A brief overview of what to expect from your online marketing agency including traffic and lead generation techniques such as SEO, Pay Per Click, Facebook Ads, Media Buying and Social Media Marketing and Conversion Optimisation

1. Online Marketing Agency

2. Online Marketing Agency
• If you believe the search
engines, then people
looking for an “online
marketing agency” are
looking for help with SEO,
PPC and other promotional
activities, while searchers
for a “digital marketing
agency” want a website.
Meanwhile “B2B marketing
agencies” are more about
business and marketing
B2B MA
Online MADigital MA
Website
Design
Tracking &
Analytics
Conversion
Optimisation
SEO, PPCWebsite
Design & Build
Website
Design
Video M
Social
Media M’g
User
Interface
Design
Content M

3. Search Engine Optimisation
Search Engine Optimisation is about improving the search engine
ranking of your website pages
• On Page
– Write good content
– Include the keyword in the Title, first and last paragraphs and in several
other places
– Write a good Meta Description as this is the bit you see in the search
results
– Advanced SEO – use Schema.org / Open Graph Mark Up
– Invite comments and social sharing
• Off Page
– Social bookmarks and signals
– Backlinks (Search engines may punish automatic backlinking)
Search Engine Rankings now emphasise user interaction over quantity
of backlinks

4. Pay Per Click
Pay Per Click is an advertising model where search
engines place advertisements next to search results
for the advertiser’s chosen keywords to direct traffic
to the advertiser’s websiteSponsored
Ads
PPC Ads
Search
Engine
Results

5. Pay Per Click
• Advertiser writes four
lines
– Headline
– 2 lines of further
explanation or
encouragement
– URL
• Sets the Maximum Bid
and Daily Budget Limit
PPC Upside PPC Downside
Instant Traffic Can be expensive
Agile (SEO follows
trends more
slowly)
Low quality traffic
leads to poor
conversion and
higher CPC
Can be cheap Traffic is
proportional to
spend
Good Practice:
• Use to stimulate a campaign / new site
• Choose lots of narrow keywords not broad terms
• Write good copy
• Test small
• Aim for high conversion not clicks
• Scale proven keyword/ads combinations

6. Conversion Rate Optimisation
• If 100 people visit your site and 3-5 % convert – that is sign up for
your newsletter or ‘like’ your page or even buy something, then 95-
97% haven’t converted.
• CRO is about increasing the conversion rate, which has
– Better ROI on your traffic
– Improved Quality Score for PPC ads – your ads cost less
– Improved organic search engine ranking
• CRO uses analytics and user feedback to help re-design
– Pages – can they find that button? Are there too many other distractions ?
– Sales Funnels – do we need that step ? Will they give us a phone number?
– Offers - Too complicated ? Too pricey ? Clearer ?
– Or even attract different visitors to the site – are these visitors right for our
business ?

7. Facebook Ads
• Facebook allows you to choose your audience using demographic
data and their interests (instead of by keyword)
– Age
– Gender
– Location
– Interests, as shown by
• Group memberships;
• ‘Likes’
• Shares
• Facebook Ads can be targeted precisely
• Since Facebook has lots of unsold ad space, the cost per click is
driven by how well your ad converts – Facebook gets paid if ads
convert so they show them more often
• Pros and Cons are similar to PPC

8. Media Buying
Ads appear on many sites – they may be placed by brokers or by
direct contact between site owner and advertiser
• Media Buying means
– Finding a website with an audience similar to your market segment
– Placing your ads on that website (and paying)
– Ads may be banners
Practically speaking Media Buying means unlimited traffic. With
good tools, you can always find another website for your
advertisements and you can measure clicks-through and
conversions for each website and ad combination!

9. Retargeting
• Few advertisees covert on the first sight of an ad – perhaps
less than 5%
• Retargeting tracks who visits a site or clicks on an image and
advertises to them again on other sites (Sometimes it feels
like an online stalker is following you)
• This increases brand awareness and recognition and results in
far higher conversion rates
• But, many browsers don’t like being re-targeted and feel that
their privacy has been invaded
• Retargeting is a good way of improving the conversion of your
ads, provided that you don’t alienate your customers

10. Social Media Marketing
• Social media sites have a lot of traffic and people visit them to interact
– Facebook – keep up with friends,
– Twitter – to keep up to date with news, events, friends, to find recommendations
– Pinterest – share “shopping ideas” – great for e-commerce businesses
– YouTube – entertaining video
– LinkedIn – is all business and professional networking
– Google+ - is still finding its place but looks like becoming a business version of
Facebook
• Your audience is using these sites and if you can engage with them, you
can bring them over to your own site / email list/channel.
• Treat social media like being at a party – its social, so no selling !
• Your agency can help you plan content, post content, make some
comments, build your following, but you can’t completely outsource
yourself and be effective.

11. Online Marketing Agencies
• Online Marketing Agencies help their customers to promote
their websites and products online, by
• Organic Traffic techniques
– SEO
• Paid Traffic
– PPC
– Facebook ads
– Media Buying
– Retargeting
• Social Media Marketing
• Tracking and analytics
• Some OMAs also design and build websites

12. For more information, contact SMEsOnline
James Gunn
james.gunn@smesonline.co
+44 7855 406652