1. SEO & SEM Services
SEM, Display, Geofencing and SEO Overview

2. Taking Control of Brand
Search Engine Optimization (SEO)
Taking Control of Brand
The #1 method for how people discover a company’s digital presence is through organic search
Our SEO expertise includes multi-platform (web and mobile), maps, reviews, and directories
The marketing our own 180 web brands gives us a unique perspective on what activities drive the greatest results
Confidential. November 2016

3. Search Engine Optimization (SEO)
SEO Consultations
Provide survey for customer completion
Initial phone consultation to build top keyword target list
Evaluate ex-ante search performance
Research and evaluate on/off - site SEO elements
Prepare a report on findings & recommendations
Review findings & recommendations by phone
Google Analytics Setup & Training
Create Google analytics account and set up client access
Obtain analytics code, and provide installation instructions and consultation
Confirm code installation
After data accumulates for ~1 week, provide analytics basic training by teleconference (30 minute session)
After data accumulates for ~1 month, provide follow up intermediate analytics training by teleconference (90 minute session)
Confidential. November 2016

4. Directories & Reputation
Top 10 Directory Listings
Survey client to create accurate listing text & descriptions
Collect assets for directories (photos, reviews, testimonials, etc)
Create inventory of existing listings in top 10 directories
Create accounts on client’s behalf in the directories
Claim existing entries for clients and complete verification process
Deliver report and provide logins to each directory
Reputation & Presence Management
Create an inventory of client’s listings
Online Yellow Pages
Member/user review sites (yelp, angie’s list, etc)
Other important directories
Review each listing for new reviews
Suggest course of action on negative reviews
Deliver monthly results report
Confidential. November 2016

5. SEM Drives Leads Search Engine Marketing (SEM)
Being found doesn’t always mean paying the the most
SEM is about frequency and being top-of-mind when the consumer needs your services
SEM solutions are created on a customized bases for each of our clients.
Confidential. November 2016

6. SEM is an Umbrella Term That Includes Both SEO and Paid Search
Search Engine Marketing (SEM)
SEO
Organic
Organic SEO
Free SEM
Paid Search
PPC
CPC
AdWords
SEM is an Umbrella Term That Includes Both SEO and Paid Search
However, more and more people are starting to refer to SEM as Paid. Make sure you and your client are talking
about the same thing.
Confidential. November 2016

7. Pay Per Click (PPC) Advertising - What is it?
Search Engine Marketing (SEM)
Pay Per Click (PPC) Advertising - What is it?
Advertisers pay the publishers (Google, Yahoo, Bing) only when an ad is clicked
With PPC, advertisers bid on keyword phrases relevant to their business, market, and geography
NOT the same as search engine optimization (SEO). SEO aims to provide better organic search results, PPC is an internet advertising model used to direct traffic directly to a clients website
AdWords (google), Bing Ads (Bing, Microsoft), Yahoo Gemini (Yahoo mobile and Native Ads)
Confidential. November 2016

8. Search Engine Marketing (SEM)
Confidential. November 2016

9. Search Engine Marketing (SEM)
Why it matters:
Consumers are searching for your customer’s products or services online
Search is the #1 way people look for local business
- 81% of US adults 18+ are online
- 91% of them search online
SEM is the #1 way to get leads quickly (campaigns are normally live within one week)
Customers only pays when someone expressed interest in their product or service and clicks on their text-ad
73% - of internet users stated that the information they found via search was trustworthy and accurate
Confidential. November 2016

10. Search Engine Marketing (SEM)
What else is important? Being where your customers are! With search ads, you can find your customers on all the devices they use to search for information.
77% - Percentage of smartphone users that call or visit a business after looking for local info on their phones
71% - Percentage of smartphone users search because they saw an ad
33% - Percentage of smartphone users that use their phone while watching TV
70% - Percentage of smartphone users that use their phone while shopping in-store
Confidential. November 2016

11. Why Compulse Integrated Marketing?
Search Engine Marketing (SEM)
Why Compulse Integrated Marketing?
Google Premiere Partner
Unlike a lot of our competitors, we manage campaigns manually with AdWords certified campaign managers
A lot of our competitors use automated platforms essentially “guessing” on bids and keywords
All of our ads appear on both desktop and mobile devices with click-to-call features on smartphones
Detailed reporting and call-tracking
Confidential. November 2016

