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1 W H A T I S I N T E R N E T M A R K E T I N G ?

Internet Marketing is also known as Online Marketing, is a gen-eral term encompassing many different forms of advertising via the Internet. It includes any online advertising method from sending emails to potential clients, to paying royalties to web-sites for sending traffic to your web-site.

Some of the most popular forms of Internet Marketing include:

Pay Per Click (PPC) PPC campaigns allow you to choose key-words and phrases that you deem relevant to your product or business and bid on them in order to direct traffic to your web-site. These Ads appear in the sponsored results sections of web-sites such as Google and Yahoo.

Search Engine Optimization (SEO) SEO is a process by which

you work to improve your website in order to naturally (with-out PPC) improve the rank position for your key phrases. Email Promotions and Newsletter Marketing Emails are used to increase traffic, educate existing customers, and generate new sales and renewals. Many companies periodi-cally send email newsletters to existing customers to explain about new features, up-sell existing products or renewals, and offer incentives for referrals. Email promotions are also sent to potential customers who have expressed interest in the product by giving their contact information.

Banner Advertising Banner Ads are images that act as virtual billboards. Banner ads are designed to entice viewers to click on them and thereby be taken to the advertiser’s page. Affiliate Marketing Affiliate Marketing programs establish

GET THE MOST FROM YOUR MARKETING EFFORTS

C O N T E N T S

1 WHAT IS INTERNET MARKETING?

2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? 3 WHERE SHOULD I ADVERTISE?

4 HOW DO I CHOOSE KEYWORDS AND PHRASES? 5 HOW MUCH WILL I PAY?

6 WHAT SHOULD I SAY IN THE AD TEXT? 7 HOW DO I CREATE A LANDING PAGE? 8 HOW CAN I OPTIMIZE MY WEBSITE FOR

SEARCH ENGINES?

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relationships between websites where one or both seek to send traffic to the other. Through various reporting methods, sales are tracked and commissions awarded for sales referrals. Social Media Marketing Social Media websites are rapidly increasing in number and volume. The main idea behind social media is that many members with common interests work together to build content. The term Viral Marketing is often used in this respect because of the way a products’ popularity can grow when marketed on a Social Media web-site. As you look to increase your products’ presence in the online marketplace, you should investigate how each of these methods can help your marketing campaigns.

2 WHAT ARE ALL THESE TERMS (CTR, CPC, PPC)? If you are new to Internet Marketing, there may be many terms with which you are not familiar. We have compiled a list of many common Internet Marketing terms for your reference. Action —An act performed by a potential customer (Click, Con-version, etc)

Bid—Price you are willing to pay per action

Click—Each time someone clicks on one of your ads

Conversion—An act that you determine as a goal of a potential customer (downloaded trial, gave contact information, pur-chased, etc)

Conversion Rate—Percentage of clicks that convert CPA—Cost Per Action

CPC—Cost Per Click or Cost Per Conversion CPI—Cost Per Impression

CTR— Click-through Rate: Percentage of Impressions that

click

Impression—Each time a page is loaded with your ad on it Keyword or Phrase—A word or phrase to which you assign a bid price to compete for traffic relevant to that word or

phrase (Different from a Search Term)

Match Type—The keyword or phrase property that deter-mines which search terms are accepted on your keyword bids

Position—The position on the page which your ad is dis-played compared to others

PPA—Pay per Action PPC—PayPerClick

Quality Score—Google’s keyword scoring

Search Term—The actual word or phrase that someone enters into a search engine (Different from a Keyword or Phrase)

SEM—Search Engine Marketing SEO—Search Engine Optimization

3 WHERE SHOULD I ADVERTISE?

You should start your Internet Marketing focus with the three biggest online marketing websites; Google, Yahoo, and MSN. With each of these websites you can start a PayPerClick cam-paign and begin working on Search Engine Optimization to in-crease your traffic. For a quick reference to each, please use the following links:

