Early Childhood Program Marketing on Google

Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
The Secret to Giving More Tours and Enrolling More Families
Google Marketing for Early
Childhood Programs

© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
 Pay-Per-Click Management: AdWords, Microsoft
(Bing), Yahoo!, Facebook, LinkedIn
 Targeted Display Advertising
 Multi-Targeting – Location, Contextual,
Behavioral
 WordPress SEO
What We Do:

Amiable Interactive
 Focus on Ethical Marketing
 Data-Driven: Measurable Results
 Google Analytics Performance Marketing
Our Mission:

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Nice to Meet You!
“Only on search engines can
you find exactly the people
who are looking for you, at
exactly the moment they
want to spend money.”
Source: PPC Pricing, Amiable
Interactive

An estimated 7 million searches for
preschools and day cares happen every
day on Google.

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… that’s “Great Power” to reach who’s
looking for you!

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With Great Power comes Great
Responsibility, So The Question Is:

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Are you there?

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What We’ll Cover
 Top 5 Ways to get a School or Daycare on
Google
 Online Tactics used by Larger Franchises
 How to Design Your Online Marketing for
Long Term and Short Term Results
 Question and Answer Period

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E. St. Elmo Lewis’ AIDA Sales Funnel
 1898 Personal Selling
Tool
 US Life Insurance Market
 How do people become
“motivated to act on a
purchase” based on
“external stimuli from
sales representatives”?
 Image Source:
ProvenModels.com

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The Perception Funnel
 Like a funnel:
 The more you add
to the top the more
you take from the
bottom
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy

Amiable Interactive
How do we influence perception?
 Address your
audience where
they’re at
 Solve problems
 Give and receive
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer

Amiable Interactive
Top 5 Ways to Get a School or
Daycare on Google
Find the parents who are already looking for you.

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Anatomy of a Google SERP

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Search Results Scanning Habits
 F Pattern
 First result not always
best
 Video on YouTube
 Source: Miratech white paper,
“Google ads in second position get
more attention”.

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Advantage of Prominent Listings
 Over 70% of clicks go to
first 2 search results
 Click distribution drop off
sharper than eye
scanning
 Less dramatic studies:
35-57% for first result,
12-22% for second
 Source: LA Granka, T Joachims, G Gay.
“Eye-tracking analysis of user behavior in
WWW search”, Cornell.edu.

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A Second Look: Where Are You?

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Organic Web Results Start on Page Two

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The Top 5, An Overview
Method Phases
Addressed
Timeframe Local DIY?
Local and Vertical
Directories
Shopper Short Yes
Google Places SEO Shopper Long Possible, with
Guidance
Traditional Website SEO Shopper Long Possible, with
Guidance
Google AdWords Express Shopper Short Dangerous
Google AdWords Info-Seeker,
Shopper
Short Dangerous

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Local and Vertical Directories
 Yelp, CitySearch, InsiderPages.com
 YellowPages.com, SuperPages.com, YellowBook.com
 Yahoo! Local
 Savvy Source, Angie’s List, Judy’s Book
 GreatSchools.com, Care.com
 Craigslist, Local Newspapers
 Local blogs and parenting guides

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Niche Local Directories Factor In

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Local SEO Ranking Factors

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Google Places/Local SEO: The Nitty Gritty
 Claim your listing!
o Use main keyword and location in your name:
 Not “La Petite Academy”
 Instead “La Petite Academy Preschool, Newark NJ”
o Keep your N.A.P. (Name Address Phone) consistent across all citations
 Three Most Important Ranking Factors:
o Categories Chosen – Choose Carefully!
o Citations
o Reviews – Use Social Media, Collaboration Tools
 Three Most Important Marketing Factors:
o Pictures
o Reviews
o Link to Website, preferably with Offer

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Google Places/Local SEO: More On Citations

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Traditional SEO
 Strategic Planning
o Informed choices regarding keywords and geo-location terms
o Competitive research, keyword volume research, conversion research
 On-Site Factors
o Title tag
o URL
o Internal link structure
o Consistant NAP on site footer, contact page
 Off-Site Factors
o Links to consistent business name, important keywords
o Links from trusted local authorities and directories (Chamber of
Commerce, community groups, local charities, blogs, directories)

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Step One: Planning Step Two: Execution
NAP
Keywords
On-Site
Keyword
Use
Off-Site
Citations &
Directories
Google
Places Name
& Categories
Off-Site
Links
Google Places
Website
Directories
Planning is Crucial!

