AMPLIFY YOUR DIGITAL MARKETING STRATEGYWebinar – May 24, 2016

Housekeeping Items

Housekeeping Items

• This webinar is being recorded.

• A follow-up email will be sent with a link to the recording.

• Questions can be submitted through the GoToMeeting control panel.

• Following the webinar, we’ll be drawing an attendee’s name to win a FREE Summit registration.

Agenda

Agenda

Introductions

Digital Marketing To Dos

Event Tracking Demo

Question & Answer

SEO & PPC Trends

Panelists

Sarah GreenoughChief Marketing Officer

Princeton Properties

Ryan NadeauChief Evangelist & Founder

SLCSEM.org

@SLCSEM

Matt FrandsenAssociate Director of SEM

Entrata

Using SEO & PPC

PPC Assisted Keyword Research

Using SEO & PPC

KEYWORD RESEARCH

• Use PPC as a means for SEO research

• Improve click-through rates by testing keywords

in PPC ads

BRING IT BACK TO BASICS

• Don’t use PPC to offset SEO results for poorly

created websites

PPC and SEO Strategic Initiatives

Using SEO & PPC

• Watch Factory Lofts struggled with online presence with a -32% downward trend in website traffic.

• SEO and PPC adjustments went live in February 2015 and the following results ensued:

• Jan – Feb vs. Mar – Apr 2015 Organic Growth = 28% (7618 visits)

• Jan – Feb vs. Mar – Apr 2016 Organic Growth = 55% (8206 visits)

• The difference in organic sessions for this time frame is now positive at 7.7%.

New Google Search Layout

Using SEO & PPC

GOOGLE SNACK PACK

• Local adds now show up in the mobile snack

pack interface

• MapAds are also on the snack pack

• Additional ad in mobile search

Google SERP ‘16

Measuring Success in the

Current Environment

Conversion Metrics

Housekeeping Items

• How do companies measure success in today’s current search environment?

• How should companies be measuring conversion?

• How do companies isolate it?

• What external factors impact your success?

Princeton Properties Data

Princeton Data

Princeton Properties Data

8375 8625

10892

118899862 9682

12718

13734

0

2000

4000

6000

8000

10000

12000

14000

16000

2 3 4 5

Organic Sessions Jan - Apr 2015 vs 2016

2015 2016

Princeton Place Report

Princeton Properties Data

• This property tried to rank better for “apartments near UMASS Worcester”.

• Entrata and Princeton Properties made some changes which resulted in Princeton

Place showing up organically and on maps.

• With some SEO brainstorming and better content marketing, Princeton Place was able

to outrank the competition.

Other Tracking Methods

Princeton Properties Data

• Walk-Ins

• Bluetooth Beacons

• Call Tracking

Use additional tools to track the entire sales funnel.

SEO & PPC Trends

Mobile Search Behavior

SEO & PPC Trends

“NEAR ME”

• How do you incorporate organically?

• Local Ranking Factors:

• Proximity

• Relevance

• Prominence

• Blog, create dynamic sites, make your footprint

larger to increase prominence

19%2014

Mobile Traffic

49%2015

Mobile Traffic

Traffic Trends

SEO & PPC Trends

LOCAL TRAFFIC

• Requires companies to look at proximity

• Geofencing needs to be used for effective ad

interactions

• Most potential residents live in close proximity to

your communities

Digital Marketing To Dos

SEO To-Do List

Digital Marketing To Dos

• Link Building

• Content

• Rank Brain

Know and capitalize on the top three SEO

ranking signals:

Digital Marketing To Dos

Link Building

Know the content that already exists for

your brand. In other words, know where

your brand is being mentioned. If you

are being mentioned, ask the company

to link back to your property.

Digital Marketing To Dos

Content

Companies should also create their

own strategic public relations

campaigns. Generate buzz around new

construction projects, events,

renovation, etc.

Digital Marketing To Dos

Rank Brain

Rank Brain is essentially unknowable.

There isnt a way to know how to make

this work for you, so you have to take

Google at face value.

PPC To-Do List

Digital Marketing To Dos

• Budget Suggestions

• Keyword Suggestions

• Target Audience/Target Mediums

• Social Remarketing

Digital Marketing To Dos

Budget Suggestions

Effective ways to determine a budget

include finding a vendor or hiring an

employee to do competitive research.

Companies should also tighten up on

ad copy and not give money away to

Google.

Digital Marketing To Dos

Keyword Suggestions

People usually hone in on broad

keywords, but with apartments, you

need to have variations. Do not target

random keywords. Keywords cost

different amounts in different areas.

Digital Marketing To Dos

Target Audience/Mediums

Identify who your audience is for each

property and cater your paid advertising

to that audience. Make each click count

and convert.

Digital Marketing To Dos

Social Remarketing

Use social media as another medium

for paid advertising. The cost for

Facebook and YouTube ads is much

more affordable in comparison to

traditional Google Ads.

Event Tracking Demo

Questions?