We Love Google | June Cory | Expo March 2011

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June delivers a fast paced, 50 minute 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 other stuff along the way.....

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We Love Google | June Cory | Expo March 2011

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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 does Google like…..<br />Keyword rich, <br />regularly updated content that delights the user <br />& delivers what is searched for.<br />
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  47. 47. Google considers…..<br />Your domain name<br />The age of your site<br />The number of pages in your site<br />Keywords in page titles/descriptions<br />Inbound links from reputable sites <br />Unique content on your site<br />Frequency of your content change<br />Strong internal links<br />and……….<br />
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  49. 49. 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 />
  50. 50. Do you know……<br /><ul><li>How many visitors came last month
  51. 51. How many pages did they view
  52. 52. Which pages did they look at
  53. 53. How long did they stay
  54. 54. Where are they located
  55. 55. Which keyword attracted them
  56. 56. Which site referred them
  57. 57. Are they new to your site
  58. 58. Did they engage</li></li></ul><li>www.google.com/analytics<br />
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  62. 62. Free traffic/inbound links<br />http://www.the-free-directory.co.uk/<br />http://www.freeindex.co.uk/<br />http://www.wwwi.co.uk/<br />http://www.uksmallbusinessdirectory.co.uk/<br />http://www.internet-heaven.co.uk/stuff/add.php<br />http://www.scoot.co.uk/advertise/free-listing.html<br />http://www.yelldirect.com/internetadvertising/<br />http://www.businessmagnet.co.uk/<br />http://www.freeadvertising-business.co.uk/<br />
  63. 63. 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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  65. 65. Local Listing/Google Places/Maps<br />http://www.google.com/local/add<br />
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  67. 67. Name<br />Address<br />Telephone numbers<br />Email address<br />Web address<br />Map<br />
  68. 68. 200 character description <br />Images<br />Multiple categories<br />Videos<br />Opening times<br />Coupons<br />Reviews<br />
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  71. 71. But in 2011 what Google loves more than anything else………is……<br />
  72. 72. Social Media<br />
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  74. 74. What did Google love?<br />Keyword rich, regularly updated content that delights the user & delivers what is searched for.<br />
  75. 75. 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 />
  76. 76. <ul><li> Set up a profile
  77. 77. Tone of voice
  78. 78. Find followers/friends/disciples/advocates
  79. 79. Share information
  80. 80. Interact with others
  81. 81. Grow your audience
  82. 82. Share information
  83. 83. Interact with others
  84. 84. Not a broadcast medium</li></li></ul><li>
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  86. 86. Your customers see your ad when theysearch<br />Your ad reaches users at the moment they demonstrate interest<br />
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  89. 89. IMMEDIATE<br />TARGETED<br />MEASURABLE<br />ACCESSIBLE<br />
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  91. 91. Keywords<br />Be highly specific<br />Ask your Nan<br />Plurals<br />Misspellings<br />
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  93. 93. A Typical AdWords Ad<br /><ul><li> Ad Title (25 character limit)
  94. 94. Ad Text (35 character limit)
  95. 95. Display URL (35 character limit)</li></li></ul><li> 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 />
  96. 96. 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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  98. 98. 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 />
  99. 99. 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 />
  100. 100. 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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  103. 103. IMMEDIATE<br />TARGETED<br />MEASURABLE<br />ACCESSIBLE<br />But is it COST EFFECTIVE?<br />
  104. 104. Last year we spent £450,000of our clients’ hard earned cash …..<br />…and turned it into £9,900,000of new business for them<br />
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  108. 108. £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 />
  109. 109. £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 />
  110. 110. £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 />
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  113. 113. <ul><li>Leave cynicism & fear at the door
  114. 114. Benchmarking is essential
  115. 115. Set a realistic budget
  116. 116. Research your rivals
  117. 117. Use the keyword tool
  118. 118. Get on Linked In
  119. 119. Play with GoogleMaps
  120. 120. Upskill or find a champion
  121. 121. Do something new today
  122. 122. Do something amazing tomorrow</li></li></ul><li>

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