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ELITE SEM OVERVIEW SEM & SEO. 212.863.9699 zach@elitesem.com. Zach Morrison Vice President. AGENDA. Introductions Agency Background Search Engine Marketing SEM Strategic Approach Sample Reporting and Analytics Search Engine Optimization Case Studies Q&A.

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slide1

ELITE SEM OVERVIEW

SEM & SEO

212.863.9699

zach@elitesem.com

Zach Morrison

Vice President

slide2

AGENDA

  • Introductions
  • Agency Background
  • Search Engine Marketing
  • SEM Strategic Approach
  • Sample Reporting and Analytics
  • Search Engine Optimization
  • Case Studies
  • Q&A
slide3

Elite SEM, a ‘Best of Breed‘

Online Marketing Agency

  • Recognized by Inc. 5000 as one of the fastest growing Search Engine Marketing agencies in the nation. Our qualified team of experts have been executing large scale SEM campaigns since 2004. We are dedicated to our client’s success and value our team as our #1 asset.
slide4

We have a passion for what we do,

our people are unmatched and, most importantly,

our results are unequaled

Experienced Industry Experts

Everyone at Elite SEM is Google Certifiedand an adExcellence Member too

Thought Leaders

Members of the Elite SEM team are adjunct professors at NYU covering SEM, SEO and all other facets of online marketing

OUR PEOPLEANDPROCESS

A Great Culture

Elite SEM has had cNO employeeturnover since inception in 2004

Hands-on Client Experience

Agency Owner also owns a Top 500 Internet Retailer site. We can consult on all areas of online marketing

Technology Agnostic

We license the best tools on the market for your needs. Our entire team is certified in various tracking tools including Marin, AKQA/SearchRev, AdGooroo and many other industry tools.

slide5

SEARCH ENGINE Marketing

ONLINEMARKETINGSTRATEGY

MOBILEAND TABLET Advertising

SEARCH ENGINE OptImization

SOCIAL MEDIA Marketing

ONLINE MEDIA Buying

DISPLAY ADS AND Remarketing

Elite SEM offers a full-suite ofSearch Engine Marketing and Online Media services

slide7

What sets us apart:

A No Risk Proposition

We have a 2-day out clause for all clients

Your Long Term Partner

Google ranked Elite SEM in the 99th percentile for client retention with 95% overall (industry average is 84%)

ELITE SEM’S CLIENT-CENTRIC APPROACH

Flexible Fee Structure

Aligns our interests to achieve a Maximum ROI

Full-service Management

Elite SEM manages all aspectsof your online marketing campaign from start to finish

slide8

What sets us apart:

ELITE SEM’S CLIENT-CENTRIC APPROACH

Our Work is Yours

You will own every aspect of your campaign including keyword research and account history

We provide 24/7 Support

We are a boutique agency set-up to meet your every need

Custom Reporting

100% transparency into results

Dedicated Google & Bing Support Team

Elite SEM’s established relationship with Google & Bing ensures our clients are taken care of with a full support team

slide9

Our client retention is strong,

our growth is healthy

In a recent study by Google, Elite SEM outperformed the Peer Group in terms of client retention and acquisition (Peer Group lost 16% vs. Elite’s 5%).

$907K

$1M

$486K

slide10

Search Engine Marketing

Opportunities

(“SEM”)

slide11

We help our customers

improve their SEM efficiency

and increase their conversion volume

(sales/leads)

  • Google’s Search Engine Results Pages (SERPs) are broken down into three distinct areas, each with their own strategy for obtaining top placement
  • Our goal is to diversify efforts across services (both on Google’s Home Page and beyond) to achieve the maximum return from your campaign investment
slide12

The Social Media Networks continue to roll out more Pay-per-click marketing opportunities to reach an extremely targeted audience

FACEBOOK ADS

Contextually Relevant to Users Interests

slide13

The Advertising Networks are taking over more real estate on mobile devices and tablets too

