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Paid Advertising
SEO
PR & Social Media
By Henrik Bondtofte
Paid Advertising
Paid Advertising
• Pay Per Click Advertising
• CPM Advertising (Cost Per Mille)
• Sponsored Stories
• Cost Per View (Usual...
Interruption/Push Marketing
Push/Pull-marketing
Google AdWords
• Google Offers several different ways to do
paid advertising.
• CPC – Directly in the search result
• Rema...
CPC – Directly in the search result
pages
Remarketing
Display Ads
Google Adwords – How does it work?
• CTR – Click Through Rate is directly associated
to the cost of a click.
• The higher ...
Facebook Advertising
Focus on ’Likes’, Website Clicks / Conversions or
both.
Right Column Ad
Remarketing on FB
Newsfeed ads (Suggested Post)
Post Boosting on Pages
Targeting Demographics
Custom Audiences
• You can import mailing lists or other lists to
Facebook and target these persons directly.
• Target onl...
Other Possibilities
• LinkedIn Advertising – Great for B2B
• Bing Search Advertising – Great for getting
cheap clicks and ...
Search Engine Optimization (SEO)
• Research
• Content Marketing
• Linkbuilding
Some of the ranking factors
Research
See related keywords at the bottom of
a Google SERP for your KW
Use Googles Keyword Planner
Dig deeper with übersuggest
Content Marketing
• Content is by no means just the written word!
• Content is: Video, forums, Q&As, written
content, pres...
Be everywhere your customers are
Content
• Not just content, we need great content
• Without great content success will be tough if
not impossible to achie...
SERPs - Organic
SERP - Paid
Presentations
Video – external pages
Video on homepage
Live video shows
Write a book – Paid or Free
Get your content out there – Other
websites / Guestposting
Do Interviews / Podcasts
Do Webinars
Linkbuilding
• Links = Votes
• Links can pass authority, trust and relevance.
• Links are what connects the web
Bloggers
• There are thousands of bloggers out there, in
every niche.
• Seek out the important bloggers in your
sphere and...
Suppliers
Customers
Forums and profiles
Sponsor
• Linkbuilding resembles networking in many ways
• How do you get to know more people who will
recommend you?
• Be creativ...
Public Relations and Social Media
Public Relations
• Ways to create PR
– Expert Statements
– Data – Analytics, other datasources
– Good advices, guides etc....
Example
Create story from data
Use staticstics and data – highlight it
Make a press friendly version – Refeer
to your data on your own website
Sit back and relax
Sometimes things succeed and you go
viral
Social Media
Our behavior has changed since the
entrance of social media
• We share on social media
• We share what we like and what we...
QDF
• Users require fresh content
• Where do you find whats hot right now? Social
media
• You can get quick gains in trafi...
Does social interactions count as much
as link does?
• Not yet
• Is there correlation between social
interactions and good...
Correlation
Google+
AuthorShip
SEO-benefits on Google+
Fast indexing of new pages
Higher CTR in the SERPs with
authorship images
Social interactions shown directly in
SERPs
Google+ posts can and will rank in
Google SERPs
You can do hashtag searches on
Google+ from Google SERP
AuthorRank
Popularity on a personal basis
AuthorRank
Pagelevel+ Personal level
Tips
Promote your content on social media
platforms – make sharing easy
Reach Key Influencers
Segment your content to the right
audiences
Reach-outs - linkbuilding
You Google+ profile has PageRank
(Link Popularity calculation)
Britney Spears PageRank shows us that
she is a popular person
Linkbuild to your Google+ profile and
make it stronger
When you do that you also
• Linkbuild to all the pages connected to your
Google+ profile
• Homepages and other sociale pro...
Social Networks for SEO - Priority
1. Google+
2. Twitter
3. Facebook
4. Pinterest
Paid Advertising, SEO/PR & Social Media
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Paid Advertising , SEO/ PR & Social Media

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Paid Advertising , SEO/ PR & Social Media

