1 ELITE SEM OVERVIEW SEM & SEO Zach Morrison Vice President
2 AGENDA Introductions Agency Background Search Engine Marketing SEM Strategic Approach Sample Reporting and Analytics Search Engine Optimization Case Studies Q&A
3 Elite SEM, a Best of Breed Online Marketing Agency Recognized by Inc 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 success and value our team as our #1 asset.
4 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 Certified and an adexcellence Member too A Great Culture Elite SEM has had cno employee turnover since inception in 2004 OUR PEOPLE AND PROCESS Thought Leaders Members of the Elite SEM team are adjunct professors at NYU covering SEM, SEO and all other facets of online marketing 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.
5 SEARCH ENGINE Marketing Elite SEM offers a full-suite of Search Engine Marketing and Online Media services MOBILE AND TABLET Advertising SOCIAL MEDIA Marketing ONLINE MARKETING STRATEGY SEARCH ENGINE OptImization ONLINE MEDIA Buying DISPLAY ADS AND Remarketing
6 We partner with clients of all sizes and across all verticals
7 What sets us apart: A No Risk Proposition We have a 2-day out clause for all clients Flexible Fee Structure Aligns our interests to achieve a Maximum ROI ELITE SEM S CLIENT-CENTRIC APPROACH Your Long Term Partner Google ranked Elite SEM in the 99 th percentile for client retention with 95% overall (industry average is 84%) Full-service Management Elite SEM manages all aspects of your online marketing campaign from start to finish
8 What sets us apart: Our Work is Yours You will own every aspect of your campaign including keyword research and account history Custom Reporting 100% transparency into results ELITE SEM S CLIENT-CENTRIC APPROACH We provide 24/7 Support We are a boutique agency set-up to meet your every need Non-Compete We will never work with any of your direct competitors
9 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 $486K $1M
10 Search Engine Marketing Opportunities ( SEM )
11 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
12 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
13 The Advertising Networks are taking over more real estate on mobile devices and tablets too MOBILE ADS The 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)
14 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 METRIC Percentile Placement Targeted Campaigns Enhanced Online Campaigns Mobile Display Campaigns YouTube Display Campaigns Remarketing Campaigns % OF SPEND ON DISPLAY % OF CLIENTS ON DISPLAY % OF CLIENT USING REMARKETING 16.5% 100 th 43.8% 92 nd 48.4% 96 nd
15 The Google Display Network pairs your ads with contextually relevant content to reach a targeted audience CONTEXTUALLY RELEVANT BANNER AD (targets women interested in style ) CONTEXTUALLY RELEVANT TEXT ADS (targets finance)
16 Remarketing converts lost visitors into leads/buyers REMARKETING CLOSING THE CONVERSION FUNNEL YOUR OBJECTIVES GOOGLE CONTENT NETWORK SOLUTIONS Huge Reach... and Relevancy Keyword Contextual Targeting Pick your Environment Placement Targeting Find Your Enthusiasts Interest Category Marketing Close Known Prospects Remarketing
17 Sample Remarketing Ads on Google Display Network
18 Search Engine Marketing Our Strategic Approach
19 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE BASICS
20 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE BASICS 100-point campaign audit We 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 Brand Discovery Session We 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
21 Elite s 100 point campaign analysis - Scorecard
22 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE BASICS 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. 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.
23 Keyword research and Ad Copy analysis using online tools:
24 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE 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.
25 Ongoing industry and competitor research
26 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE 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.
27 A typical phased launch WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK POINT ANALYSIS AND BRAND DISCOVERY Account Development Launch and Post-launch Tasks Phased Launch» TESTING Phased Launch» OPTIMIZATION Phased Launch» REPORTING AND ANALYSIS
28 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE 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.
29 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
30 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE 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.
31 Review of Keywords with Negative Query
32 Our SEM campaigns can be broken down into six distinct phases: CAMPAIGN DISCOVERY ACCOUNT DEVELOPMENT LAUNCH & POST LAUNCH TASKS ONGOING OPTIMIZATION & MANAGEMEBNT EXPANSION & GROWTH BEYOND THE BASICS Implement new bidding strategies and multi-variant testing Our bidding strategy is tied directly to hitting specific ROI Goal(s) such as Sales, Sign Ups, Store Locator, etc. Multi Variate Testing 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.
33 Beyond the Basics Detailed and Advanced Optimization Tactics based on the campaign goals for cost metrics OPTIMIZED SEARCH ADVERTISING
34 TECHNOLOGY, Sample Reporting & Analytics
35 SEM Technology & Tracking A Key To Ongoing Performance At Elite SEM, we are technology agnostic. We work with the most up-todate 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.
36 Typical reports include an Executive Summary along with performance by Channel (Search/Display/Mobile, etc.) by Product and by Search Engine
38 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
39 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.
40 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. Competitor Insights 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
41 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/Optimization changes to the source code of the website to improve optimization Keyword Mapping what keyword efforts should be directed to what page Body Content Optimization changes to the content (written text) to improve optimization Image Optimizations Local Search Improvement & Optimizations
42 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
43 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
44 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.
45 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.
46 Complementary Services
47 Landing Page TESTING AND OPTIMIZATION In addition to Search Engine Marketing, Elite SEM offers a complementary suite of full-service online marketing services Google Analytics SET-UP & MANAGEMENT SOCIAL MEDIA Marketing ONLINE MARKETING STRATEGY Web Design AND DEVELOPMENT Mobile- FRIENDLY WEB DESIGN SOCIAL MEDIA Customization
48 TESTIMONIALS & Case Studies
52 ACQUISITION EFFORTS 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 , setting record highs by the end of Q Between Q 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 Q to Q 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 Q and Q These impressive growth results Elite SEM delivered for ideeli have continued into Q and have solidified the already mutually beneficial relationship between Elite SEM and ideeli.
53 SALES CAMPAIGN For the second consecutive year, Elite SEM has been chosen as Tommy Bahamas agency of record for Internet Marketing. Featured in the Inc 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.
54 LEAD GENERATION EFFORTS 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 EliteSEM Inc Increased Online Leads By Over 65% Year Over Year Since Taking Over EliteSEM Inc Increased Conversion Rates By 55% Year Over Year Since Taking Over EliteSEM Inc Increased CTR By 10% Year Over Year Since Taking Over
55 Are you satisfied with your Search Engine Marketing results? Zach Morrison Vice President
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