  • MOBILE ADSThe mobile web provides new pay-per-click opportunities to reach your prospects as they ‘walk’.
  • Text Ads
    • “Click to Call”
    • Extensions Ads with Offers
    • Hyper Local Ads
    • Seller Ratings
    • Ad Site links
    • Location Extensions (Addresses)

ELITE SEM

A ‘BEST OF BREED‘

ONLINE MARKETING

AGENCY

slide14

We have a core competency in Google Display Advertising

Google measured Elite SEM against the largest agencies in the country. Elite SEM was in the top 10% for spending on display, using display for our clients, and remarketing too. We are head and shoulders above the competition for agencies using Display for acquisition versus branding alone.

Contextually Targeted Campaigns

Placement Targeted Campaigns

ELITE SEM

A ‘BEST OF BREED‘

ONLINE MARKETING

AGENCY

Enhanced Online Campaigns

Mobile Display Campaigns

YouTube Display Campaigns

Remarketing Campaigns

slide15

The Google Display Network pairs your ads with ‘contextually relevant’ content to reach a targeted audience

CONTEXTUALLY RELEVANT TEXT ADS

(targets finance)

CONTEXTUALLY RELEVANT BANNER AD

(targets women interested in ‘style’)

slide16

Remarketing converts ‘lost’ visitors into leads/buyers

REMARKETING– CLOSING THE CONVERSION FUNNEL

YOUR OBJECTIVES

GOOGLE CONTENT NETWORK SOLUTIONS

Huge Reach... and Relevancy

Pick your Environment

Find Your Enthusiasts

Close Known Prospects

Keyword Contextual Targeting

Placement Targeting

Interest Category Marketing

Remarketing

slide17

A

Sample Remarketing Ads on Google Display Network

slide18

Our Strategic Approach

Search Engine Marketing

slide19

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

slide20

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Brand Discovery SessionWe are the experts in SEM and you are the experts on your own brand. We need to learn as much about your business as possible to understand the goals and objectives for this initiative

100-point campaign auditWe will review over 100 points that impact your ongoing, or upcoming campaign to develop the approach we will take to prepare and launch your SEM efforts

slide21

SEM/AdWords Audit: 100 Point Analysis

SCOPE

Elite SEM will conduct a Audit Current SEM Efforts by reviewing their current/past Google AdWords & Google Analytics Accounts.

Elite SEM Audit will cover 100 different points that when in line with best practices right can lead to the most optimal results across all of your paid search efforts.

Executive summary

-High Level Key Takeaways

-Areas For Improvement

-New Opportunities

Quick Wins

-Settings

-Structure

-Performance

-Reach

-New Opportunities

Site Statistics

-Historical

-Last Month

-Current Month

100 POINT Analysis outline

-Ad Copy

-Keyword Management

-Account Settings

-Ad Groups

-Bid Management

-Content (Display) Network

-Search Misc.

-Landing Pages

-Tracking

-Analytics

slide22

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Keyword Research and Ad Copy Development

Elite SEM will research and develop all relevant keywords for your products and services. Our ‘negative keyword strategy’ blocks ads from appearing on untargeted keywords.

Ad Copy is the one opportunity to convert Search Engine users into website visitors. Having a clear call-to-action with a compelling offer is a key piece of the larger initiative.

Campaign Strategy

Every aspect of the campaign (Paid Search, Display, Remarketing) requires a unique strategy and approach. We use the information from our initial research to establish internal goals and objectives for each facet of the campaign.

slide24

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Campaign Technology

We will work with your team to identify the best technology tools (bid management, reporting and tracking) for your needs. Then we will begin to set-up the system for integrating and launching the campaign.

Industry and Competitor Analysis

Before, and during, your campaign we will constantly analyze and monitor the industry and your direct competitors using the latest research technologies.

