The Magic of Getting Found 2nd Half<br />Bob Bradley<br />Score114<br />
Added features<br />And<br />Tips and Tricks<br />
Google Analytics<br />Monthly trends<br />Overall Data<br />Total visitors and where they came from<br />
Analytics                 A Closer Look<br />Search queries<br />On the Blog<br />
The XML Sitemap<br />Provides a roadmap to help the Google search engine crawl a website more effectively.<br />Good for s...
The Cascading Style Sheet (CSS)<br />Programming style that adds fonts, colors, spacing, navigation to web documents one t...
Websites<br />When did GoogleBot last visit and what did it see?<br />Click on “Cached”<br />
Put the “F” in Your Site<br />Heatmaps from user eyetracking studies of three websites.<br />
Navigation rules<br />10 seconds<br /><ul><li>Don’t  make me think
Two Clicks to Action
Tell me where I am and
How to get back
Make stuff clickable
Call(s) for action</li></ul>Bread crumbs<br />
Google Rules<br />Black Hat Techniques-Beware<br /><ul><li>Keyword stuffing- putting  keywords and phrases all over a page...
Cloaking- showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty.
Invisible Text- Creatinga “white on white” page that only the bots, crawlers and spiders can see with keyword all over them
Doorway Pages- Pagesmade up for particular search terms for search engines that clutter the search results</li></ul>Google...
Images Don’t Rule<br />Oh, yea, I remember, its called the Alt Tag Workaround<br /><imgsrc="../skin1/images/home/Tea.jpg" ...
Neither do these!<br />So Mr. Googlebot now you have me scared, are there other things you CAN’T do?<br />Yea there are so...
Get Listed Locally<br />There are criteria for order of rankings<br /><ul><li>Keywords
Description
Categories
Photo
Location
Linking
Website</li></li></ul><li>The Snippet<br />Money does not buy this; algorithm driven<br />The HTML-View Source<br />
The Snippet<br />A snippet is your URL and the 160 black characters from your website that appear on that results page.<br...
Tools Bars Etc.<br />https://addons.mozilla.org/en-US/firefox/addon/9440<br />http://www.seobook.com/<br />From SEO for fi...
Advertising<br />It is about CONVERSIONS <br />Getting them to do what you want them to do<br />
Customer Acquisition<br />Are customers FREE?<br />Search Engine Results Pages<br />This is why we don’t obsess about them...
 There are Crowded Serps<br />Sponsored Links appear at top of page<br />Even real time twitter results are beginning to a...
Pay Per Click<br />
The Networks<br />Search Network<br />(Think Rhode Island)<br />Display Network*<br />(Think California)<br />*Formerly th...
The Big Three + One<br />Profile Information may allow good demographic targeting and results analysis<br />
Understand the CTR<br />The Click thru Rate (CTR) is obtained by dividing the "number of users who clicked on an ad on a w...
The Google System<br />User<br />Wants to see relevant ads<br />Google<br />Wants a good experience by both<br />Advertise...
A Simple Look at Auction Basics<br />Max <br />Bid<br />Price Paid<br />$4<br />$3<br />Now we add “QUALITY SCORE”<br />Kn...
The Ad Rank<br />Max <br />Bid<br />Quality <br />Score<br />Amount Paid<br />Ad Rank<br />X<br />$4<br />1<br />4<br />Us...
Improve your CTR Improve everything<br />Max <br />Bid<br />Quality <br />Score<br />=<br />Actual CPC<br />Ad Rank<br />X...
Improving your CTR<br />Max <br />Bid<br />Quality <br />Score<br />=<br />Actual CPC<br />Ad Rank<br />X<br />(24/8)=$3.0...
Take Aways<br />It’s about the click<br /> through rate<br />
Improving  the CTR<br />Avoid using very general keywords (shoes).<br />Focus on using targeted keywords which describe yo...
