Search Engine Marketing

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18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Page
1

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

// your multi
-
channel integration partner


Brulant


Search Engine Marketing



November 17, 2006

//

Brulant, Inc.


3700 Park East Drive, Suite 300


Beachwood, Ohio 44122


brulant.com

PRESENTED BY: Jeff Pearl

//

eMergent Marketing


(A Brulant Company)


25101 Chagrin Blvd., Suite 110


Beachwood, Ohio 44122


emergentmarketing.com

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2

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner


SEM Defined

Paid Search Engine Marketing (SEM):

The act of marketing a Web site via search
engines by purchasing paid listings and other
search engine
-
related activities.

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3

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

The Value of Pay
-
Per
-
Click

-

More than 30% of consumers will click on paid listings

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4

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Pay
-
Per
-
Click Search Engine Marketing

Pay
-
Per
-
Click Search Engine Marketing

Page
5

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Pay
-
Per
-
Click Optimization and Management Methodology







Leverage analytics to
determine keyword
performance




Manage bid prices, ad
copy, landing pages, and
keyword assortment in
relation to performance
benchmarks and goals




Continually monitor and
protect against click fraud







Define business goals,
strategies, and market
opportunities




Review existing campaign
performance in comparison
to industry leaders

(if applicable)




Research keyword and
key phrase opportunities





Define success metrics
and establish performance
benchmarks




Deploy bid management
and ROI tracking tools




Define campaign structure,
including:




Ad group organization



Match type



Ad copy



Landing pages



Geo targeting



Budget allocation



Negative keyword list




Launch new or updated
campaigns




Begin testing ad copy and
landing pages to improve click
through rates and conversions





Coordinate with
promotional or marketing
calendars to support
traditional marketing
through the PPC channel




Conduct ongoing
keyword research,
selection, and evaluation
based on key
performance metrics




Incorporate A/B split
testing strategy and
execution to improve
conversion rates and ROI

ANALYSIS &

MANAGEMENT

EXPANSION

CAMPAIGN

LAUNCH

STRATEGY

Page
6

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Keyword Categories (4)




Brand Terms


Progressbook, Progress Book, Progresbook, Progres Book,







Progressbook.edu, Progressbook .com, etc…



“Online” Terms


online lesson plan, online report card, online education








resource, web
-
based education tool, etc…



Resource Terms


educational resource, educational resource information center,






education open resource, k12 educational resource, etc…



Other


IEP, customized IEP security system, individualized education program,




dynamic report card builder, teacher web page, etc…


Keyword Research:
ProgressBook

Page
7

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
ProgressBook


Develop Ad Copy









ProgressBook.com

An active K
-
12 community of 1M+

students, teachers & parents.

www.Progressbook.com


ProgressBook.com

Web
-
based application supporting

K
-
12 standards
-
based education.


www.Progressbook.com


ProgressBook.com

Web
-
based educational tool for

educators, parents & students.


www.Progressbook.com

Page
8

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
ProgressBook


Define Landing Pages & Tracking Codes










Page
9

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Keyword Categories (6)



Brand Terms



Maselli construction, Maselli builders, Maseli construction (sp),






Maselli construction.com,

Maselli remodeling
,
etc…



Custom Builder



custom builder, custom home builder, custom built home,








custom home builder Ohio, custom home design, etc…



Home Remodeling


home remodeling, contractor remodeling, bathroom









remodeling, kitchen remodeling, etc…



Home Additions


building home addition, home addition builder, home addition






contractor, home remodeling addition, etc…



Basement Remodeling


basement remodel, basement remodeling, basement









renovations, basement refinishing, etc…



Deck/Porch Construction


deck construction, deck building, deck design, deck









builder, porch construction, porch design, etc…




Keyword Research:
Maselli Construction


Page
10

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
Maselli Construction



Develop Ad Copy









Maselli Construction Co.

Quality workmanship with an eye

for detail. In business since 1947.

www.Maselliconstruction.com


Custom Home Builder

Quality workmanship with an eye

for detail. In business since 1947.

www.Maselliconstruction.com


Basement Remodeling

Add beauty, space and value to

your home. In business since 1947.

www.Maselliconstruction.com


Page
11

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
Maselli Construction



Define Landing Pages & Tracking Codes










Page
12

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Keyword Categories (5)



Brand Terms



Trommer, Tromer, Trommer & Associates, Tromer & Associates,





Trommer.com, Trommer&Associates.com, etc…



Facility Terms


facility layout, facility layout & design, facility planning, strategic






facility planning, facility planning software, etc…



Material Handling Terms
-

material handling system, plant layout & material







handling, material handling engineering, etc…



Inventory Management


inventory management software, supply chain inventory






management, warehouse inventory management, etc…



Industry Abbreviations


WMS

(warehouse management system),
ERP








(enterprise resource planning),
LTL
(less
-
than
-
truckload)




Keyword Research:
Trommer & Associates, Inc.


Page
13

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
Trommer & Associates, Inc.



Develop Ad Copy









Trommer & Associates Inc.

Materials handling & facilities

planning specialists.

www.Trommerinc.com


Facility Design & Layout

New facility design, expansion or

major rearrangements.


www.Trommerinc.com

Trommer & Associates Inc.

Distribution Center & Manufacturing

Facility Planning Services.


www.Trommerinc.com


Page
14

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner

Campaign Setup:
Trommer & Associates, Inc.



Define Landing Pages & Tracking Codes










Page
15

CONFIDENTIAL

/ © 2006 v.3 Brulant, Inc. All rights reserved / brulant.com

// your multi
-
channel integration partner



Pay
-
Per
-
Click: Data Modeling & Bid Management


Proprietary data modeling process
provides the insight

needed to determine bid prices
and campaign budgets


Bid management tools help
turn

the
art

of pay
-
per
-
click management
into

a
science


Rules
-
based bidding helps identify bid gaps,
maximize ROI
, and improve overall
performance


Click fraud reporting
identifies and logs

competitive clicks, suspicious IP’s, click spikes,
and geographic activity


Bid Management

ROI Tracking/Reporting

Click Fraud Reporting