Search Marketing and Social Media Introduction

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  • Hitwisesingapore
  • Benefits of it? Personally: connect with more people more often, learn about topics you would never typically encounter,
  • Khaled Said, a 28-year-old Egyptian from the coastal city of Alexandria, Egypt, was tortured to death at the hands of two police officers. Several eye witnesses described how Khalid was taken by the two policemen into the entrance of a residential building where he was brutally punched and kicked. The two policemen banged his head against the wall, the staircase and the entrance steps. Despite his calls for mercy and asking them why they are doing this to him, they continued their torture until he died according to many eye witnesses. Khaled has become the symbol for many Egyptians who dream to see their country free of brutality, torture and ill treatment. Many young Egyptians are now fed up with the inhuman treatment they face on a daily basis in streets, police stations and everywhere. Egyptians want to see an end to all violence committed by any Egyptian Policeman. Egyptians are aspiring to the day when Egypt has its freedom and dignity back, the day when the current 30 years long emergency martial law ends and when Egyptians can freely elect their true representatives.
  • BackgroundThe Blendtec© “Will it Blend?” series of viral videos started when then-new Marketing Director George Wright found out that CEO Tom Dickson and the R&D team had a practice of blending up wooden boards to test product toughness. Wright had an idea to shoot video of the operation and post it online. He invested under $100 in supplies and convinced Dickson to blend up other things on camera. 186 videos later, Blendtec’s retail sales are up a reported 700 percent, its YouTube site has 200,000+ subscribers, and it has been featured on major mainstream media outlets like The Today Show, The Tonight Show, The History Channel, The Wall Street Journal and others. Among awards, Blendtec has won a bronze Clio in 2008 (Interactive category) for their interactive efforts.
  • Obj: raise funds, engage wider community, get them to voteAction: Make it easy for them to interact / engage
  • Go over each area and tell them what it is, and what applications it’s used for. Give them some ideas on how people have used it.
  • The hub of your business, tone? Transparency, simplicity, ease to check out your other social profiles
  • Mail chimp
  • AirAsia is well-known for having an active presence in social media and blogging, to forge a close relationship with customers. Unlike any other corporate blogs, the folks there put themselves into the shoes of a typical blogger, publishing journals of their culture and working lives. I would say it looks more like a personal blog, with the use of rich multimedia such as photos and videos.What’s interesting is that they give their readers the opportunity to submit guest posts, and encourage them to write about their experiences on trips to countries they have recently been to.This type of informal style of corporate blogging can easily gain “sticky” readers, who will likely become potential customers.
  • where your customers provide feedback for future product development. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5870/4-Ways-to-Make-Your-Corporate-Web-Site-More-Social.aspx#ixzz1LjePxhJb
  • Lots of traffic/eyeballs, a place people go often, open to message,Sponsored articles, ads, articles etc- A lot of info, clutter,
  • Facebook in SEA
  • http://www.thomascrampton.com/facebook/facebook-infographic-asia/
  • . This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content?
  • So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities.
  • or most marketers, photo-sharing can help build brand awareness and encourage consumers to interact with the company. LIPTON Brisk iced tea partnered with mobile photo-sharing app Instagram for a campaign prior to the 2011 South By Southwest (SXSW) Conferences and Festivals. Fans were encouraged to take pictures through Instagram and tag them with #briskpic to be entered in a photo contest. The winning photos were included on a limited-edition can of the drink during SXSWhttp://www.emarketer.com/Article.aspx?R=1008281&dsNav=Ntk:basic|%22photo+contest%22|1|,Rpp:25,Ro:-1
  • Costly, maybe low quality, but highly engagingDeveloping social games is a creative way companies today can leverage to boost their reputation. They take advantage of Facebook’s half a billion users worldwide by getting them to play the game, love it, and then indirectly increasing product sales or TV viewerships like the example of Discovery Channel’s Deadliest Catch.
  • “Our technology is so good, you won’t even realize how good it is.”©Best Branded Viral Video Marketing Ad: Apple’s New iPad Ad is Awesome
  • 1. Make Content Increasingly Relevant2. Go Where Your Customers Are3. Loosen Control from the Top4. Decide What Channel to Use for What Purpose5. Let the Conversation Happen
  • Set up account, add followers, follow, tweet, retweet, direct message, lists, search terms
  • Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns
  • FordDirect found real ROI with a cost-per-sale below $100 using Google AdWordsLaunched in August 2000, Dearborn, Mich.-based FordDirect.com is a unique joint venture between Ford Motor Company and 3,900 U.S. Ford Motor Company franchise dealers. FordDirect enables car shoppers to build, price and view inventory of new and used Ford vehicles online. Local dealers provide offline support by stocking vehicles, arranging test drives, handling trade-ins, locating hard-to-find vehicles and servicing cars and trucks after the sale. FordDirect sold more than 180,000 new vehicles in 2003, its first full year of operation, and the number of sales is expected to grow considerably in the future. Approach To keep pace with the growing consumer expectation that every step of the buying decision for vehicles can occur online, FordDirect began exploring the requirements for a website to attract buyers not just browsers or information-gatherers three years ago. A challenge then and now, says FordDirect president and COO Steve St. Andre, is to attract car buyers to the website "throughout all stages of the purchase consideration process." A key element of FordDirect's marketing effort, St. Andre says, is Google. "It opened our eyes to the potential of reaching buyers more effectively through keyword advertising," he says. FordDirect initiated a Google AdWords™ campaign in June 2003. The company's two major goals were to attract shoppers to the online tools and services FordDirect offers, and to convert lookers into Ford buyers.ResultsFordDirect tracks three important online metrics: conversion of click to lead; cost-per-lead; and advertising cost for every vehicle sold. "We were amazed from the start by the volume and quality of traffic that Google has provided to the FordDirect business," says St. Andre. "We learned quickly that search advertising has the ability to target customers at levels other online media cannot match." Since initiating a keyword advertising campaign with Google, St. Andre continues, "Our volume of traffic has increased consistently, and driven more customers to Ford dealers." St. Andre says the level of traffic Google could generate was never in question. "But what we were most impressed with was Google's ability to drive relevant traffic by narrowing in on the keywords that provided the best ROI." St. Andre knows precisely what his return from Google AdWords is: a steady conversion rate of more than 5 percent from clickthrough to active lead. What's more, with AdWords, the cost-per-lead remains under $5. In addition, he notes, "The ultimate measure is our advertising cost-per-vehicle sold. With AdWords, we're spending less than $100, tracking the offline purchase from online lead." Compared to the traditional media spend, Google provides FordDirect significant savings: In 2002, auto manufacturers spent $508 on average to advertise each vehicle sold.* For FordDirect, there's not much nostalgia for pre-Internet days. As St. Andre puts it, "Because using Google has kept our cost-per-lead and our cost-per-sale so low, we've been able to allocate a greater portion of our budget to Google keyword advertising and deliver more customers in the process." Which is why, he concludes, "Google AdWords will continue to grow as a percentage of FordDirect.com's total marketing spend."
  • Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns

Transcript

  • 1. Social Media Marketing
    David Liem, Senior Web Marketer
  • 2. Our Clients
  • 3. David’s Profile
  • 4.
