What is. Search Engine Marketing

Transcription

1 What is Search Engine Marketing

2 About the presenter Tom Fernandez CRMLS Smart Solutions Specialist ext.2095

3 About this class 1. Good for all agents (with or without a website) 2. Free internet marketing tips 3. Paid options to consider 4. Webinar special discounts on CRMLS Smart Sites

4 Hello, it s

5 SEM Defined by wikipedia Search Engine Marketing (SEM) Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.

6 Get your brand here!

7 What is SEO? Search Engine Optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

8 Get your brand here!

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10 SEM: Pay Per Click PPC Pay-per-click 1. Auction marketplace :: Costs vary depending on the search term you pay to be here! 2. Only pay when your ad gets clicked

11 Organic SEO Organic SEO 1. Google SEO ranking based largely on relevancy and authority (algorithm consists of 200+ factors) 2. No cost for these clicks.

12 Pay Per Click Organic SEO Key differences 1. Pay Google every time your ad gets clicked 2. Auction marketplace :: Costs vary depending on the search term 3. Only pay when your ad gets clicked 1. No cost for each click 2. Google SEO ranking based largely on relevancy and authority (algorithm consists of 200+ factors)

13 Pro s and Con s Pro s: Pay Per Click Quick setup fastest route to achieve goals Highly measurable & quantifiable Less development resources needed Can be on page 1 of Google for hundreds of keywords Pro s: SEO If successful, can provide strong long-term ROI Good exposure, awareness Can increase credibility Con s: Pay for each and every click Stop your ad campaign and you re no longer on page 1 of Google Con s: Slow and unpredictable Expensive if you hire a good SEO company / consultant Takes a long time to get meaningful results Lot s of work, highly competitive Tough to quantify Smaller # of keywords with Google page 1 ranking

14 Average # of competing pages in organic search results When Google ing [city name] real estate 8,656,000 How are you planning to be found?

15 My personal recommendation Do both, if you can afford it but... PPC is the priority!

16 Google AdWords Fastest & Easiest way to get website traffic! Proven Lead Generation Method Targeted Controllable Measurable Do it yourself or outsource it

17 Best Practices Fastest & Easiest way to get website traffic! One campaign per city Link the ad to a relevant page See Example Daily budget of $15 - $20 Schedule it for 4 5 days/week Follow up with leads immediately

18 Advertising Case Study MurrietaHomes.com & TemeculaHomes.com Using SmartSites Gold Website

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20 Question How many of you have a IDX website?

21 No longer a question of if Resource for your clients: 1. Get accurate listing data 2. Neighborhood and school data 3. Mortgage calculator / monthly payment estimator Marketing tool for you: 1. Capture all referrals who Google your name 2. Capture new leads who don t know you Your websites needs to be act as a resource for your clients and a marketing tool for you!

22 Referrals Your website is a destination for referrals. 40% of sellers used an agent they had previously used or were referred to. When referred nearly all google d the agents name!

23 Google Adwords Adwords is the name of Google s advertising program. You can setup your own Adwords account yourself. But be prepared for

24 A lot to learn Adwords settings & options: Keyword research Keyword match type Negative keywords Campaign settings Display Network Geo-targeting Ad scheduling Conversion tracking Device settings Split Testing Quality Score Ad Extensions Ad copy

25 Welcome to Traffic Accelerator The complete done for you Google Advertising Campaign!

26 Traffic Accelerator Reach in-market prospects Low monthly budget (approx $4/day) Page 1 of Google in a few days!

27 Benefits 1. Nearly instantaneous visibility and branding on Google 2. Targets online searchers actively looking for service in your area 3. Drives traffic to your website right away (quicker than SEO) 4. Generate leads (quicker than SEO) 5. Use with your existing website 6. No long-term commitment. 3 month renewal periods. 7. Capped monthly spending 8. Impression and click data provided bi-weekly

28 Everything done for you 1. All campaign settings are taken care of 2. All keyword match types are utilized 3. Your ad will display on all device types (phones, tablets, pc s) 4. Your ad will be geo-targeted

29 Average # of competing pages in organic search results When Google ing [city name] real estate 8,656,000 How are you planning to be found?

30 Pricing 3 month minimum requirement Can upgrade anytime Can downgrade after 3 rd month

31 GetSmartSites.com/pages/trafficaccelerator

32 Actual Cost Per Click Data Landing pages for all cities in the MLS are included with CRMLS Smart Sites IDX websites.

33 SmartSites Pricing $55 Setup Fee Gold $35 /month Platinum $55 /month

34 You, the agent, can Add new prospects into your website (this also adds them into the Smart Desk CRM) Set your prospects up on and or text message listings alerts Add favorite properties and searches to their account Link to any listing using your domain name followed by the MLS listing ID# (ex: Click to watch the How to video Customize your website; add video, pictures, upload PDF s even add widgets from 3 rd party companies!

35 Contact Information Tom Fernandez CRMLS Smart Solutions Specialist ext.2095