Online Marketing Workshop M50 Tallaght V1.2


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Online Marketing presentation to the Enterprise Platform Programme in Tallaght IT.

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Online Marketing Workshop M50 Tallaght V1.2

  1. 1. Online Marketing Workshop<br />Keith Feighery: Digital Strategist<br />
  2. 2. Overview<br />Pay per Click Advertising<br />Affiliate Marketing<br />Search Engine Optimisation<br />Email Marketing<br />
  3. 3. Pay Per Click Advertising<br />
  4. 4. PPC Introduction<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />, Google keywords tool<br />Create the PPC accounts<br />Google, Bing, Yahoo<br />Divide the main account into sub campaigns and Groups<br />Enables highly targetted Ad Cam<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  5. 5. PPC Tips<br />Match your keywords to optimised and tested landing pages <br />What does Google&apos;s important &quot;Quality Score” mean<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords<br />Keyword Spy<br />Wordze<br />WordTracker<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Try out “Arrow” formation<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  6. 6. Some Links<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  7. 7. Affiliate Networks<br />Google Affiliate Network (Double Click) offers: <br />Industry-leading advertiser and publisher service <br />Rigorous network quality standards<br />Reliable conversion tracking<br />Detailed reporting<br />Automated payments to publishers<br />Simple link and creative delivery tools<br />Flexible commissions<br />Access to top brands on the web<br />
  8. 8. Search Engine Optimisation<br />
  9. 9. Google Analytics<br />
  10. 10. Key Factors<br /><br />
  11. 11. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links - <br />73% very high importance<br />External Link Popularity (quantity/quality of external links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.) - <br />66% very high importance<br />
  12. 12. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words in HTML on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  13. 13. Key Broad Algorithmic Factors<br />Trust/Authority of the Host Domain<br />24%<br />Link Popularity of the Specific Page<br />22%<br />Anchor Text of External Links to the Page<br />20%<br />On-Page Keyword Usage<br />15%<br />Visitor/Traffic & Click-Through Data<br />7%<br />
  14. 14. Website Optimisation<br />
  15. 15. Website Optimisation<br />Dynamic Testing of all elements of site to gain greatest traction<br />Test Copy, Calls to Action, Images, Placement<br />The $300,000,000 Button<br />Both Split (A/B) and Multi-Variate Test<br />Define and set up conversion points<br />Can have massive impact on optimising goals<br />Major sites all split test headlines and images <br />Feedback into final design<br />
  16. 16. Test Process<br /><ul><li>Never stop testing and tracking user actions on website
  17. 17. A/B Split Testing
  18. 18. Define specific site goals (sale, sign-up etc..)
  19. 19. Test two specific pages (typically high volume landing pages)
  20. 20. Commercial tools (Vertster) or Google Optimiser
  21. 21. Monitor which test is performing better
  22. 22. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
  23. 23. Multi-Variate testing
  24. 24. Enables variable testing of elements within single pages
  25. 25. Different copy text, form layouts and even landing page images and background colours together
  26. 26. Track combinations that achieve predetermined goals</li></li></ul><li>Key Performance Indicators<br />
  27. 27. Sites<br /><br /><br /><br />
  28. 28. Typical TrackableKPIs<br />Uniques<br />Conversion Rate<br />Cost per click<br />Cost per Lead / Sale<br />Bounce rate<br />Returning visitors<br />Abandonment rate<br />
  29. 29. Additional KPIs<br />3rd Party Links – emails, promotions <br />New account signups<br />Article or press release views<br />Newsletter signups<br />Page views per session<br />Visitors per Lead / Sale<br />No. of Leads / Sales<br />No. of PDF download<br />
  30. 30. More KPIs<br />Track forums, blogs and RSS <br />GeoLocation – IP tracing <br />PDF and Word documents download tracking <br />Viral tracking <br />Commerce calibration and reporting <br />Benchmarking and trend analysis for 3+ years <br />Usability and accessibility <br />Integration into CMS, CRM, Intranets and other database systems <br />
  31. 31. Analysing Traffic Data<br /><ul><li>Think strategically about your traffic and customers and their intrinsic monetary value
  32. 32. Segment your traffic and ensure you can analyse each cohort by source and revenue
  33. 33. Understand, analyse and measure key traffic metrics
  34. 34. Cost Per Click
  35. 35. Click Through Rate
  36. 36. Cost per Acquisition
  37. 37. Cost Per Lead
  38. 38. Life Time Value
  39. 39. Tacking User cohorts – fall-off rates
  40. 40. CPM, eCPM
  41. 41. ARPU
  42. 42. Follow @andrew_chen or to see some interesting analysis and models </li>