Google Search, AdWords, SEO & Analytics
•Download as PPTX, PDF•
2 likes•2,068 views
Google AdWords and Analytics presentation presented at the SSIA conference at the W Hotel in San Diego, California on 2/18/2015, by James Harrison, Owner at SEO by the Hour www.seobythehour.com & Better Web Marketing www.betterwebmarketing.com.
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Google Search, AdWords, SEO & Analytics
- 1. Google Search. AdWords. SEO. Analytics. J A M E S H A R R I S O N , H E A D O F S E A R C H S E O B Y T H E H O U R / B E T T E R W E B M A R K E T I N G 2 / 1 8 / 2 0 1 5
- 2. Introduction James Harrison • 10 years internet marketing • Emphasis on search engine marketing (SEO & PPC) Audience Questions • Already runningAdWords account? • GoogleAnalytics installed? • Running mobile Ads? • Google is not your primary search engine?
- 3. Summary Google Search – Importance of getting found on Google AdWords - How to setup & manage GoogleAdWords SEO – Strategies and advantages Analytics – Measuring success
- 4. Google Search THE #1 SEARCH ENGINE
- 5. Google Search - Stats Search Engine Share as of Jan 2015* • Google - 88.1% • Yahoo! – 4.13% • Bing – 4.53% *Stats from Statistica
- 6. Google Search - Stats Google processes over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year.
- 7. Google Search - ListingTypes Paid: (Sponsored Results) AdWords, Campaigns, Budgets, Bidding, Keywords, Ads Organic: Most Relevant, Most “Votes”, Best Sites, User Performance, SEO Local: Google Maps, Google Business, Google+, Business Directories, Citations, Local SEO
- 9. AdWords – What is AdWords
- 10. AdWords –Advantages/Disadvantages oAdvantages • AttractTarget Customers • Target Specific Keywords • Pay-per-Visit • Target Geographic Locations • Easy to Manage oDisadvantages • Costly • Once you stop paying, traffic stops
- 11. AdWords Live GETTING THE MOST BANG FOR YOUR BUCK
- 12. AdWords – Live Demo https://adwords.google.com/ AdWords Dashboard: Set up an account & run ads Campaigns: Create a campaign and adjust campaign settings Budgeting: Decide daily ad spend (Cost-per-click, Marketing Budget, cost per conversion goal) AdGroups: Keywords & Ads (in perfect harmony) Quality Score: Google’sAdWords algorithm to determine best ads to display to make everyone happy Tracking Conversions: Determine how much each conversion is costing you and their exact sources
- 13. AdWords -AdGroups Keywords AdGroup Keywords: Group related keywords into AdGgroups (kickball city, social sports club) is one of the most important tasks. Small amount of keywords per ad group Preferred MatchType: Exact Match • Broad Match • Broad Match Modified+ • Phrase Exact Negative Keywords: Run a search term report if doing broad or in past Individual Keyword Bidding: 1st Page Bid Estimates, Lowest PossibleCPC, Find Optimal Ad Position • Bidding on Brand: More clicks, click share, cheap because of QS, avoid clicks to competition
- 14. AdWords –AdGroupsAds Ad Creative: Creating the perfect (converting) ad that turns your paid users into conversions plays a major role in your AdWords campaign success Split testing Ads: Always split test 2 or more ads and run routine variations to improve metrics Quality Score: Increase your Quality Score with ad copy relevance Landing Page: Ads should be windows to your website
- 15. AdWords -TrackConversions Conversions in AdWords: Install conversion script onto conversion tracking page to start tracking conversions in AdWords. StartTracking: • Conversion Rates • Cost Per Conversions • Converting Keywords • Converting Ads
- 16. AdWords - Management PPC Management: Involves setting up campaigns, split testing ads, managing CPC bidding, improving cost per conversion, increasing quality score, watching the competition, split testing landing pages, finding more target keywords, etc. Hiring a Service Provider Option: Paying a professional PPC Manager $500 to manage $1,500 could results is 3 times as many visitors & conversions as managing $2,000 yourself.
- 18. SEO – What?
- 19. SEO – Google’s Backbone Organic Search Results: Google delivers the best results.Their ultra-relevant organic search results is what makes Google who they are today. Organic Rankings: To rank high on Google, you must implement onpage and offpage strategies to prove to Google that your website is the most relevant. Benefits of SEO: • LongTerms Rankings: Top rankings are long lasting because positions are earned • FreeTraffic: Organic traffic is free. No cost per visit
- 20. SEO –Onpage Strategies Keyword Relevance: Your website has to be relevant to users intent Content: Content must be rich, unique and share worthy User Performance: Bounce Rate, Time on Site, Pages Visited Page Speed Insights: Google wants to speed up the web (user friendliness) GWT: Google Webmaster Tools as a resource to help you clean up your website
- 21. SEO –Offpage Strategies Link Building: Links CountAsVotes Mentions / Citations: The more your site is mentioned on the web, the more authoritative it becomes PR: Relevant to what people are looking for today Social Buzz: Is your website buzz worthy? Does it get mentioned on social sites?
