Learn how to create a powerful search engine marketing strategy using paid search (pay-per-click advertising) with vendors such as Google AdWords, Bing AdCenter and Facebook Ads. Presented by SEM Expert Steve Wiideman via http://www.creativesearchstrategies.com/

1. Paid Search Strategies Steve Wiideman www.SEOSteve.com

2. About Steve Wiideman Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies Consultant & resource for brands such as Skechers, RingCentral, and Flirt Search Google for “SEO Expert” Authored 3 FREE eBooks, downloadable at seosteve.com

3. Steps to a Successful SEM Campaign Select the appropriate search vendor Decide on the best SEM approach (the SEM dilemma) Use industry standard tools for keyword research Hire awesome writers who really know your product Construct your campaigns and ad groups using client-side tools Try to optimize 1-3 landing pages for each ad group Use extensions when appropriate Monitor, optimize, repeat

4. Why Bother with Paid Search? You can experiment with just about any keyword you can imagine and appear for all of them simultaneously You’ll learn what keywords to start with on SEO You’ll be able to experiment with landing pages and conversion focal points (can’t do this with SEO) You’ll prevent competitors from sliding in above you in the search results

5. Polls Identify your business model Know your profit margin Decide on your budget

6. Select the Appropriate Search Vendor

8. Throw a wide net and pull in the top converting terms, ads & pages

9. By the end of 90 days, you’ll have pruned your keyword list and will be on autopilot with only landing page and ad optimization to focus on

11. Can cost upwards of $10,000 per month

13. SEO.com

16. You get to set expectations with your vendor or performance resource

18. You can’t jump in and make changes yourself without losing accountability

19. It could take up to 3 months to be profitable on your campaigns

20. It could take up to 6 months to breakeven on your investment

22. OrangeSoda.com

25. Configuring conversion tracking and optimizing landing pages may be a hassle

26. You’ll have to learn as you go instead of being repetitious as a vendor might be

27. It could take up to 6 months to be profitable on your campaigns

29. SearchManager.com

30. ReachLocal.com

32. Hire Great Writers Use Keyword Insertion in Ads (when it makes sense)

33. Campaigns & Ad Groups

34. Campaigns & Ad Groups This is ONE Ad Group It uses “Phrase”, [Exact] and +Modified +Broad It’s ONLY targeting Google & Google networks It runs during hours that produce the best results.

35. Bid Optimization The Secret Sauce to Bid Optimization Prerequisites: Landing pages must be optimized as best as possible Conversion tracking must be on and working for at least 45 days You should have had your ads and ad groups reviewed by a pro Bid optimization beyond this point involves Cost Per Acquisition and Quality Score Improvement

36. Landing Page Optimization Try the Website Optimizer Tool, or Reduce page load time Include a privacy policy link Include as much information about the product/service as possible Include the language used in the Paid Search ads Include a way to navigate back to the main website (don’t trap) Ask an expert to create 1-3 templates that you can build off of Try to use a section of the website that is disallowed in robots.txt Site.com/landing/product-type/ (rotate elements in an index file) Site.com/facilities/city/fac-001.html

37. Ad Extensions

38. Ad Extensions

39. Ad Extensions

40. Ad Extensions

41. Ad Extensions This is a BOOST Ad that you cannot control in AdWords

42. Connect with Steve Wiideman Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations. He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog. He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google. Steve Wiideman www.SEOSteve.com Facebook.com/stevewiideman P. (562) 732-4417 E. info@seosteve.com @seosteve

43. Special Thanks