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Internet Advertising 2.0
Thursday, November 6, 2008Bring the World to Your Doorstep
Don’t be afraid
Introducing:
Samantha RufoPresident, nxtConcepts, Ltd.& the myGuideSites.com
• Small business focus• Internet Marketing (PPC, SEO) for five years• Google Professional certified• Yahoo Ambassador• Also work with numerous other search enginesincluding MSN, Looksmart, Shopping.com, etc.
Agenda
1. What is Internet advertising?-Is it legitimate?
2. Creating ads that convert-Keywords-Ads-Landing pages
3. Case study4. Top 5 ways to waste money5. Putting it all together
Do you doPPC?
Yourself?
Let’s do a quick poll
What is Internet advertising?
Is it legitimate?
Internethas
doubledas
moreembrace it
How it’s being used
More than halfto web
Why it’s used
Good vs. Bad
The Good
Cheap
Highest ROI EVER!
Measurable
Flexible & responsive
The Bad
Hard to budget
It takes a village
Daily management
Quickly evolving industry
Evolution
84%
Searchers too
2-3 words
Keep it Local
Search Variety
Text
ImageVideo
Blog ProductsMobile
Search Landscape
Diversification is key
Where ads appear
2.7 billion searches (42.7%)
1.8 billion searches (28%)
849,000 searches (13.2%)
Diversification is key
Who they target
3rd Tier/Vertical Networks
Diversification is key
Affordability
Ski marketing$0.20
Ski marketing$0.05
Google?Yahoo?MSN?Ski portals?Other?
Quick poll
The Basics1. Keywords2. Ads3. Landing pages
Exercise
Write three keywords to describe the object.
Keyword Selection Tools
Fight Keyword Competition
1. Fly below the radar.
2. Think phrases.
3. Test dayparts & markets.
4. Take advantage of seasons.
5. Not all keywords are alike.
Ads that Appeal
Which ad would you click?
Ad Results
Ad Results
Ad Results
Landing pages
• Simple• Call to action• Minimal distractions• Matches the subject ofthe search.
Market Comparison
1.00% = Holy Grail
Top 5 WaysTo Waste Money
SEM Waste #1Use your home page as the landing page from your ads.
SEM Waste #2Not bidding enough to secure one of the top five spots.
85%Clicks
SEM Waste #3Not making your ad copy specific.
70 characters
70-190 characters
SEM Waste #4Not bothering with testing
http://www.google.com/analytics
SEM Waste #5Driving up keyword costs
Ski Area A Ski Area B
“ski vacation”
$0.10 $0.12
$0.15 $0.20
$1.00
Expedia.com
$1.01$1.02 Stop the
Madness!
Putting it all together
• Feed the web
•Remember “Zero-time” Marketing
• Set goals prior to starting
• Let go at the top
• Maximize your ads, landing pages, and keywords
• Test, test, test.
Where to go from here
Samantha [email protected]
Download the presentation onlinehttp://www.myMarketingGuide.com
Questions? Call 888-215-0820
Thank you!