  1. 1. Paid Advertising SEO PR & Social Media By Henrik Bondtofte
  2. 2. Paid Advertising
  3. 3. Paid Advertising • Pay Per Click Advertising • CPM Advertising (Cost Per Mille) • Sponsored Stories • Cost Per View (Usually pop-ups, unders etc.)
  4. 4. Interruption/Push Marketing
  5. 5. Push/Pull-marketing
  6. 6. Google AdWords • Google Offers several different ways to do paid advertising. • CPC – Directly in the search result • Remarketing – Cookie based advertising – Both on display and search • Display ads (Banners, text ads on third party Adsense-pages).
  7. 7. CPC – Directly in the search result pages
  8. 8. Remarketing
  9. 9. Display Ads
  10. 10. Google Adwords – How does it work? • CTR – Click Through Rate is directly associated to the cost of a click. • The higher CTR on the ads, the higher Quality Score = The Lower Price Per click. • Landingpage also has to meet expectations that are set in the ad, if not bounce rate will be high = lower quality score.
  11. 11. Facebook Advertising Focus on ’Likes’, Website Clicks / Conversions or both.
  12. 12. Right Column Ad
  13. 13. Remarketing on FB
  14. 14. Newsfeed ads (Suggested Post)
  15. 15. Post Boosting on Pages
  16. 16. Targeting Demographics
  17. 17. Custom Audiences • You can import mailing lists or other lists to Facebook and target these persons directly. • Target only those who has already given you permission to do so = much higher interaction
  18. 18. Other Possibilities • LinkedIn Advertising – Great for B2B • Bing Search Advertising – Great for getting cheap clicks and aquire customers at a low rate. • CPC on newspapers, Ekstrabladet.dk, Bt.dk etc.
  19. 19. Search Engine Optimization (SEO) • Research • Content Marketing • Linkbuilding
  20. 20. Some of the ranking factors
  21. 21. Research
  22. 22. See related keywords at the bottom of a Google SERP for your KW
  23. 23. Use Googles Keyword Planner
  24. 24. Dig deeper with übersuggest
  25. 25. Content Marketing • Content is by no means just the written word! • Content is: Video, forums, Q&As, written content, presentations.
  26. 26. Be everywhere your customers are
  27. 27. Content • Not just content, we need great content • Without great content success will be tough if not impossible to achieve
  28. 28. SERPs - Organic
  29. 29. SERP - Paid
  30. 30. Presentations
  31. 31. Video – external pages
  32. 32. Video on homepage
  33. 33. Live video shows
  34. 34. Write a book – Paid or Free
  35. 35. Get your content out there – Other websites / Guestposting
  36. 36. Do Interviews / Podcasts
  37. 37. Do Webinars
  38. 38. Linkbuilding • Links = Votes • Links can pass authority, trust and relevance. • Links are what connects the web
  39. 39. Bloggers • There are thousands of bloggers out there, in every niche. • Seek out the important bloggers in your sphere and make contact. Buy a review, give a product to test, make a giveaway. • Bloggers gives you both relevant visitors and relevant links
  40. 40. Suppliers
  41. 41. Customers
  42. 42. Forums and profiles
  43. 43. Sponsor
  44. 44. • Linkbuilding resembles networking in many ways • How do you get to know more people who will recommend you? • Be creative – Who do you want to recommend your website? Be Creative
  45. 45. Public Relations and Social Media
  46. 46. Public Relations • Ways to create PR – Expert Statements – Data – Analytics, other datasources – Good advices, guides etc. – Toplists – ”7 funny gadgets you need for your vacataion” – Great stories!
  47. 47. Example
  48. 48. Create story from data
  49. 49. Use staticstics and data – highlight it
  50. 50. Make a press friendly version – Refeer to your data on your own website
  51. 51. Sit back and relax
  52. 52. Sometimes things succeed and you go viral
  53. 53. Social Media
  54. 54. Our behavior has changed since the entrance of social media • We share on social media • We share what we like and what we would like to be associated with as a person • It’s a lot easier to get a share or like on social medias than it is getting a link • We want our information asap!
  55. 55. QDF • Users require fresh content • Where do you find whats hot right now? Social media • You can get quick gains in trafic from social sharing and voting • Damping factor
  56. 56. Does social interactions count as much as link does? • Not yet • Is there correlation between social interactions and good rankings in the SERPS? YES
  57. 57. Correlation
  58. 58. Google+
  59. 59. AuthorShip
  60. 60. SEO-benefits on Google+
  61. 61. Fast indexing of new pages
  62. 62. Higher CTR in the SERPs with authorship images
  63. 63. Social interactions shown directly in SERPs
  64. 64. Google+ posts can and will rank in Google SERPs
  65. 65. You can do hashtag searches on Google+ from Google SERP
  66. 66. AuthorRank Popularity on a personal basis
  67. 67. AuthorRank
  68. 68. Pagelevel+ Personal level
  69. 69. Tips
  70. 70. Promote your content on social media platforms – make sharing easy
  71. 71. Reach Key Influencers
  72. 72. Segment your content to the right audiences
  73. 73. Reach-outs - linkbuilding
  74. 74. You Google+ profile has PageRank (Link Popularity calculation)
  75. 75. Britney Spears PageRank shows us that she is a popular person
  76. 76. Linkbuild to your Google+ profile and make it stronger
  77. 77. When you do that you also • Linkbuild to all the pages connected to your Google+ profile • Homepages and other sociale profiles • 360 degrees visibility boost
  78. 78. Social Networks for SEO - Priority 1. Google+ 2. Twitter 3. Facebook 4. Pinterest

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