how to avoid 3 common & costly mistakes in your online marketing

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

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 Common, Costly Mistakes

• #1 - Relinquishing account ownership

• #2 - Getting by without proper analytics

• #3 - The set-and-forget mentality vs continuous improvement


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


Best Practices

• Domain Registration

• Website Hosting Account

• Google accounts

• AdWords

• Analytics

• Search Console

• Social Media accounts

• Marketing Automation / Lead Nurturing


Analytics Not Set Up Correctly

• Traffic sources

• Engagement

• Conversions

• Attribution

• Remarketing

• Business Decision Support

– Resource allocation

– Investment

– Identifying hot-button issues

– Site Search / Chat


Conversion Attribution

• How to calculate marketing ROI?

– Long buying cycles

– Multiple platforms

– Multiple channels

– Multiple touches• First click

• Last click

• Views vs clicks


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


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


Keywords vs Search Terms

• Regional pest exterminator

• Spending $8,000 / mo. for clicks

• AdWords account managed by the business owner with help from Google


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%


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


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


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


Hans Riemer

[email protected]

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.

mailto:[email protected]

https://marketvantage.com/