Here’s what we’ll cover today… making sure your website is findable, driving traffic in your door for your physical location if you have one, leveraging the social nature of the web and making sure that your investment pays offIn Get found, discuss – the “free” ways to get started and also AdWords and Boost
Notes: You’ve probably seen the ads that appear above and alongside the search results in Google. AdWords allows you to create ads like these, which can help your business stand out when online customers are searching for a product or service like yours. With AdWords, you’re NOT charged until someone actually clicks on your ad. [Who sees your ad] The service includes a number of features that can help you better target your audience:You can target a single language, and your ad will appear to users who have specified that as their primary language; or can target multiple languages (for ex., by targeting English and Spanish, your ads written in English will appear to users who have chosen English as their primary language AND to bilingual users who have searched for your keywords in English, even if their Google interface language is set to Spanish). You can also target by location -- countries, territories, regions, cities, or even custom areas. If you wanted to reach English speakers in a few different locations, you could specify regions within the U.S. and a couple of large English-speaking cities in Europe. [Spending] AdWords allows you to control your spending in a few different ways: You set a daily budget based on how much you’re comfortable spending on a particular campaign; your budget determines how often your ads appear throughout the day. You can edit your campaign’s daily budget as often as you’d like.You also set bids based on the amount you’re willing to pay each time someone clicks on your ad. A higher cost-per-click bid generally allows your ad to show at a higher position on the page. [Quality] Ad quality refers to how useful your ad is in connecting Web searchers with the products/services they’re looking for, and helps determine how much you’ll pay when someone clicks on your ad. Quality factors include keyword click-through rate, keyword relevance, ad relevance and historical performance.
Notes: GoogleAdWords Express requires you have a Places account, which we’ll cover shortly. Google Boost automatically creates an ad campaign based on a business’s category and the information included in the Places listing. As with AdWords, you set the monthly budget, though Google determines which search words trigger the ad. Along with basic information such as your business’s name, address, phone number and website, your ad may include the number of reviews you’ve received, an average star rating and a link to your Place page. When a map appears alongside the results, a blue pin will help people find your location quickly. Google Boost is an attractive option for businesses that don’t mind a more hands-off approach to advertising.
Notes: Emphasize the importance of Google Places. That your business needs to be here before you can use other features. Google Place pages are highly customizable: In addition to basic information (address, phone number, URL), you can also include details to help potential customers get a better feel for your business. Again, don’t need a website to have a Place page. Places is a gateway to other features, including Google Boost and Google Tags (covered next)When an Internet user searches for a business like yours, your location will be marked by a red pin on the map. It’s easy to get started, and it’s free! Once you claim your business, you’ll be able to verify existing information and make changes and additions. You can update your page as often as you’d like. Mention that any of the services covered can be easily found by googling them?
So we’ve launched the +1 button. The +1 Button is a socially inspired endorsement gesture designed to allow users to endorse their favorite stuff, and for their contacts to see these recommendations at the moment they need it most…during a relevant search experience on Google.
How group buying worksGroupon, LivingSocial, WootSignPost, CouponCabinNotes: Group-buying sites offer “daily deals”—a steeply marked down service. The sites work on a trade-off: significantly cut prices for tremendous sales potential. For some businesses, the trade-off may not be worth it, while for others, taking part can be very beneficial. A wide variety of businesses can take advantage of group-buying sites: restaurants, retailers, salons, dry cleaners, tour operators, even auto shops.
For Fred: What to doHow is it valuableHighlight new call metric – track number of calls from campaign
Transcript of "Online marketing frederick - tour 2011"
Get Your Business OnlineSmall Biz Tech Tour – Mountain View – Sept 2011+Frederick Vallaeys@SiliconVallaeys 1
Four Ways to Grow Your Business Online1. Get found2. Attract local customers3. Be social4. Measure your success 2
#1 – Get Found with Google AdWords• You pay only for clicks on your ad• You control who sees your ad Ads (AdWords)• You control how much you spend• Higher ad quality = lower cost 3
Google AdWords Express: Connect with Customers Near You • Create ads from a Google Places account that will appear among the “Sponsored links” on Google.com and Google Maps when someone searches for a business like yours • No bidding or keyword research is required 4
#2 - Attract Local Customers with Google Places20% of searches on Googleare related to location. Your business hereHow Google Places works:• People search Google.com and Google Maps to find local businesses• Google Places allows business owners to edit or add information to put their best face forward 5
#3 – Be Social with Google+ Separate important groups +1 buttons on your website, of coworkers and Google search results, and customers, allowing you to Google+ allow your customers to share information with the recommend your page to their people it is meant for. friends and contacts. It’s word of mouth marketing for free. Keep up-to-date on the mostArrange video conferences with up to important news in your industry, 10 coworkers at a time, no matter or on anything that interests you. where they are, or have a live customer support line.
recommendations in context.. Socially inspired endorsement button, allowing users to recommend content and websites to friends and family when they need it most … at the moment of relevance Available on: Google search results Google ads Your websites
Group Buying: “What’s in It for Me?”• Expose your business to potentially hundreds (or thousands!) of new customers• Most sites require a minimum number of purchases for a deal to become “active.• Some sites offer incentives for visitors to share the deal with others 9
#4 – Measure Results with Google Analytics Gauge the effectiveness of your efforts How are users engaging with my site? How can I make mymarketing campaigns moreeffective and accountable? Am I creating effective content? How do I improve site interaction? Google Analytics: Free, quick to install and easy to use www.google.com/analytics