Website Advertising - Gravity Switch

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This Presentation Will Help You
Define good keywords
Improve SE friendliness of your website
Intelligently use PPC advertising
Mix both long term and short term goals

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  • Hands on here - Have them complete top 5 keywords on handout demonstrate the Google Keyword Tool - take volunteers to enter keywords and have the tool scan someone’s website
  • Demo page rank tool here
  • Demo page rank tool here
  • Review WebCEO and talk to it’s stuff Demo Firefox Rank Checker here Mention if this is too much we can help!
  • Show rich herman’s landing page here
  • Point out the lack of navigation here
  • Hands on - login to rich herman account and click around to get a sense of setup, illustrate points
  • Website Advertising - Gravity Switch

    1. 1. Website Advertising <ul><li>April 8, 2010 </li></ul>gravity switch Nice people. Award-winning process. Websites done right.
    2. 2. Overview <ul><li>01. Introductions </li></ul><ul><li>02. Why Online Advertising? </li></ul><ul><li>03. Keyword Research </li></ul><ul><li>04. Organic Search Engine Optimization </li></ul><ul><li>05. Pay-Per-Click Advertising </li></ul><ul><li>06. Tips & Tricks </li></ul>
    3. 3. Who I Am / What I Do <ul><li>Derek Allard [email_address] </li></ul><ul><li>Website designer / programmer </li></ul><ul><li>Work with clients on paid and organic campaigns </li></ul><ul><li>Maximize value of website </li></ul><ul><li>Return On Investment (ROI) </li></ul>
    4. 4. Who Are You? <ul><li>What do you want from this workshop? </li></ul><ul><li>Do you have a website? </li></ul><ul><li>Do you utilize website advertising? </li></ul><ul><li>What has your experience been? </li></ul>
    5. 5. This Workshop Will Help You <ul><li>Define good keywords </li></ul><ul><li>Improve SE friendliness of your website </li></ul><ul><li>Intelligently use PPC advertising </li></ul><ul><li>Mix both long term and short term goals </li></ul>
    6. 6. Workshop Materials <ul><li>Presentation and handout are posted at http://www.gravityswitch.com/gs-advertising </li></ul>
    7. 7. Why Online Advertising?
    8. 8. <ul><li>Diversify how users find your website </li></ul>Why Online Advertising?
    9. 9. <ul><li>Diversify how users find your website </li></ul><ul><li>Lower cost than traditional print ads </li></ul>Why Online Advertising?
    10. 10. <ul><li>Diversify how users find your website </li></ul><ul><li>Lower cost than traditional print ads </li></ul><ul><li>Can easily track results </li></ul>Why Online Advertising?
    11. 11. <ul><li>Diversify how users find your website </li></ul><ul><li>Lower cost than traditional print ads </li></ul><ul><li>Can easily track results </li></ul><ul><li>Build it and they will come rarely works </li></ul>Why Online Advertising?
    12. 12. <ul><li>Diversify how users find your website </li></ul><ul><li>Lower cost than traditional print ads </li></ul><ul><li>Can easily track results </li></ul><ul><li>Build it and they will come rarely works </li></ul><ul><li>Better target specific demographics </li></ul>Why Online Advertising?
    13. 13. Keyword Research Keyword Research
    14. 14. Keywords, Importance of <ul><li>Foundation of SEO and PPC advertising </li></ul><ul><li>Keywords vs. Key phrases </li></ul><ul><li>Be aware of keyword popularity </li></ul>
    15. 15. Not All Keywords Are Equal <ul><li>Solar </li></ul><ul><li>Energy Efficient </li></ul><ul><li>Post and Beam </li></ul><ul><li>Mortice and Tenon </li></ul>Keywords received from client:
    16. 16. Not All Keywords Are Equal <ul><li>Solar - 13,600,000 </li></ul><ul><li>Energy Efficient - 823,000 </li></ul><ul><li>Post and Beam - 60,500 </li></ul><ul><li>Mortice and Tenon - 480 </li></ul>Searches done in February 2010:
    17. 17. Ideas For Good Keywords <ul><li>Brainstorm a list with employees </li></ul><ul><li>Look at competitors (particularly those with a good web advertising presence) </li></ul><ul><li>Think like your customers </li></ul>
    18. 18. Keyword Research Tools <ul><li>Will tell you how popular a keyword is </li></ul><ul><li>Will help you target the right keywords </li></ul><ul><li>Google Keyword Tool </li></ul>“ How do I know my keywords are the right ones?”
    19. 19. Organic Search Engine Optimization
    20. 20. Three Major Search Engines <ul><li>Google - 65.5% </li></ul><ul><li>Yahoo - 16.8% </li></ul><ul><li>Bing - 11.5% </li></ul><ul><li>From comScore February 2010 U.S. Search Engine Rankings </li></ul>
    21. 21. Organic Search Results <ul><li>Are determined by: </li></ul><ul><li>Content of your website </li></ul><ul><li>Density of keywords in content </li></ul><ul><li>Keywords in important HTML tags </li></ul><ul><li>Number and quality of inbound links </li></ul>
    22. 22. Content Must Contain Keywords <ul><li>Search engines read content </li></ul><ul><li>Search engines read content </li></ul><ul><li>Search engines read content </li></ul><ul><li>(Yes, I’m trying to make a point.) </li></ul>
    23. 23. Good Strategies <ul><li>Target one or two keywords per page </li></ul><ul><li>Repeat targeted keywords in content </li></ul><ul><li>Add keywords to HTML content (not Flash) </li></ul><ul><li>Avoid “we’ll get you #1” scams </li></ul>
