CHEGO: Introduction To Online Marketing

CHEGOS BRIEF
INTRODUCTION
TO ONLINE
MARKETING
Brought to you by the team at
Copyright 2012 by CHEGO, Inc. - All Rights Reserved
Copyright 2012 by CHEGO, Inc. All Rights Reserverd.

Published by CHEGO, Inc., Elmhurst, New York
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by
any means, electronics, mechanical, photocopying, recording, scanning or otherwise, except as permitted
under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written
permission of the Publisher, or authorization through payment of the appropriate per-copy fee by
submitting such request to CHEGO, Inc., via mail at the address listed below or on the internet at
www.chegoinc.com.
Requests for permission should be addressed to the Permissions Department,
CHEGO, Inc., 54-14 74th street, Elmhurst, NY 11373, telephone (718) 606-9616 or online at
www.chegoinc.com/contact-us.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in
preparing this book, they make no representations or warranties with respect to the accuracy or
completeness of this book and specifically disclaim any implied warranties of merchantability or fitness for
a particular purpose.
No warranty may be created or extended by any person or any instrument,
whatsoever. Any reference to an individual, entity, brand, mark, or otherwise identifying label, other than
that of the author or publisher, is strictly for informative purposes and is not an endorsement whatsoever.
This book is for the purpose of general information, education, sales literature and brand awareness. The
advice and strategies contained herein may not be suitable for your situation. You should consult with a
professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any
other commercial damages, including but not limited to special, incidental, consequential, or other
damages.
For general information on our other products and online marketing and internet consulting services, please
call us at 718-606-9616 or submit a contact request at http://chegoinc.com/contact-us.
TABLE OF CONTENTS
Be Found ........................................................................................................ - 1 How do people find you? ............................................................................. - 1 Online Marketing Attack Plan ................................................................... - 2 Pay-Per-Click Marketing .................................................................................. - 3 Search-Engine-Marketing............................................................................. - 3 Advanced Search Engine Marketing: Introduction .......................................... - 4 Develop an Advanced SEM Strategy........................................................ - 4 Advanced Search Engine Marketing: Budget .................................................. - 4 Online Advertising: The Best Use of YOUR Budget......................................... - 5 Advanced Search Engine Marketing: Account Structure ................................. - 6 Introduction to SEM Account Structure ........................................................ - 6 The Account Level ................................................................................ - 6 The Campaign Level ............................................................................. - 6 The Ad Group Level .............................................................................. - 6 Success through Structure ........................................................................... - 7 Advanced Search Engine Marketing: Tracking ................................................ - 8 Track Sales, Leads and Revenue ................................................................ - 8 Real Time Offline Tracking ....................................................................... - 9 Track Offline Sales Channels ................................................................... - 9 Start tracking today! ................................................................................... - 10 Advanced Search Engine Marketing: Ongoing Optimization ......................... - 10 Testing Landing Pages............................................................................... - 11 A/B Testing ............................................................................................. - 11 Multivariate Testing................................................................................. - 11 Landing Page Quality Score....................................................................... - 12 More Conversions Month-over-Month ........................................................ - 12 Google AdWords............................................................................................ - 12 Most Powerful Advertising Platform in the World!....................................... - 13 Google AdWords Express.............................................................................. - 14 AdWords Express Simple to Use ................................................................ - 15 AdWords Express Right for your business?................................................ - 16 Google Display Network ................................................................................ - 16 Target Your Online Audience......................................................................... - 16 Ad types on the Display Network................................................................ - 17 AdWords: Remarketing.................................................................................. - 18 Youve been marked! ................................................................................. - 18 Success at Remarketing ............................................................................ - 19 PPC Ad Copy Writing..................................................................................... - 19 Importance of Ad Copy............................................................................... - 20 Ad Copy Strategy ....................................................................................... - 20 Adwords: Sitelinks and Ad Extensions........................................................... - 20 Keyword Research & Strategy ....................................................................... - 21 -
Keyword Research for PPC ....................................................................... - 22 Profitable Keywords................................................................................ - 22 Keyword Research for SEO ....................................................................... - 23 Keyword Planning ...................................................................................... - 23 Search Engine Optimization .......................................................................... - 24 Rank Higher with SEO ............................................................................... - 24 Ethical SEO Practices............................................................................. - 25 Google: Champion of Relevance ............................................................ - 25 Custom SEO strategy................................................................................. - 26 Setting a SEO Budget ................................................................................ - 27 SEO Past & Present ............................................................................... - 27 Internal Content Creation Strategies.............................................................. - 28 Content is King ........................................................................................... - 28 Content Done Right.................................................................................... - 29 Content Creation ........................................................................................ - 29 External Content Creation Strategies............................................................. - 30 Benefits of External Content....................................................................... - 30 Quality of Content Matters.......................................................................... - 31 Content Placement Strategy ...................................................................... - 31 Results that last ...................................................................................... - 32 Website Analytic Services.............................................................................. - 32 Make informed business decisions ................................................................ - 32 Online Analytics Data..................................................................................... - 33 Website Conversion Optimization .................................................................. - 34 Upgrade to More Profit ............................................................................... - 34 Website Conversion Optimization Strategies ............................................. - 35 Technical Issues that Affect Website Conversions ................................. - 35 Non-technical Issues that Affect Website Conversions........................... - 36 Work with an Online Specialist, Feel the Rewards ................................. - 36 Landing Page Optimization............................................................................ - 37 Landing Pages That Work ............................................................................. - 37 Online Submission Form Optimization........................................................... - 38 Website Form Design................................................................................. - 38 Less is More ........................................................................................... - 39 Advanced Online Forms............................................................................. - 39 Social Media Marketing.................................................................................. - 40 Generate Online Followers......................................................................... - 41 Stay Connected with Social Media ......................................................... - 41 Social Media Defined ..................................................................................... - 41 Social Media Platforms............................................................................... - 41 Social Media Strategies.............................................................................. - 42 Conclusion ..................................................................................................... - 43 -
BRIEF INTRODUCTION TO
ONLINE MARKETING
BY: David Kuznia and David Robles
This brief introduction to online marketing and its certain core components are brought to
you by the team at CHEGO, Inc. CHEGO is an online marketing and internet consulting
company for the 21st century. Its core services include but are not limited to the
following: Pay-Per-Click Advertising (PPC), Search Engine Marketing (SEM), Search
Engine Optimization (SEO), Analytics Reporting, Website Design, Social Media
Marketing (SMM), Local Online Strategies, Online Competitive Analysis, Online Audits,
and Content Generation Strategies.
The purpose for this book is to provide the public with a brief insight into the complex
world of online marketing and what the internet can do for you or your business. Our
team has found, through its experience, that many individuals and businesses are unaware
or misinformed of the opportunities available to them or their business on the internet.
As such, we have taken it upon ourselves to provide a non-exhaustive introduction to the
world of online marketing. We hope that after reading this book, you will be better
prepared to move forward with your online aspirations.
Should you desire to begin your online journey, call us at 718-606-9616 or visit us at
http://chegoinc.com to get started. Thank you for reading our book, we sincerely hope it
helps!
Be Found
The internet has taken a front-seat as the leading resource people turn
to for answers, information, products, services, advice and research,
regardless of the topic or purpose. At an ever increasing rate, people
all over the world use the internet, and less and less explore
traditional resources and channels that would require them to leave
the comfort of their home or office. Entire generations now rely on the power of the
internet as part of their everyday lives.
How do people find you?

Is your website easily found and accessible to those internet users that make up your
customer or clientele base? Any website owner with a successful online business will
vouch for the importance of being easily found and highly visible on the internet. Our
online marketing strategists apply time-tested and trial-proven strategies, so that websites
are not only found online but stand out from the competition.
If your product, service or message does not appear where your target audience hangs
out online or is not visible to those searching for answers online, unfortunately, there
is a high likelihood that your online presence will go unnoticed. A mere website alone is
--1-Copyright 2012 by CHEGO, Inc. - All Rights Reserved
not enough; you must get your website found by internet users, which requires a
professional online marketing attack plan.
Online Marketing Attack Plan

An online marketing professional should create and implement an online marketing
attack plan in accordance with your message, product(s) or service(s); specifically
customized for every stage of a clients or customers online decision making process.
This multi-phase attack plan is designed to survive search engine algorithm changes and
other crucial factors that make all the difference to a websites online visibility. A proper
online marketing attack plan ensures that your message is appropriately placed to:
Introduce consumers to your products or services,

