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Online MarketingSeminarQuentin Weber and Adam Crouchley
Some Stats That Will Blow Your               Mind!20% of Daily Google Searches Have Never Been Searched                   ...
Quality over Quantity- Build on good qualitytraffic- Repair poor qualitytraffic- Improve Return onInvestment
Introduction
Measurementand Analytics
Quality over QuantityBounce RateArrives at site, views only 1 page, leaves within 30 secondsPages / VisitAverage amount of...
Overview
Compare ResultsPick dates
AudienceSeeing how visitors view your website
Audience
Demographics
Demographics
AudienceMobile
SourcesHow do they find your website?
Sources
Sources                    www.dorimedia.co.nz/urlbuilder http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&u...
Online and Offline CampaignsOnline - Tag Your Sources                  http://socialmediaseminars.co.nz/?utm_source=Facebo...
Yo  uDo Wo   Th uld     is! nt        !!               Measuring Offline
Thats Better
Content
ContentUnderstand what pages draw the most traffic toyour website and whyWhich pages dont bring so much traffic to thesite?
Conversions
ConversionsGoalsEcommerceMulti-Channel Funnels
ContentTake note of the bounce rate and Avg. Time onPage
In-Page Analytics
Event Tracking
Organic Search
Main Organic SEO points to cover● Choosing Keywords● Content is king● Keywords across page  title, url, description,  with...
What Google Sees                        AlgorithmEach year, Google changes its search algorithm up to 500 – 600 times. Whi...
How People Search - Solving A Problem
Short Tail vs. Long Tail Keywords
Whats Content Got To Do With It...Content Is King!● Focus Keyword - Dont tryand do them all on One Page!● 300 word minimum...
Example - A CafeKeywords:- Stonegrill Hamilton- Catering Hamilton- Cafe HamiltonThrough the site we will refer to these th...
Other On-Page Factors● Page URLwww.dorimedia.co.nz/?p=123 vs. www.dorimedia.co.nz/online-marketing●   Outbound Links●   Pa...
PageRankHistoryBacklinksPage Authority
BacklinksGet listed on industry specific websites;- Your suppliers- Customers- AssociationsAdd keyword rich alt tags to th...
How Social Effects Search
OnlineAdvertising
Main Online Advertising Points ToCoverChoosing a platform● Google AdWords● Facebook Ads● LinkedIn Ads● Twitter Sponsored T...
Online vs Offline● Changes In Time Spent With Media● More Effective Ways To Target Customers● Easier To Measure
Google Adwords   Google knows almost everything about               everyone.Identify where your customers are surfing the...
Google AdWordsSearch NetworkFind people that are alreadylooking for your product orservice100 billion Google searchesper m...
Choosing KeywordsGoogle Keyword Tool
Writing an Ad
AdWords ExtensionsLocation Extensions
AdWords ExtensionsPhone ExtensionsSite Extensions
Display NetworkDisplay NetworkTradeMe           YouTube
What ad sizes are available toadvertisers?
Remarketing
Optimising Your Ads
Facebook Ads
Facebook Ads - Different TypesPage Post Ad                            Page post like sponsored storyPage like sponsored st...
Anatomy of a Facebook Ad
Facebook - Sponsored Posts
Facebook - Mobile Advertising
LinkedIn Ads●   Location – required field●   Company      ○ Company Name      ○ Industry      ○ Company Size●   Job Title ...
Social Media
Understand Social MediaGenerally no one wants to see a businessadvertising within social mediaTreat social media like a co...
Choosing The Right PlatformThe platform you use is not important, as longas you use it the right way!
Blogging and Content MarketingWhen blogging, aim to write content that will beshared a lot.Write content that will help pe...
Analytics
Coming UpThe Twitter Revolution 2013April 3rd, 2013.Blogging and Content MarketingMay 1st, 2013.LinkedIn for NetworkingJun...
Q&A
1.   http://www.youtube.com/watch?v=QUCfFcchw1w&feature=player_embedded2.   http://www.zoomsphere.com/charts/facebook/coun...
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
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Online Marketing 2013

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Online Marketing Seminar held March 6th 2013. Looking at 4 elements of Online Marketing - Paid Advertising, Organic Search, Social Media and Analytics.

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Transcript of "Online Marketing 2013"