  • 5.
  • 6.
  • 7. IDK
  • 8. LOL
  • 9. OTOT
  • 10. FTW
  • 11. BF
  • 12. BFF
  • 13. BFF4L
  • 14. BFFLTDDUP
  • 15. @}--->----
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. What is Social Media?
  • 31. http://www.hitwise.com/
  • 32.
  • 33. The World is Changing Rapidly
  • 34. Receive information as it’s happening
  • 35. It’s shaping politics
  • 36. Movements in the Middle East
  • 37. Information is now impossible to control
  • 38. Singapore General Election 2011
    Unrestricted / uncensored
    Alternative Views
  • 39. Engaged a new generation
  • 40. It allows you show entertain & engage.
  • 41.
  • 42. http://www.blendtec.com/willitblend/
  • 43. Results
    158 million video views
    Sales increased 700% after videos launched
    375,000 subscribers on YouTube
    Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.
  • 44. It allows you to share your story.
  • 45. It makes you more ‘human’
  • 46.
  • 47. It gives you a chance to stand out of the crowd.
  • 48.
  • 49.
  • 50.
  • 51. The results
    76% jump in traffic
    Outperformed all of its competitors
    770,000 facebook fans
    45,000 Twitter followers
    Alexander has his own plush toy
  • 52. It gives you a chance connect to your customer in a meaningful way.
  • 53. Pepsi Refresh Project
  • 54.
  • 55.
  • 56. Integrated Marketing
  • 57. Factors for Social Media Success
    Have clear objectives
    Drive Action / Engagement
    Email stimulates action
    ID & manage active users, communities
    Go where fishes are, social comm.
    Be relevant
    Listen to what’s being said, and where
    Engage and add value to existing conversations
    Combine Offline & Online
    Act offline, share online
    Reference:
    http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010
  • 58. The Social Media Landscape
  • 59. Your Website
  • 60.
  • 61. Emerging Web Design Trends
    “Don’t make me think”
    Simple Navigation
    Large Headlines vs lots of text
  • 62. Socialize Your Website
    Add social media buttons to your home page
    Add a Facebook Like box to your website
    Portal for your social media channels
  • 63. Strengths & Weaknesses
    Strengths
    Effective for branding, sparking excitement with product announcements, information gathering from official source
    Weaknesses
    May appear ‘one-sided’, glossed over, fake
    Info may not be as ‘cutting edge’ as 3rd party sites
  • 64. Company Blog
    Company voice or individuals?
    Comments enabled?
  • 65. A platform for feedback?
  • 66. Thought Leadership
  • 67. Collaborating with Popular Bloggers
  • 68. Strengths & Weaknesses
    Strengths
    More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback
    Weaknesses
    Time commitment
  • 69. Email
  • 70. Strengths & Weaknesses
    Strengths
    Direct to your inbox
    Fast, repetitive
    Time consuming
    Weaknesses
    Easy to ignore
    Not personalized
    Repetitive, ‘spammy’
  • 71. Web / News Portals
  • 72. Topic Specific Portals
  • 73. Product Specific
  • 74. Strengths & Weaknesses
    Strengths
    Source of ‘alternative’ views, comments = transparency, better understanding
    Product reviews / testimonials are powerful to shape customer sentiment
    Great for PR
    Weaknesses
    Lots of clutter / overload of information
    No control over user sentiment
  • 75.
  • 76.
  • 77. B2C
  • 78.
  • 79. Facebook on your Website
  • 80. Strengths & Weaknesses
    Strengths
    It’s where the fishes are
    Repeat visitors, convenient channel to communicate
    Great for branding, short term engagement
    Weaknesses
    Hard to find direction/purpose, takes time
    Not strong for conversions without significant incentives
  • 81. 131 million users, 55 million on mobile
    31 million visit at least once a month
  • 82. Social Networking in China
    221 million people have blogs, largely in a diary-style
    176 million Chinese connect via social networking system
    117 million connect anonymously via bulletin board system
    Word of mouth is especially influential, since the media is not open.
    http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/
  • 83. Social Media Metrics
  • 84. Company Website & Blogs Metrics
    Number of posts, comments
    Audience growth—unique and repeat visits
    Number of conversions – Adwords, site goals
    Conversion rate
    Subscribers
    Incoming links
    Technorati, Alltop and other directory listings
    SEO improvements, keyword rankings, and # ranked words
    The Definitive Guide to B2B Social Media, by Marketo
  • 85. Social Media Networking Metrics
    Quantitative
    Fans, followers, page views
    Authority
    Velocity
    Channel performance
    Conversions
    Comments/posts
    Pages ranking on search engines
    ROI on Money and Time spent
  • 86. Social Media Networking Metrics
    Qualitative
    Influencer sharing behavior
    Quality of conversation
    Enhancement of relationships with key audiences
    Enhancement of company reputation
    Identification & value of Influencers
    Fan likelihood to promote or offline event etc
  • 87. Online Reputation Tools
  • 88. Why it’s so important
    Monitor, repair, and manage the status of the business
    Stay in tune / connect with the customer, real time
    Develop marketing ideas
    Learn from the feedback it brings backs to you, whether positive or negative
    Reformat your promotional materials to minimize the effects of a possible reputation threat
  • 89.
  • 90.
  • 91. Social Media Monitoring
  • 92. Keyword monitoring
  • 93. Keyword Popularity Research
  • 94.
  • 95. Twitter Search
  • 96.
  • 97. Competitor Analysis
  • 98. 10 Social Media Metrics You Should Be Monitoring
  • 99. 1. & 2. Visitors & Traffic Sources
    Comparison on quantity and quality of traffic to your website
    Web Analytics (Google Analytics, Omniture)
  • 100. 3. Community Size (Fans, Friends, Followers)
  • 101. 4. Membership Increase & active members
  • 102. 5. Leads / Conversions
    Subscriptions
    Sales (direct or affiliate)
    Application use
    Downloads
    Contact forms
  • 103. 5. Leads / Conversions
    Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”
    Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”
    New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn)
    New Clients: 4 (3 from Twitter/1 from LinkedIn).
  • 104. 6. Brand Mentions
  • 105. 7. Mentions by Media Type
  • 106. 8. Sentiment
    And the shift in sentiment over time
  • 107. 9. Comments
    Through Blog, Facebook, Twitter, Social Voting
  • 108. 10. Money Spent (ROI)
    ROI = (revenue - investment) + X / investment * 100
    What is your goal?
    Change in Revenue
    Number of leads
    Employee Retention or Productivity, cost of training
    Customer engagement, idea generation
    Social Good
  • 109. Facebook Marketing Tactics
  • 110. Goals
    Increase Community Size
    Increase Interactions
  • 111. Like Blocks
    Good for fan acquisition
    May have high (50% drop off rate)
  • 112. Give Away’s
  • 113.