Reach customers in the research phase,
Connect informed & ready-to-buy customers with your website,
Implement advanced customer retention strategies,
Effectively get your message across in the aforementioned stages of the buying cycle,
which takes experience, research and hard work.
Keep in mind, there are many places where customers or clients can go online for their
needs. Due to the vastness of the internet and the ever increasing amount of websites that
populate it, it is more important than ever to stand-out from the crowd.
Online marketing advanced strategies should create numerous online touch points that
connect all the dots and drive online traffic to your website. These strategies, at the least,
should leverage advanced online advertising programs such as: pay-per-click advertising,
search engine optimization, and social media marketing to create comprehensive, unified
and scalable online marketing strategies that ensure you are found online by qualified
internet users.
Do not play hide and seek on the internet, just be found!
Pay-Per-Click Marketing
Pay-Per-Click marketing (PPC) directly drives internet users to a website who have
chosen to click on an associated online advertisement. It is a modern and highly
trackable form of direct advertising suitable for all types of online marketing purposes.
PPC marketing is named so because advertisers literally pay per click for internet traffic
delivered to a specific URL.
PPC marketing provides a wide spectrum of tools for online advertising, such as: textbased link ads, display advertisements, rich media and video advertising, just to name a
few. PPC advertisements are displayed on search engine result pages (SERP) and display
network websites in the form of banners or text ads.
Another popular advertisement placing option available through PPC platforms is instead
of an online advertiser paying per click, the advertiser chooses to pay per thousand
impressions instead, called Pay-Per-Thousand Impressions (PPM). It is commonly used
for branding efforts or marketing campaigns where the number of clicks, leads or sales is
unimportant or less important and the end-goal is to create brand or product awareness.
Industry professionals commonly refer to PPC
as
Search-Engine-Marketing
(SEM).
However, there is a difference between PPC
and SEM. SEM includes PPC marketing,
testing, tracking and onsite marketing aspects;
while PPC is much more narrow in that the
focus is on specific advertising platforms,
such as Google AdWords and Microsoft Ad
Center.
Today, both SEM and PPC have revolutionized the ability of advertisers to target highly
qualified internet traffic with their marketing messages, but it is SEM that really takes the
prize.
Search-Engine-Marketing
Proper SEM strategy takes PPC efforts to the next level and maximizes returns on
investment (ROI). Advanced tools in the SEM tool box include landing pages,
remarketing strategies, increased calls-to-action, site usability, account optimization for
efficiency, keyword selection strategy, advanced adcopy practices, advanced tracking
technologies and much more.
Our online marketing strategists work with clients to make the most of their
online marketing budgets when it comes to paid search marketing, either in a full service
role or a consultative approach, that allows website owners to select specific PPC
services as needed.
Advanced Search Engine Marketing: Introduction

When compared with other online
advertising efforts, advanced Search Engine
Marketing (SEM) can be tailored to any
means or budget. With no minimum monthly
spending limit, it is up to a website owner to
spend as little or as much on advertising
as they deem fit. A few prime examples
of business end-goals that SEM is used for
are:
to capture highly qualified search engine

traffic at point(s) of interest,
for branding purposes,
to grow awareness of the business product(s) or service(s).
There are many associated and customizable tools that can be utilized to achieve a
business online goals. Just as no two businesses or individuals are exactly alike, there
are many different roads to success online. The one constant that stays the same,
however, is that it is of utmost importance to set and follow a well thought-out
advanced internet marketing strategy.
Develop an Advanced SEM Strategy

In order to create a successful paid search marketing strategy that enables you to
realistically achieve your online goals, it is important to establish a working relationship
with an online marketing professional and acquire a clear understanding your industry,
product(s), service(s), budget, competitors and expectations.
The first step is to conduct a knowledge transfer session and a preliminary
online marketing review. An online marketing professionals account management team
should then assesses this information and recommend the most appropriate course of
action for you or your business. Sometimes there are even external indicators that require
immediate action to be taken in order to stop wasteful advertising spend, which are best
conducted by an expert with thorough knowledge of online marketing.
Advanced Search Engine Marketing: Budget

Search engine marketing budget defines and often limits the scope of paid search
marketing strategy. Budget is intrinsically linked to your adcopy visibility on search
engine result pages when users search for specific keywords. Basically, budget dictates a
business ability to outbid its competitors for available online ad space. Different paid
search marketing strategies apply based on available budget and finances.
To ensure statistical relevance, a sustainable initial budget needs to be invested for testing
and response purposes. A small budget limits the number of keywords that can be
marketed effectively and also
impacts advanced segmentation
tactics, such as:
geographic reach of PPC

campaigns,
day part settings (what days
and hours campaigns are
active),
match type selection when
picking keywords,
content marketing,
remarketing, and
much more.
A business with specific return on investment goals or tight profit margins on products or
services, must consider what the target cost per acquisition (advertising cost to close one
sale or one lead) is to turn a profit. A unique and customized professional paid search
marketing strategy factors in budget constraints and prepares a business for steady and
sustainable growth.
Online Advertising: The Best Use of YOUR Budget

Steady and sustainable growth is best achieved through cost-benefit analysis. Why?
Because online cost-benefit analysis helps you understand which business goals are
realistically achievable. At the end of the day, everything aside, all that really matters is
the online advertising budget a business has at its disposal. This means that seemingly
unlimited budget should never be wasted and limited budgets can compete effectively
online.
Some clients of course understand the value of information and perform a
comprehensive online competitive analysis to gain insight into competitors internet
strategies; especially clients in highly competitive industries that have products or
services that carry steep price tags.
Budget recommendations are based on research. There are many factors that need to be
considered to make fair budget projections and to ensure statistical relevancy of online
advertising results. To appropriately factor budget you should calculate searches
conducted by online users per month of your targeted keywords, the cost per
click, projected click through rates and closing ratios, just to name a few.
Advanced Search Engine Marketing: Account

Structure
After clear online marketing goals and budgets have been set, the next step in a search
engine marketing strategy is to properly structure a paid online marketing account, such
as Google AdWords and Microsoft Adcenter. Google AdWords and Microsoft Adcenter
are surprisingly similar in their functions and features. Between AdWords and
Adcenter it is possible to reach almost the entire USA internet audience.
AdWords ad copies are shown in Google search engine results and partner sites, like
AOL, Ask.com and hundreds to millions of others.
AdCenter ad copies are shown in Bing and Yahoo search engine results and partner sites.
Introduction to SEM Account Structure

Accounts contain campaigns, campaigns hold ad
groups, and ad groups are where keywords and
ad copy reside. Reporting is present at all levels
in an account and can be considered a standalone feature.
The Account Level

At the account level, campaigns, billing, user
administration and reporting tools are available.
The Campaign Level

The bulk of an account structure is built at the campaign level and structural complexity
increases at the ad group level. The campaign level is where geo-targeting, budgets,
language, site links, network display options, ad rotation optimization preferences and ad
groups are set.
The Ad Group Level

The ad group level holds the keywords and ads that are pulled to the search engine results
page when an internet user enters a keyword or phrase being targeted by your online
marketing efforts.
Keyword selection includes match type selection and negative keywords. Improper set
up of keywords will cause account inefficiencies and eat up significant percentages of
monthly marketing budgets. Inefficiencies are best illustrated as clicks made on your
online ad by internet users looking for something else other than what your ad copy is
about. Basically, there is a disconnect between the ad clicked and the search term(s)
entered.
In addition, it is noteworthy to mention that ad copy is a counterpart to keyword

selection, which is also managed at the ad group level. Ad copy is one of the most
important strategic components of search engine marketing. Properly structuring ad copy
is an art unto itself.
Examples:
Used Car Lot ad is triggered by search term toy car because you bid on the word
car in broad match.
Problem: Negative keywords need to be implemented. Car is too broad of a
keyword, it can apply to anything that is directly or indirectly related to the word car.
Toy store ad lands traffic to a general toys page from search traffic for the keyword
toy car because you bid on the word toy in broad match.
Problem: Improper targeting. The keyword toy by itself is too broad of a

keyword and a more specific keyword is required. Customers will not find what they are
looking for without further effort on their part, if find it at all. Waste of a click and the
cost associated to it.
Success through Structure

The success or lack thereof of search engine marketing campaigns rests, to a great
extent, on their proper structure. Improper or convoluted SEM account structure
undermines all other paid search-marketing efforts and has the potential to cause a large
number of inefficiencies, such as improper budget management, difficulties
performing account optimization, and a general lack of control of overall online
marketing efforts.
Though an advertiser always has the freedom to make changes to their account structure
at any time, it is important to have an online marketing professional lay a solid
foundation from the very start and maintain it systematically according to internet best
practices to avoid wasteful spend and drive sales or leads at a profit.
Advanced Search Engine Marketing: Tracking

The primary reason businesses choose paid
search online marketing is that when done right
paid search marketing efforts increase sales,
leads and/or brand awareness considerably.
A common problem businesses face with
online marketing is that their advertising efforts
are not tracked, thus valuable data is never
collected. A fully implemented analytics package is required to properly track website
usage and online transactions. When analytics is not properly implemented there is a risk
that the data generated is incorrect or missing critical information.
Decisions made using erroneous, incomplete, inaccurate or under-reported data can cause
situations where profitable keywords may be optimized out (turned-off) of Pay-Per-Click
(PPC) campaigns because they seem to perform poorly or not at all.
In view of the fact that keywords are at the core of a successful search engine marketing
strategy, it is safe to say that decisions made with respect to keywords should be based on
accurate, relevant and complete data or not made at all.
Track Sales, Leads and Revenue

When running any type of campaign, such as a PPC or Display Network
campaign, through AdWords and/or AdCenter, it is important to implement conversion
tracking and/or revenue tracking (every time a sale or leads closes it is called a
conversion).
The data generated from these tracking sources will dictate
which marketing efforts to pursue.
Further, performance indicators featured within these data sources, such as cost per
acquisition (CPA), conversion rates, demographics, etc. can be examined at a campaign,
ad group, keyword, and ad copy level for an in-depth analysis.
Ultimately, the data generated from these sources and indicators is used to make
informed decisions regarding a businesss paid search marketing efforts and is an
invaluable asset to the business.
The process of converting a customer from the stage of internet advertisement to an

actual online sale or lead is as follows:
1. a customer or client sees the online advertisement and clicks on it;
2. the search engine directs and lands them onto a website;
3. customer or client finds the product or service they have been looking for on the
website;
4. they either complete a lead form or make an online purchase;
5. Equals One (1) Conversion.
Real Time Offline Tracking

Businesses with offline sales channels have additional difficulties in tracking sales driven
by online means, its no easy task. Businesses that operate call centers or
have physical locations experience offline conversions that unfortunately often fail to
be attributed to their online origins. This not only skews results data, but also negatively
impacts a business ability to realize the true source of new business. Fortunately, there
are many solutions out there that allow businesses to track offline conversions and give
credit to the originating online source.
A few solutions to remedy this issue applied by online marketing professionals are:
trackable coupons that link to both a businesss website and a point of sale system,
call tracking,
call routing,
in-house sales training,
map and direction requests linked to local
directory services,
integrated sales management software or
databases,
upcoming smart virtual payment systems
like Google Wallet,
etc.
Track Offline Sales Channels

Further, many products and services do not convert well online, yet these same products
or services may be responsible for a significant percentage of a business revenue. Since
there are many reasons that products or services may not convert well online, it is a wise
business decision to implement advanced real time online and offline tracking to gauge
the success of both offline and online marketing efforts.
Examples of when a prospective client or customer will turn to a business offline sales
channels, regardless whether the adverting source was online or offline are:
Urgency,
Expensive product or service,
Custom options available,
Test, try, or see a product,
Inquiries;
Etc.
Last, but not least, if the business operates a call center, it is of paramount importance to
have full insight into the originating online marketing efforts that drive phone calls. If a
business offers a product or a service that requires customer service or client interaction
it should, without a question, track the source of the phone call.
Without call tracking, optimization efforts rely on guesswork to figure out the source of
the offline sale or lead.
With call tracking a business can more precisely identify marketing efforts that drive
sales or leads to its call center and more accurately optimize accounts; which in turn
justifies marketing spend and records the success of its online marketing efforts.
Start tracking today!

