Internet Lead Generation START with Your Own Web Site

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1 Internet Lead Generation START with Your Own Web Site Matt Johnston, Santa Barbara Business College Mike McHugh, PlattForm Career College Association 2007

2 What s s The Big Deal? More Control Higher Quality Leads Consistent Lead Flow Better Costs Per Per Start

3 Improved Conversion Rate Sample Conversion Rates by Source Conversion Rate 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% $102 CPS $90 CPS $1,237 CPS CPL Vendors PPC SEO Internet Lead Sources

4 How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A

5 How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A

6 About Search Engines Yahoo 24% Google 48% Other 9% Ask 3% AOL 6% MSN 10% Nielsen NetRatings Search Engine Ratings, July 2006

7 Search Engine Statistics US Searches in April: 7.3 Billion* Searches Per Session: 4.4** Source: Nielsen NetRatings Search Engine Ratings, July 2006 **

8 Search Engine Results

9 Organic Results

10 Organic Results Unpaid Listings Search Engine Algorithm Control vs. Influence High Quality Traffic Estimated 75 80% of Clicks

11 Are the Results Magic? Spiders Crawl the Web Sites are Indexed Results Depend on Keyword(s)

12 Pay Per Per Click Results

13 Pay Per Per Click Results Paid Listings More Than Money Keyword Selection Estimated 20 25% 25% of Clicks

14 How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A

15 Benefits of SEO FREE Leads Sustainable Lead Flow High Conversion Rate of Leads Brand Lift

16 How to Be Found Site Design and Structure Content Linking

17 Site Design and Structure Focus on User Experience Avoid Doorway Pages Use Keywords in URLs Good: asp Bad:

18 Site Design and Structure Focus on User Experience Avoid Doorway Pages Use Keywords in URLs Length of Domain Ownership Utilize Site Maps

19 Content The More, The Better Roughly 250 Words is Ideal Make it Relevant Keep it Fresh Insert Keywords

20 Linking External Links Internal Links

21 External Links Other Sites Linking to You Votes of Popularity Focus on Relevant Sites Gradually Build

22 Internal Linking Links Within Your Site Make it Easy to Navigate Link Your Keywords Under Utilized Technique

23 Measuring Success Analytics Packages Identify Key Performance Indicators (KPI) Traffic Page Views Leads Conversion Rate (Visitor to Lead) Exit Points

24 How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A

25 Determining Rankings Bid Amount Click Through Rate (CTR) Landing Page Score

26 Types of Keyword Matches Exact Match: Only the exact keyword you are bidding on

27 Exact Match Example Exact Match Keyword = flower pot Matches search terms (as entered by search user): flower pot Flower Pot Does not match search terms: plastic flower pot flower red pots for flowers pot flower

28 Types of Keyword Matches Exact Match Broad Match: Matches any usage of your keyword in the search

29 Broad Match Example Broad Match Keyword = flower pot Matches search terms (as entered by search user): flower pot pot flower Flower Pot plastic flower pot red pots for flowers flower pot sales Does not match search terms: flower sales

30 Types of Keyword Matches Exact Match Broad Match Phrase Match: Matches searches in the same order and case only

31 Phrase Match Example Phrase Match Keyword = flower pot Matches search terms (as entered by search user): flower pot Flower Pot plastic flower pot flower pot sales Does not match search terms: pot flower flower sales red pots for flowers flower big pot

32 Types of Keyword Matches Exact Match Broad Match Phrase Match

33 Brand Name Campaigns Trendy Topic Potential to Restrict Bids Search Engine Protections Controls Affiliate Marketing High Converting Keywords

34 Impact of Media Spending Impressions vs Media Spend $25, $20, $15,000 $10, Spend Impressions $5, $

35 Impact of Media Spending Impressions vs Media Spend $25, $20, $15,000 $10, Spend Impressions $5, $

36 What Should You Do? There is No Right Right Answer Factors to Consider Amount of Media Spending Trademark Status Lead Volume vs Efficiency Ability to Control Real Estate How Specific is Your Name?

37 Controlling Real Estate 45% of listings cannot generate a lead for the school

38 Controlling Real Estate

39 Keyword Campaigns Identify Targeted Keywords Brand Curricula Location Outcomes Determine Search Engines

40 Lead Capture Options School Web Site Mini Site Contact Page

41 School Web Site

42 School Web Site More Info Benefits Specific Domain Already Exists Negatives Too Much Info Shared Purpose Tracking Issues Too Many Chefs

43 Mini Site Example

44 Mini Sites Benefits SEM Focused Improved Conv. Built for Tracking Negatives Less School Info More Maintenance Can be Unnecessary

45 Contact Page Example

46 Two Page Contact Page

47 Contact Pages Benefits Single Purpose Easy Tracking Limited Options Quicker Build Negatives Limited Content Single Brand Only Lower Start Conv. Lower Quality Score

48 Measuring Success Clearly Define Goals Implement Tracking Identify Key Performance Indicators (KPI) CTR Conversion Rates Leads CPL CPS

49 How Do We Get There Introduction to Search Engine Marketing Search Engine Optimization Pay Per Per Click Advertising Summary & Conclusions Q & A

50 Summary & Conclusions Limitless Potential Underutilized by Schools Allows Greater Control Improved CPL And CPS It s not magic; it just takes work.

51 What Questions Do You Have?