what you need to know to achieve ROI with digital marketing tools.

1. Maximize, Measure & Make Digital Work for YOU
Presented by:
Raul Vielma John Garcia
561-820-4277 561-820-4296
rvielma@pbpost.com jgarcia@pbpost.com
April 8,2011
RealSolutions.PalmBeachPost.com

2. What you can expect to get out of this workshop
Free tools
The ins and outs of search
Ways to get your business a better position in search results
Basic analytics to understand your business/industry
Traffic terminology/sources
Website review
Strategies to increase traffic to your site
Online display advertising working for you
Metrics for success
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3. Maximize free tools
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4. SEARCH
Why
Anatomy
Claim your business
Measure traffic
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5. Search Engine Marketing (SEM)
The most-used search engine sites give you access to 93% of the West Palm Beach
DMA adults online every month.
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Source: 2010 Scarborough Report, Release 2

6. The Anatomy of a SERP (Search Engine Results Page)
Pay Per Click = SEM
Google Maps
Organic = SEO
Pay Per Click = SEM
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7. SEO Tips
1. Keep URLs short: No more than 255 characters
2. Make navigation easy: Along the top or top & left
3. Avoid too many clicks: No more than 4 clicks away from homepage
4. Flash: use sparingly (doesn’t show up on mobile device)
5. More info the better: at least 200-250 words of content
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8. SEO Audit Tools
▀ Xinu Returns – a free web based SEO audit tool
▀ Dataopedia – a free web based SEO audit tool – with some
competitive data
▀ Yellowpipe Viewer – view your site through the eyes of a spider
▀ Link Examiner – an application that will crawl your site and find
broken links, redirects and more
▀ Google Webmaster Tools – provides detailed reports about your
pages’ visibility on Google
▀ SEObook – a firefox plug-in tool provides a holistic view of your
competitive landscape of search results
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9. Relevancy & Ad Position
Relevance Willingness to Pay
Ad Rank Which
X
=
Denotes Ad Position
Quality Score Max Cost per Click
Quality Score is determined Maximum Cost per Click is
by a combination of factors the highest dollar amount an
including: advertiser is willing to pay for
▀ Click-through-rate one click on their ad.
(clicks divided by
impressions)
▀ Keyword and ad text
relevance
▀ Landing page quality
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10. Ten places to claim your business
1. Google places: http://places.google.com/business
2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx
3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php
4. Yelp!: https://biz.yelp.com/claiming
5. FourSquare: http://foursquare.com/business/
6. Ask: http://www.ask.com/local
7. CitySearch: http://national.citysearch.com/profile/add_business.
8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback
9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx
10. Kudzu: https://register.kudzu.com/packageSelect.do
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11. Claim your business on Google
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12. Google Analytics
▀
▀
▀
▀
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13. Traffic Metrics
Visits • Number of times someone interacted with your website
Page views • Total number of pages viewed during specific time frame
Page visits • Average number of pages viewed during a visit
Bounce Rate • Percent of visits where someone immediately left your site
Avg. time on site • Average time people stayed on your website
% new visits • Percent of visits from new people visiting your site
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14. Traffic Sources
• People who type • Other website
your web site with banner ads
address directly or affiliates
into the browser
Direct Referring
Traffic Sites
Other/ Search
misc. Engines
• Email blasts, e- • Google, Bing, etc.
newsletters, etc. including organic
and paid listings
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15. Look at your competition
Using sites like compete.com, you can see how your site is doing compared to your competition.
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Source: compete.com

16. The New Shopping Paradigm
80%
of consumers have used the Web for
researching information about products
and services 1
yet only…
8% of retail sales occur online 2
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Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

17. WEBSITE
Why
Your business partner
Questions to ask
Strategies to enhance
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18. A great user experience pays off
Visitors who report great user experience are:
as likely to return to your site as likely to report enhanced brand opinion
as likely to report higher future likelihood to purchase
A great user experience builds trust and rapport even before you ever do business
It has been said that…“Bad home pages (or landing pages) are where
good leads go to die”
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Source: compete.com