To sum it up, the benefits derived from properly tracking online advertising
efforts contribute so much to the success of a business that we at CHEGO believe it to be
an absolute necessity. Of course a business should always make sure the tracking
solution offered is worth the cost as there are many excellent alternatives.
An important note - never sacrifice professional oversight for a supposed advanced
technological substitute, it is not the same.
Advanced Search Engine Marketing: Ongoing

Optimization
Search engine marketing optimization efforts should always continue past the
initial setup phase, it is hands down an ongoing effort. Advertisers can and should
continue to increase the profitability of paid search marketing efforts at every step.
The main purpose of optimizing paid search marketing efforts is to improve website
conversion rates. When conversion rates are improved, website leads and sales
increase without the need for additional budget spend to attract more website
visitors. For example, a website with a 1% conversion rate that has increased its
conversion rate to 2% means it has successfully doubled its completed sales or leads.
Ongoing optimization efforts rely heavily on preexisting account structure and an
overall appropriate and efficient online marketing strategy. A top notch online marketing
strategy will include, but is not limited to, the following:
- - 10 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved
a fully implemented tracking solution,

tightly constructed groups of keywords,
ad copies that speak directly to search queries,
appropriate site URLs,
etc.
There are many tasks to improve conversion rates; however, one particular task
is not necessarily more important than the other. What is most important is the
order that they are performed in. The order of tasks performed is
important because optimization follows the essence of the scientific
method and is actually the testing, discovering and addressing of variables that
affect the success of a website, just like in an experiment.
It is wise to start with analytics data. Analytics data is used to identify site weaknesses
that should be corrected. Fixing a sites weaknesses, such as lengthy load times, weak
calls-to-action, difficult or confusing navigation can greatly improve a websites
success. Only after a websites technical and design issues have been fixed is it time to
redouble efforts and test the sites landing pages.
Testing Landing Pages

Savvy advertisers concentrate a great deal of effort on the improvement of landing
pages. Even small differences between nearly identical landing pages, such as the color
scheme, page headline, placement of interactive elements, and even the font style all
contribute to the conversion rate of the page. To realize which variables optimally
convert site traffic, A/B and multivariate testing should be performed.
A/B Testing
A/B testing is a tactic that online advertisers use to uncover which landing pages convert
the highest. A/B testing is when an online advertiser purposefully sends internet traffic
from the same originating source to different landing pages to discern which landing page
converts the best.
Once enough conversions have occurred for each of the tested landing page to ensure
statistical relevancy and the results have been recorded, those results are then measured
and compared to one another to find the winning page. The end goal is to present internet
traffic with a landing page that is most likely to influence a conversion.
Multivariate Testing
Multivariate testing differs from A/B testing in that it is not a test between multiple
landing pages; rather it is a test of a single landing page with different variations of onpage elements.
Multivariate testing is used to determine the combination of page elements that when
combined most significantly increase conversions. There are many elements to a
webpage that might be tested, for example:
Color of buttons,
o Font,
o Size
o Color
o Etc.,
Headline,
Value propositions,
Testimonials,
Price points,
Images, and
Much more
Landing Page Quality Score

AdWords and Adcenter initiatives reward advertisers who land internet search traffic on
pages that are highly relevant to an internet users search query with a higher quality
score. A high page quality score effectively lowers cost per click, thus
making online marketing more lucrative over the long haul.
Pages are scored on a scale of 1 to 10, one being irrelevant and ten being the
most relevant in the eyes of the search engine algorithm. Landing pages should always
be optimized towards achieving the highest page quality score.
More Conversions Month-over-Month

Conversion optimization is the key to unlocking more conversions month over month.
Even seemingly small increases in conversion rates can double or even triple sales and
revenue figures. Best of all, the increase in new business captured through effective
optimization occurs without the need for additional advertising spend. In short, make
more money and spend less.
Generally speaking, optimization efforts are directed at paid search marking accounts like
Google AdWords and/or aspects of a businesss website. When it comes to search
engine marketing, a little bit of optimization can go a long way if done right, but if done
improperly may lead to dire repercussions. It is for this reason that many businesses
wisely rely on search marketing professionals for their ongoing online management of
paid internet advertising.
Google AdWords
Google AdWords is Googles primary advertising platform. AdWords offers advertisers
pay-per-click, cost-per-thousand (CPM), and display advertisements on Google owned
websites and partner websites in the form of banner, text and rich-media ads. Ads run
through the AdWords system can be set to reach international, national, regional and/or
local markets.
The AdWords system is a form of direct marketing. It enables advertisers to reach highly
qualified internet traffic at the point of search when an online user is actually on the
hunt for products or services associated to the search term(s) entered. When managed
correctly, AdWords is one of the most profitable and direct forms of advertisement.
Google AdWords is best known for the text advertisements that are displayed on the top
and right hand side of search engine results pages. Text advertisements that display on
the AdWords platform are standardized to a set character limit. Text advertisements are
linked to keywords an advertiser inputs into the AdWords backend interface, which
display according to that set up.
In other words, a search engine user enters a search query and if some or all the keywords
entered match an advertisers selected keywords, then the text advertisement will display
on the search engine results page (assuming everything is set up properly and the budget
cap has not been met).
Most Powerful Advertising Platform in the World!

Google AdWords may currently be the most powerful advertising platform in the world.
Designed from the ground up to satisfy the needs of modern advertisers, it is a robust and
complicated technological solution that connects customers with products or services
with increasing accuracy and relevance.
AdWords is used to place online advertisements on the Google Display Network, also
commonly referred to as the Google content network. The Google Display Network
advertisements may be text or banner advertisements and is comprised of millions of
websites across the internet. An internet advertiser may chose to opt in or out of
the Google Display Network through the AdWord interface at any time.
Further, the AdWords system has control features that allow for automatic or managed
placement of online ads on the Google Display Network. Through the use of the
automatic placement feature, ads are placed on websites that have content relevant to the
keywords and demographic audience an advertiser selects to target. The managed
placement tool, on the other hand, allows advertisers to handpick specific websites from a
list of available Google content network partner sites onto which ads will be placed.
As with all Google AdWords campaigns, advertisements can be optimized for specific
campaign objectives such as, geographic targeting, day and week parting and even age,
and gender.
Keywords that an advertiser selects are modified by match type options and negative
keywords. There are three variations of match types for both keywords an advertiser bids
on and negative keywords that limit ad display for more relevant search queries. The
keywords match types are as follow: broad match, phrase match, and exact match.
In addition to keyword controls there are many tools that allow online advertisers to limit
the geographic reach, what time and days of the week that ads run, and much more. The
AdWords interface, also, offers advertisers automated bid management and optimization
tools that allow for more precise budget control and target internet traffic for impressions
or clicks.
Google AdWords Express

As Google would put it, AdWords Express is the easiest way to advertise on Google.
AdWords Express differs from AdWords because AdWords Express is managed
automatically, while AdWords requires manual setup and maintenance. The AdWords
Express system is designed to help local businesses run ads on Google without the need
for difficult set up and constant monitoring as with AdWords.
Through AdWords Express, the entire process of advertising on Google is optimized to
meet the needs of local businesses that have limited resources (time, budget, etc.) to
invest in pay-per-click advertising (PPC).
Before Google released AdWords Express, customers who wanted to advertise on Google
had no choice but to use AdWords. The full version of AdWords, although an efficient
and feature-rich interface, takes time to learn how to operate due to its complexity. Even
the setup of a basic AdWords campaign requires many complicated steps to be completed
by the advertiser, such as:
keyword research,
bid management,
campaign type selection, and
much more.
AdWords Express is designed to solve usability issues and make advertising on Google
easier and accessible to all.
AdWords Express Simple to Use

