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Business show workshop 2


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top tips to help you harness the power of google to market your business

top tips to help you harness the power of google to market your business

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  • 1. Harnessing the power of
    to market your business
    Gail Mullard
    Digital Marketing
  • 2. Why Google?
  • 3. Top 6 Marketing Tools
    • Google Adwords
    • 4. Google Keyword Tool
    • 5. Google Alerts
    • 6. Google News
    • 7. Google Reader
    • 8. Google Analytics
    To generate leads from Google
    To increase your brand visibility
    To analyse your marketing efforts
  • 9. No. 1
    Google Adwords is a pay-per-click advertising platform
    You create ads targeting specific keywords
    As people use these keywords in their searches your ad appears
    in Google paid search results
  • 10. No. 2
    Use Google Keyword Research Tool
  • 11.
  • 12. To set up a PPC campaign you need to do BUS yourself to success
    • Build up your initial keyword list
    • 13. Uncover your competitors’ keyword
    • 14. Set a budget & calculate your bids
  • 15. Top tips for Building your list & campaign
    Sign in to your Adwords account, set language & location
    Write down the seed words that are core to your business
    Enter them one by one in to Google Keyword Tool and download the
    results to an Excel spreadsheet
    Group them into potential ad groups that are tightly focused on the
    different areas of your service/product(s)
    Each ad group needs its own ad copy and landing page to be successful
    (Make sure you identify Negative keywords)
    Quality Score
  • 16. Top Tips for ad copy and landing pages
    Ad Copy
    Include your primary keyword in your ad title – moves Quality Score in the right direction
    Second line needs to describe features of your service/product offering
    Third line is the benefit of your service/product
    URL displayed is important – keywords great – has to be domain based but can be different
    from the actual URL the user is taken to
    Split test every ad group with 2 ads – to speed up results
    Landing Page
    Must include the keywords from title of ad and be specific to ad copy and keywords in
    Your ad group
    Campaigns take up to 3 months to run smoothly
  • 17. Top Tips to Uncover competitor keywords
    Use a tool called Keyword Spy – the free version has good functionality
    Here you can very quickly find all those keywords your competitors have been
    testing and see which ones are working for them
    Pick 5 – 10 keywords from your Excel document and pop them into Keyword Spy
    Now find your competitors and their keywords and make sure you use the ones
    That work for them in your Advertising Campaign
  • 18. Set your budget & calculate your bids 
    You need to calculate what you can afford to bid and make a return from
    Example of successful PPC marketing
    You spend £1000 on Adwords every month. Your average sale is £50
    The average cost of the keywords in your campaign is 25p
    £1000 divided by 25p = 4000, so 4000 clicks can be bought each month.
    Of these 4000 users, 3% convert into customers (120) with an average sale value of £50
    The return can be measured as 120 sales x £50 = £6000 minus the £1000 cost = £5000
    The Cost Per Acquisition is £1000 divided by 120 = £8.33
    As long as you can afford to spend £8.33 acquiring a £50 sale then PPC is working
  • 19. Get your business found on Google
    To get your website ranking highly you need
    2 things:
    Content and Links
    And the best way to create both of
    these is through a content strategy...
  • 20. No. 3
    Google News
    To help you create a content strategy
    Google News will pinpoint all the
    fresh news stories online which can then
    be used to create content updates with a
    speed and agility otherwise unknown
    Ideally your content will be picked up and shared
    by others providing links back to your site
  • 21. No. 4
    Google Alerts
    Use Google Alerts to monitor your brand name, key industry terms and competitors
    This is an another free tool that
    Helps you stay on top of industry news and events when time and resources to be proactive are limited
  • 22. No. 5
    Google Reader
    Another time saving FREE tool.
    Google Reader also helps you build content ideas
    and engage with your community through
    industry-related conversations
    Subscribe to lots of industry blogs, websites and
    forums and use the filter in the Reader to narrow
    down your results
  • 23. No. 6
    Google Analytics
    • Better understand your customers
    • 24. Improve your site performance
    • 25. Squeeze every bit of ROI from your
    marketing initiatives
    • Provide insight and recommendations
    to the business
  • 26. Top analytic tips
    Define your goals – set out the strategy and KPIs – what makes your
    Business a success?
    Set up your analytics to reflect this using the Advanced Segment feature
    and Goal creation
    If you follow a paid campaign monitor its success as opposed to non-paid
    If you manage a content campaign monitor the channels that work best
    For your business
    If you have gone social, measure your Likes, engagement and interaction
  • 27. Top analytic tips cont...
    Don’t drown in data – keep it measurable
    Look at bounce rate and keyword drivers to see how users are
    finding your website and what they do on there
    Segment your visitors and assess what works best for your
    business – are the paid ads converting or costing money, is
    The blogging and social networking gaining better and better
    levels of interaction or are you speaking to the ether
    Are you targeting a country, a city or a profession,
    Google Analytics can measure each of these campaigns on its own
    using the advanced segmentation
  • 28. Top analytic tips cont...
    Use Google Automatic Alerts to help flag up issues before they affect
    your business
    Create Automated Reports from Google Analytics on each of the
    KPIs that most influence your business
    Automating as much data as possible and ensuring it all relates back
    to the KPIs you set out for your marketing campaign leaves you
    free to analyse and act on the data produced