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

#2 Mistake We See:

• Wasting money on the wrong traffic

• • Poor keyword selection

• • AdWords gotchas

• • Incorrect targeting

• • • Geography

• • • Demographics / contextual

• • • Dayparting

What We Do:

• Attract targeted website traffic

• • SEO & Online Advertising

• Increase conversions on their website

• Analyze website visitor traffic and behavior

• Improve visitor experience and ROI

Sources of Website Traffic Website Traffic On-Line Advertising Referrals Brand Awareness (Bookmark or Direct) Pay-Per Click Banners & Text Ads Sponsor- ships Contextual Ads On-Line Pubs Organic Search Referring Links PR (Online / Offline) Ads (Radio/TV/Print) Related Sites E-Newsletters Portals Viral Marketing Paid Search

Attracting Targeted Website Traffic

• SEO - S earch E ngine O ptimization

• PPC P ay P er C lick Advertising

• • Sponsored Search

• • Contextual Advertising

• Directory listings / inbound-links

• SMM - Social Media Marketing

Concepts and Definitions Pay-Per-Click SEO

What is SEO?

• Helping the Search Engines do the right thing

• • On-Page SEO

• • • Search-engine-friendly website

• • • Selecting the RIGHT keywords

• • • Proper keyword placement

• • • Visitor engagement

• • Off-Page SEO

• • • Quantity and quality of in-bound links

How does Google determine Rank?

• Site crawls / content authority

• Inbound links & anchor text

• Traffic (how do they know???)

• Search results clicks

• Stickiness time on site

• Domain age & hosting longevity

• and about 200 other factors

SEO Rule #1

• Your site must be search engine friendly

• • Check using Googles site command

SEO Rule #2

• Choose your keywords carefully

• • Quality, not quantity

• • CEO ego should not be a factor

• • Search frequency and relevance are key

• • Be sober about competitor strengths

• • Better to rank well for a small number of important keywords than try to rank for lots of low-traffic, low-relevance terms

• • Lateral search using software tools

• • Evaluate each term across three axes

• • Group by theme

• • For SEO: Assign to pages

• • For PPC: Assign to ads

Keyword Research Search Frequency Competition Relevance

Keyword Research Tools

• Google

• • https://adwords.google.com/select/KeywordToolExternal

• WordTracker

• KeywordDiscovery

• HitWise

Pay Per Click Advertising

• Two major platforms:

• • AdWords (Google)

• • Microsoft adCenter (Bing, Yahoo)

• Two major channels:

• • Search

• • Contextual

Revenue $ in millions

Challenges:

• Does your site convert visitors into leads?

• Targeting the wrong keywords is costly

• Google ranking algorithms change daily

• 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

Case Study

Sample Clients

Thank YOU for Listening

• Hans Riemer

• Market Vantage LLC

• 274 Main Street

• Groton, MA 01450

• Direct: (978) 482-0131

• www.Market-Vantage.com