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Welcome toUnderstanding online marketing,[object Object],Sam Shettysam@nettschool.com.au,[object Object]
Agenda,[object Object],[object Object]
Search engine optimisation
Search engine advertising
Social media marketing
Q & A,[object Object],[object Object]
  In 2012, Aussies are predicted to spend $32 billion online!*
  Nearly 80% of internet users have made a purchase online***
*  Source: Forrester research - B and T Magazine August 2009.
**  Source: APCA – B and T Magazine August 2009
*** Source: Neilsen Rating study - reported in Marketing Charts, November 2008,[object Object]
Japan			US$3175
South Korea		US$3027
India			US$2147
Hong Kong		US$1698* Visa e-Commerce Tracking Survey Nov 2008   ,[object Object]
Research process ,[object Object]
The last step ,[object Object]
Understanding Online Marketing   Sep
Better conversions,[object Object]
Common problems and concerns,[object Object],[object Object]
Too far down the search engine results?
Not getting enough online enquiries?
Unsure about keyword strategy?
Confused by link strategy?
Is your website hard to find?,[object Object]
SEA - Search Engine Advertising
SMM - Social Media Marketing,[object Object]
Sales conversions,[object Object],>55%,[object Object],More than 55% of online purchases come from a search engine.,[object Object]
How many sites will they visit?,[object Object],52%,[object Object],of consumers visit only 1 or 2 sites when researching a product*,[object Object],[object Object]
Only 12 % visit 6 or more sites!* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09  ,[object Object]
Avoiding the 15 second ‘bounce’,[object Object],15 seconds,[object Object],…before a potential customer hits the ‘Back’ button,[object Object],Make sure they stay!,[object Object],Tell them…,[object Object],[object Object]
What you do?
Why is it important to them?
What to do next?	,[object Object]
Send converting traffic ,[object Object]
People don’t buy products!,[object Object],[object Object]
For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’
Identify what your target customers may be trying to achieve rather than what you are trying to sell
Then research the keywords they use to reach those goals,[object Object],[object Object]
Google analytics
Keyword research(Keyword research report)
Competition analysis
Site structure
Sitemap
Local business results
On-page optimisation
Directory submission
Article submission
Link building
Industry specific optimisation,[object Object]
Tag Length recommendations,[object Object]
Duplicate Content ,[object Object]
Understanding Online Marketing   Sep
Manual link submission request ,[object Object]
Competitive link research /Acquisition,[object Object]
Links via embedded content ,[object Object]
Links via Viral Campaigns,[object Object]
Understanding Online Marketing   Sep
SEO limitations,[object Object],[object Object]
Google is always one step ahead
Flash websites are much harder to optimise
High competition for the best keywords
Difficult to rank high for generic keywords Is there something else I can use to get around these problems?,[object Object]
What is search engine advertising/ PPC,[object Object],…a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.,[object Object],Wikipedia,[object Object]
Why should you consider?,[object Object]
Where should I advertise ?,[object Object]
Natural vs sponsored results,[object Object]
The process,[object Object]
Above the fold !!,[object Object]
Google adwords,[object Object]
Why AdWords ….,[object Object]
Setting up a PPC campaign,[object Object],[object Object]
Decide on a daily budget
Set your maximum cost per click (CPC)
Create a keyword list
Write an ad which attracts customers
Decide on a ‘call to action’
Track, monitor, modify and improve
Landing pages  ,[object Object]
Landing page,[object Object]
“The ads don’t appear like they’re supposed to”
“My company can afford more”
“It’s too expensive”
“‘Tyre-kickers’ waste my money”
“My ads have a high bounce rate”,[object Object]
Search marketing vs social media marketing,[object Object],[object Object]

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