SEM Training

MILWAUKEE JOURNAL SENTINEL DIGITAL TRAINING SESSION | DECEMBER 10TH 2015

LET’S GET STARTED

Search Engine Marketing

SEM Overview

• What is SEM?

• Why is SEM Important?

• Why are we the ones selling this?

Why MJS?

• What are the benefits of us over Digital Agencies?

• Why not just bring it in house?

• Overcoming more objections

Our Process

• Kira, Richard & Catherine

• Salesforce

• The SEM profit breakdown

Our Gameplan

• How can your clients use SEM?

• Why us? Elevator Pitch

• Role play anyone?

• Give us your prospects today

• Putting it in the presentation

Search Engine Marketing (SEM) is the process of

gaining traffic and visibility from search engines

through paid efforts. Search Engine Marketing

simply refers to buying traffic via paid search

listings.

VIEW EXAMPLES

SEM (SEARCH ENGINE MARKETING

76%Of consumers use search

engines to find local business information.

90%Google sends 90.62% of overall

search traffic. Yahoo & Bing send a combined 7.5%

41%The top 3 paid as positions on

Google receive on average 41% of the clicks on the page.

50%50% of consumers who arrive at a retailers site are more likely to buy than those who came from

clicking on an organic link.

85%85% of Business using ppc said that they are going to focus on conversion rate optimization.

WHY IS THIS IMPORTANT?

“I’m really focusing on converting site visitors into leads in 2016…”

Easy to use, convenient, mobile friendly site…

• Website development• Live Chat• SEO Bundles (traffic)

Speaking of traffic…I can bring you more of it…

• Search Engine Marketing• Retargeting Banner Ads• Mobile Location Geo• Email Blast• Audience Behavior Targeting

Consumers click and buy from BRANDS they trust…

• MJS & JSOnline• Video & E-Newsletters• Power Reach, MP, CN, Tap

Allen ThompsonMarketing –

Wisconsin Sports Apparel

WEBSITE DESIGN

• Colors, ease of use, mobile friendly

• A/B Testing, Decreasing Bounce Rates

• Different measurements for defining conversions

USER EXPERIENCE

• What consumers want to see quickly

• Access to information, beginning to end processes are quick

• Guarding against irritation and complexity

Brand

NO MEDIA is better at promoting and advertising a

brand than MJS. SEM is a prime digital opportunity

for MJS to sell because it is already positioned to

perform based on how we already do business.

WHY IS THIS TRUE?

BRAND

BUDGETS ARE CONTROLLED & COMPETITIVE

• Like print – budget are subject to each clients discretion

• Like print – SEM is competitive – fighting for SOV

• Make the proper recommendation that gives them a completive advantage. There Conversion and ROI is on the line.

DRIVES IMMEDIATE TRAFFIC

• Like print, SEM gives access to a large audience

• Short & simple works and print and also with SEM

• Driving traffic is important but pay attention to “tangibles”

MORE COMPELLING ADS PERFORM BETTER

• Like print, stronger call to actions yield results

• Similar to print, strong ROI when asking for action

• Consumers who click on search ads are likely to buy

Vs.

A.

A.

B. B.

WHAT IS SEM?

WHY IS SEM IMPORTANT?

WHY US OVER ANYONE ELSE?

HOW MUCH SEARCH TRAFFIC DOES GOOGLE ACCOUNT FOR?



I HAVE A GUY, GAL, TECHNICIAN…

• They’ve been my SEM consultant for a year

• I’m getting traffic to my site

• My cost each month is about $2K

Team – Kira, Richard, Catherine, Contractors, In-person Sales Executive, Cohen

• Monthly Optimization• Guidance & Support

Real Time reporting & Cohesive brand and advertising messaging

• SEM is only scratching the surface of so many opportunities that we offer.

Call Tracking and analytics.

• Not many other companies (in particular digital agencies can offer this service.

Cost Savings. Hiring / Contracting someone for SEM full time is expensive

• The average annual salary for an SEM campaign manager in Milwaukee is $50K vs. 35% fee.

“I’m really focusing on converting site visitors into leads in 2016…”

Why should I care that you’re MJS…This SEM company has been doing SEM for years…

What can you provide that different than what they provide…Isn’t all SEM the same no matter what company you are with?...

