Harnessing the power of <br />Google<br />to market your business<br />Gail Mullard<br />Digital Marketing <br />Consultan...
Why Google?<br />www.mash-marketing.com<br />
Top 6 Marketing Tools<br /><ul><li>Google Adwords
Google Keyword Tool
Google Alerts
Google News
Google Reader
Google Analytics</li></ul>  l<br />To generate leads from Google<br />To increase your brand visibility<br />To analyse yo...
No. 1<br />Google Adwords is a pay-per-click advertising platform <br />You create ads targeting specific keywords <br />A...
No. 2<br />Use Google Keyword Research Tool<br />www.mash-marketing.com<br />
To set up a PPC campaign you need to do BUS yourself to success<br /><ul><li>Build up your initial keyword list
Uncover your competitors’ keyword
Set a budget & calculate your bids</li></ul>www.mash-marketing.com<br />
Top tips for Building your list & campaign<br />http://adwords.google.com/support/<br />Sign in to your Adwords account, s...
Top Tips for ad copy and landing pages<br />Ad Copy<br />Include your primary keyword in your ad title – moves Quality Sco...
Top Tips to Uncover competitor keywords<br />Use a tool called Keyword Spy – the free version has good functionality<br />...
Set your budget & calculate your bids  <br />You need to calculate what you can afford to bid and make a return from<br /...
Get your business found on Google<br />To get your website ranking highly you need<br />2 things:<br />Content and Links<b...
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Business show workshop 2

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Business show workshop 2

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

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