Alternative Internet Marketing Techniques David J. Sullivan

Leads Across the Country

Leads Across the Country

Online Newsletter Subscribers

Google Adwords

Benefits of Adwords Reach – Strong Internet Presence Cost – Control over your budget Timing – Connects users at the right moment Flexibility – Make changes at any time

Adwords - Reach Access to ~80% of U.S. Internet Viewers Instant results Thousands of websites where your ad can appear

Adwords - Reach

Adwords - Reach

Adwords - Reach

Adwords - Cost No minimum spending amount Choose your own maximum spending budget Pay only when users click on your ad

Adwords - Flexibility See your ads on Google in 15 minutes Change your ads whenever you like Unlimited changes

Benefits of Adwords Summary Reach – Cost Timing - Flexiblity Access to 80% of Internet users across the world Costs nothing to start new ads Pay only when users click on your ads Ads are seen by users looking to purchase Start your advertising in 15 minutes Unlimited changes, whenever you want

Keyword Matching Options Enables you to increase the likelihood that your ad is shown to your desired audience. Potentially decrease your cost Keyword match types: Broad Phrase Exact Negative

Keyword Matching Options – Broad Match Broad match keywords reach the widest audience Your ad appears if: Other words are included Dance Lessons = ballroom dance lessons A user types in similar words: Dance = dances All terms must be present ‘dance lessons’ does not equal ‘tap lessons’

Keyword Matching Options – Broad Match Default setting for your ads Terms do not have to be in the same order: dance studio = studio dance Ballroom dancing = dancing ballroom

Keyword Matching Options – Phrase Match Triggers your ad only when the user types in your keyword in the exact sequence you specified Prevents your ad from showing on irrelevant variations of your keyword To enable phrase matching for a particular keyword, enclose it in quotation marks “dance lessons”

Keyword Matching Options – Exact Match The most precise method for matching your keywords Trigger the ad only when the query contains the keyword, exactly as you typed it into the keyword list Exact matched keywords are enclosed in square brackets. [dance lessons]

Keyword Matching Options – Negative Match Prevent the ad from appearing when the search includes a word that isn’t relevant to your ad. To create a negative keyword add a minus sign (-) before the word or phrase you want to exclude - tap - ballet Scour the search results for negatives Use the keyword tool

Keyword Matching Options – Choose Wisely Broad match keywords should be at least 2 word phrases Keywords with 4 or more terms get little traffic The more restrictive your matching options the less clicks you will receive, but higher productivity.

Optimization – What is it? Do I need it? Optimization is the process of adjusting parts of your account to increase your return on investment Optimization makes your ads more effective: increasing the rate at which you connect with students raising your ad’s position on the page increasing your click through rate decreasing your costs.

Optimization – How to Begin Review all the areas of your online campaigns Evaluate your website: Get feedback from users Can they easily find what they want? Is the site well organized? Is the information comprehensive and useful? Do your ads go to the most relevant landing page?

Optimization – Your Competitors How does your site compare to your competitors? What do they have that you don’t? What can you add to your site. Are you highlighting key differences? Why is your studio the best in the area? What do your teachers offer that others don’t? Highlight the size of your studio and the awards your teachers have won.

Getting Started with Google Maps See if you have an existing listing on Google Maps Go to http://local.google.com Click on ‘find businesses’ Search for your business If not listed click on Add business in the left hand column

Google Maps – Edit Business Listing

Google Maps – Required Information

Google Maps - Category

Google Maps – Hours and Payment

Google Maps - Photos

Google Maps – Custom Attributes

Google Maps - Validation

Google Maps - Coupons

Optimizing Your Local Ad Performance On Page Local Search Optimization Local phone and address displayed in text on every page. Have a good title tag on your page using popular, geo targeted terms. Put your zip code in at least ONE of your page’s title tags.

Optimizing Your Local Ad Performance Off Page Optimization Upgrade local listings in Google and Yahoo Have an accurate Yellow Pages listing Search for local business guides and COC sites. Local charities Find local blogs

Blogging For Business What is a blog? Blogging Tips Blog Regularly Be Entertaining Short Entries Be Transparent Student blogging Linking Images

Blogging For Business Blogging Tips Reward inbound links Permanent links RSS feeds Tagging and bookmarking Have fun!!

Social Networking - Myspace

Myspace Tips Brainstorm Sign up Create your page Use the Myspace Blog Add your studio events Keep adding friends Use the classifieds Join groups

Social Networking - Facebook

FaceBook Tips Sign Up – www.facebook.com Find friends Create a facebook group for your studio Upload and share photos Join other groups Encourage your staff to participate Keep track of changes

Social Networking - Continued Flikr Photo sharing website Results viewable in Yahoo and Google searches Links to your website You Tube Movie sharing website Results viewable in Google searches Subscribers

Summary Increased Visitors Google Adwords Google Local and Yahoo Local Blogging Social Networking

Studio Management Program Web Based Software – Nothing to Download Available Everywhere Online Reports