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Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
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Search Marketing and Social Media Introduction
Search Marketing and Social Media Introduction
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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!
      Web: www.HappyMarketer.com
      Email: Hello@HappyMarketer.com
      Twitter: @hmarketer
      Facebook: www.Facebook.com/HappyMarketer

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