A significant advantage of using Googles AdWords Express system is that AdWords
Express automatically selects keywords and sets bid prices. In other words, with
AdWords Express the lengthy process of keyword research and keyword selection is
taken care of by Google itself; unlike with AdWords which has to be done manually.
To simplify the process even further, Google purposefully targets an advertisers selected
geographic area and automatically makes budget recommendations based on the volume
of internet searches as a whole and targets keywords based on selected business category.
Another advantage of AdWords Express is that there is only a limited need for ongoing
account maintenance after the initial setup of an AdWords Express account. Ongoing
maintenance for AdWords Express is mostly comprised of ad copy updates and/or
adjustments of monthly budget.
With very little time or effort required to run an AdWords Express account, it is of no
surprise how popular AdWords Express has become.
AdWords Express Right for your

business?
Keep in mind, Adwords Express is not right for every business and
can actually be the wrong choice. For the majority of local
businesses the AdWords Express platform will enable them to more
easily and effectively gain a strong local presence on the internet
within their geo-targeted area.
However, one of the most significant limitations of AdWords
Express is that it does not track online conversions, which makes it poorly suited for
e-commerce based businesses. Also, although Adwords Express is simpler to use than
AdWords, there are still tricks of the trade that must be adhered to in order to
significantly improve online marketing results.
A small or local business that plans to implement a paid search marketing strategy
through pay-per-click efforts should first consult with a search marketing professional to
find out which Google system makes the most sense: AdWords Express or AdWords.
Consulting with a search engine marketing professional will ensure that a business picks
online advertising solutions best suited for that businesss particular online needs.
Google Display Network

The Google Display Network is where paid advertisements delivered by Google appear.
It consists of thousands of websites and applications (apps); and according to Google
reaches 83% of unique Internet users around the world, in over 100 countries and 30
languages. The Google Display Network is comprised of Google sites and products, plus
hundreds of thousands of partner or affiliate sites.
When online ads are placed on the Google Display Network, it is possible to display them
to a wide range of internet users based on interest and subject category. It is, also,
possible for an advertiser to select websites or types of web pages for ads to appear on.
Best of all it is possible to engage online users with eye-catching ad format to draw them
in to a site and/or create a mental imprint of a brand, product or service.
Target Your Online Audience

Yes, we at CHEGO know it can be difficult to find
the right audience across millions of websites.
Fortunately, the Google Display Network helps
get your message across to potential customers or
clients by offering online advertisers tools to target
potential customers or clients when they are on the
internet actively looking for a product or service.
Three main ways that online advertisements are placed on the Google Display Network
are:
Reach users by targeting relevant keywords and topics:

o Put the Google algorithm to work for you! AdWords automatically locates
sites and pages on the Google Display Network that are ideal online spots to
promote your message. AdWords shows your targeted ads to an audience that
is interested in your business and at a time when an engaged internet user is
more likely to take action.
Managed placement:
o Googles AdWords System allows advertisers to place their ads on the
websites they feel are best suited to convey their businesss advertising
message. Conversely, it is possible to block your ads from displaying on sites
you believe are irrelevant to your product, service or message.
Demographic targeting and remarketing:

o Advertisers can target specific groups of people on websites across the Google
Display Network by inputting the demographics of their target audience in the
AdWords interface. Site owners who seek to maximize the results of their
online advertising efforts may wish to create a remarketing campaign to
reconnect with customers interested in a specific product of service. A
properly setup remarketing campaign places highly relevant customized
advertising messages on websites throughout the Google Display Network,
keeping potential customers engaged with your brand, product or service.
Ad types on the Display Network

Googles advertisements are most commonly associated with text ads seen in Google
search results, but did you know websites on the Display Network can show other types
ads that are visually engaging? Its true; there are multiple ad formats that can be used by
advertisers targeting internet users on the Display Network. Depending on the
internet traffic being targeted, search engine users may respond better to one of the
following ad formats:
o Image ads Creative ads that are image based to draw internet traffic to your website.
o Rich media ads Creative ads that may have animated or interactive components and
are often flash based. A unique feature of rich media ads is that if online users toggle
and click on your ad they will only be delivered to your website if that is their intent.
o Video ads Online video ads that are similar to TV commercials.
Deciding if the Display Network is Right for You

The Google Display Network is a great choice for most online advertisers as campaigns
and strategies can be narrowly tailored to ensure online end-goals are met. Goals that can
be reached through advertising on the Google Display Network are:
o
o
o
o
o
Sell additional products or services,

Gain loyal customers or clients,
Engage customers or clients,
Increase brand awareness,
Etc.
If your business goals are in line with any mentioned above, the Google Display Network
is right for you.
AdWords: Remarketing
Have you ever noticed after visiting a website targeted advertisements from that website
follow you around the internet? Online advertisements that seem linked to the visit of a
particular site do not occur by happenstance, it is the power of internet remarketing.
Internet remarketing is made possible through advanced pixel based technology. The
remarketing pixel is one of the most powerful marketing tools available for online
advertisers today. The remarketing pixel is an advanced feature of Google AdWords that
allows an online advertiser to market internet traffic which had previously visited a
particular website. It is used by online advertisers to pursue a marked online user in an
effort to re-engage them and bring them back to the site.
Youve been marked!

Once internet traffic has been identified and marked it
is possible to show those specific online users relevant
ads when they visit other sites on the Google Display
Network. In short, remarketing keeps a Google
advertisers brand, offer or other remarketing message in
front of the marked customers/clients while they browse
other websites.
Advertisers that really want to get the full effect of remarketing strategies are able to set
up complex logic rules that tag a site visitor as they navigate the inner pages of a
website. After a site visitor has identified themselves to have an interest in a specific
product or service, it is then possible to remarket directly to them with online
advertisements specific to their wants or needs once they leave your website.
For example:
1. A potential customer on a home improvement website leaves the site, does not
purchase anything, and only viewed lamps.
2. This particular internet user is grouped in the lamp visitors marketing bucket due
to proper implementation of pixel technologies.
3. After being grouped in the lamp visitors bucket, that specific online user is then
repeatedly shown an advertisement for a predetermined amount of days.
4. A discount coupon or other promotion offer is made available to that user to
entice that specific online user to return and complete the sale.
5. Ideally that user returns and makes the purchase.
This is only one example of how the AdWords remarketing program can deliver specific
advertisements based on what the pages of a site that traffic has visited.
Success at Remarketing
To illustrate the success of a remarketing strategy and the gains acquired, one has only to
look to a published Google case study about Yankee Candle. Yankee Candles
remarketing efforts to re-engage shoppers on the Google Display Network increased their
conversion rates by 600%, and cut cost-per-conversion in half.
We at CHEGO recommend that remarketing be used for all online advertising strategies.
Remarketing efforts when done right should increase online driven sales, completed
leads/sign-ups, and awareness of your band.
PPC Ad Copy Writing

A well-written quality pay-per-click (PPC) ad copy can make any online advertisement
standout from its competition. When done right, an ad copy can capture the attention of
online search engine users and draw them into a website.
Although the format of an ad copy is small and limited in space, with only 95 characters
allowed for the headline and two lines of description, it can be extremely effective in
displaying your advertising message.
It can be difficult to create ad copy that conveys a clear message and, also, has an
engaging call to action in the limited space constraints set by search engines. It takes
experience and practice to write powerful pay-per-click ad copy. It is an art form that can
only be perfected through practice. Trial and error may work, but at what cost?
Importance of Ad Copy
Consider this, ad copy performance is directly linked to an advertisers cost-per-click
(CPC), which makes it possible to measure the success of each individual ad copy and
gauge the impact it has on the overall success of an online marketing campaign. In short,
strong ad copies will not only drive a business more online traffic and sales, but also
simultaneously decrease advertising costs as a whole.
Unfortunately, many businesses are unaware of valuable guiding principles with respect
to proper ad copy creation and, thus, miss out on huge opportunities online. There is a
solution - a business can greatly improve the performance of their ad copies through the
use of an online marketing professional with expert level knowledge of PPC best
practices.
Ad Copy Strategy
Above all, an ad copy should always directly reflect what a search engine user is
searching for, no exceptions. It should, also, be designed to take up more space on the
page than competitor ads, have bolded text, and be linked to advanced tools that allow a
business to claim additional space on the search engine results page.
Another important guiding principle to keep in mind is there should be a continuous

effort to test and introduce different ad copy, in order to increase click-through-rate
(CTR). Continual testing will allow an advertiser to run ads that are custom tailored for
both conversion and click-through-rate metrics.
Properly designed ads will increase website traffic and positively impact how well that
search traffic eventually converts to a sale, lead, or other online marketing end-goal.
Improving ad copy has been linked to decreased CPCs, increased quality traffic delivered
to websites from PPC efforts and an overall better online performance.
Adwords: Sitelinks and Ad Extensions

Ad copy can be enhanced through the use of sitelinks and ad extensions. These advanced
advertising tools provide search traffic with additional information while still on the
search engine results page, unique only to Google through AdWords. A major benefit of
using such an advanced feature is that online advertisers can create internet ads that take
up additional space on search result pages. More space means more real estate on the
search engine results page, which means greater visibility and more clicks.
Sitelinks are additional links that show below a pay-per-click ad in search results. Up to
four sitelinks can be displayed under a pay-per-click advertisement. Sitelinks are
restricted to 35 characters per sitelink and each sitelink can point to a different destination
URL. Sitelinks can be used to provide search traffic with additional pertinent
information and influence the end-user to click onto a website in more ways than one.
Ad extensions make use of other Google marketing products; such as Google Places,
Google Merchant Center, Google+ and Google Voice powers call extensions. In order to
integrate ad extensions into AdWords an internet advertiser must sign up for additional
Google products outside of AdWords.
Improper configuration of sitelinks and ad extensions can lead to increased budget
expenditure without significant gains. As with all search marketing efforts, it is
recommended to work with tenured professionals to avoid costly pitfalls. When setup
correctly, sitelinks and ad extensions increase the amount of search engine real estate an
ad on Google receives and provides an opportunity to present more information to online
search traffic.
Keyword Research & Strategy