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AdWords Pay-Per-Click Listings
 Pay for listings
rather than
“hope & pray”
 Large amount
of screen real
estate
 Extensions:
 Sitelinks
 Reviews
 Phone Number
 Maps

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AdWords & AdWords Express
AdWords Express AdWords
Can choose only category Choose keywords group intelligently
Can set budget per day Can bid on specific keywords and keyword
groups according to importance
Write ads to category Write ads to specific keywords and
keyword groups to maximize relevance
Cannot optimize Quality Score Optimize and increase Quality Score CTR
through keyword groupings and ad text
optimization
Pay higher costs per click than AdWords
advertisers
With solid optimization, pay lower costs
per click than both AdWords Express
advertisers and other AdWords
advertisers

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Don’t Pay a Premium for your Clicks!

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Tactics Used by Larger Franchises

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Push vs. Pull in the Perception Funnel
 St. Elmo Lewis:
“Push”
 Information Age:
“Pull”
 Where do parents
control the
process?
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer

Amiable Interactive
Push vs. Pull in the Perception Funnel
Reading About Parenting Methods
Reading About Education Methods
Looking for Preschool Activities
Looking for Local Kids’ Activities
Discussing Parenting on Facebook
Learning How to Find a Preschool
Learning How to Choose a Preschool
Reading Reviews of Preschools
Asking Friends for Recommendations
Asking for Advice on Finding a School
Searching for Local Preschools
Researching the Cost of Preschool
Touring Preschools
Registering for a School
Completing Paperwork
Getting Involved in the School
Getting to Know Parents &Teachers
Writing a Review or Testimonial
Advising Other Parents on Schools

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KinderCare Competitive Research
 Over 8,000 keywords in
AdWords
 National & Local
Campaigns
 Contextual Text Ads on
over 400 web sites
 Display Advertising on
SavvySource

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KinderCare AdWords – An Example

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KinderCare AdWords – An Example
National Landing Page (No Local San Jose Page)

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KinderCare Display – An Example

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Insight into Local Directories via KinderCare

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Insight into Related Keywords via KinderCare

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Ad Copy Creative Ideas via KinderCare

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Media Planning Insights via KinderCare

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Tutor Time Competitive Research
 Dozens of franchise Tutor
Time websites
 National & Local
Campaigns for corporate
and franchise sites
 Contextual advertising
(Judy’s book, Insider
Pages, etc.)

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Tutor Time AdWords – An Example

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Tutor Time AdWords – An Example
Local Franchise Site

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Tutor Time Contextual – An Example

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Tutor Time Contextual – An Example
Local Franchise Site

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Insights into Targeting via Tutor Time

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How to Design Your Marketing
Create an ongoing cycle with short term & long term
results.

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"On the Web specifically, advertising has moved into more
demand fulfillment as opposed to demand creation.
That's not really advertising. There's nothing wrong with it.
Doing search marketing and point-of purchase displays all works,
but it's not advertising. It's not about creating demand and
improving brand metrics.“
Jim Spanfeller, CEO of Forbes.com
Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek
(June 2009).

Amiable Interactive
How do we influence perception?
 Address your
audience where
they’re at
 Solve problems
 Give and receive
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer

Amiable Interactive
Buying Cycle
Learn
Shop
BuyGet
Use

Amiable Interactive
Buying Cycle & Search Engine Marketing
Learn
Shop
BuyGet
Use
Informational Searches
Comparison
Searches
Transactional
Searches
Navigational Searches

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Buying Cycle & Social Media Marketing
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media

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Buying Cycle & Behavioral Targeting
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media
Informational Searches
Comparison
SearchesNavigational Searches
Behavioral & Display
AWARENESS
INTEREST
DESIRE
ACTION
LOYALTY
Transactional
Searches

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Behavioral targeting works because it
allows advertisers to speak to people
who actually want to hear what they
have to say.

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OBA Retargeting – An Example
Seen on: hippie dippie bébé,
A Natural Parenting Blog

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OBA Retargeting – An Example
Not Contextual – Behavioral

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OBA Interest-Based Advtg. Example

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In Facebook Advertising – An Example
These ads pretty much
have me pegged:
o I’m female.
o I work.
o I have kids.
o I prefer natural products
and natural remedies.
…However they don’t address
what I’m actively thinking
about, as Google’s OBA
example reflects.

