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Anvil SEMA SEM Presentation
1. Enhancing Your SEM
Campaigns to Boost Revenues
Presented by:
Kent Lewis (@KentLewis) #SEMAOMC
President & Founder
Anvil & Formic Media, Inc.
503.260.6700
kent@anvilmediainc.com
2. About Anvil Media & Formic
Media
Anvil Media, Inc. is digital marketing agency specializing in search
engine marketing services, including search engine optimization, pay-
per-click management, social media marketing & online reputation
management services.
3. About Anvil
Founded in 2000, currently 14 employees & 50+ clients
100% of account team Google AdWords & Analytics
certified
100% of account team published in industry
Founding member of SEMpdx trade association
2x winner of SoMe (Social Media) Awards
Search & social media training partner with OMI &
Wharton
Inc. & Portland Business Journal Fastest Growing
Company
Sister agency, Formic Media, is SEMA search marketing
partner
12. Code: Mobile
• Optimizing for Mobile
• No Flash & larger buttons (with spacing)
• Contact information in footer
• Map & driving directions
• Building for Mobile
• WordPress plug-ins
• Use CSS (Handheld.css & iPhone.css)
• Dedicated website (m.company.com)
12
22. Google Quality Score Ingredients
• Matched keyword’s click-through rate (CTR) on Google
• Relevance of the keyword and ad to the search query
• Historical keyword performance on Google.com
• Other relevancy factors that continually evolve
44. Summary
Optimize your web presence
Evolve your paid search campaigns
Get local with search & social
Continually test and refine website & landing
pages
Create a powerful online experience
Integrate online and offline efforts
Constantly measure and improve
45. Resources
Links
How Local Search Can Be Your Reputation Manager
Drive By Reviews & Online Reputation Terrorists Part 2
Google+ Follow-up: A Cheat Sheet
Why Google+ Business Profiles Will Trump Facebook Pages
What’s Going on with the Hotels & Accommodations Industry in Search?
Articles
Five Reasons For Hospitality Brands Not To Outsource Social Media Management
How to Become a Social Media Guru in 3 Easy Steps
Top Social Media Platforms for Businesses
Advanced LinkedIn Strategies for Marketers
Online Reputation Management: The New PR
6 Social Media Platforms At-a-Glance
Whitepapers
The Marketer’s Guide to Location-Based Social Networking
The Marketer’s Guide to Getting Started with Social Media Marketing
46. Q&A & Next Steps
Read our blog, articles & white papers
Sign up for our newsletter or follow
@AnvilMedia
Contact @FormicMedia for search & social
packages
Visit FormicMedia.com for more information
Kent Lewis President
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
O: 503.595.6050 x223
M: 503.260.6700
kent@anvilmediainc.com
Twitter & Skype: @kentjlewis
LinkedIn: kentlewis
Hinweis der Redaktion
SEO:-content (multimedia, infographics & other newer techniques)-mobile (there is a dedicated session for this)-local (didn’t see this covered)-social (how it integrates/influences with search)-ORM (self-explanatory)
For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
MultimediaInfographicsVideo
For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
PPC: -enhanced listings & call tracking-landing page optimization-mobile (with the new landing page penalty)-social -display -retargeting/remarketing:Segment customers who have already been to your site & remarket to themRemarket based on the exact PPC ads they’ve clicked on (down to the keyword level with some programs)Remarket based on what they bought in the past. Show ads with complimentary itemsNew display features becoming more standard à dynamic ads to show exact products left in shopping cart
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Max 25 Characters
Description Line = 35 Characters x 2
Description Line = 35 Characters x 2
Description Line = 35 Characters x 2
-enhanced listings & call tracking-landing page optimization-mobile (with the new landing page penalty)-social -display -retargeting/remarketing:Segment customers who have already been to your site & remarket to themRemarket based on the exact PPC ads they’ve clicked on (down to the keyword level with some programs)Remarket based on what they bought in the past. Show ads with complimentary itemsNew display features becoming more standard à dynamic ads to show exact products left in shopping cart
claiming place pages might be too remedial, but should be included for local parts retailers. Detroit Diesel isn’t a great example (but only relevant parts client), as they have over 700 service providers and 8 parts providers and none have really claimed/optimized listings. But, the strategy would be to have all parts providers and service providers claim and optimize listings.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
MultimediaInfographicsVideo
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
