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In this webinar, recorded on March 28, 2013, we discuss the topic of Search Engine Marketing (SEM). View a recording of this webinar at: http://youtu.be/Mo94ltceeRw 1&1 Internet's search engine experts, Kimberly Walsh and Daniel Young, will provide an overview of what SEM is, and how small business owners can get started with their own campaigns and find success. Some of the topics we cover are: - Benefits and Features of SEM - Click Budget/Cost-Per-Click - Keyword Selection and Refinement - Ad Text Selection - Landing Pages - Geo-targeting - Conversion Tracking - Guidelines This is an informative Webinar if you are interested in expanding your business's reach for your target market, and increasing your website's traffic. Following the presentation is a question and answer period to go over any additional topics that you may be interested in. If you need a refresher on the basics of Search Engine Optimization (SEO), feel free to watch our previous presentation on the subject at http://www.youtube.com/watch?v=bNdyLC4730g. For more general advice on managing a Web presence for your business, visit 1&1's Online Success Center at http://success.1and1.com.
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Getting Started with Search Engine Marketing
Presentation by Daniel Young & Kimberly Walsh
® 1&1 Internet AG 2010 1
Focus Areas
What is Search Engine Marketing?
Benefits & Features
Getting StartedClick Budget/Cost-Per-ClickKeyword selection & refinementAd text selection & refinementLanding pagesGeo-targeting & Conversion Tracking
Guidelines
Question & Answer
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What is Search Engine Marketing?
Search Engine Marketing is an inclusive term for all
techniques used to market a website via search engines,
including Pay-Per-Click advertising
Pay-per-click (PPC) is an internet advertising model
used to direct traffic to websites, in which advertisers pay
the publisher (typically a Search Engine) when the ad is
clicked
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SEM
SEM
What is Search Engine Marketing?
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Apartments
What is Search Engine Marketing?
Select Relevant KeywordsKeywords should be ones that are
relevant to the searcher, ad text and landing page
Create Relevant Ad TextAds should be relevant to their
designated keywords as well as their landing page
Select Relevant Landing PageThe landing page should be consistent
with the keyword and ad textLanding pages should enable the user
to complete the buying cycle
® 1&1 Internet AG 2010 Page5
Select Keywords
Create Ads
Select Landing Pages
Benefits & Features
FlexibleMake changes at any timeAd Scheduling
TargetedGeo-targetingUsers are already interested in product/service
MeasurableTrack your ROIUse historical data to make improvements
TimeDrive traffic to your site quickly
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Getting Started
What is the focus of the website?What are the key selling points?Does the website reflect the necessary information?
Where are your customers located?National or Regional/Local?
Who are your competitors?What is their advertising message?
® 1&1 Internet AG 2010 Page7
Click Budget is the total budget that an advertiser would allocate for their campaign Cost-Per-Click is the cost accrued when a user clicks on an advertisement
Choosing the most relevant keywords can improve the performance of your ads and help you maintain low CPCs
Search Engines often provide keyword traffic and cost estimates so you can make informed decisions about choosing keywords and maximizing your budget
Getting Started
Click Budget / Cost-Per-Click
® 1&1 Internet AG 2010 8
Match Types help control which searches can trigger your ad Broad - synonyms, related searches, and other relevant variations (no expression, default
option)keyword
Phrase - a phrase and close variations of that phrase (expressed with quotations)“keyword”
Exact - an exact term and close variations of that exact term (expressed with brackets)[keyword]
Negative - results without the term (expressed with a minus symbol)-keyword
Focus on attracting as many users as possible Refine keyword list over time
Optimize! Optimize! Optimize!
Getting Started
Keyword Selection & Refinement
® 1&1 Internet AG 2010 9
Character limitations 25 characters for the Title 35 characters for each Description line 35 characters for display URL
Display URL is the URL that is displayed within a PPC ad Destination URL is the actual URL being used (landing page) Incorporate keywords through ad text – keywords are displayed with bold font
No exclamation marks in the title (one per ad within description only) No repeated, excessive or unnecessary use of capitalization, punctuation, symbols or
characters No repetition of words No implied inaccurate affiliation or partnership Promos must be 1-2 clicks of your ad's landing page No generic superlatives unless verified by a third party No call-to-action phrases such as 'click here'
Getting Started
Ad Text Selection & Refinement
® 1&1 Internet AG 2010 10
Getting Started
Landing Pages
® 1&1 Internet AG 2010 11
The page that appears when a potential customer clicks on an advertisement. The page will usually display product/service content that is a logical extension of the advertisement or link.
Getting Started
Clear and Concise Headlines The headline and text within the advertisement should compliment each other Compel a visitor to click further
Impeccable Grammar Build trust through professionally written content
Taking Advantage of Trust Indicators Incorporate testimonials, press mentions, guarantees, partners
Buttons and Calls-to-Actions Should Stand Out Conversion should be clear and stand out from the other content – Big, Bright and “above the
fold” It is crucial that the user knows what to do next
Go Easy On The Links Links can be helpful but also distracting
Use Images and Videos That Relate to Copy Videos and images capture users attention and draws them in
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The geographical location that is targeted to reach specific users Are you a local business? Regional? National? Online shop?
Conversion Tracking is the process of monitoring the interaction between a user and a website Submitting a form, making a purchase, leaving a comment
Helps identify new customers, leads and the effectiveness of a landing page
Getting Started
Geo-targeting
® 1&1 Internet AG 2010 13
Conversion Tracking
Guidelines
Safety and Security Users should not be at risk – Spam, Phishing, Malware
Accurate Ads Accurate claims, relevant content, reliable incentives
Transparency and Privacy Maintain trust, provide clear policies, preserve user information
Restricted Products and Services Comply with laws and regulations – Alcohol, Weapons, Illegal products and services
Trademark, Copyright, and Counterfeit No sale or promotion of counterfeit goods Authorizing trademarks and copyrights
® 1&1 Internet AG 2010 Page14
What does 1&1 offer?
Campaign creationKeyword selection & refinementAd creation & refinementFree consultations24/7 reportingMeasure results in 1&1 Control PanelAd ExtensionsOpt into Mobile Site
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1&1 Search Engine Marketing Service
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1&1 Search Engine Marketing Service
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Thank you for your attention!
Facebook.com/1and1 Twitter.com/1and1Youtube.com/1and1 Success.1and1.com
Questions?
® 1&1 Internet AG 2010 18
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