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SEO & PPC 101

PRESENTED BY:NICOLE ROLAND & CAROLINE JENSEN

ENGINEMARKETING

Who are these Digital Divas?Nicole Roland

Caroline JensenDigital Media Manager with a background in all things Internet Marketing,includeing SEM (Search Engine Marketing), PPC (Pay-per-click), Analytics, SocialMedia, 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) includingContent/Copy Writing & Development, Keyword Research & Development,Analytics, Social Media, and more! Her philosophy, you ask? "The pen is mightierthan the sword."

Today's Agenda

What is PPC?

-Keywords & Budget

-Campaign & Ad GroupDevelopment

-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

WHAT IS PPC ADVERTISING?

Pay per click (PPC),also called cost perclick, is an internetadvertising model

used to direct trafficto websites. Whenthe ad is clicked on,

you pay for keywords that, in

turn, generatedyour ad.

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

KEYWORDS & BUDGET

AND WE ONLY HAVE A $14 DAILY AD SPEND?!?

YOUR BUDGET IS THE LIFELINE OF YOUR PPC CAMPAIGN. WITHOUTTHE PROPER BUDGET IN PLACE, YOU ARE LOSING OUT ON

PAGE POSITION AND AD FREQUENCY.

CAMPAIGN & AD GROUP DEVELOPMENT

MORROW PARK APARTMENTS

AMENITIES LOCAL UNITS

KPIsBETA TESTING

AD COPY & ANALYTICS

LANDING PAGES

LANDING PAGES ARE THE FINAL DESTINATION URLsTHAT 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.

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 NEXTPURCHASES. THEY ARE LOOKING PAST PAGE 1 SEARCH RESULTS.

HIGHER CTRON PAGE 2& HIGHER

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.

WHAT IS SEO?An acronym for Search

Engine Optimization, SEOis the process of

improving search enginerankings on search

engines like Bing, Yahoo,and most importantly,

GOOGLE!!Unlike PPC, SEO does not

require a budget togeneral clicks on each

listing. It requiresSTRATEGY AND LONG

HOURS!

QUALITY INBOUND LINKS

QUALITY________

QUANTITY

QUALITY CONTENT- Increases your chances ofsecuring natural links withquality relevant pages

- Establishes authority withGoogle

- Utilizes relevant keywordswith high, targeted searchvolume

- Encourages interest fromreaders

- Answers prospectsinquiries to provide useful,shareable content

QUALITY CONTENT

SEO

USER EXPERIENCE

- Fixing broken or dead links

- Updating metadata with relevant keywords and alt tags

- Increasing site speed, time on website, and also increasing clickthrough rates (CTR)

- Emphasizing mobile friendliness

AUTHORITY

ANALYTICS

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

WHY DO YOU NEED BOTH PPC AND SEO?

- VISIBILITY

- SHARE KEYWORD DATA

- USE BEST PERFORMING PPC AD COPY TO INFORM SEO CONTENT