Not all keywords are created equal. It is for this reason that great importance is placed on
quality keyword research. Keywords are the individual words, terms and phases that
identify a specific product, service or message for online search engines. Keywords of a
better quality usually equate to lower online marketing spend and greater profit.
The process to select the correct keywords through online marketing efforts is a
complicated, yet extremely important task that all online advertisers face. There is no
way of getting around this task as both search engine optimization (SEO) and pay-perclick (PPC) campaigns focus heavily on keyword research. Although the approach and
use of keywords in these campaign strategies may differ considerably, the underlying
concepts are the same.
Keyword Research for PPC

A pay-per-click advertising strategy should always begin with an in-depth review of your
line of business or online objectives. Our clients are often unaware of the terms or search
queries used by internet searchers because they think along industry jargon which may be
unfamiliar to the average online user. The trick is to put oneself in the shoes of a
potential client or customer interested in a specific product or service, who does not
necessarily know how to find it or identify it by its proper name.
The first step that must be taken to achieve your online goals and understand how online
users search for a particular service or product is keyword research. Keyword research,
in the case of PPC, will reveal terms and phrases plus relevant data, such as:
volume of search traffic,

level of competition for the
keywords being researched,
new
keywords
directly
relevant to the products or
service offered, and
average cost-per-click.
The data obtained through proper

keyword research better allows
advertisers to build campaigns
according to a clients budget and
traffic goals.
Profitable Keywords
PPC keyword research efforts
focus on the discovery of
actionable keywords that are as
specific as possible to the
product(s) or service(s) being
advertised online. An internet advertiser should strategically discover and use more
specific keywords rather than broad terms. Narrowly focused keywords in a PPC
campaign target search engine users that are more knowledgeable about the product or
service and, ultimately, more likely to buy or commit.
In a nutshell, there are two PPC keyword selection strategies. The first strategy focuses
on search engine users that do not know what they are looking for, while the second
strategy focuses on users that know exactly what they are looking for. If limited on
budget, a narrowly focused keyword PPC strategy will most likely result in a higher
profit than a broad keyword PPC strategy.
When selecting the keywords that will be used in a PPC campaign, always keeps the endgoal of PPC efforts in mind drive sales or leads at the lowest cost and highest profit
possible.
Keyword Research for SEO

SEO strategies are used to drive large volumes of
high quality traffic to websites through natural search
engine results, commonly referred to as organic
traffic.
Organic traffic is thought of as free traffic because a
site owner is not charged by search engines on a
cost-per-click basis. The truth is that there are hard costs involved with driving organic
traffic through SEO efforts, just of a different kind than PPC efforts. One is not better
than the other and, in truth, both SEO and PPC efforts should be pursued.
For site owners that only pursue SEO as a means to advertise and market a website, there
are different guidelines that apply to keyword research. These different guidelines, also,
apply on a general level to all SEO efforts with respect to keyword selection.
As organic traffic does not have a set cost associated to it, keywords are selected based
on the volume of traffic they represent. Albeit a powerful SEO strategy, it is a
strategy that requires additional resources to achieve. Keywords that have high levels of
quality traffic associated to them often tend to be the most expensive and may not
necessarily be worth the money spent.
SEO and PPC when used together will produce far better results, especially if executed in
sync with one another. Typically it is recommended to start PPC efforts prior to SEO
efforts, but the opposite may also be true depending on the overall online marketing
strategy implemented.
Keep in mind, when SEO is executed in conjunction with PPC, the keywords that are
selected for SEO efforts will often be narrower in order to reinforce and capture more
valuable search traffic on profitable PPC keywords. A harmonized effort between PPC
and SEO keyword research will bolster the performance of search terms that convert to
sales or leads at a high level because a website appears more trustworthy and
authoritative in the eyes of online searchers. It appears more trustworthy and
authoritative due to the principle of reinforced advertising across multiple channels.
Keyword Planning
Keyword research is, hands down, extremely essential to online marketing. Both PPC
and SEO efforts target keywords on search engines that drive search traffic to a website
or webpage. Often the goals of PPC and SEO, though similar in nature at times, follow
different paths to drive online traffic to a website or webpage. Where PPC will often be a
leading source of sales or leads for a website; SEO will drive a significant amount of
search traffic to a site that may not necessarily be ready to

make a sale or fill out a lead form, but whose attention a site
owner would wish to capture (i.e. researching the topic).
Website owners who want to make the most of their budget
will benefit greatly if they work with a skilled and ethical
internet search marketing professional. The insights that
online search marketing professionals can share and the
lessons they have learned by being in the online marketing
industry will save website owners time and money.
Be aware that there are times when the most expensive,
competitive, highly trafficked keywords are the least likely to
equate to profitable sales or leads!
Keyword research and online advertising is a complicated science, comprised of many
interlocking and moving components. Small missteps can significantly compromise the
return from advertising efforts and waste budgets. Online keyword research can and
should uncover a tailored online marketing strategy that will maximize returns from
online advertisements and efforts.
Search Engine Optimization

Search Engine Optimization (SEO) is among the
predominant online marketing methods used today by
successful website owners to drive online traffic to their
website. Out of all the methods used today to drive online
traffic to a website, SEO and paid search engine marketing
(SEM) are usually the most powerful and cost-beneficial.
The main difference between SEO and SEM is that SEO embodies strategies that
increase organic search traffic to a site, whereas SEM uses paid advertisements to
promote a website.
Rank Higher with SEO

There are a few primary strategies that can be implemented to increase organic search
engine traffic to a website. One SEO strategy is to improve the online visibility of a
website in search engine results for relevant search queries. Another SEO strategy builds
upon prior online marketing efforts and is the practice of improving the rank of a website
in search engine results. Each strategy on its own has the potential to exponentially
increase online search traffic to a website. When these strategies are properly combined,
jointly-managed and in line with a websites objectives the results can be game
changing!
Search Engine Optimization is an internet marketing ecosystem with many moving parts
to it; however, the end-goal of all SEO efforts is to rank as high as possible on search
engine results pages. There are many avenues available to achieve desired rank results
for relevant keywords. Although it can be a lengthy and work-intensive process to show
on the first page of search results for desired or competitive keywords, it is well worth the
hard work and patience.
To prolong and complicate the ranking process even further search engines frequently
make changes to algorithms and penalize those websites that fail to abide by their rules.
The good news is that sought after SEO results can be achieved even for the most
competitive of keywords or complex websites. Results achieved through proper ethical
SEO practices can provide lasting benefits to a website for a long time.
Ethical SEO Practices

SEO is a process that lasts for an extended length of time and is a top-notch online
marketing strategy with multiple phases. A common misconception about SEO is that it
can and will provide radical overnight results, this is just not true. Quick results are
possible, but definitely not overnight results. Do not make the mistake of believing
otherwise.
Why? Because to achieve overnight results via
SEO efforts, drastic restructuring of the website
and a massive influx of inbound back links that
point back to the website must occur. These
sudden overnight changes can only happen
through unnatural link building efforts, a rulebreaking and unethical practice with serious
negative consequences.
Search engines will be alerted to these
improper SEO efforts in real time and take action against such offenders, such as banning
the offenders from search engine results.
Beware of SEO promises too good to be true and unethical SEO practices that back up
these false promises. It is not possible to guarantee rank position on any search engine
without setting forth realistic expectations. Further, besides mere disappointment in
results promised but unachieved, a website owner may be penalized for allowing
unethical SEO practices to be done on their behalf.
Google: Champion of Relevance

Google recently made a number of in-house updates to its search engine algorithm and
internal monitoring of unethical SEO practices, which it will only continue to enhance
and improve upon.
The main reason for Googles aggressive approach to regulating SEO practices is
to improve search engine results to the online public. A positive effect of their
policing efforts is the reduction of spam websites, websites that make use of unacceptable
SEO tactics, and websites that are irrelevant to search queries.
Examples of SEO tactics policed by Google include, but are not limited to:
o
o
o
o
o
o
o
o
Keyword stuffing,
Nonsense text,
Backlink farming,
Reciprocal link strategies,
Automated blog commenting,
Duplicate content,
Unnatural link building, and
Much more.
Being uninformed of search engine updates which target unethical SEO tactics and
practices is not an excuse! Ignorance of these consequences can irrevocably harm a
websites online presence indefinitely. This is not a game too Google.
As with all online marketing efforts, a solid SEO strategy starts with a clear
understanding of the websites purposes, objectives, competition, and research conducted
to provide a path for SEO success. SEO is a long term investment; and as with all long
term investments, in order to harvest the fruits of the labor there must first be a solid
foundation to build from.
Custom SEO strategy

At CHEGO we create a unique and custom SEO road map for every client we work with.
To facilitate the process we learn about our clients line of business and online goals.
Then we turn our sights on gathering as much data as possible about their website and top
competitors. We leverage data sources such as AdWords and Analytics to identify where
the greatest opportunities lay for a business to meet its online goals. We use proprietary
reporting technology that unearths information on:
Top ranked competitors,

Backlinks,
Website code errors,
Keyword traffic estimations
Keyword values,
Onsite optimization reports,
Etc.
This data combined with an

understanding of our clients goals
allows us to create a custom SEO
strategy best suited for a business online needs.
Our strategists are able to craft actionable SEO plans that achieve top search engine
results for both new and veteran websites. Even if a business has just started its online
presence with a brand new website, it is still possible to discover easy keywords to rank
for right out of the gate. For a business with a veteran site that seeks to improve
its rankings, we prioritize keywords and search queries based on the impact made on
website traffic and the businesss bottom-line.
Setting a SEO Budget