ELITE SEM

A ‘BEST OF BREED‘

ONLINE MARKETING

AGENCY

slide25

Ongoing industry and competitor research

ELITE SEM

A ‘BEST OF BREED‘

ONLINE MARKETING

AGENCY

slide26

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

A‘phased’ launch

The audit data, keyword and ad copy strategy, as well as our industry and competitor analysis will dictate the approach for our launch. Every campaign starts out with a ‘test phase’ to gauge results and test our key assumptions. We will make immediate adjustments based on our reporting and analysis to improve initial campaign performance.

slide28

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Research, Data Analysis, and Reporting

We will closely monitor every aspect of the campaign and continue to analyze, research and report on new trends or a series of key campaign activities.

Campaign Optimization

With the addition of ‘live data’ we can now optimize the campaign to specific goals for ROI.

slide29

Typical areas for optimization.Using Elite SEM will improve your financial performance and save time

Keyword Selection

Measuring click-through rates for performance

Landing Page Analysis

Reviewing Ad Copy for better conversion

Landing Page Testing (A-B split testing)

Leveraging Traffic Estimates to identify new keyword areas to explore

Tracking Keyword Ranking to dictate strategy

slide30

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Detailed Campaign Review and Ongoing Keyword Expansion

As the campaign progresses, we will expand the campaign using additional keywords and strategies that we identify throughout the life of the campaign. We evaluate actual search queries on the engines to determine new keyword opportunities/trends to expand coverage as well as including additional negative keywords to improve account performance.

slide32

Our SEM campaigns can be broken down into six distinct phases:

CAMPAIGNDISCOVERY

ACCOUNTDEVELOPMENT

LAUNCH & POSTLAUNCH TASKS

ONGOINGOPTIMIZATION & MANAGEMENT

EXPANSION& GROWTH

BEYONDTHE BASICS

Implement new bidding strategies and multi-variant testing

Our bidding strategy is tied directly to hitting specific ROI Goal(s) such as Sales, Email Sign Ups, Store Locator, etc. Multi VariateTesting involves adjusting certain variables such as the best time of day to run your ads along with testing different landing pages for specific groups of keywords to improve the ROI from every aspect of the campaign.

slide33

Beyond the Basics – Detailed and Advanced Optimization Tactics based on the campaign goals for cost metrics

OPTIMIZED

SEARCH

ADVERTISING

slide34

TECHNOLOGY,

Sample Reporting

& Analytics

slide35

SEM Technology & Tracking – A Key To Ongoing Performance

At Elite SEM, we are technology agnostic. We work with the most up-to-date technologies and tools on the market for managing our clients campaigns and bidding strategies. These tools include our exclusive bid management system, Search Rev, and other advanced software packages like Marin, DoubleClick and invite media. These tools guide our team to execute on campaign strategies that will maximize sales and acquisition costs for your business while creating efficiencies in managing your campaigns in a fast and effective way. The parameters we set for your campaign derive from an ROI analysis of all your strategies and keywords to ensure your campaign will reach its goals.

Once we implement the listing and bidding strategies, the bid management solution we are using will monitor your accounts 24 hours a day and 7 days a week. Each of our dedicated Account Manager are all certified experts in the tools that they use to manage your campaign.

slide36

Typical reports include an Executive Summary along with performance by Channel (Search/Display/Mobile, etc.) by Product and by Search Engine

slide37

Search Engine Optimization

Our Strategic

Approach

slide38

Maximizing the return from Search Engine Optimization

An effective SEO campaign involves executing on a series of strategies and tactics to improve a website’s position in the ‘organic listings’ on Google’s search engine results pages. A ‘complete SEO effort’ includes a process that can be executed individually or in phases:

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

slide39

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

The SEO Audit is a thorough, ‘under the hood’ look to isolate areas for improvement. Key areas to review include:

Preliminary Factors such as:

File naming conventions, the ‘site code’, server speed, Page Rank (a Google factor for indexing the pages), Domain History, and more.

