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Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
Early Childhood Program Marketing on Google
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Early Childhood Program Marketing on Google

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Marketing for Early Childhood Programs on Google and Google AdWords

Marketing for Early Childhood Programs on Google and Google AdWords

Published in: Technology, Design
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  • 1. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive The Secret to Giving More Tours and Enrolling More Families Google Marketing for Early Childhood Programs
  • 2. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management  Pay-Per-Click Management: AdWords, Microsoft (Bing), Yahoo!, Facebook, LinkedIn  Targeted Display Advertising  Multi-Targeting – Location, Contextual, Behavioral  WordPress SEO What We Do:
  • 3. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management  Focus on Ethical Marketing  Data-Driven: Measurable Results  Google Analytics Performance Marketing Our Mission:
  • 4. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Nice to Meet You! “Only on search engines can you find exactly the people who are looking for you, at exactly the moment they want to spend money.” Source: PPC Pricing, Amiable Interactive
  • 5. An estimated 7 million searches for preschools and day cares happen every day on Google.
  • 6. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management … that’s “Great Power” to reach who’s looking for you!
  • 7. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management With Great Power comes Great Responsibility, So The Question Is:
  • 8. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Are you there?
  • 9. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive What We’ll Cover  Top 5 Ways to get a School or Daycare on Google  Online Tactics used by Larger Franchises  How to Design Your Online Marketing for Long Term and Short Term Results  Question and Answer Period
  • 10. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive E. St. Elmo Lewis’ AIDA Sales Funnel  1898 Personal Selling Tool  US Life Insurance Market  How do people become “motivated to act on a purchase” based on “external stimuli from sales representatives”?  Image Source: ProvenModels.com
  • 11. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive The Perception Funnel  Like a funnel:  The more you add to the top the more you take from the bottom Unaware Neutral Positive Perception Consideration Choice Enchantment Brand Advocacy
  • 12. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How do we influence perception?  Address your audience where they’re at  Solve problems  Give and receive Unaware Neutral Positive Perception Consideration Choice Enchantment Brand Advocacy Info-Seeker Shopper Customer
  • 13. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Top 5 Ways to Get a School or Daycare on Google Find the parents who are already looking for you.
  • 14. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Anatomy of a Google SERP
  • 15. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Search Results Scanning Habits  F Pattern  First result not always best  Video on YouTube  Source: Miratech white paper, “Google ads in second position get more attention”.
  • 16. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Advantage of Prominent Listings  Over 70% of clicks go to first 2 search results  Click distribution drop off sharper than eye scanning  Less dramatic studies: 35-57% for first result, 12-22% for second  Source: LA Granka, T Joachims, G Gay. “Eye-tracking analysis of user behavior in WWW search”, Cornell.edu.
  • 17. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive A Second Look: Where Are You?
  • 18. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Organic Web Results Start on Page Two
  • 19. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive The Top 5, An Overview Method Phases Addressed Timeframe Local DIY? Local and Vertical Directories Shopper Short Yes Google Places SEO Shopper Long Possible, with Guidance Traditional Website SEO Shopper Long Possible, with Guidance Google AdWords Express Shopper Short Dangerous Google AdWords Info-Seeker, Shopper Short Dangerous
  • 20. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Local and Vertical Directories  Yelp, CitySearch, InsiderPages.com  YellowPages.com, SuperPages.com, YellowBook.com  Yahoo! Local  Savvy Source, Angie’s List, Judy’s Book  GreatSchools.com, Care.com  Craigslist, Local Newspapers  Local blogs and parenting guides
  • 21. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Niche Local Directories Factor In
  • 22. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Local SEO Ranking Factors
  • 23. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Google Places/Local SEO: The Nitty Gritty  Claim your listing! o Use main keyword and location in your name:  Not “La Petite Academy”  Instead “La Petite Academy Preschool, Newark NJ” o Keep your N.A.P. (Name Address Phone) consistent across all citations  Three Most Important Ranking Factors: o Categories Chosen – Choose Carefully! o Citations o Reviews – Use Social Media, Collaboration Tools  Three Most Important Marketing Factors: o Pictures o Reviews o Link to Website, preferably with Offer
  • 24. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Google Places/Local SEO: More On Citations
  • 25. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Traditional SEO  Strategic Planning o Informed choices regarding keywords and geo-location terms o Competitive research, keyword volume research, conversion research  On-Site Factors o Title tag o URL o Internal link structure o Consistant NAP on site footer, contact page  Off-Site Factors o Links to consistent business name, important keywords o Links from trusted local authorities and directories (Chamber of Commerce, community groups, local charities, blogs, directories)
  • 26. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Step One: Planning Step Two: Execution NAP Keywords On-Site Keyword Use Off-Site Citations & Directories Google Places Name & Categories Off-Site Links Google Places Website Directories Planning is Crucial!