There are hard costs associated to SEO efforts. As such, it is important to factor
your available budget constraints when creating a SEO strategy. Many times, the
unfortunate reality is that an impracticable budget limits the speed, quality and amount of
beneficial SEO tools and resources that can be applied to improve a websites rank.
A well thought out SEO strategy has multiple phases that build upon one another. In
fact, it can be said that a proper SEO strategy is analogous to building a sturdy house. A
solid building foundation and framework will last for years and support future additions
to the home. Likewise, a well constructed website and quality SEO-rich content will
ensure that a websites SEO strategy will remain current for years and support reasonable
future SEO efforts.
SEO budgets should be sustainable and potentially scalable. It is no secret that quality
search engine optimization services have become increasingly expensive. Further, search
engines are critical of link building practices that can be automated.
SEO Past & Present

In the past, building thousands of links at a time could be performed at minimal cost to
the website owner and at the click of a button. Today, search engines have the ability to:
filter out and analyze backlinks to a website;

evaluate the credibility and authority of backlinks;
better understand the contextual meaning of the content of websites from a macro and
micro level;
reward websites that have backlinks from qualified and relevant/authoritative online
sources;
determine the webpage score based on hundreds of algorithm factors;
devalue unqualified and irrelevant backlink sources;
filter spam sites;
evaluate geographic relevance;
keep track of online search users history and preferences;
provide custom search engine results per user;
provide higher quality search engine results to the public;
etc.
This added level of search engine complexity means more time and money must be set
aside to create unique SEO strategies. At the same time a proper search engine
optimization strategy will set a business apart from the competition. It can not be denied
that a strong online presence is invaluable to the success of a business.
Internal Content Creation Strategies

Internal content creation strategies are absolutely necessary for any website live today on
the internet. Why? The internet is first and foremost a tool to share information.
Websites contribute to the information of the internet as a whole.
A website with stale, inadequate or bland internal content can never become a true
authority or have lasting relevance in relation to any subject or category. A lack of
relevance or authority online will limit the effectiveness of all other internet advertising
initiatives. To put it simply, on the World Wide Web, content is king.
Content is King
When planning to enrich a website with
content old or new, a good place to start is to
review the websites current internal content
and assess its quality. It is imperative to know
the central theme of the website and
its content. Do not deviate from it!
Upon review of the website content, keep an
eye out for topics that deserve further
elaboration or that are ongoing and require
follow up. A rule of thumb is that a site
should have internal articles that are in-line
with the sites primary purpose or message.
Know the topic and subject matter of what the website is about and know it well. If
possible, organize it first on paper and study up on the subject; basically, make a solid
and conscious effort to be informed and up to date. These steps will save time and
money.
After the launch of the website, data gathered on website traffic and website-specific user
behavior will dictate what content works best and the type of future content that should
be created for that particular site.
Website data, also know as analytics data, when properly utilized will open the door to
more advanced content creation strategies. Content created based on analytics data,
especially statistics that indicate what online users are looking for when they land on a
site, will prolong the users engagement and length of visit to the site, an important goal
for many website owners.
Content Done Right

To achieve content goals, site owners often work with website copywriters and analytics
experts. Content is typically developed by a content creation team. A content creation
team is typically comprised of individuals with different skill sets, such as: copywriters,
writers, graphic designers, editors and search engine marketing professionals. These
professionals can be tasked for specific content creation, however the work product
created is compiled into a collective outcome and is ultimately the life of the site itself.
In order to maximize the value of the internal site content created, advanced strategies
integrate a multitude of concepts from an array of online specialties, all for the benefit of
the site owner and the website.
Content should always be created with the end purpose of the website in mind. Too often
a site is created for one purpose, such as to sell products, but will fail to provide adequate
content that creates a need or persuades the website user to engage in the desired action,
such as make a purchase or register.
Another example, of failure to align content
with site purpose is when an information
website, such as a do-it-yourself site, raises
more questions than it answers. It leaves a
site user confused and frustrated when they
feel their time has been wasted or that they
have been misdirected; which limits the
likelihood they will even return to that
particular website.
Expert help will alleviate the burden and ensure that internal site content truly serves its
desired function and the websites purpose.
Internal content is not just used to improve a website visitors experience; it is also used in
a variety of other ways that bring added value to a website. Sites with a lot of original
internal content allow search engine optimization (SEO) professionals the opportunity to
naturally develop backlinks the right way. Opportunities to procure additional backlinks
exist from: social media sites, blog reposts and linked external articles, content
distribution efforts, etc. when newly created content is properly used.
SEO best practices and relevant internal content creation will not only position a website
favorably online, but over time it will be the primary reason a particular website is an
online authority for that particular subject matter.
Content Creation
It is never too late to start on an internal content creation strategy. Content creation is the
life of a website, this applies to all websites, new, old or still in the planning stages. High
quality internal content improves the performance of all aspects of a website and its
online advertising initiatives.
External Content Creation Strategies

Creation of external site content is fundamental to any successful search engine
optimization strategy.
In a nutshell, external
content is any form of
media (articles, pictures,
movies, etc.) that is not
hosted on the website it
links directly back to
and has not necessarily
been created by or for
the site owner.
External content has the
potential to greatly benefit a website, if done right. However, if improperly executed, a
website owner runs the risk of harming their websites online reputation and adversely
affecting the authority of their site in the eyes of search engines.
The primary purpose of any external content creation strategy is to reach a target
audience and, thus, drive quality search traffic to a website or webpage. External content
can, also, drive additional online traffic to a site either directly and/or indirectly. Online
traffic is diverted to a website or webpage indirectly when that sites or pages visibility
is improved in search engine results. Online traffic is directly sent to a site or page when
users click on the embedded links in the external content that land them directly on that
website or webpage.
Benefits of External
Content
External content increases a
sites or pages link popularity,
an important factor in how
search engines determine page
rank. The more link popularity
a site or page has the more
likelihood that their page rank
score will increase. Sites with
higher page ranks are more
visible in search engines results
for relevant search queries.
The authority of a site is quantified by page rank on a scale of 0-10. A website with a 0
page rank score has little to no authority and a website with a page rank of 5+ is
considered a strong authority by search engines.
Websites that have high page ranks show higher in search result and therefore have more
traffic. External content should be placed on websites with high page ranks as not only
will the content be more visible, but the inbound links will carry more weight. Such
practice exponentially increases the value of that external content beyond the quality and
relevancy of the content itself.
Quality of Content Matters

Remember, under no circumstances should you sacrifice quality of content for number of
links; you will be penalized as a spammer and potentially black listed from search engine
results. Relevant external content placed on well-trafficked and authoritative websites
directly drives internet traffic to your own website because it is the quality of the content
itself that is the actual driving force.
Never forget, this is a publishing process and the content placed on external sites is
always in the public eye. For this reason, external content should always be relevant to
the purpose of the website and not merely for the purpose of gaining backlinks.
Over the past several years search engines have been increasingly aggressive and
successful in their war against spam and unethical SEO practices. Search engines
continue to improve their ability to better understand the actual meaning of content, as if
they were human. Today it is possible for backlinks derived from unethical search
engine optimization practices to have serious consequences for a website, such as, being
black listed from search results or loss of authority.
High quality external content pieces range from: articles, videos, images, infographics,
press releases, etc. A professional content placement strategy will focus on a blend of
different types of content to meet the goal of driving high quality online traffic to your
website.
Content Placement Strategy

Articles have traditionally been the
backbone of external content strategies.
Articles may be informative pieces placed
on information sites, news sites, or social
media sites. A popular strategy with
respect to articles is to regularly send out
industry or company information press
releases to news or blog sites in an effort to
be featured for a specific topic or event.
Videos can be a huge asset if done right
and are usually placed on highly
authoritative sites such as: Youtube, Vimeo, Metacafe and many others. Images are great
supportive content in an article or press release, but are rarely standalone content; with
the exception of infographics.
It is a complex and often meticulous process to build out an appropriate external content
creation strategy. To ease the burden, it is a wise decision on the part of any site owner
serious about his or her online presence to consult with a search marketing professional
before beginning any external content efforts. A true marketing professional should take
the time to fully understand the clients business or objectives.
Without such initial efforts there will be a level of disconnect between the external
content that is created, the strategy that is pursued and finally online traffic that lands on
the site. Poor or unethical external content writing efforts can leave an internet user
feeling misled or worse deliver low quality internet traffic to the website, not to mention
the penalties that search engines dispense.
Results that last

A well-developed external content creation strategy will deliver lasting results and drive
highly qualified traffic to a website. There are many moving pieces in establishing a
fluid content creation strategy that can be effectively maintained and built upon.
Business owners need to make sure that any online marketing professional involved in
the creation of an external content strategy follows ethical practices, best practices and
truly understands his or her line of business or purpose for being online.
Website Analytic Services

Website analytic services are a complex study that focuses on data generated from online
user behavior. Data generated from the back-end of a website is compiled, measured and
analyzed into in-house reports. Simply put, the information derived from website
analytic sources is used to understand and optimize websites. Website analytic
reports determine bottom-line results and returns on investment. It, also, dictates
decisions for advertising budget spend and provides insightful information on how
to drive highly qualified customers or clients to a website. Sound complicated? It is.
Make informed business decisions

The inception of the internet has revolutionized advertising across the board.
Traditionally, advertising was expensive and impractical for most business owners. It
was difficult to fully track and limited when it came to realizing whether efforts were
successful in driving new business.
Today, marketing is a data-driven process with precision tracking available for all online
efforts and even some offline efforts. Best of all, online advertising can be done at a
fraction of the price of what it used to cost via traditional advertising methods!
It is important to fully implement analytic and tracking solutions to verify statistical

relevance of generated website data. On-site web analytics measure a
users behavior while on a website.
For marketing purposes, the data gathered from website analytics is akin to the Holy
Grail. It is used to identify strengths and weaknesses of a website and its associated
marketing efforts. Data measured includes originating source of traffic to a website, site
conversion, exit pages, time on page and much more.
An example of an important business decision that can be made from the analysis
of analytic data is what type of action to take with respect to increasing the volume of
online sales or leads. Analytics data identifies the types of landing pages that have
the highest frequency of conversions (completed sales or leads) and on which pages site
users drop-off in shopping cart or lead form flow. A huge opportunity exists to improve
overall website performance and online marketing efforts when weaknesses in landing
pages or cart/lead flow are discovered.
Online Analytics Data

