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Welcome Glenferrie Road Traders. Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected] Show of Hands.  Search engine is?  Familiar with Google, Yahoo and MSN?  Search engine marketing.  Has a website.  Search engine optimisation.

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Welcome glenferrie road traders l.jpg

Welcome Glenferrie Road Traders

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Show of hands l.jpg

Show of Hands

 Search engine is?

 Familiar with Google, Yahoo and MSN?

 Search engine marketing.

 Has a website.

 Search engine optimisation.

 Pay per click advertising.

 Running a campaign.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Wordup online l.jpg

WordUp! Online?

Keywords to be familiar with:

  • Search engine – used to locate relevant information on the World Wide Web – Google / Yahoo / msn

  • Keyword – a word used to commence search

  • Searchengineresultspage(SERP) – is the listing of web pages returned by a search engine in response to a keyword query.

Search Engine Marketing:

 A form of online marketing that seeks to achieve high rankings for your website on search engines like Google, Yahoo & msn.

 We direct relevant searchers to your website

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


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What’s on the Agenda?

PLEASE ASK QUESTIONS AT ANYTIME.

  • Search engine marketing:

  • What it is?

  • Pay-Per-Click Advertising (PPC) vs. Search Engine Optimisation (SEO).

  • Why all the fuss?

Search engines?

How a search engine works?

What is Google?

Who is online?

Why search is so important?

How to get started?

- Six steps of starting a Pay Per Click advertising campaign

Stats to take notice!

Question time.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


How a search engine works l.jpg

How a Search Engine Works?

2. Index – Collecting of the loot:

Search engine creates a copy of all the visited pages for later processing by the search engine. The search engine then indexes the downloaded pages and stores it. Google stores information on around 300,000 plus mega computers, all around the world.

Connects People to the World Wide Web

3 Step Process

1. Crawling – scanning for loot:

Search engine deploys agents that quickly jump from webpage to

webpage, scanning content and cataloging the images, text, links, video

and data from each webpage.

3. Algorithm:

Once a search is conducted, the search engine deploys a complex algorithmic formula, which is used to determine the relevance of each individual webpage = search results.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


What is google l.jpg

What is Google?

PageRank - Algorithmic Formula

 Their secret sauce.

 “All links were not created equal”

 Search must be deemed fair and unbiased.

 Citations - Inbound links

 Quick / Clean / Effective.

Wanted to sell PageRank – No buyers

University project (Stanford)

Co-Founders: Larry Page and Sergey Brin

Wanted to Download and Index the World Wide Web

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


How big is the web l.jpg

How Big is the Web?

775 Eureka Buildings

EUREKA!

If printed out, Google’s database equals a stack of paper around 230 kilometers high*.

6.5 Billion Webpages.

110 Million Websites.

Googles PageRank (search engine) can pull any word out of that stack in less than half a second.

Question:

 What floor do you think your website is on?

* The Google Story by David A. Vise

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Amount of searches worldwide l.jpg

Amount of Searches Worldwide

1.4 million searchers a minute

61 billion searches in August 2007 (commscore)

37.1 billion - Google

8.5 billion - Yahoo!

3.2 billion - baidu.com

2.1 billion - msn

What are they Searching for?

Around 95% people search for products and services.

 90% of these users only search the first page of results.

Popular Business Verticals

 Insurance

 Clothing (Shoes)

 Technology

 Travel

Who is Searching

 18 – 32 year olds.

 Mothers

 Stats later on…

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


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Users Online 2006 vs. 2011

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Why is search so important l.jpg

Why is Search so Important?

It’s important to be seen.

 1000’s of eyeballs searching for your product or service each day.

 Imagine the thoroughfare of that magnitude and being stuck behind a brick wall!

Consumer behaviour is shifting – people are utilising the World Wide Web to, buy, research and discover products & services.

 Branding perspective: top of mind

 Out of site, out of mind!

Paradox Spawning:

 As more information comes available online it becomes harder to find what you are looking for.

That’s why search is crucial.

 Search is where the internet greets the masses.

 It’s the funneling process.

So how do you get noticed?

Enter Search Engine Marketing!

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Search engine marketing l.jpg

Sponsored Links

Search Engine Marketing

Organic Results

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


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Search Engine Marketing

1. Search Engine Optimisation:

 Influencing free listings – “Organic” or “Natural” search results.

 Optimising website to communicate with search engines.

 Understanding PageRank.

 110 + million websites, its increasingly more difficult to be seen on the first pages.

Definition:

The process required to establish and maintain consistently high rankings on major search engines for targeted keywords or phrases.

2. Pay-Per-Click Advertising:

Bidding for keywords that are related to your product or service.

 Sponsored Links

1 + 2 = Search Engine Marketing:

 Combination of the two.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Lets talk pay per click l.jpg

Lets Talk Pay Per Click

  • You don’t pay:

    • If nobody sees your ad on the results page.

    • If somebody sees your ad but doesn’t click.

The many names for pay per click advertising:

PPC.

