful online experienceIntegrate online and offline effortsConstantly measure and improve

ResourcesLinksHow Local Search Can Be Your Reputation ManagerDrive By Reviews & Online Reputation Terrorists Part 2Google+ Follow-up: A Cheat SheetWhy Google+ Business Profiles Will Trump Facebook PagesWhat’s Going on with the Hotels & Accommodations Industry in Search?

ArticlesFive Reasons For Hospitality Brands Not To Outsource Social Media ManagementHow to Become a Social Media Guru in 3 Easy StepsTop Social Media Platforms for BusinessesAdvanced LinkedIn Strategies for MarketersOnline Reputation Management: The New PR6 Social Media Platforms At-a-Glance

WhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Getting Started with Social Media Marketing

Q&A & Next Steps

Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 kent@anvilmediainc.comTwitter & Skype: @kentjlewis LinkedIn: kentlewis

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@AnvilMediaContact @FormicMedia for search & social

packagesVisit FormicMedia.com for more

information