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How to Select the Best Keyphrases for Your Marketing Campaigns - andy Headington

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Andy Headington's slides from the dmsso17 workshop day

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How to Select the Best Keyphrases for Your Marketing Campaigns - andy Headington

  1. 1. DMSSO – OCT 2017 HOW TO SELECT THE BEST KEYPHRASES FOR YOUR MARKETING CAMPAIGNS
  2. 2. WHO AM I? Started Adido in 2003 Digital marketing speaker and cynic The future is fascinating I like to swim @andy_head / @adido ANDY HEADINGTON
  3. 3. Where are you now? - Where does it rank? - When did you last update content? - Does it reflect where you are as a business? - Does it get found by your target audience? DOES IT MAKE YOU PROFIT? HANDS UP TIME
  4. 4. Who are you? - Introduce yourself to the others on your table Tell them about your company, what products / services you sell, who you sell them to (important for later...) and your #1 problem you face with your website Please keep to 45 seconds per person TIME TO TALK
  5. 5. Making digital work 1. Relevant website traffic (and lots of it!) 2. To be able to generate leads / online payments 3. To maximise the results from your efforts BACK TO BASICS
  6. 6. BACK TO BASICS Channel Spend Avg. CPC Clicks Quote Conv. Rate Quotes Cost per Quote Quote to Sale New Custom ers Cost per Custom er Avg. Spend per month AOV Total Revenue ROI PPC £80,000 £7.50 10,667 25% 2,667 £30.00 50% 1,333 £60.00 £13,333 £160 £133,333 67% Remarketing £1,000 £0.50 2,000 15% 300 £3.33 25% 75 £13.33 £166 £160 £11,000 1000% Display £3,500 £1.00 3,500 5% 175 £20.00 25% 44 £80.00 £1,166 £160 £3,500 0% Facebook Ads £4,000 £2.00 2,000 10% 200 £20.00 25% 50 £80.00 £666 £160 £4,000 0% YouTube £88,500 1,502 £58.92 £151,833 72%
  7. 7. https://techcrunch.com/2017/06/27/facebook-2-billion-users/
  8. 8. https://techcrunch.com/2017/06/27/facebook-2-billion-users/https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
  9. 9. 2,300,000 QUERIES PER SECOND 15-20% ARE COMPLETELY NEW! https://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts/#.Wd6GnFtSyik
  10. 10. 2017 https://moz.com/blog/google-organic-clicks-shifting-to-paid
  11. 11. SEO PPC
  12. 12. At least 80% of you said you don’t click on PPC ads!
  13. 13. But we know that you you do because...
  14. 14. https://techcrunch.com/2017/06/27/facebook-2-billion-users/
  15. 15. https://techcrunch.com/2017/06/27/facebook-2-billion-users/
  16. 16. https://moz.com/blog/google-organic-clicks-shifting-to-paid
  17. 17. https://moz.com/blog/google-organic-clicks-shifting-to-paid
  18. 18. https://moz.com/blog/google-organic-clicks-shifting-to-paid
  19. 19. https://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
  20. 20. https://search.google.com/test/mobile-friendly?id=kAYZA0xrTO6mSeBT02gFOg
  21. 21. GETTING STARTED
  22. 22. • Instant traffic • Clear reporting & accountability • Adjustable at any point • Target multiple devices • Target relevant websites PAY PER CLICK (PPC)
  23. 23. • 2 – 10x more traffic than PPC on same phrases • Do NOT pay for clicks! * • More ‘trusted’ by web searchers • Can be massively profitable IF you can stay #1 Long term strategy – normally best results occur when outsourced SEARCH ENGINE OPTIMISATION (SEO)
  24. 24. • SEO should be part of your long term strategy, don’t rely on PPC! • Most companies should keep an element of PPC running to target low traffic phrases • Your online promotion provider should be good at both these tasks, otherwise you may have to use two companies…
  25. 25. • Keyword research is vital for success • Many research tools available, use them! • Are your target market looking for your products? • If you miss this step, you’ll waste a lot of time AND money! OK, HOW DO WE START?
  26. 26. • Write your own lists of positive & negative keywords / phrases • Remember what everyone else does & write down the phrases you would type in to find them • Fold over your sheet & pass it to the person on your left • Write three phrases that you would type in to find this person (30 seconds each) • Carry on passing until you are finished KEYWORD RESEARCH EXERCISE
  27. 27. • There is a lot of variety in what people think! • You need to set up lots of different variants to try and capture all of your potential users • It is important to put your key phrases into themed groups so that adverts can be made which are relevant to the phrases typed in KEYWORD RESEARCH EXERCISE
  28. 28. • Assos clothing • Assos cycle clothing • Assos ladies clothes • Assos bike accessories • Assos junior shorts • Assos bike shorts • Assos chamois cream • Assos ladies shorts KEYWORD RESEARCH PLANNING Cycle clothing Assos cycle clothing Junior clothing Assos junior shorts Accessories Chamois cream Bike accessories Ladies clothing Assos ladies clothing Assos ladies shorts General clothing Assos clothing
  29. 29. • Divide your key phrases into themed groups • This is important for your website navigation, search engines, improving conversion rate and successful PPC/SEO campaigns • Make sure you consider variations (stemming) KEYWORD RESEARCH PLANNING
  30. 30. • Once you’ve put your keywords into relevant groups think about what you will show your searchers • There are two vital things to think about; • Ad text • Landing page KEYWORD RESEARCH PLANNING
  31. 31. • To set up broad match, simply enter the phrase in your campaign • e.g. assos clothing • + lots of traffic - not very targeted, weakest ROI • Phrases matches are entered using speech marks • e.g. “assos clothing” • + more relevant, better ROI - less traffic • To use exact matches, set up the phrase with square brackets • e.g. [assos clothing] • + best match, best ROI - handfuls of traffic, needs more effort & variants KEYWORD RESEARCH PLANNING
  32. 32. KEYWORD RESEARCH PLANNING Here we can see some words which we don’t want to advertise on… - Holiday(s) - Kefalonia (and miss-pellings) - Accommodation - Greece - Hostel And many, many more Also think about brand... Do you want to target - ‘cheap’, ‘free’ & other similar words?...
  33. 33. • Don’t assume your web designer has done all of these!  • Carry out some of your own tests for speed etc • Cross link internal pages • How does the page render on mobile?
  34. 34. • Should have done this for PPC! • Carry through your PPC results for maximum effect • Ensure target phrases are used in content • Title tags! Make use of them!
  35. 35. • Very hard to do successfully but very important • Check your competitors for places to get links from • Make sure you use your target phrases in your links
  36. 36. META descriptions - Used in search engine results pages – 120 characters for mobile, 155 desktop - Good way to ‘hook’ users into your website TITLE tags - Most important thing to change – 55 characters on desktop - Good titles, help rankings. DO IT! META keywords - What a lot of people believe SEO is - No/small value for SEO – don’t waste your time
  37. 37. Journey > mobile > mobile > desktop What is your predominant device / audience Ga or google ad planner
  38. 38. • Without website traffic your online business will fail • Use PPC for instant, relevant traffic • SEO is a long term tactic but can pay real dividends • These two tactics will be good enough for most websites • Don’t believe the hype of social media (unless you fit) SUMMARY
  39. 39. EXPLORE. CAPTIVATE.CREATE. © Adido 2017 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | LORNE PARK ROAD | BOURNEMOUTH | BH1 1JN

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