Paid Search Marketing: The Most Efficient Way to Invest Marketing Dollars

Paid Search Marketing
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Online Advertising Spending Worldwide, 2008-2014
billions and % change
2008 2009 2010 2011 2012 2013 2014
$54.2
$55.2
(2.0%)
$61.8
(11.9%)
$68.7
(11.1%)
$79.0
(15.0%)
$87.4
(10.6%)
$96.8
(10.8%)
Note: includes banner ads, search, rich media, video, classifieds,
sponsorships, lead generation and e-mail; excludes mobile ad spending
Source: eMarketer, June 2010

Paid Search MarketingPaid Search Marketing
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By showing ads on searches
for general keywords and
keywords in between you
have a better opportunity to
be considered as an option
and drive people to your
website.
Full Funnel Marketing
Doctor Staffing
Locum Tenens
Your Company
Website

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Possibility For Premium Position
 Paid Search allows smaller, lesser known companies
to get considered and larger companies to maintain
dominance.
Buy An Audience, Not Just Visitors
 You can show ads to people based on when they search,
where they are searching, and what they are searching for.
Test, Learn, Then Roll Out All Over
 Messaging that works with online audiences may also
help improve the performance of your offline direct marketing.
Why Pay for Clicks?

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Plan To Fail, Don’t Fail To Plan
 Before anyone sees an ad you have to create keyword
lists, write ad copy, and determine your budget
Go Google
 Google is currently the #1 search engine, this allows your
ads to reach a wide range of people searching for almost
anything
Don’t Fall Asleep At The Wheel
 Setting everything up is the first step. Understanding
performance and how to improve it is the next step
Getting Started

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Always Be Testing
 Constantly refreshing your approach will help you learn
about what people respond to the most and the most
effectively
Have A Short Memory
 Every day may not be a good day, but continuing to be
in-market will help get you connect with more people
over time
Make Sure You Measure
 By having metrics and key performance indicators (KPIs)
you will know the difference between a good day and
bad day
Keys to Success

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Search engine optimization (SEO) is the process of
improving the visibility of a web site or a web page
in search engines via the "natural" or un-paid
("organic" or "algorithmic") search results
SEO: What Is It?
Search Engine Optimization

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The most efficient way to |
invest marketing dollars
Provides the best Return on
investment
Why is SEO Important?

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Why is SEO Important?
Track Results
Know how many people are clicking
through to your website.
Ability to gather data
Geographic & Demographic Data
Learn from user behavior
Is a certain image driving users to
sign up for your services.
Search engines are the most important
source of “new” visitors to your website.
SEO delivers qualified leads
80% of internet user sessions begin at search engines

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There are about 25-30 factors
that you as a business owner /
web designer have
control over

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Find out what words users use while searching for your services.
Do not attempt to rank for broad terms i.e physicians, hospitals
Use more targeted terms such as Physician Staffing, hospital jobs

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Most Web Designers Design
websites for Humans not for
Search Spiders
Web Design is more than just
pretty pictures and Videos
Search Engine Spiders can’t
read most multimedia content

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On-Site User
Engagement Features
Social Media & Viral
Marketing
Manual Requests & Link Creation
Scalable, Content-Based Link Strategies
Keyword Brainstorming Term/Phrase Searching
On-Page Targeting – Titles, Metas, URLs, H1s, Text,
Internal Anchor Text
Unique Text Content Bot Accessibility URL Structure
Internal Link Architecture Sitemaps Server Response Codes
For optimal results,
start with a strong base,
and build your way up.

Paid Search MarketingSocial Media!
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People’s
Republic
of China
1.34B
1.19B
India Facebook
500M
310M
United
States Indonesia
238M
Brazil
194M 170M
Pakistan
164M
Bangladesh
158M
Nigeria
145M
Twitter

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Members of social networking sites spend 1.5x more online
than the average internet user. (comScore)

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Number of Mobile Subscribers Accessing Facebook,
MySpace and Twitter via Mobile Browser
3 month average ending Jan. 2010 vs. Jan. 2009
Total U.S. Age 13+
Source: comScore MobiLens
Total Audience (000)
Jan-09 Jan-10 % Change
Facebook.com 11,874 25,137 112
MySpace.com 12,338 11,439 -7
Twitter.com 1,051 4,700 347

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How Do I Start?
Determine Your Goals
Find Your Channels
 Decide what works best for you: twitter, Facebook, podcasts,
forums, newsletters, YouTube, SlideShare, LinkedIn, Flickr, white
paper, etc.
 Experiment. Evaluate. Adapt.
Monitor & Listen to the Conversation
 Conversations are happening in real time.
 The average Twitter user expects companies to reply to their
complaints within the hour.
 DO NOT SPAM!

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Engage your Audience

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Building Relationships
It’s about trust & real relationships
 Brands need personality (people like to work with people)
 Offer sincere one-on-one help
 Sales is a by-product of participation

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Remember to Measure
Goals:
 Awareness? Sales? Loyalty?
 Keep in mind results may not be immediate
ROI?
 What’s the return on ignoring?
 Social is “answering the new telephone.”

Avenue180 LLC.
8343 Roswell Rd. Suite 402
Atlanta Ga. 30350
Phone: 1.877.486.5240
Web: www.avenue180.com

Paid Search Marketing: The Most Efficient Way to Invest Marketing Dollars

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