  • 114. Photo or Video Contests
    Varying levels of success
    Women more active with photo-sharing than men (*Pixable study)
    Running a photo or video contest outside of an app : violation of Facebook's Terms
  • 115. Sweepstakes
  • 116. Create a Facebook Game
    Can be highly engaging and creative way to boost reputation
    May be costly, and low quality
  • 117. Customer Service
    http://www.facebook.com/AirAsia
  • 118. How to build your Facebook community
  • 119. Shortcut: Buy your community
  • 120. Facebook Insights
  • 121. Facebook Insights
  • 122. Facebook Insights
  • 123. Integrating Facebook with your site
  • 124. Video Marketing
  • 125.
  • 126.
  • 127. Why Rich Media Rules
    It genuinely ENGAGES your audience
    Opportunity to present your brand’s personality
    (Quality) Content is King
    Highly likely to be shared (Viral)
  • 128.
  • 129. The results?
    3 million
    social media views
    19,000
    Likes
    9000
    comments
    88th
    most watched video on Youtube.
  • 130.
  • 131.
  • 132.
  • 133. Success on YouTube
    Focus on content, not on viewers
    A consistent audience requires consistent content.
    There is only one rule for content……and that is “What do you genuinely enjoy making?”
  • 134. YouTube Video Statistics
  • 135. Twitter
  • 136. Interact with followers
  • 137. Customer Service
  • 138. Run Contests
  • 139.
  • 140. Find people
  • 141. Tweet
  • 142. Reply, Retweet
  • 143. Search
  • 144. Social Media Management
  • 145. Your Digital Marketing Plan
  • 146. Social Media Marketing Game Plan
  • 147. Social Media Game Plan
    Business Objectives
    Target Audience
    Social Media Strategies & Tools
  • 148. Business Objectives
    “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”
    “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”
    “I would like to capture 300 new leads using my “free offer” on my website.”
  • 149. Target Audience, Needs
    Target
    Adults 18-35
    Teachers
    Parents
    Teens 13-18
    Exectives
    Tech Savvy Users
    Tourists
    Needs
    Fashion tips/advice
    Promotions/Deals
    Product Reviews
    Funky phone accessories
    The latest gadgets
    Unique sightseeing / shopping ideas
  • 150. How will you build a community of trust?
    Offer regular investment tips, online chat support (through facebook groups)
    Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s
    Produce gadget reviews from everyday users, off the street, random people
    Provide exclusive content for sightseeing events published on facebook page
  • 151. Social Media Strategies & Tools
    Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog.
    Add a poll function to my Facebook page/website
    Set up a twitter account, gather exclusive content to share
    Create a contest & promote it to your Facebook, Twitter, website community
    Build community through Facebook Ads
    Publish content on slideshare, youtube
  • 152. Thank You
    David Liem, Senior Web Marketer
  • 153. Social + Search + Web + Analytics
    RachitDayal
    Lead Consultant, Happy Marketer
    rachit@happymarketer.com
    Twitter - @rachitdayal
  • 154. Rachit’s Story
  • 155. Rachit’s Profile
    7 years of Search Marketing Experience
    Singapore’s first Google certified Marketer in Jan 2005
    Dozens of Search Marketing Clients & Success Stories
    Over $500,000 of ad spend and $5 million of online sales managed
  • 156. Our Clients
  • 157. Social Reputation
  • 158. Measurement Tools
    Website
    Online Reputation
    Insights (Integrated)
    Insight (Integrated)
  • 159. Activity Metrics
    Pageviews
    Unique visitors
    Members
    Posts (ideas/threads)
    Number of groups (networks/forums)
    Comments & Trackbacks
    Tags/Ratings/Rankings
    Time spent on site
    Contributors
    Active contributors
    Word count
    Referrals
    Completed profiles
    Connections (between members)
    Ratios: Member to contributor; Posts to comments; Completed profiles to posts
    Periods: By day, week, month, year
    Frequency: of visits, posts, comments
    http://www.thesocialorganization.com/social-media-metrics.html
  • 160. Social Media Networking Metrics
    Quantitative
    Fans, followers, page views
    Channel performance
    Conversions
    Comments/posts
    Pages ranking on search engines
    ROI on Money and Time spent
  • 161. Social Media Networking Metrics
    Qualitative
    Influencer sharing behavior
    Quality of conversation
    Enhancement of relationships with key audiences
    Enhancement of company reputation
    Identification & value of Influencers
    Fan likelihood to promote or offline event etc
  • 162. ROI Measurement: Marketing/Sales
    Cost per number of engaged prospects (community vs. other initiatives)
    Number of leads/period
    Number of qualified leads/period
    Ratio of qualified to non-qualified leads
    Cost of lead
    Time to qualified lead
    Lead conversion
    Number of pre-sales reference calls (to other customers)
    Average new revenue per customer
    Lifetime value of customers
  • 163. Customer Support
    Customer satisfaction
    Number of initiated support tickets per customer per period
    Support cost per customer in community
  • 164. Product Development
    Number of new product ideas
    % of ideas from customers/prospects/community
    Idea to development initiation cycle time
    Revenue/Adoption rate of new products from community vs. traditional sources
  • 165. HR
    Retention/Employee turn over
    Time to hire
    Prospect identification cost
    Prospect to hire conversion rate
    Hiring cost
    Training cost
    Time to acclimation for new employees
  • 166. Online Reputation Tools
  • 167.
  • 168.
  • 169.
  • 170.
  • 171.
  • 172. Alexa
  • 173. Day 2 – Search Marketing
  • 174. Your Customers Love Search Engines
  • 175. Search Marketing is Cost Effective
  • 176. 3 Simple Things …
    What Is Search Marketing
    The Most Important Thing About It
    How To Sell Search Marketing To Your Boss
  • 177. What Is Search Marketing?
  • 178. What Is Search Marketing?
    Driving prospects from search engines to your website
  • 179. What’s In the Search Results Page?
  • 180. Natural Search Results
    10 Relevant Results / Links
    Websites
    Videos
    Images
    News
    Shopping
    Based on quality of content, can’t be bought
  • 181. Sponsored Links
    6-11 Ads on the Top/Side
    Known as Search Advertising
    Advertisers bid on different keywords
    Only pay when someone clicks (PPC)
  • 182. What Is Search Marketing?
    Get Better Rankings
    (SEO)
    Show More Targeted Ads
    (SEM)
  • 183. The Most Important Thing About Search Marketing
  • 184. Picking The Right Keywords
    The keywords you select, define
    Your costs
    Your competition
    Your results
    Your ROI
    Your brand value
    Your success on search engines
  • 185. Case Study: HeadSprout!
    Good Keywords
    Hair loss treatments
    Hair loss serum
    Baldness
    Baldness solutions
    Hair growth cosmetics
  • What Make Good Keywords
    Problems your customers face
    Solutions your customers are looking for
    Buzz words & industry specific words
    Popular (enough searches)
  • 191. What Makes Bad Keywords
    Generic, broad phrases (e.g. health tips)
    Most single word phrases (e.g. hair or bald)
    Too few searches
    Words that aren’t in the customer’s dictionary
    Anything with a celebrity’s name in it
  • 192. Your Must Have Keywords
    Your company name
    Your brand names
    Your management team
    Your proprietary IP
    It’s not optional to market to these keywords!