Self-setting clock<br />Self-setting clock<br />Self-setting clock<br />Improving the CTR<br />Remember to Sell the benefi...
Landing Page<br />Why do I need this?<br />Its closes the deal!!<br />
The Landing Page<br />Many marketers think that because they ran a very effective ad the sale is automatic<br />This could...
Landing Page<br />Designed to convert<br />The objective is to get the “clicker” to take some form of action that leads to...
Landing Page<br />Call to action (multiple)<br />Keep it logical<br />Keep it focused<br />White space is your friend<br /...
Or how about these that appeared on the top of serps in sponsored ads area<br />Which one(s) gets your attention?<br />
Landing Page<br />Also note the organization of the navigation pane<br />
Landing Page<br />The actual home page<br />
Connecting the Information<br />
Using Twitter to Connect<br />It goes to the twitter version of their home page which keeps a consistent message and view<...
Adwords<br />You will see these off to the right of the Results pages<br />
Pay Per Click<br />Guess what drives your ad appearing<br />o<br />K<br />W<br />y<br />s<br />Holy Smokes Batman<br />Aga...
Adwords Starting Out<br />
Google Adwords<br />Determine what you can spend<br />Set your daily budget in Adwords<br />You can adjust it at any time<...
The Anatomy of an Ad<br />Questions generate clicks<br />Compelling questions are better<br />Based on searchers need<br /...
Tools: Google Adwords<br />
Got Questions?<br />
Adwords Help and Info <br />
Setting Up the Campaign<br />
The Campaign<br />It also scanned my website and gave me other possible keywords<br />Words I chose<br />
Pay Per Click<br />Managing Keywords and tracking their performance<br />
Controlling Costs<br />Good ad performance<br />Good Landing page<br />Longer tail, targeted keywords will reduce the clic...
Adwords-What to do<br />Educate yourself or get outside education<br />Determine an amount you can spend over a period of ...
Pros and Cons<br />It is pretty simple (in concept)<br />Without proper management it can cost a fortune<br />Junk traffic...
Adwords  More that You Can Do<br />Split Test your Landing page<br />In marketing you are seldom right the first time-your...
Kewl Stuff…The Keyword Reverse Engineer<br />Heh, I’m no engineer!!<br />You can test words by sending yourself emails in ...
The Display Network<br />The Google Network is comprised of a large group of websites and other products that covers 80% o...
Blogs
Product Pages</li></ul>Google claims over 6 billion ad impressions per day<br />
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Internet Market Magic of Getting Found Pt.II

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Internet Market Magic of Getting Found Pt.II

  1. 1. The Magic of Getting Found 2nd Half<br />Bob Bradley<br />Score114<br />
  2. 2. Added features<br />And<br />Tips and Tricks<br />
  3. 3. Google Analytics<br />Monthly trends<br />Overall Data<br />Total visitors and where they came from<br />
  4. 4. Analytics A Closer Look<br />Search queries<br />On the Blog<br />
  5. 5. The XML Sitemap<br />Provides a roadmap to help the Google search engine crawl a website more effectively.<br />Good for sites with AJAX or FLASH or a site that does not have good internal linking<br />HTML Sitemap<br />Can only be read by Google<br />There are Pro and Con arguments<br />
  6. 6. The Cascading Style Sheet (CSS)<br />Programming style that adds fonts, colors, spacing, navigation to web documents one time rather than on all pages. <br />Good for SEO<br />Search Engine friendly layouts<br />Can eliminate tables<br />Flexibility<br />http://www.w3.org/<br />
  7. 7. Websites<br />When did GoogleBot last visit and what did it see?<br />Click on “Cached”<br />
  8. 8. Put the “F” in Your Site<br />Heatmaps from user eyetracking studies of three websites.<br />
  9. 9. Navigation rules<br />10 seconds<br /><ul><li>Don’t make me think
  10. 10. Two Clicks to Action
  11. 11. Tell me where I am and
  12. 12. How to get back
  13. 13. Make stuff clickable
  14. 14. Call(s) for action</li></ul>Bread crumbs<br />
  15. 15. Google Rules<br />Black Hat Techniques-Beware<br /><ul><li>Keyword stuffing- putting keywords and phrases all over a page to make sure it gets indexed to those words
  16. 16. Cloaking- showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty.
