After 13 years of helping hundreds of companies with their online marketing, we see three areas where they run into trouble. Being aware of these issues and taking some simple precautions can save you a lot of time and money down the road.

1. How to Avoid 3 Common & Costly
Mistakes in Your Online Marketing

2. 2 Copyright © 2016, Market Vantage LLC
Background / Timeline
• Internet goes mainstream in mid-late 1990s
• Buyer / seller relationship is flipped
• Sellers realize they need to become expert at Internet
marketing
• Market Vantage is founded in 2002 to help companies
navigate and prosper in this new landscape

3. 3 Copyright © 2016, Market Vantage LLC
3 Common, Costly Mistakes
• #1 - Relinquishing account ownership
• #2 - Getting by without proper analytics
• #3 - The set-and-forget mentality vs continuous
improvement

4. 4 Copyright © 2016, Market Vantage LLC
Account Ownership Risks
• What Can Go Wrong?
– Employee leaves with
company social media
logins
– Hosting issues bring down
your site
– Domain Name hijacking
– Paying for someone else’s
clicks
– Loss of marketing data

5. 5 Copyright © 2016, Market Vantage LLC
Best Practices
• Domain Registration
• Website Hosting Account
• Google accounts
• AdWords
• Analytics
• Search Console
• Social Media accounts
• Marketing Automation / Lead Nurturing

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Analytics Not Set Up Correctly
• Traffic sources
• Engagement
• Conversions
• Attribution
• Remarketing
• Business Decision Support
– Resource allocation
– Investment
– Identifying hot-button issues
– Site Search / Chat

7. 7 Copyright © 2016, Market Vantage LLC
Conversion Attribution
• How to calculate marketing ROI?
– Long buying cycles
– Multiple platforms
– Multiple channels
– Multiple touches
• First click
• Last click
• Views vs clicks

8. 8 Copyright © 2016, Market Vantage LLC
Set and Forget Mentality
• Risks:
– Website looks dated / not mobile-friendly
– Ad positions dropping
– Ads showing for wrong search terms – again and again
– Stale ad copy and offers
– Non-optimized landing pages
– Declining social engagement – last post in 2014?
– Remarketing to the wrong list or annoying your
customers
– Decreasing ROI

9. 9 Copyright © 2016, Market Vantage LLC
Continuous Improvement
• The Internet is highly dynamic
• Pay-Per-Click is an auction
• SEO is a marathon - not a sprint - and the rules keep
changing
• Testing should be part of the ongoing marketing
effort
– Ad and keyword alternatives
– Keywords vs Search Terms

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Keywords vs Search Terms
• Regional pest exterminator
• Spending $8,000 / mo. for clicks
• AdWords account managed by the business owner
with help from Google

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Before & After
• Typical monthly click budget: $8,000
• About $2,000 per month wasted on bogus keywords
Before: 1 mo. Later:
% spent on bad keywords 24.7% 4.1%

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Bogus Keywords?
• ants in my pants game
• how do ants move on those tiny legs
• alvin and the chipmunks
• swot analysis (about $8 per click!)
• squirrel meat
• 1997 maxima power ant
• bed bath and beyond

13. 13 Copyright © 2016, Market Vantage LLC
Bogus Keywords
• mortar and pestle
• powerpoint terminates suddenly
• where can I buy german roach
• how to get taller
• homeless man ant got no rent
• i ant got no iphon

14. 14 Copyright © 2016, Market Vantage LLC
More Bogus Keywords
• do squirrels sleep
• what is the name for a female raccoon
• worlds biggest rat
• pictures of bedbugs ($300 per month!)
• pictures of bedbug bites
• are bedbugs asexual
• aesop’s ants working all day long

15. 15 Copyright © 2016, Market Vantage LLC
Hans Riemer
hjr@marketvantage.com
978-482-0130 x100
Next Steps:
• If you’d like help with your
online marketing, please visit
marketvantage.com for more
information or to contact us.