12. Audience Extension
Audience Extension will Efficiently & Effectively Reach Your Customers with Targeted Digital Video & Display Advertising
Allows advertisers to display ads on a variety of sites.
Generate new revenue streams by offering advertisers new products / packages and inventory sources.
Provides more impressions and more targeted impressions to local advertisers than just their local website.
Creates new contextual associations in the mind of the viewer.
Capitalize on publisher data (user interests and purchase intent).
Serve specialized ads to the most relevant people, increasing chances for conversions.
Confidential. November 2016

13. Programmatic Media Buying Technology
Proprietary Real-Time Bidding (RTB) platform built on High-Frequency Trading (HFT) principles
Designed to optimize performance of campaigns and delivery of local digital display and video campaigns
Geographic, demographic, contextual, behavioral and other targeting utilizing the best-in-class 3rd party data and proprietary 1st party data sources
Low Error Rate on Google DoubleClick Ad Exchange compared to other industry platforms
Error Rate is the percentage of bid requests / auctions on which a Demand-Side-Platform (DSP) fails to respond
Empowering local advertisers with same state of the art media buying capabilities as big national brands
Confidential. November 2016

14. Audience Extension Strategies
Use display and video to server highly targeted messages that are customized to specific audience segment- household income, age, intent and other specific demographic attributes layered into geotargeted areas down to zip codes.
Reach target audience across multiple platforms: desktop, mobile, tablet
Target your audience on brand name, niche and enthusiast websites and mobile apps when they are most engaged.
Re-target customers and prospects who engage with your ads and move them down the conversion funnel.
Activate audiences by building a look-alike from data collected giving you new audiences on which to help with your digital marketing strategy.
Confidential. November 2016

15. Reach your audience by:
Audience Targeting Options
Reach your audience by:
Audience Targeting
Retargeting
Contextual Targeting
Look-Alike Modeling
GRP Targeting
Political Targeting
IP Address Targeting
Confidential. November 2016

16. Audience Targeting Options
Utilize best-in-class 3rd party data sources and proprietary 1st party data to identify and reach audiences as they visit sites within our network of national and local websites.
Demographic, interest, intent and branded data all provide you with audiences verified by ComScore and Nielsen
Easily build customer audiences to identify the prospects most likely to become customers.
Advantages of using behavioral data: increases the likeness of repeat purchases, encourages first-time purchases, and increases customer retention
Minimizes wasted impressions by targeting a specific audience rather than specific websites
Confidential. November 2016

17. Target the Right Individual
Behavioral Targeting
Target the Right Individual
Web behavior is analyzed through cookie data left on the consumer’s computer by previously visited websites
Consumers whose site visits or actions show that they are researching end of life care are identified as intenders
Intenders can then be reengaged with ads when they visit sites on the Sinclair network and Sinclair Partner network
Confidential. November 2016

18. Bring consumers Back Retargeting
Intenders that visit a business website will be cookied when they leave
Those intenders are reengaged with that sites ads when they visit sites on the Sinclair networks and other sites and networks across the web.
Retargeting campaigns increase the frequency of delivered marketing messages, and drive consumers back to a website.
Confidential. November 2016

19. Looking for Look-alikes
Look-Alike Targeting
Looking for Look-alikes
The web browsing activity of consumers tagged with retargeting cookies are indexed
Other consumers that have similar web browsing activity—but have not visited your site—are identified as Look-alikes
Targeting Look-alikes allows your business to reach consumers throughout their decision making process
Confidential. November 2016

20. Contextual Targeting
Contextual targeting displays related ads that a user is reading on a web page based on keywords of the content of the web page.
Reach people who are already looking for information related to your type of products or services
Works for both branding and direct response by aligning content with overall campaign message
Can use existing keywords to increase conversions.
40.5% of marketers said contextual targeting delivers good return on investment (Adage)
Confidential. November 2016

21. IP Targeting IP Targeting matches a physical address to an IP address.
Use in-house list of street addresses (street, city, state, zip code) from direct mail for both customers and prospective customers to deliver messages across desktop, mobile and tablet
Target both homes and businesses
Deliver relevant ads to specific audiences- reducing wasted impressions
Match back the audience target to your CRM, lead list, mailing list to show ROI
Confidential. November 2016

22. You Get What You Ask For Keyword Targeting (Display)
Relevant keyword lists created
Pages from sites across the Sinclair Networks are indexed for contextual relevance for each of the key words
Ads are then served only to pages with the highest relevancy scores
Confidential. November 2016

23. What is Local Based Advertising?
Mobile
What is Local Based Advertising?
A new form of advertising that integrates mobile advertising with location-based services (LBA). The technology is used to pinpoint a consumer location and provide a location-specific advertisement on their mobile devices. Geo Fencing & Geo Retargeting are the most widely used LBA tactics.
Confidential. November 2016