  17. 17. Invisible Text- Creatinga “white on white” page that only the bots, crawlers and spiders can see with keyword all over them
  18. 18. Doorway Pages- Pagesmade up for particular search terms for search engines that clutter the search results</li></ul>Google Jail<br />
  19. 19. Images Don’t Rule<br />Oh, yea, I remember, its called the Alt Tag Workaround<br /><imgsrc="../skin1/images/home/Tea.jpg" alt="bulk organic herbs and spices - wholesale and retail"/><br />You can also put ordinary descriptive text adjacent to the image<br />
  20. 20. Neither do these!<br />So Mr. Googlebot now you have me scared, are there other things you CAN’T do?<br />Yea there are some<br />Have a hard time with FLASH<br />Have some difficulty with JAVA SCRIPT<br />Hard to read DYNAMIC CONTENT<br />CSS, cascading style sheets, I can see the best<br />
  21. 21. Get Listed Locally<br />There are criteria for order of rankings<br /><ul><li>Keywords
  22. 22. Description
  23. 23. Categories
  24. 24. Photo
  25. 25. Location
  26. 26. Linking
  27. 27. Website</li></li></ul><li>The Snippet<br />Money does not buy this; algorithm driven<br />The HTML-View Source<br />
  28. 28. The Snippet<br />A snippet is your URL and the 160 black characters from your website that appear on that results page.<br />A rich snippet is a more dynamic and visual sample of your content on the same results page that may include reviews, pictures, or even a video.<br />
  29. 29. Tools Bars Etc.<br />https://addons.mozilla.org/en-US/firefox/addon/9440<br />http://www.seobook.com/<br />From SEO for firefox add on<br />You can toggle information links and find out about sites<br />
  30. 30. Advertising<br />It is about CONVERSIONS <br />Getting them to do what you want them to do<br />
  31. 31. Customer Acquisition<br />Are customers FREE?<br />Search Engine Results Pages<br />This is why we don’t obsess about them<br />are only<br />5%<br />III didn’t wake up this morning just to buy your stuff!!!<br />Of total number of web pages<br />Some web marketers claim that they get less than ___of their visits from search results<br />25%<br />
  32. 32. There are Crowded Serps<br />Sponsored Links appear at top of page<br />Even real time twitter results are beginning to appear<br />Local results appear at top of page<br />Some estimate that this takes up 80% of the “above the fold area”<br />
  33. 33. Pay Per Click<br />
  34. 34. The Networks<br />Search Network<br />(Think Rhode Island)<br />Display Network*<br />(Think California)<br />*Formerly the Content Network<br />
  35. 35. The Big Three + One<br />Profile Information may allow good demographic targeting and results analysis<br />
  36. 36. Understand the CTR<br />The Click thru Rate (CTR) is obtained by dividing the "number of users who clicked on an ad on a web page by the "number of times the ad was delivered" (impressions). <br />For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it, The resulting CTR would be 1 percent.<br />It made me do something<br />
  37. 37. The Google System<br />User<br />Wants to see relevant ads<br />Google<br />Wants a good experience by both<br />Advertiser<br />Wants to show relevant ads<br />The interest of three parties must be satisfied<br />We want everybody happy because that means $$$$$<br />
  38. 38. A Simple Look at Auction Basics<br />Max <br />Bid<br />Price Paid<br />$4<br />$3<br />Now we add “QUALITY SCORE”<br />Knew u couldn’t keep it simple<br />You only pay the bid of the advertiser below you<br />$3<br />$2<br />Factors<br />$2<br />$1<br />$1<br />Min<br />