19. Have you met your business partner?
Your website is working 24/7 to:
Losing market share in the digital world quickly translate into “real” market share loss.
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20. Asking the fundamental questions
What is this website offering?
How does this site satisfy my needs?
Search/Research
Shop/Compare
Support
Now what?
What do I do
Where do I go
What do I read
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21. Website designed to meet visitor needs
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22. Take the test?
Volunteer from the audience who would like to have their website evaluated
based on the previous points.
What is this website offering?
How does this site satisfy my needs?
Search/Research
Shop/Compare
Support Now what?
What do I do
Where do I go
What do I read
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23. Strategies to differentiate yourself
generate leads and grow your audience
▀ Newsletters
▀ Account / Log-in / Personalization!
▀ Online only specials / coupons (ex. sephora, chuck-e-cheese)
▀ Download brochure (IKEA)
▀ Special invitations, VIP offers
▀ Referral programs
▀ Social networking (facebook, twitter)
▀ Interactive location map/store locator
Give them a reason to give you their contact information.
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24. ONLINE ADVERTISING AND DISPLAY
Benefits
Terms
Examples
Metrics for Success
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25. Benefits of Online Advertising
 Guaranteed delivery – rates are based on how often your ad is seen
 Brings users within ONE click of your website and information
 Expands your audience reach
 Measureable, trackable and beyond the click benefits
 Flexible, dynamic and efficient
 Branding Opportunities
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26. My ad was delivered, now what?
Four things can happen once an ad is delivered
Make Make sure Make the Key word is
message/ where they land experience view-through
creative is effective informative
impactful
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27. Metrics for success
Key indicators for ad effectiveness
Clicks • Can be an impulse reaction to the creative
• Only 16% of all online users click
Site Traffic • Analyze before and after an online campaign
• Analyze bounce rate to landing page.
• View through
• Users search for more information after seeing
Search
an ad Activity
• Increased foot traffic Offline
• Increased calls
Behavior
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28. How valuable is online advertising?
Online study conducted by ComScore of 139 campaigns demonstrated the
value of online advertising beyond the actual “click”.
In a four week period:
▀ Lift of 46% to advertisers web site
▀ Increase of 38% in search using advertiser’s branded terms
▀ Boost of 27% in online sales
▀ Additional 17% likelihood of buying at the physical store
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Source: Comscore – How online advertising works: whither the click? Dec. 2008

29. WRAPPING UP
Summary of topics
10 tips for
Search
Display
Collaborative Marketing
Next Time
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30. Download Complete
▀ Claim your business to achieve better position in search results
▀ Monitoring your site traffic
▀ Optimize your website with the visitor in mind
▀ Pick a strategy to make your website stand out
▀ Extend your advertising to include online display
▀ Pay attention to ad results beyond the number of clicks
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31. Download Complete: Search
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32. Download Complete: Online Advertising
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33. Collaborative Marketing
The most successful websites combine a strategic mix of media vehicles that will reach your
target audience. The key is to think it all through so the multiple channels work well together.
integration, integration, integration
Display
Search
in print/online
Social media Mobile
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34. Next time – Friday, April 15th
Think Outside the Banner What’s New & What’s Next
▀ Adoption of mobile devices
▀ Mobile Terms you need to know
▀ Who and what of mobile usage
▀ Mobile influence on consumers
▀ Social Media
QUESTIONS?
To download presentation go to: bit.ly/DDseries2
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35. Homework
▀ Evaluate your existing mobile/social efforts
▀ Take a look at your site on a mobile device
▀ Ask friends, family, employees about their mobile or social media
habits
▀ Look at competition marketing – are they using social media in their
strategies
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36. What’s next from The Palm Beach Post
Understand and capitalize on consumer buying habits
SAVE THE DATE
Tuesday, May 17th
8:30am – 12 pm
Palm Beach Photographic Centre
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