Vista Lead Generation Through Search Engine Marketing 2012

Transcription

1 Vista Lead Generation Through Search Engine Marketing 2012 June 2012

2 SEM Overview

3 Target Consumers Ready to Buy

4

5 What is Search Engine Marketing? Search Engine Marketing, or SEM, is a form of Internet Advertising that seeks to promote a business by increasing it s visibility in the Search Engine Result Pages SEM methods include: Pay-Per-Click (PPC) Sponsored Listings Organic Listings Search Engine Optimization Listings (SEO) Local Business Directory Listings

6 Why Search Engine Marketing?

7 The Vista Lead Generation co-op program s mission: Connect you with expert resources Leverage large scale buying power Compete effectively in your market place Drive efficient and continuous flow of leads

8 Program Offerings Search Engine Marketing for your business PPC Pay Per Click SEO Search Engine Optimization Website development Local Business Directory Listings

9 Extras Included this Program Targeted business analysis Customized programs just for Vista dealers No set-up fees Complimentary PPC landing page development Call logs and monthly tracking Constant monitoring Monthly link building Bi-weekly optimization All optimization done directly by NetSearch

10 Pay Per Click Program

11 How Does Pay Per Click Work?

12 Key Components of a PPC Campaign The 3 critical components that make your PPC campaign successful and maximize your ROI

13 Performance: Conversion-Based Optimization Match which keyword search terms produce s and phone calls Evaluate popular time periods and ad positions to learn consumer behavior patterns Campaign is optimized weekly to provide maximum ROI

14 Your PPC Campaign at Work

15 PPC Program Your Next Steps Step #1: Custom PPC Budget Analysis For Your Location/Market Choose Prominent, Competitive or Representative monthly spend Consider visits and lead goals for your business Business Category Door & Window Sales, Siding, & Roofing Geographical Targets Dallas, Texas (Metro) Prominent Competitive Representative Estimated Monthly Budget $6, $4, $3, Estimated Impressions 143,580 95,720 71,900 Estimated Visits ,040 Estimated Leads

16 PPC Program Your Next Steps Step #2: Landing Page Optimize your current landing page or Develop a Custom PPC Landing Page to match Your Campaign

17 Vista Local Search PPC Program Choose a 4 month or 8 month program You choose your monthly investment amount Vista Window Corporate to Pay for: Campaign Set Up Landing Page Set Up Vista Authorized Dealer to Pay: Monthly Investment Vista Window Corporate Authorized Vista Dealer PPC Program Campaign Set Up: $395 $0 Landing Page Set Up: $395 $0 Monthly Investment $0 $TBD Total $790 $TBD

18 SEO Program

19 Why Search Engine Optimization? More Traffic a large percent of people click the organic search results Longer Lasting Rank and Traffic search engines record your ranking history, helping you rank highly in the future, and they only evaluate your rank every few weeks or months, allowing you to maintain your rank longer Trusted Visibility Natural search results are generally considered to be the most reliable; therefore offering a better Click Through Rate (CTR) versus PPC) Higher Conversion Rate SEO offers a higher conversion rate & better ROI than any other online marketing More Credible - Higher ranked sites are perceived as more credible Adds Valuable Content to Site This usually translates to higher user satisfaction Lower Cost organic results are listed based on the search engine s measure of your relevance and quality, not your advertising dollars, so you don t pay a tax per click

20 Website Development Choose from 4 Custom Design Templates Dedicated NetSearch Project Manager Production Schedule with Dates & Deliverables Site Map and Navigation o Home o About Us o Services owindows osiding o Products o Testimonials o Photo Gallery o Specials/Coupons o Contact Us othank You Page Photo Gallery / Photo Manipulation for gallery Build Out Website Content Management System- enables client content and site changes Up to 5 Pages Content Development Hosting, Domain ( Set up Extra) Installation of Call Tracking, Google Analytics and Google Webmaster Tools 10 Page Website - $ 995* (5 Payments of $199) * With SEO Agreement * Additional $95 ea.

21 SEO The Process Choose Service/Sales Themes that are popular and are highly profitable for our clients Choose cities or regions a company services. Develop pages, restructure and embed code, and structure a client s website to be Search Engine friendly. Develop inbound/outbound links to other popular sites to increase relevancy and establish a trust factor, so the Search Engines recognize the site as legitimate. Provide form, , and call tracking and Position Analysis Reports. Keyword Google Yahoo Bing replacement window Richmond replacement windows Richmond vinyl window Richmond vinyl windows Richmond window cost Richmond window price Richmond window prices Richmond windows cost Richmond windows price Richmond windows prices Richmond window and door Richmond - - -

22 SEO Theme Example Broad Match Theme Optimization Delivers Page 1 Rankings and Leads from many variations of your Core Keywords.