24. Mobile Geo Fencing Geo Retargeting
Based on where a consumer is in real time! Fences are drawn around a predetermined location or business. Call to action ads are served to a consumer’s mobile device if they are within the radial fence.
Geo Retargeting
Based on where a consumer has been. Ads are delivered to consumers that have frequented specific locations in the past. Real-world retargeting based on actual consumer behavior who are shopping or have shopped your local competitors.
Confidential. November 2016

25. Process Who are you trying to reach?
Have you run a digital campaign to this audience before?
What are you trying to accomplish?
How will you measure success?
Confidential. November 2016

26. Process Managed Networks Audience Targeting
Behavioral / Keyword Targeting
Retargeting
Confidential. November 2016

27. Auto Intenders / Bad Credit
Process
The Right Creative
Auto Intenders / Bad Credit
Branding
Retargeting
Confidential. November 2016

28. MAIN PROBLEM POSSIBLE SOLUTIONS Process
Client does not have enough visitors for a retargeting campaign.
Retargeting Campaign is not generating conversions.
Display campaign not performing.
Client not happy with the networks.
Offer retargeting in conjunction with another audience extension program. Once we have enough visitors we can retarget. “500 Unique”
Make sure ads have the proper call to action and clicks directly to the page on the site showing the product and offer. Is the message relevant to what they were looking at on their site?
Make sure program is design to do what they want it to do and establish how success will be measured. Not all products are created equal.
Establish this upfront, we are not targeting networks, we are targeting people based on interest behavior etc. Just because you don’t visit certain sites doesn't mean others do not.
Confidential. November 2016

29. Auto Intenders / Bad Credit
Process
The Right Creative
Auto Intenders / Bad Credit
Branding
Retargeting
Confidential. November 2016

30. Transparency Report Highlights Include:
Detailed media plan that includes the list of target sites and performance goals.
Real-time reporting in an interactive dashboard with key metrics and performance benchmarks.
Business intelligence to better understand your customers, media spend, and brand
Report Highlights Include:
Daily trends for last 7 days
Topline Performance
Key Metrics: Impressions, Clicks, CTR, Video Completed Views, Video Completion Rates
Top Sites of Ad Placement
Performance Summary by Display and Video Ad
Confidential. November 2016

31. What does ZypMedia do for us?
Banner Outreach
($12CPM Client Cost, $1000 minimum)
Banner Outreach with Audience / KW Targeting
($13CPM Client Cost, $1000 minimum)
Banner Retargeting
($12 CPM Client Cost, $1000 minimum)
Banner Outreach + Retargeting
Video (Pre-Roll)
($30 CPM Client Cost, $1000 minimum)
Confidential. November 2016

32. ZypMedia Order Insertion
New ZypMedia orders must have a ZypMedia Quote/IO Order Attached.
The Blue Sold Order tabs must be filled out completely.
Attach all needed support documents
Confidential. November 2016

33. What does Potenza do for us?
Adwords
Choose precise keywords
Advertise against competitors
Geographic targeting
Adwords for Search – Mobile
Click to call
Adwords for Display
Various banner sizes
Target audience by location, demographics, interest
Select target publications or more widely by the type of content (ie Fashion)
Call Tracking
Track call conversations
Multiple lines can show results in different campaigns
Call Recording Dashboard allows playback and evaluation
Confidential. November 2016

34. Potenza Order Insertion
New Potenza orders must have an IO Order Attached.
Call tracking and call recording are separate fees that must be broken out
Attach all needed support documents
Discovery calls are between Potenza, the AE/DSM and Agency staff. Clients are not allowed to be on the call.
Confidential. November 2016

35. What does Marketron do for us?
Geofencing campaigns
Geo-retargeting campaigns
Foot-Traffic Attribution
Confidential. November 2016

36. Marketron Order Insertion
New Marketron orders must have an Campaign Organizational Sheet attached.
The Avails/Quote form is not the same and cannot be substituted.
Attach all needed support documents
Confidential. November 2016

37. Vendor Information Information to know…
All vendors ask for a 2-3 day turnaround for most services. Consider this when planning your campaigns – build the expectation in as not everything can be rushed.
In the rare event that a rush is necessary, contact your RSM first who will then notify Bryan Paride or Allison Watts for approval.
Any campaign with a budget below monthly minimums or a CPM below $10 requires approval from your RSM, Antonia DeFeo or Ryan Moore.
Any Pre-Roll CPM below $30 requires approval from your RSM, Antonia DeFeo or Ryan Moore.
All retargeting campaigns that do not have an Adwords/Search component must be sent through ZypMedia only.
Confidential. November 2016