    24. 24. HTML Code <ul><li>Validate code </li></ul><ul><li>Write clean code </li></ul><ul><li>Web standards are your friend </li></ul><ul><li>Messy code decreases keyword density </li></ul>
    25. 25. HTML Tags Of Note <ul><li><title> </li></ul><ul><li><h1> <h2> <h3> <h4> <h5> <h6> </li></ul>
    26. 26. <title> <h1> <h2> <h3> <h4> <h4> <h4>
    27. 27. Meta Tags <ul><li>Meta keywords tag is now ignored </li></ul><ul><li>Meta description used for results only </li></ul>
    28. 28. Inbound Links <ul><li>Act as a vote for your website </li></ul><ul><li>Keywords in link text is ideal </li></ul><ul><li>Improve search engine ranking </li></ul>
    29. 29. How Do I Get Inbound Links? <ul><li>Comment on blog posts </li></ul><ul><li>Participate in forums </li></ul><ul><li>Publish content people want to link to </li></ul><ul><li>Reciprocal links with partners </li></ul>
    30. 30. Monitoring Progress <ul><li>Check regularly for: </li></ul><ul><li>- rankings </li></ul><ul><li>- inbound links </li></ul><ul><li>- traffic </li></ul><ul><li>Experiment with content / code changes </li></ul><ul><li>Google Analytics / WebCEO </li></ul>
    31. 31. Pay-Per Click Advertising
    32. 32. How PPC Ads Work <ul><li>Bid on keywords </li></ul><ul><li>Write ads </li></ul><ul><li>Send to landing page </li></ul>
    33. 33. Bid Prices And Budgets <ul><li>Tend to be inflated </li></ul><ul><li>Will be geared towards #1 position </li></ul><ul><li>Targeting lower positions can be better </li></ul>
    34. 34. Select Keywords <ul><li>Reuse keyword research </li></ul><ul><li>Highly competitive keywords = expensive </li></ul><ul><li>Bid on less expensive, niche keywords </li></ul>
    35. 35. Organize Keywords In Ad Groups <ul><li>Multiple ad groups target more specifically </li></ul><ul><li>Increases the click through rate </li></ul><ul><li>Reduces costs </li></ul>
    36. 36. Writing Ads For Ad Groups <ul><li>Ad should be closely related to keywords </li></ul><ul><li>Include keywords from group in the ad </li></ul><ul><li>Abide by Google content guidelines </li></ul>
    37. 37. Split Testing <ul><li>Run 2 ads for each group </li></ul><ul><li>Review regularly </li></ul><ul><li>Delete underperforming ad </li></ul><ul><li>Write new ad to beat better ad </li></ul>
    38. 38. Landing Pages <ul><li>Critical to success </li></ul><ul><li>Do NOT send to homepage </li></ul><ul><li>Link closely to keywords and ad text </li></ul><ul><li>Simplify page to encourage action </li></ul>
    39. 39. Keyword: Long Term Care Ad: Landing Page:
    40. 40. Importance of Experimentation <ul><li>Keywords </li></ul><ul><li>Ad Groups </li></ul><ul><li>Ads </li></ul><ul><li>Landing Pages </li></ul><ul><li>Better performance and lower costs </li></ul>
    41. 41. Monitoring Progress <ul><li>Eliminate underperforming keywords / ads </li></ul><ul><li>Connect Adwords to Google Analytics </li></ul><ul><li>Improve click through rates </li></ul><ul><li>Lower costs </li></ul>
    42. 42. Tips And Tricks <ul><li>Take keyword variations into account </li></ul>
    43. 43. Tips And Tricks <ul><li>Take keyword variations into account </li></ul><ul><li>Embrace experimentation </li></ul>
    44. 44. Tips And Tricks <ul><li>Take keyword variations into account </li></ul><ul><li>Embrace experimentation </li></ul><ul><li>Beware “black hat” SEO techniques </li></ul>
    45. 45. Tips And Tricks <ul><li>Take keyword variations into account </li></ul><ul><li>Embrace experimentation </li></ul><ul><li>Beware “black hat” SEO techniques </li></ul><ul><li>Focus less on meta tags </li></ul>
    46. 46. Tips And Tricks <ul><li>Take keyword variations into account </li></ul><ul><li>Embrace experimentation </li></ul><ul><li>Beware “black hat” SEO techniques </li></ul><ul><li>Focus less on meta tags </li></ul><ul><li>Split test ads and landing pages </li></ul>
    47. 47. Tips And Tricks <ul><li>Take keyword variations into account </li></ul><ul><li>Embrace experimentation </li></ul><ul><li>Beware “black hat” SEO techniques </li></ul><ul><li>Focus less on meta tags </li></ul><ul><li>Split test ads and landing pages </li></ul><ul><li>Consider Facebook ads </li></ul>
    48. 48. Takeaways <ul><li>Keyword research is critical for advertising success </li></ul><ul><li>Keywords MUST be in content for organic SEO </li></ul><ul><li>Connect all the pieces for PPC advertising </li></ul><ul><li>Monitor progress and failures on a regular basis </li></ul>
    49. 49. Additional Resources <ul><li>Google Keyword Tool </li></ul><ul><li>Website Grader </li></ul><ul><li>Ultimate Guide to Google Adwords by Perry Marshall and Bryan Todd </li></ul><ul><li>Search Engine Visibility by Shari Thurow </li></ul><ul><li>Web Design for ROI by Lance Loveday & Sandra Niehaus </li></ul>
    50. 50. Thank You! <ul><li>Derek Allard </li></ul><ul><li>Gravity Switch </li></ul><ul><li>derek@gravityswitch.com | 586.9596 </li></ul><ul><li>twitter.com/derekallard </li></ul><ul><li>facebook.com/gravityswitch </li></ul><ul><li>linkedin.com/in/derekallard </li></ul>
    51. 51. Ask me Questions Ask Me Questions

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