An introduction to the world of digital marketing, and the tools available to SMBs

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Growing Your
Business
With Smart
Digital Marketing

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About Searchsmart
Founded in 2000 as an SEO company
Changed direction in 2004 to primarily focus on Google AdWords
1st company in WA to provide managed AdWords advertising
1st WA company to be awarded Google AdWords partnership
One of the 1st marketing companies in Australia to use Google Analytics
Our key values are focussed on customer service and real relationships – We are
not a ‘faceless machine’
“Our success is measured by our customers success”
Chris Poulson – Founder &Managing Director

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Our Core Expertise is Digital Marketing
Website
Development
Search Engine
Marketing
Search Engine
Optimisation
Website
Analytics
Social
Media
No Matter What Your Online marketing Needs Are, We Can Take Care Of It For You

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A Brief History of Online Marketing
1993
• 1ST Ever internet advert sold
1995
• 16 Million internet users worldwide
1998
• GoTo.com creates the 1st search advertising keyword
auction
2000
• Google Launches AdWords with a mere 350 customers
2002
• 558 million internet users – More than77Million/year
since 1995
2004
• Facebook launches
2006
• Facebooks launches advertising
2009
• Google launches interest based advertising on
YouTube & partner sites
2010
• Internet advertising overtakes television for the first
time
2012
• 1.2 Billion internet users worldwide
2013
• Google Launches the Merchant Centre
2015
• What’s the next big thing?

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Marketing – It
Starts & Ends
with your
website
YOUR
WEBSITE
AdWords
Search
AdWords
Display
Remarketing
YouTube
Email
Offline
SEO
Social
Media
No matter what marketing
channels you use, you rely on your
company website to convert
visitors into paying customers.
Is your website doing it’s job
efficiently?

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What Your Website Needs
In this modern age of ‘Always on’ computing your
company website needs to be…
• Mobile friendly – preferably responsive
• Fast loading
• Logically structured
• Simple & intuitive to navigate
• Strong in semantic content & provide
answers to visitors questions
• Have a clear call to action

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Mobile Friendly – Responsive Website
BAD

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Mobile Friendly – Responsive Website
GOOD

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Does it Really Matter?

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How To Get The Right Traffic To Your Website
The good old days of ‘build it and they will come’ are long gone.
To succeed online you need to market your
website to the most relevant customers.
• Google AdWords Search
• Google AdWords Display
• Google AdWords Remarketing
• YouTube
• Search Engine Optimisation
• Social Media
• Take a unified & consistent approach

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Google AdWords Search
LOCAL SEARCH RESULTS
GOOGLE ADWORDS SEARCH ADS
ORGANIC SEARCH RESULTS

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Why Google AdWords Search?
Great Return On Investment
Immediate
Pin-Point Targeting
Flexible Budget
Test Messages
Measurable

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How Will AdWords Search Help You?
• We’re all spending more time online and Google knows 95% of that time is
spent reading and engaging with content on websites
• We know from experience that the Google Adwords is the top performing paid
search engine marketing service that help our clients reach their potential
customers
• Google AdWords advertising helps you to:
Get your
business found
Attract more
customers
Advertise
locally or
globally
Reach the right
people at the
right time

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Google AdWords Display
• 73% of Australians use the Google Display Network each month
• A recent study found that consumers exposed to display ads were, on average,
155% more likely to search for brand and segment specific terms later.
Reach New Customers – Even When They Are Not Searching

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Why Google AdWords Display?
Reach ‘Top of The Funnel’ Customers
Niche Products / Services
Branding / Brand Awareness
Can Use a Variety of Media (Images, Animation, Video, Etc)
Flexible Budget
Pin-Point Targeting
Measurable

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How Will AdWords Display Help You?
• A large collection of websites, news pages, blogs, apps
and mobile sites, who have partnered with Google to
display AdWords ‘image ads’
• There are literally millions of websites - Comscore
research has revealed that the Display Network now
reaches 90% of Internet users worldwide
• Within the Display Network you can choose more
specifically
where you want your ads to appear - you can select types
of pages or specific websites for your ads, as well as
audiences to show your ads to

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Google AdWords Animated Adverts

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Google AdWords Remarketing
• A consumer visits your website and is has a ‘cookie’
attached to their browser – This basically means that the
individual’s browser is ‘tagged’ so that other websites will
know that this person has previously visited your website.
• As the consumer continues to browse the Web, comparison
shop, etc., your ads will ‘follow’ the individual – As your
former website visitors go to other websites within your
remarketing ad network (ie. Google AdWords), they will see
your ads.
• Users can click on your ads and return to your landing page.

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Why Remarketing Works
• It’s an extremely logical and targeted marketing tactic
compared to standard banner advertising.
• It’s an effective branding and sales tool
• It helps Web businesses to build a relationship with a
website visitor beyond their initial visit.
• Many visitors will come to your website and never
return again, remarketing helps to bring them back
and allow you to improve your conversions and
branding.

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AdWords / YouTube Video Marketing
• #1 online video site.
• #2 largest search engine (behind Google).
• #3 largest site.
• 4 billion+ video streams per day.
• 60 hours of video uploaded every minute.
• 70% of YouTube’s traffic comes from outside
the US.
• 52% of people took action as result of
watching a video online

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Why Use AdWords for Video?
• You can reach people on YouTube and the
Google Display Network.
• YouTube is the largest video site on the web.
• Online visual and audio ads are more
engaging than print or radio.
• It’s pay-per-view advertising with various
options for placements.
• You can use analytics to track campaign
performance.

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The Benefits of AdWords for Video
• Reach a highly engaged audience with online
video.
• People who choose to watch your ads are more
engaged.
• Control your budget with pay-per-view ads –
you only pay when someone views your ad.
• Grow your corporate YouTube account’s views
when users watch your ads.
• Use remarketing to follow up on people’s
interest.

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Social Media Marketing
• Search Engines consider social media as a
factor when ranking websites and brands.
• By using Facebook advertising to increase page
likes and post engagement, your brand is more
likely to be ranked highly by search engines.
• Reach people before they’re ready to buy
• Build trust to increase conversion rates

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Search Engine Optimisation
• SEO is the application of various strategies to
improve the organic search rankings of a
website.
• These strategies range from on-page content
optimization to quality link building.
• SEO is an important piece to any online
marketing plan
• With a well-rounded strategy; most websites
will see improved rankings.

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Google Analytics
• You Can’t Manage That Which You Can’t Measure
• The most important tool in your marketing arsenal
• Business Benefits – The ABC of Marketing Measurement
• Audience, Behaviour, Conversions
• Build your audience with valuable insights
• Provides a cohesive view of your website
• Plays nicely with it’s Google siblings (AdWords, Search
Console, Tag Manager)
• View reports on data that matters to you – Customise to
suit other stakeholders

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Why Is Searchsmart Different
• We care about your business
• We are ‘hands-on’ – and do not use automated
systems
• Highly trained and experienced staff
• Decisions made on facts and research – not by
algorythms
• Team members have extensive knowledge across a
broad range of industries
• Transparent billing & reporting

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Research Drives Everything We Do