you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen-

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1 I NTERNET M A R K E T I N G B O O K L E T R E S E L L E R P R O G R A M CONTENTS 1 WHAT IS INTERNET MARKETING? 2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? 3 WHERE SHOULD I ADVERTISE? 4 HOW DO I CHOOSE KEYWORDS AND PHRASES? 5 HOW MUCH WILL I PAY? 6 WHAT SHOULD I SAY IN THE AD TEXT? 7 HOW DO I CREATE A LANDING PAGE? 8 HOW CAN I OPTIMIZE MY WEBSITE FOR SEARCH ENGINES? 9 HOW CAN I TRACK MY ROI? 10 LEARN MORE LINKS GET T H E M O S T F R O M YO U R M A R K E T I N G E F F O RTS 1 WHAT IS INTERNET MARKETING? you work to improve your website in order to naturally (with- Internet Marketing is also known as Online Marketing, is a gen- out PPC) improve the rank position for your key phrases. eral term encompassing many different forms of advertising via the Internet. It includes any online advertising method from Promotions and Newsletter Marketing s are sending s to potential clients, to paying royalties to web- used to increase traffic, educate existing customers, and sites for sending traffic to your web-site. generate new sales and renewals. Many companies periodically send newsletters to existing customers to explain Some of the most popular forms of Internet Marketing about new features, up-sell existing products or renewals, include: and offer incentives for referrals. promotions are also sent to potential customers who have expressed interest in Pay Per Click (PPC) PPC campaigns allow you to choose key- the product by giving their contact information. words and phrases that you deem relevant to your product or business and bid on them in order to direct traffic to your Banner Advertising Banner Ads are images that act as virtual web-site. These Ads appear in the sponsored results sections billboards. Banner ads are designed to entice viewers to click of web-sites such as Google and Yahoo. on them and thereby be taken to the advertiser s page. Search Engine Optimization (SEO) SEO is a process by which Affiliate Marketing Affiliate Marketing programs establish

2 relationships between websites where one or both seek to send traffic to the other. Through various reporting methods, sales are tracked and commissions awarded for sales referrals. Social Media Marketing Social Media websites are rapidly increasing in number and volume. The main idea behind social media is that many members with common interests work together to build content. The term Viral Marketing is often used in this respect because of the way a products popularity can grow when marketed on a Social Media website. As you look to increase your products presence in the online marketplace, you should investigate how each of these methods can help your marketing campaigns. phrase (Different from a Search Term) Match Type The keyword or phrase property that determines which search terms are accepted on your keyword bids Position The position on the page which your ad is displayed compared to others PPA Pay per Action PPC PayPerClick Quality Score Google s keyword scoring Search Term The actual word or phrase that someone enters into a search engine (Different from a Keyword or Phrase) SEM Search Engine Marketing SEO Search Engine Optimization 2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? If you are new to Internet Marketing, there may be many terms with which you are not familiar. We have compiled a list of many common Internet Marketing terms for your reference. Action An act performed by a potential customer (Click, Conversion, etc) Bid Price you are willing to pay per action Click Each time someone clicks on one of your ads Conversion An act that you determine as a goal of a potential customer (downloaded trial, gave contact information, purchased, etc) Conversion Rate Percentage of clicks that convert CPA Cost Per Action CPC Cost Per Click or Cost Per Conversion CPI Cost Per Impression CTR Click-through Rate: Percentage of Impressions that click Impression Each time a page is loaded with your ad on it Keyword or Phrase A word or phrase to which you assign a bid price to compete for traffic relevant to that word or 3 WHERE SHOULD I ADVERTISE? You should start your Internet Marketing focus with the three biggest online marketing websites; Google, Yahoo, and MSN. With each of these websites you can start a PayPerClick campaign and begin working on Search Engine Optimization to increase your traffic. For a quick reference to each, please use the following links: Google Adwords: Yahoo Search Marketing: Microsoft adcenter: You should also advertise with promotions and multiple-contact point strategies. This includes contacting the same companies by various different methods over a period of time. For instance, you may send a direct mailer, and then an promotion, and follow those up with a phone-call. All of the exposure together can increase the company s awareness of their needs and your strong points. 2

