We recently presented the Introduction to Search Marketing at the San Francisco Small Business Association. Included in the file is information about the SEM landscape, SEO & PPC best practices, local SEO and other recommendations.
52. Yelp, OpenTable, Benu’s
website, Google Local,
etc. should all have
exactly the same details.
53. “A one-star improvement (on
Yelp) leads to a roughly 9%
increase in revenue.”
Source: Reviews, Reputation and Revenue: The Case of Yelp
2011 Michael Luca of Harvard Business School
65. ACCOUNT FOR 35.4 %
64.6
of clicks are from
% ORGANIC
UNPAID RESULTS
OF CLICKS
for high commercial intent
keyword searches
Source: WordStream Research,
July 2012. US Advertiser Data Only
65
76. Target PCs, Tablet
and Mobile Phone
Geo Target at
Country, State, Cit
or Zip Code
Target Different
Languages
Decided How
Fast To Spend
76
The Budget
77. Impressions – Number of people who see your PPC ad.
Click-Through rate (CTR) – Is determined by dividing the number of users
who clicked on an ad by the number of times the ad was delivered
(impressions).
Cost-per-Click (CPC) – The amount of money an advertiser pays for a
single click on its advertisement that brings one visitor to its website.
Cost-per-lead (CPL) – The amount of money an advertiser pays search
engines and other internet publishers for a lead generated on its
advertisement.
Return on Advertising Spend (ROAS) – Ratio of money gained or lost on
an investment relative to the amount of advertising money invested.
Search Engine Results Page (SERP) - The results a user sees in the
search engines after typing in a search query.
78. Takeaway: Paid search can
drive immediate sales …
but must be managed
constantly and wisely.
78
79. Takeaway: SEO can drive
long term sales …
but requires investment
of time.
79