  39. 39. The Ad Rank<br />Max <br />Bid<br />Quality <br />Score<br />Amount Paid<br />Ad Rank<br />X<br />$4<br />1<br />4<br />Using the logic of paying only the amount of your next lowest competitor BUT applying the QUALITY SCORE as a factor, we come to a formula<br />=<br />x<br />$3<br />3<br />9<br />2<br />=<br />The price that advertiser 1 has to pay is determined by dividing the AD RANK of the next lowest bidder by the QUALITY SCORE of the advertiser Then add $.01<br />$2<br />6<br />12<br />=<br />1<br />$1<br /> 8<br /> 8<br />=<br />3<br />
  40. 40. Improve your CTR Improve everything<br />Max <br />Bid<br />Quality <br />Score<br />=<br />Actual CPC<br />Ad Rank<br />X<br />$4<br />8<br /> 32<br />(24/8)=$3.00 <br />$4<br />6<br />24<br />(12/6)=$2.00 <br />$4<br />3<br />12<br />Min Bid Price <br />No lower advertiser<br />
  41. 41. Improving your CTR<br />Max <br />Bid<br />Quality <br />Score<br />=<br />Actual CPC<br />Ad Rank<br />X<br />(24/8)=$3.00 <br />(24/10)=$2.40 <br />$4<br />8<br /> 32<br />10<br />40<br />$4<br />6<br />24<br />(12/6)=$2.00 <br />$4<br />3<br />12<br />Min Bid Price <br />So by increasing your QUALITY SCORE (a significant factor being CTR) you can decrease your CPC and not lose position<br />
  42. 42. Take Aways<br />It’s about the click<br /> through rate<br />
  43. 43. Improving the CTR<br />Avoid using very general keywords (shoes).<br />Focus on using targeted keywords which describe your actual products or service in a rather specific way (repair jogging shoes).<br />Relevant Keywords (included in ad text)<br />Simple, enticing ads with strong call to action<br />Organize your account for maximum effectiveness<br />Create ads that are highly targeted to the keywords in that Ad Group.<br />Test, test, test<br />
  44. 44. Self-setting clock<br />Self-setting clock<br />Self-setting clock<br />Improving the CTR<br />Remember to Sell the benefits not the features<br />Which is which? I know, do you?<br />The answer<br />Features?<br />Benefits?<br />Features<br />Benefits<br />Benefits?<br />Features?<br />Convenience<br />Fewer Keystrokes<br />Immediate information<br />Designed just for you<br />Buy it when you want it<br />Ready to use out of the box<br />Self setting clock<br />50 number speed dial<br />One click financial reports<br />Custom Programs<br />Open 24 hours<br />Batteries included<br />Remember the drill and the hole!<br />
  45. 45. Landing Page<br />Why do I need this?<br />Its closes the deal!!<br />
  46. 46. The Landing Page<br />Many marketers think that because they ran a very effective ad the sale is automatic<br />This couldn’t be further from the truth<br />An effective ad ONLY gets people . Where the click takes you must<br />That is the LANDING PAGE. This page is intrinsically connected to any ad or solicitation that you may initiate<br />AND <br />The landing page may contribute up <br />to 1/3 to your quality score<br />to click<br />convert<br />
  47. 47. Landing Page<br />Designed to convert<br />The objective is to get the “clicker” to take some form of action that leads to a sale<br />There a few questions to ask yourself when creating a landing page:<br />What are you offering?<br />Who do you wish to appeal to?<br />Why would they be interested in your offer?<br />What do they need to do to participate/purchase?<br />Infomercial!!!!!<br />Remember the….<br />
  48. 48. Landing Page<br />Call to action (multiple)<br />Keep it logical<br />Keep it focused<br />White space is your friend<br />Good use of images<br />Fast load times<br />Testimonials<br />
  49. 49.
