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Shane O’Neill - Vice President - Fruchtman Marketing
Building Your Digital Traffic Through SEO, SEM, PPC, Social Media and More.
BREAK OUT SESSIONS
Get Serious About Your Online Presence
Facebook & Other Social ChannelsUnderstand that social media opportunities typically revolve around branding and that’s why message is important.
• What does the social channel do and who does it reach? • Focus on most effective channels.
• Very similar to print or billboard advertising... eyeballs. • Think about moving categories. Consistency of message.
• Realize success usually involves media buys. • Understand buying cycles and capitalizing on message.
Get Serious About Your Online Presence
Choose your platform(s)When choosing your social media platforms, you most likely can’t do everything and do it well. Consider this formula:
time+strategy+audience = effort /money
Which is to say, How much time do I need to dedicate to properly maintain the social channel?
What is my strategic usage for the channel? And, is the user base valid and large enough?
Get Serious About Your Online Presence
Paid Search
Campaign 3 Campaign 4CustomCampaign 1
Ad Group 1
Ad 2
Ad 2
Fashion
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Get Serious About Your Online Presence
Paid Search Phrase match "custom jewelry design"your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it.local custom jewelry design
Exact match [custom jewelry design]your ads can appear when someone searches for your exact keyword, without any other terms in the search.custom jewelry design
Negative match -costumePrevents your ad from showing to people searching for unwanted terms.costume jewelry
More than just keywords Broad match custom jewelry designYour ad may show if a search term contains your keyword terms in any order, possibly along with otherslost jewelry was custom design
Broad match modifier custom +jewelry +designYour ads can only show when someone's search contains those modified terms, or close variations of the modified termslocal jeweler custom design
Get Serious About Your Online Presence
Quality Score Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
Get Serious About Your Online Presence
A Word on Local SEOEach year, Google changes its search algorithm around 500–600 times. Most small. Google still controls around 67% of online search. Here a a few things YOU can focus on.
• Starts with a well built site.
•Create Original, Quality Content. • Claim and connect your Google business page. Also, utilize Google Analytics and Webmaster Tools
• Mobile optimization.
Get Serious About Your Online Presence
Retargeting98% of visitors leave your site without converting. Retargeting let’s you re-connect to those visitors with ads as they browse other websites.
Get Serious About Your Online Presence
Geo-FencingUses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries and deliver messaging.