SEM Presentation (SEO and PPC Basics)
- 2. Who are these Digital Divas? Nicole Roland Caroline Jensen Digital Media Manager with a background in all things Internet Marketing, includeing SEM (Search Engine Marketing), PPC (Pay-per-click), Analytics, Social Media, and more! Her street name is "The Optimizer", or CJ for short. Digital Media Manager with a background in Journalism and Internet Marketing. Nicole's claim to fame is SEO (Search Engine Optimization) including Content/Copy Writing & Development, Keyword Research & Development, Analytics, Social Media, and more! Her philosophy, you ask? "The pen is mightier than the sword."
- 3. Today's Agenda What is PPC? -Keywords & Budget -Campaign & Ad Group Development -Ad Copy/Content -Landing Pages -Page Position What is SEO? - No budget - Quality Inbound Links - Quality Copy/Content - User Experience - Page Authority (Expert) - Domain Authority
- 4. WHAT IS PPC ADVERTISING? Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites. When the ad is clicked on, you pay for keywords that, in turn, generated your ad.
- 5. WHY IS PPC SO GREAT? 1) MOST MEASURABLE ONLINE ADVERTISING CHANNEL 2) WE HAVE COMPLETE CONTROL 3) ALLOWS YOU TO REACH A HYPER TARGETED AUDIENCE 4) RESULTS ARE FAST
- 6. KEYWORDS & BUDGET AND WE ONLY HAVE A $14 DAILY AD SPEND?!? YOUR BUDGET IS THE LIFELINE OF YOUR PPC CAMPAIGN. WITHOUT THE PROPER BUDGET IN PLACE, YOU ARE LOSING OUT ON PAGE POSITION AND AD FREQUENCY.
- 7. CAMPAIGN & AD GROUP DEVELOPMENT MORROW PARK APARTMENTS AMENITIES LOCAL UNITS KPIs BETATESTING
- 8. AD COPY & ANALYTICS
- 9. LANDING PAGES LANDING PAGES ARE THE FINAL DESTINATION URLs THAT WE SEND PROSPECTS TO VIA THE PPC AD. TYPICALLY, THE LANDING PAGE IS THE HOME PAGE OF YOUR PROPERTY'S VG.COM LISTING OR STAND ALONE WEBSITE.
- 10. PAGE POSITION TOP OF PAGE SEARCH RESULTS FOR PPC ARE NOT RELEVANT TO THE CONSUMER ANY LONGER. THE END USER IS ALL ABOUT RESEARCHING THEIR NEXT PURCHASES. THEY ARE LOOKING PAST PAGE 1 SEARCH RESULTS. HIGHER CTRON PAGE 2& HIGHER
- 11. WE ALL KNOW HOW THIS STORY GOES... PPC CAN DRIVE TRAFFIC IN THE INTERIM, ESPECIALLY FOR UPSs and LEASE-UPs. SEO IS THE ULTIMATE DRIVER, IN THE LONG RUN.
- 12. WHAT IS SEO? An acronym for Search Engine Optimization, SEO is the process of improving search engine rankings on search engines like Bing, Yahoo, and most importantly, GOOGLE!! Unlike PPC, SEO does not require a budget to general clicks on each listing. It requires STRATEGY AND LONG HOURS!
- 14. QUALITY CONTENT - Increases your chances of securing natural links with quality relevant pages - Establishes authority with Google - Utilizes relevant keywords with high, targeted search volume - Encourages interest from readers - Answers prospects inquiries to provide useful, shareable content
- 16. USER EXPERIENCE - Fixing broken or dead links - Updating metadata with relevant keywords and alt tags - Increasing site speed, time on website, and also increasing click through rates (CTR) - Emphasizing mobile friendliness
- 17. AUTHORITY
- 18. ANALYTICS OUR GOAL: TO PROVIDE MONTHLY SEO ANALYTICS REPORTS, CUSTOMIZED TO YOUR SITE'S KPI'S AND BENCHMARKS
- 19. WHY DO YOU NEED BOTH PPC AND SEO? - VISIBILITY - SHARE KEYWORD DATA - USE BEST PERFORMING PPC AD COPY TO INFORM SEO CONTENT