  50. 50. Or how about these that appeared on the top of serps in sponsored ads area<br />Which one(s) gets your attention?<br />
  51. 51. Landing Page<br />Also note the organization of the navigation pane<br />
  52. 52. Landing Page<br />The actual home page<br />
  53. 53. Connecting the Information<br />
  54. 54. Using Twitter to Connect<br />It goes to the twitter version of their home page which keeps a consistent message and view<br />
  55. 55. Adwords<br />You will see these off to the right of the Results pages<br />
  56. 56. Pay Per Click<br />Guess what drives your ad appearing<br />o<br />K<br />W<br />y<br />s<br />Holy Smokes Batman<br />Again?<br />r<br />d<br />e<br />You buy KEYWORD PHRASES and you pay each time the ad is clicked<br />
  57. 57. Adwords Starting Out<br />
  58. 58. Google Adwords<br />Determine what you can spend<br />Set your daily budget in Adwords<br />You can adjust it at any time<br />Determine your language settings <br />Determine your Geo-Targeting (local, regional)<br />Key<br />Lotsa help from the providers<br />
  59. 59. The Anatomy of an Ad<br />Questions generate clicks<br />Compelling questions are better<br />Based on searchers need<br />Need Design Help?<br />Need a Better Brand?<br />Need Better Credit?<br />The title line is CLICKABLE<br />
  60. 60. Tools: Google Adwords<br />
  61. 61. Got Questions?<br />
  62. 62. Adwords Help and Info <br />
  63. 63. Setting Up the Campaign<br />
  64. 64.
  65. 65. The Campaign<br />It also scanned my website and gave me other possible keywords<br />Words I chose<br />
  66. 66. Pay Per Click<br />Managing Keywords and tracking their performance<br />
  67. 67. Controlling Costs<br />Good ad performance<br />Good Landing page<br />Longer tail, targeted keywords will reduce the clicks and increase the conversions<br />Exact Phrase Match<br />GeoTarget your ads<br />Limit the days<br />Set a budget amount<br />Use negative keywords<br />Quality Score<br />Use “Position Preference” to control position of ad<br />
  68. 68. Adwords-What to do<br />Educate yourself or get outside education<br />Determine an amount you can spend over a period of time ($500 over 2-3 months)<br />Determine important keyword phrases<br />Set up an AdGroup with the phrases (more than one phrase)<br />Make effective ads (entice, benefits, ask for order)<br />Make it narrow at first<br />Limit daily budget<br />Limit to geographic regions<br />Limit to certain day.<br />And then measure the results, Why?<br />Do what works and do not do what does not work<br />
  69. 69. Pros and Cons<br />It is pretty simple (in concept)<br />Without proper management it can cost a fortune<br />Junk traffic can suck the life out of your program<br />There is no economy of scale-the more clicks the more it costs (focus on conversion)<br />It can generate traffic right away (within a few minutes)<br />You can adjust to changing market conditions right away<br />Is effective to generate buzz for new product launch<br />It can be a bargain for niche, targeted keyword phrases<br />(For example, you might not want to pay the top bid for 'bicycles', but 'Landshark Bicycles' is probably a lot less expensive ($.10 per click as of this writing, actually).<br />
  70. 70. Adwords More that You Can Do<br />Split Test your Landing page<br />In marketing you are seldom right the first time-your initial landing page may not “close the deal”<br />You can create several landing pages with different enticements, colors, offers, benefits <br />When your ad is clicked it will randomly pick a landing page to show and provide data to indicate effectiveness of each landing page<br />Say What?<br />
  71. 71. Kewl Stuff…The Keyword Reverse Engineer<br />Heh, I’m no engineer!!<br />You can test words by sending yourself emails in GMAIL using various keywords and see what ads appear. <br />Then you know what keywords result in what ads. <br />
  72. 72. The Display Network<br />The Google Network is comprised of a large group of websites and other products that covers 80% of unique internet users around the world<br /><ul><li>Gmail
  73. 73. Blogs
  74. 74. Product Pages</li></ul>Google claims over 6 billion ad impressions per day<br />
  75. 75.