Cost Per Click (CPC).

Paid Inclusion.

Paid Search Marketing.

You pay:

Only when someone clicks your ad.

You pay each time someone clicks a link pointing to your

website.

Ultimate objective:

Cheaper clicks.

Higher ad positioning on relevant searched keywords.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


So why the fuss l.jpg

So Why the Fuss?

Set your budget: There's no minimum spending requirement – the amount you pay for your pay-per-click campaign is up to you.

Pay only for results:You're charged only if someone clicks your ad, not when your ad is displayed.

Interested clientele:

 You’re reaching people when they’re looking for you.

More than a billion searchers every day. There is a good

chance that a percentage of these searchers will be prospects

for your business.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


So why the fuss15 l.jpg

So Why the Fuss?

Target specific geographical regions:

 No atomic bomb.

Set your ads to appear only to people searching in a particular region.

It Allows you to Market Products Temporarily:

Seasonal goods, products of which you have a small supply, etc.

 Want to sell or promote a product around Christmas or Easter.

 Have decided to discontinue a product and want to get ride of it.

 Limited time discounts.

The Ads are Unobtrusive and Not Gimmicky:

 Sponsored and organic listings mesh together really well.

 Consumers accept and aware sponsored advertising.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Major australian world players l.jpg

Major Australian & World Players

Yahoo!

 Australia – 12% market share.

 World - 22.88% - 8.5 billion searches (AUG 07).

Google

Australia – 81% market share.

 World – 64.14% - 37 billion searches (AUG 07).

ninemsn

 Australia – 6% market share.

 World 6.59% - 2.1 billion searches (AUG 07).

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Major australian players l.jpg

Major Australian Players

PowerPoint presentation without a pie chart…

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]



Slide19 l.jpg

How to Create a Pay Per Click

Account.

Define Your Goals & Objectives:

Narrow your focus!

 Brand Building.

 Driving visitors to your website.

 Revenue Generation.

 Generating leads to follow up offline.

 Selling more products or services.

 Promotion of a sale.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Slide20 l.jpg

How to Create an Account

Introduction.

6 Step Process:

Finding the Right Keywords & Bidding.

AdGroup's (Categorising)

Geo-Targeting.

Creating your Ad.

Landing Pages.

Measuring ROI.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Finding the right keywords l.jpg

Finding the Right Keywords

  • Selection:

  •  Relevant to your product or service offering.

  • Keywords that will result in conversions.

  • Tools: Wordtracker.com / Google keyword tools.

     Don’t be generic with keywords - will cost you a fortune.

About funneling the most relevant keyword searchers to your website.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Finding the right keywords22 l.jpg

Selection factors to think about:

Finding the Right Keywords

 Company Name - WordUp / Word Up (coupled with print campaigns)

 Trademarks & Product Names - Product verticals.

 Split or Merged Words - knowledgebase (80) vs. knowledge base (20)

 Singular and Plurals - Yield different results

Common Combinations - cheap tickets / discount / low cost

 Hyphenated Words - ecommerce / e-commerce: email / e-mail

 Domain names - afl.com.au

Obvious Spelling Mistakes

Calendar (10,605)

Calender (2,721)

Calander (1,549)

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Bidding for right keywords l.jpg
Bidding for Right Keywords

  • Click costs will reduce over time:

  • Relevancy

  • Popularity

Cost Per Click

The higher you bid the higher your ad will be displayed on the search engine results page – how much?

 Stock exchange – supply and demand

  • Selection

  •  Relevancy

  •  Web content

  •  Keywords with a high conversion rate

  • Long tail (go to http://en.wikipedia.org/wiki/The_Long_Tail)

    • A large number of queries that happen far less often than the leading terms.

    •  Shoes vs. ‘running shoes’ or ‘cheap cross trainer runners’.

    • Cheaper words = Larger quantities = lower % of conversions.

  • Discovery keywords

    • Stumble upon words.

    •  Entertainment value.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


2 managing keywords create ad groups l.jpg

AdGroup’s = Categorising keywords into relevant groups.

2. Managing Keywords - Create Ad Groups

Example - DuttonDirect.com

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


3 geo targeting l.jpg

3. Geo-Targeting

What areas you will be targeting your ads to?

Geo-targeting allows you to target your ads to:

 Country (Different Language).

 State / Territory.

 City.

 Suburb.

 Kilometre Radius.

Dutton Real Estate:

Melbourne

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Geo targeting l.jpg

Geo-Targeting

Examples of Geo-Targeting

 Company selling furniture may only ship within one country / state.

 Local restaurant will target local patrons.

 Malvern Dentist would not want their ads appearing on searchers conducted by users from Swan Hill.

Why Geo-Target

 Target your Ads to users that can buy from you.

 Lower click costs (less demand).

 Economic variables.

 Demographic variables.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


4 creating your display ad l.jpg

4. Creating your Display Ad

Finding the Right Keywords

Creating AdGroups

Geo-targeting

Steps so Far:

Display Advertisement

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Look of a display ad l.jpg

Look of a Display Ad

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Creating your display ad l.jpg

Creating your Display Ad

Each Ad, pending the search engine, has character limitations.

