IV. cost-per-click (CPC)
What is CPC?
definition: A performance-based advertising model where the advertiser pays a set fee for every click on an ad. - from the glossary at www.searchenginewatch.com

You also get to choose things like:

Which keywords you want to bid on

The geographic location of people you want to advertise to

Which page on your website you want the visitors to land on after they click on your ad

Why you should care about CPC
Cost Effective
You only pay each time someone clicks on your ad

Get qualified traffic to your website right away

Target people who are already searching for products or services that are relevant to your business, and who are searching from your geographic location

Organizing your keywords into groups (ad groups) will allow for more targeted ads and destination URL's.

This will also make tracking results for each keyword group more simple.

How your business can benefit from CPC marketing
Increase exposure online to targeted audience
Drive quality traffic to your website without breaking the bank
Increase website conversions
CPC primer/best practices
Select the best suited page for the destination URL
Write at least two ads per ad group
Create as much relevance as possible between each point of visitor contact
You advertise banner ad, or text ad on a search engine or website. You only pay when someone clicks on your ad, and you get to choose the maximum you’re willing to pay for each click.

Immediate exposure
Targeted traffic
Separate all of your keywords into tightly themed ad groups
VI. Web Usability
What is Web Usability?
definition: The ease with which visitors are able to use a web site - from the glossary at www.marketingterms.com
Why you should care about web usability
Web usability primer/ best practices
How your online business can benefit from good usability
don’t make the user think
HOT TIP!
Can be the deciding factor whether a visitor stays on your site, or leaves to go to your competitors website.
Identify and fix 404’s (web master tools) + custom 404 page
Help users navigate: organized site hierarchy (not 20 top level pages), breadcrumbs, simple navigation, sitemap and search boxes
Accessibility - depending on the age and type of computer/browser the visitors is using, they might see the website differently then intended. Things you can do to address this include: alt tags, mobile version for mobile visitors, and browser testing
Understanding current conventions, and applying them for maximum benefit. 

Buttons that look and behave like buttons

Link and/or logo at top left that links to HOME

Underlined colored text is a clickable link

Shopping cart icon

RSS feed icon


Usability testing - 1 person is 100% better then no tests - get your mom and grandma in on it. Watch them navigate the site and try and complete an objective. Observe any problems or distractions that interfere
Maximize sales/conversions 
Keeps the visitors on your website, and not your competitions
Leaves your customers satisfied, not frustrated
Encourages repeat business
VII. Conversion Optimization
What is conversion optimization?
Why you should care about conversion optimization
Conversion Optimization primer/best practices
How your business can benefit from conversion optimization
definition: conversion optimization is the science and art of getting more actions from the same amount of traffic.
A/B split testing
This type of test allows you to run 2 or more pages against each other to see which will result in more conversions.
Multivariate testing
This type of test allows you to test different elements on a page against each other. 
Google Website Optimizer
Google website optimizer is a great, free, easy to use tool for performing A/B split and multivariate tests.
More action out of your existing website traffic

More conversions, goals, sales, revenue $$$



Don’t be shy, try big changes that are more likely to have an impact on your site.
Bigger bolder calls to action 

Buttons that stand out and look like buttons

Less web copy 

Include your value proposition in your headline 

Shorter forms

Images of people using products rather than the products themselves
 
Simplifying page
 
Remove distractions or elements that might cause anxiety
Don't test the minutia
This is useful for testing big changes such as page layout or color scheme.
This is useful for testing smaller changes such as headlines, images, or text copy.
Common elements to test
Testing is not an event it's a process
It's generally a good idea to start with an A/B split test to identify the main elements that have the biggest impact on conversion rate. 

Multivariate testing can be used afterwards for fine tuning these elements to get that extra conversion lift.
Make confident website changes based on data, not guess work 


II. On Page SEO/SEM
Definition: 
Method of structuring our content for maximum search engine visibility.

Summary:
A primary method of letting search engines know what our pages are about.  
Two goals – pleasing search engines AND site visitors

Where to place keywords:

Title

Meta description
 
(Meta keyword)

Heading tags – H1, H2

Body text

Link text 

Domain name 

Page name or sub directory name
 
Image file names and alt text

How and why to place keywords in each of these places
The importance of using related words and phrases
III. Internal and External Linking Strategies 
Internal Linking
Definition: 
Interlinking the pages of our site for maximum search engine visibility

Summary: 
Commonly done in site navigation and site maps.  Should also be done using keywords within the body text. 

Primer/Best Practices:

Use keywords when linking between our pages

Each page should have more than one link pointing to it

Interlinking related pages

Don’t overdo it 

Avoid using words like ‘click here’ 

External Linking
Definition:  Links from other sites to yours
Summary: 
Important factor in rankings.  Not all links are equal, quality is critical.

Low quality can include:

reciprocal links from off-topic sites

linking to ‘bad’ sites

buying links

High quality includes:

Links from sites with related content

Links from ‘authority’ sites

Primer/Best Practices:

Link popularity vs. link reputation

Quality, not quantity

Relevant subject matter

Varied text

One-way versus two-way (reciprocal) linking

Link farms

Bad’ sites - the 3 P’s - Pills, Porn and Poker

Ongoing – A job you will never finish

I. Content Creation
Where to start?
a) Needs 

b) Intent

c) Keyword Research 
Search is the connection between Intent and Content
Solidify Your Value Proposition and Messaging
Audit current content: 

website 

brochures

videos

sales scripts

etc.
Mapping Strategy: 

segmentation

personas

buying cycle stage targeting
Write, build out and populate content
V. Social Media
MarketingSherpa's R.O.A.D. Approach
Research
Objectives
Actions
Devices
Forrester's 4-step approach to social media: P.O.S.T
People
Objectives
Strategy
Technology
VIII. Analytics
7 Crucial Steps 
to Measurement Success
1. Decide on Roles 
2. First ask questions, then look at data

3. Ensure measurement is connected to today's reality
5. Tell a story
7. Find out the how, then the how much
Poor usability can hinder the chances of your visitors completing goals you have defined on your website.
 
Primer/Best Practices:
Search Engine Marketing in 2010
I.    Content Creation 

II.   On-Page SEO 

III.  Linking Strategies 

IV.   Cost-Per-Click (CPC) 

V.    Social Media 

VI.   Usability 

VII.  Conversion Optimization

VIII. Analytics 

Fix problem areas in your goal funnels and boost your conversion rate



Optimize your landing pages to their full potential





More sales/leads/conversions/goals/phone calls maximizing the ROI on your marketing  dollars




 
Power of Conventions
DATA OVERLOAD
4. Step back and see
the forest for the trees
6. Build a model with 
placeholder numbers
What is Social Media?
R - Research

O - Objectives
A - Actions
D - Devices
Know Your Audience
Awareness    Research    Decision    Purchase
Design Site Hierarchy
Title, description, keyword tags
Headings, body text, link text
Domain name, sub directory, page name
www.keywordrichdomain.com

www.mydomain.com/keyword/index.html

www.mydomain.com/products/keywords.html
Image file name,alt text
Search Relevance
Related searches
Thank you!
I.    Content Creation 

II.   On-Page SEO 

III.  Linking Strategies 

IV.   Cost-Per-Click (CPC) 

V.    Social Media 

VI.   Usability 

VII.  Conversion Optimization

VIII. Analytics 
Search Engine Marketing in 2010
Measurable Results
You can track how many people have:

Viewed your ad

Clicked on your ad

Completed a website goal after clicking on your ad

Track and measure the results