BigWing: Breakfast with Google
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BigWing Interactive hosted a "Breakfast with Google" event on 1/29/15 at the Chesapeake Boathouse in OKC. The topics covered were: Google paid search, Social Media, SEO, and Content Marketing. The following slides were presented by Bill Martin (PPC), Sarah Hoffman (Social Media), Ruth Burr Reedy (SEO), and David Christopher (Content Marketing). For questions visit our website bigwing.com or call 405.475.3015.
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BigWing: Breakfast with Google
- 1. Welcome and Introductions Marilyn Hoeffner
- 11. • Bill Martin – Top 5 new features and changes in Ad Words • Break • Sarah Hoffman – Social Media in 2015 • Ruth Burr Reedy – SEO best practices • David Christopher – Importance of Content Marketing
- 12. • Raffle Tickets will be given out after the break and at the end of the team Q&A • Marketing Reviews • Surveys
- 14. Our Top 5 New “Features” of Adwords in 2014 Bill Martin BigWing Interactive www.bigwing.com
- 15. People Searching for Used Cars Paid Search Remarketing Site Retargeting Senior Citizens Recent College Graduates Women Shopping for Appliances Interested in Remodeling
- 16. New for 2014 Callout Extensions • Appear below the standard ad • Add a line of space pushing down the organic listings • Don’t require a URL • Show off unique offers and benefits of their sites, products and services
- 17. Call Tracking - Google Joins the Party Call Tracking Google’s attempt • Google sets up a forwarding number • Integrates with analytics • Bing / Yahoo copied, separate but equal • No recording /listening of calls (privacy issues)
- 18. Call Tracking - Google Joins the Party Call Tracking Google’s attempt • Google sets up a forwarding number • Integrates with analytics • Bing / Yahoo copied, separate but equal. • No recording/listening of calls (privacy issues) Third party is better • Same features with forwarding number • Integrates with analytics • Also can get tagged for other search engines • One report where you can actually listen to the call • It does cost • If your promoting a medical client HIPA certification needed
- 19. Dynamic Campaigns and Ads Dynamic Ads are great for • Dynamic Inventory • Dynamically Change the Ad Title line • Saving Time – Information Pulled from your website no extensive initial keyword research • When a search is relevant Google will dynamically create an ad headline for your ad • Control – Show ads on all or just part of your website Dynamic Ads are Not good for Rapidly changing web pages like “daily deals”
- 20. Forced Use of Close Variants • Good - Less work, • Fewer keywords to enter • Google decides what you show for. • Bad – sometimes plurals/ singulars only do the conversions • Close variants can be completely irrelevant • More research now required into negative matching– creating more work, not less Examples : California vs. CA Flooring supplies vs. Floor supplies Supply vs. supplies
- 21. Google Tightens the Reigns on Quality Score Google is adding more “weight” to relevancy QS is : • Keyword to landing page relevancy • Keyword to ad relevancy • User experience on the web page • SEO is even more important Your AdRank = your bid * your quality score
- 22. Broad Match – Use it Sparingly Google has increased the reach of the broad interpretation • This is to grab more traffic and drive more clicks to the website • Sounds Good but must be VERY heavily negatively matched • Be careful not to waste money!