The information generated through
the use of analytic data and proper
reporting methods is then used to help
make
actionable
online
marketing decisions, even for offline
advertising efforts. Being better
informed is after all the name of the
game, without analytics its just risky
gambling. Do not leave the faith
of your online success to mere
chance; take appropriate steps
to make informed business decisions
regarding your online marketing
efforts.
Examples of analytics data are as follows:
o
o
o
o
o
o
o
o
o
Measure Site Traffic,

New vs. Returning Users,
Visitor Loyalty,
Traffic Sources and Referring
Sites,
Organic Keyword Effectiveness,
Geographic Reach,
User Pre-Set Language Settings,
Site Usage Trends,
Internet Browser Program Used,
o Profile User Interaction with Site

Content,
o Top Exit Pages,
o Average Time on Site Visited,
o Average Pages Visited,
o Bounce Rate,
o Goal Funnels,
o Shopping Cart Analysis,
o Conversion Tracking,
o Social Media Indicators, and
o the list goes on.
Website Conversion Optimization

Proper website design and structure is a vital part of any search engine marketing
strategy. Due to the high complexity and expertise required to effectively optimize a
website and increase conversion rates, it is extremely difficult to provide an insight into
all the moving pieces without writing an entire book. Regardless, we feel it is important
to understand the mechanics involved and the value of undertaking the process of site
conversion optimization.
Website conversion optimization is the process of improving all aspects of a website to
increase the conversion rates of sales or leads generated. A properly optimized website
will have a direct and positive effect on both paid search advertising and search engine
optimization initiatives. It can make all the difference between online success and falling
short.
Upgrade to More Profit

Search engine algorithms take into account technical and onsite issues
when determining the authority of a website. In the case of paid
advertising, optimizing a website will improve quality score and,
therefore, decrease costs per click and increase profit.
A properly optimized website will be viewed by search engines as a site with greater
authority and higher quality, which increases the chances a website will be ranked higher
in search engine results. In other words, the end-result of site conversion optimization
labors adds value to all ongoing online marketing efforts.
Site conversion optimization is a massive undertaking and in many cases it would be
recommended to build a new website. Of course there are particular circumstances that
do not allow this to be an option. To name a few:
websites with massive custom databases that are impossible to rebuild;

cost-benefit of switching to a new website is more expensive than optimizing the
current site;
highly-trafficked and well-established websites that would lose their foothold if they
switched to a new site;
high volume and low margin e-commerce websites with API hooks linked to external
sales platforms that drive a significant portion of their sales (i.e. shopping feeds,
affiliate partners, etc.).
The process of site conversion optimization is not focused on a single objective, instead
the process addresses both macro and micro level issues within a website. Site
conversion optimization reviews analytics, onsite content, ease of use, technical site
reports, internal and external link structure, calls to action and much more all for the
purpose of increasing profit from online advertising efforts.
Website Conversion Optimization Strategies

Most website owners, though unaware of it, are already actively engaged in some level of
website conversion optimization. Micro-level disciplines or practices of site conversion
optimization include:
the use of analytics to improve website performance;

improvement or construction of landing pages;
set up or reconfiguration of website navigation;
creation or enhancement of website content; and
much more.
Failure to understand the polycentric connection between all these disciplines or

practice can seriously hinder website optimization efforts. A change in one aspect of a
website may have a correlating effect on other website elements. Moreover, failure to
properly document changes when made and track the effect those changes made, will
make it difficult to identify and correct which updates work for a website and which do
not.
Technical Issues that Affect Website Conversions

The consensus among most qualified experts is that when optimizing sites to convert
better, one must first address issues that hinder the performance of the website as a
whole. The high-level issues that should be initially addressed can usually be found on
the back end of a website through deep analysis and are most likely issues of a technical
nature.
Both analytics data and a thorough online audit will uncover most issues. Examples of
common technical issues that should be optimized to improve the overall user experience
on a website are as follows:
Load time problems,

Broken or invalid code,
Broken or invalid links,
Improper link structure,
Missing analytics pixels,
Cross browser compatibility issues,
Etc.
It is extremely important to remedy a websites technical issues because it improves the

statistical accuracy of a sites analytics data. Further, it allows non-technical issues
that affect the usability and conversion rates of a website to be addressed without the
aforementioned technical issues getting in the way.
When a site is plagued with technical issues, the internal analytics data that a
site receives through reporting tools represents not only user feedback data, but
also technical issues the users encounter while on the website. These unknown variables
obscure the ability to identify the true issue that need to be fixed.
After the technical issues of a website are fixed, it is easier to optimize a website and
improve its functionality and usability. Variables of a technical nature no longer skew
the results! In other words, if a website works properly, site users will behave differently
while on the website, which in turn allows for more accurate identification of usability
issues and eliminates the need to figure out whether poor site conversion issues are
caused by a technical or non-technical reason.
Non-technical Issues that Affect Website Conversions

Analytics data is used to identify website areas that should be optimized to increase
website conversion rates. Analytic metrics such as: bounce rate, average time on site,
typical exit pages, site traffic funnels/flow, on-page behavior and average number of
pages viewed per visit are indicators that when analyzed properly identify site
weaknesses. The data gathered from these sources will dictate website features that can
be optimized to improve the internet user experience and lift conversion rates.
Sites often have issues that need to be addressed in many areas. Below is a brief and
non-exhaustive list of universal website aspects where usability may be improved:
Navigation,
Search Features,
Clarity of Content,
o Product Descriptions,
o Definition of Services,
o In-Page Links,
Landing Pages,
Calls to Action,
Confidence Factors,
o Privacy Policies,
o Disclaimers,
o Reviews & Testimonials,
On Site,
Off Site,
Etc.
Site conversion optimization, for the most part, is an intimidating and confusing ordeal.
However, disregard it and your beautiful website will be just that pretty, but ineffective.
Work with an Online Specialist, Feel the Rewards

The optimization process has an extraordinary number of interlinking components that
need to be properly monitored, maintained and updated on a regular basis. Some of the
processes even require additional expert level assistance that can only be achieved by
specialists in the online marketing field.
We at CHEGO realize website conversion optimization may seem daunting and
burdensome, but it is imperative for a website owner to implement comprehensive site
conversion optimization strategies to maximize his or her websites full online potential
and avoid being unfairly penalized by search engines. The rewards that can be gained
through site conversion optimization make it worth the time and effort.
Landing Page Optimization

When an internet user clicks a paid advertisement online, they are directed to a webpage
on a website, commonly referred to as a landing page. A landing page must be relevant
to the search query that brought the search engine user to that landing page in the first
place. It should include a strong call to action that grabs the attention of the user
and accomplishes the advertisers online goals, such as make a sale or capture a qualified
lead.
If an internet user lands on a landing page irrelevant to his or her initial search query or
the landing page fails to clearly convey the advertisers intended message, that user will
move on to another website as they did not find what they were searching for. This is a
serious no-no.
The online advertiser paid for the click that brought the user to his or her websites
landing page, but due to a weak or irrelevant landing page was unable to close the sale or
capture the lead. In short, money was spent to accomplish an online goal, which failed to
be achieved.
Landing Pages That Work

When done right a landing page should meet the best practices guidelines set forth by
paid advertising platforms, such as Google AdWords and Microsoft Adcenter, and
simultaneously accomplish the online advertisers goal. A landing page quality score is
the numerical grade of a page in reference to its associated keywords and relevant
search terms.
Search engine algorithms weigh many factors to determine proper
ad placement and bid costs and one of the most important factors
is the quality score of a landing page. A poor or nonexistent
quality score can have a negative effect on online marketing
efforts as a whole, such as higher costs for advertising on selected
keywords.
Important landing page factors to consider:
Page load times,

Relevancy to targeted search terms,
Clarity of online message,

Enhanced calls to action,
Colors,
Image selection,
Any content or design elements that appear on a landing page.
Ultimately, to get the most out of an online advertising strategy, it is extremely important
to properly design and optimize a websites landing pages. However, the work does not
end upon initial landing page creation. Ongoing testing and continuous updates to
landing pages is an integral part of a successful online marketing campaign and should
continue indefinitely.
The end-result is a well-optimized landing page, which can decrease advertising costs,
significantly increase the overall conversion rate of the website and accomplish online
goals, such as drive sales or leads.
Online Submission Form Optimization

A common online marketing end-goal is to procure qualified and trackable leads through
online form submissions or by driving phone calls to a business. Phone calls aside, as all
it involves is the internet user picking up the phone and placing a call to the displayed
number on the site, lead forms require multiple steps and a tiered strategy. In order to
fully capitalize and benefit from any internet marketing campaign which uses form
submission to capture qualified leads, the leads forms must be optimized.
Website Form Design

