1. “Blackglass and Digicon – Bridging the Gap Between Marketing and Technology”

2. Blackglass Who We Are / What We Do Blackglass is the lead Interactive Communications Agency specialising in Targeted Online Marketing and Implementation for the IPMG Group of Companies. IPMG is one of Australia’s largest Print & Digital marketing services groups consisting of 29 companies which: Employs 250+ passionate digital specialists in locations spanning Sydney, Melbourne, Queensland and Europe, Servicing over 1,500 clients across a multitude of markets, categories and industries. Blackglass provides interactive solutions to assist organisations to optimise their online presence and to drive this medium to its full potential. Blackglass focuses on “localised and targeted marketing”. Blackglass provides fully online integrated campaigns including but not limited too: Search Engine Marketing and Optimisation Strategies Social Marketing Dedicated and Targeted Email Campaigns Viral and Word of Mouth Strategies Its all about results and measurement and ongoing analysis and optimisation which ultimately drives success.

3. IPMG Group - Trusted by Blue Chip Brands.

4. Blackglass Model

5. Search Marketing

6. Australian Search Engine Market Share

7. Definition of Search Marketing Search Marketing is broken down into 2 categories: Search Engine Marketing, - (SEM, PPC (Pay per Click) or Paid traffic). Advertisers are paying for each click they receive from their ad. Search Engine Optimisation, - (SEO, Organic and Unpaid traffic). Those are the results in the grey section of the screenshot on the right hand side. There is no way for websites to buy their way into this section. Performance is based on how a search engine such as Google chooses to rank them based on their Content, Architecture and Links. A balanced approach to marketing on search engines will include both paid traffic (PPC) and organic traffic (SEO) campaigns. The key to any search engine marketing strategy is continual optimisation.

8. Search Engine Marketing Pay per Click - (PPC)

10. Platforms are based on a bidding/auction system

11. Highest bidder may not always win the auction

12. There are other factors that determine ad position

15. Make them relevant to products and services

16. Conduct extensive keyword research

17. Don’t forget about similar terms (trainers, tennis shoes, sneakers)

18. Misspellings

19. Long Tail Keywords

20. Low volume but high converting

21. Usually 3 or more words

22. Negative Keywords

23. Avoid any irrelevant clicks

25. Make the ads relevant to products and services that the user has searched for

26. Include the keywords in the ads

27. Include a strong call to action

28. Where possible include a selling point (%discount, save $10, free sample etc)

30. The headline and copy correspond to the ad that triggered the page.

31. The focus is on getting visitors to take one specific action. (buy a product, download an eBook, fill in a registration form etc)

32. There are no distracting navigational links – only include links that will actually aid the decision making process (link to reviews or similar products)

33. The copy is short and concise.

34. Make use of strong sub headings to break up content

35. Use bullet points to make content easy to read

37. How much are you spending?

38. What's the average CPC, CTR?

39. What are the best keywords?

40. Which keywords are resulting in the desired action?

41. Which keywords are just attracting clicks but no conversions?

42. How can I further improve on the keyword list?

43. What is your keyword and ad CTR?

44. Insert conversion tracking codes to understand which keywords result in a lead, enquiry, sale etc

47. Ads are visible on search engine result pages a few minutes after starting a campaign

48. Within a few hours you can start driving traffic to the website

49. Within a few days you can start to assess the best/poorly performing keywords

50. You can see keywords resulting in a positive/negative ROI

51. Cost Control

52. Only pay for a click to the ad

53. Set daily budget caps (spend as little as $10/day)

54. Identify best performing days/ times and only run ads at this time

55. Targeting Options

56. Target audience geographically

57. Tracking and Monitoring

59. location,

60. gender,

61. relationship status,

62. Interests

63. Their connections within Facebook

65. Location

66. Gender

67. Job title

68. Industry

69. Seniority

70. Job Function

71. Company Size

74. Websites can be optimised to appear in the search engine rankings for certain keywords

75. By following the correct SEO techniques, selecting the correct keywords and following SEO guidelines across your website you can ensure that

76. Your site is accessible to be crawled and indexed by search engine spiders

77. Pages within your website will be viewed as relevant by search engines

79. If done well it is a “free” way to get targeted traffic.

80. Increase visibility across all search engines.

81. Always reach users at the exact time that they are searching for a product.

82. Google is undoubtedly the biggest potential source of traffic.

83. Some Challenges with SEO:

84. Depending on keyword competition it takes time to see major impact in terms of rankings

85. It is an ongoing process as Google updates its algorithm regularly

88. Avoid flash, JavaScript , frames

89. Use HTML

91. Search Friendly – www.blackglass.com.au/search-marketing/search-engine-optimisation

92. Use keywords in the URL’s – all URL’s must reflect the service/product on the page

94. Meta Description – mainly to increase CTR in the search results

99. Aim to become an ‘authority’ or expert in your field

100. Create ‘Link Bait’ – anything interesting that will get other websites excited (and link back)

101. Make use of partner sites

102. Press releases are great opportunity to build links

103. Article syndication

105. Localised SEO – Google Places (Case Study) We created and uploaded a data feed in mid August 2010 for all Curves Gyms in Australia for Google Places

106. Localised SEO – Google Places (Case Study) Traffic and Impressions jumped for highly relevant converting keywords Localized traffic increased organic traffic by 370%

108. Great for benchmarking

109. Track rankings compared to competitors

110. Track keywords movement over time

111. Interleado

112. Full website analysis

113. Competitor Analysis

114. Link building intelligence

117. Manage Search Engine Optimisation (SEO): audit and ongoing recommendations

119. Organic traffic increased by 84% and is continuing to grow month by month.

120. Direct connect has secured top 10 positions for main traffic driving terms (focusing on gas and electricity connections).

124. Received over 7,700 visits from search engines in its second month of activities.

126. Prepare all online communications to the membership database

127. Provide regular reporting on all online activities

129. Number of leads coming - in 30 per month

130. ROI up 900%