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SEO? PPC? Search Engine Marketing!

Jamie Barlow from Stop and Stare Marketing will be looking at Search Engine Marketing as a whole and how to get the best from you online marketing campaigns to ensure they complement each other. Jamie’s talk will be looking specifically at how Search Engine Optimisation and Pay-Per-Click advertising can work together in a cost effective manner for small businesses.

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SEO? PPC? Search Engine Marketing!

  1. 1. ‘Hub How to…’ ‘SEO? PPC? Search Engine Marketing!’ A Presentation for the Farnham Hub by Jamie Barlow of Stop and Stare Marketing Ltd 11th February 2015
  2. 2. I launched Stop and Marketing in May 2014, recognising the need to offer online and offline marketing services to brands with a “big agency experience, without the need for big agency budgets”. With over 10 years’ experience in marketing, Stop and Stare mission is to create the right market awareness for brands, ensuring they connect with their audiences and achieve their goals. I lead marketing campaigns for leading B2B and B2C organisations such as Elphicks Department Store, AM-Tech Tools and NRG Digital. Thanks to our diverse and experienced team and specialist partnerships we offer multiple marketing disciplines. Core to Stop and Stare’s success is our ability to offer advice to customers talking in their language, instantly winning their respect. Prior to launching Stop and Stare, Jamie was the head of digital at the marketing agency, TC Communications, where he led major website design and build, and social media campaigns for the likes of O2, Samsung, Sony, Virgin Atlantic and Charles Church.
  3. 3. Through this talk we are going to look at… • What is Search Engine Marketing? • Pay-Per-Click • Search Engine Optimsation • How to get the two to work in conjunction with each other • Digital Footprint
  4. 4. ‘What I hope you will takeaway from my talk today’ 1. An understanding of what PPC is and what SEO is? 2. How they can be used to obtain customers and raise the presence of your business online 3. Answer any questions you may have around you own campaign?
  5. 5. • Your Website
  6. 6. • Your Website • Website Paths
  7. 7. • Your Website • Website Paths • Social Media Channels
  8. 8. • Your Website • Website Paths • Social Media Channels • Companies House
  9. 9. • Your Website • Website Paths • Social Media Channels • Companies House • Directory
  10. 10. • Your Website • Website Paths • Social Media Channels • Companies House • Directory • Blog
  11. 11. BRAND AWARE USERS using brand specific searches. PRODUCT (SERVICE) SPECIFIC USERS using product specific searches. Two Types Of Searchers
  12. 12. Pay-Per-Click
  13. 13. Pay-Per-Click
  14. 14. Pay-Per-Click SEO (Organic)
  15. 15. How Does A Brand Achieve First Page Domination?
  16. 16. Comparing PPC and SEO…
  17. 17. How to split your budget to get the best results…
  18. 18. How to get started… www.google.co.uk/adwords www.google.com/webmasters Pay-Per-Click with Google AdWords Search Engine Optimisation with Google
  19. 19. Digital Footprint
  20. 20. Digital Footprint Active Everything you consciously post or do online with the intention of leaving a trail: • Your website • Your social media channels • Blog entries • Commenting on other users’ blogs
  21. 21. Digital Footprint Active Everything you consciously post or do online with the intention of leaving a trail: • Your website • Your social media channels • Blog entries • Commenting on other users’ blogs Passive Everything you do or what others say about you online is tracked on one way or another: • Website visits • Who you connect with socially online, and what they do and say • The crazy email address that was funny at the time you set it up
  22. 22. Digital Footprint BOB Drives a lorry for a ‘ABC Haulage’.
  23. 23. Digital Footprint BOB Drives a lorry for a ‘ABC Haulage’. PHIL Works at Stop and Stare Marketing
  24. 24. Digital Footprint Hey Phil, I’ve had a really **** day at work. I hate everything about my boss. Let’s go out and get really drunk!
  25. 25. Digital Footprint Hey Phil, I’ve had a really **** day at work. I hate everything about my boss. Let’s go out and get really drunk! Hi Bob, I’ll meet you at 7pm.
  26. 26. Digital Footprint ME I’m pitching for a 12 month marketing contract for Innocent Smoothies.
  27. 27. Digital Footprint ME I’m pitching for a 12 month marketing contract for Innocent Smoothies. RICHARD REED – Innocent Smoothies Richard is loving my ideas and enjoying the presentation. “This guy is definitely going to win the contract!”
  28. 28. Digital Footprint Searches for Jamie Barlow Stop and Stare Marketing
  29. 29. Digital Footprint Searches for Jamie Barlow Stop and Stare Marketing
  30. 30. Digital Footprint Searches for Jamie Barlow Stop and Stare Marketing
  31. 31. Digital Footprint Searches for Jamie Barlow Stop and Stare Marketing
  32. 32. Digital Footprint Searches for Jamie Barlow Stop and Stare Marketing
  33. 33. Managing Your Digital Footprint 1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it
  34. 34. Managing Your Digital Footprint 1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it 2. Decide how you want your brand to be reflected online. Add this to you company handbook
  35. 35. Managing Your Digital Footprint 1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it 2. Decide how you want your brand to be reflected online. Add this to you company handbook 3. Use tools like Google Alerts to keep track of online mentions. Then act on them
  36. 36. Managing Your Digital Footprint 1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it 2. Decide how you want your brand to be reflected online. Add this to you company handbook 3. Use tools like Google Alerts to keep track of online mentions. Then act on them 4. Recognise that your digital footprint does not stand alone, it is linked to the day-to-day operations of your business

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