3 4 HOW DO I CHOOSE KEYWORDS AND PHRASES? Choosing the appropriate keywords and phrases to use in your PayPerClick campaign is a very important and ongoing process. Start by making a simple list of words that describe your business and products and then brainstorm from there. It may surprise you how quickly your list will grow. Many advertisers bid on thousands of keywords in various different categories. Your list should contain keywords that are general industry keywords and specific keywords and groups of keywords that are specific to your products and company specialties. Ask yourself what your company s strong-points are and in what market segment you find the most satisfied customers. The following is a list of keyword themes that may help you to brainstorm relevant keyword lists. Bar-code Inventory System Wholesale Distribution Management Software Hand-held Scanners Manufacturing Inventory Control Wireless Parts Tracking Point of Sale Software Landing page relevance simply means that the landing page to which you send visitors has relevance to the specific keywords you are bidding on. This means if you are bidding on a variety of different words, you may want to consider using multiple landing pages. See section 7 for more information on landing pages. In order to ensure proper keyword coverage, you need a good understanding of keyword match types. A Match type is essentially the keyword property which determines which search terms are accepted to that keyword. For example, if someone types in barcode scanner, should your bid on the keyword barcode show up? Because each search engine has different match types, you will need to learn about the specific match types of each search engine with which you advertise. However, most search engine match types are similar to those of Google Adwords, which we will explain in more detail. Google Adwords has three basic match types; Broad, Phrase, and Exact. In the chart below we have outlined the principle results of the differences. These keywords are merely given as a guide, and you should spend some time creating a list that is tailored to your company s strong-points. For example, if you specialize in selling inventory tracking products to hospitals, you may want to bid on keywords related to Hospital Inventory Control. After choosing keywords and tracking their history, you should strive to obtain high quality scores for all of your keywords. This will ensure that you pay less per click and can help your rank position. Although there are many factors that contribute to a keyword s quality score, there are two factors are typically the hardest to control for newcomers; landing page relevance and keyword coverage. Match Type: Broad Phrase Exact Traffic: More Some Less Relevance: Less Some More As you can see, the Broad type gives comparatively more traffic and less relevance, the opposite is true of the Exact type, and the Phrase type is somewhere in the middle. To ensure proper keyword coverage, you can enter the same keyword once for each match type and enter separate bid prices. If you don t have the time to spend fine-tuning many of your keywords, you may want to primarily use the Phrase Match Type instead of the default Broad. 3

4 Also, make sure to include negative keywords in your campaigns when necessary, as this can save costs and improve your CTR. Negative keywords specify keywords that you don t want to pay for, that would normally be included on broad or phrase searches of other words. For example, if you bid on the keyword Bar-code scanner, you may want to include the negative keyword Free in order to avoid bidding on the phrase Get a free bar-code scanner, unless this is part of a promotion you are running. Also, if your company only does business or marketing in certain geographical areas, you can improve your advertising efforts by including regional words and by targeting individual areas. For example, Google Adwords lets you target Countries, States, Metro Areas, and even cities to fine-tune your campaigns. Also, you can add regional words to your key phrases; for example, you may want to bid on California Wholesale Distribution instead of just Wholesale Distribution. These techniques allow you to attract more of the traffic that means more to your business and reduce poor-performing traffic. could have ad text that looks something like this: or these: You should also have the content on your landing page based around this same theme. 7 HOW DO I CREATE A LANDING PAGE? Because a landing page is typically the first impression your potential customers will have with your company, you should strive create a page that is clean and represents you well. Pictured below is an image of one page of a demo landing page which is available to you in the Sample_Content folder of this kit. 5 HOW MUCH WILL I PAY? The great thing about Internet Marketing is that you can put as much or as little money into your campaigns as you would like. Some of the campaigns that you run may require you to spend a minimum amount, but it is usually very minimal and with proper ROI tracking you can easily justify the costs. You can also set budget caps on your campaigns to ensure that you never spend more than you intend. 6 WHAT SHOULD I SAY IN THE AD TEXT? When creating PPC ad text, you should strive to keep your text aligned with the keyword you are bidding on and the landing page connected to the keyword. For example, if you bid on the keyword Inventory Management Software, you SAMPLE WEB SITE You should create multiple landing pages based around your company s strong-points and the keywords that you are bid- 4