  76. 76. Categories of display network partners<br />Click on “Automotive” and the partners websites are displayed with estimates of volume (visitors)<br />
  77. 77. The Adsense Program<br />The Google Adsense Program is the “flip” side of the content advertiser. <br />Website owners sign up for the Adsense Program and allow ads to appear on their site(s). <br />Yes, you can make money with the Adsense program<br />
  78. 78. Setting it Up<br />
  79. 79. Ads via Google Adsense<br />
  80. 80. Ad Groups<br />Ad Group- a family of keywords built around a common theme<br /> Someone selling Movie Merchandise<br />Matrix Clothing<br />Spiderman Games<br />Star Wars Toys<br />Your ad group's entire keyword list helps determine where your ads show on the Content Network.<br />Each ad group should have a cluster of 5 to 20 keywords that relate closely to one another and to the ads in that ad group. <br />The more closely related your keywords, the more likely it is that your ads will find the right audience.<br />Keyword phrases chosen<br />
  81. 81. Ad Group Keywords<br />POOR<br />GOOD<br />Spiderman toys <br />Spiderman clothes <br />Figures Starwars<br />Spiderman pajamas<br />Matrix Clothes<br />Starwars DVD<br />Ad Groups for <br />Spiderman Toys<br />Starwars Toys<br />Matrix Toys<br />Ad Groups for<br />Games<br />Clothes<br /> For Each Movie topic<br /> Spiderman, Starwars and Matrix. <br />Too many different topics-hard to determine the right place to locate your ad<br />
  82. 82. Conversion Tracking<br />Sort by column<br />Everythingsoccer.com<br />
  83. 83. Advertising Professionals<br />
  84. 84. Advertising-What to do<br />DIY or purchase the service<br />Study ads presented in your market (yellow section)<br />Make effective landing page(s)<br />Start slowly with limitations<br />Budget; Phrase match; long tail keywords; negative<br />Measure the results- what works what doesn’t<br />Expand keywords/adgroups and increase budget<br />Measure results and determine future strategy<br />Move to the display network (but carefully!)<br />Measure the results<br />The end result will be maximum targeted visitors to your site<br />
  85. 85. Goals and Objectives<br />Today<br />Lost and lonely site<br />500 visits per month<br />1% conversion<br />Not much money made<br />Tomorrow<br />Good SEO +500<br />Basic Adwords +1000<br />Conversion +1%<br />The day after<br />Display Ads +2000<br />Conversion +2%<br />Next Week<br />7-8% conversion<br />This all assumes you have<br /> a good business model<br />
  86. 86. Basic Website<br />Great SEO<br />Off page marketing<br />Good business gets it rolling<br />Search Advertising<br />Solid navigation and design keeps it going<br />Display Network<br />
  87. 87. It Seems like a Lot of Stuff<br />But…how do you eat an elephant?<br />One bite at a time<br />
  88. 88. This is the… <br />Of Getting Found<br />
  89. 89. FAQ’s<br />Are you for hire? No, even if I was, it is against the ethics of SCORE to use the organization for personnel gain. <br />Can I make an appointment with you about this topic? <br />Yes, but I do not counsel very often. These workshops are designed to give you “self help” counseling. Check out my website/blog and review the materials and references. Follow me on Twitter/Facebook<br />Can you recommend anyone to do this for me?<br />No. It is not in the SCORE mantra to recommend services for clients. This would turn us into a purchasing “filter”. <br />Where can I get additional help? <br />These workshops are designed to facilitate your thinking so that you may be your own best resource. Does it take time?-YES, does it always reap the benefits you wish?-NO, but that is the essence of business.<br />
  90. 90. Thank you and<br />Good Luck!!<br />

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