  • 27. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive AdWords Pay-Per-Click Listings  Pay for listings rather than “hope & pray”  Large amount of screen real estate  Extensions:  Sitelinks  Reviews  Phone Number  Maps
  • 28. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive AdWords & AdWords Express AdWords Express AdWords Can choose only category Choose keywords group intelligently Can set budget per day Can bid on specific keywords and keyword groups according to importance Write ads to category Write ads to specific keywords and keyword groups to maximize relevance Cannot optimize Quality Score Optimize and increase Quality Score CTR through keyword groupings and ad text optimization Pay higher costs per click than AdWords advertisers With solid optimization, pay lower costs per click than both AdWords Express advertisers and other AdWords advertisers
  • 29. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Don’t Pay a Premium for your Clicks!
  • 30. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tactics Used by Larger Franchises
  • 31. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Push vs. Pull in the Perception Funnel  St. Elmo Lewis: “Push”  Information Age: “Pull”  Where do parents control the process? Unaware Neutral Positive Perception Consideration Choice Enchantment Brand Advocacy Info-Seeker Shopper Customer
  • 32. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Push vs. Pull in the Perception Funnel Reading About Parenting Methods Reading About Education Methods Looking for Preschool Activities Looking for Local Kids’ Activities Discussing Parenting on Facebook Learning How to Find a Preschool Learning How to Choose a Preschool Reading Reviews of Preschools Asking Friends for Recommendations Asking for Advice on Finding a School Searching for Local Preschools Researching the Cost of Preschool Touring Preschools Registering for a School Completing Paperwork Getting Involved in the School Getting to Know Parents &Teachers Writing a Review or Testimonial Advising Other Parents on Schools
  • 33. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive KinderCare Competitive Research  Over 8,000 keywords in AdWords  National & Local Campaigns  Contextual Text Ads on over 400 web sites  Display Advertising on SavvySource
  • 34. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive KinderCare AdWords – An Example
  • 35. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive KinderCare AdWords – An Example National Landing Page (No Local San Jose Page)
  • 36. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive KinderCare Display – An Example
  • 37. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive KinderCare AdWords – An Example National Landing Page (No Local San Jose Page)
  • 38. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Insight into Local Directories via KinderCare
  • 39. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Insight into Related Keywords via KinderCare
  • 40. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Ad Copy Creative Ideas via KinderCare
  • 41. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Media Planning Insights via KinderCare
  • 42. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tutor Time Competitive Research  Dozens of franchise Tutor Time websites  National & Local Campaigns for corporate and franchise sites  Contextual advertising (Judy’s book, Insider Pages, etc.)
  • 43. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tutor Time AdWords – An Example
  • 44. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tutor Time AdWords – An Example Local Franchise Site
  • 45. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tutor Time Contextual – An Example
  • 46. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Tutor Time Contextual – An Example Local Franchise Site
  • 47. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Insights into Targeting via Tutor Time
  • 48. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How to Design Your Marketing Create an ongoing cycle with short term & long term results.
  • 49. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management "On the Web specifically, advertising has moved into more demand fulfillment as opposed to demand creation. That's not really advertising. There's nothing wrong with it. Doing search marketing and point-of purchase displays all works, but it's not advertising. It's not about creating demand and improving brand metrics.“ Jim Spanfeller, CEO of Forbes.com Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek (June 2009).
  • 50. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management How do we influence perception?  Address your audience where they’re at  Solve problems  Give and receive Unaware Neutral Positive Perception Consideration Choice Enchantment Brand Advocacy Info-Seeker Shopper Customer
  • 51. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle Learn Shop BuyGet Use
  • 52. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Search Engine Marketing Learn Shop BuyGet Use Informational Searches Comparison Searches Transactional Searches Navigational Searches Navigational Searches
  • 53. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Social Media Marketing Learn Shop Buy Get Use Recom- mend Social Media Social Media Social Media Social Media Social Media
  • 54. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Buying Cycle & Behavioral Targeting Learn Shop Buy Get Use Recom- mend Social Media Social Media Social Media Social Media Social Media Informational Searches Comparison SearchesNavigational Searches Behavioral & Display Behavioral & Display Behavioral & Display AWARENESS INTEREST DESIRE ACTION LOYALTY Transactional Searches Navigational Searches
  • 55. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management Behavioral targeting works because it allows advertisers to speak to people who actually want to hear what they have to say.
  • 56. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management OBA Retargeting – An Example Seen on: hippie dippie bébé, A Natural Parenting Blog
  • 57. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management OBA Retargeting – An Example Not Contextual – Behavioral
  • 58. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive OBA Interest-Based Advtg. Example
  • 59. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive In Facebook Advertising – An Example These ads pretty much have me pegged: o I’m female. o I work. o I have kids. o I prefer natural products and natural remedies. …However they don’t address what I’m actively thinking about, as Google’s OBA example reflects.
