Reaching Boomers Online

Reaching Boomers Online Building Successful Campaigns Presented By: William Leake CEO, Apogee Search Marketing [email_address] March 19, 2009

Why we *might* know something (aka shameless plug slide) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why we *might* NOT know something (aka reality slide) ,[object Object],[object Object],[object Object],[object Object]

General Fundamentals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internet Usage … Source: Pew

Internet Behavior ,[object Object],[object Object],[object Object],[object Object]

Methodical Competitive Spontaneous Logical Emotional Quick Decisions Slow Decisions

Primary Conversion Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],QUALITATIVE QUANTITATIVE

"Last year advertisers spent $9.4 billion on SEM, up 63 percent over the $5.75 billion spent on search in 2005, and beating last year's estimate of $7.2 billion. Spending is projected to grow to $18.6 billion by 2011 in North America." - SEMPO, State of Search Engine Marketing report 2006. Search marketing is the largest and fastest growing online marketing channel!

It’s a Google World United States | July 2008 Source: Net Applications, July 2008

[object Object],[object Object],[object Object],What is Search Marketing – Natural vs. Paid Natural Search a.k.a. Search Engine Optimization (SEO)

Natural Search Importance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps to Optimizing your Site ,[object Object],[object Object],[object Object],[object Object],[object Object]

Search Engine Optimization (SEO) How We Do It – On-page Optimization Title Tags Alt Tags Page Text Meta Tags . . . And lots of other website components.

Search Engine Optimization (SEO) How We Do It – Off-Page Optimization (Link Building) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],High quality link example

Search Engine Optimization (SEO) Google Rankings – The 80/20 Rule ,[object Object],[object Object],[object Object],[object Object]

Reputation Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Indexing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Indexing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is Search Marketing – Natural vs. Paid Paid Search Advertising

PPC Trends #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PPC Trends #2 - Testing ,[object Object],[object Object],[object Object],[object Object],[object Object]

PPC Trends #3 - Other ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exploiting Search Traffic with Post-web Follow-on Marketing ,[object Object],[object Object],[object Object],[object Object]

TIP: Event-Driven Search Marketing ,[object Object],[object Object],[object Object]

Alternate Conversion Types ,[object Object],[object Object],[object Object],[object Object]

Using Online to Inform Offline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Q&A (aka additional resources) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reaching Boomers Online

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