G oo g le ’s Fu e l Fo r You r                       M ark et in g M ac hi ne                       A Wor ks ho p F or In ...
HAPPY, HEALTHY BUSINESSES                            ARE ORGAN IZED , UN IQUE, PROF ITABLE                       IN DIGITA...
AD WORD SSunday, April 14, 13
A ca p tive a ud ie nc e - 8 6 %                              of web u s e rs .Sunday, April 14, 13
6 STEPSSunday, April 14, 13
STEP 1.) ESTABLISH                         YOUR BUDGETSunday, April 14, 13
STEP 2.) RESEARCH YOUR                         KEYWORDSSunday, April 14, 13
STEP 3.) WRITE YOUR ADSSunday, April 14, 13
STEP 4.) SET-UP LANDING                           PAGESSunday, April 14, 13
STEP 5.) ORGANIZE YOUR                        CAMPAIGNSSunday, April 14, 13
STEP 6.) MEASURE &                            OPTIMIZESunday, April 14, 13
30,000’Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
STEP 6.) MEASURE &                            OPTIMIZESunday, April 14, 13
ANALY TI CSSunday, April 14, 13
WHAT METRICS MATTER                             MOST?Sunday, April 14, 13
visitorsSunday, April 14, 13
visitors                       bounce rateSunday, April 14, 13
visitors                       bounce rate                           tosSunday, April 14, 13
visitors                       bounce rate                           tos                         sourcesSunday, April 14, 13
Sunday, April 14, 13
visitors                       bounce rate                           tos                         sourcesSunday, April 14, 13
visitors                       bounce rate                           tos                         sources                  ...
devicesSunday, April 14, 13
visitors                       bounce rate                           tos                         sources                  ...
visitors                          bounce rate                               tos                             sources       ...
Sunday, April 14, 13
Sunday, April 14, 13
visitors                          bounce rate                               tos                             sources       ...
30,000’Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
STEP 6.) MEASURE &                            OPTIMIZESunday, April 14, 13
G+ / L OC ALSunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
G+ = pages, circles,                        hangouts, events,                          communities,                       ...
There’s a lot you can do in a         Hangout...Sunday, April 14, 13
Circles make it easy to                        share with the right                              people...Sunday, April 14...
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
GOMOSunday, April 14, 13
Sunday, April 14, 13
POWE R-U SE R- TIP SSunday, April 14, 13
bid types                       automated vs. manualSunday, April 14, 13
delivery method                  standard vs. acceleratedSunday, April 14, 13
quality scoreSunday, April 14, 13
bid simulatorSunday, April 14, 13
negative keywordsSunday, April 14, 13
d.k.i.Sunday, April 14, 13
fyi                       ad extensionsSunday, April 14, 13
Sunday, April 14, 13
slice & dice with                           segmentsSunday, April 14, 13
keep some data out with                               filtersSunday, April 14, 13
annotationsSunday, April 14, 13
alertsSunday, April 14, 13
webmaster toolsSunday, April 14, 13
taggingSunday, April 14, 13
AUD IT SSunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
Sunday, April 14, 13
DI G ITAL MAR K ET IN G BLI SSSunday, April 14, 13
1Sunday, April 14, 13
put th e cu sto me r f irs tSunday, April 14, 13
2Sunday, April 14, 13
be r eady for yo u r b r a n d ’ s                         zer o momen t o f truthSunday, April 14, 13
3Sunday, April 14, 13
t hi nk in ter ms of m a rke ting s       v ir t u ous c y cle instead of the s ta nd a r d f unne lSunday, April 14, 13
4Sunday, April 14, 13
c o nnect on an em o tio na l le ve lSunday, April 14, 13
5Sunday, April 14, 13
ha ve a p la nSunday, April 14, 13
Q&A                       G oo g le ’s Fu e l Fo r You r                       M ark et in g M ac hi ne                   ...
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Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013

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How Industry Partners With State, Regional & City Travel & Tourism Offices Can Leverage Google's Tools For Business Success. Convention & Visitors Bureau. Conventions & Visitors Association. Google Adwords. Google Analytics. Google+. Mobile.

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  • (describe power of this)
  • * start kw matrix (excel), brainstorm, jump into adwords (google knows)
  • 3 components - headline, description, attributes (slide)
  • (describe what it is)
  • (explain campaigns and adgroups)
  • (google provides lots of data...)
  • up and running 1h - suggest 1 week / 1h a day 30k view (slide slide slide)
  • * setting up a goal > admin > click on the property > click on goal tab * best practice is to assign a goal value
  • * if you care about search / care about g+ * align content with authors * introduce to broad strokes
  • (describe) 2 short videos
  • (describe) 2 short videos
  • (describe) 2 short videos
  • (discuss) (nts: how tracking - 30 min in?)
  • self as stock broker...
  • * accel. = manual
  • * provide some tips (keep light - reference on handout)
  • * provide some tips (keep light - reference on handout)
  • link to how-to in handout (describe)
  • (describe)
  • 2 types - describe... (nts - how tracking - 1h in?)
  • roaring fork real estate
  • vs funnel
  • Google’s Fuel For Your Marketing Machine - A Workshop In Aspen For Industry Partners - April 2013