Sitemap review and implementation:

We will ensure you have a ‘sitemap’ that is optimized to provide Google with a clear ‘roadmap’ through your website for Google’s search engine ‘spiders’ to review your website.

User issues and Site Composition:

How are each are of the page being used to promote SEO effectiveness. Does your website have the proper information in the ‘source code’ for the Search Engines to properly review and index your pages.

slide40

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

The SEO Audit is a thorough, ‘under the hood’ look to isolate areas for improvement. Key areas to review include:

Other ‘off-page’SEO elements:

Social Media SEO, Optimized Press Releases, Video Optimization, Image review, Using affiliate programs and blogs.

CompetitorInsights

An industry overview of how your competitors are using their own links, site content and architecture, strategies, and various SEO tools. We can always learn from the competitor efforts to identify ‘market gaps’ that we can exploit for better results.

Audit Deliverables

A detailed report (approximately 50 Pages) that will highlight key areas for traffic opportunities and call attention to specific areas of concern & improvement

slide41

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

After the Audit we prepare a short, and long-term SEO Strategy and execution plan for the campaign:

Specific Strategy Recommendations may include:

Technical and Meta Creation/Optimizationchanges to the ‘source code’ of the website to improve optimization

Keyword Mappingwhat keyword efforts should be directed to what page

Body Content Optimizationchanges to the content (written text) to improve optimization

Image Optimizations

Local Search Improvement & Optimizations

slide42

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

Implementing our SEO Strategy involves a series of steps to address our finding from the audit and boost the ‘crawability’ (how Google views your website) and ‘indexing’ (how Google ranks your website in their Search Engine Results Pages

‘On page’implementation

New Content Creation

Blog Creation/Strategy

Blog Posts

Landing Page Creation

Winnable Keywords

Internal Linking Optimizations

‘Off Page’strategies

Reputation Management

Social Linking

PR

SEO Content

Competition Monitoring

Monthly Reporting

Consulting Hours

slide43

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

Following the audit and implementation, we will develop and execute on a strategy to build on-site content for the newly optimized website

slide44

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

A successful linking process strategically places your new and existing website content on blog, websites, and social media properties to increase exposure for the website.

As more people read the interesting and relevant content that ‘links back’ to your website. This process will help improve your overall rankings.

Businesses must be very careful with their content and inbound linking strategy. Google may severely penalize anyone using, what they determine, are ‘inappropriate’ strategies to ‘game the system.’

slide45

BASIC SEO AUDIT

STRATEGY DEVELOPMENT

SEO IMPLEMENTATION

CONTENT STRATEGY

LINK BUILDING

Elite SEM’s link building efforts secure specific pre-qualified links from sources and websites that we manually target and approve. We also generate new links using timely press releases; direct interaction with other ‘related’ websites; and, appropriate social media efforts too.

slide47

Landing PageTESTING AND OPTIMIZATION

ONLINEMARKETINGSTRATEGY

Google Analytics SET-UP & MANAGEMENT

WebDesign AND DEVELOPMENT

In addition to Search Engine Marketing, Elite SEM offers a complementary suite of full-service online marketing services

SOCIAL MEDIA Marketing

Mobile-FRIENDLY WEB DESIGN

SOCIALMEDIA Customization

slide48

TESTIMONIALS

& Case Studies

slide49

Over the past 4 years Elite SEM has grown our search engine marketing presence across all of our business lines.Every year pushing the boundaries further than expected. We’ve seen significant increases year over year in inquiries & sales, as Elite SEM always provides a proactive approach to managing campaigns. Based on their irreplaceable expertise in the SEM arena our goals have been surpassed and we continue to be surprised with the growth in online presence we’ve seen.

— Edmund MackeyDirector Of Digital Strategy, SERVICEMASTER

Client since 2008

slide50

The Holiday season is by far our most crucial time of the year.Comparing November & December of 2010 to 2011, Elite helped us drive 51% more clicks for 5% less spend. The increased click volume combined with improved conversion rates due to more targeted ads and landing pages led to 65% more orders, 48% more revenue, and a 56% increase in ROAS!

