This document discusses how an advertising agency can help a local business get found online through search engine marketing and social media advertising. It outlines challenges such as many potential search results, numerous places for customers to search, and not being able to track results. The agency proposes solutions such as sponsored search ads, organic search engine optimization, targeting multiple search engines and directories, targeting specific regions and cities, driving traffic through local business listings and ads, expanding reach through image/video ads and pushing to social networks. The agency also discusses how it can track all online activity, calls, leads and ROI through a "proxy" call tracking process.

1. Everyday, New Customers
are Looking for you Online.
We can help them find you.
Everyday, New Customers
are Looking for you Online.
We can help them find you.

2. About Us
• Leaders in the digital space since 2003
– Seasoned Print, Radio, TV and web professionals
• Patent pending proprietary algorithmic systems
• Recipients of the National ADM award
• Featured on Google Agency-Land
• Measurable results with business intelligence previously
unattainable .
– Control, Targeting & Transparency

3. Back Office API’s To Major Networks

4. Challenge # 1
• There are literallyThere are literally m illio nsm illio ns of potential search results to choose fromof potential search results to choose from……

5. Our Solution
• Sponsored ResultsSponsored Results –– Targeting First PageTargeting First Page
* Ultimately, campaign management and advertising budget determines placement.
Sponsored LinksSponsored Links
FAST, ACCOUNTABLEFAST, ACCOUNTABLE
RESULTSRESULTS

6. Organic Optimization
SEO Based on Statistically SignificantSEO Based on Statistically Significant
ResultsResults……
• Use of actual campaign data.
– spe cific do wn to IP Addre ss activity
• Complete analysis delivered to you.
– Laser specific keywords for individual site
pages
• On going SEO management.

7. SEM / SEO Working Together
* Ultimately, campaign management and advertising budget determines placement.

8. Challenge # 2
There areThere are numerousnumerous places to search Online…places to search Online…

9. The Old 2005 Search Market
Two search engines powered virtually all Internet search.Two search engines powered virtually all Internet search.

10. Today, numerous search engines & directoriesToday, numerous search engines & directories
provide local results.provide local results.
Source: Nielson NetRankings, 2006
An Evolving Local Marketplace

11. All Properties Are Targeted
OurSolution: Total Saturation…Reach 95% of YourMarketOurSolution: Total Saturation…Reach 95% of YourMarket
Locally, Regionally orNationallyLocally, Regionally orNationally

12. Content Networks
Users spend nearly half of their
time viewing content
Users spend
nearly half of their
time viewing
content

13. Targeted Ads
• Poorly Targeted ad
• Low Relevancy
• Higher CPC
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
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14. Challenge #3
Reaching only theReaching only the lo callo cal prospects, inprospects, in yo uryo ur market…market…
OurSolutionOurSolution::
A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target yourRegion,
City orLocal Area.

15. Target Specific Areas

16. Target Specific Cities

17. Drive Traffic With Local Business
Listings

18. Promote Business Locations
With Local Business Ads

19. Targeted Results on HTML Phones
I-phone, T-mobile G1 and others
• Ability to track mobile HTML web pages
– user path making a purchase from start to finish
• Mobile-specific calls-to-action
• Exclusive campaign creation
• Accountable results
“Last Christmas, the iPhone drove more traffic to Google.com
worldwide than any other mobile platform.”
Source Inside AdWords crew

20. Expand Your Reach With Image & Video Ads

21. Push to Social Networks

22. Social Networks Facts
• From 2007 to 2011, US adult usage will rise from
37% to 49%
– US teen usage will increase from 70% to 84%.
• Changes in technology are expanding social
networking experiences.
– User profiles offer highly targeted advertising
opportunities
• US social network advertising will rise from $920
million in 2007 to $2.7 billion in 2011

23. Social Networks

24. Challenge #4
No way to accurately track activity or results…No way to accurately track activity or results…
online salesonline sales
impressionsimpressions
conversionsconversions
repeat clientsrepeat clients
phone callsphone calls
walk-inswalk-ins
new customersnew customers
clicksclicks
offline salesoffline sales
site activitysite activity
R.O.I.R.O.I.

25. The “Proxy” Process
How Is It Done?

26. The “Proxy” Process
Remote Call Forward Numbers
Automatically Assigned.

27. Log In Access To Reports

28. Daily Reports Track All Activity And
Leads

29. Statistics Per Network

30. User IP Address

31. Phone Call Data

32. Enhanced Call Reports

33. Detailed Caller Information

34. Call Activity

35. Caller Demographics

36. Site Activity

37. Conversion Based Optimization

38. Conversion Based Optimization Path

39. Converting Demographic Keywords

40. Conversion Based Optimization
BullsEye Marketing’s ROI focused campaign
strategy maximizes contacts, calls and results.

41. ThankYou!

42. Project
• Drive quality traffic to the your website
– Form submissions
– Phone call leads
– Track all online activity down to IP Address

43. Objective
• Drive the Co st Pe r O rde r (CPO ) down from the current
average through the use of:
Targeting Directed Ad copy A/B Testing
– Deep Linking
Deep Linking
Relevant Keywords
Small Office Internet Provider
Internet Service Provider
Internet Service
Business Internet Service
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44. • Extremely Competitive Marketplace
– Offline Efforts affect online results
Challenge
Offline Efforts

45. Measurement
• A lead will be recognized as a Phone call or Form Submission
Caller 555-555-5555 Customer Address

46. Key Metrics
• Impressions
• Clicks
• Form Submissions
• Calls
• Revenue

47. Targeting
Your Demographic Area
– IP Targeting (proprietary to BullsEye)
– Current targeting mechanisms via each network
– Ongoing negative implementation based on referring strings

48. Keywords & Ad Copy
Initial Launch
• Current Optimum campaign keywords and ad copy
• BullsEye and Network specific keyword and ad copy
• Deep Linking for all ad groups
(all copy submitted for approved before launch)
Post Launch
• A/B Testing on all ads
• Ongoing algorithmic removal of non converting keywords
• Ongoing updates/additional keywords to maximize conversion
• Continued tweaking of ad copy
(with client approval)

49. Schedule
Meetingscheduleafterlaunch:
Week 1: Review of Impressions and Clicks
Week 2: Review of Week 1
Site Activity/Pages Per Click/Pages Viewed
Week 3: Review of Week 1 and 2
Plus CPL Data Conversion Report
Week 4: Full Month Report: Mapping, Top Keywords, Path Tracking