    1. 1. G oo g le ’s Fu e l Fo r You r M ark et in g M ac hi ne A Wor ks ho p F or In d ust ry Pa rtn e rs Apr i l 2013Sunday, April 14, 13
    2. 2. HAPPY, HEALTHY BUSINESSES ARE ORGAN IZED , UN IQUE, PROF ITABLE IN DIGITAL MARKETING THERE’S A LOT YOU CAN DO BUT LET’S FOCUS ON WHAT MATTERS MOSTSunday, April 14, 13
    3. 3. AD WORD SSunday, April 14, 13
    4. 4. A ca p tive a ud ie nc e - 8 6 % of web u s e rs .Sunday, April 14, 13
    5. 5. 6 STEPSSunday, April 14, 13
    6. 6. STEP 1.) ESTABLISH YOUR BUDGETSunday, April 14, 13
    7. 7. STEP 2.) RESEARCH YOUR KEYWORDSSunday, April 14, 13
    8. 8. STEP 3.) WRITE YOUR ADSSunday, April 14, 13
    9. 9. STEP 4.) SET-UP LANDING PAGESSunday, April 14, 13
    10. 10. STEP 5.) ORGANIZE YOUR CAMPAIGNSSunday, April 14, 13
    11. 11. STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
    12. 12. 30,000’Sunday, April 14, 13
    13. 13. Sunday, April 14, 13
    14. 14. Sunday, April 14, 13
    15. 15. Sunday, April 14, 13
    16. 16. Sunday, April 14, 13
    17. 17. STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
    18. 18. ANALY TI CSSunday, April 14, 13
    19. 19. WHAT METRICS MATTER MOST?Sunday, April 14, 13
    20. 20. visitorsSunday, April 14, 13
    21. 21. visitors bounce rateSunday, April 14, 13
    22. 22. visitors bounce rate tosSunday, April 14, 13
    23. 23. visitors bounce rate tos sourcesSunday, April 14, 13
    24. 24. Sunday, April 14, 13
    25. 25. visitors bounce rate tos sourcesSunday, April 14, 13
    26. 26. visitors bounce rate tos sources (devices)Sunday, April 14, 13
    27. 27. devicesSunday, April 14, 13
    28. 28. visitors bounce rate tos sources (devices)Sunday, April 14, 13
    29. 29. visitors bounce rate tos sources (devices) goals & conversionsSunday, April 14, 13
    30. 30. Sunday, April 14, 13
    31. 31. Sunday, April 14, 13
    32. 32. visitors bounce rate tos sources (devices) goals & conversionsSunday, April 14, 13
    33. 33. 30,000’Sunday, April 14, 13
    34. 34. Sunday, April 14, 13
    35. 35. Sunday, April 14, 13
    36. 36. Sunday, April 14, 13
    37. 37. Sunday, April 14, 13
    38. 38. STEP 6.) MEASURE & OPTIMIZESunday, April 14, 13
    39. 39. G+ / L OC ALSunday, April 14, 13
    40. 40. Sunday, April 14, 13
    41. 41. Sunday, April 14, 13
    42. 42. G+ = pages, circles, hangouts, events, communities, localSunday, April 14, 13
    43. 43. There’s a lot you can do in a Hangout...Sunday, April 14, 13
    44. 44. Circles make it easy to share with the right people...Sunday, April 14, 13
    45. 45. Sunday, April 14, 13
    46. 46. Sunday, April 14, 13
    47. 47. Sunday, April 14, 13
    48. 48. GOMOSunday, April 14, 13
    49. 49. Sunday, April 14, 13
    50. 50. POWE R-U SE R- TIP SSunday, April 14, 13
    51. 51. bid types automated vs. manualSunday, April 14, 13
    52. 52. delivery method standard vs. acceleratedSunday, April 14, 13
    53. 53. quality scoreSunday, April 14, 13
    54. 54. bid simulatorSunday, April 14, 13
    55. 55. negative keywordsSunday, April 14, 13
    56. 56. d.k.i.Sunday, April 14, 13
    57. 57. fyi ad extensionsSunday, April 14, 13
    58. 58. Sunday, April 14, 13
    59. 59. slice & dice with segmentsSunday, April 14, 13
    60. 60. keep some data out with filtersSunday, April 14, 13
    61. 61. annotationsSunday, April 14, 13
    62. 62. alertsSunday, April 14, 13
    63. 63. webmaster toolsSunday, April 14, 13
    64. 64. taggingSunday, April 14, 13
    65. 65. AUD IT SSunday, April 14, 13
    66. 66. Sunday, April 14, 13
    67. 67. Sunday, April 14, 13
    68. 68. Sunday, April 14, 13
    69. 69. DI G ITAL MAR K ET IN G BLI SSSunday, April 14, 13
    70. 70. 1Sunday, April 14, 13
    71. 71. put th e cu sto me r f irs tSunday, April 14, 13
    72. 72. 2Sunday, April 14, 13
    73. 73. be r eady for yo u r b r a n d ’ s zer o momen t o f truthSunday, April 14, 13
    74. 74. 3Sunday, April 14, 13
    75. 75. t hi nk in ter ms of m a rke ting s v ir t u ous c y cle instead of the s ta nd a r d f unne lSunday, April 14, 13
    76. 76. 4Sunday, April 14, 13
    77. 77. c o nnect on an em o tio na l le ve lSunday, April 14, 13
    78. 78. 5Sunday, April 14, 13
    79. 79. ha ve a p la nSunday, April 14, 13
    80. 80. Q&A G oo g le ’s Fu e l Fo r You r M ark et in g M ac hi ne A Wor ks ho p F or In d ust ry Pa rtn e rs Apr i l 2013Sunday, April 14, 13

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