How to Run an Effective
Online Marketing Strategy
& the Metrics that Matter!
Presented by:
Bassem Ghali
Founder & Head of ...
OUTLINE:
 Organized Campaign Structure = Success
 High Preforming Landing Page Elements
 The Latest Technology in Leads...
AdWords
Account
Search
Campaign
AdGroup
Product 1
AdGroup
Product 2
Display
Campaign
AdGroup
Product 1
AdGroup
Product 2
R...
1. Campaign Structure
Quick Wins
Anything that looks different on a Search Results
Page usually receives a higher Click Th...
2. Landing Page
Top 3 Elements:
Design:
 Get to the point
 Visible call-to-actions
 Use contrasting colors
Content:
 C...
Simplicity Wins!
Case Study: Metro College
Overall Design: page design and color
palette are consistent with company
branding.
2. Main Head...
Landing Page Solutions
Case Study: Xplornet
Landing Page Marketing Solutions:
 Split - Testing
 Segmentation
 Behavior ...
Landing Page Best Practices
Have One Purpose & One Focused Message: simplify your content and
use multiple headlines and ...
3. Leads Tracking
Don’t Forget:
 Set Conversions in AdWords
 Import Conversions from Analytics
3. Leads Tracking
Case Study: Xplornet
Can offline activities, such as phone calls, be linked
to specific AdWords campaign...
Ad Click
• Landing page visit.
• Session ID is assigned to each visitor. This dynamically
replaces all visible numbers acr...
4. Ongoing Management Strategy
Once all conversions are integrated with AdWords, select the best
strategy to meet online m...
4. Ongoing Management Strategy
Product Seasonality & Budget Allocation
Search seasonality has a major impact on conversion...
Green Lotus Online Marketing Services
 Lead Generation & ROI Optimization
 Online Marketing Management
 Local Search En...
Your Feedback is
Appreciated, Post a
Google+ Review!
plus.google.com/+GreenLotusCa
Support Local Charities &
Learn From Le...
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How to Run an Effective Online Marketing Strategy & the Metrics that Matter! Online Revealed 2014

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Running a PPC campaign and performing basic SEO is not enough anymore. Learn how to manage an effective Organic & Paid lead generation campaign, measure return on investment, connect online activities to offline sales, become aware of product seasonality and use this information to enhance your marketing campaign. It’s no secret that the travel industry is very competitive. Understanding your data, and knowing what to look for, will give you every opportunity to squeeze your marketing dollars by lowering your cost per lead while maintaining a healthy increase in leads and sales.Join this session and find out the tools you need to optimize your campaign, landing pages and track online/offline lead generation.


Outline

- How to Organized Campaign Structure
- What are High Preforming Landing Page Elements
- What are the Latest Technology in Leads Tracking
- Ongoing Management Strategy & Product Seasonality

Published in: Marketing
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How to Run an Effective Online Marketing Strategy & the Metrics that Matter! Online Revealed 2014