Will investing more into SEM help with my SEO efforts?...

Sold!



COMBINING SEM & SEO

• Organic CTR%’s have shown to increase by 17% according to Google when displayed in combination with a paid search ad

• Illustrates legitimacy – When a business has done the work to get to the first page / top of Google SERP and is also paying it showcases professionalism and dedication to brand.

• Everyone uses search

• Self perpetuation advertising. WOM isn’t automatic.

SEARCH ENGINE OPTIMIZATION (SEO)

• Benefits of SEO will continue to climb event after PPC has peaked. (Efforts don’t go away)

• 50% of web search users are aware of organic vs. paid results

• 86% of web searchers trust organic clicks.

• Benefits of SEO will have higher rate long term performance

SEARCH ENGINE MARKETING (SEM / PPC)

• Yields instant results

• 50% of web traffic of paid search are more likely to buy

• Dictating & managing a budget is easier with PPC – ROI is easier to prove because of CTR% and tracking.

VIEW SEM COST STRUCTURE

IMPLEMENTATION OF CAMPAIGN• Implementation of campaign usually takes an approximate 5 (five)

business days.

IF SOLD – FILL OUT SEM FORM IN SALES FORCE

• Fill out SEM form in Sales Force (Drop Down in Opportunity)

• Get signed IO from client and RB

GOES INTO THE PRESENTATION WITH MJS MARGINS

• Margins for MJS will vary between 25% - 40% (contingent on spend level for the month)

• This model allows us to be more flexible and transparent with campaigns and clients.

GET A QUOTE FROM KIRA OR RICHARD

• Give us an approximate 1 day turn around for quick quotes

• 2 days for multiple options.

SEM CAMPAIGN SALES FOR:

$1,00035% TO MJS

$35065% TO SEM

$650

ESTIMATE OF100 CLICKS

$10CPC

(COST PER CLICK)

SEM PROFIT BREAKDOWN

HOW WOULD YOU USE SEM?

HOW WOULD YOU PROSPECT FOR AN SEM CLIENT?

HOW WOULD YOU SELL SEM IN 15 SECONDS?

What are 5 advertising services / products that you would recommend…

“I’ve been in business for a while

now and keep hearing how I need

to get into the digital age. I have a

website, it’s not the greatest and

could really use some work. I’ve

been around for a while now and

could use some new customers

but I have a loyal base of people

who come in every week”

Phill MinyonOwner –

Milwaukee Steak House

1.

2.

3.

4.

5.

What are 5 advertising services / products that you would recommend…

“I’m really interested in getting

into SEM. I have a ton of

competition that I see on google

constantly and would love to get

my business listed their both

organically and with paid search.

I could really use some new

clients immediately and really

need to have a great start to Q1 of

2016, what do you have?”

1.

2.

3.

4.

5.

Eugene McDonaldOwner –

Wisconsin Heating & Cooling

GIVE YOUR DIGITAL LEAD 2 SEM PROSPECTS

• We’re going to take those prospects and make quick

recommendations for each of you that you can put into a

presentation for 2016.

PUTTING IT ALL TOGETHER

• You’re well equipped with a variety of marketing products and

services to help you achieve and exceed goals for 2016. Get

out and get busy now and get ahead of Q1 of 2016!

SOURCES / CITATIONS

• MOZ – How people Interact with Search Engines:https://moz.com/beginners-guide-to-seo/how-people-interact-with-search-engines

• Search Engine Land – 5 Incredibly Practical Reasons PPC: http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611

• Search Engine Land – 72 Percent of PPC Marketers Plan:http://searchengineland.com/72-percent-of-ppc-marketers-plan-to-spend-even-more-in-2014-ppchero-study-169849

• Blue Fountain Media – 4 ways PPC marketing is changing:http://www.bluefountainmedia.com/blog/4-ways-ppc-marketing-is-changing-in-2014/

• Qualaroo – Beginners Guide to Conversation Rate Optim..:https://qualaroo.com/beginners-guide-to-cro/

• Bigcommerce – How Site Design Affects Your Conversion…:http://blog.bigcommerce.com/conversion-rate-bite-sized-best-practices/

SEM Training

Documents

Transcript of SEM Training