- 23. GoogleAnalytics - Features • It’s Free!!!!!!! • Track Demographics • TrackWebsite Performance • Track KeywordTraffic • TrackTraffic Sources • Track Goals • Track Seasonality • Helps Increase ROI • Industry Benchmarking
- 24. GoogleAnalytics – Live Demo Acquisition: Traffic Sources, determine key phrases Behavior & User Performance: Bounce rate, time on site, pages visited Audience: Demographics,Geo… Conversions: Creating Goals Create Dashboards: Easy top level view of only the things you care about Administrative: Users,Tracking Code, Custom Alerts & Email Notifications, Reporting
- 25. Tips ALL SEARCH ENGINE MARKETING
- 26. Tips - SettingGoals Website Goals: It’s important to know what your website is trying to achieve and its value (phone, signup, newsletter, purchase, etc.). Target Keywords: Finalize your target keywords based on user intent, search volume & competitiveness. Remember Click Share: Set Realistic Expectations
- 27. Tips - Research Keyword Research: Know which keywords to target and understand visitor intent Competitive Research: Identify your competitors and quantify their PPC investment & SEO efforts. Audience Research: Know your audience demographic
- 28. Tips - Landing Pages Your landing page needs to be the most relevant and the best choice. Landing PageQuestions to AskYourself • Is this page relevant to my target keywords? • Does it answer users’ questions & satisfies user desires? • Is your conversion goal easy to understand? Mobile: If user is visiting using their iPad or android are they having a pleasant viewing experience? (add click to call for mobile)
- 29. Questions and Answers www.betterwebmarketing.com/resources | (858) 649-6525 | contact@betterwebmarketing.com
Editor's Notes
- 10 Year Internet Marketing Freelancer, to Working at Agency (Kickball Team), Partner, Consulting, 2 Time Google AdWords Professional Specialize in Search Engine Marketing (SEO & PPC) But tie in Social, Local Search, Social Media, Blogging, Web Design, Conversion Optimization & Content Marketing SURVEY: Take note of how many answer each question
- And if you feel like you haven’t learned a thing, leave time for questions and answers. Hopefully I can help.
- Google is the Business - 88% Talk about diff search engines (There are others) Firefox & Yahoo Partnership Yahoo & Bing Partnership Various surveys suggest anywhere from 78% – 95% of people use Google as their primary search engines.
- Why Google Search? 1 trillion searches per year - They get most searches because they deliver the best results (200pt Algorithm that constantly updates (Panda & Penguin Updates) to combat spam, black hat SEO & to adapt (or initiate) new user habits works!) 91% Success rate compared to Bings 76% User friendly – Fast, Easy to Use So if you are going to search something like….
- Organic Relevant to user Intent – Keyword friendly Most Backlinks = Most Votes To Be Considered the Best You Have to Be the Best How Users Perform on Your Website (All of the Above is SEO) Paid Google’s Paid Option Bidding & Budgets Campaigns with Ad Groups with Keywords & Ads Other Search Engines Have Paid Options Too Local Google Listings Next to Maps Google Plus & Google Business Business Directories & Citations
- Paid Listings / Sponsored Listings / Ads Organic results accounts for just 14.8% of the above the fold pixels? Sponsored Ads on high commercial intent keywords take up 85.2% of the above the fold pixels. On average, the top 3 spots take 41.1% of the clicks on the SERPs Competitiveness & total bidders will determine how many are paid or organic 45.5% of People couldn’t identify paid ads on the SERP if there wasn’t a right column according to a survey
- Disadvantages – Costly, requires budgets, some keyword costs $1 Click, 100 Visits = $100/day, $3,000/mo. As soon as you stop paying, it’s over. Ideally, you’ll be able to see that you make more than $3,000/mo from AdWords and look at it as an ongoing investment with good Return
- Today we are going to show you how to set up an AdWords account. Through the process you we hope to;
- What is the cost per click based on? Make sure you know your advertising area and only advertise in your desired location(s). (PPC/AdWords) Budgeting: Competition will always spend way more than you can imagine. Start with large enough budget to get enough info to tweak campaigns. Quality Score: Google’s AdWords algorithm to determine best ads to display to make everyone happy. (Gogole Money (CTR), People Keep using Google) Tracking Conversions: - Which keywords, Ads, Positions
- AdGroup Keywords Small amount of keywords per ad group So Ads can focus on keywords So you can pause, run, create settings for specific groups of keywords Match Type – Exact Broad could trigger terms you aren’t ready for Spend money of terms you weren’t exact targeting But phrase & broad match does open door for more terms Use keyword report to find exact terms typed in Adding Negative Keywords Bidding – Can set to time of day, days of week, 1st page estimates (can fluctuate based on others), position targeting, lowest CPC possible (bid strategy) Bidding on brand can increase clicks, prevent competition thievery, super cheap anyway (check SERP).