* Characters

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Creating your display ad30 l.jpg

Creating your Display Ad

Traditional marketing communication principles apply!

Sell your unique selling proposition / differentiation point.

Sell the benefits / competitive advantage.

Call to action?

Features?

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Examples of strong display ads l.jpg

Examples of Strong Display Ads

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


5 landing pages l.jpg

You have Paid for the Click –

Question: Where do you want your ad to lead the user?

5. Landing Pages

What to do?

Developing compelling messaging and readable copy.

 Talk about benefits - sense of urgency.

 Call to Action first 3 words are critical in all sentences

Headline the biggest – then cascade down.

Once visitors arrive on your landing page, the site must keep the momentum going and ultimately convert the visitor to a customer /lead.

 You don’t want to lose the lead!

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Landing pages l.jpg

Landing Pages

Step 2. User views relevant ads on the search engine results page.

Step 3. User clicks on advertisement – leads to landing page.

Step 3

Step 2

Dutton.com example

Step 1. User searchers for secondhand Porsche.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


6 conversion strategies analytics l.jpg

“Half the money I spend on advertising is wasted, the trouble is, I don't know which half” - John Wanamaker

6. Conversion Strategies & Analytics

Conversion Strategies:

How is your website communicating with your target market?

 Contact form.

 Newsletter sign up.

 Actual sale / lead.

 Survey.

 Response to a new website.

 Clicks become accountable.

Analytics: Hansel and Gretel Scenario

 How long customers stay on your website.

Where customers are dropping off.

 Find out which pages result in lost conversions and where your would-be customers go.

 Number of new visitors / returning visitors. 

 Geo-targeting analysis - where visitors are coming from.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Stats to make you notice l.jpg

iProspect Offline Channel Influence on Online Search Behavior Study(August 2007)

Stats to Make you Notice

57% of online users claim that performing searchers on search engines has become more important to their use of the internet over the last year

72% of 18-24 reported a growth of importance in performing queries on search engines.

55% of online users 25 and older reported the same.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Stats to make you notice36 l.jpg

Behavior Study54% of online users who have performed a search in the last year are performing searches daily.

 32% of respondents reporting that they perform searches multiple times a day,

Stats to Make you Notice

 T.V & word of mouth influence over one-third of searchers.

 67% of online search users are driven to search as a result of some offline channel.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Stats to make you notice37 l.jpg

Consumers who shop online for digital cameras and TVs spend 10% more on in-store purchases than consumers who do not search online - Yahoo! Search Marketing

Stats to Make you Notice

Online digital camera shoppers who made their purchases in stores spent an average of $31 more than those who did not use search.

 Online TVs shoppers spent on average of $139 more.

emarketer.com AUGUST 27, 2007

 60% receive a coupon then buy in store.

 37% browse then buy in store.

 Receive a catalogue, buy online

 19% go in store, then buy online

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Stats to make you notice38 l.jpg

Stats to Make you Notice 10% more on in-store purchases than consumers who do not search online -

emarketer.com AUGUST 24, 2007

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Stats to make you notice39 l.jpg

DoubleClick Performics in cooperation with Microsoft and ROI Research, researched 1,000 mothers.

Stats to Make you Notice

 70% use search engines to gather information before making any online purchase

 57 percent use search engines to gather information before making any offline purchase

 Three-quarters spend one hour or more per day using both the Internet and watching television.

 76% spend one hour or more per day using the Internet

 36% spend three or more hours per day

 97% go online once a day or more

 86% feel that search engines are the best way to find information, and 89% always start with the same search engine

Demographics

 Highly educated and affluent.

 46% of the mums were employed, with 26% employed full-time and 20% work part-time.

 The majority of respondents are between the ages of 35 and 49.

 60% of the respondents have college or higher education.

 A third have a single child and 40% have two children at home.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Summary l.jpg

Finding the Right Keywords & Bidding. Research, researched 1,000 mothers.

Summary

Creating AdGroup's.

Geo-targeting.

Creating your Ad.

Landing Pages.

Measuring ROI.

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


Thank you for your time l.jpg

A few website suggestions Research, researched 1,000 mothers.

Thank you for your time

 Google Maps – www.maps.google.com.au

 Google quality score - http://adwords.google.com/support/bin/answer.py?hl=en&answer=10215

 AdWords - http://adwords.google.com/select/Login

 Yahoo search marketing–www.searchmarketing.yahoo.com.au

 WordUp! Online –www.wordup.com.au

 WordUp! Online’s newsletter – http://www.wordup.com.au/news/

 emarketer (stats and trends)–www.emarketer.com

 Marketing & media online magazine –http://www.bandt.com.au/

Thank you Alex Hume

This presentation can be downloaded from www.wordup.com.au

Word Up Online | www.wordup.com.au | p: +613 9913 0540 | [email protected]


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