1. Search-Engine-Marketing in practice Ilmar Mihkelsoo Skype: ilmar.mihkelsoo E-post: adwords@altex.ee

5. Source : TNS Emor Adex 10.03.2009 Estonian market Innovative Internet Marketing TM Internet Marketing Turnover (mln EEK) Marketshare Growth (vs 2007) Newspapers 626,6 36% -13% Journals 171,6 10% -10% TV 468,8 27% -2% Radio 147,1 8% 10% Outside ads 137,8 8% 12% Internet 187,4 11% 26% Total 1739,2 100% -3%

7. SEM and rest fo the World Source : http://seo.zunch.com Innovative Internet Marketing TM Internet Marketing Search users Search / visits Search / visitors Google 43.7% 4.4 27.2 Yahoo 28.8% 4.4 21.7 MSN 12.8% 3.3 14.4 AOL/Time Warner 5.9% 2.6 11.6 Ask 5.4% 3.3 10.2 Conversion rate Result Pages Share Toolbar Searches Ask Network 62.2% 5.7% 0.1% Google Sites 85.5% 42.6% 50.3% Microsoft Sites 41.0% 14.4% 2.1% Time Warner Network 25.4% 5.4% 1.2% Yahoo Sites 59.3% 28.0% 46.2%

8. Where can you find it? Innovative Internet Marketing TM Internet Marketing

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11. AdWords reach and help tools Ads appear: Searchs Content network + image ads Socialmedia - Facebook, forums Tools: AdSense, AdPlanner Innovative Internet Marketing TM Internet Marketing

12. Lets try out Go to: google.com/adwords Login: aw.koolitus1@gmail.com Password: adwords123 Innovative Internet Marketing TM Internet Marketing

14. Creating campaigns Structuring: - By target audiences, products, sales, budgets, special promotions... Placements: - Always test possible sites abilities to offer your ads Ideas: check traffic sources in Analytics Target audiences concentration - When using specific placements you can get better usage statistics and price controll Innovative Internet Marketing TM Internet Marketing

15. How do determine keywords Suggestions: - Use more phrases - Try do capture queries as specific as possible - Always use also ‘exact’ keywords - Using negative keywords can have good results Innovative Internet Marketing TM Internet Marketing Broad hansapanga majandusaasta aruanne Phrase “ hansapanga majandusaasta aruanne” Exact [hansapanga majandusaasta aruanne] Negative -hansapanga majandusaasta aruanne

23. Setting your price Innovative Internet Marketing TM Internet Marketing Ad no CPC Bid Quality Score Rank # Position actual CPC 1 0,40 18 0,40 x 18 = 7,2 1 0,37 2 0,65 10 0,65 x 10 = 6,5 2 0,39 3 0,25 15 0,25 x 15 = 3,8 3 0,01

24. Determing Quality Score Relevancy Home page loading speed Homepage accordance to set rules - no pop-ups allowed - no redirects Innovative Internet Marketing TM Internet Marketing

28. Low CTR? What is bad CTR? - High volume of impressions and low no. Of clicks 1. Are Ads shown? 2. What is your quality score? 3. Are keywords working? - assign negative keywords - delete non-performing keywords - use phrases 4. How is competition – wher Ads appear? Even with good CTR track your ‘bounce rate’ NOTE: Pay attention to your account, visit often! Innovative Internet Marketing TM Internet Marketing

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