  • 60. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Does It Work?  NAI Study: 2X Increase in Conversion Rate • Run of Network Display Ad Avg. CR: 2.8% • Behaviorally Targeted Display Ad Avg. CR: 6.8%  Optigence Study: 192% Rise in Clickthrough  Internet Retailer: Small Businesses • 50% Say Behavioral Targeting Increased Conversion (47.8% Not Testing or Unsure) • 71.4% Plan to Increase Their Focus on Behavioral Targeting
  • 61. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive How to Get Started Navigating the Sea of Possibilities
  • 62. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Online Marketing for Local Businesses
  • 63. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Push vs. Pull in the Perception Funnel Reading About Parenting Methods Reading About Education Methods Looking for Preschool Activities Looking for Local Kids’ Activities Discussing Parenting on Facebook Learning How to Find a Preschool Learning How to Choose a Preschool Reading Reviews of Preschools Asking Friends for Recommendations Asking for Advice on Finding a School Searching for Local Preschools Researching the Cost of Preschool Touring Preschools Registering for a School Completing Paperwork Getting Involved in the School Getting to Know Parents &Teachers Writing a Review or Testimonial Advising Other Parents on Schools
  • 64. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive An Incremental Approach 1. Plan for the low-hanging fruit. 2. Collect results (both data and funds!). 3. Use findings to plan for more difficult goals. 4. Collect results. 5. Rinse, repeat!
  • 65. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive AdWords SEO  Can be ramped up according to budget  Quick to set up  No need for consistency with other marketing  Provides ample data for A/B testing:  Keywords  Ad messages  Landing pages  Costs are predominantly labor-based  Requires more planning  Results take time  Inconsistency difficult to undo  No concurrent control over variables, only temporal – “do” and “undo”. Where is the low-hanging fruit?
  • 66. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive My Recommended Approach Evaluate Situation Plan for Measurement Plan for Consistent NAP & Keywords Test with AdWords Social Behavioral & Display SEO AdWords Optimize Message
  • 67. Ethical Marketing Needs A New Guidepost 3 Rules of Fair Play at Amiable Interactive
  • 68. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Ethics In Marketing  Amiable’s 3 Rules of Fair Play: • We will not pursue marketing tactics that benefit our company, but not our clients. • We will work to ensure our marketing is held accountable to our clients’ goals, and our reporting includes visibility into all costs, including our own. • We will provide marketing messages that are based in integrity and transparency, upholding a pact of trust between our clients and the customers they serve.
  • 69. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Amiable’s Three Types of Services Strategy Full Circle Strategy Marketing Planning Google Analytics Implementation General Consultation PPC Mgmt. Insider Knowledge of Keywords Copywriting that Protects Your Brand Message Trusted Transparency Reporting SEO Consultation or Managed On-Site Content Strategy
  • 70. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive My Recommended Approach Evaluate Situation Plan for Measurement Plan for Consistent NAP & Keywords Test with AdWords Social Behavioral & Display SEO AdWords Optimize Message
  • 71. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Our Basic AdWords Starter Plan  Starter Plan – Budget  $950 Setup Fee  $400 monthly Management Fees, not including AdWords per click costs  Includes basic Analytics setup, ads on Google, keyword and NAP consultation.
  • 72. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Webinar Only Offer  “Get Up and Get Started” Program  One Time $250 Payment  Basic Google Analytics setup to allow you to begin tracking your results  One-hour consultation on where you are now, what to do first, how to phase in your long-term approach.
  • 73. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Our Goal as Marketers & Humans: 1. Embody ethical principles. 2. Associate with ethical partners. 3. Reach the people who need what we have to offer.
  • 74. © 2011 Amiable Interactive Amiable Interactive Search Engine Marketing, Pay-Per-Click Management “With realization of one's own potential and self- confidence in one's ability, one can build a better world. ” His Holiness the Dalai Lama, Spiritual Leader of Tibet
  • 75. Thank you! Let’s Be Amiable...
  • 76. Amiable Interactive Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive Sample On-Line Portfolio Targeting Goal Medium Platform Sample Terms Primary Metrics Keyword Direct Response Search Engine PPC AdWords best digital camera, buy kleen kanteen Direct Response Behavioral Direct Response Display AdWords Retargeting prior site visitors Direct Response Keyword Brand Awareness Search Engine PPC AdWords how to remove stains, sunscreen benefits Engagement- Based Behavioral, Contextual Brand Awareness Display AdWords Campers & RV’s, Fashion & Style, Web Services Engagement- Based Behavioral Brand Awareness Social Media Advtg. Facebook Scuba Diving, Fantasy Football, Carhartt Engagement- Based Demographic Geographic Category Awareness Display AdWords Age, Gender, Income, Region, Metro-Area Engagement- Based

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