An introduction to Search Engine Marketing, Pay-per-click, PPC and being a Google Premier Partner. Some best practices, things to look for and how to stand out above the competition. PPC is a great addition to any advertising or marketing campaign

1. Pay-Per-Click & Google Premier SMB Partner

2. • If it’s important for your CLIENT, it’s important to YOU!
• If we don’t offer it to them, someone else will
• SEM has been a catalyst for additional opportunities
• Helps with other marketing/advertising initiatives
• What else?

4. • Quick way to generate leads for highly competitive keywords.
• Immediate
• Cost effective
• Market research
• Indirect link to SEO
• Drive more traffic to website
• Increase sales
94%
Of online experiences begin with search
engines. –imFORZA.com
75%
Of users never scroll past the first
page of search results. -Hubspot

5. • Customers looking for products/services are at different stages in the
sales cycle
• SEM campaigns need to focus on all aspects of the cycle
• Focus on intent
• Awareness
• Research
• Purchase
97%
Of consumers research products online before
buying. –BIA/Kelsey Group, User View Wave VII

6. • CNA - Identify needs and focus
• Identify keywords that best describe products/services
• Audience
• Location
• Where to target? (city, state, country)
• Outcome
• Offers/Unique Selling Proposition/Emotional Connection

7. • Relevant keywords to an Advertisers business.
• Bidding on keywords through CPC
• Short-tail vs. Long-tail keywords
• Keyword Match
• Broad match – variations & synonyms
• +broad match modifier – not synonyms but in different order
• “phrase match” – includes terms in phrase in order
• [exact match] – exactly as is with no additions
• -negative keyword – without terms

8. • Keyword ------ Ad ----- Landing Page
• Headline (25 characters)
• Description Line 1 (35 characters)
• Description Line 2 (35 characters)
• Display URL (35 characters)
• Destination URL (1,024 characters)
• Google cares about user experience
• Landing page (Analytics) - Content
• Tags
• Please don’t click on your own Ad!

10. • Click-thru rate
• Response to your ads
• Impressions vs. Clicks
• Macro-Conversions
• Affect bottom line
• ROI
• Request a quote
• Micro-Conversions
• An event or action
• Like on FB, Share
• Download Whitepaper, Sign-up

11. • Ad Testing
• Using Keywords in ads (dynamic keyword insertion)
• {keyword} – all lower case
• {Keyword} – first letter of first word capitalized
• {KeyWord} – first letter of all words capitalized
• {Keyword: Default text}
• Intent
• Answer a question
• Seek Local
• Emotional connection

12. • Ad Extension
• Call Extension
• Especially with mobile
• Bid Multipliers (adjustments)
• Day Parting (days, time)
• Device
• Location
• Mobile

13. • Anyone in the Yellow Pages
• High Margins
• Repetitive Business
• Competition
• Those offering products/services

14. • Only a select group of highly qualified companies
• Direct access to Google and Support
• Continuous Training
• AdWords Certified Account Managers
• Compliance with Google Guidelines
• Updates on Algorithms and Training
• Experience with small to large campaigns
• Results of higher CTR and better positioning

15. • Experience. We don’t just sell it, we have people that are
knowledgeable about it in-house & corporate (certification)
• Dedicated and available team. (We ROCK Socks!)
• Transparency (we will even link to their analytics so they can see
how people navigate through their website)
• We do not hijack their campaign, or use it for self-serving purposes.

16. • http://www.google.com/trends/topcharts
• Next Digital Brown Bags
• Monday, August 17th
• 12 noon