Build Your Business with Search Advertising. If you re only doing SEO, You Could Be SOL!

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1 Build Your Business with Search Advertising If you re only doing SEO, You Could Be SOL!

2 About George Aspland / evisionsem Established 1998 (In business over 17 years) Infancy of SEO Before SEM 2001 Wrote The Guide to Search Engine Marketing Regular contributor to Search Engine Land & Marketing Land Journals Speaker at PubCon Online Marketing Conferences PPC (Paid Listings) Experts Worldwide client list. Help clients improve Conversion Rates. Sophisticated analytics & call tracking Suggestions to improve conversions via PPC

3 Two search engines account for about 97% of searches In USA Top U.S. Online Search Providers June 2015 Share of Searches (%) Over 99% of searches from these 5 search sites Similar in Canada (Google 68%) Note - Google provides most of the results on AOL

4 Search Engine Results 2005 Organic 50% or more of the results

5 Search Engine Results 2015 Now 70-80% Paid Listings Above the Fold

6 Google Heat Map Of Search Results Where People Click the Most

7 Organic Search Results Most Important Onsite Tactics Site Review/Audit (Existing sites and New Designs) - To improve search engine results (SE Friendly) Optimize pages & files Keyword research & Content Page Titles Meta Description Tags

8 Offsite Factors Very important - Links to the site As Google explains, Google interprets a link from page A to page B as a vote, by page A, for page B Quality Links to your site help in two ways: Traffic from the link Some help improve your web site rankings

9 What Google Says About Links In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages Google webmaster central

10 Correlation Between Links & Organic Search Traffic Analysis of a few sites reported in Search Engine Watch As number of incoming links increases organic traffic increases Warning - It s about quality, not quantity! Avoid link scams

11 Moz 2015 Search Engine Ranking Factors Study 2015 Study: Links still the highest factor for Google rankings Reported on Search Engine Land, Link Position (Page Strength) must be similar to top ranking competitors to reach top organic search positions

12 Another major change to search results: Blended Search Results May include some Images, Video, Social, Local (Maps), etc, results Pushes some traditional organic results down

13 Local Search Google storage containers boston ma In this example a 3-Pack of local results appears. Pushes other results down Article - Local Businesses Squeezed Out Of Organic Search By Larger Websites Reported on Search Engine Land,

14 SEO How long does it take to see results? If SE friendly site, onsite changes can have affect in days to months. But pages may not reach top positions unless in similar Link Position (Page Strength) as top rankers Link Position? Can take many months to a year or more to improve It Takes a Strategy Territory you cover Local can be easier/faster for searches with a local phrase in them, eg storage containers boston ma

15 Advantages of Paid Listings PPC ads usually the top search results, in the Sweet Spot - Above the Fold Can keep a competitor out of a top spot Two or more chances to get the click (If doing well organically too) Article - Run Keywords In PPC If Doing Well In Organic Search?

16 Advantages of Paid Listings (PPC) Such as Google AdWords One of fastest ways to get relevant non brand traffic to a site (SEO improvements take time) Target single or multiple geo-targeted territories

17 Advantages of Paid Listings Advantages of Paid Listings You have control over the Search Listing Develop and test compelling ads to maximize Click Through Rates and Conversion Rates (Leads/Sales etc) Can test best landing page on a site or develop custom landing pages (Home page often the top organic landing page which is usually not ideal for conversions

18 Advantages of of Paid Listings Often hundreds or thousands of keyword phrase variations generating business Almost impossible to rank highly for all of them in organic search Too many (you may not even be aware of many of the phrases without running paid listings) Often much of the organic traffic is for brand name variations, or irrelevant traffic, not relevant non brand keyword traffic generating leads/sales Even the best keyword research won t find all variations 15 20% of Google searches every day are new! (PPC ads can appear for new phrases)

19 Advantages of of Paid Listings Can get high placement for keywords that are difficult to rank for organically - Keywords not ranking consistently: Localization, Personalization Changes in Competition Changes in Algorithms Changes to your web site Misspellings With Paid listings can have search results in play even if organic phrases are not reaching top positions.

20 Advantages of Paid Listings Remarketing Display Ads Ads Can Appear on More Than Just Search Engine Result Pages, such as - Remarketing: re-engage visitors (e.g. those who did not convert to a lead, sale, signup etc) while on your web site as they browse the internet Re-engage visitors from all traffic sources (not just from your Paid Listings)

21 Web Site User Experience is Critical to Conversions (leads/sales) Must: Give a great first impression Be easy to navigate & find info (on all devices) Must persuade visitors that you can help them Make it easy to take action (phone, forms etc)

22 Lead Tracking Is Vital IN PPC Tracking Goals onsite such as form submissions, clicks, phone calls, etc Lead Tracking vital to optimizing paid listings Without effective lead tracking cost per lead may be 500+% than it could be That s often the difference between a profitable campaign and one that loses money!

23 Dynamic Inbound Call Tracking Phone numbers dynamically change on web site based on traffic source

24 Dynamic Inbound Call Tracking Tracks To the keyword level Helps optimize paid listings to increase lead generation and reduce cost per lead Optionally record calls, helpful for sales and marketing management

25 Typical Pay Per Click (PPC) Campaign Objective: Bring increased traffic to the site from Google and its partners, Bing/Yahoo, etc Generate Leads/Sales at an acceptable Cost per Conversion to generate a Positive ROI

26 Calculate Your Potential ROI You Could Do It Yourselves and maximum cost per lead Value of new customer over time Typical number of leads to a generate a new customer Calculate how much willing to pay for a lead That s the target to optimize for in paid listings (Refine it over time as campaign is running)

27 Example Tracking Report With the tracking in place, you get fairly accurate cost per lead/sale from paid listings Can estimate ROI

28 You Could Do It Yourselves Many of our clients tried themselves first and failed Lost opportunity for years! Lots to learn, changes constantly - takes years to become expert. You have too many hats to wear now. Our people are full time PPC Consultants with years of experience and successful track records

29 The evisionsem Difference Search Marketing Experts - Proven track record for over 16 years Certified Google Partner Annual Certification Exams Google Resources Advanced Tracking Without effective tracking cost per acquisition will likely be 500% higher than it could be For many clients we improved conversion rates (leads, sales, etc) by a factor of 3x to 10x while reducing cost-per-transaction by up to half or more!

30 The evisionsem Difference Dedicated consultants. No $15 / hr junior associate running your account or worse: Automated campaign management You can always find someone to handle online marketing campaigns cheaper but does it make sense to save a couple hundred a month in fees if it costs you thousands a month in business?

31 WE LL NEVER Over saturate a territory. Our commitment: we limit the number of clients we take on in any one local territory. We qualify companies that specialize in a market for: Amount of competition near you Current client locations Amount of prospect activity available

32 Aaron Supreme Container Video

33 Presented by George Aspland