Learn how to use search engine marketing to increase visibility and traffic to your website. This course provides fundamental knowledge of Google’s sponsored listings (pay-per-click ads) and also gives an introduction in to budget requirements and metrics used to measure and optimize ad performance. Additionally, this course delves in to the world of search engine optimization, educating students on Google’s latest algorithm updates and providing insight on how to use these new changes to organically move your website to the first page of Google search engine results pages.

1. SEARCH
SEO&PPC101
PRESENTEDBY:
NICOLEROLAND&CAROLINEJENSEN
ENGINE
MARKETING

2. Who are these Digital Divas?
Nicole Roland
Caroline Jensen
Digital Media Manager with a background in all things Internet Marketing,
includeing SEM (Search Engine Marketing), PPC (Pay-per-click), Analytics, Social
Media, and more! Her street name is "The Optimizer", or CJ for short.
Digital Media Manager with a background in Journalism and Internet Marketing.
Nicole's claim to fame is SEO (Search Engine Optimization) including
Content/Copy Writing & Development, Keyword Research & Development,
Analytics, Social Media, and more! Her philosophy, you ask? "The pen is mightier
than the sword."

3. Today's Agenda
What is PPC?
-Keywords & Budget
-Campaign & Ad Group
Development
-Ad Copy/Content
-Landing Pages
-Page Position
What is SEO?
- No budget
- Quality Inbound Links
- Quality Copy/Content
- User Experience
- Page Authority (Expert)
- Domain Authority

4. WHAT IS PPC ADVERTISING?
Pay per click (PPC),
also called cost per
click, is an internet
advertising model
used to direct traffic
to websites. When
the ad is clicked on,
you pay for
keywords that, in
turn, generated
your ad.

5. WHY IS PPC SO GREAT?
1) MOST MEASURABLE ONLINE ADVERTISING CHANNEL
2) WE HAVE COMPLETE CONTROL
3) ALLOWS YOU TO REACH A HYPER TARGETED AUDIENCE
4) RESULTS ARE FAST

6. KEYWORDS & BUDGET
AND WE ONLY HAVE A $14 DAILY AD SPEND?!?
YOUR BUDGET IS THE LIFELINE OF YOUR PPC CAMPAIGN. WITHOUT
THE PROPER BUDGET IN PLACE, YOU ARE LOSING OUT ON
PAGE POSITION AND AD FREQUENCY.

7. CAMPAIGN & AD GROUP DEVELOPMENT
MORROW PARK APARTMENTS
AMENITIES LOCAL UNITS
KPIs BETATESTING

8. AD COPY & ANALYTICS

9. LANDING PAGES
LANDING PAGES ARE THE FINAL DESTINATION URLs
THAT WE SEND PROSPECTS TO VIA THE PPC AD.
TYPICALLY, THE LANDING PAGE IS THE HOME PAGE
OF YOUR PROPERTY'S VG.COM LISTING OR
STAND ALONE WEBSITE.

10. PAGE POSITION
TOP OF PAGE SEARCH RESULTS FOR PPC ARE NOT RELEVANT
TO THE CONSUMER ANY LONGER.
THE END USER IS ALL ABOUT RESEARCHING THEIR NEXT
PURCHASES. THEY ARE LOOKING PAST PAGE 1 SEARCH RESULTS.
HIGHER CTRON PAGE 2& HIGHER

11. WE ALL KNOW HOW THIS STORY GOES...
PPC CAN DRIVE TRAFFIC IN THE INTERIM,
ESPECIALLY FOR UPSs and LEASE-UPs.
SEO IS THE ULTIMATE DRIVER, IN THE LONG RUN.

12. WHAT IS SEO?
An acronym for Search
Engine Optimization, SEO
is the process of
improving search engine
rankings on search
engines like Bing, Yahoo,
and most importantly,
GOOGLE!!
Unlike PPC, SEO does not
require a budget to
general clicks on each
listing. It requires
STRATEGY AND LONG
HOURS!

13. QUALITY INBOUND LINKS
QUALITY
________
QUANTITY

14. QUALITY CONTENT
- Increases your chances of
securing natural links with
quality relevant pages
- Establishes authority with
Google
- Utilizes relevant keywords
with high, targeted search
volume
- Encourages interest from
readers
- Answers prospects
inquiries to provide useful,
shareable content

15. QUALITY CONTENT
SEO

16. USER EXPERIENCE
- Fixing broken or dead links
- Updating metadata with relevant keywords and alt tags
- Increasing site speed, time on website, and also increasing click
through rates (CTR)
- Emphasizing mobile friendliness

17. AUTHORITY

18. ANALYTICS
OUR GOAL: TO PROVIDE MONTHLY SEO ANALYTICS REPORTS,
CUSTOMIZED TO YOUR SITE'S KPI'S AND BENCHMARKS

19. WHY DO YOU NEED BOTH PPC AND SEO?
- VISIBILITY
- SHARE KEYWORD DATA
- USE BEST PERFORMING PPC AD COPY TO INFORM SEO CONTENT