Presentation to IAMCP Boston Chapter on March 31, 2011.
Transcript of Optimized Internet Marketing
Optimized Internet Marketing International Association of
Microsoft Channel Partners Hans Riemer Market Vantage LLC 274 Main
Street Groton, MA 01450 (978) 482-0130 www.Market-Vantage.com
Chief Complaints
My sites not showing up in Google when I type ___.
We need more visitors to our website.
We should get more leads from our website.
Our competitors have better search engine position.
We know how much were spending on-line but we dont know what
its producing.
Our Pay-Per-Click program isnt working.
The Bottom Line :
We need to generate more sales / leads from our website and do
it cost-effectively!
Agenda / Topics
Common online marketing mistakes that are guaranteed to waste
your money
How to get targeted traffic to your website
What to do once you get them there
Measuring success - how to tell whats working and what needs
fixing
#1 Mistake We See:
Investing money and time on driving traffic to a poor quality
website
AdWords: Very easy to set up, very hard to be profitable
Competitors clicking your ads
Google maximizing ITS revenue
Amateurs playing against pros
Each click can cost you $1, $5, $20 or more!
Typed vs. Matched Keyword
AdWords matching options
Broad Match
Phrase Match
Exact Match
Typed keyword is what they typed
Matched keyword is what you bid on using matching options
Important to track BOTH in web analytics and CRM
Use Negative Match to filter Broad and Phrase matched
misfits
Modified Broad Match (+)
Negative Match
What is a Parked Domain?
MFA (Made-For-AdSense) Example
Top 5 AdWords Mistakes
Overusing Broad Match
Not separating Search and Content
Not blocking Parked Domains & MFA sites
Content network
Search partners
Bidding too low especially at the beginning
Incorrect keyword segmentation
Opportunities:
PPC ads can be targeted geographically
High organic rank increases the value of your business
Reporting tools have improved. Easier to see cause and
effect.
Bottom line: what is the lifetime value of a new customer?
Conversion Rate is Crucial!
Clicks are expensive
It can take many clicks to make one lead
If your conversion rate is 2x your competitors, then you can
outspend your competitor 2:1 for clicks
Each new lead requires an unbroken chain of events.
Any break in the chain means the entire process fails.
Steps to a High Conversion Rate Realization of Need Web Search Scan
Results Select Candidate Land on Website Visual Impact and
Messaging Develop Interest and Trust Decision to Respond Respond
& Submit Receive Prompt Follow-Up
You Cant Fix What You Cant Measure
Web Analytics Tools:
Google Analytics
IVA
PhoneTracker
Recommendation:
Get the right tools, make sure theyre implemented properly, and
learn to use them or find someone that can.
Conversion Rate Example #1
Landing Page
Conversion Rate Example #2
Landing Page
Conversion Rate Results ? ?
Conversion Rate Results 11.4% 2%
Example: ROI of SEO
Overview:
SMB networking, security & storage products sold on Dell
website channel
Products virtually impossible to find on Dell site
Huge competition / noise
Very low sales volume
Solution:
Created attractive, informative microsite
Implemented AdWords PPC and SEO program & Web
Analytics
Results:
Hundreds of prospects per month landing directly on appropriate
price and buy pages
Increased sales by 40% for one product line through
channel