My Mustard | Google AdWords | 17.8.10

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Running a business without doing any marketing is like winking at a pretty girl in the dark; you know what you are doing, but no one else does.

June’s 40 minute talk is a fast paced, whistle stop tour starting with the birth of the Internet, whizzing through browser development, the job of search engines, the launch of Google, its growth in the UK, its fans & detractors, an overview of its product range and finishes with a step by step guide of how to use Google AdWords & Analytics, showing how businesses of all sizes & sectors can harness the power of the world’s biggest brand and tap into this targeted, measurable & cost-effective advertising programme. June Cory runs My Mustard one of just eighty five Google AdWords Qualified Companies in the UK maximising the opportunities that Pay Per Click advertising offers. She works with marketing managers, media agencies and business owners to help them drive targeted
cost-effective measurable traffic to their websites and achieving a better return on their advertising spend through coaching, training & management.

With a wealth of knowledge and proven track record spanning twenty years in media management & training, June is passionate about her work; a creative thinker, an engaging speaker, an enthusiastic networker and a valuable strategic partner.

June is a Director of the St Albans Chamber of Commerce, a founder member of The West Herts Business Club and has spoken about Google and its importance at various forums including the FSB, the Hong Kong Executive Club and the University of Hertfordshire.

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My Mustard | Google AdWords | 17.8.10

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  9. 9. A browser is a piece of software that runs on your PC. The browser allows you, via a connection to the internet to access web pages stored on computers that are connected to the internet. A search engine is a piece of application software that sits on a powerful computer (a server) on the Internet. This computer stores information about where web pages are stored on the internet. <br />
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  19. 19. “organize all the world’s information and make it universally accessible” <br />
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  45. 45. What Google likes & dislikes <br />
  46. 46. Keyword rich, regularly updated content that delights the user & delivers what is searched for.<br />
  47. 47. Googleconsiders…..<br />Your domain name<br />The age of your site<br />The number of pages in your site<br />Keywords in your page title tags <br />Inbound links from reputable sites <br />Unique content on your site<br />Frequency of your content change<br />Site accessibility<br />Strong internal links<br />and……….<br />
  48. 48. Google doesn’t like…..<br />Keyword ‘stuffing’ <br />Blackhatting - invisible text, cloaking, doorway pages<br />Broken links<br />Duplicate content<br />Flash without an HTML version<br />Slow page load<br />
  49. 49. Onsite SEO<br />Descriptive Page Titles (unique for each page)<br />Descriptive Headings (Heading 1 – the H1 tag)<br />Alternative text (ALT tags)<br />Titles (TITLE tags)<br />META tags (descriptions not keywords)<br />Use descriptive page file names<br />Use relevant words when naming images<br />Use a site map<br />
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  51. 51. But in 2010 what Google loves more than anything else………is……<br />
  52. 52. Social media <br />
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  54. 54. Social Media<br />
  55. 55. What did Google love?<br />Keyword rich, regularly updated content that delights the user & delivers what is searched for.<br />
  56. 56. Google also considers…..<br />Your domain name<br />The age of your site<br />The number of pages in your site<br />Keywords in your page title tags <br />Inbound links from reputable sites <br />Unique content on your site<br />Frequency of your content change<br />Site accessibility<br />Strong internal links<br />
  57. 57. Where shall I start?<br />Commit<br />Research<br />Strategy<br />Upskill<br />Create content<br />ENGAGE<br />Monitor<br />
  58. 58. Would you like to appear on Page 1 of Google when people search for your product/service in your specific area?<br />
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  60. 60. Local Listing/Google Places/Maps<br />http://www.google.com/local/add<br />
  61. 61. Name<br />Address<br />Telephone numbers<br />Email address<br />Web address<br />Map<br />
  62. 62. 200 character description <br />Images<br />Multiple categories<br />Videos<br />Opening times<br />Coupons<br />Reviews<br />
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  64. 64. Your customers see your ad when theysearch<br />Your ad reaches users at the moment they demonstrate interest<br />
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  67. 67. IMMEDIATE<br />TARGETED<br />MEASURABLE<br />ACCESSIBLE<br />
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  69. 69. Keywords<br />Be highly specific<br />Ask your Nan<br />Plurals<br />Misspellings<br />
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  71. 71. A Typical AdWords Ad<br /><ul><li> Ad Title (25 character limit)
  72. 72. Ad Text (35 character limit)
  73. 73. Display URL (35 character limit)</li></li></ul><li> Ad Text<br />Buy<br />Now/Today<br />Free<br />You<br />Use emotion<br />!<br />Test & monitor<br />
  74. 74. Landing Page<br />Must relate to the keyword used<br />Must deliver what the ad promised<br />Must have a strong call to action<br />Must have speedy page load<br />
  75. 75. Timing<br />Be seen in 15 minutes<br />Stop immediately<br />Constantly improve performance<br />Exploit events & industry news<br />Weekdays only<br />
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  77. 77. What will I have to pay per click?<br />To be seen costs nothing, you only pay when a user clicks on your ad and visits your site.<br />1) How broad is your keyword?<br />2) How competitive is your market?<br />3) How relevant is your Holy Trinity?<br />
  78. 78. Basic Definition: CTR<br />Clicks<br />Impressions<br /> = CTR (expressed as %)<br />CTR: clickthrough rate<br />Impression:The appearance of your ad on Google<br />
  79. 79. CTR Examples<br />20 clicks<br />1000 impressions<br />Example Advertiser A:<br />= 0.02 = 2%<br />6 clicks<br />100 impressions<br />Example Advertiser B:<br />= 0.06 = 6%<br />CTR is how Google measures relevance <br />
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  82. 82. IMMEDIATE<br />TARGETED<br />MEASURABLE<br />ACCESSIBLE<br />But is it COST EFFECTIVE?<br />
  83. 83. Last year we spent £250,000 of our clients’ hard earned cash …..<br />…and turned it into £5,000,000of new business<br />
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  87. 87. £7,404 investment in AdWords<br />Increase revenue by reinvesting profit<br />49p CPC ≥ 15,110 clicks<br />3.01% conversion rate = 455 sales<br />Average sale = £420 <br />£7.4k investment - £191k in sales<br />Reinvest profits, increase budget<br />Case Study – Beauty sector<br />
  88. 88. £31,495 investment in AdWords<br />Increase revenue by reinvesting profit<br />£3.50 CPC ≥ 8,998 clicks<br />0.61% conversion rate = 55 sales<br />Average sale = £9,000 <br />£31.5k investment - £495k in sales<br />Reinvest profits, increase budget<br />Case Study – Leisure sector<br />
  89. 89. £6,244 investment in AdWords<br />Increase revenue by reinvesting profit<br />£17.41 CPC ≥ 358 clicks<br />1.1% conversion rate = 4 sales<br />Average sale = £47,000 <br />£6.2k investment - £188k in sales<br />Reinvest profits, increase budget<br />Case Study – Law sector<br />
  90. 90. <ul><li>Highly targeted
  91. 91. Direct
  92. 92. Controllable
  93. 93. Instant
  94. 94. Measurable
  95. 95. Free
  96. 96. Local
  97. 97. Instant
  98. 98. More respected
  99. 99. Uncontrollable
  100. 100. Difficult to budget
  101. 101. Hard to achieve</li></li></ul><li>Analysis & benchmarking<br />How many visitors came last month<br />How many pages did they view<br />Which pages did they look at<br />How long did they stay<br />Where are they located<br />Which keyword attracted them<br />Which site referred them<br />Are they new to your site<br />Did they engage<br />

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