  • 193. Selling Search Marketing To Your Boss
  • 194. Everybody Has a Boss
  • 195. Selling Search Marketing …
    Bring out your …
    PJMAS
  • 196. 5 Ways To Sell It Internally
    P
    J
    M
    A
    S
    Pride – Paint a picture of #1
    Jealousy – Show competitors
    Money – Cheaper than offline
    Awe – Show ‘em other experts
    Statistics – Real search statistics
  • 197. Statistics – Most Powerful
    https://adwords.google.com/select/KeywordToolExternal
  • 198. 3 Simple Things … Recap
    What Is Search Marketing
    Getting relevant traffic from search engines
    The Most Important Thing About It
    Picking good keywords, avoiding bad
    How To Sell Search Marketing To Your Boss
    Bring out your PJAMS, back up with statistics
  • 199. Google Analytics
  • 200. If a tree falls in a forest …
    And no one is there to hear it …
    Does it make a sound?
  • 201. The Need for Web Analytics
    If you have a lot of activities dedicated to sending traffic to your site …
    But you can’t accurately measure the results of those activities …
    Did that effort just go to waste??
  • 202. “If you can’t measure it, you can’t manage it.”
  • 203. What is Google Analytics?
  • 204. Provides Answers to Difficult Questions
  • 205. Powerful Features in a Simple UI
  • How Google Analytics Works
  • 211. Web Analytics Principles
  • 212. Visitor (or Absolute Unique Visitor)
    A visitor is uniquely identified by a Google Analytics visitor cookie
  • 213. Visit
    A visit (or session) is a period of interaction between a browser and website.
    Closing the browser or staying inactive for 30 minutes ends the session.
  • 214. Pageview
    A pageview is counted every time a page on your website loads
  • 215. Pageviews, Visits & Visitors
  • 216. New vs Returning Visitors
    New Visitors have visited for the first time
    Repeat Visitors have previously visited the site
  • 217. Bounce Rate
    A bounce occurs when a visitor only views one page
    The bounce rate is the percentage of visitors who left after viewing just one page.
  • 218. Time on Site
  • 219. Google Analytics Tracking Code (GATC)
  • 220. Traffic Report – Measure SEM, SEO & SMO
  • 221. What is a Goal?
    In Google Analytics, a goal represents a website objective, such as:
    A page viewed by the visitor once they have completed a desired action
    A specified amount of time spent by the visitor on the website
    A specified number of pages viewed by the visitor on the website
  • 222. Examples of Goals
  • 223. Possible Goals
    Ecommerce Sales
    Software Download
    Account Signup
    Contact Form
    White Paper Downloads
    Flash Events (Audio/Video plays)
  • 224. Goals in Reports
  • 225. Funnels – Why Define Them?
    A series of pages through which a visitor must pass before reaching the goal
    A funnel allows you to:
    Examine where visitors enter and exit the conversion process
    Eliminate bottlenecks in your process
    Identify which site paths lead to most goal completions
    Use your findings to test changes on the site
  • 226. Search Engine Optimization
    KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses
  • 227. Your Customers Love Search Engines
  • 228. SEO – Trusted So Much More!
  • 229. What is Search Engine Optimization?
    Search Engine Optimization is the process of creating or updating a website to
    improve the site’s ranking in organic search results,
    with the objective of increasing the volume of quality traffic.
    This must be done
    on-page (site architecture, link structure, content, keywords, title tags, etc.) and
    off page (link building.)
  • 230. Recap – SEO vs SEM
  • 231. Why SEO?
    Free visitors
    Qualified traffic
    Proven for conversions
    More leads
    More exposure
    Add value to users
    More targeted
    Less invasive, more receptive
    Reduce marketing expenses
    Stay competitive
    Measurable
  • 232. Free Traffic
  • 233. Qualified Traffic
  • 234. Proven for conversions
  • 235. More leads
  • 236. More exposure
  • 237. Add value to users
  • 238. More targeted
  • 239. Less invasive, more receptive
  • 240. Reduce marketing expenses
  • 241. Stay competitive
  • 242. Measurable
  • 243. KarateSEO© - The Six Factors
    Keywords
    Picking the Right Keywords to Market to
    Architecture
    Planning a site architecture rich with content & keywords
    Relevant Content
    Optimizing specific pages for the right keywords
    Authority & External Links
    Having the right sites link to you, and using the right keywords
    Trouble Signs
    Avoid these common problems & mistakes
    Experience on Site
    Making sure users are satisfied with their experience with your site
  • 244. The Original PageRank Algorithm
  • 245. Protecting your brand on search engines
    Protecting your brand keywords on search engines
    Rank #1 vs the other 8 results
  • 246. Optimizing your website for higher rankings
  • 247. SEO: Location, location, location
  • 248.
  • 249. Search Engine Marketing
    Online AdvertisingTrends& Stats
  • 250. Search – Largest share
    Growth Of Search: Marketers Voting With Their Dollars
    Search most dominant form of web advertising
    3X growth every year since 2001
    45 searches per month, per user
  • 251. Search – Most Cost Effective
  • 252. What is Google AdWords
  • 253. Why use AdWords?
  • 254. Highly Targeted
    Only shows on relevant searches or content
  • 255. Vast Reach & Audience
    Reach billions of people, across the world – with just one advertising platform
    #1 search engine in 17 out of 20 countries measured
    Your customers
    search Google in their own language
    “Google is arguably the most global commercial Web site ever built.”
    – John Yunker, Chief Analyst, Byte Level Research
  • 256. Affordable & Cost Control
    No minimum spend
    You decide the daily budget
    Choose how much to pay for each keyword
    Only pay when users click your ad
    More cost effective than Banner ads, Direct mail, Offline advertising
    Completely trackable – Shows how profitable each keyword is
  • 257. Fast & Flexible
    Start advertising within 15 minutes
    Start & Stop whenever you want
    Unlimited changes, no charges
    Target ads by location, language & topic
    Ability to test multiple ads at once
  • 258. SEM
  • 259. Sample Ads on Google Search
  • 260. … And The Google Content Network
  • 261. Sample Ads on Content Network
  • 262. The Sweet Spot for Keywords
  • 263. AdWords Terminologies
  • 264. A Typical Text Ad
    Ad Title (25 character limit)
    Ad Text (35 character limit)
    Display URL (35 character limit)
  • 265. Google Adwords Tool: Priceless!
    https://adwords.google.com/select/KeywordToolExternal
  • 266. How to set your SEM Budget
  • 267. Calculating your SEM budget:
    No. of
    Sales
    Conversion Rate (%)
    No. of
    Visitors
    Cost Per Click ($)
    Budget
  • 268. Calculating your SEM budget: An Example
    Your marketing goal is to sell 100 Creative Sounds Systems globally every month
    CPC for “Creative Sound Systems” = $1.16
    Your website converts2%of its visitors
    Each sale would cost $58 or 1 sale per 50 visitors
    100 systems sold would cost you $5800/ month
  • 269.
  • 270.
  • 271. Google Analytics
  • 272. What is Google Analytics?
  • 273. But Wouldn’t You Like To Know …
    How visitors are finding your site?
    How they navigate through it?
    What are they looking at?
    How long are they staying there?
    Are they coming back?
    Are they local?
    …..
    …..
