website advertising - gravity switch

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Website Advertising

April 8, 2010




Overview

01. Introductions

02. Why Online Advertising?

03. Keyword Research

04. Organic Search Engine Optimization

05. Pay-Per-Click Advertising

06. Tips & Tricks



Who I Am / What I Do

Derek Allard [email protected]

Website designer / programmer

Work with clients on paid and organic campaigns

Maximize value of website

Return On Investment (ROI)

http://www.gravityswitch.com/analytics



Who Are You?

What do you want from this workshop?

Do you have a website?

Do you utilize website advertising?

What has your experience been?



This Workshop Will Help You

Define good keywords

Improve SE friendliness of your website

Intelligently use PPC advertising

Mix both long term and short term goals



Workshop Materials

Presentation and handout are

posted at http://www.gravityswitch.com/gs-advertising





Why Online Advertising?



Diversify how users find your website





Lower cost than traditional print ads






Can easily track results







Build it and they will come rarely works







Build it and they will come rarely works

Better target specific demographics




Keyword ResearchKeyword Research



Keywords, Importance of

Foundation of SEO and PPC advertising

Keywords vs. Key phrases

Be aware of keyword popularity



Not All Keywords Are Equal

Solar

Energy Efficient

Post and Beam

Mortice and Tenon

Keywords received from client:



Not All Keywords Are Equal

Solar - 13,600,000

Energy Efficient - 823,000

Post and Beam - 60,500

Mortice and Tenon - 480

Searches done in February 2010:



Ideas For Good Keywords

Brainstorm a list with employees

Look at competitors (particularly those with a good web advertising presence)

Think like your customers



Keyword Research Tools

Will tell you how popular a keyword is

Will help you target the right keywords

Google Keyword Tool

“How do I know my keywords are the right ones?”



Organic Search Engine Optimization



Three Major Search Engines

Google - 65.5%

Yahoo - 16.8%

Bing - 11.5%

From comScore February 2010 U.S. Search Engine Rankings



Organic Search Results

Are determined by:

Content of your website

Density of keywords in content

Keywords in important HTML tags

Number and quality of inbound links



Content Must Contain Keywords

Search engines read content



(Yes, I’m trying to make a point.)



Good Strategies

Target one or two keywords per page

Repeat targeted keywords in content

Add keywords to HTML content (not Flash)

Avoid “we’ll get you #1” scams



HTML Code

Validate code

Write clean code

Web standards are your friend

Messy code decreases keyword density



HTML Tags Of Note

<title>

<h1> <h2> <h3> <h4> <h5> <h6>



Meta Tags

Meta keywords tag is now ignored

Meta description used for results only



Inbound Links

Act as a vote for your website

Keywords in link text is ideal

Improve search engine ranking



How Do I Get Inbound Links?

Comment on blog posts

Participate in forums

Publish content people want to link to

Reciprocal links with partners



Monitoring Progress

Check regularly for:

- rankings

- inbound links

- traffic

Experiment with content / code changes

Google Analytics / WebCEO



Pay-Per Click Advertising



How PPC Ads Work

Bid on keywords

Write ads

Send to landing page



Bid Prices And Budgets

Tend to be inflated

Will be geared towards #1 position

Targeting lower positions can be better



Select Keywords

Reuse keyword research

Highly competitive keywords = expensive

Bid on less expensive, niche keywords



Organize Keywords In Ad Groups

Multiple ad groups target more specifically

Increases the click through rate

Reduces costs



Writing Ads For Ad Groups

Ad should be closely related to keywords

Include keywords from group in the ad

Abide by Google content guidelines



Split Testing

Run 2 ads for each group

Review regularly

Delete underperforming ad

Write new ad to beat better ad



Landing Pages

Critical to success

Do NOT send to homepage

Link closely to keywords and ad text

Simplify page to encourage action



Keyword: Long Term Care

Ad:

Landing Page:



Importance of Experimentation

Keywords

Ad Groups

Ads

Landing Pages

Better performance and lower costs



Monitoring Progress

Eliminate underperforming keywords / ads

Connect Adwords to Google Analytics

Improve click through rates

Lower costs



Tips And Tricks

Take keyword variations into account



Tips And Tricks


Embrace experimentation



Tips And Tricks



Beware “black hat” SEO techniques



Tips And Tricks




Focus less on meta tags



Tips And Tricks





Split test ads and landing pages



Tips And Tricks





Split test ads and landing pages

Consider Facebook ads



Takeaways

Keyword research is critical for advertising success

Keywords MUST be in content for organic SEO

Connect all the pieces for PPC advertising

Monitor progress and failures on a regular basis



Additional Resources

Google Keyword Tool

Website Grader

Ultimate Guide to Google Adwords by Perry Marshall and Bryan Todd

Search Engine Visibility by Shari Thurow

Web Design for ROI by Lance Loveday & Sandra Niehaus



Thank You!Derek Allard

Gravity Switch

[email protected] | 586.9596

twitter.com/derekallard

facebook.com/gravityswitch

linkedin.com/in/derekallard




Ask me Questions

Ask Me Questions

website advertising - gravity switch

Technology

traditional

website lower

inbound links

online advertising

keyword variations

users find

rarely works

website