Google Adwords: http://www.adwords.com

Yahoo Search Marketing: http://searchmarketing.yahoo.com Microsoft adCenter: http://adcenter.microsoft.com

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4 HOW DO I CHOOSE KEYWORDS AND PHRASES? Choosing the appropriate keywords and phrases to use in your PayPerClick campaign is a very important and ongoing process. Start by making a simple list of words that describe your busi-ness and products and then brainstorm from there. It may sur-prise you how quickly your list will grow. Many advertisers bid on thousands of keywords in various different categories. Your list should contain keywords that are general industry keywords and specific keywords and groups of keywords that are specific to your products and company specialties. Ask yourself what your company’s strong-points are and in what market segment you find the most satisfied custom-ers. The following is a list of keyword themes that may help you to brainstorm relevant keyword lists.

Bar-code Inventory System Wholesale Distribution Management Software Hand-held Scanners Manufacturing Inventory Control Wireless Parts Tracking Point of Sale Software

These keywords are merely given as a guide, and you should spend some time creating a list that is tailored to your com-pany’s strong-points. For example, if you specialize in sell-ing inventory tracksell-ing products to hospitals, you may want to bid on keywords related to Hospital Inventory Control. After choosing keywords and tracking their history, you should strive to obtain high quality scores for all of your keywords. This will ensure that you pay less per click and can help your rank position. Although there are many fac-tors that contribute to a keyword’s quality score, there are two factors are typically the hardest to control for newcom-ers; landing page relevance and keyword coverage.

Landing page relevance simply means that the landing page to which you send visitors has relevance to the specific key-words you are bidding on. This means if you are bidding on a variety of different words, you may want to consider us-ing multiple landus-ing pages. See section 7 for more informa-tion on landing pages.

In order to ensure proper keyword coverage, you need a good understanding of keyword match types. A Match type is essentially the keyword property which determines which search terms are accepted to that keyword. For example, if someone types in barcode scanner, should your bid on the keyword barcode show up?

Because each search engine has different match types, you will need to learn about the specific match types of each search engine with which you advertise. However, most search engine match types are similar to those of Google Adwords, which we will explain in more detail. Google Adwords has three basic match types; Broad, Phrase, and Exact. In the chart below we have outlined the principle results of the differences.

Match Type: Broad Phrase Exact

Traffic: More Some Less Relevance: Less Some More

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Also, make sure to include negative keywords in your cam-paigns when necessary, as this can save costs and improve your CTR. Negative keywords specify keywords that you don’t want to pay for, that would normally be included on broad or phrase searches of other words. For example, if you bid on the keyword Bar-code scanner, you may want to include the negative keyword Free in order to avoid bidding on the phrase Get a free bar-code scanner, unless this is part of a promotion you are running. Also, if your company only does business or marketing in certain geographical areas, you can improve your advertising efforts by including re-gional words and by targeting individual areas. For example, Google Adwords lets you target Countries, States, Metro Ar-eas, and even cities to fine-tune your campaigns. Also, you can add regional words to your key phrases; for example, you may want to bid on California Wholesale Distribution instead of just Wholesale Distribution. These techniques allow you to attract more of the traffic that means more to your business and reduce poor-performing traffic.

5 HOW MUCH WILL I PAY?

The great thing about Internet Marketing is that you can put as much or as little money into your campaigns as you would like. Some of the campaigns that you run may require you to spend a minimum amount, but it is usually very mini-mal and with proper ROI tracking you can easily justify the costs. You can also set budget caps on your campaigns to ensure that you never spend more than you intend.

6 WHAT SHOULD I SAY IN THE AD TEXT?

When creating PPC ad text, you should strive to keep your text aligned with the keyword you are bidding on and the landing page connected to the keyword. For example, if you bid on the keyword Inventory Management Software, you

could have ad text that looks something like this:

or these:

You should also have the content on your landing page based around this same theme.