23 SEO What s Behind the Curtain Internal Elements Site Architecture Navigation Page Titles & Meta Tags Clean Code Site Content Regional Relevance Blogging External Elements Inbound Links Article Submission Blog & Form Posting

24 Local SEO Program Options Step #1 Custom Ranking Report for Your Location/Market Keyword Google Rank Yahoo! Rank Bing Rank home windows Nashville windows home Nashville replacement window Nashville best windows Nashville new windows Nashville replacement windows Nashville replacment windows Nashville windows replacement Nashville - - -

25 Local SEO Program Options Step #2 Establish desired organic search coverage based on business themes Step #3 Choose the local SEO Program which is the best match BASIC Local SEO INTRODUCTORY Local SEO STANDARD Local SEO ENHANCED Local SEO PREMIUM Local SEO Themes 1 2 3* 4* 5** Geo's*** Up to 5 Up to 5 Up to 5 Up to 5 Up to 5 Total Core Keyword Phrases Total Keywords Vista Window Set Up (Month 1) Vista Dealer Monthly (Months 2-12) $495 $695 $895 $1,195 $1,395 $495 $695 $895 $1,195 $1,395

26 Local Business Directory Listing

27 Local Business Directory Listing

28 Local Business Directory Listing Great Listings on Google Places, Yahoo Local and Bing Local include: Verified, Owner Listing Correct Business Information (Address, Phone Number, Etc.) Proper Search Category Association Product/Service Keyword in Business Title Proximity of Address to the Searched Geographical Area Customer Reviews Local Search Engine Directories Product/Service Keywords within Description and Details Photos & Videos IYPs / Online Directories Citations Quality & Volume Customer Reviews Quality & Volume Organic Ranking of Website Local Business Directory Listing 100% Completion

29 w Local Business Directory Listing Local Business Directory Listing Account Set Up Services: Local Search & LBDL Education of Vista Windows Contractors Composition of Vista Windows Contractors Local Business Directory Listing Category & Keyword Identification & Selection Coupon Selection & Posting Video & Photo Enhancement of Listings IYP and Online Directory Submission Local Business Directory Submission Business Listing Claiming & Verification Reviews Self Provisioning Training & Tools LDBL Location Google Dashboard Report Training & Tools Vista Window Investment: Authorized Vista Dealer Investment: $ $ $

30 Progress Tracking for SEO and PPC

31 Call Tracking Patent SEO tracking only through NetSearch Unique Phone Number Appears When Prospect Finds Site Through Organic Listing Call Forwarded to Regular Number Calls are Recorded & Logged in Call Tracking Console All Other Website Visitors See Regular Phone Number

32 Reporting Its All About Leads

33 Results So Far

34 The Results Are In. Pay Per Click 6 Vista Dealers: Various Market Sizes Monthly Investment: $1200 to $2,400 Cost Per Lead After 4 Months: $119 Search Engine Optimization 11 Vista Dealers: Various Market Sizes Monthly Investment: $595 to $1,195 Cost Per Lead After 4 Months: $173 Cost Per Lead After 8 Months: $51

35 Success Stories 43 Leads in the Third Month With a need to stay competitive in a major metro market online, we sought a way to increase their visibility and leads in the organic section of Google, Yahoo and Bing. The goal was to have prospects searching for keywords related to replacement windows find us before they found their competitors. NetSearch Direct helped provide SEO services to Improve our web presence and most importantly produced 43 leads (phone calls) in just the third month of optimization. Organic Visits Up 25% in Just 3 Months Location: Northwest Region We were facing tough competition in three separate U.S. markets. The challenge presented to NetSearch Direct was to take the same site and optimize it for three different major metropolitan areas located in three different states. Each market faced tough competition with a variety of tactics necessary to achieve SEO success. After only three months organic traffic from Google, Yahoo and Bing was up 25%. Plus all markets were starting to show page One Rankings and producing leads. National

36 Questions? Vista Windows Your Vista Sales Manager or Vista Marketing Manager Julie Biddle NetSearch Direct - Tres Bedell TresB@NetSearchDirect.com

37 Thank you for your time and for your business!