5 ding on. Your landing page should explain the important features and benefits of your products and funnel visitors to an action item. This action could be to watch the 3-Minute Sapha HookTour or provide contact information in a form. You may want to include some of the comparison charts, product descriptions, and features lists included in this kit. Be sure to use one of the orange 3-Minute Tour buttons available in the Graphics folder to link visitors directly to the Sapha HookTour. We have included a demo landing page in the kit to give you some ideas. If you choose to offer a form to gather contact information, you should have fields for First and Last Name, Company, Phone Number, Address, State, and Country. You can place the PDF documents (available in the PDF folder of this kit) on a page available to the visitor after they have entered their contact information. 8 HOW CAN I OPTIMIZE MY WEBSITE FOR SEARCH ENGINES? Once you have identified the keywords and phrases that are important to your Internet Marketing campaigns and have a good understanding of how traffic flows to and on your web-site, you are ready to optimize your site. Search Engine Optimization consists of various strategies of increasing your un-paid web-traffic via natural search results from search engines such as Google, Yahoo, and MSN. In order to optimize your site, you should ensure that your site provides valuable and volatile information that establishes it as a leading resource in its respective industry. and link to. As you work to increase your website s quality, you should also actively seek-out other top rated sites (especially in your industry) with which to back link with. A large part of search engine optimization is also directly connected to how well your landing pages are tied to your keywords and phrases. This includes everything from their names and titles to the content on their pages. In order to help with search engine optimization, you should use a descriptive name and title for your landing page. For example, if you have a landing page about hospital inventory control, you may want to use the title www. YourSite.com/Inventory_Control_For_Hospitals, and place the heading Hospital Inventory Control on the top of the page. Even if you have a page that lists your products, you should consider using a more descriptive name than just Products, perhaps Inventory Control Products. As your website s quality and popularity increases for your specific themes, your rankings on similar keywords and phrases will increase naturally. 9 HOW CAN I TRACK MY ROI? Various websites and web tools exist to help track your ROI for Internet Marketing campaigns. Many PayPerClick accounts have conversion tracking methods build into them that simply require you to ad a small piece of code onto your web-site. Google also provides a very simple and efficient way to track all of your traffic in a single location, Google Analytics. For more information on Google Analytics, please visit their homepage at Your job in optimizing your web-site is to provide a clean, professional, and functional web-site that others will visit 10 LEARN MORE LINKS In order to further assist you in your internet marketing 5

6 learning experience, please explore the following websites: Bruce Clay Consultants Internet Business Consultants Various Specialties Conversation Marketing Internet Marketing Blog Dot Traffic Search Engine Marketing Specialists Google Adwords Google s Sponsored Ads Google Analytics Google s Tracking and Analytical Tools Microsoft adcenter Microsoft s Sponsored Ads Orange Soda Blog Internet Marketing Blog Planet Ocean SEO Search Engine Optimization Resources and News SEO.com Search Engine Optimization Specialists Dave Bascom Yahoo Search Marketing Yahoo s Sponsored Ads For Questions or comments, please contact Ryan Long, at ryan.long@fishbowlinventory.com. R E S E L L E R P R O G R A M 580 E Technology Ave Suite C2500 Orem, UT Phone Toll Free