7 HOW DO I CREATE A LANDING PAGE?

Because a landing page is typically the first impression your potential customers will have with your company, you should strive create a page that is clean and represents you well. Pictured below is an image of one page of a demo landing page which is available to you in the Sample_Con-tent folder of this kit.

You should create multiple landing pages based around your company’s strong-points and the keywords that you are

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ding on. Your landing page should explain the important features and benefits of your products and funnel visitors to an action item. This action could be to watch the 3-Minute Sapha HookTour or provide contact information in a form. You may want to include some of the comparison charts, product descriptions, and features lists included in this kit. Be sure to use one of the orange 3-Minute Tour buttons available in the Graphics folder to link visitors directly to the Sapha HookTour. We have included a demo landing page in the kit to give you some ideas.

If you choose to offer a form to gather contact information, you should have fields for First and Last Name, Company, Phone Number, Email Address, State, and Country. You can place the PDF documents (available in the PDF folder of this kit) on a page available to the visitor after they have entered their contact information.

8 HOW CAN I OPTIMIZE MY WEBSITE FOR SEARCH ENGINES? Once you have identified the keywords and phrases that are important to your Internet Marketing campaigns and have a good understanding of how traffic flows to and on your web-site, you are ready to optimize your site.

Search Engine Optimization consists of various strategies of increasing your un-paid web-traffic via natural search re-sults from search engines such as Google, Yahoo, and MSN. In order to optimize your site, you should ensure that your site provides valuable and volatile information that estab-lishes it as a leading resource in its respective industry. Your job in optimizing your web-site is to provide a clean, professional, and functional web-site that others will visit and link to. As you work to increase your website’s

qual-ity, you should also actively seek-out other top rated sites (especially in your industry) with which to back link with. A large part of search engine optimization is also directly connected to how well your landing pages are tied to your keywords and phrases. This includes everything from their names and titles to the content on their pages.

In order to help with search engine optimization, you should use a descriptive name and title for your landing page. For example, if you have a landing page about hospi-tal inventory control, you may want to use the title www. YourSite.com/Inventory_Control_For_Hospitals, and place the heading Hospital Inventory Control on the top of the page. Even if you have a page that lists your products, you should consider using a more descriptive name than just Products, perhaps Inventory Control Products.

As your website’s quality and popularity increases for your specific themes, your rankings on similar keywords and phrases will increase naturally.

9 HOW CAN I TRACK MY ROI?

Various websites and web tools exist to help track your ROI for Internet Marketing campaigns. Many PayPerClick ac-counts have conversion tracking methods build into them that simply require you to ad a small piece of code onto your web-site. Google also provides a very simple and ef-ficient way to track all of your traffic in a single location, Google Analytics. For more information on Google Analyt-ics, please visit their homepage at

http://www.google.com/analytics/ .

10 LEARN MORE LINKS

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learning experience, please explore the following websites:

Bruce Clay Consultants – http://www.bruceclay.com – Internet Business Consultants – Various Specialties

Conversation Marketing – http://www.conversationmarketing.com – Internet Marketing Blog

Dot Traffic – http://www.dottraffic.com – Search Engine Marketing Specialists

Google Adwords – http://www.adwords.com – Google’s Sponsored Ads

Google Analytics – http://www.google.com/analytics – Google’s Tracking and Analytical Tools

Microsoft adCenter – http://adcenter.microsoft.com – Microsoft’s Sponsored Ads

Orange Soda Blog – http://blog.orangesoda.com/tag/orangesoda – Internet Marketing Blog

Planet Ocean SEO – http://www.planetocean.com – Search Engine Optimization Resources and News

SEO.com – http://www.seo.com – Search Engine Optimization Specialists – Dave Bascom 801-766-5578

Yahoo Search Marketing – http://searchmarketing.yahoo.com – Yahoo’s Sponsored Ads

For Questions or comments, please contact Ryan Long, at ryan.long@fishbowlinventory.com.

References

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