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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 Presentation Transcript

  • 1. Exploiting Digital Channels To Achieve Your Business Objectives
    Paid Search Overview
    www.returnondigital.com
    @guylevine @returnondigital
  • 2. Today’s Agenda
    • Introductions
    • 3. Insiders Guide To Paid Search
    • 4. Questions
    www.returnondigital.com
  • 5. The Digital Marketing Landscape
    www.returnondigital.com
  • 6. Keyword Driven Marketing
    www.returnondigital.com
  • 7. Keywords V. Market
    www.returnondigital.com
  • 8. Google Insights Search Tool
  • 9. Google Keyword Tool
  • 10. The Unpredictability Of Search
    Month by Month
    www.returnondigital.com
  • 11. The digital marketing landscape
    www.returnondigital.com
  • 12. Search v. Paid Search
  • 13. Search Engine Optimisation
    • 70% more traffic
    • 14. Increased trust from searcher
    • 15. Takes longer to kick in
    • 16. Slower to tweak
    • 17. Less targeting of keywords *
    www.returnondigital.com
  • 18. Paid Search
    • Up and running in hours
    • 19. Wide variety of keywords
    • 20. In built testing of the message
    • 21. Easy to track results
    • 22. Great market research on ROI Clicks
    • 23. However, it costs for every click
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  • 24. The Ultimate Mix
    • Paid search to locate key performing Keywords
    • 25. Paid search to test message
    • 26. Paid search to establish CPA
    • 27. SEO keywords which generate returns
    • 28. More Traffic
    • 29. Cheaper Costs
    • 30. Increased Bottom Line Revenue
    www.returnondigital.com
  • 31. Google Adwords
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  • 32. Google Content Network
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  • 33. Adwords is Search
    Content is Advertising
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  • 34. Account Structure
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  • 35. Keyword Matches
  • 36. Brand Bidding
    Keyword Bidding
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  • 37. Google Ecommerce Report
  • 38. Attribution
  • 39. Campaign View
  • 40. In-House PPC KPI’s
    • Conversion Rate / Conversions Per Day
    • 41. Popularity of Products
    • 42. Click Per Day / Cost Per Day
    • 43. Most Costly Keyword
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  • 44. Facebook Marketing
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  • 45. Facebook Marketing
  • 46. Facebook Marketing
  • 47. Facebook Marketing
    • Based on Interests not Keywords
    • 48. If someone doesn't say they like it, no access
    • 49. Access to Demographics & Psychographics
    • 50. Adverts more creative
    • 51. Adverts loose impact quickly
    • 52. Can advertise pages, or fan pages
    • 53. Can advertise on location, company etc.
    www.returnondigital.com
  • 54. Conversion Rate Optimisation
    www.returnondigital.com
  • 55. Click Tracking
  • 56. Click Tracking
  • 57. Exploiting Digital Channels To Achieve Your Business Objectives
    www.returnondigital.com
    @guylevine @returnondigital