- Creating an Kick ass ad for kickball Quality Score: Increase your Quality Score with ad copy relevance. – Google’s PPC Algorithm, More later Sending ad to kickball page, not bowling
- Hiring a Service Provider Option: Paying a professional PPC Manager $500 to manage $1,500 could results is 3 times as many visitors & conversions as managing $2,000 yourself. Consider how they may be able to cut cost per click in half Make twice as many visitors convert Only attract targeted traffic Write experienced and effective ad copy
- SEO is the process of trying to rank a website organically. 94% of all Searches Click on Organic Depending on industry, type of term and how many ads there are, roughly 35% - 80% of all users click on the 1st listing. We keep click on top results because Google’s Algorithm is that Good. We really trust that they #1 (or 2or 3 spots) are exactly what we are looking for. Good Job Google The goal is to be #1 or at least rank on the 1st page of Google
- Search Results Information: Google has more than any other privately owned company in the world Rankings – will cover in more detail later
- KW Relevance – Keyword Placement, Answers Questions for Suggestions, Searched Finds Everything They Are Looking For CONTENT IS KING!!! – Is what attracts links, bots, searchers, visits and keeps users trusting and coming back for more. Content can be content, video, pictures, graphs, whatever keeps them on your website Page Speed - The slower a site, the less user friendly it will be. Google has said that a site’s speed directly affects its ranking potential. In addition, there are many studies showing that faster page loading times significantly improve conversion rates. Other Tools (see resources) GWT – HTML Suggestions, Crawl Errors, Links to Your Site, Submit XML Sitemaps, See Keywords to Sites, How Sites Looks to Google, Tract Structed markup Traffic, Configure Settings, etc. Bing has one too.
- Is your website dull and nobody voting for it? LINKS: Is your website worthy of links from other webmasters? MENTIONS: When Google finds your name on net, is it on a good site or surrounded by relevant content Citations – relates to Local too with NAP consistency PR: When someone is searching for what you offer, can Google assume it’s you they are looking for based on today’s industry topics? SOCIAL: Do the sites that mention you have a social following? If real life people are willing to share you, like you, tweet you, etc, then it must be safe to rank your website.
- Ok so you’ve done the research, found the keywords to target, set up your campaigns, optimize your landing pages and put some budget into all of this, now what? How can you track progress, if it’s working, and know what you need to improve?/
- Demographics: Browsers, devices, location, even service providers Performance: Bounce Rate, Time on Site, Pages Visited Traffic from all keywords, whether paid or organic Traffic from all sources, referral, direct, social, organic, paid Goals: Tracks goals all the way back to traffic source or keywords Seasonality: When what times of the year (or months, weeks, or even days) you get most traffic ROI: Information can teach you things about your website to improve for better ROI Benchmarking: Compare to industry
- Now that we’ve going through adwords and talked about SEO, we’’ll discuss some Some tips that apply to all forms of search engine marketing;
- GOALS What exactly are you spending your money on? Can’t be for traffic. You want each user to do something specific. And how much are each of those conversions worth? Is search campaign converting enough for ROI Finalize Your Target Keywords and their keyword traffic stats. Tie together with click share & website conversion rate to determine how much you can invest in SEO. Keyword Tools to determine competition SEMRush Google AdWords Google Webmaster Tools Bing Webmaster Tools Resources Page Hint Click Share: Just because a keyword get’s searched 1,000 times a month doesn’t mean you will get that many visits. Realistically. AT VERY BEST, ranking # with 10% site conversion rate will result in; 940 Users Clicking on Organic Listing 320 Users Click on Your Listing (35% of % of Organic Clicks) 32 Users Convert (10% conversion rate of User Clicks)
- Keyword Research: Use keyword research tools, brainstorm target user terms, terms your competitors are targeting, etc. Competitor Research: Learn from their campaign successes (and failures) to minimize your own risk. Know your competitors, what they offer, what they are saying, where they advertise, etc. Audience Research: what type of people are typing in your target terms, what terms your target users are typing, locations, devices, etc. REMEMBER: Make sure you know your advertising area and only advertise in your desired location(s). (PPC/AdWords) Some of these things we can learn for Google Analytics….
- Optimizing Landing Pages can help you Gain a competitive edge.