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Paid Search As Part Of A Digital Strategy
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Paid Search As Part Of A Digital Strategy

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A brief insight into Paid search marketing including Adwords, Facebook and conversion rate optimisation information.

A brief insight into Paid search marketing including Adwords, Facebook and conversion rate optimisation information.

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Paid Search As Part Of A Digital Strategy Paid Search As Part Of A Digital Strategy Presentation Transcript

  • Exploiting Digital Channels To Achieve Your Business Objectives
    Paid Search Overview
    www.returnondigital.com
    @guylevine @returnondigital
  • Today’s Agenda
    • Introductions
    • Insiders Guide To Paid Search
    • Questions
    www.returnondigital.com
  • The Digital Marketing Landscape
    www.returnondigital.com
  • Keyword Driven Marketing
    www.returnondigital.com
  • Keywords V. Market
    www.returnondigital.com
  • Google Insights Search Tool
  • Google Keyword Tool
  • The Unpredictability Of Search
    Month by Month
    www.returnondigital.com
  • The digital marketing landscape
    www.returnondigital.com
  • Search v. Paid Search
  • Search Engine Optimisation
    • 70% more traffic
    • Increased trust from searcher
    • Takes longer to kick in
    • Slower to tweak
    • Less targeting of keywords *
    www.returnondigital.com
  • Paid Search
    • Up and running in hours
    • Wide variety of keywords
    • In built testing of the message
    • Easy to track results
    • Great market research on ROI Clicks
    • However, it costs for every click
    www.returnondigital.com
  • The Ultimate Mix
    • Paid search to locate key performing Keywords
    • Paid search to test message
    • Paid search to establish CPA
    • SEO keywords which generate returns
    • More Traffic
    • Cheaper Costs
    • Increased Bottom Line Revenue
    www.returnondigital.com
  • Google Adwords
    www.returnondigital.com
  • Google Content Network
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  • Adwords is Search
    Content is Advertising
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  • Account Structure
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  • Keyword Matches
  • Brand Bidding
    Keyword Bidding
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  • Google Ecommerce Report
  • Attribution
  • Campaign View
  • In-House PPC KPI’s
    • Conversion Rate / Conversions Per Day
    • Popularity of Products
    • Click Per Day / Cost Per Day
    • Most Costly Keyword
    www.returnondigital.com
  • Facebook Marketing
    www.returnondigital.com
  • Facebook Marketing
  • Facebook Marketing
  • Facebook Marketing
    • Based on Interests not Keywords
    • If someone doesn't say they like it, no access
    • Access to Demographics & Psychographics
    • Adverts more creative
    • Adverts loose impact quickly
    • Can advertise pages, or fan pages
    • Can advertise on location, company etc.
    www.returnondigital.com
  • Conversion Rate Optimisation
    www.returnondigital.com
  • Click Tracking
  • Click Tracking
  • Exploiting Digital Channels To Achieve Your Business Objectives
    www.returnondigital.com
    @guylevine @returnondigital