Digital Outreach - Dave Reeve's third presentation from the Sales & Retention Convention Nov 2016

1. Digital Lead Generation – Online
Three Aspects
•Google AdWords
•Facebook Advertising
•Google Business

2. Why Google?

3. Google Search Algorithms – Non Geo Search Phrase

4. More examples as above
The fold

6. Google AdWords Features
• Phrase Targeting – Keywords – Text Ads
• Geographic Targeting
• Ad Extensions
• Product Listing Ads
• Remarketing

7. Product Listing Ads

8. Geographic Targeting
*
+10%
+0%
+20%
Venue

9. Geographic Targeting

10. Geographic Targeting

11. Ad Extensions – Site Links

12. Keyword Match Types – Target Phrases
• Different Types of Ad Groups for different types of targeting

13. Keyword Match Types
Exact: [formal shoes]
Matches: formal shoes
Phrase: “formal shoes”
Also matches: black formal shoes, formal shoes for men...
Modified Broad: +formal +shoes
Also matches*: formal shoes, formal evening shoes...
Modified Broad: formal +shoes
Also matches*: evening shoes, black dress shoes...
Broad: formal shoes
Also matches*: formal footwear, evening footwear, men’s dress wingtips...

14. Keyword Match Types
Exact Match
Phrase Match
Broad Match Modifier
Broad Match More Control
More Volume

15. Negatives
• What are negatives and why are they so important ?

16. No Negative KeywordsNo Negative Keywords

17. Scheduling
• Key Times of Day and Bid Adjustments

18. Remarketing

19. Quality Score – Relevance!
• The customers phrase – e.g. Gyms in Warwick
• The Ad Text & Set Up (Broad vs Formal)
• The Websites Landing Page
• The Ad Performance - CTR
• Overall Credibility of AdWords Campaign and
Company Website
Google cannot lose credibility!

20. The Secret is Quality Score
• Here is how it works – Gyms neat me
Centre Name Bid Price Quality Score Rank Score
Centre Blue £1.20 2 2.4
Centre Orange £0.60 6 3.6
Centre Pink £0.40 10 4.0

21. Facebook Advertising
• Anyone tried it?
• Lets look at some available options

22. Facebook Advertising Options
• Anyone tried it?
• Options that are available

23. Targeting
Based on Income
Age
Gender
Location
Occupation
Industry
Education
Parental status
Ethnicity
Language

24. Scheduling
Cost per Impression
Cost per click
Budget
Timings
Set area

25. Images for Adverts

26. Facebook Advertising – Other functionality
Target or exclude your current fans
Upload your email subscriber list and it will target those contacts
Target fans of other Facebook pages i.e. competition

27. Google+ for Business
Google Local (Google Places)
Google Business

28. Google Business
• Gets you found on geographic searches with added
features
• Social interaction between you and your customers

38. Setting Up Your Google Business Page
• Log into Google, you will need a Gmail account
• Set up Place Page
• Photos/Video that show off your services
• Description of your business
• “Claim” other pages
• Name, Address and Phone number, etc.

39. Any Questions

40. Thank You