- 24. Social Media in 2015 Sarah Hoffman BigWing Interactive www.bigwing.com
- 25. Social Media – What’s Trending? #Trending sarahndippity
- 26. PUBLIC RELATIONS NETWORKING CUSTOMER SERVICE THOUGHT LEADERSHIP BRANDING TRUST LOYALTY-BUILDING sarahndippity
- 28. 1.China 2.India 3. 4.United States 5.Indonesia 6.Brazil 7.LinkedIn 8.Twitter 1.35 billion monthly active users (2014) sarahndippity
- 30. 412years to watch every video on YouTube sarahndippity
- 31. 5,000,000,000minutes spent on Facebook every day sarahndippity
- 32. EVERY SECOND 2 new people join LinkedIn sarahndippity
- 40. Target Audience 1: College Students & Young Professionals sarahndippity
- 41. Target Audience 2: Local Businesses & Corporations sarahndippity
- 42. RESULTS 40,000 impressions $0.55 cost per click 10,000 Page Likes Gained more awareness sarahndippity
- 47. sarahndippity
- 51. sarahndippity
- 57. SEO Basics for Small Business Ruth Burr Reedy BigWing Interactive www.bigwing.com @ruthburr
- 58. 11,944,000,000 Google searches per month Source: Digital Marketing Ramblings 93% of online experiences begin with a search engine 64% of web traffic comes from organic search @ruthburr
- 59. 33% 18% 11% 8% Source: Search Engine Watch @ruthburr
- 62. …that you want people to come to? @ruthburr
- 63. ..and complete an action? (Like: buy something, sign up for something, share something, or go somewhere?) @ruthburr
- 65. But Isn’t SEO… SPAM by AJ Cann on Flickr @ruthburr
- 66. It’s Marketing. SEO is about figuring out how people are searching for what you have, so you can show them – and Google – that you have what they want and you’re the best place to get it. @ruthburr
- 67. If You Do Nothing Else… @ruthburr
- 68. A Website Should Be: @ruthburr
- 73. Source: Zero Gravity Marketing Responsive @ruthburr Mobile Searches Local Intent Result in a Purchase
- 74. @ruthburr
- 76. Keywords Are Important. It doesn’t matter how you talk about what you do. It matters how your users look for what you have, so you can show them that you have it. @ruthburr
- 77. “Chocolate cupcakes” 9900 monthly searches “Mini cocoa cakes” <10 monthly searches @ruthburr
- 79. Where to Put Keywords @ruthburr <title> Chocolate Cupcakes Recipe – Allrecipes.com </title> <meta name=“description” content=“Ready in 30 minutes, this quick chocolate cupcake recipe is the perfect party treat.”>
- 80. Title tag: ~60 characters including spaces Description tag: ~150 characters including spaces @ruthburr
- 82. Use Your Keywords “Chocolatecupcakes.com: Your chocolate cupcakes source for chocolate cupcakes, chocolate cupcake, chocolate cupcake recipes online.”NO! @ruthburr
- 83. Use Your Keywords Just say what you were going to say, using your keywords. AND: Let keyword research drive your content strategy. @ruthburr
- 88. @davidmchris
- 89. @davidmchris
- 90. 12 00 2 4 6 8 10 12 14 unforgettablehoneymoons.com tripadvisor.com Social Shares of Page @davidmchris
- 91. “We Do Use Twitter and Facebook Links in Ranking” Matt Cutts (2010) @davidmchris
- 92. 36 00 5 10 15 20 25 30 35 40 unforgettablehoneymoons.com tripadvisor.com Domains Linking to Page @davidmchris
- 93. Article Directories Spammy Local Directories Comment Spam Social Bookmarking Forums Spammy Profiles Link Exchanges Guest Blogging for Links Relevant Links Quality Local Directories PR Social Engagement Sponsorships & Events Quality Profiles Partner Links Quality Guest Blogging Links @davidmchris
- 94. @davidmchris
- 95. Search Traffic Search Traffic Your Website Competitor Website CTR Social Blog Guest Posting Links ReferralsPR Events Dwell Time Online Presence @davidmchris
- 96. Engagement • Click Through Rate (CTR) • Dwell Time / Bounce Rate @davidmchris
- 99. Blogger Creates Content Content Marketer Creates Content Promotes Content Grows Audience Evaluates Reception Adjusts Behavior Prequalifying Questions for Content 1. What is the Goal of this Content? 2. Who is it targeting? 3. How will you promote it? Vs. @davidmchris
- 100. @davidmchris
- 101. 1. PPC campaign well managed, SEO increased quality score 2. Content Marketing built links that drive traffic 3. Social media following grown, website content shared 4. SEO, links & social engagement led to ranking higher 5. Stronger online presence resulted in more direct traffic @davidmchris
Editor's Notes
- Some items on a website might be very popular but not worth actively promoting
- Copy/paste as many slides as you may need in order to complete each separate section.