  • 274. Google Analytics Tracking Code (GATC)
  • 275. Ways to Read Reports
    Online Interface
    Profiles
    Giving Access to Members
    Downloadable
    PDFs
    XLS files
  • 276. Answers for
    What browsers are they using?
    Do they use Flash? What about Javascript?
    Which campaigns are bringing sales?
    What keywords are good for business?
    What’s the ROI on my marketing investment?
    Where do people drop out of our sales funnel?
    designers
    marketers
    management
  • 277. Installing Google Analytics
  • 278. Create a New Account
    Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account
  • 279. Google Analytics Tracking Code (GATC)
  • 280. Finding Your Tracking Code
    Go the “Analytics Settings”
    Click on “Edit” for the appropriate profile
    Click the “Check Status” in the top right corner
    Your tracking code and instructions for how to add it to your site will be displayed
  • 281. Understanding the Tracking Code
  • 282. Custom Website Setups
    Basic tracking code works with most site setups
    However, some situations will require small changes to your tracking code
    Common examples:
    Track multiple domains in one profile
    Track more than one subdomain in one profile
    Track multiple domain aliases
  • 283. Installing the JavaScript
  • 284. Checking Reports for Data
  • 285. Checking Source Code
  • 286. Checking Source Code
  • 287. Making Sure Each Page Has The Tracking Code
    SiteScan is a free tool at www.SiteScanGA.com
    Checks each page on your site for the code
    Created by third party developer EpikOne
  • 288. Installing GA Tracking Code
    In this lesson, you will learn:
    how to create a new account
    where to place the Google Analytics Tracking Code
    about website setups that require customization
    how to verify installation
    Video
    http://services.google.com/analytics/breeze/en/installing_ga_code/index.html
  • 289. Code Suggestion Tool
  • 290. Tracking Sites Documentation
    http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html
  • 291. Group Breakout
    Is the code currently installed on …
    Home page?
    Major pages?
    Support pages?
    Island Landing pages?
    What processes should be put into place to ensure all new pages have the GA code embedded in them?
  • 292. Analytics Interface
  • 293. Initial Screen
  • 294. Analytics Settings
  • 295. Report Interface
  • 296. Report Structure
    Visitors
    Traffic Sources
    Content
    Goals
    Ecommerce (if enabled)
  • 297. Setting The Active Date Range
  • 298. Setting a Comparison Date Range
    You can use either the Calendar or Timeline to select a comparison date range
  • 299. Graphing by Day, Week and Month
  • 300. Multi-Line Graphs
  • 301. Graph Roll-Overs
  • 302. Exporting Report Data
    Export into:
    PDF
    XML
    CSV
    Tab-Separated
  • 303. Email Reports
  • 304. Curriculum Links
    Some reports contain additional links for reports (in some cases these reports are not shown in the main navigation)
  • 305. Title and Breadcrumbs
  • 306. Narratives and Scorecards
    The narrative summarizes the traffic that’s included in the report
    The scorecard provides metric aggregates and averages
  • 307. Quick Segmentation
    Use the Dimension menu to segment table data by Source, City, Campaign, etc.
  • 308. Visitor Profile
  • 309. Traffic Sources
  • 310. Content Performance
  • 311. Content Reports
  • 312. Top Content, Content by Title, Content Drilldown
  • 313. Navigation Summary
  • 314. Navigation Metrics
  • 315. Traffic Sources
  • 316. What Makes A Good Source of Traffic?
  • 317. What Makes A Good Source of Traffic?
  • 318. Revenue & Conversion Drivers
  • 319. Keywords Report
  • 320. Traffic Sources Explained
  • 321. Campaign Attribution
  • 322. Why Are “Previous” and “Next” pages the Same?
  • 323. Campaign Tagging
  • 324. 1. Campaign Name
    Name – Strategic Title for Campaign
    Chinese New Year promotion (cny)
    Christmas promotion (christmas)
    Autoresponderfollowup sequence (autoresponder)
    Winter Olympics (winterolympics)
    Be Connected (beconnected)
  • 325. 2. Campaign Medium
    Medium – Online Source of Traffic
    Banner Ads (banner)
    Email Blasts (email)
    Search Advertising (cpc)
    Television Commercials (tvc)
    Direct Mail (directmail)
    Social Media (socialmedia)
  • 326. 3. Campaign Source
    Source – Name of specific referrer
    Google (google)
    Yahoo (yahoo)
    Facebook (facebook)
    StreetDirectory Banners (streetdirectory)
    April Newsletter (newsletter4)
  • 327. 4. Term & 5. Content (both optional)
    Term – Identify paid keywords
    Content – Used to Differentiate Ads
    Ad with Child (childad)
    Ad with Computer (computerad)
    Ad with Guarantee (guaranteead)
  • 328. Google Analytics URL Builder
    Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
  • 329. Tagging the URL Builder (Step 1)
    Source – Publication sending traffic (Twitter, Yelp, Facebook)
  • 330. Tagging the URL Builder (Step 2)
    Source – Publication sending traffic (Twitter, Yelp, Facebook)
    Medium – Type of traffic (CPC, Social Media, Email)
  • 331. Tagging the URL Builder (Step 3)
    Source – Publication sending traffic (Twitter, Yelp, Facebook)
    Medium – Type of traffic (CPC, Social Media, Email)
    Campaign Name – Title of campaign or initative (Christmas)
  • 332. What does it finally look like?
    http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten
  • 333. Exercise - What Are Your Campaigns ?
    For every campaign, list out …
    Source *
    Medium *
    Name *
    Term
    Content
    Break into your department teams & take 10 minutes!
  • 334. Setting Up Goals
  • 335. Videos To Explain Goals & Funnels
    http://services.google.com/analytics/breeze/en/goals/index.html
    http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html
  • 336. What is a Goal?
    In Google Analytics, a goal represents a website objective, such as:
    A page viewed by the visitor once they have completed a desired action
    A specified amount of time spent by the visitor on the website
    A specified number of pages viewed by the visitor on the website
  • 337. Examples of Goals
  • 338. Possible Goals
    Ecommerce Sales
    Software Download
    Account Signup
    Contact Form
    White Paper Downloads
    Flash Events (Audio/Video plays)
  • 339. Goals – Three Types
    A URL Destination goal triggers a conversion when a visitor views the page you specified
    A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you set.
    A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified
  • 340. Funnels – Why Define Them?
    A series of pages through which a visitor must pass before reaching the goal
    A funnel allows you to:
    Examine where visitors enter and exit the conversion process
    Eliminate bottlenecks in your process
    Identify which site paths lead to most goal completions
    Use your findings to test changes on the site
  • 341. Goals in Reports
  • 342. Exercise – What are your Goals?
    Come up with 10-15 goals to track for your dept
    For each goal …
    Is it a page view or download goal?
    Is it a time spent on site goal?
    Is it a pages/visit goal?
