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What We Learned in 2013, What We Will Apply to 2014

What We Learned in 2013, What We Will Apply to 2014. C1 Partners Team. About C1 Partners. About C1 Partners Established in 2004 Re-Branded 2012 Digital Marketing Web Development Advanced PPC Advanced SEO Social Media Strategy. Founders. Founder Dan Smink

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What We Learned in 2013, What We Will Apply to 2014

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  1. What We Learned in 2013, What We Will Apply to 2014

  2. C1 Partners Team

  3. About C1 Partners • About C1 Partners • Established in 2004 • Re-Branded 2012 • Digital Marketing • Web Development • Advanced PPC • Advanced SEO • Social Media Strategy

  4. Founders • Founder • Dan Smink • MBA Marketing Georgetown University • Led Strategies for: • Centura • Covidien • McKesson • Thermo Fisher • Grew Organizations From $25-$50 Million • Core Experience: $1 Million to Greater Than $40 Billion Companies

  5. Founders Founder • Dan Stratford • MBA From Regis • Digital Marketing Experience • Dex Media (Corporate Digital Team) • LexisNexis Regional Consultant • Google Certifications • Certified Legal Education (CLE) Instructor • Digital Strategist at C1 Partners

  6. Agenda • Tracking is So Easy & Affordable - Why aren't you tracking? • Google Adwords/PPC • PPC Works • PPC & SEO Can be great together • PPC May Lose in The Short Run • SEO Really Works • Penalized Sites • How to Keep From Being Penalized • How to Recover • Should You Start Over?

  7. What is Google Adwords • Google Search Results:“ppcdenver” • Paid Results • Organic Results • Organic/PlacesResults • Bid System • Higher Bids = Higher Placement • Relevance is a Factor

  8. Preface • Google Adwords CAN Be Profitable • Google Adwords CAN Help You Grow Your Business • However… • In many cases it is NOT Profitable in the short run • In many cases it is a break-even acquisition play • In some cases it is an expected loss • In some cases it is a gamble • For some businesses it may never be profitable • Adwords usually works best when part of an overall marketing strategy

  9. Challenges & Opportunities • Challenges • Do it yourselfers waste 40-70% of budget towards unrelated clicks • Businesses that don’t track (or care) about ROI drive prices up • Competing against good and bad PPC, can win against both • Keys to Success

  10. Keys to Success Keys to Success • Research Before You Spend a Dime • Experience – Hard to Beat • Targeted Search Terms • Targeted Ads (Not Necessarily Driving High CTR) • Targeted Landing Pages • Re-Targeting • Display • Tracking Results at Acquisition Level

  11. Making Campaigns Profitable Industry Average Results • Cost Per Click = $5 • Conversion to Lead Rate = 2.7% • Cost/Lead = $185.19 Sophisticated PPC • Cost Per Click = $5 • Conversion to Lead Rate = 10% • Cost/Lead = $50 Cost Per Acquisition @ 10% Close Rate • $1,185 vs • $500

  12. Making Campaigns Profitable Sophisticated PPC • Cost Per Click = $5 • Conversion to Lead Rate = 20% • Cost/Lead = $25 Instead of $185.19 • Cost/Acq = $250 Results? • Savings of 87% • Your Competitors Cannot Compete, or • You Cannot Compete Without an Optimized Campaign

  13. Making Campaigns Profitable 2 Case Studies • Attorneys With $50+ CPC • C1 Partners With $13 CPC

  14. Keys to Success Keys to Success • Research & Plan Before You Spend a Dime • Experience – Hard to Beat • Targeted Search Terms • Targeted Ads (Not Necessarily Driving High CTR) • Targeted Landing Pages • Consider Re-Targeting & Display • Tracking Results at Acquisition Level

  15. SEO • SEO Really Works… • Unless You Get Penalized • How to Keep From Being Penalized • How to Recover • Should You Start Over?

  16. SEO-Let’s Get The Bad Out of The Way • Results of Penalization • How to Keep From Being Penalized • How to Recover • Should You Start Over?

  17. SEO-Let’s Get The Bad Out of The Way • Results of Penalization • Traffic Tanks • Affects 30% to 90% of Revenue • Better Revisit Adwords!

  18. SEO-Let’s Get The Bad Out of The Way • What Do You Mean By “Penalty”? • Bad Links From Your Past • Bad Links • Links Going Away Faster Than You Can Acquire New Ones • Current Issues • More bad links? • Site Content Over Optimized • Duplicate Content • Affects 30% to 90% of Revenue • Better Revisit Adwords!

  19. SEO-Let’s Get The Bad Out of The Way How to Keep From Being Penalized • Do Not Over Optimize • Avoid Duplicate Content • Be Careful About Linking Programs That Seem To Good To Be True • Don’t Have Any Enemies

  20. SEO-Let’s Get The Bad Out of The Way • Penalized-Now What? • Recover Your Site • Disavow • Fix Content • Add Good Content • Add Goog Links • Takes Time • Takes Effort • May Never Fully Recover • Start Over: New Domain? • Big Pain • May Seem Expensive • May Be The More Profitable Route • Especially if Your Domain Brand is Important

  21. SEO-Let’s Get The Bad Out of The Way New Domain & Site Might be More Profitable Checkout My Blogpost http://www.c1-partners.com/blog/bid/192295/Impacted-by-Google-Algorithm-Update

  22. SEO Keys to Success On-Site SEO Factors • Site architecture • Sitemap • Internal Linking • Navigation • URLs • Lower Keyword Density • In site content • In title tags • In Description Tags • In Picture Names and Alt Tags • In Video Names and Descriptions • Site Setup • Google Authorship • Blog • Local, Social Media Links • Analytics • Webmaster Tools

  23. SEO Keys to Success Off-Site SEO Factors • Setup All of Your Web Properties • Local • Social • Google Authorship • Social Media Efforts • Develop a Community, When Applicable • Participate in Comments & Blogs With Your Google+/Authorship Account • Share Your Content • Biggest Factor Could Still be Link Building for Near Future • Quality, Not Quantity • Balanced Content for Links • Naked • Branded • Keywords • Balanced No Follow & Follow • Balanced High PR/DA and low PR DA

  24. Off-Site Factors • What Does Google Want? • The best experience for the searcher… • …so they come back. • Backlinks Are a Vote/Reference • From Quality Sites • From Relevant Content • From Relevant Websites • Bad Backlinks Can Be Difficult to Overcome • Social Media • Are you setup on Google +, Facebook, LinkedIn, Twitter and others? • Are you active in social media? • Google & Other Properties • Google Plus • Google Authorship • Local Directories: Google, Yelp, Yahoo!, Bing & Others

  25. C1 Partners SEO Results The Driver of These Results is On-Going Off-Site SEO, Primarily around diverse link building that includes proper timing, social signals and more. We never recommend Off-Site Only, but it appears to be a significant driver of results when applied to a well setup site.

  26. C1 Partners SEO Results Quality Links Rank This 2 Month Old Site Ahead of 3 out of 4 of these PI Attorneys in a Very Competitive Market

  27. One More Thing… • Tracking • At Conversion Level • Even Phone Calls • Messaging Matters • Messaging That Engages Your Target Audience • Message That is About Your Prospects First, You Second • Messaging Improves Conversions • Presentation Available on Website

  28. Contact Us Dan and Dan C1 Partners P: 303.501.1821 W: c1-partners.com T: @c1partners E: info@c1-partners.com

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