Online submission forms, also commonly referred to as contact forms, tend to vary
greatly from: simple single-field email capture forms to multi-step user engagement-flow
processes. To harvest qualified leads, online submission forms are custom designed to
collect pertinent contact information of prospective customers or clients. The
information that is filled out on a form qualifies customers/clients.
Online submission forms can be found throughout a website properly designed to engage
internet users. Depending on the strategy implemented, there may even be multiple
forms on a single page, all designed for a unique feel or purpose. The amount or type of
information requested by a form and the fields it contains is directly linked to the form
type and how frequently it appears throughout the website.
Common form types include:
email capture for mailing lists,

quote submission to obtain a quote or price,
account sign up or registration,
contest entry,
fill in the blanks (scategories style),
contact pages,
help ticket requests,
etc.
In short, a form design is based on the advertisers desired objective, willingness of the
site visitor to fill the form out correctly and the balance of the two. Not enough form
information and the sales teams time is wasted, require too much information to be filled
out and lead conversion rates decline.
Less is More
There are many available tactics that are frequently used
when designing forms. A solid principle to follow is that
when building a form less is more. An initial request for
basic information before a user is thoroughly engaged is
less intimidating and often equates to more completed form
submissions.
A basic submission form not only captures a users point of
contact, but is also critical to the implementation of
advanced engagement and retention strategies.
Advanced submission forms with more in-depth questions
and fields that require more thought or commitment by the
customer or client should be asked at a later stage of the
data generation process, such as prior to purchase.
Advanced Online Forms

As touched upon, forms and online shopping carts are
multi-stepped processes that require tiered strategies and are not single events that require
no further action. Upon receipt of a filled out submission form, an advertiser still has to
take additional steps to qualify the incoming leads, such as a required follow-up form, an
automated email or a live phone call requesting more information.
When lead information is properly gathered through a multi-step process it actually
creates a positive relationship between the customer and business and instills trust as a
result of multiple points of business-customer/client engagement.
A multi-step lead process is beneficial for any internal sales team. Leads generated
through a process enable an advertiser to automatically categorize and prioritize
incoming leads from most qualified to least qualified. Simply put, with less effort you
can place the most qualified leads in the hands of the most capable salesperson right
away. It also allows for advanced remarketing strategies, high level lead filtering, email
database generation, etc. Do not make the mistake of overlooking the importance of a
fully developed lead capture strategy.
Lead generation is serious business and online forms are an invaluable part of the lead
generation process. Improving online submission forms can be one of the fastest and
most effective means to improve the overall performance of online advertising efforts.
Put a success-proven form strategy to work for you and reap the benefits.
Social Media Marketing

Do you hear that buzz? Thats right, you guessed it its social media. In a nutshell,
social media describes the interaction of millions of people around the world who use the
internet to connect with friends old and new. To be more specific, social media is the
online advertising practice of interacting and engaging with online communities in the
pursuit of specific objectives.
Social media should never be confused
with social media platforms, these are
two different concepts. In addition,
although social media is predominantly
used for non-commercial purposes,
there are significant opportunities
available for businesses to capitalize on
social media with the right strategy in
place.
Social media is an exciting online development for businesses, as it is often viewed as a
free, easy and high-volume source of qualified internet traffic. Businesses with
successful social media strategies are able to turn customers into vocal brand advocates
and drive new levels of online traffic to websites. It can, also, bolster SEO and PPC
efforts at a nominal cost to the business owner. However, for a business to truly achieve
their goals through social media efforts, meticulous planning and a solid social media
strategy is required.
Generate Online Followers

In many ways social media marketing (SMM) may be one of the best ways a business can
generate online buzz about its brand, product(s), service(s) or other online marketing
message(s). Social media is often used to develop and identify online fans and/or can be
incorporated into a customer relationship management (CRM) strategy. It provides
businesses with an online interactive platform to connect with online communities of
people.
Further, social media efforts can be used to pursue almost any advertising goal and is
even flexible enough to be used to pursue multiple goals all at once. It can connect
businesses to customers, improve customer relations, supplement link building efforts,
drive online traffic to websites and help advertisers stay in front of registered social
media participants.
Stay Connected with Social Media

Nearly everyone uses social websites to varying degrees. Many of the
best news sites today use social media to aggregate articles, and
Wikipedia (a socially created encyclopedia) is a resource relied upon
by millions of people every day. People use social media platforms to
stay connected. Business professionals network on sites like LinkedIn
or gather data from sites like Manta.com. Search traffic finds answers
to their questions on sites like Yahoo Answers and About.com. The
point is that there are social media websites for every human interest that exists today.
Savvy advertisers use advanced strategies to capture internet traffic found on social
media sites to drive themselves business.
One thing is for sure, social media cannot be ignored and businesses should immediately
establish an online presence on appropriate internet platforms.
Social Media Defined

How social media is defined is subjective and dictated by
the business model and advertising objectives of a
business. Before a business engages in social media, it is
imperative a business first have a firm grasp and clear
understanding of its online goals. Any confusion about
what social media is, often arises due to dissemination of
misinformation by non-experts who erroneously believe
what they say is true or unclear online objectives.
Social Media Platforms

It is easy to understand why there is a great deal of misinformation regarding social
media, since social media platforms propagate information across media channels to
boost their brand image as online social powerhouses. Advertisers should note and keep
in mind that social media platforms are currently a multi-billion dollar industry.
To complicate issues further, many people who regularly use and interact on social media
platforms feel that they are experts, when they are not. True social media experts will be
able to integrate an appropriate social strategy that works in conjunction with other more
important online marketing strategies.
Social media platforms are sites like Youtube, Facebook, MySpace, Twitter, Pintereest,
Google+, LinkedIn and the list goes on. Social media platforms are websites that enable
social interaction online. General examples of types of websites that promote social
interaction online are: blog sites, forums, social bookmarking sites, community run Q&A
sites, information sites like Wikipedia, community activity sites like Meetup.com, and
online review sites such as AngiesList.com.
Social Media Strategies

Social media strategies leverage social media platforms for advertisers to realize online
goals and reach target audiences with specific messages. Simply put, use social media,
but dont get used by social media platforms.
The most successful social media strategies are those that enable
a business to reach and engage online communities. There is no
general strategy that can be universally applied to guarantee the
success of social media efforts.
Further, without the know-how of other interrelated online
marketing specialties it is nearly impossible to gauge the success
of social media efforts. Social media efforts are mostly conducted on external websites
that hinder the ease of data gathering, otherwise known as analytics.
Analytics is one of the corner stones of online efforts. The data that is provided through
analytics tools enables website owners to optimize their online efforts and website to
maximize returns and conversions. Advertisers should be aware that it can be difficult to
measure results of social media.
A proper social media strategy will always integrate analytics. Due to the complexity of
analytics, website owners often employ internet marketing professionals to fully track
and make use of analytics data. This is even truer for social media.
The bottom line is that social media efforts can drive high volumes of traffic to a website
at minimal or no cost. Social media strategies can stand-alone although they are more
powerful when combined with other online advertising efforts such as, search engine
optimization or paid search marketing.
Conclusion
Congratulations! You are now more informed about the world of online marketing and
its myriad of strategies, disciplines, platforms and unlimited possibilities. Take a minute
to really let it all sink in. At this point, if not already, you should definitely be excited
about the amazing opportunities you now realize exist for you or your business online.
Online visibility is the answer for most internet related objectives.
Although this was only a brief introduction to online marketing and the internet, if certain
of your questions have been answered or you now know what the right questions to ask
are, then we at CHEGO have succeeded and are glad to have been of assistance.
Regardless whether you desire to take the paid search marketing approach through PPC
efforts and optimal landing page creation, search engine optimization and website
redesign strategies are your interest, mix it up with social media and content creation or
combine all online marketing efforts into a custom online marketing attack plan; what is
important is that you now know more about what these terms actually mean and the
internet concepts they represent.
All of us at CHEGO wish you the best of luck and lots of success in your online
ambitions. Feel free to visit our website at http://chegoinc.com to learn more about
CHEGO and the world of online marketing. Thank you for reading!

CHEGO: Introduction To Online Marketing

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

CHEGO: Introduction To Online Marketing

Uploaded by

Copyright:

Available Formats

CHEGOS BRIEF

Brought to you by the team at

Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Copyright 2012 by CHEGO, Inc. All Rights Reserverd.

Requests for permission should be addressed to the Permissions Department,

No warranty may be created or extended by any person or any instrument,

Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Copyright 2012 by CHEGO, Inc. - All Rights Reserved

How do people find you?

--1-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Online Marketing Attack Plan

Introduce consumers to your products or services,

--2-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

--3-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Advanced Search Engine Marketing: Introduction

to capture highly qualified search engine

Develop an Advanced SEM Strategy

Advanced Search Engine Marketing: Budget

--4-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

geographic reach of PPC

Online Advertising: The Best Use of YOUR Budget

--5-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Advanced Search Engine Marketing: Account

Introduction to SEM Account Structure

The Account Level

The Campaign Level

The Ad Group Level

--6-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

In addition, it is noteworthy to mention that ad copy is a counterpart to keyword

Problem: Improper targeting. The keyword toy by itself is too broad of a

Success through Structure

--7-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Advanced Search Engine Marketing: Tracking

Track Sales, Leads and Revenue

--8-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

The process of converting a customer from the stage of internet advertisement to an

Real Time Offline Tracking

Track Offline Sales Channels

--9-Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Start tracking today!

Advanced Search Engine Marketing: Ongoing

- - 10 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

a fully implemented tracking solution,

Testing Landing Pages

- - 11 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Landing Page Quality Score

More Conversions Month-over-Month

- - 12 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Most Powerful Advertising Platform in the World!

- - 13 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Google AdWords Express

- - 14 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

AdWords Express Simple to Use

- - 15 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

AdWords Express Right for your

Google Display Network

Target Your Online Audience

- - 16 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Reach users by targeting relevant keywords and topics:

Demographic targeting and remarketing:

Ad types on the Display Network

- - 17 - Copyright 2012 by CHEGO, Inc. - All Rights Reserved

Deciding if the Display Network is Right for You