    If it’s a Page View / Download goal …
    Define the funnel that leads to the goal
  • 343. Internal Site Search
  • 344. Video Explanation
    In this lesson, you will learn:
    how to set up internal site search
    why internal site search is important
    how to find site search information in your reports
    how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports
    how to use Search Refinement and Search Navigation options with the Search Terms report
    how to set up and analyze Site Search Categories
    how to find Site Search Trending
    how Site Search metrics differ from the metrics in other reports
    http://services.google.com/analytics/breeze/en/internal_site_search/index.html
  • 345. Advanced Segments
  • 346. Video Explanation
    In this lesson, you will learn:
    Why you need to segment your audience
    how Advanced Segments differ from filtered profiles
    to apply an Advanced Segment to your reports
    how to create and modify an Advanced Segment
    http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html
  • 347. Summary – Important Advanced Segments
    Bounced visits
    Visits that dropped out of the funnel
    Brand keyword visits
    Brand keyword (organic) visits
    Brand keyword (paid) visits
    Non-brand keyword visits
    Non-brand (organic) visits
    Non-brand (paid) visits
    First-time buy visits
    Return visit buys
  • 348. Custom Reports
  • 349. Video Explanation
    In this lesson, you will learn:
    how to create, save, and edit a custom report
    Why different people might need different reports
    http://services.google.com/analytics/breeze/en/custom_reporting/index.html
  • 350. Group Breakout
    What do you need to see in your report?
    Which dimensions?
    Which metrics?
    Who else needs to see this report?
    What analysis do you read from it?
    What actions can you take from it?
  • 351. Tools To Use
  • 352. Getting Listed with Google Webmaster Tools
  • 353. There was no way to peek in Google’s head …
    No way to know
    If you were getting banned
    If your site had structural problems
    See what searches you show up for
    Tell google the difference between regular & mobile search
  • 354. Google Webmaster Tools
    http://www.google.com/webmasters/tools/
  • 355. Step 1 – Add Your Site
  • 356. Step 2 – Verify Your Site
  • 357. Step 3 – Create an XML Sitemap
    http://www.xml-sitemaps.com/
  • 358. Step 4 – Tell Google where the Sitemap is
    Upload the XML sitemap to your site
    Log into Webmaster Tools
  • 359. Perform Diagnostics & Fix Problems
  • 360. Google Alerts
    How to keep track of news & competitors
  • 361. The Biggest Handicap Online …
    Is working blind – without knowledge of your industry or competition
    Enter Google Alert – it can help notify you of any changes on the Internet
    Use it to track
    Industry News
    Blogs & other websites
    Competition’s moves
  • 362. http://www.google.com/alerts
  • 363. Recommended Alerts
    Daily Alerts/Feeds
    Your brand name
    Your competition brand names
    Weekly Alerts/Feeds
    Your primary adverting keywords
    Authority news sources in your industry
  • 364. Google Insights
    The official story on Phrase popularity & stats
  • 365. http://www.google.com/insights/search
    Web search popularity
    Related news
    Regional interest
    Related search terms
    Rising searches & market trends
  • 366. Competition Analysis
  • 367. Every keyword is its own market …
    Different set of competitors
    Different philosophy behind search
    Different search volumes
    Different kind of search results
    Very different markets!
  • 368. Keyword Analysis – From A User’s Eyes
    Intent – Is the user trying to research? Or make a decision?
    Competition – Who are the other top results? What are they offering on their landing pages?
    Category – What type of information shows up? Editorial? Promotional? Corporate-speak?
    How can youroffer best match the expectations from this keyword?
  • 369. Search Engine Optimization
    KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses
  • 370. KarateSEO© - The Six Factors
    Keywords
    Picking the Right Keywords to Market to
    Architecture
    Planning a site architecture rich of content & keywords
    Relevant Content
    Optimizing specific pages for the right keywords
    Authority & External Links
    Having the right sites link to you, and using the right keywords
    Trouble Signs
    Avoid these common problems & mistakes
    Experience on Site
    Making sure users are satisfied with their experience with your site
  • 371. 1. Keywords
  • 372. Start with your Seed List of Keywords
    Travel
    Hotels
    Air Tickets
    Holiday
    Travel Deals
    Vacation
  • 373. http://www.keywordeye.co.uk/
  • 374. http://kwmap.com/
  • 375. Google Wonder Wheel
  • 376. Expand by adding more Modifiers
    More specific keywords
    Location
    Language
    Changing Columns
    Using Site-based Suggestions
  • 377. https://adwords.google.com/select/KeywordToolExternal
  • 378. Select Keywords by …
    Subjective relevance
    Would I want this keyword associated with my brand?
    Estimated conversion
    Will it lead to a sale? Or will it attract just surfers?
    Past Data Trends
    Actual conversion data from Analytics/AdWords
    Amount of competition
    Is your budget big enough to fight for this keyword?
  • 379. 2. Architecture
  • 380. Site Architecture / Sitemap is Critical
    The GoogleBot’s Life
    Your sitemap & links are the language it understands
    If it’s not content rich, it won’t rank you
    Focused content
    You need one optimized page per keyword
    Should have content, relevant media & links
    Rich in Content
    More Pages = More Authority
    All pages should be interlinked with navigation &subnav
  • 381. Excel Sitemap-Keyword Mapping
  • 382. Architecture– Links & Calls to Action
    HTML links to other sites, or other pages increase the weight of a landing page
    Link to other relevant articles
    Relevant products
    Avoid paid links
  • 383. E.g. Copyblogger
  • 384. Architecture – Internal Links
    Internal linking should be clear
    Avoid flash navigation
    Avoid image navigation
    Clear, text navigation is best
  • 385. 3. Relevant Content
  • 386. Content– Title Tags
    First, most prominent piece of text for any page on your site
    First function, search engine visibility
    Second function, call to action
    Unique, descriptive title of 5 to 10 words (69 to 75 characters)
    First three words – keyword
    Ensure it’s a phrase people can read
  • 387. Content – Heading Tags
    <h1> and <h2> tags tell Google what’s important
    Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead.
    Write multiple headlines relating to the topic
    Focus on conversion – lead user to an end result
  • 388. Content – Body Text
    Google also measures
    keyword proximity and
    Keyword density
    In each landing page, let the main keyword appear 3 to 10 times
    Keep the body of the text between 400 and 900 words
  • 389. 4. Authority & External Links
  • 390. The Original PageRank Algorithm
  • 391. Link Popularity - Directories
    Directory Submissions
    Outsource to an external company
    http://www.submitinme.com/default.aspx
    Almost extinct, don’t spend too much effort
  • 392. Link Popularity - Blogs
    A blog is a natural link magnet
    People are encouraged to cross-link, comment
    Start a blog on your topic
    Write articles relating to your major keywords
    Submit blog to major RSS feed directories
    Find other blogs and manually leave comments, build friendship for cross-links
  • 393. Link Popularity – Press Releases & Articles
    Articles
    Less relevant, more of a numbers game
    Rarely lead to conversions, but great for PageRank
    Press Releases
    Harder to craft, more exclusive, more expensive
    Can lead to spurt of traffic & sales
    Must have a newsworthy element to it
  • 394. 5. Trouble Signs
  • 395. Flash Websites
  • 396. Sites with Frames
  • 397. URLs / Page Titles that don’t change
  • 398. Types of Spam (Page 1)
    Reciprocal Link Trading
    Cloaking
    Promoting Keywords not related to your Web Site
    Keyword Stacking
    Keyword Stuffing
    Hidden Text
    Tiny Text
    Hidden Links
  • 399. Types of Spam (Page 2)
    Artificial Link Farms
    Redirects
    Mirror or Duplicate Pages
    Doorway Pages, Gateway Pages or Hallway Pages
    Domain spam & Mirror Sites
    Typo spam and Cybersquatting
    Automated Blog Spam
  • 400. 6. Experience on Site
  • 401. Usability – Speed of Loading
    Major factor in Landing page quality score for both SEO and PPC
    Slow pages = bad user experience
    Shoot for less than 100 kb
    Optimize by lowering image quality, less graphics and cleaning up code
  • 402. Usability – Clear Branding
    Have a clear logo on top right, contact information on top left
    Headline
    Large font
    4-8 words
    Clearly spell out what’s on the page
    Have a benefit for the reader
    Probably contains keywords
  • 403. Usability – Ease of Reading
    Text
    Use common fonts (Arial, Verdana, Sans Serif)
    Use bold dark colors on white background
    Have headlines and short paragraphs
    Images & Videos
    Have an explanatory image or video
    Keep the good stuff above the fold
  • 404. Usability – Time Spent on Site
    Google can track how many people click the “back” button
    People can also move pages up or down in rankings
    Watch your web analytics
    Keep the bounce rate down
    Increase the time spent on site
  • 405. SEO & Social Media – Friends Forever!
