Introducing:
Samantha RufoPresident, nxtConcepts, Ltd.& the myGuideSites.com
• Small business focus• Internet Marketing (PPC, SEO) for five years• Google Professional certified• Yahoo Ambassador• Also work with numerous other search enginesincluding MSN, Looksmart, Shopping.com, etc.
Agenda
1. What is Internet advertising?-Is it legitimate?
2. Creating ads that convert-Keywords-Ads-Landing pages
3. Case study4. Top 5 ways to waste money5. Putting it all together
Good vs. Bad
The Good
Cheap
Highest ROI EVER!
Measurable
Flexible & responsive
The Bad
Hard to budget
It takes a village
Daily management
Quickly evolving industry
Diversification is key
Where ads appear
2.7 billion searches (42.7%)
1.8 billion searches (28%)
849,000 searches (13.2%)
Fight Keyword Competition
1. Fly below the radar.
2. Think phrases.
3. Test dayparts & markets.
4. Take advantage of seasons.
5. Not all keywords are alike.
SEM Waste #4Not bothering with testing
http://www.google.com/analytics
SEM Waste #5Driving up keyword costs
Ski Area A Ski Area B
“ski vacation”
$0.10 $0.12
$0.15 $0.20
$1.00
Expedia.com
$1.01$1.02 Stop the
Madness!
• Feed the web
•Remember “Zero-time” Marketing
• Set goals prior to starting
• Let go at the top
• Maximize your ads, landing pages, and keywords
• Test, test, test.
Where to go from here
Samantha [email protected]
Download the presentation onlinehttp://www.myMarketingGuide.com
Questions? Call 888-215-0820
Thank you!
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