  1. 1. How to Run an Effective Online Marketing Strategy & the Metrics that Matter! Presented by: Bassem Ghali Founder & Head of Client Strategy Bassem@GreenLotus.ca 647.405.2525 Your Online Marketing Partner Presentation Available on
  2. 2. OUTLINE:  Organized Campaign Structure = Success  High Preforming Landing Page Elements  The Latest Technology in Leads Tracking  Ongoing Management Strategy & Product Seasonality
  3. 3. AdWords Account Search Campaign AdGroup Product 1 AdGroup Product 2 Display Campaign AdGroup Product 1 AdGroup Product 2 Remarketing Campaign AdGroup Product 1 AdGroup Product 2 Budget, Bidding Strategy Setting level Tracking, Goal Value Setting Level Ad Content Setting level 1. Campaign Structure Organized Structure = Successful Campaign
  4. 4. 1. Campaign Structure Quick Wins Anything that looks different on a Search Results Page usually receives a higher Click Through Rate. Use Extensions!
  5. 5. 2. Landing Page Top 3 Elements: Design:  Get to the point  Visible call-to-actions  Use contrasting colors Content:  Clear headlines  Attractive offer  Product benefits The 5-Second Test:  What’s in it for me?  How much does it cost?  How to get it?
  6. 6. Simplicity Wins!
  7. 7. Case Study: Metro College Overall Design: page design and color palette are consistent with company branding. 2. Main Headline: Attractive headline specific to each campaign & corresponding search keywords. 10. Banner: Lifestyle images are recommended. 4. Top Wins: clearly displays the benefits of the product/services. 5.2% Conversion Rate 9. & 11. & 12. Clear Call to Actions: If applicable include 24/7, local support, Free Trial, Canadian flag. More Info: View Full Case Study
  8. 8. Landing Page Solutions Case Study: Xplornet Landing Page Marketing Solutions:  Split - Testing  Segmentation  Behavior Analysis Which one do you think preformed better? This one!
  9. 9. Landing Page Best Practices Have One Purpose & One Focused Message: simplify your content and use multiple headlines and bullet points. Main Headline: should be specific to the ad campaign and include relevant search keywords. Primary Call-To-Action: must appear above the fold and be eye-catching. Use Videos: studies have shown that videos can drastically improve conversions, by up to 80% Use Images: lifestyle images and directional cues to direct attention to the most important information on the page. A/B Split Testing: test new ideas and content with A/B testing technologies and let your customers show you what works best for them. If applicable include: “24/7 Support“, “Free Trial”, the Canadian flag, and a Toll Free number.
  10. 10. 3. Leads Tracking Don’t Forget:  Set Conversions in AdWords  Import Conversions from Analytics
  11. 11. 3. Leads Tracking Case Study: Xplornet Can offline activities, such as phone calls, be linked to specific AdWords campaigns?
  12. 12. Ad Click • Landing page visit. • Session ID is assigned to each visitor. This dynamically replaces all visible numbers across the website or landing page to a unique Toll Free Number, that is tracked. Offline Phone Call • Thank you page server call. • Session ID Values are imported (i.e. campaign, keyword, CPC, Ad Copy, etc…). Tracking & Integration • Google Analytics Goal gets triggered. • Google Analytics Goals are imported into AdWords. Offline Phone Leads Tracking How it Works:
  13. 13. 4. Ongoing Management Strategy Once all conversions are integrated with AdWords, select the best strategy to meet online marketing goals! Enhanced CPC Conversion Optimizer Flexible Bid Strategy Description Based on conversion tracking data, Enhanced CPC bidding can raise bids up to 30% for clicks that seem more likely to lead to conversions. Conversion optimizer predicts which clicks are likely to be valuable and changes your bids to help you gain as many profitable clicks as possible. Combines automated bid optimization with a selection of settings that you control and can apply across campaigns, ad groups, and keywords. Pros A great starting point for new campaigns, and those who are unsure of which strategy to use! The most useful bidding strategy for non-advanced users to generate great results. The advanced bidding strategy allows you to control multiple variables in your campaign for maximum results. Cons Enhanced CPC is the most simple and basic form of automatic bidding. Conversion Optimizer does not work well if there is a lack of historical conversion data available. Requires hands-on management across several data points , as well as on-going review of all bidding rules.
  14. 14. 4. Ongoing Management Strategy Product Seasonality & Budget Allocation Search seasonality has a major impact on conversion rates and average order values (which always increase dramatically when traffic spikes occur). Research shows that increases in conversion rate for some categories can be as high as 300% in high seasons! Drastic changes in online search behavior can be caused by several factors, including:  Customer urgency  Holiday spirit  Changes in laws  Weather shifts  Big events Read Full Article!
  15. 15. Green Lotus Online Marketing Services  Lead Generation & ROI Optimization  Online Marketing Management  Local Search Engine Optimization  Social Media Marketing & Management Green Lotus Clients .... We are Proud of Each Project!
  16. 16. Your Feedback is Appreciated, Post a Google+ Review! plus.google.com/+GreenLotusCa Support Local Charities & Learn From Leading Online Marketing Experts! Google: Donate & Learn Events

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