    Content + Links = SEO Success!
  • 406. 99% starts with search but…
    18% searches start with Social Media(Wikipedia, Social Media Networks, Blogs)
    Gradually overtaking informational websites
  • 407. Content + Links = Search Engine Success!
    Share articles, press releases, PPT slides presentations, photos, PDF files
    Helps with link authority (PageRank)
    Links = Website link on your profile page, share articles on social networks
    More Links = More Exposure
    URL Shorteners (bit.ly) help with PageRank
  • 408. Social Networks You Must Be On
    Articles
    Facebook
    Twitter
    Digg
    Delicious
    Reddit
    StumbleUpon
  • 409. Social Networks You Must Be On
    Profiles
    LinkedIn
    PFD’s
    SlideShare
    Scribd
    Media
    YouTube
    Flickr
  • 410. And so many more…
    Be visible where your audience is.
  • 411. Optimizing Your Social Media Links
    Be consistent with your keywords
    Use the Google Keyword Tool for ideas
    Title – contains keywords
    Description – attractive & accurate summary of your content, contains more keywords
    Tagging – don’t forget
  • 412. Search Engine Marketing
    Online AdvertisingTrends& Stats
  • 413. AdwordsFlavors
    Everything a marketer needs to know about adwords distribution & ads
  • 414. Ad Distribution:Customer’s perspective
    Other
    25%
    The Google Network reaches 75%of Internet Users worldwide*
    network
    75%
    Content publishers,
    including:
    Google properties,
    including:
    Search partners,
    including:
    406
  • 415. Keyword Campaigns
    Target by relevant keywords. Ad appears on
    Google.com (text ads)
    Google’s Search Partners (text ads)
    Relevant pages on Google’s content network (text ads, expanded text ads, image ads, video ads)
    You pay only when someone CLICKS your ad
    Text Ads
    Expanded Text Ads
    Image Ads
    Video Ads
  • 416. Keywords areTraditional
    Everyone knows keywords
    Google’s flagship product
    Developed for six years
    Strong analytics & transparency
    Conversion tracking
    Display statistics
    Click metrics
  • 417. Site Targeted Campaigns
    Target by choosing sites. Ad only appears on the sites you choose.
    Only shows expanded text ads, image ads, video ads
    You pay only when someone SEES your ad
    You bid CPM –
    The amount you’re willing to pay for 1000 visitors to see your ad
    Typical CPM rates start from $2 / 1000 visitors
    Expanded Text Ads
    Image Ads
    Video Ads
  • 418. Ad Distribution:An Advertiser’s Perspective
    Keyword Campaigns
    Site Targeted Campaigns
    Text Ads
    Expanded Text Ads
    Expanded Text Ads
    Image Ads
    Image Ads
    Video Ads
    Video Ads
  • 419. AdWords Terminologies
  • 420. A Typical Text Ad
    Ad Title (25 character limit)
    Ad Text (35 character limit)
    Display URL (35 character limit)
  • 421. Clicks
    People who click on your advertisements
    Cost you $$$, everytime somebody clicks
  • 422. Impressions
    Number of times you ad shows
    On Google Search
    Content Partners (Gmail, NY Times, About.com etc)
    Popular keywords: 1000s of impressions/day
    Rare keywords: <100 impressions/month
  • 423. CTR – Click Through Rate
    For every 100 people that see your ad
    How many click it?
    Example
    1000 impressions
    34 clicks
    3.4% CTR
  • 424. CPC – Cost Per Click
    When somebody clicks on your ad
    You pay
    Between SGD .02 and SGD 20 (every time)
    Different CPC for search, content &placement
  • 425. Conversions – the Magic Juice
    Conversion
    An action by your website visitor that makes you money (E.g. Sale or Email opt-in)
    Conversion Rate
    For every 100 visitors, how many conversions
    Cost Per Conversion
    How many $$$ does it cost per conversion?
  • 426. Google Adwords Tool: Priceless!
    https://adwords.google.com/select/KeywordToolExternal
  • 427. Conversion Marketing vs Branding Marketing
  • 428. Two Types of Search Engine Marketing
    Conversion & Sales
    Less than 5 keywords
    Intense focus on ad & landing page testing/optimization
    Costs less, but harder work
    Branding & Visibility
    20 to 20,000 keywords
    5 to 100 content properties
    Costs more, but less work
  • 429. Conversion & Sales
    Focused Reach
    Few keywords, each keyword is a market on its own
    Focused, targeted reach
    Effort is Targeted
    On keyword pruning and finding negative keywords
    On creating text ad variations
    On creating landing pages & testing them
  • 430. Sales Focused – Keyword Selection
    Pick your favorite 5 keywords
    The top 50 popular traffic keywords
    Very relevant
    Have a landing page in mind for each keyword
  • 431. Sales Focused – Campaign Setup
    Set up a new keyword campaign “Popular Keywords”
    Set up an individual ad group for each keyword selected
    Select only “exact match” and “phrase match”, not “broad”
    Select the most relevant landing page
  • 432. Your Campaign Setup
    Your AdWords Account
    Campaign # 1
    Popular Keywords
    Other Campaigns
    Ad Group # 1
    “acne”
    Ad Group # 2
    “acne scars”
    Ad Group # 3
    “acne cure”
    “acne” (exact match)
    “acne cure” (exact match)
    “acne” (phrase match)
    “acne cure” (phrase match)
    “acne scars” (exact match)
    “acne scars” (phrase match)
  • 433. The Sales Funnel
    Ads need to connect to customer needs
    Test often to find the right message
    Google ad 1 acne scars
    Landing Page 1
    Ad Group # 2
    “acne scars”
    Google ad 2 acne scars
    Landing Page 2
  • 434. Branding & Visibility
    Send me traffic!