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Does It Work?
 NAI Study: 2X Increase in Conversion Rate
• Run of Network Display Ad Avg. CR: 2.8%
• Behaviorally Targeted Display Ad Avg. CR: 6.8%
 Optigence Study: 192% Rise in
Clickthrough
 Internet Retailer: Small Businesses
• 50% Say Behavioral Targeting Increased Conversion (47.8%
Not Testing or Unsure)
• 71.4% Plan to Increase Their Focus on Behavioral Targeting

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How to Get Started
Navigating the Sea of Possibilities

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Online Marketing for Local Businesses

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An Incremental Approach
1. Plan for the low-hanging fruit.
2. Collect results (both data and funds!).
3. Use findings to plan for more difficult
goals.
4. Collect results.
5. Rinse, repeat!

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AdWords SEO
 Can be ramped up
according to budget
 Quick to set up
 No need for consistency
with other marketing
 Provides ample data for
A/B testing:
 Keywords
 Ad messages
 Landing pages
 Costs are predominantly
labor-based
 Requires more planning
 Results take time
 Inconsistency difficult to
undo
 No concurrent control
over variables, only
temporal – “do” and
“undo”.
Where is the low-hanging fruit?

Amiable Interactive
My Recommended Approach
Evaluate
Situation
Plan for
Measurement
Plan for
Consistent
NAP &
Keywords
Test with
AdWords
Social
Behavioral
& Display
SEO
AdWords Optimize
Message

Ethical Marketing Needs A New Guidepost
3 Rules of Fair Play at Amiable Interactive

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Ethics In Marketing
 Amiable’s 3 Rules of Fair Play:
• We will not pursue marketing tactics that benefit our
company, but not our clients.
• We will work to ensure our marketing is held accountable to
our clients’ goals, and our reporting includes visibility into all
costs, including our own.
• We will provide marketing messages that are based in
integrity and transparency, upholding a pact of trust
between our clients and the customers they serve.

Amiable Interactive
Amiable’s Three Types of Services
Strategy
Full Circle Strategy
Marketing
Planning
Google Analytics
Implementation
General
Consultation
PPC Mgmt.
Insider Knowledge
of Keywords
Copywriting that
Protects Your
Brand Message
Trusted
Transparency
Reporting
SEO
Consultation or
Managed
On-Site Content
Strategy

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Our Basic AdWords Starter Plan
 Starter Plan – Budget
 $950 Setup Fee
 $400 monthly Management Fees, not
including AdWords per click costs
 Includes basic Analytics setup, ads on
Google, keyword and NAP consultation.

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Webinar Only Offer
 “Get Up and Get Started” Program
 One Time $250 Payment
 Basic Google Analytics setup to allow you
to begin tracking your results
 One-hour consultation on where you are
now, what to do first, how to phase in your
long-term approach.

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Our Goal as Marketers & Humans:
1. Embody ethical principles.
2. Associate with ethical partners.
3. Reach the people who need what we
have to offer.

Amiable Interactive
“With realization of one's
own potential and self-
confidence in one's ability,
one can build a better
world. ”
His Holiness the Dalai
Lama, Spiritual Leader of
Tibet

Thank you!
Let’s Be Amiable...

Amiable Interactive
Sample On-Line Portfolio
Targeting Goal Medium Platform Sample Terms Primary
Metrics
Keyword Direct
Response
Search
Engine PPC
AdWords best digital camera,
buy kleen kanteen
Direct
Response
Behavioral Direct
Response
Display AdWords Retargeting prior
site visitors
Direct
Response
Keyword Brand
Awareness
Search
Engine PPC
AdWords how to remove
stains, sunscreen
benefits
Engagement-
Based
Behavioral,
Contextual
Brand
Awareness
Display AdWords Campers & RV’s,
Fashion & Style,
Web Services
Engagement-
Based
Behavioral Brand
Awareness
Social Media
Advtg.
Facebook Scuba Diving,
Fantasy Football,
Carhartt
Engagement-
Based
Demographic
Geographic
Category
Awareness
Display AdWords Age, Gender,
Income, Region,
Metro-Area
Engagement-
Based

Early Childhood Program Marketing on Google

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