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Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013
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Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013

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How Industry Partners With State, Regional & City Travel & Tourism Offices Can Leverage Google's Tools For Business Success. Convention & Visitors Bureau. Conventions & Visitors Association. Google ...

How Industry Partners With State, Regional & City Travel & Tourism Offices Can Leverage Google's Tools For Business Success. Convention & Visitors Bureau. Conventions & Visitors Association. Google Adwords. Google Analytics. Google+. Mobile.

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  • (describe power of this)
  • * start kw matrix (excel), brainstorm, jump into adwords (google knows)
  • 3 components - headline, description, attributes (slide)
  • (describe what it is)
  • (explain campaigns and adgroups)
  • (google provides lots of data...)
  • up and running 1h - suggest 1 week / 1h a day 30k view (slide slide slide)
  • * setting up a goal > admin > click on the property > click on goal tab * best practice is to assign a goal value
  • * if you care about search / care about g+ * align content with authors * introduce to broad strokes
  • (describe) 2 short videos
  • (describe) 2 short videos
  • (describe) 2 short videos
  • (discuss) (nts: how tracking - 30 min in?)
  • self as stock broker...
  • * accel. = manual
  • * provide some tips (keep light - reference on handout)
  • * provide some tips (keep light - reference on handout)
  • link to how-to in handout (describe)
  • (describe)
  • 2 types - describe... (nts - how tracking - 1h in?)
  • roaring fork real estate
  • vs funnel

Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013 Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013 Presentation Transcript

  • G oo g le ’s Fu e l Fo r You r M ark et in g M ac hi ne A Wor ks ho p F or In d ust ry Pa rtn e rs Apr i l 2013Sunday, April 14, 13
  • HAPPY, HEALTHY BUSINESSES ARE ORGAN IZED , UN IQUE, PROF ITABLE IN DIGITAL MARKETING THERE’S A LOT YOU CAN DO BUT LET’S FOCUS ON WHAT MATTERS MOSTSunday, April 14, 13
  • AD WORD SSunday, April 14, 13 View slide
  • A ca p tive a ud ie nc e - 8 6 % of web u s e rs .Sunday, April 14, 13 View slide
  • 6 STEPSSunday, April 14, 13
  • STEP 1.) ESTABLISH YOUR BUDGETSunday, April 14, 13
  • STEP 2.) RESEARCH YOUR KEYWORDSSunday, April 14, 13
  • STEP 3.) WRITE YOUR ADSSunday, April 14, 13
  • STEP 4.) SET-UP LANDING PAGESSunday, April 14, 13
  • STEP 5.) ORGANIZE YOUR CAMPAIGNSSunday, April 14, 13
  • STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
  • 30,000’Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
  • ANALY TI CSSunday, April 14, 13
  • WHAT METRICS MATTER MOST?Sunday, April 14, 13
  • visitorsSunday, April 14, 13
  • visitors bounce rateSunday, April 14, 13
  • visitors bounce rate tosSunday, April 14, 13
  • visitors bounce rate tos sourcesSunday, April 14, 13
  • Sunday, April 14, 13
  • visitors bounce rate tos sourcesSunday, April 14, 13
  • visitors bounce rate tos sources (devices)Sunday, April 14, 13
  • devicesSunday, April 14, 13
  • visitors bounce rate tos sources (devices)Sunday, April 14, 13
  • visitors bounce rate tos sources (devices) goals & conversionsSunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • visitors bounce rate tos sources (devices) goals & conversionsSunday, April 14, 13
  • 30,000’Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
  • G+ / L OC ALSunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • G+ = pages, circles, hangouts, events, communities, localSunday, April 14, 13
  • There’s a lot you can do in a Hangout...Sunday, April 14, 13
  • Circles make it easy to share with the right people...Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • GOMOSunday, April 14, 13
  • Sunday, April 14, 13
  • POWE R-U SE R- TIP SSunday, April 14, 13
  • bid types automated vs. manualSunday, April 14, 13
  • delivery method standard vs. acceleratedSunday, April 14, 13
  • quality scoreSunday, April 14, 13
  • bid simulatorSunday, April 14, 13
  • negative keywordsSunday, April 14, 13
  • d.k.i.Sunday, April 14, 13
  • fyi ad extensionsSunday, April 14, 13
  • Sunday, April 14, 13
  • slice & dice with segmentsSunday, April 14, 13
  • keep some data out with filtersSunday, April 14, 13
  • annotationsSunday, April 14, 13
  • alertsSunday, April 14, 13
  • webmaster toolsSunday, April 14, 13
  • taggingSunday, April 14, 13
  • AUD IT SSunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • Sunday, April 14, 13
  • DI G ITAL MAR K ET IN G BLI SSSunday, April 14, 13
  • 1Sunday, April 14, 13
  • put th e cu sto me r f irs tSunday, April 14, 13
  • 2Sunday, April 14, 13
  • be r eady for yo u r b r a n d ’ s zer o momen t o f truthSunday, April 14, 13
  • 3Sunday, April 14, 13
  • t hi nk in ter ms of m a rke ting s v ir t u ous c y cle instead of the s ta nd a r d f unne lSunday, April 14, 13
  • 4Sunday, April 14, 13
  • c o nnect on an em o tio na l le ve lSunday, April 14, 13
  • 5Sunday, April 14, 13
  • ha ve a p la nSunday, April 14, 13
  • Q&A G oo g le ’s Fu e l Fo r You r M ark et in g M ac hi ne A Wor ks ho p F or In d ust ry Pa rtn e rs Apr i l 2013Sunday, April 14, 13