– ANTHONY MILANOHUGO BOSS

Client since 2010

slide51

Our experience with Elite SEM has been more than amazing! They apply all the best practices from each of their clients to create an ecommerce experience that is not only functional but constantly evolving with added value components. Partnerships are critical in all areas of business and Elite SEM has introduced new vendors to us who have been apart of our continued website growth. We highly recommend their services if your are looking for the best in SEM!

— Elaine Sugimura President, HAVAIANAS

slide52

In September 2009, ideeli enlisted Elite SEM to take over (from the previous agency)& manage their Search Engine Marketing campaigns. Based on tremendous YoY Growth, In August of 2011, ideeli was named the fastest growing company by Inc 500.

ACQUISITION EFFORTS

CLIENT SINCE

2009

Elite SEM concentrated on increasing new user account registrations at a set target CPA as well as increasing overall brand visibility through online marketing channels.Using Elite SEM’s sophisticated bidding system coupled with their strategic thinking, ideeli was able to grow their user membership throughout 2009-2010, setting record highs by the end of Q4 2010. Between Q4 2009 and Q4 2010, ideeli experienced a significant jump in paid search account registrations by more than 140%.

Not only did ideeli more than double its paid search membership numbers, Elite SEM enabled the flash-sales retailer to use its marketing dollars in a way that’s smart and effective, thereby decreasing cost per new user registration by 5% from Q4 2009 to Q4 2010. The spike in new user registrations via paid search not only increased brand awareness of the ideeli brand name, but it also boosted overall sales. Another win for Elite SEM on the ideeli paid search marketing campaign came in the form of an over 4,000% increase in order volume between Q4 2009 and Q4 2010. These impressive growth results Elite SEM delivered for ideeli have continued into Q1 2011 and have solidified the already mutually beneficial relationship between Elite SEM and ideeli. 

slide53

Using Elite SEM’s customized multi facet internet marketing approach, The Client ended 2010 with 58% online sales growth and 48% revenue growth, while shrinking costs by 22%.

SALES CAMPAIGN

CLIENT SINCE

2009

For the second consecutive year, Elite SEM has been chosen as Tommy Bahamas agency of record for Internet Marketing. Featured in the Inc. 5000 List of Fastest Growing Private Companies in 2010, the agency is tasked with developing and managing the upscale lifestyle brand’s marketing across all digital channels including Search Engine Marketing, Display, Remarketing, Comparison Shopping and Affiliate Marketing.

slide54

Using Elite SEM’s customized multi facet internet marketing approach, The Client ended 2010 with 58% online sales growth and 48% revenue growth, while shrinking costs by 22%.

LEAD GENERATION EFFORTS

CLIENT SINCE

2007

Since Elite SEM began managing Terminix PPC campaigns, Terminix has seen tremendous success & growth in their Paid Search Marketing Campaigns. The custom & thorough creation of keywords, ad text and negatives by Elite SEM lead to over a 10% increase in Click Through Rates Year over Year for Terminix. In today’s PPC space one of the most important aspects client’s are looking for is increased Conversion rates, Elite SEM was able to bring Terminix Conversion Rates up by 55% Year over Year. Most importantly, Elite SEM increased Terminix lead volume by Over 65% since they developed and began managing Terminix PPC campaigns.

  • TERMINIX BREAKDOWN
  • EliteSEMInc Increased Online Leads By Over 65% Year Over Year Since Taking Over
  • EliteSEMInc Increased Conversion Rates By 55% Year Over Year Since Taking Over
  • EliteSEMInc Increased CTR By 10% Year Over Year Since Taking Over
slide55

Are you satisfied with your

Search Engine Marketing results?

212.863.9699

zach@elitesem.com

Zach Morrison

Vice President