    Huge reach, lots of keywords & site placements
    Broad, more generic reach
    Effort is spread out
    On create text, image, video ads
    Expanding list of keywords & site placements
    On creating landing pages & testing them
  • 435. Branding & Visibility– Keyword Selection
    Highly relevant keywords
    Give them their own ad groups of 2-3 keywords
    Bid to reach position 3-5 in search
    Medium relevance keywords
    Group them into ad groups of 10-25 keywords
    Bid to reach position 7-10
  • 436. Visibility – Ad Placement Selection
    Search & Content Network: Where do you want your ads to show up?
    Eliminate irrelevant (Content Network) sites if needed
    Organize sites into themed ad groups & campaigns
  • 437. Visibility – Ad Variety
    Image, video, placement and text ads
    Image and videos are more engaging (higher conversions)
  • 438. Visibility – Sales Funnel
    Get traffic from everywhere!
    keyword, content &site-themed campaigns
    Show a variety to your target market using text, image and video ads
    Success! More traffic!
  • 439. Effective Websites
    Seven ways to convert visitors into buyers
  • 440. 1. Make The Home Page Useful
  • 441. Reaffirm your brand and site purpose
    • Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.
    • 442. Avoid long introductions as customers will seek this information in the ‘about us’ section.
  • Find the optimal page layout
    • Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.
  • Test product promotions
    • Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.
    • 443. Popular or seasonal products that are profitable for you should be visible on the homepage.
  • Make it easy to navigate further
    • You want visitors to proceed beyond your homepage.
    • 444. With so many potential routes a visitor could take, make sure they don’t get lost.
    • 445. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.
  • 1. Top Tips for Home Pages
    Reaffirm your brand and site purpose:
    Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.
    Find the optimal page layout:
    Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.
    Test product promotions:
    Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.
    Make it easy to navigate further:
    You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.
  • 446. 2. Bring Me To The Right Page
  • 447. Link ads to the right page
    • Product-specific ads and keywords should link to product specific pages;
    • 448. More general ads about a product or service category should link to more general pages.  
    • 449. Avoid directing visitors to search results pages.
  • Mirror your ad title
    • Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.
  • Ensure selling points are visible
    • If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.
    • 450. Make sure selling points from your ad are clearly visible on your landing page.
  • 2. Top Tips for Landing Pages
    Link ads to the right page:
    Product-specific ads and keywords should link to specific pages;
    More general ads about a product or service category should link to more general pages.  
    Mirror your ad title:
    Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.
    Ensure selling points are visible:
    If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.
    Ensure selling points from your ad are visible on your landing page.
  • 451. 3. Help Me Navigate
  • 452. Make product/service categories visible
    • People need to see how to navigate in order to do so.
    • 453. Use clear labels/titles to show what products and services you offer.
    • 454. Build a navigation structure that is intuitive and not too complex.
  • Use easy-to-understand terms
    • When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.
    • 455. Avoid jargon where possible.
  • Highlight where to go next
    • Help the user understand how they can get from A to B in the easiest possible way.
    • 456. Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.
  • 3. Top Tips for Navigation
    Make product/service categories visible:
    People need to see how to navigate in order to do so.
    Use clear labels/titles that show what product and service categories you offer.
    Build a navigation structure that is intuitive and not too complex.
    Use easy-to-understand terms:
    When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.
    Highlight where to go next:
    Help the user understand how they can get from A to B in the easiest possible way.
    Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.
  • 457. 4. Give Me The Right Search Results
  • 458. Check quality of results
    • Is your site’s search function working well?
    • 459. Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. 
  • Make site search visible
    • Visitors to your site should be able to see, at a glance, where to search.
    • 460. Consider enlarging your search box or making it more prominent.
    • 461. Ideally 27 characters wide.
  • Allow customers to sort results
    People like to be able to sort through search results.
    Allow visitors to order what they see by anything from price or popularity to colour, style etc.
  • 462. Lay out search results clearly
    • Ensure visitors can glance through search results and compare listings easily to decide where to click next.
  • 4. Top Tips for Site Search
    Check quality of results:
    Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. 
    Make site search visible:
    Visitors to your site should be able to see, at a glance, where to search. Consider enlarging your search box or making it more prominent.
    Allow customers to sort results:
    People like to be able to sort through search results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.
    Lay out search results clearly:
    Ensure visitors can glance through search results and compare listings easily to decide where to click next.
  • 463. 5. Make Registration Optional
  • 464. Allow purchase without registration
    • Let customers buy from you without creating an account.
    • 465. You can still capture details like their email address in your payment details form;
    • 466. You can also offer them the opportunity to register post-sale.
  • Make registration easy
    • Try to reduce the amount of information required to register.
    • 467. Stick to the details you really need.
  • Highlight the benefits
    • If you want to encourage customers to register, let them know how this will benefit them.
  • 5. Top Tips for Registration
    Allow purchase without registration:
    Let customers buy from you without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.
    Make registration easy:
    Try to reduce the amount of information required to register. Stick to the details you really need.
    Highlight the benefits:
    If you want to encourage customers to register, let them know how this will benefit them.
  • 468. 6. Make It Easy To Enquire
  • 469. Don’t ask for unnecessary details
    • Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.
  • Show transparent steps
    • Use a status bar to show what stage a customer is at in the checkout process.
    • 470. This sets expectations and makes the process seem manageable.
  • Expedite the process
    • Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.
  • Avoid distractions
    • You may want to remove advertising and unnecessary navigation bars from your checkout process.
    • 471. Minimize distractions that might lead a customer to move elsewhere.
  • 6. Top Tips for Enquiries
    Don’t ask for unnecessary details: 
    Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.
    Show transparent steps: 
    Use a status bar to show what stage a customer is at in the checkout process. This sets expectations and makes the process seem manageable.
    Expedite the process: 
    Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.
    Avoid distractions:
    You may want to remove advertising and unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.
  • 472. 7. Reassure Me
  • 473. Offer transparency on risks & price
    • Be transparent about total costs and inform customers early on about any extra charges.
    • 474. It can also be beneficial in the checkout process to offer downloadable information.
  • Clarify what happens after purchase
    • Make sure a customer knows how long the next step will take.
    • 475. You should have immediate online email confirmation, and set expectations for an offline reply.
  • Offer security
    • Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.
    • 476. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.
  • 7. Top Tips To Reassure
    Offer transparency on risks & price:
    Be transparent about total costs and inform customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.
    Clarify what happens after purchase:
    Make sure a customer knows how long the next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.
    Offer security:
    Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.
  • 477. Website Principles
    Home page
    Landing Page
    Navigation
    Site Search
    Registration
    Enquiry Forms
    Trust
  • 478. There’s More Help
    Walking out of this room with an action plan of critical tasks
  • 479. Training Programs
    Think Tank for Senior Managers & Leaders
    Half a day
    Strategic view of company, competitors
    Senior leaders from sales, marketing, IT
    Plugging the biggest implementation leaks
    Prioritizing New Media Goals
    Boot Campsfor Mid-level IT/Marketing Staff
    • 1-2 days
    • 480. Implementation processes in web, search & social media
    • 481. Relevant execution folks from marketing & IT
    • 482. Learning how to manage agencies & web staff
    • 483. Beating practical challenges
  • Thanks.That’s all for this workshop!
    Find Us!
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