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Making & Keeping Search Marketing Resolutions in 2010,[object Object],Larry Kim, ,[object Object],Founder, WordStream, Inc.,[object Object]
A Search Marketer’s New Years Resolutions,[object Object],Tools & Technologies to achieve your online marketing goals this year,[object Object],About WordStream,[object Object],Q & A,[object Object],Agenda,[object Object]
Keywords and Keyword Organization is Foundational for Search Marketing,[object Object],Do a bad job and nothing else works quite right!,[object Object],1. Get More Organized,[object Object]
Select specific keywords,[object Object],Group together closely related keywords,[object Object],Write relevant ads and landing pages that speak to the intent of the searcher!,[object Object],How Organization is Critical for Paid Search,[object Object],Awful: Too Broad!,[object Object],OK: Somewhat Related,[object Object],Better: Reflects Intent,[object Object]
Single Point of Leverage Affecting your Entire PPC Account!,[object Object],Relevancy of Keywords to Ad Group, Text Ad, Landing Page,[object Object],Click Through Rate,[object Object],Quality Score,[object Object],Ad Position,[object Object],Minimum Bid Estimate,[object Object],Actual Cost Per Click,[object Object],Impression Share,[object Object],Conversion Rates,[object Object],How Effective Campaign Organization Benefits PPC,[object Object],ROI,[object Object],Keyword Organization,[object Object]
Author web content that is...,[object Object],Specifically themed around narrow subjects,[object Object],Includes long-tail keyword variations in the page copy,[object Object],Organize content with relevant intelligent information architecture!,[object Object],How Organization is Critical for Organic Search,[object Object]
Wow. This is a lot of theory and sounds pretty hard. How do you actually implement an effective keyword organization plan??,[object Object],But How Do I Actually Get Organized?,[object Object]
Keyword Research also includes NEGATIVE Keyword Research,[object Object],Be on the Lookout for Negatives as you research – Tools give you suggestions: the suggestion could be right or wrong (a positive or negative keyword!) ,[object Object],Constantly mine your own traffic: See how people are coming to your site (historically and dynamically) and ruthlessly weed out bad keywords,[object Object],Use a Negative Keyword Tool!,[object Object],2. Lose Weight,[object Object]
Pay attention to Search Query “Modifiers” which reveal the searcher’s intent.,[object Object],WordStream Negative Keyword Tools,[object Object]
Your Keyword Taxonomy is a proprietary, valuable asset,[object Object],Don’t let your valuable search marketing asset go up in smoke!,[object Object],Profitable insights can be gleaned by analyzing PPC and SEO keyword data side-by-side. ,[object Object],Aggregate your SEO and PPC data so you can incorporate learning's from one medium to the other.,[object Object],3. Quit Smoking,[object Object]
With every search and goal conversion on your site, your customers (and potential customers) are telling you something—are you listening?,[object Object],Traditional keyword suggestion tools provide keywords that might be relevant to your business.,[object Object],Web analytics applications provide valuable keyword research insights because the data is based on real searches and actual outcomes on your site.,[object Object],For best results, leverage both!,[object Object],4. Listen & Learn,[object Object]
Your BEST Keyword Opportunities comes from Your Own Website!,[object Object],WordStream combines Web analytics data with Keyword Suggestion tool Data!,[object Object],The more expansive your keyword vault, the more you can leverage this valuable information in your PPC & SEO campaigns!,[object Object],WordStream’s Approach to Keyword Discovery,[object Object]
Our Continuous Approach to Keyword Research,[object Object],Obtain More/Better Keyword Data ,[object Object],Keyword Research & Analysis,[object Object],Publish Ads for PPC and/or Landing Pages,[object Object],Group, Organize, Find Negatives, Prioritize Work,[object Object],Continuously re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize!,[object Object]
Automate mindless repetitive tasks,[object Object],Instead focus on more meaningful Search Marketing tasks such as:,[object Object],Content / Ad / Landing Page Creation,[object Object],Plotting Search Marketing Strategies,[object Object],Etc. ,[object Object],5. Spend More Time with Family,[object Object]
There are an endless number of things you can tweak and optimize in a search marketing campaign. ,[object Object],Plan a series of actions (i.e., a workflow) that will provide the biggest returns for time spent.,[object Object],Make sure that whatever key performance indicators you're tracking are actionable, and that the actions that you take are informed by your data.,[object Object],6. Better Manage Your Time,[object Object]
Stop paying for old-school keyword discovery tools! ,[object Object],Check out WordStream’s Free Tools,[object Object],The Free Keyword Tool,[object Object],Keyword Niche Finder,[object Object],Keyword Grouper,[object Object],7. Save Money,[object Object]
Check out our Free Search Marketing Learning Resources,[object Object],WordStream Internet Marketing Blog,[object Object],http://www.wordstream.com/blog,[object Object],WordStream on Twitter,[object Object],http://twitter.com/WordStream,[object Object],8. Get a Better Education,[object Object]
Donate a portion of your savings from WordStream’s free tools & education, and increased profits to a worthy cause!,[object Object],:P,[object Object],9. Support the Arts,[object Object]
Create an environment where all parties involved (copywriters, marketers, developers, etc.) are aware of search marketing best practices, and have the resources available to implement those best practices. ,[object Object],Adopt tools and processes across your entire workforce to enable coordination and collaboration of PPC and SEO efforts,[object Object],Get help!,[object Object],10. Reduce Stress!,[object Object]
Product Launched in 2009,[object Object],Based in Boston & Venture Backed (Sigma Partners),[object Object],Sample Clients: ,[object Object],About WordStream,[object Object]
Industry Buzz: Press & Influencers,[object Object],Use WordStream Free Keyword Tool to supercharge the SEO content of your marketing materials.,[object Object],	“There is now a better way to manage huge keywords lists and this tool is called WordStream.”,[object Object],	“WordStream specifically helps raise productivity … SEMs will be using WordStream to strategically direct search marketing efforts in a collaborative way across entire organizations...”,[object Object],“Comparing existing keyword management software to WordStream is like comparing a paper airplane with a supersonic fighter bomber. WordStream is intelligent, dynamic, fast and versatile.”,[object Object],“The staff at WordStream is highly dedicated to their product…. and [it]is very valuable to the search marketer.” – Kate Morris,[object Object],	“Every time I talk to someone at WordStream the more impressed I am with the people. There are some smart, and very curious people who are trying to solve some interesting issues around keywords.” – Brad Geddes,[object Object],Kate Morris,[object Object],   Search Marketing   with Attitude,[object Object]
Thank you for attending our Webinar!,[object Object],Questions?,[object Object],How to contact Larry:,[object Object],Email: lkim@wordstream.com,[object Object],Twitter: http://twitter.com/larrykim,[object Object],Web: http://www.wordstream.com,[object Object],Tel: (617) 963-0555,[object Object],Q & A – Thank you!,[object Object]

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