  1. 1. Online MarketingSeminarQuentin Weber and Adam Crouchley
  2. 2. Some Stats That Will Blow Your Mind!20% of Daily Google Searches Have Never Been Searched Before (1) Facebook Users in New Zealand 2,270,480 (2) And Counting... 86.0 % of New Zealanders are Online (3) The Average New Zealander Spends 19.4 hours Online (4)
  3. 3. Quality over Quantity- Build on good qualitytraffic- Repair poor qualitytraffic- Improve Return onInvestment
  4. 4. Introduction
  5. 5. Measurementand Analytics
  6. 6. Quality over QuantityBounce RateArrives at site, views only 1 page, leaves within 30 secondsPages / VisitAverage amount of pages visitedAvg. Visit DurationAverage time spent onsite per visit
  7. 7. Overview
  8. 8. Compare ResultsPick dates
  9. 9. AudienceSeeing how visitors view your website
  10. 10. Audience
  11. 11. Demographics
  12. 12. Demographics
  13. 13. AudienceMobile
  14. 14. SourcesHow do they find your website?
  15. 15. Sources
  16. 16. Sources www.dorimedia.co.nz/urlbuilder http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&utm_campaign=March%2BNewsletter
  17. 17. Online and Offline CampaignsOnline - Tag Your Sources http://socialmediaseminars.co.nz/?utm_source=Facebook&utm_medium=CPC&utm_content=Ad1&utm_campaign =Online%2BMarketing%2BSeminar
  18. 18. Yo uDo Wo Th uld is! nt !! Measuring Offline
  19. 19. Thats Better
  20. 20. Content
  21. 21. ContentUnderstand what pages draw the most traffic toyour website and whyWhich pages dont bring so much traffic to thesite?
  22. 22. Conversions
  23. 23. ConversionsGoalsEcommerceMulti-Channel Funnels
  24. 24. ContentTake note of the bounce rate and Avg. Time onPage
  25. 25. In-Page Analytics
  26. 26. Event Tracking
  27. 27. Organic Search
  28. 28. Main Organic SEO points to cover● Choosing Keywords● Content is king● Keywords across page title, url, description, within content● How social is effecting SEO and the changes that google is making this year
  29. 29. What Google Sees AlgorithmEach year, Google changes its search algorithm up to 500 – 600 times. Whilemost of these changes are minor, every few months Google rolls out a “major” algorithmic update that affect search results in significant ways.Google’s mission is to organize the world’s information and make it universally accessible and useful.
  30. 30. How People Search - Solving A Problem
  31. 31. Short Tail vs. Long Tail Keywords
  32. 32. Whats Content Got To Do With It...Content Is King!● Focus Keyword - Dont tryand do them all on One Page!● 300 word minimum● Keyword density 1-4%● Headings and titles● Image Alt tags
  33. 33. Example - A CafeKeywords:- Stonegrill Hamilton- Catering Hamilton- Cafe HamiltonThrough the site we will refer to these things,but there will be individual pages for each majortopic/keyword.
  34. 34. Other On-Page Factors● Page URLwww.dorimedia.co.nz/?p=123 vs. www.dorimedia.co.nz/online-marketing● Outbound Links● Page Title● Meta Descriptions and Meta Keywords● Sitemap● Categories● Good Page Structure ○ Breadcrumbs
  35. 35. PageRankHistoryBacklinksPage Authority
  36. 36. BacklinksGet listed on industry specific websites;- Your suppliers- Customers- AssociationsAdd keyword rich alt tags to these links if theyare images.
  37. 37. How Social Effects Search
  38. 38. OnlineAdvertising
  39. 39. Main Online Advertising Points ToCoverChoosing a platform● Google AdWords● Facebook Ads● LinkedIn Ads● Twitter Sponsored Tweets● Bing Ads● Individual site advertising eg TradeMe etc.● YouTube video Ads● Google TV Ads
  40. 40. Online vs Offline● Changes In Time Spent With Media● More Effective Ways To Target Customers● Easier To Measure
  41. 41. Google Adwords Google knows almost everything about everyone.Identify where your customers are surfing the internet and how to approach them.
  42. 42. Google AdWordsSearch NetworkFind people that are alreadylooking for your product orservice100 billion Google searchesper month
  43. 43. Choosing KeywordsGoogle Keyword Tool
  44. 44. Writing an Ad
  45. 45. AdWords ExtensionsLocation Extensions
  46. 46. AdWords ExtensionsPhone ExtensionsSite Extensions
  47. 47. Display NetworkDisplay NetworkTradeMe YouTube
  48. 48. What ad sizes are available toadvertisers?
  49. 49. Remarketing
  50. 50. Optimising Your Ads
  51. 51. Facebook Ads
  52. 52. Facebook Ads - Different TypesPage Post Ad Page post like sponsored storyPage like sponsored story
  53. 53. Anatomy of a Facebook Ad
  54. 54. Facebook - Sponsored Posts
  55. 55. Facebook - Mobile Advertising
  56. 56. LinkedIn Ads● Location – required field● Company ○ Company Name ○ Industry ○ Company Size● Job Title ○ Specific Job Title ○ Job Function ○ Seniority● Schools● Skills (Example: HTML or Project Management)● LinkedIn Groups● Gender● Age
  57. 57. Social Media
  58. 58. Understand Social MediaGenerally no one wants to see a businessadvertising within social mediaTreat social media like a cocktail party...- Be social- Have fun- Stay professional- Make new connections- Chat with people and build relationships
  59. 59. Choosing The Right PlatformThe platform you use is not important, as longas you use it the right way!
  60. 60. Blogging and Content MarketingWhen blogging, aim to write content that will beshared a lot.Write content that will help people or reallyentertain them.Share your blog posts with influential people.
  61. 61. Analytics
  62. 62. Coming UpThe Twitter Revolution 2013April 3rd, 2013.Blogging and Content MarketingMay 1st, 2013.LinkedIn for NetworkingJune 5th, 2013.
  63. 63. Q&A
  64. 64. 1. http://www.youtube.com/watch?v=QUCfFcchw1w&feature=player_embedded2. http://www.zoomsphere.com/charts/facebook/countries/australia-oceania/3. http://www.internetworldstats.com/sp/nz.htm4. https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_New_Zealand
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