Building Your Digital Traffic Through SEO, SEM, PPC, Social Media and More

1. Shane O’Neill - Vice President - Fruchtman Marketing
Building Your Digital Traffic Through
SEO, SEM, PPC, Social Media and More.
BREAK OUT SESSIONS

2. Get Serious About Your Online Presence
Facebook & Other Social Channels
Understand that social media opportunities typically revolve
around branding and that’s why message is important.
• What does the social channel do and who does it reach?
• Focus on most effective channels.
• Very similar to print or billboard advertising... eyeballs.
• Think about moving categories. Consistency of message.
• Realize success usually involves media buys.
• Understand buying cycles and capitalizing on message.

3. Get Serious About Your Online Presence
Choose your platform(s)
When choosing your social media platforms, you most likely
can’t do everything and do it well. Consider this formula:
time+strategy+audience = effort /money
Which is to say, How much time do I need to dedicate to
properly maintain the social channel?
What is my strategic usage for the channel?
And, is the user base valid and large enough?

4. Get Serious About Your Online Presence
Paid Search
Campaign 3 Campaign 4CustomCampaign 1
Ad Group 1
Ad 2
Ad 2
Fashion
Ad 2
Ad 2
Engagement
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2
Ad Group 1
Ad 2
Ad 2

5. Get Serious About Your Online Presence
Paid Search Phrase match
"custom jewelry design"
your ad can show when someone
searches for your exact keyword, or your
exact keyword with additional words
before or after it.
local custom jewelry design
Exact match
[custom jewelry design]
your ads can appear when someone
searches for your exact keyword, without
any other terms in the search.
custom jewelry design
Negative match
-costume
Prevents your ad from showing to people
searching for unwanted terms.
costume jewelry
More than just keywords
Broad match
custom jewelry design
Your ad may show if a search term
contains your keyword terms in any
order, possibly along with others
lost jewelry was custom design
Broad match modifier
custom +jewelry +design
Your ads can only show when
someone's search contains those
modified terms, or close variations of the
modified terms
local jeweler custom design

6. Get Serious About Your Online Presence
Quality Score
Quality Score is an estimate of how
relevant your ads, keywords, and landing
page are to a person seeing your ad.
Higher Quality Scores typically lead to
lower costs and better ad positions.

7. Get Serious About Your Online Presence
Big Change in AdWords

8. Get Serious About Your Online Presence
A Word on Local SEO
Each year, Google changes its search algorithm around 500–
600 times. Most small. Google still controls around 67% of
online search. Here a a few things YOU can focus on.
• Starts with a well built site.
•Create Original, Quality Content.
• Claim and connect your Google business page. Also, utilize
Google Analytics and Webmaster Tools
• Mobile optimization.

9. Get Serious About Your Online Presence

10. Get Serious About Your Online Presence
Retargeting
98% of visitors leave your site
without converting. Retargeting
let’s you re-connect to those
visitors with ads as they
browse other websites.

11. Get Serious About Your Online Presence
Geo-Fencing
Uses the global positioning system (GPS) or radio frequency
identification (RFID) to define geographical boundaries and
deliver messaging.

12. Thank You for Attending!
See what we can do for you at:
fruchtman.com